1. Content & Commerce
A new type of Corporate Publishing
Michael Höflich
Forum Corporate Publishing
Ljubliana, 20th September 2012

2. 1
>> The Association

3. FCP – BAS IC INFORMATION
• Founded May 1999 (14 members)
• 103 members D, A, CH (April 2012)
• Six board members
• Working groups and regional meetings
• Main office in Munich
• International Network ICMF (www.icpfonline.org)

4. FCP – GOALS
• positioning CP industry
• promote positive image of industry / market
• create transparency in the market
• promote CP quality standards
• provide information resources
• document market trends
• represent CP industry proactively

5. 2 >> The Market

6. G
CORPO RATE PUBLISHIN
MEDIA
Mobile News Service Sales Magazine Content Apps
Executive Media Mobile RadioNewsMag Portals
Corporate Responsibility Magazine Annual Reports
Employer Magazines Point of Sales-Magazine
Story-Site
Supplements Electronic Magazine Special Reports
Corporate Books Podcast Field Service Magaines
Magalog Corporate Weblogs Newsletter Vodcasts
Customer Magazine Corporate-TVYouth Magazine
E-Newsletter Members Magazines Case Studies Wallpaper

7. G In D-A-CH (2011)
CORPO RATE PUBLISHIN

8. FUTURE MA RKET SITUATION
Most of the companies and publishers judge the future market situation
favourably.
Companies
83.0 17.0
very positive
Publishers /
Agencies positive
9.8 72.5 17.6
mediocre

9. 2 >> European CP Institute

10. EICP – EUROP EAN INSTITUTE
G
FOR CORPO RATE PUBLISHIN
• first CP-Institut in Europe
• founded by FCP in June 2007
• advisory board with 15 university professors from Germany,
Switzerland and Austria
• tasks: research, apprenticeship, consulting, marketing
• partners (associations, academics and practitioners) from
14 European countries

11. 3 >> Study on
Content & Commerce

12. n t & Commerce“
Usage of „Conte
About two thirds of the companies use Corporate Publishing for Sales support.
Only one-fifth of the companies is not interested in Editorial Shopping.
Do you use Corporate Publishing for sales support?
Companies Publisher
66.0 64.7
Yes, we use
Yes, we use CP to support sales
CP to support sales
23.5
20.8 No
No ... and Editorial Shopping is ... but Editorial Shopping
13.2 absolutely out of question 11.8 would be an option
No No
... but Editorial Shopping ... and Editorial Shopping is
would be an option absolutely out of question

13. Potentia l Sales Support
CP is particularly suited to set the stage for products and to inform about
sources of supply. Direct incentive to buy is seen as an opportunity.
What is your estimate as to the potential of Corporate Publishing to provide the following types of support in terms of
distribution?
Companies Publisher
71.7 78.4
Attractive Attractive
presentation of presentation of
products products
54.9
Guidance for the
39.6 establishment of
Impulse for
visiting events 67.9 personal
contact
70.6
Information on
Information on
buying sources
buying sources
41.5
Guidance to 58.8
direct shopping 49.1 Impulse for
options Guidance for the visiting events 60.8
establishment of Guidance to
personal direct shopping
contact options

14. ed ia (Companies)
S ales Support: M
From a corporate perspective sales is best supported by websites and print
magazines. 40% think apps, e-newsletters, video and mobile websites are
especially suitable.
How appropriate do you consider the following media channels to be in terms of Editorial Shopping, namely in the area of
sales support?
Websites / Microsites 58.5
Printmagazine 52.8
Apps 41.5
E-Newsletter 39.6
Videos 39.6
Mobile Websites 37.7
E-Magazine 32.1
Soziale Networks 26.4
Blogs / Microblogs 11.3
Corporate Books 3.8

15. &
Connection be tween Magazine
Shop
Coupon codes and links with incentives are considered as the most appropriate
instruments to build a bridge between customer magazines and online shops.
How appropriate do you basically consider the following instruments to be in order to motivate the readers of
customer magazines to do their shopping in an online shop?
Companies Publisher
45.1
39.6 Couppon codes for
products / services
Couppon codes for
products / services
29.4
QR-Codes /
24.5 39.6
Mobile
Tagging 41.2
Links in printed
QR-Codes / Links in printed
magazines combined
Mobile magazines combined
with incentives
Tagging with incentives
33.3
24.5 Links in printed
Links in printed 26.4 magazines 37.3
magazines Reference to Reference to
content on content on
the internet the internet

16. ROLE OF M OBILE DEVICES
Agreement with the statement:
Smartphones and tablets will open new
possibilities for Editorial Shopping in the future.
Companies Publisher
75,5 % 80,4 %

17. 4 >> Development of
Content & Commerce

18. NTE NT …
CO
NTENT
BY JOURN ALISTIC CO
VINCES
C REDIBILITY
– RAISE OF
CON
RTAINS
RIENCES
IONAL EXPE
ENTE
EMOT
SELLS ITSELF MORE THAN 115 MILLION TIMES

19. „IN THE FUTURE
COMMUNICATION WILL
BE COMPLETELY ABOUT
LIFESTYLE AND LIFEWORLD
OF THE CONSUMER.“
DR. TONIO KRÖGER
(CEO & CHAIRMAN DDB GERMANY)

20. on the way into the
Media an d Communication
21. Century
Mass Media Personal Media
Ad Push Content Pull
Consumer Confessor
Sender Reciever
Marketing Objective Clients Budget

21. ERS
EA C H CONSUM
OMPANIES R
BRANDS AND C FERENT WAYS.
ON THE THREE DIF
Access to the
Access to the
PAID consumer with
consumer with
Adds incl Online
Adds incl Online
MEDIA
Access to the
Access to the
Access to the
Access to the consumer
consumer
consumer with
consumer with with own
with own
„Endorsement“
„Endorsement“
EARNED OWNED media
media
channels
channels
MEDIA MEDIA
Quelle: WPP

22. RNED
A SHIFT TO OWNED AND EA
Development Communication Market (Segments)
in Mrd. EUR in 2015; CAGR 2010-2015 in percentage terms
in %
30 0,8
15
10,9
0
16,8
Paid Media Owned Media Earned Media
Quelle: McKinsey Marktmodell Werbe- und Kommunikationsmarkt 2011

23. GETS
IN THE US AND U K 12% OF MARKETING BUD
IA
ARE SPEND ON OWNED MED
Owned Media Marketing Budgets
Examples form the US und UK 2010, estimated split
Traditional
18%
Advertising
7% Digital Advertising
7% Paid Search
10% Direct Marketing
12% Owned Media
Trade Programs
13%
& Promotions
19% Events / PR
Developing Sales
13%& Marketing Collateral
Other
3%
„Paid Media“ „Owned Media“
„Earned Media“ „POS / Direct Marketing
Source: WPP, Booz & Company Survey 2009; Booz & Company Analysis

24. 5 >> Retail is changing

25. THE 90S!
NG– SINCE
RE TAIL IS CHANGI
Agent
Pr ovoca
Nespresso teur
Kaufhaus
bie & Fitch
Abercrom
KaDeW e

26. TW OFORFASHION (OTT
O) VERSUS S.OLIVER
TWOFORFASHION S.OLIVER
OTTO STANDARD ONLINE
LINKAGE TO SHOP WITHOUT
E-COMMERCE – CONTENT
SHOPPING POSSIBILITY
IN THE ONLINE-SHOP OF
OTTO

27. TOM TAILOR
NIVEA ONLINE VERSUS
NIVEA LINKAGE TO THE TOM TAILOR
ARTICLES AND ONLINE SHOP STANDARD
ADVISES IN ADDITION ONLINE SHOPPING
TO THE CUSTOMER WITHOUT CONTENT
MAGAZINE

28. BLOG POWERED BY TURN-ON
CONTENT CHANNEL SALES
SICHERER SOUND
Ultraleicht und ebenso stabil
schickt Ride seinen Ninja-
Helm ins Rennen. Das Modell
passt sich optimal dem Kopf
an, und der integrierte
Skullcandy-Kopfhörer schützt
vor Après-Ski-Lärm.
Außerdem gibt es eine
www.ridesnowboards.com
Kamerahalterung, um Tricks
aus der Ego-Perspektive zu
filmen.
TURN ON –AUTHORS BLOG TURN ON MAGAZIN DEEP LINKS TO THE PRODUCTS
ABOUT PRODUCTS SATURN.DE PREORDERL-BUTTON
WRITE TURN ON SPECIALS, TURN ON iPAD APP TURN ON DISCOUNT
MAKE RECOMMENDATIONS COUNTDOWN
TURN ON PRODUCT OF THE WEEK
TURN ON 4 AT 4

29. 6 >> The next step

30. THE NEX T ST E P…
Anchorage in
the life world
„Relevance“
Content
Mobile /
Social Editorial
Shopping
Closeness to
Measurement Commerce Community consumer
of success „Credibility“
„Resonance “

31. LES IN
HRISTMAS SA
EW IN C
BLET GR
ON E OR TA ER).
MARTPH TURNOV
OPPRANSG
H NT (T I N A
VIA S CENT (
323 PER
OBIL1E 7SPERCE
) OR
CTIONS
M
EUROPE
38
201
SOCIAL NE TWORK .
S ARE A T LEAST IN
ONE
OF INTERNET USER
74 PERCENT ERS.
T ARE ACTIVE US
66 PERCEN
TION (D) SHOPS ONLINE
NEARLY HA LF OF TH).E POPULA
PEOPLE
IO
(46,6% OR 32,94 M
SOCIAL COMMERCE TURNOVER WAS 6,38 BN EURO IN 2011
FORECAST FOR 2015 IS 14,4 BN. EURO (CAGR 2010-2015: 52,2%)
Source: BITKOM 2011; Zweite, erweiterte Studie 12/2011

32. RCE“:
„CR OSS OVER COMME RKET
G IN THE VIRTUAL SUPERMA
QR CODE SHOPPIN
EBAY
EASYCOSMETICS D
TESCO KOREA

33. 7 >> Conclusion

34. „THE CUSTOMER
BECOMES THE MOST
IMPORTANT
MEDIACHANNEL.“
GREGOR GRÜNDGENS
(DIRECTOR BRAND MARKETING VODAFONE)

35. MICHAEL HÖFLICH
FORUM CORPORATE PUBLISHING e.V.
Dachauer Str. 21a
D-80335 München
Tel. +49 89 34 07 79 77
Fax: +49 89 34 07 79 78
michael.hoeflich@forum-corporate-publishing.de
www.forum-corporate-publishing.com