Download - 12.07.2012 T2 Radio Star, Jan Bechler, Finc3
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Panel „Radio Star“Wie digitale Radios und Musik-Plattformen den Markt verändern
Jan BechlerFinc3 GmbH
Wien, 12.Juli 2012
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Intro:„Some people believe in God, I believe in music. Some peoplepray, I turn on the radio“
(30 Seconds to Mars / „Closer to the edge“)
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Neue Angebote:„The future's in the airI can feel it everywhereBlowing with the wind of change“
(The Scorpions / „Wind of Change“)
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Relevanz?
„Music for the masses!“
(Depeche Mode)
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25% der deutschen Musikverkäufe finden online statt
52% der deutschen Onliner nutzen Audio-Angebote im
Internet
Quellen: ARD/ZDF-Onlinestudie, Bundesverband d. Musikindustrie 2012, Arbitron „The infinite dial“
Ø Nutzungsdauer der wöchentlichenWebradio-Nutzer (USA): knapp 10h
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90 Mio registrierte User> 100 Mio $ Umsatz
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90 Mio registrierte User> 100 Mio $ Umsatz
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Das Ende des Radios?
„Shut it up, just shut up!“
(The Black Eyed Peas / „Shut up)
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What to do?„Open your eyes open your mind, proud like a god, don't pretend to be blind. Trapped in yourself, break out instead.Beat the machine that works in your head“
(Guano Apes / „Open your eyes“)
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Das Potenzial von neuen Technologien erkennen!
Zielgruppenkontakte maximieren!
Alle Plattformen besetzen!Neue Formate und Kanäle!
Usability!
Sich an die Kernkompetenzen erinnern!
Wachstum von digitalem Musikkonsum als Chance verstehen! Traffic acquisition!
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Vermarktung:„Use your illusion!“
(Guns n‘ Roses)
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Steig
AccountabilityTargeting
Neue Zielgruppen
Audio plus!
Interaktion
Musik als Content für Brands
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Vermarktung II:„The time has come, to say `Fair‘s fair‘, to pay the rentto pay our share“
(Modnight Oil / „Beds are burning“)
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Ausblick:„Das ist nicht die Sonne, die untergeht, sondern die Erde, die sich dreht.“
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Digitalisierung killt Major Promotions
Listens & Views statt Sales
Ab in die Nische! Neue Programme und die Renaissance des Back-Katalogs
Labels belohnen User für das Hören ihrer Artists
Vermarkter, WBT und Agenturen dürfen umdenken
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„Let‘s talk about Sex, baby!Let‘s talk about you and me.Let‘s talk about all the good things and the badthings that maybe.“
(Salt-n-Pepa / „Let‘s talk about sex“)
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Jan Bechler [email protected]
Finc3 GmbH +49 160 70 77 4 7 7
„Hey how ya doin‘ - sorry ya can't get through
But leave your name and your number, and I'll get back to you“
(De la soul / „Ring Ring“)