distracted - communicating to bored users, online - sda bocconi - gummy industries
TRANSCRIPT
Gummy Industries
DISTRACTED Communicating to bored users, online
SDA Bocconi - Master MAMA
Il consumatore post moderno
THINK ABOUT YOUR TARGET
2
87% OF THEM ARE ONLINE
3
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
PROBABLY FROM THEIR PHONE
4
http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/attachment/mobile-internet-trends-mary-meeker-2015-1/
MOSTLY ON THEIR PHONE
5
http://www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
WASTING TIME ON SOCIAL NETWORKS
6
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
WHAT SOCIAL NETWORK DO YOU USE MOST?
7
8
www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
MOSTLY, IT DEPENDS ON YOUR AGE AND INTERESTS
9
10
EVERYBODY IS ON FACEBOOK
11
YOUNGER, LESS SCHOLARIZED ON INSTAGRAM
12
BORED ADULTS ON LINKEDIN
13
WOMEN ON PINTEREST
14
RICH TEENS ON SNAPCHAT
WHY DO THIS PEOPLE SPEND TIME ON SOCIAL
NETWORKS?
15Remember? Relation, entertainment and information. 15
WHAT’S THE BEST WAY TO REACH YOUR
TARGET, ONLINE?
16
17
“ONLINE ADVERTISING”, THEY SAY
You have 1 minute to find one that you like, on your
smartphone.
18
ONLINE ADVERTISING IN ITALY A 2,15 BILLION € MARKET
19
“SEARCH IS IMPORTANT” GOOGLE SAYS (LOL)
WHEN SHOULD YOU USE SEARCH ADVERTISING?
20
21
WORKS WELL, IF USERS KNOW WHAT THEY WANT
WHEN WOULD YOU USE SEARCH ADVERTISING?
22
WHEN SHOULD YOU USE SOCIAL ADVERTISING?
23
24
GOOD TO TARGET PEOPLE IN BRESCIA, THAT LOVE ART AND ARE IN A COMPLICATED RELATIONSHIP
25
of people click on Facebook newsfeed ads
26
2%http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/
33 times more than display
27
http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/06/The-Facebook-Ads-Benchmark-Report.pdf
WHEN SHOULD YOU USE DISPLAY ADVERTISING?
28
29
HOW MANY BANNERS DO YOU SEE?
HAVE YOU EVER CLICKED ON A BANNER AD?
I MEAN, ON PURPOSE?
30
of people click on banners31
0,06%*Average CTR across all media and all formats, source: DoubleClick
“You are 64 times more likely to climb Mount
Everest than clicking on a banner ad”
32
33
WHY?
34
PEOPLE DON’T CARE ABOUT BANNERS
61% of people don’t click on banners because they don’t want to be distracted
http://www.bannersnack.com/blog/build-trust-display-ads/
35
EVEN WORSE: PEOPLE HATE
BANNERS
AND BANNER FOLLOW THEM
36That’s creepy! Stop it!
37
LOOKING FOR SOCKS?
YOU’LL NEVER GET RID OF THEM
Returning customers who have been retargeted are
70%more likely to make a purchase
http://www.redcowmedia.co.uk/display-and-retargeting.html
40
CAN YOU SPOT THE ADV?
41
http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
42
HOW MUCH INTRUSIVE SHOULD YOUR BRAND BE?
100% branded+ control- reach
0% branded- control+ reach
OWNED MEDIA ADV SPONSORSHIP VIRAL
BRANDED CONTENT
EARNED MEDIA
Make my logo bigger!
CONTENT PRODUCT PLACEMENT
people look for something, every day, on Subtle Dildo’s page
43
27.000
Inserisci qui un occhiello
44
Inserisci qui un occhiello
45
46
people played Twitch Plays Pokemon
47
1 MLN
watched
48
40 MLN
49
views of TurBaconEpic Thanksgiving, on Epic Meal Time channel
50
18 MLN
Inserisci qui un occhiello
51
52
Blogpost produced by BuzzFeed for Virgin Mobile
53
190
54
55
56
57
BRAND CREATE ENTIRE BRANDED MAGAZINES
58
THEY CREATE BRAND VALUE THROUGH CONTENT
59
https://www.youtube.com/watch?v=lUtnas5ScSE
60
61
62
160.000 viewers in theaters 1,5M € Box office
CULTURAL INSTITUTION ARE JUMPING ON BOARD
63
http://azone.guggenheim.org/
WHAT’S NEXT?
64
WWW.GUMMYINDUSTRIES.COM