E-commerce Berlin Expo - Zalando - Tomasz Ebbig
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"The age of touch - shaping new habits and building long term brand strategy"
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E-commerce Berlin Expo - Zalando - Tomasz Ebbig
- 1. THE AGE OF TOUCH April 2016
- 3. THE BIG QUESTION WHY DID WE MAKE SUCH A RADICAL SHIFT?
- 4. 1. CHANGE IN BRAND NEEDS FROM KNOWING TO LIKING.
- 5. 2. CHANGE IN BEHAVIOUR FROM WATCHING TO TOUCHING.
- 6. MOBILE RULES THE WORLD IT HAS BECOME THE NEW DOMINANT MEDIUM OF TODAY.
- 7. 2 0 0 5 - P O P E I N A U G U R AT I O N
- 8. 2 0 1 3 - P O P E I N A U G U R AT I O N
- 9. MOBILE IS THE DOMINANT SCREEN SCREENMINUTES PER DEVICE IN % EUROPEAN COMPARISON 0% 25% 50% 75% 100% Italy France Germany Poland Spain UK USA 44%40%44% 40% 46% 33% 45% 23% 24% 24%35%20% 25% 27% 33%36% 31% 26% 34% 41% 28% TV Laptop + PC Mobile Devices
- 10. AND PEOPLE AREN‘T JUST WATCHING BUT ALSO BUYING VIA MOBILE Source: Zalando, Fact Sheet, 2015 MOBILE SHARE VISITS % 0% 15% 30% 45% 60% 2011 2012 2013 2014 2015 56% 41% 27% 13% 5%
- 11. WE ARE ENTERING A NEW AGE OF MARKETING YOUTUBE MOBILE WATCH TOUCH GOOGLE READ 2010 20152005
- 12. WE NEED TO ASK A SIMPLE QUESTION WHAT ARE PEOPLE TOUCHING?
- 13. OR, THE OTHER WAY ROUND: WHAT TOUCHES PEOPLE?
- 14. A NEW APPRECIATION OF THE WEIRD
- 15. A NEW APPRECIATION OF THE WEIRD
- 16. A NEW SENSE OF HUMOUR
- 17. A NEW SENSE OF HUMOUR
- 18. A NEW SPEEDINESS OF COMMUNICATIONS
- 19. A NEW LEVEL OF PERSONAL EXPOSURE
- 20. A NEW LEVEL OF PERSONAL EXPOSURE
- 21. A NEW LANGUAGE
- 22. A NEW AESTHETIC
- 23. A NEW AESTHETIC
- 24. A NEW APPRECIATION FOR THE REAL
- 25. WHAT IS NEW AND DIFFERENT? TOUCH IS INSTANT TOUCH IS REAL TOUCH IS HUMAN TOUCH IS EMPOWERING
- 26. NOW LETS LOOK AT TYPICAL ADVERTISING IT FEELS SLIGHTLY DIFFERENT TO THIS!
- 29. WHAT ARE THE DIFFERENCES TO WHAT WE ARE USED TO? INSTANT REAL HUMAN EMPOWERING LINEAR FICTIONAL ARTIFICIAL DICTATING
- 30. TYPICAL ADVERTISING CLASHES WITH THE NEW REALITY
- 31. AS A DIGITAL FASHION PLATFORM WE NEED TO RESPECT THE NEW CONTEXT
- 32. HOW WE CREATE OUR MARKETING CAMPAIGNS INSTANT EVERY VIDEO NEEDS TO WORK WITHIN 3 SECONDS! MOST PEOPLE ONLY WATCH THE FIRST 5 SECONDS OF MOBILE VIDEO AND 47% OF ALL ADVERTISING IMPACT HAPPENS WITHIN THE FIRST 3 SECONDS.
- 33. IN THE PAST IT TOOK A LONG TIME TO GET TO THE PRODUCT STORYTELLING CONSUMED THE MAJORITY OF THE SPOT PRODUCT + BRAND ARE INTRODUCED AFTER 31 SECONDS!
- 34. TODAY WE ARE TURNING THE MARKETING FUNNEL UPSIDE DOWN! ACTION DESIRE INTEREST AWARENESS DIRECTLY INVOLVE PEOPLE WITH THE PRODUCT DRIVE BROADER INTEREST THROUGH SHARING PRODUCT EXPERIENCES EMOTIONALIZE PEOPLE THROUGH THE PRODUCT EXPLORATION AMPLIFY THE EXPERIENCES TO THE MASSES THROUGH SOCIAL MEDIA
- 36. HOW WE CREATE OUR MARKETING CAMPAIGNS REALNESS WORK WITH CHARACTERS NOT WITH MODELS.
- 37. MODEL COSTS ARE NOW BASED ON SOCIAL MEDIA FOLLOWERS Cara Delevingne Estimated earnings: $9 million Instagram followers: 29.5 million Karlie Kloss Estimated earnings: $5 million Instagram followers: 4.5 million Kendall Jenner Estimated earnings: $4 million Instagram followers: 55.2 million Gigi Hadid Estimated earnings: $2.5 million Instagram followers: 16.7 million
- 42. 76% Mobile 3.3m Page Views Instant Feedback Votes1.2m 1.5 m Total Users (Unique Visitors) Uploaded Looks from Users10k Source: Zalando Analysis, Global, 15 Markets, 4 Weeks
- 43. 99.8% POSITIVE BUZZ AROUND THE CAMPAIGN
- 44. HOW WE CREATE OUR MARKETING CAMPAIGNS HUMAN PLAY WITH SPONTANEITY, MISTAKES, SELF IRONY.
- 48. Headline
- 49. Building excitement for Zalando 10 OUT OF 10AVERAGE RELEVANCE SCORE FOR VIDEO ON FACEBOOK 3 DAYS & 3 HOURS TIME IT TOOK TO SELL OUT THE GREEN JUMP SUIT Source: Zalando Sales Insights, Facebook Insights, March – May 2015 1 BILLIONTOTAL GLOBAL IMPRESSIONS
- 51. HOW WE CREATE OUR MARKETING CAMPAIGNS EMPOWERING START CONVERSATIONS AND EMPOWER PEOPLE.
- 59. THE 4 PRINCIPLES FOR THE AGE OF TOUCH INSTANT REAL HUMAN EMPOWERING
- 60. SUMMING UP WE ASK OURSELVES ONE QUESTION WOULD I SHARE THIS?
- 61. THANK YOU