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OMR Festival 2019 – State of the German Internet 2019

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How is the german digital industry doing? And how can we keep up with GAFA? And how do we make people care? Philipp Westermeyer, Founder of OMR, has the answers.

Publié dans : Business

OMR Festival 2019 – State of the German Internet 2019

  1. 1. STATE OF THE GERMAN INTERNET 2019 STATE OF THE GERMAN INTERNET 2019 STATE OF THE GERMAN INTERNET 2019 STATE OF THE GERMAN INTERNET 2019
  2. 2. €53 BIL €65 BIL ZALANDO UNITED INTERNET PROSIEBENSAT.1 DELIVERY HERO AXEL SPRINGER SCOUT24 ROCKET INTERNET HELLO FRESH STRÖER TRIVAGO XING CTS EVENTIM ZALANDO UNITED INTERNET PROSIEBENSAT.1 DELIVERY HERO AXEL SPRINGER SCOUT24 ROCKET INTERNET HELLO FRESH STRÖER TRIVAGO XING CTS EVENTIM 2019 GIX2018 THE YEAR IN REVIEW Since OMR18, the GIX has been under enormous pressure. Source: Yahoo finance, April 23, 2019 GIX (German Internet Index): Digital Core Business Valued > €1 Billion B2C
  3. 3. Meanwhile, Chinese platforms have remained stable despite deteriorating global economic conditions. Seemingly immune to market developments, the Big Four added €500 BIL in market cap. 2019 GAFA20182019 BAT20182019 GIX2018 TENCENT ALIBABA BAIDU ALIBABA TENCENT BAIDU APPLE AMAZON GOOGLE FACEBOOK APPLE AMAZON GOOGLE FACEBOOK €2915 BIL €2400 BIL €883 BIL€900 BIL €53 BIL€65 BIL Source: Yahoo finance, April 23, 2019 THE YEAR IN REVIEW
  4. 4. So, the listed German Internet has been dwarfed even further by the global platforms compared to last year. Let’s see what else stood out in Germany, USA and China. Actually, there are some reasons for optimism...
  5. 5. There were numerous start-ups able to secure investments. Some private unicorns were even able to form. These investments could also translate to a stronger GIX in the future. MASSIVE INVESTMENTS IN STARTUPS GERMANY Source: OMR Research: Undisclosed investments >€25 MIL from 2018 until March 2019
  6. 6. There were numerous start-ups able to secure investments. Some private unicorns were even able to form. These investments could also translate to a stronger GIX in the future. MASSIVE INVESTMENTS IN STARTUPS GERMANY 56,6M 150M 26M 500M 33M 56M 166M 35M 55M 132M 140M 35M 392M 60M 40M 41.5M 26M 34M 26M 110M 83M 28M 26M 30M 100M 50M 35M 44M 88M 264M 29.5M 460M 46M Source: OMR Research: Undisclosed investments >€25 MIL from 2018 until March 2019
  7. 7. MASSIVE INVESTMENTS IN VOICE USA Voice is the absolute talk of the town. To give you an idea: Amazon alone has more than 10K staff members on their voice team now—and is looking to hire >2,000 more.
  8. 8. MASSIVE INVESTMENTS IN VOICE USA Voice is the absolute talk of the town. To give you an idea: Amazon alone has more than 10K staff members on their voice team now—and is looking to hire >2,000 more. Source: amazon.jobs, Wall Street Journal
  9. 9. Even though the statistics are not always reliable, China is investing heavily in AI. First results: More than 10 Chinese AI unicorns are already on the scene. Source: Forbes MASSIVE INVESTMENTS IN AI CHINA
  10. 10. Even though the statistics are not always reliable, China is investing heavily in AI. First results: More than 10 Chinese AI unicorns are already on the scene. Source: Forbes MASSIVE INVESTMENTS IN AI CHINA
  11. 11. The macro perspective and our global snapshots might give you both a bit of a headache and some optimism. Let us get to OMR’s core competence: Marketing.
  12. 12. Source: Forbes RECAP 2017 In 2017, our message was that your product is key to your marketing. Credits:HunkeOMR2017
  13. 13. RECAP 2018 Last year we tried to figure out how to win in the platform economy. Credits:WöckenerOMR2018
  14. 14. Source: Forbes This year we believe the most important question to answer is...
  15. 15. HOW DO WE MAKE PEOPLE CARE? HOW DO WE MAKE PEOPLE CARE? HOW DO WE MAKE PEOPLE CARE?
  16. 16. It is hard to get people to stop scrolling and grab their attention for at least a millisecond, to engage, to call to action in an extremely noisy world. We were inspired by the following example...
  17. 17. Price comparison platforms are among the biggest ad spenders in Germany. Almost everybody can save a pretty penny by switching power companies. Given that power has no specific properties and switching is really easy... Who wouldn't take advantage? HARDER THAN EVER
  18. 18. Source: BNetzA, Monitoringbericht 2018 HARDER THAN EVER Last year, 9 out of 10 Germans refused to switch power companies—despite the massive savings. 90DON’T CARE
  19. 19. Source: Forbes To be able to get a slice of the attention and activity pie, we believe you need to address people’s instincts. Being OMR, we thought we’d go to the root and focus on our basest, most archaic instincts... If vast ad pressure plus a no brainer deal won’t work: HOW CAN WE MAKE PEOPLE CARE? HOW CAN WE MAKE PEOPLE CARE? HOW CAN WE MAKE PEOPLE CARE?
  20. 20. THE SEVEN DEADLY SINS These will provide an ancient playbook for this modern phenomenon: getting you to make people care. Credits:wikipedia.org
  21. 21. WRATH WRA WRATHWRATH WRATHWRATH WRATH WRATH WRATHWRATH WRATH HWRATH WRA WATH WRATH WRATHWRATHWRATH RATH WRAT #1 ZORN People are quick to go irate and get angry—very angry— especially on the Internet. Pandering to wrath is actually a highly effective marketing tactic. #1 WRATH
  22. 22. UPROAR #1 WRATH Nike made Colin Kaepernick their testimonial. The former NFL quarterback protested police violence against minorities by taking a knee during the national anthem. Credits:ran.de Credits:spiegel.de
  23. 23. UPROAR #1 WRATH The issue became a social flashpoint; his mere image provoked outrage and caused an uproar. Credits:ran.de
  24. 24. UPROAR #1 WRATH The share price plummeted the day after the campaign started but then bounced back and actually increased. Why? The uproar came from people outside the target audience. In response, progressive, wealthy and urban people bought into it. At the heart of this campaign is not an attitude or mindset, but a clever marketing tactic. SHARE PRICE 21.08.2018 - 19.9.2018 SEP. 4, 2018 DAY AFTER CAMPAIGN START SEP. 17, 2018 TWO WEEKS AFTER CAMPAIGN START Source: Yahoo finance
  25. 25. UPROAR #1 WRATH Another mainstream brand took a similar road. Gillette's shift from traditional advertising ploys to call out toxic manhood created the uproar.
  26. 26. UPROAR #1 WRATH The wrath translated into an attention spike. GILLETTE WILKINSON GOOGLE SEARCHES DEC 18 - JAN 19 JAN. 16, 2019
  27. 27. UPROAR #1 WRATH German mainstream companies also employed this tactic as well. The Katjes’ campaign to promote their now vegan sweets provoked right-wing extremists. Credits:hiveminer.com
  28. 28. 2017 FEB - APR 2018 FEB - APR +28% SALES UPROAR #1 WRATH The negative reaction from the usual suspects, like this representative of a populist right-wing party, was presumably intended; the product sold extremely well.
  29. 29. ESIREDESIREDESIREDE REDESIREDESIREDESIR DESIREDESIREDESIRED SIREDESIREDESIREDES EDESIREDESIREDESIRE ESIREDESIREDESIREDE Creating "desire" is fundamental to marketing—no big news. But maybe we have a new perspective to offer. #2 DESIRE #2 BEGEHREN
  30. 30. #2 DESIRE COLLABORATION Who is that tattooed gangster? Who are these three old guys? Credits:egofm.de Credits:zeit.de
  31. 31. COLLABORATION #2 DESIRE Collaborations are nothing new to the music industry. German hip- hop artists Gzuz and Beginner collaborated on the track "Ahnma." Besides creating the song they shared their (mostly) unrelated fanbases to broaden their reach. GZUZ X BEGINNER Credits:juice.de
  32. 32. RIMOWA X OFFWHITE IKEA X HAY CROCS X BALENCIAGA COLLABORATION #2 DESIRE This tactic spread widely into the marketing space and is easy to adapt. Create desire for you and your product within the complementary target group of another brand. Crocs x Balenciaga Rimowa x Offwhite Ikea x Hay Credits:pinterest.de Credits:china-gadgets.de Credits:schöner-wohnen.de
  33. 33. NVYENVYENVYENVY VYENVYENVYENVYE VYENVYENVYENVYE VYENVYENVYENVYE VYENVYENVYENVYE VYENVYENVYENVYE #3 NEID How to exploit people’s envy: Create something everybody wants but few can get. #3 ENVY
  34. 34. DROP #3 ENVY Drops cause massively long queues for an item that others will envy. Let’s see how to engineer this. Credits:vice.de
  35. 35. RIMOWA X OFFWHITE IKEA X HAY CROCS X BALENCIAGA COLLABORATION #2 DESIRE Develop special product Create desire through scarcIty Communicate the time of the drop 1 2 3Credits:hypebeast.ch
  36. 36. DROP #3 ENVY This quite costly hoodie is re- sold to fashion addicts at a huge mark-up, which is indicative of the level of envy. The benefit for Supreme is the attention though.
  37. 37. DROP #3 ENVY This tactic can also be employed even if you happen not to be Supreme. It has worked for chocolate, credit cards and an eCommerce shop for biker gear as well, just to name a few.
  38. 38. RIDEPRIDEPRIDEPRID PRIDEPRIDEPRIDEPRID EPRIDEPRIDEPRIDEPR IDEPRIDEPRIDEPRIDEP RIDEPRIDEPRIDEPRID PRIDEPRIDEPRIDEPRID #4 STOLZ Being an insider might make you feel proud. Brands can trigger huge engagement hooking people on pride. #4 PRIDE PRIDE PRIDE
  39. 39. MEMEBAITING WHAT ARE MEMES? #4 PRIDE Memes create new contexts. They are the inside jokes of the digital era. If you get it or even create a new iteration of the meme, you proudly feel like you are "in the know."
  40. 40. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 MEMEBAITING MEME VS JESUS #4 PRIDE GOOGLE SEARCHES JAN 04 - MAR 19 MEME JESUS Actually, memes are bigger than Jesus.
  41. 41. #4 PRIDE MEMEBAITING Netflix is a master of memebaiting. To promote “Bird Box,” they created a challenge asking popular streamers to play their games blindfolded. Eventually, the meme went viral. Credits:horizont.de
  42. 42. #4 PRIDE MEMEBAITING
  43. 43. #4 PRIDE GOOGLE SEARCHES APR 18 - MAR 19 BIRD BOX AQUAMAN MEMEBAITING MARY POPPINS APR 18 MAY 18 JUN 18 JUL 18 AUG 18 SEP 18 OCT 18 NOV 18 DEC 18 JAN 19 FEB 19 MAR 19 We cannot judge the quality of these films. It is a fact though that Bird Box generated considerably more attention than other big budget films released that day.
  44. 44. MEMEBAITING
 THE KING 
 OF MEMES #4 PRIDE Why? He creates products that become memes. His name is Demna Gvasalia, creative director of Balenciaga. Credits:nytimes.de
  45. 45. MEMEBAITING #4 PRIDE One of many examples: His IKEA-like tote transformed products of mass consumption into high fashion. Credits:wmagazine.com
  46. 46. #4 PRIDE MEMEBAITING The product became a meme that went viral — to the benefit of both Balenciaga and IKEA.
  47. 47. MEMEBAITING BALENCIAGA VS HERMÈS #4 PRIDE GOOGLE SEARCHES APR 14 - MAR 19 BALENCIAGA HERMÈS DEMNA GVASALIA CREATIVE DIRECTOR 2014 2015 2016 2017 2018 2019OCT 2015 Since he took on the role, the brand profile grew almost exponentially surpassing legacy high fashion brands.
  48. 48. #4 PRIDE MEMEBAITING As the organizer of an annual Festival, our founder Philipp really took note of this one. Taking one for the team. If you don't get it check out the Fyre Fest documentary…
  49. 49. REEDGREEDGREEDGR EEDGREEDGREEDGREE EDGREEDGREEDGREED GREEDGREEDGREEDG REEDGREEDGREEDGR EEDGREEDGREEDGREE #5 GREED #5 GEIZ Even though it got a bit harder, greed still is a great way to trigger your audience.
  50. 50. RIMOWA X OFFWHITE IKEA X HAY CROCS X BALENCIAGA DISCOUNT SALES EVENTS #2 DESIRE Combining discounts with a clearcut timeframe, sales events are a global phenomenon. Singles’ Day Cyber Monday Black Friday Credits:zdnet.de Credits:twitter.com Credits:reuters.de
  51. 51. DISCOUNT BLACK FRIDAY #5 GREED Hamburg-based fashion brand “About You” shows how to operationalize greed. Special discounts are available only if you download the app.
  52. 52. #5 GREED DISCOUNT BANNER Banners are a bit out of fashion. But actually they do work when combined with discounts. If a certain threshold is crossed attention converts into action. Source: Yahoo finance, April 23, 2019 40% DISCOUNT 50% DISCOUNT +100% CLICKS +60% CONVERSION HABITUAL DISCOUNT IN THIS SEGMENT Source: OMR Research
  53. 53. #5 GREED 2018: €2.3 MIL PROFIT DISCOUNT These guys‘ eCommerce business—selling the leftover inventory from sports brands—grew without investors to an impressive profit. Credits:lvz.de
  54. 54. #5 GREED DISCOUNT POWER OF DEAL PLATFORMS How? By primarily taking advantage of such deal platforms. This marketing channel is a real opportunity.
  55. 55. LOTHSLOTHSLOTHSLO THSLOTHSLOTHSLOTH SLOTHSLOTHSLOTHSL OTHSLOTHSLOTHSLOT HSLOTHSLOTHSLOTHS LOTHSLOTHSLOTHSLO #6 GEWOHNHEIT People like their habits. #6 SLOTH
  56. 56. #6 SLOTH CLASSIC DISTRIBUTION MAIL Addressing people online has become quite an expensive endeavor as bidding algorithms coupled with a super noisy environment equals high costs. Sending a letter has the price of a stamp and a lot of people still read their mail. Source:OMRReportThePlaybookhttps://omr.com/report/
  57. 57. “Fond of” grew impressively by pushing their Ergobag school backpacks to the top of parents minds. Their marketing tactic? CLASSIC DISTRIBUTION RETAILERS #6 SLOTH * 90MIL € Revenue 2015 / 2016 2016 / 2017 2017 / 2018 2018 / 2019 * estimated 69MIL € 55MIL € 34MIL € Source: OMR Podcast #161, Bundesanzeiger
  58. 58. GE BI MS BS GE MG BN AC WI W MA KA A DO L HB H N S M F E DO DU D BO DO HH B #6 SLOTH CLASSIC DISTRIBUTION RETAILERS 50,000 CITIES INGERMANY WITHMORE THAN INHABITIANTS Instead of Instagram or Pinterest, they addressed classic retailers in larger cities both for distribution and taste making.
  59. 59. CLASSIC DISTRIBUTION RETAILERS #4 PRIDE Specialized stores like this one in Hamburg are the cornerstone of Ergobag’s success.
  60. 60. The same tactics apply to very successful toy innovator Toniebox and the hyped-up Swiss running brand "On." Both went to the places where people habitually looked for toys or running expertise. RETAILER #6 SLOTH Source: OMR Podcast #166 und #188 Credits:genialokal.de Credits:on-running.com
  61. 61. #6 SLOTH DIGITAL DISTRIBUTION SHOPPABLE ADS Sloth based marketing applies online as well. Totally frictionless shopping makes it even easier to click and buy on the platform where you already are.
  62. 62. LUTTONYGLUTTONYG UTTONYGLUTTONYGL TTONYGLUTTONYGLU TONYGLUTTONYGLUT ONY LUTTONYGLUTTONYGOne more sin. In our eyes, there is one platform that embodies gluttony: Instagram. #7 MASSLOSIGKEIT #7 GLUTTONY
  63. 63. LEVERAGE INSTAGRAM #4 PRIDE German rapper BonezMC grew to almost 2 mil followers. Credits:hiphop.de
  64. 64. LEVERAGE INSTAGRAM #4 PRIDE He basically lacks any and all restraint on sharing his life and broadcasts constantly. Every dot represents an Instagram story posted in the last 24 hours.
  65. 65. #7 GLUTTONY LEVERAGE INSTAGRAM 93STORIES INONE DAY
  66. 66. LEVERAGE INSTAGRAM #4 PRIDE He has 120 mil impressions—in a bad week. Some TV stations would kill for that reach. And he is in complete control of his content. Can this be used by brands as well? Credits:Kerouche
  67. 67. LEVERAGE INSTAGRAM #7 GLUTTONY Of course it can! Take this online shop from Bavaria for gourmet meat. They are passionate about their product and the show never stops.
  68. 68. #7 GLUTTONY 2018: +165K FOLLOWERS LEVERAGE INSTAGRAM
  69. 69. #1 WRATH UPROAR SEVEN WAYS TO MAKE PEOPLE CARE #2 DESIRE COLLABORATION #3 ENVY DROP #4 PRIDE MEMEBAITING #5 GREED DISCOUNT #6 SLOTH CLASSIC DISTRIBUTION #7 GLUTTONY LEVERAGE INSTAGRAM These archaic instincts can serve as an inspiration for your marketing.
  70. 70. BIG THANKS TO OUR PARTNERS
  71. 71. Presentation by Philipp Westermeyer AN OMR PRODUCTION Nina Schliefer No agency GbR / Grafik Michael Wanker Presentation Consulting Francesca Veit No agency GbR / Grafik Eike Dehning dhng Consulting Roland Eisenbrand Martin Gardt Torben Lux Scott Peterson Corinna Bremer

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