How is the german digital industry doing? And how can we keep up with GAFA? What are the marketing quick wins for 2018?

1. STATE OF
THE GERMAN
INTERNET 2018

2. REMEMBER THE
Digital Core Business | B2C | valued > €1 Billion
GERMAN INTERNET INDEX?

3. Trending upwards.
Growth of roughly €20 BIL
in the last 12 months. Two
more companies qualified:
GIX
STATE OF
MarketCaponMarch3rd2018.Source:GoogleFinance
€48 BIL €65 BIL
2017 2018

4. STATE OF
GAFA added €500 BIL in
market cap over the same
period.
€1900 BIL €2400 BIL
MarketCaponMarch3rd2018.Source:GoogleFinance
2017 2018

5. Our GIX fits almost 8x
in the annual growth
of GAFA.
2018 7.5 GIX
€65 BIL
GAFA
VS
GIX
MarketCaponMarch3rd2018.Source:GoogleFinance
€2400 BIL
2018
€1900 BIL
2017

6. €1900 BIL
GAFA
VS
DAX
€1130 BILHow about another
comparison? GAFA’s
growths equals almost
half a DAX.
MarketCaponMarch3rd2018.Source:GoogleFinance
€2400 BIL
2018
2018 DAX
2017

7. €2400 BIL
2018
GAFA
VS
DAX
VS
BAT
€900 BIL
DAX
€1130 BIL
Actually, meaningful
competition is coming
from China as well.
€65 BIL
2018
MarketCaponMarch3rd2018.Source:GoogleFinance
GAFA
2018
GIX
BAT

8. GERMAN
INTERNET

9. HOW CAN WE
UP?
KEEP

10. TRAVEL EXPANDS HORIZONS
In the past, thought leaders traveled to
Italy to reach new heights.

11. Silicon
Valley
Germany
EXPANDING HORIZONS TODAY
30,000
SINCE 2012 ABOUT
MANAGERS HAVE FLOCKED
TO SILICON VALLEY
Source:OMRResearch

12. 1ST TAKEAWAY
PICTURES

13. 2ND TAKEAWAY
LOOKS ON ARRIVAL

14. 2ND TAKEAWAY
LOOKS AT DEPARTURE

15. 3RD TAKEAWAY
LEARNINGS

16. OUR LEGACY COMPANIES…RESULT

17. OUR LEGACY COMPANIES TRY
TO TRANSFORM THEIR BUSINESS
RESULT

18. IN ORDER TO SUCCEED IN A
TO UNDERSTAND
PLATFORM ECONOMY IT IS
ESSENTIAL
Ok, but that’s not enough, right?

19. WHAT IS THE
GAFA?
MAGIC OF

21. GAFA has almost exclusive customer access. It is actually a
universal paywall. This means everybody else has to pay
GAFA again and again and again to reach costumers.

22. FIVEPATHS TO VICTORY
IN TIMES OF
But there is hope:

23. PATH #1
GO HORIZONTAL
Once you have access to customers, expand
your product range to sell them more stuff.

24. PATH #1
PATH#1–GOHORIZONTAL
2018
BEAUTY
20102008
SHOES FASHION

25. 2015
FOOD DELIVERY
20122010
LIMOUSINE SERVICE
PATH#1–GOHORIZONTAL
"TAXI" SERVICE

26. PATH#1–GOHORIZONTAL
2008Platform forinsurance
and loans
Hier check
ich
alles
2018Platform forany privatecommodity

27. PATH #2

28. SPORT
PATH#2–RETAINWITHSUBSCRIPTION
GOODSENTERTAINMENT
It’s no surprise that subscription models
work very well in these segments.

29. WHENEVER
Today the auto industry is exploring additional avenues
of revenue via subscriptions.
YOU NEED IT
PATH#2–RETAINWITHSUBSCRIPTION
GET THE
WHOLE FLEET
SUBSCRIPTION
ONLY

30. SUBSCRIBIZATION
Retention by renting out products and
incentivizing customers to return frequently.
PATH#2–RETAINWITHSUBSCRIPTION

31. PATH #2

32. RETAIN WITH CRM
PATH#2–RETAINWITHCRM
Unfortunately this is our experience. Even though Booking’s approach
presumably does the job on measurable impacts it is just too much for us.

33. RETAIN WITH CRM
There is a lot of room for improvement. Despite quite some effort we
had a hard time finding great examples. These niche players show at
least how to win Philipp over.
PATH#2–RETAINWITHCRM
1

34. PATH #3
BY PROVOKING
STAND
OUT

35. SEARCH VOLUME: S.OLIVER TOM TAILOR NAKETANO
?
25
50
75
100
6.16 8.16 10.16 12.16 2.17 4.17 6.17 8.17 10.17 12.17 2.18
Source:GoogleTrendsPATH#3–STANDOUTBYPROVOKING
Edgy product names put
newcomer Naketano on par
with legacy incumbents.

36. Mode-Marke Naketano
vor dem Aus
03.01.2018
Modemarke „Naketano“
macht Schluss
03.01.2018
25
50
75
100
6.16 8.16 10.16 12.16 2.17 4.17 6.17 8.17 10.17 12.17 2.18
„Ihr könnt doch nicht
einfach aufhören“
04.01.2018
Self-created speculation about
whether or not they were
shutting down was their latest
PR stunt. Fake or News?
PATH#3–STANDOUTBYPROVOKINGSource:GoogleTrends
SEARCH VOLUME: S.OLIVER TOM TAILOR NAKETANO

37. Sexually suggestive marketing campaigns of true fruits plus
creating an award for provocative marketing – the steel testicals
of the CEO – caught our attention as well.
PATH#3–STANDOUTBYPROVOKING

38. CEO AS A BRAND
PATH #3
STAND
OUT

39. VIVIENNE WESTWOODKARL LAGERFELD
PATH#3–CEOASABRAND
WOLFGANG JOOP
GIORGIO ARMANIVERA WANG
JIL SANDER
COCO CHANEL
STAND OUT: FASHION DESIGNERS ARE BRANDS
DOLCE & GABBANA

40. PATH#3–CEOASABRAND
YOU KNOW THESE HANDSOME GUYS?

41. GARY VAYNERCHUK
@OMR2017
JOHN LEGERE
T-MOBILE
PATH#3–CEOASABRAND
PHILIPP WESTERMEYER
OMR
They create the hype to boost their business.
JEFF BEZOS
AMAZON
JACK MA
ALIBABA
YOU KNOW THESE HANDSOME GUYS?

42. PATH #4
DIGITAL
PR

43. PATH#4-PR:SUPERINFLUENCERPATH#4–DIGITALPR
DECODING ELON MUSK: HIS 4 TACTICS
How does digital PR create value?

44. DECODING ELON MUSK: FREQUENCY
01.17 02.17 03.17 04.17 05.17 06.17 07.17 08.17 09.17 10.17 11.17 12.17 01.18
ENGAGEMENT
1000TWEETS
2017

45. 04.17 05.17 06.17 07.17 08.17 09.17 10.17 11.17 12.17 01.18 02.18 03.18
DECODING ELON MUSK: ABSURDITY
Source:OMRResearch/TalkwalkerPATH#4–DIGITALPR
ENGAGEMENT
TESLA SPACEX BORING PRIVATE AI

46. 02.17 03.17 04.17 05.17 06.17 07.17 08.17 09.17 10.17 11.17 12.17 01.18 02.18
DECODING ELON MUSK: AGENDA SETTING
Source:OMRResearch/TalkwalkerPATH#4–DIGITALPR
ENGAGEMENT
TESLA SPACEX BORING PRIVATE AI

47. 03.17 04.17 05.17 06.17 07.17 08.17 09.17 10.17 11.17 12.17 01.18 02.18 03.18
ENGAGEMENT
DECODING ELON MUSK: AUTHENTICITY
Source:OMRResearch/TalkwalkerPATH#4–DIGITALPR
TESLA SPACEX BORING PRIVATE AI

48. VALUE
PATH#4–DIGITALPR
SO, WHAT’S THE
IN IT?
RESULT

49. COMPANIES SEEN AS MOST INNOVATIVE
BY GERMAN MANAGERS
06
01
… not
mentioned
02 03 04 05
07 08 09 1009
0201 0403
07 08 10
RESULT
PATH#4–DIGITALPRSource:BCG-TheMostInnovativeCompanies2018

50. 06
01 02 03 04
07 08 09 1009
02
06
01 0403
07 08 10 …171
05
PATH#4–DIGITALPRSource:PWC:The2017GlobalInnovation1000Study
ACTUAL R&D EXPENSESRESULT

51. PATH #4
DIGITAL PR
EVENTS

52. PATH#4–DIGITALPR:EVENTS
WHEN THIS GUY PRESENTS A NEW PRODUCT …

53. WHEN THIS GUY PRESENTS A NEW PRODUCT …
… the world listens.
PATH#4–DIGITALPR:EVENTS

54. THIS WITHOUT
CAN YOU
BEING
BUTREPLICATE
?
PATH#4–DIGITALPR:EVENTS

55. 41 MILLION IMPRESSIONS ON SOCIAL MEDIA
€20 MIL MEDIA VALUE
UNDER €1 MIL IN COSTS
Source:OMRResearch/Aboutyou
YES, YOU CAN.
German fashion start-up About You created an award
show in 2017 that displays the potential of events.
PATH#4–DIGITALPR:EVENTS

56. BE AGILE ON
PLATFORMS
PATH #5

57. PATH#5–BEAGILEONPLATFORMS
AGILE ON GOOGLE SHOPPING
How can shoes be sold in this environment?

58. PATH#5–BEAGILEONPLATFORMS
AGILE ON GOOGLE SHOPPING
Just add red pants.

59. CPO ON
INSTAGRAM*
€8.00
Source:OMRResearch,sellicsPATH#5–BEAGILEONPLATFORMS
With the same
CPO ON
AMAZON*
€8.00
AGILE ON MOBILE
marketing spend …

60. Source:OMRResearch,sellics
AGILE ON MOBILE
… reaching customers
PATH#5–BEAGILEONPLATFORMS
on Instagram doubles
revenue.

61. Posts from groups
generate visibility even
after modifications of
Facebook’s News
Feed. German drug
store DM is fortunate
to have such a large
and engaged fan base.
AGILE WITH FACEBOOK GROUPS
PATH#5–BEAGILEONPLATFORMS

62. ChampagneBar Riddler
This champagne bar in San Francisco displays an
opportunity for digital engagement.
PATH#5–BEAGILEONPLATFORMS
AGILE IN BRICK & MORTAR

63. AGILE IN BRICK & MORTAR
It is this street-art style photo opportunity
that catches the crowd.
ChampagneBar Riddler
PATH#5–BEAGILEONPLATFORMS

64. Path #1
RETAIN STAND
OUT
DIGITAL
PR
BE AGILE ON
PLATFORMS
RECAP
These are our five paths to victory in times of GAFA in 2018.
Stay informed: omr.com
GO
HORIZONTAL
Path #2 Path #3 Path #4 Path #5

65. A VERY BIG THANKS TO OUR DATA PARTNERS

66. Visual Concept
No agency GbR
Francesca Veit
Nina Schliefer
Presentation Consulting
Michael Wanker
Presentation
Philipp Westermeyer
Concept and Research
Sven Schmidt
Roland Eisenbrand
Eike Dehning - dhng Consulting
Martin Gardt
Corinna Bremer
Torben Lux
Scott Peterson
AN OMR PRODUCTION

67. WWW.OMR.COM
© ONLINE MARKETING ROCKSTARS 2018