SEMPL20 - DENNIS YUSCAVITCH, VP of Global Product Marketing, Outbrain
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All brands that are growing have one thing in common Only the brands that have learned to work with consumers directly will survive.
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SEMPL20 - DENNIS YUSCAVITCH, VP of Global Product Marketing, Outbrain
- 1. SEMPL20 NOVEMBER 2018| Digital First Branding Bonding How Digital First Brands are changing the marketing landscape. Dennis Yuscavitch VP, Product Marketing
- 2. SEMPL20 NOVEMBER 2018| 2 Reference Guide Traditional Brands: Legendary, Indirect Digital First: Direct Brands, Born Digital
- 3. SEMPL20 NOVEMBER 2018| 3 Do I use any of these products?
- 7. SEMPL20 NOVEMBER 2018| 7 Big Market Changes
- 8. SEMPL20 NOVEMBER 2018| 8 Most Incumbents Lag the Direct Brand Revolution Direct-to-consumer selling We are selling some products to the consumer We are not selling any of our products directly to the consumer We are selling a significant amount of our products to the consumer We are exclusively a direct to consumer business 53% 38% 7% 4%
- 9. SEMPL20 NOVEMBER 2018| 9 CPG Categories Have Seen Flat or Modest Growth
- 10. SEMPL20 NOVEMBER 2018| 10 Growth continued but shifted from few incumbents to thousands of start-up brands Traditional Brands: Digital First Brands:
- 11. SEMPL20 NOVEMBER 2018| 11 90% NASDAQ 33% Mondelez -35% Kraft Heinz 8,600 Retail Locations (2017) 2x Bankruptcies (2017)
- 12. SEMPL20 NOVEMBER 2018| Store Economy Digital Economy $2 Trillion retail 97% in-store 1992 The Shift is Apparent 12 $5 Trillion retail 14.7% out-of-store 2017
- 13. SEMPL20 NOVEMBER 2018| 13 70% down to 54% 7.2% up to 12.2% 6-Year Market Share Changes
- 14. SEMPL20 NOVEMBER 2018| 14 Growth of Craft Beer Industry – Farm to Consumer $55.7B 2014 18.8% 5 years
- 15. SEMPL20 NOVEMBER 2018| 15 2017 Revenue Growth for Contact Lenses Per Year Per Year +8%+6% Per Month +20%
- 16. SEMPL20 NOVEMBER 2018| 16 Digital First Mattress Company Market Share 5% 2016 10% 2017
- 17. SEMPL20 NOVEMBER 2018| 17 Shoe Industry Digital-First Challengers -5.2% Feb. 2017 +15% Market Share 2017
- 18. SEMPL20 NOVEMBER 2018| 18 Groceries 1% revenue growth expected versus 10x meal kits through 2022
- 19. SEMPL20 NOVEMBER 2018| 2010 2011 When Did This Digital-First Trend Begin? 19
- 20. SEMPL20 NOVEMBER 2018| 20 Fail Early, Fail Often 1st Party Data Customer Obsessed
- 21. SEMPL20 NOVEMBER 2018| 21 Digital First versus Traditional
- 22. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: Indirect Relationship Direct Relationship Brand Advertising Agency Publisher Consumer Retailer Consumer Retailer Brand 22
- 23. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: 12+ months to plan and launch product. 4-8 Months to Launch & Learn. 23
- 24. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: Major Touchpoint Is Through Retail Locations. All digital channels all the time. 24
- 25. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: Amazing creative and insights. Great creative combined with experimentation and measurement. 25
- 26. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: Product and branding led. Data and marketing led. 26
- 27. SEMPL20 NOVEMBER 2018| 27 “What [traditional] CPGs lack more than anything is actionable consumer data,” says Brian Cohen, head of digital integration at marketing agency Catapult. “A DTC engine allows them to collect insights directly.”
- 28. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: People work their way up the organization. Brand Manager Come from consulting, finance, and other data-driven sectors Entrepreneurs 28
- 29. SEMPL20 NOVEMBER 2018| Traditional Brands: Direct Brands: Branding 30 Bonding
- 30. SEMPL20 NOVEMBER 2018| Traditional Brands: Bonding: Branding 31 Functional Symbolic Emotional Transparent & Authentic
- 31. SEMPL20 NOVEMBER 2018| 32 The New Ecosystem
- 32. SEMPL20 NOVEMBER 2018| 33 Source: IAB Digital First Brands ConsumerDigital First Brand Product Services Identity Community DATA Analytics Programmatic Storytelling Retailing Measurement Fulfillment Stack Payment processing, inventory management, order fulfillment Data Stack 2nd, 3rd party data, analysis, reporting and planning Production Stack warehousing, logistics, packaging Attention Stack SEO, social media, content marketing
- 33. SEMPL20 NOVEMBER 2018| 34 Source: IAB The Stack-Your-Own Supply Chain: Overview
- 34. SEMPL20 NOVEMBER 2018| 35 Four Big Take-aways: Fail Early, Often Direct = Data Bonding NOT Branding On-demand Stacks
- 35. SEMPL20 NOVEMBER 2018| 36 Why They Love Outbrain.
- 36. SEMPL20 NOVEMBER 2018| 37 These Brands Love: Scale Performance Native Experiences
- 37. SEMPL20 NOVEMBER 2018| 38
- 38. SEMPL20 NOVEMBER 2018| 39 What’s Next for Digital-First Bonding?
- 39. SEMPL20 NOVEMBER 2018| 40
- 40. SEMPL20 NOVEMBER 2018| Thank You
Notes de l'éditeur
- In 2014 entire craft brewing industry (farm to consumer) contributed $55.7B Annual growth over craft beer industry in the past 5 years: 18.8%, Typically craft beer brewer produces less than 2 million barrels each year.
- ADD ICONS
- Creative & Insight to Experimentation and measurement enabled by social media platforsm
- Functional – does the product work? Symbolic – did it show others I’m not an idiot? Emotional - makes me feel good? Transparent and authentic – do you have ppl that can connect with audience? One big difference in this approach is how DFB leverage influencers and micro-influencers. Orators not customers- want ppl willing to tell your story (bulletproof). Micro-influencers to help with authenticity and this is why digital first brands aren’t just e-commerce companies and they have the gross margin to prove it. Brands are doing these things today, DFB are doing them faster with more touchpoints and more data as part of the new digital first brand economy
- Production is warehousing, logistics, packaging. Attention is SEO, social media, content marketing Fullfillment is payment processing, inventory management, order fulfillment, return processing Data stack – 2nd and 3rd party, analytics, reporting, planning
- Idea – does it meet the 6 criteria for great Is it a billion dollar market? Is it growing? Is purchase frequency hgh Currently dominated by few incumbents? High gross margins? Limited product innovation in the category which means marketing is the differentiator
- Germany/Austria/Switzerland spend for DFBs is about 60% of revenue We’re seeing spend of $10MM+ per quarter in select markets US - 136 with spend YTD (506 accounts/records classified in total) Spend - about ~$10 million per quarter so ~$40 million per year (~15% of spend)