e-commerce berlin expo - zalando - tomasz ebbig
TRANSCRIPT
THE AGE OF TOUCH
April 2016
THE BIG QUESTION
WHY DID WE MAKE SUCH A RADICAL SHIFT?
1. CHANGE IN BRAND NEEDS
FROM KNOWING TO LIKING.
2. CHANGE IN BEHAVIOUR
FROM WATCHING TO TOUCHING.
MOBILE RULES THE WORLD
IT HAS BECOME THE NEW DOMINANT MEDIUM OF TODAY.
2 0 0 5 - P O P E I N A U G U R AT I O N
2 0 1 3 - P O P E I N A U G U R AT I O N
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 + PCMobile Devices
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%
WE ARE ENTERING A NEW AGE OF MARKETING
YOUTUBE MOBILE
WATCH TOUCH
READ2010 20152005
WE NEED TO ASK A SIMPLE QUESTION
WHAT ARE PEOPLE TOUCHING?
OR, THE OTHER WAY ROUND:
WHAT TOUCHES PEOPLE?
A NEW APPRECIATION OF THE WEIRD
A NEW APPRECIATION OF THE WEIRD
A NEW SENSE OF HUMOUR
A NEW SENSE OF HUMOUR
A NEW SPEEDINESS OF COMMUNICATIONS
A NEW LEVEL OF PERSONAL EXPOSURE
A NEW LEVEL OF PERSONAL EXPOSURE
A NEW LANGUAGE
A NEW AESTHETIC
A NEW AESTHETIC
A NEW APPRECIATION FOR THE REAL
WHAT IS NEW AND DIFFERENT?
TOUCH IS INSTANT TOUCH IS REAL TOUCH IS HUMAN TOUCH IS EMPOWERING
NOW LETS LOOK AT TYPICAL ADVERTISING
IT FEELS SLIGHTLY DIFFERENT TO THIS!
TYPICAL TV ADVERTISING
TYPICAL PRINT ADVERTISING
WHAT ARE THE DIFFERENCES TO WHAT WE ARE USED TO?
INSTANT REAL HUMAN EMPOWERING
LINEAR FICTIONAL ARTIFICIAL DICTATING
TYPICAL ADVERTISING CLASHES WITH THE NEW REALITY
AS A DIGITAL FASHION PLATFORM
WE NEED TO RESPECT THE NEW CONTEXT
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.
IN THE PAST IT TOOK A LONG TIME TO GET TO THE PRODUCTSTORYTELLING CONSUMED THE MAJORITY OF THE SPOT
PRODUCT + BRAND ARE INTRODUCED AFTER 31
SECONDS!
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
HOW WE CREATE OUR MARKETING CAMPAIGNS
REALNESS WORK WITH CHARACTERS NOT WITH MODELS.
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
BE AN INSPIRATION #SHAREYOURSTYLE
76% Mobile
3.3m Page Views
Instant Feedback Votes1.2m
1.5 m Total Users (Unique Visitors)
Uploaded Looksfrom Users10k
Source: Zalando Analysis, Global, 15 Markets, 4 Weeks
99.8% POSITIVE BUZZ AROUND THE CAMPAIGN
HOW WE CREATE OUR MARKETING CAMPAIGNS
HUMAN PLAY WITH SPONTANEITY, MISTAKES, SELF IRONY.
Headline
Building excitement for Zalando
10 OUT OF 10 AVERAGE 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 BILLION TOTAL GLOBAL IMPRESSIONS
HOW WE CREATE OUR MARKETING CAMPAIGNS
EMPOWERING START CONVERSATIONS AND EMPOWER PEOPLE.
EXAMPLE
CALVIN KLEIN
GOING HYPER LOCAL
THE 4 PRINCIPLES FOR THE AGE OF TOUCH
INSTANT REAL HUMAN EMPOWERING
SUMMING UP WE ASK OURSELVES ONE QUESTION
WOULD I SHARE THIS?
THANK YOU