distracted - communicating to bored users, online - sda bocconi - gummy industries

Gummy Industries

DISTRACTED Communicating to bored users, online

SDA Bocconi - Master MAMA

Il consumatore post moderno

THINK ABOUT YOUR TARGET

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87% OF THEM ARE ONLINE

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http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/

PROBABLY FROM THEIR PHONE

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http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/attachment/mobile-internet-trends-mary-meeker-2015-1/

MOSTLY ON THEIR PHONE

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http://www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB

WASTING TIME ON SOCIAL NETWORKS

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http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/

WHAT SOCIAL NETWORK DO YOU USE MOST?

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www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB

MOSTLY, IT DEPENDS ON YOUR AGE AND INTERESTS

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EVERYBODY IS ON FACEBOOK

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YOUNGER, LESS SCHOLARIZED ON INSTAGRAM

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BORED ADULTS ON LINKEDIN

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WOMEN ON PINTEREST

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RICH TEENS ON SNAPCHAT

WHY DO THIS PEOPLE SPEND TIME ON SOCIAL

NETWORKS?

15Remember? Relation, entertainment and information. 15

WHAT’S THE BEST WAY TO REACH YOUR

TARGET, ONLINE?

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“ONLINE ADVERTISING”, THEY SAY

You have 1 minute to find one that you like, on your

smartphone.

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ONLINE ADVERTISING IN ITALY A 2,15 BILLION € MARKET

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“SEARCH IS IMPORTANT” GOOGLE SAYS (LOL)

WHEN SHOULD YOU USE SEARCH ADVERTISING?

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WORKS WELL, IF USERS KNOW WHAT THEY WANT

WHEN WOULD YOU USE SEARCH ADVERTISING?

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WHEN SHOULD YOU USE SOCIAL ADVERTISING?

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GOOD TO TARGET PEOPLE IN BRESCIA, THAT LOVE ART AND ARE IN A COMPLICATED RELATIONSHIP

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of people click on Facebook newsfeed ads

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2%http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/

33 times more than display

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http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/06/The-Facebook-Ads-Benchmark-Report.pdf

WHEN SHOULD YOU USE DISPLAY ADVERTISING?

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HOW MANY BANNERS DO YOU SEE?

HAVE YOU EVER CLICKED ON A BANNER AD?

I MEAN, ON PURPOSE?

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of people click on banners31

0,06%*Average CTR across all media and all formats, source: DoubleClick

“You are 64 times more likely to climb Mount

Everest than clicking on a banner ad”

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WHY?

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PEOPLE DON’T CARE ABOUT BANNERS

61% of people don’t click on banners because they don’t want to be distracted

http://www.bannersnack.com/blog/build-trust-display-ads/

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EVEN WORSE: PEOPLE HATE

BANNERS

AND BANNER FOLLOW THEM

36That’s creepy! Stop it!

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LOOKING FOR SOCKS?

YOU’LL NEVER GET RID OF THEM

Returning customers who have been retargeted are

70%more likely to make a purchase

http://www.redcowmedia.co.uk/display-and-retargeting.html

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CAN YOU SPOT THE ADV?

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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

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HOW MUCH INTRUSIVE SHOULD YOUR BRAND BE?

100% branded+ control- reach

0% branded- control+ reach

OWNED MEDIA ADV SPONSORSHIP VIRAL

BRANDED CONTENT

EARNED MEDIA

Make my logo bigger!

CONTENT PRODUCT PLACEMENT

people look for something, every day, on Subtle Dildo’s page

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27.000

Inserisci qui un occhiello

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Inserisci qui un occhiello

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people played Twitch Plays Pokemon

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1 MLN

watched

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40 MLN

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views of TurBaconEpic Thanksgiving, on Epic Meal Time channel

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18 MLN

Inserisci qui un occhiello

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Blogpost produced by BuzzFeed for Virgin Mobile

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190

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BRAND CREATE ENTIRE BRANDED MAGAZINES

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THEY CREATE BRAND VALUE THROUGH CONTENT

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https://www.youtube.com/watch?v=lUtnas5ScSE

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160.000 viewers in theaters 1,5M € Box office

CULTURAL INSTITUTION ARE JUMPING ON BOARD

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http://azone.guggenheim.org/

WHAT’S NEXT?

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WWW.GUMMYINDUSTRIES.COM