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STATE OF THE
GERMAN
INTERNETIN 2017
OMR FESTIVAL
02./03.03.2017
HAMBURG MESSE
STRATEGIES
FOR GERMAN
MARKETING
COMPANIES
Source: Bloomberg.
In 2011, the majority of
the most valuable companies
were oil companies.
Source: Wikipedia, List of public companies by market cap, Q3 2016.
In 2016, 5 years later, all of the
largest companies w...
Source: ARD / ZDF Onlinestudie 2016, Statistisches Bundesamt Dec 2016. Image Source: Imgur.
76% of Germans
use a smartphon...
WHICH
USING
APPS
ARE YOU
v
THE GERMAN HOMESCREEN.
Source: AppAnnie, most popular Android-Apps by time spent in Germany in 2016 excluding pre-instal...
Source: Nielsen, AppAnnie & Analysys.cn (Monthly Active Users), w/o browsers, pre-installs and games.
US German ChineseThe...
100%AMERICAN
88%AMERICAN
100%CHINESE
GERMAN REAL ESTATE
IS IN FOREIGN HANDS.
?
WHAT DOES THAT
IMPLY FOR THE
GERMAN
ECONOMY
INTERNET
We took a look at large, publicly
listed German companies.
And created an index representing
10 major online companies.
ERMAN NTERNET INDEG I X
Digital Core Business | B2C | valued > €1 Billion
To our surprise, the classic German economy
has clearly outperformed the online economy
in the last 12 months…
DAX VS GIX
Source: OMR Research, Google Finance.
-30
-22,5
-15
-7,5
0
7,5
15
22,5
30
Feb16
Mar16
Apr16
May16
Jun16
Jul16
A...
THIS IS THE GIX
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017
Each box represents the market value of e...
COMBINED MARKET CAP:
€48 BILLION
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
Nearly €50 Billion is massive.


And yet, it is dwarfed 1:40
by the dominant platforms.
And we live in a platform economy.
GAFA: €1.964 TRILLION
COMBINED MARKET CAP
COMPARED WITH GIX…
So perhaps, the comparison is unfair.
We took a look at the second tier of
global platforms, think numbers five to eight.


They are all leaders in major catego...
BLUN: €222 BILLION
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
Still, this ratio fails to flatter.
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
GAFA + BLUN:
€2.186 TRILLION
GERMAN
COMPANIES
Germany has a long tradition
of hidden global champions
among medium-sized companies,
aka the “Mittelstan...
Tunneling Audio Leisure
SOME CHAMPIONS
Image source: www.herrenknecht.com, de.sennheiser.com, www.luerssen-yachts.com.
Source: Biesalsky & Company: The brands of Germany’s hidden champions.
HIDDEN
CHAMPIONS
AND HUNDREDS MORE…
THAT THE GREAT
PRIVATE.
GERMAN ONLINE
COMPANIES ARE
THEREFORE, IT STANDS TO REASON
THE NEW UNICORNS
These are the up-and-coming digital companies
Source: Gründerszene, digitalkompakt, Handelsblatt.
Image s...
Image source: Beyond print.
POTENTIAL UNICORNS
The runners-up and aspiring global leaders
Source: Bundesanzeiger, Handelsr...
Ecommerce Software … AND others
Source: OMR Research.
AND A LOT OF POTENTIAL
Selection of companies valued at €100-500 Mio
GERMAN
INTERNET
STILL THE GERMAN INTERNET IS SUBJECTED
TO THE PLATFORM ECONOMY.
ARE YOU SAFE?
OR TO PUT IT IN OTHER WORDS, DEAR READERS:
06
02
07 08 1009
0503 0401
Freelance
Source: XING, Top10 employers, based on >250K Datapoints, filtered for B2C businesses...
Maybe, the more important question is:
WHAT ARE WE
GOOD AT?
PERFORMANCE
MARKETING
Performance is possibly the German
core competence in online marketing.
0
125
250
375
500
08.11
10.11
12.11
02.12
04.12
06.12
08.12
10.12
12.12
02.13
04.13
06.13
08.13
10.13
12.13
02.14
04.14
06...
But it didn’t matter.
PERFORMANCE
MARKETING
IS NOT ENOUGH
LET’S
DECONSTRUCT
WHAT SUCCESSFUL
PRODUCTS AND
BRANDS DO
RIGHT.
W
S
PRODUCTS
IS KEY.
THE UNDERSTANDING
OF THE NATURE OF A
The product used to be seen and organized
separately from marketing and fulfillment
Goods or Service Marketing & Sales Pay...
Successful companies share an
integrated approach on all of these aspects.
Marketing & Sales
Goods or Service
Marketing & ...
AMAZON’s marketing is carried out through the products themselves.
Prime, Video and Echo are powerful marketing tools.
Ima...
TESLA is built on storytelling from the biggest business
influencer on the planet (25 mio. views on Youtube
per month). Th...
THERMOMIX revamped the tupperware party to compel
customers to use and promote their hard-to-understand product.
Thus, it ...
YOUR PRODUCT IS
YOUR MARKETING
Alrighty then. This was an eyeopener.
A lot of macro and big names.
But what can I do about it? Like, say,
TOMORROW?
The operational:
FIVE QUICK-WIN IDEAS

to improve your marketing today. 

Underpriced Marketing Channels
Tawnya Sutherland
Secretary
Fynn Kliemann
Craftsman
Florian Neuschwander
Runner
Babs Kijewski
Angler
#1 NICHE INFLUENCERS
...
#2 CONTENT RECOMMENDATION
The "Babbel Guys" became global on a tiny budget.
Image source: www.emske.com
Source: www.espn.c...
#3 PODCASTS
Believe it or not: 44 of the Top 50 German podcasts have no commercials.
Source: OMR Research, iTunes charts. ...
...visited a sponsor's website
... considered a new product
... gathered more info about a product
... used a promotional ...
Image source: CBRE, Shoepassion, techcrunch, Zillow, Fastcompany, Business Insider, Yogibo, Athleta, Blue Nile, Birchbox, ...
#5 AMAZON MARKETING
CPC within the shop is quite a deal!
Source: OMR Research, Example: Boxspringbett, Nov 2016.
Image sou...
QUICK WINS
Content
Recommendation
Niche
Influencer
#1
StoresPodcasts Amazon
Marketing
#2 #3 #4 #5
Image source: www.cather...
A VERY BIG THANKS TO OUR DATA PARTNERS
Visual Concept
No agency GbR
Francesca Veit
Nina Schliefer
Coordination
Leila Frieling 
Birthe Ziegler
Translation
Scott P...
v
WWW.ONLINEMARKETINGROCKSTARS.DE
© ONLINE MARKETING ROCKSTARS 2017
Online Marketing Rockstars - State of the German Internet 2017
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Online Marketing Rockstars - State of the German Internet 2017

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How is the german digital industry doing? What are the most valuable public and private online companies? How do they compare to international competitor? What are the marketing quick wins for 2017?

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Online Marketing Rockstars - State of the German Internet 2017

  1. 1. STATE OF THE GERMAN INTERNETIN 2017 OMR FESTIVAL 02./03.03.2017 HAMBURG MESSE
  2. 2. STRATEGIES FOR GERMAN MARKETING COMPANIES
  3. 3. Source: Bloomberg. In 2011, the majority of the most valuable companies were oil companies.
  4. 4. Source: Wikipedia, List of public companies by market cap, Q3 2016. In 2016, 5 years later, all of the largest companies were digital, and half of them have online marketing as their core business. This is the Age of Online Marketing.
  5. 5. Source: ARD / ZDF Onlinestudie 2016, Statistisches Bundesamt Dec 2016. Image Source: Imgur. 76% of Germans use a smartphone. 2/3 of them use Android. EVERYONE IS ONLINE. ALMOST.
  6. 6. WHICH USING APPS ARE YOU
  7. 7. v THE GERMAN HOMESCREEN. Source: AppAnnie, most popular Android-Apps by time spent in Germany in 2016 excluding pre-installs, browsers and games. # 1 WhatsApp # 2 YouTube # 3 Facebook # 4 Instagram # 5 Google Maps # 6 Snapchat # 7 eBay Kleinanzeigen # 8 eBay # 9 Facebook Messenger 9GERMAN APPS IN 2016 TOP
  8. 8. Source: Nielsen, AppAnnie & Analysys.cn (Monthly Active Users), w/o browsers, pre-installs and games. US German ChineseThe Homescreenvs. vs.
  9. 9. 100%AMERICAN 88%AMERICAN 100%CHINESE GERMAN REAL ESTATE IS IN FOREIGN HANDS.
  10. 10. ? WHAT DOES THAT IMPLY FOR THE GERMAN ECONOMY INTERNET
  11. 11. We took a look at large, publicly listed German companies. And created an index representing 10 major online companies.
  12. 12. ERMAN NTERNET INDEG I X Digital Core Business | B2C | valued > €1 Billion
  13. 13. To our surprise, the classic German economy has clearly outperformed the online economy in the last 12 months…
  14. 14. DAX VS GIX Source: OMR Research, Google Finance. -30 -22,5 -15 -7,5 0 7,5 15 22,5 30 Feb16 Mar16 Apr16 May16 Jun16 Jul16 Aug16 Sep16 Oct16 Nov16 Dec16 Jan17 Feb17 +25% +1,5%
  15. 15. THIS IS THE GIX Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017 Each box represents the market value of each company compared to the other companies.
  16. 16. COMBINED MARKET CAP: €48 BILLION Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
  17. 17. Nearly €50 Billion is massive. 
 And yet, it is dwarfed 1:40 by the dominant platforms. And we live in a platform economy.
  18. 18. GAFA: €1.964 TRILLION COMBINED MARKET CAP
  19. 19. COMPARED WITH GIX…
  20. 20. So perhaps, the comparison is unfair.
  21. 21. We took a look at the second tier of global platforms, think numbers five to eight. 
 They are all leaders in major categories.
  22. 22. BLUN: €222 BILLION Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017. Still, this ratio fails to flatter.
  23. 23. Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017. GAFA + BLUN: €2.186 TRILLION
  24. 24. GERMAN COMPANIES Germany has a long tradition of hidden global champions among medium-sized companies, aka the “Mittelstand.” Image source: Blend Images - Ned Frisk Brand X Pictures Getty Images.
  25. 25. Tunneling Audio Leisure SOME CHAMPIONS Image source: www.herrenknecht.com, de.sennheiser.com, www.luerssen-yachts.com.
  26. 26. Source: Biesalsky & Company: The brands of Germany’s hidden champions. HIDDEN CHAMPIONS AND HUNDREDS MORE…
  27. 27. THAT THE GREAT PRIVATE. GERMAN ONLINE COMPANIES ARE THEREFORE, IT STANDS TO REASON
  28. 28. THE NEW UNICORNS These are the up-and-coming digital companies Source: Gründerszene, digitalkompakt, Handelsblatt. Image source: Beyond print.
  29. 29. Image source: Beyond print. POTENTIAL UNICORNS The runners-up and aspiring global leaders Source: Bundesanzeiger, Handelsregister, meedia, Gründerszene.
  30. 30. Ecommerce Software … AND others Source: OMR Research. AND A LOT OF POTENTIAL Selection of companies valued at €100-500 Mio
  31. 31. GERMAN INTERNET STILL THE GERMAN INTERNET IS SUBJECTED TO THE PLATFORM ECONOMY.
  32. 32. ARE YOU SAFE? OR TO PUT IT IN OTHER WORDS, DEAR READERS:
  33. 33. 06 02 07 08 1009 0503 0401 Freelance Source: XING, Top10 employers, based on >250K Datapoints, filtered for B2C businesses with a digital core business model. THANKS! WHERE GERMANS ACTUALLY WORK: TOP-10 DIGITAL EMPLOYERS IN GERMANY
  34. 34. Maybe, the more important question is: WHAT ARE WE GOOD AT?
  35. 35. PERFORMANCE MARKETING Performance is possibly the German core competence in online marketing.
  36. 36. 0 125 250 375 500 08.11 10.11 12.11 02.12 04.12 06.12 08.12 10.12 12.12 02.13 04.13 06.13 08.13 10.13 12.13 02.14 04.14 06.14 08.14 10.14 12.14 02.14 04.15 06.15 08.15 10.15 12.15 02.16 04.16 06.16 08.16 10.16 12.16 WIMDU MASSIVELY OUTPERFORMED AIRBNB IN SEO: Source: Sistrix visibility index.
  37. 37. But it didn’t matter. PERFORMANCE MARKETING IS NOT ENOUGH
  38. 38. LET’S DECONSTRUCT WHAT SUCCESSFUL PRODUCTS AND BRANDS DO RIGHT.
  39. 39. W S PRODUCTS IS KEY. THE UNDERSTANDING OF THE NATURE OF A
  40. 40. The product used to be seen and organized separately from marketing and fulfillment Goods or Service Marketing & Sales Payment & Fulfillment
  41. 41. Successful companies share an integrated approach on all of these aspects. Marketing & Sales Goods or Service Marketing & Sales Payment & Fulfillment
  42. 42. AMAZON’s marketing is carried out through the products themselves. Prime, Video and Echo are powerful marketing tools. Image source: www.amazon.com.
  43. 43. TESLA is built on storytelling from the biggest business influencer on the planet (25 mio. views on Youtube per month). This is an essential part of the product. Image source: www.tesla.com, digitaltrends.com, ecar-rent.com, ecomento.tv. Source: veescore.
  44. 44. THERMOMIX revamped the tupperware party to compel customers to use and promote their hard-to-understand product. Thus, it became a platform for 3rd parties to produce content, i.e. cookbooks and hugely succesful magazines. Image source: Vorwerk Group / flickr.com, www.welt.de, www.switzerland.thermomix.com, Gruner+Jahr.
  45. 45. YOUR PRODUCT IS YOUR MARKETING
  46. 46. Alrighty then. This was an eyeopener. A lot of macro and big names. But what can I do about it? Like, say, TOMORROW?
  47. 47. The operational: FIVE QUICK-WIN IDEAS
 to improve your marketing today. 
 Underpriced Marketing Channels
  48. 48. Tawnya Sutherland Secretary Fynn Kliemann Craftsman Florian Neuschwander Runner Babs Kijewski Angler #1 NICHE INFLUENCERS You can find the right influencer for just about any product. Image source: www.instagram.com.
  49. 49. #2 CONTENT RECOMMENDATION The "Babbel Guys" became global on a tiny budget. Image source: www.emske.com Source: www.espn.com.
  50. 50. #3 PODCASTS Believe it or not: 44 of the Top 50 German podcasts have no commercials. Source: OMR Research, iTunes charts. Image source: www.emske.com.
  51. 51. ...visited a sponsor's website ... considered a new product ... gathered more info about a product ... used a promotional discount code ... purchased a product ... visited a store ... purchased or downloaded music ... recommended a product to others ... attended a performance, cultural event or exhibit 15% 17% 18% 20% 25% 28% 37% 42% 45% Source: eMarketer, OMR Research. Every second (!) listener clicks 
 a sponsor’s website. #3 PODCASTS after hearing a podcast… Image source: www.mixcloud.com.
  52. 52. Image source: CBRE, Shoepassion, techcrunch, Zillow, Fastcompany, Business Insider, Yogibo, Athleta, Blue Nile, Birchbox, Forbes, Internetworld, The Verge, www.eightinc.com. #4 STORES Cities are platforms, stores are marketing. Apple's rent for its 750 flagship stores is marketing expenditure.
  53. 53. #5 AMAZON MARKETING CPC within the shop is quite a deal! Source: OMR Research, Example: Boxspringbett, Nov 2016. Image source: www.emske.com.
  54. 54. QUICK WINS Content Recommendation Niche Influencer #1 StoresPodcasts Amazon Marketing #2 #3 #4 #5 Image source: www.catherinehug.de, www.emske.com, www.mixcloud.com.
  55. 55. A VERY BIG THANKS TO OUR DATA PARTNERS
  56. 56. Visual Concept No agency GbR Francesca Veit Nina Schliefer Coordination Leila Frieling  Birthe Ziegler Translation Scott Peterson Presentation Philipp Westermeyer Concept and Research Sven Schmidt Roland Eisenbrand Eike Dehning - dhng Consulting Presentation Consulting Michael Wanker AN OMR PRODUCTION
  57. 57. v WWW.ONLINEMARKETINGROCKSTARS.DE © ONLINE MARKETING ROCKSTARS 2017

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