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STATE OF
THE GERMAN
INTERNET 2018
REMEMBER THE
Digital Core Business | B2C | valued  > €1 Billion
GERMAN INTERNET INDEX?
Trending upwards.
Growth of roughly €20 BIL
in the last 12 months. Two
more companies qualified:
GIX
STATE OF
MarketCaponM...
STATE OF
GAFA added €500 BIL in
market cap over the same
period.
€1900 BIL €2400 BIL
MarketCaponMarch3rd2018.Source:Google...
Our GIX fits almost 8x
in the annual growth
of GAFA.
2018 7.5 GIX
€65 BIL
GAFA
VS
GIX
MarketCaponMarch3rd2018.Source:Googl...
€1900 BIL
GAFA
VS
DAX
€1130 BILHow about another
comparison? GAFA’s
growths equals almost
half a DAX.
MarketCaponMarch3rd2...
€2400 BIL
2018
GAFA
VS
DAX
VS
BAT
€900 BIL
DAX
€1130 BIL
Actually, meaningful
competition is coming
from China as well.
€6...
GERMAN
INTERNET
HOW CAN WE
UP?
KEEP
TRAVEL EXPANDS HORIZONS
In the past, thought leaders traveled to
Italy to reach new heights.
Silicon
Valley
Germany
EXPANDING HORIZONS TODAY
30,000
SINCE 2012 ABOUT
MANAGERS HAVE FLOCKED
TO SILICON VALLEY
Source:OMR...
1ST TAKEAWAY
PICTURES
2ND TAKEAWAY
LOOKS ON ARRIVAL
2ND TAKEAWAY
LOOKS AT DEPARTURE
3RD TAKEAWAY
LEARNINGS
OUR LEGACY COMPANIES…RESULT
OUR LEGACY COMPANIES TRY 

TO TRANSFORM THEIR BUSINESS
RESULT
IN ORDER TO SUCCEED IN A
TO UNDERSTAND
PLATFORM ECONOMY IT IS
ESSENTIAL
Ok, but that’s not enough, right?
WHAT IS THE
GAFA?
MAGIC OF
GAFA has almost exclusive customer access. It is actually a
universal paywall. This means everybody else has to pay
GAFA a...
FIVEPATHS TO VICTORY
IN TIMES OF
But there is hope:
PATH #1
GO HORIZONTAL
Once you have access to customers, expand
your product range to sell them more stuff.
PATH #1
PATH#1–GOHORIZONTAL
2018
BEAUTY
20102008
SHOES FASHION
2015
FOOD DELIVERY
20122010
LIMOUSINE SERVICE
PATH#1–GOHORIZONTAL
"TAXI" SERVICE
PATH#1–GOHORIZONTAL
2008Platform forinsurance
and loans
Hier check
ich
alles
2018Platform forany privatecommodity
PATH #2
SPORT
PATH#2–RETAINWITHSUBSCRIPTION
GOODSENTERTAINMENT
It’s no surprise that subscription models
work very well in these s...
WHENEVER
Today the auto industry is exploring additional avenues
of revenue via subscriptions. 
YOU NEED IT
PATH#2–RETAINW...
SUBSCRIBIZATION
Retention by renting out products and
incentivizing customers to return frequently.
PATH#2–RETAINWITHSUBSC...
PATH #2
RETAIN WITH CRM
PATH#2–RETAINWITHCRM
Unfortunately this is our experience. Even though Booking’s approach
presumably does ...
RETAIN WITH CRM
There is a lot of room for improvement. Despite quite some effort we
had a hard time finding great example...
PATH #3
BY PROVOKING
STAND
OUT
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
Sour...
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 12.1...
Sexually suggestive marketing campaigns of true fruits plus
creating an award for provocative marketing – the steel testic...
CEO AS A BRAND
PATH #3
STAND
OUT
VIVIENNE WESTWOODKARL LAGERFELD
PATH#3–CEOASABRAND
WOLFGANG JOOP
GIORGIO ARMANIVERA WANG
JIL SANDER
COCO CHANEL
STAND OUT:...
PATH#3–CEOASABRAND
YOU KNOW THESE HANDSOME GUYS?
GARY VAYNERCHUK
@OMR2017
JOHN LEGERE
T-MOBILE
PATH#3–CEOASABRAND
PHILIPP WESTERMEYER
OMR
They create the hype to boost the...
PATH #4
DIGITAL
PR
PATH#4-PR:SUPERINFLUENCERPATH#4–DIGITALPR
DECODING ELON MUSK: HIS 4 TACTICS
How does digital PR create value?
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
100...
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/T...
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:OM...
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
...
VALUE
PATH#4–DIGITALPR
SO, WHAT’S THE
IN IT?
RESULT
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
RE...
06
01 02 03 04
07 08 09 1009
02
06
01 0403
07 08 10 …171
05
PATH#4–DIGITALPRSource:PWC:The2017GlobalInnovation1000Study
AC...
PATH #4
DIGITAL PR
EVENTS
PATH#4–DIGITALPR:EVENTS
WHEN THIS GUY PRESENTS A NEW PRODUCT …
WHEN THIS GUY PRESENTS A NEW PRODUCT …
… the world listens.
PATH#4–DIGITALPR:EVENTS
THIS WITHOUT
CAN YOU
BEING
BUTREPLICATE
?
PATH#4–DIGITALPR:EVENTS
41 MILLION IMPRESSIONS ON SOCIAL MEDIA
€20 MIL MEDIA VALUE
UNDER €1 MIL IN COSTS
Source:OMRResearch/Aboutyou
YES, YOU CAN....
BE AGILE ON
PLATFORMS
PATH #5
PATH#5–BEAGILEONPLATFORMS
AGILE ON GOOGLE SHOPPING
How can shoes be sold in this environment?
PATH#5–BEAGILEONPLATFORMS
AGILE ON GOOGLE SHOPPING
Just add red pants.
CPO ON
INSTAGRAM*
€8.00
Source:OMRResearch,sellicsPATH#5–BEAGILEONPLATFORMS
With the same
CPO ON
AMAZON*
€8.00
AGILE ON MO...
Source:OMRResearch,sellics
AGILE ON MOBILE
… reaching customers
PATH#5–BEAGILEONPLATFORMS
on Instagram doubles
revenue.
Posts from groups
generate visibility even
after modifications of
Facebook’s News
Feed. German drug
store DM is fortunate
...
ChampagneBar Riddler
This champagne bar in San Francisco displays an
opportunity for digital engagement.
PATH#5–BEAGILEONP...
AGILE IN BRICK & MORTAR
It is this street-art style photo opportunity
that catches the crowd.
ChampagneBar Riddler
PATH#5–...
Path #1
RETAIN STAND
OUT
DIGITAL
PR
BE AGILE ON
PLATFORMS
RECAP
These are our five paths to victory in times of GAFA in 20...
A VERY BIG THANKS TO OUR DATA PARTNERS
Visual Concept
No agency GbR
Francesca Veit
Nina Schliefer
Presentation Consulting
Michael Wanker
Presentation
Philipp Wes...
WWW.OMR.COM
© ONLINE MARKETING ROCKSTARS 2018
Online Marketing Rockstars - State of the German Internet 2018
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How is the german digital industry doing? And how can we keep up with GAFA? What are the marketing quick wins for 2018?

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Online Marketing Rockstars - State of the German Internet 2018

  1. 1. STATE OF THE GERMAN INTERNET 2018
  2. 2. REMEMBER THE Digital Core Business | B2C | valued  > €1 Billion GERMAN INTERNET INDEX?
  3. 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. 4. STATE OF GAFA added €500 BIL in market cap over the same period. €1900 BIL €2400 BIL MarketCaponMarch3rd2018.Source:GoogleFinance 2017 2018
  5. 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. 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. 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. 8. GERMAN INTERNET
  9. 9. HOW CAN WE UP? KEEP
  10. 10. TRAVEL EXPANDS HORIZONS In the past, thought leaders traveled to Italy to reach new heights.
  11. 11. Silicon Valley Germany EXPANDING HORIZONS TODAY 30,000 SINCE 2012 ABOUT MANAGERS HAVE FLOCKED TO SILICON VALLEY Source:OMRResearch
  12. 12. 1ST TAKEAWAY PICTURES
  13. 13. 2ND TAKEAWAY LOOKS ON ARRIVAL
  14. 14. 2ND TAKEAWAY LOOKS AT DEPARTURE
  15. 15. 3RD TAKEAWAY LEARNINGS
  16. 16. OUR LEGACY COMPANIES…RESULT
  17. 17. OUR LEGACY COMPANIES TRY 
 TO TRANSFORM THEIR BUSINESS RESULT
  18. 18. IN ORDER TO SUCCEED IN A TO UNDERSTAND PLATFORM ECONOMY IT IS ESSENTIAL Ok, but that’s not enough, right?
  19. 19. WHAT IS THE GAFA? MAGIC OF
  20. 20. 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.
  21. 21. FIVEPATHS TO VICTORY IN TIMES OF But there is hope:
  22. 22. PATH #1 GO HORIZONTAL Once you have access to customers, expand your product range to sell them more stuff.
  23. 23. PATH #1 PATH#1–GOHORIZONTAL 2018 BEAUTY 20102008 SHOES FASHION
  24. 24. 2015 FOOD DELIVERY 20122010 LIMOUSINE SERVICE PATH#1–GOHORIZONTAL "TAXI" SERVICE
  25. 25. PATH#1–GOHORIZONTAL 2008Platform forinsurance and loans Hier check ich alles 2018Platform forany privatecommodity
  26. 26. PATH #2
  27. 27. SPORT PATH#2–RETAINWITHSUBSCRIPTION GOODSENTERTAINMENT It’s no surprise that subscription models work very well in these segments.
  28. 28. 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
  29. 29. SUBSCRIBIZATION Retention by renting out products and incentivizing customers to return frequently. PATH#2–RETAINWITHSUBSCRIPTION
  30. 30. PATH #2
  31. 31. 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.
  32. 32. 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
  33. 33. PATH #3 BY PROVOKING STAND OUT
  34. 34. 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.
  35. 35. 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
  36. 36. 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
  37. 37. CEO AS A BRAND PATH #3 STAND OUT
  38. 38. VIVIENNE WESTWOODKARL LAGERFELD PATH#3–CEOASABRAND WOLFGANG JOOP GIORGIO ARMANIVERA WANG JIL SANDER COCO CHANEL STAND OUT: FASHION DESIGNERS ARE BRANDS DOLCE & GABBANA
  39. 39. PATH#3–CEOASABRAND YOU KNOW THESE HANDSOME GUYS?
  40. 40. 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?
  41. 41. PATH #4 DIGITAL PR
  42. 42. PATH#4-PR:SUPERINFLUENCERPATH#4–DIGITALPR DECODING ELON MUSK: HIS 4 TACTICS How does digital PR create value?
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. VALUE PATH#4–DIGITALPR SO, WHAT’S THE IN IT? RESULT
  48. 48. 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
  49. 49. 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
  50. 50. PATH #4 DIGITAL PR EVENTS
  51. 51. PATH#4–DIGITALPR:EVENTS WHEN THIS GUY PRESENTS A NEW PRODUCT …
  52. 52. WHEN THIS GUY PRESENTS A NEW PRODUCT … … the world listens. PATH#4–DIGITALPR:EVENTS
  53. 53. THIS WITHOUT CAN YOU BEING BUTREPLICATE ? PATH#4–DIGITALPR:EVENTS
  54. 54. 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
  55. 55. BE AGILE ON PLATFORMS PATH #5
  56. 56. PATH#5–BEAGILEONPLATFORMS AGILE ON GOOGLE SHOPPING How can shoes be sold in this environment?
  57. 57. PATH#5–BEAGILEONPLATFORMS AGILE ON GOOGLE SHOPPING Just add red pants.
  58. 58. CPO ON INSTAGRAM* €8.00 Source:OMRResearch,sellicsPATH#5–BEAGILEONPLATFORMS With the same CPO ON AMAZON* €8.00 AGILE ON MOBILE marketing spend …
  59. 59. Source:OMRResearch,sellics AGILE ON MOBILE … reaching customers PATH#5–BEAGILEONPLATFORMS on Instagram doubles revenue.
  60. 60. 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
  61. 61. ChampagneBar Riddler This champagne bar in San Francisco displays an opportunity for digital engagement. PATH#5–BEAGILEONPLATFORMS AGILE IN BRICK & MORTAR
  62. 62. AGILE IN BRICK & MORTAR It is this street-art style photo opportunity that catches the crowd. ChampagneBar Riddler PATH#5–BEAGILEONPLATFORMS
  63. 63. 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
  64. 64. A VERY BIG THANKS TO OUR DATA PARTNERS
  65. 65. 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
  66. 66. WWW.OMR.COM © ONLINE MARKETING ROCKSTARS 2018
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How is the german digital industry doing? And how can we keep up with GAFA? What are the marketing quick wins for 2018?

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