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Technology equals Marketing

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While we think at Google and Facebook as technology companies those are in reality Marketing companies. Technology and Marketing are tightly intertwined and in this speech we are going through a brief history, the current status and the future trends that tie the two together.

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Technology equals Marketing

  1. 1. T E C H N O L O G Y = M A R K E T I N G STEFANO MOSCON I
  2. 2. STEFANO MOSCONI People oriented & Marketing lover Tech-entrepreneur TECHNOLOGY MARKETING ENTREPRENEURSHIP PEOPLE
  3. 3. Technology companies Facebook Share of revenues from advertising Apple Alphabet Microsoft Facebook Amazon.com 97% Alphabet Shares of revenues from advertising89% MARKET CAP WWW.HELIXCAR.COM SOURCES: FORBES GLOBAL 2000 REPORT 2016; FACEBOOK AND ALPHABET FILINGS
  4. 4. “Marketing is how technology gets funded in a digital world”
  5. 5. A brief history MOSAIC IS RELEASED First browser that combines pics and text YAHOO! IS BORN A directory of the internet 1993 1994
  6. 6. GOOGLE IS BORN The search engine of the internet Google AdWords 1996 2000 FACEBOOK LAUNCHES The social media 2004
  7. 7. Smartphones arrive 2007
  8. 8. In a nutshell Internet connected computers Google connected us to information Facebook connected us to each other Smartphones connected us anywhere anytime 
  9. 9. A fundamental need of human beings to connect to each other and to the things they love
  10. 10. MONTHLY ACTIVE USERS Users that login every month in Facebook 1.8 bn USA CHINA+> SOURCES: FACEBOOK FINANCIALS FY2016
  11. 11. Potential stories for a user on an average day 1500 Stories pushed by Facebook 300 SOURCES: FACEBOOK BLOG
  12. 12. " # LIKES The more engagement the more the post will be boosted # FOLLOWERS The more the network the more chances your post is boosted " Algorithms, algorithms, algorithms Up to 100,000 factors are evaluated to determine if a post is shown to a user Ŏ
  13. 13. Organic reach Facebook Twitter Instagram Linkedin 1-2% 3-4% 10-15% 18% Facebook Twitter Instagram Linkedin Engagement 5% 0,3%0,6% 0,1% Ŏ" Number of interactions per post per followerNumber of views per post per follower Pay to Play SOURCES: ADWEEK ; HUBSPOT ; MARKETINGLAND ; INVESPCRO ; FORRESTER ; BUFFER ; BRITEMIND ANALYSIS
  14. 14. MICROSOFT 2017 LINKEDIN2018 The most used Office suite in the world, CRM, Business Intelligence User Profiles467M B2B referrals 80% SOURCES: LINKEDIN DATA
  15. 15. Where is Google? 46%46% 40% 14% 40% Link Referrals! SOCIAL MEDIA SEARCH  Search Queries per day3 bn Search market share80% Gmail accounts1 bn Android Market share86% SOURCES: GOOGLE ; PARSELY ; NETMARKETSHARE
  16. 16. 86% OF FACEBOOK REVENUE ARE FROM MOBILE 49% OF GOOGLE REVENUE ARE FROM MOBILE BY 2020 5BN ADULTS WILL OWN A SMARTPHONE Internet is becoming (almost) only mobile Mobile will not be anymore just a way how we access internet  "   "  SOURCES:ANDREESSEN&HOROWITZ ; FACEBOOK ; GOOGLE
  17. 17. In a nutshell Facebook great for paid reach Google remains the king of search Microsoft + LinkedIn a strong force in B2B Instagram still great for engagement (but Snapchat is picking up)  Mobile first becomes mobile only
  18. 18. THE FUTURE
  19. 19. Macro Trends PICTURES VIDEO LIVE VIDEO TOUCH CHAT VOICE Ǵ AR/VR
  20. 20. Videos Videos watched on Snapchat per day in Q1/2016 Q4:14 Q1:15 Q2:15 Q3:15 Q4:15 Q1:16 10bn Growth in a single quarter25% NUMBER OF VIDEOS WATCHED ON SNAPCHAT SOURCES:KPCB
  21. 21. MOBILE VIDEO USER GENERATED CONTENT SOURCES: ERICSSON MOBILITY REPORT 2016
  22. 22. Up to 70% of video traffic on any network is generated by YouTube70% Yearly revenues from YouTube ads for Alphabet (Google) $10B 360° AND LIVE You can experience YouTube In 360 degrees or stream Live Video already today Ǵ 360° LIVE SOURCES: GOOGLE ; ERICSSON MOBILITY REPORT 2016
  23. 23. OF EXECUTIVES PREFERS TO WATCH A VIDEO RATHER THAN READ AN ARTICLE 60% ABANDON A VIDEO LONGER THAN THIS Video is effortless to consume 59% 2 min ◎ PRECISE TARGETING SOURCES: WECAPTURE; FORBES ; BUSINESS INSIDER
  24. 24. 2014 Facebook acquires Oculus 2016 Google launches Daydream AN $80 BILLION INDUSTRY BY 2025
  25. 25. CHEAPER REQUIREMENTS AR works on current smartphones (if you can forgive the battery drain) $ MORE SOCIAL EXPERIENCE AR does not block out the world! MIXES REAL AND VIRTUAL AR adds a layer on top of what already exists, it does not create a new reality INTERNET USERS THAT PLAYED POKEMON GO9%
  26. 26. Messages sent via Whatsapp daily (3x SMS volume) 60bn Messaging app retention after 12 months vs all other apps5x The amount of time spent on a messaging apps 58 min/day Percentage of global population that has a messaging app installed 60%
  27. 27. 2015 Amazon launches Echo 2016 Google launches Home
  28. 28. MOBILE VIDEO USER GENERATED CONTENT SOURCES: KPCB ; VOICELABS
  29. 29. In a nutshell Video and Live Video growing exponentially AR a more concrete opportunity than VR Beyond the app paradigm with messaging based interfaces Conversational/Voice interfaces might be a huge opportunity Ǵ
  30. 30. Marketing and Technology are the two forces that are fueling the future
  31. 31. STEFANO MOSCONI STEFANO MOSCONI@ZZSTE Connect with me ;) @INSTEZZ ȗ @STEZZ BRITEMIND.IO
  32. 32. THIS PRESENTATION HAS BEEN COMPILED FOR INFORMATIONAL PURPOSES ONLY AND SHOULD NOT BE INTERPRETED AS A SOLICITATION TO BUY OR SELL SECURITIES IN ANY ENTITY. THE PRESENTATION RELIES ON DATA AND INSIGHTS FROM A WIDE RANGE OF SOURCES AS WELL AS BRITEMIND OWN INSIGHTS AND DATA, WE CITE SPECIFIC SOURCES WHERE DATA ARE PUBLIC D I S C L O S U R E " THIS WORK IS LICENSED UNDER A CREATIVE COMMONS ATTRIBUTION 4.0 INTERNATIONAL LICENSE.

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