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DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries

DISTRACTED - Communicating to bored users, online is the slide deck we presented at Master MaMa, at SDA Bocconi, Milano

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DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries

  1. 1. Gummy Industries DISTRACTED Communicating to bored users, onlineSDA Bocconi - Master MAMA
  2. 2. Il consumatore post moderno THINKABOUT YOURTARGET 2
  3. 3. 87% OFTHEMARE ONLINE 3 http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
  4. 4. PROBABLY FROMTHEIR PHONE 4 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/
  5. 5. MOSTLY ONTHEIR PHONE 5 http://www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
  6. 6. WASTINGTIME ON
 SOCIAL NETWORKS 6 http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
  7. 7. WHAT SOCIAL NETWORK DOYOU USE MOST? 7
  8. 8. 8 www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
  9. 9. MOSTLY, IT DEPENDS ONYOUR AGEAND INTERESTS 9
  10. 10. 10 EVERYBODY IS ON FACEBOOK
  11. 11. 11 YOUNGER, LESS SCHOLARIZED ON INSTAGRAM
  12. 12. 12 BOREDADULTS ON LINKEDIN
  13. 13. 13 WOMEN ON PINTEREST
  14. 14. 14 RICHTEENS ON SNAPCHAT
  15. 15. WHY DOTHIS PEOPLE SPENDTIME ON SOCIAL NETWORKS? 15 Remember? Relation, entertainment and information. 15
  16. 16. WHAT’STHE BESTWAY TO REACHYOUR TARGET, ONLINE? 16
  17. 17. 17 “ONLINEADVERTISING”, THEY SAY You have 1 minute to find one that you like, on your smartphone.
  18. 18. 18 ONLINEADVERTISING IN ITALY A 2,15 BILLION € MARKET
  19. 19. 19 “SEARCH IS IMPORTANT” GOOGLE SAYS (LOL)
  20. 20. WHEN SHOULDYOU USE SEARCHADVERTISING? 20
  21. 21. 21 WORKSWELL, IF USERS KNOWWHATTHEYWANT
  22. 22. WHENWOULDYOU USE SEARCHADVERTISING? 22
  23. 23. WHEN SHOULDYOU USE SOCIALADVERTISING? 23
  24. 24. 24 GOODTOTARGET PEOPLE IN BRESCIA,THAT LOVE ARTANDARE INA COMPLICATED RELATIONSHIP
  25. 25. 25
  26. 26. of people click on 
 Facebook newsfeed ads 26 2% http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/ 33 times more than display
  27. 27. 27 http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/06/The-Facebook-Ads-Benchmark-Report.pdf
  28. 28. WHEN SHOULDYOU USE DISPLAYADVERTISING? 28
  29. 29. 29 HOW MANY BANNERS DOYOU SEE?
  30. 30. HAVEYOU EVER CLICKED ONA BANNERAD? I MEAN, ON PURPOSE? 30
  31. 31. of people click on banners 31 0,06% *Average CTR across all media and all formats, source: DoubleClick
  32. 32. “You are 64 times more likely to climb Mount Everest than clicking on a banner ad” 32
  33. 33. 33 WHY?
  34. 34. 34 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/
  35. 35. 35 EVENWORSE: PEOPLE HATE BANNERS
  36. 36. AND BANNER FOLLOWTHEM 36 That’s creepy! Stop it!
  37. 37. 37 LOOKING FOR SOCKS?
  38. 38. YOU’LL NEVER 
 GET RID OFTHEM
  39. 39. Returning customers who 
 have been retargeted are 70% more likely to make a purchase http://www.redcowmedia.co.uk/display-and-retargeting.html
  40. 40. 40 CANYOU SPOTTHEADV?
  41. 41. 41 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
  42. 42. 42 HOW MUCH INTRUSIVE SHOULDYOUR 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
  43. 43. people look for something, every day, on Subtle Dildo’s page 43 27.000
  44. 44. Inserisci qui un occhiello 44
  45. 45. Inserisci qui un occhiello 45
  46. 46. 46
  47. 47. people played
 Twitch Plays Pokemon 47 1 MLN
  48. 48. watched 48 40 MLN
  49. 49. 49
  50. 50. views ofTurBaconEpicThanksgiving, on Epic MealTime channel 50 18 MLN
  51. 51. Inserisci qui un occhiello 51
  52. 52. 52
  53. 53. Blogpost produced by BuzzFeed 
 forVirgin Mobile 53 190
  54. 54. 54
  55. 55. 55
  56. 56. 56
  57. 57. 57 BRAND CREATE ENTIRE BRANDED MAGAZINES
  58. 58. 58 THEY CREATE BRANDVALUE THROUGH CONTENT
  59. 59. 59 https://www.youtube.com/watch?v=lUtnas5ScSE
  60. 60. 60
  61. 61. 61
  62. 62. 62 160.000 viewers in theaters 1,5M € Box office CULTURAL INSTITUTION ARE JUMPING ON BOARD
  63. 63. 63 http://azone.guggenheim.org/
  64. 64. WHAT’S NEXT? 64
  65. 65. WWW.GUMMYINDUSTRIES.COM

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