How is the german digital industry doing? And how can we keep up with GAFA? And how do we make people care? Philipp Westermeyer, Founder of OMR, has the answers.
For the second year in a row, Philipp Westermeyer was not able to deliver his annual "State of the German Internet" keynote live and in-person to the 7000+ attendees at the OMR Festival. As is the case with so many things at present, corona caused us to go digital one (hopefully) last time. With that in mind, we are thrilled to present to you today our 2021 State of the German Internet—presented by Vodafone Business. Another year of winners and losers, trends and strategies that defined the marketing year that was and six current marketing cases for you to use to give your business a boost.
What’s new on the German digital market, how have Germany’s digital companies fared compared with the big boys from the States and China and what chances and opportunities are there to be taken advantage of? In OMR’s newest annual State of the German Internet keynote, founder and CEO Philipp Westermeyer addresses these questions and more as he shares his view of the current digital landscape seen through the lens of a marketer.
The first report on the Israeli Internet industry, written in 2012. Sheds light on the biggest companies and the most important trends in one of the world's most important hi tech hotbeds.
The second report on the Israeli Internet industry, written in 2014. Highlights the changes in the industry since 2012: the growth, B2C strengths, the changing entrepreneurs and more.
For the second year in a row, Philipp Westermeyer was not able to deliver his annual "State of the German Internet" keynote live and in-person to the 7000+ attendees at the OMR Festival. As is the case with so many things at present, corona caused us to go digital one (hopefully) last time. With that in mind, we are thrilled to present to you today our 2021 State of the German Internet—presented by Vodafone Business. Another year of winners and losers, trends and strategies that defined the marketing year that was and six current marketing cases for you to use to give your business a boost.
What’s new on the German digital market, how have Germany’s digital companies fared compared with the big boys from the States and China and what chances and opportunities are there to be taken advantage of? In OMR’s newest annual State of the German Internet keynote, founder and CEO Philipp Westermeyer addresses these questions and more as he shares his view of the current digital landscape seen through the lens of a marketer.
The first report on the Israeli Internet industry, written in 2012. Sheds light on the biggest companies and the most important trends in one of the world's most important hi tech hotbeds.
The second report on the Israeli Internet industry, written in 2014. Highlights the changes in the industry since 2012: the growth, B2C strengths, the changing entrepreneurs and more.
Presentatie WWV14: E-commerce blijft in trek bij investeerders door Hubert De...webwinkelvakdag
Keynote-Presentatie tijdens de Webwinkel vakdagen 2014:
"E-commerce blijft in trek bij investeerders"
Door Hubert Deitmers, medeoprichter en mede-eigenaar van Van den Ende & Deitmers
Meer informatie:
http://www.webwinkelvakdagen.nl/nl/programma/ecommerce-in-trek-bij-investeerders
10 trends that are shaping the world of mobile gamingPocket Gamer Biz
At Pocket Gamer Connects Helsinki 2014, Will Freeman gave us his 10 trends that are shaking up the world of mobile gaming.
1. PUBLISHING IS DEAD. LONG LIVE PUBLISHING SERVICES
2. YOU SHOULD GO TO FINLAND
3. THE RETURN OF PREMIUM?
4. ASIAN M&As ARE CONTINUING TO RESHAPE THE GLOBAL POWER BALANCE
5. THE FUTURE OF DISCOVERABILITY
6. BRAZIL’S CONTINUED RISE
7. IS PC STEALING MOBILE’S GRASS ROOTS STUDIOS?
8. HAS CROWDFUNDING LOST ITS WAY?
9. IPOS: ON THE RISE OR FAILING DISMALLY?
10. COULD BRAND MARKETING BE BACK?
Digital diplomacy - The building of a national identity through social netwo...Gummy Industries
The building of a national identity through social networks and digital systems
A lesson by Alessandro Mininno held at Università Cattolica, for the Master in Cultural Diplomacy
Details the rise, fall and rise of the venture capital industry in the USA, the consequent implications on the environment Asia finds itself in, with the opportunity presenting itself.
Some advice and tips I have learned along the way while working with brands, and spending time with people in advertising. Essentially these are some simple lessons from a modern day ad man.
Chris Rawlinson, shares advice for making great advertising in a rapidly changing digital world.
The presentation frames the communications landscape shift globally and in South Africa, then also shares the 3 rules of advertising, and some trends for great work.
Slides from futurist Greg Verdino's closing keynote, delivered at the Siemens ILS--Europe event. Includes examples on the future of mobility to make the trends and ideas relevant for the audience, which skewed heavily toward the automotive and transportation industries.
We’ve collected a whole year of Mindshare ‘Point of View’ articles together to give you a complete picture of how the industry developed in 2016. POV topics explore livestreaming across social media platforms, the surge in popularity of Pokemon GO, Amazon Fresh, and more.
All POVs are written ‘in the moment’ (we start with January and go through to November) and were correct at time of writing.You’ll also find some trends to look out for in 2017 that we think will matter to your business.
2016 was a standout year for entrepreneurs in the GGV Capital ecosystem. Our portfolio companies collectively completed more than $26 billion of M&A and IPO activity, raised more than $10 billion to fuel global expansion, and completed one new IPO (BC Pharma in China).
The year also marked expansion on a number of fronts for our firm. We announced the launch of GGV Capital Fund VI and our Discovery Fund with more than $1.2 billion in commitments. A big thank you to our Limited Partners for their continued support. Second, we added 16 new members to the GGV Capital team across the U.S. and China.
Cam Davies - Sizing, Growing, and Evolving Your MarketFunnelCake
Cam Davies is Senior Product Marketing Manager at Miovision.
Cam did a entertaining presentation on sizing, growing, and evolving your market with great personal experience at Miovision. The sessions topics ranged from offering responsible solutions, market penetration vs. market share, and product evolution. Along the way there are hilarious references to Huggies Tweet Pee, navel gazing, and a failed Miovision project involving angry men in pickup trucks.
Cam Davies presented this at The Marketing Leap in Kitchener, Ontario.
Themed around "powerful brand voices" this talk took in why taking a systems view is important, and how developing capability is as important as strong customer communications.
Presentatie WWV14: E-commerce blijft in trek bij investeerders door Hubert De...webwinkelvakdag
Keynote-Presentatie tijdens de Webwinkel vakdagen 2014:
"E-commerce blijft in trek bij investeerders"
Door Hubert Deitmers, medeoprichter en mede-eigenaar van Van den Ende & Deitmers
Meer informatie:
http://www.webwinkelvakdagen.nl/nl/programma/ecommerce-in-trek-bij-investeerders
10 trends that are shaping the world of mobile gamingPocket Gamer Biz
At Pocket Gamer Connects Helsinki 2014, Will Freeman gave us his 10 trends that are shaking up the world of mobile gaming.
1. PUBLISHING IS DEAD. LONG LIVE PUBLISHING SERVICES
2. YOU SHOULD GO TO FINLAND
3. THE RETURN OF PREMIUM?
4. ASIAN M&As ARE CONTINUING TO RESHAPE THE GLOBAL POWER BALANCE
5. THE FUTURE OF DISCOVERABILITY
6. BRAZIL’S CONTINUED RISE
7. IS PC STEALING MOBILE’S GRASS ROOTS STUDIOS?
8. HAS CROWDFUNDING LOST ITS WAY?
9. IPOS: ON THE RISE OR FAILING DISMALLY?
10. COULD BRAND MARKETING BE BACK?
Digital diplomacy - The building of a national identity through social netwo...Gummy Industries
The building of a national identity through social networks and digital systems
A lesson by Alessandro Mininno held at Università Cattolica, for the Master in Cultural Diplomacy
Details the rise, fall and rise of the venture capital industry in the USA, the consequent implications on the environment Asia finds itself in, with the opportunity presenting itself.
Some advice and tips I have learned along the way while working with brands, and spending time with people in advertising. Essentially these are some simple lessons from a modern day ad man.
Chris Rawlinson, shares advice for making great advertising in a rapidly changing digital world.
The presentation frames the communications landscape shift globally and in South Africa, then also shares the 3 rules of advertising, and some trends for great work.
Slides from futurist Greg Verdino's closing keynote, delivered at the Siemens ILS--Europe event. Includes examples on the future of mobility to make the trends and ideas relevant for the audience, which skewed heavily toward the automotive and transportation industries.
We’ve collected a whole year of Mindshare ‘Point of View’ articles together to give you a complete picture of how the industry developed in 2016. POV topics explore livestreaming across social media platforms, the surge in popularity of Pokemon GO, Amazon Fresh, and more.
All POVs are written ‘in the moment’ (we start with January and go through to November) and were correct at time of writing.You’ll also find some trends to look out for in 2017 that we think will matter to your business.
2016 was a standout year for entrepreneurs in the GGV Capital ecosystem. Our portfolio companies collectively completed more than $26 billion of M&A and IPO activity, raised more than $10 billion to fuel global expansion, and completed one new IPO (BC Pharma in China).
The year also marked expansion on a number of fronts for our firm. We announced the launch of GGV Capital Fund VI and our Discovery Fund with more than $1.2 billion in commitments. A big thank you to our Limited Partners for their continued support. Second, we added 16 new members to the GGV Capital team across the U.S. and China.
Cam Davies - Sizing, Growing, and Evolving Your MarketFunnelCake
Cam Davies is Senior Product Marketing Manager at Miovision.
Cam did a entertaining presentation on sizing, growing, and evolving your market with great personal experience at Miovision. The sessions topics ranged from offering responsible solutions, market penetration vs. market share, and product evolution. Along the way there are hilarious references to Huggies Tweet Pee, navel gazing, and a failed Miovision project involving angry men in pickup trucks.
Cam Davies presented this at The Marketing Leap in Kitchener, Ontario.
Themed around "powerful brand voices" this talk took in why taking a systems view is important, and how developing capability is as important as strong customer communications.
2018 will see consumers continuing to question their values, priorities and purchasing decisions. Table19 takes a look at some of the consumer trends that are set to shape our world this year.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
Leo Burnett London’s in-house experts and partners present “Predictions: 2017,” a collection of the hottest trends to look forward to this year. Read on to learn more about consumer behavior, brand sponsorships and retail technology.
The official Ogilvy Key Digital Trends for 2018. A yearly trend report outlining both where we believe the digital and social landscape is headed and what brands and agency partners should do about it. By Marshall Manson and James Whatley.
The official Ogilvy Key Digital Trends for 2017. A yearly trend report outlining both where we believe the digital and social landscape is headed and what brands and agency partners should do about it. By Marshall Manson and James Whatley
Key Digital Trends for 2017 By Marshall Manson & James Whatley @MarshallManson / @Whatleydude #OgilvyTrends2017. tThis document — the fourth annual edition — is made up of two parts: ! First a review and grading of their 2016 predictions, and second, a look ahead to what the future holds in 2017.
Each year we embark on a trip to VidCon, where we get a pulse of what's happening in the zeitgeist and connect with talented creators, and impressive brands alike. Here are five tangible takeaways from TikTok to LinkedIn and what it means for you.
Similar to OMR Festival 2019 – State of the German Internet 2019 (20)
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
2. €53 BIL
€65 BIL
ZALANDO
UNITED INTERNET
PROSIEBENSAT.1
DELIVERY HERO
AXEL SPRINGER
SCOUT24
ROCKET INTERNET
HELLO FRESH
STRÖER
TRIVAGO
XING
CTS EVENTIM
ZALANDO
UNITED INTERNET
PROSIEBENSAT.1
DELIVERY HERO
AXEL SPRINGER
SCOUT24
ROCKET INTERNET
HELLO FRESH
STRÖER
TRIVAGO
XING
CTS EVENTIM
2019
GIX2018
THE YEAR
IN REVIEW
Since OMR18, the GIX has been
under enormous pressure.
Source: Yahoo finance, April 23, 2019
GIX (German Internet Index):
Digital Core Business
Valued > €1 Billion
B2C
3. Meanwhile, Chinese platforms have
remained stable despite deteriorating
global economic conditions. Seemingly
immune to market developments, the Big
Four added €500 BIL in market cap.
2019
GAFA20182019
BAT20182019
GIX2018
TENCENT
ALIBABA
BAIDU
ALIBABA
TENCENT
BAIDU
APPLE
AMAZON
GOOGLE
FACEBOOK
APPLE
AMAZON
GOOGLE
FACEBOOK
€2915 BIL
€2400 BIL
€883 BIL€900 BIL
€53 BIL€65 BIL
Source: Yahoo finance, April 23, 2019
THE YEAR
IN REVIEW
4. So, the listed German Internet has been
dwarfed even further by the global platforms
compared to last year. Let’s see what else
stood out in Germany, USA and China. Actually,
there are some reasons for optimism...
5. There were numerous start-ups
able to secure investments.
Some private unicorns were
even able to form. These
investments could also translate
to a stronger GIX in the future.
MASSIVE
INVESTMENTS
IN STARTUPS
GERMANY
Source: OMR Research: Undisclosed investments
>€25 MIL from 2018 until March 2019
6. There were numerous start-ups
able to secure investments.
Some private unicorns were
even able to form. These
investments could also translate
to a stronger GIX in the future.
MASSIVE
INVESTMENTS
IN STARTUPS
GERMANY
56,6M
150M
26M
500M
33M
56M
166M
35M
55M
132M
140M
35M
392M
60M
40M
41.5M
26M
34M
26M
110M
83M 28M
26M
30M
100M
50M
35M
44M
88M
264M
29.5M
460M
46M
Source: OMR Research: Undisclosed investments
>€25 MIL from 2018 until March 2019
7. MASSIVE
INVESTMENTS
IN VOICE
USA
Voice is the absolute talk of the
town. To give you an idea:
Amazon alone has more than
10K staff members on their
voice team now—and is looking
to hire >2,000 more.
8. MASSIVE
INVESTMENTS
IN VOICE
USA
Voice is the absolute talk of the
town. To give you an idea:
Amazon alone has more than
10K staff members on their
voice team now—and is looking
to hire >2,000 more.
Source: amazon.jobs, Wall Street Journal
9. Even though the statistics are
not always reliable, China is
investing heavily in AI. First
results: More than 10 Chinese
AI unicorns are already on the
scene.
Source: Forbes
MASSIVE
INVESTMENTS
IN AI
CHINA
10. Even though the statistics are
not always reliable, China is
investing heavily in AI. First
results: More than 10 Chinese
AI unicorns are already on the
scene.
Source: Forbes
MASSIVE
INVESTMENTS
IN AI
CHINA
11. The macro perspective and our global
snapshots might give you both a bit of a
headache and some optimism. Let us get to
OMR’s core competence: Marketing.
16. It is hard to get people to stop scrolling and grab
their attention for at least a millisecond, to
engage, to call to action in an extremely noisy
world. We were inspired by the following
example...
17. Price comparison platforms
are among the biggest ad
spenders in Germany. Almost
everybody can save a pretty
penny by switching power
companies. Given that power
has no specific properties and
switching is really easy... Who
wouldn't take advantage?
HARDER
THAN
EVER
18. Source: BNetzA, Monitoringbericht 2018
HARDER
THAN
EVER
Last year, 9 out of 10
Germans refused to switch
power companies—despite the
massive savings.
90DON’T CARE
19. Source: Forbes
To be able to get a slice of the attention and
activity pie, we believe you need to address
people’s instincts. Being OMR, we thought
we’d go to the root and focus on our basest,
most archaic instincts...
If vast ad pressure plus a no brainer deal won’t work:
HOW CAN WE MAKE
PEOPLE CARE?
HOW CAN WE MAKE
PEOPLE CARE?
HOW CAN WE MAKE
PEOPLE CARE?
22. UPROAR
#1 WRATH
Nike made Colin Kaepernick
their testimonial. The former
NFL quarterback protested
police violence against
minorities by taking a knee
during the national anthem.
Credits:ran.de
Credits:spiegel.de
23. UPROAR
#1 WRATH
The issue became a social
flashpoint; his mere image
provoked outrage and caused
an uproar.
Credits:ran.de
24. UPROAR
#1 WRATH The share price plummeted the day after the campaign started
but then bounced back and actually increased. Why? The
uproar came from people outside the target audience. In
response, progressive, wealthy and urban people bought into it.
At the heart of this campaign is not an attitude or mindset, but a
clever marketing tactic.
SHARE PRICE
21.08.2018 - 19.9.2018
SEP. 4, 2018
DAY AFTER CAMPAIGN START
SEP. 17, 2018
TWO WEEKS AFTER
CAMPAIGN START
Source: Yahoo finance
27. UPROAR
#1 WRATH
German mainstream
companies also
employed this tactic as
well. The Katjes’
campaign to promote
their now vegan sweets
provoked right-wing
extremists.
Credits:hiveminer.com
28. 2017
FEB - APR
2018
FEB - APR
+28%
SALES
UPROAR
#1 WRATH The negative reaction from the usual suspects, like this
representative of a populist right-wing party, was presumably
intended; the product sold extremely well.
31. COLLABORATION
#2 DESIRE
Collaborations are
nothing new to the music
industry. German hip-
hop artists Gzuz and
Beginner collaborated
on the track "Ahnma."
Besides creating the
song they shared their
(mostly) unrelated
fanbases to broaden
their reach.
GZUZ X BEGINNER
Credits:juice.de
32. RIMOWA X
OFFWHITE
IKEA X
HAY
CROCS X
BALENCIAGA
COLLABORATION
#2 DESIRE
This tactic spread
widely into the
marketing space and is
easy to adapt. Create
desire for you and your
product within the
complementary target
group of another
brand.
Crocs x
Balenciaga
Rimowa x
Offwhite
Ikea x
Hay
Credits:pinterest.de
Credits:china-gadgets.de
Credits:schöner-wohnen.de
34. DROP
#3 ENVY
Drops cause massively
long queues for an item
that others will envy.
Let’s see how to
engineer this.
Credits:vice.de
35. RIMOWA X
OFFWHITE
IKEA X
HAY
CROCS X
BALENCIAGA
COLLABORATION
#2 DESIRE
Develop special
product
Create desire
through scarcIty
Communicate the
time of the drop
1 2 3Credits:hypebeast.ch
36. DROP
#3 ENVY
This quite costly hoodie is re-
sold to fashion addicts at a
huge mark-up, which is
indicative of the level of envy.
The benefit for Supreme is the
attention though.
37. DROP
#3 ENVY
This tactic can also be employed
even if you happen not to be
Supreme. It has worked for
chocolate, credit cards and an
eCommerce shop for biker gear
as well, just to name a few.
39. MEMEBAITING
WHAT ARE
MEMES?
#4 PRIDE
Memes create new contexts. They are
the inside jokes of the digital era. If
you get it or even create a new
iteration of the meme, you proudly
feel like you are "in the know."
40. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
MEMEBAITING
MEME VS JESUS
#4 PRIDE
GOOGLE SEARCHES
JAN 04 - MAR 19
MEME JESUS
Actually, memes are
bigger than Jesus.
41. #4 PRIDE
MEMEBAITING
Netflix is a master of memebaiting. To
promote “Bird Box,” they created a
challenge asking popular streamers to play
their games blindfolded. Eventually, the
meme went viral.
Credits:horizont.de
43. #4 PRIDE
GOOGLE SEARCHES
APR 18 - MAR 19
BIRD BOX AQUAMAN
MEMEBAITING
MARY POPPINS
APR 18 MAY 18 JUN 18 JUL 18 AUG 18 SEP 18 OCT 18 NOV 18 DEC 18 JAN 19 FEB 19 MAR 19
We cannot judge the quality of
these films. It is a fact though that
Bird Box generated considerably
more attention than other big
budget films released that day.
44. MEMEBAITING
THE KING
OF MEMES
#4 PRIDE
Why? He creates products that
become memes. His name is
Demna Gvasalia, creative director
of Balenciaga.
Credits:nytimes.de
45. MEMEBAITING
#4 PRIDE
One of many examples:
His IKEA-like tote
transformed products of
mass consumption into
high fashion.
Credits:wmagazine.com
47. MEMEBAITING
BALENCIAGA VS HERMÈS
#4 PRIDE
GOOGLE SEARCHES
APR 14 - MAR 19
BALENCIAGA HERMÈS
DEMNA GVASALIA
CREATIVE DIRECTOR
2014 2015 2016 2017 2018 2019OCT 2015
Since he took on the role, the brand profile
grew almost exponentially surpassing legacy
high fashion brands.
48. #4 PRIDE
MEMEBAITING
As the organizer of an annual Festival, our founder Philipp
really took note of this one. Taking one for the team. If you
don't get it check out the Fyre Fest documentary…
50. RIMOWA X
OFFWHITE
IKEA X
HAY
CROCS X
BALENCIAGA
DISCOUNT
SALES
EVENTS
#2 DESIRE
Combining discounts
with a clearcut
timeframe, sales events
are a global
phenomenon.
Singles’
Day
Cyber
Monday
Black
Friday
Credits:zdnet.de
Credits:twitter.com
Credits:reuters.de
52. #5 GREED
DISCOUNT
BANNER
Banners are a bit out of fashion. But actually they do work
when combined with discounts. If a certain threshold is
crossed attention converts into action.
Source: Yahoo finance, April 23, 2019
40%
DISCOUNT
50%
DISCOUNT
+100%
CLICKS +60%
CONVERSION
HABITUAL DISCOUNT
IN THIS SEGMENT
Source: OMR
Research
53. #5 GREED
2018:
€2.3 MIL
PROFIT
DISCOUNT
These guys‘ eCommerce business—selling the leftover
inventory from sports brands—grew without investors to an
impressive profit.
Credits:lvz.de
54. #5 GREED
DISCOUNT
POWER OF DEAL
PLATFORMS
How? By primarily taking advantage of such
deal platforms. This marketing channel is a real
opportunity.
56. #6 SLOTH
CLASSIC
DISTRIBUTION
MAIL
Addressing people online has become quite an expensive
endeavor as bidding algorithms coupled with a super noisy
environment equals high costs. Sending a letter has the price of
a stamp and a lot of people still read their mail.
Source:OMRReportThePlaybookhttps://omr.com/report/
57. “Fond of” grew impressively by
pushing their Ergobag school
backpacks to the top of parents
minds. Their marketing tactic?
CLASSIC
DISTRIBUTION
RETAILERS
#6 SLOTH
*
90MIL
€
Revenue
2015 / 2016 2016 / 2017 2017 / 2018 2018 / 2019
* estimated
69MIL
€
55MIL
€
34MIL
€
Source: OMR Podcast
#161, Bundesanzeiger
60. The same tactics apply
to very successful toy
innovator Toniebox and
the hyped-up Swiss
running brand "On."
Both went to the places
where people
habitually looked for
toys or running
expertise.
RETAILER
#6 SLOTH
Source: OMR Podcast
#166 und #188
Credits:genialokal.de
Credits:on-running.com
61. #6 SLOTH
DIGITAL DISTRIBUTION
SHOPPABLE ADS
Sloth based marketing applies online as
well. Totally frictionless shopping makes it
even easier to click and buy on the
platform where you already are.
64. LEVERAGE
INSTAGRAM
#4 PRIDE He basically lacks any and all restraint on
sharing his life and broadcasts constantly.
Every dot represents an Instagram story
posted in the last 24 hours.
66. LEVERAGE
INSTAGRAM
#4 PRIDE
He has 120 mil
impressions—in a bad
week. Some TV stations
would kill for that reach.
And he is in complete
control of his content.
Can this be used by
brands as well?
Credits:Kerouche
67. LEVERAGE
INSTAGRAM
#7 GLUTTONY
Of course it can! Take
this online shop from
Bavaria for gourmet
meat. They are
passionate about their
product and the show
never stops.
69. #1 WRATH
UPROAR
SEVEN WAYS
TO MAKE PEOPLE CARE
#2 DESIRE
COLLABORATION
#3 ENVY
DROP
#4 PRIDE
MEMEBAITING
#5 GREED
DISCOUNT
#6 SLOTH
CLASSIC DISTRIBUTION
#7 GLUTTONY
LEVERAGE INSTAGRAM
These archaic instincts can serve as an
inspiration for your marketing.
71. Presentation by
Philipp Westermeyer
AN OMR
PRODUCTION
Nina Schliefer
No agency GbR / Grafik
Michael Wanker
Presentation Consulting
Francesca Veit
No agency GbR / Grafik
Eike Dehning
dhng Consulting
Roland
Eisenbrand
Martin Gardt
Torben Lux
Scott Peterson
Corinna Bremer