The consumers, the market and the new marketing possibilities by Jarno Vanhatapio

Marketing Automation Unplugged 2015
The consumers, the market and
the new marketing possibilities
Jarno Vanhatapio
Helsinki, Feb 2015

Nelly.com history

• Privately founded E-comm start up by Jarno Vanhatapio in Borås, Sweden
Launched September 2003.
• September 2007 MTG Online acquired 90% of Nelly.com.
2010 MTG Online became CDON Group and listed on Nasdaq OMX.
• Nelly.com brand awareness: 94%. Ages 15-35. 2011

Di Världen 2015
Nelly.com
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
99
117
87
67
46
21
574% growth between 2008-2010. 95% sales in the nordics.
+5% profit margin
M EUR
7

Market automation is about
Market understanding

Everything changes and right now
everything is changing faster than ever before
Thanks to social media, the global transparency
and consumers online mindset

It took England 37 years to double its
GNP (BNP) India only needed 10 years…

To be able to look forward we need to look backwards.
How did the consumers think 2014?

2014 från Googles perspective…

Fearless, Curious, Optimistic, Avare, Unique
2014

Di Världen 2015
2015 will continue where 2014 ended...
(No sh*t sherlock?)

2015 we are even more in the hands of the consumer
To understand market automation you need
to understand the new consumer and the market.

My 2015 perspective on the consumer and the market.

The consumer 2015

The consumer 2015
Curious
Avare
Safe
Searching
Unpatient
Lazy
Hard time concentrating
Empathic
Ambassadeur
Egocentric (Selfies)

The consumer 2015
Curious
Safe
Avare
Searching
Unpatient
Lazy
Hard to concentrate
Empathic
Ambassadeur
Egocentric

The consumer 2015
Curious
Safe
Avare
Searching
Unpatient
Lazy
Hard to concentrate
Empathic
Ambassadeur
Egocentric
The market 2015
Global / Unique
Hybrid business models
Transparent
Price avare

The market 2015
Global / Unique
Transparent
Price avare
Winning companies 2015
Global / Unique
Hybrid model
Price avare
Relevent
Serviceminded
Frictionless
Easy layout / Inspirering
Socially avare (CSR)
Share friendly
Personal / Engaging
The consumer 2015
Curious
Safe
Avare
Searching
Unpatient
Lazy
Hard to concentrate
Empathic
Ambassadeur
Egocentric

Konsumenten 2015
Curious
Safe
Avare
Searching
Unpatient
Lazy
Hard to concentrate
Empathic
Ambassadeur
Egocentric
Marknaden 2015
Global / Unique
Transparent
Price avare
Vinnande företag 2015
Global / Unique
Hybrid model
Prismedvetna
Relevanta
Serviceminded
Friktionslösa
Enkel tjänst / Inspirerande
Ansvarstagande (CSR)
Delningsvänliga
Personliga / Engagerande

But what does this mean for my business?
What does it mean for Finland?

Your market approach needs to be adjusted
Your product needs to be adjusted

Marketing approach

Marketing reversed
Think backwards

Build followers > Engage > Convert $$$

One more time…

Two more possibilities 2015!

1. New hybrid business models
2. Crossborder E-commerce

1. New hybrid business models

History of E-commerce

Nelly 2003-2012The first generation…
(SEARCH – sites)

Nelly 2003-2012
Amazon.com 1995
(Other: Ebay.com etc. Commodity Commerce)

Nelly 2003-2012The second generation…
(Browse – sites)

Nelly 2003-2012
Nelly.com.com 2003
(Other: ASOS.com, Zalando.com, Nastygal.com etc.
Digital Commerce with long tail)

Nelly 2003-2012The third (and current) generation…
(SEARCH, BROWSE and CONTENT – sites)
PASSION SHOPPING

Nelly 2003-2012
Nelly.com.com 2003
(Other: ASOS.com, Zalando.com,
Nastygal.com etc.)
TheFancy.com 2010
(Other: Fab.com, Pinterest.com, Tumblr.com etc.
Emotional, inspirational & passion commerce)

Nelly 2003-2012
”Consumers wants to be excited by
brands and services. They want to
interact with brands that are
intelligent, modern, colorful, edgy
and visionary. Brands needs to
have a consistent perspective and
honour the band between the brand
and the customers…”
(Jason Goldberg, Founder of Fab.com)

Nelly 2003-2012>
Possible way to use images/videos to adjust to the new consumers

2. Crossborder E-commerce

Global market, global possibilities

Finnish consumers will more and more
shop online from international sites!
International consumers will more and more
shop online from finnish sites!

240 million européen are online shoppers
50% have placed an international order

What does européen online consumers shop?

De flesta handlar

Success cases
Nordic success vs. Global success

Nelly.com
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
99
117
87
67
46
21
+5% profit margin. 170.000 Instagram followers.
M EUR
7

Nelly.com
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
99
117
87
67
46
21
M EUR
7
DanielWellington.com
1196% growth between 2012-2014. 2% of sales in the nordics.
37
11
2,9

Mindset is more important than the size of Finland.
Dare to go International and dare to
understand the new consumers.

“I have not failed. I have found 10.000 ways
that doesnt work…!
– Thomas Edison, inventor of the fonograf
and the first usable lightbulp.

Thank you! Questions?
Jarno Vanhatapio
Helsinki Feb 2015

The consumers, the market and the new marketing possibilities by Jarno Vanhatapio

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The consumers, the market and the new marketing possibilities by Jarno Vanhatapio