E-commerce Berlin Expo - Zalando - Tomasz Ebbig

61
THE AGE OF TOUCH April 2016

Transcript of E-commerce Berlin Expo - Zalando - Tomasz Ebbig

Page 1: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

THE AGE OF TOUCH

April 2016

Page 2: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 3: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

THE BIG QUESTION

WHY DID WE MAKE SUCH A RADICAL SHIFT?

Page 4: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

1. CHANGE IN BRAND NEEDS

FROM KNOWING TO LIKING.

Page 5: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

2. CHANGE IN BEHAVIOUR

FROM WATCHING TO TOUCHING.

Page 6: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

MOBILE RULES THE WORLD

IT HAS BECOME THE NEW DOMINANT MEDIUM OF TODAY.

Page 7: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

2 0 0 5 - P O P E I N A U G U R AT I O N

Page 8: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

2 0 1 3 - P O P E I N A U G U R AT I O N

Page 9: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

MOBILE IS THE DOMINANT SCREEN SCREENMINUTES PER DEVICE IN % EUROPEAN COMPARISON

0%

25%

50%

75%

100%

Italy France Germany Poland Spain UK USA

44%40%44%40%46%33%

45%

23%24%24%35%20%

25%

27%

33%36%31%26%34%41%

28%

TV Laptop + PCMobile Devices

Page 10: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

AND PEOPLE AREN‘T JUST WATCHING BUT ALSO BUYING VIA MOBILE

Source: Zalando, Fact Sheet, 2015

MOBILE SHARE VISITS %

0%

15%

30%

45%

60%

2011 2012 2013 2014 2015

56%

41%

27%

13%

5%

Page 11: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

WE ARE ENTERING A NEW AGE OF MARKETING

YOUTUBE MOBILE

WATCH TOUCH

GOOGLE

READ2010 20152005

Page 12: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

WE NEED TO ASK A SIMPLE QUESTION

WHAT ARE PEOPLE TOUCHING?

Page 13: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

OR, THE OTHER WAY ROUND:

WHAT TOUCHES PEOPLE?

Page 14: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW APPRECIATION OF THE WEIRD

Page 15: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW APPRECIATION OF THE WEIRD

Page 16: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW SENSE OF HUMOUR

Page 17: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW SENSE OF HUMOUR

Page 18: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW SPEEDINESS OF COMMUNICATIONS

Page 19: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW LEVEL OF PERSONAL EXPOSURE

Page 20: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW LEVEL OF PERSONAL EXPOSURE

Page 21: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW LANGUAGE

Page 22: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW AESTHETIC

Page 23: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW AESTHETIC

Page 24: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

A NEW APPRECIATION FOR THE REAL

Page 25: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

WHAT IS NEW AND DIFFERENT?

TOUCH IS INSTANT TOUCH IS REAL TOUCH IS HUMAN TOUCH IS EMPOWERING

Page 26: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

NOW LETS LOOK AT TYPICAL ADVERTISING

IT FEELS SLIGHTLY DIFFERENT TO THIS!

Page 27: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

TYPICAL TV ADVERTISING

Page 28: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

TYPICAL PRINT ADVERTISING

Page 29: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

WHAT ARE THE DIFFERENCES TO WHAT WE ARE USED TO?

INSTANT REAL HUMAN EMPOWERING

LINEAR FICTIONAL ARTIFICIAL DICTATING

Page 30: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

TYPICAL ADVERTISING CLASHES WITH THE NEW REALITY

Page 31: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

AS A DIGITAL FASHION PLATFORM

WE NEED TO RESPECT THE NEW CONTEXT

Page 32: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

HOW WE CREATE OUR MARKETING CAMPAIGNS

INSTANT EVERY VIDEO NEEDS TO WORK WITHIN 3 SECONDS!

MOST PEOPLE ONLY WATCH THE FIRST 5 SECONDS OF MOBILE VIDEO AND 47% OF ALL ADVERTISING IMPACT HAPPENS WITHIN THE FIRST 3 SECONDS.

Page 33: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

IN THE PAST IT TOOK A LONG TIME TO GET TO THE PRODUCTSTORYTELLING CONSUMED THE MAJORITY OF THE SPOT

PRODUCT + BRAND ARE INTRODUCED AFTER 31

SECONDS!

Page 34: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

TODAY WE ARE TURNING THE MARKETING FUNNEL UPSIDE DOWN!

ACTION

DESIRE

INTEREST

AWARENESS

DIRECTLY INVOLVE PEOPLE WITH THE PRODUCT

DRIVE BROADER INTEREST THROUGH SHARING PRODUCT EXPERIENCES

EMOTIONALIZE PEOPLE THROUGH THE PRODUCT EXPLORATION

AMPLIFY THE EXPERIENCES TO THE MASSES THROUGH SOCIAL MEDIA

Page 35: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 36: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

HOW WE CREATE OUR MARKETING CAMPAIGNS

REALNESS WORK WITH CHARACTERS NOT WITH MODELS.

Page 37: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

MODEL COSTS ARE NOW BASED ON SOCIAL MEDIA FOLLOWERS

Cara Delevingne Estimated earnings: $9 million

Instagram followers: 29.5 million

Karlie Kloss Estimated earnings: $5 million

Instagram followers: 4.5 million

Kendall Jenner Estimated earnings: $4 million

Instagram followers: 55.2 million

Gigi Hadid Estimated earnings: $2.5 million Instagram followers: 16.7 million

Page 38: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

BE AN INSPIRATION #SHAREYOURSTYLE

Page 39: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 40: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 41: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 42: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

76% Mobile

3.3m Page Views

Instant Feedback Votes1.2m

1.5 m Total Users (Unique Visitors)

Uploaded Looksfrom Users10k

Source: Zalando Analysis, Global, 15 Markets, 4 Weeks

Page 43: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

99.8% POSITIVE BUZZ AROUND THE CAMPAIGN

Page 44: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

HOW WE CREATE OUR MARKETING CAMPAIGNS

HUMAN PLAY WITH SPONTANEITY, MISTAKES, SELF IRONY.

Page 45: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 46: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 47: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 48: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

Headline

Page 49: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

Building excitement for Zalando

10 OUT OF 10 AVERAGE RELEVANCE SCORE FOR VIDEO ON FACEBOOK

3 DAYS & 3 HOURS TIME IT TOOK TO SELL OUT THE GREEN JUMP SUIT

Source: Zalando Sales Insights, Facebook Insights, March – May 2015

1 BILLION TOTAL GLOBAL IMPRESSIONS

Page 50: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 51: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

HOW WE CREATE OUR MARKETING CAMPAIGNS

EMPOWERING START CONVERSATIONS AND EMPOWER PEOPLE.

Page 52: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

EXAMPLE

CALVIN KLEIN

Page 53: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 54: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 55: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 56: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 57: E-commerce Berlin Expo - Zalando - Tomasz Ebbig
Page 58: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

GOING HYPER LOCAL

Page 59: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

THE 4 PRINCIPLES FOR THE AGE OF TOUCH

INSTANT REAL HUMAN EMPOWERING

Page 60: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

SUMMING UP WE ASK OURSELVES ONE QUESTION

WOULD I SHARE THIS?

Page 61: E-commerce Berlin Expo - Zalando - Tomasz Ebbig

THANK YOU