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Some notes from a lesson on how do we use advertising online to boost brand awareness or sales
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Gummy Industries
AD Money How do we spend it in 2014
ACME
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Alessandro Mininno - @alekone - @gummyindustries
Il consumatore post moderno
How is the consumer changing?
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It worked until 2001
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CONSUMERS CHANGED
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A CHILD SEES 20.000
ADS EVERY YEAR
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8 MINUTES IS THE AVERAGE ATTENTION SPAN ON TV
���11The attention span of a Goldfish is 9 seconds
CONSUMERS HAVE NICHE TASTES
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68% OF PEOPLE TRUST
CONSUMER OPINIONS FOUND ONLINE
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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
Il consumatore post moderno
HOW DO THE BRAND CONCEPT EVOLVE?
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“BRANDS ARE NOW PUBLIC PROPERTY”
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Ellen Peatry Leanse - Google
Our lawyer assures that’s inaccurate
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Il consumatore post moderno
WHERE DO COMPANIES SPEND
THEIR MONEY?���23
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http://www.assocom.org/media/download/comunicare-domani/new_comunicare-domani-26-giugno-2013.pdf
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http://www.assocom.org/media/download/comunicare-domani/new_comunicare-domani-26-giugno-2013.pdf
Il consumatore post moderno
WHERE DO INTERNET COMPANIES GET THEIR MONEY?
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GettyImages vs IstockPhoto• Getty Images becomes a giant in the images
market, selling photos at a very high price (1995-2000)
• IstockPhoto get very big crowdsourcing images and selling them for a single dollar (2000-2005)
• Getty Images buys IstockPhoto (2005)
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• Istockphoto
• Business model: Crowdsourced, Pay (royalty free images)
• Pricing model: credits (the user buys 10$ in credits and downloads what he wants)
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The Economist• The Economist is the most famous
economic magazine
• In 2012, The Economist tripled its revenue from digital sales
• Spending on digital goods will grow of 70% before 2017 (source: Forrester)
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• Business model: advertising + selling content
• Pricing: subscription, pay per use
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EdilPortale• The Italian, ad-based website makes a
gross of 4,5€ MLN (2010) selling targeted advertising to architects and engineers
• 300.000 subscribers, 1,3 unique monthly
• Edilportale
• Business model: Advertising
• Pricing model: Free for the users, paid advertising
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Gartner• Gartner develops consultancy
reports on the technology markets
• Reports are sold (60€-500€)
• The company profits from consultancy as well
• Gartner
• Business model: Selling content + Consultancy
• Pricing model: Pay per use
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LinkedIn• Linkeding has a mixed revenue model
• 55% of the revenues comes from consultancy, or “Talent solutions” (helping companies hire). 138$ millions.
• 25% comes from Marketing solutions (adv)
• 20% comes from Premium subscriptions
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• Business model: mixed revenues from freemium, selling data and adv
• Pricing model: Pay per use, mixed���32
20%
25%
55%
Talent solutionsMarketing solutionsPremium subscriptions
Il consumatore post moderno
SO, WHAT DO YOU WANT TO DO WITH
THE INTERNET?���33
Il consumatore post moderno
(1) YOU WANT YOUR
BRAND TO BE FAMOUS
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Inserisci qui un occhiello
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Inserisci qui un occhiello
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Contextual targeting Topic targeting
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Average CTR 0,11%
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http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/
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Il consumatore post moderno
(2) YOU WANT TO SELL STUFF
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Inserisci qui un occhiello
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Inserisci qui un occhiello
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Twitter sales campaigns
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Average Twitter Cost per interaction
0,5€���45
Remarketing
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Average eCommerce Conversion Rate
2%���47
Il consumatore post moderno
(3) YOU WANT TO TELL A STORY
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Inserisci qui un occhiello
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∑=uewede
16%https://www.facebook.com/business/fmc/guides/reach
Of our fans see our updates, Facebook says
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Inserisci qui un occhiello
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Inserisci qui un occhiello
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Facebook average Cost per Fan
1€���55
Inserisci qui un occhiello
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Inserisci qui un occhiello
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https://www.youtube.com/watch?v=btViXvIDsi0
Inserisci qui un occhiello
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Inserisci qui un occhiello
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Inserisci qui un occhiello
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Inserisci qui un occhiello
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https://www.youtube.com/watch?v=DLUvANbgI-A
Gummy Industries S.r.l.Via Manzoni 22/c 25126, Brescia
Tel 030 5241468
www.gummyindustries.com
twitter.com/gummyindustries
A presto!