How is the german digital industry doing? What are the most valuable public and private online companies? How do they compare to international competitor? What are the marketing quick wins for 2017?
4. Source: Wikipedia, List of public companies by market cap, Q3 2016.
In 2016, 5 years later, all of the
largest companies were digital,
and half of them have online
marketing as their core business.
This is the Age of Online Marketing.
5. Source: ARD / ZDF Onlinestudie 2016, Statistisches Bundesamt Dec 2016. Image Source: Imgur.
76% of Germans
use a smartphone.
2/3 of them use Android.
EVERYONE
IS ONLINE.
ALMOST.
7. v
THE GERMAN HOMESCREEN.
Source: AppAnnie, most popular Android-Apps by time spent in Germany in 2016 excluding pre-installs, browsers and games.
# 1 WhatsApp
# 2 YouTube
# 3 Facebook
# 4 Instagram
# 5 Google Maps
# 6 Snapchat
# 7 eBay Kleinanzeigen
# 8 eBay
# 9 Facebook Messenger
9GERMAN
APPS IN 2016
TOP
8. Source: Nielsen, AppAnnie & Analysys.cn (Monthly Active Users), w/o browsers, pre-installs and games.
US German ChineseThe Homescreenvs. vs.
15. THIS IS THE GIX
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017
Each box represents the market value of each company compared to the other companies.
16. COMBINED MARKET CAP:
€48 BILLION
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
17. Nearly €50 Billion is massive.
And yet, it is dwarfed 1:40
by the dominant platforms.
And we live in a platform economy.
21. We took a look at the second tier of
global platforms, think numbers five to eight.
They are all leaders in major categories.
23. BLUN: €222 BILLION
Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
Still, this ratio fails to flatter.
24. Source: OMR Research, Google Finance, Market Cap on Feb 17, 2017.
GAFA + BLUN:
€2.186 TRILLION
25. GERMAN
COMPANIES
Germany has a long tradition
of hidden global champions
among medium-sized companies,
aka the “Mittelstand.”
Image source: Blend Images - Ned Frisk Brand X Pictures Getty Images.
26. Tunneling Audio Leisure
SOME CHAMPIONS
Image source: www.herrenknecht.com, de.sennheiser.com, www.luerssen-yachts.com.
27. Source: Biesalsky & Company: The brands of Germany’s hidden champions.
HIDDEN
CHAMPIONS
AND HUNDREDS MORE…
34. 06
02
07 08 1009
0503 0401
Freelance
Source: XING, Top10 employers, based on >250K Datapoints, filtered for B2C businesses with a digital core business model.
THANKS!
WHERE GERMANS ACTUALLY WORK:
TOP-10 DIGITAL EMPLOYERS IN GERMANY
41. The product used to be seen and organized
separately from marketing and fulfillment
Goods or Service Marketing & Sales Payment & Fulfillment
42. Successful companies share an
integrated approach on all of these aspects.
Marketing & Sales
Goods or Service
Marketing & Sales
Payment & Fulfillment
43. AMAZON’s marketing is carried out through the products themselves.
Prime, Video and Echo are powerful marketing tools.
Image source: www.amazon.com.
44. TESLA is built on storytelling from the biggest business
influencer on the planet (25 mio. views on Youtube
per month). This is an essential part of the product.
Image source: www.tesla.com, digitaltrends.com, ecar-rent.com, ecomento.tv.
Source: veescore.
45. THERMOMIX revamped the tupperware party to compel
customers to use and promote their hard-to-understand product.
Thus, it became a platform for 3rd parties to produce content,
i.e. cookbooks and hugely succesful magazines.
Image source: Vorwerk Group / flickr.com, www.welt.de, www.switzerland.thermomix.com, Gruner+Jahr.
50. #2 CONTENT RECOMMENDATION
The "Babbel Guys" became global on a tiny budget.
Image source: www.emske.com
Source: www.espn.com.
51. #3 PODCASTS
Believe it or not: 44 of the Top 50 German podcasts have no commercials.
Source: OMR Research, iTunes charts. Image source: www.emske.com.
52. ...visited a sponsor's website
... considered a new product
... gathered more info about a product
... used a promotional discount code
... purchased a product
... visited a store
... purchased or downloaded music
... recommended a product to others
... attended a performance, cultural event or exhibit 15%
17%
18%
20%
25%
28%
37%
42%
45%
Source: eMarketer, OMR Research.
Every
second (!)
listener clicks
a sponsor’s
website.
#3 PODCASTS
after hearing a podcast…
Image source: www.mixcloud.com.
53. Image source: CBRE, Shoepassion, techcrunch, Zillow, Fastcompany, Business Insider, Yogibo, Athleta, Blue Nile, Birchbox, Forbes, Internetworld, The Verge, www.eightinc.com.
#4 STORES
Cities are platforms, stores are marketing.
Apple's rent for its 750 flagship stores is marketing expenditure.
54. #5 AMAZON MARKETING
CPC within the shop is quite a deal!
Source: OMR Research, Example: Boxspringbett, Nov 2016.
Image source: www.emske.com.
57. Visual Concept
No agency GbR
Francesca Veit
Nina Schliefer
Coordination
Leila Frieling
Birthe Ziegler
Translation
Scott Peterson
Presentation
Philipp Westermeyer
Concept and Research
Sven Schmidt
Roland Eisenbrand
Eike Dehning - dhng Consulting
Presentation Consulting
Michael Wanker
AN OMR PRODUCTION