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Gummy Industries
DISTRACTED
Communicating to
bored users, onlineSDA Bocconi - Master MAMA
Il consumatore post moderno
THINKABOUT
YOURTARGET
2
87% OFTHEMARE ONLINE
3
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
PROBABLY FROMTHEIR PHONE
4
http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/attachment/mobile-internet-trends-mary-meeker-2015-1/
MOSTLY ONTHEIR PHONE
5
http://www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
WASTINGTIME ON

SOCIAL NETWORKS
6
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
WHAT SOCIAL NETWORK
DOYOU USE MOST?
7
8
www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB
MOSTLY,
IT DEPENDS ONYOUR
AGEAND INTERESTS
9
10
EVERYBODY IS
ON FACEBOOK
11
YOUNGER, LESS
SCHOLARIZED
ON INSTAGRAM
12
BOREDADULTS
ON LINKEDIN
13
WOMEN ON
PINTEREST
14
RICHTEENS ON
SNAPCHAT
WHY DOTHIS PEOPLE
SPENDTIME ON SOCIAL
NETWORKS?
15
Remember? Relation, entertainment and information.
15
WHAT’STHE BESTWAY
TO REACHYOUR
TARGET, ONLINE?
16
17
“ONLINEADVERTISING”,
THEY SAY
You have 1 minute to find
one that you like, on your
smartphone.
18
ONLINEADVERTISING IN ITALY
A 2,15 BILLION € MARKET
19
“SEARCH IS IMPORTANT”
GOOGLE SAYS (LOL)
WHEN SHOULDYOU USE
SEARCHADVERTISING?
20
21
WORKSWELL, IF USERS
KNOWWHATTHEYWANT
WHENWOULDYOU USE
SEARCHADVERTISING?
22
WHEN SHOULDYOU USE
SOCIALADVERTISING?
23
24
GOODTOTARGET PEOPLE IN BRESCIA,THAT LOVE
ARTANDARE INA COMPLICATED RELATIONSHIP
25
of people click on 

Facebook newsfeed ads
26
2%
http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/
33 times more than display
27
http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/06/The-Facebook-Ads-Benchmark-Report.pdf
WHEN SHOULDYOU USE
DISPLAYADVERTISING?
28
29
HOW MANY BANNERS DOYOU SEE?
HAVEYOU EVER CLICKED
ONA BANNERAD?
I MEAN, ON PURPOSE?
30
of people click on banners
31
0,06%
*Average CTR across all media and all formats, source: DoubleClick
“You are 64 times more
likely to climb Mount
Everest than clicking on
a banner ad”
32
33
WHY?
34
PEOPLE DON’T CARE
ABOUT BANNERS
61% of people don’t click on banners

because they don’t want to be distracted
http://www.bannersnack.com/blog/build-trust-display-ads/
35
EVENWORSE:
PEOPLE HATE
BANNERS
AND BANNER FOLLOWTHEM
36
That’s creepy! Stop it!
37
LOOKING FOR SOCKS?
YOU’LL NEVER 

GET RID OFTHEM
Returning customers who 

have been retargeted are
70%
more likely to make a purchase
http://www.redcowmedia.co.uk/display-and-retargeting.html
40
CANYOU SPOTTHEADV?
41
http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
42
HOW MUCH INTRUSIVE
SHOULDYOUR BRAND BE?
100% branded

+ control

- reach
0% branded

- control

+ reach
OWNED
MEDIA
ADV SPONSORSHIP VIRAL
BRANDED
CONTENT
EARNED
MEDIA
Make my logo bigger!
CONTENT
PRODUCT
PLACEMENT
people look for something, every day,
on Subtle Dildo’s page 43
27.000
Inserisci qui un occhiello
44
Inserisci qui un occhiello
45
46
people played

Twitch Plays Pokemon 47
1 MLN
watched
48
40 MLN
49
views ofTurBaconEpicThanksgiving,
on Epic MealTime channel 50
18 MLN
Inserisci qui un occhiello
51
52
Blogpost produced by BuzzFeed 

forVirgin Mobile 53
190
54
55
56
57
BRAND CREATE ENTIRE
BRANDED MAGAZINES
58
THEY CREATE BRANDVALUE
THROUGH CONTENT
59
https://www.youtube.com/watch?v=lUtnas5ScSE
60
61
62
160.000 viewers in theaters
1,5M € Box office
CULTURAL INSTITUTION
ARE JUMPING ON BOARD
63
http://azone.guggenheim.org/
WHAT’S NEXT?
64
WWW.GUMMYINDUSTRIES.COM

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