TECHNOLOGY = MARKETING STEFANO MOSCONI
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T E C H N O L O G Y
= M A R K E T I N G
S T E F A N O M O S C O N I
STEFANO MOSCONI
People oriented & Marketing lover
Tech-entrepreneur
TECHNOLOGY
MARKETING
ENTREPRENEURSHIP
PEOPLE
Technology companies
Share of revenues from advertising
Apple Alphabet Microsoft Facebook Amazon.com
97%
Alphabet
Shares of revenues from advertising89%
MARKET CAP
WWW.HELIXCAR.COM
SOURCES: FORBES GLOBAL 2000 REPORT 2016; FACEBOOK AND ALPHABET FILINGS
“Marketing is how technology gets funded in a digital world”
A brief history
MOSAIC IS RELEASED
First browser that combines pics and text
YAHOO! IS BORN
A directory of the internet
1993
1994
GOOGLE IS BORN
The search engine of the internet
Google AdWords
1996
2000
FACEBOOK LAUNCHES
The social media2004
Smartphones arrive 2007
In a nutshell
Internet connected computers
Google connected us to information
Facebook connected us to each other
Smartphones connected us anywhere anytime
!
" $
A fundamental need of human beings to connect to each other and to the things
they love
MONTHLY ACTIVE USERS
Users that login every month in
1.8 bn
USA CHINA+ >!
SOURCES: FACEBOOK FINANCIALS FY2016
Potential stories for a
user on an average day1500
Stories pushed
by Facebook 300 !
SOURCES: FACEBOOK BLOG
"# LIKES
The more engagement the more the post
will be boosted
# FOLLOWERS
The more the network the more
chances your post is boosted
"
Algorithms, algorithms, algorithms
Up to 100,000 factors are evaluated to determine if a post is shown to a user
%
Organic reach
Facebook Twitter Instagram Linkedin
1-2% 3-4%
10-15% 18%
Facebook Twitter Instagram Linkedin
Engagement
5%
0,3% 0,6% 0,1%
% "
Number of interactions per post per followerNumber of views per post per follower
Pay to Play
SOURCES: ADWEEK ; HUBSPOT ; MARKETINGLAND ; INVESPCRO ; FORRESTER ; BUFFER ; BRITEMIND ANALYSIS
MICROSOFT 2017 LINKEDIN2018
The most used Office suite in the world, CRM, Business
Intelligence
& ' User Profiles467M
B2B referrals 80% SOURCES: LINKEDIN DATA
Where is Google?
46% 46%
40%
14%
40%
Link Referrals! SOCIAL MEDIA
SEARCH
Search Queries per day3 bn
Search market share80%
Gmail accounts1 bn
Android Market share86%
SOURCES: GOOGLE ; PARSELY ; NETMARKETSHARE
86% OF FACEBOOKREVENUE ARE FROM MOBILE
49% OF GOOGLEREVENUE AREFROM MOBILE
BY 2020 5BN ADULTS WILL OWN A SMARTPHONE
Internet is becoming (almost) only mobile
Mobile will not be anymore just a way how we access internet!
"
! "
SOURCES:ANDREESSEN&HOROWITZ ; FACEBOOK ; GOOGLE
In a nutshell
Facebook great for paid reach
Google remains the king of search
Microsoft + LinkedIn a strong force in B2B
Instagram still great for engagement (but
Snapchat is picking up)
$ ! & '
( Mobile first becomes mobile only
THE FUTURE
Macro Trends
PICTURES VIDEO LIVE VIDEO
) * +
TOUCH CHAT VOICE
$ , - .
AR/VR
Videos
Videos watched on Snapchat
per day in Q1/2016
Q4:14 Q1:15 Q2:15 Q3:15 Q4:15 Q1:16
10bn
Growth in a single quarter25%
NUMBER OF VIDEOS WATCHED ON SNAPCHATSOURCES:KPCB
MOBILE VIDEOUSER GENERATED CONTENT
SOURCES: ERICSSON MOBILITY REPORT 2016
Up to 70% of video traffic on any network
is generated by YouTube70%
Yearly revenues from
YouTube ads
for Alphabet (Google)$10B
360° AND LIVEYou can experience YouTube
In 360 degrees or stream Live Video
already today
.
/ 360° LIVE
SOURCES: GOOGLE ; ERICSSON MOBILITY REPORT 2016
OF EXECUTIVES PREFERSTO WATCH A VIDEO RATHER THAN READ
AN ARTICLE
60% ABANDON A VIDEOLONGER THAN THIS
Video is effortless to consume
59% 2 min
◎ PRECISE TARGETING
SOURCES: WECAPTURE; FORBES ; BUSINESS INSIDER
2014 Facebook acquires
Oculus
2016 Google launches
Daydream
AN $80 BILLION INDUSTRY BY 2025
CHEAPER REQUIREMENTS
AR works on current smartphones
(if you can forgive the battery drain)$
MORE SOCIAL EXPERIENCE
AR does not block out the world!
MIXES REAL AND VIRTUAL
AR adds a layer on top of what
already exists, it does not create
a new reality
1 INTERNET USERS THAT PLAYEDPOKEMON GO9%
Messages sent via Whatsapp
daily (3x SMS volume)60bn
Messaging app retention after
12 months vs all other apps5x The amount of time
spent on a messaging apps
58 min/day
Percentage of global population
that has a messaging app
installed60%
2015 Amazon launches
Echo
2016 Google launches
Home
MOBILE VIDEOUSER GENERATED CONTENT
SOURCES: KPCB ; VOICELABS
In a nutshell
Video and Live Video growing exponentially
AR a more concrete opportunity than VR
Beyond the app paradigm with
messaging based interfaces
Conversational/Voice interfaces might be a
huge opportunity * .
,
-
Marketing and Technology are the two forces that are fueling the future
STEFANO MOSCONI STEFANO MOSCONI@ZZSTE
Connect with me ;)
( 2 ' ! @INSTEZZ
3 @STEZZ
4 BRITEMIND.IO
THIS PRESENTATION HAS BEEN COMPILED FOR INFORMATIONAL PURPOSES ONLY ANDSHOULD NOT BE INTERPRETED AS A SOLICITATION TO BUY OR SELL SECURITIES
IN ANY ENTITY.
THE PRESENTATION RELIES ON DATA AND INSIGHTS FROM A WIDE RANGE OF SOURCES AS WELL AS BRITEMIND OWN INSIGHTS AND DATA, WE CITE SPECIFIC SOURCES WHERE DATA ARE PUBLIC
D I S C L O S U R E
"THIS WORK IS LICENSED UNDER A CREATIVE COMMONS ATTRIBUTION 4.0 INTERNATIONAL LICENSE.
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