PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu?
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The document discusses changes in new media and marketing approaches on TikTok. It notes that the world is changing faster than ever, leading to oversimplified views of changes. It advocates basing opinions on reliable data instead of just raw data. It also notes that today audiences want to both consume and create/share content in communities rather than just be targeted as groups, and that brands can authentically connect with consumers by participating in these open communities. It presents TikTok as an opportunity for entertainment and reaching new audiences not available on other platforms, with attention spans on the platform being very high. It provides some statistics on TikTok's large and growing global user base.
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PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu?
- 2. Tik Tok - New Media New Media Reset or redefinition of advertisement?
- 3. TikTok - New Media World is changing faster than ever. That’s why we have this tendency to oversimplify changes in our surroundings.
- 4. TikTok - Media Narrative 2021 We should base our opinion & beliefs on reliable data.
- 6. ‹# › TikTok - New Media There is growing engagement gap between brands and consumers. 6 Social ads CTR declines Source: Statista Worldwide; Q1 2018 to Q2 2020 3% Q1 2018 1.3% Q2 2020
- 8. Content categorized with context Context Graph Content linked together with knowledge connections Knowledge Graph Social Connections of Content Feed based on Content, and Content only. Social Graph Content Graph 2020 2010 2000
- 9. TikTok - New Media We must build marketing based on 4V, with values in our minds.
- 10. ‹# › TikTok - New Media We cannot any longer target people only through solely raw data. 10 It’s a State of mind Our communication should be based on real interests and needs of our consumer in contrary to solely data based marketing. TikTok - New Media
- 11. Tik Tok - New Media From some time all are living in the age of participation.
- 12. Tik Tok - New Media Today we not only want to consume content, we also want create it and share it.
- 14. Tik Tok - New Media Today communities connect differently vs target groups. To them Through them Target Group One-to-many Community Many-to-many
- 15. Tik Tok - New Media This new creative potential is something much bigger. Feeling that we have influence is a key to success!
- 16. Tik Tok - New Media Happiness and true emotions are back in the marketing! Today’s communities are looking for something different, and something new. From time to time they create new voices among consumers. Often well known voices create new ideas, thanks to them they have opportunity to connect with present consumers.
- 17. Tik Tok - New Media Really democratized creativity People freely create open communities, thanks to which brands can authentically connect with their consumers.
- 18. Tik Tok - New Media COMMERCE ENTERTAINMENT COMMUNITY The way we buy & use products changed forever.
- 19. Tik Tok - New Media Entertainment re- imagined Brands can give people real value, which will connect them with the rest of the present world. Storytelling From the scratch Today we can listen people to creatively participate in their lives, while creating meaningful communication with them. New voices with influence Today brands can present themselves in authentic way while being a part of communities which are growing every day. Reset or redefinition of advertisement?
- 20. 20 ‹# › TIKTOK BIBLE CE 2021 Of TikTok users come to the platform to be entertained Who are we? 20 75% Source: Marketing Science Holiday Shopping Behaviour Research 2020 conducted by Walnut Unlimited We are a ultimate entertainment platform
- 21. 21 OUR MISSION To inspire creativity and bring joy.
- 22. 22 TikTok audience doesn’t overlap so much with other players Source: AppAnnie, (3rd part data) April 2021, UK audience Reach new audiences not available on other platforms. TIKTOK OPPORTUNITY % of unduplicated TikTok users
- 23. 23 Yet our audience attention span is off the chart Source: AppAnnie, Aprit 2021, EU5 audience TIKTOK OPPORTUNITY Time spent per session (mins)
- 24. 24
- 25. 25 Yes, we are BIG Yes, we are BIG
- 26. 26 Yet still, our growth continues to explode globally TIKTOK OPPORTUNITY Souce: TikTok Internal Data – July 2021 75 Languages 1 B Global monthly active users 150 Countries & Regions