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Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
Sanoma & E-commerce
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Sanoma & E-commerce

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En hoe heeft Sanoma dit in haar netwerk geintegreerd?

En hoe heeft Sanoma dit in haar netwerk geintegreerd?

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  • 1. Sanoma &E-commerceCross Media café@Sanoma, Hoofddorp19 April 2013Sander ten Dam
  • 2. What is e-commerce?Three areas for Sanoma2Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  • 3. What is e-commerce?Three areas for SanomaIntegrated into content platforms3Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  • 4. Integrated into content platformsDifference between product and brand4Content platform Brand(name)
  • 5. Source: Sanoma Digital Media KPI reporting, team analysisIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small5Total traffic in Sanoma sites
  • 6. Services(e.g.mail)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisTotal traffic in Sanoma sitesIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small6
  • 7. Leadgeneration(e.g.directories,comparison,classifieds)Leadgeneration(e.g.directories,comparison,classifieds)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small7Total traffic in Sanoma sites
  • 8. Content platformNon e-commerce topic(e.g. news, weather, sports, rtv)Leadgeneration(e.g.directories,comparison,classifieds)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisContent platformNon e-commerce topic(e.g. news, weather, sports, rtv)Total traffic in Sanoma sitesIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small8
  • 9. Source: Sanoma Digital Media KPI reporting, team analysisContent platformE-commerce topic(e.g. fashion, parenting, home deco, cars)Total traffic in Sanoma sitesIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small9
  • 10. Integrated into content platformsContent platforms and e-commerce ‘live’ at oppositesides of consumer journey10AttractionInterestActionDesireContent E-commerceConsumermindsetEntertained,Inspired, RelaxShopping, Information Needshelp, EasyProduct focus Fun, Engagement Functional, ToolObjective site More impressions àKeep them inMoney at the finish àGet them throughPayingcustomerManufacturersA-brand advertisers(R)etail, ConsumerKPI Branding, TOMA, CPM Sales, Conversion, CPaQuite some barriers
  • 11. Platform based on product database11AdvertisersDatabasesMediaConsumersAdvertiser #1Advertiser #2Advertiser #3Advertiser #4Kieskeurig.nlOfferium.fiOtherAdvertiser#XXAdvertiser#XXEditorialCommerceDatabase withsellableproductsSite #1App #1Tabletmag #1Site #2App #2Site #3Site #4CMSCMS #1CMS #2CMS #3CMS #4
  • 12. What is e-commerce?Three areas for SanomaStand alone e-commerce platforms12Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  • 13. E-commerce is mainly lead generationOnly retail if lead generation is proven13Lead generation
  • 14. Our current Performance Based assets are underpressure14Lead generationLead generationis improving itsservicesE-tailers will bemarketplacesBased insmall language areasInternational players
  • 15. LaunchingnewverticalsWe need to push back to mitigate our middlemanposition15ImprovingservicesReplicatinginto largemarketsExpandingin funnelExtendingto otherdevicesLead generation
  • 16. Investments in Startpagina Search will lead to higherquality leads and intensified usage16To consumers: Intensify usage-  Better / more trustworthy way tosearch than a search engine-  More awareness on Startpagina’sofferingTo advertisers: High lead qualityà More relevancyà higher quality leadsà higher price per lead
  • 17. To keep improving our funnel, we implementrecommendation and persuasion techniques17Source:Robert B CialdiniInfluence: The Psychology of Persuasion
  • 18. Expanding our assets further in theE-commerce funnel helps us maximize revenues18ü  We only expand in the E-com funnelwhen we have proven to be successfulin lead generationü  Launch Kieskeurig Kassaü  Integration of SB commerce /Voor-thuis
  • 19. Launching new verticals-  New storefronts (Men and Kids fashion)-  Adapt to mobile and video-  Leef.nl
  • 20. Our assets and people should adapt to the differentway that devices are used20MOBILEIntegrate web andbricks & mortarTABLETOptimizing sitesfor tablet usageTVTV / SecondScreen shopping
  • 21. And if our assets prove to be successful, we willreplicate them into larger markets21
  • 22. Way of working
  • 23. Whatever the project is, we start as small aspossible and use a step-by-step approach23
  • 24. Our reusing+ policy remains the base for every newinitiative241.  Reuse technologies2.  Reuse customer base3.  Reuse brands4.  Reuse knowledge and skills
  • 25. We will focus our attitude towards stimulatingentrepreneurship25ü  Create mental and physicalspace for all employees to workon innovationsü  Adapting to new circumstancesis more important than stickingto the original planü  Accountability afterwards,instead of control upfront
  • 26. We need highly skilled personnel to be successful…26Highly skilled & motivated peopleHiring Training ExaminingCriteria for new employeesAnalytical skillsRetail mindsetPerformance BasedAcademy for Internal(employees) & External(advertisers and new talent)Yearly mandatory test for allemployees to ensure a highlevel of knowledge
  • 27. … but maintaining operational excellence is equallyimportant27AGREE ADDRESSENCOURAGETRANSPARANCYHONESTY
  • 28. 28Thank you

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