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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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Sanoma & E-commerce Sanoma & E-commerce Presentation Transcript

  • Sanoma &E-commerceCross Media café@Sanoma, Hoofddorp19 April 2013Sander ten Dam
  • What is e-commerce?Three areas for Sanoma2Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  • What is e-commerce?Three areas for SanomaIntegrated into content platforms3Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  • Integrated into content platformsDifference between product and brand4Content platform Brand(name)
  • Source: Sanoma Digital Media KPI reporting, team analysisIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small5Total traffic in Sanoma sites
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • What is e-commerce?Three areas for SanomaStand alone e-commerce platforms12Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  • E-commerce is mainly lead generationOnly retail if lead generation is proven13Lead generation
  • Our current Performance Based assets are underpressure14Lead generationLead generationis improving itsservicesE-tailers will bemarketplacesBased insmall language areasInternational players
  • LaunchingnewverticalsWe need to push back to mitigate our middlemanposition15ImprovingservicesReplicatinginto largemarketsExpandingin funnelExtendingto otherdevicesLead generation
  • 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
  • To keep improving our funnel, we implementrecommendation and persuasion techniques17Source:Robert B CialdiniInfluence: The Psychology of Persuasion
  • 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
  • Launching new verticals-  New storefronts (Men and Kids fashion)-  Adapt to mobile and video-  Leef.nl
  • Our assets and people should adapt to the differentway that devices are used20MOBILEIntegrate web andbricks & mortarTABLETOptimizing sitesfor tablet usageTVTV / SecondScreen shopping
  • And if our assets prove to be successful, we willreplicate them into larger markets21
  • Way of working
  • Whatever the project is, we start as small aspossible and use a step-by-step approach23
  • Our reusing+ policy remains the base for every newinitiative241.  Reuse technologies2.  Reuse customer base3.  Reuse brands4.  Reuse knowledge and skills
  • 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
  • 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
  • … but maintaining operational excellence is equallyimportant27AGREE ADDRESSENCOURAGETRANSPARANCYHONESTY
  • 28Thank you