Barcamp Hamburg - Next Level eCommerce?

Next Level eCommerce? Atomisierung von Online Shops Beispiele und Anwendungsfälle Stefan Betzold, 23.11.2008 www.pier314.de

Current eCommerce Model Low user acceptance of display ads lowers sales potential • Poor experience for consumers • Passive display ads with low CTR • Expensive and ineffective for advertisers • Single eCommerce site to sell products • Publisher looses user to advertiser site Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 2

Next Level eCommerce Model? creating multiple points of sale as additional channel • Dynamic interaction units increase attention • Full sales process possible within the unit • Distributed eCommerce over entire network • All ad spend becomes direct sales channel Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold *Source: Tailgate Technologies 3

New eCommerce Opportunities Integration into various promotion channels 1 Banner 2 Video 3 Widget / Application Integration into any banner Dynamic overlay on video Development of sales format: rectangle, skyskraper, streams to enable integrated widgets or applications for superbanner. shopping processes social networks Target: increase interaction Target: transform content Target: better monetize rate and enable shop process areas to ecommerce units social media environment Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 4

Use Cases 1: Dynamic entry points Key target: increase interaction rates with ads and banners and create New entry points (videos, widgets) for the shopping process. Shopping process is kept in existing ecomm-provider environment Cases: • Tchibo: Affiliate Marketing Widgets • Stream 5: eCommerce Video integration • SonyBMG Musicbox: Music Download Widgets • Paypal Labs: Sales Widget Creator Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 5

Use Case: Tchibo Zanox Web Services Contest - Affiliate Widgets Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 6

Use Case: Stream5 Video Overlays to enable shopping process Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 7

Use Case: SonyBMG Musicbox Download Widgets on Myvideo.de Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 8

Use Case: SonyBMG Musicbox Download Widgets on Myvideo.de Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 9

Use Case: Paypal Storefront Paypal Labs Sales Widgets 1. Product overview 2. product browse 3. shopping cart 4. Paypal payment process Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 10

Use Case: Paypal Storefront Sales Widgets Easy and flexible set-up and customization of shopping widgets via widget creator Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 11

Use Cases 2: full shop atomization in micro-shops Key target: create full mini-shops that can be published and distributed as banners in ad networks, as widgets or video-overlays. Full shopping cart process is enabled in the new sales unit. Cases: • Kazzong: Music Download Widgets • Adgregate: Shop Ads • Tailgate Technologies: Banner & Video Overlays Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 12

Use Case: Kazzong Flexible Shop-Widgets for Music Downloads Note: Kazzong filed bancruptcy in Mid November Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 13

Use Case: Adgregate Markets Turn Banner Ads in Shop Ads 1. Banner enables features: 2. Product detail view 3. Shopping card process - Info about product - All product details - Full shopping process - Buy now call-to-action - Browse through products - Credit card fulfilment - Grab widget code - Add to shopping cart Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 14

Use Case: Adgregate Markets Manual campaign set-up process 1. Upload product list 2. enter campaign information 3. Define campaign creative 4. distribute into ad network Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 15

Use Case: Adgregate Markets Viral marketing potential through widget distribution Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 16

Use Case: Tailgate Technologies Full sales process in video overlay 1 Steps: 1. Call-to-action („buy now“) enables Tailgate overlay 2. Product information incl. recommendations 3. Full shopping cart process 4. Login & payment process 2 3 4 Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 17

Use Case: Tailgate Technologies Customer interaction and lead-generation 1. inform about product 2. enter contact information 3. subscribe to newsletter Warner Bros. Newsletter subscription in video overlay Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 18

Use Case: Tailgate Technologies Direct subscriber acquisition 1. enter mobile phone number 2. receive PIN 3. start downloading music Dada.net Subscription for music downloads in banner Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 19

Use Case: Tailgate Technologies Connection via API to eCommerce database Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 20

 Open Discussion Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 21

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Barcamp Hamburg - Next Level eCommerce?

by Stefan Betzold

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