Next Level eCommerce?
Atomisierung von Online Shops
Beispiele und Anwendungsfälle

Stefan Betzold, 23.11.2008
www.pier314....
Current eCommerce Model
 Low user acceptance of display ads lowers sales potential




                                   ...
Next Level eCommerce Model?
 creating multiple points of sale as additional channel




                                  ...
New eCommerce Opportunities
 Integration into various promotion channels
  1   Banner                                2    ...
Use Cases 1: Dynamic entry points

   Key target: increase interaction rates with ads and banners and create
   New entry ...
Use Case: Tchibo
 Zanox Web Services Contest - Affiliate Widgets




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




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




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




Next Level eCommerce? Atomisierung von Online Shops   Stefa...
Use Case: Paypal Storefront
 Paypal Labs Sales Widgets

 1. Product overview     2. product browse            3. shopping ...
Use Case: Paypal Storefront
 Sales Widgets
 Easy and flexible set-up and customization of shopping widgets via widget crea...
Use Cases 2: full shop atomization in micro-shops

   Key target: create full mini-shops that can be published and distrib...
Use Case: Kazzong
 Flexible Shop-Widgets for Music Downloads




Note: Kazzong filed bancruptcy in Mid November

Next Leve...
Use Case: Adgregate Markets
 Turn Banner Ads in Shop Ads
 1. Banner enables features:               2. Product detail view...
Use Case: Adgregate Markets
 Manual campaign set-up process
  1. Upload product list                                     2...
Use Case: Adgregate Markets
 Viral marketing potential through widget distribution




Next Level eCommerce? Atomisierung ...
Use Case: Tailgate Technologies
     Full sales process in video overlay
1
                                               ...
Use Case: Tailgate Technologies
  Customer interaction and lead-generation


                    1. inform about product  ...
Use Case: Tailgate Technologies
 Direct subscriber acquisition



                    1. enter mobile phone number      2....
Use Case: Tailgate Technologies
Connection via API to eCommerce database




Next Level eCommerce? Atomisierung von Online...
 Open Discussion




Next Level eCommerce? Atomisierung von Online Shops   Stefan Betzold   21
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Barcamp Hamburg - Next Level eCommerce?

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Barcamp Hamburg 2008, Next Level eCommerce? Atomisierung von Online Shops. Beispiele und Anwendungsfälle.

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Transcript of "Barcamp Hamburg - Next Level eCommerce?"

  1. 1. Next Level eCommerce? Atomisierung von Online Shops Beispiele und Anwendungsfälle Stefan Betzold, 23.11.2008 www.pier314.de
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Use Case: Tchibo Zanox Web Services Contest - Affiliate Widgets Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 6
  7. 7. Use Case: Stream5 Video Overlays to enable shopping process Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 7
  8. 8. Use Case: SonyBMG Musicbox Download Widgets on Myvideo.de Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 8
  9. 9. Use Case: SonyBMG Musicbox Download Widgets on Myvideo.de Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 9
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Use Case: Adgregate Markets Viral marketing potential through widget distribution Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 16
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Use Case: Tailgate Technologies Connection via API to eCommerce database Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 20
  21. 21.  Open Discussion Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 21

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