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

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

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. 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
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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
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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
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6. Use Case: Tchibo
Zanox Web Services Contest - Affiliate Widgets
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7. Use Case: Stream5
Video Overlays to enable shopping process
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8. Use Case: SonyBMG Musicbox
Download Widgets on Myvideo.de
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9. Use Case: SonyBMG Musicbox
Download Widgets on Myvideo.de
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10. Use Case: Paypal Storefront
Paypal Labs Sales Widgets
1. Product overview 2. product browse 3. shopping cart 4. Paypal payment process
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11. Use Case: Paypal Storefront
Sales Widgets
Easy and flexible set-up and customization of shopping widgets via widget creator
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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
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13. Use Case: Kazzong
Flexible Shop-Widgets for Music Downloads
Note: Kazzong filed bancruptcy in Mid November
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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
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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
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16. Use Case: Adgregate Markets
Viral marketing potential through widget distribution
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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
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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
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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
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20. Use Case: Tailgate Technologies
Connection via API to eCommerce database
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21.  Open Discussion
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