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Gipp Clara Llamas 2010 Eng

by Clara Llamas on Aug 18, 2011

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Trends in online classified advertising. Presentation made in Moscow for the Russian Guild of Publishers 2010

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Trends in online classified advertising. Presentation made in Moscow for the Russian Guild of Publishers 2010

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Keys: it’s a large market online already. Internet revenue growth is more pronounced and happens faster.
Already half of users of classifieds use internet It is becoming the “normal” way of using classifieds Offline revenue has declined rapidly since 2000 and will keep on falling, there is no way back
This example shows how far classifieds have gone since the print ad with 200 characters in b/w There are also multiple services and channels to produce and share information, making the media ecosystem more and more complex, also in classifieds
Key take aways: cost of technology decreasing makes digital devices the primary form of access to classifieds
New consumers have many more channels within their reach than before Landscape is more complicated and privides more options, but at the same time users have similar values as in the past
Sufficient offering, safety, trust and good prices are critical. Just as they were 100 years ago.
Trends in Online Shopping Persistent trend in multi-channel retailing – shoppers don’t necessarily realize where they buy their products, but they will definitely use all the tools at their disposal to locate the deals they want. Furthermore, just because consumers are able to use tools like comparison shopping engines to find deals, it doesn’t necessarily mean these individuals are aware of the sites they’re using. With consumers laser-focused on the lowest possible prices and best deals available when they are ready to make a purchase, it continues to be imperative for online retailers to have a strong presence on as many channels as possible (search engines, comparison shopping engines, marketplaces, online storefront, affiliates, email). This maximizes findability, increases brand awareness and enhances search engine favorability. On-site purchases are driven by value enhancers, security features Free shipping, peer reviews/ratings, free returns and the ability to view products from multiple angles are the most influential purchase drivers on a retailer’s storefront, consumers report. Free shipping and returns have increased the most in influence since our last survey – as did the ability for consumers to verify the validity of a retailer through “trustmarks” such as Hacker Safe, Verisign, etc. These trends should not be surprising – consumers want to ensure they are maximizing their time by purchasing products from retailers that offer the best price and the best value. Furthermore, they want to feel secure in their purchase decision, as evidenced by the increase in influence of rich imaging product views and trustmarks. Consumers not only want to ensure they’re going to receive the product they sought out to purchase, but also want a guarantee that their personal data will be safe. Search is integral to the purchase decision. Search engines remain the essential starting point on the path to a purchase decision – serving as the originator of product research and deal- seeking. Comparison shopping engines can’t be ignored. Comparison shopping engine awareness and usage has remained fairly consistent – including the fact that consumers diversify greatly the sites they use Being aware of where consumers are doing product research is good, but knowing which comparison shopping engines are generating conversions is even better. Here we’ve taken a look at where ChannelAdvisor customers are seeing sales distributed on comparison shopping engines. Consumers are becoming increasingly savvy at using all online channels to conduct research before making buying decisions. From pricing, to coupons, to shipping, to reviews, to brand perception, retailers need to be conscious of how they are viewed from a consumers shopping experience. ChannelAdvisor believes that retailers should adopt a sound multi-channel strategy for selling online. With the holidays quickly approaching, online retailers need to ensure they are appealing to cautious consumers in as many ways as possible. Use our key findings to improve ways that you reach and communicate to buyers: · Consumers are researching more and are spending less. · Shoppers don’t necessarily realize where they buy. · Amazon and eBay contribute to 70 percent of purchases. · On-site purchases are driven by value enhancers, security features. · Search is integral to the purchase decision. · Comparison shopping engines can’t be ignored ChannelAdvisor Survey, 2009
How classifieds are integrated into the social network experience is key Social networks are trust networks, trust is a critical feature of classifieds. Knowing how to leverage these networks into transactions is key
Reducing production costs and efforts and maximizing reach is the key of this model. It’s highly valuable in a digital environment and enhances the potential of each single ad by giving it mass distribution and reach at minimum production costs.
The reason why agents show these ads in print is because they become, in the eyes of sellers, a good company to give your house for sale. So, infact, this is brand building for them so that sellers will use them when they decide to sell their own property.
Not exactly classifieds, but a group one-time couponing system that knows how to leverage all the digital media channels. It’s a close competitor to classified advertising.
- Social networks are excellent ecosystems for classified transactions. Benefiting from them is a key - Mobile is ideal for classifieds. They are time sensitive transactions. Classifieds solutions have to be developed for mobile devices. - Post once, publish everywhere is a very valid notion in digital and in multi-device. It’s a cost efficient and streamlined way of producing and disseminating classifieds. - The nature of classified transactions is local. All services and advertising products should be developed with this in mind. - Value added features matter to customers: from safe transactions to maps to statistics, value added services will matter and make a difference: they enhance the overall value of the marketplace.

Gipp Clara Llamas 2010 Eng — Presentation Transcript

A New Era of Classifieds GIPP Expo Moscow 16-17 November, 2010 Clara Llamas Co-Founder, VAIBMU Ltd. A Consulting Company with a Media Focus
Content
- The Classifieds Market
- Consumer Values
- Trends in Classifieds & Worldwide Cases
- Conclusions
www.vaibmu.com
THE CLASSIFIEDS MARKET
- The Ancient Art of Buying & Selling Goods & Services Goes Digital
www.vaibmu.com
A LARGE OPPORTUNITY www.vaibmu.com GLOBAL CLASSIFIEDS MARKET EST. $100B WORLDWIDE INTERNET SPEND GROWS 10-20% A YEAR. EST. $107B IN 2011 (14% OF TOTAL AD SPEND) Source: iab.net 10/2010 Source: eBay Classifieds 2009 US Internet Advertising ($M) First Half 2010 First Half 2009 Search 47% ($5,747) 47% ($5,148) Display Related: 36% ($4,356) 34% ($3,759) -Banner Ads 23% ($2,744) 22% ($2,394) -Rich Media 6% ($743) 7% ($704) -Digital Video 5% ($627) 4% ($477) -Sponsorship 2% ($242) 2% ($184) Classifieds 10% ($1,262) 10% ($1,116) Referrals/Leads 5% ($642) 7% ($728) E-mail 1% ($120) 1% ($149)
Online & Offline Trends www.vaibmu.com Source: Pew Internet & American Life Project Report. Online Classifieds, May 22, 2009 by Sydney Jones. (US market data)
New World, New Classifieds www.vaibmu.com
There is No Way Back. Why? www.vaibmu.com Source: Future Exploration Networks
CONSUMER VALUES
- Everything Changes, Everything Remains the Same
www.vaibmu.com
New Consumer, New Behaviour www.vaibmu.com WOM Mobile Web Mobile video & camera Price-comparison sites Aggregators Social Networks Tools Available to Make Decisions on Buying & Selling Newspapers TV, Radio Ad papers Bulletins Search Engines
The Key for Buyers & Sellers
- Buyers
- Large & relevant offering
- Competitive prices
- Trustworthy sellers
- Simplicity to find stuff
- Recommendations
- Safe transactions
- Sellers
- Lots of qualified buyers
- Good selling prices
- Getting easily found
- Simplicity to place ads
- Being recommended
- Safe transactions
www.vaibmu.com
Online User Behaviour
- High focus on price
- Users perform multi-channel searches
- Users appreciate value added features
www.vaibmu.com Source: Online Purchasing 09-10. ChannelAdvisor 2010
TRENDS IN CLASSIFIEDS
- Some Cases from Worldwide Markets in Different Segments
www.vaibmu.com
www.vaibmu.com Social Classifieds Integration with social networks (Facebook, vKontakte) Social commerce People trust friends, references are key
www.vaibmu.com Post Once, Share Everywhere Ad Placement & distribution to multiple verticals from one. Aggregation is the other end.
www.vaibmu.com Performance Based Advertising Pay-Per-Action, Pay-per-Click, Pay-per-Call
www.vaibmu.com
- Employer Branding
- For attracting new talent to the company
- Not just advertising open positions
Real Estate Agency Branding Agencies generate new business from sellers by building their brand presence Newspaper builds value for Agents beyond the act of “publishing” ads – becomes lead generator Online Up-selling
www.vaibmu.com New Virtual Coupon Model for SME’s Discounting systems to be enjoyed in groups
CONCLUSIONS
- What Classifieds Players Cannot Forget in this Market
www.vaibmu.com
Things to Remember www.vaibmu.com What Classified Advertisers Cannot Ignore About the Current Market
THANK YOU FOR YOUR TIME
- clara.llamas@vaibmu.com | +358 401 933 422
www.vaibmu.com

Gipp Clara Llamas 2010 Eng

by Clara Llamas on Aug 18, 2011

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Gipp Clara Llamas 2010 Eng — Presentation Transcript