The Future of eCommerce and Online Retailing (MailOrder Congress 2009)

The Future of Online Retailing & eCommerce (Mail-Order Congress 2009) ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard

What I do: ‘I give ideas’ www.mediafuturist.com twitter.com/gleonhard Basel, Switzerland

Social Media beats eMail, Video beats Search

Our Future: Real-Time + Social + Mobile Feedback, Rating, Comments, Tags Source: trendwatching.com

Imagine what this will do to your business... e im ile T b - l o e a M R l e o oc ia V id S

The cost of staying in- touch is dropping to Zero Source: Nokia Siemens Networks

What if... • Your entire offering was available on mobile devices - and people could talk to you about what they want? • Your users would bring their friends onto your platform, and could import their reviews & recommendations, as well? • They could earn ‘Social Capital’ that can be turned into real money on your site?

What if most of your customers were really connected? Source: Kodak.com

What if...

Once technology becomes dead-simple...

Revenue A great study in Behavior change

“What does the Future look like and how do we adapt to that”

Meet the new Broadcasters

What does the Future look like...?

A new Marketing Paradigm emerges

Turning the USERs into $$

Now, Commerce happens within Conversations

Consider these facts Real-Time Mobile Trust beats Price Social Video

‘Consumers’ are changing Collaboration & Active Participation Mobile, connected Lifestyle Social Interaction Online Personalization & Customization

The power of Free(mium) Cyworld: $100M / year in virtual goods LinkedIn: 25% ads, 75% Freemium Revenues eBay: 84% transaction increase via API NIN: $1.6 Million from a free album (and No.1 top selling album on Amazon.com in 2007, despite free download)

Think: Content - Context - Connectivity - Community - Convenience > Commerce

We are entering the era of social commerce

Social e er c mm Co i a l o c Not Social S

New mechanisms of Recommendation Bookmark Geotagging Sharing Real-Time Reviews Status Updates Remix and Picture & Mashups Augmented Video Reality Uploading

Trust Trends Source: DDB

Soon... No Conversations... no Business Social Commerce

Inject some Content into your Commerce Twitter Comments Images Product Listing Video Reviews

Content can be syndicated and become viral. ‘Buy This’ banners cannot.

So which business are you in? Offer Sell ‘Virtual stuff Home’? Provide Context? Connect the Users?

Great Store + Great Product Great Content + Great People • Create, license or aggregate content that adds solid value to whatever you are selling: videos, tutorials, FAQs, help menus, slideshows, tags, ratings... • Invite people to register and contribute • Feed your content into blogs, twitter, social networks - decentralize! • Create a ‘home’ that goes beyond ‘selling’ • Talk back via Twitter, video, blog posts

Create relevant Content around your Brand.

Now not Yesterday Content not Noise Trust not Price Apps not Ads Mobile not printed

Thanks for listening! • email me at gerd@mediafuturist.com • twitter.com/gleonhard • facebook: gleonhard • more presentations at www.mediafuturist.com

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The Future of eCommerce and Online Retailing (MailOrder Congress 2009)

by Futurist Gerd Leonhard

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