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  • 1. DIGITAL MARKETING Connect Supply Demand Group C ETIENNE BISMUT RAQUEL DEFILLO PATRICIA ISABEL DE OBESO ANTONIO LO PICCOLO NADIA PEREZ ROJAS ANTONIO PEDRO TARANA ADITYA VIKRAM GUPTA SERGEJS VOHRINS IE Business School
  • 2. Outline
    • The new taste-makers
    • Search vs. Discovery
    • The long tail of books
    • Google´s connection between advertisers & potential customers
    • Collective Intelligence
    • Rhapsody & niche songs
    • Netflix & niche DVDs
    • Amazon & niche books
    • The EBay business
  • 3. The new taste-makers
    • Users and communities are the new taste-makers
  • 4. The new taste-makers delicious
    • Users and communities are the new taste-makers
  • 5. Search vs Discovery
    • Search
    • I already have a target in mind
    • My task is to formulate a query
    • I search for what I know
    • Discover
    • Exploratory in nature, driven by a general goal
    • Query is used as a starting point
    • I discover what i do not know
    • Columbus was searching for India and discovered America
  • 6. Search vs. Discovery
  • 7. Search & Discover
  • 8. Search vs. Discovery
  • 9. The long tail of books
    • Be a synonym for “buy a book”
    • Have “everything” and be searchable
    • Pleasant design and easy to use
    • Overhead sales and constant relevant promotions by email
    • Trustful company and high word-of-mouth promotion
    • You can see what others read and their recommendations
    Example:
  • 10. Google´s connection between advertisers & potential customers
    • Promotes only what is relevant to consumer
    • Drives customer satisfaction with relevancy of information
  • 11. Collective Intelligence
    • Emerges from the collaboration and competition of many individuals
    • A form of networking enabled by the rise of communications technology – Internet
    • Qualitative and quantitative contribution of information
    • It implies four principles to exist:
      • Openness
      • Peering
      • Sharing
      • Acting globally
  • 12. Rhapsody & niche songs
    • The Rhapsody demand keeps going.
    • Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000.
    • Combination of human editors and genre guides
  • 13. Netflix & niche DVDs
    • Many art and foreign flicks, 900+ Bollywood
    • Less than 30% of daily shipments new releases
    • 60 percent of rentals come from recommendations
    • Netflix Recommendation System
  • 14. Amazon & niche books
    • 30-40 % of Amazon book sales are represented by titles that wouldn’t normally be found in brick-and-mortar stores
    • Collaborative filtering, which uses the browsing and purchasing patterns of users to guide those who follow them ("Customers who bought this also bought ...")
  • 15. The Ebay business
    • 26,738,399 live listings on ebay.com
    • 5,545,261 live listings on ebay.es
    • A typical e-bay search:
      • Starts with the search engine
      • Is refined via multiple criteria
    • Categories and subcategories:
    • Format
    • Listing
    • Price
    • Location
  • 16.
    • Questions?
    Thank you