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Sander ten Dam (Sanoma) @ CMC Media & E-commerce
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Sander ten Dam (Sanoma) @ CMC Media & E-commerce

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  • 1. Sanoma &E-commerceCross Media café@Sanoma, Hoofddorp19 April 2013Sander ten Dam
  • 2. What is e-commerce?Three areas for Sanoma Selling and cross-selling Integrated into content Stand alone Sanoma products platforms e-commerce platforms2
  • 3. What is e-commerce?Three areas for SanomaIntegrated into content platforms Selling and cross-selling Integrated into content Stand alone Sanoma products platforms e-commerce platforms3
  • 4. Integrated into content platformsDifference between product and brand Content platform Brand(name)4
  • 5. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Total traffic in Sanoma sites5 Source: Sanoma Digital Media KPI reporting, team analysis
  • 6. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Services (e.g. mail) Total traffic in Sanoma sites6 Source: Sanoma Digital Media KPI reporting, team analysis
  • 7. Base in content platforms to drivee-commerce is relatively small Lead generation Services (e.g. (e.g. directories, mail) comparison, classifieds) Total traffic in Sanoma sites7 Source: Sanoma Digital Media KPI reporting, team analysis
  • 8. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Lead generation Services (e.g. (e.g. directories, comparison, Content platform mail) classifieds) Non e-commerce topic (e.g. news, weather, sports, rtv) Total traffic in Sanoma sites8 Source: Sanoma Digital Media KPI reporting, team analysis
  • 9. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Content platform E-commerce topic (e.g. fashion, parenting, home deco, cars) Total traffic in Sanoma sites9 Source: Sanoma Digital Media KPI reporting, team analysis
  • 10. Integrated into content platformsContent platforms and e-commerce ‘live’ at oppositesides of consumer journey Attraction Interest Action Desire Content E-commerceConsumer Entertained, Shopping, Information Needsmindset Inspired, Relax help, EasyProduct focus Fun, Engagement Functional, ToolObjective site More impressions  Money at the finish  Keep them in Get them throughPaying Manufacturers (R)etail, Consumercustomer A-brand advertisersKPI Branding, TOMA, CPM Sales, Conversion, CPa Quite some barriers10
  • 11. Platform based on product databaseConsumers Media CMS Databases Advertisers Site #1 Advertiser #1 Kieskeuri g.nl App #1 CMS #1 Advertiser #2 Tablet mag #1 Editorial Advertiser #3 CMS #2 Offerium Commerce .fi Site #2 Database with Advertiser #4 CMS #3 sellable App #2 products CMS #4 Advertiser Site #3 #XX Other Advertiser Site #4 #XX 1 1
  • 12. What is e-commerce?Three areas for SanomaStand alone e-commerce platforms Selling and cross-selling Integrated into content Stand alone Sanoma products platforms e-commerce platforms12
  • 13. E-commerce is mainly lead generationOnly retail if lead generation is proven Lead generation13
  • 14. Our current Performance Based assets are underpressure Lead generation International players is improving its E-tailers will be services Lead generation marketplaces Based in small language areas14
  • 15. We need to push back to mitigate our middlemanposition Replicating into large markets Launching Improving new services verticals Lead generation Extending Expanding to other in funnel devices15
  • 16. Investments in Startpagina Search will lead to higherquality leads and intensified usage To consumers: Intensify usage - Better / more trustworthy way to search than a search engine - More awareness on Startpagina’s offering To advertisers: High lead quality  More relevancy  higher quality leads  higher price per lead16
  • 17. To keep improving our funnel, we implementrecommendation and persuasion techniques Source:17 Robert B Cialdini Influence: The Psychology of Persuasion
  • 18. Expanding our assets further in the E-commerce funnel helps us maximize revenues  We only expand in the E-com funnel when we have proven to be successful in lead generation Launch Kieskeurig Kassa Integration of SB commerce / Voor-thuis 18
  • 19. Launching new verticals- New storefronts (Men and Kids fashion)- Adapt to mobile and video- Leef.nl
  • 20. Our assets and people should adapt to the differentway that devices are used MOBILE TABLET TV Integrate web and Optimizing sites TV / Second bricks & mortar for tablet usage Screen shopping20
  • 21. And if our assets prove to be successful, we willreplicate them into larger markets21
  • 22. Way of working
  • 23. Whatever the project is, we start as small aspossible and use a step-by-step approach23
  • 24. Our reusing+ policy remains the base for every newinitiative 1. Reuse technologies 2. Reuse customer base 3. Reuse brands 4. Reuse knowledge and skills24
  • 25. We will focus our attitude towards stimulating entrepreneurship  Create mental and physical space for all employees to work on innovations  Adapting to new circumstances is more important than sticking to the original plan  Accountability afterwards,25 instead of control upfront
  • 26. We need highly skilled personnel to be successful… Highly skilled & motivated people Hiring Training Examining Criteria for new employees Performance Based Yearly mandatory test for all Analytical skills Academy for Internal employees to ensure a high Retail mindset (employees) & External level of knowledge (advertisers and new talent)26
  • 27. … but maintaining operational excellence is equallyimportant AGREE ADDRESS ENCOURAGE HONESTY TRANSPARANCY27
  • 28. Thank you 28