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Fundamental Change in Online Shopping<br />2<br />
Fundamental Change in Online Shopping<br />3<br />Online social network users were three times more likely to trust their ...
Consumers want to connect with you<br />4<br />
What’s Ahead?<br />5<br />
Who are your customers?<br />6<br />
What are they doing online?<br />7<br />
Sharon<br />8<br />
How Sharon Used to Shop<br />9<br />
How Sharon Shops Now<br />10<br />
Ron<br />11<br />
What Ron Does Online<br />12<br />
Build Communities & Go Where Your Customers Are<br />13<br />
The 9 Main Internet Business Models<br />14<br />More at http://digitalenterprise.org/models/models.html<br />
Merchants<br />15<br />
Manufacturers<br />16<br />
Brokerages<br />17<br />
Affiliates<br />18<br />
Information Intermediaries<br />19<br />
Utilities<br />20<br />
Advertising<br />21<br />
Subscription<br />22<br />
Community<br />23<br />
Can Combine Multiple Business Models<br />24<br /><ul><li> Advertising
 Affiliate
 Community
 Information Intermediary
 Subscription
 Utility
 Advertising
 Affiliate
 Brokerage
 Manufacturer
 Merchant
 Subscription
 Utility</li></li></ul><li>Using Community<br />25<br />
Discussion Forums<br />26<br />http://www.threadless.com/blogs<br />
Articles and Blogs<br />27<br />http://www.drsfostersmith.com/pic/<br />
Content Added by Customers<br />28<br />http://braggingboard.gandermountain.com/<br />
Tell a Friend<br />29<br />http://www.wetseal.com/<br />
Social Shopping<br />30<br />http://www.fluid.com/products/fluid_social<br />
An Entire Social Network<br />31<br />http://www.mysears.com/<br />
Create Your Own on Ning.com<br />32<br />http://community.muttropolis.com/<br />
StyleCaster Just Raised $4 Million<br />33<br />http://www.techcrunch.com/2009/07/01/stylecaster-nets-4-million-for-person...
What would Sharon & Ron want?<br />34<br />
Capitalize on the Long Tail<br />35<br />
Offer Subscriptions for Specialized Content<br />36<br />
Successful Subscription Models<br />37<br />
Successful Subscription Models<br />38<br />
Types of Content<br />39<br />
New Marketing Channels for Online Retailers<br />40<br /><ul><li> Virtual Goods
 In-Game Advertising
 Group Selling</li></li></ul><li>What are virtual goods?<br />41<br />
Revenues from Virtual Goods<br />42<br />Est. $621 million in U.S. in 2009<br /><ul><li> Increase of 134% from 2008</li></...
Who Buys Virtual Goods?<br />43<br />Source: http://blog.viximo.com/corporate/2009/07/22/<br />who-buys-virtual-goods-its-...
Why Do People Buy Virtual Goods?<br />44<br />Status – Virtual goods help you stand out from the crowd<br />Socializing – ...
Examples of Virtual Goods<br />45<br />
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Out-of-the-Box Sales Tools for Online Retailing: From Social Shopping to Virtual Goods to Freemium

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Transcript of "Out-of-the-Box Sales Tools for Online Retailing: From Social Shopping to Virtual Goods to Freemium"

  1. 1.
  2. 2. Fundamental Change in Online Shopping<br />2<br />
  3. 3. Fundamental Change in Online Shopping<br />3<br />Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. (1)<br />Consumer recommendations, like those on social networking sites, are the most credible form of advertising. (2)<br />Word of mouth marketing, including social networking, is the number one influencer in consumers’ apparel and electronics purchases. (3)<br />JupiterResearch, March 2007<br />Nielsen, October 2007<br />Retail Advertising and Marketing Association/BIGresearch Study, November 2008<br />
  4. 4. Consumers want to connect with you<br />4<br />
  5. 5. What’s Ahead?<br />5<br />
  6. 6. Who are your customers?<br />6<br />
  7. 7. What are they doing online?<br />7<br />
  8. 8. Sharon<br />8<br />
  9. 9. How Sharon Used to Shop<br />9<br />
  10. 10. How Sharon Shops Now<br />10<br />
  11. 11. Ron<br />11<br />
  12. 12. What Ron Does Online<br />12<br />
  13. 13. Build Communities & Go Where Your Customers Are<br />13<br />
  14. 14. The 9 Main Internet Business Models<br />14<br />More at http://digitalenterprise.org/models/models.html<br />
  15. 15. Merchants<br />15<br />
  16. 16. Manufacturers<br />16<br />
  17. 17. Brokerages<br />17<br />
  18. 18. Affiliates<br />18<br />
  19. 19. Information Intermediaries<br />19<br />
  20. 20. Utilities<br />20<br />
  21. 21. Advertising<br />21<br />
  22. 22. Subscription<br />22<br />
  23. 23. Community<br />23<br />
  24. 24. Can Combine Multiple Business Models<br />24<br /><ul><li> Advertising
  25. 25. Affiliate
  26. 26. Community
  27. 27. Information Intermediary
  28. 28. Subscription
  29. 29. Utility
  30. 30. Advertising
  31. 31. Affiliate
  32. 32. Brokerage
  33. 33. Manufacturer
  34. 34. Merchant
  35. 35. Subscription
  36. 36. Utility</li></li></ul><li>Using Community<br />25<br />
  37. 37. Discussion Forums<br />26<br />http://www.threadless.com/blogs<br />
  38. 38. Articles and Blogs<br />27<br />http://www.drsfostersmith.com/pic/<br />
  39. 39. Content Added by Customers<br />28<br />http://braggingboard.gandermountain.com/<br />
  40. 40. Tell a Friend<br />29<br />http://www.wetseal.com/<br />
  41. 41. Social Shopping<br />30<br />http://www.fluid.com/products/fluid_social<br />
  42. 42. An Entire Social Network<br />31<br />http://www.mysears.com/<br />
  43. 43. Create Your Own on Ning.com<br />32<br />http://community.muttropolis.com/<br />
  44. 44. StyleCaster Just Raised $4 Million<br />33<br />http://www.techcrunch.com/2009/07/01/stylecaster-nets-4-million-for-personalized-fashion-community/<br />
  45. 45. What would Sharon & Ron want?<br />34<br />
  46. 46. Capitalize on the Long Tail<br />35<br />
  47. 47. Offer Subscriptions for Specialized Content<br />36<br />
  48. 48. Successful Subscription Models<br />37<br />
  49. 49. Successful Subscription Models<br />38<br />
  50. 50. Types of Content<br />39<br />
  51. 51. New Marketing Channels for Online Retailers<br />40<br /><ul><li> Virtual Goods
  52. 52. In-Game Advertising
  53. 53. Group Selling</li></li></ul><li>What are virtual goods?<br />41<br />
  54. 54. Revenues from Virtual Goods<br />42<br />Est. $621 million in U.S. in 2009<br /><ul><li> Increase of 134% from 2008</li></ul>Est. $2.5 billion in U.S. in 2013<br />Source: http://www.emarketer.com/Article.aspx?R=1007226<br />
  55. 55. Who Buys Virtual Goods?<br />43<br />Source: http://blog.viximo.com/corporate/2009/07/22/<br />who-buys-virtual-goods-its-not-who-you-think/<br />
  56. 56. Why Do People Buy Virtual Goods?<br />44<br />Status – Virtual goods help you stand out from the crowd<br />Socializing – Virtual goods help you express yourself <br />Winning – Virtual Goods help you gain an advantage<br />Source: http://blog.viximo.com/corporate/2009/07/15/top-3-reasons-people-buy-virtual-goods/<br />
  57. 57. Examples of Virtual Goods<br />45<br />
  58. 58. Examples of Virtual Goods<br />46<br />Source: Free: The Future of a Radical Price, Chris Anderson<br />
  59. 59. Examples of Virtual Goods<br />47<br />http://www.playspan.com<br />
  60. 60. How can you incorporate virtual goods?<br />48<br />
  61. 61. What is In-Game Advertising?<br />49<br /><ul><li> Pre-roll, mid-roll, or post-roll video ad
  62. 62. Rich media ad inside game
  63. 63. Brand overlay inside game</li></ul>Est. $1 billion+ market for in-game advertising by 2010, according to Nielsen Media Research.<br />More than one-half of US adults play video games, and about one in five play every day or almost every day, according to the Pew Internet & American Life Project. <br />
  64. 64. Examples of In-Game Advertising<br />50<br />
  65. 65. In-Game Advertising Opportunities<br />51<br />http://www.spotxchange.com/<br />
  66. 66. Ability to Target<br />52<br />
  67. 67. What is Group Selling/Group Buying?<br />53<br />From WujWuj.com<br />
  68. 68. Examples of Group Selling Sites<br />54<br />
  69. 69. Consider Your Margins<br />55<br />
  70. 70. Conclusion<br />56<br />
  71. 71. Thank You!<br />57<br />Carol Morgan Cox<br />@CivicLink<br />carolmorgancox.com<br />
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