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

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