Ramaciotti digital media marketing 2012 9

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Ramaciotti digital media marketing 2012 9

  1. 1. Lesson 9 eCommerce2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
  2. 2. Ecommerce StategicoptionsChannel structure modifications. 1 Disintermediation (sell-direct) Create new online 2 intermediary(countermediation) Partner with new online or existing 3 intermediaries
  3. 3. Ecommerce Stategicoptions 1 Disintermediation (sell-direct) Advantages Disadavantages 1. Higher revenues 1. High complexity 2. Full control on process a. IT 3. Customer data acquisition b. Logistic 4. Benefit for whole marketing process c. Customer service 5. Value creation 2. Need investments 6. Process and technology 3. Need Structure and organization optimisation 4. Can create friction with retail is not managed correctly
  4. 4. Ecommerce Stategicoptions Create new online 2 intermediary(countermediation) Advantages Disadavantages 1. Higher revenues 1. High complexity 2. Full control on process a. IT 3. Customer data acquisition b. Logistic 4. Benefit for whole marketing process c. Customer service 5. Value creation 2. Need investments 6. Process and technology 3. Need Structure and organization optimisation 4. Implies investment in communication 7. Possible partnership with on a new brand compatible brands 8. Brand extention
  5. 5. Ecommerce Stategicoptions Partner with new online or existing 3 intermediaries Advantages Disadavantages 1. Low/no investment 1. Lower revenues 2. Fast go to market 2. No/less data on customers 3. Partner experience share 3. Less integration with marketing and communication 4. Fragmented user experience
  6. 6. Freshdata http://www.slideshare.net/guest1222bdb/mary-meeker-april-2010-internet-trends
  7. 7. The 7 Pillars Of Ecommerce
  8. 8. Experience: from store to Online http://www.slideshare.net/zef/kids-clothing-online-shopping-experience
  9. 9. Social Commerce IQ Report | 8thBridge | Social Commerce Platform
  10. 10. How-Why We Buy- Social Commerce Infographic | MyVenturePad
  11. 11. Whats New in Mens Clothing & Accessories | Lyst
  12. 12. Shop - Svpply
  13. 13. Risultato della ricerca immagini di Google per http---siliconang

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