Sanoma &E-commerceCross Media café@Sanoma, Hoofddorp19 April 2013Sander ten Dam
What is e-commerce?Three areas for Sanoma2Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand al...
What is e-commerce?Three areas for SanomaIntegrated into content platforms3Selling and cross-sellingSanoma productsIntegra...
Integrated into content platformsDifference between product and brand4Content platform Brand(name)
Source: Sanoma Digital Media KPI reporting, team analysisIntegrated into content platformsBase in content platforms to dri...
Services(e.g.mail)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisTotal traffic in Sanoma sites...
Leadgeneration(e.g.directories,comparison,classifieds)Leadgeneration(e.g.directories,comparison,classifieds)Services(e.g.m...
Content platformNon e-commerce topic(e.g. news, weather, sports, rtv)Leadgeneration(e.g.directories,comparison,classifieds...
Source: Sanoma Digital Media KPI reporting, team analysisContent platformE-commerce topic(e.g. fashion, parenting, home de...
Integrated into content platformsContent platforms and e-commerce ‘live’ at oppositesides of consumer journey10AttractionI...
Platform based on product database11AdvertisersDatabasesMediaConsumersAdvertiser #1Advertiser #2Advertiser #3Advertiser #4...
What is e-commerce?Three areas for SanomaStand alone e-commerce platforms12Selling and cross-sellingSanoma productsIntegra...
E-commerce is mainly lead generationOnly retail if lead generation is proven13Lead generation
Our current Performance Based assets are underpressure14Lead generationLead generationis improving itsservicesE-tailers wi...
LaunchingnewverticalsWe need to push back to mitigate our middlemanposition15ImprovingservicesReplicatinginto largemarkets...
Investments in Startpagina Search will lead to higherquality leads and intensified usage16To consumers: Intensify usage-  ...
To keep improving our funnel, we implementrecommendation and persuasion techniques17Source:Robert B CialdiniInfluence: The...
Expanding our assets further in theE-commerce funnel helps us maximize revenues18ü  We only expand in the E-com funnelwhe...
Launching new verticals-  New storefronts (Men and Kids fashion)-  Adapt to mobile and video-  Leef.nl
Our assets and people should adapt to the differentway that devices are used20MOBILEIntegrate web andbricks & mortarTABLET...
And if our assets prove to be successful, we willreplicate them into larger markets21
Way of working
Whatever the project is, we start as small aspossible and use a step-by-step approach23
Our reusing+ policy remains the base for every newinitiative241.  Reuse technologies2.  Reuse customer base3.  Reuse brand...
We will focus our attitude towards stimulatingentrepreneurship25ü  Create mental and physicalspace for all employees to w...
We need highly skilled personnel to be successful…26Highly skilled & motivated peopleHiring Training ExaminingCriteria for...
… but maintaining operational excellence is equallyimportant27AGREE ADDRESSENCOURAGETRANSPARANCYHONESTY
28Thank you
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Sanoma & E-commerce

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Sanoma & E-commerce

  1. 1. Sanoma &E-commerceCross Media café@Sanoma, Hoofddorp19 April 2013Sander ten Dam
  2. 2. What is e-commerce?Three areas for Sanoma2Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  3. 3. What is e-commerce?Three areas for SanomaIntegrated into content platforms3Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  4. 4. Integrated into content platformsDifference between product and brand4Content platform Brand(name)
  5. 5. Source: Sanoma Digital Media KPI reporting, team analysisIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small5Total traffic in Sanoma sites
  6. 6. Services(e.g.mail)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisTotal traffic in Sanoma sitesIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small6
  7. 7. Leadgeneration(e.g.directories,comparison,classifieds)Leadgeneration(e.g.directories,comparison,classifieds)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small7Total traffic in Sanoma sites
  8. 8. Content platformNon e-commerce topic(e.g. news, weather, sports, rtv)Leadgeneration(e.g.directories,comparison,classifieds)Services(e.g.mail)Source: Sanoma Digital Media KPI reporting, team analysisContent platformNon e-commerce topic(e.g. news, weather, sports, rtv)Total traffic in Sanoma sitesIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small8
  9. 9. Source: Sanoma Digital Media KPI reporting, team analysisContent platformE-commerce topic(e.g. fashion, parenting, home deco, cars)Total traffic in Sanoma sitesIntegrated into content platformsBase in content platforms to drivee-commerce is relatively small9
  10. 10. Integrated into content platformsContent platforms and e-commerce ‘live’ at oppositesides of consumer journey10AttractionInterestActionDesireContent E-commerceConsumermindsetEntertained,Inspired, RelaxShopping, Information Needshelp, EasyProduct focus Fun, Engagement Functional, ToolObjective site More impressions àKeep them inMoney at the finish àGet them throughPayingcustomerManufacturersA-brand advertisers(R)etail, ConsumerKPI Branding, TOMA, CPM Sales, Conversion, CPaQuite some barriers
  11. 11. Platform based on product database11AdvertisersDatabasesMediaConsumersAdvertiser #1Advertiser #2Advertiser #3Advertiser #4Kieskeurig.nlOfferium.fiOtherAdvertiser#XXAdvertiser#XXEditorialCommerceDatabase withsellableproductsSite #1App #1Tabletmag #1Site #2App #2Site #3Site #4CMSCMS #1CMS #2CMS #3CMS #4
  12. 12. What is e-commerce?Three areas for SanomaStand alone e-commerce platforms12Selling and cross-sellingSanoma productsIntegrated into contentplatformsStand alonee-commerce platforms
  13. 13. E-commerce is mainly lead generationOnly retail if lead generation is proven13Lead generation
  14. 14. Our current Performance Based assets are underpressure14Lead generationLead generationis improving itsservicesE-tailers will bemarketplacesBased insmall language areasInternational players
  15. 15. LaunchingnewverticalsWe need to push back to mitigate our middlemanposition15ImprovingservicesReplicatinginto largemarketsExpandingin funnelExtendingto otherdevicesLead generation
  16. 16. Investments in Startpagina Search will lead to higherquality leads and intensified usage16To consumers: Intensify usage-  Better / more trustworthy way tosearch than a search engine-  More awareness on Startpagina’sofferingTo advertisers: High lead qualityà More relevancyà higher quality leadsà higher price per lead
  17. 17. To keep improving our funnel, we implementrecommendation and persuasion techniques17Source:Robert B CialdiniInfluence: The Psychology of Persuasion
  18. 18. Expanding our assets further in theE-commerce funnel helps us maximize revenues18ü  We only expand in the E-com funnelwhen we have proven to be successfulin lead generationü  Launch Kieskeurig Kassaü  Integration of SB commerce /Voor-thuis
  19. 19. Launching new verticals-  New storefronts (Men and Kids fashion)-  Adapt to mobile and video-  Leef.nl
  20. 20. Our assets and people should adapt to the differentway that devices are used20MOBILEIntegrate web andbricks & mortarTABLETOptimizing sitesfor tablet usageTVTV / SecondScreen shopping
  21. 21. And if our assets prove to be successful, we willreplicate them into larger markets21
  22. 22. Way of working
  23. 23. Whatever the project is, we start as small aspossible and use a step-by-step approach23
  24. 24. Our reusing+ policy remains the base for every newinitiative241.  Reuse technologies2.  Reuse customer base3.  Reuse brands4.  Reuse knowledge and skills
  25. 25. We will focus our attitude towards stimulatingentrepreneurship25ü  Create mental and physicalspace for all employees to workon innovationsü  Adapting to new circumstancesis more important than stickingto the original planü  Accountability afterwards,instead of control upfront
  26. 26. We need highly skilled personnel to be successful…26Highly skilled & motivated peopleHiring Training ExaminingCriteria for new employeesAnalytical skillsRetail mindsetPerformance BasedAcademy for Internal(employees) & External(advertisers and new talent)Yearly mandatory test for allemployees to ensure a highlevel of knowledge
  27. 27. … but maintaining operational excellence is equallyimportant27AGREE ADDRESSENCOURAGETRANSPARANCYHONESTY
  28. 28. 28Thank you

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