Digital marketing - Connecting demand and supply

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  • Digital marketing - Connecting demand and supply

    1. 1. DIGITAL MARKETING Connect Supply Demand Group C ETIENNE BISMUT RAQUEL DEFILLO PATRICIA ISABEL DE OBESO ANTONIO LO PICCOLO NADIA PEREZ ROJAS ANTONIO PEDRO TARANA ADITYA VIKRAM GUPTA SERGEJS VOHRINS IE Business School
    2. 2. Outline <ul><li>The new taste-makers </li></ul><ul><li>Search vs. Discovery </li></ul><ul><li>The long tail of books </li></ul><ul><li>Google´s connection between advertisers & potential customers </li></ul><ul><li>Collective Intelligence </li></ul><ul><li>Rhapsody & niche songs </li></ul><ul><li>Netflix & niche DVDs </li></ul><ul><li>Amazon & niche books </li></ul><ul><li>The EBay business </li></ul>
    3. 3. The new taste-makers <ul><li>Users and communities are the new taste-makers </li></ul>
    4. 4. The new taste-makers delicious <ul><li>Users and communities are the new taste-makers </li></ul>
    5. 5. Search vs Discovery <ul><li>Search </li></ul><ul><li>I already have a target in mind </li></ul><ul><li>My task is to formulate a query </li></ul><ul><li>I search for what I know </li></ul><ul><li>Discover </li></ul><ul><li>Exploratory in nature, driven by a general goal </li></ul><ul><li>Query is used as a starting point </li></ul><ul><li>I discover what i do not know </li></ul><ul><li>Columbus was searching for India and discovered America </li></ul>
    6. 6. Search vs. Discovery
    7. 7. Search & Discover
    8. 8. Search vs. Discovery
    9. 9. The long tail of books <ul><li>Be a synonym for “buy a book” </li></ul><ul><li>Have “everything” and be searchable </li></ul><ul><li>Pleasant design and easy to use </li></ul><ul><li>Overhead sales and constant relevant promotions by email </li></ul><ul><li>Trustful company and high word-of-mouth promotion </li></ul><ul><li>You can see what others read and their recommendations </li></ul>Example:
    10. 10. Google´s connection between advertisers & potential customers <ul><li>Promotes only what is relevant to consumer </li></ul><ul><li>Drives customer satisfaction with relevancy of information </li></ul>
    11. 11. Collective Intelligence <ul><li>Emerges from the collaboration and competition of many individuals </li></ul><ul><li>A form of networking enabled by the rise of communications technology – Internet </li></ul><ul><li>Qualitative and quantitative contribution of information </li></ul><ul><li>It implies four principles to exist: </li></ul><ul><ul><li>Openness </li></ul></ul><ul><ul><li>Peering </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Acting globally </li></ul></ul>
    12. 12. Rhapsody & niche songs <ul><li>The Rhapsody demand keeps going. </li></ul><ul><li>Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. </li></ul><ul><li>Combination of human editors and genre guides </li></ul>
    13. 13. Netflix & niche DVDs <ul><li>Many art and foreign flicks, 900+ Bollywood </li></ul><ul><li>Less than 30% of daily shipments new releases </li></ul><ul><li>60 percent of rentals come from recommendations </li></ul><ul><li>Netflix Recommendation System </li></ul>
    14. 14. Amazon & niche books <ul><li>30-40 % of Amazon book sales are represented by titles that wouldn’t normally be found in brick-and-mortar stores </li></ul><ul><li>Collaborative filtering, which uses the browsing and purchasing patterns of users to guide those who follow them (&quot;Customers who bought this also bought ...&quot;) </li></ul>
    15. 15. The Ebay business <ul><li>26,738,399 live listings on ebay.com </li></ul><ul><li>5,545,261 live listings on ebay.es </li></ul><ul><li>A typical e-bay search: </li></ul><ul><ul><li>Starts with the search engine </li></ul></ul><ul><ul><li>Is refined via multiple criteria </li></ul></ul><ul><li>Categories and subcategories: </li></ul><ul><li>Format </li></ul><ul><li>Listing </li></ul><ul><li>Price </li></ul><ul><li>Location </li></ul>
    16. 16. <ul><li>Questions? </li></ul>Thank you

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