Sander ten Dam (Sanoma) @ CMC Media & E-commerce

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Sander ten Dam (Sanoma) @ CMC Media & E-commerce

  1. 1. Sanoma &E-commerceCross Media café@Sanoma, Hoofddorp19 April 2013Sander ten Dam
  2. 2. What is e-commerce?Three areas for Sanoma Selling and cross-selling Integrated into content Stand alone Sanoma products platforms e-commerce platforms2
  3. 3. What is e-commerce?Three areas for SanomaIntegrated into content platforms Selling and cross-selling Integrated into content Stand alone Sanoma products platforms e-commerce platforms3
  4. 4. Integrated into content platformsDifference between product and brand Content platform Brand(name)4
  5. 5. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Total traffic in Sanoma sites5 Source: Sanoma Digital Media KPI reporting, team analysis
  6. 6. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Services (e.g. mail) Total traffic in Sanoma sites6 Source: Sanoma Digital Media KPI reporting, team analysis
  7. 7. Base in content platforms to drivee-commerce is relatively small Lead generation Services (e.g. (e.g. directories, mail) comparison, classifieds) Total traffic in Sanoma sites7 Source: Sanoma Digital Media KPI reporting, team analysis
  8. 8. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Lead generation Services (e.g. (e.g. directories, comparison, Content platform mail) classifieds) Non e-commerce topic (e.g. news, weather, sports, rtv) Total traffic in Sanoma sites8 Source: Sanoma Digital Media KPI reporting, team analysis
  9. 9. Integrated into content platformsBase in content platforms to drivee-commerce is relatively small Content platform E-commerce topic (e.g. fashion, parenting, home deco, cars) Total traffic in Sanoma sites9 Source: Sanoma Digital Media KPI reporting, team analysis
  10. 10. Integrated into content platformsContent platforms and e-commerce ‘live’ at oppositesides of consumer journey Attraction Interest Action Desire Content E-commerceConsumer Entertained, Shopping, Information Needsmindset Inspired, Relax help, EasyProduct focus Fun, Engagement Functional, ToolObjective site More impressions  Money at the finish  Keep them in Get them throughPaying Manufacturers (R)etail, Consumercustomer A-brand advertisersKPI Branding, TOMA, CPM Sales, Conversion, CPa Quite some barriers10
  11. 11. Platform based on product databaseConsumers Media CMS Databases Advertisers Site #1 Advertiser #1 Kieskeuri g.nl App #1 CMS #1 Advertiser #2 Tablet mag #1 Editorial Advertiser #3 CMS #2 Offerium Commerce .fi Site #2 Database with Advertiser #4 CMS #3 sellable App #2 products CMS #4 Advertiser Site #3 #XX Other Advertiser Site #4 #XX 1 1
  12. 12. What is e-commerce?Three areas for SanomaStand alone e-commerce platforms Selling and cross-selling Integrated into content Stand alone Sanoma products platforms e-commerce platforms12
  13. 13. E-commerce is mainly lead generationOnly retail if lead generation is proven Lead generation13
  14. 14. Our current Performance Based assets are underpressure Lead generation International players is improving its E-tailers will be services Lead generation marketplaces Based in small language areas14
  15. 15. We need to push back to mitigate our middlemanposition Replicating into large markets Launching Improving new services verticals Lead generation Extending Expanding to other in funnel devices15
  16. 16. Investments in Startpagina Search will lead to higherquality leads and intensified usage To consumers: Intensify usage - Better / more trustworthy way to search than a search engine - More awareness on Startpagina’s offering To advertisers: High lead quality  More relevancy  higher quality leads  higher price per lead16
  17. 17. To keep improving our funnel, we implementrecommendation and persuasion techniques Source:17 Robert B Cialdini Influence: The Psychology of Persuasion
  18. 18. Expanding our assets further in the E-commerce funnel helps us maximize revenues  We only expand in the E-com funnel when we have proven to be successful in lead generation Launch Kieskeurig Kassa Integration of SB commerce / Voor-thuis 18
  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 used MOBILE TABLET TV Integrate web and Optimizing sites TV / Second bricks & mortar for tablet usage Screen shopping20
  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 newinitiative 1. Reuse technologies 2. Reuse customer base 3. Reuse brands 4. Reuse knowledge and skills24
  25. 25. We will focus our attitude towards stimulating entrepreneurship  Create mental and physical space for all employees to work on innovations  Adapting to new circumstances is more important than sticking to the original plan  Accountability afterwards,25 instead of control upfront
  26. 26. We need highly skilled personnel to be successful… Highly skilled & motivated people Hiring Training Examining Criteria for new employees Performance Based Yearly mandatory test for all Analytical skills Academy for Internal employees to ensure a high Retail mindset (employees) & External level of knowledge (advertisers and new talent)26
  27. 27. … but maintaining operational excellence is equallyimportant AGREE ADDRESS ENCOURAGE HONESTY TRANSPARANCY27
  28. 28. Thank you 28

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