E BUSINESS course 1 - INSEEC 2011/12
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Transcript of E BUSINESS course 1 - INSEEC 2011/12
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Course 1 – 29/11/2011
Master INSEEC
2011-2012
E-Business Carolina BORGES
E-BUSINESS : Introduction and key-concepts
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Carolina BORGES
Lets get connected!
• http://fr.linkedin.com/in/carolinaborges
• http://twitter.com/#!/carolinaborges
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1. TUESDAY 29 NOVEMBER - 4H : 13h15 - 15h15 / 15h30 à 17h30 Introduction, key concepts, e-Business case studies
2. THURSDAY 22 MARCH - 4H : 13h15 - 15h15 / 15h30 à 17h30 Building an e-Business projet I
3. THURSDAY 12 APRIL - 4H : 13h15 - 15h15 / 15h30 à 17h30 Building an e-Business projet II
4. TUESDAY 12 JUNE - 2H : 13h15 - 15h15 Digital marketing strategy I
5. FRIDAY 15 JUNE - 4H : 13h15 - 15h15 / 15h30 à 17h30 Digital marketing strategy II
6. WEDNESDAY 04 JULY - 2H : 13h15 - 15h15 Project presentation
AGENDA
Carolina BORGES
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Carolina BORGES
1. TUESDAY 29 NOVEMBER - 4H : 13h15 - 15h15 / 15h30 à 17h30 Introduction, key concepts, e-Business case studies
2. THURSDAY 22 MARCH - 4H : 13h15 - 15h15 / 15h30 à 17h30 Building an e-Business projet I
3. THURSDAY 12 APRIL - 4H : 13h15 - 15h15 / 15h30 à 17h30 Building an e-Business projet II
4. TUESDAY 12 JUNE - 2H : 13h15 - 15h15 Digital marketing strategy I
5. FRIDAY 15 JUNE - 4H : 13h15 - 15h15 / 15h30 à 17h30 Digital marketing strategy II
6. WEDNESDAY 04 JULY - 2H : 13h15 - 15h15 Project presentation
EVALUATION
Project 1 E-Business Case Study
Project 2 E-Business Project
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PART I
Key Concepts
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Carolina BORGES www.internetworldstats.com
Access to Internet developping worldwide
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Carolina BORGES
Penetration rate in France approx. 70%
www.internetworldstats.com
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Carolina BORGES
E-commerce development : since its birth, a 2-figure annual growth
+24% 2010 vs 2009
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Carolina BORGES
Europe: E-commerce 2-figure growth !
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Carolina BORGES
Online sales per Secteur : digital channel represents increasing part of global sales
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Carolina BORGES
E-commerce development : an increasing number of players
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Carolina BORGES
Buying online : a common behavior
amongst all population segments
70% Internet
penetration
rate FR
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Carolina BORGES
Growth potential: increasing revenue per user
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Carolina BORGES
Growth potential: new channels, business models…
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E-Pub investments
3,9 milliards d’euros
2009
source
croissance 2009-2008
(Purimédias : +1,4%)
8,2% +
8,2% 33%
34% 39%
74% 81%
2-figure growth rate over a decade
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Part of e-pub investments in multi-channel advertising
30% 16%
28%
15% 10% 1%
source
Internet : 3rd media
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Investments are still not proportionnal to usages
source
Growth potential:
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3 key ideas
• A decade of growth – in penetration,
players and investments…
• … but still an enormous growth
potential !
• Digital evolves fast
Carolina BORGES
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To reach 50 million users…
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To reach 50 million users…
Radio took 38 years
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To reach 50 million users…
TV took 13 years
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To reach 50 million users…
Internet 4 years
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In less than 9 months
Facebook had
100 million users
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In less than 9 months
Iphone applications downloads :
500 million
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Carolina BORGES
SIMOES - Liang LIANG
80% OF THESE COMPANIES DIDN’T
EXIST 12 MONTHS AGO!
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Carolina BORGES
New job market and opportunities
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The digital revolution
“The Internet is the fastest growing instrument
of communication in the history of civilization,
and it may be the most rapidly disseminating
tool of any kind ever.
The convergence of information technology
and the Internet may well become as
transformative as the industrial revolution.”
Carolina BORGES
United Nations
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PART I
Key Concepts
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Carolina BORGES
WHAT IS
E-BUSINESS
?
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Carolina BORGES
Web 2.0
Internet
New Media Social
Networks
Sell online
Technology New
technologies
New
Economy
Pay online Communicate
online
Mobile
New Social
connections
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E-business
DEFINITIONS
Electronic business, commonly referred to as "eBusiness" or "e-
business", may be defined as the application of information and
communication technologies (ICT) in support of all the activities
of business.
Commerce constitutes the exchange of products and services
between businesses, groups and individuals and can be seen as one
of the essential activities of any business. Electronic commerce
focuses on the use of information and communication technologies to
enable the external activities and relationships of the business with
individuals, groups and other businesses.
The term "e-business" was coined by IBM’s marketing and Internet
teams in 1996.
Carolina BORGES
Source : wikipedia
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Applications can be divided into four categories:
E-BUSINESS
1. Internal business systems:
* customer relationship management (CRM)
* enterprise resource planning (ERP)
* document management systems
* human resources management
2. Enterprise communication and collaboration:
* VoIP
* content management system
* voice mail
* Web conferencing
* Digital work flows (or business process management)
Carolina BORGES
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E-BUSINESS
3. electronic commerce – e-commerce * internet shop
* online catalogue
* online payments
* supply chain management
4. electronic marketing – e-marketing * online marketing
* mobile marketing
Carolina BORGES
Focus
Applications can be divided into four categories:
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E-BUSINESS
* business-to-business (B2B)
* business-to-consumer (B2C)
* business-to-employee (B2E)
* business-to-government (B2G)
* government-to-business (G2B)
* government-to-government (G2G)
* government-to-citizen (G2C)
* consumer-to-consumer (C2C)
* consumer-to-business (C2B)
* online-to-offline (O2O)
Carolina BORGES
A classification by provider and consumer :
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B2C Cdiscount
B2B Perfect commerce
C2C eBay
G2C Service public
Carolina BORGES
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Pure players
KEY PLAYERS
• A player whose services and products are available for order or usage only online. A
company without face-to-face customer experiences.
Click and Mortars
• Business model by which a company integrates both offline (bricks) and online
(clicks) presences.
• A popular example of the bricks and clicks model is when a chain of stores allows the
customer to order products either online or physically in one of their stores, also
allowing them to either pick-up their order directly at a local branch of the store or get it
delivered to their home. There are many alternative combinations of this model.
Brick and Mortars • The term brick and mortar business is often used to refer to a company that
possesses a building or store for operations. The name derives from the traditional
building materials associated with physical buildings — bricks and mortar.
• brick and mortar businesses are companies that have a physical presence and offer
face-to-face customer experiences.
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Pure players
KEY PLAYERS
• Examples ?
Click and Mortars
• Examples ?
Brick and Mortars
• Examples ?
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DEFINITIONS
E-commerce
• E-commerce is not a requirement for E-marketing
• Digital channels are new media of communication –
relevant for brick and mortars too !
• Ex : ROPO, e-réputation
E-marketing
Carolina BORGES
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PART I
Key Concepts
Carolina BORGES
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Carolina BORGES
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L’évolution des paradigmes
• L’utilisateur devient producteur internaute actif
« everybody to everybody »
• Blogs, wikis, réseaux sociaux, l’internaute est au
cœur du web. Le web devient « participatif ».
Évolution des comportements et des attentes
• Les modes de navigation se diversifient.
Ex. : RSS, ajout de composants et de sources
d’information sur une page d’accueil personnalisée
• Tags (« folksonomy »)
• Bookmarks, flux RSS
• Technologie : Client AJAX autonome, s’exécutant
dans le navigateur et pulsant ses données dans
des API et des flux RSS
• Réservé aux informaticiens, spécialistes
• Peu de producteurs de contenus pour quelques
utilisateurs « few to many »
• Diffusion verticale (entreprises, institutions,
médias…) internaute passif « many to
everybody »
• Les internautes créent des sites personnels,
participation réduite
• Mode de navigation de page en page (via
des liens hypertexte)
• Arborescence (taxonomie)
• Le système de liens repose sur les liens
hypertextes reliant des pages
• Technologie : Pages HTML générées sur un
serveur et affichées dans un navigateur
Le web 2.0 (2005…)
Le Web 0.x < 1994
Le Web 1.x (1995-2005)
Carolina BORGES
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L’origine du concept
Cette seconde phase se caractérise principalement par :
1. Volet technologique : évolution du web au niveau de
l'architecture et des applications
2. Volet social : évolution des comportements et de la
participation des internautes sur le web et ses contenus
3. Volet économique : évolution des « business models »
Pour une définition du Web 2.0
• « Web 2.0 » : formule inventée par Dale Dougherty, de la société O'Reilly Media,
pour désigner une « seconde phase » du Web
• Tim O’Reilly publie, en septembre 2005, « What is Web 2.0 »
Carolina BORGES
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• Les technologies du Web 2.0 reposent en grande partie sur l'agrégation de technologies existantes
• Le Web 2.0 représente une réelle avancée dans l'utilisation de ces technologies
• Des technologies plus innovantes sont aussi développées (Greasemonkey, Ruby on Rails…)
• Le Web 2.0 n'est pas un « big bang » mais une succession de « small bangs »
Aspects technologiques
Pour une définition du Web 2.0
Les technologies du Web 2.0 :
1. les techniques d’applications riches telles qu'AJAX (Asynchronous JavaScript and XML) : une
solution de développement d'applications Web qui combine deux standards de publication, le
JavaScript et le XML
2. l'utilisation de feuilles de style (CSS) pour décrire la présentation d'un document structuré écrit
en HTML ou en XML : séparation forme et contenu
3. la syndication et l'agrégation de contenu RSS (Really Simple Syndication) ou Atom
4. la catégorisation par « Tags » (étiquetage)
5. les wikis : un système de gestion de contenu de site Web qui rend les pages librement et
également modifiables par tous les visiteurs autorisés
6. Podcast (contraction des mots Ipod et Broadcast)
…
Carolina BORGES
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Pour une définition du Web 2.0
Aucune réelle compétence nécessaire pour publier
Créer publier partager
…
Des photos
Des vidéos Des réseaux
d’amis
Des blogs
Aspect social
Web participatif - Le web devient un medium pleinement participatif dans lequel les
internautes sont à la fois consommateurs et auteurs
Valeur cumulée de l'intelligence collective - Les actions cumulées des utilisateurs et
les données qu'ils produisent ajoutent de la valeur au système global
Technologie Web 2.0 (applications permettant de
partager, agréger et remixer
le contenu d’un site)
Publication simplifiée (créer et partager du contenu
est à la portée de tous)
Nouveaux
comportements et
usages du Web
Carolina BORGES
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« Users want to be able to use the
information in a larger community
- to talk about, to debate, to question
and even meet people
who think about the world in a
similar or different way »
- Rupert Murdoch Discours à l’« American Society of Newspaper Editors » (2005)
www.newscorp.com/news/news_247.html
Pour une définition du Web 2.0 Conclusion
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Pour une définition du Web 2.0 Conclusion
Avec le Web 2.0 l’Internet est devenu un medium de
PARTAGE
Carolina BORGES
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Le Web 2.0 comme « Web social »
L’IMPACT SUR L’EBUSINESS
Carolina BORGES
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Le web des 10 dernières années a consisté à relier
entre eux des documents, des données…et à les
rendre mondialement disponibles
Ce dont il s’agit maintenant, c’est de relier les
« expressions digitales » des internautes
Le web comme
outil de partage
Le web comme
medium social
Web 2.0 Social
Carolina BORGES
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En plaçant l’individu au cœur de la
communication, le Web 2.0 est devenu un
moteur de socialisation
Web 2.0 Social
- Partage, échange (blogs, wikis…)
- Réseaux sociaux (amis, professionnels…)
- Les mondes virtuels
- Intelligence collective
- Valorisation de l’opinion des autres
- La « démocratie Web 2.0 »
La force de la communauté : donner son
avis, partager, s’exprimer, influencer
Carolina BORGES
2006
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Le nouveau visage de la communication
Web 2.0 Social
Web 2.0 Web 1.0
Voix, IM, e-mail. Principalement
1 vers 1, ou en cercle fermé.
Blogs, photos, vidéos, etc.
Principalement communication
de groupe, ouverte.
Carolina BORGES
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Recommandation >> effet viral
Web 2.0 Social Recommandations
Carolina BORGES
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Suggestion d’articles selon les comportements
précédents des autres internautes
Recommandations, avis, commentaires :
l’expression des utilisateurs
Web 2.0 Social Les autres comme repère
Carolina BORGES
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Nouvelles attentes
Nouveaux comportements
Necessitant une nouvelle approche
Avec le web 2.0…
Au-delà du « consommateur »
Le règne du « consoacteur »
Web 2.0 Social
Le web social change-t-il les pratiques marketing ?
Carolina BORGES
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• Il cherche sa propre info …
Le « consoacteur »
Carolina BORGES
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• Il cherche sa propre info …
• … l’avis de ses pairs …
Le « consoacteur »
Carolina BORGES
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• Il cherche sa propre info …
• … l’avis de ses pairs …
• … des conseils …
Le « consoacteur »
Carolina BORGES
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• Il cherche sa propre info …
• … l’avis de ses pairs …
• … des conseils …
• … la meilleure offre …
Le « consoacteur »
Carolina BORGES
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• Il cherche sa propre info …
• … l’avis de ses pairs …
• … des conseils …
• … la meilleure offre …
• … des bons plans …
Le « consoacteur »
Carolina BORGES
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• Il cherche sa propre info …
• … l’avis de ses pairs …
• … des conseils …
• … la meilleure offre …
• … des bons plans …
• Il commerce …
Le « consoacteur »
Carolina BORGES
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• Il cherche sa propre info …
• … l’avis de ses pairs …
• … des conseils …
• … la meilleure offre …
• … des bons plans …
• Il commerce …
• … et finit par donner son propre avis
Le « consoacteur »
Carolina BORGES
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- Cluetrain Manifesto
MARKETS ARE
CONVERSATIONS
Une nouvelle donne …
Carolina BORGES
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Carolina BORGES
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Carolina BORGES
SIMOES - Liang LIANG
Vous y
croyez encore ?
Le marketing s’adapte au
Web 2.0
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PART I
Key Concepts
Carolina BORGES
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The Long Tail
- expression consacrée par Chris Anderson
(rédacteur en chef de « Wired »)
- « Il pense que les produits qui sont l’objet d’une
faible demande, ou qui n’ont qu’un faible volume de
vente, peuvent collectivement représenter une part
de marché égale ou supérieure à celle des best-
sellers, si les canaux de distribution peuvent
proposer assez de choix » (Wikipédia)
Modèles économiques du Web 2.0
Carolina BORGES
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Carolina BORGES
The theory of the Long Tail is that our culture and economy is increasingly shifting away
from a focus on a relatively small number of "hits" (mainstream products and markets) at
the head of the demand curve and toward a huge number of niches in the tail.
As the costs of production and distribution fall, especially online, there is now less need
to lump products and consumers into one-size-fits-all containers. In an era without the
constraints of physical shelf space and other bottlenecks of distribution, narrowly-
targeted goods and services can be as economically attractive as mainstream fare.
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Différents types de business modèles
• Publicité
• Marge arrière / vente direct
• Abonnement
• Affiliation
Ou une combinaison…
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abonnement pub
Marge arrière affiliation
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Carolina BORGES
YouTube – an example of crowdsourcing (videos are uploaded by users)
Take a look at the page above. This video was viewed over 56 million times.
Notice the advertising at the top-right of the page.
A user has created a content.
This content generates massive trafic.
Youtube generates revenue by showing an advertising to this trafic.
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Modèles économiques du Web 2.0 Les internautes sont au cœur de la création de revenus, sans avoir
nécessairement un rapport commercial avec le site :
• PUBLICITÉ
• LIENS SPONSORISÉS
• AFFILIATION
• VENTES DE BASES DE DONNÉES
(provennants de l’incription à un site, jeux, etc)
• …
Le crowdsourcing consiste « à utiliser les internautes pour créer des contenus,
répondre aux questions d'autres visiteurs, voire participer à la conception du site. Ce
terme représente une sorte outsourcing. En mutualisant les ressources et compétences
de leurs visiteurs, les sites peuvent alors proposer des produits et services à des coûts
très bas. » (Journaldunet)
Carolina BORGES
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3 modèles économiques pour la publicité online
Achat d’un nombre défini
d’affichages de formats
publicitaires
Achat d’un nombre de clics
sur la publicité – ou au clic par
clic (volume non défini)
A l’impression
(CPM-Coût pour Mille)
Au clic
(CPC-Coût par Clic)
Ordres de grandeur :
CPM net minimum entre 0,65€ - 1€
CPM net maximum entre 15€ - 20€
CPM moyen brut environnant les 50 - 80€
Achat d’un nombre d’actions
(une action = une inscription
ou une vente…)
Au lead
(CPL/CPA-Coût par Action)
Les modes de rémunération publicitaire
Ordres de grandeur :
CPC régies entre 0,65€ - 1€
CPC Search (enchères) 0,10€ - 1€
Ordres de grandeur :
CPL B2C 1€ - 2€
CPL B2B 10€ - 50€
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PART I
Key Concepts
Carolina BORGES
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Carolina BORGES
Sucess stories
« to organise the world’s
information, and make it
universally accessible and
useful »
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Carolina BORGES
Sucess stories
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76
Google Products & Evolution
1995 1998 2000 2003 2005 2004 2006
?
Core Search Ads Monetization Communications Collaboration ?
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Carolina BORGES
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70% service
on Search
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Carolina BORGES
Un service efficace, différenciant, time-to-market : LA RECHERCHE
Un volume d’utilisateurs très important
Un modèle économique basé sur une publicité
efficace pour les annonceurs (pull)
(Search essentiellement + réseau display)
Une logique long-tail appliquée dans son
modèle économique qui a garanti sa réussite !
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Carolina BORGES
Le tout gratuit de Google sert son modèle
économique
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Carolina BORGES
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Carolina BORGES
Other models based on advertising :
Yahoo – Search & display (from sites to email !)
Au feminin – Display, special operations…
Jeux concours – optin email databases
…. It’s thanks to advertising that so much content
and services are available for free online
Example of music !
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Carolina BORGES
eBay
C2C e-commerce – based on commission and fees
Case studies
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Carolina BORGES
Groupon
E-commerce - Based on « marge-arrière » (commission)
PayPal
E-service - Based on « marge-arrière » (commission)
Case studies
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Carolina BORGES
Amazon
E-commerce – selling products, based on sales and margin
Case studies
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Carolina BORGES
Case study
- Case study of a sucessful e-business player
- Individual work
- 7-9000 car (2 texte pages)
- To be delivered THURSDAY 22 MARCH
- Subject to be sent by mail : 16 january max
- Not more than 2 people with the same case, so submit your
subject early
Structure :
- Present the company (countries, number of employees, website,
products, services, SWOT, PPP, etc)
- Simulate pitch
- Present marketing strategy (trafic acquisition)
- Present and focus on the business model (how does this
company make money)
- Tools available : Google Keyword research, adplanner, trends for
websites
Devoir
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Thanks !
Carolina BORGES