Ramaciotti digital media marketing 2012 9
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Lesson 9 eCommerce 2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
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Transcript of Ramaciotti digital media marketing 2012 9
Lesson 9eCommerce
2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
Ecommerce Stategic options
1
Channel structure modifications.
Disintermediation (sell-direct)
Create new online intermediary(countermediation)
Partner with new online or existing intermediaries
2
3
Ecommerce Stategic options
1 Disintermediation (sell-direct)
Higher revenuesAdvantages
Full control on processCustomer data acquisitionBenefit for whole marketing processValue creationProcess and technology optimisation
1.2.3.4.5.6.
High complexity Disadavantages
Need investmentsNeed Structure and organization
ITLogisticCustomer service
Can create friction with retail is not managed correctly
1.a.b.c.
2.3.4.
Ecommerce Stategic options
Create new online intermediary(countermediation)2
Higher revenuesAdvantages
Full control on processCustomer data acquisitionBenefit for whole marketing processValue creationProcess and technology optimisation Possible partnership with compatible brandsBrand extention
1.2.3.4.5.6.
7.
8.
High complexity Disadavantages
Need investmentsNeed Structure and organization
ITLogisticCustomer service
Implies investment in communication on a new brand
1.a.b.c.
2.3.4.
Ecommerce Stategic options
Partner with new online or existing intermediaries3
Low/no investmentAdvantages
Fast go to marketPartner experience share
1.2.3.
Lower revenuesDisadavantages
Fragmented user experience
No/less data on customersLess integration with marketing and communication
1.2.3.
4.
Fresh data
http://www.slideshare.net/guest1222bdb/mary-meeker-april-2010-internet-trends
Experience: from store to Online
http://www.slideshare.net/zef/kids-clothing-online-shopping-experience
Social Commerce IQ Report | 8thBridge | Social Commerce Platform
How-Why We Buy- Social Commerce Infographic | MyVenturePad
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