2. What is e-commerce?
Three areas for Sanoma
Selling and cross-selling Integrated into content Stand alone
Sanoma products platforms e-commerce platforms
2
3. What is e-commerce?
Three areas for Sanoma
Integrated into content platforms
Selling and cross-selling Integrated into content Stand alone
Sanoma products platforms e-commerce platforms
3
4. Integrated into content platforms
Difference between product and brand
Content platform Brand(name)
4
5. Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
Total traffic in Sanoma sites
5
Source: Sanoma Digital Media KPI reporting, team analysis
6. Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
Services
(e.g.
mail)
Total traffic in Sanoma sites
6
Source: Sanoma Digital Media KPI reporting, team analysis
7. Base in content platforms to drive
e-commerce is relatively small
Lead
generation Services
(e.g. (e.g.
directories, mail)
comparison,
classifieds)
Total traffic in Sanoma sites
7
Source: Sanoma Digital Media KPI reporting, team analysis
8. Integrated into content platforms
Base in content platforms to drive
e-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 sites
8
Source: Sanoma Digital Media KPI reporting, team analysis
9. Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
Content platform
E-commerce topic
(e.g. fashion, parenting, home deco, cars)
Total traffic in Sanoma sites
9
Source: Sanoma Digital Media KPI reporting, team analysis
10. Integrated into content platforms
Content platforms and e-commerce ‘live’ at opposite
sides of consumer journey
Attraction
Interest
Action
Desire
Content E-commerce
Consumer Entertained, Shopping, Information Needs
mindset Inspired, Relax help, Easy
Product focus Fun, Engagement Functional, Tool
Objective site More impressions Money at the finish
Keep them in Get them through
Paying Manufacturers (R)etail, Consumer
customer A-brand advertisers
KPI Branding, TOMA, CPM Sales, Conversion, CPa
Quite some barriers
10
11. Platform based on product database
Consumers 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. What is e-commerce?
Three areas for Sanoma
Stand alone e-commerce platforms
Selling and cross-selling Integrated into content Stand alone
Sanoma products platforms e-commerce platforms
12
13. E-commerce is mainly lead generation
Only retail if lead generation is proven
Lead generation
13
14. Our current Performance Based assets are under
pressure
Lead generation
International players
is improving its E-tailers will be
services Lead generation
marketplaces
Based in
small language areas
14
15. We need to push back to mitigate our middleman
position
Replicating
into large
markets
Launching
Improving new
services verticals
Lead generation
Extending
Expanding
to other
in funnel
devices
15
16. Investments in Startpagina Search will lead to higher
quality 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 lead
16
17. To keep improving our funnel, we implement
recommendation and persuasion techniques
Source:
17 Robert B Cialdini
Influence: The Psychology of Persuasion
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. Launching new verticals
- New storefronts (Men and Kids fashion)
- Adapt to mobile and video
- Leef.nl
20. Our assets and people should adapt to the different
way that devices are used
MOBILE TABLET TV
Integrate web and Optimizing sites TV / Second
bricks & mortar for tablet usage Screen shopping
20
21. And if our assets prove to be successful, we will
replicate them into larger markets
21
23. Whatever the project is, we start as small as
possible and use a step-by-step approach
23
24. Our reusing+ policy remains the base for every new
initiative
1. Reuse technologies
2. Reuse customer base
3. Reuse brands
4. Reuse knowledge and skills
24
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. 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. … but maintaining operational excellence is equally
important
AGREE ADDRESS
ENCOURAGE
HONESTY
TRANSPARANCY
27
