Ramaciotti digital media marketing 2012 9

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The document discusses three strategic options for ecommerce: 1) Disintermediation, which is selling directly to remove intermediaries. This provides more control and revenue but requires more complexity and investment. 2) Creating a new online intermediary, which provides similar advantages as above but also implies investment in a new brand. 3) Partnering with existing online intermediaries, which has low investment but also lower revenues, less customer data, and a fragmented experience.

Business News & Politik

Lesson 9 eCommerce

2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0

Ecommerce Stategic
options
Channel structure modiﬁcations.

1 Disintermediation (sell-direct)

Create new online
2 intermediary(countermediation)

Partner with new online or existing
3 intermediaries

Ecommerce Stategic
options

1 Disintermediation (sell-direct)

Advantages Disadavantages
1. Higher revenues 1. High complexity
2. Full control on process a. IT
3. Customer data acquisition b. Logistic
4. Beneﬁt for whole marketing process c. Customer service
5. Value creation 2. Need investments
6. Process and technology 3. Need Structure and organization
optimisation
4. Can create friction with retail is not
managed correctly

Ecommerce Stategic
options
Partner with new online or existing
3 intermediaries

Advantages Disadavantages
1. Low/no investment 1. Lower revenues
2. Fast go to market 2. No/less data on customers
3. Partner experience share 3. Less integration with marketing and
communication
4. Fragmented user experience

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

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Risultato della ricerca immagini di Google per http---siliconang

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Ramaciotti digital media marketing 2012 9

1. Lesson 9 eCommerce 2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0

2. Ecommerce Stategic options Channel structure modiﬁcations. 1 Disintermediation (sell-direct) Create new online 2 intermediary(countermediation) Partner with new online or existing 3 intermediaries

3. Ecommerce Stategic options 1 Disintermediation (sell-direct) Advantages Disadavantages 1. Higher revenues 1. High complexity 2. Full control on process a. IT 3. Customer data acquisition b. Logistic 4. Beneﬁt for whole marketing process c. Customer service 5. Value creation 2. Need investments 6. Process and technology 3. Need Structure and organization optimisation 4. Can create friction with retail is not managed correctly

4. Ecommerce Stategic options Create new online 2 intermediary(countermediation) Advantages Disadavantages 1. Higher revenues 1. High complexity 2. Full control on process a. IT 3. Customer data acquisition b. Logistic 4. Beneﬁt for whole marketing process c. Customer service 5. Value creation 2. Need investments 6. Process and technology 3. Need Structure and organization optimisation 4. Implies investment in communication 7. Possible partnership with on a new brand compatible brands 8. Brand extention

5. Ecommerce Stategic options Partner with new online or existing 3 intermediaries Advantages Disadavantages 1. Low/no investment 1. Lower revenues 2. Fast go to market 2. No/less data on customers 3. Partner experience share 3. Less integration with marketing and communication 4. Fragmented user experience

6. Fresh data http://www.slideshare.net/guest1222bdb/mary-meeker-april-2010-internet-trends

7. The 7 Pillars Of Ecommerce

8. Experience: from store to Online http://www.slideshare.net/zef/kids-clothing-online-shopping-experience

9. Social Commerce IQ Report | 8thBridge | Social Commerce Platform

10.

11.

12. How-Why We Buy- Social Commerce Infographic | MyVenturePad

13. What's New in Men's Clothing & Accessories | Lyst

14. Shop - Svpply

15. Risultato della ricerca immagini di Google per http---siliconang

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