DIGITAL MARKETING

Connect Supply Demand

Group CETIENNE BISMUTRAQUEL DEFILLOPATRICIA ISABEL DE OBESOANTONIO LO PICCOLONADIA PEREZ ROJASANTONIO PEDRO TARANAADITYA VIKRAM GUPTASERGEJS VOHRINS

IE Business School

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Outline

The new taste-makers Search vs. Discovery The long tail of books Google´s connection between advertisers & potential

customers Collective Intelligence Rhapsody & niche songs Netflix & niche DVDs Amazon & niche books The EBay business

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The new taste-makers

Users and communities are the new taste-makers

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The new taste-makers

delicious

Users and communities are the new taste-makers

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Search vs Discovery

Search I already have a target in mind My task is to formulate a query I search for what I knowDiscover Exploratory in nature, driven by a general goal Query is used as a starting point I discover what i do not know

Columbus was searching for India and discovered America

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Search vs. Discovery

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Search & Discover

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Search vs. Discovery

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The long tail of books

Be a synonym for “buy a book” Have “everything” and be searchable Pleasant design and easy to use Overhead sales and constant relevant promotions by email Trustful company and high word-of-mouth promotion You can see what others read and their recommendations

Example:

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Google´s connection between advertisers & potential customers

Promotes only what is relevant to consumer

Drives customer satisfaction with relevancy of information

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Collective Intelligence

Emerges from the collaboration and competition of many individuals

A form of networking enabled by the rise of communications technology – Internet

Qualitative and quantitative contribution of information

It implies four principles to exist: Openness Peering Sharing Acting globally

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Rhapsody & niche songs

The Rhapsody demand keeps going. Not only is every one of Rhapsody's top 100,000 tracks

streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000.

Combination of human editors and genre guides

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Netflix & niche DVDs

Many art and foreign flicks, 900+ Bollywood Less than 30% of daily shipments new releases 60 percent of rentals come from recommendations Netflix Recommendation System

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Amazon & niche books

30-40 % of Amazon book sales are represented by titles that wouldn’t normally be found in brick-and-mortar stores

Collaborative filtering, which uses the browsing and purchasing patterns of users to guide those who follow them ("Customers who bought this also bought ...")

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The Ebay business

26,738,399 live listings on ebay.com 5,545,261 live listings on ebay.es

A typical e-bay search: Starts with the search engine Is refined via multiple criteria

Categories and subcategories: Format Listing Price Location

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Questions?

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