episerver update october 2013
Post on 18-Oct-2014
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For far too many companies, an online presence is simply another swimlane in the marketing plan. An added expense. Yet today’s consumers are making decisions based on information from many sources. The conversions are more difficult to track. The key to success is not bigger budgets, but in reallocating existing resources to optimize conversion across several communication channels. Now that you know the “why”, let’s talk about the “what” and “how”.TRANSCRIPT
Piranhas in the Swimlanes
Eric Reiss@elreiss
EPiServer Update 2013Copenhagen, Denmark
StoriesObservations
Some predictions
What is e-commerce ?
What is e-commerce ?
Crossing channels .Disturbing swimlanes .
Source: Harvard Business Review, March 2013
1. Attribution2. Optimization3. Allocation
Thank you.Now let’s eat.
Oh, what the hell …
George Santayana
“Those who cannot remember the past
are condemnedto repeat it.”
The future of e-commerce� The law� The technology� The business model� The persuasive techniques� One final story...
The law� Security - the Dankort Scare / Nem ID� Privacy – the EU Cookie Policy
The technology� Platform not CMS� Seven-year software itch� CRM > CEM� SEO / internal search / metadata� Where does data “live”?
The business model� Ubi WiFi� Targeted augmented reality� Price as a competitive factor?� Firmitas, Utilitas, Venustas� Personality and service as differentiators� ROPO (physical locations for fulfillment and
browsing)� Charge for browsing? Cover charge?� Consolidated link farms� Tailored products
The persuasive techniques� Knowledge-based design� Standardized procedures / retroductive inference� Social validation, scarcity, fear of loss� Limit or expand choices� Build trust / shared references� Social media and brand-building (concierge?)
Scarcity
Social validation
Fear of loss
39 x 3 = 117
+
vs. vs.
Three different scenarios� Buy camera and case at same time
� Expectation that some high-end cases would be sold
� Case bought separately – two choices� Expectation that mostly low-end case would be sold
� Case bought separately – three choices� Expectation that mostly mid-range case would be sold
Inspired by Dr. Susan Weinschenk
Let’s play the
Bright Idea Game
One last story ...
David Sarnoff
RadioCorporationof America
NationalBroadcasting
Company
Content , not technologywill determine your future success.
Thanks!
You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobile: (+45) 20 12 88 44Twitter: @[email protected]