The main keynote this morning was Chris Anderson, Editor-In-Chief or Wired Magazine. Chris presented his research, as well as his book, on The Long Tail theory of eCommerce marketing. Chris’s research shows that using the digital marketplace offers opportunities for increased profits by selling less popular products that can’t demand shelf space in a brick and mortar establishment. Research shows that, for these type of products, margins and customer satisfaction are higher than with best-sellers but volume is lower. Chris gave as examples the different marketing strategies between Blockbuster Video and Netflix where the latter takes a “sell less with more” approach to eCommerce.
Overall this was a very interesting presentation.