Changes to marketplace structure

Strategies to take advantage of changes in marketplace structure should also be developed. These options are created through disintermediation and reintermediation (Chapter 2) within a marketplace. The strategic options for the sell-side downstream channels which have been discussed in Chapter 2 are:

• disintermediation (sell direct);

• create new online intermediary (countermediation);

• partner with new online or existing intermediaries;

Prioritising strategic partnerships as part of the move from a value chain to a value network should also occur as part of this decision. For all options tactics will be needed to manage the channel conflicts that may occur as a result of restructuring.

Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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