idei de marketing in e-commerce_gpec2010_ dorin boerescu
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Idei de marketing eCommerce 2010Idei de marketing eCommerce 2010 Dorin Boerescu Dorin Boerescu
GPeC 2010GPeC 2010
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profilprofilDorin Boerescu• CEO 2Parale• CEO si co-fondator Bakemono---• Co-fondator Hyperactive• Fondator Speed Promotion (Godmother), Agrafa Print
Services, Prodigy PR, Taraba cu carti, Tiparituri.ro
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• Mixul de promovare optim pentru magazine online: SEO, SEM, marketing afiliat.
• Cine sunt cei 20% afiliati care iti pot genera peste 80% din vanzari.
• Cum iti construiesti un portofoliu echilibrat de afiliati.
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• SEO – controlezi awarenessul • SEM – obtii vanzari targetate• Marketing afiliat – vinzi, inveti, gasesti
parteneri
Obiective Obiective
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O alta abordare SEO&SEMO alta abordare SEO&SEM
• “Controleaza” prima pagina din Google (organic si platit):
– Numele magazinului tau / brandurilor proprii– Brandurile pentru care ai exclusivitateCum? SEO + SEM (branduri) + Social media – twitter,
facebook, slideshare, flickr, youtube, blog etc.
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O alta abordare SEO&SEMO alta abordare SEO&SEM
• SEM - focus pe long tail, renunta la “generice” – rata de conversie creste extrem de mult o data cu numarul de cuvinte din stringul de cautare.
• Nu urmari sa fii #1 pentru toate cautarile• Calculeaza permanent costul/conversie. • Fii prezent la toate cautarile
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Marketingul afiliatMarketingul afiliat
“Marketingul afiliat = marketing bazat pe performanta (performance marketing)”
Advertiserul plateste doar pentru rezultatele obtinute: vanzari sau leaduri.
Afiliatul alege campaniile pe care le promoveaza, perioada si instrumentele.
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Marketing afiliat = publicitate
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Marketing afiliat = vanzari
Marketing afiliat = marketing
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Share your marketing effort
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Afiliati – categorii si exempleAfiliati – categorii si exemple
• Mall online – www.shops-and-the-city.ro• Recenzii produse – www.sutieneonline.com • Comparator de preturi- www.pricer.ro • Cupoane – www.cupoane-de-reduceri.com
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Ce trebuie sa faciCe trebuie sa faci
• Sa ai un program de afiliere• Sa ai un feed de produse actualizat automat• Sa oferi tot timpul informatii noi • Sa comunici permanent cu afiliatii
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Portofoliul optim de afiliatiPortofoliul optim de afiliati
• Identifica afiliatii:–Cu volum mare–Cu rata de conversie buna
• Fii transparent, ajuta-i sa iti inteleaga business-ul.
• Proceseaza rapid comisioanele. Explica refuzurile.
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• Ofera conditii preferentiale afiliatilor cu performante bune (comision mai mare, perioada de recurenta mai buna, bonusuri)
• Organizeaza periodic concursuri (min 2/an) afiliatii isi vor optimiza campaniile pentru tine pe termen lung
Portofoliul optim de afiliatiPortofoliul optim de afiliati
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profilprofil
2Parale este prima platforma de marketing afiliat din Romania.
> 67 campanii> 2500 afiliati> 9.000.000 clickuri> 4.000.000 RON vanzari generate> 19.000 leaduri
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Campanii activeCampanii active
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