marketing in e-commerce focus pe client - tecomm 2013
DESCRIPTION
Despre marketing in e-commerce - focus pe clineti - loializare & retentie; prezentare sustinuta la TeCOMM 2013, prezinta informatii despre: piata de e-commerce din Romania, obiceiuri de cumparare online, targetarea surselor de trafic, reduceri de costuri in marketing si promovare, metode de promovare si optimizare, loializarea si retentia clientilor unui magazin online, optimizarea rate de conversie Citeste mai multe articole despre ecommerce pe blogul SilkWeb : http://www.silkweb.ro/blog/TRANSCRIPT
![Page 1: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/1.jpg)
Marke&ng in E-‐Commerce
focus pe client – loializare & reten2e
![Page 2: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/2.jpg)
Cosmin Daraban • online din 2.000 -‐> 13 ani de experienta online • CMO & co-‐fondator SilkWEB din 2005 • peste 100 de magazine online dezvoltate • dezvoltare MintMetrics din 2012
/dcosmin /dcosmin
![Page 3: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/3.jpg)
Profit = Venit -‐ Cheltuieli
• Reten2a si loializarea clien2lor i2 reduce cheltuielile si i2 creste profitul
![Page 4: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/4.jpg)
Obiceiuri de cumparare in Romania
![Page 5: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/5.jpg)
Afla date despre clien&i tai
![Page 6: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/6.jpg)
Traficul e tot mai scump
Azi clien2i tai sunt peste tot, in mai multe medii, pe mai multe site-‐uri, retele sociale, dispozi2ve. Costurile pentru traficul din site cresc zilnic.
![Page 7: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/7.jpg)
Pe unde te promovezi
• Peste tot unde ajung clien2i tai, unde se informeaza despre 2ne si produsele tale, unde pot ci2 pareri si lasa comentarii.
![Page 8: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/8.jpg)
Si pe Facebook
Da, Facebook vinde daca foloses2 corect acest canal in tot funnel-‐ul de vanzare. De regula, de aici lumea cumpara produsele cu un grad mare de share (se lauda cu ele J ), dar am vazut si ches2i mai serioase.
![Page 9: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/9.jpg)
De ce sa-‐& monitorizezi concurenta
• Iden2fici strategia de marke2ng • Afli ce produse vand mai bine (cele mai promovate)
• Iden2fici paUern-‐uri de promovare din trecut • Inve2 din greselile lor • Iden2fici eventuale probleme din ograda ta
• Clien&i tai ajung si pe site-‐urile lor
![Page 10: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/10.jpg)
Top 10 pagini in social media
Masoara impactul social media asupra site-‐ului tau si compara-‐l cu cel al concurentei daca ai acelasi 2p de produse.
![Page 11: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/11.jpg)
De la vizitator la client
Vizitatorii unui site sunt in diferite stagii de cumparare: cercetare, comparare, cumparare. Transmite-‐i incredere, da-‐i ceva gratuit contra datelor de contact ex adresa de email. Declanseaza vanzarea inaintea concurentei.
![Page 12: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/12.jpg)
Cercetare, comparare, cumparare
Interac2unea cu magazinul tau creste, clien2i analizeaza mai mult si i2 urmaresc ac2vitatea pana in momentul deciziei de cumparare.
![Page 13: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/13.jpg)
Op&mizari de conversii -‐ UX CRO
• Ofera un site perfect dpdv tehnic pentru vizitatorii tai.
• Elimina orice eroare de navigare. • Foloseste imagini mari, clare. • Butoane clare de call to ac&on. • Formulare minimaliste (campuri pu2ne, de baza) • Icon-‐uri procesatori pla2 online, cer2ficate SSL, garan2i, feedback clien2 etc.
![Page 14: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/14.jpg)
Afla ce-‐si doresc, incotro navigheaza
U2lizand Google Analy2cs plus un heatmap i2 dai seama cum vizitatorii tai ar face orice, doar sa nu-‐2 de bani (sa nu cumpere). Elimina-‐i op2unile !
![Page 15: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/15.jpg)
Cum i& reduci costurile
• Educare • Socializare • Comunicare • Loializare • Segmantare • Profilare • Reten2e
![Page 16: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/16.jpg)
Educare NU vanzare
![Page 17: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/17.jpg)
Loializare – de ziua numelui
Seteaza reguli exacte in magazinul tau. Acorda-‐le mereu importanta clien2lor tai si fai sa se simta importan2 cu fiecare ocazie.
![Page 18: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/18.jpg)
Oferta in cosul de cumparaturi
Po2 incuraja plata online cu cardul. Aces2 clien2 sunt mai seriosi, sunt obisnui2 sa faca cumparaturi online si le po2 face vanzari repe22ve in 2mp.
![Page 19: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/19.jpg)
Marke&ng in site
• op2mizeaza si promoveaza pentru oameni • investeste in con2nut si design (sau invers) • oamenii sunt lenesi -‐> iesi din zona de confort • monitorizeaza-‐2 compe22a • promoveaza-‐2 doar top oferte comerciale • asculta-‐2 clien2i si ofera-‐le maxim de incredere in site
![Page 20: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/20.jpg)
Op&mizarea/testarea formularelor + CTA
Op2mizare formular Audit SEO SilkWeb
Op2mizare flux comanda -‐ vizualizare produse / adaugare in cos
![Page 21: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/21.jpg)
Recomand
![Page 22: Marketing in E-Commerce focus pe client - TeCOMM 2013](https://reader033.vdocument.in/reader033/viewer/2022052900/5561403ed8b42a162a8b5596/html5/thumbnails/22.jpg)
Multumesc
silkweb.ro mintmetrics.ro twiUer.com/silkwebro facebook.com/silkwebro linkedin.com/company/silkweb [email protected]