Ondernemen 2013 e-commerce goudengids.be
-
Upload
goudengidsbe -
Category
Documents
-
view
244 -
download
0
Transcript of Ondernemen 2013 e-commerce goudengids.be
![Page 1: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/1.jpg)
March 20th, 2013
Roland Gerets
Ecommerce for SME’s in 2013An E-Shop as a sales channel: a priority?
![Page 2: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/2.jpg)
2 Ecommerce for SME’s in 2013
Source: E-commerce in Belgium, june 5th, 2012, onder redactie van Peter Vandenberghe (Comeos), uitgevoerd door InSites Consulting
Belgians are buying massively from foreign web shops
![Page 3: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/3.jpg)
3 Ecommerce for SME’s in 2013
Source: E-commerce in Belgium, june 5th, 2012, onder redactie van Peter Vandenberghe (Comeos), uitgevoerd door InSites Consulting
Belgians are buying massively from foreign web shops
![Page 4: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/4.jpg)
Impressive figures, so why not jump to the occasion?
![Page 5: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/5.jpg)
55 Ecommerce for SME’s in 2013
Click & Mortar shop = Brick & Mortar shop
![Page 6: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/6.jpg)
6
Click & Mortar shop as a part of a multi channel approach
Minimum requirement: webshop as a component of an integrated multi channel approach and distribution strategy
And thus a part of your marketing strategy
Translated in clear objectives and a plan to realize these objectives
Key to successGood positioning towards competitionOptimal usage resourcesExcellent organization front and back office
Supported by strong online strategyGood positioning towards competitionOptimal usage resourcesExcellent organization front and back office
Local Sales
Ecommerce for SME’s in 2013
![Page 7: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/7.jpg)
7
Click & Mortar shop as a part of a multi channel approachLocal Sales
Ecommerce for SME’s in 2013
![Page 8: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/8.jpg)
8
![Page 9: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/9.jpg)
9
Position E-commerce within your marketing strategy
Determine the role of E-commerce within your company structure
E-commerce is not only “selling online” it also requires a purchasing, customer interaction, warehousing, fulfillment, electronic transactions, 24h/24h
E-commerce models:B2B: transactions with focus on technical specifications, negotiations and more and more
often auctionsB2C: transactions to consumers via online brochure with shopping cart softwareC2B: push of projects with request to bid on the project with an offerC2C: classified sites with free and paid adds, auctions and forums to buy and sell via online
payment platforms
Key drivers online strategy:Target groupProduct / servicesFulfillment
Local Sales
Ecommerce for SME’s in 2013
![Page 10: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/10.jpg)
E-commerce possible for a wide range of products and services
10 Ecommerce for SME’s in 2013
![Page 11: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/11.jpg)
11
Campaigns
![Page 12: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/12.jpg)
12
Online & Interactive campaigns change the way we advertise
Not really!!!
Mobile and online still profit from “AIDA(S)” Attract attentionIncite interestDesire to buy of to continue the buying processActionSatisfactied with provided info or purchase
BUT… digital and thus interactive media add a total new dimension to the rules as we know them… Our consumer is looking for interaction, wants to influence the content, compare and share his experiences
This dimension offers brands and advertisers the opportunity to build a much closer and more personal relationship and to detect needs and better meet expectations
Local Sales
Ecommerce for SME’s in 2013
![Page 13: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/13.jpg)
13
Online & Interactive campaigns change the way we advertise
Increased multi-channel interactivity offering new opportunities and challenges
Finally a new balance between advertiser and consumer
A new breed of consumers which participates actively at this interaction process:I informI likeI buyI share my experiences I share when I want, how I want and with who I want
Local Sales
Ecommerce for SME’s in 2013
![Page 14: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/14.jpg)
14
Local Sales
TIPS
![Page 15: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/15.jpg)
15
Get your basics right
URL / Domain nameBook your URL / Domain name before building your siteCheck www.dns.beIntegrate keywords in URL (increased relevancy for search engines)
Optimize the website / E-shop homepageObjective: improve conversionTake into account access from different platforms or channelsPersonalize and stimulate interaction
Track and analyze traffic to and in E-shopObjective: detect sources of entry and analyze surf behavior
Attract visitors to your siteObjective: attract the RIGHT customers to your website and stimulate conversion to optimize your sales funnelSEO, SEA, Bannering, Social Media, eDM, newsletters,…
Local Sales
Ecommerce for SME’s in 2013
![Page 16: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/16.jpg)
16
Building (the right) traffic to your E-shop
Get a top priority in the organic result list of search enginesSearch Engine optimizationA no brainer if you want to build relevant trafficAwareness vs. responseDefine your target groupInventory of all relevant keywordsLink building via other websitesLinks towards landing pages
Improve effectiveness of your website…and pay for extra visibilitySearch Adverting optimizationMetric combined with a cost model (pay-per-click)Choose the right call-to-actionRelevant offer supported by landing page
Local Sales
Ecommerce for SME’s in 2013
![Page 17: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/17.jpg)
Building (the right) traffic to your E-shop
17 Ecommerce for SME’s in 2013
![Page 18: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/18.jpg)
18
Building (the right) traffic to your E-shop
Measure conversionSalesLeadsSubscriptionPagesOnline, mobile or social sources
Improve conversionKISSIdentification consumerPersonalizationPayment processInspire and stimulate by using video’s, photos, reviews, responsive designNewsletter subscriptionUseful linksShipment costsStock or orderCustomer serviceTerms & conditions
Local Sales
Ecommerce for SME’s in 2013
![Page 19: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/19.jpg)
19
Building (the right) traffic to your E-shop
Integrate user generated content A new breed of consumers is ready to offer you creativity, inspiration, expertise, but also feedbackMultitude off sites, blogs, social media and other applications to distribute or integrate contentEmpowered customerReal time information and reactionUse long tail to improve customer interaction and conversionUse responsive design to improve customer experienceIntroduce new services, build loyalty, promotion, community feeling
Local Sales
Ecommerce for SME’s in 2013
![Page 20: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/20.jpg)
20
Building (the right) traffic to your E-shop
Social marketingBuild a relationshipFeedback is a giftConnected consumer and open to share individual opinionsSocial media help to boost your SEO rankingBuild genuine loyaltyLeverage for brand building
Local Sales
![Page 21: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/21.jpg)
21
Viral campaigns the new word-to-mouth?
Yes it is…How to create a viral campaign…. Hint: you can’t!Free distribution and driven by consumers Can generate high impact… but seeding isn’t that easy!Think long termGive it a larger purposeSome best practices
Be creative and original if you want to go for branding/awarenessBe straightforward and provide tangible added value if want to promote products and servicesKnow your target groups and seed where they are present (Facebook, Instagram, Twitter, blogs,..)Set objectives and measure results
Local Sales
Ecommerce for SME’s in 2013
![Page 22: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/22.jpg)
22
Does gamevertising still works?
Still a good trigger to attract attention and interest.. AIDA remember!Online & mobile provide a new dimension of interactivity and engagementExtend the interaction time with your brand or productsUse the viral elementGather informationFor SME’s think small but effective
Local Sales
Ecommerce for SME’s in 2013
![Page 23: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/23.jpg)
TOOLSET
23 Ecommerce for SME’s in 2013
![Page 24: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/24.jpg)
24
The power of the banner?
Decreasing performance but often usedKnown formats with clear performance indicatorsFormats: leaderboard, rectangles, skyscraper, pop ups, home page take overWide range of creative tools (text, images, sound, video)Possibilities for improved targettingOnline and mobileObjectives:
Create awarenessBuild traffic to a site or a specific landing page
Local Sales
Ecommerce for SME’s in 2013
![Page 25: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/25.jpg)
25
The power of Email marketing?
Decreasing performance but still very relevantLoyalty, sales, data gathering, leads3 seconds to attract attention via subject line and call to actionRespect basics like not incorporating offers in images or not respecting preview paneBe relevant, personal and respect privacy to avoid spamIntelligent targeting and segmentationRendering is crucial Test, test, testIn line with latest SoLoMo evolution
Local Sales
Ecommerce for SME’s in 2013
![Page 26: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/26.jpg)
26
The power of Email marketing?Local Sales
Ecommerce for SME’s in 2013
![Page 27: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/27.jpg)
27
What about newsletters and content integration?
NewslettersAdvertising within third party newsletters Segmentation towards target groups, interests and behaviorLess commercial (perception)Opt out crucial
Content IntegrationSimilar to advertorial Commercial messages via ‘objective’ informationSupported by links, display, off line media
Local Sales
Ecommerce for SME’s in 2013
![Page 28: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/28.jpg)
Examples
![Page 29: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/29.jpg)
Ecommerce for SME’s in 201329
Retailers
![Page 30: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/30.jpg)
30 Ecommerce for SME’s in 2013
Ecommerce for everybody
![Page 31: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/31.jpg)
Ecommerce for everybody
31
![Page 32: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/32.jpg)
32 Ecommerce for SME’s in 2013
Ecommerce for everybody
![Page 33: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/33.jpg)
33
Are you ready to jump?
Belgian consumers do jump!
Interesting online buyer profile!
Multichannel approach will influence positively the average spend!
Mobile will only reinforce this trend!
Ecommerce will help your retention and acquisition strategy!
Wide range of traffic building opportunities!
Ecommerce providers from self service to full service!
Ecommerce platforms available for all types of budgets!
Local Sales
Ecommerce for SME’s in 2013
![Page 34: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/34.jpg)
34 Ecommerce for SME’s in 201334
Local Sales
Confidential / Not for distribution21/9/2012
Just JUMP
![Page 35: Ondernemen 2013 e-commerce goudengids.be](https://reader035.fdocuments.us/reader035/viewer/2022062709/558eb0311a28ab86388b466a/html5/thumbnails/35.jpg)
THANK YOU!
[email protected]@Rgerets
http://www.linkedin.com/in/rolandgerets1
35 Ecommerce for SME’s in 2013