Prof. Dr. T. Hildebrandt 1 E-Commerce Web Marketing E-Commerce.
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Transcript of Prof. Dr. T. Hildebrandt 1 E-Commerce Web Marketing E-Commerce.
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Prof. Dr. T. Hildebrandt 1
E-Commerce
Web Marketing E-Commerce
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Optimization Goal
Maximize profit of the E-Commerce strategy under the side condition of Internet
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Prof. Dr. T. HildebrandtWeb Marketing E-
Commerce
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Derived Goals
Increase the earning potential
Reduce the costs under the constraints
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Prof. Dr. T. HildebrandtWeb Marketing E-
Commerce
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Optimization Goal
Prof. Dr. T. Hildebrandt
4
Success of E-Commerce : Profit
Profit = Revenue – Cost
MaximizeSales
Web Marketing E-Commerce
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Internet Characteristics
New Quality of Communication
Time-delayed communication
Actors with own computing facilities
Interaction between unknown partners
Minimal transaction costs (low entropy*)
Internet and WWWProf. Dr. T. Hildebrandt
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Actors on the Internet
Exponential Growth of Value
Sender: 5 CP Network: 15 CP
generally
CP = A-1 CP = A2 –A
CP:= Communication Possibilities – A:= ActorsInternet and WWW
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Conversion Pyramid
FrequentCustomer
Customer
Interested User/Shop Visitor
Target Group/Visitor
Frequent Order: ⅙
Shopping Cart: ¼
Shop: ⅓
100
33
2
Partner/Near Buyer 9
Buyer: ⅕
Findability
Usability
Profitability
Web Marketing E-Commerce
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Prof. Dr. T. Hildebrandt
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Marketing - Pyramid
CRM
Sales Marketing
Community Marketing
Internet Marketing (SEO/SEM)
After Sales
Usability
Segment Visitors
Findability Web Marketing E-
Commerce
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Prof. Dr. T. Hildebrandt
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Prof. Dr. T. Hildebrandt
Buyer
Near Buyer
Shop Visitor
Site Visitor 100
33
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2
Cost Pyramid
MarketingCosts
PaymentHandling
ProductPlacement
ShopCosts
Web Marketing E-Commerce
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Optimierungskreis
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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ZielgruppeZielgruppe
ShopbesucherShopbesucherKaufinteressentenKaufinteressenten
KäuferKäufer BesucherBesucher
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Kosten der Webshop-Optimierung
Gewinn = Ertrag - Kosten
Gewinn
CRM
Usability
SEA
Kosten
SEO
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ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
12Die Marketingfläche-Google Adwords -Generische Suche -Shopping -Videos -Bilder-News
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Besucher Optimierung
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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Kostenblöcke•Personalkosten•Klickkosten
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ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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FindabilityUsability
QuelltextWebshop
Janus Strategie
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Usability
Link zum ShopPreis
Link zum ShopPreis
Speed!Speed!
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Janus Strategie
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
17Shopbesucher Optimierung
Kostenblöcke•Personalkosten•Dienstleister•Besucherkosten
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Sicherheit - Zahlungsart
Verkäufer
Zahlungszeitpunkt
Sic
herh
eits
empf
inde
n Käufer
Lieferung
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Käufer- Verkäuferkredit
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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Verkäufer
Zahlungszeitpunkt
Sic
herh
eits
empf
inde
n Käufer
Lieferung
Kredit nur gegen Information
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Käuferoptimierung
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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Kostenblöcke•Personalkosten•Dienstleister•Kreditkosten•Shopbesucher
Ertrag
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CRMCRM
Optimierungsspirale
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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ZielgruppeZielgruppe
ShopbesucherShopbesucherKaufinteressentenKaufinteressenten
KäuferKäufer BesucherBesucher
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CRM Optimierung
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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Ertrag
Kostenblöcke•Personalkosten----------------------•Klickkosten
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Optimierungsspirale
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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Zusammenfassung: Simulation
Ertrag = Gewinn + Kosten
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Simulation5% Steigerung bei Findability und Usability
1/6 der Kunden werden zu Stammkunden
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Lernkurve
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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18501:08
1:03
0:47
1920
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Bob Dylan
”You’d better start swimming or you’ll sink like a stone,
cause the times they are a’ changing.”
ECC-Handel Okt. 2009Prof. Dr. T. Hildebrandt
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