Ondernemen 2013 e-commerce goudengids.be

March 20th, 2013

Roland Gerets

Ecommerce for SME’s in 2013An E-Shop as a sales channel: a priority?

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


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

Impressive figures, so why not jump to the occasion?


Click & Mortar shop = Brick & Mortar shop

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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

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Click & Mortar shop as a part of a multi channel approachLocal Sales


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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


E-commerce possible for a wide range of products and services


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Campaigns

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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


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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


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Local Sales

TIPS

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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


http://www.dns.be/

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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




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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


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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


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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

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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


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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


TOOLSET


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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


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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


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The power of Email marketing?Local Sales


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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


Examples


Retailers


Ecommerce for everybody


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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



Local Sales

Confidential / Not for distribution21/9/2012

Just JUMP

THANK YOU!

[email protected]@Rgerets

http://www.linkedin.com/in/rolandgerets1


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