Kommunikációs kihívások e-könyvek értékesítésében

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A bookandwalk.hu 2012. évi Reklámfeszt-en tartott előadása. A prezentáció témája, hogy milyen kommunikációs kihívásokkal szembesül az e-könyv piac ma Magyarországon. Az előadás lényegében az inbound marketing alapvető elemeire hívja fel a figyelmet.

Online szolgáltatás értékesítése

Antal Ádám
Online Marketing Szakértő

Nagyon röviden rólunk

Szolgáltatásaink:

• E-könyv terjesztés
Közel kétezer mű

• E-könyv konvertálás

• Olvasó alkalmazások
web, okostelefonok és e-könyv olvasók számára

Cégalapítás: 2010 nyara | Létszám: 6 fő | Webáruház indulás: 2012 június

bookandwalk.hu

Járatlan úton
A hazai e-könyv piacról

Marketing kihívások
• Kétoldali marketing
Fogyasztói és kiadói oldal

• Nem kellően ismert
szolgáltatás

• Eszközigényes használat

bookandwalk.hu

Az Inbound marketingről

Az inbound marketing
leegyszerűsítve annyit jelent,
hogy az ügyfelek maguktól
találjanak a cégünkre.

bookandwalk.hu

Tartalomgyártás az ügyfél-elköteleződés szintjén

Forrás: hubspot.com

bookandwalk.hu

Tartalom előállítás különböző csatornákon

Módszerek:
• Korábbi tartalom
újrafelhasználása

• Meglévőek remix-e más
csatornákon

• Külföldi hírek szűrése

bookandwalk.hu

Mi alapján szegmentáljuk a célcsoportunkat?

Buying Person-ák meghatározása:

• Személyleírás
• Mely létező problémáira
kínálunk megoldást?
• Hol informálódnak?
• Milyen nyelvezetet használnak?
• Milyen cselekményt
várhatunk tőlük?

bookandwalk.hu

Ügyfélterelés – Call To Action
A hatékonyság kellékei:

• Target1, Target2 meghatározása
az adott kampányra vagy
buying personára

• Landing page létrehozása és SEO

• Call to Action

bookandwalk.hu

Kampány optimalizálás – a CPC-n túl
• Konverzió növelés
A/B teszt, párhuzamos kampányok kiértékelése

• Költségoptimalizálás
Feltétlenül szükséges az online vásárlók összetételének és forrásának
mérése

• „Cost/target” mint végső mutató
A kampánykiértékelések során számos esetben a drágábbnak tűnő
hirdetések az olcsóbbak

bookandwalk.hu

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Kommunikációs kihívások e-könyvek értékesítésében

1. Online szolgáltatás értékesítése Antal Ádám Online Marketing Szakértő

2. Nagyon röviden rólunk Szolgáltatásaink: • E-könyv terjesztés Közel kétezer mű • E-könyv konvertálás • Olvasó alkalmazások web, okostelefonok és e-könyv olvasók számára Cégalapítás: 2010 nyara | Létszám: 6 fő | Webáruház indulás: 2012 június bookandwalk.hu

3. Járatlan úton A hazai e-könyv piacról Marketing kihívások • Kétoldali marketing Fogyasztói és kiadói oldal • Nem kellően ismert szolgáltatás • Eszközigényes használat bookandwalk.hu

4. Az Inbound marketingről Az inbound marketing leegyszerűsítve annyit jelent, hogy az ügyfelek maguktól találjanak a cégünkre. bookandwalk.hu

5. Ügyfél elkötelezés bookandwalk.hu

6. Tartalomgyártás az ügyfél-elköteleződés szintjén Forrás: hubspot.com bookandwalk.hu

7. Tartalom előállítás különböző csatornákon Módszerek: • Korábbi tartalom újrafelhasználása • Meglévőek remix-e más csatornákon • Külföldi hírek szűrése bookandwalk.hu

8. Mi alapján szegmentáljuk a célcsoportunkat? Buying Person-ák meghatározása: • Személyleírás • Mely létező problémáira kínálunk megoldást? • Hol informálódnak? • Milyen nyelvezetet használnak? • Milyen cselekményt várhatunk tőlük? bookandwalk.hu

9. Ügyfélterelés – Call To Action A hatékonyság kellékei: • Target1, Target2 meghatározása az adott kampányra vagy buying personára • Landing page létrehozása és SEO • Call to Action bookandwalk.hu

10. Kampány optimalizálás – a CPC-n túl • Konverzió növelés A/B teszt, párhuzamos kampányok kiértékelése • Költségoptimalizálás Feltétlenül szükséges az online vásárlók összetételének és forrásának mérése • „Cost/target” mint végső mutató A kampánykiértékelések során számos esetben a drágábbnak tűnő hirdetések az olcsóbbak bookandwalk.hu

11. Köszönöm a figyelmet!

Kommunikációs kihívások e-könyvek értékesítésében

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