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Comportamiento del consumidor electrónico

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Se presentan estrategias para analizar, atraer y retener al consumidor electrónico

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  • Excelente para ubicarse en el mercadeo electronico. Marta
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Comportamiento del consumidor electrónico

  1. 1. Comportamiento del consumidor electrónico: Análisis, atracción y retención Luis Carlos Aceves G.
  2. 2. Análisis del e-consumidor
  3. 3. Análisis del consumidor electrónico <ul><li>Conocer: </li></ul><ul><ul><li>Perfil básico (geográfico y técnico) </li></ul></ul><ul><ul><li>Comportamiento dentro un sitio web </li></ul></ul><ul><ul><li>Intereses, gustos y preferencias </li></ul></ul>
  4. 4. Análisis del consumidor electrónico <ul><li>Para tomar decisiones sobre: </li></ul><ul><ul><li>La oferta del sitio web </li></ul></ul><ul><ul><li>La organización y estructura de los contenidos </li></ul></ul><ul><ul><li>Planeación de nuevos productos/servicios en línea </li></ul></ul>
  5. 5. Análisis del consumidor electrónico <ul><li>Analizando: </li></ul><ul><ul><li>Datos cuantitativos </li></ul></ul><ul><ul><li>Datos cualitativos </li></ul></ul>
  6. 6. Análisis del consumidor electrónico <ul><li>Técnicas para hacer análisis </li></ul><ul><ul><li>Web analytics </li></ul></ul>www.google.com/analytics
  7. 7. Análisis del consumidor electrónico <ul><li>Técnicas para hacer análisis </li></ul><ul><ul><li>Eye tracking | Mouse tracking </li></ul></ul>www.crazyegg.com
  8. 8. Análisis del consumidor electrónico <ul><li>Técnicas para hacer análisis </li></ul><ul><ul><li>Nubes de etiquetas </li></ul></ul>www.del.icio.us
  9. 9. Atracción del e-consumidor
  10. 10. Ciclo de vida del consumidor electrónico <ul><li>Se debe pensar en función del </li></ul><ul><li>ciclo de vida del e-consumidor: </li></ul><ul><ul><li>Atraer nuevos clientes </li></ul></ul><ul><ul><li>Beneficiarse de los clientes existentes </li></ul></ul><ul><ul><li>Retener a los clientes. e-services, e-loyalty </li></ul></ul>
  11. 11. Ciclo de vida del consumidor electrónico <ul><li>Atraer: </li></ul><ul><li>Segmentar por situación geográfica, demográfica y psicográfica </li></ul>www.hotels.com
  12. 12. Ciclo de vida del consumidor electrónico <ul><li>Atraer: </li></ul><ul><li>Segmentar por comunidades de interés </li></ul>www.linkedin.com
  13. 13. Ciclo de vida del consumidor electrónico <ul><li>Atraer: </li></ul><ul><li>Segmentar por grupos étnicos </li></ul>www.ambafrance-rsa.org
  14. 14. Ciclo de vida del consumidor electrónico <ul><li>Atraer: </li></ul><ul><li>Segmentar por creencias, influencias y preferencias </li></ul>www.greenpeace.org www.scientology.org
  15. 15. Ciclo de vida del consumidor electrónico <ul><li>Atraer: </li></ul><ul><li>Segmentar por actitudes y gustos </li></ul>www.premiere.com.mx www.mediotiempo.com
  16. 16. Ciclo de vida del consumidor electrónico <ul><li>Beneficiarse: </li></ul><ul><li>Uso de un CRM (Customer Relationship Management) </li></ul><ul><ul><li>Es una estrategia , no una tecnología </li></ul></ul><ul><ul><li>Mercadotecnia relacional/directa: crear relaciones 1-1 </li></ul></ul>
  17. 17. Ciclo de vida del consumidor electrónico <ul><li>Beneficiarse: </li></ul><ul><li>Características de un CRM: </li></ul><ul><ul><li>Cross Selling, Up Selling, Keep Selling, Re Selling </li></ul></ul><ul><ul><li>Relación con el store front model </li></ul></ul><ul><ul><li>MKT directa / Chum rate </li></ul></ul>
  18. 18. De la atracción a la retención e-services + e-loyalty
  19. 19. Ciclo de vida del consumidor electrónico <ul><li>Retener: </li></ul><ul><li>Características de un CRM </li></ul><ul><ul><li>Actividades de retención del cliente: moverse hacia e-loyalty </li></ul></ul><ul><ul><li>Actividades de soporte: moverse hacia e-services </li></ul></ul>
  20. 20. Ciclo de vida del consumidor electrónico <ul><li>e-Services </li></ul><ul><ul><li>Todos los procesos electrónicos para mantener a los clientes actuales satisfechos </li></ul></ul>
  21. 21. Generaciones de e-Services <ul><ul><li>Primera generación: </li></ul></ul><ul><ul><ul><li>Servicios electrónicos estáticos </li></ul></ul></ul><ul><ul><ul><li>Información de contacto tradicional </li></ul></ul></ul><ul><ul><li>Segunda generación: </li></ul></ul><ul><ul><ul><li>Uso intensivo de correo electrónico o formularios de contacto </li></ul></ul></ul><ul><ul><ul><li>Respuestas tardías / información perdida </li></ul></ul></ul><ul><ul><ul><li>Contenido web poco efectivo </li></ul></ul></ul><ul><ul><li>Tercera generación: </li></ul></ul><ul><ul><ul><li>Servicios interactivos múltiples: servicios estáticos, FAQ, chats, foros, encuestas </li></ul></ul></ul><ul><ul><ul><li>En tiempo real </li></ul></ul></ul><ul><ul><ul><li>7x24, incluso x365 </li></ul></ul></ul>
  22. 22. Servicios electrónicos en todo momento <ul><li>Ayúdame a decidir o definir qué quiero </li></ul>www.wine.com
  23. 23. Servicios electrónicos en todo momento <ul><li>Ayúdame a comprar </li></ul>www.zappos.com
  24. 24. Servicios electrónicos en todo momento <ul><li>Ayúdame cuando ya soy tu cliente </li></ul>www.sky.com.mx
  25. 25. Servicios electrónicos en todo momento <ul><li>Ayúdame cuando ya no quiero ser tu cliente </li></ul>www.gmail.com
  26. 26. Retención de los clientes <ul><li>e-Loyalty </li></ul><ul><ul><li>Estrategias de mercadotecnia para crear la fidelidad de un cliente a través de algún producto o servicio electrónico </li></ul></ul><ul><ul><li>Personalización a través de la interacción con la parte real (brick) </li></ul></ul><ul><ul><li>Normalmente implica una recompensa a cambio de que el cliente haga algo </li></ul></ul><ul><ul><li>El cliente inmediatamente conoce cualquier novedad </li></ul></ul><ul><ul><li>El negocio inmediatamente conoce el comportamiento del cliente </li></ul></ul>
  27. 27. Ejemplos de e-Loyalty <ul><li>Programas de recompensas </li></ul>www.recompensatotalbanorte.com www.fiestarewards.com

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