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Easy sexy-pro-prof-martina-dalla-vecchia-fhnw-suisse emex-share-version

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Referat von Prof. Martina Dalla Vecchia, FHNW an der SuisseEMEX 2013 in Zürich. Titel: Trends im Internet: Easy. Sexy. Pro.

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Easy sexy-pro-prof-martina-dalla-vecchia-fhnw-suisse emex-share-version

  1. 1. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 12013 | Prof. Martina Dalla Vecchia, FHNW1 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Prof. Martina Dalla Vecchia E-Commerce – Online-Marketing - Social Media Easy. Sexy. Pro. Trends im Internet Business
  2. 2. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 22013 | Prof. Martina Dalla Vecchia, FHNW2 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Easy One Click Define Measure AnalyzeImprove Control Pro Professionell Sexy Starke Bilder
  3. 3. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 32013 | Prof. Martina Dalla Vecchia, FHNW3 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Einfaches Webdesign. Call for Action. Zwei Zielgruppen. Share-Funktion. Quelle: http://www.cardstar.com/, Zugriff 1.8.2013
  4. 4. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 42013 | Prof. Martina Dalla Vecchia, FHNW4 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX© Dalla Vecchia GmbH, 2013 Wann ist für ihn eine Website oder ein Social Media Auftritt gut?  Aktionen mit direktem Link auf das Produktdatenblatt  Klare Preisstruktur und Lieferbedingungen Welchen Mehrwert schätzt er?  Produkt-Vergleiche  Referenzen Wann sagt er: Wow! Wann empfiehlt er uns weiter?  3D-Produktdarstellung  Video-Produktpräsentationen Welche Risiken müssen wir vermeiden?  Mobile Website nicht bedienerfreundlich  Abfrage von persönlichen Daten vor Produktpräsentation Job-Situation (Zwänge)  Grosses Arbeitspensum  Wenig Zeit zum Lesen  Tägliche Flut von E-Mails Typische Fragen/Ziele von Herrn Hurtig  Welche Produktneuheiten gibt es?  Welche Qualitätsnormen hat das Produkt?  Welche Erfahrungen haben Kunden gemacht? Unsere Business-Ziele bei Herrn Hurtig  Herrn Hurtig kauft nur noch bei uns  Herr Hurtig empfiehlt uns weiter  Herr Hurtig bewertet unsere Inhalte und teilt sie (Like/Tweet/G+ …) Uwe Hurtig 43, Geschäftsführer Dipl.-Ing., 250 Mitarbeiter, 4 Sprachen, verheiratet, 2 Kinder, Segeln, Wandern, viel unterwegs, Internet- Such-Profi, Facebook, XING: - Er weiss gerne früh über neue Produkte Bescheid. - Er informiert sich über Zeitschriften und Internet. - Er ist gut organisiert, hat Smartphone und iPad. - Er entscheidet schnell. - Er hat keine Geduld, um lange zu Suchen. Persona 1
  5. 5. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 52013 | Prof. Martina Dalla Vecchia, FHNW5 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Online Customer Journey http://www.empathica.com/resource/r3-4-benefits-of-embracing-multi-channel-retailing/
  6. 6. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 62013 | Prof. Martina Dalla Vecchia, FHNW6 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX
  7. 7. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 72013 | Prof. Martina Dalla Vecchia, FHNW7 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  8. 8. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 82013 | Prof. Martina Dalla Vecchia, FHNW8 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Responsive Design. Angepasst an die Customer Journey. Bildquelle: http://www.webdesigners.net.au/wp-content/uploads/2012/12/little-valley-responsive-web-design.jpg
  9. 9. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 92013 | Prof. Martina Dalla Vecchia, FHNW9 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Customer Experience mit Augmented Reality mit der App zur Grössenmessung. Quelle: http://www.youtube.com/watch?feature=player_embedded&v=j6bFCuDc7M0#!, Zugriff 1.8.2013
  10. 10. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 102013 | Prof. Martina Dalla Vecchia, FHNW10 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Persönliche Buchsignatur-Stunde mit Arnold Schwarzenegger via Google Hangout Quelle: http://www.youtube.com/watch?feature=player_embedded&v=j6bFCuDc7M0#!, Zugriff 1.8.2013
  11. 11. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 112013 | Prof. Martina Dalla Vecchia, FHNW11 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Easy One Click Define Measure AnalyzeImprove Control Pro Professionell Sexy Starke Bilder
  12. 12. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 122013 | Prof. Martina Dalla Vecchia, FHNW12 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Starke Bilder. Klare Botschaft. Vertrauensbildende Massnahme: Gütesiegel. Quelle: http://www.bankofscotland.de, Zugriff 1.6.2013
  13. 13. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 132013 | Prof. Martina Dalla Vecchia, FHNW13 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Starke Bilder. Customer-Centricity-Design. Vertrauensbildende Massnahme: Vermieter einblenden. Bildquelle: https://www.airbnb.de/, Zugriff 1.8.2013
  14. 14. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 142013 | Prof. Martina Dalla Vecchia, FHNW14 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Beispiel einer Squeeze Page. Call for Action pur! Quelle: http://i257.photobucket.com/albums/hh225/JameyGrant/RyanDeissSqueezePage.png, Zugriff 16.08.2013
  15. 15. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 152013 | Prof. Martina Dalla Vecchia, FHNW15 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Starkes Profilbild auf about.me http://about.me/erika_kessler
  16. 16. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 162013 | Prof. Martina Dalla Vecchia, FHNW16 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Starkes Profilbild auf Twitter https://twitter.com/MarkusPeter
  17. 17. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 172013 | Prof. Martina Dalla Vecchia, FHNW17 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Customer Experience via Web-TV Channel Quelle: http://www.douglas.de/douglas/Douglas-TV/Alle-Sendungen-im-%C3%9Cberblick/index_c1601.html, Zugriff 1.6.2013
  18. 18. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 182013 | Prof. Martina Dalla Vecchia, FHNW18 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Easy One Click Define Measure AnalyzeImprove Control Pro Professionell Sexy Starke Bilder
  19. 19. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 192013 | Prof. Martina Dalla Vecchia, FHNW19 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Define Measure AnalyzeImprove Control
  20. 20. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 202013 | Prof. Martina Dalla Vecchia, FHNW20 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Quelle: Dashboard von Dr. Patrick Schünemann, www.dixendris.com
  21. 21. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 212013 | Prof. Martina Dalla Vecchia, FHNW21 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Aktuelle Präsentation von Thomas Hutter: http://bit.ly/hutterEMEX Facebook: Mehr Auswertungsmöglichkeiten
  22. 22. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 222013 | Prof. Martina Dalla Vecchia, FHNW22 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Social Media Framework 1. SM Strategie 2. SM Policy 3. SM Konzept 4. SM Monitoring 5. SM Publikationsplan
  23. 23. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 232013 | Prof. Martina Dalla Vecchia, FHNW23 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Bezahle mit einem Like www.focus.de am 1.08.2013
  24. 24. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 242013 | Prof. Martina Dalla Vecchia, FHNW24 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Beispiel A/B Testing Rotes Kreuz CAS E-Commerce & Online-Marketing: SEO. Lukas Stuber, yourposition. 2013, FHNW
  25. 25. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 252013 | Prof. Martina Dalla Vecchia, FHNW25 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX
  26. 26. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 262013 | Prof. Martina Dalla Vecchia, FHNW26 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Autorenschaft und Google Plus Profil werden wichtig für das Ranking. Quelle: http://thumbnails.visually.netdna-cdn.com/google-penguin-20-update--how-can-we-get-safe-from-this_519e16e33acc3.jpg, Zugriff 1.6.2013
  27. 27. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 272013 | Prof. Martina Dalla Vecchia, FHNW27 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Quelle: http://www.bild.de/bild-plus/regional/berlin/beruf/welche-jobs-hat-die-generation-internet-30420648,jsRedirectFrom=conversionToLogin,view=conversionToLogin.bild.html
  28. 28. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 282013 | Prof. Martina Dalla Vecchia, FHNW28 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Berufsbilder E-Commerce ManagerIn Transaktionen, Logistik & Conversion Digital Analyst: Kunden-Mehrwerte aufspüren Online Marketing ManagerIn Internet-Präsenz managen Kampagnen umsetzen Community ManagerIn: Kundenkommunikation mit professionellem Gespür Social Media ManagerIn Netzwerke effizient nutzen Ausbildung MAS Studiengänge Theorie & Praxis: Umfassend CAS Lehrgänge Theorie & Praxis: Fokussiert Bachelor und Master Studium (Grundstudium) Theorie & Praxis: Fokussiert Seminare Punktuell fokussiert
  29. 29. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 292013 | Prof. Martina Dalla Vecchia, FHNW29 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX Easy One Click Define Measure AnalyzeImprove Control Pro Professionell Sexy Starke Bilder
  30. 30. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 302013 | Prof. Martina Dalla Vecchia, FHNW30 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX www.fhnw.ch/iwi/social-media www.fhnw.ch/iwi/ecommerce dallavecchia.ch mdallavecchia Martina Dalla Vecchia
  31. 31. CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 312013 | Prof. Martina Dalla Vecchia, FHNW31 | Trends im Internet Business: Easy. Sexy. Pro. @ SuisseEMEX http://www.fhnw.ch/wirtschaft/iwi/weiterbildung

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