Ecommerce for SME‟s in 2013An E-Shop as a sales channel: a priority?               March 20th, 2013                Roland ...
Belgians are buying massively from foreign web shopsSource: E-commerce in Belgium, june 5th, 2012,onder redactie van Peter...
Belgians are buying massively from foreign web shopsSource: E-commerce in Belgium, june 5th, 2012,onder redactie van Peter...
Impressive figures, so why notjump to the occasion?
Click & Mortar shop                      =                      Brick & Mortar shop5   Ecommerce for SME‟s in 2013
Local SalesClick & Mortar shop as a part of a multi channel approach  Minimum requirement: webshop as a component of an in...
Local SalesClick & Mortar shop as a part of a multi channel approach  7   Ecommerce for SME‟s in 2013
8
Local SalesPosition E-commerce within your marketing strategy  Determine the role of E-commerce within your company struct...
E-commerce possible for a wide range of products and services 10   Ecommerce for SME‟s in 2013
Campaigns11
Online & Interactive campaigns change the way we                                 Local Salesadvertise  Not really!!!  Mobi...
Online & Interactive campaigns change the way we                                      Local Salesadvertise  Increased mult...
Local Sales     TIPS14
Local SalesGet your basics right  URL / Domain name      Book your URL / Domain name before building your site      Check ...
Local SalesBuilding (the right) traffic to your E-shop  Get a top priority in the organic result list of search engines   ...
Building (the right) traffic to your E-shop 17   Ecommerce for SME‟s in 2013
Local SalesBuilding (the right) traffic to your E-shop  Measure conversion      Sales      Leads      Subscription      Pa...
Local SalesBuilding (the right) traffic to your E-shop  Integrate user generated content      A new breed of consumers is ...
Local SalesBuilding (the right) traffic to your E-shop  Social marketing      Build a relationship      Feedback is a gift...
Local SalesViral campaigns the new word-to-mouth?  Yes it is…  How to create a viral campaign…. Hint: you can‟t!  Free dis...
Local SalesDoes gamevertising still works?  Still a good trigger to attract attention and interest.. AIDA remember!  Onlin...
TOOLSET23   Ecommerce for SME‟s in 2013
Local SalesThe power of the banner?  Decreasing performance but often used  Known formats with clear performance indicator...
Local SalesThe power of Email marketing?  Decreasing performance but still very relevant  Loyalty, sales, data gathering, ...
Local SalesThe power of Email marketing? 26   Ecommerce for SME‟s in 2013
Local SalesWhat about newsletters and content integration?  Newsletters      Advertising within third party newsletters   ...
Examples
Retailers 29   Ecommerce for SME‟s in 2013
Ecommerce for everybody 30   Ecommerce for SME‟s in 2013
Ecommerce for everybody 31
Ecommerce for everybody 32   Ecommerce for SME‟s in 2013
Local SalesAre you ready to jump?  Belgian consumers do jump!  Interesting online buyer profile!  Multichannel approach wi...
Local Sales                                            Just JUMP      Confidential / Not for distribution34   Ecommerce fo...
THANK YOU!           roland.gerets@goudengids.be                     @Rgerets     http://www.linkedin.com/in/rolandgerets1...
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  • DIT IS DAN WEER EEN LEUKE AFBEELDING DIE OVEREENKOMT MET E COMMERCE
  • Entreprendre 2013 e-commerce pagesdor.be

    1. 1. Ecommerce for SME‟s in 2013An E-Shop as a sales channel: a priority? March 20th, 2013 Roland Gerets
    2. 2. Belgians are buying massively from foreign web shopsSource: E-commerce in Belgium, june 5th, 2012,onder redactie van Peter Vandenberghe (Comeos), uitgevoerd door InSites Consulting 2 Ecommerce for SME‟s in 2013
    3. 3. Belgians are buying massively from foreign web shopsSource: E-commerce in Belgium, june 5th, 2012,onder redactie van Peter Vandenberghe (Comeos), uitgevoerd door InSites Consulting 3 Ecommerce for SME‟s in 2013
    4. 4. Impressive figures, so why notjump to the occasion?
    5. 5. Click & Mortar shop = Brick & Mortar shop5 Ecommerce for SME‟s in 2013
    6. 6. Local SalesClick & 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 success Good positioning towards competition Optimal usage resources Excellent organization front and back office Supported by strong online strategy Good positioning towards competition Optimal usage resources Excellent organization front and back office 6 Ecommerce for SME‟s in 2013
    7. 7. Local SalesClick & Mortar shop as a part of a multi channel approach 7 Ecommerce for SME‟s in 2013
    8. 8. 8
    9. 9. Local SalesPosition 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 auctions B2C: transactions to consumers via online brochure with shopping cart software C2B: push of projects with request to bid on the project with an offer C2C: classified sites with free and paid adds, auctions and forums to buy and sell via online payment platforms Key drivers online strategy: Target group Product / services Fulfillment 9 Ecommerce for SME‟s in 2013
    10. 10. E-commerce possible for a wide range of products and services 10 Ecommerce for SME‟s in 2013
    11. 11. Campaigns11
    12. 12. Online & Interactive campaigns change the way we Local Salesadvertise Not really!!! Mobile and online still profit from “AIDA(S)” Attract attention Incite interest Desire to buy of to continue the buying process Action Satisfactied 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 12 Ecommerce for SME‟s in 2013
    13. 13. Online & Interactive campaigns change the way we Local Salesadvertise 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 inform I like I buy I share my experiences I share when I want, how I want and with who I want 13 Ecommerce for SME‟s in 2013
    14. 14. Local Sales TIPS14
    15. 15. Local SalesGet your basics right URL / Domain name Book your URL / Domain name before building your site Check www.dns.be Integrate keywords in URL (increased relevancy for search engines) Optimize the website / E-shop homepage Objective: improve conversion Take into account access from different platforms or channels Personalize and stimulate interaction Track and analyze traffic to and in E-shop Objective: detect sources of entry and analyze surf behavior Attract visitors to your site Objective: attract the RIGHT customers to your website and stimulate conversion to optimize your sales funnel SEO, SEA, Bannering, Social Media, eDM, newsletters,… 15 Ecommerce for SME‟s in 2013
    16. 16. Local SalesBuilding (the right) traffic to your E-shop Get a top priority in the organic result list of search engines Search Engine optimization A no brainer if you want to build relevant traffic Awareness vs. response Define your target group Inventory of all relevant keywords Link building via other websites Links towards landing pages Improve effectiveness of your website…and pay for extra visibility Search Adverting optimization Metric combined with a cost model (pay-per-click) Choose the right call-to-action Relevant offer supported by landing page 16 Ecommerce for SME‟s in 2013
    17. 17. Building (the right) traffic to your E-shop 17 Ecommerce for SME‟s in 2013
    18. 18. Local SalesBuilding (the right) traffic to your E-shop Measure conversion Sales Leads Subscription Pages Online, mobile or social sources Improve conversion KISS Identification consumer Personalization Payment process Inspire and stimulate by using video‟s, photos, reviews, responsive design Newsletter subscription Useful links Shipment costs Stock or order Customer service Terms & conditions 18 Ecommerce for SME‟s in 2013
    19. 19. Local SalesBuilding (the right) traffic to your E-shop Integrate user generated content A new breed of consumers is ready to offer you creativity, inspiration, expertise, but also feedback Multitude off sites, blogs, social media and other applications to distribute or integrate content Empowered customer Real time information and reaction Use long tail to improve customer interaction and conversion Use responsive design to improve customer experience Introduce new services, build loyalty, promotion, community feeling 19 Ecommerce for SME‟s in 2013
    20. 20. Local SalesBuilding (the right) traffic to your E-shop Social marketing Build a relationship Feedback is a gift Connected consumer and open to share individual opinions Social media help to boost your SEO ranking Build genuine loyalty Leverage for brand building 20
    21. 21. Local SalesViral 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 term Give it a larger purpose Some best practices Be creative and original if you want to go for branding/awareness Be straightforward and provide tangible added value if want to promote products and services Know your target groups and seed where they are present (Facebook, Instagram, Twitter, blogs,..) Set objectives and measure results 21 Ecommerce for SME‟s in 2013
    22. 22. Local SalesDoes gamevertising still works? Still a good trigger to attract attention and interest.. AIDA remember! Online & mobile provide a new dimension of interactivity and engagement Extend the interaction time with your brand or products Use the viral element Gather information For SME‟s think small but effective 22 Ecommerce for SME‟s in 2013
    23. 23. TOOLSET23 Ecommerce for SME‟s in 2013
    24. 24. Local SalesThe power of the banner? Decreasing performance but often used Known formats with clear performance indicators Formats: leaderboard, rectangles, skyscraper, pop ups, home page take over Wide range of creative tools (text, images, sound, video) Possibilities for improved targetting Online and mobile Objectives: Create awareness Build traffic to a site or a specific landing page 24 Ecommerce for SME‟s in 2013
    25. 25. Local SalesThe power of Email marketing? Decreasing performance but still very relevant Loyalty, sales, data gathering, leads 3 seconds to attract attention via subject line and call to action Respect basics like not incorporating offers in images or not respecting preview pane Be relevant, personal and respect privacy to avoid spam Intelligent targeting and segmentation Rendering is crucial Test, test, test In line with latest SoLoMo evolution 25 Ecommerce for SME‟s in 2013
    26. 26. Local SalesThe power of Email marketing? 26 Ecommerce for SME‟s in 2013
    27. 27. Local SalesWhat about newsletters and content integration? Newsletters Advertising within third party newsletters Segmentation towards target groups, interests and behavior Less commercial (perception) Opt out crucial Content Integration Similar to advertorial Commercial messages via „objective‟ information Supported by links, display, off line media 27 Ecommerce for SME‟s in 2013
    28. 28. Examples
    29. 29. Retailers 29 Ecommerce for SME‟s in 2013
    30. 30. Ecommerce for everybody 30 Ecommerce for SME‟s in 2013
    31. 31. Ecommerce for everybody 31
    32. 32. Ecommerce for everybody 32 Ecommerce for SME‟s in 2013
    33. 33. Local SalesAre 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! 33 Ecommerce for SME‟s in 2013
    34. 34. Local Sales Just JUMP Confidential / Not for distribution34 Ecommerce for SME‟s in 2013 21/9/2012
    35. 35. THANK YOU! roland.gerets@goudengids.be @Rgerets http://www.linkedin.com/in/rolandgerets135 Ecommerce for SME‟s in 2013

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