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Ecommerce Detailed Summary
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Summary E-commerce1. Basics of E-commerce
• E-commerce in the Netherlands: Most used devices: 1)laptop. 2)desktop. 3)tablet. 4)phone.
Top branches: 1)tickets. 2)flights. 3)insurances.
4)travels. 5)media. 6)IT. 7)toys. 8)telecom. 9)electronics.
• E-commerce in Europe: highest turnover in France, UK, the Netherlands and Belgium.
• E-commerce globally: highest turnover in Asia — Europe — North America
#1: China. #2: USA. #3:UK. #4:Japan. #5:Germany
• Definition E-commerce = trading in products or services using computer networks, such as
the Internet.
- Consumer-to-consumer (C2C): eBay, social network, communities, peer-to-peer.
- Consumer-to-business (C2B): Priceline, feedback, communities, campaigns.
- Consumer-to-government (C2G): feedback through pressure groups.
- Business-to-consumer (B2C): transactional, relationship-building, brand-building,
media owner, comparison intermediary
- Business-to-business (B2B): transactional, relationship-building, media owned,
marketplaces
- Business-to-government (B2G): feedback to government businesses
- Government-to-customer (G2C): Tax, national government info, local services.
- Government-to-business (G2B): Tax, legal regulations
- Government-to-Government (G2G): inter-government services, exchange of info.
• We moved from single to omnichannel. The different types are:
• Single-channel = just one type of touchpoint (e.g. store —> client)
• Multi-channel = multiple touchpoint acting independently, retailers’ channel knowledge
and operations exist in technical & functional silos (e.g. store/web/catalogue —> client)
• Cross-channel = customer sees multiple touch points as part of the same brand.
Retailers have a single view of the customer, but operate in functional silos (e.g.
store&web&catalogue —> client)
• Omni-channel = customer experiences brand, but not a channel within the brand.
Retailer leverage their single view of customer in coordinated and strategic ways.
—> Example of channels: shop, magazine, app, online store …
• Customer journey = a description of modern multichannel behaviour as consumers use
different media to select suppliers, make purchases and gain customer support.
1. Orientation —> what do I want?
2. Searching (inform) —> what are the options?
3. Customisation (configure) —> what suits best with my needs?
4. Comparison —> compare competitors
5. Purchase (sell) —> decide and buy
6. Usage —> use of the bought product or service
7. Share (stimulate) —> share thoughts on product or service with others
• Within omnichannel service, it is hard to determine what works best, as there are different
users, goals and channels. Also, one should be available 24/7.
• Data = information in raw or unorganised form that refer to, or represent, conditions, ideas or
objects (it Is limitless and present everywhere) Used for:
• Solve complex problems in all fields
• Organising the financial markets
• Screening and predict customer behaviour
• Marketing and persuasion
• Algorithm = designed step-by-step procedure to perform an operation which will lead to a
result. (same input gives same output. Algorithms can combined to perform complex tasks)
, 2. Digital marketing
• How to get traffic to your web shop:
- Search marketing (SEM, SEO, paid search, pay-per-click = PPC)
- Online PR (publisher outreach, community participation, media, branding)
- Online partnership (affiliate marketing, sponsors, co-branding, links) \
- Interactive ads (site-specific media buys, ad networks, behavioural targeting)
- Opt-in-email (house list, cold = rented list, co-branded, ads in third party)
- Social media (audience participation, social presence, campaigns, feedback)
• SEM = Search Engine Marketing, a form of internet marketing that involves the promotion of
websites by increasing visibility in search engine results pages (SERPs) through optimisation
and advertising
• SEO = Search Engine Optimisation, the process of affecting the visibility of the web
page in unpaid results
- natural / organic / earned results —> based on text, pictures and links
• SEA = Search Engine Advertising, a method of placing online advertisement on web
pages that show results from search engine queries.
• On a SERP, you see: a title, with meta name = description, consisting of tags. On the right
are the paid listings, that are paid-per-click (PPC)
SEO PPC
Pro’s - promising lasting ROI (return on investment) - Quick set-up
- High ceiling and volume - Easy to measure and to map
- Greater exposure - Less exertion to develop it
Con’s - hard to measure - Expensive
- Takes time (research), so strenuous - Low ceiling and volume potential
- Susceptible to ad-blindness
• Ad-blindness = people do not want to click on adds. Google prevents this by not hiding it.
• Conversion = number of people visiting your website and actually make a purchase.
• What influences the conversion, regarding SEM:
- Quality score (tested by google)
- Bidding = buying key words
- Advertising (e.g. google ad-words)
—> set up a budget in advance. If you do not do the unpaid part well, the
paid part will get more expensive!
• On the web, bots/crawlers look for good websites. Therefore, SEO is important. Crawlers
must first find the website before it appears on the web. They also indicate the quality score.
—> The more often adjustments takes place, the higher the crawling frequency is!
• Inbound marketing = all free traffic sources.
• Press relations (PR): promoted the brad and creates links to your website. So important
to first determine the message, and then create different media.
• Link building: other website has link to your website. Ensure the link makes sense, so
other website must have the right target group.
• RSS feeds: Rich site summary, a format for delivering regularly changing web content.
Examples are blogs and newsfeeds.
• Affiliate marketing: a commission-based arrangement where an e-retailer pays sites that
link to it for sales leads (CPA-based) or visitors (CPC-based)
• Online advertising
- Click through rate: the percentage of people who view your ad and then actually
go on to click on the ad. It is often PPC. —> rates are dropping!
- Targeted ads: user sees an ad of your website after visiting it, when being on
another site (use of cookies!).
• Email marketing: collect emails with permission (opt-in), send message in co-branded email
newsletter of a partner, buy a third party email newsletter. Best ROI!
• 80/20 rule: 80% of the content is targeted, 20% is of the own agenda.
• Blogs and vlogs are a good way to show your expertise.
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