1. Ecommerce for SME‟s in 2013
An E-Shop as a sales channel: a priority?
March 20th, 2013
Roland Gerets
2. Belgians are buying massively from foreign web shops
Source: 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. Belgians are buying massively from foreign web shops
Source: E-commerce in Belgium, june 5th, 2012,
onder redactie van Peter Vandenberghe (Comeos), uitgevoerd door InSites Consulting
3 Ecommerce for SME‟s in 2013
5. Click & Mortar shop
=
Brick & Mortar shop
5 Ecommerce for SME‟s in 2013
6. Local Sales
Click & 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. Local Sales
Click & Mortar shop as a part of a multi channel approach
7 Ecommerce for SME‟s in 2013
9. Local Sales
Position 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. E-commerce possible for a wide range of products and services
10 Ecommerce for SME‟s in 2013
12. Online & Interactive campaigns change the way we Local Sales
advertise
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. Online & Interactive campaigns change the way we Local Sales
advertise
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
15. Local Sales
Get 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. Local Sales
Building (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
18. Local Sales
Building (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. Local Sales
Building (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. Local Sales
Building (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. Local Sales
Viral 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. Local Sales
Does 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
24. Local Sales
The 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. Local Sales
The 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
27. Local Sales
What 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
33. Local Sales
Are 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. Local Sales
Just JUMP
Confidential / Not for distribution
34 Ecommerce for SME‟s in 2013
21/9/2012
35. THANK YOU!
roland.gerets@goudengids.be
@Rgerets
http://www.linkedin.com/in/rolandgerets1
35 Ecommerce for SME‟s in 2013
Editor's Notes
DIT IS DAN WEER EEN LEUKE AFBEELDING DIE OVEREENKOMT MET E COMMERCE
