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Articles:
Marketing strategy of promotion the Ecommerce shops (ecommerce)
The Ecommerce shop is very complex "mechanism" including besides (1) ecommerce site with the catalogue of the goods also (2) a delivery service, (3) technical support, (4) payment systems, etc.
But it is as though magnificent all this structure has been built; sales will not go if do not undertake constant marketing efforts. We shall consider what factors of consumer preferences it is necessary to consider by preparation for opening the ecommerce shop in a Network, what sort marketing actions are necessary for spending directly at presentation the Ecommerce shop, and whether is necessary daily advertising of shop operating in the Network.
Introduction
Marketing the Ecommerce shops , on the one hand, does not differ from promotion of other sites of a category "business-consumer": the same set of "tools" of marketing and advertising ( Ecommerce tools) , the same sequence of "aiming" and calculation of scope of the necessary audience.
Before the beginning of development of advertising campaign agency (if it "correct") together with the customer fills "media-draft " and creative draft . These documents include payment the Internet target groups, position of the company (group of the goods) in the market, problems and so forth Frequently with the client the adviser-expert in marketing who places priorities for filling these documents works. The agency can request additional data, having explained, what for they are necessary. In any case the agency should be able to "protect" the offer and the media plan. Workers of agency should have the given reason criteria of a choice of this or that advertising strategy or selection advertising ecommerce store . Arguments are ecommerce statistical data of such research agencies, and also parameters of scope of an audience, average frequency of contacts of advertising with an audience and other classical advertising parameters.
First of all it is meaningful to advance a resource - the Ecommerce shop . In the further demand for this or that category of the goods can change, and to organize new advertising campaigns for the new goods always it is very unprofitable. At the untwisted unique name of a resource to change in it groups of the goods is much easier. At the same time at the organization of advertising actions and a choice of means and places for accommodation of advertising it is necessary to consider, what audience in what group of the goods is interested. For example as ecommerce project , on musical servers it is not meaningful to do an emphasis on foodstuffs - advertising of the musical goods - will be much more effective than compact discs, audio equipment and musical instruments.
There are a lot of specific receptions that allow to position with greater feedback to Ecommerce shops in consciousness of consumers and to stimulate stage-by-stage evolution of users the Internet in visitors of shop, then in buyers and at a final stage - in steady customers. One of the primary goals for the Ecommerce solution is a creation of trust to quality of the got goods and to quality of service. That the user the Internet has trusted in ecommerce shop, it is necessary to convince that it will not have problems with a choice, delivery, payment and quality of the goods. For these purposes the accent on quality of the goods and service besides lotteries not bad work, recommendations of celebrated personalities and so forth, as a rule.
It is very important to trace, where each ecommerce visitor has come. If he has come under the link from a search site - that well to learn that he had searched. This information is often possible to receive, having analyzed the address of page from which he has got in shop. The same concerns not only the search systems, but also to thematic sites. Not always it is necessary to result the Ecommerce shop on entrance page, it is meaningful to offer the suitable goods at once is much more often. During an advertising campaign it is not necessary to use deceiving banners or texts as the person disappointed by a deceit, most likely, will not make purchase. The single buyer becomes to constant thereupon quality of the goods, quality of services (delivery, the scheme of payment and so forth) transforms, and also a periodic unostentatious reminder on existence of ecommerce store.
How to be, if it has passed month-one and a half from the moment of the beginning of an advertising campaign, and the effect is not present and not present? For the beginning it is meaningful to inform on it to agency. Normal agencies always work with the client in an interactive mode, and updating of an advertising campaign - usual business. But it does not mean, that the agency blindly carries out any whim of the client. If the customer himself plans the advertising campaigns hands of advertisement makers in this case it more cheaply to employ and to dictate the ideas in ecommerce programs. Professionals consider wishes of the customer, but at the same time can warn in time the client against superfluous expenses and recommend other way of the decision of this or that problem. Nevertheless, if the situation with effect from an advertising campaign in ecommerce site will not be corrected, it is better to replace agency. And if the client dictated to agency as well as what to do it should correct sights and in a greater degree to trust in ecommerce professionals. However, in any case, the reasonable agency will always warn
Ecommerce shop in ecommerce trend
Preparation for opening ecommerce shop
What motivation for purchases in ecommerce sho p (percent of on-line buyers for which it is the important factor)?
The savings of money / lower prices 75 %
It is more than convenience / less trips 50 %
It is more than choice / a variety 48 %
It is more than pleasure (more funny), than traditional purchases 29 %
Why you do not buy in ecommerce shop
Unwillingness to entrust a credit card of the Network 97 %
Have preferred to see the goods before purchase 53 %
Are concerned by procedure of return of the undesirable 46 %
goods
Love traditional shopping 44 %
Web-sites Demand too much information 42 %
Do not wish to pay for delivery 41 %
Could not talk to the sales representative 18 %
Have not received enough information on the goods to make a decision 16 %
The goods the expensive in comparison with alternative 15 %
Have not received the information or the goods, satisfying to needs 13 %
Could not hear opinion on the goods from other buyers 12 %
Process took away too much time 11 %
Should load the special software 11 %
Were difficult to operate pages of a site 10 %
Process was too confused 8 %
There was no fresh information on the goods 6 %
Plus to it ecommerce payment is added cleanly Russian specificity: there are no reliable and fast channels of delivery, and also mistrust to advertising and unwillingness to appear deceived.
Estimation of strong and weaknesses of electronic shop .
To consider all wishes of potential buyers not always it is possible. But there are main components of ecommerce shop, namely good (it is desirable not loaded design) the design, convenient navigation on a site, it is less than price, the assortment is more, delivery fast and convenient, variants of payment - are various.
Preliminary advertising preparation. Interrogations of the public on web-sites.
As well as before opening of ecommerce shops in a real life, it will be effective to place through banner networks of the several banners informing on opening as online ecommerce new, unique in own way, shop in the certain day ( ecommerce news ). The promise of prizes to the first buyers is not out of place in ecommerce system. If you yet define ecommerce payment system with a choice payment system, costs of delivery, features of assortment, well to issue all this in the form of the paid interrogations on visited sites. It is useful to make questions so that to receive the answer from an ecommerce audience necessary to you. Then it is possible to refer always to the lead interrogation, for example, at a substantiation of cost of express delivery of the made orders. Besides the need for the separate commodity nomenclature absolutely casually can be found out, and you quickly will add it in a price, having received small (and time) competitive advantage.
Presentation of the goods.
Even such thing as the book, can be properly presented before opening shop as part of the ecommerce engine . It can be some text blocks on the different visited resources advertising " absolutely new and shaking" the book/number of books. With summaries, with the attractive prices, but it really should be new books. As a result after opening ecommerce shop these books, nothing differing from others, strongly appear in leaders of sales.
Opening of ecommerce shop
From the moment of opening ecommerce shop it is necessary to spend a number of the important directions consistently.
· Promotion of a brand, the trademark of shop should come across indefatigably on eyes. Better - a solvent audience.
· The Assortment should replenish with novelties constantly.
· The Buyer will save a lot of time, buying at you, instead of in offline shop.
Mass stream of advertising . It should be mainly ecommerce banner advertising. In day of opening it must be a maximum quantity of displays. It is necessary to emphasize the fact of opening of new ecommerce shop, every possible convenience of ecommerce shop, advantage before off-line shops, features of assortment, advantage of ecommerce
Lotteries, draw of prizes, gifts in ecommerce technology. All this is good way of attraction of people on your pages, not raising, however, quantity of orders.
