Summary: E-Commerce

Read the summary and the most important questions on E-Commerce

• 1 Basics of E-Commerce

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• What are products are most frequently purchased online?

  - Fashion 
  - Trips
  - Books
  - Technology

• Impact of the internet on the value chain

  The internet has allowed producers and wholesales to sell directly to consumers. Thereby impacting retailers strongly. However retailers can now also sell to more consumers than before. They are no longer tight to their location but can sell nationally or even cross border.

• 2 Digital marketing

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• How to get traffic to your webshop?

  1 Search marketing→ SEO + SEA
  2 Online PR ( creates favourable public image for their clients )→News
  3 Online partnership→Affiliate marketing (online retailer pays commission to external website, where an ad will be placed)
  4 Interactive ads→Ad networks
  5 opt in Email→Collect email addresses by asking permission
  6 Social media marketing
  Offline marketing→ football game

• Search engine marketing (SEM)

  A form of internet marketing that involves the promotion of websites by increasing their visibility in search engines. Consist of SEO and SEA.

• SEA three main goals

  1 Get the most possible views
  2 Get the most possible clicks
  3 Get the highest conversion

• Benefits of social media for your business

  - People tend to value their friend or influencers say. This can lead to a viral effect.
  - Get reviews, recommendations and ratings
  - Get data from the behaviour of your visitors

• 6 Principles of influence (persuation)

  - Reciprocity→ if someone has given you a gift or helped you out, you feel obligated to pay them back (omkopen)
  -Authority→ you take a person in uniform more serious(doctor's approval/ recommended)
  -Consensus (social proof)→ likely to do what others are doing→rather busy restaurant than empty
  - Consistancy→ you said yes last week so now you are more likely to say yes aswell
  -Liking
  - Scarcity → schaarste makes things more appealing( limited edition= available for short period of time)
  

• 3 Content marketing

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• Content of owned media

  Branded content (brand experience) = convince the overall feeling your representing -> connected to unique event or experience 
  Event = Redbull, wings for life worldrun
  
  Experience = North face shows people climbing mountain, with a story behind it, it's not about the specific product but the brand itself

• What is content marketing? And what is it about?

  Content marketing is a form of marketing that works better within today's consumer behaviour and online media landscape.
  
  - It's about the customer: Content that fits the needs of your target audience  
  -Tailor made: There is no one-size-fit if you truly want to help your audience 
  -Editorial: Freedom for people to form their own opinion. Showing happy images on website 
  - Please don't disturb: Content marketing is inbound. Customers come to you not the other way round. So don't push them by placing ads.
  - Continuous

• 5 C's of Content marketing

  - Calibrate: If your content does not help your brand and doesn't lead to direct sales its not worth it. 
  - Create: Target you content on your audience
  - Curate: Share the right content from other sources
  - Circulate: Manage timing and location of content 
  - Convert: Don't forget why you are creating this content