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Δίκτυα Προστιθέμενης Αξίας – EDI & Εφαρμογές Ηλεκτρονικού
Εμπορίου
Trends & Marketing in e-Commerce
Μ. Γραμματικού [email protected]
B. Μάγκλαρης [email protected]
18-6-2015
Περιεχόμενα (I)
• Εισαγωγή• Τεχνολογική Υποδομή ΗΕ/Πλατφόρμες
• Cloud based• In House (using e-commerce platforms like magento …)
• Είδη Ηλεκτρονικού Εμπορίου (B2B, B2C, B2G, B2E, …)• Mobile Commerce (Tablets, Smart Phones)
• Mobile transactions 42% annual growth (2011-2016)
• E-Commerce Trends• New Web design trends for E-Commerce • Digital content• Payments• 3D Printing• New Business Models• M2M collaborations, crowdsourcing
Περιεχόμενα (II)• Web Marketing
• Social Media for E-Commerce• Search Engine Optimization (SEO)
• Data Analytics in E-Commerce• 42% of small businesses which participated in a
ShopKeep POS survey, say they are using analytics to make smarter, immediate business decisions
• Ασφάλεια στο ΗΕ• Είδη Πληρωμών με ασφάλεια (tablets, smart phones,
web based solutions)• Ασφάλεια στην Πλατφόρμα• Ασφάλεια στην Υποδομή• Ασφάλεια στην Εφαρμογή
New Web design trends for E-Commerce eCommerce Design Trends for 2015 to Level up
Your Online Shop(1) http://www.noupe.com/design/six-ecommerce-design-trends-for-2015-to-level-up-your-online-
shop-88102.html(2) http://www.practicalecommerce.com/articles/77729-6-Ecommerce-Design-Trends-for-2015
(3) http://sherodesigns.com/whats-trending-2015-ecommerce-website-design/
• Full Page Background Images
• Flat and Material Design in Pleasant Colours
• Card Design
• Parallax Scrolling and Background Effects
• Minimalist Buttons (Ghost Buttons)
• Optimized for Mobile Devices
• Hidden Menus
• Video Content and Backgrounds
• Material Design
Full Page Background Images
• Full page background images
• Good product images can not only be incorporated into the slider, but work as well as full-page background in hero areas
• Life style imagery shows the customer the products in action and how the customer would be apart of that lifestyle if they buy the company’s products
Flat and Material Design inPleasant Colours
• Flat design has an impressive, simple and clear style, omitting unnecessary gimmicks
• Material design goes one step further by creating the right –not too exaggerated – colourful accent
• A bold design with clear structures and bright colours can have beneficial effects, especially for young brands
Card Design
• User-friendliness is excellent as the visitor gets to see all relevant information at a glance
• These cards basically contain short texts, an image/or several share buttons, as well as the most relevant information about the product
Parallax Scrolling and Background Effects
• Parallax effects are only recommended if they highlight the actual content
Minimalist Buttons (Ghost Buttons)
Minimalist buttons fit perfectly in modern, fresh designs
Optimized for Mobile Devices
• Optimizing your website for mobile devices:• Website adjusts to any screen resolution automatically
• Offering an app as users prefer to get information and order via smartphone or tablet app
Do the one without abandoning the other
Hidden Navigation Menus
• Hidden navigation have been showing up on desktop layouts quite often
• Hidden navigation menus have a similar functionality to a mobile website too
Video Content and Backgrounds
• In 2015, look for more ecommerce businesses to use video on product detail pages, in blogs, on YouTube, and even as background images for home pages
Material Design
• Material design is a “visual language” that Google developed to marry classic design principles with innovative technologies
• Google used material design on the most recent updates to Android, and it is at least possible that some ecommerce operations will adopt material design in 2015
M2M and e-Commercehttp://www.m2mnow.biz/2012/05/20/5410-netsuites-new-commerce-as-a-service-designed-to-deliver-unified-platform-for-m2m-business-models/
NetSuite's new Commerce-as-a-Service designed to deliver unified platform for M2M business models
• Physical products also increasingly include commerce-embedded capabilities, which enable machine-to-machine (M2M) commerce without human involvement, based on defined business rules for predictable needs
• NetSuite’s integrated ERP/CRM system is transformed into a commerce engine that is exposed to customers in a device-independent way — supporting traditional browser-based commerce as well as any emerging touchpointa such as smartphones, tablets and Point of Sales (POS) systems
How 3D Printing Will RevolutionizeE-Commerce
http://www.ecommercetimes.com/story/78298.html
A new form of e-tailing by enabling designers to sell customized 3D printed objects directly to consumers and enabling e-commerce websites to become real manufacturers
3D Marketplaces
• Shapeways
• Ponoko
• Cubify
• Sculpteo's 3D Cloud
SEO - Search Engine Optimizationhttps://en.wikipedia.org/wiki/Search_engine_optimization
• Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results
• As an Internet marketing strategy, SEO considers:• how search engines work,• what people search for,• the actual search terms or keywords typed into search engines • which search engines are preferred by their targeted audience
• Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines
SEO - Search Engine Optimization- Methodshttps://en.wikipedia.org/wiki/Search_engine_optimization
• Getting indexed• The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for
their algorithmic search results
• Search engine crawlers may look at a number of different factors when crawling a site
• Preventing crawling• webmasters can instruct spiders not to crawl certain files or directories through the
standard robots.txt file in the root directory of the domain
• Increasing prominence• Cross linking between pages of the same website
• Adding relevant keywords to a web page's meta data
• Writing content that includes frequently searched keyword
Search engines use complex
mathematical algorithms to
guess which websites a user seeks
White Hat versus Black Hat techniques
SEO techniques can be classified into two broad categories:• techniques that search engines recommend as part of good design• those techniques of which search engines do not approve
• White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing
• White Hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see
• Black Hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception• One black hat technique uses text that is hidden, either as text
coloured similar to the background, in an invisible div, or positioned off screen
• Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking
Your Website is Like a Cakehttp://searchenginewatch.com/tag/search-engine-spiders
Your links, paid search, and social media acts as the icing, but your content,
information architecture, content management system, and infrastructure act as
the sugar and makes the cake. Without it, your cake is tasteless, boring, and gets
thrown in the trash
What Search Engines Are Looking For
Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?
• Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given
• Performance: How fast is your site and does it work properly?
• Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that's available?
• User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?
What Search Engines Are NOT Looking For
Search engine spiders only have a certain amount of data storage, so if you're performing shady tactics or trying to trick them, chances are you're going to hurt yourself in the long run. Items the search engines don't want are:
• Keyword Stuffing: Overuse of keywords on your pages
• Purchased Links: Buying links will get you nowhere when it comes to SEO, so be warned
• Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they're looking for will only increase your bounce rate. If you know your bounce rate it will help determine other information about your site. For example, if it's 80 percent or higher and you have content on your website, chances are something is wrong
SEO - Search Engine Optimization according to Rand Fishkin
https://moz.com/learn/seo/what-is-seo
SEO is "the practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines“
• Quality of traffic. You can attract all the visitors in the world, but if they're coming to your site because Google tells them you're a resource for Apple computers when really you're a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer
• Quantity of traffic. Once you have the right people clicking through from those Search Engine Results Pages (SERPs), more traffic is better
• Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don't have to pay for
What goes into SEO?
SEO as a Marketing Strategy
• SEO is not an appropriate strategy for every website
• Other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals
• SEO may generate an adequate return on investment
• Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic
• According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day
Don't Forget to Optimize for Multi-Channels
• Keyword strategy is not only important to implement on-site, but should extend to other off-site platforms, which is why you should also be thinking about multi-channel optimization. These multi-channel platforms include:
• Offline, such as radio and TV ads
Be Consistent With Domain Names
Domain naming is so important to your overall foundation, so as a best practice you're better off using sub-directory root domains (example.com/awesome) versus sub-domains (awesome.example.com).
Some other best practices with domain names are:
• Consistent Domains: If you type in www.example.com, but then your type in just example.com and the "www" does not redirect to www.example.com, that means the search engines are seeing two different sites. This isn't effective for your overall SEO efforts as it will dilute your inbound links, as external sites will be linking to www.example.com and example.com
• Keep it Old School: Old domains are better than new ones, but if you're buying an old domain, make sure that the previous owner didn't do anything shady to cause the domain to get penalized
• Keywords in URL: Having keywords you're trying to rank for in your domain will only help your overall efforts
Optimizing for Different Types of Results
• Make sure to focus on mobile and tablet optimization as well as other media
• Create rich media content like video, as it's easier to get a video to rank on the first page than it is to get a plain text page to rank
• Optimize your non-text content so search engines can see it• If your site uses Flash or PDFs, make sure you read up on
the latest best practices so search engines can crawl that content and give your site credit for it
Focus on Your Meta Data Too
• Your content on your site should have title tags and meta descriptions
• Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, make sure it talks specifically to that page and that it is also formatted correctly
• Your meta description should be unique and also speak to that specific page. Duplicate meta descriptions from page to page will not get you anywhere
As an example: How Google Search Workshttps://support.google.com/webmasters/answer/182072
• Crawling• Crawling is the process by which Googlebot discovers new and updated
pages to be added to the Google index• As Googlebot visits each of these websites it detects links on each page
and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index
• Indexing• Googlebot processes each of the pages it crawls in order to compile a
massive index of all the words it sees and their location on each page. It processes information included in key content tags and attributes, such as Title tags and ALT attributes but not rich media files or dynamic pages
• Serving results• When a user enters a query, Google’s machines search the index for
matching pages and return the results it believes are the most relevant to the user
• Relevancy is determined by over 200 factors, one of which is the PageRank for a given page
Weighting of Thematic Clusters of Ranking Factors in Google
Know Your Business Model
While this is pretty obvious, so many people tend to not sit down and just focus on what their main goals are. Some questions you need to ask yourself are:
• What defines a conversion for you?
• Are you selling eyeballs (impressions) or what people click on?
• What are your goals?
• Do you know your assets and liabilities?
Social Media Marketinghttps://en.wikipedia.org/wiki/Social_media_marketing
• Social media marketing is the process of gaining website traffic or attention through social media sites
What is Social Media Marketing?
• Social Media Marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals• Start With a Plan
• Create a social media marketing plan and brainstorm about your goals: what are you hoping to achieve through social media marketing? Who is your target audience? Where would your target audience hang out and how would they use social media? What message do you want to send to your audience with social media marketing?
• Developing Your Goals
• Website traffic
• Conversions
• Brand awareness
• Creating a brand identity and positive brand association
• Communication and interaction with key audiences
How to Use Social Media for Marketing: Know Your Platform
• Facebook: Facebook’s casual, friendly environment requires an active social media marketing strategy that begins with creating a Facebook Business Fan Page
• Google+ is the new Facebook competitor, and it promotes the same fun, casual atmosphere. On Google+ you can upload and share photos, videos, links, and view all your +1s
• Pinterest is the latest in social media marketing trends. Pinterest’s image-centered platform is ideal for retail, but anyone can benefit from using Pinterest for social media purposes
• Twitter is the social media marketing tool that lets you broadcast your updates across the web. Follow tweeters in your industry or related fields, and you should gain a steady stream of followers in return
How to Use Social Media for Marketing: Know Your Platform
• LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals
• YouTube is the number one place for creating video content, can be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim
• Social media platforms like Yelp, FourSquare, and Level Up are great for brick and mortar businesses looking to implement marketing social media. Register on these sites to claim your location spot, and then consider extra incentives such as check-in rewards or special discounts
• Reddit, or similar social media platforms such as Stumble Upon or Digg, are ideal for sharing compelling content
Social Networking Websiteshttps://en.wikipedia.org/wiki/Social_media_marketing
To integrate Social Networks within their marketing strategies, companies have to develop a marketing model. In a marketing model (SNeM2S) based on Social Networks is provided
The model includes the following steps:
• Selection of potential Social Networks to use;• Definition of a financial plan;• Definition of organizational structures to manage the
Social Network in the market;• Selection of target;• Promotion of products and services;• Performance measures
Social Media Marketing At Marketing Land
Marketing Land is the sister site to Search Engine Land that covers all facets of internet marketing, including these popular topics within social media marketing:
• Google+
• YouTube
• Social Media Marketing How To Guides & more!
Google AdWords: An overview for advertisershttps://support.google.com/adwords/answer/1704410?hl=en
• Google AdWords is Google's online advertising program that lets you reach new customers and grow your business
• With AdWords, you choose where your ad appears, set a budget you're comfortable with, and measure the impact of your ad
• There's no minimum spending commitment. You can pause or stop anytime
• Get started at https://adwords.google.com
Benefits of advertising with Google AdWords
• Reach people at the precise moment they’re searching for what you offer
• Control your budget
• See exactly what's working in your ad, and build on it
Example:
Let's say you run a bicycle repair shop near Boston. Set your ad to appear to customers in just that location, and when someone living or visiting there searches Google for "bike repair near Boston," they could see your ad and click it to connect to your business.
Mobile Advertisinghttps://en.wikipedia.org/wiki/Mobile_advertising
• Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing
• Advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising spend
Types of Mobile ads
• Mobile Web Banner (top of page) or Mobile Web Poster (bottom of page banner)
• SMS advertising (which has been estimated at over 90% of mobile marketing revenue worldwide)
• MMS advertising
• Advertising within mobile games and mobile videos, during mobile TV receipt
• Full-screen interstitials, which appear while a requested item of mobile content or mobile web page is loading up, and audio advertisements that can take the form of a jingle before a voicemail recording, or an audio recording played while interacting with a telephone-based service such as movie ticketing or directory assistance
5 Ways To Target Mobile Only CustomersOptimizing for the mobile-only shopper
http://sherodesigns.com/5-ways-to-target-mobile-only-customers/
1) Easy to follow information• Keep information simple. Write your content in a clear and easy to follow way, that way,
you will have a better chance at keeping buyers on your site instead of sending them to the competitor’s. Use important points and work down from there, don’t get fancy with words that just use up space. Keep everything as SEO-friendly as possible
2) Make things mobile-friendly• Everyone who has gone online via their smartphone has come across a website that was
not configured for a smaller screen. Set up your website for these smaller screens so the user only has to scroll. Having your customer pinch-and-zoom or swipe left and right will most likely turn them off to your site because it’s inconvenient for the user
3) Mobile and desktop websites are different• You may think that you have to have your desktop and mobile version of your website
looking exactly the same, with the mobile version just a smaller size of the desktop version. This rule has been thrown out the window. The important thing to focus on is retaining the essence of your site. Mobile websites need to be treated different than their desktop versions for maximum benefit to the user
4) Use cookies to personalize• Cookies have acquired a bad reputation but they are awesome to personalize your site
for users. They make the shopping process easier and simpler every time. You can use cookies to track what the customer previously viewed and keep a record of what they may be interested in next time they visit your website
5) Speed is a top priority• How fast your mobile site loads is often a deal breaker if it loads too slowly. Google
everything you need to know about speeding up the loading times on your mobile sites (without resorting to text-only) and put it to action so your users don’t have to ever experience the “dial-up” experience ever again
US Shoppers Who Visit Top RetailersONLY On Mobile Devices
http://sherodesigns.com/5-ways-to-target-mobile-only-customers/
