Reflections in anticipation of E-commerce Forum
2 April 2010
On May 18th in Milan MagNews will take part in E-Commerce Forum with a speech entitled: "Why E-commerce can’t help without e-mail marketing? Generate business from first contact to the next purchase".
We anticipate here some thoughts that have surfaced in preparation of the event.
Technology and Design.
To work well with e-commerce must give importance to two fundamental aspects: technology and design.
For “technology” we intend a platform that is reliable and efficient not to impede winner projects (turning into a factor of failure). As argued in many occasions, today the technology is mature enough to solve any kind of need.
For this reason the choice of a product is strategic to achieve the objectives, but not to determine success.
The real X factor consists in design: from the target definition until the determination of all the strategies to build confidence (trust) and volumes.
The current keywords of e-commerce.
Today e-commerce focuses on four key issues: price, interactivity (chance of comparative and tagging), trust and efficiency.
The definition of these areas is strategic for all the types of e-commerce, regardless of whether you talk to a niche market or is oriented volumes. The clear fact is that the user finds all these features in a portal of e-commerce become a loyal customer and decide to return.
In this point of view e-mail marketing is very important to reinforce this perception.
The role of e-mail in support of e-commerce.
Today e-mail is the election channel of direct marketing. This means you can determine WHO, WHAT and WHEN. Understanding the completeness of an e-mail marketing project as an activity that begins at first contact and continues over time, is critical for the success of the entire customer lifecycle.
This is because e-commerce can’t help without e-mail marketing...
We anticipate here some thoughts that have surfaced in preparation of the event.
Technology and Design.
To work well with e-commerce must give importance to two fundamental aspects: technology and design.
For “technology” we intend a platform that is reliable and efficient not to impede winner projects (turning into a factor of failure). As argued in many occasions, today the technology is mature enough to solve any kind of need.
For this reason the choice of a product is strategic to achieve the objectives, but not to determine success.
The real X factor consists in design: from the target definition until the determination of all the strategies to build confidence (trust) and volumes.
The current keywords of e-commerce.
Today e-commerce focuses on four key issues: price, interactivity (chance of comparative and tagging), trust and efficiency.
The definition of these areas is strategic for all the types of e-commerce, regardless of whether you talk to a niche market or is oriented volumes. The clear fact is that the user finds all these features in a portal of e-commerce become a loyal customer and decide to return.
In this point of view e-mail marketing is very important to reinforce this perception.
The role of e-mail in support of e-commerce.
Today e-mail is the election channel of direct marketing. This means you can determine WHO, WHAT and WHEN. Understanding the completeness of an e-mail marketing project as an activity that begins at first contact and continues over time, is critical for the success of the entire customer lifecycle.
This is because e-commerce can’t help without e-mail marketing...
