DIGITAL IDENTITY FOR COMPANIES - PowerPoint Presentation

Slide1

DIGITAL IDENTITY FOR COMPANIES

E-CUSTOMERS ANALYSIS

Get

conNEcTed

to the Job Market

Project Number:

2017-1-ES01-KA204-038304

CONTENT

Profile of potential e-customers for an enterprise

Tools to

analyse e-customersE-customers relation (ethics code)

Project Number: 2017-1-ES01-KA204-038304

1. E-CUSTOMER’S

PROFILE

What is

an e-customer’s profile?Why is it important to define your

e-customer’s profile?What are the categories that e-customers

can be identified by?How to create e-customer profiles -Important questions to ask yourselfSteps in defining e-customers

Project Number: 2017-1-ES01-KA204-038304

What is

an

e-customer’s

profile?An e-customer’s profile - a way of describing

an e-customer categorically so that they can be grouped for marketing and advertising purposes. An e-customer’s profile - a generalized description of your ideal e-customer.

It includes their demographics, likes/dislikes or preferred media channels (i.e. Facebook, email, TV). Project Number: 2017-1-ES01-KA204-038304

Why is it important to define your

e-customer’s

profile?

essential in the planning and research phase of your business

simple feasibility study: assessing your business idea requires a familiarity with the buying habits of the target market SWOT analysis: the strengths, weaknesses, opportunities, and threats facing your businessgood business plan

marketinghelps you find products and services that are better suited for customers and market these products and services to e-customers more effectivelyplace marketing messages where your market is, using words and enticements that specifically meet their needs

Project Number: 2017-1-ES01-KA204-038304

What are the categories that

e-customers

can be identified by?

Demographic:

details related to age, city or region of residence, gender, race and ethnicity, and composition of the household.Socioeconomic: household

income, educational attainment, occupation, neighborhood, and association memberships.Brand affinity/ Product usage: product engagement on the basis of their behavior.Psychographics: lifestyles, life stage, personality, attitudes, opinion, and even voting behavior.Generation:

a specific identifiable generation cohort group.Geography: the geographical area in which

e-customers live and work.Geo-demographics: combination of

geography and demographics which may cluster into identifiable groups.

Benefits Sought:

the

benefits that

e-customers look for when

they shop

for products

and services.

Project Number:

2017-1-ES01-KA204-038304

How to

create e-customers’ profiles

-Important questions to ask yourself-

What’s

most important to my e-customers

?What is the best way to reach this e-customer? Preferred channels? TV ads, radio, newspaper, Facebook, Twitter, Pinterest, direct mail, in-store

promotions, or SMS marketing?What types of promotions are going to appeal to

this e-customer? Discounts, giveaways, add-ons, new products, events?

What types

of images, messages, fonts, Facebook

posts will

catch their

interest?

What types of promotions are not going to work

?

What steps can I take to alleviate their anxiety? Guarantees, warranties, exceptional customer service?

What

types of new products are going to interest this

e-customer

?

Project Number:

2017-1-ES01-KA204-038304

STEPS in defining e-customers

Define the demographics of your target

e-customer

(age, race, gender, income, marital status, educational background and

job)

Refine your profile by geography or in terms of where your target e-customer lives. Take a look further inside your e-customer’s home by profiling his/her household size, structure and family type. Describe your target

e-customer in terms of psychographics, a social research term that refers to someone’s personality, interests, lifestyle and values. Expand your profile by describing your target e-customer’s

behaviors, particularly in terms of choosing products and services. Round off your profile by identifying the attitudes of your target e-customer

Project Number:

2017-1-ES01-KA204-038304

2. Tools to

analyse

e-

customersWhat is understood by e-customer analysis

Analyzing e-customer behavior can help you make better business decisionsTools

to get inside the minds of our e-customersProject Number: 2017-1-ES01-KA204-038304

What is understood by

e-customer

analysis?

The e-customer analysis is a process through which, in order to have a successful development of a

business, we use data that we collect about our clients and potential clients to serve them better and to make key business decisions. E-customer analytics plays an important role in the prediction of the customer behavior.

The e-customer behavior analysis is a process of analyzing e-customer behavior over a period of time in order to use the information from the analysis to predict how e-customers

(or e-customers who have similar attributes) will react in the near future.

Project Number: 2017-1-ES01-KA204-038304

Understanding e-customer analysis

W

e

must consider two issues:The

demographic aspect - the facts, the context, the culture - the outside worldThe psychological aspect - motives, desires, fears, skills - the inner world.

Project Number: 2017-1-ES01-KA204-038304

Analyzing

e-customer

behavior can help you make better business decisions

Here

are

some of

the benefits:

Identify new sales opportunities

The

red

flags - business risks

Prioritize

business

projects

The

e-

customer's

life

values

Connecting with

more

e-customers

Project Number:

2017-1-ES01-KA204-038304

Tools

to get inside the minds of our

e-customers

These

tools:

- are easily accessible.

- are

free to use (many of them).

- using

these tools we will have the opportunity to see patterns about the customers who visit your website

Project Number:

2017-1-ES01-KA204-038304

Google Analytics

SimilarWeb

Google Webmasters

Google Trends

YouTube Analytics

SocialRank

Facebook Audience Insights

Tools

to get inside the minds of our

e-customers

Google

Analytics -

https://www.google.com/analytics

/

Google Webmasters

-

https://

www.google.com/webmasters

YouTube

Analytics -

https://

www.youtube.com/analytics

Facebook Audience

Insights

https

://

www.facebook.com/business/learn/facebook-audience-insights

5

.

SimilarWeb

-

https://

www.similarweb.com

6.

Google Trends -

https://

trends.google.com/trends

7.

SocialRank

-

https://

socialrank.com

Project Number:

2017-1-ES01-KA204-038304

3. E-

customers

relation (ethics code

)Project Number: 2017-1-ES01-KA204-038304

What is e-customers relationship management?

Business ethicsWhy do companies have to be ethical?Basic ethical conceptsEthical issues in e-Commerce

E-

Customer

Relationship Management

CRM expands the traditional CRM techniques by integrating new electronic channels (web, wireless and voice technologies) and combines it with e-business applications into the overall enterprise CRM strategy.Project Number: 2017-1-ES01-KA204-038304

Business ethics

Business

ethics considers the way firms take responsibilities for their pursuit of making profits that affects involved people among stockholders, or stakeholders and the whole society

.

Project Number: 2017-1-ES01-KA204-038304

Why do companies have to be ethical?

Ethics

set the rules in business where organizations, groups and even individuals do everything in the right way.

Doing business legally and ethically benefits the company and its stakeholders (employees, customers, suppliers, investors, etc.)

Project Number: 2017-1-ES01-KA204-038304

Basics ethical concepts

In

e-Business, these four principles form a basic concept of analyzing business ethics and those people who are in charge of them:

Responsibility

Accountability

Liability Due process

Project Number: 2017-1-ES01-KA204-038304

Ethical issues in

e-Commerce

e-Commerce

consumer privacye-Commerce securitye-Commerce trustIntellectual property

Environmental issueEthics and global e-CommerceProject Number: 2017-1-ES01-KA204-038304