Le mamme incontrano l ecommerce ed il social media marketing. di CHRIS WILSON Group ecommerce Director Prénatal

Transcript

1 Le mamme incontrano l ecommerce ed il social media marketing di CHRIS WILSON Group ecommerce Director Prénatal KIDS Generazione 0-10 Milano, 6-7 maggio 2011

2 Who are your customers and what do they want?

3 Conducted extensive research in multiple countries at the beginning of 2009 and used the findings to help formulate our web strategy

4 COMMUNITY DEM MINI-SITES COMPETITORS COMPANIES NEWSLETTER CATALOGUE FEEDS

5 COMMUNITY COMPANIES COMPETITORS CATALOGUES NEWSLETTER MINI-SITES DEM

6 The formulation of the online strategy comprised of: 1. Understanding who are our customers? 2. What do they expect from us? 3. Combining our research with online market research & data 4. Adopting a multi-channel approach putting the customer at the centre, integrated into the overall Prénatal business plan 5. Delivering a solution that meets our target audiences expectations

7 So what did that mean for Prénatal?

8 The journey starts when the new mother to be finds that she s pregnant

9 Many new mothers visit Prénatal during the early stages

10 SHOPPING SOCIAL SUPPORT Le mamme incontrano l ecommerce ed il social media marketing She s also visiting multiple websites to fulfill her needs Identified that we needed to deliver far more than just standard ecommerce We wanted to try and replicate the physical store experience online but more To combine the overall mix of help, support & advice with ever increasing online socialising plus the opportunity to shop online To evolve and become more relevant to who we describe as the digital mom

11 To provide a single point of contact online where: Scoprire: where we provide useful information in the form of help & advice Socializzare: a safe closed environment where both mothers to be and mothers can share experiences and socialise Acquistare: the chance to seek out products and services that they need

12 How does this translate this into online marketing?

13 The path that leads from need to purchase Awareness Information Acquisition Each person takes 3 steps before deciding to become a customer Starting with brand identity and awareness The searching of information to make choices leading to a decision Finally during the purchase phase Purchase

14 How has media changed in the last 10 years? Internet channel has increased by 27% points over the last 10 years The internet is now the second largest medium The internet channel is growing and fast! Source: Morpheus Media consu on european data Source: Google comparative research with Dart and Auditel

15 The growth is fuelled by ever increasing usage of social network media like Facebook

16 of Italians are regularly using the internet There s a registered increase of women using online of 10% The primary target of Prénatal customers are digital moms who were born with and use the internet growing daily Over 50% of digital moms buy online Over 70% of these moms consult during the decision process - the so called social commerce

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18 Awareness Internet Acquisition www Digital Adv Digital Adv Social Network Community The definition of social commerce: online mediums that support social interaction and user contributions, to assist in the online buying and selling of products and services Purchase

19 Opinions are influenced by ratings & reviews, blogs and social media Awareness

20 Observations of the fan on social networking sites Information They want to interact with the brand Are more likely to buy/repurchase products of brands they are fans of Expect to receive promotional communications They review and become brand ambassadors

21 Many traditional brands born offline have little or no online integration Acquisition Pureplayers instead try to find an offline channel Majority of promotions designed for online and offline rarely traverse

22 Awareness Information Acquisition Institutional messages and coordinated communication Community fully open for direct interaction Specific business strategy to all channels

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24 Thank you Chris Wilson Group ecommerce Director Prénatal SpA