Quando falamos de plataformas de vendas online a primeira coisa que geralmente pensamos é em uma loja virtual.
De certa maneira estamos corretos em pensar assim, afinal de contas somos “bombardeados” diariamente com dezenas de e-mails de diversas lojas virtuais oferecendo seus produtos e serviços, através de seus e-commerces.
Isso faz parte do mundo atual.
Desde de que a Amazon lançou sua loja virtual nos EUA em 1994, sendo uma das primeiras empresas a ter relevância em vender produtos pela internet, centenas de outras empresas também se aventuraram na venda online, procurando ganhar seu espaço e reputação no mundo virtual.
Os tempos eram outros, a estrutura da internet ainda era precária e as empresas que realmente cresceram vendendo online, tiveram antes, que investir verdadeiras fortunas para construir suas próprias estruturas e alcançar bons resultados.
Hoje, a rede mundial está muito mais evoluída e muito mais barata.
Os custos para se montar (apenas montar) uma loja virtual e colocar no ar, são muito menores do que naquela época e, portanto, muitos pequenos comerciantes e empreendedores virtuais lançaram suas lojas virtuais nesse cenário digital atual.
Isto, de certa forma, fez com que a prática do e-mail marketing utilizada por essas empresas se consolidasse, enviando diariamente e-mails das ofertas para quem algum dia se inscreveu para recebê-las.
Com isso, a maioria dos usuários da internet hoje, no Brasil e no mundo, já fez ao menos uma compra online popularizando assim esse tipo de comércio.
Mas, porquê estamos falando sobre lojas virtuais e e-mail marketing?
Para mostrar que tudo isso trata-se do mercado B2C (Business to Consumer) ou seja, onde um negócio é realizado entre uma empresa e o consumidor final, e todas essas lojas virtuais que conhecemos como, Shoptime, Submarino, Americanas.com entre outras, são plataformas de vendas B2C.
Agora, quando falamos de plataformas de vendas B2B, as coisas são bem diferentes.
Imagine uma indústria que produz centenas de modelos de produtos e precisa apresentar esses produtos aos seus clientes distribuidores, revendedores ou lojistas.
Os produtos não podem ficar expostos em uma vitrine virtual com acesso público. Ou seja, onde qualquer pessoa que esteja navegando na internet possa encontrar aquela loja online e consiga visualizar os produtos abertamente.
Não, o acesso à uma plataforma B2B é restrito apenas àqueles clientes que têm uma senha pra entrar e cada cliente visualiza apenas os produtos ou linhas de produtos que está autorizado para comprar.
Além disso, uma plataforma B2B disponibiliza apenas as tabelas de preços e políticas comerciais determinadas para cada cliente, e essa definição é feita através da senha fornecida à cada cliente.
Outra diferença entre uma plataforma de vendas B2C e B2B é que, em uma plataforma de vendas B2B as variações de cada produto são customizáveis para cada indústria.
Isso quer dizer que, as diferentes características de codificação, precificação e possíveis variações de cada produto, inerentes à cada indústria podem ser customizadas dentro da plataforma.
Fazendo com que, a plataforma se adeque à indústria e não a indústria à plataforma, não impactando assim os processos administrativos e comerciais internos.
Sobre a questão do E-mail Marketing também existe uma grande diferença que deve ser destacada.
Em uma campanha de E-mail Marketing B2B, os resultados e conversões são muito mais expressivos, pois o cliente que recebe o e-mail marketing já mantem um relacionamento habitual com a indústria e, portanto, a tendência de abrir o e-mail e interagir com ele é muito maior.
Veja nesse artigo 12 motivos para sua indústria usar o E-mail Marketing B2B
Além destas vantagens, existem dezenas de outras vantagens para a indústria adotar uma plataforma de vendas B2B.
O Pedidos Digitais é uma plataforma de gestão, vendas e marketing B2B simples, eficiente e completa.
Visite nosso site e saiba como o Pedidos Digitais pode ajudar sua indústria a vender muito mais e a reduzir custos.
Bringing a new product or campaign to market causes even the bravest of brand marketer to lose sleep. Juggling huge reputational and financial risks with pushing an idea past potential barriers based solely on your insights and intelligence – it’s not for the faint of heart. But when it all comes together, that’s where market disruptors are made.
Against a landscape of fragmented audiences, media and content, creating a campaign that’s a slam dunk success for every man, woman and child you want to reach is as rare as a precious diamond – and likely as costly too, given the number of people you’d need to test the idea on to ensure its success…
Companies who have tried and failed to capture the zeitgeist of the times face brand safety and reputational damage. Sharpening concept development skills to generate and hone great ideas can pay off in getting creative right so it resonates with target audiences and spends ad dollars wisely. Let’s look at three steps brands can take to harness both insight and creativity to propel their new brand or marketing launch.
Put your concepts to the test
Three-quarters of FMCG launches fail within their first year. It begs the question: did anyone go out and test these ideas? The reality is either the feedback was ignored, or the insights weren’t coming from the right places.
In the busy world of brand marketing, thorough testing can sometimes seem cumbersome, slow or expensive, which means it is sacrificed – or ignored – to keep things moving at a fast pace.
DeAgostini, a global publishing house, faced a challenge like this, operating in a market where its consumers are constantly changing. With a short time to market for products, they simply don’t have time for traditional concept testing on each new launch or campaign. However, through advances in technology, much of this concept testing at a quantitative level can now be automated, providing real consumer insights in 24 hours on even niche demographics. This has allowed them to successfully test and launch new packaging, TV adverts and products.
Similarly, JustEat, the world’s leading marketplace for online food delivery, is using this instant insight service to test its latest TV advertising campaign, helping them to validate their campaigns before they enter new markets.
Concept testing significantly improves the chances of advertising success by establishing a creative process that involves customers. It allows marketers to identify which ad concepts engender sufficient consumer interest to warrant more development and which ideas should be scrapped; keeping the team and their resources concentrated on those offering the highest potential.
Keep listening – and data gathering
There’s a saying that too much data stifles creativity. I challenge that. The best creative comes from deep consumer understanding. This means having good data and – crucially – being able to translate it into meaningful insight.
Today marketers and brand managers have huge rafts of customer data at their disposal, from a variety of sources. However harnessing this into meaningful insight can be a challenge. Finding a way to do so effectively is critical – particularly in-house teams to ward off “inside think” that can create blind-spots in understanding consumer sentiment, preferences and values.
For listening to customers, social media provides an excellent gateway into the conversations about a brand, products and service in the market. However, it is best used as a screening tool not a deep dive.
Market research tools, especially when coupled with data etc., allow marketers to acquire more extensive quantitative and qualitative information about targeted consumer audiences. They enable brands to understand the “why” behind consumer attitudes and action, and ensure the voice of the customer is embedded into everything they do.
Making media spend go further
Market disruption starts with data. Or more accurately, they start with insights. So what does this all mean for brand marketers?
With audiences so fragmented, the stakes involved for brand marketers have never been greater. Thankfully, advances in technology mean gleaning insights from concept testing is no longer as costly or time consuming as it once was.
Putting in place the culture, tools and processes to better understand targeted groups of consumers will help to make your ad spend more effective. It’s vital to listen firstly identify the right tools for your current stage of testing, and then test them through both quantitative and qualitative channels. We’re in an era where near instant access to insights based on high volume data are a reality. This alone should make concept testing before any major launch or campaign a must
The forces brands struggle with in advertising are all too familiar. They include a landscape of fragmented audiences, media, and content that present obstacles in targeting, planning and buying.
Companies also face brand safety and reputational threats including fallout to businesses whose digital ads appear on websites with views that clash with consumers – or when the creative completely misses the mark with all consumers.
To standout and be effective in this landscape, creative quality has never been more crucial in advertising. Sharpening concept development skills to generate and hone great ideas can pay off in getting creative right so it resonates with target audiences and spends ad dollars wisely. Let’s look at three steps brands can take to create an ideation engine that propels their ad teams.
Always Be Listening
Effective creative has a foundation in consumer understanding. One common theme among marketing innovators is how they bring together customer data from a variety of sources to form that understanding. This is especially important for in-house teams to ward off “inside think” that can create a blind-spot in comprehending consumer sentiment, preferences, and values.
For listening to customers, social media provides an excellent gateway into the conversations about a brand, products, and service in the market. However, it is best used as a screening tool, not a deep dive. Market research tools, like online surveys and digital communities, allow marketers to acquire more extensive quantitative and qualitative information about targeted consumer audiences. They enable brands to understand the “why” behind consumer attitudes and action and ensure the voice of the customer is embedded into everything they do.
Put Your Concepts to the Test
Marketers operate in an environment where speed rules as they strive to keep up with ever-increasing customer expectations. And oftentimes, thorough testing to understand the overall strength of an advertising concept is sacrificed to keep moving at a fast pace. Brands need to stay in listening mode during the concept stage to weave customer experiences into their creative content.
Concept testing significantly improves the chances of advertising success by establishing a creative process that involves customers. It allows marketers to identify which ad concepts engender sufficient consumer interest to warrant more development and which ideas should be scrapped; keeping the team and their resources concentrated on those offering the highest potential. Digital DIY testing enables marketers to test and understand the overall strength of their branding, product and advertising concepts in days instead of the weeks required with traditional methods.
Optimizing ads at the early stages of the development process helps brands fine-tune copy and creative before too much time and money are committed. Testing provides a way to gain real-time consumer feedback on potential outcomes, such as which version of an ad’s call-to-action will perform better in triggering target customers to act. By using norms established from previous ads, testing tools can compare a concept against past tests to evaluate expected results.
Research Expertise Can be Built into the Survey Engine and Reporting
The more marketers can do themselves, the farther their budgets can go to reach customers. This is especially true for companies with limited resources. Technology has never been more accessible to marketing and advertising professionals and plays a major role in making do-it-yourself (DIY) possible.
Digital DIY products build in proven methodologies and robust features so that marketers don’t need to be tech experts or versed in complex methods to use them. These online tools provide direct access to marketing, advertising and market research technology, supporting a hands-on business culture that drives innovation. They fit well with today’s environment where markets and consumer sentiment can quickly change and marketers need to adapt or create entirely new initiatives in short order.
For example, automated research allows marketers to test concepts easily and quickly. DIY ad concept testing technology requires nothing more than the ability to upload the appropriate media or advertisement. It helps brands deepen their consumer understanding without sacrificing speed to gain in-the-moment insights which drive evidence-based concept optimization.
The following is an example of an automated ‘concept test’ built and the output generated. In this example, we looked at the new iPhone 8 and various price points. See for yourself: http://bit.ly/2xrJaTU
Concept Testing Pays Off
For many businesses, the stakes related to advancing brand and products have never been greater. Putting in place the culture, tools, and processes to better understand targeted consumers and leverage insights gleaned from that understanding creates the engine to develop and sharpen inspired ad ideas which drive business results. That engine positions brands to up-level their creativity to standout in a challenging ad environment.
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