ipl-logo

Mastering Digital Marketing: E-Commerce Strategies for Success

School
Instituto Superior de Contabilidade e Administração de Lisboa**We aren't endorsed by this school
Course
MARKETING 101
Subject
Marketing
Date
Dec 11, 2024
Pages
44
Uploaded by ColonelResolveDeer32
(]QRXXVJX ._SYW`T ± *²T`T^R^RVJWTVJ 8DYWRYVJXL^
Background image
WelcomeFelcome to the practical classes of 3igital <arketing & 4-2ommerce!Teaching team:⛱0lexandra Eariz -avariz@novaims.unl.pt⛱8nês Aico -mrico@novaims.unl.pt⛱9osé 0lves -jalves@novaims.unl.pt⛱<iguel ?ereira -mspereira@novaims.unl.pt⛱Bara ;opes -shlopes@novaims.unl.pt⛱Easco Easconcelos -vvasconcelos@novaims.unl.pt)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2lasses structureChe 3igital <arketing & 4-2ommerce curricular unit encompasses the following sessions:±.8ntroduction to 4-2ommerce -Week of ±/±².B4> -Week of ²³/´±³.2ontent <arketing -Week of µ¶/´±´.2A< + 4-mail <arketing -Weeks of ¶´/´± and ´·/²´µ.Bocial <edia -Week of ²¸/²´¶.5eedback ?resentation -Week of µ²/²´ - Online Presentation - ²´ mins slots·.?aid Bocial 0ds -Weeks of ´¸/²² and ²²/²²¸.6oogle 0ds -Weeks of ²¹/²² and µº/²²¹.0nalytics -Week of ´µ/²µ±º.6roup ?roject ?resentation -Weeks of ´±/²µ and ²³/²µ - Online Presentation - µ´ mins slots±±.4xam -3ate T13)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2ourse 4valuation5inal 4xam = µº% of 5inal 6rade6roup ?roject = µº% of 5inal 6rade)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
6roup Project 1riefingHou will have to create a fictionalflower/plants shopand choose atargetsegment.Hou are free to choose any product and target market inside the floristworld.Chen,you will develop your own e-commerce website store and create a digitalmarketing plan for it. 0fter submitting your group, a store's access will be granted toeach member of the group.Che sections of your project will be covered in each class and the deliverableinstructions will be available on <oodle at the end of each week.)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
6roup Project 3etailsChe group project covers the practical application of classes’ topics. Hou will have afinal delivery for evaluationthat representsº´% of your total grade (¶´% Report,²º% Presentation, º% Peer 4valuation).8n the week of ²±/±º, all groups have to do anintermediate presentation. 8n thisintermediate presentation, students have to cover all the topics teached so far,including Bocial <edia.Che last classes of the semester are reserved for the group project discussion.Presentationand5inal 3eliverymust be sent to each professor’semail.)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
6roup Project 1riefing: Milestones⛱6roup formation: untilBeptember ²ºth, the groups should be formed. Chegroup elements should be all from thesame practical class. Chere will benoregroupingafter this stage;⛱0ll groups must choose aflowers/plants brandto market and submit it to theassistant professor;⛱Chegroupelement’sname,email,studentnumber&clothesbrand/theme/product of each group must be submitted through a google form(later available on moodle);⛱0fter that, each group will be given a Bhopify 0ccount with access to buildtheir own website e-commerce store and put in practice the class exercises.)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
6roup Project deadlines6roup submission on Moodle (September µ´th)⛱Hou have to create groups with µ to ¶ elements and submit them on <oodle.8ntermediate Presentation (Week of µ²/²´)⛱Hou have to sent the presentation to your professor, but it will not be graded. 8tis just for feedback.Presentation (Last 2lasses) & 5inal 3elivery (3ate T12)⛱Chis delivery includes both presentation and final report and both will begraded.)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
< ͒-ŶŶŸŨũũũūśũũũūśğğğğġđƜƞƎđđđđđēăğğğğġđ ¨¥¥¥¥¥§—ŠŠŠŢŒôôôôôöæƲƴƤĹĹĹĹĻīŶŶŸŨƜƞƎũũũūśƤƦƖ)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³¸¶³´³µ
Background image
4-2ommerce Platforms)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
4-2ommerce PlatformsǔDŽƤƦƖ½°³ġĤŤĻľ̽QźƨưġĤęĜ½°³ĀóöĀóö½°³)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
4-2ommerce PlatformsǔDŽƤƦƖ½°³ġĤŤĻľ̽QźƨưġĤęĜ½°³ĀóöĀóö½°³⛱*+FFVNNJJU WT LLJJW VWFFUWJJII⛱565UJJIINNHHWFFGGQQJJ HHTVWV⛱-.NNLLMMJJU UJJQQNNFFGGNNQQNNW\⛱565UNNHHJJ VHHFFQQJJV ZNNWMM VWTUJJ⛱8988JJHHXUJJ TXW²TKK²WMMJJ²GGT[⛱8988XSSTUW NNV NNSHHQQXIIJJII⛱787JJIIXHHJJII HHXVWTRRNNVFFWNNTSTSSTUWXSNNWNNJJV ¹RRFFNNSQQ\KKUTSW²JJSIIº⛱-.NNLLMMJJU XSKKUTSW HHTVWV⛱:;::SSUJJIINNHHWFFGGQQJJ HHTVWV⛱787JJQQNNFFGGNNQQNNW\ IIJJSJJSIIV TS WMMJJ NNSKKUFFVWUXHHWXUJJ⛱:;::VXFFQQQQ\ KKUJJJJ⛱-.NNLLMMJJU UNNVPP KKTU VJJHHXUNNW\ KKQQFFZV⛱8988XSSTUW NNV XVXFFQQQQ\ FFS JJ[WUFF⛱-.NNLLMMJJU KKQQJJ[NNGGNNQQNNW\ KKTU HHXVWTRRNNVFFWNNTS FFSIIWFFNNQQTU²RRFFIIJJ KKXSHHWNNTSFFQQNNWNNJJV)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Shopify Rapid 6rowth)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Shopify Rapid 6rowth² in ¶americans consumers had purchased from a Bhopify-powered store.More than³,¶ºº businesses have switched to Bhopify ?lus (beyond the ±²¶%growth HoH).)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Shopify Pay)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³¸¶³´³µ)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
áÞÞÞÞÞàÐłłłłńĴôôôôôöæƲƴƤ ũũũūśôôôôôöæŜŜŜŞŎğğğğġđƤƦƖ ôôôôôöæ ĺĺĺĺļĬŶŶŸŨŶŶŸŨĘĘĘĘĘĚĊ ŶŶŸŨūūŭŝŠŠŠŢŒňňňňŊĺūūŭŝğğğğġđ ƤƦƖƲƴƤŶŶŸŨƜƞƎğğğğġđ́)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³¸¶³´³µ
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Value Proposition)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
4lements of Trust)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
4lements of Trust)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2ustomer Support)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Product Photography)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Product Photography)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Product Video 3emonstrations)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Product 3escription)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Product 3escription)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Product 3escription)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2heckout 4xperience)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2heckout 4xperience)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
< ͒-ŶŶŸŨũũũūśũũũūśğğğğġđƜƞƎđđđđđēăğğğğġđ G9ƼƬūūŭŝūūŭŝğğğğġđŠŠŠŢŒ)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2onversion Rates&YJJUFFLLJJ HHTSYJJUVNNTS UFFWJJV KKTU FFS JJ²HHTRRRRJJUHHJJ GGXVNNSJJVV ²MMWWS#¶¶GGNNW»QQ\¶JJHHTRRHHTSY)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
4-2ommerce 5unnelǑāó÷ôóƞƝġĥĢġŰŭŬġĥĢġƥƥ\eŰŭŬƱġĥĢġƞƝġĥĢġƥƱ?ŸŷŰŭŬƥŎŋŊęĝĚęġĥĢġƞƝāó÷ôóƱŎŋŊŸŷŰŭŬ³¥©¦¥ƹƞƝĒĖēĒňŅńāó÷ôóƥġĥĢġ¶¨¬©¨ġĥĢġƛƚġĥĢġāó÷ôóƱ)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
0wareness StageǑāó÷ôóƞƝġĥĢġŰŭŬġĥĢġƥƥ\eŰŭŬƱġĥĢġƞƝġĥĢġƥƱ?ŸŷŰŭŬƥŎŋŊęĝĚęġĥĢġƞƝāó÷ôóƱŎŋŊŸŷŰŭŬ³¥©¦¥ƹƞƝĒĖēĒňŅńāó÷ôóƥġĥĢġ¶¨¬©¨ġĥĢġƛƚġĥĢġāó÷ôóƱ⛱5TU^^__``-``TUXYQO bbTU__TU``Z[^^__⛱DUSTZ[ccYZ TUYZ``QO^^QO__`` TUYZ ccUSTLMK`` eňZ[aa USTLMKbbQO ``Z[ Z[ňQO^^⛱0^^QOYZ’`` RPQLMKXYTUWXTULMK^^ ccTU``UST eňZ[aa^^ MNL^^LMKYZPN⛱3Z[YZ’`` VWYZZ[cc ccUSTLMK`` ``USTQOTU^^ \\^^Z[MNLWXQOXY TU__43F20E4 + 1F:=3 ECCFDE⛱2Z[YZ``QOYZ`` XYLMK^^VWQO``TUYZTRS: 1WXZ[TRS LMKYZPN __Z[OMTULMKWX XYQOPNTULMK\\Z[__``__ (``QOd`` + bbTUPNQOZ[)Ɣ:YZRPQZ[``LMKTUYZQOXYQOYZ``)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
8nterest StageǑāó÷ôóƞƝġĥĢġŰŭŬġĥĢġƥƥ\eŰŭŬƱġĥĢġƞƝġĥĢġƥƱ?ŸŷŰŭŬƥŎŋŊęĝĚęġĥĢġƞƝāó÷ôóƱŎŋŊŸŷŰŭŬ³¥©¦¥ƹƞƝĒĖēĒňŅńāó÷ôóƥġĥĢġ¶¨¬©¨ġĥĢġƛƚġĥĢġāó÷ôóƱ⛱:YZ``QO^^QO__``QOPN TUYZ MNL^^LMKYZPN __``Z[^^eň, \\^^Z[PNaaOM`` Z[ňQO^^TUYZTRS,Z[^^ \\LMKTUYZ \\Z[TUYZ``⛱3TU__OMZ[bbQO^^QOPN LMK YZQOQOPN Z[^^ RPQZ[aaYZPN LMK \\^^Z[MNLWXQOXY⛱D``TUWXWX ^^QO__QOLMK^^OMUSTTUYZTRS ``USTQO __Z[WXaa``TUZ[YZ⛱=TUVWQOWXeň ``Z[ __aaMNL__OM^^TUMNLQO ``Z[ YZQOcc__WXQO````QO^^, OMZ[YZYZQOOM`` Z[YZ__Z[OMTULMKWX XYQOPNTULMK, PNZ[ccYZWXZ[LMKPN OMZ[YZ``QOYZ`` aa\\TRS^^LMKPNQO, Z[^^__QOYZPN LMK XYQO____LMKTRSQO4DE01=:D7 0 2@??42E:@?⛱4XYLMKTUWX OMZ[aa^^__QO / YZQOcc__WXQO````QO^^⛱2Z[YZ``QOYZ`` aa\\TRS^^LMKPNQO: RPQ^^QOQO QO1Z[Z[VW Z[^^ \\^^Z[PNaaOM``__LMKXY\\WXQO⛱4YZTRSLMKTRSQO Z[YZ __Z[OMTULMKWX XYQOPNTULMK)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
2onsideration StageǑāó÷ôóƞƝġĥĢġŰŭŬġĥĢġƥƥ\eŰŭŬƱġĥĢġƞƝġĥĢġƥƱ?ŸŷŰŭŬƥŎŋŊęĝĚęġĥĢġƞƝāó÷ôóƱŎŋŊŸŷŰŭŬ³¥©¦¥ƹƞƝĒĖēĒňŅńāó÷ôóƥġĥĢġ¶¨¬©¨ġĥĢġƛƚġĥĢġāó÷ôóƱ⛱CCQOLMKPNeň ``Z[ MNLaaeň⛱?Z[`` __aa^^QO TURPQ eňZ[aa^^ MNL^^LMKYZPN TU__ ``USTQO MNLQO__``3:DAA=0JK GH0=F4 + 2CC40E4 34D:CC4⛱6aaLMK^^LMKYZ``QOQO__, ``^^aa__`` MNLLMKPNTRSQO__, ^^QObbTUQOcc__⛱6^^QOLMK`` \\^^Z[PNaaOM`` PNQO__OM^^TU\\``TUZ[YZ__ LMKYZPN MNL^^LMKYZPN __``Z[^^eň⛱2aa__``Z[XYQO^^ ``QO__``TUXYZ[YZTULMKWX__)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Purchase StageǑāó÷ôóƞƝġĥĢġŰŭŬġĥĢġƥƥ\eŰŭŬƱġĥĢġƞƝġĥĢġƥƱ?ŸŷŰŭŬƥŎŋŊęĝĚęġĥĢġƞƝāó÷ôóƱŎŋŊŸŷŰŭŬ³¥©¦¥ƹƞƝĒĖēĒňŅńāó÷ôóƥġĥĢġ¶¨¬©¨ġĥĢġƛƚġĥĢġāó÷ôóƱ⛱:YZ ``USTQO \\^^Z[OMQO____ Z[RPQ MNLaaeňTUYZTRS⛱2LMKYZ __``TUWXWX LMKMNLLMKYZPNZ[YZ OMUSTQOOMVWZ[aa``@AAE:>:KLJ4 2742<@FE / CC42@GH4CC 20CCE⛱CCQOXYZ[bbQO aaYZYZQOOMQO____LMK^^eň ŊQOWXPN__/__``QO\\__⛱1QO aa\\RPQ^^Z[YZ`` LMKMNLZ[aa`` __USTTU\\\\TUYZTRS⛱>LMKVWQO TU`` QOLMK__eň ``Z[ \\LMKeň⛱DQOYZPN OMLMK^^`` ^^QOOMZ[bbQO^^eň QOXYLMKTUWX__)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Repeat StageǑāó÷ôóƞƝġĥĢġŰŭŬġĥĢġƥƥ\eŰŭŬƱġĥĢġƞƝġĥĢġƥƱ?ŸŷŰŭŬƥŎŋŊęĝĚęġĥĢġƞƝāó÷ôóƱŎŋŊŸŷŰŭŬ³¥©¦¥ƹƞƝĒĖēĒňŅńāó÷ôóƥġĥĢġ¶¨¬©¨ġĥĢġƛƚġĥĢġāó÷ôóƱ⛱4YZUVZ[eňQOPN QOd\\QO^^TUQOYZOMQO, ccLMKYZ`` XYZ[^^QO⛱>TUTRSUST`` MNLQOOMZ[XYQO MNL^^LMKYZPN LMKPNbbZ[OMLMK``QO__34=:67E =@JK0= 2FDE@>4CCD⛱2^^QOLMK``QO LMK WXZ[eňLMKWX``eň \\^^Z[TRS^^LMKXY⛱2^^QOLMK``QO LMK ^^QORPQQO^^^^LMKWX/LMKXYMNLLMK____LMKPNZ[^^ \\^^Z[TRS^^LMKXY⛱7TUTRSUSTWXTUTRSUST`` MNLQO__`` OMaa__``Z[XYQO^^__⛱DQOYZPN aaYZQOd\\QOOM``QOPN TRSTURPQ``__)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
¨¥¥¥¥¥§—ƜƞƎôôôôôöæđđđđđēăƲƴƤňňňňŊĺđđđđđēăôôôôôö把ŠŢŒ ³°°°°°²¢ğğğğġđđđđđđēăƲƴƤňňňňŊĺŶŶŸŨūūŭŝ ͒ ³°°°°°²¢łłłłńĴŶŶŸŨƙƙƛƋňňňňŊĺĹĹĹĹĻīǛNj)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image
Learn More⛱?4B> <odel -http://bit.ly/pesomodel⛱7ow to 2reate a Dnique Ealue ?roposition -http://bit.ly/imsvalueprop⛱7ow to Frite ?roduct 3escriptions that Bell -http://bit.ly/productdesc⛱8ntroduction to Bhopify -http://bit.ly/shopifyintro⛱7ow to create a brand persona -http://bit.ly/howtopersona⛱7ow to create a brand persona -http://bit.ly/howtopersona²)NNLLNNWFFQQ 23FFUPPJJWNNSLL ± *+²(TRRRRJJUHHJJ ³´³µ¶³´³·
Background image