The 2010/09/02 at 11:41
Qualifying prospects to create traffic on your web site, transforming visitors into clients and winning their loyalty, this is the holy grail of cyber-vendors. “First of all, it is necessary to determine the profiles of future clients,” advises Frédéric Grelier, Online Head of the marketing agency Acxiom. The vendor can sub-contract this survey, or else take charge of it himself by putting online a form to be filled out in exchange for gifts.
A panel of 500 to 1,000 replies is sufficient. For quicker results, the vendor
can rent databases to launch e-mail marketing campaigns (average cost: 10,000 euros for 100,000 addresses, from Acxiom, for example), purchase qualified client files (1 to 3 euros per profile), or else buy traffic generation thanks to advertising banners sold at 5 to 30 euros CPM (cost per mille). These marketing campaigns serve to qualify the 6 to 8 segments representing 60 to 70% of sales.
In order to speed up traffic, the vendor can also use the services of an audience network such as Adconion Audience Network which references 2,200 high-audience web sites in 57 countries. “These web sites already sell advertising space, but we bring them advertisements on secondary pages which are devoid of them,” specifies Stéphane Ambrosini, General Manager of Adconion Media Group in France, which has thus earned an airline 3.8 million euros in exchange for 180,000 euros invested.
Thanks to the start-up Pepita, e-merchants can also monetize social networks, web sites and blogs. The vendor downloads “PepitaStore”, a widget from its e-store. In turn, cybernauts install the widget on their social network, web site or blog. “Exactly like a YouTube video,” explains Olivier Schott, co-founder of Pepita. This is how, in just a few clicks, a network of affiliated retailers who take advantage of their audience, can be set up, to carry out automatic sales and earn commissions.
Another method: displaying one’s products to end purchasers on market places such as eBay, PriceMinister or RueDuCommerce. “Shopping arcades take a commission of an average of 6% on sales. And you only pay when you sell,” underlines Greg Zemor, co-founder of Neteven, an e-store editor for market places. In the same vein, it is interesting to use a meta-search engine such as Trouversoncadeau.com. “The vendor imports his catalogue and the web site offers to help the cybernaut to choose original gifts,” explains Émeric Caramico, founder of the web site. It is then up to the vendor to transform visitors into clients and to win their loyalty.