130326 12-dub-e-commerce- jim cassidy

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Transcript of 130326 12-dub-e-commerce- jim cassidy

  • 27/05/2013

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    Background

    Global & Irish market

    Glossary of Terms

    Defining your market

    E-Commerce Framework

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    Platform & Design 6

    Launch & Post Launch 7

    Tonight's Class

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    Jim Cassidy Managing Director - Lucidity Digital

    - Web Design /E-Commerce

    - Web Applications

    - Mobile Web

    - SEM

    - Social Media strategy

    - Apps (Mobile & Facebook)

    - Email Marketing

    www.lucidity.ie e: jcassidy@lucidity.ie p: 01 2934800

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    Background

    Background

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    From Wikipedia

    Electronic commerce, commonly known as e-commerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks.

    A Brief History 1979 - Michael Aldrich invents online shopping 1981 - Thompson holidays becomes first ever B2B online traction system 1990 - Tim Berners Lee creates the first www server and browser 1994 - Netscape delivers SSL encryption 1995 - Amazon start selling online Auction launches a site (Ebay) Verisign starts developing digital IDs 1998 - Paypal launches

    Google is incorporated 2000 - Dot com bust 2001 - Amazon start launching mobile commerce websites 2002 - Ebay buys Paypal Amazon AWS launched 2003 - Apple launches iTunes 2004 - PCI data security standards is set up 2005 - Web 2.0 2006 - Twitter launched 2007 - iPhone is launched 2008 - Groupon is launched Facebook reaches 100 million users 2010 - iPad is launched 2011 - Facebook hits 800 million users Google + is launched Twitter has over 100 million users Social media is the most popular online activity 2012 Amazon buys Kiva for $775 million dollars

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    Global Market

    Global Market

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    Global Market

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    Global Market

    Global Market

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    Global Market

    Global Market

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    Irish and Global Market

    Amazon revenues 2011

    $48 Billion Amazon profits 2011

    $800 million

    Ecommerce activity by region

    Individuals using the Internet to buy or order online content. Age 16-74 Eurostat

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    Ecommerce activity by category

    Dublin 50 %

    West 48%

    South East 35%

    South West 44%

    Mid West 41%

    Midland 40 %

    Mid East 41 %

    Border 31%

    Source: CSO Information

    Society & Telecommunications

    Ecommerce activity by region

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    Global Market

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    E-Government

    Global Market

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    M-Commerce

    M-Commerce

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    M-Commerce

    M-Commerce

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    M-Commerce

    Changing Technologies

    Social

    Augmented reality

    Cloud

    Mobile

    Convergence

    Location

    New technology brings opportunities

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    Glossary of terms.

    Glossary of Terms

    Ecommerce Hosting Dedicated hosting Website is the only one hosted on the server. Security tighter. Website owner responsible for server management as well as website Shared Hosting Multiple websites are hosted on the same physical server. Your website has to share resources with other websites. Virtual host Web service providers that include server functions and Internet connection services. Employed by companies who do not wish to purchase and maintain their owen web servers and Internet connections. Web Host Company or service provider that provides server space, web services and file maintenance for Web sites that do not have their own Web servers. Web server A computer that delivers Web pages

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    Ecommerce Website Build Credit Card Interchange The process and organisations (processors, acquirers, and issuers)involved in completing credit card transactions Merchant Account An account a business obtains from their banking institution that allows retailers and e-tailers to accept customer credit cards and electronic payments. Payment Gateway A third party organization that securely processes, verifies, and accepts or declines credit card transactions on behalf of the merchant. Example of Payment Gateway: PayPal Shopping Cart Ecommerce software that acts as an online stores catalogue and ordering process. Consumers use it to select , review, modify and purchase what merchandise they have selected Commerce Server Web software or storefront software that runs some of the main functions of an online storefront includes product display, online ordering, inventory management.

    Glossary of Terms

    Ecommerce and Email Marketing A/B split A marketing test where an email subscriber list is split into two groups. Each group is sent a different email in order to gauge which format has the most successful response rate. This test is also used for the landing pages of websites. Conversion rate The percentage of visitors who take a desired action e.g. the number of people who make a purchase from your Web store. Direct digital marketing An addressable online marketing method whereby the user or recipient can be identified. Digital forms of addressability include an email address, a Web browser cookie or a mobile phone number Event triggered e-mail A message sent to list subscribers based on an event. E.g. discount voucher for a subscribers birthday. Open rate The number of subscribers who have opened a particular email. Used to track the success of an email marketing campaign

    Glossary of Terms

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    Ecommerce Laws, Standards and Protocols CAN-SPAM (Act 2003) Act that provides recipients of spam the right to opt out of these messages. Certification Authority (CA) An organization that issues digital certificates used to create digital signatures and also ensures businesses who are granted the certificate are who they claim to be. Electronic Data Interchange (EDI) The standard for the transfer of data between different companies using computer networks. Used by companies to buy, sell and trade information. PCI-DSS Short for Payment Card Industry(PCI) and Data Security Standard (DSS). The standard that all organisations, including online retailers must follow when storing, processing and transmitting their customers credit card data. SSL (Secure Sockets Layer) A protocol for transmitting private documents via the internet. Two keys are used to encrypt data - a public key known to everyone and a private or secret key only known to the recipient of the message. Websites use it to obtain confidential user information such as credit card numbers.

    Glossary of Terms

    Defining your market.

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    Defining Your Market

    Who are your customers?

    Where is your market?

    What type of e-commerce suits you?

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    Why go Online?

    Ecommerce

    Brand

    Loyalty

    Reduce

    Costs

    Customer Service

    Increase Sales

    Defining your market

    Define Market

    Platform Design

    Business Consideration

    Launch

    Growth

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    Pay small at the start so you dont pay big at the end

    Tools to check the online viability of your marketplace;

    Alexa

    Statcounter

    Comscore

    Forrester

    Gartner

    Internet advertising Bureau (IAB)

    Defining your market

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    Defining your market

    Global Market

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    Defining your Market

    Who are your customers? Primarily Female Aged 25-55

    Defining your Market

    Where are the opportunities for them? Reduce Costs Find more relevant

    products Get free gifts Do their job better

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    Defining your Market

    Where are the opportunities for them? Reduce Costs Find more relevant

    products Get free gifts Do their job better

    Defining your Market

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    Defining your Market

    Defining your Market

    Consumers

    Product Technology

    Perf

    orm

    ance

    Optimised Consumer Experience

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    Understanding your Audience

    Understanding your Audience

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    User Stories

    User Story 2: Paul Bonnarie Paul is a 30 year old from Paris. He works as an engineer in a large firm and must travel widely around Europe as part of his job. Paul has been scheduled to visit Dublin to advise a local building firm in one months time. Hell be on his phone a lot between Dublin and Paris for work and wants to visit a few friends when hes there too. Paul uses Orange in France and doesnt want to spend a lot on roaming charges while hes in Ireland. Hell need to send files back and forth and email colleagues. Paul takes five minutes at lunch time to try and find out what he can do

    User stories

    Personas paint a powerful picture of users; Goals Motivations Attitudes Behaviours Questions Pain Points Influencers

    Based on; Market researc