Στρατηγική & τεχνικές ψηφιακού μάρκετινγκ αύξησης μεριδίου online αγορών :  ελληνικά ηλεκτρονικά καταστήματα

Μητσόπουλος, Νίκος

Strategy & techniques of digital marketing for increasing the share of online shopping : Greek electronic shops

Master Thesis

Author

Μητσόπουλος, Νίκος

Date

2015-07

Abstract

The present paper attempts to present and analyze the strategy and methods of a Digital Marketing Strategy, through which Greek companies active in e-commerce, can increase their shares of the Online shopping. The purpose of this paper is to provide a guide for the strategy to be shaped by operators of online shops in order to be profitable and competitive in the special demanding are of e-Commerce. At the first chapter of this work, the global status of the e-Commerce is presented while a particular reference to Greece is made. The main portion, the second chapter, which analyzes the strategy and techniques, is divided into four parts, in order to cover all the necessary factors for a successful eshop. The first part deals with the construction and design of the eshop. The manner and form of the artistic approach of an eshop is perhaps the most important factor of business success, against all other competitors. Then the techniques and tools, which ensure attracting visitors - consumers at the online store and the strengthening of Brand Awareness, are presented and analyzed. SEO is the largest source of attracting targeted consumers, with great chances to complete online purchases. Taken in this, that this energy has no communication costs then its importance is increasing. Certainly is a complex process, whose results are not reflected immediately. The other techniques concern paid advertising actions and the main of them are: Google Search, GDN, Facebook Ads, Display, YouTube. The third part analyzes the techniques through which, visitors - consumers are managed, in order to complete online purchases and not abandon. Alongside customer management methods in order to turn them into «loyal customers» are presented. These main techniques are: Social Media Management, email Marketing, Remarketing even the management of the eshop, taking serious into consideration the purchasing factors which affect the consumers. The target is not only the achievement of an instant purchase but the repeatability. Finally there are analyzed the tools & platforms, through which all the operations, for both attracting visitors and their effective management, are recorded, evaluated and improved. This process is necessary because only when there is constant evaluation and optimization, the effectiveness of digital marketing strategy will be maximized. The main of these tools are the following: Google Analytics, UX, Social Bakers, Google Trends, SEO MOZ. In the last part of this thesis, the example of the eshop «toFarmakeiomou.gr» and its Digital Marketing Strategy, designed and implemented to date, is analyzed. This eshop is being considered at the top three stores, of the Pharmaceutical Section, with a turnover of millions of euros. The companies with online stores, should be adapted to the new conditions of online shopping, as the turnover in this sector is growing rapid pace, resulting in consumer habits and requirements in online transactions vary continuously.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/8976

Collections

Τμήμα Οικονομικής Επιστήμης

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Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές