[fusion_builder_container admin_label=”Autore” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” admin_toggled=”no”][fusion_builder_row][fusion_builder_column type=”1_4″ layout=”1_4″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][/fusion_builder_column][fusion_builder_column type=”1_2″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”3″ content_align=”center” style_type=”none” sep_color=””]
di Massimo Giacchino
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Per realizzare un e-commerce di successo non basta il prodotto “vincente” ne il tema PRO di Shopify.
Il destino del tuo e-commerce (e delle tue soddisfazioni personali) inizia dalla comprensione del mercato e del tuo target.
Quando scegli un prodotto da testare, devi capire chi è la persona che potrebbe aver bisogno del beneficio (e cambiamento) che le caratteristiche del prodotto apportano alla sua vita.
Per aiutarti a capire chi è questa persona (target), i motivi per cui dovrebbe fidarsi e comprare da te, abbiamo realizzato 4 video da 15 minuti:
VIDEO 1:
Come analizzare il mercato con i micro-dati
Trasforma le tracce che le persone lasciano online in strategie
VIDEO 2:
Individuare mercati e trends
In quale paese vendere?
VIDEO 3:
Analisi universo Google e barre di ricerca con i micro-dati
chi sono e come si muovono le persone sul web?
VIDEO 4:
Analisi dei social con i micro-dati
chi sono le persone sui social?
Premessa: cosa sono i micro-dati?
I 4 video analizzano il mercato grazie all’utilizzo dei micro-dati.
I micro-dati sono le tracce e i segnali che le persone lasciano online. Essi si creano e si diffondono in rete – ad esempio – ogni volta che le persone svolgono una ricerca su Google per rispondere ad un proprio dubbio o approfondire un argomento.
Inoltre sono dietro ogni like, commento e condivisione all’interno di un social.
Queste azioni ci permettono di capire le preferenze della persona e la sua personalità. Analizzando il profilo e le foto della persona possiamo capire chi è e osservarla nella sua quotidianità.
Di conseguenza grazie ai micro-dati possiamo definire al meglio la nostra buyer personas non basandoci solo su i suoi dati demografici, ma anche sulla sua vita online.
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Come analizzare il mercato con i micro-dati: Trasforma le tracce che le persone lasciano online in strategie
[/fusion_title][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”30px” margin_bottom=”30px” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_youtube id=”jpsfnuaTrLk” alignment=”center” width=”800″ height=”” autoplay=”false” api_params=”&rel=0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” /][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”40px” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]
Per mostrare la forza e il potenziale dei micro-dati, abbiamo analizzato il mondo dell’equitazione e definito una strategia operativa che si basa sui touchpoint di informazione delle persone. Grazie a questo video, puoi comprendere come una strategia efficace non parte ne dal prodotto ne dallo strumento. Soprattutto, apprendi che non esistono strategie di altri da prendere e incollare al tuo business. Il punto centrale è che ogni mercato, prodotto, target è diverso.
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Individuare mercati e trends. In quale paese vendere?
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Oggi grazie alla strumenti di advertising esistenti non puoi limitarti a vedere solo all’interno del mercato italiano.
Grazie, ad esempio, a Google e Facebook ADS puoi lanciare dal tuo ufficio una campagna in Francia, Spagna, USA…in qualsiasi paese del mondo.
Soprattutto, come vedrai nel video, i paesi del nord Europa acquistano e spendono online tre volte noi italiani.
In sostanza, oggi, non ci sono più scusanti che possano fare da alibi a “non vedo! Non converto!”.
Il punto centrale è capire e individuare chi sono le persone che hanno bisogno del tuo prodotto.
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Analisi universo Google e barre di ricerca con i micro-dati:chi sono e come si muovono le persone sul web?
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Come puoi percepire in prima persona o analizzando come un tuo familiare si informa e acquista online, la customer journey (percorso di acquisto) è sempre più lunga, articolata e tocca diversi punti di informazioni (touchpoint).
Difatti per effettuare l’acquisto del vaporetto prima si cerca su Amazon per capire i prezzi e le recensioni, poi si consulta Google per leggere le opinioni su forum e blog, in seguito si osserva come utilizzarlo su YouTube. Infine, mandiamo un messaggio ad un paio di amiche su WhatsApp e, dopo, acquistiamo passando da Google Shopping.
Di conseguenza, dobbiamo analizzare ogni touchpoint, quantificare l’ammontare delle ricerche e comprendere tramite le recensioni l’opinione delle persone sui prodotti.
Tutti questi micro-dati sono fondamentali per progettare la nostra strategia e piano editoriale.
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Analisi dei social con i micro-dati
chi sono le persone sui social?
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Infine, per analizzare il mercato dal punto di vista sempre più qualitativo e mettendosi nei panni delle persone, analizziamo i micro-dati all’interno dei social.
Questo è un passaggio fondamentale in quanto le foto e le stories che condividiamo, i like e commenti che continuamente disseminiamo, rappresentano le vite, interessi e opinioni.
Inoltre analizzando le pagine Instagram dei competitor puoi capire chi sono i suoi clienti, perché acquistano da lui, come percepiscono e utilizzano il prodotto all’interno della propria quotidianità.
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