{"id":17368,"date":"2020-04-30T00:00:24","date_gmt":"2020-04-29T21:00:24","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17368"},"modified":"2020-05-18T17:37:31","modified_gmt":"2020-05-18T14:37:31","slug":"empatia-strategia-pe-care-mizez-in-marketingul-online-in-perioada-de-criza","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/empatia-strategia-pe-care-mizez-in-marketingul-online-in-perioada-de-criza","title":{"rendered":"Empatia &#8211; strategia pe care mizez \u00een marketingul online \u00een perioada de criz\u0103"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/empatia-strategia-pe-care-mizez-in-marketingul-online-in-perioada-de-criza\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17384\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Andrei-Georgescu2-1024x586.png\" alt=\"\" width=\"910\" height=\"521\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Andrei-Georgescu2-1024x586.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Andrei-Georgescu2-300x172.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Andrei-Georgescu2-768x440.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Andrei-Georgescu2.png 2048w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><strong>Sincer, a\u0219 fi vrut s\u0103 scriu despre segmentare, dar mi se pare important s\u0103 vorbim despre adaptarea la situa\u021bia actual\u0103 de criz\u0103 pornind de la propriile experien\u021be.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Fiecare se g\u00e2nde\u0219te cum s\u0103 fac\u0103 propriul business s\u0103 fie mai profitabil &#8211; s\u0103 fructifice la maxim momentul sau s\u0103 supravie\u021buiasc\u0103 \u00een perioada asta, indiferent de tab\u0103ra \u00een care se afl\u0103 fiecare, ar trebui s\u0103 \u00een\u021belegem c\u0103 este o situa\u021bie temporar\u0103 \u0219i dac\u0103 vrem s\u0103 avem de c\u00e2\u0219tigat pe termen lung, scorul clinet-magazin online ar trebui s\u0103 fie REMIZ\u0102 &#8211; adic\u0103 nimeni nu p\u0103c\u0103le\u0219te pe nimeni &#8211; \u0219i nu m\u0103 refer la adaosuri comerciale sau pre\u021buri.<\/span><\/p>\n<p><!--more--><\/p>\n<h4><strong>Ca s\u0103 exemplific<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Am cump\u0103rat prosoape de buc\u0103t\u0103rie (folosim multe din pricina bebelu\u0219ei) \u00een a doua jum\u0103tate a lui martie pentru c\u0103 \u00een magazinul meu de proximitate nu am g\u0103sit \u0219i am v\u0103zut c\u0103 magazinul online (respectabil de altfel\u2026 cu preten\u021bii \u0219i premii GPeC) la plasarea comenzii avea op\u021biuni de livrare \u201d\u00een c\u00e2teva ore\u201d sau \u201dstandard 24\u201d &#8211; nu era grab\u0103 deci am ales 24 de ore. Din entuziasm am plasat comanda \u0219i de 2 ori\u2026 A\u0219a c\u0103 am sunat s\u0103 mi se anuleze prima comand\u0103, totul bine \u0219i frumos. Doar c\u0103 cele 24 de ore s-au transformat \u00een 2 s\u0103pt\u0103m\u00e2ni \u0219i un pic, f\u0103r\u0103 ca nimeni s\u0103 m\u0103 anun\u021be de nimic. Ba mai mult, dup\u0103 2 s\u0103pt\u0103m\u00e2ni m-a sunat un reprezentat s\u0103-mi spun\u0103 c\u0103 acum le-au venit \u00een stoc produsele \u0219i nu toate\u2026 dar ca s\u0103 nu mai a\u0219tept\u0103m le poate \u00eenlocui cu alte produse similare, cu promisiune c\u0103 livrarea se va \u00eent\u00e2mpla m\u00e2ine. Au mai trecut \u00eenc\u0103 2 zile de atunci.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deci \u00een cazul acesta mi-au dat op\u021biunea s\u0103 comand produse care nu erau \u00een stoc \u0219i aveam op\u021biunea s\u0103 aleg livrarea \u00een c\u00e2teva ore.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toat\u0103 lumea vorbe\u0219te \u00een perioada asta de o cre\u0219tere a online-ului, dar ca s\u0103 nu fie ceva temporar, s\u0103 fie sustenabil\u0103 pe termen lung, trebuie rezolvate c\u00e2teva <strong>probleme simple de comunicare<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mare parte a problemelor enumerate mai sus se pot rezolva prin comunicare, nu trebuie s\u0103 reinvent\u0103m online-ul ci s\u0103 \u00eenv\u0103\u021b\u0103m s\u0103 comunic\u0103m. <\/span><span style=\"font-weight: 400;\">Probabil este momentul perfect \u00een care s\u0103-\u021bi reevaluezi comunicarea &#8211; \u00eencerc\u00e2nd s\u0103 te conectezi cu problemele clien\u021bilor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Din perspectiva mea, pentru comunicarea general\u0103 pe care un magazin online trebuie s\u0103 o fac\u0103 ar fi 4 principii importante pe care ar trebui s\u0103 le puncteze:<\/span><\/p>\n<ol>\n<li>\n<h2><span style=\"font-weight: 400;\"> Fii transparent<\/span><\/h2>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Comunic\u0103 deschis legat de produsele \u0219i mai ales serviciile oferite \u00een perioada asta.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Men\u021bioneaz\u0103 \u00een procesul de comand\u0103 timpul m\u0103car estimativ al livr\u0103rii. Da, \u0219tiu, mul\u021bi au men\u021bionat faptul c\u0103 exist\u0103 un delay \u00eentr-un banner de pe home page (bannerele de pe home page sunt vizibile c\u00e2teva secunde \u0219i trec cam neobservate), dar lucrul acesta trebuie comunicat c\u00e2t mai clar \u00een procesul de comand\u0103.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Da, \u0219tiu, acolo e nevoie de programatori ca s\u0103 faci o modificare.\u00a0<\/span><span style=\"font-weight: 400;\">Ok, nu po\u021bi s\u0103 modifici \u00een procesul de comand\u0103, dar ai totu\u0219i c\u00e2teva op\u021biuni:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Sunt multe sisteme de tip <strong>pop-up<\/strong> care te ajut\u0103 s\u0103 afi\u0219ezi un pop-up \u00een procesul de finalizare a comenzii unde po\u021bi reamintii c\u0103 exist\u0103 \u00eent\u00e2rzieri.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Indiferent dac\u0103 ai comunicat aceste aspecte \u00een procesul de comand\u0103, e destul de simplu s\u0103 modifici <strong>emailul de confirmare a comenzii<\/strong> cu un mesaj \u00een care s\u0103 spui c\u0103 o s\u0103 intarzie livrarea.<\/span><\/li>\n<\/ul>\n<ol start=\"2\">\n<li>\n<h2><span style=\"font-weight: 400;\"> Asum\u0103-\u021bi responsabilitatea<\/span><\/h2>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Dac\u0103 apar \u00eent\u00e2rzieri fa\u021b\u0103 de promisiunile asumate, comunic\u0103 acest lucru \u00een primul moment \u00een care ai aflat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Am cititi pe Facebook despre copii care nu sunt \u00een \u021bar\u0103 \u0219i care au reu\u0219it s\u0103 comande pentru p\u0103rin\u021bi produse de Pa\u0219te, printre care \u0219i carne de miel, cu livrare cu o zi, dou\u0103 \u00eenainte de Pa\u0219te. V\u0103 da\u021bi seama c\u00e2t\u0103 revolt\u0103 a fost pentru cei care s-au trezit c\u0103 tocmai produsele cheie &#8211; carnea de miel\/ou\u0103le &#8211; au lipsit din comand\u0103 \u0219i c\u0103 au aflat acest lucru fix c\u00e2nd au primit coletul.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17369\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/\u00eent\u00e2rzieri-colete.png\" alt=\"\" width=\"653\" height=\"296\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/\u00eent\u00e2rzieri-colete.png 653w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/\u00eent\u00e2rzieri-colete-300x136.png 300w\" sizes=\"auto, (max-width: 653px) 100vw, 653px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ok, \u0219tim ca pot apare situa\u021bii neprev\u0103zute, mai ales \u00een contextul actual, dar cu siguran\u021b\u0103 \u0219tii acest lucru cel pu\u021bin cu o zi \u00eenainte de a face livrare.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Asigur\u0103-te c\u0103 imediat ce ai aflat de problem\u0103 (fie c\u0103 e vorba de o nou\u0103 \u00eent\u00e2rziere \u00een livrare, fie c\u0103 e lips\u0103 de stoc, cre\u0219tere de pre\u021b, orice afecteaz\u0103\/modific\u0103 promisiunea la comand\u0103) <strong>notifici imediat clien\u021bii:<\/strong>\u00a0pe email, prin sms, \u00een contul unde au plasat comanda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen cazul \u0103sta e cam obligatoriu s\u0103 folose\u0219ti toate cele 3 canale men\u021bionate mai sus; prin SMS este timpul de r\u0103spuns cel mai rapid \u0219i probabil cel mai apreciat.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17370\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/notificare-prn-sms-1024x947.png\" alt=\"\" width=\"515\" height=\"477\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/notificare-prn-sms-1024x947.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/notificare-prn-sms-300x278.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/notificare-prn-sms-768x710.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/notificare-prn-sms.png 1080w\" sizes=\"auto, (max-width: 515px) 100vw, 515px\" \/><\/p>\n<ol start=\"3\">\n<li>\n<h2><span style=\"font-weight: 400;\"> Adapteaz\u0103-\u021bi strategia<\/span><\/h2>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Revizuie\u0219te toate promisiunile pe care brandul t\u0103u le face.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acum nu este momentul s\u0103 promi\u021bi c\u0103 eficientizezi solu\u021biile de internet c\u00e2nd traficul este mai mare.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nu este momentul s\u0103 spui c\u0103 prime\u0219ti o surpriz\u0103 &#8211; c\u00e2nd surpriza poate avea \u0219i alt\u0103 conota\u021bie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nu este momentul s\u0103 spui c\u0103 o s\u0103 fii mai bun &#8211; c\u00e2nd mul\u021bi \u00eencearc\u0103 doar s\u0103 supravie\u021buiasc\u0103.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00centreaga comunicare trebuie revizuit\u0103, porne\u0219ti de la promisiunile f\u0103cute la abonare, promisiunile f\u0103cute la plasarea comenzii, emailurile de bun venit, de co\u0219 abandonat, emailurile de la mul\u021bi ani etc.<\/span><\/p>\n<ol start=\"4\">\n<li>\n<h2><span style=\"font-weight: 400;\"> Ridic\u0103 \u0219tacheta<\/span><\/h2>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Cum poate brandul t\u0103u s\u0103 \u00eei ajute pe al\u021bii?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vinzi produse care se g\u0103sesc greu: m\u0103\u0219ti de protec\u021bie, dezinfectan\u021bi, despre care lumea are o percep\u021bie c\u0103 mul\u021bi comercian\u021bi fac specul\u0103 &#8211; <strong>comunic\u0103 transparent<\/strong> pre\u021bul de achizi\u021bie \u0219i adaosul comercial \u0219i vei c\u00e2\u0219tiga \u00eencrederea clien\u021bilor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u021bii fac asta business as usual, vezi: https:\/\/www.everlane.com\/<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17371\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/transparent-pricing-1024x778.png\" alt=\"\" width=\"869\" height=\"660\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/transparent-pricing-1024x778.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/transparent-pricing-300x228.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/transparent-pricing-768x584.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/transparent-pricing.png 1101w\" sizes=\"auto, (max-width: 869px) 100vw, 869px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0Pre\u0219edintele Germaniei, Frank-Walter Steinmeier, spunea:<\/span><\/p>\n<blockquote><p><em><span style=\"font-weight: 400;\">\u00a0&#8222;No, this pandemic is not a war. Nations do not stand against nations, nor soldiers against soldiers. Rather it is a test of our humanity. It brings out the best and worst in people. Let&#8217;s show each other the best in us.&#8221;<\/span><\/em><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-16831 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/andrei-georgescu.jpg\" alt=\"andrei georgescu\" width=\"218\" height=\"238\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/andrei-georgescu.jpg 494w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/andrei-georgescu-274x300.jpg 274w\" sizes=\"auto, (max-width: 218px) 100vw, 218px\" \/>Andrei Georgescu<\/strong><\/p>\n<p><em><strong>Managing Director <a href=\"http:\/\/www.whiteimage.net\/\">White Image<\/a><\/strong><\/em><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/andrei-georgescu-9a2152\/\" target=\"_blank\" rel=\"noopener noreferrer\">Andrei Georgescu<\/a> este co-fondator si director general al White Image de mai bine de 16 ani. Este pasionat de date si solutii care genereaza rezultate. \u00cen prezent, White Image ofera solutii de gestionare a datelor si de e-mail marketing pentru clienti din e-commerce, bancar, auto, resurse umane si multe alte domenii. White Image a obtinut de-a lungul timpului 7 premii internationale. De asemenea, \u00eel puteti gasi pe Andrei ca profesor la scoala IAA unde preda E-Mail Marketing, gestionarea datelor si automatizarea marketingului.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>Nu rata seria de articole cu con\u021binut #CraftedToInspire semnate de speciali\u0219ti \u00een eCommerce \u0219i Digital Marketing, aboneaz\u0103-te la\u00a0<a href=\"https:\/\/www.gpec.ro\/aboneaza-te-la-newsletter-ul-gpec\/\">Newsletter-ul GPeC<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/empatia-strategia-pe-care-mizez-in-marketingul-online-in-perioada-de-criza\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Sincer, a\u0219 fi vrut s\u0103 scriu despre segmentare, dar mi se pare important s\u0103 vorbim despre adaptarea la situa\u021bia actual\u0103 de criz\u0103 pornind de la propriile experien\u021be. Fiecare se g\u00e2nde\u0219te cum s\u0103 fac\u0103 propriul business s\u0103 fie mai profitabil &#8211; s\u0103 fructifice la maxim momentul sau s\u0103 supravie\u021buiasc\u0103 \u00een perioada asta, indiferent de tab\u0103ra \u00een care se afl\u0103 fiecare, ar trebui s\u0103 \u00een\u021belegem c\u0103 este o situa\u021bie temporar\u0103 \u0219i dac\u0103 vrem s\u0103 avem de c\u00e2\u0219tigat pe termen lung, scorul clinet-magazin online ar trebui s\u0103 fie REMIZ\u0102 &#8211; adic\u0103 nimeni nu p\u0103c\u0103le\u0219te pe nimeni &#8211; \u0219i nu m\u0103 refer la adaosuri comerciale sau pre\u021buri.<\/p>\n","protected":false},"author":21,"featured_media":17384,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3547],"tags":[556,3694,3690,739,374,142,3692],"class_list":["post-17368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-andrei-georgescu","tag-bune-practici","tag-comunicare-online","tag-ecommerce","tag-magazine-online","tag-marketing-online","tag-probleme-de-comunicare"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17368","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=17368"}],"version-history":[{"count":4,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17368\/revisions"}],"predecessor-version":[{"id":17387,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17368\/revisions\/17387"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/17384"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=17368"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=17368"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=17368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}