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¿Dónde está mi tráfico en 2016?

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¿Dónde está mi tráfico en 2016?

  1. 1. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Ecommbrunch ¿Dónde está mi tráfico en 2016?
  2. 2. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Jordi Ordóñez
  3. 3. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Cómo compra el consumidor en 2016?
  4. 4. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Cómo compra el consumidor online? El tiempo que los internautas españoles pasan realizando búsquedas y compras online: • Smartphone: 30% (x2 respecto año anterior) • Desktop: 59% (-16%) • Tablets: 11% (9%) Fuente TNS Sofres
  5. 5. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Cómo compra el consumidor online? Menos Desktop + Mobile y Tablet Fuente TNS Sofres
  6. 6. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Saber dónde está mi público evita 2 cosas
  7. 7. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Disparos al aire
  8. 8. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Acciones absurdas
  9. 9. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? 35.000€ en influencers
  10. 10. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? 1.000€ por 50.000 visitas 80% rebote
  11. 11. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? El fenómeno de las migraciones
  12. 12. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Una problemática constante de cada año Los usuarios migran: MySpace, Tuenti, Fotolog, IRC, Yahoo, Twitter…
  13. 13. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Dónde están mis usuarios?
  14. 14. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Fuentes de tráfico en 2015
  15. 15. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Fuentes/medios principales en 2015 Fuente Yotpo Extraído de 65M pedidos 2B transacciones 120k tiendas
  16. 16. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Fuentes/medios principales en 2015 Fuente Yotpo Extraído de 65M pedidos, 2B transacciones 120k tiendas
  17. 17. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Fuentes de tráfico en 2016
  18. 18. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? SEO Fuentes/medios principales en 2016 CPC SOCIAL DIRECTO REFERRAL EMAIL AFILIACIÓN MARKETPLACE BLOGS YOUTUBE(s) MESSENGER(s) WHATSAPP(s) APPS FOROS REDDIT(s) REVIEW SITES COMPARADORES DE PRECIOS RETARGETING TV RADIO PRENSA iOT APPS SMART TV …
  19. 19. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Dónde convergen la mayoría de esos canales? DESKTOP TABLET MOBILE TV OFFLINE
  20. 20. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Dónde compra la gente? DESKTOP TABLET MOBILE TV OFFLINE
  21. 21. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? ¿Dónde está mi público? • Franja de edad • Sexo • Estilo de vida • País • Horario (trabajo/ocio) • Donde estén sus amigos • …
  22. 22. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Lo que sí es seguro • El cliente está en todos lados on y off • Customer journey > multi canal • Imposible controlar todos los canales
  23. 23. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Lo que sí es seguro Más tarde o más temprano pasará por:
  24. 24. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Nuevos soportes
  25. 25. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? El tráfico emigra y/o se mueve por: SEO CPC iOT Chat/msg Otros Duck Duck Go + Local SEO Facebooks Ads + Retargeting Dash buttons de Amazon, aparatos inteligentes: smartwatch… Snapchat, Facebook Messenger… Reddit, Marketplaces, Apps comparadoras de precios…
  26. 26. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Lo que viene en 2016
  27. 27. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? 2016 será SMART TV SOCIAL SEO + SOCIAL Vídeo Chat/msg iOT La nueva Apple TV ofrecerá compra online a través de apps Facebook Messenger for Business Botones de compra en Google, Instagram y Pinterest (integración con Shopify) Youtube Shopping Ads Snapchat, Whatsapp y rivales Dash buttons para todo
  28. 28. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? 2016 será Marketplaces Blogs y fotos El marketplace de Google (Google Express mundial) Amazon seguirá el salto al offline (ya lo está haciendo con 400 librerías físicas) Marketplaces verticales Curation de product listings
  29. 29. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Sitios que hay que vigilar este 2016
  30. 30. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Sites y tendencias que vigilar
  31. 31. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Snapchat, hasta 25 años
  32. 32. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Snapchat Fuente Business Insider
  33. 33. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Snapchat Fuente eMarketer
  34. 34. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Snapchat vs Facebook Usuarios activos: 100M vs 1550M Vídeos al día (ene 2016): 7.000M vs 8.000M El 71% de los usuarios de Snapchat son menores de 25 años (feb 2015) Fuente brandominus.com
  35. 35. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Alternativas Fuente Statista
  36. 36. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Duck Duck Go, buscador + privacidad
  37. 37. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Duck Duck Go Fuente DuckDuckGo
  38. 38. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Duck Duck Go vs Google • Queries por día 10M vs 3B • Queries por mes 310M vs 100B Pero • 350M de queries en diciembre 2015 • 3,41B de queries en 2015 (+73% YOY) • Rebote del 31% (Bing tiene el 43%) Fuente DuckDuckGo & Econsultancy & Similarweb
  39. 39. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Verticales marketplace
  40. 40. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Marketplaces verticales La sobre saturación de marketplaces, productos y servicios bajo una misma web demanda verticalidad
  41. 41. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Marketplaces verticales de servicios Beatsy: para encontrar DJs en 50 países Paintzen: gente que te pinte la casa Workana: freelances en latinoamérica Classpass: sitios donde hacer fitness Cargomatic: transportistas Flycleaners: servicio de lavandería
  42. 42. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Marketplaces verticales de productos Etsy: artesanos (facturó 1,93B el año pasado) Sprig: comida hecha en casa, en tu casa GoAntiques: antigüedades Stubhub: entradas de eventos Thredup: restos de temporada de marcas Reverb: instrumentos musicales Bezar: productos inspiradores
  43. 43. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Verticales curation
  44. 44. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Enlazando con los marketplaces verticales y la sobresaturación El filtro de los sites de curation: • Canopy.co: lo mejor de Amazon • Thieve.co: lo mejor de Flipkart • Tydepool.com: productos lifestyle • Keep.com: productos fashion • Wooly.us: rarezas online • Spootnik.com: productos internacionales con envío gratis
  45. 45. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Curation en sociales
  46. 46. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Curation vs saturación Pinterest Polyvore Fancy Wanelo Instagram Trendings de productos y listings hechos por usuarios y marcas. 50M usuarios al mes millones de usuarios al mes. 80M de collages presentando listados de productos A camino entre una tienda, un magazine y una wishlist inmensa Comunidad para los compradores a nivel mundial Fotos de cosas que querrás comprar
  47. 47. Jordi Ordóñez – Consultor ecommerce jordiob@jordiob.com ¿Dónde está mi tráfico en 2016? Muchas gracias jordiob@jordiob.com 653616936

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