Building a brand as a defense against crisis, marketplaces and artificial intelligence – these were the topics of this year’s E-commerce day conference for e-shops . Leading experts from the world of e-commerce gather at the event in Brno’s Impact Hub and brought a lot of useful knowlge. You can read the most interesting of them in our summary article.
Czech e-shop = one man show with logo and name
Tomáš Hradecký from Shoptet gave the opening speech at the conference , who gave us an insight into the functioning of the Czech e-commerce sector. Their customer survey reveal that up to 39% of e-shop owners sit in multiple chairs, so to speak, taking care of everything from warehouse to marketing themselves. Perhaps this was also reflect in the results of another survey, in which 36% of e-shoppers identifi marketing as their biggest challenge .
And how do Czech e-shops work with their brand? According turkey whatsapp number data to the answers, 90% of them have their brand defin, but the vast majority of stores still work only with a logo and a name . You would then find a complete brand strategy in only 16% of e-shops.
Marketing appears to be a demanding discipline and entrepreneurs seem to be fac with the challenge of how to handle it in such a way that it bears fruit even in times of crisis. The purchasing behavior of customers is changing, which was also confirm by Tomáš Havlík from Meta . According to him, 95% of people are not ready to unleashing the power of b2b personalization buy your products right now. A and it’s not just because of the crisis. In short, the Czechs are saving and, according to forecasts, they will continue to save for some time.
E-shops, which had their marketing bas only on performance channels, have therefore experienc a decline in recent months. Performance campaigns aren’t working as well as they us to because customers are putting more thought into their purchases. And the only way to fight the current crisis is to build a brand . For spam data example, the German company. Otto increas its reach and interest advertising budget by 20%, which brought them 4.7x more sales. The same budget increase help Trendyol to increase its sales even 6.4 times .
Whoever does not build a brand will fail
Therefore, it is generally not recommend to invest more than 50% of your marketing budget in one channel . On the contrary, you should break it down to include campaigns to build your brand awareness in addition to performance. According to Michaela Trtíková Vojtková from Behavio Labs, the ideal ratio should be 60:40 in favor of the brand.
It’s the same with marketplaces, which generate sales for you, but don’t help you build your brand. Building your entire business on them can be risky at the moment.