Im eBusiness gibt es eindeutige Trends für den geschäftlichen Erfolg
1. Content is King (Inhalte)
„Das wesentliche Kundenbindungsinstrument im Internet und somit die Grundlage für erfolgreiches E-Business ist Content. Denn der wichtigste Grund für User, eine Website zu besuchen, sind attraktive Inhalte.“ (Tanja Wallrabenstein, Content-Broker Tanto AG)
Der potentielle Kunde sucht keine Produkte, sondern passende Lösungen, die über Inhalte präsentiert werden.
Diese Inhalte müssen dem Kunden eine Herausfilterung aus der Angebotsmenge (Differenzierung) und eine (Erkennung und Wiedererkennung (Identifizierung) der Anbieter ermöglichen.
Über die qualitative und quantitative Gestaltung des Angebotes können die Möglichkeit verbessert werden, Besuchsfrequenz und Verweildauer der Nutzer ihrer Website zu erhöhen.
2. Traffic (Besucher)
Ohne Besucher auf der Homepage geht kein Geschäft. Deshalb sind Quellen für die Besuchergewinnung und der Aufbau einer email-Liste von einmal gewonnenen Interessenten wichtig.
3. Relationship (Beziehung)
Durch Personalisierung gilt es, dem Kunden individuelle Antworten auf individuelle Fragen zu geben.
Communities und Mitgliedschaften schaffen zusätzliche Vorteile in informationeller, zeitlicher und finanzieller Hinsicht.
Die Senkung der Zeitabläufe und der Gesamtkosten für eine Transaktion müssen vor allem aus Sicht des Kunden reduziert werden. Häufig ergeben sich dabei auch Einsparpotentiale für den Anbieter, die über die Konditionenpolitik an die Kunden weitergegeben werden können.
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