{"id":5504,"date":"2021-02-01T16:08:26","date_gmt":"2021-02-01T14:08:26","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=5504"},"modified":"2022-08-10T11:31:56","modified_gmt":"2022-08-10T09:31:56","slug":"roi-influenceri-e-commerce","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro","title":{"rendered":"Cum m\u0103sori randamentul Influencerilor \u00een e-commerce"},"content":{"rendered":"\n<p><strong>Dac\u0103 e\u0219ti \u00een e-commerce merit\u0103 s\u0103 investe\u0219ti \u00een Influencer Marketing.<\/strong> De ce? Pentru c\u0103 acei consumatori ai t\u0103i au mai mult\u0103 \u00eencredere \u00een ce recomand\u0103 al\u021bi consumatori, dec\u00e2t \u00een ceea ce promoveaz\u0103 magazinele online despre produsele \u0219i serviciile lor. <em>It&#8217;s a fact!&nbsp;<\/em><\/p>\n\n\n\n<p>M\u0103rturiile altora sunt percepute ca o <strong>garan\u021bie<\/strong> a calit\u0103\u021bii: \u201eAl\u021bii au testat \u0219i atunci pot s\u0103 \u00eemi cump\u0103r \u0219i eu.\u201d&nbsp;<\/p>\n\n\n\n<p>Fie c\u0103 e vorba de un un sfat de la un prieten sau post\u0103ri pe bloguri, con\u021binut Instagram, evalu\u0103ri \u0219i recenzii, videoclipuri TikTok, imagini pe Pinterest sau orice alt\u0103 re\u021bea social\u0103, <strong>ce spun al\u021bii (oameni ca noi) ne poate apropia de decizia de cump\u0103rare.&nbsp;<\/strong><\/p>\n\n\n\n<p>Ne \u00eenv\u00e2rtim deja de ani de zile \u00eentr-o lume \u00een care puterea influencerilor este o certitudine. E simplu de altfel s\u0103 ne imagin\u0103m situa\u021bia \u00een care am vrea s\u0103 cump\u0103r\u0103m un produs \u0219i, c\u0103ut\u00e2ndu-l pe Internet, s\u0103 nu g\u0103sim nicio alt\u0103 informa\u021bie despre el \u00een afar\u0103 de site-ul v\u00e2nz\u0103torului. <strong>Am avea \u00eencredere? Categoric, nu.<\/strong> Ne cump\u0103r\u0103m gadgeturile, electrocasnicele, produsele cosmetice, autoturismul \u0219i zeci de alte categorii de produse <em>numai<\/em> dup\u0103 ce am aflat de la cel pu\u021bin o persoan\u0103 c\u0103 sunt bune \/ de \u00eencredere \/ de calitate.&nbsp;<\/p>\n\n\n\n<p>Speciali\u0219tii \u00een marketing folosesc aceast\u0103 putere g\u0103sind <em>touchpoints<\/em> \u00een <em>customer jouney <\/em>(\u201ec\u0103l\u0103toria clientului\u201e) \u0219i pres\u0103r\u00e2nd pe acest parcurs informa\u021bii care s\u0103 \u00eel conving\u0103 s\u0103 aleag\u0103 un anumit brand, produs sau serviciu: post\u0103ri pe bloguri pe care un client s\u0103 le g\u0103seasc\u0103 la o c\u0103utare pe Internet, colabor\u0103ri cu influenceri care aduc aminte de acel brand \u0219i pun tags p\u00e2n\u0103 devine <em>top-of-mind<\/em>, concursuri care te \u00eendeamn\u0103 s\u0103 \u00ee\u021bi la\u0219i datele de contact ca s\u0103 mai prime\u0219ti nout\u0103\u021bi \u0219i coduri de discount, dar \u0219i fotografii \u0219i tutoriale video conving\u0103toare pe site. Posibilit\u0103\u021bile sunt numeroase.&nbsp;<\/p>\n\n\n\n<p>\u00centrebarea pe care \u0219i-o pun \u00eens\u0103 antreprenorii sau marketerii este <strong>cum m\u0103soar\u0103 impactul \u0219i rezultatele campaniei de influencer marketing<\/strong> \u00een e-commerce?&nbsp;<\/p>\n\n\n\n<p>Clien\u021bii ar vrea s\u0103 \u0219tie precis impactul unor influenceri, ca o formul\u0103 matematic\u0103 sigur\u0103 precum \u201eviteza = distan\u021b\u0103\/timp\u201d. Vor s\u0103 \u0219tie exact <strong>c\u00e2t vor c\u00e2\u0219tiga din investi\u021bia lor <\/strong>\u00een campanie. \u0218tiu despre nevoia aceasta de previziune pentru c\u0103, oferind \u0219i servicii de consultan\u021b\u0103 la MOCAPP \u0219i lucr\u00e2nd de-a lungul timpului cu zeci de companii sau agen\u021bii, am auzit \u00eentrebarea asta&#8230; foarte des.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A\u0219adar, cum calcul\u0103m ROI (Return on Investment) \u00een e-commerce?&nbsp;<\/h2>\n\n\n\n<p><em>ROI s-ar traduce \u00een limba rom\u00e2n\u0103 cu &#8220;rentabilitatea investi\u021biei&#8221;.<\/em><\/p>\n\n\n\n<p><em>Dar cum calcul\u0103m acest c\u00e2\u0219tig \u00een Influencer Marketing? Sunt mai multe metode disponibile.<\/em><\/p>\n\n\n\n<p>Pe termen scurt, <a href=\"https:\/\/blog.mocapp.net\/influencer-marketing-kpi\/\" target=\"_blank\" rel=\"noreferrer noopener\">se calculeaz\u0103 folosind KPIs de v\u00e2nz\u0103ri<\/a>.<\/p>\n\n\n\n<p>Pe termen mediu \u0219i lung, ROI se calculeaz\u0103 folosind urm\u0103toarele tactici:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/1-1024x239.png\" alt=\"E-Commerce ROI Influencers\" class=\"wp-image-5540\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Urm\u0103rirea linkurilor:<\/strong><\/h2>\n\n\n\n<p>Atunci c\u00e2nd un influencer realizeaz\u0103 un videoclip YouTube sau o serie Instagram Stories, el poate folosit un<em> cod de urm\u0103rire pentru e-commerce. <\/em><\/p>\n\n\n\n<p>Asta permite agen\u021biei s\u0103 urm\u0103reasc\u0103 clicurile \u0219i conversiile derivate din con\u021binutul influencerului \u00een e-commerce. Merit\u0103 s\u0103 continu\u0103m \u0219i s\u0103 aprofund\u0103m colaborarea cu influencerii care produc numeroase click-uri \u0219i conversii, deoarece ace\u0219tia au demonstrat c\u0103 au capacitatea de a influen\u021ba deciziile de cump\u0103rare ale consumatorilor.<\/p>\n\n\n\n<p>Cu alte cuvinte, calcularea ROI ar presupune o formul\u0103 de calcul care ia \u00een considerare:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Num\u0103rul de clickuri<\/li><li>Num\u0103rul de comenzi<\/li><li>Marja de profit&nbsp;<\/li><li>Costul campaniei.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/2-1024x239.png\" alt=\"E-Commerce ROI Influencers\" class=\"wp-image-5542\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. Coduri de discount \/ Vouchere:<\/strong><\/h2>\n\n\n\n<p>O modalitate foarte popular\u0103 este de a folosi diferitele coduri de reducere pentru e-commerce pe care un influencer le ofer\u0103 urm\u0103ritorilor s\u0103i \u00eempreun\u0103 cu clientul. De exemplu, cu codul promo\u021bional INFLUENCER10, adep\u021bii primesc o reducere de 10% din totalul co\u0219urilor de cump\u0103r\u0103turi.&nbsp;<\/p>\n\n\n\n<p><em>Codul cuponului este o op\u021biune bun\u0103 pentru podcast-uri sau post\u0103ri Instagram \u00een care un link nu poate fi \u00eencorporat.&nbsp;<\/em><\/p>\n\n\n\n<p>Cu toate acestea, este important s\u0103 ne amintim c\u0103 fiecare canal social media care propriile caracteristici \u0219i s\u0103 adapt\u0103m tacticile specificului pentru cele mai bune rezultate.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/3-1024x239.png\" alt=\"E-Commerce ROI Influencers\" class=\"wp-image-5544\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Tracking pixel \/ UTM links:<\/strong><\/h2>\n\n\n\n<p>Ar fi simplu ca cele de mai sus s\u0103 fie suficiente, dar realitatea este c\u0103 de multe ori utilizatorul nu decide \u00eentotdeauna s\u0103 fac\u0103 o achizi\u021bie imediat, iar acest lucru poate avea loc mai t\u00e2rziu. Prin urmare, este important de spus c\u0103 un simplu click sau o conversie dintr-un cod promo\u021bional nu spune \u00eentregul adev\u0103r despre influen\u021ba asupra comportamentului de cump\u0103rare al consumatorilor.&nbsp;<\/p>\n\n\n\n<p>Potrivit unui studiu realizat \u00een Suedia, citat de<a href=\"https:\/\/trootgroup.com\/\"> Troot &amp; OMD<\/a> \u00een 2019, doar 7% au spus c\u0103 au f\u0103cut click pentru c\u0103 doresc s\u0103 cumpere produsul, \u00een timp ce 52% au spus c\u0103 vor mai multe informa\u021bii despre produs.<\/p>\n\n\n\n<p>O modalitate eficient\u0103 de urm\u0103rire a rezultatelor este integrarea videoclipului YouTube al influencerului cu Google Ads \u0219i Analytics \u00een analizele de comer\u021b electronic ale clientului. Astfel, pot fi construite modalit\u0103\u021bi de cump\u0103rare de la con\u021binut la punctele de date ale clien\u021bilor.<\/p>\n\n\n\n<p>De asemenea, merit\u0103 ca un magazin online s\u0103 re\u021bin\u0103 c\u0103 amplificarea vocii unui influencer cu o <strong>investi\u021bie \u00een ads pe social media <\/strong>poate \u00eembun\u0103t\u0103\u021bi semnificativ rentabilitatea investi\u021biei pentru influencer marketingul. Astfel, m\u0103ri\u021bi num\u0103rul de urm\u0103ritori, ie\u0219i\u021bi din bula lui \u0219i oferi\u021bi posibilitatea unui public mai vast s\u0103 afle despre experien\u021ba lui.&nbsp;<\/p>\n\n\n\n<p><em>Pe termen mai lung, discut\u0103m de m\u0103surarea altor indicatori. Un alt mod de a calcula ROI este calcularea costurilor economisite.&nbsp;<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/4-1024x239.png\" alt=\"E-Commerce ROI Influencers\" class=\"wp-image-5546\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. Reducerea costului de media:<\/strong><\/h2>\n\n\n\n<p>O campanie de Influencer Marketing poate substitui cu succes o campanie de paid media \u00een zilele noastre, c\u00e2nd consumul de social media este foarte crescut pe aproape toate categoriile demografice (\u00een Rom\u00e2nia, penetrarea este mai sc\u0103zut\u0103 la persoanele cu v\u00e2rsta de peste 60 de ani, dar \u0219i acolo se \u00eenregistreaz\u0103 cre\u0219teri rapide).&nbsp;<\/p>\n\n\n\n<p>\u00cen plus, \u00een Influencer Marketing po\u021bi targeta mult mai bine mesajele dec\u00e2t \u00een media tradi\u021bionale, comunit\u0103\u021bile fiec\u0103rui influencer sunt grupuri cu mai multe interese comune dec\u00e2t cititorii unei reviste sau telespectatorii unui program TV. Deci, dac\u0103 renun\u021bi la o campanie de paid media se scad costurile folosite \u00een acest sens.&nbsp;<\/p>\n\n\n\n<p>O privire asupra anilor trecu\u021bi poate ar\u0103ta c\u0103, \u00een loc de a investi 50,000 \u00een media tradi\u021bionale, ai investit 10,000 de euro \u00een influencer marketing cu rezultate similare. <a href=\"https:\/\/blog.mocapp.net\/trend-2021-influencer-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sun\u0103 bine, nu-i a\u0219a?&nbsp;<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/5-1024x239.png\" alt=\"E-Commerce ROI Influencers\" class=\"wp-image-5548\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. Reducerea costurilor de producere de con\u021binut:<\/strong><\/h2>\n\n\n\n<p>Ce ar fi dac\u0103 ai cere prin contract influencerilor s\u0103 po\u021bi folosi pe social media ale companiei con\u021binutul folosit de ei? Sau dac\u0103 chiar ai pl\u0103ti pentru un takeover pe Facebook sau Instagram? Costurile aferente producerii acestui con\u021binut trebuie sc\u0103zute din investi\u021bie.&nbsp;<\/p>\n\n\n\n<p><em>Mai exist\u0103 \u0219i alte moduri de a evalua rezultatul investi\u021biei, de\u0219i poate mai greu de transpus \u00een matematic\u0103.&nbsp;<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/6-1024x239.png\" alt=\"E-Commerce ROI Influencers\n\" class=\"wp-image-5550\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6. Interac\u021biunea cu magazinul \/ e-commerce:<\/strong><\/h2>\n\n\n\n<p>Se pot lua \u00een considerare timpul petrecut pe site \u0219i raportul de <em>returning versus new visitors <\/em>(vizitatori care revin pe site comparat cu vizitatorii noi) \u0219i se poate corela cu campania de Influencer Marketing. Este posibil ca \u00een timp s\u0103 observa\u021bi o cre\u0219tere a utilizatorilor care se \u00eentorc pe site, vizitele lor finaliz\u00e2ndu-se p\u00e2n\u0103 la urm\u0103 cu o achizi\u021bie, cel mai probabil. Acest lucru se ia \u00een calcul la calculul ROI, chiar dac\u0103 rezultatele nu sunt imediate.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2021\/02\/7-1024x239.png\" alt=\"E-Commerce ROI Influencers\" class=\"wp-image-5552\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>7. M\u0103surarea brand awarness-ului \/ loialitatea clien\u021bilor:<\/strong><\/h2>\n\n\n\n<p>Mai greu de cuantificat este felul \u00een care s-a modificat inten\u021bia de cump\u0103rare a utilizatorilor. Greu, dar nu imposibil. Se pot folosi sondaje online, chiar cu discounturi la finalul complet\u0103rii pentru a \u00eencuraja rata de click, dar \u0219i urm\u0103rirea <em>reviews<\/em> (recomand\u0103rilor) este un indicator bun. \u00cen plus, un client fidel poate primi coduri de discount pentru prietenii s\u0103i, pentru a avea un motiv \u00een plus s\u0103 vorbeasc\u0103 despre brandul t\u0103u. Un client foarte mul\u021bumit va deveni un ambasador al brandului, recomand\u00e2nd sincer apropia\u021bilor brandului, orice marketer \u0219tie asta.&nbsp;<\/p>\n\n\n\n<p>&#8212;&#8211;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00cen concluzie, sunt multe moduri \u00een care o campanie de <a href=\"https:\/\/blog.mocapp.net\/\" target=\"_blank\" rel=\"noreferrer noopener\">Influencer Marketing<\/a> va influen\u021ba v\u00e2nz\u0103rile \u00een e-commerce, pe termen scurt, mediu sau lung. <\/h2>\n\n\n\n<p>Ceea ce pot s\u0103 v\u0103 garantez cu experien\u021ba mea \u00een Social Media \u0219i Influencer Marketing este c\u0103 niciun leu nu va fi irosit dac\u0103 influencerii sunt ale\u0219i dup\u0103 o documentare temeinic\u0103 \u0219i obiectivele sunt stabilite strategic \u0219i realist, conform bugetului.&nbsp;<\/p>\n\n\n\n<p>Pentru asta exist\u0103 platforme precum <strong>MOCAPP<\/strong>: aplica\u021bie web care simplific\u0103 munca de documentare a unui marketer (<em>research<\/em>) \u0219i taie timpul \u0219i costurile de estimare bugete, contractare \u0219i implementare a campaniilor cu influenceri. <a href=\"https:\/\/mocapp.net\/register\" target=\"_blank\" rel=\"noreferrer noopener\">\u00cencerca\u021bi-o \u0219i v\u0103 ve\u021bi convinge.&nbsp;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00centrebarea pe care \u0219i-o pun antreprenorii e-commerce este cum m\u0103soar\u0103 impactul \u0219i rezultatele campaniei de influencer marketing. <\/p>\n","protected":false},"author":2,"featured_media":5557,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,42,52],"tags":[],"class_list":["post-5504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","category-education","category-influencer-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cum m\u0103sori randamentul Influencerilor \u00een e-commerce &#187; MOCAPP<\/title>\n<meta name=\"description\" content=\"Cum se m\u0103soar\u0103 impactul \u0219i rezultatele campaniei de influencer marketing \u00een e-commerce?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROI \u00een Influencer Marketing \u00een e-commerce\" \/>\n<meta property=\"og:description\" content=\"Cum se m\u0103soar\u0103 impactul \u0219i rezultatele campaniei de influencer marketing \u00een e-commerce?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro\" \/>\n<meta property=\"og:site_name\" content=\"MOCAPP\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mocapp\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-01T14:08:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-10T09:31:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2021\/02\/Banner-ROI-Influencer-Marketing-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Florin Grozea\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro#article\",\"isPartOf\":{\"@id\":\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro\"},\"author\":{\"name\":\"Florin Grozea\",\"@id\":\"https:\/\/mocapp.net\/blog\/#\/schema\/person\/21a1829820aed7f26c55ed17a84a7d4e\"},\"headline\":\"Cum m\u0103sori randamentul Influencerilor \u00een e-commerce\",\"datePublished\":\"2021-02-01T14:08:26+00:00\",\"dateModified\":\"2022-08-10T09:31:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro\"},\"wordCount\":1490,\"publisher\":{\"@id\":\"https:\/\/mocapp.net\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro#primaryimage\"},\"thumbnailUrl\":\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2021\/02\/Banner-ROI-Influencer-Marketing-1.png\",\"articleSection\":[\"Editorials\",\"Education\",\"Influencer Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro\",\"url\":\"https:\/\/mocapp.net\/blog\/roi-influenceri-e-commerce\/?lang=ro\",\"name\":\"Cum m\u0103sori randamentul Influencerilor \u00een e-commerce &#187; 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