{"id":3373,"date":"2020-06-17T12:22:44","date_gmt":"2020-06-17T12:22:44","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/false-mituri-despre-branding-in-online\/"},"modified":"2020-06-17T12:22:44","modified_gmt":"2020-06-17T12:22:44","slug":"false-mituri-despre-branding-in-online","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/","title":{"rendered":"False mituri despre branding in online"},"content":{"rendered":"<p><em>Pare simplu, accesibil si rapid sa construiesti un brand in online, dar in realitate nu este deloc asa. Online-ul este un mediu sofisticat si fragmentat, in care metrics-urile se schimba permanent, iar consumatorii sunt supusi tentatiilor de tot felul.<\/em> <strong>De Dochita Zenoveiov<\/strong>.<\/p>\n<p>Atunci cand lanseaza un brand in online, un antreprenor nu simte aceeasi greutate logistica si financiara ca atunci cand lansarea are loc in offline. De fapt, o regula de baza spune, cu cat o piata este mai fragmentata, cu atat investitiile necesare sunt mai mari. Iar in online exact asa este.<br \/>\nDaca vorbim de o lansare de la zero a unui brand, pasii care trebuie urmati sunt cei consacrati: analiza si audit, identificarea grupului tinta de cumparatori, pozitionarea in piata, dezvoltarea de nume, identitate vizuala, ambalaje, pregatirea site-ului. Spre deosebire de offline, principalul element diferit este ca atunci cand se ia in calcul analiza vizuala a brandului, aceasta trebuie sa acopere o plaja mult mai larga. Responsabilul de brand trebuie sa se uite si la ceea ce exista in marketplace-uri. Brandul sau nu mai este prezent pe un raft in Kaufland sau in Carrefour, unde avea un numar determinat de competitori, ci este prezent intr-o mare bucla, unde concureaza si cu produsele din alte magazine online dar si cu cele din marketplace-uri cum este platforma eMag, asa ca trebuie sa ia in calcul tot ce se intampla in categorie. De asemenea, atunci cand se lanseaza trebuie sa tina cont de mentalul colectiv din piata respectiva, precum si de cel din mediul in care si-a programat lansarea.<\/p>\n<p>Experienta arata ca majoritatea antreprenorilor romani fie se lanseaza online local si regional, fie targeteaza comunitatile de romani care traiesc in alte tari. De exemplu, daca vorbim despre lactate, unde gustul este foarte specific, deoarece lactatele difera mult de la o tara la alta, nu poti sa lansezi cascaval de Rucar in Franta, unde exista alta bucatarie, iar piata lactatelor este cu totul alta.<br \/>\nBrand managerii trebuie sa inteleaga ca firmele de cercetare de piata au un rol foarte important, deoarece dispun de o cantitate semnificativa de date. O lansare de succes se bazeaza pe trenduri de consum si pe date de piata cantitative si calitative. Dupa constructia brandului \u2013 deci dupa finalizarea produsului, numelui, ambalajului \u2013 atentia brand managerului se va orienta catre distributie. Azi, secretul succesului nu sta in modul in care lansezi un produs, ci in modul in care il vinzi si unde il distribui. Un alt mit este ca un magazin online este foarte simplu de realizat. insa magazinul online se poate numi magazin online probabil dupa 6-12 luni. Un site nu este acelasi lucru cu un magazin online. Site-ul in sine este cea mai simpla parte din constructia magazinului. Totusi, in cazul unui brand lansat de la zero este nevoie de circa 12 saptamani pentru constructia site-ului, cu tot cu listarea produselor. Dar degeaba ai un site-ul daca nu stie nimeni despre el. Magazinul online are nevoie de SEO, de o strategie realizata de o agentie de digital, de buget de media pe online si mai ales de logistica din spate care tine de vanzarea si livrarea produselor. Brandul trebuie sa fie atat de cool in online incat sa fie remarcat de retaileri si memorat de cumparatori. Trebuie subliniat ca, desi in online brand managerii dispun de date real-time, de la Google, Facebook, LinkedIn etc, campaniile de succes sunt cele care combina online-ul cu offline-ul.<\/p>\n<h3><strong>Credibilitatea online-ului, sub semnul intrebarii<\/strong><\/h3>\n<p>In Romania online-ul este inca asociat cu pauza, consumatorii intra pe site-uri atunci cand sunt in pauza si nu prea iau in considerare ceea ce vad pe online, si nu prea sunt pregatiti sa ia decizii de cumparare. Print-ul, radio-ul si tv-ul cresc notorietatea brandurilor, deoarece sunt considerate canale media credibile. Cumparatorul ia in calcul un produs pentru ca a citit despre el intr-o revista sau l-a vazut intr-un spot la tv. si abia apoi cauta informatii suplimentare pe Google si pe paginile de sociale media ale brandului. Dar credibilitatea in Romania nu este data de online. Offline-ul creeaza credibilitate, iar online-ul creeaza frecventa de comunicare. in cazul unor branduri mici, cu audienta mica, se poate merge doar pe branding online, pentru ca aceste branduri sunt mici prin definitie: daca scaleaza nu mai sunt artizanale. in perioada pandemiei multe branduri au mizat pe comunicare online, unul din motive fiind ca online-ul este mai accesibil decat televiziunea, dar nu trebuie ales doar pentru ca este relativ ieftin si accesibil. Daca pentru televiziune este nevoie de un buget de 100-200.000 euro pentru rezultate la nivel national, in cazul unui business mic poti crea interactiune in social media cu bugete semnificativ mai mici.<br \/>\nin ultimele luni multi antreprenorii au vazut o oportunitate in prezenta online si au redirectionat bugetele spre ceea ce a fost mai accesibil.<br \/>\nExista si un numar limitat de branduri care refuza sa intre in online, branduri care fie nu au motivatie sa se apropie de online, fie nu isi gasesc audienta acolo, fie considera online-ul un canal de vanzare care nu le poate aduce o marja considerabila de profit. insa pandemia de coronavirus a determinat multi retaileri din FMCG sa se apropie de online, iar rezultatele sunt vizibile.<br \/>\nAlte concluzii vizibile in aceste luni sunt ca este important pentru retailerii FMCG sa adopte o strategie omnichannel, deoarece unele decizii de cumparare se iau in offline, iar altele in online. Iar favoritii acestei perioade sunt retailerii care comunica intensiv in online.<\/p>\n<h3><strong>Online-ul, cel mai potrivit pentru FMCG<\/strong><\/h3>\n<p>Antreprenorii care detin deja branduri consacrate in portofoliu si doresc sa le lanseze in online trebuie sa fie dispusi sa investeasca timp si bugete pentru a construi prezente relevante.<br \/>\nDaca pozitionarea brandului este bazata pe interactiune si experienta, atunci declinarea online se va baza pe continut relevant. Se recomanda ca acest continut sa fie realizat de un copywriter, deoarece un site are nevoie de cuvintele potrivite nu doar pentru a atrage clientii, dar si pentru a fi indexat in motoarele de cautare. Pe de alta parte, asa cum la un magazin fizic exista un angajat care face stocurile si casa la finalul zilei, si in online trebuie sa existe un angajat care sa aiba grija de aceste lucruri. Alte elemente importante in online sunt timpul de raspuns la intrebarile clientilor, durata de livrare a produselor, precum si pretul produsului. Obiceiul de consum in online se bazeaza pe un pret competitiv si o durata de livrare din ce in ce mai mica. Acestea influenteaza semnificativ decizia finala de achizitie.<br \/>\nin online se vand bine produsele care nu inseamna o investitie mare pentru cumparatori. in general, acestia nu achizitioneaza produse de la companii necunoscute sau prea putin familiare, dar daca totusi o fac, prefera produse care nu costa mult. De aceea, online-ul este ideal pentru retailerii din FMCG.<br \/>\nIar daca ceva nu merge bine, brand managerii trebuie sa stie ca in online consumatorii sunt foarte vocali si nemultumirea e rapid exprimata. Pentru un brand nou lansat, orice review sau comentariu negativ este important si trebuie rezolvat, deoarece afecteaza reputatia brandului. si la lansare, orice brand trebuie sa fie impecabil din toate punctele de vedere.<\/p>\n<p><em>Dochi\u021ba Zenoveiov este Brand Innovator si fondator al <strong>INOVEO<\/strong> si are o experienta de peste 20 de ani in marketing si branding.<\/em><\/p>\n<p><em>Citeste articolul in Revista Progresiv<\/em><br \/>\n<img decoding=\"async\" style=\"max-width:280px\" src=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2019\/07\/logo_magazinulprogresiv.png\"\/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pare simplu, accesibil si rapid sa construiesti un brand in online, dar in realitate nu este deloc asa. Online-ul este un mediu sofisticat si fragmentat, in care metrics-urile se schimba permanent, iar consumatorii sunt supusi [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/\">Read More&#8230;<span class=\"screen-reader-text\"> from False mituri despre branding in online<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3373","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>False mituri despre branding in online - INOVEO<\/title>\n<meta name=\"description\" content=\"Pare simplu, accesibil \u0219i rapid s\u0103 construie\u0219ti un brand \u00een online, dar \u00een realitate nu este deloc a\u0219a. Online-ul este un mediu sofisticat \u0219i fragmentat, \u00een care metrics-urile se schimb\u0103 permanent, iar consumatorii sunt supu\u0219i tenta\u021biilor de tot felul.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"False mituri despre branding in online\" \/>\n<meta property=\"og:description\" content=\"Pare simplu, accesibil \u0219i rapid s\u0103 construie\u0219ti un brand \u00een online, dar \u00een realitate nu este deloc a\u0219a. Online-ul este un mediu sofisticat \u0219i fragmentat, \u00een care metrics-urile se schimb\u0103 permanent, iar consumatorii sunt supu\u0219i tenta\u021biilor de tot felul.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/\" \/>\n<meta property=\"og:site_name\" content=\"INOVEO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inoveobranding\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-17T12:22:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2019\/07\/logo_magazinulprogresiv.png\" \/>\n<meta name=\"author\" content=\"Inoveo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inoveobranding\" \/>\n<meta name=\"twitter:site\" content=\"@inoveobranding\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Inoveo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/\"},\"author\":{\"name\":\"Inoveo\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#\\\/schema\\\/person\\\/b2385fd5dcd9d87cf609b6f457fc4a0b\"},\"headline\":\"False mituri despre branding in online\",\"datePublished\":\"2020-06-17T12:22:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/\"},\"wordCount\":1212,\"publisher\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inoveo.ro\\\/wp-content\\\/uploads\\\/2019\\\/07\\\/logo_magazinulprogresiv.png\",\"articleSection\":[\"BRANDING\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2020\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/\",\"url\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/\",\"name\":\"False mituri despre branding in online - INOVEO\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/false-mituri-despre-branding-in-online\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inoveo.ro\\\/wp-content\\\/uploads\\\/2019\\\/07\\\/logo_magazinulprogresiv.png\",\"datePublished\":\"2020-06-17T12:22:44+00:00\",\"description\":\"Pare simplu, accesibil \u0219i rapid s\u0103 construie\u0219ti un brand \u00een online, dar \u00een realitate nu este deloc a\u0219a. 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Doctor Niculae D. Staicovici 51, Etaj 2, Ap 5","addressLocality":"Bucuresti","postalCode":"050559","addressRegion":"Bucure\u0219ti","addressCountry":"RO"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/#local-main-organization-logo","url":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","contentUrl":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","width":336,"height":416,"caption":"INOVEO Concept"}]},"geo.placename":"Bucuresti","geo.region":"Romania"},"featured_image_src":"","featured_image_src_square":false,"author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_excerpt_info":"Pare simplu, accesibil si rapid sa construiesti un brand in online, dar in realitate nu este deloc asa. Online-ul este un mediu sofisticat si fragmentat, in care metrics-urile se schimba permanent, iar consumatorii sunt supusi [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/\">Read More...<span class=\"screen-reader-text\"> from False mituri despre branding in online<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/false-mituri-despre-branding-in-online\/\">Read More...<span class=\"screen-reader-text\"> from False mituri despre branding in online<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3373","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3373"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3373\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3373"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3373"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}