Publication: Indicadores clave para la comunicación digital en portales de moda basados en el portal www.zara.com
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2018-05-30
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Universidad Complutense de Madrid
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Abstract
El aumento de portales de comercio electrónico de moda que se viene observando en España desde hace cinco años responde al incremento que la demanda online de este tipo de productos viene experimentando según informe del representante y promotor de la publicidad y del marketing digital en España, la agencia Interactive Advertising Bureau (IAB Spain). En 2016, los españoles gastaron un 8,9% más de presupuesto en compras a través de la red con respecto al año anterior, en media 661,62 euros por persona, lo que supuso un volumen de ventas total entorno a los 5.300 millones de euros. La necesidad de emprender un negocio como alternativa al trabajo por cuenta ajena en situaciones de desaceleración económica, la facilidad de acceso a la tecnología y la posibilidad de iniciar un negocio con escasa inversión monetaria hace que el número de emprendedores de negocios online haya crecido en un 18%. Un aspecto clave para el éxito comercial de los portales de comercio electrónico de moda es el desarrollo de una estrategia de comunicación digital eficaz en la atracción y en la seducción de los usuarios que permita el crecimiento y la subsistencia del propio portal en un entorno ciertamente competitivo. En este estudio se han analizado, desde el bagaje teórico y la reflexión experimental, los aspectos clave del proceso de comunicación que los portales de comercio electrónico de moda deberían considerar para la implantación de una estrategia de comunicación eficaz. En el estudio se han analizado con profundidad los elementos que intervienen en el proceso de comunicación digital: evolución, perfil del comprador, aspectos legales, diseño, canales y el propio contenido de los portales. Para el análisis de estos elementos, se ha tomado como referencia el portal de moda www.zara.com, referente en el segmento de venta online de productos textiles y de moda, y se ha concluido con el establecimiento y propuesta de indicadores clave que permitan la medición de la eficacia de las estrategias de comunicación para el resto de portales de moda...
The rise of fashion e-commerce portals in Spain in the past five years comes from an increase in the online demand that these kind of products have had, as we can see in the report made public by the agency “Interactive Advertising Bureau (IAB Spain). In 2016, spanish citizens spent a 8,9% more Year over Year of their budget in online shopping. This mean 661,62€ per capita, or 5.300 million euros of total volume sales in the year. The need of starting a business as an alternative to paid employment in hard economic circumstances, the easy access to technology and the little financial requirements needed to start a business has made online startups to grow 18%. A key aspect for commercial success of the fashion e-commerce portals is the digital communication strategy made to attract users that allows growth and subsistence of the portal in a highly competitive environment. In this study we have analyzed, from a theoretical and experimental point of view the key aspects of the communication process that fashion e-commerce portals have to implement to get an efficient communication strategy. In the thesis some elements that intervene in digital communication have been analyzed in depth: evolution, buyer profile, legal aspects, design, business channels and the content. For the purpose of studying these elements, we have taken as reference the fashion portal www.zara.com because it is leading in online e-commerce in textile products and fashion. We conclude with a set of indicators to measure the effectiveness of digital communication.
The rise of fashion e-commerce portals in Spain in the past five years comes from an increase in the online demand that these kind of products have had, as we can see in the report made public by the agency “Interactive Advertising Bureau (IAB Spain). In 2016, spanish citizens spent a 8,9% more Year over Year of their budget in online shopping. This mean 661,62€ per capita, or 5.300 million euros of total volume sales in the year. The need of starting a business as an alternative to paid employment in hard economic circumstances, the easy access to technology and the little financial requirements needed to start a business has made online startups to grow 18%. A key aspect for commercial success of the fashion e-commerce portals is the digital communication strategy made to attract users that allows growth and subsistence of the portal in a highly competitive environment. In this study we have analyzed, from a theoretical and experimental point of view the key aspects of the communication process that fashion e-commerce portals have to implement to get an efficient communication strategy. In the thesis some elements that intervene in digital communication have been analyzed in depth: evolution, buyer profile, legal aspects, design, business channels and the content. For the purpose of studying these elements, we have taken as reference the fashion portal www.zara.com because it is leading in online e-commerce in textile products and fashion. We conclude with a set of indicators to measure the effectiveness of digital communication.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 20-09-2017