The present thesis analyses e-commerce websites operating in the fashion industry and the online marketing strategies they adopt to generate traffic. The aim of the analysis is to understand if some archetypes can be identified for e-commerce websites operating in the fashion industry, based on selected specific characteristics of the e-commerce websites themselves, to study if a correlation between archetypes and marketing strategies exists and to suggest the most effective digital marketing strategy for an e-commerce website given its characteristics. The considered e-commerce website characteristics (independent variables) are: age, category, segment, items sold, access, turnover, information, interactivity and service. Marketing strategies are described by means of three (dependent) variables: online marketing budget, channels strategy and devices strategy. Three multiple linear regressions are carried out by taking into consideration all the independent variables and one dependent variable at a time. Results show that: • Access, turnover and service have an impact on online marketing budget • Age, category, items sold, access, turnover, information and interactivity have an impact on channels strategy • Category, segment, items sold, access, information and interactivity have an impact on devices strategy. Moreover, two valid regression equations are identified, that give an estimation of channels strategy and devices strategy values for an e-commerce website given its characteristics. Finally, seven website archetypes are identified, which consider as couples of independent variables turnover-service, access-category, access-items sold, segment-category, segment-items sold and age-access.
La presente tesi si propone di analizzare i siti di e-commerce che operano nel settore fashion e le strategie di marketing online che essi adottano per generare traffico. Lo scopo di questa analisi è quello di capire se esistono degli archetipi per i siti di e-commerce che operano nel settore fashion, basati su delle specifiche caratteristiche dei siti di e-commerce stessi, di studiare se esiste una correlazione fra tali archetipi e le strategie di marketing e di consigliare la più efficace strategia di marketing online per un dato sito di e-commerce a seconda delle sue caratteristiche. Le caratteristiche dei siti di e-commerce considerate (variabili indipendenti) sono: età, categoria, segmento, articoli venduti, accesso, fatturato, informazioni, interattività e servizio. Le strategie di marketing sono descritte tramite tre variabili (dipendenti): budget per il marketing online, strategia per i canali e strategia per i dispositivi. Sono state effettuate tre regressioni lineari multiple, tenendo in considerazione tutte le variabili indipendenti e una variabile dipendente alla volta. I risultati mostrano che: • Accesso, fatturato e servizio impattano sulla scelta del budget per il marketing online • Età, categoria, articoli venduti, accesso, fatturato, informazioni e interattività impattano sulla scelta della strategia per i canali • Categoria, segmento, articoli venduti, accesso, informazioni e interattività impattano sulla scelta della strategia per i dispositivi. Inoltre, sono state identificate due equazioni di regressione valide che offrono una stima della strategia per i canali e della strategia per i dispositivi per un sito di e-commerce, date le sue caratteristiche. Infine, sono stati identificati sette archetipi per i siti, considerando come coppie di variabili indipendenti fatturato-servizio, accesso-categoria, accesso-articoli venduti, segmento-categoria, segmento-articoli venduti e età-accesso.
An analysis of online marketing strategies of B2c e-commerce websites in fashion industry
FOGLIANI, ANITA
2015/2016
Abstract
The present thesis analyses e-commerce websites operating in the fashion industry and the online marketing strategies they adopt to generate traffic. The aim of the analysis is to understand if some archetypes can be identified for e-commerce websites operating in the fashion industry, based on selected specific characteristics of the e-commerce websites themselves, to study if a correlation between archetypes and marketing strategies exists and to suggest the most effective digital marketing strategy for an e-commerce website given its characteristics. The considered e-commerce website characteristics (independent variables) are: age, category, segment, items sold, access, turnover, information, interactivity and service. Marketing strategies are described by means of three (dependent) variables: online marketing budget, channels strategy and devices strategy. Three multiple linear regressions are carried out by taking into consideration all the independent variables and one dependent variable at a time. Results show that: • Access, turnover and service have an impact on online marketing budget • Age, category, items sold, access, turnover, information and interactivity have an impact on channels strategy • Category, segment, items sold, access, information and interactivity have an impact on devices strategy. Moreover, two valid regression equations are identified, that give an estimation of channels strategy and devices strategy values for an e-commerce website given its characteristics. Finally, seven website archetypes are identified, which consider as couples of independent variables turnover-service, access-category, access-items sold, segment-category, segment-items sold and age-access.| File | Dimensione | Formato | |
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2016_12_Fogliani.pdf
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https://hdl.handle.net/10589/131262