Вертикали - E-commerce
Кейсы из e-commerce: Kaspi Shopping, Arbuz.kz, Wildberries KZ, маркетплейсы и D2C.
#meta #reference #ecommerce
Особенности маркетинга в e-commerce
| Параметр | Специфика |
|---|---|
| Метрики | AOV, ROAS, CPA per order, repeat rate, basket size |
| Сезонность | Наурыз, 11.11, Black Friday, Новый год - пики продаж |
| Creative | Product-focused, UGC, video reviews, carousel |
| Tracking | Enhanced Ecommerce (dataLayer), product feeds, dynamic remarketing |
| Attribution | Multi-touch, cross-device (browse on mobile → buy on desktop) |
| Retention | Email (abandoned cart, post-purchase), loyalty, push |
| Pricing | Dynamic, competitive monitoring, promotions calendar |
E-commerce воронка
Overall CR: 2.4% (хороший benchmark для KZ e-commerce)
Ключевые каналы для e-commerce KZ
| Канал | Role | Typical ROAS |
|---|---|---|
| Google Shopping / PMax | Bottom-funnel, product ads | 5-12× |
| Google Search (brand) | Brand protection, high intent | 10-20× |
| Google Search (generic) | Demand capture | 3-6× |
| Meta (retargeting) | Cart abandoners, product viewers | 6-15× |
| Meta (prospecting) | New customer acquisition | 2-5× |
| TikTok | Awareness, younger audience, UGC | 2-4× |
| Email / Push | Retention, reactivation | 20-50× |