{"id":849,"date":"2021-03-12T10:39:19","date_gmt":"2021-03-12T10:39:19","guid":{"rendered":"http:\/\/zxx.27a.myftpupload.com\/?p=849"},"modified":"2021-04-09T08:59:28","modified_gmt":"2021-04-09T08:59:28","slug":"dos-and-donts-nar-det-galler-marknadsforing-for-din-e-handel","status":"publish","type":"post","link":"https:\/\/lwadvisory.se\/en\/dos-and-donts-nar-det-galler-marknadsforing-for-din-e-handel\/","title":{"rendered":"Do\u2019s and don\u2019ts n\u00e4r det g\u00e4ller marknadsf\u00f6ring f\u00f6r din e-handel"},"content":{"rendered":"<p><em>I den h\u00e4r artikelserien presenterar vi st\u00f6d till f\u00f6retagare kring den juridik som omger e-handel. Det handlar om krav p\u00e5 information, personuppgiftshantering, marknadsf\u00f6ring, leverant\u00f6rsavtal och k\u00f6pvillkor med mera. S\u00e4rskilt nyttigt f\u00f6r dig som avser starta en webbutik och \u00e4r ny \u201datt s\u00e4lja saker p\u00e5 n\u00e4tet\u201d, men \u00e4ven f\u00f6r dig som ser \u00f6kad trafik p\u00e5 din webbplats. Utmaningar \u00e4r ocks\u00e5 m\u00f6jligheter.&nbsp;<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>Marknadsf\u00f6ring \u00e4r en konst som blir extra tydlig n\u00e4r man vill marknadsf\u00f6ra sig via de elektroniska kanalerna. Det som verkar vara enkelt vid f\u00f6rsta \u00f6gonkastet kommer att visa sig vara sv\u00e5rt n\u00e4r du v\u00e4l st\u00e5r d\u00e4r med din kampanj.&nbsp;<\/p>\n\n\n\n<p>Varf\u00f6r? Jo, m\u00e5nga antar att p\u00e5 Internet och de sociala kanalerna s\u00e5:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>g\u00e4ller inte svenska regler, d\u00e4r g\u00e4ller andra regler som har utarbetats av de som anv\u00e4nder mediet.&nbsp;<\/li><li>\u00e4r det s\u00e5 enkelt och billigt att f\u00e5 ut ett budskap via de elektroniska kanalerna att man g\u00e4rna skickar det till alla man kan t\u00e4nka sig.<\/li><\/ul>\n\n\n\n<p>Tyv\u00e4rr s\u00e5 st\u00e4mmer inte detta. Det \u00e4r d\u00e4rf\u00f6r som m\u00e5nga b\u00f6r inse att de kanske borde fundera p\u00e5 vad de g\u00f6r och vad de vill s\u00e4ga n\u00e4r de genomf\u00f6r en marknadsf\u00f6ringskampanj. F\u00f6r \u00e4ven om internet och sociala medier erbjuder m\u00e5nga fascinerande och roliga verktyg s\u00e5 \u00e4r inte alla att rekommendera. Internet \u00e4r inget lagl\u00f6st land &#8211; marknadsf\u00f6ringslagen och GDPR \u00e4r lika till\u00e4mpningsbara i dessa kanaler.&nbsp;<\/p>\n\n\n\n<p>L\u00e5t oss h\u00e4r ge dig n\u00e5gra enkla regler att h\u00e5lla dig till f\u00f6r att h\u00e5lla dig p\u00e5 r\u00e4tt sida om lagarna.&nbsp;<\/p>\n\n\n\n<p><em><strong>Var \u00e4rlig i b\u00e5de ditt budskap och om vem du \u00e4r som avs\u00e4ndare.<\/strong><\/em><\/p>\n\n\n\n<p>Enligt marknadsf\u00f6ringslagen s\u00e5 m\u00e5ste du vara tydlig med vem som \u00e4r avs\u00e4ndare av ett marknadsf\u00f6ringsmeddelande, att budskapet \u00e4r skickat i marknadsf\u00f6ringssyfte och att du inte \u00f6verdriver f\u00f6r mycket.&nbsp;<\/p>\n\n\n\n<p>N\u00e4r du skickar ett meddelande, g\u00f6m dig inte bakom en pseudonym eller ett falskt namn. Var \u00f6ppen med vem du \u00e4r och vilket f\u00f6retag som \u00e4r avs\u00e4ndare.&nbsp;<\/p>\n\n\n\n<p>I sj\u00e4lva ingressen till meddelandet, oavsett om det r\u00f6r sig om headern i en e-post, annan kommunikationskanal eller rubriken p\u00e5 ett inl\u00e4gg i sociala medier, s\u00e5 ska det tydligt framg\u00e5 att det r\u00f6r sig om marknadsf\u00f6ring. Du beh\u00f6ver inte skriva REKLAM med stora bokst\u00e4ver, men l\u00e5t det genom spr\u00e5kbruket framg\u00e5 vad det \u00e4r fr\u00e5gan om \u2013 \u201d10% rabatt om du handlar innan p\u00e5sk\u201d eller liknande ger mottagaren en klar uppfattning vad det r\u00f6r sig om.&nbsp;<\/p>\n\n\n\n<p>N\u00e4r du beskriver ditt erbjudande &#8211; var \u00e4rlig med det du vill framf\u00f6ra.&nbsp;&nbsp;Vi vet alla att man \u00f6verdriver de goda egenskaperna i marknadsf\u00f6ring och jag brukar s\u00e4ga att det \u00e4r OK med en vit l\u00f6gn. Vad \u00e4r d\u00e5 en vit l\u00f6gn? Ett bra exempel \u00e4r den med f\u00f6r\u00e4ldern som s\u00e4ger till sitt barn att \u201dI v\u00e5r familj \u00e4ter vi endast godis p\u00e5 l\u00f6rdagar\u201d, men samma person unnar sig en chokladbit n\u00e4r barnet har g\u00e5tt och lagt sig. Applicera det p\u00e5 din marknadsf\u00f6ring s\u00e5 hamnar du p\u00e5 en rimlig niv\u00e5!<\/p>\n\n\n\n<p>Vill du j\u00e4mf\u00f6ra din produkt\/vara\/tj\u00e4nst med en som redan existerar p\u00e5 marknaden, d\u00e5 m\u00e5ste din j\u00e4mf\u00f6relse vara korrekt och m\u00e4tbar. Se till att du verkligen har r\u00e4tt i ditt p\u00e5st\u00e5ende och var beredd p\u00e5 att du kommer att f\u00e5 mothugg.&nbsp;<\/p>\n\n\n\n<p><em><strong>Ha koll p\u00e5 vem din mottagare \u00e4r och var noggrann&nbsp;<\/strong><\/em><\/p>\n\n\n\n<p>N\u00e4r vi anv\u00e4nder oss av elektroniska kanaler blir det ofta en k\u00e4nsla av att det funkar med \u201done size fits all\u201d, dvs. vi skickar samma meddelande till alla. Men det \u00e4r detta som g\u00f6r att vissa brukar anses vara spammare &#8211; f\u00f6r den som avg\u00f6r vem som \u00e4r en spammare \u00e4r mottagaren. D\u00e4rf\u00f6r \u00e4r det viktigt att du verkligen anpassar ditt budskap till den du skickar ditt meddelande till. Detta \u00e4r enklare om du kan styra vem som \u00e4r mottagaren av meddelandet, och detta kan du g\u00f6ra i de flesta sociala medier och via andra kommunikationsformer. T\u00e4nk d\u00e4refter efter f\u00f6re vem som \u00e4r din ideala mottagare. \u00c4r det Britta, 54 \u00e5r, som bor i en villa i ett lugnt omr\u00e5de eller Tage, 25 \u00e5r, som bor i en l\u00e4genhet i en pulserande stadsk\u00e4rna. Dela upp dina mottagare d\u00e4refter och anpassa budskapet.&nbsp;<\/p>\n\n\n\n<p><em><strong>F\u00f6rst\u00e5 n\u00e4r samtycke kr\u00e4vs f\u00f6r att skicka marknadsf\u00f6ring<\/strong><\/em><\/p>\n\n\n\n<p>Be om samtycke f\u00f6r att f\u00e5 skicka marknadsf\u00f6ring till personen, men&nbsp;endast&nbsp;om det verkligen kr\u00e4vs. Enligt marknadsf\u00f6ringslagen kr\u00e4vs det ett i f\u00f6rv\u00e4g inh\u00e4mtat samtycke om du kommer att skicka oombedd marknadsf\u00f6ring till en fysisk person via e-post och SMS. Men detta g\u00e4ller inte om mottagaren redan \u00e4r din kund och du har f\u00e5tt dennes adress i samband med k\u00f6pet eller om du kontaktar en person p\u00e5 dennes jobbadress och ditt budskap \u00e4r relevant f\u00f6r mottagaren i dennes yrkesroll.&nbsp;<\/p>\n\n\n\n<p><em><strong>Underl\u00e4tta f\u00f6r mottagaren att opta-out<\/strong><\/em><\/p>\n\n\n\n<p>\u00c4r det s\u00e5 att du sysslar med en marknadsf\u00f6ringskanal d\u00e4r mottagaren har en m\u00f6jlighet att tacka nej till framtida meddelanden fr\u00e5n dig \u2013 g\u00f6r det enkelt f\u00f6r mottagaren att tacka nej! Detta av tv\u00e5 v\u00e4ldigt enkla sk\u00e4l, dels \u00e4r livet f\u00f6r kort att \u00f6dsla tid p\u00e5 de som inte \u00e4r intresserade av vad du har att s\u00e4ga, dels s\u00e5 ska man som individ enligt GDPR kunna tacka nej till att ens personuppgifter anv\u00e4nds i marknadsf\u00f6ringssyfte. Se d\u00e4rf\u00f6r till att ha en fungerande rutin d\u00e4r du tv\u00e4ttar bort deras adresser fr\u00e5n dina listor.&nbsp;<\/p>\n\n\n\n<p>Detta var ett antal svar p\u00e5 fr\u00e5gor som jag har f\u00e5tt under \u00e5ren jag har jobbat med marknadsf\u00f6ring ur ett juridiskt perspektiv. Har du andra fr\u00e5gor som inte har besvarats eller vill att jag ska utveckla dessa tydligare &#8211; <a href=\"http:\/\/zxx.27a.myftpupload.com\/om-oss\/axel-tandberg\/\" target=\"_blank\" rel=\"noreferrer noopener\">kontakta g\u00e4rna mig<\/a> eller n\u00e5gon av mina kollegor s\u00e5 hj\u00e4lper vi dig g\u00e4rna.<\/p>\n\n\n\n<p><em>Av Axel Tandberg, marknadsr\u00e4ttsjurist PrivacyWorks\/LWA<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>Tidigare artiklar ur v\u00e5r e-handelserie:<\/p>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"http:\/\/zxx.27a.myftpupload.com\/2020\/11\/starta-en-e-handel-vad-ar-allmanna-villkor-och-varfor-behover-man-det\/\" target=\"_blank\">Starta en e-handel \u2013 vad \u00e4r allm\u00e4nna villkor och varf\u00f6r beh\u00f6ver man det?<\/a><br><a href=\"http:\/\/zxx.27a.myftpupload.com\/2021\/01\/ratt-hanterad-kunddata-ar-den-nya-oljan-och-borjan-pa-din-framgangsrika-e-handel\/\" target=\"_blank\" rel=\"noreferrer noopener\">R\u00e4tt hanterad kunddata \u00e4r den nya oljan<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>I den h\u00e4r artikelserien presenterar vi st\u00f6d till f\u00f6retagare kring den juridik som omger e-handel. Det handlar om krav p\u00e5 information, personuppgiftshantering, marknadsf\u00f6ring, leverant\u00f6rsavtal och k\u00f6pvillkor med mera. S\u00e4rskilt nyttigt f\u00f6r dig som avser starta en webbutik och \u00e4r ny \u201datt s\u00e4lja saker p\u00e5 n\u00e4tet\u201d, men \u00e4ven f\u00f6r dig som ser \u00f6kad trafik p\u00e5 din [&hellip;]<\/p>","protected":false},"author":2,"featured_media":851,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[7,57],"tags":[],"class_list":["post-849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-ehandel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Do\u2019s and don\u2019ts n\u00e4r det g\u00e4ller marknadsf\u00f6ring f\u00f6r din e-handel -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lwadvisory.se\/en\/dos-and-donts-nar-det-galler-marknadsforing-for-din-e-handel\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Do\u2019s and don\u2019ts n\u00e4r det g\u00e4ller marknadsf\u00f6ring f\u00f6r din e-handel -\" \/>\n<meta property=\"og:description\" content=\"I den h\u00e4r artikelserien presenterar vi st\u00f6d till f\u00f6retagare kring den juridik som omger e-handel. Det handlar om krav p\u00e5 information, personuppgiftshantering, marknadsf\u00f6ring, leverant\u00f6rsavtal och k\u00f6pvillkor med mera. S\u00e4rskilt nyttigt f\u00f6r dig som avser starta en webbutik och \u00e4r ny \u201datt s\u00e4lja saker p\u00e5 n\u00e4tet\u201d, men \u00e4ven f\u00f6r dig som ser \u00f6kad trafik p\u00e5 din [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lwadvisory.se\/en\/dos-and-donts-nar-det-galler-marknadsforing-for-din-e-handel\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-12T10:39:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-09T08:59:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/n7p5e0.n3cdn1.secureserver.net\/wp-content\/uploads\/2021\/03\/ehandel2.png?time=1710514275\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alexandra Waldersten\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alexandra Waldersten\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated 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:\\\/\\\/lwadvisory.se\\\/dos-and-donts-nar-det-galler-marknadsforing-for-din-e-handel\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/lwadvisory.se\\\/dos-and-donts-nar-det-galler-marknadsforing-for-din-e-handel\\\/\"},\"author\":{\"name\":\"Alexandra Waldersten\",\"@id\":\"https:\\\/\\\/lwadvisory.se\\\/#\\\/schema\\\/person\\\/a4e5066438ed17ebb710b8a37235e84c\"},\"headline\":\"Do\u2019s and don\u2019ts n\u00e4r det g\u00e4ller marknadsf\u00f6ring f\u00f6r din 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