Digital marketing is constantly evolving, the same way
that e-commerce keeps offering us new
tools and opportunities to increase our customers and sales. This implies
the constant need among e-commerce professionals to stay updated on the latest
trends and features on marketing; attracting, converting and retaining
customers. Hence the importance of betting on specific education such as a MSC
in Marketing to keep the employees up to date.
We all know the importance of responsive design, guest blogging, conversion optimization and these kind of techniques that we’ve been working on for a while. But on this post we are going to analyze some new techniques and trends on digital marketing for e-commerce that you should already be using.
Mobile Optimization
We assume that you already have a responsive web ready to be viewed on smartphones and tablets. But furthermore now you also need to optimize that version of your web in order to increase the conversion of your mobile users.
Moreover, the use of mobile advertising starts to be a need for any e-commerce, whether paid or for free. For example, if your business has an App you should be working on ASO techniques (App Store Optimization) to get the first positions on the App Market Places.
Data based content
Another growing trend is the creation of data based content. We must use all accessible metrics and datain order tomeet the interests, insights and habits of our users. If we analyze these data correctly, we can establish a content plan focused on our specific target, by offering the right content on the right place.
“Hearing and analyzing our users behavior is key to establish a meaningful content strategy”
Techniquessuch as guest blogging on relevant platforms are definitely a good way to consolidate our presence in the network. Anyway, video turns to be the most effective format to promote our products, as some cases have proven that an online shop with videos can duplicate its sales. Introducing good explanatory video pieces will take down most of the purchase barriers among our users.
Wearable Devices
The new wearable devices, such as smart refrigerators, augmented reality glasses or smartwatches, present new ways of relationship between customers and their environment. Although these technologies are still at an early stage of development, we must be prepared to integrate our marketing strategies into these new technologies.Being able to offer discounts and special promotions through Google Glass, for example, can be a competitive advantage for our e-commerceon the long term.
Social Ads and Social Commerce
Another interesting trend in e-commerce is known as Social Commerce. With the integration of collaborative tools, such as shared purchase lists or product assessments, we encourage our users to ask for advice, opinion or share our products with the people they trust.
There’s also an increase on the use of Social Ads or advertising on social networks.Thanks to these kind of ads, we can segment our target to the maximum, sending our message directly to those potential customers which means spending our budget more wisely.
“Segmentation possibilities are so broad on Social Ads that we can get a better performance of our budget”
Customizing the shopping experience
Another recommendation if we want to increase sales on our e-commerce is to provide a personalized shopping experience to our users. We need to get those users to register, collect all possible information about them and follow the trail that their actions leave on our site. That way, we will be able to show several suggestions according to their tastes and interests when they come back.
These are some of the trends in marketing for e-commerce that can help you increase customers and sales on your site. As an e-commerce professional, it’s essential to keep yourself updated in order to stay ahead of the competition and be able to offer the best online shopping experience to your users. Can you recommend us any other new techniques?
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