Online shopping is among one of the most popular ways to purchase; with almost everything available online nowadays. With Christmas nearing there is a surge of potential customers to capitalise on. This post will explore the effects of eCommerce and how your business should operate in regards to these changes.
Image credit: @Wdnet
The internet now allows customers to purchase that last-minute gift and still receive it the next day. In 2018 alone the internet saw around 1.79 billion buyers with an increase to 1.92 billion this year, demonstrating just how many people resort to this form of shopping. Therefore, if you’re selling products online and have yet to think about these issues then company growth may be stinted.
Digital Marketing Campaigns have the ability to target specifically to their customer’s personal interests; through the internet. Customers are now bombarded with tailored adds on their emails, social media, google searches and even online games; these are all specific to the interests and buying habits they have previously expressed.
Personalise the Customer Experience
Companies are now able to connect with their consumers via their browsing history, personal interests or even their current location. This permits brands to target product suggestions or promotional deals that match the individual they are trying to sell to.
Segmant’s 2017 State of Personalisation Report states that just 22% of consumers are satisfied with the level of personalisation they are currently receiving. Therefore, it can be inferred that a large number of companies and brands are continually failing to create personalised experiences that inspire their customers to make a purchase. Creating a gap in digital marketing that, as a company, should be focused on.
In a study by Infosys one quarter (25%) of customers said that personalisation significantly influences what they purchase. It allows them to feel a connection to you as a business instead of feeling insignificant. Many respondents in the study stated they were in favour of personalisation when it came to entertainment (53%), health and beauty (51%), electronics (50%) and regarding clothing (47%). These are interesting statistics to take note of; it shows that if you don’t make use of tailored digital marketing campaigns over half of your customer base will significantly be less likely to make a purchase.
User-Generated Content (UGC)
As stated by Tint User-Generated Content or UGC, is any content that has been created and published by unpaid contributors. This is often by fans who promote a brand they connect with rather than the actual brand marketing itself. These types of content can range from; blogs, websites or social media posts. Since this form of promotion is unpaid consumers feel it is a trustworthy method of advertisement; it becomes unbiased as they aren’t forced to be positive about the product. UGC can be used as social proof that your brand message has connected with customers, this can help spread your social followers as you can gain the followers of the individual promoting your brand. In turn, it will show your target audience that your company holds value behind it, therefore, boosting sales.
However, it can be seen that only around 16% of brands have a system in place that allows them to manage and launch UGC marketing. Showing that there is a segment of digital marketing that could put you ahead of competitors. Especially, since 93% of consumers think that UGC help influences them to buy a product.
How has eCommerce changed marketing strategies
Nowadays, when it comes to ads there is an abundance in social media, pop-ups in content platforms and even in search engines before they even click onto your website. Traditional forms of marketing are still used daily by a large number of companies and brands, yet they are increasingly out prioritised by digital marketing campaigns. Even the smallest companies with a limited marketing budget can run an online campaign for little cost.
eCommerce has meant that brands have had to become more creative and engaging in their campaigns that transcend the products that they offer. It has allowed businesses to gain a better idea of their target markets needs and wants. This is a great advantage for any company, that has a place in the digital marketing industry or for individuals that need guidance on what their potential competitors may be utilising.
With Christmas on the horizon, many potential customers will turn to the internet to purchase their gifts. Using the topics discussed previously there are an abundant amount of marketing techniques that can one could employ. A strong marketing campaign can only strengthen your brand image and improve sales.