E-commerce inbound marketing means attracting customers to your online store with engaging and relevant content to increase sales and conversions
E-commerce has rocketed over the last 12 months - and with it, inbound marketing tactics by savvy e-commerce marketers have picked up the pace, competing to attract customers to their site and win that sale. While a healthy e-commerce marketing strategy will always include a mixture of outbound and inbound marketing, with demand and competition peaking in 2021, there's little doubt that now is the time to focus on your e-commerce inbound marketing strategy to increase your return on investment.
The numbers speak for themselves with e-commerce purchases accounting for 16% of all sales in the US in Q2. In fact, 9 countries were predicted over 20% growth in e-commerce post-COVID, the Asian Pacific market alone forecast $2,448.33 billion of E-commerce sales.
What is e-commerce marketing and how is it different from other digital marketing? Discover opportunities for strategic optimization in an industry which has seen year on year growth like no other
2020 was the year of e-commerce. You don't need me to tell you that. Over the last decade, our marketing technological ability and sophistication has gradually improved, enabling increased e-commerce engagement and traction, as more businesses have begun selling online. However, it's the rapid change in social behaviour during the global pandemic responsible for the peaks we've seen this year - such as e-commerce accounting for 16% of total sales in the US in Q2 2020.
Identify, anticipate and satisfy customer requirements profitably, online
So, your customer want to buy from you online, great. But how is e-commerce marketing…
Social commerce gives brands opportunities to create seamless e-commerce experiences directly within popular social channels
One of the things that has always fascinated me about social media is the way it continues to adapt and evolve to changing consumer trends. Over the last 20 years we’ve seen a progressive shift from simple, text-based updates, to increasingly visual and ephemeral content, championed by app-based platforms like Instagram and Snapchat, and at the same time, social commerce has flourished. And whilst newer entrants such as TikTok have taken this trend even further, there have also been innovations in one-to-one communication seen in the development of messenger apps such as WeChat, WhatsApp and Messenger (the latter both owned by Facebook):
It’s been interesting to see how some of these trends have converged to drive innovation in social media beyond…
Any retail brand with a digital presence should use this three-step ASIN targeting process to develop an Amazon advertising strategy
In the same way that the library uses the Dewey Decimal System to keep everything orderly and organized, Amazon has its own system: the Amazon Standard Identification Number (ASIN).
And with Black Friday and Cyber Monday just around the corner, which half of Amazon sellers classify as 'crucial to their bottom lines', now's the time to make sure you're exploiting every targeting feature out there.
Product detail pages (or ASIN pages) are prime real estate for advertisers. Placing an ad directly on the product page of your competitor is a great way to steal market share and increase your sales.
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More choice means it not only becomes harder to persuade customers to engage with a particular proposition but also to retain their interest post-transaction.
Digital has leveraged the greater array of choices available to consumers now, which is much more than at any other time in our economic development, representing a real challenges to build brand loyalty for marketers. At the same time, it has made it this choice available to far more people than in any previous period of history.
This combination of choice and availability does two things:
It disrupts traditional or established relationships, particularly where the choice becomes limited or stale.
It creates an enhanced set of expectations for customer experience.
As a consequence, it not only becomes harder to persuade customers to engage with a particular proposition but also to retain their interest post-transaction. In our experience, this is primarily down to a failure to deliver the best possible…
Depending on what business you’re in, typically anywhere from 2%-15% of your online visitors convert into customers. That means 85%-98% don’t. So, wouldn’t you like to know why?
You can, by gathering some critical customer feedback with some very affordable methods and tools. Best of all, all of these analyses can be done for less than $1000 (USD).
I call this ‘taking the pulse’ of your prospects and customers — from two angles, and using multiple methods. By two angles I mean doing both quantitative and qualitative analysis. And the methods include:
Reviewing your analytics data
Reviewing your visitor clickstream data
Gathering ‘voice of customer’ data
Running an eye-tracking study
Launching a one-question poll
Getting expert conversion review
Why so many methods? Well, your medical doctor doesn’t just check your blood pressure, then say, ‘OK, we’re done,’ and send you on your…
Customers are not only looking for a great product or service but also the most convenient and appealing way to get it - ie, mobile apps.
So, there’s no uber to take you to your destination; no Google Maps to help you find the way; no Zomato to satiate your cravings, or no Amazon app to order that item in your wishlist.
How does that sound? Scary?
That is the magnitude by which mobile apps have consumed our lives.
In recent times, we became dependant on our apps for pretty much everything.
But why did the transition happen? If most of the things that a mobile app does, can happen via a website too, then why have apps taken the front seat?
The answer is simple - convenience.
[caption id="attachment_149453" align="aligncenter" width="640"] [Image Source][/caption]According to Walker study, it is…
Perception matters when it comes to pricing. By applying a few principles of human perception to price presentation, you can craft your copywriting to maximize the perceived value in your prospect’s mind
Lee Atwater is attributed as saying, 'perception is reality.' This is never truer that in the world of marketing in general, and Offer pages in particular.
By applying a few principles of human perception to price presentation, you can craft your copywriting to maximize the perceived value in your prospect’s mind. The better you can do this, the higher your Average Order Value (AOV) will be - and higher AOVs translate into a higher revenue per visitor (RPV). Best of all, doing this requires only a bit of extra time and cost.
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In the last four years, the retail environment has shifted to the point where a more expansive conversation is needed about ‘commerce’ rather than ‘shopping’.
I recently attended a talk by Jamie Peate, Global Head of Retail Strategy at McCann Worldgroup, on the key trends in retail today. Whether you’re a marketer operating in the retail sector or somewhere completely different, many of the points highlighted cuts across industries and provides a unique insight into human behaviour.
Back in 2015, McCann launched the Truth About Shopping, a longitudinal research project to study the dynamics in retail across 26 markets. Four years on, the team revisited the research and noticed that in this short time the retail environment has shifted to the point where a more expansive conversation is needed about ‘commerce’ rather than ‘shopping’.
Today, customers are thinking about everything from…
Keeping new customers satisfied is compulsory if you are to have any chance of turning them into regular customers
As an e-commerce business owner, you probably understand the important role that "trust" plays in converting first-time visitors into paying customers.
This set of visitors would never complete the checkout process if they find anything that makes them feel uncomfortable or doubt the credibility of your service.
So, keeping them satisfied is compulsory if you are to have any chance of turning them into regular customers.
Here are some other benefits you will gain by satisfying new customers:
New referral opportunities — First-time customers are usually more enthusiastic about sharing your e-commerce website with their friends especially when they love the experience.
New reviews — While your old customers may be tired of…