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E-commerce

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.

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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…

Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment

Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing. According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs. [si_monthly_campaign_blog_cta_banner id=156146] Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…

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. [si_guide_block id="127475" title="Download our Business Professional Resource – How to sell on Amazon as a 'marketplace' seller" description="Amazon accounted for 47% of online retail in the US according to recent compilations. 51% of…

E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in

Channel loyalty doesn’t exist; buyers check different channels before they make a purchase. Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites. E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on. [si_guide_block id="122303" title="Download our Premium Resource – Omnichannel marketing planning guide" description="Our omnichannel planning guide will outline the differences between omni and multichannel marketing and then help you…

Google has changed search listings related to featured snippets, e-commerce to grow by over 30% in five years, Google urged to rethink third-party cookie blocking, Netflix named favourite UK brand

Google has dominated the news this week following its announcement that it has changed search results to deduplicate listings that appear as featured snippets. Find out how it could affect your strategy by reading the full story below. New research has suggested that e-commerce is going to account for a fifth of all retail by 2024, as consumers turn to convenience rather than heading to the brick and mortar high street. [si_blog_banner_cta] In other Google news, it has been asked to rethink its decision to block third-party cookies by 2022 due to the impact it could have on digital advertising. Finally, Netflix has taken the top spot away from Aldi to be named as the UK's favourite brand while a couple of brands have taken…

... and what they might mean for 2020

Seasoned visitors to the Smart Insights blog will no doubt agree that there’s an abundance of, well, smart insights to take in on a daily basis. With digital and marketing constantly evolving, marketers have to work hard to keep up with the rapid pace of change and Smart Insights plays this role perfectly, providing up-to-date guidance, tips and advice on a huge range of topics. There’s a handy function on the Smart Insights blog that lets visitors sort posts by both recency and popularity. But rather than talk about what others have found most interesting in 2019, I thought I’d outline some of the insights that have educated and inspired me this year and how they’re likely to influence my thinking further in 2020. [si_blog_banner_cta]

Stories and stats that stood out in 2019

Looking back over the last twelve months, I was surprised by the breadth of…

Only 16% of companies focus on retaining a customer when all data points to the fact that acquiring a new one is at least five times more expensive.

In this modern digital world, with fleeting loyalties and diminishing attention span, brands and businesses are continuously trying to come up with new plans and ideas to keep their customers in the fold. Today, this is largely driven by the data an organization can collect on its customers. Thanks to the proliferation of the internet and social media, much of this information is available freely. Brands are now studying customers’ behavior, expectations and motivations to learn more and more about what goes into their purchase cycle. A large part of this is trying to engage with the customer once the purchase has been made. One common mistake that most brands (especially those in the e-commerce sector) make here is assuming that the customer will re-enter…

The best digital marketing research across marketing channels - including SEO, PPC, CRO, social, mobile, martech, email, e-commerce, and UX - to help inform your 2019 marketing strategy

Because the state of digital marketing is always evolving, it is important to keep up-to-date with the latest research in your industry or marketing channel in order to stay ahead of your competition. However, it can be difficult to find the digital marketing research you need to help inform your digital strategy. We first curated these stats in 2017, but during 2018 and 2019, we've been committed to updating this article using the best digital marketing research data sources, which the team at Smart Insights have found helpful and informative throughout the year. Hopefully, this will help you too! [si_blog_banner_cta]

SEO statistics 2019

Total site visits produced by organic search…

You should strive to add concierge-level service to your e-commerce website’s user experience

We all want to be cared for.

On a business trip to Winnipeg, Canada, Michael Scott’s character in the popular sitcom ‘The Office’ is over-the-moon excited to learn that his hotel has a concierge (a concierge is a hotel employee whose job it is to assist guests with their every need). If you’ve seen the episode, you know that later that evening the concierge’s services far exceed his logistical support needs. It’s human nature to want to be cared for, especially in this often impersonal world. So you should strive to add concierge-level service to your e-commerce website’s user experience. To make your service ubiquitous and consistent, you should extend this higher level of service to your other customer contact channels.  [si_guide_block id="125181" title="Download our Resource – E-commerce personalization buyer’s guide"…