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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"…

Creating a compelling offer requires extensive knowledge of your target audience and their specific needs and challenges

There’s one thing no business can thrive or operate profitably without - a compelling offer. It’s the heart of any business success and the lifeblood that keeps all the business processes moving seamlessly forward. That being said, whatever it is that you’re offering (a product, service, education, consultancy, and so on), you’ll have a much better chance of success if you make that offer as compelling as possible. But what does a compelling offer mean exactly? To paraphrase Marlon Brando in The Godfather, a compelling offer is that irresistible offer your target customer simply cannot refuse. Usually, it comes immediately after the lead magnet. Creating a compelling offer requires extensive knowledge of your target audience and their specific needs and challenges, but you must also be very familiar with the industry and your niche, have excellent copywriting…

Thanks to Google and its various projects during 2018, we have a whole list of things that can help improve and elevate the status of your e-commerce brand

The relentless growth in the sector of digital marketing and business in the form of e-commerce has vastly affected the process of website design and development. In the world of e-commerce, the development of a platform is user-specific and depends on the latest advancement in the domain of online shopping. To deliver an extraordinary and up-to-date experience to customers, web architects need to keep check the e-commerce website design every now and then and change it accordingly. [si_guide_block id="22067" title="Download our Premium Resource – Website design and build briefing template" description="We’ve created this template to help client-side digital marketing and Ecommerce managers brief a website design and build project to either an in-house team or to a digital/web design partner."/] Thanks to Google and its various…

Ecommerce strategies that will set your business apart from competitors

Traditional retail is dead. Or perhaps it is experiencing a slow death due to the rise of the Ecommerce industry. Many experts will say that the retail apocalypse has been greatly exaggerated but the truth is, more and more brick and mortar stores are gearing towards operating their business online.

[si_guide_block id="23586" title="Download Premium Resource – Google Analytics for Ecommerce template" description="This template acts as your structured guide based on an approach used by two Expert users of Google Analytics who have defined processes for reviewing all the opportunities to increase sales and making recommendations on where to prioritise.."/]

Even big brands such as Macy's, Bebe, Guess and Payless have closed dozens - or even hundreds of stores in 2017. Big names such as KMart, Sears and Toys R Us have also declared bankruptcy…
Sales guru Jim Rohn aptly said:

‘Success is neither magical nor mysterious; it’s the natural consequence of consistently applying the fundamentals.’

I agree wholeheartedly. In order to sell better online you need to know the fundamentals, or essentials, of persuasive selling. These same principles apply whether you’re selling face-to-face or on a website. Only by doing so will you achieve your overarching merchandising goals: more add-to-carts and conversions, triggered by higher click-throughs on your website’s sales pages. In this post I cover essential selling practices. I discuss best practices and optimisation techniques separately.

Start with the essentials

For us humans, the essentials are food, water and rest. For online merchandising, selling essentials are more emotion-based, and include: Understanding your prospects needs and desires Earning the trust of your visitors Using persuasive selling tactics Tailoring your pitch to your shopper’s stage Creating a Product Finder tool Offering proactive customer support

Understanding your prospects

Here’s another saying…