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Amazon marketing strategy: Business case study, revenue model and culture of customer metrics: History of Amazon.com and marketing objectives

In the first quarter of 2021, Amazon reported net sales of $108.518 billion, a 43.8% increase from $75.452 billion in the same quarter in 2020. Net service sales, which include Amazon’s fulfillment services for sellers on its marketplaces, hit $51.027 billion, up 51.8% from the prior year’s $33.611 billion. The Amazon marketing strategy we are familiar with today has evolved since it was founded in 1994. I've highlighted the Amazon marketing strategy case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy, their response to the pandemic is impressive but not entirely surprising for a brand which is 'customer obsessed'. From startups and small…

What do the latest retail marketing trends mean for your e-commerce marketing strategy?

The biggest takeaway from our 2021 retail e-commerce marketing trends is that, with increasingly complex customer journeys in 2021, retailers need an e-commerce marketing strategy that integrates customer experiences. Customer lifecycle marketing is more necessary than ever, as consumers increasingly use multiple channels along their path to purchase. Therefore, to ensure you build a strong e-commerce marketing strategy to both reach and convert your customers, you need to consider the whole customer journey. We have marketing training and tools to refresh your omnichannel approach to e-commerce marketing strategy. Our popular RACE Framework structures your strategy across the customer journey process of plan, reach, act, convert, and engage. You can find out more about these resources and how to apply them to your e-commerce marketing strategy throughout this article. The…

Explore the essentials of a successful e-commerce marketing plan, with real-life examples. Plus find out more about our tools and frameworks to support your strategic planning across the omnichannel retail customer lifecycle

What does a good e-commerce marketing plan look like? What structures and frameworks help e-commerce marketers to accelerate their ROI? In this blog, I'll be covering the essential elements for you to apply to your online retail strategy, including a case-study of Clinique. Plus, find out how the RACE Framework will help you streamline your omnichannel marketing, so you can plan, manage and optimize every customer touchpoint in their journey to purchase. Omnichannel e-commerce marketing planning took the top spot in our recent 2021 e-commerce marketing trends report. Clearly, omnichannel planning is a hot topic for online retail marketers at the moment. But still, so many businesses are not doing it well. In this…

We are now in the e-commerce marketing optimization era. To maintain growth, businesses need to innovate their approach to e-commerce marketing. Stay up to date with the latest sector trends

It's not a surprise that this year's trending e-commerce strategies and tactics all center around making online shopping experiences and comms more persuasive. In 2021, e-commerce retailers need the tools and techniques to stay competitive and defend their market share. That's why we've put together our free retail e-commerce marketing 2021 trends guide for e-commerce marketers to optimize their marketing across the customer lifecycle. As always, we've integrated these trends across our popular RACE Framework of Reach, Act, Convert and Engage. While online sales continue to grow in importance, the days of easy double-digit, year-on-year growth (as online shopping grew in popularity) are ending. In the era of e-commerce marketing optimization, retailers are rapidly scanning the marketplace to outpace their competitors.…

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 have gradually improved, enabling increased e-commerce engagement and traction, as more businesses have begun selling online. However, it's the rapid change in social behavior during the global pandemic that is 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 wants to buy from you online? Great. But how is…

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…

A three-step approach for your retail strategy: stand out and win more retail sales in 2021

It’s no secret that this year has caused chaos for retailers globally. To survive you need a robust retail strategy that focuses on long-term and short-term profit for your business.

According to the Centre for Retail Research forecast in July 2021, total retail sales in 2020 will fall overall by -4.6% compared to 2019 (or a reduction of £17,281m). The level of retail sales will not regain last year’s level (2019) until 2022.

With reduced consumer spending, competition for retail marketers converting customers is tougher than ever. Marketers need the right tools, and skills, to optimize a winning digital marketing strategy and cut through the noise to convert even more customers online. [si_learning_path_module_shortcode_block id=154071]

Of course, the rise of online is another major factor that has influenced the way consumers…

"Almost all members of Generation Z prefer to shop in bricks-and-mortar stores" - IBM & National Retail Federation

Online sales continue to grow in importance, as shown by our compilation of ecommerce growth trends. But for many businesses, the days of double-digit, year-on-year growth in online sales are over. We are now in the era of ecommerce optimization where, to maintain growth, businesses are having to innovate their growth strategy, for making their online experiences engaging and persuasive.

As the world of digital continues to transform, with different generational segments of the population adapting to technology at their own distinct pace, marketers keep a close eye on retail ecommerce trends and developments. With artificial intelligence being hot topic for the future of marketing, trends like conversational commerce, using chatbots and voice search have been closely associated to widely-adopted online shopping habits amongst millennials as…

Wearable technology trends and the future of digital selling

Until what seems like very recently, wearable technology has remained on the fringes of consumer consciousness, with most people unsure what to make of it. 'What’s the point in moving the user interface two inches from my pocket to my wrist?' people rightly ask. 'But I’m terrible at multitasking, those glasses will just be another distraction…' Although wearables still have yet to gain widespread popularity, interest is stirring and 2015 may just be the year it turns a corner. According to a recent report from Juniper Research, wearable advertising spend is estimated to reach just $1.5 million this year, but by 2019 is expected to hit a slightly more impressive $68.7 million. That’s a huge new market, and one that online marketers would do well to embrace.

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