The year 2020 brought one of the most intricate and challenging times for both customers and businesses worldwide. After the Covid 19 virus started creating havoc, many state governments were forced to impose strict lockdowns. This has led to a proliferation of the eCommerce industry.
This is one of the viable reasons why online retail stores and companies adopt innovative marketing strategies to meet the changing consumer demands. Ecommerce businesses are ready to embrace the disruptive eCommerce marketing trends that will probably reign for the foreseeable future.
Before we proceed with the e-commerce marketing trends, let’s have a brief introduction to eCommerce marketing.
What is Ecommerce Marketing?
Ecommerce marketing is a promotional tactic using which retailers and business owners drive traffic to their online stores. It is a viable marketing strategy that employs various promotional channels to convert traffic to leads and leads into potential sales.
Ecommerce marketing aims to surge the online stores’ website ranking to gain a more qualified customer base and get the products on the frontline.
Top Ecommerce Marketing Channels to Target Audience
Today eCommerce marketers can leverage a wide range of top eCommerce marketing channels to promote their products.
- Email marketing– Email marketing is one of the best marketing strategies to send personalized or customized messages to potential customers. You can send any valuable information such as special offers on products, flash sales, newsletters, etc., to convert them into sales.
- Pay per Click Advertising- PPC advertising is a marketing strategy you have to pay whenever a user clicks on your online advertising. The paid ads allow you to reach your potential customers more quickly. And convert the lead into sales.
- Content Marketing- Content marketing is a promotional tactic that enables you to share your knowledge of the product or service with your target audience. You can write blogs, articles, social media posts, or use video content to enhance development and brand awareness.
- Social Media Marketing- Social media marketing is one of the quickest and effective ways to create brand awareness and increase the base of target audiences. Ecommerce marketers get a variety of platforms, such as Facebook, Twitter, Instagram, etc., to create relevant content and share the same on these platforms. You can even create different ads to engage the audience.
- Search Engine Optimization- Search engine optimization or SEO has always focused on boosting the website’s ranking to get more customers on board. SEO tactics help you drive improved traffic and results to your website with the help of relevant keywords related to your products or business.
- Conversion Rate Optimization- Conversion rate optimization or CRO mainly concentrates on boosting the potential customers’ percentage who can perform the desired set of actions on your website. The activities include purchasing a product or adding the item to the cart.
Change of Ecommerce Marketing Strategies to Cater to Global Pandemic
As the Covid 19 virus keeps grappling the world, eCommerce businesses have to modify and transform their marketing strategies, operations, and models to best serve customers.
Retain Existing Customers
The first and foremost strategy is focusing on existing customer retention. To gain loyal customers, you can offer free membership or subscriptions during the crisis period. While this strategy may not generate cash flow, but it will drive more traffic. And once the economy becomes stable, your loyal customers will be ready to make new purchases.
More Businesses to Come Online
The eCommerce industry has witnessed a boom in the pandemic crisis as more and more businesses are ready to come online and sell their products on eCommerce platforms. With travel restrictions and lockdown at several places, people are forced to buy everything online, from grocery to other home essentials.
Automating Customer Communications
More eCommerce businesses are ready to invest in the best Ecommerce Software with advanced CRM, email marketing, and mobile access features to improve customer satisfaction and communication.
Also, various other eCommerce marketing strategies, such as investing in social media ads, providing exclusive deals and best offers, and offering flexible payment plan options to help online stores thrive in the Covid period.
Implementing and Following the Top Ecommerce Marketing Trends
Ecommerce businesses and online retailers need to implement and follow the latest eCommerce marketing trends that will help them provide a superior customer experience and stay ahead of the game.
Let’s discuss the Disruptive eCommerce marketing trends that you cannot afford to miss in 2021 and upcoming years.
Top Ecommerce Marketing Trends of 2021 and Beyond
#Personalization is Still the Show’s Topper
Personalized online experience still holds the key as it helps in building robust customer relationships. Some of the top brands like Amazon and Netflix have set high standards by providing customized recommendations. Personalization keeps more and more customers satisfied and enables them to search for the specific product they are looking for.
Video marketing has already created a buzz in recent years and is slated to continue its norm within the next few years. Videos can grab users’ attention spontaneously, and thus using a short, engaging, fun-filled, or informative video on any social media platform can capture audience focus to promote products. Video marketing is an integral part of visual commerce which has already boosted eCommerce marketing with interactive content and augmented reality.
Voice search technology is another innovative trend that has gripped the eCommerce marketing industry. Google’s new guidelines say that all eCommerce stores have to include text content. Voice search content attracts a larger audience due to its simplicity and swiftness. Customers can press the voice-enabled button to look for the product instead of typing long keywords to get the search results instantly.
#Mobile App Accessibility
Ecommerce has undoubtedly paid the way for mobile commerce. Users have downloaded and installed popular eCommerce mobile applications such as Amazon, Walmart, eBay, etc., and directly made purchases. Also, users are primarily using mobile apps to search items and place orders during this pandemic time.
#Artificial Intelligence and Machine Learning
Artificial intelligence and machine learning have already occupied the center stage of eCommerce marketing, helping to escalate the user shopping experience. AI and ML deliver personalized content based on the user’s location and previous buying history. Also, the transformative technologies enable eCommerce businesses to improve customer interactions, gather valuable user data, and track customer’s behavior to send customized product recommendations.
AR provides a much more seamless and higher shopping experience to the customers. AR becomes much more helpful for customers who cannot interact with the physical products they intend to buy. This technology will transform the way users perceive the items.
#Growth of Independent Ecommerce Businesses
Over these years, customer’s shopping habits and band preferences have changed and have evolved to a much extent. Consumers mostly shopping online in this Covid period have now started prioritizing and buying from independent online stores.
#Cryptocurrency as Mode of Payment
The eCommerce platforms have always provided flexibility to their customers when choosing the mode of payment. Customers use debit or credit cards, net banking, different payment gateways, etc., to pay. They even earn rewards and cashback. But blockchain technology has enabled eCommerce companies also to use popular cryptocurrencies such as Bitcoin, Etherum, Ripple, etc., as a secured mode of payment.
Ecommerce marketing has evolved during the last few years, and this transition will continue in the upcoming years. The global pandemic has enabled many retailers and brick and mortar stores to go online and invest in digital technologies to surge customer experience. Investing in the top eCommerce software solution is picking the most recent trend with all in this business. Also, changing these latest eCommerce marketing trends or preferences will help companies create new strategies to stay afloat with custom and shopping habits.
Paul Richards is a content writer at GoodFirms, a pioneering research and review firm for software development companies. Paul has over three years of experience in content writing and marketing and has made a name for himself in the IT research sector.