E-commerce marketing is always up for dramatic shifts, and especially digital marketing. There is an unavoidable shift going on towards mobile commerce surely, but there’s more to emphasize here.
In today’s blog post, we’ve outlined 3 major e-commerce marketing trends – other than mobile – which will be affecting the market heavily in 2016.
Taking Advantage of Micro-Moments
Daily lives of todays’ consumers are full of micro-moments.
Such moments basically occur at any point when a smartphone user reaches to her phone and check what’s going on in social media or just pass some time on some other app or just browse on something random.
On average, US based consumers spend around 4.7 hours on their mobile devices.
The mobile activity can be either for random checking of social media or email or some restaurant search in the vicinity or some product review browsing or price comparison, maybe in the form of webrooming.
E-commerce companies should be working our smartly to pop up in these micro-moments of their potential shoppers as part of their e-commerce marketing plans. This does not happen by purely relying on demographic targeting but instead, companies should analyze the intent of their users during these micro-moments, and design their way of popping up accordingly.
We look forward to seeing many interesting micro-moment strategies within 2016 as part of the e-commerce marketing strategies of various brands from all across the world.
Beacon technology experienced a promising surge back in 2015, and it’s expected to see this technology becoming mainstream in 2016. Back in early 2015, BI Intelligence projected a retail revenue of $44 million by 2016, driven by beacons.
Beacons add a great degree of relevancy into mobile commerce, by letting e-commerce companies detect where their shoppers are, and then sending push notifications with relevant content like discounts or other useful info.
Location-aware e-commerce marketing can even be used as a competitive strategy by spotting competitor shop spots, and also triggering push notifications of discounts or promotions when a potential shopper is passing around competitors’ shops.
Implementing on-site personalization
More than 70% of online shoppers prefer shopping with brands that craft personalized shopping experiences for them. Similarly, more than 80% of these shoppers state personalization as an important factor affecting their purchasing decision. Therefore, it’s already well-proven that, personalization can give a solid boost to e-commerce sales, and it should be positioned at the core of e-commerce marketing strategy.
Some level of personalization is already being applied by e-commerce companies through emailing or remarketing. However, these areas will be expanded further in 2016, on the direction that seems most promising is on-site personalization. This strategy can be applied in many ways like a find your style guide, a dedicated personal shopping assistant, or a smart product recommendation system fed with previous browsing or purchasing decisions of the potential customer.
A smart e-commerce marketing strategy should always be accompanied by solid competitive intelligence.
Therefore, e-commerce companies of all sizes should be aware of what’s going in their market, and what their competitors are offering to the same audience of shoppers.