As we all know, the age of digital media has encapsulated every business category.E-commerce industry has become mainstream, blurring the lines between online and offline buying channels. Be it a leather jacket online store, a company dealing with women fashion accessories or grocery items, type it out and you will find a plethora of online businesses offering you the product/ service at your doorstep.
However, for retailers to mature and succeed digitally, there are a set of effective digital marketing strategies that must be implemented to keep the consumers engaged and connected.
Here are 9 digital marketing strategies you as an entrepreneur should be paying attention to:
1. Artificial Intelligence
Artificial Intelligence (AI) is a revolutionary technology, especially in this era where digital marketing has completely changed the landscape of marketing. According to eMarketer’s newest quarterly ad spending forecast, the digital advertising market is likely to grow to roughly $80 billion, so it is imperative for the marketers to protect their return on investment (ROI) by improving the effectiveness of their ads.
AI can be of great use in this regard as it enables you to do practically anything be that talking to potential customers, recommending products to customers, search engine optimization or even intensive learning.
The infographic above exhibits how the use and market size of chat bots is most likely to increase for e-commerce category over the next seven to ten years.
2. Social media
With the right approach, social media can prove to be the most powerful tool for accelerating the sales. What online retailers want is positive word of mouth publicity by using social media platforms to interact with their customers. As ultimately, the customers only will take on the role of brand ambassadors and promote your company for you.
According to Samantha Graves, the first step is to select a platform, one that best suits your business. Usually, for online shops that focus on visuals, Instagram and Pinterest are the go-to platforms. Similarly, Facebook and Twitter also provide a humongous base of potential customers so they cannot be overlooked.
Depending on how much time you have at your disposal, you need to choose the number of platforms accordingly; alternately, if you have limited time, one platform should be good enough for your company.
3. Connect with your customers
Along with putting up general posts for all the followers, it is crucial that you proceed with one-on-one conversations with them as well. This can be accomplished quite easily by browsing the trending topics and then engaging with your audience regarding them.
This is most effective when the trending topic is something of special interest for your target audience. These trending topics will not always be relevant for you but highlighting them and holding discussions about them will not only help build a good rapport with your audience but also shape up your brand’s image.
4. Data visualization
This involves presenting your facts or numerical data through graphs, charts, animations, etc. making it easier for the audience to grasp the information quickly. Displaying these infographics on your e-commerce page plays a big role in convincing your potential customers to purchase your product or service without giving it a second thought.
Since statistical analysis is one of the most sought-after skills in employees, advertisers must work to develop expertise in data visualization.
5. Facebook pages manager
Facebook has over 2 billion monthly active users worldwide, making it the biggest platform for digital marketing campaigns. This is probably why the developers at Facebook came up with the Facebook Pages Manager application. This app allows companies to easily communicate with their customers of Instagram and Facebook without the hassle of toggling through multiple apps. This also helps the marketers to have an effective branding as the messages are more unified across different platforms.
6. Big data
Big data is playing a major role in carrying out an effective marketing campaign. According to IDC, it is expected to be as big as $100 billion by the end of the decade. With the help of big data, online retailers can use it and apply it to different aspects of digital marketing such as personalization, segmenting or native marketing.
7. Mobile marketing
The usage of smartphones has been increasing steadily, and now roughly 80% of those who use the internet also own smartphones. This is an indicator that mobile marketing is an absolute must for all online retailers.
Digital marketers have many tools at their disposal that can be used to increase the brand equity such as using geo-tracking to target customers in specific areas, creating mobile apps or even enabling mobile payment. It is quite easy to ping customers if they are in proximity of a brick and mortar store, it is just that there are endless possibilities which can be used to increase online sales.
8. Content marketing
This tried and tested marketing strategy has also evolved in recent times. More and more social media platforms are coming to light which provide you easy access to your audience. E-commerce websites should make the best use of it by creating content which is interactive and shareable so that there is maximum customer engagement and better brand awareness.
What is astonishing is that content marketing as compared to conventional marketing practices costs 62% less and generates 3 times more leads.
9. Live video
Recent polls suggest that around 75% of brand audiences prefer watching a live video directly from a brand rather than reading about it elsewhere. Moreover, 82% prefer live video as opposed to social media posts. What this means is that having a live digital campaign can be instrumental in connecting you to your audience and increasing the brand reach.
Live video also allows you to build intimacy with the viewership. You can conduct question and answer sessions or give the viewership a sneak peek of any brand activity, this will allow you to have a stronger bond with your audience.