E-commerce Marketing Set to Change in 2017
As technology and the internet evolve and develop, so do marketing strategies. Digital marketing has grown massively over the last few years, especially with the emergence of social media and blog marketing, and influencers are playing a bigger role in marketing than ever. The way we use the internet is changing, and e-commerce marketing looks set to change in 2017 to keep up.
It’s thought that by the year 2019, 80% of internet usage will be video. It’s strange to think that thanks to Sky+, TiVo and the like, we often fast forward through television advertising, but video online continues to grow. Internet users have very short attention spans, however, and nothing puts them off more than a page full of text. Videos are eye-catching, they make you stop and take notice. Video marketing doesn’t need to be in the form of direct advertising. Videos can also be used for informative content such as how to guides, or style and fit guides for clothing retailers.
Mobile internet has expanded enormously. A mobile webpage should now be as easy to navigate, as attractive and as responsive as the full website. The growth of shopping apps has also changed the face of e-commerce.
Content is more important than ever to marketing. When it comes to search engine optimisation, content is now much more important than keywords. Content development is now an important part of marketing an e-commerce store. Your site needs to be more than just products and information. Informative and entertaining content is essential to increasing traffic to your site, and converting visitors into sales. It’s expected that in 2017 we will start to see ads, such as those on YouTube, geared towards content, not just products.
Episodic entertainment is set to grow as a marketing tool. Vlogging became truly huge in 2016, and marketers are going to use this to their advantage in the coming year. As well as videos, podcasts are becoming incredibly easy to produce. From informative and entertaining weekly instalments, e-commerce businesses can develop relationships and loyalty with their customers. Offering them something unique and interesting to keep them coming back time and time again, as well as letting them see the personalities behind the company. This increases brand loyalty massively.
Artificial intelligence isn’t as futuristic as it first sounds. Siri, Cortana, Amazon’s Echo, and even Google are forms of artificial intelligence. Google now has the ability to not just search for the words you type, but also gather meaning from them, taking you to the pages you really want to find. When it comes to e-commerce marketing, artificial intelligence will take the form of machine generated content. This will probably include automated translations, writing predictions and a personalised content experience.
E-commerce stores, who need to make their IT budgets work smarter to run big marketing campaigns need to keep up with digital marketing trends. Before implementing any of these marketing ideas, make sure your e-commerce store is quick, efficient and offers a great customer experience. Click here for help with e-commerce SAP solutions and processes.