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Role of Digital Marketing in E-commerce

Encora | July 16, 2020

With the COVID-19 pandemic businesses have pivoted and gone online or enhanced online services in record numbers. According to Adobe Analytics, U.S. online sales reached $73.2 billion in June year over year, up 76.2% compared with $41.5 billion a year earlier. Every business must consider marketing as a means of attracting new clients and retaining current ones, but marketing for an online business isn’t quite the same as general marketing. One of the key pillars of e-commerce success is digital marketing. Digital marketing has a vast reach and can put your business in contact with a wide audience in a way that is both cost-effective and measurable.

Digital Marketing

The digital marketing component of an e-commerce site include banners, online ads, search engine optimization, social media, blogs, analytics and data management, and much more. Each of these components help promote products online and create conversions. But how do you identify the best and the most effective component for your digital marketing campaign?

 

Tips to Create Effective Digital Marketing Campaign

Understanding Your Clients - Analytics

Use Analytics tools such as Google Analytics, Clicky or Mint to learn where your customers are, how long they stay when visiting your site, whether they make a purchase or not, where in the world they are, and much more. This data will help you know, if your actual customers are different from your target audience. With the data from Analytics tools you can fine-tune your marketing campaign to constantly optimize your e-commerce site.

 

Device Agnostic Design

A general rule is, tell bigger stories on bigger screens, cut to the chase on mobile devices. 

Design breakpoint specific content that optimizes the user’s experience and ensures a better chance at conversion on multiple devices. You want to ensure that customers have a positive experience irrespective of the device they’re using to visit your site.

Ensure the app uses a legible font at an appropriate size for mobile. Information should be displayed so it is amenable to mobile scrolling. Mobile screen touch areas should be displayed large enough for finger to easily connect and with plenty of space around to avoid miscommunication. The design, color palate and overall aesthetic should be consistent across the application. Remember the goal is to make an app that not only solves a user’s problem, but does so in as easy, user-friendly way as possible.

 

Consider Live Chat

According to the American Marketing Association, live chat is “projected to reach $2.1 billion by 2024, growing at a 29.7% rate from 2018 to 2024.” Your customers will expect quick answers to their queries Live chat is a great way to provide immediate, cost-effective, 24/7 customer serviceto resolve simple issues. While not a replacement for customer support, live chat is a prefered means of customer service. According to Super Office, 46% of customers prefer live chat compared to just 29% for email, and 16% for social media.

 

Get Creative with Your Content

Good content will do multiple jobs for your business. The options are endless: articles, podcasts, videos, tutorials, interviews, screenshots, audio recordings, infographics, free downloadable templates, e-books, expert guest interviews, guest authors, and more. Be sure to use many types of content on your site. Well thought out Content strategy enables  you to promote your e-commerce site by offering followers information on topics of their interest for free. It helps with search engine optimization (SEO). In addition, well-curated content can drive visitors to your site. All this translates into brand recognition, prestige, and conversions down the line.

 

Engage through Personalization

Each of your online customers is a unique individual who interacts with your site slightly differently. Use your analytical data to personalize your customer’s experience on your e-commerce site. Personalization could include showing products based on past visits or unpurchased items in a cart, up selling or suggesting items similar to products purchased in the past, or that complement products that the customer has selected. A customer is more likely to respond to a tailored selection of items than an overwhelming mass amount.

Digital Marketing is a way to leverage technology to know your customer better, understand their differences and individual needs, and accordingly devise your marketing strategies. Diversity in your Digital Marketing strategy will lead to greater conversions. Encora can help you find the right technology to build your online business.

Encora’s digital marketing solutions have been continuously impacting the performance of more than 300+ enterprises, governments, educational institutions, and non-profit organizations across the world. We have a highly-skilled team of professionals who excel in delivering customizable accessible digital marketing solutions. Get in touch to discuss how we can help your businesses’ exceed digital marketing requirements!

 

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