Taming the beast of e-commerce marketing


Merchants of all sizes are in constant competition to meet the high expectations of consumers for a smooth and enjoyable experience with every interaction. But SME retailers are often crippled by a lack of resources and experience to implement sophisticated digital marketing programs. The Four-Step Marketing Maturity Model Helps Small Online Retailers Identify Their Current Level and Create a Path to Written Marketing Success, Erika Jolley Brookes, CMO, Springbot

In today’s world of almost constant connectivity, online shoppers expect to find, browse and buy products easily, when and where they want. As they interchangeably travel between an increasing number of devices and channels, the buying journey becomes less and less linear and more and more complex. It is no longer enough to simply deliver the right product at the right price, merchants large and small are in constant competition to meet high consumer expectations for a smooth and enjoyable experience with every interaction.

Accordingly, the mandate of e-commerce is to provide a personalized, relevant and timely experience with engaging content around the products and to replicate it in many areas. This fierce competition for consumer attention is pushing many store owners to feel extra pressure to become digital marketing experts, often with limited experience and resources. For the 99% of retailers who are SMBs, who rarely have dedicated marketing teams or budgets to hire consultants, mastering the intricacies of online marketing can be a seemingly overwhelming endeavor.

While there are a variety of marketing tools and technologies available to help merchants develop, analyze, and optimize campaigns, many are even accessible and affordable for small retailers, knowing where to begin the marketing journey often blocks the issue. process even before it starts. Implementing the right strategies at the right time is paramount to successful marketing, but without a framework to help marketers identify their current state of marketing and a clear path to the next level, the chaotic marketing world can become very chaotic. overwhelming, very fast.

To help merchants master the often nebulous marketing function and develop a plan to continually improve strategies and generate revenue, Springbot and FitForCommerce worked together to study and define common stages of marketing maturity for SME merchants. While marketing maturity is certainly a very broad spectrum, careful exploration of marketers and online retail operations at varying levels of growth has revealed that most SME marketers will be in one of four stages. marketing. By determining the current stage of their own organizations, marketers can focus on next steps and develop an action plan to take their programs to the next level.

Whether they’re just getting started or already seeing the positive impact of strategic marketing efforts, marketers who engage in continuous assessment and evolution will be in the best position to continue to build and grow businesses. sustainable. We all have to start somewhere:

First step: the ad hoc marketing specialist

The multi-hat wearer who is determined to grow their online presence. Although he must manage most of his tasks manually, the Ad Hoc Marketer focuses on mastering the fundamentals of marketing. Ad hoc marketers focus on building brand awareness and driving site traffic and conversions.

Step two: the emerging marketer

Those who have mastered the basics of running a business and are able to manage more than one or two channels. Aspiring marketers are ready and eager to test automated marketing tools to better engage their current and potential customers.

Third step: the full-fledged marketer

The full-fledged marketer is a more sophisticated marketer, which generates a constant stream of online sales. They are data miners, who uncover all the hidden information to create a more individualized and personalized marketing approach.

Fourth step: the best marketer

The Most Successful Marketer has successfully mastered all stages of e-commerce marketing maturity, and with automation and data consolidation can now focus their efforts on sustaining an online experience. streamlined while keeping an eye on changing technological trends.

Whether you are about to launch an online store or already have an online presence, it is essential to evolve your e-commerce marketing skills and knowledge as your business grows and matures over time. over time.


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