About half of all internet users have made a digital purchase. More and more people are shopping online. E-commerce activity is growing and Statista predicts that by 2021, online revenue generated by e-commerce will have doubled since 2015.
Image Credit: Statista
Smart Insights conducted a survey based on a survey of 1,500 of their members. The question was: “What is the biggest trend in digital marketing, as shown by what will make the most difference for your business (or your clients if you work for an agency or as a consultant) i.e. which technique of digital marketing will bring you the most improvements or additional benefits?“
The top three trends, as defined by these marketers, are what we’ll be discussing in this article, and more specifically what they mean for ecommerce:
# 1: Content Marketing
N Â° 2: Big data
# 3: marketing automation
# 1: Content Marketing
22% of marketers say content marketing is the number one marketing priority in 2016.
What is the content? It is engaging, relevant, engaging, useful, interesting, entertaining or inspiring information. It comes in the form of text, image, video, or audio.
Seven of the top ten ecommerce stores in the world use content marketing as an integral part of their business strategy.
You may wonder why an ecommerce store would need content when its main purpose is to sell products … well, content marketing increases customer reach.
In fact, nine in ten B2B buyers say content has a âmoderate to major effectâ on their buying decisions. Additionally, 84% of CEOs and VPs use social media before buying. (Source)
Content is a big deal for any online business these days. This is why the world’s highest paying blogs earn between $ 15,000 and $ 30,000 per day, some of which publish content 600 times per week!
The main benefits of content marketing for commerce include:
- Better search engine rankings = more site traffic = more sales.
- Become the benchmark in your niche. One example is Shopify, an ecommerce platform that dominates the entire ecommerce niche from an informational standpoint.
- The majority of your customers aren’t ready to buy when they first land on an online store. Using content can keep them as a subscriber until they’re ready to buy.
- Increase loyalty by increasing engagement with your current customers. This leads to more sales and word of mouth advertising.
N Â° 2: Big Data
17% of marketers consider big data – data that is used to deliver a better customer experience leading to higher conversions – as the second most important priority in 2016.
Image Credit: DazeInfo
Most marketers are already using big data in one form or another – Google Trends is one way to access big data, and social media monitoring is another.
Here’s a practical example that you may have noticed: You are searching the internet, say, for places to travel. The next time you log into Facebook you suddenly start seeing travel ads in your feedâ¦ It’s Facebook using big data for more relevant ad targeting.
For e-commerce, Big Data is particularly exciting because it can bring back prospects who abandon their cart, and turn them into customers. Big Data can personalize your user’s experience to such an extent that you will be making sales where you usually don’t.
Use Big Data to:
- Keep a better eye on your business.
- Track customer behavior.
- Develop new products.
- Follow customer preferences.
- Improve marketing campaigns.
- Advertising targeting.
And much moreâ¦
You’re only limited by your imagination and your budget, with what you can do with Big Data, which brings us to our next point … one way to use Big Data is to use automation tools. marketing like GetResponse which includes cart abandonment workflows in their software …
# 3: marketing automation
13% of marketers rate marketing automation as the third most important marketing priority for the next year.
Marketing automation not only dramatically reduces the time it takes to complete routine marketing tasks, but also leads to increased leads.
What Are the Benefits of Marketing Automation Specific to Ecommerce?
- Win back buyers who abandon their cart. If the average cart abandonment rate is 68%, that’s the amount of sales you are losing if you don’t manage the process.
- By tracking everything, ecommerce stores can understand user behavior and use it in their marketing funnel to increase leads.
- Use surveys to better understand your target audience and improve keywords, as well as local SEO keywords.
- Automate and optimize transactional emails.
- Optimize product pages and landing pages with A / B testing.
- Capture new prospects with special offers and use webinars to attract new customers.
- Create loyalty programs and interact more effectively with your customers.
Research shows that almost half of internet users have purchased something online and that by 2021, e-commerce revenue will have doubled since 2015.
1,500 digital marketers who took a survey confirmed that the top three marketing trends for 2016 included:
- Content marketing as the most important marketing strategy for 2016, followed closely by
- Big Data, which 17% say is the second most important area to focus on, and third place is
- Marketing automation, which gets a 13% importance vote.