When you want to know what the weather will be like on the weekend, you call out to Alexa for a forecast. Wondering what restaurant to reserve for your Friday night date? You scan reviews on Google and Facebook. When you don’t have anything to do on your way to work, there’s always Instagram or Facebook stories to keep you up to date with what’s going on with your friends and people in your social network.
While these acts may already be second nature to us and we don’t think about actually doing them anymore, these behaviors are already trends that are changing the industry, greatly affecting how eCommerce works and how brands are strategizing on positioning themselves in this hectic and competitive marketplace. Companies have realized that they need to understand the behaviors of their consumers so that they can integrate them into their marketing efforts. They need to choose which of these behaviors are most important so that they can implement their digital marketing strategies effectively.
Automation has become automatic
Despite a lot of business occurring digitally nowadays, brands are still expected to be in control of all digital outlets they possess with all the promptness people expect from online businesses. You may ask if that’s possible, and it actually can be, with the array of automation tools like chatbots driven by artificial intelligence. These tools can easily handle customer interactions without feeling overworked like human customer service representatives, not to mention they can champion your brand, putting it in the best possible light. Thus, automating posts and even your customer service platforms can provide a lot of conveniences to your business.
Automating marketing campaigns on various social platforms allows you to become more efficient in maintaining cohesive brand identity across multiple social networks.
Automation helps maximize your chances for engagement and exposure by ensuring posts are consistent, optimal, and timely.
Mixing business with the personal
It used to be that businesses’ idea of personalizing only involves using the first names of customers in their emails. But with the steady progress of everything online, it cannot also be helped that personalization has also undergone drastic enhancements. Customers now demand personalized content, with more targeted email segmentation and customer data collected in every opportunity.
The desire for personalization, however, seems to be in a bit of a clash with another desire of most customers, privacy.
The research, from Episerver, found that while 53% of global consumers want brands to place a higher priority on respecting their online anonymity in 2020, 61% want companies to prioritise personalisation as much as they did last year, according to Episerver’s fourth-annual Reimagining Commerce research report.
The survey of more than 4,000 online shoppers in five countries reveals personalisation – when brands use customer data to provide a relevant digital experience to individuals – is positive for both retailers and customers.
SEO strategies get mature and sophisticated
SEO has also been evolving in breakneck speeds – what was applicable in 2018 may not really be as effective this year. With the collection of customer data becoming more advanced, as well as their behavior, getting observed more keenly, the most competitive businesses will depend on SEO efforts that exercise the sharpest foresight of the future. Of course, SEO is continuous in its evolution to complement Google’s changes as well.
Last week, Google pre-announced their first core update for 2020. From health and finance to travel, all sectors are seeing a huge change in terms of SERP results.
Shopping gone social
Social media is not just an avenue to engage with current customers and attract new ones. While it is still one of the most effective engagement methods, social media platforms have also been hosting online stores. A lot of businesses still primarily sell their offerings through their stores on their websites, but social media stores have also started to amass a following. With stores now on social media, the journey of customers from getting wind of your products to buying them on the platform is therefore shortened.
Social commerce and influencer-generated purchases are both growing according to the survey. Episerver found that roughly 20% of consumers bought something “directly because of a social media influencer’s product post.” The numbers are considerably higher, roughly 50%, for Gen Z and Millennials. In addition, 31% of consumers bought something directly from a social media ad, which was a 10-point gain over last year.
Make sure you are never far behind the best practice and trends in online marketing. Let us here at All Systems Go Marketing get you up to speed so your online business can reap all the benefits.