The rise of e-commerce has revolutionized the shopping landscape, with online sales accounting for nearly 20% of global retail sales in 2021, according to Statistica. Projections indicate that by 2025, these digital stores will make up almost a quarter of total retail sales worldwide.
Undoubtedly, the COVID-19 pandemic played a significant role in the rapid growth of online shopping. As people sought refuge from the virus by staying at home, they naturally turned to the convenience of e-commerce. The Census Bureau reported a staggering 43% increase in e-commerce sales in 2020, amounting to $244.2 billion. This surge propelled total online sales from $571.2 billion in 2019 to $815.4 billion in 2020.
As the number of e-commerce businesses continues to multiply, the need to differentiate oneself from competitors becomes ever more crucial. Given the virtual nature of the e-commerce experience, implementing effective digital marketing strategies is essential for establishing a distinct brand identity. Here are three fundamental tactics to consider:
1. Personalized Outreach Campaigns
In 2020, Danielle Hixenbaugh, the CEO and founder of Bloom Digital, a remote digital marketing agency, discovered the profound impact of personalized SMS campaigns on consumer behavior.
Hixenbaugh notes, “Since the onset of the pandemic, I’ve observed that customers increasingly seek an emotional connection with their purchases. Many of these customers willingly subscribe to SMS lists, making SMS an intimate channel. Your SMS subscribers genuinely want to hear from you and be informed about upcoming discounts or new products. Use this tool judiciously and communicate with your audience as you would with a friend.”
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Email campaigns are another effective way to establish a personal connection with customers, particularly for brands operating on a tighter marketing budget. Despite some customers claiming to dislike receiving emails, data indicates otherwise. Litmus reveals that the e-commerce industry boasts the highest return on investment (ROI) for email marketing, with a $45 return for every dollar spent.
2. Loyalty Programs
A recent survey conducted by CommerceNext and CommX, which involved 118 digital marketing and e-commerce executives, highlighted loyalty programs as a top priority for these professionals. More than half of the participants indicated plans to expand or launch loyalty programs in 2022, underscoring the importance of building meaningful customer relationships.
To enhance customer loyalty, Zsuzsa Kecsmar, CMO and Co-founder of Antavo, a loyalty technology provider, emphasizes the emotional aspect of loyalty programs. Antavo’s 2022 Global Customer Loyalty Report, based on survey responses from over 320 global corporate individuals and data from 25 million member actions, emphasizes the significance of emotional appeal in loyalty programs.
Kecsmar explains, “In an era where customers have an array of web shops and retailers to choose from, brands must captivate customers emotionally rather than relying solely on discounts. Our survey found that only 20.7% of existing loyalty programs were classified as more emotional than rational. However, 53.6% of companies in the process of launching or relaunching their programs specified that their approach would be more emotional than rational. This indicates that future loyalty programs will increasingly focus on generating emotional loyalty.”
Kecsmar adds, “Emotional loyalty doesn’t exclude transactional elements like coupons and collections. It’s essential to incorporate features and rewards that foster emotional attachment alongside such elements.”
3. Optimizing Content for SEO
Regardless of a company’s size or budget, search engine optimization (SEO) is a cost-effective digital marketing strategy that facilitates audience engagement and brand awareness. An SEO-optimized website also serves as a valuable asset for securing additional media placements.
When starting with SEO, it’s beneficial to examine your existing content. “Content is king”
is a well-known phrase among marketers, and Alex Valencia, President and Director of Business Development at We Do Web, refers to content as the “backbone” of an SEO strategy.
Valencia advises keeping content quality, relevance, and freshness at the forefront, as these factors significantly impact how Google’s algorithms rank webpages. Higher rankings expose your valuable content to a broader audience, fostering stronger connections with your brand.
“The quality and visibility of your content play a significant role in the success of your broader marketing strategy,” says Valencia. “Each piece of content provides an opportunity for users to get to know your brand, engage with your offerings, and, ideally, convert into paying clients or customers. Therefore, your content should occupy a central position in your marketing plan, rather than being an afterthought. A holistic approach ensures that your content remains on-topic and relevant to your target audience.”
By implementing these three tactics, you can elevate your digital marketing efforts and foster the growth of your e-commerce business. As traditional marketing approaches evolve, consumers increasingly value memorable experiences. Remember to personalize your campaigns, reward existing customers through loyalty programs, and optimize your content to enhance search engine visibility. As customers become aware of your brand and appreciate your customer-centric approach, you’ll witness the conversion of your efforts into tangible sales.