Technology changes practically daily. It seems like just when you get the hang of something, it becomes obsolete, and three new things take its place.

As technology evolves, so does e-commerce marketing. What works for your business one day may not work the next. What intrigues your customers now might be old news a few months from now.

It can seem overwhelming, especially since e-commerce marketing is such a necessary part of a business. So we’ve done some research for you. Keep reading for the most important e-commerce trends for your business.

Triggered emails

Triggered emails allow you to automatically send messages to customers based on their behavior. It’s a great way to deliver a personalized message to the right person at the right time.

One of the best ways to use triggered emails is for cart abandonment. On average, almost 70% of online shopping carts are abandoned. That means more than two-thirds of shoppers add products to their cart but fail to check out. That is a lot of lost revenue.

By sending those prospects a well-timed email that reminds them what they abandoned, there’s a 20% chance they’ll return to finish their sale. You can use these emails to welcome a new customer, thank an existing customer for their loyalty, send birthday promotions and more.

Marketing automation has been around for a while. But it’s increased in relevance over the years as savvy customers have come to expect a more personalized online shopping experience.

Mobile ads

As consumers spend more and more time on their phones and tablets, mobile advertising has become even more relevant.

With TV usage dropping significantly, and more than 50% of the world’s internet traffic coming from mobile devices, your potential customers are much more likely to pay attention to a mobile ad than ever before.

Mobile ads can be tailored based on the consumer’s shopping habits, browsing history, location and more.

The earliest mobile ads were relatively simple SMS text messages. But that’s evolved over time to include click-to-download ads, click-to-call ads, banner ads and push notifications.

Customer experience

The market is full of great products. So how do you differentiate yourself? With a fantastic online experience for your customers.

By using web analytics to understand how customers are using your website, you can follow their journey and improve their experience at three main points: pre-purchase, purchase, and post-purchase. Analyzing the path they take through your site can help you better understand how to improve each of those areas.

Customer experience is quickly overtaking price and product as the key brand differentiators. Therefore, ensuring that your customer’s experience on your website is a great one is imperative to successful e-commerce marketing.

User-generated content

User-generated content (UGC) can be a powerful marketing tool.

UGC is based on a concept called social proof, where people leverage other people’s experience to help them make an informed decision.

For example, before you purchase something, you probably check out the online reviews to see what others have to say. This is a classic form of user-generated content.

Consumers consider info provided by peers to be more trustworthy than any branded information they may get from your website.

Take advantage of customers who are willing to generate great content for you. this could be in the form of product reviews, testimonials, comments and photos on social media.

By doing so, you’ll not only engage your current customers, but you can also attract new customers who rely on “social proof” to make educated purchasing decisions.

Virtual reality

Although e-commerce is gaining popularity, there will always be folks who prefer shopping in “real” stores. For some people, nothing beats being able to see, touch, play with or try on the product they’re interested in.

But what if something could make them feel like they were actually there?

Currently used mostly for gaming, virtual reality (VR) headsets completely immerse users in a 3D environment where they can interact with their surroundings.

Now imagine if you could do that for e-commerce (some companies like eBay and Shopify already have). Your customers could examine your products from all angles.

They could “walk” through your store. They could “try on” clothes or glasses. They could even “rearrange” furniture in their living room to see how it would look. And all from the comfort of their own home.

With VR devices expected to be a $4 billion business by next year, this is definitely an e-commerce marketing trend worth paying attention to.

Digital wallet

Another e-commerce marketing trend on the rise is the use of digital wallets.

A digital wallet is a system that stores all pertinent payment information and allows consumers to pay for things electronically. It’s quick, convenient, secure and super simple to set up.

A consumer creates a digital wallet account, which links to their bank account or credit card. The account often also includes personal info like their age and other credentials.

The digital wallet stores their info, so when they’re ready to check-out, their information automatically gets filled in. It’s encrypted, so consumers don’t have to worry. It also helps protect companies against fraud.

By allowing people to buy things with their digital wallet, you help make their shopping experience much more convenient.

Digital wallets are also a great way for you to collect useful consumer data, including their purchasing habits.

Subscription box services

People are becoming less interested in spending a large sum on one big-ticket item, and more interested in spending smaller amounts over a long period of time.

Enter subscription-box services.

That’s where consumers pay a regular fee – usually monthly – to have a box of curated items shipped directly to their door.

Monthly subscription box services cover the gamut from clothes to wine to razors and just about anything else you can think of.

Think about how people pay for your product or services. Is there a way to shift your pricing model to a subscription-based service? Seeing as how the subscription commerce industry has grown 200% a year since 2011, it’s something worth considering.

Make e-commerce marketing work for your business

Ready to launch a successful e-commerce marketing campaign? Let us help you. Contact us today to get started.

Alsbury Media

Author Alsbury Media

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