Unforgettable 2020 has proven that the future of marketing is all about its digital domain. eCommerce, social media, restaurant deliveries, and other remote services turned out to be as essential as never before. Since the pandemic still isn’t over and customers have got used to doing shopping mostly via websites and apps, it’s pretty wise to further enhance a company’s online presence. Let’s take a look at 10 of the most discussed marketing tendencies for eCommerce right now.
1. Transformation of Websites into Progressive Web Apps
Due to the possibility to provide an app-like experience via a website, PWAs have been getting more attractive for businesses in the last 3-5 years. A PWA has several features that are extremely beneficial for a user:
- compatibility with all devices and browsers;
- enhanced UX;
- accelerated loading time;
- offline mode;
- ability to add the PWA’s icon to a home screen without actually installing a heavy native app;
- safety with HTTPS;
- and others.
For a brand making its website a PWA means enabling re-engaging push notifications and extending mobile sessions which leads to a higher conversion rate. Moreover, it’s about obtaining almost all functions of a mobile app much cheaper. Turning to the professionals for Magento PWA development services is the easiest way to obtain new functionality for your online store.
PWAs have already proven their efficiency being implemented for Twitter and Pinterest, Forbes and The New York Times, Lancôme and Starbucks, and for many more well-known or young brands. Take a look at the screen from Lancôme’s PWA and see how convenient it is in use on smartphones. Noteworthy, the performance of the desktop version is substantially improved as well.
2. Implementation of AI-powered Chatbots
Artificial Intelligence seems to have close to endless possibilities in terms of its analyzing skills. It can give useful insights into consumer behavior, interests, and even desires. AI should be applied by businesses to obtain more satisfied clients and fruitful financial results. For instance, AI-based chatbots nowadays can substitute a live agent in conversations with a client to a significant extent.
Chatbots are able to analyze customer requests and address them properly, find data about previous purchases, and instantly respond 24/7. Moreover, they’re used to automate simple and/or frequent inquiries and some operations, e.g., for payment processing. It means humans can use their working hours far more efficiently.
Renowned companies continue to integrate chatbots into their sites, apps, and social media. Experts predict that chatbots are highly likely to develop significantly in the nearest future. So it’s time to use them! Just take a look at the example below from the Victoria’s Secret website.
3. More Personalization
It’s so appealing and flattering to customers to receive personal letters and recommendations from brands. Notwithstanding, there can never be too much personalization in marketing. The next tier of such an approach is email campaigns based on consumer preferences. And it’s really weird that this is still not a standard in email-marketing.
In the example below you can see how Farfetch encourages users to sign up to email sendouts. The message promises to provide a personal approach.
Netflix and Amazon are amongst the best brands in terms of personalized offers of goods or movies correspondingly. Another beautiful example is a campaign by EasyJet when using saved customers’ data, the company created 12.5 million different emails dedicated to personal traveling stories with suggestions where their clients would like to fly next time. The campaign had a 25% higher CTR (click-through rate) than ordinary emails.
4. Development of Video Production
The digits regarding the impact of video marketing on companies’ wellbeing are striking. For instance, one survey showcased that 84% of respondents said that it was a brand’s video that convinced them to make a purchase. One of the reasons for this is how information is perceived on phone screens in video format in comparison with text and photos.
Therefore, videos in all possible variations are becoming a vital tool to promote products. Fortunately, there’s huge room to maneuver: YouTube, live broadcasting in social media, Tik-Tok, IGTV, and Instagram Reels.Seasoned marketers recommend focusing on short forms first and name Reels the real blast in 2021.
But don’t forget about compelling product videos on the website. Take a look at the screen below. Agent Provocateur located an eye-catching video of their new collection right on the main page.
5. Collaboration with Influencers and Experts
This tendency has remained sustainable by far but there are some fresh microtrends a brand should take into account. The major advice is:
- to be more selective with bloggers;
- to give preference to niche influencers and experts with a more engaged audience by default.
Check out the screen from the Instagram account of Clinique. They created Highlights where followers can see the stories of several niche bloggers who at the same time are experts in varied specific areas related to health and beauty.
Upbringing brand ambassadors by building relationships with influencers is one more evolving approach in digital marketing right now. When brand advocates show a long-term endorsement and dedication to a product or a service, it proves its quality and credibility. Therefore, it’s an effective strategy.
6. Usage of AR
AR (Augmented Reality) turned out to be extremely useful in terms of expanding customer experience and persuading customers to buy something without actually seeing or trying it offline. Businesses, especially those who sell apparel, shoes, cosmetics, and furniture, are implementing such technology at an accelerating pace.
For example, L’Oreal, Sephora, and other makeup brands suggest showing how varied products will look on a particular face. It’s simultaneously convenient and convincing to a client. Have a look at the screenshot below from the L’Oreal Paris website. Its “Virtual Try-On” feature offers to choose a perfect shade of lipstick, lip gloss, foundation, blush, etc.
7. Support of UGC (User-Generated Content)
UGC on a company’s website, app, or social networks ensures strong social proof for potential clients. Especially those who appreciate personal recommendations and prefer to take a look at the real experience with a product by other people before buying.
Moreover, such posts can become a significant part of the whole content strategy in social media. For instance, GoPro’s YouTube channel is a tremendous example of success using UGC this way. Consumers are encouraged to make more content by attractive discounts.
8. Leveraging Interactive Content
Although fine and effective regular content is the basic need of every eCommerce business, interactive content worth considering too. It’s like icing on the cake. We mean something special and far more engaging for users.
Interactive pieces have the potential to go viral amplifying the effect of marketing efforts. There are plenty of content types when it comes to interactivity:
- varied constructors for making customized goods;
- 360-degree videos;
- AR options.
- impressive infographics and calculators;
- quizzes and polls.
Interactive infographics have the potential to be shared. Calculators attract people by giving them insights into, e.g., the estimate of their renovation project.
Diagnostic tools are always fascinating to try as they detect some issues that if fixed, would be beneficial for a business. At last, customization opportunities grab attention because customers are given an opportunity to create unique pieces and then order them. As such, this is embodied on Nike’s website.
9. Usage of Geo-fencing
The use of mobile devices has been only growing, so is the importance of geo-fencing solutions too. This technology enables to define a target area (basically, within a determined square near the store) and send push notifications or SMS in real-time mode to those who go through this area.
It’s so useful to increase brand awareness, to simply acquaint people with the whereabouts of a shop, corner, or, for instance, a gas station. An American gas company 76 marked their stations on a California map so that drivers can see the logo of a company as they are in the geo-fencing zone and stop for a refuel.
10. Constant A/B Testing
Generally, modern marketing is all about generating and testing hypotheses. There is a truly endless list of modifications capable of raising the engagement and conversion rates of a website or landing. But in most cases, all these changes should be checked through A/B testing.
For instance, you’ve discovered that users don’t notice your CTA button, so you decide to make it more vivid. A perfect way is firstly to compare old and new variants. A/B testing tools are designed to conduct such experiments objectively.
Now digital marketing is armed with more instruments than ever. It takes time to familiarize the team with such tools, to try diverse approaches, and to wait for the first outcomes. But using cutting-edge methods definitely leads to higher eCommerce company incomes.
Author – Kate Parish, Chief Marketing Officer at Onilab with 8+ years of experience in Digital Marketing and website promotion. Kate always strives to stay in pace with the ever-advancing online world, and the sphere of Magento PWA development. Her expertise includes in-depth knowledge of SEO, branding, PPC, SMM, and the field of online sales in general.