Retailers are hurting! People are not spending as much regardless quite appealing discounts, but online business is still doing well according to Forrester report for 2009. What fuels it? Can you believe, if I say, it is good marketing, in the form of rich media ads or experiences, well-targeted email marketing, paid search and enabling mobile shopping opportunities? At the same time, it is not quite as odd as it seems – without marketing and advertising your online business might lose its running fuel and vanish. Bringing the traffic to your site is very vital and transferring it into purchasing crowd even more so. It does require more effort than before due to the normal environmental intricacies of online shopping and additional challenges of reduced spending. So what are the secrets of steady online business?
Through browsing the latest ecommerce guides, I distinguish the following factors contributing to present online success:
1) Rich media application through online shopping experience – making your product appealing to your audience. While selling online, it is critical to recreate a close to “real life” experience and rich media does just that. It allows maximum engagement opportunities (high definition demo, reading reviews while browsing, moving a picture/product, deep zooming it in/out, changing color, seeing the product in a number of suggested backgrounds (a whole outfit for apparel or a furnished bath for specialty appliances). Once you manage to deliver this optimal selection/consideration experience, enhanced with visualization tools (pictures, interactive video) at a privacy of one’s own home (where the “mall buyer’s remorse” is weakened thanks to the latter), you got your conversion, sealed by the sales transaction. Examples of using rich media are: perfect car finder with Kelly Blue Book; Fathead.com with its popping answers to shoppers’ questions and literally bringing the product to life when images leap from video into the page; or Disney digital ad (my favorite), that truly immerses viewers into the product consumption reality (seeing a movie). And there are more of those! Check your own experience next time you browse your favorite brand or notice an ad about a product that you have already considered!
2) Targeted email that motivates buyer behavior. You might say – “Oh, that is not new!”, but I would encourage you to look closely at the best practices and keep refining your email strategy. The most successful email marketing program delivers products consumers want, when they want them. Thus, at the point of customer acquisition you should offer a number of product specific notifications and then cater only the information of interest in separate messages versus all-in-one for everybody on your list. Plus, it helps to study the best responses for each acquired customer and test the optimal frequency, because ultimately you are building relationships. Finally, spend some time offering the sign-up opportunities for your email programs everywhere on your site or ads. Or to dress it up even more – provide incentives for your potential customers to sign up and keep the pipeline growing!
3) Mobile shopping becomes a competitive channel to boost sales. Putting your stores, literally into your customers’ purses and pockets can bring you a significant boost in sales. And the growing adoption of smart phones confirms the importance of this so called “fourth channel” – 95 % of all mobile traffic to m-commerce sites comes from smart phones! A shopper in a brick-and-mortar store might lure to your site to verify the prices on the spot. A busy multitasker will greatly appreciate your way of letting her order an item on the go via a text. Plus, think about the potential of texting – mobile selling without internet (especially to young consumer who grew up texting in his cradle!), when a delighted customer shares the love with friends and family (shares the info on the deals and promotions). Finally, we also have mobile applications/application stores to add to the equilibrium, which offer a richer shopping experience and an opportunity to purchase a product through the phone application itself (needed data can be drawn from a retailer’s web server). Not a bad alternative!
4) Search, search and again search – one cannot win online only with SEO when it comes to converting the eligible traffic to sales. Search marketing has become one of the most popular tactics due to its direct measurability to sales and natural integration in the consumer shopping behavior. “Paid search is very quick and responsive, and that’s in its favor in a volatile market.” When we want something, we go online and start the search. Then, it is up to the advertisers to compete for our attention and gradually our dollars. Oh, and sometimes, you have “to flirt” with us, shoppers, when we are comparing prices! In addition, even if you are sold on investing into search – do not forget other channels. I see that some marketers falsely abandon other channels and start chasing the “hottest” paid search. But if you think again from the buyer perspective – to make me search for you and your product – I need to become aware of it and be exposed to messages about it. Thus, it is only common sense to view your effective paid search campaigns supplemented and augmented by other marketing programs, be those display ads, product placements or social media engagement campaigns.
So, what are you waiting for? Need more convincing evidence? Read my prior post “All You Need To Know About Selling Online Today From Top 100 Online Retailers.” Or, go and implement some ideas above!