E-Commerce Marketing: How To Get Your Customer's Attention?

After a year which has been frantic, to mention the smallest amount , the way forward for digital engagement strategies is to step faraway from frenetic activity and “start with a stop” to think about how they ought to be rebooted.

The cloud can end silos

Deciding what must be kept and what must be changed is to start out with breaking down silos. These have inadvertently been formed by fixing teams that specialise in individual digital channels like social, mobile and desktop. This has led to content being locked away in various Dropbox accounts or left sitting with a variety of agencies.

The answer is clearly to shift to a cloud approach where content assets are made available to all or any teams. The pandemic has meant the attitude of “we’ll get around to the cloud one day” has had to shift to “we absolutely must get on the cloud”.

The challenge is to aggregate content, so you'll plan campaigns and collaborate as a team. You can then manage those campaigns and make content for various markets, different products, different SKUs, but you've got it all in one place.

Because of the consistency in tone of voice and customer experience that you’re aiming for, the top user seems like they’re having one conversation, no matter the device on which they're connecting with you.

Helping customers make the next step

The next stage, is to recognise customers. Marketers can then design personalised experiences that match what they realize as a visitor and help them make subsequent steps. This could be through with the help of log-in information but also predictive analytics, which may help brands understand their audiences better.

“When you personalise the content, you'll make product recommendations and you'll make your personalised experience supported where the purchasers are (in their journey), so you give them subsequent best action,” he said.

“You can drive outcomes. Outcomes are often selling something, it is often getting customers to the knowledge that they have more quickly in order that they don’t devour a phone and make phone calls [to customer services], because that costs [the business] money.”

Using AI, he added, isn't only helpful for understanding who visitors are and where they're on their customer journey, it can help brands automate real-time decisions instead of team members' perusal statistics to form a sense of them.

“We can use AI to live effectively within the moment as a customer goes through a user journey,” he said. “The data is the key here. It’s very easy to capture analytics. You stick a Google Analytics append to your website and you suddenly have tons of knowledge . The key thing is that the ability to use it to form that data into actionable insight, without the necessity for data scientists and expensive modelling technology.”

Closing the experience gap

80% of brands believe they provide an excellent customer experience online, yet only 8% of consumers agree. There's a huge gulf, he concluded, between what brands believe they're offering and what their end users find themselves consuming.

The thanks to bridge this gap is to simply accept the journey ahead is difficult, but never to use that as an excuse for not pausing to think about what the primary steps should appear as if .This is often achieved by building experiences that recognise customers and personalise content and messaging to where they're in their journey and proactively helping them take subsequent step.

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