As technology evolves, e-commerce players have to keep up with efficient online buying and selling. In 2015 and beyond, they need to be at the top of their game. With the introduction of flash sales and daily deals, distinctions between a retailer and an etailer are suddenly a blurred line. 2015 is the year that brick meets click.
With consumers more connected than ever before, having more information and product choices, e-commerce players need to be adaptable and flexible as retailers flood their space. Here are 3 e-commerce marketing trends taking off in 2015.
Dynamic remarketing will boom
While online, consumers leave behind their preferences, behaviour patterns and interests. When they leave your site without buying anything, remarketing helps you reconnect with them by showing relevant ads, including products or services that they viewed on your site, as they browse the web via Google, Facebook, etc. (Facebook’s Atlas advertising platform is redefining cross-device advertising and data mining for tracking opportunities—say good-by to outdated cookies!)
Mobile & Programmatic buying have become essential
Technology is sophisticated, and users adapt quickly. With ever increasing numbers of access to e-commerce sites via mobile devices (mCommerce), online stores that are not mobile-friendly with vetted e-commerce platforms (cart, compliance, omnichannel, checkout speed & accuracy) will lose visitors and consequently customers and revenue. Online ads are increasingly traded programmatically. Programmatic ad buying is efficient and reliable, which marries technology with technology in the mobile/online market. (It is a tool that should hang on every media buyer’s digital strategy marketing belt.)
Consumers have gone global
Country borders don’t exist on the Internet. With more access to products, newer online price wars have begun. e-commerce vendors who offer competitive rates and reach beyond their local and domestic boundaries will stay in the game. Adding online storytelling to increase brand loyalty will boost sales both domestic and abroad. Digital storytelling is a powerful opportunity to seize control of sales by tapping into the pulse of social networking and incorporating stories around products through the use of video, text, and personal conversation linked to online stores.
