Looking at what big B2C brands get right can help inform your strategy and show you what the next marketing trends are likely to be.
According to a recent survey, only 32% of B2C marketers thought that they were proficient in what they do. B2C marketing requires thoughtful strategizing and planning. It can also benefit from looking at what has worked for others and what hasn't.
In this article, we’ll take a look at some B2C giants and the lessons we can learn from them to improve B2C marketing strategies.
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1. Amazon.com - the power of memberships
There are undoubtedly dozens of lessons that can be learned…
You should strive to add concierge-level service to your e-commerce website’s user experience
We all want to be cared for.
On a business trip to Winnipeg, Canada, Michael Scott’s character in the popular sitcom ‘The Office’ is over-the-moon excited to learn that his hotel has a concierge (a concierge is a hotel employee whose job it is to assist guests with their every need). If you’ve seen the episode, you know that later that evening the concierge’s services far exceed his logistical support needs.
It’s human nature to want to be cared for, especially in this often impersonal world. So you should strive to add concierge-level service to your e-commerce website’s user experience. To make your service ubiquitous and consistent, you should extend this higher level of service to your other customer contact channels.
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If you’re not measuring what happens after your visitors buy, you’re missing the additional revenues that these metrics drive
Many e-commerce stores seem to have a ‘one and done’ approach. They focus all their time and marketing dollars on getting prospects to their door, convincing them to shop, then getting them to buy. But then, after that first purchase, they just hear the sound of their marketing engine winding down.
If this is the case for you, your acquisition costs — whether SEO, PPC, or other channels — all go towards this one transaction, rather than being spread out over multiple ones. This obviously this gives you a lower ROI on your acquisition marketing investment.
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Headless commerce is rising its ‘head’ in the e-commerce space, empowering marketers to deliver extraordinary customer experiences. Here’s what you need to know about this new e-commerce strategy
Online shoppers seem to be embracing the Internet of Things (IoT) era like no other. The introduction of connected devices, applications, and touchpoints has brought about a drastic change in customer behavior and expectations. In-store interfaces, smart voice assistants, and Amazon Dash buttons are offering customers innovative ways to know about the product, read online reviews, and shop.
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E-commerce sites like Amazon and eBay are staying on top of this digital trend by embracing headless commerce that allows them to deliver relevant experiences to their audience.
So, what is headless commerce, anyway?
Headless commerce…
Finding a void in the market and carving your niche according to the target audience can help you scale your online store and make you stand out among the other online merchants.
Statistics confirm that there are nearly 24 million e-commerce sites across the globe. So, if you are an e-commerce startup owner, it’s normal to feel intimidated by the overwhelming number of competitors in your niche. But remember that a crowded field is also an indication of the existing demand, making e-commerce a lucrative segment to be in.
The good news is that you don’t need to beat the e-commerce giants like Amazon, eBay, or Wal-Mart to taste entrepreneurial success. Finding a void in the market and carving your niche according to the target audience can help you scale your online store and make you stand out among the other online merchants.
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Chart of the Week: More than three in five consumers say that retail innovations or solutions have made shopping experiences easier, with online shoppers seeing the biggest benefits
More customers now expect a seamless, personalized shopping experience. Whether they are buying in person or online, people want a quick and easy experience, something that is being made more possible with retail technologies.
In fact, more than three out of five consumers say that technologies used in retail and retail innovations have led to an improved shopping experience, according to the latest research from the National Retail Federation (NRF). When it comes to shopping online, 80% of customers say the same compared to 66% shopping in-store.
Despite the fact that there is an increased focus on mobile shopping experiences, only 63% said that shopping technologies and innovations improved…
How to create a Google Shopping strategy to generate as many leads as possible
If you’re a retailer looking to sell as many products as possible, it makes sense to try and create as many leads as possible.
With more and more people shopping online, there’s never been a better time to look at options like Google Shopping. Google’s Shopping service is an effective way to garner more attention online and hopefully, drive sales.
If you’ve got a product to sell and you’re hoping to reach a wider audience and increase sales rapidly, here are 7 strategies to help you make the most of Google Shopping.
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1. Getting your descriptions right
When you’re selling a product, it’s…
14 ways to segment your target audience for effective e-commerce personalization
As defined by Smart Insights, segmentation shows approaches to grouping prospects and customers to deliver more relevant communications and offers. The result is to give better response rates to these communications.
In the marketing arena, personalization is a term often misused for segmentation. Personalization and segmentation, while both valuable tools for marketers, couldn't be more different.
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The personalization v segmentation debate
Segmentation is grouping customers together according to identifiable characteristics. Often, these are demographic characteristics such as age, geography, gender, favourite brand or AOV.
Personalization is the optimizing of experiences and messages to individuals themselves — not the group they…
As more advertisers zoom in on Amazon, the competition for consumer attention will only get stiffer but there is a strategy that can help
Amazon's 2018 Q4 report should pique brand marketers' interest: The e-retail giant reported $10 billion in ad sales in 2018. Even more interesting? The ad sales in Q4 reached a lofty $3.4 billion. Clearly, this is only the beginning of the Amazon advertising gold rush.
As more advertisers zoom in on Amazon, the competition for consumer attention will only get stiffer, resulting in a higher cost per click (CPC), fewer opportunities to get in front of consumers, and more expensive campaigns. So how do brand marketers stand out in the oncoming wave?
Search term isolation is the little-known strategy that's changing the way brands advertise on Amazon.
By using search term isolation, brands can lower their advertising cost of scale (ACoS) while still growing sales. Focusing on…
It’s important to note that there needs to be a degree of flexibility when applying business objectives, which AI can help with
If you’ve used Google’s conversion optimized ad settings, you’ll know just how powerful artificial intelligence (AI) using machine learning and predictive analytics can be.
But can retailers squeeze more out of AI on their own sites?
Conversion optimization – Smoothing the way to sales
Conversion optimization is used by retailers to smooth the bumps in the road on the way to a sale or stated goal such as signing up to a store card.
This can involve the merchandising of bestsellers both in-store and online, training of staff to better identify customer needs and uncover opportunities to upsell and cross-sell along with tinkering with the UX on websites to see if a blue button leads to greater sales than a green button.
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