How switched on is your online store? This New Zealand digital marketing agency says that by 2040, 95% of shopping will be facilitated by eCommerce. The percentages are already more than impressive. So are you ready to capitalise on the almost boundless opportunities presenting themselves now, and into the future?
Many online enterprises fail because they lack a clear eCommerce marketing strategy. Putting products and services on the internet and expecting them to be discovered in some sort of vacuum is akin to waiting for a miracle to happen. In most cases, it won’t happen at all. Even high-quality products and expert services will remain undiscovered and unloved without a dedicated plan to promote them.
Much of this is connected to the lack of decent Search Engine Optimisation (SEO). Without a marketing strategy, there can be no SEO and the keywords potential customers use to track down the product or service they’re after. While keywords are still the foundation of an effective SEO plan, they’re not the only thing. Quality written and visual website content, easy navigation, page loading speed, user experience on a well-designed site, and links, are just a few of the factors in the ever-expanding world of Search Engine Optimisation. Without a strategy being driven by eCommerce marketing experts, the average online store will continue to flounder in the dark – and it is incredibly hard for anyone to find anything in the dark.
Without specialist advice from eCommerce marketers, online businesses will make a variety of other mistakes besides mishandling their SEO. For example, they won’t use email marketing to its full advantage. It is well known by now that email marketing is one of the best ways to reach and convert potential customers. But it has to be done properly. One of the rookie errors made by businesses is unsegmented email blitzes – in other words, sending the same email to everyone, be they a first-time customer, or an existing one. But for an email newsletter to convert, it is best to segment your subscribers. For example, it’s widely suggested in the marketing industry that new subscribers should get something of value first, instead of an offer. Meanwhile, those who have purchased before should get a complimentary offer.
Another basic mistake is not being small-screen friendly. It has been estimated that by 2025, 75% of the world will use their smartphones to access the Internet. Already, mobile devices are overshadowing desktop sales by 54%. Furthermore, an American survey found that 67% of respondents buy things “for fun” on their smartphones. Yet, so many online businesses are making life difficult for their potential customers by designing websites that are not optimized for mobile devices, particularly smartphones.
All of these mistakes, and many more, are avoided through the implementation of a clear cut eCommerce marketing strategy. And that strategy needs to be driven by digital marketing experts. When it is, there’s every chance your online shop will still be going strong in 2040 when nearly every shopping experience will be driven by eCommerce.