Advice is easy to give, but harder to be put in place by those receiving it. In part, this is because we all work differently and favour various operating ways. However, if there is one piece of advice we all need to follow, it is that when it comes to digital marketing, we need to remain first in line, or else our competitors will benefit. Here is how to make the most of online marketing for your e-commerce in 2022.
Next year should see e-commerce marketing finding its way into new territories. As before we would typically see it online, it will now step outside its old boundaries to move into such locations as in-store, as well as on TV. We will also see an increase on social media, where it has already made a home for itself. Yes, e-commerce is taking over fully, and everyone needs to be ready for it, starting with the CEOs of the world.
This, to a large degree, is an addition to digital marketing. No one is better placed to help companies in taking the next step than firms specialising in the field, such as this one: https://www.12handz.com/. Because they possess the knowledge on how to bring customers to websites, they can be a pillar when it comes to enlarging the scope of online visibility onto other channels. And although the Marketing Director should be involved in the process, there can be no doubt that the CEO needs to oversee this new approach, and some outside help will come in handy for him.
If your response to this subtitle is “it has always been that way,” we certainly won’t disagree. But the truth is, AI has come into our world a few years back, enabling a personalisation process that was not possible before, simply because humans could not manage such a heavy load of data. But the change coming in the new year is in fact due to the overload of data. The previous belief was that the more data you have, the more precise you can be in your offer to customers. However, the new vision is that “too much is not a good thing,” after all. It would seem as though it modifies the final offer too much. And so, in 2022, the tendency will be to simplify the tech stack and cut down on the number of customer data sources.
Tendencies online are created by the giants of the industry. In retail, you need to look at Amazon, in order to see what the trends will be. Looking back at what they have done lately, we understand that promotions are lasting longer than they use to. For example, Amazon’s Prime Day Summer Promotions have now turned into Prime Week. The same is true about their Cyber Monday, which has now become Cyber Month. There are many potential explanations to this phenomenon. One that is obvious, is that the virtual world is so big, and it offers so much. In order to be sure that your customers know that there is a promotion and can take advantage of it, you now need to give them more time to find out about it.
It is obvious that the main change for businesses, over the last few years, have been caused by the coronavirus crisis that the world is facing. At first, it threw a curveball at those that did not have e-commerce already in place. They had to work their way rapidly into something they had no idea how to go about. When it became clear that there would be more closures along the way, requesting for the population to stay inside, then marketing had to be adapted accordingly. Now, it has become clear that the safest way to go about, is for e-commerce to become the norm in retail, and that is what will happen this year, as we see online boutiques finding their way into physical stores.
Today, the first step a consumer takes on the journey of acquiring a product, is almost always online. Even as stores reopened their doors, the rise in online shopping continued. Statistics show that most people who buy in-store today, already made their selection online, before. In fact, they often go to the store, only as a pick-up point. Tomorrow, it is quite possible that when a customer goes inside a store, he may find an electronic tablet that will enable him to get more information on products. The logical next step will be for him to buy it directly on the pad, and to pick it up at the exit. In other words, this customer will have bought its product on the e-commerce platform… inside the physical store!
There is no turning back. Customers are now used to buy online, and this operating mode will keep growing over time. Therefore, all companies need for their e-commerce to be seen everywhere. That is the next step in marketing.