Jeffrey Kamikow has noticed the distinctions between ecommerce and “regular” commerce are falling fast, if they ever really existed at all. No matter what your business does, who it sells to, or how it’s built to make money, it needs a cohesive ecommerce (or at least e-conversion) strategy.
What this looks like on the ground, of course, is up to you. No one can hold your hand and tell you that this is how you turn your online dross into ecommerce gold.
What experienced marketing professionals like Jeff Kamikow can tell you is how to capitalize on late-breaking ecommerce trends — how to ride the wave that everyone knows is cresting, but few are exactly sure how to catch without wiping out.
These three ecommerce trends are all set to build or crest in 2016. Which are you most looking forward to capitalizing on?
- Multichannel Is the Way to Go
Ventureburn has an in-depth look at the emerging power of multichannel marketing and sales. If you have time, definitely read the whole thing. Here’s the short version: Since your customers access your ecommerce platform on a variety of devices, you need to tailor your marketing campaigns to capture them all.
Use mobile ad networks to turbocharge conversion rates and reach customers opportunistically, retargeting systems to catch prospects on the conversion bubble, traditional PPC and search campaigns to draw in desktop-bound users, video and email to build awareness and loyalty, and non-digital word of mouth campaigns (brand ambassadors, anyone?) to develop legitimacy.
- Content Marketing Works Pretty Much Everywhere
Think no one reads your product descriptions, ad copy or “about us” blurb? Think again. Content is the once and future king of ecommerce, naysayers be darned. What’s different for 2016 and beyond? In a word, quality. We’ve been hearing the drumbeat about quality content for years, but it’s (unfortunately) been possible to skate by with subpar, corner-cutting content until relatively recently. That’s certainly not going to be the case in 2016, and likely won’t be for the foreseeable future. Make sure your ecommerce portal’s content engine is well-oiled and primed to purr. From your product descriptions and reviews to parent-page content, blog and sales collateral, everything you produce needs to be on-message, authentic and structured to sell.
- Responsive, Ready or All In? Either Way, It’s Mobile Now & Mobile Forever
Mobile ad networks aren’t the only mobile-centric ecommerce trend set to shake up the digital landscape in 2016 and beyond. Thanks to recent algorithm changes by Google and other search engines, ecommerce sites that don’t have mobile-friendly architectures and designs risk drastic hits to search visibility and performance.
If you haven’t already, get on the stick and invest in a mobile-friendly overhaul that touches every aspect of your ecommerce operation — including ancillary pieces like confirmation emails and tracking tools. An ounce of prevention really is worth a pound of cure here.
Which ecommerce trend are you most looking forward to in 2016? Which are you most skeptical about?