5 Ecommerce Marketing Trends You Need to Know Right Now
The ecommerce industry is rapidly evolving to keep up with the changes in consumer preferences and demands. And with the help of new and advanced technologies, ecommerce retailers have a much easier time adapting to these changes.
As long as you know what changes to adopt, you have a good chance of fulfilling the changing needs of your customers. There are several ecommerce marketing trends that can help you deliver better experiences and increase sales.
In this post, we’re going to discuss some of the biggest ecommerce marketing trends that you should know.
Ecommerce Marketing Trend #1: More Visual UGC
You already know that user-generated content, such as reviews, can be an excellent way to win the trust of ecommerce consumers. You’ve probably even included reviews on your product pages so you can drive more conversions.
But you could go one step further and start implementing user-generated visuals in your ecommerce marketing strategy.
Visual user-generated content is trending in ecommerce marketing mainly because it appeals to consumers and drives better results than written content. According to a study by Olapic, people’s trust in images from other customers on social media is seven times higher than their trust in advertising.
The same study found that 56% of respondents were more likely to purchase an item after they see it in a relatable or positive user-generated photo. And 52% of the respondents also found photos to be the most appealing form of user-generated content. That beats both videos and written content.
If you want to follow this trend, you can showcase user-generated visuals on your product pages or on your social media. You can even do both.
But how can you collect UGC? You can encourage your customers to share the products they bought on social media, and tag it with a branded hashtag. Then you can then collect those photos, and share them on your social media. Additionally, you could also display some of the best user-submitted photos on the relevant product pages.
Example: Daniel Wellington
Daniel Wellington does a great job of displaying photos submitted by customers on their product pages. The following is a screenshot on the UGC section of one of their products. As you can see, they’ve carefully selected some of the most visually appealing images that would win over their shoppers.
Ecommerce Marketing Trend #2: Growth in AI and Machine Learning Usage
One of the most significant trends in ecommerce marketing is the use of artificial intelligence and machine learning. You can use them to deliver more personalized customer experiences and enhance productivity for retailers. And with the rapid improvements in technology, it’s highly likely that ecommerce retailers will be making more investments in tools and platforms that implement AI and/or machine learning.
In fact, the Zebra 2017 Retail Vision Study found that 68% of respondents plan to invest in machine learning and cognitive computing by 2021. Retailers plan to use the technology for personalizing customer experiences and enhancing the way they forecast and manage inventory demand.
You can use these AI technology and machine learning to make smarter, more accurate predictions and recommendations. For example, you may currently be using retargeting tactics in which you display social media ads or send product recommendation emails for products that your customers seemed to take a keen interest in.
But a lot of retailers continue to make the same recommendations even after the customer has already purchased the product or a similar product. So the recommendation is no longer relevant to the customer, making your effort more or less unnecessary.
Instead of this, you can use AI to understand the actions certain customers have taken so you can make more accurate recommendations. Maybe you could recommend a complementary product that the customer might need along with the product they have already bought, for instance.
And of course, you’ll be providing them with recommendations and experiences relevant to their past behavior even when they visit your website. Maybe you could display a series of products from the categories they seem to favor the most.
There are tons of uses for AI and machine learning beyond this. You can even use the technology to provide your shoppers with a personal shopping guide.
For instance, Unisport has introduced The Ultimate Boot Selector, which helps shoppers find the perfect pair of boots that specifically meets their needs.
Shoppers will have to answer a series of questions that will single out the best types of boots for each individual. For example, they’ll have to answer questions like which position they play, what type they prefer (speed, comfort, control, etc.), which price range they can afford, etc. All this information helps in delivering the perfect recommendation designed specifically for each shopper.
Based on your answers, the technology will pick out the top three boots that most fit your needs and preferences. As you can see in the screenshot below, the recommendations are sorted based on relevance.
Continue reading this article on Shane Barker’s blog.