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  • How Your Business Can Identify and Capitalize on Micro-Moments

    How Your Business Can Identify and Capitalize on Micro-Moments

    There’s no question that smartphones have become a ubiquitous part of our daily lives. Studies have shown that 46% of Americans reach for their phones first thing in the morning, while 91% of people automatically reach for a mobile device to check on something when doing a task.

    This reliance on smartphones has become so pervasive that many industries are putting more effort into targeting mobile users than those on conventional devices like a desktop. It’s a smart move since turning even a small segment of these users into customers can yield huge profits. An effective way for companies to profit from this group is to take advantage of “micro-moments.”

    What are Micro-Moments?

    Google coined the term “micro-moments” in 2015 to identify the exact points in time that lead to a consumer finally making a purchase. The company described these moments as “critical touch points within today’s customer journey, and when added together, they ultimately determine how a journey ends.”

    Essentially, these are the critical points where someone takes to their device (which is most often a smartphone) and takes steps regarding a need. It’s the intersection of what a customer wants and needs at the moment and what they know.

    Google has determined four key moments based on the consumer: “I want to do,” “I want to know,” “I want to buy” and “I want to go.” Most decisions made by shoppers can be traced to one of those four moments. For instance, a shopper who’s headed to Turkey would research on what to “do” in that country. A travel agency can come up with a promo that will arrange a trip to Istanbul’s famous Blue Mosque.

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    [Graphic via Think with Google]

    How to Capitalize on Micro-Moments

    Now that the importance of micro-moments have been established and their constant evolution noted, companies have to think about how they can use these instances to their advantage. Here are some things to consider if you want to catch that perfect micro-moment with a customer:

    1. Put Your Business Profile Out There

    It pays to ensure that your business profile is accurate and completely filled out on Google, particularly if you have a physical storefront. There has been an increase in “near me” or “right here” searches, as more users are looking for a place to go for a certain activity. Getting your business profile up will help with micro-moments where a customer wants to “do” something or “go” somewhere. Google’s Local Guides program assists users in verifying if your profile information is accurate.

    2. Flaunt Your Value With Original and Significant Content

    The need to know is one micro-moment that could hit you several times a day. This is why people are always looking for content on eCommerce sites. Having unique and relevant content is a great way to introduce your business to shoppers who are searching for information on either a particular product or on something that has captured their interest. Regardless of whether it’s a short how-to video or some DIY tips, make sure to flaunt your value by offering good content that appeals at the moment.

    3. Speed is of the Essence

    Speed is key if you want to use micro-moments to your advantage. When asked, almost half of customers admit that they will leave a website if it’s unresponsive or takes too long to load. People also don’t like having to go through different windows or steps just to get information. Optimizing your site for mobile devices and streamlining your buying process is a good way to entice consumers to go to your page and stay.

    4. Improve User Interface

    Another area that brands should focus on is how the user experiences their website and content. When a potential customer goes to your site or a specific page, what will they see? Will they be able to find what they’re looking for quickly or are they going to spend time wading through redundant information?

    Aside from ensuring that information is accessed quickly, transactions should also be simplified. Complicated checkout pages or a cart that requires several clicks in order to finish a purchase will turn consumers off. There should also be fewer distractions on the checkout pages, especially those on mobile devices, as these further cut down the odds of conversions. The goal is to make shopping quick, fun, and simple.

    Companies have to be ready to take advantage of micro-moments. This means that business has to do some forward thinking to anticipate what their customers would need. Changes may also need to be made to ensure that websites are optimized for mobile.  

    [Featured image via ThinkWithGoogle]

  • Snapchat is Now Selling Merch with Launch of New Snap Store

    Snapchat is Now Selling Merch with Launch of New Snap Store

    Is Snapchat trying its hand at eCommerce? That just might be in the works with its launch of a new feature that would essentially enable the company to sell merchandise through the messaging app.

    Snapchat Inc. just opened up the Snap Store today, a new feature that lets users buy merchandise. Currently, it appears that the company is still testing the waters as the online store does not yet offer a lot of items for sale. For now, you will be able to purchase a Dancing Hot Dog Plushie that costs $20 and  Dog Lens T-Shirt costing $30 among others

    The new store can be accessed on the messaging app’s media section, which is called Discover. Before the store’s arrival, the section was reserved solely for video and articles of channels run by media companies such as BuzzFeed, Conde Nast, Hearst, and Vice. Channels for the National Football League, NBC, and ESPN can also be found in the Discover section.

    It is not Snapchat’s first time selling merchandise under its own brand. Previously, the company sold branded items via Amazon such as the Spectacles, a video-recording pair of sunglasses. However, with the introduction of the Snap Store, it would be its first time selling items inside its own app.

    But Snapchat is not really expected to make serious money from selling these items. An unnamed spokesperson for the company confirmed that it did not open the store to see some serious revenue stream but rather it is something it did for the Snap community. It’s mainly a strategy to drive loyalty to the brand and get some free marketing courtesy of the people wearing the branded merchandise.

    But of course, the company could just be testing out the eCommerce potential of the app. A more serious revenue stream could be coming its way if the idea catches up and it could start charging other brands for selling their stuff through the app as well.

    [Featured image via Snap Store]

  • 5 Ways to Boost eCommerce Sales with Product Recommendations

    5 Ways to Boost eCommerce Sales with Product Recommendations

    Businesses know that acquiring new customers is more difficult and costlier than selling new products to existing customers. This is why eCommerce businesses prefer to invest in a good loyalty program. And product recommendations is one of the best marketing tools that a retailer can have in its arsenal. After all, the right recommendation helps sell more products to existing customers.

    Simply put, recommendations are suggestions made by the retailer on various things that the customer might also be interested in. But in order to do this, the company has to know its customers and what they want. This is to avoid scenarios like recommending red stilettos to a client who prefers white trainers.

    The question now is how to successfully use recommendations to improve eCommerce sales. Here are five suggestions:

    1. Generate Personalized Product Recommendations

    Personalized recommendations are carefully calculated and chosen products that are offered with the customer’s shopping behavior and history taken into consideration.

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    [Image via Amazon.com]

    Amazon is a prime example of personalized recommendations. First-time site visitors will initially see some generic suggestions that are either crowdsourced bestsellers or what other visitors are checking. But once a purchase has been made, they’ll see recommendations based on items they’ve bought or searched for recently. These suggestions are found in the product description of the item a customer is currently checking or on the homepage that they’re logged into.

    2. Have Well-Timed Customized Email Recommendations

    Email marketing is still one of the most effective marketing strategies. It’s affordable, practical, and can boost conversions. But to have a more robust customer engagement, personalized email recommendations are the way forward. After all, the more relevant the email’s content is, the higher the rate of emails opened, website visits and sales.

    Amazon is again a good example of this strategy. The company’s AI sends well-timed emails that recommend products that the customer has just browsed on the site. The emails are also sent as soon as the customer leaves the site, thereby ensuring that they’re still receptive to recommendations.

    3. Make Product Pages More Appealing With Relevant Suggestions

    The product page is one area where you can make more recommendations. However, it’s important that you find the best way to showcase your items because at this stage, you’ll either push your client towards the checkout process or drive them away altogether. Data-backed recommendations can provide shoppers with more choices at this key stage. By putting together selections based on the customer’s interest, the odds of conversions can increase by as much as 411%.

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    [Image via Shopify.com]

    Brands can boost conversions by suggesting complementary items. For instance, if the shopper is looking for shoes, they can cross-sell by suggesting a shoe rack. Product recommendations can also be based on the shopping patterns of other shoppers. For example, if previous shoppers also bought a necklace after buying a blouse, then the product page would recommend what “people who bought this product also bought.”

    4. Don’t Stop at a Confirmed Order

    A successful order confirmation doesn’t mean you have to stop making recommendations. This stage of the shopping process can still be a good arena for recommending items that the customer could buy. Think of it as a last chance to add more products to the deal.

    There are two good ways to make the most of order confirmations. One would be to have recommendation popups. Aside from thanking your customers for their latest purchase, include messages that suggest “you might be interested in this product.” The second way would be to integrate recommended products in the order confirmation email. Make your offer more compelling with the promise of freebies or discounts in their next purchase.

    5. Making Friendly Referrals

    As already mentioned, recommendations shouldn’t stop just because a purchase has been made. Recommendations can be used as a referral tool, one that can push a brand further, generate traffic, and boost more sales.

    Brands can do this by asking customers to share the news of their latest purchase with their friends via social media. Bear in mind that people are more likely to buy or use the same brand that a trusted friend has used and recommended. To make this easier for your customer, integrate a “Share This” button on the customer’s order confirmation page.

    There’s no question that recommendations have positive results. It’s a marketing strategy that eCommerce businesses can easily adopt. So this year, put more emphasis on recommendations and see your sales numbers grow.

    [Featured image via Pixabay]

  • How Your eCommerce Business Can Emotionally Connect with Customers

    How Your eCommerce Business Can Emotionally Connect with Customers

    Most business owners know that providing good customer service is crucial to fostering customer loyalty or winning new clients. While this is true, there is another element to doing good business that often gets overlooked, and that’s making an emotional connection with your customers.

    In addition to offering the best shopping experience or quality products and services, brands should consider appealing to customers’ emotions. As Harvard Business Review succinctly explained it, businesses should meet their clients’ “deep, often unspoken emotional needs.”

    However, the idea is particularly challenging to eCommerce companies, as most conduct their business solely online. Connecting emotionally with customers without the help of physical staff or a brick-and-mortar store experience can be difficult, but it can be done. Here are some suggestions how:

    Create a Story for Your Brand

    Brand stories give your company the opportunity to show off the characteristics and values it puts in high regard. It also gives customers something they can relate to and it helps explains how your brand faces your clients’ problems. The more open and transparent your brand’s story is, the higher the chances are of customers trusting your company. A simple and direct narrative that clearly speaks about your brand’s purpose can be a very effective way of generating positive emotions from customers.

    A good example of this approach is Trader Joe’s. The company replaced its “About Us” page with an “Our Story” page and the rest is history. The story humanizes the brand by explaining the company’s approach to doing business and what it values most. The new page also has a link to a company timeline that shows how it grew from a small chain of convenience stores to becoming a nationally recognized brand with over 400 locations.

    Irresistible Images Make Compelling Emotional Triggers

    Videos and photos are good at providing instant emotional triggersImage result for apple silhouette ads, regardless of whether that emotion is joy, sadness, fear, love, or lust. Intersperse interesting videos and eye-catching photographs throughout your website that visitors would love to share with their friends and family. You can also use photos of your staff, your offices, and maybe some behind-the-scenes images so visitors to your website will see who’s behind the brand. Putting a face to the people behind the brand makes it more relatable.

    Apple, for example, does an excellent job of using emotive imagery in its marketing campaigns. This has helped it to maintain one of the highest rates of customer loyalty among corporate brands.

    Tap Into People’s Greed

    Greed has been the unabashed battle cry of the 80’s, thanks to Michael Douglas’ awesome portrayal of Gordon Gekko in Wall Street. While the emotion might be considered a deadly sin in some social circles, there’s no question of its effectivity in persuading people. Consider how the words “free,” “all yours,” or “valuable” are often used in advertising. Whether it’s a free gift or a limited time offer, advertisers know that tapping into people’s greed can reap rewards. After all, it’s human nature for people to want to believe that they’re getting something good for almost nothing.

    If you want to use this emotion, you have to give your customers a little push and help them realize what they will be missing if they act too slow. Using phrases like “Limited Offer” or “Buy Now Before It’s Too Late” have always been effective. You can also emphasize the benefits they’ll get or the return of investment they’ll enjoy.

    Touch on People’s Desire to Give Back

    Most people want to give something back to the world, and brands that support a charity or are deeply involved in theirImage result for TOM shoe campaign community engenders a lot of positive emotions among consumers. A Cone Cause Evolution Study determined that 83 percent of Americans want the services and products they support to also support charities. It’s not surprising then that 80 percent of American consumers are likely to change brands to ones that do support a charity.

    TOMS epitomizes this idea. In its One for One campaign, the company pledged that for every purchased pair of shoes, they would also donate a pair to underprivileged kids. So far, the company has already donated 45 million pairs to charity.

    Finding a way to incorporate charity or community work will boost your brand’s awareness, reputation, and revenue.

    [Featured image via Pixabay]

  • 4 Tips for Personalizing Your Next Email Campaign

    4 Tips for Personalizing Your Next Email Campaign

    When it comes to online marketing, setting up an effective email campaign frustrates many business owners. Most operate under the assumption that having an email opt-in plugin and signing up with an email marketing service is enough to get high conversions. What they have failed to grasp is the importance of email personalization.

    One study has revealed that 70% of businesses neglect to personalize their emails. Making this mistake significantly undermines your campaign, considering that personalized emails boost revenue six times more than generic ones. Personalization yields a 41% higher click-through rate and recipients are also 29% more likely to take action to your message.

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    [Graphic via FormGet]

    So how can you personalize your email marketing to boost your campaign? Here are four tips:

    Tailor it to the Demographic

    One of the best ways to boost response rates is to tailor your email’s look and message to specific demographic elements, like age and gender. If you’re selling care products, cosmetics would grab the interest of women while men would want to know more about shaving products. Making use of a distinct appeal to the preheader can also encourage open rates. For instance, referencing winter when selling snow boots and winter jackets to people in states experiencing cold weather will catch their attention.

    Come Up with the Right Questions

    “Ask and ye shall receive” is a good mantra to remember when designing your email marketing campaign. A lot of businesses simply assume they know what the customer wants only to have their messages ignored. Instead of assuming, ask your audience key questions, like their reason for becoming a user, subscribing to a newsletter or visiting their website. It’s simple and can give you valuable data.

    Wedding specialist Paper Style hit the goldmine when they asked visitors on their site whether they were preparing for their wedding or someone else’s. Not only did the simple question quickly segmented probable clients, it also gave them insight on the type of correspondence to send to their prospects.

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    [Graphic via PaperStyle case study]

    Time it Well

    Timing is everything, especially in email marketing. Every customer has a distinct routine when it comes to emails. Some check once in the morning while others look at their inbox every half hour. Sending an email when your client is most likely to check their inbox and will help boost sales.

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    [Graphic via Fusion BPO]

    However, finding the right time can be challenging. A number of email service providers are now offering tools that can study when subscribers check their inbox and make adjustments to the delivery time.

    Personalize Your Brand

    Don’t limit personalization to emails or to how you use your customer’s data. Your brand can use a personal touch as well. Personalizing your brand humanizes it, making it easier to connect with your customer. It could even boost your click-through rate.

    This was clearly shown in an experiment conducted by HubSpot. The company sent two emails to test what else could be done to make them feel more personal and to enhance customer engagement. One email was from the company itself, while the other was from someone in HubSpot’s marketing team.

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    [Graphic via HubSpot blog]

    Interestingly, the results showed that more people clicked on the message sent by a person than the one sent by a business. This demonstrated that people were more amenable to a more personal touch in business. So if you want a more positive response, a personalized email is the way to go. Aside from using a real person, you can also try making it more informal. Using a conversational tone or the pronouns “I” and “we” can also improve your response rate.

    [Featured image via Pixabay]

  • How to Decide on the Right Social Channel for Your Brand

    How to Decide on the Right Social Channel for Your Brand

    With the power that social media has in bringing attention to a brand and boosting sales, more and more businesses are crafting marketing campaigns via social channels.  In fact, a recent survey by Ascend2 shows that among 271 marketing influencers, using social media channels was considered their most important digital marketing tactic for 2018.

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    Consider this, more than 66% of marketers are able to improve lead generation just by spending a minimum of six hours on social media. This means that with a modest investment in time and resources, a well-thought-out and implemented social media strategy can do wonders for a company. Conversely, a company can’t expect to develop a sound marketing plan involving social media if it doesn’t know the right channels to use.

    How to Choose the Right Social Channel for Your Brand

    There are seemingly endless social media channels to choose from, but the top choices among them are Facebook, Twitter, Pinterest, YouTube, Linkedin, Instagram, and Google+. While each one can generate leads, it’s crucial that you focus on the right channel for you. 

    Image result for choosing the right social media channel

    Here are ways that will help you select the best social media channel to use:

    Identify Your Social Media Objectives

    It’s essential that you can connect your social media channel to the objectives of your marketing plan. After all, how can you succeed in your goals if the tools that you are using do not fit?

    If your goal is to raise brand awareness, then choose well-established social media platforms with a huge following. But do not use platforms that are new or just caters to a specific niche. Facebook and Instagram are great tools for this objective, as these platforms are the most effective at introducing new brands and products to their users.

    However, if your objective is to generate more leads in your niche, then LinkedIn might be a better choice.

    Check Current Trends

    You should also consider whether the social channel that you’re interested in is following the latest trends in social media marketing. A sound knowledge of present marketing trends will help you make the intelligent decision regarding the right social medium to use. Remember that you will be investing time, resources, and effort into these social channels, so an eye on the trends can help when deciding which one will attract more clients and boost engagement.

    Know Your Target Audience

    You need to have a clear picture of your target audience in order to create high-quality content that would resonate with them. Try to discover which social media platforms your target market spends most of their time on and how to interact with them. Choosing a social media channel is easy if you know where your prospective clients are.

    For instance, if you’re targeting millennials who love a good story but only want to spend a few minutes on it, then use a platform like Snapchat. You can create a lot of videos with an engaging storyline and target millions of daily users. However, trying to promote an exclusively men’s product via Pinterest could be a tough sell, considering that the website caters mostly to women, featuring items related to craft, food, home decor, and gardening. 

    Check What Channels Your Competitors are Using

    Aside from knowing your target audience and the social media platforms they’re on, it’s also important that you know what channels your competitors are managing. This will give you a foundation on which you can measure industry activity and determine what your next course of action will be.

    Check what type of content your competitors are posting, how regularly they do it and even how many shares or likes it has garnered. Knowing how active your rivals are on social media and how engaged their audience is will give you important insights that you can then use to succeed in your own marketing strategy.

    Think About Your Choice of Content

    The kind of content that you want to develop and use is also critical. There are several content formats. Some will complement your brand identity and goals while others won’t. There is also particular content that is better suited to certain social media channels.

    Companies that want to share white papers, company news or industry updates would have better success on platforms like SlideShare and LinkedIn. Meanwhile, if you’re targeting a young audience, a short-form video content on Instagram or Snapchat is perfect. Longer videos with a universal theme would do better on Facebook and YouTube.

    Identifying the content format you want to focus on in your social media strategy will help narrow down your choice of a social channel.

    The Bottom Line

    You probably won’t be able to choose the right social media channel on the first try. There’s a lot of trial and error involved as you search for the right channel to use. However, knowing what your objectives and target audience are can help narrow down your search.

    [Featured image via Pixabay]

  • Why Live Streaming Should Be Part of Your Marketing Strategy in 2018

    Why Live Streaming Should Be Part of Your Marketing Strategy in 2018

    More and more brands are using live streaming to reach their audience and promote their business.

    Companies like Facebook, Twitter, YouTube, Snapchat and, Twitch have invested millions of dollars to build and improve their own live streaming platforms. The idea isn’t exactly a brand new one, as it has been around since 2011. But when Facebook launched its Facebook Live feature in 2016, live streaming was brought to the forefront.

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    Live streaming has rapidly grown in popularity because of its low cost and its sense of immediacy that gives viewers the feeling of being part of the action. In fact, the video streaming market is expected to grow from $30 billion in 2016 to about $ 70 billion by 2021, which makes it important for marketers to understand why it has become popular and how to use it to promote their brand. Here’s some insight:

    Live Streaming Gives Instant Gratification

    Consumers don’t want to wait a long time to enjoy their “win,” whether this is a discount, deal, or information. Live streaming gives them the instant gratification that they crave, by allowing them to interact immediately with your content.

    When users join a live stream, they can instantly start to participate in the commentary. Not only can consumers engage with the host, they can also communicate with others about the topic, the services, products, and other key content. Live streaming also gives the company instantaneous feedback regarding their content, thereby giving them an idea of the interest level of the product.

    Live Streaming Humanizes Your Company

    Businesses can use live streaming to give their customers a look behind-the-scenes. They can even introduce their teams or other employees this way. This helps give a human face to your brand and improve the relationship between your customers and you.

    Live Streaming Reaches More People

    Live streaming should be a key tool in your marketing campaign. Unlike email marketing, which only reaches people on your list, live streaming can generate leads from people you haven’t targeted. Word of mouth reviews or recommendations on social media can create interest in groups that the company wouldn’t even have thought of reaching out to.

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    There are endless possibilities with live streaming, and many companies have already integrated it successfully in their marketing campaigns.

    One brand that was able to leverage live streaming effectively was Kohl’s. The retail chain introduced an instant purchase feature via a live stream during New York Fashion Week. Viewers who watched the stream also had access to the different clothing featured on the host catwalk. Kohl’s masterful integration of the product links to the live feed led consumers to view relevant items and closed some sales.

    If you intend to use live streaming to promote your brand or eCommerce business, it’s important to be clear on what you want to achieve and what strategy you will use. Here are few ways to make the most of this marketing tool:

    • Product Demos: Many consumers don’t understand a product’s value until they really see how it is used. A live stream product demo can show audiences what they need to know about the product and answer their questions. Some companies have even closed sales moments after the release of a live stream demo. Brands with complex products should consider a live stream campaign to explain the principles behind their products.
    • Product Launches: Live streaming is a great way to launch new products or introduce additions to a product line. For instance, a handbag company can use Facebook Live to tease or showcase the new designs and colors of their spring collection.
    • Entertainment: Companies can live stream company rallies, debates, workout or cooking sessions, or concerts to provide clients with special entertainment. This can help boost a company’s popularity and image.
    • Q&A sessions: User-driven Q&A sessions can provide important and actionable data. It also gives brands an image of authority and credibility. These sessions can be hosted by an expert or an influencer. Getting a celebrity to appear will also be a big draw.
    • How-tos: How-to tutorials are one of the most successful strategies for content marketing, and using live streaming will boost this to a whole new level. For example, if you’re running an online bookstore, an author reading an excerpt from their upcoming book will attract a lot of views and attention.

    There’s a reason why big companies like Coke and Chevrolet have utilized live-stream marketing campaigns. It engages customers quickly and introduces products effectively. Live streaming will continue to be a major factor in marketing, so it’s time your business jump on the technology and uses it to your advantage.  

    [Featured image via Pixabay]

  • Why Your eCommerce Business Should Not Ignore Mobile Marketing in 2018

    Why Your eCommerce Business Should Not Ignore Mobile Marketing in 2018

    Mobile devices were named the leading digital platform in 2014, overtaking laptops and desktops. Since then, use of these gadgets just kept increasing. And even though some studies show the amount of time spent on mobile devices has gone down somewhat, non-voice mobile use in 2017 was still ahead of laptop and desktop use.

    Reasons eCommerce Companies Should Focus on Mobile

    Even though people are on mobile devices more often, companies didn’t put too much stock into using them to make sales. After all, most data showed that while people used their smartphones to check out products, most purchases were done on desktops, laptops, or tablets.

    However, the tide is now changing, as last year’s Cyber Monday saw $2 billion in sales on mobile devices. Retail visits accounted for 37.6% of sales while 21% of sales were done on smartphones. Conversion rates on these devices were pegged to have increased by about 10% since the previous year.

    Retailers have even more reasons to focus on mobile in 2018. Smartphones are expected to dominate this year, with about 36% of people around the world owning one. A large number of millennials are also foregoing computers and just using their smartphones to access the internet.

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    [Graphic via Hostadvice.com]

    Companies are also expected to come out with better retailer apps that are designed to encourage more consumers to purchase. The rise in popularity of PayPal, Apple Pay, and Google Wallet for mobile will also introduce fast and seamless transactions.

    3 Ways to Boost Mobile Sales

    Now that mobile shopping is on the rise, at last, retailers have to decide whether they are really going to focus on this trend or not. Retailers that don’t want to miss out on the growing sales opportunities of mobile devices, will first need to find the best ways to boost mobile sales. Here are some suggestions on how to go about it:

    1. Improve Mobile App Designs

     Even though most retailers have their own mobile apps, they often have bugs or are not designed for wide-scale consumer use. Because of problems with the interface and functionality, the apps have low conversion rates. Consumers also are not inclined to keep using them. One study revealed that more than 50% of retail apps are used less than 10 times and that 15% of consumers don’t even use shopping apps.

    There are several factors that consumers find off-putting with retailer apps. One is the limited visibility they have when checking product images. Push notifications also tend to interrupt shopping time and many apps crash or freeze when the user gets a phone call or text message.

    2. Optimize Websites for Mobiles

    Companies that have not optimized their websites for mobile viewing miss out on sales opportunities. Consider the fact that 87% of shoppers would first look for the product online before going to the store. About 79% of shoppers actually check a product online while on the store’s premises and 35% after leaving the store. This is an issue that companies should take seriously, particularly as mobile traffic is expected to overtake desktop traffic in the first quarter of 2018.

    Therefore, companies should make sure that their websites are optimized for mobile devices. One important factor that should be considered is the site’s layout and how it reacts to various screen sizes. Retailers should also take steps to minimize customer frustrations and mistakes. For example, offering alternative ways to input choices, like drop-down lists or tick boxes, will make for a more fun mobile shopping experience.

    3. Offer More Payment Options

    Giving consumers more payment options will also help boost mobile sales. Countries like China have already embraced mobile wallets and payments, and companies who want to tap into such a rich market should make sure they offer that particular payment option.

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    The increasing popularity of mobile payment apps like Android Pay, Apple Pay, and PayPal is also expected to result in people relying solely on their smartphones when they go shopping. Offering customers various payment options can also expand a company’s reach to the millions of shoppers who use alternative payment systems.

    [Featured image via Pixabay]

  • Amazon Sold ‘Millions’ of Alexa Devices Over the Holidays, Brands Will Need to Focus More on Voice Advertising in 2018

    Amazon Sold ‘Millions’ of Alexa Devices Over the Holidays, Brands Will Need to Focus More on Voice Advertising in 2018

    The recent holiday was a happy one for Amazon, if the company’s latest report is anything to go by. The eCommerce giant alleges that “tens of millions of Alexa-enabled devices” were sold worldwide during the 2017 holiday season, making it a breakout year for the voice-activated digital assistant.

    Alexa Ruled the Holidays

    The Amazon report was decidedly low on hard data but high on self-promotion. It was not surprising though, as the company won’t be releasing its actual financial status from the recent holiday until January when it unveils its fourth-quarter revenue. However, it’s clear from the report that Amazon did a pretty good job hawking its own devices.

    The Fire TV Stick with Alexa Voice remote and the Echo Dot were bestsellers on Amazon over the holidays. The Echo Dot, however, holds the distinction of being the top seller “from any manufacturer in any category across all of Amazon.”

    The former is a streaming device that allows the user to search for their favorite shows and other information using voice commands. Aside from easily finding interesting shows in the genre they want, users also enjoy the fact that the Fire TV Stick doesn’t need the latest TV model in order to work.

    Meanwhile, the Echo Dot is a hockey puck-shaped, voice-controlled device that uses Alexa to manage smart home gadgets, make calls play music and a host of other skills. Products like the Echo Buttons and the Echo Spot were also sold out this season. These gadgets are also part of the Echo family, with Buttons designed specifically for family games while the Spot is the perfect alarm clock that does more than tell time.

    Alexa’s dominance was corroborated by the fact that the software for the voice-based assistant was the most downloaded app on both the Apple App Store and on Google Play. Real-time data also indicated that people started downloading the app on Christmas, probably as soon as they unwrapped their presents and saw they got an Echo device.

    Aside from the millions generated from the sales of Alexa-enabled gadgets, Amazon also had one amazing week that saw a staggering 4 million consumers signing up for Amazon Prime. According to the retailer’s report, these were people who either opted for the free trials or who outright paid for full memberships.

    The report also revealed interesting tidbits, like the 70% rise in worldwide use of the Amazon mobile shopping app. There were also more than a billion items ordered from the multitude of independent retailers on Amazon’s Marketplace. These retailers accounted for half of the products bought on the Amazon site in recent months.

    Voice Advertising on the Rise

    Amazon’s success with Alexa this past holiday season has given it a major advantage over Apple’s Siri, Google Assistant, Microsoft’s Cortana, and others in the market for smart speakers and voice-based assistants. This achievement was undoubtedly helped by Amazon revitalizing its Alexa-backed Echo devices and from third-party gadget manufacturers integrating the digital assistant into their products.

    More importantly, it cemented Alexa as the de facto choice of companies as more focus is given to voice advertising. Marketers are expecting the voice trend to really be felt in 2018 as more businesses invest in the creation of voice interfaces. And with Amazon corralling 70% of the market for voice-activated smart devices, it’s easy to see why Alexa would be in the forefront of this burgeoning technology.

    Brands now face a unique challenge in 2018. They need to find out the distinct capabilities and benefits of various hardware while offering their users a consistent experience. Brands who also want to make a mark using voice apps would also need to develop a way for consumers to discover them, particularly as voice assistants have no visual interface. This means that new ways of browsing and searching will probably be introduced.

    [Featured image via YouTube]

  • 5 Things You Should Know About Marketing to Baby Boomers

    5 Things You Should Know About Marketing to Baby Boomers

    Millennials have been on the radar of most marketers the past few years. While this is a large and potentially Image result for baby boomer disposable income 2018lucrative demographic, the most powerful group, at least when it comes to spending, is still the baby boomers.

    Marketers understand that about 70 million people from this generation will be entering retirement over the next ten years. However, there are things that make baby boomers unique. For one, they are an affluent group and retirement gives them a lot of free time to shop and flex their spending powers. According to Forbes, boomers will inherit about $13 trillion over the next 20 years.

    Companies should then be adjusting their marketing tactics to reach this large group of consumers. Here are five things you should know about marketing to baby boomers:

    1. Baby Boomers Don’t Like to be Called ‘Old’

    Just because baby boomers are mostly retired doesn’t mean they want to sit home and watch TV all day. Many people of this generation have the financial means and the desire to pursue the activities they didn’t get the chance to do when they were raising kids or part of the workforce. These retirees plan to travel to exotic locations, go on safaris, and skydive. While the marketing tactics you’ll need to use to get their attention may be different from other demographics, don’t assume that certain products and services won’t appeal to them just because of their age.

    2. Baby Boomers Enjoy Reading Good Copy

    Marketers should remember that baby boomers enjoy reading, so using trendy acronyms or Internet shorthand on Image result for senior reading tablet 300x300ad copy will not be appreciated. Boomers want to see information clearly printed out, so don’t be afraid of old-school, text-heavy advertising methods.

    A better approach for this generation is copy that’s straightforward, instead of today’s creative bells and whistles. Ad copy for boomers should address every possible question they might have. All the relevant answers and details should be included in direct mail ads, brochures, and on websites.

    3. Baby Boomers Don’t Like to be Rushed

    Aside from being more receptive to traditional marketing styles, baby boomers are also very careful when making purchases. Unlike the more flighty millennials, boomers consider each purchase an investment and will take time to study every product before making a decision. Their static budgets also mean this group is more careful about spending outside their limits.

    Boomers need to trust the brand. They need to fully understand the product, identify with other users and develop a rapport with the seller before making a purchase. While salespeople and marketers might be able to close a deal with a younger demographic with just one or two calls or emails, they would probably take a longer time handling senior consumers.

    4. Baby Boomers Prefer a Personal Touch

    Retirees have more free time on their hands which makes them more inclined to have lengthier social interactions with family, friends, neighbors and even salespeople. This opens a singular opportunity for a sales team to create sincere relationships with these potential clients.

    Sales teams should be prepared to invest time with a boomer. After all, the person at the other end has the luxury of time and willingness to listen and absorb your product’s features and value. 

    5. Baby Boomers are Tech Savvy

    Marketers should remember that baby boomers grew up with technology. This generation has made use of a plethora of different technologies since the introduction of the first black-and-white television set. This makes them unintimidated by more recent technologies like the internet or social media. In fact, the baby boomer generation spends as much time online as they do watching television. Studies show that 96% of baby boomers use search engines, 95% use email, and 92% shop for products and services online instead of shopping in stores and shopping malls.

    Boomers TV Usage Chart

    Graphic via dmn3.com

    Statistics also show that baby boomers are the fastest growing age demographic on Facebook, with an 80% rise in users between 2010 and 2014. By marketing your business to this generation through the web or social media platforms, you increase your chances to interact and do business with them.

  • Millennials: Why Your eCommerce Business Should Focus on Them

    Millennials: Why Your eCommerce Business Should Focus on Them

    Millennials are now the biggest demographic with disposable income in the US today. This is the generation born between the 1980s and 1990s. Statistics show that Millenials will make up the majority of the US workforce by the year 2025, which also means that most of them still have their prime earning (and spending) years ahead of them. Thus,  eCommerce businesses with sound marketing strategies focused on this demographic should yield steady returns for the next few decades.

     

    Millennials also have a distinct psychology from the previous generations. How they were raised and the technology they learned growing up definitely affected their buying habits. Here are some other reasons why eCommerce businesses should concentrate on this segment:

    They are an Influence to be Reckoned With

    There are about 80 million Millennials in the US today. Aside from being the biggest segment of the population, representing trillions in sales, they are also a force to be reckoned with in terms of influence on brands and what the next generation of shopping will be like.

    Being the children of the technology age, Millennials are dependent on their gadgets. Not only are they constantly connected to their devices, they also influence the next generation’s use of these gadgets as well as their shopping habits. eCommerce marketers should recognize that when they target Millennials they are also targeting their sphere of influence as well.

    It should also be emphasized that Millennials are very involved with the brands they like. They’re very active in searching for reviews, reading feedback and providing their own as well. They’re also open to giving positive and negative feedback on almost every product they use, as can be seen by their propensity to fill out surveys on customer experience, the products they want and the content they consume. 

    Millennials Demand Value for Money

    Growing up during the recession has caused these group to be more careful with their purchases. This means that they are prone to taking their time and evaluating the value of the product. They will take to social media to look for reviews and ask pertinent questions to find out more about a product they are interested in.

    This generation is also wise about getting the most out of their hard-earned money. They will look for deals, promos, and discounts and are not ashamed of using coupons. They would even wait patiently for a flash sale or an auction just to get more for their money. While they would often forego unnecessary expenses, Millennials are famous for window shopping online. They can spend hours clicking on sites, looking at products.

    They are Always Online

    Hours Millennials Spend Online

    Graphic via Content Science Review

    Never forget their need to be and do things online. Being raised on technology means they know the power they have at their fingertips and are only too willing to use it. This is why brands who were too slow to embrace online shopping are now being left in the dust. This generation loves to check things out online first before buying anything. So companies who want to cater to them should focus on marketing online over other all other types of marketing mediums.

    Image result for how much do millenials shop online

    Graphic via Social4Retail

    Capturing the Interest of Millennial Consumers

    It’s obvious that Millennials have a different approach to shopping. This is why online retailers must find a way to relate to them and capture their loyalty and their dollars. Since this generation has an active online presence, your business should be felt online too.

    Using conventional marketing tactics won’t work here. It’s vital that you engage with them honestly and realistically. This means providing content with the same behavioral, emotional, and psychological benefits that turned them to social media. Place yourself in the running by providing high-quality images that provide ideas and inspiration and make sure they’re optimized for sharing and for mobile.

    It’s also a good idea to make pricing a priority. Millennials are always looking for good deals. So pushing a marketing plan that incorporates promos, discounts and coupons are a good bet. Add some free shipping and you’ll be able to drive traffic to your site.

    [Featured image via Graphica YouTube]

  • 5 Ways Retailers Can Beat Amazon This Holiday Season

    5 Ways Retailers Can Beat Amazon This Holiday Season

    There’s no denying that when it comes to holiday shopping, Amazon is the company to beat. The past few years saw the retail giant’s sales figures going up, especially during the holidays, as thousands of consumers opt to shop online because of convenience. As a matter of fact, the internet retailer accounted for 33.8% of online visits during the last two months of 2016.

    While retailers and small businesses can’t hope to match Amazon’s numbers this year, they can still do something to beat it at its own game. Here are ways that retailers can get a leg up on Amazon:

    Capture Consumers Attention During Vital Shopping Days

    Amazon will always be in the minds of countless shoppers during the holiday season, mainly because of convenience and fast delivery. So how can retailers compete with this? By finding a way to capture the consumer’s attention and imagination. One of the best ways to do this is to come up with a marketing campaign that highlights the company’s values in order to target loyal and high-converting clients.

    Image result for #optoutside

    Companies like REI did this by closing its doors on Thanksgiving and Black Friday and encouraging customers to spend the day outside instead with its #optoutside campaign. The movement inspired state parks to waive their entry fees and saw companies like Subaru and Outdoor Research teaming up REI to promote outdoor recreation. And even though REI closed its doors on Black Friday, the campaign generated a 26% boost in online traffic on that day.

    Treat Each Shopper as a Unique Individual

    One of Amazon’s weaknesses is its one-size-fits-all approach to its consumers. This means everyone gets the same deals and prices. But retailers can go in the opposite direction and show consumers that their unique and individual needs are taken seriously. They can come up with customized offers for different types of shoppers, like loyal consumers, senior shoppers or first-time buyers. Retailers can also ensure that the content and offers in their email ads are designed for each particular group of shoppers.

    Streamline Your Shopping Cart

    There’s no question that the ease that someone can order from Amazon is a contributing factor to its popularity. In order to compete in the same league as Amazon, retailers should take a critical look at their shopping cart and see what their customers’ experience. They should pay particular attention to details like the number of steps it takes to fill their cart, the number of decisions that the customer must make during the checkout stage (ex. gift wrapping, shipping) and whether every step is necessary. Retailers should consider whether some steps can be streamlined by combining decisions and actions. After all, there’s nothing more frustrating than spending more than 10 minutes just trying to pay for something you want.

    Offer Worry-Free Shipping and Returns

    Free shipping is now the norm.While this might be a huge obstacle for some companies, there’s no denying that it’s what customers are now expecting from online retailers. There’s no better way to drive your customers to Amazon than by having high shipping costs during the holiday season. But aside from implementing this strategy, retailers should also ensure that they push this message to their consumers, like through the company’s homepage, pop-ups and social media ads. Promoting free shipping to your website’s visitors will also give them an additional incentive to browse through and hopefully purchase something.

    Retailers should also take advantage of Amazon’s less than stellar reputation when it comes to returns. Designing a system where shipping and returns won’t become a thorn on the shopper’s mind will definitely give a retailer an edge over Amazon.

    Provide Special Touches

    Image result for gift wrapping

    Customers will definitely love the special touches that companies offer, particularly during the busy holiday season. A simple gift-wrapping service or a program for storing items purchased ahead of time and to be delivered close to the holidays will be appreciated. Knowing that the company has taken the time to make life easier during this busy season will be more than enough to keep them coming back.

    Amazon might be an eCommerce behemoth, but small retailers can still hold their own against it. Remember that the best way to compete with such a big company is to look at the details it neglects and to give customers a truly personalized experience.   

    [Featured image via Pixabay]

  • Facebook and PayPal Collaborate to Allow Peer-to-Peer Payments

    Facebook and PayPal Collaborate to Allow Peer-to-Peer Payments

    Facebook is making it easier for users to send and receive money. Online payment giant PayPal announced that Facebook users can now make peer-to-peer payments via Messenger by using their PayPal accounts.

    The agreement between Facebook and PayPal will also make it easier for the social network’s users to fund online purchases or send money even if they cannot provide credit or debit card information. The peer-to-peer payment started going live on October 20, 2017, but is currently only available for users within the United States. At the moment, it is not yet clear if the service will be made available for users located in other parts of the globe in the future.

    The new feature can be accessed in the same manner as setting up a credit card or debit card payment method by simply tapping on the plus icon to access the Payments option.  Users will then be presented with two methods to choose from—cards or PayPal. Choosing PayPal will link you to Facebook Payments, which doesn’t require credit card or debit card information.

    PayPal’s entry as one of the social media platform’s payment option is expected to boost Facebook’s status as an eCommerce hub. Online transactions within the social media platform are already on the rise with around 450 million active users per month.

    The online payment system is continuing its thrust to be the payment system of choice for online transactions. Recently, PayPal also partnered with the popular messaging app Skype, making it possible for users to send money even in the middle of a chat, a useful feature for those living a mobile lifestyle.

    [Featured Image via PayPal]

  • How Retail Must Adapt to Compete with eCommerce

    How Retail Must Adapt to Compete with eCommerce

    The number of eCommerce businesses has doubled in the past five years. The rise of the industry has admittedly caused less foot traffic and some brick and mortar businesses to suffer closure. But contrary to popular belief, retailers are not going out easily. Studies have shown that the majority of shoppers still prefer to go to physical establishments.

    To ensure that they do remain relevant, retail has to adapt in order to compete with eCommerce. This means targeting the right demographic and merging what consumers want based on their shopping preferences and experience, both online and offline. This fusion has already started to manifest in the services offered by some companies.

    Shoppers Still Want to Get Physical

    One advantage that stores have is the tactile experience they provide. Even though eCommerce stores can boast of features like high-resolution images or 360-degree visualizations, people still prefer to touch, smell, and feel products when they go shopping. As a matter of fact, about 78% of shoppers prefer a physical engagement with a product over a virtual experience. Being able to physically touch a product can affect a person’s purchasing decision.

    Image result for 78% percentage of shoppers prefer physical store

    In a study that had participants think abstractly and concretely about buying a coffee cup, those that were able to touch the cup were found to be more willing to make a purchase as opposed to those who just looked at the product. Retailers can take advantage of that by utilizing consumer research data obtained from online retailers to recognize customers who value a more tactile approach to shopping and focus their marketing strategies on them.

    Highlight Instant Gratification

    Another feature that physical stores can continue to play up to their advantage is the instant gratification they can give their customers. People shopping at department stores can immediately buy and take home whatever it is that catches their eyes, something that online sites are still working to provide.

    Retailers are also starting to integrate artificial intelligence to allow them to better compete with their virtual counterparts. AI can be used to help customers identify products they need to purchase without having to spend hours browsing online. For instance, a user can post a picture of an item they’re looking for and brands with AI technology can display similar products that they have in their inventory.

    AI technology can also help combine the efficiency often associated with online browsing with the immediate access physical stores provide. For example, groceries can utilize mobile apps that would allow clients to check what they need online, scan a barcode, order the products and check them out without having to go through the checkout line. This type of efficiency allows busy shoppers to finish their task with no interruptions and will undoubtedly keep them going back to that store.

    Shopping Becomes Personal Again

    Businesses like Amazon might appear to be the future of shopping, what with the store’s vast product offerings, availability, speedy delivery and even the proposed usage of drones. However, that doesn’t mean it’s what all shoppers want. As a matter of fact, a majority of shoppers still prefer to have in-store experiences. Millennials, in particular, are looking for unique shopping encounters.

    Some traditional fashion and beauty companies are now providing their customers with personalized shopping experiences inspired by online retailers. Beauty giant Sephora is one such store. The cosmetics company tracks their customer’s purchase preferences using their Beauty Insider card. Once a customer goes to a Sephora store, the Visual Artist, an augmented reality 3D facial recognition program, uses the customer’s buying history to give suggestions on beauty products they might be interested in. Meanwhile, fashion stalwart Ralph Lauren is experimenting with smart mirrors that can adjust the lighting in fitting rooms, recommend pieces that complement the customer or suggest an alternative color or size.

    Though eCommerce might tempt shoppers with convenience, drone deliveries or robot customer service officers, people will keep going back to brick-and-mortar stores. However, retailers should continue to find ways to adapt and give their customers a memorable shopping experience if they want them to keep returning.

    [image via Pixabay]

  • Voice Commerce: The Next Wave in eCommerce

    Voice Commerce: The Next Wave in eCommerce

    There was some skepticism over the idea that voice commerce would be the future of retail. This wasn’t surprising, given the limitations that AIs like Cortana and Siri exhibited. However, recent improvements made to the technology hinted that big changes are on the horizon and that it will affect customers’ retail interaction.

    Rise of Voice Commerce

    The number of Alexa-powered devices at this year’s Consumer Electronics Show was a testament to how quickly voice commerce is changing. Guests to the event were treated to an LG smart refrigerator that used Alexa to order food items. Car giants Ford and Volkswagen had the AI integrated into their vehicles, allowing drivers to do some voice shopping while driving. Alexa was also built into Dish consoles so that users can utilize their voice to look for their favorite channels, search for good shows, and to shop.

    Amazon has also gotten into the act by coming out with the Alexa Voice Service, an API. The company has also introduced the Alexa Skills Set – self-service APIs and tools that make it easier to develop voice-driven abilities for the AI. The attention that Amazon is giving to Alexa clearly indicates the eCommerce giant is betting on voice commerce to deliver big in a few years.

    What Voice Commerce Can Mean to Retailers

    Voice commerce can introduce many benefits to both retailers and consumers. For one, the technology can definitely streamline and improve customer experience. These days, people can check the availability of a product or order their coffee from Starbucks just by clicking on their smart devices. With voice commerce, those clicks would be eliminated. 

    A more personalized shopping service is another thing that voice commerce could improve on, as brands can collate and utilize data more effectively with each customer interaction. This possibility was underlined in an Adobe prototype. The Alexa-backed application could recognize guests and ask particular questions about their stay and preferences so that it could give customized information, promotions, and recommendations.

    Not only will this information lead to personalized experiences for every customer, it also gives companies valuable data about consumer behavior that will help them come up with more effective product strategies and marketing plans.

    Future of eCommerce

    Voice-activated virtual assistants are present in a lot of devices and while their functions overlap, they all have their own isolated and defined ecosystems. But a collaboration between Amazon and Microsoft will not only change that, it will potentially have a big impact on the future of eCommerce.

    The collaboration between the companies will allow Alexa and Cortana to talk to one another, giving Windows 10 users the capacity to access Alexa’s skills by giving voice commands to Cortana. Meanwhile, Alexa will be able to assist Amazon Echo users to stay on top of all the appointments and reminders that Cortana has gathered.

    The partnership will also allow the two AIs to combine their specific capabilities to enhance voice-controlled purchases. Cortana is great for finding and securing information while Alexa has the most defined skills that can be used for specific cases. In short, Cortana can be used to search for a particular product while Alexa can be utilized for ordering.

    The technology behind voice commerce is gaining ground and can open new opportunities for both retailers and consumers. And with the promise of partnerships between the different virtual assistants, voice-controlled commerce isn’t far off.

    [Image via Amazon]

  • How Will Amazon’s New Social Media Platform Benefit Brands?

    How Will Amazon’s New Social Media Platform Benefit Brands?

    Online retailer giant Amazon just found another way to make it easier for people to part ways with their money. The company has ventured into the world of social media with Amazon Spark, which was launched last July.

    Amazon Creates Social Media Platform

    At first glance, Amazon Spark looks a lot like some other social media platforms such as Instagram and Pinterest. The newcomer platform’s feed is also heavy on photos but a marked difference is that these are images of products available on Amazon.

    Image result for amazon spark

    Of course, encouraging people to post pictures of the products they love or make reviews on items they have tried is Amazon’s brilliant way to deepen consumer engagement on their platform. At the moment though, only Amazon Prime members can make posts or comment on them, but non-Prime members can still use the platform to view posts.

    Just like your typical social media platform, Spark requires first-time users to register. Once a user has logged in, Spark requires the user to choose at least five interests that would later become the basis for what posts will be included in the feed. The platform actually allows more than five interests, which range from generic, broad categories like “Music” or “Books” to more narrowed-down options like “TV Bingewatching.”

    Spark is also using its own version of a “Like” called “Smile” to indicate approval of a post.

    Image result for amazon spark smile

    The Advantages of Spark

    While it shares a lot of similarities to older platforms, Amazon Spark has several advantages over its competitors. Unlike other social media platforms where people log on to see what’s the latest buzz on virtually everything, there is only one reason why Spark users would log on to the platform and that is to see what is worth buying.

    Essentially, Spark is a social media network for consumers—people looking for the best products to buy. As such, you can expect the conversion from traffic to actual sale to be higher on this social media platform than most others. Before logging into the platform, users are already eager to buy something. They’re just looking for the right product to justify a purchase.

    The higher conversion rate will offset Amazon Spark’s smaller user base compared to other platforms. At the moment, there are around 80 million Amazon Prime members who are allowed to post and comment on Spark. However, there’s a hidden number in there somewhere that brands should not ignore. Apparently, Prime members spend around $600 more per year than non-Prime members. Multiply that by 80 million and you’ll get a rough estimate of its gargantuan potential for brands.

    Image result for amazon spark social comparison chart

    Aside from tapping the purchasing power of the horde of Amazon shoppers, there is one thing that sets Amazon Spark apart from other platforms. Since Spark is inside the Amazon application, buyers can buy the item tagged in a particular post seamlessly and without the need to log into another app to make the purchase. Since the eCommerce component is already integrated into the platform, there is simply no time for consumers to hesitate and, in a way, Spark has made impulse buying even faster.

    Current Limitations for Brands

    At the moment, Amazon Spark does not allow brands to make posts to the platform. However, brands can work around this problem by reaching out to “enthusiasts,” which is Amazon’s term for influencers, to make posts for their products in the meantime.

    Another limitation is that Spark is only available for iOS devices at the moment although Amazon previously promised that an Android version is on the way. In addition, there is no word yet if the company plans to expand Spark’s access via desktop.

    [Featured Image by Amazon]

  • 5 Ways to Build Customer Loyalty for Your eCommerce Business

    5 Ways to Build Customer Loyalty for Your eCommerce Business

    A decade or so ago, most businesses develop relationships and loyalty with their customers based on one-on-one and personalized interactions between the company owner or the staff. These days, most transactions occur online. However, customer loyalty remains a key component to the success of any business.

    As the Beeketing blog explained, it’s more expensive to gain new customers than to retain current ones. A company has to spend a lot of time, effort and resources to find new clients. It’s far easier and more profitable to just keep existing customers satisfied, happy and loyal. As a matter of fact, keeping customers happy and returning can boost profitability by up to 75%.

    But how does one build customer loyalty? Here are five tactics an eCommerce business can use:

    1. Sell Good Quality ProductsImage result for quality

    You can’t expect to garner customer loyalty if the customer’s first experience with a purchased product is one of disappointment. This is why it’s imperative that you sell good quality products. If the item, software, or downloadable content you’re selling is poorly made, your customers will not come back. They might also hurt the business further by leaving bad reviews. Conversely, delivering a well-made product will ensure repeat business and develop loyal customers.

    2. Provide Great Customer Service

    Aside from offering high-quality products, providing good customer service is another vital way for an eCommerce business to develop and encourage customer loyalty. A 2011 survey conducted by American Express revealed that 8 out of 10 customers would not patronize a business anymore after one bad customer service experience.

    Providing good customer service isn’t necessarily hard or expensive. There are also several options open to companies, like incorporating a live chat to make it easier for customers to reach someone. Self-service options can also make it simpler for clients to troubleshoot common problems or find answers to frequently asked question. Interacting on social media and offering flexible return and exchange plans can also keep clients returning.

    3. Be a Logistics MasterImage result for logistics

    Much like the two previous examples, fast and reliable shipping service also strengthens customer loyalty. This is particularly true for eCommerce businesses as they have to master logistics like shipping packages safely, quickly and cheaply to their customers. This also means having a clear concept of how to pack products properly, finding the best courier and service for a specific shipment, and setting realistic expectations with the client. Remember, good products bought at fair prices that arrive promptly or when they’re expected will go a long way to earning customer loyalty.

    4. Develop a Fun and Relevant Rewards or Loyalty Program

    Loyalty programs are an effective but surprising underutilized marketing tactic. Make your customers feel important and valued by offering rewards for their continued engagement. This can be in form of major discounts, free gifts, or instant or early access to exclusive sales. Personalizing the promotions you give loyal customers will also make them feel important and give the impression that the company is taking care of them.

    More and more companies are also opting for fun and gamified rewards programs that allow the customers to participate. For instance, a coupon app can give customers access to special deals and promotions while encouraging them to earn badges by looking for deals on particular products. Aside from making it more fun, it also creates interest for the product and could even tap into the customer’s social media network.

    5. Offer Useful and Entertaining ContentImage result for useful content

    Another way to boost customer value and loyalty is via content marketing. Studies indicate that retail sites that made use of content marketing could have six times better conversion rates than those sites that do not. However, the trick is to make sure that the content, copy, and marketing actions are informative, entertaining, and engaging. One prime example is the weekly digital magazine of fashion house, Mr. Porter. The articles are often about the company’s products but they also include topics that deal with health, fashion, food and the arts.

    Think about the various ways your customers interact with your company. Make sure they have a positive experience every step of the way and they will keep coming back for more. More importantly, your loyal customers might even tell their friends about your business.

    [Featured image via Flickr.com]

  • Buying an eCommerce Website Vs. Starting One

    Buying an eCommerce Website Vs. Starting One

    Over the last few years, the eCommerce model has been giving brick-and-mortar retailers a run for their money. A recent forecast estimates the eCommerce market will surpass $2 trillion in revenue for 2017 and increase its worth to $6.7 trillion by 2020. The eCommerce market has gained such a massive following that companies from different industries can no longer ignore it. In fact, the total number of online shoppers in the US is projected to rise to 224 million in 2019. By 2020, around 168.7 million mobile users will have made at least one purchase from an online store.

    Number of digital shoppers in the United States from 2014 to 2019 (in millions)

    The great thing about the eCommerce platform is that it gives start-up entrepreneurs immediate entry into the global marketplace. At present, only 28% of small businesses in the U.S. are selling their products online. For a budding entrepreneur, there is still a wide window to get started and establish an online brand. Once you decide to give it a go, the only question left is, should you buy an existing eCommerce website or start from scratch? The following insights could help you come to a resolution.

    Buying an Existing eCommerce Business

    The Pros

    An established eCommerce site has already proven itself profitable. Buying one in your target niche lets you take over an operation that has already generated cash flow. Of course, you would have to assess their operation metrics and financial history first. But the good thing is that it has already overcome the challenges usually encountered by start-ups. You do not have to invest time and money into keyword research, advertising, site development, finding suppliers, SEO services, and others. With a proven business model, your customer base, supplier relationships, software codes, and traffic will already be organized.

    Acquiring an existing eCommerce site allows you to take advantage of opportunities the seller may have overlooked. This gives you a strategic edge in growing the business and increasing your profits. If you already own an eCommerce business, buying another site also increases your cross selling and cross promotion capabilities. You get to expand your reach by gaining access to additional traffic and customers.

    The Cons

    Buying an existing eCommerce business also has its downside. Let’s start with the operative word “buy,” which means you will likely need significant upfront capital. Convenience comes with a price, especially if you are eyeing a well-performing site. Next, finding the right online business to purchase that is reasonably successful may take some time. If you do find one, expect to inherit some errors made by the previous owner, such as lack of customer service, poor quality content and backlinks, soured relationships with suppliers, to name a few.

     

    Starting Your Own Online Business

    The Pros

    Image result for ecommerce website management

    One of the many things that attract entrepreneurs to starting their own eCommerce site is the low startup costs required. With the help of the internet, you can purchase a domain and obtain hosting for less than $100 per year. Outsourcing website development, web design, content creation, and basic SEO services can be achieved for under $300. A setup for a small business—with catalog and light traffic—through a popular eCommerce platform will only cost you around $2,000.

    Another advantage when it comes to setting up your own eCommerce site is you gain full control over your products and services. For instance, you can decide to avoid managing inventory or shipping through drop shipping. You choose which direction to take the business and handle SEO, monetization, and customer service using your own strategies. And if your site becomes a success, you can sell it for a lump sum.  

    The Cons

    A newly set up eCommerce business will start off with no traffic or customers. Marketing your brand and bringing traffic to your site can take a lot of work and money. You may need to invest in social media management and search engine marketing just to get the word out. You could spend several months building your eCommerce sites only to find that none of them end up being profitable. Another disadvantage is that it is a highly competitive market. It can be exhausting just to think of ways to stand out from the rest.

    New and experienced entrepreneurs should realize that neither option is better than the other, as both can provide significant returns on investment. In the end, your choice may depend on the time and attention you are willing to invest, how much money you are willing to risk, and the level of experience you have. The eCommerce market has the potential to become a huge boon for a business, given that every detail of the business is monitored closely.

  • Google Announces Launch of Native Chrome Ad Blocker

    Google Announces Launch of Native Chrome Ad Blocker

    Search engine giant Google is flexing its muscles once again as it releases an ad blocker that could have far bigger ramifications than just getting rid of pop-up ads.

    Sridhar Ramaswamy, SVP for Ads and Commerce, announced the Google Chrome Ad Blocker on Thursday in a blog post. He mentioned that some people find pop-up ads annoying and intrusive, which leads them to block all ads, to the detriment of legitimate publishers or content creators out there who consider ads as their lifeblood.

    Google is an active member of Coalition for Better Ads, which recently issued a set of standards for the industry in order to improve ad content for consumers.

    The new update provides two new major additions:

    • First is the Ad Experience Report, which helps websites better understand the benchmarks set by the coalition. It also provides tips on how to get rid of the annoying ads.
    • Second is the Funding Choices, which allows marketers to reach out to visitors using the ad blocker to enable their own ads.

    As for Chrome, Google will employ the ads standard by default. “We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” Ramaswamy wrote.

    The company is already dominating the online ad space, with 49% of the digital revenue. Facebook, meanwhile, cornered 40% of the market. The others are left to scour for scraps from the remaining 11%.

    This new tool will only make Google more powerful, since it will wean itself from third-party software like AdBlock Plus by adopting a built-in filtering tool. Ultimately, this will translate to more revenue for the company.

    Rich Sutton, chief revenue officer of Trusted Media Brands, said that the main purpose may be to help consumers control their ad consumption. This will pose an additional challenge for marketers to delve into the minds of consumers instead of relying on technological solutions.

    With Google’s eyes always trained on what the coalition thinks is a bad ad, Sutton said marketers are hard-pressed to come up with fresh ideas that will engage consumers in a more organic way.

    Tapad SVP for Product Preethy Vaidyanathan, meanwhile, said the ad blocker will give the power to dictate what ads consumers see back to Google. And because this tool will be installed by default, those who want to bypass the system will have to pay a premium.

  • 7 Tips in Choosing the Right Digital Marketing Agency

    7 Tips in Choosing the Right Digital Marketing Agency

    Digital marketing might have already passed its peak and is currently on the downslide. In the future, it’s likely that robots and machine-learning will dominate the advertising sphere, which would make human intervention almost irrelevant.

    Nevertheless, it appears as if its death is greatly exaggerated—in the near future at least. The rise of eCommerce, as brick and mortar stores are closing at a rapid pace, does highlight the need to hire a digital marketing agency to drive traffic to your site, and more importantly, convert this traffic into sales.

    You might say, “I can do this myself. How hard can that be?” This has to be one of the most common phrases uttered by businesses before quickly realizing their mistake when their self-initiated marketing strategy goes down in flames.

    If you do decide to hire a digital marketing agency, here are seven tips in choosing one:

    1. Narrow Down Your Goals  

    It’s going to be hard to craft a focused digital marketing campaign when you don’t know what your targets are. Do you have a specific amount of monthly traffic in mind? Do you want to land among the top results in search engine pages? Do you want a data report to determine where you are in your industry? It’s important that the digital marketing agency is able to provide you with all of these options.

    2. Don’t Get Too Hung Up on Price

    Sure, price is definitely going to be a factor when hiring somebody to handle your marketing campaign, especially if you are on a tight budget. But this should not be a deal-breaker. Avoid making the mistake of hiring somebody because they are the cheapest when they bring little value to the table.

    3. Look for Someone You Understand

     If you walk out more confused than when you walked in, it’s time to walk away and never look back. Be wary of
    agencies that can’t give you straight answers to simple questions, or try to regale you with technical terms and jargon without really explaining anything.

    4. Don’t Forget the Expert

    Executives like to talk to fellow execs, and that’s understandable. During meetings, you are likely going to talk to the top honchos of the digital marketing agency. But really, they are not going to be the ones who will do the heavy lifting. Try to find the one who will be assigned to your account and deal with that person directly.

    5. Vet, Vet, Vet

    Always take their word at face value. When you hire your employees, you always ask for their CVs and conduct extensive background checks. It’s the same with digital marketers who have to prove their capability to handle your account. Ask for references and talk to those clients personally. Would they recommend the company to you?

    6. Look Forward to the Future

     You have to grow with the digital marketing agency. Be straightforward with each other in the effort to boost your numbers. You need somebody who will think of your company as a showcase of their best practices, and not just a means to earn a profit. If the agency doesn’t return calls immediately, you could be down the totem pole in terms of their priority.

    7. Check Your Ego

     Some executives and supervisors are too proud to admit their ignorance. If you can’t understand what the digital marketing agency is saying, just ask. If you want something done but you’re not sure how to do it, collaborate.­ The success of the marketing campaign should not be the sole responsibility of the third-party provider. This is your business and you, more than anybody out there, has the biggest stake in the outcome.

  • How Facebook AI Chatbots Benefit E-Commerce Businesses

    How Facebook AI Chatbots Benefit E-Commerce Businesses

    Facebook continues to develop AI chatbots to aid e-commerce and retail companies grow their businesses at a minimum cost to tech innovations.

    Chatbots are certainly not new. People who dial 1-800 numbers have talked to these smart assistants at one point or another. However, innovations in this technology have made chatbots more interactive and responsive.

    Then Facebook came in and changed the layout of the land.

    David Marcus, Vice President of Messaging Products at Facebook, revealed that there are now 11,000 chatbots on Facebook reaching almost a billion users. Facebook M, the company’s text-based virtual assistant feature, has been modified to make the AI better.

    “M will make automated suggestions based on chat intent,” he wrote last month. “These suggestions will help you get more from your Messenger experience by shortening the distance between what you need to do and getting it done.”

    Facebook also introduced more changes to the Messenger which will further aid small businesses in improving customer experience and reaching their target clients. Among the changes are:

    • Smart Replies for Pages – This feature allows small businesses to interact with their customers even if they are too busy managing their day-to-day operations. They can also customize the API to ensure predetermined answers to the most frequently asked questions.
    • Hand-Over Protocol – This feature will allow businesses to manage and even expand their services. With the help of developers, they can create a bot that handles customer service, or another bot which handles orders.
    • Parametric Messenger Codes – This allows businesses to create quick response codes to compartmentalize services. In the future, this bot can be used to utilize the mobile phone camera instead of the price scanner.

    Meanwhile, the ability to accept bills payment without bouncing users to an external website has already been rolled out by Facebook last year.

    Facebook Messenger is free to use, along with the reach of the social media giant (with nearly 2 billion accounts), and that makes it a perfect option for e-commerce businesses. Mark Zuckerberg and the rest of the company are even making it easier for small businesses to embed the conversational tool into their websites.

    The potential for Facebook AI chatbots in e-commerce is huge. For instance, they can be customized to fit the goals of the particular business, whether it means promoting the brand, reaching targeted consumers, raising awareness during a product launch, or generating automatic replies to queries. All of these will hopefully influence the decision of the potential customer to order a product, thereby successfully affecting retail conversion.

    After the conversion, customer support can also be delegated to these smart assistants so businesses don’t have to hire new people to accept complaints, answer queries, or render post-purchase services.

    Facebook AI chatbots also extend beyond the business-customer dynamics. In forging partnerships with other businesses, for instance, these tools can serve as the “advanced party” and give the potential investor the necessary due diligence even before making initial contact.

    The success of Siri or Amazon Alexa to assist users in their daily tasks highlights the potentials of AI chatbots in e-commerce. And this will only grow as developers perfect the technology and more people recognize their importance. A study by Oracle last year revealed that 80% of the 800 businesses that participated in the survey believe that they will use AI chatbots by 2020.

    A similar study by Gartner, an IT research and advisory company, forecast that nearly 90% of interactions between customers and businesses in three years’ time will be handled by AI chatbots.