Modern e-commerce selling has taken a paradigm shift. Almost every selling activities are conducted through digitalization. According to the latest market research, the number of internet users will reach 61.9% of the total e-commerce buyers in 2018 and the stake of digital buyers is also likely to reach to 60%. When you have such a high stake in digital buyers no e-commerce merchant can miss on leveraging the digital marketing.
What is digital marketing for eCommerce and what advantage does it offers?
Digital marketing for eCommerce which is also called as digital eCommerce is a part of marketing that is used to promote a brand or product using one or more electronic technologies.
The key advantage of a digital eCommerce is it offers multiple customer touch points. Having multiple digital touchpoints increases the customer interaction and thereby boost sales and brand awareness.
Digital eCommerce has the concept of multichannel and omnichannel selling ingrained in it, where multichannel allows the eCommerce merchant to interact with the customers on various shopping platforms, omnichannel offers an integrated shopping experience to the customer, where the interaction takes place through diverse technology platforms like desktop or mobile device, or in a brick-and-mortar store.
However, just having your product listed on multiple channels and cross-platforms sites is not enough, to fully leverage on the digital e-commerce one has to build a cohesive brand experience, personalize efforts for each prospect, analyze the buying journey and improve the customer experience at each touchpoint.
In this blog, we will discuss how as an online seller you can leverage on the digital e-commerce landscape.
Do mass personalization with buyers persona
The buyer’s persona aggregates a summary of visitors that are drawn to your store. Once you prepare a buyers persona you can segment your visitors with the right data and plan your marketing strategies accordingly.
With a buyers persona, you will have a clear specification of your potential buyer. You can touch your audience at a deeper and a more customized level.
However, the big question is how to derive a buyer persona that actually works?
Google analytics helps you pull out reports that will show the customers who are most likely to make a purchase transaction, as a result, your marketing efforts are concentrated towards your most promising buyers.
It is indeed a difficult process to navigate through the google analytics data and derives the right report, here are few simple steps to create an insightful buyer persona with Google analytics.
Get a demographic overview of your buyers
Count the total session and e-commerce transactions in reference to the age group of the buyers
Make use of In-Market segment and Affinity Category: With the help of In-market segment and Affinity Category, you can reach out to your potential customers who are actively browsing or comparing the types of products you sell. Using this precise segment you can personalize your offers and products and resonate with their intent.
By analyzing the above data, you get a buyer persona that actually works.
In the above scenario, the online seller can leverage on the category of buyers who falls between the age group of 18 to 24 who are shopaholics and often love to shop for trendy wears.
With the above data, you can identify the factors that influence impulse buying behavior. In the case of the age group falling between 18-24, the online retailer can execute marketing campaigns that showcase trendy wears and send customized emails to create more engaging email experience.
To get the maximum output from the buyer persona, you have to identify the channels that can help you execute customized marketing campaigns.
Prepare a customer engagement map which matches your buyer’s persona
Customer journey map is a projection of your buyers purchasing cycle. By mapping the customer journey with your buyer persona you can derive an engagement model. You can segment customer according to their behavior – create a customer journey map – Analyze the buying behavior of your consumer and enhance the selling experience. Depending upon the conversational ratio of a specific buyer and traffic aggregation you can map every stage of your marketing process with respect to the buyer’s journey.
A deep analysis of your buyer’s journey help you
– Identify key stages of the Customer Journey
– Emphasizes technology platforms for each stage
– Acts as a tool for building Customer Journey Maps
– Provides detailed explanations of each stage
Through a customer journey map, you can analyze the connected links between customer response with respect to the purchasing touch-points, measure the customer reactions on each customer touch points and evaluate the click-through rates for designing a better engagement model.
Perform a customer-response analysis
Analyze customer response ——–> On customers touch points
After carefully getting the data metrics related to customer reaction, you will have a clear picture of
What channels are your customers using to make a purchase?
How effective are your current marketing strategies?
What criteria helped them make their purchase decision?
What was their experience like on your website when buying the product and what can be improved?
However, it’s not easy to get these metrics, there are tools which can help evaluate customer reaction to customer touch points and help you design a more interactive customer engagement model.