Ecommerce retailers are dominating the market, especially in the current climate. Over the past decade or so, this success has also had a significant impact on how brands market their products or services. Here are the key ways that ecommerce has transformed marketing.
A high-quality website is a business requirement
A high-quality ecommerce site is no longer an option, it’s a requirement. Businesses need an online presence, and whilst having up-to-date social media pages and all the boxes ticked on Google My Business goes a long way, if you’re looking to sell to a wide audience, you need a tip-top site where customers can shop with ease.
Marketing your business starts with your website because that’s where your adverts and social media posts should be sending your customers. It’s not only where they buy your products but also where they familiarise themselves more deeply with your brand. Anything less than a sleek, polished and professional website will damage your credibility and turn customers away.
Understanding your brand identity is essential
An understanding of your brand identity needs to be far stronger than ever before as it will be stamped across so many different channels.
Where once you only had to worry about your branding in-store or on your basic brochure website, there are now multiple channels of exposure, such as social media and paid search ads, where you need to consistently reinforce your brand, whilst fitting within the style of the medium.
Maintaining this brand identity extends beyond just what you write about your business and in your product or service descriptions, it also covers the way you interact with your customers and other businesses.
Business models need to be flexible
This year has been challenging for everyone (you can say that again!) but one lesson businesses can take from it is the importance of flexibility. You might need to adapt your business model to take advantage of direct-to-consumer (DCT) ecommerce, especially in times of crisis, such as a worldwide pandemic.
As an example, we helped our client Hillside Foods completely rebrand their business earlier this year. When lockdown put the UK’s hospitality industry on ice, these culinary prodigies started their reinvention as Hillside Bakery, rapidly pivoting into providing home deliveries of high-quality British flour and baking goods to fill those gaps in our larders.
With a change of business model comes a change in your marketing approach. If you’re switching up how you do business and branching into ecommerce for the first time, you need to find the marketing strategies that work best for you in this new world, whether that’s through organic social media posts or a paid advertising campaign.
More data is available to retailers
Thanks to analytic tools on ecommerce sites, retailers can get a much more comprehensive view of who their customers are. The number of visitors to the site, how many views a product gets, what product categories are most popular, and where customers are abandoning their cart – these are all concrete statistics that retailers can access.
Because more data is available to retailers, they can have a greater understanding of consumer behaviour patterns – what the people want and need. As such, they know how best to market their products in the future, what ranges to put front and centre, which offerings need to be improved and who to market to.
Online marketing has become more accessible
One final way ecommerce has transformed marketing is by making online marketing so much more accessible for everyone. This means that there are far more options out there for consumers, and you need to be competitive in order to succeed.
It also means that once you have a kick-ass website, there are many options available to advertise your business, no matter what size it is or what following it already has. You can run an online ad campaign on a fairly small budget or try to market your brand organically on social media.
Ecommerce has transformed the way brands market themselves in many ways. The importance of a solid online ecommerce platform is more important now than ever, and your brand identity needs to remain constant across all your marketing channels.
If you need help creating an ultra-professional website and being consistent rather than erratic with your branding, get in touch with us and see how we can help.