5 Ways Online Retailers Are Handling Marketing All Wrong
Video is definitely the new black when it comes to social media. Since it introduced native ads, Facebook has been giving YouTube a run for its money. And video is the post format with the maximum reach at present. Throw live streaming with Periscope into the mix, and it's a brave new world out there!
Therefore, you might want to look into different ways of using video to reach out to potential or existing customers, like product explainer videos, plain old ads, campaigns promoting upcoming products, or even private chats with focus groups.
Many e-tailers struggle to integrate social media with other marketing channels. Integrating social media into your overall marketing strategy is vital. Tying email and social together makes sense. For example, putting email sign-up links on social channels and social buttons in emails is a start, but the tighter your integration with email the more effective social will be.
Delivering the message
Email marketing is the lifeblood of e-commerce. It's where the most effective customer retention, retargeting and cart abandonment rescues happen. And it's one of the channels that online retailers comprehensively blow the most often!
How? When they make their emails about selling products. You got people onto your email list, at long last. Now they're off the hook and safely in the bucket, right? You can stop playing about and start selling them things. It doesn't work that way. There's no moment when you can relax, throw off the trappings of modern marketing and start just pushing products at people. Instead, emails are an opportunity to move people toward a sale.
Online retailers also fall down when using untargeted emails — i.e., the "spray and pray" approach in another setting. One size fits all gets on everyone's nerves, but that doesn't stop e-tailers machine-gunning their email lists with inappropriate messages.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at email@example.com.