Top 3 eCommerce Marketing Trends in 2020!
With all the tracking apps and analytics available nowadays, you might think it would be easier to understand your competition. Still, time and time again, they manage to sneak right in front!
How do they do it, and why is your business usually the one taken by surprise?
The answer is both simple and complex. First, they are probably up to date with the latest trends in marketing for e-commerce. So, if they know what to expect, they know how to adapt their campaigns and other promotional efforts.
However, no one can (or should) implement all the trends. As such, the path to success stands in knowing which trends work for your business and how to implement them in a way that’s customized to your needs.
Since both marketing and technology are two ever changing domains, we managed to identify the top three e-commerce marketing trends that have the best chance of putting your business first in 2020.
Have you ever asked Siri / Google Assistant / Alexa to find a product or even make a purchase? Better yet, have you ever asked your phone or smart speaker for the weather, restaurant recommendations, or what to wear to a specific event?
Congratulations! You’re living in a time when it’s perfectly normal to have a full-blown conversation with a lifeless object. You are also part of an emerging trend of internet users who adapted voice search into their lives and make the best of what the technology can offer.
This is possible because people get used to the idea of having a virtual helper in their smartphones or smart devices. And, of course, it’s more convenient to ask your favorite assistant to do the browsing and present you with the available options.
Recent market studies predict that around 75% of American households will have at least one smart speaker by 2025. If we combine this with services like Amazon Prime and other e-commerce platforms that use voice search patterns, shopping will be much easier in the near future.
Furthermore, due to the global 2020 pandemic, more people turned their attention to online shopping. As such, platforms that offer voice search integration stand to gain in front of those that don’t.
AI, ML, & AR Integration
If you’re afraid of a future robot takeover, we’re sorry to tell you that it already happened. Only that it’s not what you think.
We don’t have killer terminators chasing people down the street (yet). Instead, we have Artificial Intelligence (AI) algorithms that work closely with Machine Learning (ML) technologies to improve the users’ shopping experience.
Applying Pattern Behavior Recognition on Website Visitors
Let’s take Amazon as an example.
The website is constantly updated to make the journey from ‘just browsing’ to ‘loyal customer’ smoother and shorter with every visit. As such, it has built-in smart algorithms that learn each user’s behavior and preferences on the site. So, whenever they visit, they will receive recommendations and tips based on previous encounters.
This means that customers are spared the effort of digging through millions of similar products, and Amazon makes a new sale. The good news is that machine learning courses are widely available, and you can follow Amazon example even if you don’t have their budget.
Applying Pattern Behavior Recognition on Smart Device Users
AI and ML algorithms are not just integrated into websites; they also reside in virtual assistants (the ones that will do your customers’ voice search and shopping). Furthermore, while using their special powers, virtual assistants get smarter with each purchase they make for the client. As a result, they end up learning behavior patterns and may even get to predict when their users need various types of shopping.
For instance, assistants residing in people’s phones or smart speakers (such as Siri, Alexa, and others) may come to know when their users usually renew their bathroom supplies. So, they may place an order without the customer having to even initiate the action.
The same can happen with groceries. Not to mention that, with the development of IoT, the virtual assistant may be able to know what’s missing from someone’s fridge for the recipe they’ve planned on making for dinner. This way, people can carry on with their jobs and errands while Siri or Alexa take care of their more basic needs.
Augmented Reality for a Better Online Experience
On the other hand, we also see Augmented Reality (AR) being used in highly successful e-commerce platforms to make the shopping experience a more personal endeavor. For instance, Ikea launched a mobile app that lets people virtually place pieces of furniture in their home, to see how it would go and if it fits right (all through the magic of AR). .
Payment Methods Diversity
One of the main reasons people will abandon a shopping cart is a complex checkout system. In the age of PayPal and Apple Pay, people loath the idea of filling in lengthy forms that can be quite invasive.
The checkout experience must be smooth and pleasant, and you can only do this by providing customers with a variety of payment methods that encourage a simple and short checkout process. In addition, more payment methods encourage a more diverse audience to browse your online shop and make a purchase. It may also attract people from other countries and continents, which may lead to different development paths.
This shows the tremendous importance of getting to know your audience and their preferences. Luckily, you can use lots of impressive tools to observe and understand their behavior and act accordingly.
In conclusion, e-commerce store owners must first understand the type of payment methods their customers use and then make the change. Otherwise, you risk implementing and paying for methods that don’t truly work in your favor.
Job to be done Content Conversion Funnel
So you think you know your customer’s pain points, well great! Now you need to generate a way to automatically segment visitors onto content paths (conversion funnels) tailored to the jobs to be done. Here you need content for differing levels of experience. Leverage manufacturers sales videos where possible or/and create a simple unboxing video, followed by scenes where the demonstrator uses the product for different tasks.
Probably the most effective strategy for growth is to identify products that work well together, that can be sold together. Say you have a job to be done conversion funnel, choose products to stock that further assist with getting that job done. Here you are utilizing existing content, adding cross-selling links and mentions at opportune moments. Take for example a General Household Store and the example of painting and decorating.
The world of e-commerce is changing – this is the one thing we can be sure of. So, if you’re constantly wondering why things don’t go your way, take a step back and assess your company’s approach to this change.