Online marketing encompasses all marketing strategies which can be applied via the internet. These start with user-tailored emails and extend to strategies affecting a website, such as search engines optimisation. Online marketing is in a state of constant development with the latest new trends. Social networks and affiliate marketing are just as much part of the repertoire as native advertising or content marketing. Apart from e-commerce topics, the focus of our blog lies on current developments in the area of online marketing.
Consumers still want to go shopping, see products with their own eyes, touch them and interact directly with brands. Offline is far from being dead, it is currently experiencing a boom instead – whether it is pop-up stores, events or eventful product demos. Digital brands are positioning themselves quite quickly and vehemently in the physical world in order to meet customer requirements.
With such stationary concepts, the product itself has fallen behind. It is important that the customer feels comfortable, has good memories of his visit and ultimately passes these on through word-of-mouth or »social propaganda« so that brand fans become enthusiastic customers – and vice versa.
For this reason, a type of marketing that promotes interaction between customer and brand in order to permanently strengthen customer relationships is becoming more and more important. We’re talking about experiential marketing! What is it all about and why is it so important for retailers, manufacturers and brands nowadays?
Platforms. Really? Yes really. A buzzword, especially in e-commerce, that really isn’t losing any importance. But… Everyone wants to build a platform. Brands, retailers, and manufacturers kept asking themselves: Platforms, yes or no? But now they’re asking themselves which platform they want to integrate with. The answer is pretty simple. Go where your customers are.
And where are your customers? They are where the widest range of products and service are available. They’re where they can choose from this offer. Whatever is the easiest, fastest, and best priced. They’re shopping where it’s an experience. After all, those are the added values that go into creating an outstanding user experience – the sacred customer experience. And through platforms, brands, retailers, and manufacturers are able to fulfil that customer promise.
What the platforms of this time promise and why they’re so successful, will be brought to you today.
We’ve all been there. Hungry and shopping without a grocery list… NOT a good idea. You bought things that weren’t just expensive, but also that you don’t end up using or eating because they’re not as good as you expected. Oh and that toilet paper you really needed? Forgot it. So you could say lists are important. They can help you improve performance and conversion rates on your own site!
It doesn’t always require a big relaunch to make an impact. To know which parameters are important at all times, a checklist is helpful. And voilà. In the last part of our series, we focused on conversion rates and performance optimisation.
What’s easy to do in B2C is hard to do in business-to-business. Excite users, create loyalty, and have them as returning shoppers. But why is that so tough? Quite simply, it’s because you can assume that people have a wall up when they come through the office entrance.
With a view to creative marketing strategies and close customer relationships, this attitude is completely counterproductive. After all, even in B2B, decisions are made by people who don’t want to forget their gut feeling from 8 am to 5 pm, but want to be inspired by a similarly good experience as with private online shopping. B2C strategies and measures can also work with business customers.
A perennial favourite among optimisation suggestions: personalisation. Haven’t tried it? You’re gonna. In the digital business, what employees have to do with personal consulting services in local commerce has to be tackled differently.
Influencers aren’t always pets. Or models. Even disheveled craftsmen in guild clothing or corporate bosses with critical opinions can have a great effect as brand ambassadors as long as their appearance on Facebook, Instagram or Youtube is embedded in a clever B2B marketing strategy.
B2B (business-to-business) is a huge area because it’s about nothing less than that manufacturers aren’t selling a product directly to an end customer, but first to a retailer or service provider who then processes it or markets it. How can successful B2B Influencer Marketing look?
If you want to increase the conversion rate of your online shop, you have to invest in your customers to build trust. Gaining confidence leads to success on many levels. Above all, a renowned seal of quality should be mentioned, but also a high-quality design, transparency in data entry in the registration and checkout process, and not least positive feedback from previous customers, which is prominently staged, create trust. In the third part of this series you’ll learn how you can win over at first glance and thereby ensure long-term customer loyalty: »Conversion optimisation – Tips for better user experience and more success in e-commerce«.
There’s no conversion optimisation without search optimisation. When users are asked which qualities they find particularly important in an online store, the search function occupies an important position. No wonder that various providers have placed themselves on the market here to create a comprehensive and user-friendly search.
But for products to be found through an internal search, you’ll depend on consistent data from the ERP, PIM, and MDM. In other words: shop owners often spend a lot of time and money on contemporary web design, on individual product descriptions, emotional headlines, and keyword optimisation for search engines.
Business goals are often explicitly defined: 10 million euros in revenue by 2022! Five per cent more traffic in the third quarter! An important key performance indicator (KPI) for achieving business goals is the conversion rate AKA the measurement that compares the amount of traffic and the amount of traffic that completes a certain goal you’ve set, like signing up for a subscription, newsletters, or even completing a purchase.
Page loading times are the biggest influence in e-commerce for a user’s conversion rate. In our latest Handelskraft series, »Conversion optimisation – Tips for a better user experience and more success in e-commerce,« we’d like to show you what’s possible when trying to increase conversion rates and reaching business goals. Part 1 starts with a foundation for effective conversion optimisation, which is best based on professional support in three major areas, conducting user research, commissioning a UX audit, and testing user behaviour.
From search to inspiration to final purchase, mobile users interact with multiple touchpoints along the entire customer journey. Consumers currently have less time and more and more options to choose from. The goal for companies is to reach customers at the right time with the best offer.
It’s also reflected in the way that advertising looks today, where and how it works. It’s in tempting and highly consumable formats, it’s a staple of customer engagement, winning through mobile, seamless experiences on and between every channel. Not to mention their functionality as a success.
Two weeks ago, Google presented its new advertising formats at the annual Marketing Live Conference. A clear trend emerged. In addition to AI, visuals are becoming more and more important in the world of online advertising. Which formats are specifically involved? We’ve put together the most important innovations for you.