As the digital era continues, online communication and ecommerce trends will certainly change and evolve, and will always be important topics of discussion. With current times demanding that we learn to live in different ways, these trends are especially important.
Getting the right message in front of the right person and engaging on a one-to-one level has never been more important.
Many online businesses and brands are thriving during this time, by utilizing strategies that support these shaping trends of 2020:
- Going DTC (Direct-to-Consumer)
- Contextual Advertising
- Utilizing Dynamic Creative Optimization Capabilities
- Improving The Online Experience With Chatbots
Ecommerce businesses should switch their marketing efforts from brand awareness to Direct to Consumer, especially during these uncertain times.
There are many reasons for this. First of all, focussing on DTC creates one to one communication with the consumer which is becoming more and more important. This approach helps brands engage with consumers and creates a meaningful experience for them.
Another aspect of DTC is enticing a consumer to take action. For example, filling out a form or leading them to a product page – where the goal is a sign up or a purchase.
Adacado currently deploys this strategy – offering $300 of free display advertising. This incentive gives Adacado the opportunity to connect directly with their customers and get them immediately engaged with their product, hence a relationship off the bat.
Contextual advertising is becoming increasingly important in digital strategies for businesses as it allows ads to be placed based on intent through AI and algorithms. For example, an ad is placed on a certain page of a website with content relative to what the ad is offering and where the advertiser intends for the user to view the ad.
Contextual Advertising also dictates the most appropriate banner for the page. All of these aspects give advertisers a better understanding over time – on where to serve ads based on relevance and the success rate that those ads have.
The ability for ecommerce companies to target the right person with the right content in their ad is especially important during this time. Dynamic Creative Optimization automates the tailoring of ads to individuals (i.e. shows a person who previously browsed cars for sale, car ads). These personal ads drive higher outcomes (i.e. higher CTR’s, increased sales, etc). Personalized ads through DCO are becoming an advertising essential.
With a full display advertising solution like Adacado, advertisers can now have complete control over their creatives, media buy and so on. Furthermore, a self-serve solution that incorporates all capabilities into one platform, saves time for the user.
Chatbots serve as the brick-and-mortar greeter salesperson. They serve as an online intermediary between brand and consumer, which in turn increases customer engagement.
Chatbots can be used for customer service, general inquiries or customer support services and are becoming an important tool for online businesses. They give the consumer a feeling of personal attention and thoughtful recommendations based on their responses.
Chatbots can use an automated approach, a real-time customer aspect or a mix of both. With that said, a growing number of shoppers prefer to converse with bots and other self-service digital tools as they produce faster response times.
Overall, with today’s changing world, it is important to keep in mind that these trends stress the importance of connecting closely to your consumers. Whether it be directly or indirectly, personalization and one-to-one interaction is especially important for ecommerce businesses.