eCommerce Marketing Trends: How to Dominate Your Competition in 2020

4 Minute Read

eCommerce platforms have completely transformed the world of retail, transforming it into a rich and diverse experience for customers. Opening up a whole new landscape for brands, as well as a bunch of new eCommerce marketing trends has changed the way that we approach marketing today.

But with the rise of new technologies, the world of retail is constantly evolving and adapting. Newer shifts towards Personalization, advanced algorithms, and modern tools such as Augmented Reality and voice search are taking the industry by storm.

In this post, we’ll talk through the emerging popularity surrounding these latest eCommerce marketing trends. So, without further ado, here are 5 of the most interesting eCommerce marketing trends that business’s should follow in 2020.

Planning eCommerce Marketing Strategy

Personalization

The time for the ‘one-size-fits-all’ approach passed a long time ago. Now, marketers are hyper-focused on catering to every individual’s needs and wants and a good Personalization tool can be a great help here.

Personalization is an approach that allows you to attract a diverse and wide audience while offering each and every one of them the perfect user experience. It’s all about providing that in-store, tailored experience for your customers, without having to give your marketing team too much work.

Homepage Personalization

An advanced website Personalization tools allows eCommerce businesses to increase their conversion rate by making content more relevant to specific groups of users. This is possible because of intelligent algorithms that learn customer behaviour, producing big data collected directly from your target market. With an effective Personalization engine, you can expect improved targeting on site, increased urgency amongst visitors, higher rates of social proof and more effective follow-up email campaigns.

Intelligent Chatbots

Experts predict that by 2025, the intelligent chatbots market will reach and surpass one thousand million dollars! Some specialists even speak about removing the human factor from customer service communications entirely.

If this is true (and chances are, it probably will be), businesses will eventually be paying a lot less to provide more efficient customer service for customers. We may not be there yet, but businesses still have the option to increase conversion and provide users with a wonderful experience via current technologies with the help of Natural Language Processing training.

eCommerce Marketing Trends

Intelligent chatbots use Natural Language Processing algorithms and intelligent processes to understand and learn a customers’ behaviour on your website. These tools allow them to have human-friendly conversations, make relevant recommendations and help with basic tasks finding products, creating invoices, taking orders, and more.

An AR-Based Online Shopping Experience

Remember how Iron Man worked at his designs? He was using AR (Augmented Reality) to interact with the software in a visual manner which made changes and tweaks a lot easier.

True, the technology is not there yet and you may have to invest your time and money just to create your own AR-based environment, but it will be worth it. An eCommerce platform that can provide customers with a more realistic experience is the future of online shopping. Just imagine shopping for clothes in an online store where you can actually see how everything will fit on you. Or choosing your haircut or hair colour based on an AR projection of how it will look on you.

Augmented Reality - IKEA AR

Over recent years, IKEA have gathered a lot of attention with their AR app. You simply find a product you like, point your camera at the room you would like it in, then the app will scale the product to size. Giving shoppers this kind of freedom is exciting stuff and shows that brands recognise the importance of investing in these innovative kinds of eCommerce marketing trends.

AI & ML Become Mainstream

While some may say that Artificial Intelligence and Machine Learning are already mainstream, they’re only just gaining traction in the eCommerce world. True, big platforms such as Amazon, eBay, or Alibaba already use these technologies, and now the medium and small eCommerce businesses have chance to fully incorporate these methods into their eCommerce marketing strategy.

As both technologies become more approachable and easy to integrate, more brands are more willing and interested. This means gaining a better understanding of customers and their behaviour, then using this data to improve their overall user experience.

Personalization - Product Recommendations

Right now, AI & ML show their main influence in product recommendations and search. Product recommendation based on customers’ previous choices is not a new practice, but long gone are the days when this had to be done manually – which often resulted in errors and irrelevant content. Now, it’s done faster and with accurate precision matching a customer’s preferences to a tee.

When it comes to search within an eCommerce site, machine learning can provide more relevant results to each customer, based on their previous interactions with the site.

Voice Search Integration

Have you ever placed an order using Siri / Alexa / Google Assistant? Well, more and more people are. And even if you haven’t, chances are you will at some point in the near future. 

Voice commands and virtual assistants are considered the future of communication within our devices. We won’t have to waste hours on end just to decide which shower curtain is best from the pile of products available online. We’ll just shoot a voice command to our favourite assistant or perform a direct voice search on our favourite eCommerce platform.

Google Voice Search

In fact, it’s predicted that by 2022, voice search will become a $40 billion business. Whilst this prediction is obviously not concrete, we’re already seeing the first steps towards full voice search integration. Google took the plunge with one of its latest search engine updates, BERT. This update is considered to have started the voice search integration into the mainstream search engine… but who knows where all of these eCommerce marketing trends will lead to?

Last words…

To just the average eCommerce browser, some of these tactics may seem like a long stretch away from just daily browsing on eCommerce sites.

But that’s kind of the point, all these methods should be integrated in a way that feels comfortable and natural to your average user. And if it doesn’t, it needs to be reconsidered. Get in touch if you have any questions about Personalization!

This post was written by Stewart Dunlop from udemy.com


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