In recent years, social and digital content has evolved dramatically, resulting in a far more visual marketing landscape. Brands must adapt accordingly, and create enough of the right content to engage with consumers. This is especially true for retailers and e-commerce brands, as they work to develop better, more compelling experiences to drive results.
In advance of eTail Germany, we wanted to highlight a few themes that retailers and e-commerce leaders may want to focus on at the event.
Driving Better Mobile Experiences
Developing a strong mobile-first marketing strategy has been a popular digital marketing trend over the past few years, and one that has yet to slow down. We’ve spoken about the proliferation of mobile in a previous blog post quoting Google Think’s research that:
- 87% of people today have their smartphone by their side at all times, day and night
- On average, we check our phones 150 times and spend 177 minutes on them per day
- 68% of people check their phone within 15 minutes of waking up in the morning
Knowing the above, it’s important that the content that brands are creating for their mobile sites or apps is accurately mapped across devices. With mobile devices being a critical element to consumers’ lives, the channel has become a space for discovery, inspiration, research, and, most importantly, purchase. That is why brands can no longer rely on sales-driven messaging on mobile, but instead must provide information and utility to their customers at the right moments.
Designing relevant and authentic mobile experiences that speak to such personalized audiences is exceedingly difficult. One way that brands can achieve this reality is by co-creating experiences alongside their customers. This is already happening at a high level, as many brands are integrating user-generated content (UGC) into their mobile campaigns, which has two distinct benefits:
- Brands are able to obtain high-quality content at scale.
- Customers feel empowered and are able to have their voices integrated into the brand story.
If brands can better connect with their consumers through engaging content, it will have an impact on site conversion as well as overall brand loyalty.
Having the right content within the mobile experience is not enough. Retail brands, in particular, need to put emphasis on attribution. To learn more about building a successful mobile-first strategy with attribution in mind, we recommend this upcoming panel: KEYNOTE PANEL: How can you measure the full value of the mobile channel, and how can you better attribute value? [Day 1 – 9.50am, with Daniel Frank, Otto Group and Gareth Locke, Mytheresa.com]
The Year of Attribution
Every year it seems like there are a slew of new channels where brands can communicate with their consumers – think: Snapchat, Facebook Live, and Instagram Stories. While this is good news for marketers and e-commerce experts, attributing success to these various channels is a growing challenge.
Within the retail industry last-click attribution has gained steam, while programmatic players have emphasized the need for retailers to seek attribution across all parts of the inherently complex customer journey. Although last-click attribution is important, there are many points along the way that a consumer may engage with a brand, which must be accounted for, and unfortunately, there is no magic formula (yet) that applies to all brands or campaigns to attribute these behaviors.
However, with the right combination of technology and data on your side, as well as the deepening integrations between DSPs (demand-side platforms) and measurement vendors, retailers will soon be able to better understand how to reach their customers where they are, when they need it, with the relevant content. Be sure to emphasize attribution in your retail marketing strategy and create a standardization process that works for your brand and its campaigns.
To learn more about this trend, we suggest attending the following panel: Stream A: Mastering attribution and the customer journey [Day 1 – 3:00pm, with Tobias Zeit, DocMorris and Michael Mayor, blue-infinity]
Why Personalization is Key
We’ve now reached a point in marketing where with improved analytics, consistent messaging, and sophisticated social technology, brands are in a good place to take their marketing activities to next level with personalization.
It’s no secret that consumers often rely on one another for trusted information and reviews regarding brands and products. Through observing consumers’ behavior with one another, and towards your brand on social media, in-store, and online – retailers can better create and cater personalized marketing experiences to their customers.
Accenture’s research suggests that 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. While there are many steps brands will have to take to increase personalization across their marketing experiences this year, one easy way to do so is to by integrating user-generated, or earned, content into their e-commerce strategies.
With over 500 million users on Instagram alone, creating more than 95 million photos per day, brands can, with the right technology, harness this consumer content to gain insights about their products as well as drive authenticity and trust in the brand. Consumers want to understand how other customers are experiencing a product – how a pair of pants fit, what a shade of makeup looks like on their skin, or if a pair of sunglasses will look good on them. Leveraging customer content in your brand’s marketing and e-commerce site, not only helps develop trust among consumers through authentic content, but as we’ve proven before, also assists in driving conversions and loyalty for your brand.
To learn more about the personalization trend, we recommend stopping by this panel at the event: KEYNOTE PANEL: Discussing the defining features of an Omni-channel campaign” [Day 2 – 10:20, with Ryan Jones, Olapic, alongside L’Oréal Deutschland, Orsay, and Shoepassion]
While these are just a few topics of interest for retailers this year, we look forward to learning and discussing more at the upcoming event! If you’re attending eTail Germany, be sure to sign up for a visual analysis of your earned content and stop by our booth for your results where we will share strategies for building out your brand’s user-generated content.