Meanwhile, people spend their time on the Internet ⅓ with video streaming. It is also interesting to note that 92% of people who watch videos on mobile devices also share them with others. Video content on the web is generally shared more often than text or image formats.
For this reason, as an online retailer and marketer in 2020, you should definitely focus on the video format in order to strengthen your brand. You can use different channels to do this:
Which channels you choose should depend on your target audience and always remember what purpose the videos are supposed to serve.
You can also use different formats, depending on what business you’re in and which goals you follow:
- Product Demos
In summary, videos can help your online shop generate more reach and have a lasting positive impact on your brand through better communication of the content.
2. Micro-Influencers help you to strengthen your brand
The influencer market has experienced an enormous boom in recent years. Especially large influencers with hundreds of thousands of followers are now bombed by companies, which has led to one or the other channel becoming a permanent advertising broadcast. Of course, this annoys many followers, who now no longer consider many product recommendations credible.
For this reason, more and more companies rely on micro-influencers, which have significantly fewer followers than famous personalities. Marketing campaigns with micro-influencers often work better because they have a closer relationship with their subscribers. In return, they have more confidence in them. An authentic presence improves the perception of product recommendations, which has a positive effect on the interaction rate. Studies show that influencers with 1,000 followers have an 85% better engagement rate than those with 100,000 followers. This means that e-commerce companies can efficiently boost their purchases despite a smaller reach and at the same time save costs.
Another advantage of Micro-Influencer Marketing is that you can address your target group more precisely and, with the right personality, you can focus on your brand exactly as you want it to. This enables you to strengthen your own brand sustainably.
3. Personalization as a success factor
Personalization has been an important topic in e-commerce for some time now and will continue to be a means of success for online retailers in 2020. Studies show that companies that rely on personalization are recording an increase in sales of 19%. Consequently, 94% of the surveyed companies claim that personalization is a critical success factor. It not provides a critical competitive advantage for e-commerce merchants but is also desirable for customers and the customer journey.
Personalization can take many different forms, ranging from email communication to website content display.
Best Practice Example: OTTO
The online giant OTTO is currently greatly expanding its product range on its platform. To ensure that online shoppers are not overwhelmed by the multitude of possibilities, however, the company has increasingly focused on personalization in its strategy. The content on the website is geared to the preferences of the Internet visitor. For example, the system automatically detects which product categories have been visited in the past and which other pages have been viewed on the website.
OTTO also uses sophisticated algorithms for newsletters that, based on user behavior, incorporate various components into the e-mails and thus ensure greater relevance for the customer.
Another example of personalization in webshops is forwarding to different landing pages. Here, for example, different content can be provided depending on the search query. In addition, it can be recommended to distinguish new users from returning visitors. For example, a “new user” in the online shop will still be looking for certain trust factors that ensure trust, while a “returning visitor” is already a step further in the customer journey and needs more information about the product.
In this way, online merchants can optimize the customer journey and achieve better results through personalization and dynamic content.
4. More reach through Podcasts
The number of podcast listeners has tripled in the last 10 years and this trend will continue in 2020. A study from 2019 found that 32% of adults in the US had listened to a podcast in the last 30 days.