When it comes to customer attitudes shopping, the digital revolution has caused an unusual cultural shift – one that is constantly evolving. Consumers nowadays are better informed, have more options, and are exposed to personalized experiences, leaving brands racing to alter their strategies and ensure customer satisfaction.
That said, brands have realized that customized eCommerce marketing is critical to their survival and growth in the current market scenario. It aids the brand in establishing a distinct image, which leads to customer engagement, repeat purchases, and increased sales.
The need for customized marketing solutions
The Covid 19 pandemic has led retail brands to go online. And with more and more businesses joining the trend, performance marketing has become increasingly competitive. Moreover, the cost of ads on platforms like Facebook and Google has steadily increased over the last 24 months as well. As a consequence, having deep knowledge of ad platforms has become the need of the hour to compete in the market and deliver superior results.
However, not all brands are able to build this expertize in-house. On the contrary, marketing platforms usually have this knowledge built into the platform, allowing anyone with limited knowledge of FB, Google to use the platform and deliver efficient performance. Clearly, this reduces the time to market for brands and also reduces the upfront investment in building a strong performance marketing team in-house.
How do performance marketing solutions work in favor of eCommerce brands?
Often, brands have 100s of products to display on the website. Performance marketing is known to work best when “products” are marketed in ads and potential customers are directed to a specific product page. This is a viz-a-viz brand’s ads where traffic is directed to the homepage, hence diverting them from making the desired purchases. The challenge comes in identifying which products to market and in ensuring that the promoted products are always in-stock and their respective price is reflected correctly. E-commerce marketing platforms essentially function to make this entire process much smoother and swift. Such platforms connect directly to the website back-end and sync ads with the product catalog. Meaning, if any product goes out of stock it is instantly removed from the running ads and if a price is changed then it is reflected across all ads in real-time. Thus, saving both marketing efforts and dollars while delivering superior sales.
How are such customized marketing solutions better than in-house marketers?
For a brand to scale efficiency, relying on a single platform like Facebook usually does not work. What works best is a combination of Facebook, Google, YouTube, Instagram, Snapchat, etc. In-house marketing experts usually have a very good knowledge of one particular platform and hence end up over-indexing on that alone, worrying less about diversifying the spends. This also creates a huge dependency of the brand on a single ad platform that could be risky. On the other hand, marketing automation platforms have integrations with all ad platforms and can also switch on and off any of these platforms with the click of a button. Imagine pushing a single creative on Facebook, YouTube, Google with just one click.
As a brand scales, the complexity of marketing usually goes up. For brands doing $1M+ sales annually, it’s common to have 100s of campaigns and ads running at the same time. It becomes extremely difficult to monitor them manually and then keep adjusting the budget or pausing nonperforming campaigns or ads. Performance platforms automate this entire process. So, if an ad or campaign is not performing well, it is automatically switched off. This further helps in increasing return-on-ad-spend (ROAS).
Switching to customized eCommerce marketing solutions is a winning tactic. The customized eCommerce marketing solutions allow you to uncover all of your customer’s expectations and help in improving the brand-consumer relationships and boosting customer loyalty.
Views expressed above are the author’s own.
END OF ARTICLE