A lot of new digital, marketing trends have popped up in 2019. Everything from changes in technology to shifts in consumer behavior are shaping new ideas about digital media strategy.
In this article we will take an in-depth look at 8 digital marketing trends that are important specifically to eCommerce merchants in 2019.
1. Conversion Optimization
For any business, what more could we want than greater online conversion rates? In 2019, one way to work on increasing conversions is through optimizing our own platforms. We will continue to see paid ads grow more expensive while the digital space becomes more crowded and cluttered. Digital marketers have already begun to see paid ads cost more than their return.
In an effort to alleviate these costs, digital marketers can leverage their own platform tools as a way to raise performance. For example, it is highly useful to optimize site landing pages as a way to collect leads. Landing pages that collect email addresses and other relevant consumer info can be an easy way to ensure that the individual is a high quality lead for later targeting purposes.
One way to optimize your site landing page is through an A/B test. Play with the graphics and content of your landing page and run tests to find which version gets more leads. Ensuring that your own platforms are as strong as possible will be a great way to generate conversions at a lower cost.
2. Automated Bids & Budgets on PPC Ads
One of the technology-driven trends we will see more of this year will be search automation capabilities. As much as we may enjoy long hours of managing bids manually (talking to you, paid search specialists), marketers will now be able to better automate bids and budgets for search ads.
In addition, attribution capabilities are improving. Digital marketers are able to more accurately attribute success to particular ads with improvements in data tracking technology. In combination with more automation, these advancements will leave more time for paid search specialists to focus on targeting improvements and understanding their audience segments better.
While automation tech does the ad bidding, search specialists can ensure that their ads are best suited for their target audience and utilize attribution capabilities to ensure their efforts are effective.
3. Review Sites & eCommerce Affiliate Marketing
There is perhaps no marketing material that is more persuasive than user generated content. Having positive user reviews of your product online will elevate your brand image and awareness. Some companies have even started their own review websites to provide a platform for their consumers’ voices.
Another way to elevate brand awareness and image is through affiliate ads, which is forecasted to reach $6.8 Billion in spending by 2020. Affiliate marketing is done when an outside marketer promotes products or services on behalf of a brand. Affiliate ads can look like many different mediums, on any type of platform.
Affiliate marketers usually work towards a high return on investment, so merchants can count on them to put a lot of time and effort into competing in the digital ad space. Affiliate marketers are a good option for merchants who don’t feel they have enough know-how or digital marketing software to adequately compete with competitors’ marketing.
4. Tracking Marketing Funnels
It’s important to track a visitor’s user path from their starting point as a visitor until their conversion. Being able to look at user actions throughout the marketing funnel is helpful to understanding what works and what doesn’t work. Tracking the funnels can show trends as to which marketing content or ads are most likely to lead to conversion.
Tracking can show when it’s best to introduce an up-sell, down-sell, or cross-sell promotion. This can occur through a variety of methods, depending on your specific business’s funnel path. In most cases digital marketers try to track the consumer stages of awareness, consideration, conversion, and loyalty.
Methods for funnel tracking the awareness stage can be as simple as leveraging analytics about new users viewing social media platforms. When it comes to the consideration phase, one option for tracking is creating a landing page and observing the amount of users submitting their email information. Finally, with conversion and loyalty it can be helpful to track paid ad attribution and monitor the search path of consumers that make the final purchase.
Following this data allow digital marketers to strategize smarter.
5. A.I.-Driven Personalization
At this point, it’s pretty obvious how important Artificial Intelligence (A.I.) is to digital marketing. One of the many crucial capabilities of A.I. is automated personalization. This can take the form of ads or email campaigns that are name-labeled and personalized for an individual consumer.
One of the growing trends is personalized eCommerce shopping experiences. This means that online shoppers will experience more personalized product suggestions, better ad placements, and more automated digital customer service. UX designers and digital marketers can collaborate to create a seamless digital consumer experience by personalizing eCommerce with individualized recommendations.
6. Optimize Website for Mobile Use
Mobile search is becoming the primary way that users surf the internet. According to Google, nearly 2 out of 3 purchases were completed on a mobile device in 2018. Ensuring that your brand’s platform is showing up well on mobile search engines is a must in the digital age.
Optimizing for mobile means everything from optimizing images to minifying code to ensure page speed. In addition to the highly technical side of things, it is also important to optimize titles and meta descriptions. Because there is less screen space on mobile devices, it is important to use concise language to guarantee that your content will show up well on SERPS (Search Engine Result Pages).
7. Omnichannel Marketing
We’ve all heard the term multichannel marketing, but in the past year we have heard more and more of the term omnichannel marketing. All omnichannel strategies will use multiple channels, but not all multi-channel strategies are inherently omnichannel. Confused yet? Well to put that in more understandable terms, omnichannel strategy is more like a high quality multichannel strategy.
In Omnichannel, all brand messaging and design remains the same and consistent across all channels. Successful omnichannel strategy happens when the company’s website, social platforms, mobile app, (and everything in between) line up into one big brand message. In addition, omnichannel involves consistent customer service across all platforms.
Using this knowledge, marketers can design a media plan that anticipates conversion or specific actions on every possible platform. A full omnichannel strategy involves creating a seamless experience across all channels. It’s not just about being on all relevant platforms, but rather integrating a cohesive marketing strategy everywhere; from physical storefronts to eCommerce sites.
8. Native Advertising
Native ads are undoubtedly one of the biggest elements of modern marketing because they increase brand interest in a more natural way. In a world with massive amounts of ad noise anywhere you go online, it’s important to find a way to reach customers in a way that feels more relevant to the user. With native ads being more than 2x as effective as display ads for getting a click through, this might just be your new secret to success in 2019.
Native ads are marketing content that targets users who have previously interacted with content related to your brand. Because native ads are very targeted, they tend to deliver more actual conversions.
How might one improve native ads even further? One of the best ways to improve your native strategy is by using programmatic. Using programmatic can make native advertising even more effective because it automates the media buying process, implements targeted placement, and provides insights for further optimization.
Et voilà, a digital marketer’s dream ad campaign is born.
With all of the technological innovations in 2019, there are many digital marketing trends that can be used to improve business for eCommerce merchants. Incorporating as many techniques as possible in your marketing strategy can lead to that much more online traffic to your store.