How often have you wondered how you stack up against your commerce marketing colleagues and competitors? You may be proud of what you've accomplished, however you know there could be other things you should be doing to make your commerce marketing program more successful.
Commerce marketers use a wide variety of tactics and tools to accelerate business growth but that doesn't necessarily correlate to success. The key is to maximise the return from these so you can effectively manage them.
For years, the industry has been talking about a number of key initiatives that are important to success. Email for example consistently dominates other tactics in driving online conversions and it doesn't show any signs of slowing down. With an increase in reliance on emails as a revenue driver, it's no surprise the majority of marketers are looking to increase sending this year.
It's good to compare what we've accomplished and how successful our programs have been. But it is equally as important to look to the future and what's next on the roadmap.
From a recent study we found these were the top three initiatives for marketers in their future plans:
- VIP and Loyalty Campaigns: This group of loyal customers can have the greatest impact on your business, so it's important to develop a strong following and keep them invested in your brand. A loyalty program only works if you offer benefits that appeal to your customers, so take the time to understand who they are. This gives you the opportunity to create a fun and interactive experience that encourages customer engagement. So what are you waiting for?
- Dynamic Content: As digital marketers, one of our main goals is to attract new subscribers. We need to look beyond the basic transactional messages and create valuable and dynamic content on a regular basis. Video content for example makes up more than 50 per cent of internet traffic, and that number is expected to jump to 80 per cent by 2019. It helps connect you with your customer and could potentially attract new subscribers to your website.
- Personalised Post-Purchase Series: Consumers want retailers to personalise their ecommerce shopping journey. A post-purchase message can be essential for driving more revenue and standing out to your customer. This could be a bounce back message, informational message, refer a friend message or product review message. Just make sure you personalise the experience to help bring your brand's identity front of mind to your customer.
The most valuable benchmark for measuring the success of your marketing program are your own trends over time. No one knows your business like you do, but it's nice to see where opportunities lie ahead and the tactics you are still yet to try.Shannon Ingrey is General Manager of Bronto Software
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