Overview
Remember the times when the only advertisements and marketing material we had access to were print ads, newspapers, hoardings, and flyers? During those times, the only way to shop was by commuting to your favorite store. Those days are long passé, and thankfully, we are in the digital age where we get to shop for everything at our fingertips.
Enter eCommerce… ⏎
The eCommerce industry accommodates different digital marketing trends every year, and even in 2024, we can anticipate some exciting new entries in this field. More than ever, retailers are coming up with and improving their eCommerce businesses to cater to customers wherever they are. Although everything is changing in eCommerce, we have narrowed it down to the top eCommerce digital marketing trends that will affect businesses over the next few months and the next few years. Not only have 25 percent of brick-and-mortar stores opened eCommerce websites since Covid-19 began but it’s also predicted that 95 percent of total purchases will come via eCommerce by 2040.
The market for eCommerce is expanding, and so are eCommerce digital marketing trends, with more companies moving online to serve their customers better. As more businesses build their online footprint, it’s crucial to develop an eCommerce internet marketing strategy that allows your eCommerce business to differentiate itself from its competitors.
Staying on top of trends in the market is something complete eCommerce solution services have to keep up with every day or risk being lost by a frenzied customer. In this article, we’ll discuss various eCommerce marketing trends you can invest in to grow your online business in 2024.
Let’s look at the top 10 eCommerce digital marketing trends that will help you strategize better and plan for a better future.
1. eCommerce SEO
In addition to making your product pages SEO-friendly, creating an eCommerce-first SEO strategy that targets different stages in the funnel would be beneficial. For instance, how can your eCommerce business (or site) get users to the stage of awareness or consideration and help them move on to the next level?
If you are looking for ideas to implement the current eCommerce SEO trend, here are some options that could help:
- Technical SEO
- On-Page SEO (Optimizing meta title, meta description, heading tags)
- Keyword Research
- Internal Linking
- Optimizing Category Pages
- Local SEO
- Link-Building (Blogs, guest posts, Product Reviews, etc.)
Making SEO-friendly content is a series of stages, from writing to editing to adding keywords and much more. If you have a tight schedule and are already tied up in other business growth tasks, consider investing in services for eCommerce SEO.
2. Remarketing Ads / Retargeting Ads:
Since Google introduced its remarketing platform, eCommerce businesses have taken advantage of it to the fullest and increased their conversion rates by 300-400%+. So what do you do as an online retailer if people visit your site searching for something specific and discover it but don’t complete the purchase? The best option is to offer dynamic retargeted advertisements. From Facebook to Google, the technology allows marketers to follow customers in real-time.
By displaying ads that feature images of the same item, your business is at the forefront of their minds and provides an easy link to your website. Retargeting ads work great on social media; however, they might only suit some. Like all paid campaigns, it is essential to experiment before committing to spending a lot of money on ads.
3. Video Marketing
Videos have a significant impact on your business. Videos improve brand recognition by 139 percent and boost conversion rates by 86 percent. Creating videos about your product, details relevant to your industry, or even a behind-the-scenes view of your company is possible. Using video to showcase products, product information videos, and tell stories will continue to be an effective way to engage with customers and drive sales.
Check out this demonstrative video by Training Mask that effectively showcases their products and convinces the viewer to visit their website.
4. AI in eCommerce Digital Marketing
AI can be used to personalize the shopping experience for customers, for example, by recommending products based on their browsing and purchase history and also by providing personalized product search results. AI can also be used to improve customer service through chatbots that can answer customer questions and provide assistance in real-time.
Social media marketing platform Sprout Social reports that 84% of marketers are already using AI in their marketing strategies today. With the help of AI, it is possible to analyze vast amounts of data to identify trending topics and optimize content for search engines. Accordingly, you can also personalize content delivery based on user preferences.
In 2024 and the years to come, we can expect voice search optimization with AI assistants like Google Assistant and Amazon Alexa. Brands will be able to use AI-powered sentiment analysis to understand customer feedback and improve brand reputation. eCommerce businesses will integrate AI with augmented reality (AR) for virtual product try-on experiences.
5. Predictive Analytics
Predictive analytics involves the usage of historical data and machine learning algorithms to forecast customer behavior. Accordingly, you can optimize your digital marketing strategies and make data-driven marketing decisions. With the help of predictive analytics, it is possible to segment customers based on predicted future value, purchase likelihood, and churn risk. In the coming years, eCommerce brands will use predictive analytics to identify which marketing channels are most effective for reaching high-value customers.
An example of predictive analytics in action is: Suppose a customer has just purchased a new coffee machine online. Predictive analytics can identify frequently purchased complementary products like coffee beans, filters, or mugs. The eCommerce store can then recommend these additional items during checkout or in a follow-up email campaign.
6. Eco-Conscious Branding
Consumers are increasingly concerned about environmental impact. Highlighting your brand’s commitment to sustainability, using eco-friendly packaging, and offering ethically sourced products can attract a loyal customer base. Incorporate your contributions and philanthropic vision in all your digital marketing communications. Eco-conscious marketing will help in building a strong brand and help your eCommerce business thrive in the ever-evolving digital landscape.
Many brands like Patagonia, Veja, and Thousand Fell are highlighting their sustainable initiatives in all their marketing materials. Take a look at this Instagram post by The Body Shop that showcases that the product is certified by the Vegan Society. It is a wonderful way to weave environmental responsibility into your brand identity.
Source: The Body Shop Instagram Post
7. Personalized Marketing
Numerous businesses compete for attention from your target audience to convince them to purchase your products. Unfortunately, the average consumer needs more time to spend on promotions such as offers, promotions, or advertisements that aren’t relevant to them. Personalization comes into play here. Through personalization, you can give your customers the information they need and provide them a unique experience.
One of the best channels to personalize is your email. When users sign up for your email lists, you want to personalize the experience by offering content that is specific to their needs. For instance, when you run an eCommerce store selling apparel and have a client who has a special liking for different footwear, you could send personalized emails regarding new footwear items. Personalization has come a long way from simple ‘first-name personalization’ and evolved into predictive personalization. In 2024, eCommerce brands will consolidate their tech stack so that they can establish seamless connections between their software tools.
Here’s an example of a personalized email by Samsung.
Subject line: Don’t forget: free shipping on smartphones you viewed
Such emails encourage prospective customers to make the purchase and boost your customer retention rate.
Source: Really Good Emails
8. Shoppable Live Streams
Many users prefer to interact with their products using videos instead of pictures. Therefore, in 2024, there will be more emphasis on creating videos that customize your experience when interacting with your services or products.
Do you remember the old-fashioned home channels for shopping? The channels have made an appearance, specifically through streaming channels. Think of YouTube, Facebook Live, Instagram Live, and TikTok. The idea is identical – except that the presenter has a role as an influencer. The video is not edited, and the audience can interact with the host live. It was popular during the epidemic because it gave customers a more secure shopping method, but it’s showing no signs of letting up anytime soon.
If we talk specifically about TikTok, it has evolved into an essential marketing platform for eCommerce brands that are used across all age groups. In 2023, TikTok had 1.22 billion monthly active users, and it is projected to reach two billion by the end of 2024. Around 49% of TikTok users say that the platform influences their purchase decisions. It leads to a 55% conversion rate for brand exposure. The average TikTok user spends 95 minutes on the app daily, with 90% of users accessing it each day. Imagine using these 95 minutes to boost your eCommerce business in 2024. People even use the hashtag #TikTokMadeMeBuyIt.
9. Customer Service Getting More Direct
According to a study by Intercom, 60% of U.S. customers like businesses to communicate via text and DMs. According to HubSpot’s consumer trends report, there is a 45% year-over-year increase in social media users who have sent DMs to get customer service. In 2024, customers will likely demand more of this real-time communication with brands. Webex has revealed that 72% of customers will buy online if they can ask questions in real time.
10. Influencer Marketing
With the mushrooming of eCommerce brands, it has become important to stay ahead of the competition and reach out to maximum customers. That’s where influencers come into the picture. They have a significant impact on consumer purchasing decisions. In 2024, eCommerce store owners will reach out to influencers to promote their products and increase the likelihood of conversions.
Take a look at this Instagram reel by Tiara Jones in which she has promoted certain brands at Macy’s
View this post on Instagram
Source : Tiara Jones Instagram Post
Conclusion
Suppose you’re interested in learning more about ways to increase conversions using new trends in eCommerce digital marketing. In that case, you should research the best ones for your business or contact eCommerce marketing services in marketing with the expertise and knowledge to keep your eCommerce website current and earn more revenue.
Please note that the above trends may not happen as stated but will likely be relevant soon.
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Disha works as a Sr. Content Writer at Krish TechnoLabs. She is a dentist, who has found her calling in words & technical subjects. She loves to pen down travelogues and romantic short stories in her free time.
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