Is content marketing the new ecommerce strategy?
Living in an era where content and native are the buzzwords and ecommerce is evolving by the second, it sure makes for exciting careers for the marketing folks out there. Even better if you are in Asia, as the rules of the game are written on the go.
Take, for instance, Myntra’s uber bold move to shift to a mobile-only offering, or WeChat’s expansion from a classic vanilla chat platform to one that provides a lot more. These are but some innovations and examples that the rest of the world has yet to experiment with.
Given how ecommerce is so cut throat and number-driven, it is obvious to question the role of content when it comes to driving sales. Therefore, how does one justify the role of content and its importance in driving ecommerce?
Fair question and to answer this, let’s start with the basics.
Content’s right to win is usually top of the funnel in order to drive awareness, engagement and consideration. Subsequently, if content is engaging, it leads to repeat visits or conversions depending upon the nature of the product at hand. Therefore, a lot depends on the marketer’s capability to seamlessly integrate all marketing efforts… AND close the loop for consumers.
Which leads us to the next point around the role that content marketing plays in driving ecommerce in various ways:
#1. Optimising SEO: A nicely implemented content strategy leads to audiences spending more time on your website, consuming content and learning more about your offerings. Therefore effective content can help improve your site’s rankings on Google.
#2. Raising awareness about your brand by starting the initial dialogue with consumers: Banner ads/pre-rolls are increasingly playing a very tactical role in the digital ecosystem; content has proven to be the most effective way in getting audiences to hear your story. Well-thought-through content ensures that consumers have a meaningful interaction with the brand. Ecommerce portals have an upper hand here, as they are not limited to just one set of brands – instead they have a whole suite of offerings they can capitalise to create customised content in order to reach out to different target audiences.
Bloggers have done this really well in the past by getting content on the latest looks, trending products etc, out there and fast. Another vertical that has leveraged on this is the travel and hospitality sector.
#3. Walking the ‘long-term-play’ talk: Beyond just simply grabbing your audience’s attention and creating awareness, content actually goes all the way by promising a long-term game. It’s flexibility on context and formats helps keep audiences engaged, and brands today are using content to effectively have an open dialogue with their consumers. Some popular formats and examples are:
• How-to Videos: One of the most simple yet powerful tools that hooks people to your content. This has worked wonders for all types of products ranging from shampoo to hard-core cloud tech. I, for one, confess to have learned a huge chunk of cooking online thanks to all the ‘how-to’ videos out there.
Not only does this keep your audience coming back for more, it also creates a sense of bonding and loyalty at a subconscious level. The overall idea leverages on sharing free advice or help, alongside selling people something related or creating the need for something new.
• FAQ’s/Help and Advice: We are an on-the-go generation and we value quick service. Brands that are able to help their users on the go, score a whole lot more for being more responsive and approachable. Creatively done, FAQ’s also help answer users’ real-world questions, and add credibility to the brand offerings.
Asos.com does this really well and given their extensive FAQs, it makes it easier for users to decide.
• Reviews/Testimonials: As a consumer and a regular online shopper, this is something I value the most. Be it a review on Tripadvisor about the next hotel I plan to book a stay at… or be it a customer testimonial about a product I am considering. We all know that reviews can be a make or break deal. Therefore, brands that are more proactive in creating a positive image online have a lot more to gain in the long run.
#4. Tapping on engaged audiences: With technology playing a major role in determining the way we interact with our surroundings and thereby changing the whole media landscape, it is important for marketers to adapt a more hands-on approach towards their audiences. Being proactive about knowing what each of their prospects/consumers is interested in, and fulfilling their needs is going to be a key differentiator for brands in the near future. A positive experience is irreplaceable and today’s consumer will settle for nothing less.
Consumers want personalised experiences and one-on-one conversations to feel really connected with brands. This provides the need cum opportunity for brands to really tap into digital data to devise effective strategies around customising their communication towards their audiences.
One of the most obvious examples is that of Retargeting. I have seen Zalora do this really well right from the time I visit their store to browse for products to the time I add items to my wish list, they capture all the data well to retarget me at a later date with the same products. More often than not, I have seen myself go back and close the purchase. Given that they complement the personalisation with really great quick service, the experience is always a good one thereby ensuring I go back for more.
Having said this, the industry is still evolving and there is no sure shot formula for success at this stage. You never know what ends up doing the magic for your brand.
The post Is content marketing the new ecommerce strategy? appeared first on Digital Market Asia.
