With the growing technology advancements and variations in the techniques of marketing, digital marketing has emerged quite successful. Ecommerce and retail are up for dramatic industry shift, especially, in context of digital marketing strategies. Consumers & buyers are perpetually seeking more value and the marketing industry is just about coping up. Here are five digital trends for retail which will help then serve their consumer better.
1. Focusing on micro moments
Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. (source:google). Nowadays, an average person spends approximately 3-4 hours on their mobile phones. The moment they check phones to gain knowledge, navigate themselves, check for the best offers or browse through social media, retail marketers have an opportunity to marketing their brand. The key to own these micro moments is to identify what the consumer is looking for in those moments.
2. Brands know where you live.
Thanks to Uber and Deliveroo, we are used to giving out our locations on a frequent basis. Along with using heuristic solutions to know what we browse, brands will be able to track down our home address and the ultra target marketing will be directed straight to our mobile phones. For instance, if you’ve missed buying the shirt you loved due to your low budget or other distractions, no need to worry as the BLE (bluetooth low energy) technology knows exactly how much time you spent contemplating it. Which means that in turn you’ll receive a luring offer or a reminder of the purchase long after you’ve left the shop.
3. Personalized platform
In the emerging market, buyers prefer a personalized shopping platform and personalization plays a big role in shortening the decision making of buyers. Many brands do this with email marketing and re-marketing. Use of this will improve and continue to increase. For retail, this means, on site personalization. This could be personal shopping guide, an online personal stylist and so on. This strategy will effectively engage the buyers thus resulting in greater impact of the brand.
4. Mobile for advertising
Mobile marketing is current & growing trend due to the increased usage of wireless technology and mobile phones. It is predicted the usage of mobile advertising shall continue to grow over the years. In-app advertising is the new trend, direct conversations between brand and consumers will become the norm. Not only will it benefit the retailer but also the consumer to great levels.
5. Digital assistants
The digital assistant as the name suggest shall assist our shopping activity and aim to shorten our decision mainly for shopping . Like Siri, these assistants could have many advanced features including but not limited to filtering out wrong sizes and other unwanted things and making the shopping experience convenient.
1. Campaign Manager – Leads/ E-commerce/ Travel
Responsible for managing day-to-day activities involved with several affiliate programs. The individual will work closely with the Management to ensure success for both Affiliate and Advertiser.
· Monitor publisher activity, analyze performance, identify areas of improvement, and recommend ways to increase publisher-generated revenues.
· Recruit new publishers and partners.
· Oversee the distribution and implementation of marketing tools and sales creative to publishers.
· Initiate new campaign ideas, incentives and performance plans.
· Interact with advertisers and agencies to establish relationships, and proactively manage these relationships on an ongoing basis.
· Monitor affiliate activity, analyse performance, identify areas of improvement, and recommend ways to increase affiliate-generated revenues
· Maintain high level of communication with affiliates, recommend new campaigns for affiliates and provide performance feedback to advertiser team
· Supply creative packages, links and reporting to affiliates as needed
· Communicate and monitor compliance or brand guidelines in affiliate channel
· Proactively monitor traffic sources on all campaigns
· Recruit new affiliates through research, referrals and other avenues
· Set and manage monthly, quarterly and annual goals for revenue growth
· Manage top tier accounts and develop affiliate contact management strategy
Desired Skills & Experience
· Minimum 2-3 years of experience in Affiliate marketing space
· Excellent verbal and written communications skills
· Strong analytical and numerical (number crunching) skills
· Self-starter and the ability work well within a team environment
· Strong recruitment and negotiation skills
· Ability to effectively manage and build client and partner relationships
2. CAMPAIGN MANAGER – MOBILE ADVERTISING
The Campaign Manager will be responsible for managing the full lifecycle of campaigns, including pre-campaign tasks, campaign-performance optimization, and post-campaign reconciliation. He/she will oversee the execution of CPM/CPC/CPI-based campaigns. Additionally, the Campaign Manager will have responsibilities for generating internal reports and dashboards to support the overall growth of the business. Strong candidates will have a strong knowledge of advertising operations and an insane level of attention to detail.
· Provide inventory availability forecasts, prepare detailed trafficking plans, and test/QA creative assets
· Traffic campaigns in our ad server, optimize to meet/exceed the customers’ campaign goals, and provide ongoing reporting and discrepancy monitoring
· Serve as the primary point of contact for customers with regards to ad operations and campaign performance.
· Generate periodic (daily, weekly, monthly) reports and dashboards to support various stakeholders within the company
· Knowledge of mobile ad serving (video and rich media ad experience a strong plus)
· Comfort and experience with a fast paced environment
Strong written and oral communication skills
· Hands on experience with all the common mobile pricing systems and terminology Proactive, detail-oriented nature, self-starter
· Bachelor’s degree or related experience require
· At least 1-2 years of campaign management experience
· Familiarity with HTML, XML, and Excel
Affiliate marketing is not a new-fangled strategy. In the age of cut throat competition it has become obligatory for companies to adopt all the marketing tools to enhance sales. A bigger budget or marketing and sales team could prove expensive and hence affiliate marketing can be the solution in this virtual era. It is a marketing practice in which the business firm rewards different allies to help you sell and promote your business. An affiliate can be an individual or a company who earns commission from the Merchant in exchange of their Traffic generation, Lead, Sales or desired Action Generation services. The tricks and tools affiliates use are mostly the same as the company would itself have used, however, given the smaller size of their organizations and sometimes the sheer focus on specialized activities make them better and/or cheaper option.
The results of affiliate marketing can indeed be best managed through a dedicated affiliate network or few if you have a mass consumption product or service. However, quality of result may drive you towards a smaller number of Affiliate Network partners sooner rather than later.
Understanding your requirement
Affiliate marketing gains are highest when all the technicalities and requirements are planned to the very last detail. Sharing the target audience demographics and behavior like their buying medium / pattern may help you to get the campaign optimized earlier, hence, save you money. Some experienced Affiliate Networks have Insights from having run similar campaigns earlier and you could use that one of the factors to sign them up. If you need to tap target specific geographical locations, regions and population groups ensure that your chosen affiliate/s / affiliate network/s meet the stated requirement.
Know the Basics
To avoid any confusion about the Brand’s identity or positioning or frauds which can encumber your growth, please continuously monitor the quality of results and the means through which your chosen Affiliate / Network is giving you the result. For example, if your affiliate is marketing on social media, check their social media presence and the kind of content and engagement they provide to their customer. Use of word ‘Cheap’ in the post, while yours is a premium brand, may destroy years of your team’s work.
If a brand is running regular campaigns then Freshness of creatives and offers in addition to keeping the site interesting are some of the basic requirements.
Monitor each move of your Publisher (affiliate):
To maximize this marketing / sales mileage, one needs extensive research about the most fertile network and to establish personal communication with their team once the campaign kicks-off. Always monitor how much visitor attention the advertisement or mailer etc. is getting and the related increase in the number of customers via that channel. Making timely adjustment, if needed, is the key. If you are looking for relevant clicks / visits to your site, it would make a lot of sense for you to ask for a sample list of sites that shall be used.
Don’t ignore your pocket
According to a new research by Forrester, affiliate marketing industry is expected to grow to $ 6.8 billion over next five years making it unavoidable to opt for your marketing strategy. In developed markets the affiliate networks contribute almost 10% of total eCommerce sales. But, Return on Investment rather than the popularity of a medium (in your Trade) should be the deciding factor. Always ask for regular reports and analytics to see whether you are getting the desired results from the affiliate channel. If not, pause and see where the campaign is going wrong.
Positive online image of emailing service provider / Publisher
In the current digital advertisement market, multiple techniques are used to try and put ones service / product in front of the consumer whenever he/she is online and across devices. Typically affiliates are smaller publishers or email list providers and the aptness of their site and database should be scrutinized beforehand. For instance, some brand manager may not like his / her banner to go to a Porn site or a Coupon site. Other may want to use a list provider who uses permission marketing rather than spam. Similarly, the technique and quality of engagement may help you decide whether the social campaign is being rightly handled.
The prime objective of digital marketing is to promote a brand using various digital technologies thereby building a brand preference and engaging with customers so as to retain them and increase the sales.
It could be through video marketing like traditional TV or online video marketing, mobile (SMS, MMS) or on social media and like. Though you may already be using some of them but may still have doubts whether you are doing it right. Consider the following points and if you can relate to a few of them then you are definitely better at it than you consider yourself to be.
- Video marketing & SEO, SEM:
You know about YouTube marketing, viral video marketing and basically understand everything related to marketing your online video content. You do know the acronyms like SEO (Search Engine Optimization)-which was there since the beginning of internet search and SEM- Search Engine Marketing.
- Content marketing:
You write about something and that’s published online? Well this doesn’t include your personal tweets or Facebook posts but does cover someone or you yourself promoting links to your article on your blog (of few hundred words) to the relevant audience. This is called Content Marketing and the skills that help publishing that article are the ones involved in the success of digital brands.
- Efficient user of GOOGLE:
Among all the search engines, Google remains to be the forefront runner and if you are a thorough user of Google you are too good at digital marketing.
You have listed your business on Google My Business, have created and regularly posting on your Google+ Page, using Google webmaster tools, Google AdWords, keeping a watch on Google Trends and using Google Analytics to analyze your performance. But then again, if you use Bing for all of them, you are still good at digital marketing.
No doubt you’re a Facebook user and you do a lot on it like posting status, pictures, but this is just not enough. If you are using Facebook for promoting your business, using tools to reach more audience, posting ads on Facebook to reach your relevant audience, have joined groups and are actively participating in them, then you are using the most of it for business gains.
- You do not go for obvious keyword stuffing:
Earlier businesses used to stuff keywords on their websites to promote and build preferences to their products. But with time, all this has changed. Search Engines consider too much keyword stuffing as spam and this can affect your website ranking as also your keywords appearance in searches. Put more relevant content where keywords have been used as per the guidelines of search engines.
- Website conversion:
A very important factor contributing to achieving your online marketing goals is Website / blog Conversion. This does not necessarily means that every visitor coming on your website should buy something or subscribe, but there are various other activities that you can involve them with, like signing up of your newsletter, commenting on your blogs, fill out a contact form, download any relevant document from your website, visiting and following you on social media etc.
- “Content is king” and you believe it:
Bill gates published- “content is king” way back in 1996. You realize that content is, truly, king and are working in the right direction by posting relevant content at social media, blogs, articles, website, then you are heading in the right direction.
- You can explain what a blog is!
‘Blog’ only showed up in the dictionary in 1999. If you can explain what it means to your grandmother then you definitely have loads of potential to be a great digital marketer. You understand the difference between a blog and an article and your blogs can bind the reader to read till the end, then you are good at it.
- You have Snapchat on your phone:
Snapchat has been a fast growing social network and you were so curious that you have it installed on your device even though you don’t use it. This says that you are eager to know digital marketing and an early adopter. Start using Snapchat as pictures are a great medium to connect with people.
Thus, if you can relate to the points mentioned above and are already using all/most/some of them, then you are on the right track. Keep working towards your goal and you will certainly achieve it in due course. Do keep yourself updated with latest trends in Digital Marketing. This Blog is certainly one of the best in the market for that purpose.