With over 65% of the world’s population connected to the Internet, an ecommerce brand’s potential base of customers is exponential. Exciting as that is, it rests on one caveat: the company must be able to connect with them first. How can it slice through all the online traffic and put its products or services in front of the right person? Dario Markovic, an international digital marketer and the CEO of luxury fashion brand Eric Javits, reveals the strategies that make ecommerce digital marketing more effective and exciting.
1. Leverage social media effectively
Markovic explains that due to the familiarity of social media, there is a real temptation for a digital marketer to believe they understand it and dive right in. “This is a mistake, as there is a big difference between using Facebook, for example, and marketing on it,” he says. “It can help to switch your mindset and approach it as a strategy, one that can either power up your social media marketing campaign or send it in completely the wrong direction.”
He recommends first understanding the ins and outs of each platform, as they all have different strengths and weaknesses. Instagram, Facebook, and Pinterest are for showcasing a brand’s products. They also require that the company post regularly, including stories, live sessions, and quick – but meaningful – one-liners.
“Don’t forget about targeted ads, which are very useful for reaching specific demographics,” Markovic says. “Also effective is collaboration with influencers, as their shout-outs to their followers can open up new customer opportunities for you.”
2. Optimize for search engines (SEO)
No matter how far society moves into the digital age, SEO continues to matter. Product titles, descriptions, and blog content will all benefit from the incorporation of relevant keywords. SEO offers other advantages, such as improved website loading speed and mobile responsiveness. To increase its SEO, a business can focus on creating quality backlinks by guest posting on reputable sites, and always remember to regularly update content on all social media platforms so that it remains fresh and relevant.
3. Utilize email marketing
Markovic emphasizes that email marketing remains important, though strategies for optimizing it are always evolving. “It’s important not to treat one email as being the same as another,” he cautions. “In other words, behind every email address is an actual person whose demographics are unique. Seeing that individual in general terms will weaken your ecommerce digital marketing campaign.”
Once a brand builds an email list through sign-ups on its website, its audience should be segmented for personalized marketing. Regular newsletters, promotions, and exclusive deals should all be sent out to specific groups of consumers.
“This takes some extra work, but the time invested can be worth it,” Markovic believes. “If you feel like you are juggling too many balls, you can automate each email, which will ensure timely and effective communication.”
4. Invest in pay-per-click advertising (PPC)
Strategies such as Google Ads and other PPC platforms can be an excellent way to drive traffic to websites and social media channels. “This takes some careful planning, however, so that you really are directing your marketing spend towards measurable, productive outcomes,” says Markovic. “For better conversion rates, focus on high-intent keywords. Crucially, even if everything seems to be going well, take the time to regularly monitor your campaigns. Even the slightest adjustment can optimize your performance and fuel better results.”
5. Enhance user experience (UX) on your website
As technology evolves at a rapid pace, so do customers’ expectations. “Everyone wants a ‘wow’ experience when they visit a brand’s website,” Markovic believes. “They are looking for ‘incredible’ and ‘personalized’ – in 2024, they want to feel like the store was created just for them. That starts with a seamless, exciting digital storefront.”
He suggests making sure a website is easy to navigate, as visitors may stay just seconds before leaving if it’s slow or cumbersome. Be certain that its design is clean and attractive, and all products should be supported by detailed information and high-quality images.
“Take the football, so to speak, all the way to the finish line,” Markovic adds. “Ensure the checkout process is smooth, secure, and fast, and always have customer support available through live chats or chatbots.”
6. Leverage content marketing
As the saying goes, content is king on the internet. The same is true for value, as consumers can quickly spot a post that has no relevance for their lives and one that was thoughtfully created. With this in mind, make all blogs, videos, infographics, and other media engaging and informative. Everything a brand creates should strike a balance between educational and entertaining. Last, share the content across different platforms to increase its reach, but take the time to ensure its appropriateness.
7. Use data analytics
A 2023 study reported that 91.9% of executives had found that investments in data, analytics, and AI had created measurable business value. “It proves that data is extremely important,” says Markovic. “So, to help your own company, use Google Analytics and other tools to track and analyze the behavior of customers on your website. What do they click on the most? Which pages do they ignore? How long do they stay with a particular page? Knowing this can help you to make informed decisions about product offerings, marketing strategies, and the design of your website.”
8. Focus on customer retention
Try to build relationships with consumers, encourage them to return, and spark word-of-mouth referrals. “Customers love loyalty programs and rewards, so think outside of the box and offer creative perks,” Markovic suggests. “Positive reviews can seem hard to obtain, but if you offer excellent customer service, your customers will thank you for it. Last, see every customer as the start of a new relationship, one that extends far beyond the sale. In between purchases, send them follow-up emails and personalized offers. That will keep them warm, to so speak, and increase your chances of success.”
In the end, digital marketing for ecommerce is about remembering that every online consumer is really sitting there right next to the brand’s team members, waiting to be engaged and inspired. As a brand, the company can reach them just as effectively as if they really had visited it in person. Success will be the natural result of the brand’s strategic, imaginative, and persistent approach to digital marketing.
To learn more about Dario Markovic, the CEO of luxury fashion brand Eric Javits, and digital marketing for ecommerce, please reach out to him on https://dariomarkovic.com/.
