Raise the ecommerce marketing bar with smart returns
Business need to ensure their online storefronts are just as customer-friendly as their bricks-and-mortar counterparts, argues Doddle CEO Justin Dery
In the near future 45% of purchases are set to be completed online, continuing the shift to digital shopping well after the pandemic is no longer rampant. COVID introduced millions of Australians to online shopping, and significantly increased the frequency of online purchases. While this is welcomed, it presents new challenges. Marketers have to maximise their effectiveness to reach these shoppers, and can’t afford to get lost in the noise.
Connecting with consumers is easier when data is used effectively. Data-driven marketing tactics are unsurprisingly coming to the fore for 2021, especially in terms of customer acquisition – SEO, longtail search, social media integration and pixel retargeting are key components in an ecommerce marketing toolbox. But there’s a risk that by focusing on acquisition, retail marketers are missing out on some crucial sources of data that could allow them to develop long-term relationships with that new cohort of customers, and ultimately drive increased profitability by increasing customer lifetime value (CLTV).
