Top 7 eCommerce Digital Marketing Trends to Watch in 2022

The world of e-commerce is growing and changing at a frenetic pace, and the speed of change is not slowing down in 2022. Store owners already have a lot on their plate with managing their online stores, fighting off the competition, keeping customers and suppliers happy, and marketing their products. 

That leaves little time for staying abreast of the latest trends in digital marketing. Yet all merchants must keep a close eye on what direction online marketing is going. It doesn't mean one should jump on every new trend or service, but one must keep learning, testing, and growing in all areas.

Advertising costs are only becoming more expensive while organic reach continues to decline.

Store owners need to find new and innovative ways to get customers to their store, keep them engaged and get them buying

Below we list some of the latest trends in digital marketing for eCommerce in 2022. 

1. Video

Video should be a staple of all online marketing efforts, and that will only become more influential in the new year, thanks in part to the massive growth of platforms like Tiktok and Instagram Reels. These new platforms allow brands to reach customers, 24/7, right where they are, and with this power comes a responsibility to keep content authentic. Savvy consumers can spot an ad or hard sell from a mile away. Store owners and digital marketers should keep the selling below 20%(10% even better) and focus on adding value through their video content. Keep things original, tell an engaging story, and you will be halfway there. Internet users are hungry for new content. Their attention span is short, so you only have a few seconds to grab it and hold it.

People spend, on average, over 100 minutes per day watching online videos. Online video makes up 80% of internet traffic daily.

More than 70% of users say they would like to learn more about a product through video, and users retain over 90% of video content they watch. 

Brands need to cater to this hunger for video by placing it where ever possible in the buyer journey.

Some examples of where to use video include: 

  • Home page intro videos,
  • Product page explainer videos, 
  • Customer reviews,
  • Unboxing videos

Do an audit of your buyer journey and make sure it includes video where it makes sense. Continue to do A/B testing to understand how your customers interact with your site and video and carefully track your conversion metrics. 

Keep the focus on telling a story and keep selling to an absolute minimum but still make it easy for customers to buy when they are ready.

2. Automate your Newsletter Marketing

Time is money, and this is even more true in eCommerce, where store owners are kept busy with the day-to-day management of their stores. 

Automate as much as possible without losing the human touch by investing in services that save you time. 

Automating your newsletter is an excellent place to start. You can accomplish this by using a newsletter service that takes some of the repetitive work out of it by for instance:

  • Use smart popups to capture additional details from your visitors
  • Automatically sending personalized Abandoned Cart Emails
  • Splitting readers by interest and sending follow up email chains to specific lists
  • Sending weekly summaries of your latest blog stories, videos, or specials.

Mailing services such as Aweber & MailerLite can assist with the above

3. Automatically Ask for Customer Reviews

Use services such as AITrillion or JudgeMe reviews to automatically ask customers who bought from you for product reviews. Incentivize them by giving a discount code on their next purchase to say thanks.

Click here to read our in-depth review on the AiTrillion service by Secomapp

4. Use Discount Codes to Track Marketing Campaigns

Use discount codes to track marketing campaigns across platforms and devices automatically. Using unique codes for each campaign will allow one to be able to more easily track your advertising spend. You can then additionally automate the reports to send weekly stats on how these campaigns perform and make adjustments.

5. Advertising 24/7

Use services such as Google Ads to automate your marketing that runs 24 hours a day, seven days a week. Schedule posts in advance on social media platforms to keep your product or service front and center in the customers' minds. Use display ads to follow customers who visited your site so that they can quickly come back to your product when they are ready to buy. 

6. Use Loyalty Apps to Bring Customers back for more.

Loyalty programs are a great way to automate your marketing by gamifying the shopping experience. Reward customers for their spending and send automatic reminders to customers for any unused points. Reward customers for promoting your products by giving each an affiliate link that they can share with friends or on social media. Programs like Bold Loyalty and AITrilltion take the grunt work out of it by doing all the work for you. 

Don't fall into the trap of thinking you have to do all of the above at once. Start small and take one or two of the tips above and implement them one by one. Keep testing to see what works, what saves you time, and allows you to sell more. Automation is a great way to reduce the significant workload of managing an online store and can be a great asset to all merchants looking to grow their stores without it taking over their lives. 

7. Mobile Marketing

We all know that mobile traffic makes up the bulk of online store visits, and it is not a segment that one can ignore. Over 60% of online sales came through mobile in 2019, which is even higher in specific market segments. Making sure your site is mobile-friendly is only part of it.

Try a multi-channel strategy where you engage with customers through SMS, Whatsapp live chat, and social media.

Ensure your email marketing campaigns are mobile-friendly, as 70% of newsletters are viewed on a mobile device.

Deliver different creatives for mobile users. For instance, include a separate slideshow banner image for mobile users compared to desktop users. Use A/B testing to see what format works best.

Use Localization to understand where your customers are based. Then use that knowledge to deliver your content customized to their location. Show your pricing specific to their country, use multiple language settings to show your product descriptions in their local language. Customize your shipping rates based on geolocation.

All of the above will help personalize the experience for your mobile users and improve their shopping experience.

Track Your Time

Track your time to see what tasks are taking up the most of your limited time and look for more ways to outsource those tasks to services that can automate them. Time is your most valuable resource, and we all have to keep a contact track of what we spend our time on and where it could be used more effectively. Tracking your time for even seven days will give you a clear indication of where time is being lost or wasted that could be spent on areas of your business where you have the most impact. 

Conclusion

Don't fall into the trap of thinking you have to do all of the above at once. Start small and take one or two of the tips above and implement them one by one. Keep testing to see what works, what saves you time, and allows you to sell more. Automation is a great way to reduce the significant workload of managing an online store and can be a great asset to all merchants looking to grow their stores without it taking over their lives.

Leave a comment below if you have tried any of the above tips and your experience with them. Or if you have any new ones to share with the readers.

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