What is E-Commerce Advertising, and Why is it Required?
We all know what E-Commerce means. To sell your E-Commerce product, you need to invest in a proper advertising campaign structure. E-Commerce advertising involves amplifying an E-Commerce platform’s clicks, views, interaction, etc. The Australian E-Commerce market is expected to be about $25.2 billion by the end of 2021.
As businesses evolve, trends in advertising for these businesses also evolve. These trends have an impact on e-commerce jobs, strategies and business models as well. Companies like Amazon and Google are the biggest trendsetters of advancements in digital marketing.
Aims of Advertising Techniques of E-Commerce
The objective of e-commerce advertising is to create awareness and then convert this awareness into a sale. With a variety of methods of advertising being accommodated in an e-commerce business, an amalgamation and combination of such techniques must be used to boost the platform’s presence. Some of the most leading strategies to advertise an e-commerce product want the following things accomplished:
1. Customisation, personalisation and modification: Every customer wants personal attention. Customer relationships are a staple for e-commerce advertising. Fluctuating customer demands require unravelling and evolutionary change in advertising patterns. A personal touch is what attracts almost the majority of the customers.
2. Post-Click Engagement Maximization: Getting a customer to visit your marketplace is extremely easy with the help of paid customised ads and messages. However, the main motto is to retain these customers even after they have visited the website. Advertisers invest a lot in personalised advertisements. The customers intrigued by this personal message end up visiting a more generalised page that does not interest them. Therefore, maintaining a balance between pre- and post-click engagement is crucial.
3. ROAS Optimisation: A high ROI (Return on Investment) is usually sought after from a large investment in the digital marketing of an e-commerce product. However, more attention should be shifted to ROAS (Return on Ad Spend). It is a more accurate judgment of the return on advertising in an e-commerce model.
4. Phone Centric Strategy: The mobile phone has become a mini desktop. Customers prefer everything happening through their phones. It is estimated that about 25% of online sales in the Australian country are converted through mobiles. Customers’ responsiveness via ads directly targeted at mobile users is highly critical for a business to grow in the future.
E-Commerce Advertising Tools
1. Social Media Ads – When it comes to advertisements, social media applications like Facebook, Instagram, YouTube, and other similar apps are the foremost ads to invest in. They provide a more targeted audience that you can customise according to your needs. These ads can reach quite a large number of people with a meager investment. Instagram and Facebook Ads establish a strong presence of your product on Social media. Social media marketing does not focus on view but sales.
2. Google Ads – Any e-commerce business wanting to establish a presence on the internet has to go through Google. Google ads are the best form of advertisements during the initial stages of your e-commerce product. Google is amongst the top advertising platforms, along with Amazon. It is a paid version, and anything that is paid is highly effective. Google Ads concentrates on your target audience, uses lenient SEO content, and also gives a visual of your product to the customer looking for a similar product.
3. Search Engine Optimisation – To get on top of your competitors on any search engine, you need to use Search Engine tools carefully. Search Engine Optimised content marketing is the only way your e-commerce platform gets more views, click, and reach. It is a basic rating system of all the websites with similar content. Using SEO to your advantage can be quite tricky, but it works wonders because it does not involve any investment in actual ads. Good quality SEO curated content is what optimises the reach and clicks.
4. Video Content – Visuals are everything in today’s time. A buyer does not have the time to go through the details of the product. Pictures and videos speak a thousand words for your product. How you present it to the customer on the internet is what matters when it comes to selling the product. User engagement tends to increase by a higher rate if your e-commerce product is showcased via video content. It adds a more authentic and customised touch for the user.
5. Influencer Marketing – Business has to revolve around the ways of the world. Observe, Change and Adapt. Social media has led to the expansion of influence. Influence has created influencers. Your target audience might be making decisions to buy a product based on these influencers’ opinions. Influencers mainly affiliate from YouTube and Instagram. YouTube and Instagram Ads are beneficial, but most viewers tend to skip those. Paid sponsorships with these influencers help in attracting attention from their following base. Influencers have a solid community and reach. These sponsorships help your e-commerce product, as well as the influencer promoting it.
6. Remarketing – Remarketing or retargeting is an indigenous way of targeting customers that have already bought from your e-commerce business. It can also be used for potential customers who either added something to their cart or just viewed the website but did not buy anything. Remarketing is more effective as the target audience is already a potential customer. Focusing on these customers is as important as bringing in new customers. The buyer also feels a hint of personalisation which is only an added factor to your advertising strategy.
7. Email Advertising – Email Marketing is one of the oldest forms of advertising any business can adhere to. There are three types of email marketing, namely – Permission Generated Mails, Auto-Generated Mail, and Daily Promotional Mails. Email subscription is a significant factor to be considered while setting it up on your website. Even the placement of the subscription either disrupts the user or interests the user. Emails can also be used for remarketing to customers who have already bought something. The rate of emails sent to any customer is supposed to be kept at a minimum but also not so less that the e-commerce becomes non-existential to the customer. The email opening conversion rate is about 20%. Hence, the email interaction rate becomes lower.
8. Affiliate Marketing – Last but not least, Affiliate Marketing is the last way of marketing your e-commerce product. To understand what affiliate marketing is, we can take the example of commission through sales customers. Every purchase comes with a part of the sales given to a website that allows the customers to click on your website. This kind of marketing strategy can only run in the long run and if your e-commerce has already become stable in the market. The third-party website provides information about your product. Affiliate marketing is supposed to be used by marketers that are in a competitive environment and have higher product prices. Only then will the commission be higher and hence, more effective and efficient.
As a trusted and leading digital marketing firm in Australia, we at Robusq Digital Marketing can help you increase your sales with our years of experience in e-commerce advertising.
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