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Ecommerce continues to grow and competition will ramp up, as well, in 2017. This means that customers will be harder to win, easier to lose, and fussier on price and user experience. The low barriers to entry and the fact that consumers can switch from brand to brand with the touch of a button, means that those who fall behind when it comes to customer experience and pricing strategy will lose out. So, the savvy online marketer will have to keep up with the latest trends in order to stay ahead of the pack.
Here are some tips for online marketing in 2017:
Influencers are becoming increasingly important because they are considered credible and, unlike classic advertising, their opinion is trusted. To be successful in 2017, you will need to cooperate with bloggers, YouTubers, etc., and win them over with your products and services.
Just as influencers need be enlisted, so must users. Users who are convinced of something are an ideal marketing instrument because they transfer their conviction to the wider market.
Customers will have to be better informed and more inspired; it’s no longer enough just to offer products that are accompanied by a description. Shoppers want more. Products must be accompanied with ancillary information and collateral subject matter. The inspiring and informative incorporation of products and services into offers will influence purchase decisions and increase visitor numbers in 2017.
Chatbots are small programs that function like a real chat partner. For this reason FAQs can be found on practically every internet site. But clicking through a long list of questions is often frustrating. Chatbots can perform these tasks considerably better. The user can ask his questions and the software answers interactively. Interested parties as well as customers arrive at their answers quickly, and receive the desired assistance in short order. So Chatbots will make customer service and customers’ lives easier in the year 2017.
Live video is becoming increasingly important. With live streaming, the interested party feels more connected to what is shown. It’s an especially powerful tool to introduce a new product or service.
Old SEO tactics are becoming outmoded. For example, beginning in January, advertising that customers are unable to bypass will be used as a criterion by Google to rank a site lower. So in addition to inspiring content in order to rank high, websites will have to put the user first. Say goodbye to annoying pop-ups.
Native advertising is gaining importance. This includes articles in blogs, portals etc. that have not been created by an editorial team, but by an advertising agency or a company’s marketing department. Good native advertising is characterized by high-quality content. The reader is encouraged to read the article, although it is still advertising. (Native advertising should always be identified as such; otherwise blogs and advertisers are gambling with their credibility.)
Virtual reality and augmented reality will make completely different marketing measures possible in 2017. They allow the user to be involved, and not just to stare at a screen.
Platform as a Service is now one of the hottest trends in ecommerce. Just look at the incredible success of Platform as a Service businesses like Uber, Spotify, and AirBnB. The smart online marketer should consider selling anything that is used or consumed regularly via a subscription model. The high disposable incomes of today’s Millennials means plenty of cash for subscriptions, but their low wealth means there is never much in the bank for big one-off purchases. So, there really has never been a better time to sell your product via a subscription model.
Mobile devices now make up over half of all web traffic and continue to grow in importance. However, mobile (phone and tablet), while accounting for 59 percent of all sessions by device on ecommerce sites, count for just 38 percent of revenue. In 2017, the smart online marketer will understand that mobile is king for research, but desktop is still where consumers do their buying.
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