4 Effective Digital Marketing Tips for eCommerce Players in 2016

The year 2015 saw a lot of leaps in technological innovations with VR, Wearable Tech, Augmented Reality, Drone Delivery and such, growing and materializing fast. e-Commerce was the fastest growing Sector in India in terms of the number of retail companies moving to E-commerce, according to a recent study by eMarketer. Though India had a lower Internet penetration as compared to markets like Australia and Korea, still there were an estimated 82.3 million digital buyers in 2015 in India — making it the No. 3 market for E-commerce in the world.

 

E-commerce has received the growth boost in India over the past couple of years primarily due to the rise in mobile Internet access and improvements & developments  in payment and delivery infrastructures.  The Indian consumers have gained trust in online transactions and are more aware now thanks to rise in digital marketing. Another study by Deloitte earlier this year pegged the value of the E-commerce market in India at $16 billion for 2015 – that’s a staggering 300% increase from $4 billion in 2010.

It is expected that E-commerce in India will grow from today’s’ $16 billion to a $50-$70 billion market by 2020.

The growth in e-Commerce is expected to continue well into 2016, so here are 4 Effective Digital Marketing Tips for 2016 that you should make sure are not ignored.

Image Source: Flickr

#1: 2016 will be the year of m-commerce in India!!

No matter what people say, m-commerce and Apps are here to stay. Though App-only is still not a recommended strategy for everyone. A surge in the number of smart phones and Internet users is boosting growth with content marketing directly linked to this trend. A recent study conducted by Outbrain shows that Indians are consuming 41% of their content through smart phones, 76% of which is consumed on Android phones.

Thanks to low priced Android devices, even low-income segments are able to afford a smartphone, which acts as the Internet device of choice. Brands are increasingly using content marketing to engage with their audiences on mobile, and convert readers into buyers. As part of this trend, mCommerce will swiftly take over E-commerce with many predicting that by the end of this year more than 50% of total online orders will already come from mobiles instead of desktops.

Leading Indian E-commerce players like Snapdeal, Paytm have experienced a 60%-80% growth in 2015 and  upto 60% of their orders have come through mobile.

#2: Messaging Apps 2.0

2014 saw a splurge of Messaging Apps come into the market and 2015 marked the cleansing of the Messaging app services with only the best ruling the space. Messaging apps are evolving with new features and their potential impact on the content publishing ecosystem shouldn’t be underestimated. In terms of sheer numbers, the world’s 4 leading messaging apps now have as many monthly users as the top four social platforms. And they’re growing much faster.

Significantly for publishers, messaging apps are used for much more than messaging: users consume and share videos, photos, content and news. And increasingly, they’re emerging as platforms for E-commerce. Soon via Messaging Apps you will be able to book taxis, check-in for flights, play games, bank, make doctors appointments, video conference call. Facebook’s Messenger is poised to lead the innovations.

#3: Tier-II & Tier-III cities will surpass Metro’s

India boasts of a huge middle class, which is on the rise. In the previous year we saw a lot of orders coming from Tier I and Tier II cities like Lucknow, Jaipur, Ludhiana, Mangalore and so on. This trend is due to increased mobile penetration and ease of access to Internet. For e-retailers, 50% of their revenues is coming from tier-II and tier-III cities.

Various studies have pegged the size of the Indian middle class between 350-400 million people, out of which approximately 100 million people live in tier-II and -III cities. According to one of these studies, the highest demand for online retail comes from approximately 4,000-5,000 towns and cities in India.

But  this leaves 90% of India still untouched from e-Commerce which is a huge ground to cover in 2016.

#4: Content is the King of Online Marketing Kingdom

It’s really simple – Content was the King, Is the King and will continue to rule well into 2016.

You will see a lot of brands vying for consumers attention by producing more relevant and interesting content.  Moreover content form is evolving fast with importance of Videos growing over text. Brands are spending higher amounts on videos than ever before as it captures multiple senses of the consumer and is captivating.

It is necessary to maintain multiple touch points between your store and your consumers  for engagement .

Smart E-commerce and well executed Content Marketing ensure that your customers never leave you.

It is true that digital marketing spends in India still form a relatively small part of overall marketing budget in India. But as online advertising becomes increasingly targeted and personalized, and brands strive to find better ways to connect with their target audience, Content Marketing will continue to evolve and become the key to their future growth strategies.

 

We will be here with another tip next week! Leave your Feedback in the comments section.

To know how to start your online business and for customized end to end e-commerce solutions for your business drop me an email at harsh.dubey@ecommerce24.in

Email Marketing Using Transactional Emails

Emails are a core part of day to day activities, especially for businesses in the ecommerce domain. You can use the power of emails to subtly market your brand to customers and connect with them socially. In the past series we have read about how you can run email marketing campaigns with a different flavour and achieve higher sales .

Today we will take a look at how our daily emails can help us connect with our customers and potential customers in a better manner.

Transactional emails are sent to one person as a result of an action triggered by the user. These are automated notifications such as welcome emails, shipping notices, order confirmations, password reminders, purchase receipts, etc.

Transactional emails are the messages you send as an online store to your customers when they place an order, when their product is delivered, thank you mail on sign up. These messages get triggered by a specific action your contacts have taken and can also be used to inform contacts how to complete that action. An example can be,  a customer signs up for your newsletter as you are giving Discount Vouchers for signing up.  So you send them a mail thanking them for signing up and also informing them how they can use the coupon.

Transactional emails are one of the most effective types of communication to engage your prospects with. Even so, many marketers overlook  transactional emails though they gain a lot of traction. Now we say so based on evaluation of open and click thru rate of transactional emails.

Transactional emails have a 42% open rate and a 14% CTR in stark contrast to general marketing emails which on average have 12% open rate and a 6% CTR. 

The reason is simple. Let’s say you order a product on Amazon or any other marketplace and receive an email informing you about the same. Now what is the possibility that you won’t check the email to know the product confirmation and estimated delivery date.

I can speculate that more than 50% of us open those emails as a last measure to confirm the order.

So here are few things that you tweak in your transactional emails for better results.

1. Cross sell

Cross-sell is a marketing term for the practice of suggesting related products or services to a customer who is considering buying something.

We all know what cross selling is, but do you use it in your transactional email?

Let’s take a look order confirmation email sent by Flipkart.

They can cross sell a complementary category of products.

They can cross sell a complementary category of products.

You see that nowhere in the email they have mentioned about complementary products or upgraded service. In this case, they could cross-sell Mobile Accessories or Promote Flipkart First subscription by telling me how I can ensure faster delivery using Flipkart First.

Now in cross-selling  subtlety is key. You don’t need to push a sale. That  should not be your main goal or the main idea people get from these campaigns. Instead, your aim with cross-selling should be to act as a suggestion.

Make Your Emails Social Media-Friendly

The other key benefit of emails is that they get forwarded and shared, helping your content reach a brand new audience. Encourage this sharing of your emails by making it extremely easy for recipients to share your email content with their networks. Include social media sharing buttons/links and language that invite’s your contacts to forward the message to others.

Tweak your transactional emails and see how they work wonders.

We will be here with another tip next week! Leave your Feedback in the comments section.

To know how to start your online business and for customized end to end e-commerce solutions for your business drop me an email at harsh.dubey@ecommerce24.in