In the coming year, e-commerce is going to be one of the biggest driving forces in how companies will be engaging with their consumers.
The strategies in e-commerce are going to be involved in different channels such as social media platforms, TV, and in-store experiences, which means companies will have to adapt and personalize their strategies.
That involves simplifying their marketing stack and consumer data, utilizing shoppable ads online, and finding new ways to accommodate digital consumers.
Personalization
As most companies noticed during the latest holiday season, most seasonal events are now starting to spread out over a longer period of time.
For example, Black Friday and Cyber Monday have turned into a Sales Month, and many companies have joined the trend. In the next year, consumer buying journeys are going to be even more personalized, and the companies that are on top of the latest trends and data points will get a competitive market edge.
When companies utilize product discovery and personalization at the same time, they’ll be able to leverage data from both types of sources.
Then, when combined with what consumers are looking for, companies will be able to personalize each experience and visit for all their customers, at every stage, and at every touch point of their buying journey.
Simplified Stacks
Since the future of e-commerce is going to be all about personalization, companies will have to simplify their data sources to improve the accuracy of their messaging and to generate a better return on investment (ROI).
Generally, companies that have achieved a high return on investment when it comes to personalization have had to make a big investment in different digital marketing stacks.
However, those efforts have also meant that they have disparate data sources, as well as large amounts of data, which can decrease the effectiveness of personalized consumer experiences.
That’s why companies will have to simplify their tech stacks and reduce the number of data sources they use in decision-making.
Shoppable Ads
Making more shoppable ads has been a project of brands that have been investing in real-time inventory visibility and consumer personalization.
These days, shoppable ads are playing a very big role in consumer spending habits, which have also collided with supply chain issues . However, there are plenty of benefits to shoppable ads for companies , as they’re able to provide businesses with plenty of valuable insights into what consumers want for future campaigns.
Various channels, such as SMS or email, have been using personalized data points for a long time now, but those personalized elements are going to become a lot more integrated into shoppable ads in the future.
To achieve sales and growth, companies will be using all the tools that are available to them to make shoppable ads as relevant to the consumers as possible.
Ronn Torossian is the CEO and Founder of 5W Public Relations. Torossian is also the author of leading PR Book ‘For Immediate Release’.
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