From Amazon to eComm hubs of Big Box to exclusive eComm storefronts, “shopping” is an entirely new behavior.
Gone are the days when shopping was a leisurely activity with a bunch of friends on a Saturday afternoon. Where “browsing” was a term for walking through stores, checking out the goods, and being pleasantly surprised when something was on sale.
Now, we are bombarded with communications everyday, enticing us to buy. Definitely overwhelming as a consumer but even more daunting for the business trying to penetrate the barrage of noise and clutter. Marketing via eComm is a definite challenge but one that needs to be won for a business to thrive.
Here are 3 of the biggest challenges businesses face when eComm marketing and tips for overcoming them:
1. Growing Familiarity
eComm is a purchase destination location. Sure, a consumer may browse options, but most have already made their mind up about YOU before they get there. Which means, they are learning about you elsewhere.
Enter the consumer’s ecosystem of trusted sources – social/digital influencers, celebrities/professionals, special interest groups, social/digital advertising, editorial, events, and the most ambiguous of all: Word-of-Mouth. eComm only storefronts have to work harder than brick-and-mortar who have the advantage of frequency (i.e. the WalMart customer who shops weekly) and sensorality (i.e. food and product demos) to generate what Salesforce believes is the 6-8 touches a consumer may require before deciding to purchase.
So, it is critical to regularly engage your consumer’s ecosystem through multiple touch-points that call-to-action back to your eComm site. And do this through a consistent story that reinforces how you uniquely deliver an emotive benefit that transforms her life. I call this cultivating Brand-Love.
2. Establishing Credibility
Compelling claims, testimonials, strategic partners, endorsements, and reviews are king in eComm. Leverage them within the ecosystem touch-points to strengthen your story and your clout.
Jim Rohn reminds, “You are the average of the five people you spend the most time with.” So, be choiceful in who your friends are and you can drive instant credibility as well as popularity.
3. Capturing Attention
This is how you intentionally engage your consumer’s ecosystem. The mechanism for this is what I call the “Brand-Love Vehicle”. Each vehicle includes a story-teller, a message and an engagement point.
The intentionality is in crafting these vehicles so that your desired message, narrated by a credible source, reaches your consumer at a time and place she is most receptive.
You have probably gathered that these challenges are not mutually independent. Approach them like a Venn Diagram to find the sweet spot in creating effective eComm Marketing communications.