E-Commerce is flying high, how about your data and strategy?

September 18, 2018

Sure, sure… high street economy is a bit on the low side with big franchises announcing closures of big flagship stores, but not everything is lost.

The economy, though, is not sinking worldwide. Markets are just shifting towards the easier (at least for the consumer) e-commerce.

The online shopping figures keep on rising steadily and this 2018 season seems to be very promising with a growth over 15%. We are going to be close to the 2500 billions of dollars in sales this year and that means only one thing: more and better work for us marketeers!

New B2C and B2B platforms are arising and new deals are being closed. Marketo acquisition by Adobe is a clear example of that.

So now the question for us, knights of the online market, is how do we challenge the clients to develop their online strategy? How do we use the data?

We all know data is strictly necessary to build meaningful conversations, find a new niche target audience and improve the conversion rates, but there is a certain degree of depth in data collection/analysis.

Use your first-party data to access your client base insights and make the most of it:

Increase conversion rates by re-engaging conversations and participation for the seasonal kind of shopper
When you manage to convert a visitor into a customer, do your best to promote cross-selling and up-selling
Aim to the customers who haven’t made a purchase recently and try to win them back

Then, obtain or harvest new data to find more of your ideal customers:

Identify your target audience; the more specific the audience, the more efficient the deployment
Be smart at implementing your data across direct and third-party data pools
Pick the right and reliable source for your data

Once you have the info you need, you have to be bold and brave enough to find and explore a new territory that nobody else has done yet. Challenge the (more often than ever non-existing) mobile propositions. And most importantly, YOU have to believe in your new strategy in order to convince your client. And stick to it!

Latest Posts

Design and disability are so often discussed in terms of basic “accommodation” and “access,” yet my visit to the V&A’s Design and Disability exhibition completely shifted that perspective. Rather than framing disability as an issue to be fixed, the exhibition presents it as a culture, a rich set of identities, and a radical design force shaping practice from the 1940s right up to today.

Lurkers are your biggest audience and they’re deciding in silence. They watch in feeds, sanity-check you in comments, communities and reviews, then repeat whatever proof is easiest to quote internally. That’s why social feels harder, it’s no longer a click machine, it’s an answer surface. Ofcom shows AI summaries are now common in search results, and YouTube remains the UK’s biggest social utility by reach and time spent. If your story is inconsistent, your evidence is scattered, or your customer proof is buried, lurkers can’t do the job of trusting you for you.

Pinterest has rolled out a brand-new Media Planner inside its advertising tools, and it’s designed to make planning and managing Pin campaigns a whole lot simpler. In short? It gives you a clearer view of what you’re running, who you’re targeting, and what results you can expect…