MarketingWeek holds webinar on how e-commerce brands can win digital battles
By Abimbola Mohammed
MarketingWeek, in collaboration with Brynder, held a webinar recently in the United Kingdom on how successful e-commerce brands are using the latest tech to scale marketing efforts and expand their digital presence.
The insightful conversation was between Georgi Mirazchiev, Bart Janssen and Josh Gallagher on how to win the digital battle in the booming ecommerce industry.
The session speaks to the ecommerce industry booming, and with significant growth companies face increasing numbers of obstacles to overcome. Marketing and creative teams are being asked to create massive amounts of digital content and deliver it across a wide range of channels quickly and effectively.
According to the experts now more than ever, easy adaptation, organisation and distribution of digital marketing assets have become paramount to delivering impactful marketing campaigns with proven ROI.
Speaking on why ecommerce is important in our world today, Mirazchiev said ecommerce account for more than 20% of retail since 2020, which is a great number, as it’s a digital world now, almost 60% of all organization has experienced transformation massively because of Covid and the power of traditional media differentiation is really fading. It is now about delivering great digital experience, Ad scale, quickly and in an ideally possible way.
His words: “Digital experience really drives businesses today, barriers have fallen as it is much easier to start a business now digitally. Consumers have this incredibly high expectation of how digital experience should be because 63% of people will abandon a brand when the online experience is poor, or if it is not personalized or if it is too fast or irrelevant which means there is no digital experience without a creative content that is driving it.”
Continuing he said what defines digital experience are these four pillars: Fast, consistent, personalized and impactful. He added that some brands are struggling in delivering the best digital experience because they can only focus on one of these pillars at a time. Only a few brands do two of each at best at a time but not all can do the four of it.
Speaking to the three challenges ecommerce brands face at the moment, Gallagher said ‘managing the content boom’, there is constant demand for an accelerating pressure of delivering engaging and also personalized content. Adding that “Managing explosion of the content is necessary to deliver great digital experience in an age where consumers are increasing per day as ecommerce brands are increasingly under the pressure to cut through this envelope of information and delivery content that is genuinely impactful.”
The second challenge was identified as: ‘Reducing spend on content’. Ecommerce brands will have to deal with a lot of content because of the different channels they operate on plus it is the heart and soul of their business, so there is a need to invest in quality content and not just content scale.
Thirdly, ‘Distribution of content’ which is the most important strategy for ecommerce specifically has been year after year when marketers increase effort and also to increase spend on their content marketing.
He said: “Investing in content is a waste if your audience doesn’t know it exists. So content distribution is one of the most important parts of content strategy. With the increase in the number of content comes the increase in numbers of channels that content is being distributed to and one of the most visible trends that we have seen in the world of ecommerce is the use of mobile devices. Looking back to last year, smart phones accounted for 70% of all retail website visits worldwide, as the adoption of mobile devices is reaching a quick paste especially in regions that may lack digital infrastructure.”
Concluding the webinar on solutions to ecommerce challenges Janssen said, the first thing to do is brand evolution, decentralizing communicating going from the Creative to the Marketing Manager to the retailers, creating a connected ecosystem that provides speed, scale and consistency. Impact of the connected ecosystem is fast time to market for new products and updates for existing products, data-driven approach to retailer enablement and content performance, launching products, campaigns, initiative and efficiency for scale.
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