Localizing your E-commerce Digital Media Strategies
Despite the proven impact on the outcome, the localization is still a neglected opportunity for many brands with digital media programs that mature e-commerce. Many retailers multichannel see localization as a means to capture the online consumer Digital Marketing Agencies Newcastle and drive them into the stores by targeting the search utilizing the modifier geographic ( "near me", zip code, etc.) or place an ad on a mobile device customers, assuming they are "on the go" , This is the focus of a good start for localization but leaves a significant opportunity on the table. Here are three additional ways retailers - multi-channel and online-only - can use the localization in digital e-commerce campaign-centric them:
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1. Target and tailor messages based on proximity
Retailers should avoid a one-size-fits-all ad copy or creative in geography. Similarly, a geo-targeted campaign needs to be treated, managed and optimized separately from your e-commerce. Instead, to understand where the consumer in relation to a brick-and-mortar must affect the messages he receives.
Do consumers within five minutes driving distance from the location that? Then the targeted message inviting him to visit the store may be the most effective. Using location extensions in paid search will allow you to present both e-commerce and in-store links to let consumers decide how he wants to go shopping. Do consumers within a 30 minute drive? Perhaps the ability to communicate a buy-online-pickup-in-store will be most effective. No owned stores within 50 miles? Focuses exclusively on e-commerce call for action. Or, if relevant, this could be an opportunity to collaborate with third-party retailers that carry your product if they have a nearby location.
2. Turn on your data
Retailers sits on valuable data that can be used to localize the program and increase effectiveness. A simple data source to look at first is the Google Search Query Report (SQR), which can provide insight into how consumers are looking for brands and products. SQR also may explain the increase in the volume of "Ok Google" voice search on mobile devices and home. This information can be used to find trends in the search for a long tail, especially lean towards localization.
Next, use the CRM data to map out where your current customers and overlaid with census data is available to the public and drive-time analysis. This often follow the lead of the store, but it can help identify areas, state, DMA, or neighborhood more or less performing. This view should feed into paid media program targeting geographic market demand for arrest in a hot or build a set of customers in low-density areas.
Third, consumers in many different parts of the country to shop. Outside of the obvious differences between, say, Chicago and San Diego, consumer interests will vary across geographies. First party data mining product sales - both in-store and online - can present an opportunity for a specific category or product targets based on what sells in different locations. Finally, measure the performance of in-store and e-commerce channels is critical. Closing the loop between online marketing tactics and consumer behavior and in-store transaction at a necessity to be able to localize the ongoing media programs.
3. Integrating e-commerce and location within the consumer experience
In a lot of experience of e-commerce web sites, catalogs products (categories, sub-categories and product detail page) is stored separately from a store locator, which is often relegated to the link in the header or footer. Most consumers today are not single-channel Digital Marketing Company Newcastle focus and not think of your site and your store as a distinct business units, but instead will visit both throughout their journey.
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