E-commerce marketing has been laid open to constant changes with rapidly evolving technologies in the field. The e-commerce products list keeps growing and advertisements during the holiday season even scale high. No wonder that digital marketing during the time of coronavirus was a game-changer in marketing trends. The consumer behavior changed drastically and online marketing businesses had to revise PPC strategies, SEO strategies, e-commerce strategy, etc., to target the niche audience. To make the target audience get in touch with your business, you need to perform market research, build brand awareness, etc., to improve your e-commerce conversion rate. This blog will introduce you to the marketing trends to have in your e-commerce PPC and SEO plan & strategy for 2022.

Be it paid advertising or search engine optimization, each year, we witness many new marketing trends that lay the foundation for the future of digital marketing. To point, Facebook changed its parent company to meta to embrace the metaverse world, responsive search ads are the default type for expanded text ads and many others.

When working on E-commerce trends 2022, you need to have your online marketing strategy streamlined with consumer behavior. The user intent keeps changing and the e-commerce strategy needs to be implemented in a way so that the target audience takes the intended action and moves down the marketing funnel. In your e-commerce marketing strategy, you need to prioritize the user experience to sustain their movement on the landing page, increase conversion rate and have a competitive edge.

What is e-commerce marketing?

E-commerce marketing is the process of using promotional tactics to drive traffic to your online store and make the visitor finally get converted into a customer. In your e-commerce SEO strategy, you must focus on writing great content, adding a search bar, simplifying the navigation menus, etc., to make the user complete the buying process. However, you must consider marketing trends and other e-commerce SEO strategies to retain the customer visit again in the future. A holistic e-commerce strategy includes many factors like on-page and off-page SEO, canonical tags, etc., to provide a smooth user experience.

In your e-commerce trends 2022 strategy, you must consider updating your e-commerce products with the marketing trends so that the user is assured that the products being offered are reliable and in sync with the latest products in the market. E-commerce marketing does not provide a physical view of the products. So, you must consider writing enticing content, excellent product page descriptions, including relevant page redirects, good call to action tabs, etc. You may create a short video of the e-commerce product so that the user has a complete overview of what they will get after making a purchase. In your e-commerce SEO strategy, you must consider performing an SEO audit regularly and prepare an SEO report to figure the necessary changes to be done. Following some of the below-mentioned e-commerce trends 2022 in your marketing strategy, you can drive quality traffic, improve user engagement rate, build customer loyalty and ultimately increase online sales.

E-commerce marketing trends

E-commerce marketing trends in 2022

E-commerce marketing trends infographic

  • Social media marketing – Social media marketing is a powerful tool to have in your e-commerce strategy. Whether your business deals in e-commerce PPC or e-commerce SEO, you cannot miss advertising on social media platforms to target the relevant users. The number of users on social media platforms is increasing rapidly. Your e-commerce product users already see your competitors’ brand names on these platforms. You need to include this e-commerce marketing strategy to increase brand recognition, increase traffic to the webpage, etc.  These social media interactions are crucial in retaining users’ trust. The users have a sense of belief in your brand name that if a wide number of audiences see your brand name, they are possibly having genuine feedback of the product and services. Some points to focus on in social media marketing are:
    • Increasing friends and followers – You should focus on increasing the number of followers on your social media posts. The more people who see the posts, the more chances to interact with your business. You should focus on writing exciting social media content that makes the user click. Regularly, you should focus on asking the users about the feedback and make it visible to everyone else. You should focus on increasing the number of followers on your social media posts, liking your pages, subscribing to your social media channels, etc.
    • Promotional posts – One of the essential points in your e-commerce strategy is to include promotional posts. You can include promotional posts in your blogs, run short video ads, offer discounts, etc. A limited period of sales can also be included in your promotional posts so that more people interact with your business. If your business deals in the products industry, the promotional posts help you clear stagnant inventory. You can consider having a different approach towards every existing user and have special offers for potential customers.

You can also reward the users by organizing a quiz. Making the promotion only available to one or a few social networks will make the marketing in e-commerce trends 2022 stand out the best for your business. You should always focus that your advertising efforts are being best paid off in increasing customers’ trust so that they are engaged with your business in the long run.

E-commerce marketing trends - promotional posts

  • Include chatbots – A chatbot is an artificial intelligence program that can simulate a conversion (or a chat) with a user in natural language through messaging applications, websites, mobile applications, etc. One of the great advantages of chatbots is that you do not have to compel the users to make any download. It is not necessary to update them and take up no space in the user’s device. They just appear as pop-ups across selected web pages that you guide them to appear. These chatbots guide the user to take any necessary action to make a purchase, solve their unheard questions, provide them the direct link to a particular section, thus making the website navigation easy.

The rapid revolution of Artificial intelligence in the last decade has generated a growth in the adoption of these robots by companies. All big companies like Facebook, Amazon and many others have these chatbots on their landing page, which helps increase users’ trust, engage users with the webpage, etc. Chatbot applications streamline the interactions between the users and improve the customer experience. They help you improve the user experience and operational efficiency by reducing the users’ time searching for the product or services. You can consider adding multiple languages in the chatbot and even optimize it, keeping demographic targeting in your PPC & SEO strategy.  Chatbots provide instantaneous customer service and act as a resource for users to get in touch with your business 24/7 around the globe.

  • Artificial intelligence – The technological advancements have led to changes in the users’ activity to interact with the e-commerce marketing businesses. Most e-commerce stores utilize artificial intelligence to offer consumers a personalized purchasing experience. Artificial intelligence uses insights like buyers’ gender, search history, and demographics to provide relevant products and services.

It provides appropriate product recommendations to users based on the artificial intelligence and the cache used by the search engines. You can use predictive analysis tools such as behavioral analytics, image recognition, etc. Tools like Google, Facebook, etc., have their own artificial intelligence to deliver a smooth shopping experience to the users. Google’s artificial intelligence uses several PPC metrics to rank the keywords. It is beneficial both for the users and advertisers. The users mostly see the products as per their interests. At the same time, the advertisers also get to know which products to show to the users with the help of PPC report, SEO report, demographics, etc.

  • Authentic content – Be it any era of the online marketing world, the content will always have a major role to play. Content is the central part to focus on in the marketing trends as it acts as the first point of contact between you and your target audience. Whether e-commerce PPC ads or e-commerce SEO, content is a great way to connect with the relevant audience. In PPC advertising, you can consider writing engaging ad copies so that the target audience makes a click on the ad. In SEO, you should have enticing product descriptions, which makes the user move ahead on the website.

Your content needs to be accurate and authentic that showcases your loyalty to the target audience. You should always focus on keeping the content unique. Any type of duplicate content should strictly be avoided as search engines like Google add penalties to your website and lower the site ranking. Some of the benefits of original content are:

    • Increase user engagement.
    • Increase your SERPs ranking.
    • Boosts conversion rate.
    • Proves your audience that your brand is loyal and you understand them.

Brand awareness strategy - updated content

  • Include videos – With online marketing leveraging advertisers to display products explaining their business, having videos in e-commerce trends 2022 marketing would be of great help. It makes perfect sense to have this in your marketing strategy because videos are self-explanatory than texts and minimize guesswork. The visitors can see the e-commerce products in action. It provides the user with an overall view of the product with multiple angles which images may not convey. According to Moz, 67% of consumers are influenced by online reviews. It would be best to consider having feedback and reviews from the users so that people get to have a crystal-clear image of your offerings. Some of the points that video marketing offers for your business are:
    • Dynamic and easy to understand the product descriptions
    • Increases the chances of the user to make a purchase.
    • Provides opportunity to display authentic customer reviews and demonstrates social proof.
  • Omnichannel strategy – Omnichannel marketing strategy foresees visitors to search for an e-commerce product on one channel and move to another in the online buying journey. You must include this in your e-commerce trends 2022 marketing strategy to improve your brand recognition, generate leads, etc.

Being redirected from one website to another also improves the visitors’ trust in your website. It enables you to build a buyer persona and you can provide the user with a more personalized experience by showing the shopping advertisement results as per their interest. This way, you also get to know about the users buying interests and include this in your e-commerce SEO strategy to perform retargeting. Cookies can help to get in touch with the target audience with email marketing, content marketing, etc.

Expanding your online marketing horizon helps you be omnipresent. Even though users do not click on the display ads or banner ads, they get to know about your brand name. You should focus on affiliate marketing and be selective in choosing the authentic sites to partner with. As the number of e-commerce companies is growing, having this e-commerce marketing tactic in your digital marketing strategy could help you be ahead of your competitors.

  • Growth of Voice searches – With the rise of technology, online marketing comes to be at ease to the target audience so that they can easily avail of the e-commerce products. Instead of writing long texts and looking for multiple results on the SERPs, users rapidly move to voice searches. Voice searches are easy as the user just says about the e-commerce product by pressing the mic icon and the desired or similar results appear. Google Assistant, Amazon Alexa, Apple’s Siri are prominent examples of increased voice searches. You must consider having voice searches enabled in your e-commerce trends 2022 marketing strategy. The speech-to-text automation will be a new marketing trend that all-size businesses will focus on in the coming future. With this, you can have clear insights into the customer buying journey and then work on e-commerce SEO plans to target the users based on interest, demographic targeting, etc., to display the relevant e-commerce products. Some of the advantages of having voice searches enabled are:
    • Reduces the time of the user to surf the internet.
    • Offer a personalized shopping experience.
    • Text-to-speech is real-time.
    • It helps in prioritizing the target keywords.

seo trends - Voice search

In your e-commerce 2022 marketing strategy, you need to tick the box of having a mobile-friendly website. The increase in only marketing has led to an increased number of advertisers. So, to make your e-commerce products visible to the target audience, you must also consider that your website is easily crawlable and indexable. Having a mobile-friendly website helps drive traffic to the website. The users can get in touch with your business 24/7 around the globe. Some of the reasons to have your device optimized for mobile devices are:

    • Social media – The number of users on social media platforms is constantly increasing. As of Oct 2021, nearly 55 billion people are active on social media. Social media users tend to be more active on mobile devices than desktops. So, you have better chances to work on e-commerce PPC strategies to target the relevant users who click on the ad and reach your landing page. Social media marketing is becoming the need of the hour for businesses of all sizes. You must also target the relevant audience to improve your e-commerce PPC campaign performance, build brand awareness on social media, increase users’ trust, etc.
    • User experience – Higher the user’s satisfaction level, the higher the user’s chances to purchase your e-commerce products. You must focus on having a better user experience so that they promote your e-commerce products to friends, colleagues, etc., leading to peer-to-peer marketing.

Google claims that if the customer has a negative experience with any brand, they are 62% less likely to revisit your website in the future. So, to reduce your remarketing efforts and bounce rate, you must have mobile-optimized websites in your e-commerce trends 2022 strategy. While refurbishing your website and following marketing trends, you must pay attention to responsive web design, have a relevant call to action, improve user navigation on the webpage, etc.

    • Response of search engines – While running an e-commerce marketing campaign, you must focus on ranking higher on the search engines. With their artificial intelligence and ranking algorithm, search engines prioritize which websites to rank higher on the display page. Whether it is the largest search engine – Google, Bing or yahoo- they prefer a customer-centric approach, like websites having lower bounce rates, quality backlinks, better keyword targeting, etc. When it comes to the time a web page takes to display the content, websites with better page load speed and optimized for mobile devices would have a higher rank. With a technical SEO audit, you get to know which SEO metrics search engines focus on the most to display the websites for the keywords or search terms entered.

Mobile friendly content - seo trends

Wrap up

Including the points mentioned above in your e-commerce trends 2022 marketing strategy, you can focus on streamlining the online buying experience of the users. Following these marketing trends, you would see an increase in the traffic to your landing page, increase in user trust with your brand. It also helps to make shopping satisfying and enjoyable for customers. However, the e-commerce trends 2022 marketing strategy may work differently with businesses as the product offerings vary. Getting in touch with a digital marketing company can be of great help in this regard as they have experience in search ads, video SEO, email marketing, content marketing, reputation management and skyrocket your business revenue.

References

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