Back in the day, only digital publishers and marketers knew to never trust Facebook. You know, like that one time...
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Wednesday, October 31, 2018
Tuesday, October 30, 2018
3 Questions You Must Ask to Build a Strong Content Strategy
There’s a big difference between tactics and strategy when it comes to content marketing. As a content strategist, I often...
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Monday, October 29, 2018
Four Fast-Growing Ecommerce Trends for 2019, Explained in Simple Words
Keeping up with the latest trends is a must for any business, but ignoring technology trends in the digital world is the matter of staying in business.
Unfortunately, those trends (while easy enough to find mentioned online) are rarely explained well. There seems to be this mistaken idea that anyone who has an interest or need in the practice will just magically get the jargon. As we all know, that is one superpower that doesn’t exist in the real world.
The Stats
It can be easy to throw your hands up in defeat and ignore the trends in favor or the old familiars you have already worked out and employed. But is that really the direction you want to go? There is one statistic you should know about ecommerce:
Statista has estimated a profit growth up to $4.5 billion dollars by 2021.
With predictions like that, you can’t afford to be behind the times. It is time to step out of the comfort zone and start taking advantage of trends as they come. Especially since these four are going to be continuing well past 2018.
So here they are, in plain English, simplified and explained.
- What is headless eCommerce?
- What is ROPO (“Research Online, Purchase Offline”)?
- What is Conversational Marketing?
- What does Shopping Natively / Social Commerce mean?
What is Headless eCommerce?
This is one of the most complicated terms out there, especially if you are pretty new to ecommerce world and how it works. Trying to find a way to break it down can get complicated, but the actual idea behind it is simple.
I want you to imagine a warehouse, filled with products in boxes. Forklifts are waiting to lift the merchandise off the shelf and get it sorted, packaged and shipped by the workers manning the shipping line.
Now imagine a store, such as Amazon. Customers can shop for the items they like on an easy to use, searchable database. They don’t see the warehouse with its many boxes, scrambling employees or moving machinery. They see a search engine, results and their shopping cart. It is inviting and friendly.
Headless ecommerce is the warehouse. It is everything that is happening in the background on a separate platform run through a cloud service. You run the business and technical end through that cloud platform. The storefront, like the Amazon website, is disconnected entirely.
[Headless ecommerce is] when you’re paying for a platform to manage your data and your orders, but you create the user interface that sits on top and makes everything look pretty.
Leader In This Trend
BigCommerce has quickly emerged as a go-to platform for headless ecommerce: Following the need for brands to turn their websites into “destinations driven by community, content and brand experiences”, headless ecommerce helps to accomplish the task by providing increased flexibility, marketing effectiveness and personalization options.
Headless commerce architecture is the decoupling of the front-end presentation layer from the ecommerce platform, typically resulting in more flexibility in content management and delivery, as well as UX…
Remember: ecommerce currently makes up only 13% of total global sales. As that number increases, brands will look to new, quick to test and implement, strategies that enable growth long-term.
What is ROPO (“Research Online, Purchase Offline”)?
You are in a store and you see the new 4k TV you have been eyeing for months. The tag is claiming that it is on sale for 15% less than usual. What a steal! But is it really?
Being the savvy consumer you are, you whip out your smartphone and do some Googling. According to what you find, you can get the same TV for 20% cheaper if they go to a different store just five miles away, including free shipping.
This is the heart of ROPO, or Research Online, Purchase Offline. Customers have been following a consistent trend of researching online both at home and on their phones before they make purchases.
In fact, the more tech-savvy the consumers become, the more of them showcase the ROPO behavior (that’s exactly what 2018 research shows).
Integrating your ecommerce strategy with your local brick and mortar is absolutely crucial. That includes keeping customers up to date about sales, having prices on site for products, offering coupons and allowing ordering online for instore pickup.
Leader In This Trend
Omnia is one of few marketing automation companies that offer ROPO analysis and integration solutions:
- Import your online and offline sales into a single system
- Identify the ROPO differences between different products
- Adapt your Adwords bids
- Adapt your prices based on customers’ conversations
What is Conversational Marketing?
Once upon a time, a study by Twilio found that 90% of consumers wanted to use messaging (i.e. Facebook Messenger, texting, etc.) to communicate with businesses.
Shortly after businesses have realized that one-to-one conversation is not only doable but also scalable. You can teach a machine to talk to your clients on your behalf and escalate that conversation to a human support team in case it needs more personalized attention.
That is what conversational marketing is all about. You are having a conversation and learning what the customer wants, while offering them answers to their questions.
Leader In This Trend
Chatbots have become increasingly sophisticated. Platforms like MobileMonkey also make them easy to customize.
Adding a chatbot to your marketing strategy is a great idea for simple questions and information your customer may have. It also frees you and your employees up for the heavier (social) lifting.
What is Shopping Natively / Social Commerce?
Allowing your customer to shop natively means offering your product range right inside major social media platforms.
In other words, social commerce is defined as the ability to make a product purchase from a third-party company within the native social media experience.
It requires integration with a buying platform, which is often built right into the social platform itself. But it also allows to tap into the platforms’ existing communities allowing them to buy from you without the comfort of their social media homes.
Leader In This Trend
It started with Facebook and Pinterest but these days Instagram is the leader in providing the most effective native shopping platform. Add your products right there to generate more sales from within social media networks.
Do you have a trend you want to share? Let us know in the comments!
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Successful Communication at Work: Candid Advice from Copyblogger’s Loryn Cole
Since lately I’ve been interested in small tweaks we can all make to improve our communication skills (even if we...
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Thursday, October 25, 2018
Communication, Creativity, and a Sweet Halloween Deal on Our New Copywriting Course
The big news for us this week is, of course, the new copywriting course. If you didn’t see the announcement...
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Wednesday, October 24, 2018
Get a Lot Better at Writing Persuasive Copy: Copyblogger’s Brand-New Copywriting Course is Open
Last week, one of our very dear community members, Hashim Warren, said something I loved about our new persuasive copywriting...
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Tuesday, October 23, 2018
Why Staying Curious Is So Important for Creativity
If you’re like me, you probably take for granted the complex quantum computer that is your brain. And when you...
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Monday, October 22, 2018
Get What You Want Faster with These 3 Relationship-Building Tips
I’m not too humble to proclaim that clear communication is my strong suit. Each day, I make a concerted effort...
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Thursday, October 18, 2018
A Week of Sweet Copywriting Advice
It’s Carb Week on Copyblogger! This week, we have three sweet posts to share with you on how to write...
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Wednesday, October 17, 2018
Want to Persuade Your Audience to Take Action? First, Look for Clarity
Copywriting is the answer to: “How can I make money on the Internet?” That’s why there’s so much advice about...
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Tuesday, October 16, 2018
How to Turn Vanilla Writing into Chocolate Chip Cookie Dough Ice Cream
Let’s talk about vanilla ice cream. If you’re like most people, you find vanilla ice cream quite inoffensive. You neither...
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Monday, October 15, 2018
If Vegan Donuts Are Commonplace, Offer Vegan Cinnamon Rolls
If it’s not one thing, it’s another. A limited number of choices might make us feel like we have to...
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Thursday, October 11, 2018
17 Tips on Creating Thoughtful Marketing Your Audience Will Love You For
Some people talk about “ethical marketing” and “effective marketing” like they’re two different things. But that’s just silly. This week’s...
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Wednesday, October 10, 2018
Spark Your Next Breakthrough Copy Insight with Systematic Listening
I enjoyed Nick’s post yesterday about some copywriting techniques that work … until they don’t. And I’m glad he spoke...
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Tuesday, October 9, 2018
These 4 Copywriting Techniques Work Really Well … Right Up Until They Don’t
Search on Google and you’ll find hundreds of thousands of pages devoted to copywriting secrets, tips, tricks, and techniques. Go...
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Monday, October 8, 2018
3 Simple Questions that Help You Craft Better Headlines
Writers are communicators. If you’re proud of your ideas, you want to be able to communicate them clearly and precisely....
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Thursday, October 4, 2018
A New Free Resource and an Empathetic Approach to Copy
Coming out of the intensity of our annual Certification launch, the Copyblogger team this week has been all about refocusing...
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Wednesday, October 3, 2018
Using Empathy and Connection to Craft More Powerful Content
I recently heard our friend Joanna Wiebe say something that blew my mind. I didn’t get it down word for...
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Tuesday, October 2, 2018
Introducing Copyblogger’s Guide to the Best WordPress Hosting, Themes, and Plugins
Brian Clark launched Copyblogger in 2006. That’s a long time ago, let alone in internet years. In online time, it...
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Monday, October 1, 2018
The Friendly Way to Adapt Your Content Like a Flexible Yoga Instructor
Restorative yoga is a gentle, passive practice that promotes relaxation in the body. The other day at the start of...
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