Successful Digital Marketing Strategies for E-commerce
E-commerce is one of the most competitive industries on the Internet. Regardless of whether you sell sports equipment, cars or jewelry, competitors will fight with you for every client, every click, like and repost. In order to win this war for the attention of customers, you need to constantly study successful digital marketing strategies for e-commerce and use them in your business. In the article you will find the ten best cases of digital marketing that will inspire you to launch your own, no less effective campaigns.
Customers liked these conditions so much that they began to sing the praises of Zappos and recommended their site to all friends and subscribers. Of course, along with this, the company spent a lot of money on advertising and marketing influence on social networks. But they did not rely on making people need their goods, but on what the client wants and needs.
The main feature of the Open Forum is that the content on the site is not created by American Express employees (or freelancers), but by invited experts, that is, the users themselves who share their knowledge and experience. Thanks to this approach, American Express turned out to be a mega site filled with useful content that is liked by both users and search engines.
The basis of Mint’s marketing strategy is their blog, on the content for which the company spends about $ 30,000 per month, and at the same time gives it out for free (without subscriptions and registrations). Mint publishes everything on the blog that can help make or save users ’money: from high-quality informational posts to eye-catching infographics (such as «A Dude’s Guide to Not Going Broke during Wedding Season»). And since the content is high-quality, the blog is popular and trusted by users, which contributes to the promotion of services and the Mint wallet.
“What could be more boring than shaving?” - many think so, but not the Dollar Shave Club (DSC). These guys decided to shake the market and added some fun to it, creating funny and cute videos, each of which is gaining millions of views on YouTube. In addition, these guys were also not afraid to write articles such as «Do I really need to wash my hands after I pee?» and «Is it bad to pluck the hair in my nose with my fingers?».
Thanks to the “fun” approach, DSC, launched in 2012 company, has grown from zero to four billion dollars in four years. For this amount, DSC bought Unilever in 2016 (Gillette's capitalization is $ 40 billion). A great result for a great digital marketing strategy for e-commerce.
In fact, Wirecutter is a magazine with professional reviews of various products, some of which come with a purchase link. Wirecutter posts are written according to strict journalistic standards based on testers' reports, interviews with specialized journalists and scientists. In addition, the Wirecutter team of writers retains editorial independence: when reviewing, they don’t know which product will go along with the affiliate link and what commission there will be (percentage).
This approach is credible for users, and therefore they willingly believe the recommendations of Wirecutter and use their affiliate links, thanks to which the company managed to earn over $ 150 million in partnership transactions in 2015, after which the New York Times was acquired for $ 30 million.
BeardBrand’s marketing strategy included videos, blog articles, pr-releases, and search and social media ads. The company's approach appealed to bearded men, as well as the Men's Journal, New York Times and Shark Tank, which have repeatedly responded well to BeardBrand. Now the brand has over 300 thousand subscribers on all platforms and their number continues to grow.
To implement the plan, Overstock divided the strategy into 2 stages:
The British low-cost airline JetBlue understands this very well, and therefore a significant part of the effort is spent not on self-promotion, but on information useful to customers: from educational articles to answering specific questions of people on Twitter.
The bottom line is, when in 2016 the Chicago Cubs were confidently moving towards breaking the 108-year-old series of setbacks in the World Series, Mastercard decided to play it to become part of the story. They set themselves two goals:
After that, Mastercard recovered in search of the perfect strategy and after some time stumbled upon the perfect excuse: a rival team player accused Chicago Cubs fans of not having passion for his team: “Wrigley wasn't that loud” (Wrigley Field is a baseball stadium located in Chicago home to Chicago Cubs). This comment has caused strong protest from Cubs fans.
Mastercard decided to use this reason, checking the approval of rival Chicago Cubs. Employees at Mastercard deployed a device for measuring the volume of fans on the Wrigley Field around the perimeter of the stadium. By measuring the sound power, the company found out how loud the fans were: more than 100 decibels. «Sound of Priceless» video about it has become viral.
#1. # 1. Zappos: quality is the best advertisement
#2. # 2. American Express: free content
#3. # 3. Mint: expensive high quality content
#4. # 4. Dollar Shave Club: funny marketing
#5. # 5. Wirecutter: collaborating marketing
#6. # 6. BeardBrand: personalized look
#7. # 7. Overstock: soft touch points
#8. # 8. JetBlue: focus on customer requests
#9. # 9. Blue Apron: emotions that sell
#10. # 10. Mastercard: exciting events