Mind Over Marketing: 6 Untapped Tactics for an Ecommerce Digital Marketing Strategy

With over 2.14 billion online shoppers worldwide and e-commerce sales expected to surpass $6 trillion by 2024, businesses are relentlessly trying to capture consumer attention. Traditional digital marketing strategies, such as SEO and PPC advertising, have become the cornerstone of many e-commerce sites.

However, with so many businesses using SEO and PPC, these methods are becoming less effective. As a result, companies need to look beyond traditional approaches to stand out and grow.

In this article, you'll discover six unconventional yet effective e-commerce digital marketing strategies to break through the noise and achieve sustainable growth.

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1. Delving Deeper: Using Psychographics for Targeted E-commerce Marketing

In digital marketing for e-commerce, personalisation has traditionally been based on demographic data: age, gender, location, and income. While this information provides a foundational understanding of target audiences, it fails to capture the full spectrum of consumer behaviour.

💡 Picture this:

By incorporating psychographics, businesses can create hyper-personalised experiences that resonate on a more profound level, ultimately driving engagement and conversions.

The Power of Psychographics in Digital Marketing (With Examples)

Psychographics extend beyond the surface level to reveal the underlying psychological factors influencing consumer behaviour:

🫶 Values: Core beliefs or standards that guide an individual's behaviour and decision-making.

For example: A person who values sustainability may prefer eco-friendly products and companies that practise ethical sourcing.

👋 Desires: The wants or wishes that motivate individuals to seek specific products, experiences, or outcomes.

For example: Someone with a desire for adventure might be drawn to travel experiences and outdoor activities.

By tapping into these dimensions, you can develop a more nuanced and effective digital marketing strategy for e-commerce, leading to more meaningful interactions and loyalty.

💡 Q&A with our Expert

Ramesh, with your extensive experience in e-commerce, what are some of the most underutilised marketing strategies that businesses often overlook?

How To Use Psychographics in an E-commerce Digital Marketing Strategy?

To effectively integrate psychographics into your digital marketing strategy for e-commerce, you could:

Use surveys and questionnaires: Use detailed surveys to gather information about customers' values, motivations, and interests.

Create psychographic profiles: Develop detailed profiles that combine demographic and psychographic data for more precise targeting.

Use segmentation based on psychographics: Group customers into segments such as "health-conscious buyers," "eco-friendly shoppers," or "technology enthusiasts."

If you're unsure where to start with psychographics, we can help you develop a comprehensive strategy. Contact us for a non-binding consultation.

2. The Untapped Potential of Voice Search: Optimise for How People Speak

As digital assistants like Amazon Alexa, Google Assistant, and Apple's Siri become more integrated into daily life, voice search is rapidly gaining traction. This shift is transforming how consumers search for products and information online, making it imperative for e-commerce businesses to adapt their digital marketing strategies accordingly.

Globally, 30% of internet users between the ages of 16 and 64 utilise voice assistants on a weekly basis (source: DataReportal).

In the US alone, 98 million people use a smart speaker in their household in 2024 (Edison Research). This trend shows the growing importance of voice search in the realm of e-commerce digital marketing strategies.

Optimising for Natural Language Queries

Voice search queries differ significantly from traditional text searches. They are typically longer and more conversational, reflecting how people naturally speak.

For instance, instead of typing "best budget smartphone 2024," a user might ask, "What is the best budget smartphone for 2024?". 

Use long-tail keywords: Long-tail keywords are more specific and typically longer than traditional keywords. They capture the essence of conversational search queries.

Incorporate natural language: Write content in a natural, conversational tone. This approach not only improves voice search optimisation but also enhances readability and user engagement. Product descriptions, FAQs, and blog posts should reflect how people naturally ask questions and seek information.

Create FAQ pages: Frequently Asked Questions (FAQ) pages are particularly effective for voice search optimisation. These pages should address common queries using natural language. For example, "How do I set up a smart home system?" or "What are the top features of the latest iPhone?"

Leverage structured data: Implementing structured data (schema markup) helps search engines understand and index content more effectively. This can improve the chances of appearing in voice search results and featured snippets, which are often the source of answers provided by digital assistants.

As voice search continues to grow, businesses that adapt to this trend will be well-positioned to capture the attention and loyalty of modern consumers, making it one of the best digital marketing strategies for e-commerce in today's market.

3. The Rise of Micro-Influencers: Authenticity Reigns Supreme

Micro-influencers have emerged as a powerful force. Unlike macro-influencers with massive followings, micro-influencers have smaller, niche audiences that they engage with on a deeper level.

These influencers typically have between 1,000 to 10,000 followers, but their engagement rates often surpass those of larger influencers. Their content resonates more authentically with their audience, creating a trusted connection that e-commerce brands can leverage.

Markerly found that micro-influencers have up to 60% higher engagement rates compared to macro-influencers. These statistics underscore the potential of micro-influencers in driving meaningful interactions and influencing purchasing decisions.

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82% of consumers are highly likely to follow a recommendation made by a micro-influencer (source: Experticity)

4. Embrace Conversational Marketing: Power Up Your Customer Service

By leveraging tools such as live chat, chatbots, and messaging apps, businesses can engage with customers in real-time to provide immediate assistance and foster stronger relationships. This shift towards conversational marketing reflects a broader trend where consumers expect instant, personalised interactions with brands.

Proactive Customer Service

One of the key benefits of conversational marketing is the ability to provide proactive customer service. By addressing customer concerns and guiding buying decisions in real-time, you can significantly improve customer satisfaction and loyalty. Proactive customer service means anticipating your customers’ needs and reaching out to offer assistance before they even ask for it. This approach can drastically reduce cart abandonment rates and increase sales.

For instance, chatbots can handle frequently asked questions, provide product recommendations based on the customer’s browsing history, and assist with the checkout process. This not only speeds up response times but also ensures that customers receive consistent, accurate information.

💡 Q&A with our Expert

Ramesh, what advice would you give to e-commerce businesses looking to break through the noise and achieve success in today's competitive market?

5. Visual Storytelling: Captivate Your Audience With User-Generated Content (UGC)

Consumers are increasingly sceptical of traditional advertising. They seek authenticity and genuine experiences from the brands they support. UGC, which showcases real customers using and loving products, provides this authenticity.

90% of shoppers state that user-generated content significantly impacts their purchasing decisions, surpassing all other marketing methods (source: TurnTo).

UGC resonates because it reflects real-life usage and satisfaction, making it highly relatable. When potential customers see others enjoying a product, they are more likely to trust the brand and feel confident in their purchase decisions. This makes UGC a powerful tool in any digital marketing strategy for e-commerce.

Strategies for Integrating UGC

• Social media campaigns: Social media platforms are ideal for showcasing UGC. Brands can run campaigns encouraging customers to share their experiences using a branded hashtag.
• Competitions and incentives: Competitions are an effective way to encourage UGC. Offering prizes for the best user-generated photo or video can motivate customers to participate. This strategy not only boosts engagement but also provides high-quality content that the brand can repurpose in its marketing efforts.
• Feature UGC on product pages: Displaying UGC on product pages can enhance the shopping experience by providing real-life examples of how products look and perform. Photos and videos from satisfied customers can help answer potential buyers' questions and reduce purchase hesitation.
• Testimonials and reviews: Integrating customer testimonials and reviews into marketing materials adds a layer of credibility. Video testimonials, in particular, can be very persuasive as they convey emotion and authenticity more effectively than written reviews.

All industries can benefit from UGC. Here’s the real-life example of the Bioindustry Association taking advantage of this strategy.

👉 See the full story here

6. Embrace Augmented Reality (AR) and Virtual Reality (VR): Reimagine the Shopping Experience

By integrating AR and VR into your digital marketing strategies, you can provide customers with engaging, realistic experiences that bridge the gap between online and offline shopping. Let’s dive in to the most commonly used features of AR and VR in the e-commerce space:

Virtual Try-On Features

Virtual try-on features are becoming increasingly popular in the fashion and beauty industries. By using AR, customers can visualise how clothes, accessories, or even makeup will look on them without physically trying them on. This technology uses the camera on a customer’s device to superimpose products onto their image in real-time, providing a realistic preview.

40% of shoppers are willing to pay more for a product if they can experience it through AR. (source: infosys BPM)

Shop While You Watch: Live Shows

Zara, the global fashion retailer, has successfully implemented AR and VR technologies in its digital marketing strategy. In China, Zara’s live streams, which feature virtual try-ons and immersive experiences, have become immensely popular.

Customers can participate in live shows, interact with products, and make purchases in real-time. This innovative approach not only boosts engagement but also drives sales by creating a dynamic and interactive shopping experience.

👉 See our full case study on live shopping experiences here

360° Product Tours

360° product tours are another powerful application of AR and VR in e-commerce. These tours allow customers to explore products from every angle, offering them a more detailed and comprehensive view than static images.

For example, an online furniture store can use VR to let customers virtually place a couch in their living room, helping them to see how it fits with their existing décor.

This level of interaction builds confidence in the purchase decision, enhancing customer satisfaction and reducing returns.

The Impact of AR and VR on Customer Engagement and Sales

The integration of AR and VR into e-commerce digital marketing strategies has shown significant positive impacts on customer engagement and sales. Studies show that 61% of consumers favour retailers that offer AR experiences, and 71% indicated they would shop more frequently if AR was available (source: Reydar).

👉 See our full case study here

Stay Ahead of the Curve: Even More E-commerce Trends to Watch

E-commerce never stops changing, new trends are emerging every day. Here are a few already proven strategies to watch.

💡 Q&A with our Expert

Ramesh, what emerging technologies or trends do you see having the biggest impact on future e-commerce marketing strategies?

👛 Shoppable videos: Shoppable videos are transforming the way consumers interact with brands. By integrating purchasing functionality directly into video content, brands can offer a seamless shopping experience that drives engagement and conversions.

Example: A fashion brand might create a lookbook video during which viewers can click on items being worn by models to purchase them directly from the video.

🤖 Blockchain for transparent supply chains: Blockchain technology offers supply chain transparency and traceability, something which is becoming increasingly important to consumers who are concerned about the origins and ethics of their purchases. Blockchain can reassure customers about the authenticity and ethical sourcing of products.

Example: A medical retailer might use blockchain to provide detailed information about the journey of a product, enhancing trust and loyalty among consumers.

💸 Subscription-based models: Subscription-based e-commerce models are gaining traction across various industries, offering convenience and cost savings to consumers while ensuring steady revenue streams for businesses. These models can include curated boxes, replenishment services, and access to exclusive content or products.

Example: A health and wellness brand might offer monthly subscription boxes with curated products based on the customer's personal preferences and health goals.

Looking forward, the key to remaining an e-commerce leader lies in an unwavering commitment to innovation and adaptability. By fostering a mindset that values experimentation and flexibility, you can navigate the complexities of the digital marketplace and seize opportunities that others might overlook.

Let Us Help Your E-Commerce Thrive

Maximising these strategies can be challenging, especially with limited resources. Rhapsody, a full-stack marketing agency, can be your partner in achieving success. We offer flexible, scalable solutions tailored to your needs and budget.

Contact us today for a non-binding consultation and discover how we can help you elevate your e-commerce marketing and achieve sustainable growth.

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