eCommerce is more competitive than ever.
With eCommerce sales expected to grow 10.4% in 2023, brands need to stay ahead of the curve and competition by offering the best experience possible to their growing audience. At every stage of the customer journey.
Essential to achieving this is harnessing the power of marketing technology (Martech). But with an ever-expanding array of Martech solutions available, it can be daunting for eCommerce brands to determine which tools and platforms are truly the best fit for their specific needs.
In this blog post, we will unravel the complexities of Martech. Delving into key solutions so that brands can begin building up a solid Martech stack to advance their eCommerce marketing strategy and execution.
Martech, short for marketing technology, refers to the tools, software, and platforms that businesses use to streamline and optimise their marketing efforts.
Within the eCommerce industry, Martech plays a crucial role in every stage of the customer journey. From managing customer relationships, and optimising email marketing campaigns, to personalising customer experiences, and improving overall marketing effectiveness.
By leveraging the right Martech tools, eCommerce brands can enhance customer engagement, increase conversions, and gain a competitive edge in the ever-evolving digital landscape.
Now that we’ve covered the benefits that the right Martech stack can bring to eCommerce brands, let’s delve into our top recommendations.
CRM (Customer Relationship Management) systems play a pivotal role in managing and analysing customer interactions and data throughout the entire customer lifecycle.
Any good CRM platform will transform the way that brands can effectively manage customer relationships and make well-informed, data-driven decisions.
This is achieved by enabling eCommerce brands to gain insights into customer behaviour, preferences, and purchase history. Using this data to facilitate and automate highly personalised marketing campaigns and grab consumers’ attention.
Key features of effective CRM systems will include customer segmentation, lead management, sales pipeline tracking, and analytics.
A CMS (Content Management System) is essential for any eCommerce business as it provides a centralised platform for managing and organising digital content.
This could be anything from an entire website through to singular blog posts.
A CMS allows businesses to easily update essential product information, create and modify web pages, and streamline what can otherwise become a complex content management process.
Additionally, a CMS enables businesses to optimise their website for search engines; improving their visibility and attracting more organic traffic.
Email marketing has an ROI of $40 for every $1 spent. That’s significantly higher than any other marketing channel.
But for eCommerce brands, these results cannot be achieved through a regular Gmail or Outlook account.
ESP (Email Service Provider) platforms are essential for managing email marketing campaigns, customer segmentation, and automated workflows. Helping eCommerce brands to effectively engage with customers through targeted and personalised email communications.
The best ESPs, such as Litmus, will offer features such as customisable email templates, automated email series, A/B testing, and analytics.
And even better, ESP platforms will often integrate with wider eCommerce platforms, enabling seamless synchronisation of customer data and order information.
CDPs (Customer Data Platforms) are powerful Martech solutions that consolidate customer data from various sources into a single, unified customer profile.
These platforms enable eCommerce brands to gain a holistic view of each customer and deliver personalised experiences across multiple touchpoints.
CDPs do the heavy lifting when it comes to data. These systems collect, analyse, and organise customer data, including demographic information, purchase history, and browsing behaviour. All of which help brands understand their customers better and create targeted marketing campaigns.
Consumers who are influenced by social media are 4 times more likely to spend more on purchases.
So it’s a channel that no eCommerce brand should be overlooking.
Social media also helps brands to promote their products, communicate with their audience, and showcase their personality.
But with so many social media channels, media types, and posting schedules available, management can be challenging.
Social media management tools and platforms can host all of your social feeds and channels in one place. Allowing brands to monitor mentions, hashtags, and keywords, as well as posting on an individual or group channel basis.
Many even offer suggestions for hashtags, posting times, and demographic targeting.
In the highly competitive eCommerce landscape, where customers have numerous options at their fingertips, loyalty programs can make a significant difference in driving repeat purchases and fostering brand advocacy.
Loyalty program platforms provide eCommerce brands with a structured and efficient way to build customer loyalty and increase customer retention.
Within these platforms, brands can design and manage personalised loyalty programs that are highly tailored to target audiences. Offering incentives, rewards, and exclusive benefits to their VIP customers.
Furthermore, these platforms streamline the process of tracking customer activities, managing rewards, and analysing program performance. Providing businesses with valuable insights to ensure their loyalty programs are making an impact.
Of course, we couldn’t talk about all the different Martech platforms without letting you know that all-in-one solutions are also available.
Marketing suites, for instance Salesforce Marketing Cloud, provide a comprehensive set of digital tools, software, and platforms all under one roof
And, they will often integrate key Martech solutions such as a CRM, automation, data analytics, content management, social media management, email marketing, and more.
By investing in an all in one solution, eCommerce brands can streamline their marketing activity, and gain access to all relevant data in one centralised hub. Negating the need for multiple systems, logins, accesses, and the complications that come with these.
Then you’ve come to the right place.
As an eCommerce agency, we have helped countless brands to identify, implement, and get the most out of the Martech solutions that are best for their business.
And of course, if you aren’t ready to make the investment or don’t have the resource to manage Martech, then we can support your marketing using our own technology, partnerships, and expertise.
Simply get in touch to find out more.