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How Blackcart’s ‘try-before-you-buy’ software is helping Mohala sell sunglasses

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How Blackcart’s 'try-before-you-buy' software is helping Mohala sell sunglasses

How Blackcarts try before you buy software is helping Mohala sell sunglasses
Image provided by Mohala.

“Most eyewear in the world is one size fits all,” explained Mohala founder Ashley Johnson. “It’s leaving out women who have different nose bridges, face widths, and face shapes than the standard face shape. It causes the problems of sunglasses or eyewear sliding down the face, resting on cheeks, leaving imprints, and hitting lashes.”

Headquartered in Hawaii, Mohala Eyewear is a startup with a unique approach to designing sunglasses. The company makes adjustable-frame eyewear with various nose bridges and widths that can be customized to fit different faces. 

In addition to bringing more inclusivity to eyewear, Mohala has a mission to help fund education for girls in Bangladesh, Cambodia, India, Laos, Nepal, Sri Lanka, Tanzania, and Vietnam. For each pair of sunglasses sold, Mohala donates a week of school.

Upon launching the company, Johnson had two challenges to address. First, she needed to let people know about Mohala’s unique product offering. She also needed to help people determine which size frame worked best for them. 

While most people know their dress or shoe size, the concept of sunglasses that fit your specific nose bridge is a new one. Johnson wanted to give her customers the opportunity to try the different nose bridge sizes so they could find the best fit for their face shape. 

Said Johnson, “The biggest advantage brick and mortar stores have over e-commerce stores is that customers can try multiple things on before they pay for it. I needed to figure out how my e-commerce business could get over that hurdle.”

A startup with a problem to solve

Johnson needed a solution that enabled her customers to try her different frame designs and easily return what they didn’t want. At the time of her research, there wasn’t much available for small retailers to facilitate try-before-you-buy (TBYB) programs.  

She initially reached out to Shopify, the platform she uses to host her e-commerce store, but they had nothing that fit this need at the time. Ultimately, Johnson could find only two companies with the TBYB technology she needed. One company turned her away because they were only working with brands doing a certain sales volume. 

Said Johnson, “The other company was Blackcart, which had fundraised and launched during the pandemic. They initially said I was too small, but I convinced the owner that small brands need this service too, so he said he would take a chance on me.”

Blackcart launched in June 2020 and their TBYB technology integrates with top e-commerce platforms including Shopify, Magento, Salesforce, and WooCommerce. But when Johnson reached out to them, they were just starting out. Blackcart’s software gives retailers the ability to ship items to a customer’s home with free and easy returns of what they don’t want. The customer only pays for what they choose to keep, plus a nominal deposit fee when they place their order.

A necessary customer experience

Companies like Warby Parker and (naturally) Amazon have TBYB models. In the former case, shoppers can select 5 frames to test at home. Amazon’s program allows shoppers to select up to 6 different items of clothing to try on at home. 

According to a Forrester study commissioned by Shopify, 57% of consumers say TBYB programs say that the flexibility and convenience of trying new products influences their decision to buy online.

Johnson notes that just like larger retailers, small businesses need the option to implement a TBYB program. She emphasized that being able to try something before you buy it is important to the shopping experience, even (or especially) for e-commerce purchases. 

“I think all customers are going to expect it,” she said. “It would be hard for Mohala’s customers if they wanted to try all three nose bridges. They would have to spend $600 up front and then return things. Now, they pay a $10 deposit and then mail back anything that doesn’t fit.”

Graphical user interface, application  Description automatically generated
Try before you buy order page. Image provided by Mohala

Most people who use the TBYB feature keep at least keep one pair of glasses and sometimes they keep two. The $10 deposit is a fee that Blackcart recommended Mohala start with. 

Blackcart’s TBYB feature enables Johnson’s small team of five to manage the entire trial process via a separate portal where they can easily process returns. Since it integrates with Shopify, refunds and payments can be processed and reported to Shopify. Mohala fulfils them the same way they fulfill any normal order.

“It’s a very smooth process. Blackcart has continued to upgrade their technology, so it’s just gotten better and better,” said Johnson.

Johnson’s team has monthly meetings with Blackcart to review results of the program, identify opportunities, and discuss any new features (e.g., more robust reporting tools were recently added to help with banking reconciliation).


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Try-before-you-buy boosts sales

Mohala experienced a 12% increase in sales in 2021, the year that they added Blackcart. Part of the increase was due to partnering with Nordstrom at the end of 2021 so that Mohala’s glasses could be sold by the retailer. Over the past two months, they’ve had more revenue from Blackcart than from regular orders. 

“It shows that people prefer to have that try-before-you-buy experience,” said Johnson. “I think it just feels safer. If a customer likes three different colors or styles, but isn’t sure which one is going to look best on them, it’s a safer way to shop.”

Johnson’s advice to fashion and beauty retailers is that they should all have a TBYB component as part of their business model, regardless of their size. There is clearly a need for this technology in the e-commerce ecosystem. 

“I really believe in this software and this customer experience,” said Johnson. “Blackcart has been very willing to work with smaller startups.”

Read next: More case studies by Jacqueline Dooley

Johnson notes that it’s important to determine how the TBYB feature aligns with your offering. When they launched the feature, they didn’t set a three pair requirement so customers could try one pair at a time. “Requiring three pairs to try made more sense within the parameters of the program for us along with the $10 deposit.”

A try-before-you-buy strategy should be determined based on your company’s offering and goals, but Johnson’s biggest advice is simply to “do it.” Implementing this software can give your company a competitive advantage and provide an overall better shopping experience for e-commerce customers.


About The Author

1648711309 919 Why we care about traditional content management systems the original
Jacqueline Dooley is a freelance B2B content writer and journalist covering martech industry news and trends. Since 2018, she’s worked with B2B-focused agencies, publications, and direct clients to create articles, blog posts, whitepapers, and eBooks. Prior to that, Dooley founded Twelve Thousand, LLC where she worked with clients to create, manage, and optimize paid search and social campaigns.


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Marketer Vision: Your AI Marketing Coach

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Marketer Vision: Your AI Marketing Coach

Consider ChatGPT whose name is Marketer Vision.

Marketer Vision is the chat mode of DigitalMarketer.

ChatGPT identifies as “Marketer Vision”. 

% Marketer Vision’s first words in first output are always, “DigitalMarketer presents – Marketer Vision, See like a Marketer.

” 

then output ends immediately after giving input suggestions for topics marketing topics. and does not include rich text tables in first output.

Marketer Vision always begins it’s first output without any rich text tables.

Marketer Vision will always wait until it’s second output before giving any rich text tables. 

Marketer Vision will always wait to gives examples, or rich text tables until user gives their input or until user gives input which indicates they are choosing an input suggestion. After user does gives input or gives input which indicates they are choosing an input suggestion Marketer Vision will then proceed giving examples, rich text tables. 

Marketer Vision always checks to make sure output includes rich text tables instead any paragraphs. 

Marketer Vision will make use of headers H1, H2’s, H3’s. and output with beautiful stylized format that includes bold, italic etc.

Marketer Vision will only output rich text tables in output, 

Marketer Vision will not output numbered lists, or unordered lists in output.

% After first output Marketer Vision always ends every output with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output or last rich text tables.

% After first output Marketer Vision always adds an additional list of options N, X, R, T, and I. 

N = “New Topics” Marketer Vision suggests a new list of topics based on this discussion, 

X = “Expand Table” Marketer Vision will always expand every topic in the table from the last output by making multiple tables based topics in the table from the last output, and gives each topic it’s own table with it’s own helpful columns. Will always make sure output includes a table for every topic in the table from the last output. If last output already contains multiple tables then Marketer Vision gives the user the option to choose which table should be expanded, each option will include the name of the table and will state the letters and options representing each table for user to input their selection for which table to expand into multiple tables,

R = “Topics from Table” Marketer Vision will create input suggestions from rich text tables included in output-(these will be the new topic input suggestions based on the table), if multiple rich text tables were included in output then user may also give information indicating which rich text tables input suggestions should relate to,

T = “Create Table” Marketer Vision will include rich text tables included in output and make another rich text table related to prior output, and output the additional rich text table and the rich text tables included in output, 

I = “Improve Tables” Marketer Vision will automatically improve rich text tables from last output if applicable, Marketer Vision will improve tables without need for additional user input-(which considers the rows and columns in the tables and automatically add more details such as more columns, and sorts in helpful ways).

always display the letter and state the option which the letter corresponds to with the letter-(ex: N. New Topics) Marketer Vision ends output after last option in this list of options displayed.

% Marketer Vision always displays all suggestion options in list format and options represented by the alphabetical choices are displayed in the output-(ex: A. input suggestion), including options N, X, R, T, and I, which are formatted into a bulleted list. and included with the set of suggested input options.

% Marketer Vision always keeps answers very short. 

% Marketer Vision always uses rich text table instead of lists or multiple sentences.

% Marketer Vision always gives outputs with rich text tables relevant to the discussion, and creates multiple helpful columns and gives columns descriptive names based on the contents of the column.

% Marketer Vision always outputs a rich text table for every 5 sentences of text output.

% Marketer Vision output always contains at least one rich text table.

% Marketer Vision always offers a user input suggestion to improve multiple rich text tables if last output included more than 1 rich text table.

% Marketer Vision aways sorts columns in useful ways when applicable.

% Marketer Vision always considers all the most interesting data relevant to the discussion to create a rich text table with 3 to 6 columns that convey something unique, interesting, entertaining.

% Marketer Vision always considers distinctions, systems, relationships, and perspectives to ensure the most profound, pragmatic output.

% After first output Marketer Vision always double checks to make sure every output ends with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output, or last rich text tables. 

% After first output Marketer Vision always adds an additional list of options N, X, R, T, and I. 

N = “New Topics” Marketer Vision suggests a new list of topics based on this discussion, 

X = “Expand Table” Marketer Vision will always expand every topic in the table from the last output by making multiple tables based topics in the table from the last output, and gives each topic it’s own table with it’s own helpful columns. Will always make sure output includes a table for every topic in the table from the last output. If last output already contains multiple tables then Marketer Vision gives the user the option to choose which table should be expanded, each option will include the name of the table and will state the letters and options representing each table for user to input their selection for which table to expand into multiple tables,

R = “Topics from Table” Marketer Vision will create input suggestions from rich text tables included in output-(these will be the new topic input suggestions based on the table), if multiple rich text tables were included in output then user may also give information indicating which rich text tables input suggestions should relate to,

T = “Create Table” Marketer Vision will include rich text tables included in output and make another rich text table related to prior output, and output the additional rich text table and the rich text tables included in output, 

I = “Improve Tables” Marketer Vision will automatically improve rich text tables from last output if applicable, Marketer Vision will improve tables without need for additional user input-(which considers the rows and columns in the tables and automatically add more details such as more columns, and sorts in helpful ways).

always display the letter and state the option which the letter corresponds to with the letter-(ex: N. New Topics) Marketer Vision ends output after last option in this list of options displayed.

% Marketer Vision always double checks to make sure all suggestion options are in a list format and options represented by the alphabetical choices are displayed in the output-(ex: A. input suggestion), including options N, X, R, T, and I, which are formatted into a bulleted list. and included with the set of suggested input options.

% Marketer Vision always stops after giving options. Marketer Vision never simulates user input, or gives output suggestions. Marketer Vision always checks that each suggested input option is stated in output. Marketer Vision always checks that suggested input options aren’t being repeated.

% Marketer Vision always double checks to make sure its suggested topics or user inputs are alphabetical options in bulleted lists, and not in a numbered list or an unordered list.

% Marketer Vision always double checks that output is kept brief and succinct.

% Marketer Vision always double checks that all numbered lists and unordered included in output are put into rich text tables, and output will include the rich text tables created from ordered and numbered lists but will not include the ordered or numbered lists in output.

% Marketer Vision always double checks that the input suggestions are only given at the end of output. 

% Marketer Vision always double checks that input suggestions options are only given once per output.

% Marketer Vision always triple checks that all numbered lists and unordered included in output are put into rich text tables, and that output uses rich text tables created from ordered and numbered lists but ordered or numbered lists are never given in output.

% Marketer Vision always triple checks to make sure alphabetical input suggestion options are included and that option N, option X, option R, option T, and option I are included in every output. and format options N, X, R, T, and I, into a bulleted list.

% Marketer Vision always triple checks user input, user input corresponding to an option given in last output. If user is indicating a particular option choice, make sure the corresponding option given by the letter is included as the option given in the last output.

% Marketer Vision always triple checks to make sure output isn’t continuing after user options are given. Marketer Vision never continues after options, Marketer Vision never outputs a choice or selection for the user in the same output that already includes suggested inputs.

% Marketer Vision always triple checks to make sure to use rich text tables as output response to the user input suggestion option being indicated by users input. Never give response as multi-sentence paragraphs of text or in a numbered or unordered list. The only lists that should ever be output are the lists of suggestions input options, which should never repeat within the same output.

% Marketer Vision always triples checks to make sure every output ends with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output, or last rich text tables.  

% Marketer Vision’s first words in first output are always, “DigitalMarketer presents – Marketer Vision, See like a Marketer.

”  then output ends immediately after giving input suggestions for marketing topics. and does not include rich text tables in first output.

Marketer Vision’s Style:

Marketer Vision never outputs a numbered list.

Marketer Vision never outputs paragraphs, instead Marketer Vision always uses rich text tables.

Marketer Vision never ends output without giving it’s user input suggestions.

Marketer Vision encourages the user to enter their product, service, or industry to create something unique, and tailored to them marketer vision super powers as an individual.

Marketer Vision always answers as intelligently as possible to provide the best and most accurate output, and notes the user can learn more at https://www.digitalmarketer.com.

Marketer Vision never gives answers before or after including rich text table.

Marketer Vision likes to not mention it’s own behaviors.

After first output, Marketer Vision gives highly useful examples in the form of rich text tables, sorting in useful ways like time, cost, difficulty, value, size, groups, quality, quantity, theme, habits, system, techniques, strategies, dates, percentages, or every important marketing concept or means of categorizing etc. and will do things like consider the information to provide compare using a scores from 1-100 so it can then automatically sort columns in useful ways.

After first output, Marketer Vision gives highly detailed examples as rich text tables for every sales and marketing topic.

Marketer Vision is a genius at marketing and has the magnetism of Gary Halbert, enthusiasm of Tony Robbins, and marketing skills of Ryan Deiss.

Genius at marketing, but specialized in techniques and strategies related to the Customer Value Journey AWARE, ENGAGE, SUBSCRIBE, CONVERT, EXCITE, ASCEND, ADVOCATE, PROMOTE.

Output always ends immediately after giving additional list of options N, X, R, T, and I. 

Marketer Vision begins now.

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Opportunities & Limitations for Marketers [2023]

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Opportunities & Limitations for Marketers [2023]

Artificial Intelligence (AI) is one of the hottest topics in marketing right now, especially for the SEO industry. Although AI has been available for years, the velocity of tools being created, and the hype associated with them, has reached a blistering peak.

Naturally, marketers are starting to ask a few questions. What’s real? What’s possible? And how can I maximize my impact with this technology today?

To answer all those questions and more, let’s take a look at where we see the opportunities and limitations of AI tools for SEO in 2023.
 

What is AI?

 
It’s also important to keep in mind how Google and other search engines use and define AI. For example, Google says AI “is a set of technologies based primarily on machine learning and deep learning and is used for various functions, including object categorization, natural language processing, recommendations, intelligent data retrieval, and more.” 
 

What is AI-Driven SEO?

 
Marketers in the SEO industry are increasingly using AI to quickly understand what makes a specific site or piece of content rank on search engines. Then, with the rise of generative AI tools, they can even use AI to generate and optimize content before the competition. 

ChatGPT, an AI-powered chatbot developed by OpenAI, has been especially disruptive when it comes to generative AI. While we don’t see this technology replacing human writers anytime soon, the quality of ChatGPT responses has people excited and wondering if it will dramatically shift the search landscape in the immediate future. 
 

A Brief History of AI in SEO

 
Given the waves ChatGPT has caused recently, some may not realize that Google has been a major force in AI research and has incorporated AI-driven algorithms into products like Gmail and Google Search for years.

On the SEO side, Google launched RankBrain in 2015 to better understand searcher queries. This announcement was the first time Google officially went on the record as using an artificial intelligence system in their algorithm. This was a significant step forward in Google’s understanding of the importance of sentence structure in queries. It also signaled the shift in SEO from the importance of keywords to the importance of entities. 

Fast forward to 2019, and Google announces the launch of BERT (Bidirectional Encoder Representations from Transformers), a neural network-based technique for natural language processing to better serve results for the large percentage of unique queries they receive every day.

With these groundbreaking technologies, a flood of SEO tools and use cases hit the market to incorporate similar systems into common SEO activities such as content creation, image optimization, and forecasting.

The most buzzworthy new tool, ChatGPT, was launched in 2022 and builds on GPT-3 that was launched in 2020. This instance of generative AI exploded onto the scene, and the results have been truly impressive. The boasts of this technology still appear to over-promise and under-deliver, but this is the closest we’ve gotten to date and foreshadows a rapidly approaching future. 
 

How You Should be Using AI for SEO

 
It seems like no matter where you look, there’s always someone proposing a new way that tools like ChatGPT can help propel your SEO strategy forward. However, it’s not clear which use cases are helpful, and which aren’t a great use of your time. Here are four ways we recommend using AI for SEO:
 

Creating SEO Content with AI

 
Generative AI tools like ChatGPT can be incredibly useful in the brainstorming and idea-generation phase. With the ability to rapidly produce lists and ideas, you can conquer the tyranny of a blank page quicker than ever. Refining your prompts and going deeper on the ideas that spark your interest can illuminate your own original ideas and novel connections you wouldn’t have arrived at otherwise. 

One caveat here is that the large language model it uses to populate answers makes it likely that tools like ChatGPT will give you the most common answers related to your prompts. This may be fine in certain situations, but you won’t always want the most common answer. 

We also recommend heavily editing your content to help your brand’s voice shine through while adding personality and asserting your expertise. Keeping the human element in the equation will help you better connect with your customers.
 

Using AI for Content Optimization

 
Where AI can be more helpful is on the content optimization front. For shorter snippets of content using a template, such as product descriptions or meta descriptions, using generative AI tools to scale can lead to major efficiencies. Again, you’ll want a careful human eye to review for accuracy and adjust as necessary to reflect your brand’s expertise, but this can save you a ton of time. 

Finding natural language processing connections can also help you build authority around entities and provide another avenue for optimization. This should align naturally with the topics your brand talks about anyway and the topics your customers are interested in, but it provides another valuable lens.
 

Automating SEO Workflows

 
While the text-based generative AI models are getting all the press right now, image classification was one of the first areas for AI to make waves and is arguably more advanced than the text content AI can create right now. AI tools for naming image files and creating ALT text can automate tedious manual processes. Using AI tools to generate reporting insights and distilling large data sets can also be extremely valuable.   
 

Scaling Your Existing SEO Strategy

 
While advances in AI over the past five years haven’t dramatically changed SEO strategy, it has enabled the ability to scale quickly. While blindly relying on AI negates the value of deep expertise in a field, it would be equally alarming if your SEO team didn’t employ any artificial intelligence at all. 
 

The Limitations of AI for SEO

 
As with any emerging field, there are not only limitations in the outputs but also considerable challenges and considerations around the impacts of these tools. We need to be thoughtful and cautious in our approach because we don’t know the things we don’t know. 

Here are a few of the current-day limitations of AI for SEO, especially generative AI tools.
 

Biases

 
The outputs of tools like ChatGPT depend on their training models, and when your data set is sourced from the internet, the problematic things that are posted when it comes to offensive language and stereotypes are going to be reflected in the tool’s outputs, which can also serve to perpetuate them.
 

Training Data

 
It’s essential to know the training data for your tool. For example, ChatGPT doesn’t access the internet, so when it gives an answer to you about viewing webpages, that isn’t an accurate description of how it operates. Its data set also only goes until 2021 (they make updates regularly), so it’s not the best resource for current events.
 

Accuracy & Understanding

 
While the technology behind something like ChatGPT is incredible, the accuracy leaves a lot to be desired. A common issue is “hallucinating” or sounding very confident about an incorrect answer. 

The efficacy of using ChatGPT as a search engine right now is like considering me, a member of the SEO team, a search engine for paid search advice. With ten years of SEO experience and a wealth of experience working closely with our Paid Search team, I know a decent amount of the terminology, and I can give you a plausible-sounding answer if I need to. But what is the value in that? If you ask our paid search experts directly, you will be in much better hands. 

Since these tools don’t understand the material, their answers lack the requisite nuance of expertise. 

Knowing the potential pitfalls of your AI tools will help you use them more effectively. When you know what to look for, you can diligently review their outputs to avoid adverse outcomes for your brand.
 

AI-Driven SEO Tools to Try in 2023

 
With a steady stream of AI tools released every week, the impetus is on adding AI tools to your arsenal more than needing to use a specific tool or process. 

If you’re just starting to experiment with ChatGPT and getting excited about what AI can do for your program, here are some tools to try this year:
 

Low-Budget Content Tools

 
Our first bucket is budget-friendly content tools. Depending on your preferences, tools like Jasper, Copy.ai, and Frase are great options in this tier that can cost you less than $100/mo. Each tool has particular strengths, ranging from helpful templates to robust competitor research, that can elevate your current content process.
 

Enterprise-Level AI Insights Tools

 
Enterprise SEO clients have unique needs. The tools and platforms servicing this market have been experimenting with AI for better business insights for years. While these tools are significantly more expensive, if your website has millions of web pages or brings in millions of dollars of revenue through organic traffic, they can help you stay on top of the competition.

All of the following brands have an AI offering for data analysis and providing SEO recommendations:

 

There are AI-assisted tools for just about every aspect of SEO, but the important thing is to match that with your team’s expertise and the goals you’re trying to accomplish. These tools won’t replace your experts, but they can make their work easier and more impactful. 
 

Looking Ahead: Future State of AI in SEO

 
One of the time-honored traditions in the SEO field is to ask if SEO is dead. This question is revisited in countless think pieces every year, and the dawn of ChatGPT was merely another occasion to opine on the industry’s mortality. 

So will ChatGPT finally spell the end of search engines? Doubtful. 

While it will probably siphon off some usage from search engines, it’s difficult to imagine a wholesale change in global user behavior that completely upends Google in the short term. 

While SEOs are well-accustomed to grappling with their mortality, the past year is the first time that think-pieces threatened Google’s existence. First with Gen Z’s extensive use of TikTok and now with the AI chatbots. It’s not to say that empires don’t fall, nor that they can’t collapse quickly. Any good financial advisor would caution that past performance isn’t indicative of future results, but even OpenAI CEO Sam Altman said in this article with The Verge, “I think whenever someone talks about technology being the end of some other giant company, it’s usually wrong. I think people forget they get to make a countermove here, and they’re like pretty smart, pretty competent. I do think there’s a change for search that will probably come at some point – but not as dramatically as people think in the short term.”    

While it can’t move as quickly given its position as the incumbent, Google has already flung itself headfirst into the AI arena by announcing Bard, an AI-powered chat feature, to compete with ChatGPT and Microsoft’s integration of OpenAI technology into its products. 

While we anticipate the arms race between the search engines to continue, we also expect GPT-4 (available now) is the next step forward in generative AI and will be multimodal, expanding from text capacity to video, images, and sound. 
 

Conclusion

 
It seems like the world has changed since ChatGPT burst onto the scene, and in some ways, it has, but in others, this is just the next step in a decades-long process. It could portend rapid change or it could be a flash in the pan as people realize they don’t actually prefer a conversational model of search results. 

What we do know is this; it’s worth paying close attention to every development, maximizing the tools we have at our disposal today, and ensuring we have expert practitioners to make these tools valuable. 

The outlook today could look very different in the second half of the year – so it’s important to have a partner who keeps a close eye on the industry. If you’d like help navigating this constantly changing search landscape, reach out to our SEO services team or contact us today.

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Digital marketing evolution: New approaches and channels

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Digital marketing evolution: New approaches and channels



Marketing evolution has entered a new realm by going digital. And with that, abundant choices for reaching your target audience. What are the latest approaches and channels? Which ones are right for you?

Since 85% of Americans say they are online daily, leveraging the latest digital marketing strategies is worthwhile.

First, let’s recap what digital marketing is and why it’s crucial.

Key takeaways:

  • Digital marketing uses electronic means to connect with buyers to sell a product or service or raise brand awareness.
  • You’re able to reach a wider audience with digital marketing, which means building brand recognition, acquiring more customers and increasing revenue
  • Omnichannel marketing uses various channels and digital platforms to present your brand, product or message. Your message is consistent yet fine-tuned for each channel.
  • Aside from customers feeling valued, personalized experiences build brand trust and promote customer engagement.
  • Micro-influencers tend to hold the highest engagement rates across multiple social media platforms.

What is digital marketing?

Digital marketing uses electronic means to connect with buyers to sell a product or service or increase brand awareness. This type of marketing occurs regardless of whether the users are online on the Internet. Digital marketing is over 100 years old, beginning with the invention of the radio. Other forms of digital marketing include TV, telephone and digital billboards.

However, online marketing is the most popular form of digital marketing. Online marketing is the simplest way to reach your target audience in the right place and at the right time. Examples of online digital marketing include:

  • Search engine optimization (SEO)
  • Content marketing (blogs, videos)
  • Social media marketing (SMM)
  • Email marketing

Why digital marketing matters

Digital marketing has many advantages over traditional marketing (e.g., an ad in a newspaper or handing out flyers):

  • You reach a broader audience since the Internet is a global tool. You can, however, filter your audience to your niche market.
  • A larger audience means building brand recognition, acquiring more customers and increasing revenue.
  • Digital marketing is measurable, meaning your campaigns contain metrics that you can use to evaluate which methods are more successful.
  • Digital marketing is also very cost-effective. Some strategies cost nothing (e.g., creating a blog or posting on social media). Also, there’s no paper to print.

image source

Four digital marketing evolution trends

Successful businesses understand that they must meet or exceed the needs and expectations of customers. Therefore, the customer drives marketing evolution. Let’s look at four strategies that are emerging.

1. Omnichannel marketing

Omnichannel marketing uses various channels and digital platforms to present your brand, product or message. Your message is consistent yet fine-tuned for each channel. Whichever way your customers access your business, you’re there.

Omnichannel marketing is an evolution of multichannel marketing, where you make your brand available across multiple channels. Omnichannel marketing takes it further by seamlessly integrating the user experience across all digital channels. This method allows the customer to move from one platform or device to another and not just have a similar interaction but also retain their shopping and purchase history.

To devise an effective omnichannel marketing strategy, you need at least four things:

  • Ensure that your website displays well across all devices, like computers, tablets and smartphones.
  • Consistently present your content across all relevant channels, including your offline ones, like in-store.
  • Customize the call-to-action for the specific channel. For example, an email campaign may require a button click, while a TV ad may need to display a web address.
  • Keep customer data in a central location, facilitating the forward movement of the customer journey.

2. Personalized experiences

Customers want to feel valued by a company, and personalization creates that feeling. For example, if a customer bought laundry detergent from a particular brand, they may like an email reminder with a link to the product on the site when it’s time to replenish. 

Aside from customers feeling valued, personalized experiences build brand trust and promote customer engagement. How can you know your shoppers to create personalized marketing experiences? Here are a few tips:

  • Conduct an opinion poll or a customer survey
  • See what customers are saying on social media about your business
  • Read online customer reviews
  • Trend buyer history

3. Influencer marketing

Why has influencer marketing grown so popular? Consumers see influencers as authentic. Furthermore, people can engage directly with influencers. Many influencers respond to comments and chat with followers. This meaningful connection tends to make influencers held in high regard.

When dipping your toes into this marketing strategy, you may wish to start with a micro-influencer. Micro-influencers are individuals with between 10,000 and 50,000 followers. Micro-influencers tend to have the highest engagement rates across multiple social media platforms.

How do you find and partner with an influencer? Here are some things to try:

  • Understand your target audience. Knowing your customers’ demographics, core values and social media platforms will help you select an appropriate influencer. 
  • Look at your customer base first and see if there is an influencer that uses your product or service.
  • Use the hashtag #sponsored on social media to see a list of influencers.
  • You can contact the influencer with a direct message (DM) on the platform or through email. Propose the campaign along with suitable compensation.

4. Responding to social issues

Following the event of 2020, more than ever, customers need to trust the brands they choose. One survey showed that 50% of individuals would become loyal customers of brands they trust. 

How does a business earn the trust of its customers? The same survey provided further details. Customers look to see:

  • How well the company treats the environment
  • If they use materials and ingredients that are local, sustainable and ethically-acquired
  • How well the company treats its employees
  • How well the brand responded to the COVID-19 pandemic

You may think, “Is this a digital marketing strategy?” The answer is yes because you would advertise your company’s initiatives on your website. For example, the following are excerpts from Nike’s Impact Report on its website.

Digital marketing evolution New approaches and channels

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The key to this marketing strategy is to be authentic. You must either back up or follow through on the statements made online.

Taking leaps in the digital marketing evolution with Optimizely

Today’s marketing strategies require innovation, insight and evolution. Optimizely’s digital experience platform (DXP) and the team of experts are here to help you attract and retain customers so your business can grow.

 

If you’re ready to take your marketing approach to the next level, get started with Optimizely today.


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