2017: Why content is the queen of eCommerce
2017: 為什么內容是電子商務的重中之重
By now you’ve all seen the headlines about the burgeoning success of eCommerce?compared to the relatively drastic decline in transactions for brick-and-mortar stores?during the holiday season. ComScore data showed desktop online sales in the last two months of 2016 rose 12%, and are expected to rise to 16-19% once the mobile commerce numbers are tallied.
目前為止茄厘，你看到關于快速增長的成功網購新聞總是比日漸衰退的實體店經濟要多得多撩扒，尤其是在節(jié)假日的浪潮時潜沦。ComScore 網站的數據統(tǒng)計表示在2016年最后兩個月，網購銷售額上漲了12%母市，并且預估在無線端用戶增長接近飽和時，網購的銷售額將會上漲到16%-19%划栓。
This steady downward trend for brick-and-mortars has been caused by a variety of factors. Amazon has carved out a desire for free, fast shipping and one-stop shopping. The rise of “fast-fashion” pushes consumers to buy mass-produced and cheap clothing that is easiest to replicate online, and the wide-spread usability of eCommerce and mCommerce sites make the experience of online shopping hassle free.
實體店經濟的日漸衰退其實是有很多原因造成的召烂。亞馬遜將消費者對一站式網購，免費迅速的快遞服務的習慣和需求培養(yǎng)出來沼琉。尤其是“快時尚”的發(fā)展北苟，更是推動了消費者重復在網上購買大量的價廉物美的服飾，將網購的浪潮推進了一步打瘪，并且讓更多的消費者體驗的網購的方便快捷友鼻。
Many organizations have relied on the in-store experience to garner loyalty, so now the question is how to achieve that same experience in the digital realm as foot traffic to stores falls to all-time lows.? The answer lies in understanding your users and tailoring content, not just products, within your communications.
許多實體店都是依賴店內的服務來培養(yǎng)消費者的忠誠度，那問題就來了闺骚，對于互聯網的時代彩扔，到實體店鋪的人越來越少，如何培養(yǎng)消費者的忠誠度呢僻爽。答案就在你的消費者身上以及結合實際的內容身上虫碉，不僅僅是關于商品，這一切需要通過你的溝通來實現胸梆。
Experian Cross-Channel Marketing’s studies have shown that by incorporating editorial content into email, overall audience engagement can rise by up to 28% over audiences that don’t receive content-driven messages. That’s an increase of over 20% in opens, clicks, and transaction rates! Now to be clear, this is content that is NOT focused on the sale, but rather, how the products, services, or organization can better the user’s life. Let’s dive into this a bit more deeply by talking about the types of content you can weave into your communication strategy:
Experian Cross-Channel Marketing的研究表明敦捧，結合仔細編輯過的內容進行郵件營銷须板，能有效提高瀏覽者的參與度達到28%，這些參與者都是拒絕接受純內容類資訊的兢卵。這意味著习瑰，超過20%的鏈接點擊和轉化率！準確地說秽荤，這些內容不僅僅是關于促銷的甜奄，更多是關于商品，服務窃款，以及這個品牌是如何提高消費者的生活品質的课兄。下面我們將更深入的來講一下內容的形式分類，來讓你更好挖掘自己的溝通策略方式：
Product Tutorials 商品導覽?
This is the easiest to execute for those wanting to digress from the discount epidemic plaguing us all. Instead of flaunting a low price, highlight product versatility, create a video showing ease of use or wow the audience by demonstrating transformative effects with before and after photos. Bring the experience to them virtually rather than relying on a showroom to demonstrate the value. The more you draw your users into this experience, the more likely they are to remember your brand.
想拋離打促銷廣告的泛濫方式晨继，最簡單的方式就是做商品導覽烟阐。除了吹噓價格便宜，強調商品的多用途性能踱稍，通過短片展示商品的簡單用房的或者通過對比強烈的前后圖片來讓你的消費者感到驚喜曲饱。將展示廳向消費者介紹的價值通過不同的視覺方式帶給他們。當你帶給消費者更多這樣的特別體驗珠月，消費者就越能記住你的品牌扩淀。
Social Highlights + Celebrity Bloggers 社交名人的博客
Many organizations spend a great amount of time and energy developing a solid social strategy, but fail to bridge the gap between social, email, the website, and even in-store experience. Pull favorite items, the highest rated products, or user-generated content into email to add a personal, more relevant touch to your brand. Also consider bringing any celebrity or blogger content to the forefront of your eNewsletters to achieve the same goal.
許多公司將大量的時間跟金錢花在描繪自己的品牌的社交策略，但是卻無法成功的打破社交啤挎，郵件營銷驻谆，網站營銷，甚至實體店體驗的割裂庆聘。將最受歡迎的產品胜臊，評分最高的產品，又或者是消費者的評價內容添加到郵件營銷里面伙判，為自己的品牌營造更加獨特的氛圍感覺象对。同樣也可以將明星或者是社交名人的內容放在網站的訂閱號公眾號作為內容推送，也是有同樣的營銷效果的宴抚。
After Your Purchase 消費者購買商品后
Experian has found thatWelcome Emailscontaining a “Thank You” message for those that purchased produced20x the revenue per emailthan promotional welcomes. ?These users are primed to purchase again as they have already shown interest in your organization, so why not incentivize another transaction immediately when appropriate? However, don’t?forget that the user journey doesn’t stop at the transaction. A huge part of customer satisfaction comes after the credit card has been swiped. Send communications to ensure the user knows how to care for their product, prepare for their service, or simply send a survey after their journey is complete. Including additional options to purchase should be secondary to making sure you get THIS transaction right.
Experian發(fā)現勒魔，對于那些為網站帶來20%的消費額的客戶來說包含感謝信息的歡迎彈框，對比起促銷類的彈框郵件菇曲，更加受歡迎冠绢。并且這些用戶也更加會進行下一次的購買，對網購平臺的好感和興趣會更高常潮。因此弟胀，為什么不在合適的實際鼓勵再次消費呢。盡管如此，不要忘記消費者的瀏覽路徑并不會因為轉化而結束的孵户。消費者的很大程度的滿足感是在刷卡之后產生的萧朝。給消費后的客戶發(fā)推送，讓他們知道如何維護自己的商品延届，為他們的需求做下一步準備剪勿，這比起推送簡單的調查問卷有意義得多贸诚。此外方庭，推送別的相似的或者關聯的商品給客戶也是可以，讓他們確實找到自己想要的酱固。
How It’s Made 商品的來由
Is your product made in America, handcrafted, or come with special care that makes your brand stand out? Are your services or designers top rated for good reason? Give your customers a behind the scenes look to entice them and peak their interest in your brand.
這產品是美國產的嗎械念？是純手工制造的嗎？需要什么特殊工藝路程才能到消費者手上的嗎运悲？這些其實都能讓你的品牌脫穎而出龄减。你的服務或者是產品的設計師是網評很高的，這也是個不錯的理由班眯。讓你的客戶知道商品的來由希停，這能更加吸引他們去了解你的品牌。
A Bigger Purpose 一個更宏大的目的
Does your brand have a mission that will resonate in the hearts of your consumers? Is there a give-back program you think your audience will care about? If so, bring that bigger purpose to the spotlight and give your consumers a reason to be a part of yourcommunity.
你的品牌有什么宗旨理念能引起消費者的共鳴嗎署隘？你有想過你的消費者關注什么要如何對他們進行回饋嗎宠能？如果有，將這些宗旨理念強調出來磁餐，給你的消費者一個進圈的理由违崇。
As yourcontent strategybecomes more advanced, consider profiling your audience to understand their messaging preferences, and then test your content across these cohorts. Not all content will resonate with all customers, but finding the right content marketing mix will surely help your online presence stand out in a time where the digital experience is more important than ever.
隨著你的內容營銷策略日益完善，需要更多考慮如何完善消費者畫像诊霹，更多的去理解他們是有哪些內容的偏好羞延，將內容進行一定范圍的測試。并不是所有的內容都能引起所有消費者的共鳴脾还，但是找到合適的內容營銷方式伴箩，必定能讓你的網站持續(xù)吸引大眾的眼球，特別是在互聯網時代的今天鄙漏。
