Ecommerce is a constantly evolving business and therefore it is important for marketers to stay on top of the latest changes in order to succeed in a challenging market. Several key trends in ecommerce in 2011 are taking shape that marketers should be aware of. As part of their ecommerce strategy, marketers should determine the best tools for monitoring and measuring social media outreach and online campaigns.
CUSTOMER BEHAVIOR ANALYSIS
New analytic software offers so much more today than basic things like traffic statistics and the number of page views. More so than ever, effective analysis needs to explain why customers came to your website, what they looked at while there, and what ‘navigational path’ they used as they perused your website. This helps provide insight about your ecommerce website visitors and enables you to learn how to better sell to them.
SOCIAL MEDIA INTEGRATION
Linking a Facebook page to your e‑commerce website is yesterday's trend — in 2011, website owners are finding ways to integrate social networking technology into their business and vice versa. You can allow customers to ‘Like’ your website without ever leaving it; new technology allows you to use Facebook as an actual storefront. It is easy to see these trends gaining strength as more and more people stay constantly connected to social media via their smartphones. With more than 500 million users on Facebook, it makes sense to take advantage of the market’s full potential.
MONITORING/MEASURING SOCIAL MEDIA
There is more than one way to monitor and measure social media outreach and online campaigns, and companies must find the right setup for them. Looking at how marketers are using monitoring tools and what benefits come from certain options can give companies insight into what works.
However, just monitoring and collecting the data is not enough. Marketers must use the information they collect to make changes in the business in order to really make the most of these tools. According to recent research by RSW/US and Web Liquid, 28% use social media monitoring data to influence communications strategy, 19% use it for customer service enhancements and 15% use it for media planning.
Simply defined, ecommerce remarketing is the act of following up with website visitors who did not finalize a purchase. Remarketing is a chance to woo them back. Often, analytics will allow you to determine why the customer left, which gives you a better chance at addressing their issues. Remarketing continues to grow as an important trend in 2011; many ecommerce websites are putting similar energy into remarketing as into marketing itself.[Source: "Ecommerce Trends that are Defining 2011." Ringgle. 18 July 2011. Web. 20 Aug. 2011; “Marketers & Social Media Monitoring Survey 2011.” eMarketer/RSW/US and Web Liquid. 18 Aug. 2011. Web. 20 Aug. 2011.]