For those who work in ecommerce advertising and marketing, then you already know the eCommerce Expo is a must-attend occasion. This scorching subject round-up will enable you get essentially the most from the occasion.
Happening over two days, this yr’s eCommerce Expo goes to be larger than ever. There’s going to be extra talks and extra perception than one individual can deal with. Sadly, one individual can’t be in two locations directly, and with over 100 classes in 12 theatres, it’s going to be unattainable to catch every thing.
So, what key subjects do you have to give attention to, that's going to make an actual distinction to your corporation?
We’ve put collectively a brief round-up of what we expect the most well liked subjects will likely be this yr. Protecting each essential problem and alternative that lies forward, we hope this helps you take advantage of your time on the Expo. It could even you a bit further time to cease by our stand and say hi there!
1. Optimizing e-mail is important
Any article that you just learn arguing that e-mail is useless is flawed. Plain and easy.
In reality, e-mail advertising and marketing is just getting stronger, now producing an ROI of $50 for each $1 spent. Electronic mail continues to be nearly all of clients’ most well-liked methodology of communication with a model. For an ecommerce model, e-mail is an important a part of your ecosystem. It covers advertising and marketing, transactions, and customer support.
However, with the common buyer utilizing so many channels and distinctive gadgets, maintaining with demand can appear unattainable. Overcrowded inboxes are widespread and slicing by way of the noise feels futile. That’s why optimizing your e-mail efficiency is important.
Whether or not you’re introducing channels to go with e-mail or creating constant messaging: optimization is essential. With an entire theatre devoted to automation, e-mail and multichannel, it’s a must-not-be-missed subject.
⭐ Gavin Laugenie 🗓️ 25 September 🕒 15.40 – 16.05 📍 Advertising and marketing Automation, Electronic mail & Multichannel Theatre
⭐ Actionable perception to boost your e-mail advertising and marketing 🗓️ 25 September 🕒 12.35 – 13.05 📍 Advertising and marketing Automation, Electronic mail & Multichannel Theatre
2. Let information affect your choices
We’ve already highlighted the large returns e-mail achieves. However how does that equate with the concept that GDPR has made e-mail advertising and marketing more durable?
Analysis exhibits that GDPR has made customers extra conscious of how their information is getting used. Relatively than making them reluctant handy over private info, it’s proving the alternative. Clients are happier handy over their information in return for a novel and customized purchasing expertise. So, don’t let GDPR put you off gathering it at each alternative you get.
Knowledge is your secret energy. Probably the most profitable advertising and marketing methods depend on information to affect choices, and that’s precisely what try to be doing. Relatively than feeling concern and dread on the subject of information, that is your alternative to let it empower you. Your alternatives to attach with clients will flourish once you discover ways to make your information work more durable for you.
⭐ Constructing shopper understanding by way of data-driven insights 🗓️ 26 September 🕒 13.50 – 14.15 📍 MadTech & Knowledge Pushed Insights Theatre
⭐ Don’t let GDPR kill your advertising and marketing technique 🗓️ 26 September 🕒 10.50 – 11.15 📍 MadTech & Knowledge Pushed Insights Theatre
three. Realizing the facility of evaluations
The ever-increasing ecommerce panorama has made it simpler for opponents to pop-up on the drop of a hat. Consequently, differentiating your model is now tougher.
With 94% of consumers checking evaluations earlier than they purchase, it’s time all of us realized the facility of evaluations. Customers belief the suggestions of their friends over the guarantees of a model. By incorporating evaluations into your advertising and marketing, present your manufacturers’ openness and integrity. Giving consumers the facility to make knowledgeable choices drives conversion charges and helps you achieve worthwhile perception into your clients.
It’s time to faucet into this and make evaluations an integral a part of your advertising and marketing.
⭐ 5 easy steps to constructing a profitable assessment technique – by Ted Baker 🗓️ 25 September 🕒 12.40 – 13.05 📍 Buyer & Personalization Theatre
⭐ Turning perception into motion – the way to get extra out of your buyer suggestions 🗓️ 25 September 🕒 11.25 – 11.50 📍 Content material & Social Methods Theatre
1:1 experiences are important for the fashionable shopper. It’s what they demand in trade for purchasing with you, and it’s what retains them coming again to you.
From fundamental first title personalization and habits focusing on to superior exterior dynamic content material and liquid script – a bit can go a great distance. Key to delivering these distinctive experiences is realizing the way to use the info at your fingertips.
Ecommerce manufacturers have been main the best way on this entrance for fairly a while however, it’s essential to not relaxation in your laurels. It's essential to continue to learn, attempting, and testing to find what works together with your viewers and what drive outcomes.
⭐ Innovating by way of content material personalization: data-centric methods to rework buyer expertise 🗓️ 25 September 🕒 11.25 – 11.50 📍 Buyer & Personalization Theatre
⭐ The right way to enhance on-line buyer expertise…even on a small finances 🗓️ 26 September 🕒 15.05 – 15.35 📍 Buyer & Personalization Theatre
5. Cracking the content material code
Let’s face it, few of us are literally skilled copywriters, but copywriting is what we do. Whether or not it’s e-mail, internet, running a blog, or social, you’re anticipated to provide all of it.
However you don’t should be a wordsmith to be a content material creating genius. From movies to podcasts, graphics, and bodily collateral, you’re attempting to attain two key issues with each little bit of content material you produce:
To seize the eye of your customerTo create a connection together with your viewers that retains them coming again
Storytelling has been on the core of content material advertising and marketing since its creation. With folks spending extra of time on channels like Instagram and Snapchat, telling an interesting model story is important.
⭐ 5-second rule: grabbing your buyer’s consideration shortly 🗓️ 25 September 🕒 14.20 – 14.45 📍 MadTech & Knowledge Pushed Insights Theatre
⭐ It begins with a tune: connecting with Kobalt’s group by way of content material 🗓️ 26 September 🕒 15.05 – 15.35 📍 Content material & Social Methods Theatre
6. Nailing the expertise
Optimizing clients’ experiences is important for ecommerce manufacturers. The higher their expertise, the higher they convert.
The smoother the journey, from searching to fee, the extra probably clients are to return. In reality, they’re 86% extra prone to repeat a purchase order. You realize the significance of personalization to the purchasers’ expertise, however to maintain them loyal, that you must go manner past that. Consistency is essential.
Optimization can are available in many varieties. To most tech-savvy consumers, cell optimization and customer support is important. 24/7 entry to buyer providers by way of on-line chat or social media is important. It’s resulting in a big change to each advertising and marketing and customer support roles. The 2 roles are starting to overlap and merge.
Ecommerce has been main the best way, embracing buyer expertise roles as intermediaries between advertising and marketing and customer support. However, to maintain clients coming again, that you must get forward of the sport, and one of the best ways to take action is to take a look at eCommerce Expo’s UX and CRO Theatre.
⭐Buyer journey hijacking: the hidden drawback that’s inflicting your thousands and thousands! 🗓️ 25 September 🕒 11.50 – 12.15 📍 UX and CRO Theatre
⭐ The evolution of ecommerce: how the psychological basis of shopper habits developed and redefined enterprise necessities 🗓️ 26 September 🕒 11.10 – 11.35 📍 UX and CRO Theatre
7. Scaling your model
Ecommerce is open for enterprise. Anybody with an concept and a enterprise mannequin has the facility to create the following massive factor. However, with giants corresponding to Amazon already dominating the sphere, the thought of rising your model can really feel daunting.
However this doesn’t should be the case.
The digital panorama has helped even issues out. New tech and entry to social media has made it simpler for anybody to scale shortly. All you want is the right inspiration – and also you’ll get loads of that on the eCommerce Expo.
⭐Gorillas & unicorns: unlocking model progress by way of expertise collaboration 🗓️ 25 September 🕒 12.00 – 12.25 📍 MAdTech Improvements Theatre
⭐ The right way to obtain quick, sustainable progress in ecommerce 🗓️ 26 September 🕒 13.15 – 14.00 📍 Keynote Theatre
eight. Increasing your market
Possibly scaling isn’t your solely aim? Possibly you’re trying to increase past your geographical location.
The very best factor about dwelling within the digital age is that our ambition is limitless. As soon as upon a time, buying and selling in a brand new nation meant discovering premises overseas and organising store there. That value a substantial amount of time, cash and manpower. Know-how has helped us break down these boundaries. We all know it’s potential, which leaves us with the query of the place to begin, and the way can we guarantee our ventures are successful?
⭐ Localize to thrive: offering a seamless localized provide 🗓️ 25 September 🕒 15.05 – 15.35 📍 Cross Border Theatre
⭐ Cross border ecommerce success: the important thing steps for efficient worldwide growth 🗓️ 26 September 🕒 11.30 – 12.00 📍 Cross Border Theatre
9. Put together for the long run
In terms of the long run, there are a whole lot of scary phrases and hypotheses bouncing round. Buzzwords like AI, Bitcoin, and blockchain are in all places these days, however what do they imply and the way will they modify the best way we work?
When will the robots take over?
We’re already beginning to see AI trickle into our day-to-day lives at work. It’s powering options corresponding to chatbots and product suggestions. These are already making a constructive distinction to buyer expertise. Blockchain is enhancing model transparency and slicing down on advertising and marketing ‘middlemen’.
Advances in expertise aren’t slowing down, so getting ready for them is essential.
⭐ AI, chatbots & their use for eretail and advertising and marketing 🗓️ 25 September 🕒 15.05 – 15.30 📍 MadTech Improvements Theatre
⭐ Blockchain in supply – future or fad? 🗓️ 25 September 🕒 15.40 – 16.10 📍 Supply & Fulfilment Theatre
10. Get able to go headless
As customers get used to purchasing by way of apps, good voice assistants, and in-store interfaces, ecommerce platforms should work more durable to maintain up.
Whereas most conventional commerce platforms are solely designed to ship content material within the type of web sites, headless platforms use APIs to ship content material to any display screen or system. That is extra versatile, adaptable, and gives limitless customization and personalization choices.
In the intervening time, Amazon is as soon as once more main the best way on the subject of going headless. Conventional commerce options can’t obtain the Amazon Prime-like expertise 60% of customers. It’s crucial you begin planning to go headless to maintain offering clients with the experiences they want.
⭐ Headless ecommerce – the platform revolution 🗓️ 25 September 🕒 12.40 – 13.05 📍 Omnichannel Theatre
⭐ The right way to ship outcomes by going headless 🗓️ 25 September 🕒 15.05 – 15.30 📍 Omnichannel Theatre