As the ecommerce market continues to expand and reach a wider base of consumers, businesses have been investing more resources into their marketing efforts. According to a study conducted by eMarketer, worldwide spending on digital advertising alone surpassed $100 billion in 2012 and is predicted to increase by another 15.1 percent through the end of this year. With more resources being sunk into marketing efforts, it is imperative that ecommerce companies optimize their efforts to increase both the reach and effectiveness of their campaigns.
Although businesses are spending more on digital advertising, this may not be the best use of their marketing budget. A recent study conducted by Forrester found that only 20 percent of United States consumers trusted the messages conveyed by digital advertising, E-Commerce Times reported. Before ecommerce businesses dump their digital ad campaigns though, they should consider that quality matters a great deal in regards to public perception of advertising content. Crafting a focused and engaging advertising campaign can still be an effective method of reaching potential customers.
“Some ads disarm consumers with humor and other techniques, or emotion, and are embraced or go viral,” Greg Sterling, principal analyst at Sterling Market Intelligence, told the news outlet.
Businesses could also put more focus on cultivating a forum for customers to review their products. The study found that 46 percent of consumers trust online reviews written by their peers. By encouraging customers to review their products and services, ecommerce companies can spread the word on their quality wares.
Many consumers, however, still trust good word of mouth. Seventy percent of respondents said they valued brand or product recommendations from their friends and family members. Using social media tools, ecommerce businesses can foster communication with consumers and increase their visibility on sites such as Facebook. When potential customers see that friends or relatives are supporting a business on a social media network, they will be more likely to use its services.