4 Ecommerce Advertising Trends to Watch

As the endemic consumer rapidly changes, modern brands seek to leverage all of the tactics at their disposal to engage customers. One of the trends we’ve seen over the past two years is a drastic rise in ecommerce and social commerce utilization across retail and direct to consumer brands. As ecommerce continues to take over the marketplace, brand marketing teams will need to better understand the buyer journey in the modern consumer experience-centric era. 
 
As part of a holistic plan, retail marketing teams will need to develop a robust omnichannel strategy that engages consumers across the bevy of digital touch points in their day-to-day lives. In that omnichannel micro-moment packed plan, teams will need to develop ecommerce advertising that entices and informs today’s consumers.  
 
Let’s take a look at current trends in ecommerce advertising that brand marketers need to take on to ensure success in the consumer experience-driven modern era. 

#1. Create Hyper-Personalized Social Media Experiences

Modern consumers are utilizing social platforms like never before, creating a boom in social interactions from sharing information to shopping. With a reported 34% of customers purchasing products directly through social media and trend data predicting that this will only increase in adoption over time, it is clear that social media platforms are one of the best ways to engage with consumers. In addition to the old standbys of Facebook and Twitter, new players in the social media channel game have become wildly popular in recent years and directly contribute to the social commerce boom
TikTok, Instagram, and Pinterest have become the central social media interaction and engagement hubs. They are rapidly changing the game for marketing products on social, especially for retail and D2C brands. With these popular social platforms, new methods and mediums for marketing have emerged and evolved to give birth to the age of user experience driven marketing. Endemic consumers crave interaction, ease of use, personalization, and engaging content and these social channels give them all of that and more with just a few clicks.  
 

Agile ecommerce marketing teams are adopting these channels into their omnichannel strategies, developing hyper-personalized, engaging content via influencers, interactive video, trending audio, shoppable ads, videos, and playables to engage a wide range of consumers when and where they spend their time digitally. 

And this is only the beginning. The growing popularity of augmented reality (AR) and virtual reality (VR) are giving way to the emergence of new holistic marketing opportunities across virtual open worlds like the metaverse. Looking to the future, it is clear trends centered around customer experiencebased virtual marketing strategies within the metaverse and similar open virtual worlds will enhance engagement within retail and D2C marketing methodologies. 

#2. Make It All Happen With Interactive & Dynamic Creatives

User experience is a key theme in the modern endemic era of marketing. Brand marketing teams are constantly looking to engage consumers on a personal level, creating a brand experience that customers can relate to on a personal level. This is a tall order for any team, especially when you add in the element of hyper-personalization to the mix. Brands must look to the everevolving capabilities of interactivity within user interfaces by leveraging dynamic creative optimization (DCO) and campaign automation that allows them to:

  • Create a wide range of marketing materials tailored to their diverse consumer groups
  • Effortlessly launch materials across relevant platforms to the right consumers
  • Automate the creation of repetitive elements required in campaigns 
  • Utilize brand marketers’ time for more creative ideations and strategies
 
In order to enable this type of marketing methodology at scale across an increasing number of channels and content mediums, many teams are integrating automation methodologies like dynamic creative optimization (DCO) and campaign automation into their workflows. This allows teams to create a wide range of marketing materials tailored to their diverse consumer groups and launch them across relevant platforms while freeing up manual time spent on the repetitive elements required. This not only enables the team to grow their marketing output exponentially, it also enables brand marketing teams to utilize their time for more creative ideations and strategies. 
 
The core of marketing and advertising will always lie in the creative and artistic elements that humans bring to the process. However, enabling growth of interactive and dynamic content production through automation methodologies is key to optimizing the successful strategies of today and building winning strategies for the marketing landscape of tomorrow.

#3. Meet Customers Where They Are On Google & Retail Media Networks

A simple fact about modern consumers is that they do their research and they do it extensively. With a wealth of information at their fingertips, consumers have adopted researching products and brands as part of their buyer journeys. Understanding how to use this to your advantage is key to your brand’s success.
 
Savvy marketing teams are turning to Google Advertising to get in front of their ideal consumers. They’re also looking to newly-minted Retail Media Networks to reach audiences when and where they are virtually shopping. With a bevy of options across the Google network to enhance advertising to shoppers researching your product or products like yours, investing marketing dollars in Google Advertising across search and display, Google Shopping, and Google Reviews is a no brainer for ecommerce brands.  
 
Additionally, the emergence of retail media networks has created a new way for brand marketing teams to advertise to their ideal buyers within a retailer platform when and where they are looking to purchase. Investing in ads that display alongside similar or related products allows brands to showcase their products and give shoppers side-by-side price comparisons within the big retailer digital ecosystem when they are at the point of adding to cart. Retail and D2C brands that master this practice are sure to succeed in engaging with and capturing more customers at the point of purchase.

#4 Utilize Enticing Methods to Simplify Purchase & Increase Spend

One thing that has become crystal clear over the past few years is how much modern consumers want easy, feasible, and rewarding ways to purchase from brands. Effective retail and D2C advertising is about more than putting products in front of customers. Successful brand marketing strategies provide affordability, simplify the check out process, and reward loyalty. Many modern retail and D2C brands constantly optimize strategies to boost satisfaction and loyalty, knowing full well that loyal customers mean increased lifetime values and higher revenues. 

These strategies include tactics like:

 
Retailers utilizing link outs to pre-sell pages with checkout on page from their ads simplifies the checkout process for customers, which typically increases the odds of customers returning to their brand for future purchases. Implementing BNPL and virtual try-ons within your ecommerce marketing strategy will enable customers to easily interact with your products and purchase larger cart values of products with ease. Launching or optimizing a customer loyalty program that generously rewards your returning customers heightens customer retention and when done well, increases customer lifetime value immensely. All of these elements are again centralized around creating the best user experience possible to help attain new customers and increase customer retention. 
 
Retailers utilizing link outs to pre-sell pages with checkout on page from their ads simplifies the checkout process for customers, which typically increases the odds of customers returning to their brand for future purchases. Implementing BNPL and virtual try-ons within your ecommerce marketing strategy will enable customers to easily interact with your products and purchase larger cart values of products with ease. Launching or optimizing a customer loyalty program that generously rewards your returning customers heightens customer retention and when done well, increases customer lifetime value immensely. All of these elements are again centralized around creating the best user experience possible to help attain new customers and increase customer retention. 

What It All Boils Down To

Endemic consumers are at the helm when it comes to trends for ecommerce marketing and advertising. As social and ecommerce shopping continue to rise in popularity, brand marketing teams must fully understand the wants and needs of their core customer bases and stay ahead of the trends in order to succeed. From leveraging new trending social platforms and launching interactive ads across big-name ad networks, to using automation for scale and constantly building out their omnichannel strategies, ecommerce brands must scale their methodologies while creating the ideal customer experience at the forefront of their mission.

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

              Contract Type

              |

              Location

              Job Title

              Contract Type

              |

              Location

              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.