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Four trends will shape e-commerce evolution over next several years, impacting brand success

by David Roth & Jerman Zhang

Improving content and user interactive experience are key
 
by Jerman Zhang
Managing Director, E-commerce Marketing
GroupM
Jerman.Zhang@groupm.com

 
1. E-commerce enters the integrated marketing and content-driven era
China’s e-commerce has progressed from price-driven competition for market share to an emphasis on sophisticated operations for a marketing-driven era. E-commerce marketing does not stand alone, but is combined with content, social media, live Internet hosting (IP), virtual reality (VR), and augmented reality (AR). Improving the user interactive experience will be key to brands’ integrated marketing campaigns.
 
2. Experience marketing has great potential in brand communications
Brands can leverage new technologies to provide consumers with enhanced experiences. For example, clothing brands can use AR technology to present their product functions and details more intuitively, or allow users to virtually wear a dress to check if it fits well, thus enriching their online shopping experience. Brands of cars and durable products can use VR technology at their physical outlets to simulate their product experiences or production processes. Furniture brands can use AR to allow consumers to compare the effects of putting different products in their homes.
 
3. Mobile, social, personalization, and customization will become mainstream
Interacting with and converting mobile users is critical in e-commerce marketing. In addition, e-commerce platforms are placing an increasing emphasis on individualization and providing user-specific experiences. Integrated e-commerce marketing includes not only media buying, but also integration of content, social media, and creative production, along with better utilization of e-commerce big data to plan user traffic and operation and capitalize on the trends of user traffic customization. Brands can give more consideration to new formats of social media and content, and boldly try personalized brand campaigns that reflect the preferences and interests of the younger generation of consumers.
 
4. Effective use of big data is critical to e-commerce marketing
E-commerce marketing will make more sophisticated use of data. We recommend these steps:
 
Before marketing Help brands create a well thought out marketing plan targeting different groups based on analysis of big data, brand information, competitor information, and consumer insights.
 
During marketing Monitor ad placement data in real time and maintain effective reach by making dynamic adjustments to groups, creative productions, and quotations.
 
After marketing Analyze marketing effects on different groups and help the client to establish its own user database for use in future marketing activities.