While businesses are making strides in the dominantly virtual marketplace of today, there is the ongoing struggle of reaching your audience. With businesses popping up left and right, it is becoming increasingly difficult to separate your service from competitors. This is the common focus for marketers, there is always so much untapped potential in terms of reach.
To put this in perspective, it is estimated nearly 70% of Americans shopped online in 2021. Another 25% online shop once a month. Does this emphasize the picture enough? Well looking at a larger scale, over two billion people paid for online products and services in 2020, nearly one-third of the Earth's population. Marketers are asking themselves how they can get their services out to this continually growing audience. Keeping in mind that this radical increase in online shopping is due largely to the pandemic closures, this new norm will be here for the long haul.
Now, the fact that online shopping is becoming so sought after, leads businesses to re-examine their sales approach. Businesses are developing websites, social media pages, and other efforts to appeal to this new business model.
Business owners who are still used to the old-school methods of business must re-evaluate their approach concerning digital trends. Now, for optimistic business owners looking to capitalize in this market, some important considerations should influence your approach. Keep in mind that we are only two years into this new dominantly virtual reality so the potential it has is unforeseen. Nonetheless, it is sure to be on a trajectory that will only continue to improve.
With that being said, let's look at the key drivers in business to keep in mind this year:
Demand For Delivery
Grocery services dominated in the early days of the pandemic, the eCommerce model was a game-changer that appealed fittingly to the restrictions. This also provided ease of access, a doubleheader for grocery chains in increasing their sales which will last beyond the pandemic. Researchers found that 40% of American shoppers would rather not go into a store, and have found the delivery option to be much more comfortable. This statistic is still fresh and based on current trends, is likely to rise.
Many industries are shifting to E-commerce as consumers now think “why don’t I just have it ordered?”. This is going to be the reality of shopping in the future. No matter what you sell, if you can deliver it, do it.
You’re Not The Only Option
Consumers are rapidly becoming less loyal to brands, if one outweighs the other, there is no going back. Data reported in 2021 found that 80% of consumers chose a brand other than their usual choice. The battle of earning your customers is very competitive, with the ease of access to so much e-commerce, it is whoever has the best deal wins. This is best seen with delivery services like UberEats, Doordash, or Skipthedishes where consumers only care about delivery time and options.
Rightfully so, common sense tells us if you are going to pay for something, get the option that is going to serve you the best. The difference now is people don’t go looking for something in just one place. If you like pizza, you have your favorite pizza shop and you let them take care of you. Now you’re at home on UberEats and see 4 new spots you’ve never tried, they have better prices? Ordered. The ease of access to different options broadened the offers consumers see.
Use Content Wisely
For many businesses, marketing teams decide that just posting content will boost their SEO and get them seen. However, the algorithm is not based on quality vs quantity, or vice versa but rather the best of both, and this advice comes directly from Google. Companies must ensure that the content produced is valuable and likely to influence your audience.
Also creating diverse types of content like pictures, videos, blogs, etc. These are much more likely to engage your audience, and posting them frequently can prevent you from getting buried in all the other content being posted. Creating content is an opportunity to grow your business. Each post should involve a lot of thought and be released as frequently as possible.
Conclusion
The Internet is evolving every day, consumers are highly obsessed with new media and there is tremendous opportunity to influence. The pandemic was the shove consumer markets needed to move almost entirely online. While we’ve spent so much time in this new reality, methods continue to develop, and having the upper hand in e-commerce is a slippery slope. However, being open-minded and ready to embrace necessary change will allow your business to thrive in this new climate.
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