Singapore based event organiser, eTail Asia conducted a survey with 100 e-commerce leaders in Asia Pacific to identify their focus areas for 2015. Managing Directors, Chief Marketing Officers and Chief Digital Officers provided a comprehensive breakdown of their priorities and concerns that are shaping the current e-commerce landscape in Asia.
According to the infographic, customer experience is of utmost importance to all the e-commerce firms. It has been given the highest rating (9.3) on the 1-10 scale, 10 being critically important. The customers are hard to acquire, particularly in online businesses. Therefore, customer satisfaction is a main concern for these e- tailers. At the end, all their plans, schemes, offers are only to grab as many customers as possible and increase their revenue and profit.
With a 9.1 score it holds the second position. The bulk messages (SMS) that the companies send to different mobile numbers is one form of mobile marketing. Due to the growth of smartphone users, advertisements on third party mobile websites and mobile apps is catching up. Mobile marketing is a prime area of importance for the businesses who want to target both new and existing users.
Also Read: Mobile Marketing Landscape 2014
Omni, meaning everywhere, implies reaching the target audience where they are – be it offline or online. Advertisement of the company goes to all the different channels with the same user experience, branding and message.
Cross-Border Marketing involves developing marketing strategies to penetrate into a new foreign market. Accomplishing a successful cross-border marketing campaign is slightly difficult than the regular marketing practices since the strategies will have to be customized for the desired audience in the foreign market and might require local presence or team for logistics and support. While Indian e-tailers have not yet started to ship their products across borders, there are foreign companies trading in India such as Aliexpress, ASOS, Macy’s etc. but cross-border promotions haven’t started for them.
It has 8.0 score. Content marketing is a process for creating and distributing relevant and valuable content to attract and engage a clearly defined target audience with the objective of acquiring a larger customer base. Many e-commerce firms are running their personal blogs about fashion and lifestyle. Readers visit their blogs to read about the latest fashion trends. There is a high probability that these readers will end up buying products from the website as well. Moreover, PR practice has become a form of marketing itself, the more the company is in news, it attracts attention and hence customers. Also when people are making online purchases, the content about the product description and other customers experience or view about it play a very important role in helping a new buyer decide. It also leaves an impression on the users mind regarding the website.
Social media networks have evolved as marketing and engagement platforms for businesses. Through content and visual marketing these websites keep their customers updated about new trends, products and offers. User led marketing is another way, where in a customer who is extremely happy with his/her purchased item, mentions about it on a social network. This attracts a lot of attention and gauges new buyers for the company. Social media is also a platform for one to one interaction of a customer with a company representative, in case of an issue or query.
Hiring the right talent is important for any company. With the work and growth of every individual employee the company grows. A majority of an e-commerce company’s hires are expected to be in logistics, warehousing, supply chain, and other specialised ground level skills. Major functions in an e-commerce business are in the field of technology, merchandising, sourcing, old management, customer support, web store management, accounting, logistics and warehousing.