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We are living in a time when it’s easier than ever to live smarter, thanks to technology. You can order a taxi with an app, identify a song with Shazam, and deposit checks, all with a swipe of your finger. In short, social commerce and other digital experiences make life more convenient.
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Technology Should Be Secondary to User Values and Behavior
Social commerce is expanding at a rapid pace. This development allows consumers to browse, check out, and purchase without leaving the social media platform. But are brands delivering the kind of content and experience consumers want?
Initials, a customer and brand experience agency in the UK, has recently polled a nationally representative audience to assess whether the brands they engage with (post-pandemic) have created social experiences that seamlessly align with their needs and values.
A staggering 46% of consumers find “brands could do more to improve.”
What’s more, 10% reported they are “disappointed with how brands have responded.”
Businesses should make customer behavior paramount when designing their content. The key to success is to create immersive and relevant experiences if they want to win in this space.
The Pandemic Accelerated Digital Solutions
The rapid adoption of digital solutions, triggered by the pandemic, has resulted in traditional marketing methods being deprioritized by market leaders. Meanwhile, mobile shopping continues to skyrocket.
Businesses should transition to social commerce by integrating digital tools into their existing business models. Rather than re-inventing their organization, they should focus on enabling external consumer behavior.
A recent study found that nearly three-quarters of consumers have said that brands they engage with on social platforms “don’t always deliver relevant content.”
They further report that brands “often create experiences that are irrelevant to me.”
To realize the new kinds of business value that relationships can generate, brands need to reprioritize. Brands should understand their target audiences first, before considering technology.
When considering social media, we must remember the needs and preferences of specific audiences. When we take a look at Instagram’s success and try to understand its popularity, we start to see what people want: aesthetic and engaging posts and brands that talk to their priorities and passions.
Companies must be mindful of their target audience in order to confidently implement the best customer experiences. Only this will keep them engaged.
Social Commerce: Think Like a Shopper
Start with a shopper mindset when using social media for your business. This kind of thinking will enable your business to harness the full potential of the platform.
Social commerce is about focusing on user behaviors, values, and preferences. The insights you gain in this way will help determine which social channels are most suitable for your company to engage with. Brands that take this into account can then maximize the potential of social commerce features.
Social commerce begins with a deeper understanding of the post-pandemic consumer. One way to create an authentic sense of community, spark interaction and discovery, build a frictionless experience, or drive conversion of branded products and services, is by creating content that puts the shopper first.
Data shows that 52% of consumers have a passive interaction with brands on social media. In turn, it is important for brands to create engaging and personal content.
Brands that change to social media marketing approaches and include precision marketing and social media in their strategy will be successful in the future. Shoppers are more likely to buy from brands they follow on social media. Moreover, the popularity of these posts continues to rise.
Brands are no longer throwing random things at the wall to see what sticks. The science of behavioral economics and methodologies for precision marketing help them solve any audience problem that comes their way via precision advertising.
Brands need to think about their social commerce journey as a shopper’s first-hand experience. This is because such thinking will give them an advantage over their competition.
Social Commerce Marketing Secrets: How to Activate with Shopper Marketing Intent
Social commerce is changing the way brands interact and market their products. To win with social commerce and generate sales, brands need to first know what their target audience wants. Then they need to understand which social media platform they prefer for the decision-making process.
By using existing techniques from behavioral science, brands can choose better channels through which they target an audience. With a deep understanding of how consumers browse, as well as understanding the extent to which different channels directly connect to targeted audiences, brands can use social commerce techniques to create memorable experiences and develop loyalty.
Brands must fight for social commerce. Unique subsets make up social commerce users. So brands need to tailor their content and advertisements to them if they want success.
Social commerce is a model that has been seen to have the effect of increasing market share. It plays an important role in creating two-way conversations that allow buyers to learn about product benefits, resolve queries, and read reviews.
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To succeed in the social media world, brands must figure out how to intersect with their followers during dull moments of scrolling. These idle moments hold the power to create a lasting impression on a consumer that can be amplified into shares and likes later. Successful social commerce utilizes interactive features that keep the customer engaged and looking for more information.
As the rapid evolution of social commerce continues, brands turn to creative agencies for efficient, timely solutions to business challenges. Like many digital developments, this will come at the cost of a steep learning curve. Therefore, we’re here to support you in creating an attractive social commerce experience for your customers.
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