For social commerce, think about deep linking to your app instead of to your www.
“To deliver frictionless experiences across their mobile site and app, the marketing and product teams aligned on implementing deep links — a seamless technology that directs users to their app. Deep linking cohesively connected their webpages to their corresponding app pages, giving users a unified shopping experience.”
Shopping Made Social – How brands should be approaching Social Commerce in 2021.
1) Build social commerce content with your community: in China, social commerce is responsible for 30% of ecommerce (in the US 3%)
2) Drive cult products on the right platforms: partner and hook up with community content
3) Augmented Reality: bridging the gap between entertainment and shopping
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20mins how e-commerce has changed and how brands can use this to their advantage post-covid. Overview of causes, changes, and fixes. including cases.
1. look at the total brand experience to influence sales: closer to the supply chain. rise to ecomm is back to basics: bigger packages and no impulse buying. total experience of the brand: buying, shipping, unboxing process.
2. rethink performance media to get closer to the sales: merge e-comm spend with paid media. race to shoppable formats: messaging to sell. e-commerce platforms become media owners. rise of live streaming (shopping shows on e-commerce platforms)Virtual influencer on WeChat to create community: Daily perfect makeup brand: https://www.marketingtochina.com/perfect-diarys-successful-strategy-on-wechat/
3. resist the shift to short-terminism. look beyond attribution models. reserve budget for brand-building.
56% tried something new during covid19 and continues who owns the data, owns the relationship. For this reason, Nike pulled back from Amazon.
Lesson #1. The trend called e-commerce is gigantic and keeps growing.
Lesson #2. In the Western World, many brands are still skeptic when it comes to mobile commerce. Sure, China skipped fixed internet and jumped to the smartphone directly. Over 80% of Alibaba’s one billion transactions were made via a smartphone.
Lesson #3. The power is often in collaboration.
Lesson #4. In the West, both the media and the retail industries failed to join forces.
Lesson #5. Advertising may win quarters, innovation wins decades.
Lesson #6. Retail-as-entertainment really matters.
source https://igorbeuker.com/
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