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The State of eCommerce for Agencies: Building a Smarter Marketing Strategy
May 2, 2023
Hey there fellow eCommerce marketers and advertisers, have you ever wondered how others in the industry manage and create their online ads and strategy? We did too, so we set out to gather our list of eCommerce trends and best practices and to provide insights into how our users are utilizing the platform to thrive in the industry.
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The eCommerce industry is constantly evolving, with new trends emerging at a lightning-fast pace, and it can be overwhelming for digital marketers to navigate. However, there are trends that stay steady and that we see our users adopting.
Top eCommerce channels on Channable
Channable's analysis showed that our platform's top eCommerce channels in terms of usage are:
- Google Shopping
- Bol.com
- Amazon
The most popular industries using our solution:
- Home & Garden
- Fashion & Apparel
- Sporting & Outdoors
Another trend our users adopt is PPC automation for improved online presence and ad spend. Many advertisers also use automation to boost quality scores, with an average improvement of 10.5% in Facebook Quality Ranking.
Detecting errors and using data/ insights can be useful for digital marketers who want to stay ahead of the curve and keep their ads running at 100% across all eCommerce channels.
Read all out data and insights directly in the report
Growing trends
As social commerce continues to grow, marketers are also adopting newer platforms like TikTok to account for the preferences of Gen Z and millennial consumers.
This is just one example of the fast-paced trends that require constant attention and testing. Using a feed management platform to centralize campaigns and collect first-party data is crucial, as it enables businesses to identify top-performing campaigns and streamline performance.
Attribution is also a significant challenge for eCommerce businesses, with some companies shifting towards a profit on ad spend (POAS) strategy to gain visibility into the total conversion value of the customer lifecycle.
Automation has also proved successful for agencies like Artefact and ClickBoost, who experienced a 19% increase in click-through rate (CTR) and 25% increase in return on ads spend (ROAS).
Strategies for Agencies and Marketers
Despite the growth of online shopping, consumers are re-discovering in-store experiences, presenting an opportunity for marketers to explore options like augmented reality to enhance interactive experiences.
Marketers should be smart about their strategy and pick channels wisely. Instead of creating a campaign for every social channel, it's important to focus on the media that will best benefit the brand.
With Q4 always on everyone's minds, it's important to take the time to rest and relax, but also to prepare for the biggest selling period of the year.
Applying best practices early on will give businesses the resources they need to succeed during the holiday season. Encouraging clients to decide on their core channels and allocate resources early on will allow teams to focus on holiday campaigns by the end of the summer.
Staying up-to-date with digital marketing trends is crucial for businesses to stay relevant in the ever-changing eCommerce landscape.
Using a feed management platform to centralize campaigns and collect first-party data is essential, as it enables businesses to identify top-performing campaigns, streamline performance, and gain an overview of all campaigns.
Read all the trends, insights, and numbers in our interactive report: "The State of eCommerce for Agencies: Building a Smarter Marketing Strategy."
Dive into our data and start discovering trends you can use below!
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