From the last year, consumers around the country are staying at home and are getting everything done online. This has become a trend and is not going anywhere. This is more comfortable than offline.
According to stats, E-commerce sales in 2020 accounted for 14% of total sales. E-commerce sales in 2019 accounted for 11% of total sales.
This shows that people prefer to buy online due to various reasons be it convenience, safety, various options, etc.
Now we are clear that almost 15% of sales happen online. But then what about the remaining 80-85%?
It happens to be offline sales.
Will the business be able to track these offline activities?
Some of the businesses advertise through traditional marketing methods such as newspaper ads, offline advertising such as billboards, etc. But, will they be able to track the number of inquiries they get through them, or the number of walk-ins they are getting, or the Real ROI of the customer?
The answer is NO.
No business is being able to track the amount that they spend on offline advertising, whether they are getting the deserved results from that kind of advertisings.
For businesses, Online/e-commerce has a huge opportunity or huge market that they can target in order to promote their products and get more sales.
This can’t be done through offline methods of marketing. This is where e-commerce digital marketing comes in.
Online advertising helps businesses to target consumers all over the globe where there is a potential and need for the product.
In online, there are various mediums through which advertisements can be run such as Social Media, Google Search, YouTube, etc.
But considering e-commerce digital marketing, Google ads will have more options and higher benefits in returns compared to the other mediums.
Let’s see some of the major benefits of Google Ads for e-commerce digital marketing:
Targeting is one of the major advantages of Google ads. With these, we can target those consumers who are particularly looking for our product or similar kind of product with the interest based targeting or we can target a particular age group based on demographics or location based targeting.
This helps us to reach the potential and right consumers who are a better fit for our product.
2. Tracking and Measuring:
With conversion tracking in Google Ads, we can measure the success of the campaign, whether we can achieve the end goal or not. In the context of e-commerce, we can measure the number of enquiries that we have got through ads, number of walk-ins to the store, lifetime value of a customer, etc.
We can also track the user’s data. Not all the customers who visit our website purchase our product, there will be few window shoppers as well.
Whenever we come up with a new offer or new product, we can target the user data which we have through certain campaigns like ‘remarketing campaign’, which targets the users that are already been to our website.
3.Get Qualified Leads :
The most important thing with Google Ads is that the businesses are not going to pay/spend the unnecessary amount on advertising. They will be charged upon clicking on an advertisement. It means whoever is looking for the particular product or service, the ad will be shown to those and the charges will be applied when they click on the advertisement.
This practice gives us the best quality leads and prospects which will help the business to grow.
4. Strategies to increase sales in-store:
There are few strategies that can be used to drive in-store sales as well. For example, if we take store centric strategy, that we can highlight our locations and communicate our store information, business offerings, promotions, and more to nearby customers when they search, browse or navigate on Google Search, Maps, YouTube, and the Google Display Network.
Machine learning makes it easier and more efficient to promote your physical business locations at scale across Google properties. It can help you reach customers throughout their purchase journey and optimize for those who are most likely to visit your business.
5.Measuring Offline impact of Online marketing :
Well, there is a strong probability that Google search results for your business may have an impact on offline store visits, meaning it can happen that someone views your Ad and then make a direct visit to your physical store instead of getting converted online.
So is there any method of measuring the impact of online marketing on offline store conversions? The answer is YES, Google has got a metric that gives us an insight into this. Google calculates this metric using machine learning, advanced mapping technology, and other available parameters. Finally to keep it short, if you would like to dive deep into it and know the mathematics behind this metric then please visit the Link.
So do you want to track and measure your business online??
Yes, we can help you do that…
At Inmantech we have great expertise in running ads on Google and Facebook. We help businesses do more business online.
Please do contact us to know more.