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Connect Marketing and Commerce

Learning Objectives

After completing this unit you'll be able to:

  • Explain the difference between transactional and behavioral emails.
  • Describe two ways to make your advertising more targeted.
  • Demonstrate the benefits of Social Studio and how it is part of the unified consumer experience.

Connect Marketing and Commerce

Think about the last time you received an email promotion from an online purchase you made—was it personalized? Did it feature a product you previously viewed? Or did it fall into a category—such as women’s shoes, men’s shirts, children’s toys, Acme brand power tools—you had recently browsed? And did you click on that promotion? If you clicked, then you understand the power of connecting marketing and commerce.

Retailers have many challenges—rising competition and market saturation, limited attention span and loyalty from consumers, and shifting ways of shopping. All of these obstacles are changing the ways retailers think about business. But these changes also provide retailers with opportunities to create new experiences that encourage shoppers to browse and buy.

Email Marketing

Envelope icon

Retailers and brands seek a direct line of communication with consumers to develop the relationship over time. One of the most common ways to do this is via email marketing. Email marketing generally covers two broad categories: transactional emails and behavioral emails.

  • Transactional emails: Retailers send transactional emails that don't necessarily seek to sell anything, but rather inform the customer. These include order confirmation, shipping status, a password reset, or even a welcome email after a customer signs up for a newsletter.
  • Behavioral emails: Emails that are triggered from a particular action—like abandoning a site after searching, browsing, or adding an item to a cart—is called a behavioral email because it triggered a... wait for it... behavior. Recent research has shown that more than 75 percent of shoppers will abandon their shopping cart with an item in it. But if the customer receives a follow-up email with a promotion, retailers can win back more than half of those lost sales.

Retailers can use email to stay connected to customers, send them promotions or product updates, and keep them apprised of an upcoming offer—all to help drive more sales.

Targeted Advertising

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In addition to keeping customers engaged once they’ve made a purchase, retailers need to attract new customers. Advertising on social channels and the web are great ways to acquire new customers. Two ways you can make your advertising more targeted are:

  • Use a data management platform (DMP) to advertise products to guest and unknown shoppers in a segmented audience across the web.
  • Advertise to known audiences and “lookalike” audiences on social channels.

Social Media and Commerce

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Instagram shopping. Instagram is a visual platform full of assorted and often stunning images posted by friends and family, celebrities, influencers, and brands. Companies are now using Instagram to create entire brand experiences, posting photos of products and in many cases the posts are shoppable. Audiences can click a product image, arrive at the brand’s product page, and complete a purchase—all initiated from an image on Instagram.

Understanding customer and influencer insights. Brands can also use social media as a way to gauge awareness. Social Studio allows brands to listen to sentiment about their brands and properties across thousands of social media channels, including Twitter, Facebook, LinkedIn, Instagram, and many more.