In Dubai, and the UAE in general, online consumer habits are changing fast and for this reason, it is important for online merchants to acclimate their digital marketing strategies to remain relevant. With the current competition and shopping trends, digital marketing should go beyond having content on your website. I mean, to succeed in this digital age, your marketing strategy must include social media and email marketing. Together, these 2 platforms can help increase brand awareness which will allow you to connect with potential customers across multiple platforms.
The importance of social media marketing
Considering that 82% of the population in the UAE uses various social media platforms, online businesses that are not on social networks miss the crucial opportunity to connect with a large part of the public. I mean, these platforms are more than just a trend or a fun way to stay relevant. They provide a way to build relationships with customers and promote your brand consistently. This reminds users of the value you can offer on a daily basis. They build brand loyalty and keep your ecommerce business in the minds of current, past and potential customers.
Moreover, social media networks are a great way to promote the content you’ve already create. For instance, if you are writing a daily post for your blog, you can share it on your social media platforms. More people will see the content you have created, increasing its reach and value. In this case, the content may include blog posts or articles, but it may also include graphics or tables created using programs such as Creative Market.
How to use social media as a marketing tool
1. Create and display sponsored and targeted ads on social networks
With social media, it is possible to target people according to their age, location, and interests. The criteria for doing this are as numerous as your campaign goals such as: clicks and conversions. Because social commerce is evolving, brands must follow the trend if they want to succeed! Unlike intrusive and annoying banners, these sponsored ads are displayed in the news thread, and always fulfil the expectations of those who see them since they are usually targeted.
2. Selling directly on social media platforms using Shopify Buy buttons
Facebook continues to offer new features to enable e-merchants to generate sales. Targeted and creative campaigns can be displayed easily to potential customers plus you can create an on online shop directly on Facebook using Shopify. This makes it possible to display products promote and sell them without having to create a website. Unlike online shops, the customer journey is easy, since they do not have to leave the application or open new pages. You only need to integrate a “Buy” button on Facebook, in order to redirect visitors to its site and its offers in one click.
3. Improve customer service
Beyond the sale of products, social networks represent a real opportunity for brands to maintain a relationship with its consumers and build loyalty, creating a community around its values. This interaction involves the creation of a group, which improves responsiveness to messages about products and customer feedback.
It is not only important to use to build e-reputation, but also to study the behavior of interested users, through the analysis of feedback on content and products on sale. Commitment is essential to understand consumer expectations, and social networks are the place to collect them: messaging, posts, comments, likes, reactions, photos, reviews, contests…and many more.
Sending targeted emails is also an emerging way of improving brand authority and awareness. Promotion emails will come in handy to attract previous customers and also entice those who left products in a cart to complete a purchase. If used ingeniously, it can be a very effective way to bolster your marketing strategy and efforts. Emails can be used to:
1. Bring back previous customers with email marketing
Far too many companies send e-mails that can be considered spam. This is such an important issue that many people have applications and filters specifically designed to prevent spam from reaching their inbox. Although junk mail is certainly not something you want to send to your customers, e-mail still has a place in your digital strategy. This can be particularly useful for bringing back previous customers and keeping current customers.
2. Send occasional and targeted emails.
Sending occasional emails with useful content is not junk mail. Instead, it is a service you provide to previous and current customers. If your emails offer meaningful information or content, they can help old customers to come back. In addition, it can help retain current customers who continue to see the value of your products or services. The key is not to flood their mailboxes and make sure everyone has a particular purpose.
Follow legal requirements when asking for subscribers’ personal information. Although most people are reluctant to discuss this issue, you should consider legal adaptations in the context of the Basic Data Protection Regulations (GDPR) and ePrivacy regulations to avoid high fines. The new basic data protection regulation, which is standardizing data protection legislation in the EU, is now aimed at better protecting data for customers and employees. For example, in your e-mail marketing, you must make sure to obtain the express consent of the person concerned – even from your existing customers.
To benefit from the rise of social commerce and e-mail marketing, e-merchants must adapt to this changing purchase behavior: social commerce is part of the trend that digital marketing takes, and is synonymous with sharing, and transparency. Everything that happens on social networks can be shared, relayed and quickly become viral!
Online purchases can also be impacted by recurring buyers. Since consumers are more tempted to buy a product than they saw in a recommendation or publication