The e-commerce industry in Singapore has provided entrepreneurs with a plethora of opportunities to start and grow their businesses. The industry has also become one of the strongest pillars of the global retail network; one of the reasons for that is technology.
The accessibility of electronic devices, such as laptops and computers, and the internet to ordinary people have made leeway for online transactions thrive. In fact, according to Statista, there were more than two billion people worldwide who purchased products and services online in 2021. This number is expected to skyrocket in the coming years.
But as the industry grows, more and more challenges appear. One of these challenges is keeping up with the e-commerce marketing strategies in Singapore. This article will discuss all the things you need to know about e-commerce marketing automation.
All You Need To Know About E-Commerce Marketing Automation In Singapore
E-commerce marketing automation is simply using software to automate tedious and repetitive aspects of marketing campaigns of the business. It allows the entrepreneur to focus and take control of more crucial tasks.
What Are The Most Common Challenges Of E-commerce Marketing In Singapore This 2023?
1. Saturated market
It is not surprising that the thriving e-commerce industry would attract thousands of entrepreneurs, from start-up companies to the giant and established businesses. These numbers increase the competition, making it difficult for businesses to stand out among thousands of rivals online.
Many businesses in Singapore utilise SEO strategies to ramp up their online visibility, while others continue to enhance e-commerce website design to prevent customers from abandoning the website.
ALSO READ: E-Commerce SEO: How To Drive Organic Traffic To An Online Shop?
2.Failing to target the right audience
Identifying the target audience is fundamental to online and offline marketing. The influx of internet users increases daily, and all of them come from different age groups, communities, gender, and so on.
Analysing the business’s demographics and current consumer behaviour and understanding who your products and services are for will help the business pinpoint its target audience.
Many e-commerce website development services incorporate helpful analytic tools in their e-commerce web design to determine the demographics of their website engagement and traffic.
3. Failing to expand to the mobile market
Smartphones are not a mere tool for communication anymore. Smartphones can be your compact entertainment system with mobile games and movie streaming apps. People can also do work with their phones on the go. Most importantly, smartphones are great tools for e-commerce marketing. According to Statista, there were more than six billion global smartphone users in 2022.
However, the primary problem is that e-commerce websites fail to adapt to smartphone usage.
Many e-commerce marketers target their market by using responsive web design in their e-commerce web development. Responsive web designs enable the website to render content properly on multiple devices with different screen sizes, such as computers, tablets and smartphones. An e-commerce website design and development agency can help businesses pull off this challenge by developing a responsive website.
READ MORE: Website Design & Development 101: All the Basics You Need To Know
4. Maintaining audience engagement
One of the most tedious tasks for e-commerce marketers is maintaining audience engagement. The business will only stay relevant to its audience when they are consistent with its content.
There are many ways to maintain engagement, including launching marketing campaigns, updating blog content powered by SEO strategies, producing multimedia content, such as images, videos, and podcasts, and most importantly, asking your audience for review, feedback, and opinion.
You can do all these things by combining e-commerce marketing and SEO strategies in Singapore.
How Can E-commerce Marketing Automation Overcome E-commerce Marketing Challenges In Singapore?
Many e-commerce platforms and third-party digital marketing tools have enabled e-commerce website design developers in Singapore to set up tools and software that will solve common e-commerce marketing challenges through automation.
1. Automating and enhancing the customer journey
If the business is competing with hundreds of other companies, its essential is to be the customer’s first option. It can be achieved by asserting online presence and dominance through SEO services in Singapore. The second step is to have a competitive advantage against your close competitors.
E-commerce marketing automation tools assist the customer with their journey on your website without your help. The customer journey stages are awareness, familiarity, consideration, purchase, and loyalty.
- Awareness
In this stage, the business raises awareness about the brands by nurturing leads through interesting content. It is where e-commerce and SEO content strategies in Singapore become relevant in ramping up relentless campaigns on different digital marketing channels to boost brand awareness. The content must be informative, data-backed, and well-written to boost its credibility.
- Familiarity
In the familiarity stage, the person becomes more familiar with the brand in a much deeper way. They might have read newsletters, watched product demos or how-to videos, and read reviews about the brand. They may not feel like buying the product yet at this stage.
- Consideration
In this stage, the customer begins to compare the product to other brands. They may also start consuming content from rival businesses for comparisons.
It is where e-commerce marketing automation in Singapore comes into the picture. It provides materials and content the customer needs to compare products. Automatic newsletters, readings, and blog posts highlighting the strengths and advantages of the product can be used as leverage to win prospects.
- Purchase
After all the consideration, the prospect may decide to purchase the product and service. In return, the brand will send emails that acknowledge or confirm the purchase. E-commerce marketing automation in Singapore can help with sending these messages.
- Loyalty
Businesses secure loyal customers by giving them perks and privileges, such as loyalty discounts.
LEARN MORE: What Is The Consumer Purchase Journey?
2. Collect customers’ Data with Analytic Tools
Many e-commerce and SEO agencies incorporate analytic tools during e-commerce website development to gain demographic data of the people visiting the website. The data will provide insights of your audience and what communities or niches they are coming from.
With the tool, it also helps to collect customers’ information. For instance, once the customer subscribes or signs up for the service, analytic tools will collect the customer’s details and activity for a certain time and period and safely store them.
Businesses must choose analytic tools with stringent and updated security measures to protect possible breach of data from cyberattacks.
3. Automated Mobile Responsive Layout
The automated mobile responsive layout automatically adjusts the website’s layout according to the user’s device instead of manually recalibrating the web layout and design.
The Infocomm Media Development Authority (IMDA)’s PSG e-commerce website development grant initiative provides small and medium enterprises(SMEs) with up to 50% support to help businesses implement digital technology solutions, such as revamping the website.
4. Email marketing
Email marketing is one of the strategies that e-commerce businesses should tap on for flexible maintenance of customer engagement. Automated emails help with brand recall, allowing businesses to keep in contact with the customers. Businesses can automate emails to remind customers regarding their abandoned carts, unused coupons, and purchase acknowledgement.
Automated emails can also send blogs, newsletters, and podcasts that poke the customer’s interest. An SEO company in Singapore can help with the production of optimised content.
5. Personalising marketing strategy
As mentioned in point 2, e-commerce marketing automation tools in Singapore collect customer data and activity information. Analysing the data and conducting customer segmentation will help businesses to craft personalised marketing strategies for their target customer.
A personalised marketing strategy also increases audience engagement.
6. Nurturing leads
Businesses mostly prioritise people at the purchase stage of the customer journey and put the ones in the awareness stage as the least priority. But with e-commerce marketing automation in Singapore, businesses can give equal attention to people in the awareness and purchase stage.
E-commerce marketing tools allow businesses to create drip email campaigns, social media, paid retargeting campaigns, and follow-ups to convert the leads to sale prospects.
Conclusion
This 2023, there is no excuse for not overcoming the e-commerce marketing challenges in Singapore, especially with booming marketing tools available today. With e-commerce marketing automation tools, entrepreneurs can now focus on more crucial aspects of marketing. Truly, automated e-commerce marketing tools are the game changers that will give businesses the competitive edge against their competitors.
Are you looking for an e-commerce and SEO consultant in Singapore? OOm Singapore is a digital marketing agency that provides SEO and e-commerce website design and development services. Visit OOm Singapore today.
