In today’s digital age, brands are increasingly turning to influencers and social media to boost sales and connect with their target audience. A recent survey conducted by Shopify among merchants shed light on the current business challenges, priorities, and opportunities in the ever-evolving landscape of e-commerce.
According to the survey, social media engagement emerged as the top strategy for maintaining relationships with existing customers, with 73% of US merchants citing it as their preferred method. This highlights the importance of building a strong online presence and engaging with customers on platforms like Instagram, Facebook, and Twitter. Additionally, exclusive offers and promotions, personalized email marketing, and loyalty programs were also identified as effective strategies for retaining customers.
When it comes to attracting new customers, social media plays a crucial role as well. Fifty-two percent of US merchants stated that selected organic social media content was the most effective marketing channel for acquiring new customers in the past year. Paid social media, email marketing, and search engine marketing followed closely behind, emphasizing the significance of a well-rounded digital marketing strategy.
Social media platforms such as YouTube, TikTok, and Instagram have become central to influencer marketing and e-commerce. TikTok, in particular, has been making strides in social shopping with its viral Shop feature gaining popularity in the US. YouTube, on the other hand, has been working on enhancing its affiliate marketing program in partnership with Shopify to provide more opportunities for creators and merchants to collaborate.
Looking ahead, US merchants predict that influencer or creator marketing will be the most impactful trend in the coming year, with 41% of respondents highlighting its importance. This trend is closely followed by the use of customer data to create targeted and personalized marketing messages, indicating a shift towards more personalized and tailored marketing strategies. Other trends mentioned include the use of AI and automation, as well as experiential events to engage customers in unique ways.
Overall, the survey results underscore the growing reliance on influencers and social media in the e-commerce industry. As brands continue to adapt to changing consumer behaviors and preferences, leveraging these platforms effectively will be key to driving sales and building lasting relationships with customers. By staying abreast of the latest trends and embracing innovative marketing strategies, merchants can position themselves for success in the competitive online marketplace.
