Marcelo Arnone Digital Marketing · Customer Insigths · Content Strategist · Consultant · Trainer · Lecturer ·… Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success storiesIMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchangeIt turns out that the axis around which everything revolves in an e-commerce is the product. Okay, it goes without saying, the product is the protagonist. But it seems that online stores focus so much on the product, that they neglect other aspects around it, which are as important as the product that it is intended to sell. Yes, e-commerce neglect the content related to the product, except the essential. Why don’t e-commerce put more effort into content marketing? Companies have become used to measuring the results of their e-commerce websites, first of all, in terms of pages visited, unique visitors and bounce rates. Of course they also measure conversion rate (or at least they try) and sales. All of these are quantities that can be easily translated into figures and allow immediate quantitative Morocco WhatsApp Number List   analysis. The content in an e-commerce is difficult to measure on its own. But not impossible, just difficult to measure. Although we all know the negative effect of a poorly presented photo gallery or a poorly written description, little attention is paid to the positive impact of expanded content in an e-commerce .

The difficulty in measurement can be thought of as an argument. But no, it is an excuse. Nor can you measure the impact of a good photo of a product, however, it is essential. Descriptions, characteristics and photos. Nothing more. Is the basics enough to inspire users? Does the content influence the results of an e-commerce? It can be said without a doubt that the most influential element in an e-commerce is the product and everything else may seem secondary. However, there are other intangible elements (that complement the product) that influence both the traffic acquisition phase, as well as the value of the brand and, especially in conversion, sales . One of these essential intangibles to attract, inspire and seduce users is content. Obviously, it is not enough to scatter all kinds of information on the e-commerce site, or fill it with dozens and dozens of photos, but rather that the content must be attractive, specific and valuable for the user. This will bring multiple benefits, difficult to measure many times, but essential for better results and offering a comprehensive user experience. The content must motivate the purchase. What are the benefits of content in an e-commerce? 1.- Increase user expectations The first of the benefits is related to the expectations of the visitors: A user who accesses an e-commerce expects quality content both in multiple formats (texts, images, videos) and in multiple types (extended descriptions, use situations , summary and detailed characteristics, guides, downloadable, etc.).

If you find quality content, you will associate it directly with the quality of the products or brand being promoted: You expect them to be just as good. 2.- It influences the making of the purchase decision The second benefit is the degree of influence that good content can have on the purchase decision. Some ecommerce specialists view websites simply as a cash register, a site where the customer selects and pays for the product, thus overlooking the fact that making the decision to make an acquisition goes through a whole process. of selection. With quality content, using content marketing techniques , e-commerce has the opportunity to explain to the buyers of its products why these are the most suitable for their needs. 3.- Unify messages and focus the user in the purchase process A third benefit is related to the unification of company-client communication channels and messages. Informational content that clearly expresses the benefits, benefits and features of the products prevents buyers from going to different pages of the company, which can offer different approaches and, therefore, at some point confuse them. If, in addition to not being uniformed, the content is not properly organized and presented, we distract users. We force them to go to other pages looking for information that should be “close to the product” and we take them out of the buying process.

Leave a Reply

Your email address will not be published.