Even if the social commerce cannot keep up with the haptic experiences of inpatient trade, innovative features continuously improves user experience to enable similar experiences on smartphone or desktop as in offline business.Integrated chatbots allow advice outside of classic business hours.AR functions enable gamification, virtual fitting for clothing or try ons for make-up and hairstyles.Through the active integration of users using interactions such as likes, but above all through comments and reviews, an inspiration with a subsequent purchase decision can be made despite the lack of haptic experience.Almost like in business, just digital.
Numerous advertising options allow dealers to further increase the shopping experience on the platforms and to shorten the user journey even more.Due to the granular targeting options on the platforms, the respective target groups can be addressed efficiently with relevant product ads.Whether dynamic product catalogs, classic feedposts or interactive story formats - the advertising options with direct linking and forwarding to the shops on the platform are far -reaching.Video formats in particular have good performance values, since advertising messages are recorded faster in the form of moving images and at the same time transport more emotions.The link between stationary offline trade and digital online trade is also possible via advertising measures.For example, a store nearby can be pointed out or the purchase option in the shop can be actively offered.
Werbewirkung durch Harmonisierung von online und offline messbar machen
But not all formats and platforms are equally useful for the individual goal, product or product range.The central question: What is the strongest effect on the individual ROI?It is therefore firm to check which measures should be implemented in order to achieve the specific target group and the advertising goal.In this way, the measures must fit the product and the respective target group in order to perform successfully.For example, whether a complete implementation of the online shop on Instagram is more promising than the use of Product Pins on Pinterest is dependent on these factors and cannot be answered in general.
But the big advantage of the digital commerce is: everything is measurable!Therefore, it is important to analyze the relevant KPIs carefully and to assess them according to their performance.A comparability between the different channels, platforms and formats can be created and an efficient media strategy can be implemented.The advertising effect between digital and offline trade can also be measured, for example via the merging of conversion data from both worlds or the use of first party offline data in the digital environment.The harmonization of inpatient and online business within media planning is decisive, because a holistic view enables the measurement of comparability and advertising effects of individual measures.Based on the KPIs, both offline and digital measures can then be compared in order to efficiently reach the overarching advertising goal
Author: Michael Hinse is Project Lead Consulting at Esome.
