Looking for a New Year’s resolution that will drive your fashion brand forward? We’ve got four digital marketing options for you to choose from to ensure that you grow your customer base and profits in 2018.
- Explore interactive, visual content
If you’ve yet to consider using cutting edge technology to create highly engaging, interactive content, 2018 is the year to do so. Within fashion digital marketing augmented and virtual reality holds an enormous amount of potential and could be a key differentiator for those brands that utilise it first.
The technology allows you to enhance your online offering, creating a unique experience that combines the convenience of digital shopping with aspects of visiting physical stores. Using the next generation of consumer tech within your brand to showcase what your fashion pieces would like on, could be just the push shoppers need make a purchase.
- Incentivise customers to livestream
You’ve no doubt already noticed the growing trend for livestreaming, with both established social media channels adopting live videos and new platforms making waves. Eight in ten consumers would prefer to watch a video than read a blog and when it comes to fashion, the visuals really matter.
Make 2018 the year that you partner with your customers and influencers to improve your presence on online streams. Offering a discount code for consumers that show off their latest purchases to their audience or encouraging customers to livestream when in-store is an excellent way for fashion digital marketing strategies to tap into this trend.
- Use you gathered behavioural data to drive strategies
Retailers are in an excellent position to gather information on their customers and leads, but are you using it effectively? Behavioural data can give you an unrivalled insight into why customers are abandoning virtual carts and how to generate sales from your content. You can also use this insight to create targeted, direct campaigns that deliver results – and that’s to name just a few of the potential applications. Yet many are failing to harness this opportunity.
Fashion digital marketing performs best when it’s informed by the wealth of information that you’re collecting. Whether you choose creative employees to act on the data or you invest in next generation AI to make strategic decisions based on what you’ve gathered, data driven marketing is more effective and can deliver a significant ROI.
- Optimise your website for voice searches
Did you know that 20% of searches in 2017 were made through voice commands? Or that by 2020 it’s expected to be more than 50%? Technology that allows for voice searches is being snapped up by customers and to maintain your market share, it’s a move you need to embrace in 2018.
The way that consumers search when typing and when speaking are very different. Tone, phrases, and word placement is more conversational when conducting a voice search. This means that your content will also need to reflect those patterns and your SEO will need to be adapted accordingly.