E-commerce sites are an intermediary used to deliver any product or service to the end user. The ultimate goal is to sell. The main purpose of optimizations, automations and integrations in e-commerce systems is to serve the sales targets. Another sales-oriented e-commerce application is e-commerce campaign management. As you can see from its name, it is a managerial process that includes the planning, editing and implementation of campaigns organized through e-commerce sites.
Campaigns are a sales strategy that increases the profitability of e-commerce sites. E-commerce companies aiming to grow their businesses by increasing their online sales apply to various campaigns in order to increase their site traffic and turn potential visitors into potential customers.
Campaigns implemented with the right methods at the right time and developed correctly make visitors potential customers and help increase the number of customers in the database. E-commerce campaigns that provide a high conversion rate also increase the tendency to purchase products or services from the e-commerce site.
Advantages of E-Commerce Campaigns
In e-commerce, campaigns are a frequently used sales management. E-commerce campaigns should be focused on sales targets in the management of the whole process from the conclusion stage to the implementation. The management of the campaigns is as important as the design.
The main advantages of e-commerce campaigns are;
• Increases brand and product awareness.
• It gives the opportunity to make product promotions.
• Helps the sales of products that have accumulated in stocks.
• Provides an effective interaction with consumers.
• It provides noticeable increases in site traffic.
E-Commerce Campaign Management Strategies
Campaigns to be designed on e-commerce sites should be implemented with a number of strategies. E-commerce campaign management ensures that all these strategies are handled with a holistic perspective and finally, the campaign is successful. An effective campaign management strategy should be implemented to achieve campaign goals.
The strategies that should be considered in the management of e-commerce campaigns are as follows;
Campaign strategy: E-commerce campaigns should be designed to be measurable. The customer should be the focus of the campaign. A campaign strategy should be determined to gain potential customers. This strategy should be set up with different features than competitors' campaigns.
Target audience: Every e-commerce campaign must have a target audience. With a campaign strategy that will create awareness in the target audience, it should be aimed to turn potential customers in the target audience into loyal customers. The target audience should be divided into segments, the campaign should be presented at a reasonable price at a reasonable time.
Balance: A balanced strategy should be applied for a successful e-commerce campaign management. After determining the target audience, the period of the campaign, product stock status, pricing and campaign duration should be set up with a balance policy. The capacities of the integrations to be included in the campaign should be checked. The balance factor also offers the most appropriate solutions for possible crisis scenarios.
Advertising: The indispensable part of the campaigns is advertising. The target audience should be well defined in campaign ads. When promoting the campaign, it is important to design the advertising target with a professional perspective.
Images: Picture elements are of great importance in promotions for e-commerce campaigns. Campaign photos, graphics or videos should be edited with quality picture content. It is necessary to pay attention to the visual materials to be remarkable, exciting and immersive.
Slogan: An effective slogan should be determined for e-commerce campaigns. Sometimes a slogan can make the campaign spread in an instant. The slogan must be reasonable, catchy, humorous and concise to the content of the campaign.
Text / news: Textual content or news should be prepared for the promotion of e-commerce campaigns. Details and terms of the campaign should be explained in detail in the texts. News can also be made for campaign promotions. For this, an agreement can be made with news sites that announce e-commerce campaigns.
Duration: Campaigns are not run for an unlimited period of time. Each campaign must have a certain duration. Some campaigns can last for a few days, some for a few weeks, and some for months. However, it is important that the campaigns are organized for a limited time and that this reason is emphasized in the campaign announcements. So a sense of urgency should be given in the campaign. This strategy allows customers to buy faster.
Awe: Every campaign should offer customers a standout. Customers who encounter dozens of campaigns on e-commerce sites should be well informed about the differences of the campaign, the opportunities it offers and the possibilities it will add. If not, campaigns that do not offer will not be effective.