Developing a social media strategy is the key to success in promoting e-commerce

(opens in a new tab)

This article (opens in a new tab) is written by Osri Co., Ltd. (opens in a new tab). Thank you for your authorization to reprint. We hereby express our gratitude.

2018 has arrived. For e-commerce operators and marketing teams, grasping trends and formulating appropriate marketing strategies will help improve the company’s revenue performance throughout the year. Therefore, we must develop a comprehensive e-commerce strategy. Not only do you need to start from operations (costs, channels), but you also need to know how to use external forces and develop a complete marketing strategy and plan through the method of “leverage and leverage”, so that the effectiveness of your e-commerce marketing activities can achieve concrete growth.

E-commerce cannot ignore social marketing

The community has developed rapidly since 2017. In the past, consumer purchasing decisions were no longer completed in a straight line according to the AIDMA model (opens in a new tab), but developed in a multi-linear manner. Even Japan’s Dentsu Corporation has proposed the AISAS Consumer Psychological Model (opens in a new tab) that is in line with the times.

(opens in a new tab)

General consumer behavior in the past:

AIDMA is composed of five letters:

Attention: attract consumers’ attention;

Interest: Make consumers interested;

Desire: arouse consumers’ desire;

Memory: Let consumers create specific memory associations;

Action: The consumer purchases the product.

Consumption behavior of online consumers:

New consumption AISAS model:

Attention: attract consumers’ attention;

Interest: Make consumers interested;

Search: consumers actively search;

Action: Consumers take action and purchase products;

Share: Consumers share their experience online.

Most of the new consumers will go online to search for products or learn about word of mouth after becoming interested. Therefore, in addition to existing e-commerce websites providing product information, how to use social marketing and effective conversion of social shopping to arouse the [interest] of potential customers (https://www.vista.tw/en/blog/three-things-learning-to-sales-with) is a marketing strategy that e-commerce should consider in social operations.

Social Marketing and Social Shopping

The invention of mobile devices has changed the way consumers shop. According to Nielsen’s Survey (opens in a new tab), nearly 40% of Taiwanese consumers have shopped online in the first half of 2017, and online shopping has become increasingly common.

Interviewed (opens in a new tab) Nearly 40% (37.4%) of people aged 12-65 have shopped online in the past three months in the first half of 2017, with the online shopping population reaching 6.76 million. In the first half of 2017, three-quarters of online shoppers made online purchases through mobile devices, an increase of about 10% from 2016, and for the first time exceeded the 72% of non-mobile devices such as desktop computers and laptops.

Therefore, common communities in Taiwan:

──Instagram and Facebook, which are famous for their mobile exploration functions, have also developed business models based on social networks.

In the past, social marketing was through connections between people. Now, it’s different.

─ “Extension, interaction, diffusion, influence, appeal”, interact with consumers on social platforms, thereby attracting consumers, increasing stickiness to increase brand awareness, thereby expanding consumers’ mindshare.

But now when exploring information and importing the purchase URL, consumers can easily enjoy shopping. At the same time, consumers can share their own shopping experience and shorten the shopping decisions of other consumers. (opens in a new tab) (opens in a new tab) (opens in a new tab)

Image: https://business.instagram.com/blog/shopping-on-instagram/ (opens in a new tab)

Benefits of social marketing

Social Marketing provides another path for e-commerce marketing. Social marketing creates connections between brands and consumers and opens up real-time communication channels; you can directly listen to the voices of consumers, understand their thoughts, strengthen customer loyalty, and shorten the distance between consumers and brands while interacting with consumers, turning consumers into spokespersons and turning the community into self-media. Through the comments and sharing of netizens, you can create online buzz and establish real relationships with consumers.

─While marketing, you can also lock in target objects (interest and remarketing lists), convert potential consumers into real orders, and generate substantial business benefits.

Benefits of social shopping

Social shopping can be regarded as an extension of social marketing. Social marketing not only focuses on interactive participation, but also uses the expanded functions of social platforms to provide consumers with an instant social shopping experience. Through the like, share, and comment functions of the social platform itself, consumers can share their shopping experiences with each other, create mass benefits, and generate more purchase conversion rates.

Has your e-commerce business not been applied to the community?

The Internet era is changing rapidly. The development of social platforms has changed the way you and I live, and e-commerce has also evolved with it. We should transform our own business model and integrate it with community management. Start crafting your social media strategy now!

Reference information: https://business.instagram.com/blog/shopping-on-instagram/ (opens in a new tab)

★ Photo Credit: Astralweb Co., Ltd. (opens in a new tab)

---

Further reading

• Self-media management strategy for professionals
• When writing social posts, don’t forget emotional connection and brand integration
• The government makes good use of social media: saving costs and grasping public opinion