2017: Why content is the queen of eCommerce
2017: 为什么内容是电子商务的重中之重
作者：Ashley Lockridge
By now you’ve all seen the headlines about the burgeoning success of eCommerce compared to the relatively drastic decline in transactions for brick-and-mortar stores during the holiday season. ComScore data showed desktop online sales in the last two months of 2016 rose 12%, and are expected to rise to 16-19% once the mobile commerce numbers are tallied.
目前为止，你看到关于快速增长的成功网购新闻总是比日渐衰退的实体店经济要多得多，尤其是在节假日的浪潮时。ComScore 网站的数据统计表示在2016年最后两个月，网购销售额上涨了12%，并且预估在无线端用户增长接近饱和时，网购的销售额将会上涨到16%-19%。
This steady downward trend for brick-and-mortars has been caused by a variety of factors. Amazon has carved out a desire for free, fast shipping and one-stop shopping. The rise of “fast-fashion” pushes consumers to buy mass-produced and cheap clothing that is easiest to replicate online, and the wide-spread usability of eCommerce and mCommerce sites make the experience of online shopping hassle free.
实体店经济的日渐衰退其实是有很多原因造成的。亚马逊将消费者对一站式网购，免费迅速的快递服务的习惯和需求培养出来。尤其是“快时尚”的发展，更是推动了消费者重复在网上购买大量的价廉物美的服饰，将网购的浪潮推进了一步，并且让更多的消费者体验的网购的方便快捷。
Many organizations have relied on the in-store experience to garner loyalty, so now the question is how to achieve that same experience in the digital realm as foot traffic to stores falls to all-time lows. The answer lies in understanding your users and tailoring content, not just products, within your communications.
许多实体店都是依赖店内的服务来培养消费者的忠诚度，那问题就来了，对于互联网的时代，到实体店铺的人越来越少，如何培养消费者的忠诚度呢。答案就在你的消费者身上以及结合实际的内容身上，不仅仅是关于商品，这一切需要通过你的沟通来实现。
Experian Cross-Channel Marketing’s studies have shown that by incorporating editorial content into email, overall audience engagement can rise by up to 28% over audiences that don’t receive content-driven messages. That’s an increase of over 20% in opens, clicks, and transaction rates! Now to be clear, this is content that is NOT focused on the sale, but rather, how the products, services, or organization can better the user’s life. Let’s dive into this a bit more deeply by talking about the types of content you can weave into your communication strategy:
Experian Cross-Channel Marketing的研究表明，结合仔细编辑过的内容进行邮件营销，能有效提高浏览者的参与度达到28%，这些参与者都是拒绝接受纯内容类资讯的。这意味着，超过20%的链接点击和转化率！准确地说，这些内容不仅仅是关于促销的，更多是关于商品，服务，以及这个品牌是如何提高消费者的生活品质的。下面我们将更深入的来讲一下内容的形式分类，来让你更好挖掘自己的沟通策略方式：
Product Tutorials 商品导览
This is the easiest to execute for those wanting to digress from the discount epidemic plaguing us all. Instead of flaunting a low price, highlight product versatility, create a video showing ease of use or wow the audience by demonstrating transformative effects with before and after photos. Bring the experience to them virtually rather than relying on a showroom to demonstrate the value. The more you draw your users into this experience, the more likely they are to remember your brand.
想抛离打促销广告的泛滥方式，最简单的方式就是做商品导览。除了吹嘘价格便宜，强调商品的多用途性能，通过短片展示商品的简单用房的或者通过对比强烈的前后图片来让你的消费者感到惊喜。将展示厅向消费者介绍的价值通过不同的视觉方式带给他们。当你带给消费者更多这样的特别体验，消费者就越能记住你的品牌。
Social Highlights + Celebrity Bloggers 社交名人的博客
Many organizations spend a great amount of time and energy developing a solid social strategy, but fail to bridge the gap between social, email, the website, and even in-store experience. Pull favorite items, the highest rated products, or user-generated content into email to add a personal, more relevant touch to your brand. Also consider bringing any celebrity or blogger content to the forefront of your eNewsletters to achieve the same goal.
许多公司将大量的时间跟金钱花在描绘自己的品牌的社交策略，但是却无法成功的打破社交，邮件营销，网站营销，甚至实体店体验的割裂。将最受欢迎的产品，评分最高的产品，又或者是消费者的评价内容添加到邮件营销里面，为自己的品牌营造更加独特的氛围感觉。同样也可以将明星或者是社交名人的内容放在网站的订阅号公众号作为内容推送，也是有同样的营销效果的。
After Your Purchase 消费者购买商品后
Experian has found thatWelcome Emailscontaining a “Thank You” message for those that purchased produced20x the revenue per emailthan promotional welcomes. These users are primed to purchase again as they have already shown interest in your organization, so why not incentivize another transaction immediately when appropriate? However, don’t forget that the user journey doesn’t stop at the transaction. A huge part of customer satisfaction comes after the credit card has been swiped. Send communications to ensure the user knows how to care for their product, prepare for their service, or simply send a survey after their journey is complete. Including additional options to purchase should be secondary to making sure you get THIS transaction right.
Experian发现，对于那些为网站带来20%的消费额的客户来说包含感谢信息的欢迎弹框，对比起促销类的弹框邮件，更加受欢迎。并且这些用户也更加会进行下一次的购买，对网购平台的好感和兴趣会更高。因此，为什么不在合适的实际鼓励再次消费呢。尽管如此，不要忘记消费者的浏览路径并不会因为转化而结束的。消费者的很大程度的满足感是在刷卡之后产生的。给消费后的客户发推送，让他们知道如何维护自己的商品，为他们的需求做下一步准备，这比起推送简单的调查问卷有意义得多。此外，推送别的相似的或者关联的商品给客户也是可以，让他们确实找到自己想要的。
How It’s Made 商品的来由
Is your product made in America, handcrafted, or come with special care that makes your brand stand out? Are your services or designers top rated for good reason? Give your customers a behind the scenes look to entice them and peak their interest in your brand.
这产品是美国产的吗？是纯手工制造的吗？需要什么特殊工艺路程才能到消费者手上的吗？这些其实都能让你的品牌脱颖而出。你的服务或者是产品的设计师是网评很高的，这也是个不错的理由。让你的客户知道商品的来由，这能更加吸引他们去了解你的品牌。
A Bigger Purpose 一个更宏大的目的
Does your brand have a mission that will resonate in the hearts of your consumers? Is there a give-back program you think your audience will care about? If so, bring that bigger purpose to the spotlight and give your consumers a reason to be a part of yourcommunity.
你的品牌有什么宗旨理念能引起消费者的共鸣吗？你有想过你的消费者关注什么要如何对他们进行回馈吗？如果有，将这些宗旨理念强调出来，给你的消费者一个进圈的理由。
As yourcontent strategybecomes more advanced, consider profiling your audience to understand their messaging preferences, and then test your content across these cohorts. Not all content will resonate with all customers, but finding the right content marketing mix will surely help your online presence stand out in a time where the digital experience is more important than ever.
随着你的内容营销策略日益完善，需要更多考虑如何完善消费者画像，更多的去理解他们是有哪些内容的偏好，将内容进行一定范围的测试。并不是所有的内容都能引起所有消费者的共鸣，但是找到合适的内容营销方式，必定能让你的网站持续吸引大众的眼球，特别是在互联网时代的今天。