Ecommerce: Effectiveness in marketing and growing trends

A key goal in marketing and advertising is establishing brand recognition. In eCommerce, marketing/advertising campaigns need to illustrate how a reliable model of service delivers on promises in a way that stores cannot. Consequently, it is essential to determine what specific consumers want from an ecommerce experience. With that, consider the following basic marketing concept: a marketing plan should focus first on identifying the needs and wants of the customer. Therefore, an effective marketer should focus on customers’ problems and try to develop products to solve them — and this applies to marketing as a whole, not just in eCommerce ventures. Solving such problems creates a brand by forming a distinct and special meaning for the product, and doing this over time will create brand equity and reputation. Effectiveness in marketing and advertising is measured by determining how much more useful, valuable and appealing the activity made a product.

In relation to eCommerce, specifically internet marketing, it seems a few trends are growing in popularity. First, images are dominating. Images are making content easily and quickly digestible. On that note, content is becoming more and more mobile friendly. With the widespread use of smartphones and tables, it is becoming necessary that marketing and advertising campaigns accommodate and appeal to users who are using mobile devices. Third, which somewhat ties in to our first and second points, the concept of “less is more” is becoming more apparent than in-depth messages. Some of the top brands in the world clearly value simplicity, avoiding the stereotypical advertisements that scream “look at me.” Simple, powerful, and quick messages are proving to create more value.

Consider Carnival’s most recent ad (see below) that has received stellar reviews. While not directly related to eCommerce, I think it ties into the changes in marketing I mentioned above — especially since the hospitality and entertainment industries have always seemed to showcase their brand as very "look at me" and vibrant. What do you think?