{"id":19755,"date":"2022-02-25T08:31:59","date_gmt":"2022-02-25T05:31:59","guid":{"rendered":"https:\/\/affise.com\/?p=19755"},"modified":"2025-08-08T13:11:56","modified_gmt":"2025-08-08T10:11:56","slug":"macro-marketing-tactics-for-ecommerce","status":"publish","type":"post","link":"https:\/\/affise.com\/blog\/macro-marketing-tactics-for-ecommerce\/","title":{"rendered":"The 8 Best Macro Marketing Tactics in eCommerce in 2022"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"19755\" class=\"elementor elementor-19755\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bcddf7f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bcddf7f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1688a75\" data-id=\"1688a75\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f145cab elementor-widget elementor-widget-text-editor\" data-id=\"f145cab\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Marketing is about appealing to your niche. You map out account-based campaigns. You scrutinize Google Analytics metrics like bounce rate, conversion rate, and customer acquisition across various marketing channels for your <\/span><a href=\"https:\/\/www.brightpearl.com\/blog\/why-choose-shopify-for-your-ecommerce-store\"><span style=\"font-weight: 400;\">Shopify eCommerce store<\/span><\/a><span style=\"font-weight: 400;\">. The focus is on appealing to the most specific targets possible.<\/span><\/p><p><span style=\"font-weight: 400;\">But what we\u2019ve described here is something known as micro marketing. There\u2019s macro marketing to take account of too. Let\u2019s take a look at how this should be impacting your approach moving forward.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">What is macro marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Macro marketing is very different to the methods outlined above. Instead of concentrating on the specifics, it encompasses the large-scale effects of digital marketing strategy in society. This includes concerns such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How it interacts with big trends like the rapid move to eCommerce.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mobile-first economies.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The rise of artificial intelligence and voice assistants.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sustainability issues.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">eCommerce retailers need to anticipate and understand these trends to stay ahead of the competition.<\/span><\/p><h2><span style=\"font-weight: 400;\">The differences between macro marketing and micro marketing<\/span><\/h2><p><span style=\"font-weight: 400;\">Macro and micro marketing are both concerned with how technology interacts with consumer society, but while micro marketing teams want to exploit that information to make a profit, macro marketing attempts to understand how trends like algorithms and automation affect peoples\u2019 lives.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Finer points of difference include focus, audience, and relationships. We\u2019ll discuss these below.<\/span><\/p><h3><span style=\"font-weight: 400;\">Focus<\/span><\/h3><p><span style=\"font-weight: 400;\">Marketing (\u201cmicro marketing\u201d in this context) concerns itself with the selling of single products. Macro marketing concerns itself with not just the marketing field but the technology, supply chains, and economics surrounding it.<\/span><\/p><h3><span style=\"font-weight: 400;\">Audience<\/span><\/h3><p><span style=\"font-weight: 400;\">While a micro marketing plan is aimed at <\/span><a href=\"https:\/\/affise.com\/blog\/best-affiliate-marketing-niches\/\"><span style=\"font-weight: 400;\">niche target demographics<\/span><\/a><span style=\"font-weight: 400;\">, macro marketing tries to zoom out as much as possible and consider how large marketing trends interact with society as a whole. It might go as far as considering ecosystems as stakeholders.<\/span><\/p><h3><span style=\"font-weight: 400;\">Relationships<\/span><\/h3><p><span style=\"font-weight: 400;\">Marketing is all about establishing relationships with potential customers who\u2019ll associate the product with certain values. Macro marketing doesn\u2019t seek to establish relationships but instead looks at broad trends among the audience as a whole.<\/span><\/p><h2><span style=\"font-weight: 400;\">Why is macro marketing important?<\/span><\/h2><p><span style=\"font-weight: 400;\">Macro marketing is important because of the huge role marketing plays in consumers\u2019 lives. Instead of looking at micro-niches, it studies widespread trends like the rise of artificial intelligence and augmented reality. It uses huge datasets to do this, trying to anticipate the impact these trends will have on people and economies.<\/span><\/p><h2><span style=\"font-weight: 400;\">Components of a macro marketing strategy<\/span><\/h2><p><span style=\"font-weight: 400;\">Micromarketing tactics include things like user personas, user journeys, individual account-based marketing, content marketing, and retargeting. These are all about individual actions and psychology.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Macro marketing looks at the bigger picture. Components of a macro marketing strategy include:<\/span><\/p><h3><span style=\"font-weight: 400;\">Advertising and promotions<\/span><\/h3><p><span style=\"font-weight: 400;\">A macro marketing strategy deals with much larger sums of money than micromarketing, but because it\u2019s dealing with economies of scale there\u2019s a lower <\/span><a href=\"https:\/\/www.brightpearl.com\/blog\/retail-kpis-processing-cost-per-order\"><span style=\"font-weight: 400;\">cost per order<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Macro marketing is concerned with questions like:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How are companies advertising their products?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What effects do those marketing strategies have on their audience?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who do those marketing campaigns cater to?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do marketing tools such as attribution links and Google Ads create new industries?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is their marketing strategy using all the platforms available to them?<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">Features of the products<\/span><\/h3><p><span style=\"font-weight: 400;\">Macro marketing thinking is often more concerned with the unique selling proposition and global appeal of a product than the specific niche features its target audience will care about.<\/span><\/p><h3><span style=\"font-weight: 400;\">In-store availability\u00a0<\/span><\/h3><p><span style=\"font-weight: 400;\">Supply and logistics issues are considered, as well as typical marketing questions such as which physical or online stores the product will be available in.<\/span><\/p><h3><span style=\"font-weight: 400;\">Packaging<\/span><\/h3><p><span style=\"font-weight: 400;\">Macro marketing thinking also considers issues like the environmental impact of packaging, shipping, and distribution methods.<\/span><\/p><h2><span style=\"font-weight: 400;\">Tactics in macro marketing that drive growth<\/span><\/h2><p><span style=\"font-weight: 400;\">As micro marketers try to mine ever-smaller niches for profit, \u201ctrends\u201d get shorter and shorter. Fast fashion brands like Fashion Nova have to get new designs shipped out in <\/span><a href=\"https:\/\/www.vox.com\/the-goods\/2019\/2\/26\/18241625\/kim-kardashian-fast-fashion-fashion-nova-missguided\"><span style=\"font-weight: 400;\">24 hours<\/span><\/a><span style=\"font-weight: 400;\"> to capitalize on the interest in whatever influencers are wearing on a given week.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Macro marketing trends, on the other hand, are measured in years or even decades. These include things like increased competition, <\/span><a href=\"https:\/\/affise.com\/\"><span style=\"font-weight: 400;\">partnership marketing<\/span><\/a><span style=\"font-weight: 400;\">, and the rise of AI.<\/span><\/p><p><span style=\"font-weight: 400;\">Let\u2019s take a look at a few of them below.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Growth and competition<\/span><\/h3><p><span style=\"font-weight: 400;\">eCommerce has exploded in recent years, both in terms of the number of purchases made on the web and the <\/span><a href=\"https:\/\/www.shopify.com\/blog\/consumer-trends\"><span style=\"font-weight: 400;\">number of shoppers moving online.<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9afa5c5 elementor-widget elementor-widget-image\" data-id=\"9afa5c5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1596\" height=\"1602\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/image1.png\" class=\"attachment-large size-large wp-image-19761\" alt=\"growth and competition\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da485c5 elementor-widget elementor-widget-text-editor\" data-id=\"da485c5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/www.shopify.com\/blog\/consumer-trends\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">In the short term, this is good for everyone in eCommerce, as a rising tide lifts all boats, but it also means an increase in the number of competitors as more eCommerce companies move into the space.<\/span><\/p><p><span style=\"font-weight: 400;\">To protect their loyal customer bases from these new rivals, an increasing number of online retailers are harnessing the power of switching costs to defend their long-term growth.<\/span><\/p><p><span style=\"font-weight: 400;\">Switching costs is one of the seven \u201cpowers\u201d outlined by Hamilton Helmer in his book <\/span><i><span style=\"font-weight: 400;\">7 Powers: The Foundations of Business Strategy<\/span><\/i><span style=\"font-weight: 400;\">. As the company becomes more integrated into the customer\u2019s small business or daily life, it becomes less tempting to switch to another service.<\/span><\/p><p><span style=\"font-weight: 400;\">Online retailers like Instacart and Fabletics are trying to achieve this with loyalty programs, but another tactic is subscription services. These try to lock customers in for set periods by booking goods weeks or months in advance.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This guarantees more regular revenue for the company month to month, which is also an effect of the surging trend of buy-now-pay-later services like Klarna. More on that below.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Buy now pay later<\/span><\/h3><p><span style=\"font-weight: 400;\">Buy now pay later (BNPL) is another great macro trend to take advantage of. It reduces the psychological impact of the money being paid in the mind of the customer. It also makes it financially possible to pay for products in installments rather than all at once.<\/span><\/p><p><span style=\"font-weight: 400;\">Buy now pay later has technically been an option for years, but BNPL products have changed the game in several ways. For one, the user experience is seamlessly integrated into the checkout. Many BNPL services sell themselves on the fact they don\u2019t charge interest, and a lot of the risk of a credit card service is taken out as BNPL doesn\u2019t affect a customer\u2019s credit score.<\/span><\/p><p><span style=\"font-weight: 400;\">BNPL has grown hugely in the past few years, and that growth has only been accelerated as more retailers move online. <\/span><a href=\"https:\/\/www.splitit.com\/blog\/the-ultimate-guide-to-increasing-e-commerce-conversion-rates\/\"><span style=\"font-weight: 400;\">40 percent of checkouts<\/span><\/a><span style=\"font-weight: 400;\"> have now moved from a five-payment plan to an even more flexible and affordable seven-payment plan.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e06fe1 elementor-widget elementor-widget-image\" data-id=\"9e06fe1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"720\" height=\"404\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/buy-now-pay-later-revenue.png\" class=\"attachment-large size-large wp-image-19760\" alt=\"buy now pay later revenue\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c678a49 elementor-widget elementor-widget-text-editor\" data-id=\"c678a49\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/www.ibisworld.com\/blog\/buy-now-pay-later-a-new-retail-dynamic-has-everyones-attention\/61\/1131\/\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Those are the benefits of BNPL for the customer. For the eCommerce retailer, the upsides of adoption include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An increase in sales and more lucrative sales as customers are more willing to spread regular payments over several weeks or months than commit to a big purchase all at once.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lower shopping cart abandonment as the psychological barrier for expensive purchases is greatly reduced.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More returning customers as the process of buying is such a great customer experience. For some customers, BNPL might also make it easier to buy from you than your competitors depending on their financial situation.<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">Partnerships and communities<\/span><\/h3><p><span style=\"font-weight: 400;\">Since 2015, <\/span><a href=\"https:\/\/affise.com\/reach\/\"><span style=\"font-weight: 400;\">partner marketing<\/span><\/a><span style=\"font-weight: 400;\"> has grown by 10 percent year on year, surpassing even email list marketing in terms of revenue.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">That growth shows no sign of stopping, with Statista <\/span><a href=\"https:\/\/webtribunal.net\/blog\/affiliate-marketing-stats\/\"><span style=\"font-weight: 400;\">expecting this trend to continue<\/span><\/a><span style=\"font-weight: 400;\"> through 2022 at least.<\/span><\/p><p><span style=\"font-weight: 400;\">Similar is influencer marketing, where rather than <\/span><a href=\"https:\/\/affise.com\/blog\/benefits-of-ecommerce-partnerships\/\"><span style=\"font-weight: 400;\">marketing partnerships<\/span><\/a><span style=\"font-weight: 400;\"> with publishers, the brand partners with individual influencers on social media to gain access to their audience.<\/span><\/p><p><span style=\"font-weight: 400;\">In B2B settings, these influencers are often trusted experts in their field, so it\u2019s obvious why brands want to <\/span><a href=\"https:\/\/affise.com\/blog\/category\/updates\/affise-reach-where-brands-and-agencies-partner-up\/\"><span style=\"font-weight: 400;\">partner up with affiliates and their networks<\/span><\/a><span style=\"font-weight: 400;\">. In a B2C context, influencer marketing is often as much about the brand affiliating themselves with a community on social media as it is about individual sales.<\/span><\/p><p><span style=\"font-weight: 400;\">We see another example of this in brand collaborations, where companies work together for limited-run items. One example is mainstream clothing store H&amp;M doing a <\/span><a href=\"https:\/\/www2.hm.com\/en_us\/index.html\"><span style=\"font-weight: 400;\">limited range<\/span><\/a><span style=\"font-weight: 400;\"> with designer label Alexander Wang.<\/span><\/p><p><span style=\"font-weight: 400;\">This is inspired by the \u201cdrop culture\u201d of cult clothing brands like Supreme, which leverage scarcity and exclusivity to cultivate a devoted following. Owning a limited-edition item is in many cases less about its value and more about the privilege of being at the event. As commerce moves online, the same logic applies to internet launches that are mainly promoted on social media.<\/span><\/p><p><span style=\"font-weight: 400;\">This partially explains the recent interest in NFTs by B2C brands like <\/span><a href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/mcdonalds-mcrib-nft-troll-metaverse-risks-marketers\/2388401\"><span style=\"font-weight: 400;\">McDonald\u2019s and Pringles<\/span><\/a><span style=\"font-weight: 400;\">. The value of these items briefly increases then crashes after the hype dies down. There\u2019s an element of \u201cif you build it, they will come\u201d thinking behind these launches, but what brands miss is that the object itself is not the point.<\/span><\/p><p><span style=\"font-weight: 400;\">The appeal of something like the <\/span><a href=\"https:\/\/techcrunch.com\/2021\/04\/08\/the-cult-of-cryptopunks\/?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAALj5sgpLcSX6lD2IP3M7lztAH3LuE0EZ8b0BhwBT24oat-XPHDE4wsCW5UEbl2l0t0hUNdMIy5bWxfzbug7r74iZ45Epot9gFXcPFK8ayO6ElMWK4Kgy2YQ0obqEjPqK4p3LAj9ZwfAkiNYKiTezw-CR3AXZlHdbDwIR2_Zm_OYn\"><span style=\"font-weight: 400;\">cryptopunks<\/span><\/a><span style=\"font-weight: 400;\"> project is about individuals showing off that they\u2019re a part of a community. The monetary value of the pieces might ebb and flow due to market forces, but the real lure only builds as this long-lived project &#8211; the first of its kind &#8211; grows in stature as the one that kicked off the craze.<\/span><\/p><p><span style=\"font-weight: 400;\">This all plays into the macro trend of brands affiliating themselves with communities and niche audiences, but those bullish on NFTs, like strategist <\/span><a href=\"https:\/\/docs.google.com\/presentation\/d\/1-LWwjgrXn6qs1-uvwdn9NMhhOYNbxMOTyfvNPpjThI0\/edit#slide=id.ge199bda2be_0_559\"><span style=\"font-weight: 400;\">Zoe Scaman<\/span><\/a><span style=\"font-weight: 400;\">, would say we\u2019re moving into a world where these niche audiences demand real participation in the success of brands.<\/span><\/p><h3><span style=\"font-weight: 400;\">New online shoppers in the market<\/span><\/h3><p><span style=\"font-weight: 400;\">Over the past two years, <\/span><a href=\"https:\/\/www.shopify.com\/blog\/consumer-trends\"><span style=\"font-weight: 400;\">more shoppers have moved online<\/span><\/a><span style=\"font-weight: 400;\">, and retailers are having to embrace the online experience as their primary one.<\/span><\/p><p><span style=\"font-weight: 400;\">Retailers must implement omnichannel digital marketing experiences, with funnels moving seamlessly across platforms. They\u2019re having to site their online store as their primary focus and embrace new technologies to increase sales.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These technologies include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AI-enhanced search to allow customers to find the right product as quickly as possible.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalized customer journeys at every touchpoint. (BCG found that <\/span><a href=\"https:\/\/www.bcg.com\/publications\/2019\/next-level-personalization-retail\"><span style=\"font-weight: 400;\">40 percent of customers<\/span><\/a><span style=\"font-weight: 400;\"> spend more on personalized shopping experiences.)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Online return and exchange policies that are so good they\u2019re a selling point in their own right.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Intelligent, efficient, automated inventory management and logistics.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8535c5b elementor-widget elementor-widget-image\" data-id=\"8535c5b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1582\" height=\"802\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/online-shoppers.png\" class=\"attachment-large size-large wp-image-19763\" alt=\"online shoppers\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a291c02 elementor-widget elementor-widget-text-editor\" data-id=\"a291c02\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/www.bcg.com\/publications\/2019\/next-level-personalization-retail\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">One issue they\u2019re running into as a result of these swelling customer numbers is last-mile fulfillment. Last-mile fulfillment has long been a thorn in the side of eCommerce retailers like Amazon. While one lorry can take thousands of packages from one distribution center to another hundreds of miles away, it\u2019s much more complicated to get those packages to all the houses near the distribution center.<\/span><\/p><p><span style=\"font-weight: 400;\">As a result, Amazon is trying to find ways to streamline this process, like <\/span><a href=\"https:\/\/www.theverge.com\/2017\/10\/25\/16538834\/amazon-key-in-home-delivery-unlock-door-prime-cloud-cam-smart-lock\"><span style=\"font-weight: 400;\">Amazon Key<\/span><\/a><span style=\"font-weight: 400;\">. This allows delivery drivers to drop packages inside the customer\u2019s door while they\u2019re not home. Every time the driver has to take a package back because someone\u2019s not in, that adds another car journey that costs them money and emits carbon.<\/span><\/p><p><span style=\"font-weight: 400;\">As the environmental cost of all this driving becomes more of a concern among customers, retailers are having to think of novel ways to address this issue.<\/span><\/p><p><span style=\"font-weight: 400;\">Amazon has introduced lockers into city centers to reduce some of the driving, but soon, we might see more drone deliveries too, making last-mile delivery much more efficient. Since drones are electric and can fly in a straight line above a town or city, this solution is environmentally friendly as well as efficient, offsetting the issues caused by the growing number of eCommerce customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This is something marketers should be publicizing to make sure they\u2019re feeling the full benefits of these changes.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">The utilization of mobile commerce<\/span><\/h3><p><span style=\"font-weight: 400;\">As eCommerce grows, it\u2019s increasingly moving to mobile platforms. As of 2021, <\/span><a href=\"https:\/\/multichannelmerchant.com\/ecommerce\/four-views-on-retail-ecommerce-entering-2021\/\"><span style=\"font-weight: 400;\">about half<\/span><\/a><span style=\"font-weight: 400;\"> of all consumers use their mobile devices to shop.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, retailers face challenges with their conversion rates. Although <\/span><a href=\"https:\/\/www.forbes.com\/sites\/shelleykohan\/2020\/02\/09\/mobile-commerce-to-grow-68-by-2022-as-more-people-shop-on-their-phones\/?sh=3596fc4b652d\"><span style=\"font-weight: 400;\">75 percent of shopping<\/span><\/a><span style=\"font-weight: 400;\"> happened on mobile last holiday season, only 40 percent of those sessions resulted in a purchase.<\/span><\/p><p><span style=\"font-weight: 400;\">There are many potential reasons for this, so retailers have to use a variety of tactics to combat the phenomenon. This might include more personalized customer journeys and recommendations, optimized checkout experiences, and a greater variety of payment options.<\/span><\/p><p><span style=\"font-weight: 400;\">A challenge of mobile marketing is mobile ad fraud. This is particularly an issue in South-East Asia, where these \u201cmobile-first\u201d economies are exposed to <\/span><a href=\"https:\/\/www.appsflyer.com\/resources\/reports\/apac-mobile-ad-fraud\/\"><span style=\"font-weight: 400;\">60 percent of all mobile ad fraud<\/span><\/a><span style=\"font-weight: 400;\"> in the world.<\/span><\/p><p><span style=\"font-weight: 400;\">As mobile marketing becomes more common, there\u2019s a risk <\/span><a href=\"https:\/\/affise.com\/affiliate-marketing-fraud\/\"><span style=\"font-weight: 400;\">mobile ad fraud<\/span><\/a><span style=\"font-weight: 400;\"> will spread around the world.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5e2cd4 elementor-widget elementor-widget-image\" data-id=\"b5e2cd4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"631\" height=\"584\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/mobile-commerce.png\" class=\"attachment-large size-large wp-image-19762\" alt=\"mobile commerce\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f197cb elementor-widget elementor-widget-text-editor\" data-id=\"1f197cb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/www.campaignasia.com\/article\/apac-mobile-ad-fraud-to-hit-us56-billion-by-2022\/448232\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p>\n<span style=\"font-weight: 400;\">eCommerce sites will have to be more vigilant about this. They&#8217;ll have to more carefully scrutinize metrics at the level of individual segments. They must demand more transparency from their advertising partners about how they collect their <\/span><a href=\"https:\/\/affise.com\/cpapi\/\"><span style=\"font-weight: 400;\">partner marketing data<\/span><\/a><span style=\"font-weight: 400;\"> and what they\u2019re doing to combat mobile ad fraud in this.<\/span>\n\n<span style=\"font-weight: 400;\">Mobile ad fraud steals <\/span><a href=\"https:\/\/content-na1.emarketer.com\/digital-ad-fraud-2019\"><span style=\"font-weight: 400;\">6.5 to 19 billion dollars annually<\/span><\/a><span style=\"font-weight: 400;\"> from digital marketing budgets. As cybercrime increases more generally, retailers need to be increasingly vigilant if they want to protect their budgets and their eCommerce brands.<\/span>\n<h3><span style=\"font-weight: 400;\">The use of artificial intelligence and voice assistants<\/span><\/h3>\n<span style=\"font-weight: 400;\">It\u2019s <\/span><a href=\"https:\/\/audioxpress.com\/news\/digital-voice-assistants-in-use-to-triple-to-8-billion-by-2023\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">predicted by Juniper Research<\/span><\/a><span style=\"font-weight: 400;\"> that the number of digital assistants in use will reach eight billion by 2023. This is a 300 percent increase from 2018. One underappreciated feature of this kind of AI is how it learns and improves the more it\u2019s used.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">Tesla is relying on this exponential increase in effectiveness for its self-driving technology. When you consider that <\/span><a href=\"https:\/\/voicebot.ai\/2019\/06\/18\/loup-ventures-says-75-of-u-s-households-will-have-smart-speakers-by-2025-google-to-surpass-amazon-in-market-share\/\"><span style=\"font-weight: 400;\">75 percent of U.S. households<\/span><\/a><span style=\"font-weight: 400;\"> might own a smart speaker by 2025, it\u2019s clear voice assistants are going to be a major part of eCommerce this decade.<\/span>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c137ae elementor-widget elementor-widget-image\" data-id=\"5c137ae\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1468\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/smart-speakers.png\" class=\"attachment-large size-large wp-image-19764\" alt=\"smart speakers\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a01b219 elementor-widget elementor-widget-text-editor\" data-id=\"a01b219\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/voicebot.ai\/2019\/06\/18\/loup-ventures-says-75-of-u-s-households-will-have-smart-speakers-by-2025-google-to-surpass-amazon-in-market-share\/\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p><p><a href=\"https:\/\/www.haptik.ai\/blog\/growth-of-voice-assistants-in-ecommerce\"><span style=\"font-weight: 400;\">62 percent of people<\/span><\/a><span style=\"font-weight: 400;\"> who own smart speakers already use them for eCommerce, so any increase in number will likely lead to growth in the amount of online shopping being done by these digital assistants.<\/span><\/p><p><span style=\"font-weight: 400;\">These voice assistants are getting better and better at offering more personalized eCommerce experiences. They can even recognize the emotions of users and tailor their responses to this.<\/span><\/p><p><span style=\"font-weight: 400;\">Even traditional communication channels like call centers are being transformed by AI. For example, <\/span><a href=\"https:\/\/www.dialpad.com\/uk\/features\/interactive-voice-response\/\"><span style=\"font-weight: 400;\">IVR system<\/span><\/a><span style=\"font-weight: 400;\">\u00a0automatically make transcripts of every call coming in and analyze this data for things like mood recognition and keyword analysis.<\/span><\/p><p><span style=\"font-weight: 400;\">Playing into this trend is the rise of chatbot marketing. Most chatbots used on eCommerce landing pages just now are button-and-menu bots. These guide the user through a conversation written by humans. But companies and institutions like the Royal Bank of Scotland are <\/span><a href=\"https:\/\/www.rbs.co.uk\/support-centre\/cora.html#:~:text=What%20is%20Cora%3F,to%20reset%20your%20Digital%20Banking.\"><span style=\"font-weight: 400;\">increasingly using AI chatbots<\/span><\/a><span style=\"font-weight: 400;\"> equipped with natural language processing technology.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f13e6a elementor-widget elementor-widget-image\" data-id=\"8f13e6a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1017\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/artificial-intelligence.png\" class=\"attachment-large size-large wp-image-19758\" alt=\"artificial intelligence\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2825b42 elementor-widget elementor-widget-text-editor\" data-id=\"2825b42\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/www.rbs.co.uk\/support-centre\/cora.html#Introduce\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p>\n<span style=\"font-weight: 400;\">These chatbots can respond intelligently to what the customer is saying, even if it\u2019s outside of the pre-written flow of conversation. <\/span><a href=\"https:\/\/www.juniperresearch.com\/press\/press-releases\/retailer-spending-on-ai-to-grow-7-3bn-2022\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Juniper Research predicts<\/span><\/a><span style=\"font-weight: 400;\"> that eCommerce retailers will spend 7.3 billion dollars on AI technology by 2022. Chatbots are a great way to take part in the coming wave of voice-enabled eCommerce.<\/span>\n\n<span style=\"font-weight: 400;\">There are two main tactics retailers can adopt to prepare for a world of voice-enabled eCommerce. One is making sure the data on their web pages is well-structured. This means proper HTML tags, IDs, and classes are used consistently throughout. This is good for SEO as well as it means search engine web crawlers can easily extract relevant information from product pages.<\/span>\n\n<span style=\"font-weight: 400;\">The other tactic is to directly integrate your eCommerce platform with voice assistants. Alexa has its skills, and if you\u2019re running an iOS app you can directly integrate this with Siri. One example is the <\/span><a href=\"https:\/\/www.iphoneincanada.ca\/2020\/07\/08\/mcdonalds-iphone-app-siri-2-factor\/\"><span style=\"font-weight: 400;\">McDonald\u2019s app<\/span><\/a><span style=\"font-weight: 400;\"> making it easy for customers to get their usual order with a single quick Siri command.<\/span>\n<h3><span style=\"font-weight: 400;\">Augmented reality<\/span><\/h3>\n<span style=\"font-weight: 400;\">Between the <\/span><a href=\"https:\/\/about.fb.com\/news\/2021\/09\/introducing-ray-ban-stories-smart-glasses\/\"><span style=\"font-weight: 400;\">Facebook and Ray-Bans<\/span><\/a><span style=\"font-weight: 400;\"> collaboration and Apple\u2019s push into LiDAR-enabled features, it\u2019s clear that augmented reality is going to be one of the defining eCommerce technologies of the decade.<\/span>\n\n<span style=\"font-weight: 400;\">It\u2019s predicted that <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/a-mixed-reception-for-augmented-reality-in-bricks--mortar-retail-efficiencies-over-engagement-300651752.html\"><span style=\"font-weight: 400;\">120,000<\/span><\/a><span style=\"font-weight: 400;\"> stores will be using augmented reality technologies by 2022, and by 2023, it\u2019s thought that around 1.5 billion people will also be taking advantage.<\/span>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1eec99d elementor-widget elementor-widget-image\" data-id=\"1eec99d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1420\" height=\"1146\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/augmented-reality.png\" class=\"attachment-large size-large wp-image-19759\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1277df5 elementor-widget elementor-widget-text-editor\" data-id=\"1277df5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/www.statista.com\/statistics\/1098630\/global-mobile-augmented-reality-ar-users\/\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Imagery has always been important to <\/span><a href=\"https:\/\/affise.com\/blog\/ecommerce-marketing-strategies-to-increase-sales\/\"><span style=\"font-weight: 400;\">eCommerce marketing<\/span><\/a><span style=\"font-weight: 400;\">, and AR takes it to the next level. Already, users of the IKEA app can see 3D models of furniture in their rooms before they buy, and this tech is increasingly accessible to eCommerce retailers on the mobile web.<\/span><\/p><p><span style=\"font-weight: 400;\">LiDAR-enabled devices like the iPad Pro let retailers scan items as easily as taking a picture. From there, a simple plugin like <\/span><a href=\"https:\/\/medium.com\/@fauziali\/creating-web-based-augmented-reality-with-just-10-lines-of-html-code-for-beginners-ar-js-d62ef596eab\"><span style=\"font-weight: 400;\">AR.js<\/span><\/a><span style=\"font-weight: 400;\"> enables you to integrate those 3D models into the user\u2019s web experience as long as they have a compatible smartphone.<\/span><\/p><p><span style=\"font-weight: 400;\">Since <\/span><a href=\"https:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=587201\"><span style=\"font-weight: 400;\">65 percent<\/span><\/a><span style=\"font-weight: 400;\"> of people are visual learners, augmented reality is a great way to show off your products online and drive eCommerce sales.<\/span><\/p><h3><span style=\"font-weight: 400;\">Sustainability<\/span><\/h3><p><span style=\"font-weight: 400;\">Customers want to support companies who are working in an eco-friendly way, and that demand for real sustainability initiatives only gets stronger as time goes on. This is in part because of the efforts of product heads and marketers who\u2019ve been leading the way and proudly announcing it.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In the past, sustainability was seen as conflicting with companies\u2019 bottom lines, but by 2030, it\u2019s thought that as much as <\/span><a href=\"https:\/\/www.europeanbusinessreview.com\/sustainability-a-12-trillion-a-year-market-by-2030\/\"><span style=\"font-weight: 400;\">36 trillion dollars<\/span><\/a><span style=\"font-weight: 400;\"> of marketing revenue will be linked to the UN\u2019s Sustainable Development Goals.<\/span><\/p><p><span style=\"font-weight: 400;\">If you\u2019re not specifically marketing based on sustainability yet, the most common tactics include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Looking at how you and your suppliers are improving on sustainability and highlighting that across your marketing.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Switching to more eco-friendly packaging and making this clear on the packaging.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Making sure your online operations are run on data centers powered by renewable energy. If they\u2019re not already, consider switching to ones that are.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Adding products to your range that are specifically sustainable or looking for more environmentally friendly alternatives to the products you\u2019re currently selling.<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">Important takeaways<\/span><\/h2><p><span style=\"font-weight: 400;\">In 2022, there are lots of marketing trends to be aware of, from the surging popularity of podcast advertising to pop-ups, macro-influencers, and more. Whether it\u2019s offering a coupon as an incentive or utilizing email templates, you can\u2019t afford to take your foot off the gas.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As a marketer, your day-to-day job is all about <\/span><a href=\"https:\/\/affise.com\/blog\/category\/updates\/affise-bi-integrates-with-appsflyer-pull-api\/\"><span style=\"font-weight: 400;\">making sense of data<\/span><\/a><span style=\"font-weight: 400;\"> and optimizing for micro-conversion rates, but by taking a broader view, you can implement innovative new strategies in your marketing efforts. These will keep you ahead of the competition, keep customers coming back, and ensure your success in the long term.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketing is about appealing to your niche. You map out account-based campaigns. You scrutinize Google Analytics metrics like bounce rate, conversion rate, and customer acquisition across various marketing channels for your Shopify eCommerce store. The focus is on appealing to the most specific targets possible. But what we\u2019ve described here is something known as micro [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":19836,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[51],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Tactics for eCommerce | Macro Trends &amp; Strategy<\/title>\n<meta name=\"description\" content=\"Explore macro marketing tactics\u2014leverage AI, mobile-first UX, BNPL, and sustainability to future-proof your eCommerce growth strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/affise.com\/blog\/macro-marketing-tactics-for-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Tactics for eCommerce | Macro Trends &amp; 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