Since new buying habits are formed by consumers now and then, it is beneficial to understand Amazon advertising trends in 2022. This means that Amazon advertising campaigns should likewise adapt to the consumers’ new way of living to impact your overall Amazon campaign.      

Factors Affecting Consumer Buying Habits in 2022

A change in a consumer’s buying pattern indicates a lifestyle change. With the threat of COVID-19 looming in the background, more and more shoppers choose to purchase online rather than brick and mortar stores.

Health and safety have become a priority for shoppers. Hence, changing the way they interact with the consumer industry. 

Along with safety concerns, customers have changed purchasing habits because of the multiple purchase platforms made available by technology. Due to lockdowns and quarantine protocols, access to physical stores has become more limited.  

In turn, this led consumers to find alternative means to purchasing goods. Traditional shoppers turned to online shopping for convenience and accessibility. Therefore, highlighting the omnichannel aspect of the consumer and retail industry. 

Why Amazon Advertising Matters

Although Amazon ranks third to Facebook and Google Ad platforms, it is constantly growing with a reported 52.5% increase in 2020.

Apart from the growing popularity of Amazon ads among brands, the tech giant is also known to have a higher conversion rate than Google ads. In terms of analytics, Amazon advertising has a more user-friendly interface, making it an ideal platform for retailers.   

Amazon Advertising Trends in 2022

In line with the shifting customer purchasing behavior, numerous Amazon advertising trends have been observed in the past few months. Knowing some of these advertising trends and facts provides better insight and understanding of the correlation between your Amazon business and advertising. 

• Personalized Advertising

All across the globe, companies, brands, and entrepreneurs are recognizing the power of personalized advertising. Even Amazon acknowledges the influence of this advertising trend by introducing Amazon Follow as an email marketing portal.

Unlike previous years where advertisers and business owners simply relied on target keywords, the trend has now shifted to a more personalized approach to engage customers. 

Personalized advertising easily improves customer experience, increases brand loyalty, and drives revenue by identifying which medium customers engage with.

• Social Media Advertising

Another trending option for your advertising campaign in 2022 is social media advertising. The social media platform has become highly monetized and suitable for implementing conversion strategies. Thus, it is unsurprising that social media ad spending is projected to reach over $230 billion in 2022.

To give a starting point for your social media advertising campaign in 2022, you can start with Facebook, Instagram, and Twitter. In particular, Facebook can help you meet specific advertising goals, including the following:

Brand Awareness: If you wish to extend the reach of your Amazon business and increase brand awareness, Facebook Ads can help you get your brand or product in front of potential customers. 

Consideration: If your advertising goal is for consumers to consider your product, Facebook ads can help drive traffic to your product detail page or Amazon store. Facebook advertising can help increase lead generation through interesting and relevant Facebook content. 

Targeting: Another feature social media advertising is known for is targetting. Your Facebook ad can be customized to target specific regions, demographics, and other data-driven audiences or targets.

• Video Advertising

Amazon is likewise cognizant of the benefits of video advertising for an online business. That is why they recently incorporated video platforms and interfaces within their platform. 

The use of video on an online selling platform tends to generate higher engagement rates as compared to static ads. This medium is considerably more versatile than traditional ads. Thus, worth considering for your Amazon ad campaign. 

Video advertising outside Amazon is also a good avenue for a product or brand advertisement. The increasing interest of consumers, social media users, and content creators with TikTok, Instagram Stories, and Facebook Reels, is expected to boost social media video ad spending up to $183 billion this year.

• Content Visualization  

Visual content in your advertising campaign can significantly improve your Amazon advertising goal. Visual content is a powerful way of catching consumers’ attention, for images or videos can best tell a story compared to written words. 

Furthermore, integrating visual content into your advertising campaign in 2022 can also result in using less ad space. Thus, potentially decreasing your advertising expenses. 

An excellent example of visual content you can utilize is infographics. The visual representation of your product or business through infographics helps you quickly and clearly communicate complex information.

• Mobile Advertising

Another trend that could help boost your Amazon advertising campaign is mobile advertising. Since smartphones are more accessible than desktop or laptop, more and more people spend time using them for their online activities.

A testament to the power of mobile advertising and marketing, it has been reported that 63% of brands’ most significant ROI is through mobile ads, while 40 percent of Amazon sales are attributed to mobile users. 

With that in mind, advertising campaigns should be optimized to fit in with the mobile platform’s interface. 

• Rewarded Video Ads (Gaming) 

Mobile video ad spending is forecasted to grow to 53.9 billion in 2025. Both small-medium businesses and giant corporations are maximizing the benefit of mobile video advertising, especially on gaming apps.

You can maximize the impact of this advertising approach, especially since almost 70% of players like this ad format. Try to focus on ad design and customization to increase your ad campaign’s conversion rate. 

• Banner Advertising   

Banner advertisements are considered one of the first types of digital marketing that started popping out on the online scene in 1994. Contrary to what others assume, banner ads are not dead. They simply evolved.

You can use banner advertising in 2022 to retarget prospective customers to entice them to purchase your Amazon products. Be sure that banner ads are location-focused and contain CTA to increase conversion rate.  

• Increased On-Platform Amazon Ad Spending

Another noticeable Amazon advertising trend is the increased spending of sellers and brands in Amazon’s advertising solutions. Amazon now seats third largest digital advertising business after Google and Facebook, with “1 in 3 sellers plan to increase ad spend in 2022.”

The majority of the ad expenditures are spent on sponsored brands and products. Therefore, suggesting that most of the sellers are allocating a budget for on-platform Amazon ads to boost their campaign. 

• Strategic Advertising

Business owners have become more strategic when it comes to Amazon advertising. Unlike the previous years, where Amazon ads are seen almost everywhere, sellers now choose platforms that give the greatest Return On Advertising Spend (RoAS).

Most of the brand owners shared that Sponsored Products generate the greatest RoAS, which is why it is worth considering optimizing Sponsored Products to reach more audiences and increase sales conversion rate. 

Do not Forget the Basics of Amazon

The purpose of engaging in Amazon advertising is to increase store engagement and sales conversion rate. However, you should not neglect other basic components of your Amazon business, including the following:

Product Details: One of the factors influencing a customer’s purchasing decision is your product detail page. In order to convince customers to buy your product, you should provide a clear, concise, and accurate description of your product.

Image Quality: Another important factor that affects a customer’s decision are the images you use in your listing. Make sure that the photos you upload are high-quality images and adhere to Amazon image guidelines. 

Keywords: In order for your Amazon listing to appear on organic search result pages, you should use appropriate keywords. Keyword research is crucial for keyword optimization. 

Reviews: Amazon shoppers normally refer to customer feedback to assess your product and customer service. It is a must to provide the best service there is to obtain favorable reviews that will also impact not just customers’ perception, but also Amazon’s algorithm. 

Price: Since price drastically affects customers’ behavior, competitive pricing is essential. In order to achieve convenient and efficient price optimization, the use of an AI repricer is highly recommended. An automatic AI Amazon repricer will help ensure that the item price is automatically adjusted based on the current market situation, competitor’s behavior, and price change notifications. 

Stay in the Loop

Maintaining your presence on Amazon is critical. Apart from the fundamental optimization guidelines mentioned above, you should also be immersed in the Amazon advertising space to create more impact for your Amazon brand or business.

The current Amazon advertising trends will continue to shape how sellers and shoppers interact. Therefore it is always important to stay updated on what is new and what should be implemented when it comes to Amazon ads. 

Regardless of how you view eCommerce email marketing, one thing is certain; having an effective email marketing strategy in the eCommerce space can help you track and sell to existing customers while at the same time helping you gather information about prospective customers at low cost.

In this article, you will learn all there is to know about eCommerce email marketing, plus strategies and tips for building authority in your niche.

What is eCommerce email marketing?

eCommerce email marketing is a marketing strategy that supports emails to promote and sell products online to existing and potential customers. With emails, eCommerce marketers can easily notify new customers about new products, hot deals, trendy items, latest offers, etc.

Steps to Create an Effective Ecommerce Email Marketing Campaign

It’s cheap and easy to reach consumers with emails, but your email’s open rate will only skyrocket if you take the time to create a strategy that subverts the timeline noise. Here are a few steps to follow;

• Build Your Email Marketing Strategy

Strategy runs the gamut in email marketing for eCommerce businesses. If you have a good strategy, you will easily scale. To build a strategy, you need a clear idea of what you want to achieve with email marketing efforts.

Building an eCommerce email marketing strategy involves goal setting and strategic planning. To ensure you’re on the right track when building your strategy, analyze the following questions;

1. What does email marketing mean for you and your business?
2. How are you currently attracting visitors?
3. Do you view email marketing as a method to build trust and credibility or as a way of increasing customer retention and improving sales? (it does both, but perspective matters)
4. Do you intend to make your email marketing intertwine with other marketing channels or work as a standalone strategy?

When you have the answers to these questions, set S.M.A.R.T. – specific, measurable, attainable, realistic, and timely goals, then figure out what it’s going to cost.

• Build a List of Willing Subscribers

In email marketing, permission is everything. If you send emails to consumers without their explicit permission, your email will land in their spam folder, or they will delete it without taking a second look or second-guessing their decision.

Cultivating the right ecommerce email marketing list requires serious time and commitment. The easiest way to go about it’s by using lead magnets.

A lead magnet is any material, information, or freebies you give to prospective customers or already existing customers in exchange for their personal information.

If you already have a list, you can, for this time only, send unsolicited emails explaining to your customers that you want to start a newsletter or run a campaign that might excite them. Include a sign-up form with fields to enter the necessary details and wait for their response.

NB: Try to be specific with the information you collect—the success of your email marketing campaign relies deeply on how well you make use of the gathered data. The best practice is to work with an email service provider to automate the list segmentation process.

• Plan Your Content

Don’t engage in email marketing if you don’t have anything of value to say. Yes, we know it’s tempting to want to speedily set up an email campaign when the competition seems to be thriving on it. Don’t fall for that. If you have nothing of importance to share, invest in other ecommerce marketing strategies.

Before kickstarting your email marketing endeavors, create a content plan for your first two months. This way, you can begin with the confidence that you won’t run out of content ideas anytime soon. Plus, it allows you to iterate and make changes as you go.

Another thing, while many eCommerce marketers create their emails themselves, it’s not something we’d advise. Don’t go about email marketing in eCommerce with a do-it-yourself {DIY} approach—it might prove to be less expensive in the short term, but from experience, we tell you it will cost more in the long run.

Work with a copywriter, skilled email marketers, and experienced graphic designers.

• Keep Track of the Metrics

At this stage, your ecommerce email marketing campaign should be up and running. Congrats! But don’t get too excited; this is just the beginning of a long and tough yet extremely lucrative journey.

It’s time to analyze the metrics and make changes as you deem fit. For instance, let’s say you started creating reams of content; check the metrics to see whether consumers spend as much time on your emails as needed to consume such an amount of content. If yes, Kudos! You’re on the right track. Otherwise, make the required changes.

Keeping track of the metrics is a sure-fire way to ensure that you are putting out the right content in front of the right people at the right time.

Tips to Building Authority with Ecommerce Email Marketing

Building trust amongst subscribers is a tough row to hoe. Still, if you can put in the effort by providing useful content, not just the latest deals, your audience will become comfortable taking anything you say as fact.

Before we take off, let’s set this straight. In the real world, it’s okay to view experts as authorities, but in the world of online marketing, they are not the same.

Experts are folks who know a lot about your niche, while authority is the person everyone, including the experts, agrees is the first stop for information. That means experts are experts because they say they are, but authority is not a self-proclaimed title; they’re authorities because people listen when they make declarations about their niche.

Now, you can use email marketing to build authority in your eCommerce niche by establishing ethos, nurturing pathos, and sealing the deal with logos. Let’s explain.

Ethos: building credibility in your niche. Involves sharing information that helps consumers and prospects view you as a reliable source.

Logos: Create hypothetical situations that allow subscribers to deduce the conclusion you want them to reach based on the information you provide.

Pathos: This is a result of logos. Trust happens if the hypothetical situation you created is legit and subscribers agree with the deduced conclusion. Pathos involves swaying emotions and making customers make decisions based on existing trust.

In essence, if you can create content consumers find valuable and agree with, they would trust you, and when they trust you, you will become their go-to brand when in need of products or services in your niche.

To Become an Authority, Trust is Key

People won’t see you or your eCommerce store as an authority figure if you act trustworthy when it suits and flow with the crowd when it doesn’t.

That means you can’t send out valuable newsletters within your first two months in business, then reduce quality and expect consumers to trust you for life—no, it doesn’t happen that way.

To gain the trust and respect of consumers and niche experts, you must provide high-value content consistently. And yes, while it takes time to build trust, it takes less than a Nano-second to lose it.

For instance, if, after years of offering quality content in your newsletter, you make the mistake of opting for cheap profit by offering an overhyped product and making consumers waste their funds, you will lose credibility and, at the same time, lose the trust you spent months or years building.

So hey! When you cultivate trust, hold it sacrosanct above everything else.

Final Thoughts 

eCommerce email marketing is not all that complex. An effective subject line and a distinctive voice can win you thousands of paying customers. However, if you can’t make subscribers view you as an authority in your niche, you can readily find your emails in spam folders.

If you want to win the email marketing game, you must learn to use multiple marketing channels. Find your audience on social media platforms and build your voice, study your niche and promote thought leadership content, and most importantly, plan your content and intertwine your email marketing strategies. Good Luck!

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About the Author:

Skirmantas Venckus is a writer by day and reader by night. He hates talking about himself in the third person. He is also the growth hacker at Sender.net – the email marketing provider that is focused on user-friendliness, affordability, and utility.