Digital marketing is a wonderful medium for showcasing fashion and new insights from Facebook paint a picture of how online marketing is shaping how consumers find and purchase products. According to a survey done with 1 729 participants in the US, consumers want a personal touch, they are convinced by individualised engagements with brands both online and in-store, and they seek authentic interactions.
How Digital Marketing Is Shaping the Shopping Experience
- Speaking to Individuals
Targeting specific audiences with tailored content is the way to earn loyalty when it comes to the fashion-conscious buyer. 72% of US fashion shoppers say that some form of personalisation in the process increases their chance of purchasing an item. 43% of 18 to 34-year olds react positively when brands speak to consumers through similar values and morals.
In societies that encourage self-expression, shoppers want to feel like individuals, and they will reward brands who oblige them in this search.
- Mobile Inspiration
Although many shoppers still make purchases in-store, their mobile devices are always at the ready, inspiring and informing their choices. 23% of surveyed shoppers compare products using their mobile devices, and 28% of shoppers use their devices to look for discount codes. The key take-away for marketers should be to use digital marketing to create a seamless experience that starts with showcasing a product and ends with purchasing of said product. To get ahead, retailers should fast-track online purchasing processes to meet shoppers when they are ready to make a purchase.
- Authentic Interactions
The age of the influencer is here and according to the survey, almost one in three people are influenced by people they follow on social media. These interactions need to be authentic, and influencers need to be relatable to earn trust. Over half of the surveyed shoppers who follow influencers say they have made purchases based on the recommendation of an influencer.
The important part of authentic interactions is the give and take of the exchange. Consumers follow influencers not only for their recommendations on purchases, but also because they are entertaining, they teach their followers tips and tricks as well as inspire their followers.
The future use of digital marketing in the fashion industry seems secure, but marketers need to understand that the impact of social media, influencers and quality content cannot be underestimated. Shoppers are seeking a deeper, more integrated experience that translates from ‘want’ to ‘have’ seamlessly and digital marketing can facilitate this process as long as the individual shopper is kept front of mind.