A recent Harvard Business Review article outlined the impending eclipse of old management systems by new business models such as e-Commerce. In it, Maxwell Wessel, James Allworth, and Aaron Levie outline the details of a shifting online ecosystem (much of which Inbound marketing has ushered in, but more on that later) that is drifting further and further away from the systems developed back when your phone, car, and shower-heads weren’t “smart.”
As devices evolve, the “infinite shelf,” as Brian Halligan refers to the Internet, will be driven less by price or product and more by one thing: Customer Experience. It is here that inbound marketing steps up to play the role it literally created for itself. Inbound marketing is the answer for those in e-Commerce who’ve seen growth in business models yet found old management systems to be unfit and unaccommodating.
Growing Emphasis on e-Commerce Customer Experience
A sports team website changes the color of the purchase button and sees a 50% decrease in abandoned carts. A baseball-bat selling company shifted to telling stories online rather than “throwing pitches” at customers (Did you “catch” that pun?). What happens next is they increase mobile conversions by 50%. An e-Commerce food company starts focusing on content marketing with strong visuals only to find their conversion rate doubling and sales increasing by over 6%.
These examples and several more come from Kaleigh Moore’s recent piece on the growing emphasis on customer experience. According to Moore, by the year 2020, customer experience online will determine sales more than price and product. With the bountiful amount of options in every e-Commerce category all priced competitively, consumers will go where their buying journey is easiest.
Inbound Marketing Suits CX Best
And which management system makes it easy for an e-Commerce website to make their buyer’s journey easy? Inbound marketing. According to human/technology researchers turned Hubspot founders Brian Halligan and Dharmesh Shah, inbound marketing was created specifically in response to the insufficiency of the old management systems. “Search engine optimization,” Shah said at a recent inbound event, “is all about Human Enjoyment Optimization.” It was then that Shah and Halligan laid out, with specificity, the initiatives inbound marketing is taking to improve the customer experience.
With A/B testing, story telling focused content marketing, and tools enabling consumers to become a part of the company story they want to join most, inbound marketing is looking more and more like a must for e-Commerce platforms.
- The device renaissance of the 21st Century has left old management systems outdated.
- By 2020, customer experience, not just price or product, will determine which e-Commerce business succeed.
- Inbound Marketing is the management system best suited for customer experience as was created specifically for customer experience.