Retail-Tech Landscape: Digital Marketing

Retailers and brands have been expanding their online presence amid the Covid-19 pandemic, looking to capitalize on the consumer shift to e-commerce by bringing their brands and products closer to shoppers digitally, through social commerce, digital marketplaces and other online platforms. This Retail-Tech Landscape covers selected startups globally whose technology solutions support retailers in executing their digital marketing strategies and achieving greater visibility of their brands. We have identified 35 startups across the following categories:

• Search engine optimization (SEO)
• Content marketing
• Email marketing
• Pay per click (PPC)
• Affiliate marketing
• Social media marketing

Key Trends in Digital Marketing  Below, we highlight two key industry trends in digital marketing. Retailers and brands are exploring personalized online experiences for customers Artificial intelligence (AI) and machine learning (ML) have become the driving forces in creating personalized online experiences, providing recommendations using real-time consumer data. For example, grocery delivery service Peapod offers its “Order Genius” service to shoppers, which creates personalized shopping lists based on previous order habits—taking into account the frequency and likelihood of repeat orders for certain grocery items. Amazon also uses AI to show only relevant products to shoppers, based on their previous searches, product page view and purchases. Voice-enabled search is on the rise With the advent of products such as Amazon’s Alexa and Google’s Nest and with smartphones and desktop computers/laptops featuring voice-recognition technology (such as Microsoft’s Cortana), voice search is increasingly being used by consumers to get directions, search for information, send texts and more. The recent e-commerce boom has also accelerated the use of these voice technologies for researching products and shopping online. Retailers and brands are seeking innovators that can incorporate the text and voice SEO suite into their offerings.

Retail-Tech Landscape: Digital Marketing—Infographic

 

Retail-Tech Landscape: Digital Marketing, by Category

SEO: Ensuring that customers can easily find brands and retailers online, driving organic traffic [wpdatatable id=1166 table_view=regular] Content Marketing: Optimizing content and ad targeting to increase traffic and conversion [wpdatatable id=1167 table_view=regular] Email Marketing: Enabling direct and customized communication lines with customers [wpdatatable id=1169 table_view=regular] Pay Per Click (PPC): Automation technologies that enable retailers to optimize their marketing campaigns [wpdatatable id=1170 table_view=regular] Affiliate Marketing: Platforms that drive visibility and traffic to e-commerce sites through affiliate networks [wpdatatable id=1171 table_view=regular] Social Media Marketing: Using social interactions and communities to create awareness and visibility for retailers and brands [wpdatatable id=1172 table_view=regular]