How to leverage digital marketing tactics to drive e-commerce sales

Editor's Note: This is a guest article written by Tintin Imevbore, Regional West Africa Manager, Ad Dynamo by Aleph. Guest Authors contribute insightful and knowledgeable articles to Techloy about a product, service, feature, topic, or trend. If you wish to contribute your knowledge and expertise to a business and technology audience across emerging markets, kindly submit your content via this link.

The rapid advancement of digital technologies hasn’t just dramatically changed the way businesses operate but has also allowed for real-time communication between businesses and their customers.

Although digital marketing is no different from any other type of marketing, it has become increasingly important because of the sheer scale of internet users globally and the potential to reach much bigger audiences. As of January 2023, there were 5.16 billion internet users globally.

And in Africa, where innovation in digital technology and cell phone applications have given millions of users access to products and services they never had access to before, digital marketing can help e-commerce platforms tap into the continent’s potential.

While the percentage of internet users in Africa is still well below the global average, the rising numbers show the potential. Countries such as South Africa, Kenya, Ghana and Nigeria are not only some of the countries with the highest number of internet users in Africa but are also among the countries with the highest potential because of thriving tech sectors.

In order to take advantage of that growth potential, there are small steps any e-commerce business can take to leverage digital marketing strategies to widen its digital footprint and increase its sales. One of the best digital marketing strategies an e-commerce business can lean on is personalising the customer experience and delivering personalised experiences to customers throughout their e-commerce journey.

In the US, about 90% of consumers said they find personalisation either “very” or “somewhat” appealing, while more than 80% of consumers said they wanted brands they engaged with to understand them better. By providing a personalised touch, a business can create a sense of value and build long-term customer loyalty.

Optimising for mobile should be a priority for any e-commerce business wanting to increase its sales. Mobile devices play a dominant role in internet usage across Nigeria and Ghana. In Nigeria, where 52.4% of users buy something online each week using a mobile device, it is almost level with the global average of 57.6%. About a quarter of users in Ghana use a mobile device to make purchases online.

Investing in and implementing search engine optimisation (SEO) is also an essential digital marketing strategy that can help e-commerce businesses increase sales. The most important elements to consider when optimising a web page for search engines include the quality of the content, the level of user engagement, mobile-friendliness, and the number and quality of inbound links. The key is to develop engaging and informative content that resonates with the customers’ interests and needs.

Being on the right platform is vital for any of those strategies to work effectively, and partnering with a media buying agency that knows how to maximise presence. Being present on the right platforms seems obvious, but with the ever-evolving competition and evolution of algorithms, it’s simply not enough to have a presence on the likes of Facebook, TikTok, Twitter, Spotify, or Snapchat because they’re the most popular platforms. You also have to ensure that you’re reaching your target audience with the right messaging to match their expectations of those platforms.

This is where the importance of selecting the right digital marketing and e-commerce experts comes in. Finding the right agency that knows your business and industry like the back of its hand will set you up for further success and peace of mind. The right advisors would not only help with better content, but they would be able to provide you with technical expertise and solutions appropriate for your needs while offering confident guidance.

E-commerce consultants can help your business reach new heights with the rapidly changing and evolving industries. They can help you and your business bridge the gaps in e-commerce strategy and technology while improving the performance of your business. If you want to ensure your investment in the right advisors and consultants is effective, you should search for the kind of advisors who match your business’s needs and requirements.

Ultimately, with the right mix of creative digital marketing strategies, resilience, adaptability, and partnering with the right digital media buying partner, any e-commerce business can succeed on the continent despite the mix of physical and digital infrastructure constraints which many African countries face.