WEBINAR

How to master e-commerce and digital marketing campaigns

Posted: Wed 29th May 2024

In this Tech Hub webinar, e-commerce consultant Caroline McQueen explains how small businesses can promote their products online without blowing their budget on social media ads.

As the founder and chief strategist at Impulsiv, Caroline helps designers and artisans craft brands that are ethically sourced and highly sought-after. She empowers founders with on-trend advice and custom Shopify themes.

Topics covered in this session

How marketing psychology can help you build a customer journey that grows with your business
How to own your brand story online, in a way that gives you a competitive edge
How to use the power of insights to fuel your business's growth

Caroline's key points from the webinar

Building a strong brand narrative for e-commerce

By 2026, social commerce sales will hit a whopping $2.9 trillion, which presents businesses with a golden opportunity.
Creating a compelling narrative that resonates with your ideal customer is key to breaking through the noise in the online world.
Commoditisation leads to a race to the bottom in terms of price, but a strong brand story helps you rise above the noise and command a premium.
Neuroscience tells us that our brains remember emotions before anything else. Emotions keep people engaged, help them recall information, and drive them to respond to your message.
A strong brand narrative can be your guiding light throughout the entire customer journey, from that initial spark to brand awareness and fostering brand-loyal advocates.
Engaging with customers post-purchase – like when teaching them how to use products and encouraging them to share their feedback – can boost brand loyalty and help you retain customers.
Storytelling is at the heart and soul of building successful campaigns. It creates an emotional connection with customers that drives sales and turns people into loyal fans.

Using data analytics for effective digital marketing

Start making data-driven decisions to build more powerful campaigns, and overcome challenges with good data analytics.
The real challenge for online stores lies in transforming peak shopping time buyers into loyal customers. Data is the treasure trove of insights into new customers.
Analysing data across all channels can give you valuable insight and help you create effective e-commerce and digital marketing campaigns.
Data analysis allows you to move beyond generic marketing blasts and craft personalised experiences that resonate with your audience.
A personalised approach cuts through the noise and grabs people's attention, just like meeting someone with a shifting personality in a group setting.

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Caroline McQueen ACIMImpulsiv Ltd

TL;DR: I help product-based businesses increase customer lifetime value through engaging ecommerce experiences. ---- In an ever-evolving digital landscape, it's easy for any business to get lost in the sea of data metrics and KPIs. Not all brands can count on customers who found them on social media to return to their online storefronts, especially when dozens of competitors look alike in their feeds. That's why I help brands create unique experiences that capture customers' attention and build lasting relationships. How do I do that? Here's my backstory. I'm a web designer and digital marketer by trade. Over the years, I've become known as a specialist in ecommerce and consumer behaviour. Much of my work in web design blends neuroscience with brand psychology to solve complex business challenges, connecting the dots between company goals and customers' needs. But recently, I've discovered that the techniques I use all the time — The Halo Effect, Processing Fluency and The Six Principles of Influence — can also help companies increase sales, secure funding and expand operations globally. So, in 2022, thanks to a grant from Baroness Karren Brady, I stopped freelancing and founded Impulsiv®, an ecommerce consultancy specialising in interaction design. Now, I help CEOs and brand leaders determine what to say to customers (the strategy) and how to show up online (the design). From bespoke ecommerce websites and digital campaigns to novel technology use cases, clients use my design and development services to improve the customer experience. All of them help elevate their brand and their bottom line. Contact me if you’d like tailored advice on growing your online store.