Marketing Consumer Electronics

Consider these points for your consumer electronics marketing strategy.
12th Dec, 2023

Why does marketing matter for electronics?

There’s a huge demand for the latest consumer electronics – but with this demand also comes competition! A robust marketing strategy can help you amplify visibility for your products and brand with the goal of driving sales.

You can use marketing to educate, excite, convert and reward shoppers while selling electronics online. So where should you begin with your own consumer electronics marketing strategy? These tips could help you find clarity as you develop techniques for high-impact marketing.

1. What does marketing entail?

Marketing isn’t only advertising – it encompasses everything involved in delivering something of value to your customer. You might have heard about the four marketing ‘Ps’ of product, place, price and promotion, first coined by marketing professor Jerome McCarthy.

Product concerns what you sell and why. What is unique about your products, and how do they fill a need for your customers?

Price is about finding the figure that customers are willing to pay for a product that they will deem good value. Competitor pricing can also factor into this number.

Place involves deciding where you’ll offer your products for sale and connect with potential customers, such as Amazon.

Promotion is all about getting word out there about the value you offer. This could be through conventional advertising methods, but also through any number of different channels including content marketing to boost engagement.

When it comes to marketing consumer electronics, it’s necessary to find the ideal balance for each of these components or you could risk getting lost in the crowd. The great news is that there are some simple steps to help set out your marketing strategy.

2. Finding your niche

A niche is a position of difference that can help set you apart in a popular category. If you haven’t already, think about the distinctive aspects of your electronic products. There are lots of TVs, laptops, smartphones and other gadgets available, so how will yours stand out?

● Will you focus on qualities, such as robust or waterproof devices for adventurous types?
● Will you plan to offer the latest electronics to appeal to a specific buyer demographic, such as teens and young adults?
● Will you specialise in a specific subcategory, like wearable technology?
● Or will you offer products in a different price range to meet an unmet need for shoppers?

Identifying and consistently communicating your niche can help you build a sense of authority and trust in that particular space.

3. Defining your customer

By understanding your ideal customer, their media consumption habits, and how they find products to buy, you’ll be far better placed to connect with them effectively.

For example:
● What are they watching, reading, and listening to?
● Which sources do they trust when choosing new electronics?
● Do they follow certain popular figures or influencers?
● Which qualities are most important to them in the electronics they buy? Examples could include quality, price, style or repairability.

Once you build an understanding, you can use data points like these to inform your marketing strategy and channels of choice.
Good to Know:
Is your brand enrolled in Amazon Brand Registry? You can use your Brand Analytics to help build up a better understanding of your customers and make strategic marketing decisions over time.

Creating marketing content

Marketing strategies for electronic products often aim to attract a mix of paid and organic traffic. So what are these two different types of online traffic?

4. Paid Traffic

Paid traffic is traffic that comes from paid online placements. This can include paid social media ads and paid search advertising. You can also choose to run consumer electronics advertising on Amazon, so that your products and/or brand will show up within relevant searches.

When paying for advertising, you can target certain audiences to reach those who are likely to be interested in your electronic products. For example: some social media services allow you to filter by certain demographics and interests. On Amazon, you can run sponsored placements to show in relevant product searches or results for similar products.

Learn about running ad campaigns for electronics

5. Organic Traffic

Organic traffic is traffic that doesn’t come from paid sources. This type of traffic can come from social media posts, organic search engine results, or from searches on an online store. Be sure to keep your product descriptions clear and detailed so they’ll be discoverable to anyone who is looking for your product.

You can also use content marketing to attract organic traffic and demonstrate your expertise in your category. Possible formats for content marketing can include buying guides, product demos, and product comparisons for electronic products. Content marketing is all about providing meaningful reasons for people to engage with your brand by offering useful and interesting information.

Searching for inspiration?
To explore consumer electronics marketing examples on any given social media service, try searching for hashtags that are relevant to your product or category.

6. Building a brand storefront

It’s easy for registered brands to build an online storefront on Amazon, using A+ Content to showcase the key features and benefits of each product. You don’t need any website-building experience to create your own custom branded storefront. Simply choose from design templates, then drag and drop tiles to create your preferred layout.

7. Optimising product pages for sales

Individual product pages can play a key role in your marketing strategy. A well-designed product page can immediately engage shoppers if they’ve clicked on an ad or link, and provide a seamless purchase process. High quality images and compelling text can help to provide an immersive buying experience online.

Aim to pre-empt any customer questions about things like specifications, battery capacities and shipping to help remove any potential barriers to purchase.

8. Enhancing the customer experience

Your entire customer experience can and should be considered in the marketing mix for electronic products. Not least, because a happy customer could share their positive experience through glowing reviews and recommendations to others. And that in turn could mean more sales!

Consider touchpoints through every stage of the customer journey: from helping buyers with their purchase decisions, to providing responsive customer support, through to rewarding customers for repeat purchases.

9. Building customer loyalty

Percentage-off discounts, two-for-one offers and product bundles can all provide time-sensitive incentives for customers. These offers can bring in new customers when shared in a targeted marketing campaign, but they can also be used to reward customers who return to buy from you again.

Loyal customers can require less marketing spend than new customers. So if you have avid customers who love engaging with your brand and products, it’s worth thinking about how to support these buyers as they consider and buy electronics over time.

To sum up

Consumer electronics marketing is a must for any seller aiming to stay competitive in what can be a rapidly evolving category. Whether you’re just about to start an online store or are looking for ways to grow your established business, a tailored marketing strategy can provide you with the pathway to boost engagement and conversions.

Explore our ecommerce guide for more selling tips, and stay tuned for our regular events where you can gain further insights into effective online marketing.
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