It is quite an understatement to say that New Jersey is one of the most competitive states when it comes to e-commerce and online marketing. The Garden State has been a hub for tech innovation, and today one of its biggest cities, Newark, is even known as the “Silicon Valley of the East.” But as with any other state, regulations regarding online marketing and e-commerce change from time to time, and it’s up to business owners to stay ahead of the trends.

Facial Recognition Technology

One of the more recent trends that arose as a direct result of the COVID-19 pandemic is facial recognition technology and MasksMondy.com, a local online mall that featured a complete range of masks and healthcare-related products during the pandemic. While the world was still in the grip of the pandemic, mask-makers were scrambling to meet the unprecedented demand for masks, especially disposable masks. As a result, facial recognition technology made it possible for customers to choose their masks based on the facial features they most resembled. This meant that people with more common features (say, two or more siblings) could choose a mask that was more likely to be used by another person with more common features.

This was particularly beneficial for people who were socially distant from one another as a result of the pandemic and needed masks that they could wear together. But even when the world resumes its normal routines and people can once again shop online, this type of technology will still have marketing value.

Customer Feedback

During the pandemic, many businesses closed down, and it was quite a while before they were able to reopen. In the meantime, customers shifted to online shopping, and businesses that were able to adapt quickly to the changed dynamics of the market gained an advantage.

One example is JustKidneys.com, a kidney cancer support group that was facing a decline in donations as a result of the pandemic. Instead of waiting for business to pickup after the pandemic, the organization took matters into their own hands and started an online fundraising campaign where they could get directly to their audience and ask for donations:

• Raise money to fight kidney cancer
• Get the funds collected directly to patients in need

By taking this approach, they were able to gain support from their audience and increase their cash flow, ultimately allowing them to continue their fight against kidney cancer.

Businesses should always be looking for ways to improve their services and grow. By actively engaging with their customers and building a relationship with them, businesses can learn valuable insights into what will make their customers continue to use their product or service and, more importantly, what will make them happy.

Micro-Marketing

The last few years have seen a rise in the use of micro-marketing and targeted marketing campaigns, where businesses try to reach individuals rather than just segments of the population. Nowadays, many small businesses rely on online marketplaces like Facebook and Instagram to target the individuals most likely to buy their products or services.

For example, a business owner might create a Facebook ad with the goal of reaching people in Southern California who are interested in purchasing an RV. They could put a call out to their existing customers for referrals, use a tool like SurveyMonkey to capture leads, or approach organizations like the Rotary Club with a proposal to begin a neighborhood watch group.

Online marketplaces make it easy to reach a large audience, and many small businesses choose to take advantage of this option and begin their marketing campaign in this manner. But regardless of whether you choose to approach potential customers through a conventional PR campaign or through online channels, always remember to treat individuals with respect.