Marketing is essential for business, there’s no debate about that. Businesses need to reach their target audience and potential customers in the most effective and efficient way possible, but what’s the difference between the traditional or conventional marketing of the pre-internet era and today’s online or Ecommerce marketing?
Ecommerce Marketing
Ecommerce is essentially the way business is done today. As a business paradigm which implies the use of the internet as its platform, Ecommerce marketing is then conceived as the promotion/selling process of products or services via digital mediums.
Through several attention capture methods like paid search, organic search, email marketing, and social media marketing, business owners can attract potential customers by funneling visits to their website or online store.
By combining these tactics, they can strategize for successful Ecommerce marketing campaigns, and, as a result, increase brand awareness, have a better reach to their target audience, and boost sales.
Types of Ecommerce Marketing Tools
Depending on the strategy and the goals intended, there are several kinds of tools for Ecommerce marketing available. Many or all of them will comprise an ecosystem of tools which will enable businesses to make the best possible out of their marketing strategies.
Here are some of the most used types of Ecommerce marketing tools:
1) Search Engine Optimization (SEO)
It is a way to optimize the content of web pages to better position them in the results pages (SERP) of the different search engines, emphasizing certain factors such as: Keyword density, Bounce rate, Metadata, Social media traffic, Links and backlinks, Security (SSL certificate), Responsiveness and User experience, which can be measured by metrics like time on page, pages per visit, mobile traffic, bounce rate and returning visits.
2) Retargeting
Is a way of recapturing the attention of someone who may have formerly shown interest in whatever product or services it is we’re selling. By the strategic use of ads, that user attention can be redirected towards our web site.
3) Marketing Analytics
Gives us useful insights about the results of our marketing strategies and the ways in which they can be improved. We can determine the marketing channels which are most effective by tracking the traffic and conversion data from our website.
4) Content Marketing
The creation and sharing of content intended to attract and engage customers. Generally content posted on social media like videos, infographics, etc., but also links to internet articles, blog posts, etc. Relevant information that is frequently posted and also presented in an attractive way is key.
5) Email Marketing
The infallible classic. Email has been and still is a great tool for marketing. Just like with any other media, using relevant, engaging content is a must. Personalization too, when possible, besides keeping email lists updated.
6) Social Media Marketing
No marketing can be today without social media. Announcing products or promotions by posting visually attractive content on top social media can generate new visits to our website. Paid social media is another option that can better attract our target audience. The purpose is to generate brand awareness and popularize our products or services.
7) Influencer Marketing
In this new media world of faces and people influencing other people, influencers become great generators of publicity. Getting an influencer with a massive number of followers to show and popularize our business is today part of a winning marketing strategy.
8) Paid Advertising
As said earlier, the ability to better catch our target audience has real high value for business. Top search engine and social media platforms offer this type of service in which we can more accurately define the reach and characteristics of the kind of audience we want to attract.
Conclusion
As we can see, the technological toolbox for Ecommerce and online marketing is pretty vast, and we’re just talking about some of the existing tools for Ecommerce marketing. Each application adds to the whole process that implies brand awareness, visitor funneling, customer loyalty, etc, which in the end translates into more customers and more sales.