Everything you need to know about E-Commerce Marketing


E-Commerce Marketing is a world in itself with countless nuances. In simple terms, boosting your sales electronically using social media platforms, search engines and email campaigns comprises e-commerce marketing. Staying in touch with the latest trends, marketing gimmicks and innovations could potentially make or break a business.

Ecommerce advertising encompasses any kind of advertising, online or offline, that drives traffic to an online store. The most common examples include Google AdWords, display ads, and social media advertising like Facebook, Instagram and Pinterest. Price bidding between marketers and the ad space owner determine the cost and placement of each ad.

An e-commerce marketing essentially comprises of:

  • Social Media Marketing: With social media couture, firmly ingrained in today’s society, companies are cashing in on social media handles by bridging the gap between consumers and the platform. The use of Facebook, Instagram and Twitter to boost a campaign or drive traffic is on a constant rise. Facebook provides a Facebook Business Page tool to mange and market your brand efficiently, so does Instagram.
  • Search Engine Marketing: People often confuse Search Engine Marketing(SEM) with Search Engine Optimization(SEO). SEM solely refers to pay per click campaigns where users are redirected or shown the brands ad on searching the relevant term. SEO is optimizing content using Google’s ranking algorithm. Almost all ecommerce companies are registered with Google AdWords to promote their brands and offers.
  • Content Marketing: Engaging a wide range of target audience with diverse, interactive and appealing content is content marketing. Exploring more rather than being focused on your product could get new followers. SEO could come in extremely handy for Content Marketing.
  • Email Marketing: Email intimations of campaigns and offer to potential and existing customer has been one of the oldest ways in e-commerce marketing.

There are a number of deciding factors which determine the success or failure of e-commerce marketing:

  • Search engine results page (SERP): The cumulative results from users executing a search engine query, comprising organic and paid listings. Having results on the first page of SERPs helps massively in getting new customers.
  • Conversion rate optimization (CRO): In e-commerce marketing, conversion rate optimization is a system for converting more visitors into customers, or to take a specific action on a webpage. CROs are essential to study the growth of any brand as it helps analysing the success rate.
  • Conversion funnels: A conversion funnel refers to the journey a prospect takes to become a customer, beginning with the awareness stage and ending in a purchase. For higher-priced items, a longer sales cycle is common, while low-cost items convert in a much shorter time frame. Conversion Funnel is a patient process with high-yielding results because people often tend to stick to their choice of online marketplace.

Google constantly keeps refining its search algorithm and it’s critical to monitor developments regularly to meet high expectations. Online marketing trends often change overnight and being out of touch could lead to losses. Search engines and advertising platforms are constantly altering their requirements, rules, and algorithms that determine results — so it’s essential to stay mindful of any major updates.

Being aware about the industry, latest trends and knowing about everything new that’s happening in the community could yield massive growth for e-commerce companies both in the short and long run.


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