E - Commerce Marketing

E - Commerce Marketing

E-Commerce marketing

E-commerce marketing is the practice of guiding online shoppers to an e-commerce website and persuading them to buy the products or services online. E-commerce marketing can include practices like:
· Search engine optimization to help a website to rank higher in organic search engine listings
· Affiliation with better-known websites through referral marketing or banner advertising
· Retention of current customers through email marketing
While there are many similarities between marketing an e-commerce website and marketing a brick and mortar store, e-commerce marketing involves some unique challenges and opportunities Online, consumers don’t feel invested in a shopping venture the way they would if they’d gotten in their car to visit a physical location, because visiting an e-commerce website requires no more effort than a mouse click.
Additionally, e-commerce businesses don’t have opportunities to draw customers in with the physical enticements of a well-run store – there is no soft music, relaxing smell or helpful, well-dressed salesperson to help them make their choice.
On the flipside, however, shopping online is faster, easier and more private, which makes it very appealing to tech-savvy consumers. With a fully-functioning, easy-to-use website and effective customer engagement tools, an e-commerce website can make shoppers want to complete their transactions online. This is financially beneficial, as e-commerce businesses require much less overhead to run successfully.
Still, many e-commerce marketing companies use this lack of investment in online shopping to justify high spending on increasing traffic to the website. Often, if a marketing firm puts thought into their e-commerce marketing strategy, this high spending may not be necessary.
e- commerce marketing


Who employs e- commerce marketing?

All manner of retailers – including clothing stores, fabric wholesalers, furniture manufacturers and technology companies employ e-commerce marketing. Sometimes, brick and mortar retailers make conscious decisions not to build e-commerce websites, because they want the experience of visiting their store to be a unique, elite experience. These retailers are often not interested in expanding their businesses or selling for a competitive price.
However, any other business that is interested in increasing their sales should not only build an e-commerce website, but put thought and effort into marketing it effectively. For example, Door-to-Door Organics is a business that partners with local farmers to deliver fresh, organic produce to customers’ doorsteps. While fresh produce is not the first product that comes to mind for an e-commerce website, the usability and intuitive functionality of the website contributes to Door-to-door Organics’ success.
If we look at the marketing strategies that a large number of  E-Commerce Businesses   employ, we notice that some of them operate online, but market as if they are a brick and mortar business. Others recognize PPC as the only worthwhile marketing effort. Still others want to rely on cultivating  affiliates  who would push sales for them. And then there are those who have found great success in Social Media Marketing.   
So What is ecommerce marketing? Which method of marketing works best for an ecommerce website? No one has the exact answers. In this article, I will explore most of the popular methods that ecommerce businesses employ.
A Great Website Is One of the Best Marketing Tools for Ecommerce.This is such a basic truth that it should not require elaborating. An ecommerce website is not merely about hosting, Domain name and fulfillment  . In ecommerce, you transact your business online. Your website is your storefront. It better work well. Among other things this means that your website should:
Accommodate the different ecommerce navigation preferences of different customers. Some prefer a hierarchical category-subcategory route, while others like to use the search box. Some like to follow your product recommendations, others like to read lists of top-selling products.
Religiously work on  ecommerce security. At the time of writing this article, I am in the minority, but the day is not far when security will be widely recognized as the killer ecommerce app. Remember, you heard it here first.
Look good and read well. Ecommerce images play 3 roles. They should (i) look good (ii) load fast (iii) and compel the customer to buy. Likewise the Product Descriptions  on your site should be friendly to the human readers as well as to search engines.
Promote rapid and convenient checkout. Money spent on improving your shopping cart conversion will be the best money you ever spent.
Almost 42% of Americans plan to shop mostly online in 2012, according to the “2012 Shopping Outlook” survey by PriceGrabber. Another 45% plan to make most of their purchases through a combination of online, brick-and-mortar, and mobile shopping, while just 12% plan to only shop in actual stores.
E-commerce, also known as online shopping, is becoming more widespread as more consumers look to the Internet for purchasing decisions. Consumers can find a wider variety of goods, often at more competitive prices, than they would at their local brick and mortar retailers. According to Understanding Online Shopper Behaviors by Forester Research, E-commerce business-to-consumer product sales totaled $142.5 billion in 2011, representing about 8% of retail product sales in the United States.

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