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Online marketplaces made it easy and simple to find and buy products from all around the world. Independent contractors, small businesses, and big companies have benefited from E-Commerce by selling their products and services to a much wider audience than they may with traditional offline shopping. E-Commerce trade was around 5.2 trillion USD in 2021, with expectations to reach 8.1 trillion USD by 2026.
E-Commerce marketing uses every conceivable platform and strategy to build brand recognition and increase sales; it is the best way to stand out and connect with potential customers in such a crowded market, where competing can be challenging.
This article provides a list of every E-commerce marketing type. These types can drive targeted traffic to E-Commerce websites, increase brand awareness and visibility, improve search engine rankings, engage customers through personalized campaigns, foster customer loyalty and repeat purchases, and ultimately drive conversions and boost sales in the online marketplace.
So, let’s understand what E-Commerce marketing is and dive into the popular E-Commerce marketing types, that can become your win-win strategy.
What is E-Commerce marketing?
The methods and tactics used to advertise and sell goods or services online are referred to as E-Commerce marketing. E-Commerce marketing’s objective is to promote goods and services online in a way that reaches a large audience and encourages sales. E-Commerce marketing is all the processes conducted to promote the E-Commerce store. It’s done in all the customer journey phases, to gain customers’ trust, generate more revenue, and raise brand awareness.
E-Commerce marketing boosts the online store by:
Increasing brand awareness
Brand awareness is the first step to success; implementing E-Commerce marketing strategies helps spread the word across all the available platforms, such as Emails and social media.
Improving user experience and customer loyalty
User experience is a critical element in any online business strategy, and marketing helps improve it by getting reviews and continuous evaluations that make it more customer friendly. Also, it helps the business to stay connected to a loyal customer base and increases the flow of return customers to the website.
Boosting lead generation
The targeting feature in E-Commerce marketing allows filtering and funneling advertisements to specific demographics; it aims to optimize return on investment (ROI) by using customer data to focus online marketing budgets on a target audience.
The Types of E-Commerce Marketing
E-Commerce marketing leverages several channels to reach new users while staying engaged with existing ones. Let’s discuss the most popular and effective ones!
Email marketing is one of the effective marketing tools for E-Commerce and can be used throughout the customer journey effectively. Customers willfully open emails that catch their attention, so emails should be relevant, personalized, and interesting.
There are three main types of promotional emails; the main types are:
- Blast Emails for massive awareness of new product releases or a special offer
- Post-purchase/ follow-up, customers will expect a follow-up email and post-purchase, such as a purchase confirmation email and transaction email.
- Abandoned shopping cart to remind customers about their pending purchases.
SMS marketing is used for existing customers and prospects as a more direct and personalized channel because it goes straight to their phones. It’s usually used to promote special offers, customer support, upselling, and cross-selling, etc., boosting customer engagement and generating more sales.
Implementing SMS marketing effectively requires businesses to follow certain steps:
- First, they should select a trustworthy SMS gateway provider that can handle the delivery of their messages reliably and securely.
- Next, it’s crucial to ensure compliance with relevant regulations.
- Segmenting the audience is another key aspect of successful SMS marketing.
- Timing and frequency are important considerations as well. Businesses should carefully choose the appropriate timing to send SMS messages, considering the recipients’ time zones and preferences.
In Pay Per Click (PPC), the ads run through different channels, such as Google, and the business will pay a certain fee every time a user clicks on its ad. The main feature is that, unlike organic search traffic, PPC campaigns can start and stop at a moment’s notice. So, it’s ideal for site launches, product announcements, holiday promotions, and other time-sensitive content.
One of the advantages of PPC marketing is that businesses only pay when someone clicks on their ad, making it a cost-effective method to reach potential customers. It allows for precise targeting options, including geographic targeting, device targeting, and demographic targeting, ensuring that ads are displayed to the right audience.
Search engine optimization(SEO)
Unlike PPC, SEO doesn’t involve paid traffic. Instead, it’s a free process of making a website, blog, or online store visible in Search Engines Page Results, like Google, Yahoo, and others. SEO involves a number of tactics and strategies targeted at improving a website’s usability and user-friendliness. Increasing both the volume and quality of organic traffic to a website is the aim of SEO. Businesses may increase the likelihood that their website will rank better in search results by focusing on relevant keywords and optimizing on-page components including content, meta tags, headings, and URLs.
SEO helps drive more organic traffic from search engines, as 30% of all web traffic comes from online searches. SEO’s core strategy is content and keywords, and it can also include PPC as one step to boost SEO.
Product distribution to the target market is made possible by content marketing. Content marketing and SEO go hand in hand. Working together will improve website ranking, draw visitors, and encourage them to return for your interesting and engaging content. Content marketing includes all kinds of content, such as:
- Relatable blog posts on the online store
- Guest posts for external websites
- Product-related videos on YouTube
- FAQs section on the website
- Products’ page content
Affiliate programs help boost sales; marketers will promote the business products through blog posts and social media accounts. They refer to each product via a special link, and marketers get a commission when a user clicks the link.
Affiliate marketing enables businesses to reach untapped customer segments, enhance brand visibility, and leverage the credibility and trust established by their affiliate partners. This collaboration creates a win-win scenario, as affiliates can monetize their online presence by endorsing products or services they truly endorse.
Social media marketing
It’s no surprise that social media is a crucial marketing platform for all kinds of businesses. Social media are used for all marketing purposes, including increasing brand awareness, traffic, conversion, etc.
Social media marketers can use the free approach of publishing valuable content to increase organic customers or the paid approach through Paid Ad campaigns; either way, social media marketing is essential to implement.
In addition, a marketer or an account owner can use a lot of useful tools on Social Media platforms: for instance, one can add a QR code that has a link to their website, and enable easy access, with just a simple connection.
With the popularity of social media, a new term has arrived. Influencers are individuals that provide catchy content about almost everything, such as food, travel, DIY, etc., and they have a wide base of followers that ranges from thousands to hundreds of millions.
Businesses started to get them involved in their marketing efforts by publishing promotional ads on the influencers’ platforms that allow companies to get to new customers, drive more traffic, and increase sales; this type of marketing includes the fees paid to the influencers for each post.
Companies with both an online presence and physical location use this type of marketing. Local marketing initiatives help businesses draw clients from a reasonable distance from their physical location. Targeting local customers with special shipping deals, quick delivery, etc., is manageable and will also help the online store.
The main objective of local marketing is to raise awareness and draw clients who are most likely to visit an actual store and use its services. It acknowledges the significance of focusing on consumers who are close and are more likely to become buyers.
Having a website or an online store to increase online presence is essential for any business, but getting noticed and connecting with customers can be challenging. E-commerce marketing makes the process easier by offering multiple channels to increase traffic, brand awareness, and conversion rates. Successful E-Commerce marketing involves a combination of strategies, tailored to the business’s target audience, goals, and budget. It requires continuous monitoring, testing, and optimization to maximize results and stay competitive in the online marketplace.
To sum up, E-Commerce marketing encompasses a range of digital strategies aimed at driving online sales and engagement. Through techniques such as SEO, PPC advertising, social media, email marketing, content creation, and partnerships, businesses can reach a global audience and establish a strong online presence. E-Commerce marketing enables businesses to optimize their websites for search engines, connect with customers through targeted campaigns, and leverage various platforms to drive conversions. By staying adaptable and attuned to consumer behavior and market trends, businesses can effectively navigate the digital landscape, enhance their visibility, and boost revenue in the competitive e-commerce realm.