Table of Contents
- What Is Digital Marketing?
- Why Is Digital Marketing Necessary for E-Commerce?
- Digital Marketing Strategies for E-Commerce Websites
In today’s digital era, more and more customers are choosing online platforms over physical shopping destinations. This has motivated every business owner to shift their store address to online sites and e-commerce websites. From shopping groceries to buying electronic gadgets, everything is preferably purchased through e-commerce. But, with the increase in e-commerce sales, marketing for e-commerce has become a crucial decision for every business owner. The important question is: “How to conduct digital marketing for e-commerce?”
Businesses should focus on digital marketing for e-commerce and evolve their products and services accordingly. There are many strategies that can be implemented by new-age business owners in order to reach their target audience.
What Is Digital Marketing?
The act of promoting items and services through digital channels such as social media, mobile apps, and email, is known as digital marketing. It refers to any marketing campaign that makes use of an electronic gadget or the internet. Digital marketing is the process through which companies market their goods and services through the use of these online channels. Brands take to digital tools for a range of marketing functions. Online video, display ads, search engine marketing, paid social ads, and social media posts are just a few examples. According to Google data, 48% of customers start their searches on search engines, while 33% go to company websites, and 26% use mobile apps to find answers.
Why Is Digital Marketing Necessary for E-Commerce?
Ecommerce and digital marketing go hand in hand. Lead generation and increase in digital footprints for an e-commerce website directly depend on the digital marketing done by the business to gain traffic on the internet. You can use digital marketing tools like email campaigns and social media to drive traffic to your e-commerce website or generate more leads and increase customer interaction.
Doing digital marketing for your e-commerce website allows you to generate more revenue and grow your customer base. Today, more and more people are consuming information available to them on digital platforms. This information can be in the form of YouTube reviews, press releases, or blogs. Some of the techniques used for digital marketing of e-commerce websites are as follows:
- Email marketing
- Social media marketing
- Search engine optimization
- Influencer marketing
- Content Marketing (user-based and brand-based)
Digital Marketing Strategies for E-Commerce Websites
Even though we all are living in the digital age, e-commerce websites have to move extra miles due to the fierce competition in the market. Virtually every brand is looking for digital marketing tips for e-commerce to increase traction and accelerate sales volumes. Customers can search, choose, compare and purchase within a few clicks, which makes it even more difficult to attract and retain them. A digital marketing strategy for e-commerce websites can help capture the desired target group and increase sales in this ever-growing digital market. Here are a few tips to follow when strategizing a marketing plan for e-commerce websites.
Use aesthetic visualisation
Showing the details of products through pictures and videos attracts more customers, who will be further convinced to purchase. Adding tools like zoom-in, 360-degree viewing, and information pop-ups increases engagement on the e-commerce website.
From chatbots to augmented reality to virtual assistants, artificial intelligence (AI) has made our lives easier than we think. Adopting the correct AI tools to attract and filter the target audience will help you understand customers’ reactions and participation through bounce rates, engagement rates, and other metrics. AI helps eliminate errors and provides data-driven reports.
Use date based on user preference
About 42% of e-commerce businesses do not use filtering as per user preferences or categories. If you are able to understand user behavior, your business will already have an edge above its competitors. The more the attributes for filtering categories, offers, etc.,, the easier it is for customers.
Have a user-friendly interface
Customers today spend most of the day on their smartphones, which makes it crucial to provide a user-friendly and simple interface for smartphones. Your users may leave your site within seconds if its design is not user-friendly or if the loading time is more. Options like filtering, sorting, easy add-to-cart options, and sequenced product descriptions allow customers to remain engaged with the site and make purchases.
Leverage social media
For any business to be successful, it requires ample marketing and awareness, and what better platform than social media to promote and spread awareness about a brand or a company. Hence, having a strong and consistent presence on social media helps to attract more people.
Personalization is key
With the increase in competition, two products have less or negligible differentiation. This makes it important to provide customers with personalized and customized items specially designed for them. Personalization can be offered based on local preferences, cultures, and lifestyles of people living within the target group.
Offer instant rewards and opportunities for reviews
Today, users actively write product reviews, and people tend to believe more in those living within their social environment. Therefore, allowing immediate review and referrals fosters fast and increased interactions on the e-commerce site. Also, providing customers with discount coupons and other rewards encourages traffic on the site.
Implement influencer content
A happy customer tends to bring in sales. Encourage past customers who are satisfied with your product to share their reviews. These can be done through the usage of relevant hashtags and easy reviewing channels. If these reviews come from people with a high following in their niche (also known as influencers), it can help with brand awareness as well as lead generation.
Retargeting your customers is among the major digital marketing tips for e-commerce. This approach allows you to keep continuous interaction with prospective customers. Once the customer has visited the site, reminding them through ads on their feeds with one-click links helps in making social purchases.
Keep checkout easy
Your customer may get frustrated due to complicated and slow checkout and payment processes on your website. Creating a checkout process with a few and simple steps allows customers to easily make payments and improves their overall shopping experience.
For the success of your digital marketing efforts, it is important to stay updated with the latest marketing trends and tactics. It is critical to market your products with relevant information that reaches the target market. This is possible if businesses use multiple paths to reach out to their customers, which is possible through digital marketing for e-commerce. Continuously improving the present campaigns is yet another important factor that will uplift your game. And, finally, keep an eye on the website analytics to see patterns, keep your site optimized, and track your progress.
With business operations moving to digital platforms, it is imperative to create awareness and take action towards accelerating the growth of e-commerce websites. Now that the customers are online, just creating a digital portal is not enough. E-commerce websites primarily require marketing and yet it is most overlooked by business owners. It is high time that businesses start considering digital marketing as an important part of their marketing expenses.
The majority of customers research a company online before making a purchase. The company’s brand awareness is enhanced by having an internet presence. Also, websites can help in online customer support and consumer involvement.
E-commerce in the digital marketing era assists businesses in making the transition to the online world and reaching a larger audience. You should employ different digital marketing strategies for e-commerce to generate traffic to your website, improve sales and branding, etc.
Digital marketing success is measured by using metrics such as website traffic, leads created, and new customers. The number of likes or follows on social media might help you gauge it a little as well, but these are not the ultimate metrics to look at.
In general, social media networks with the maximum number of active users should be tapped into first. Facebook, YouTube, Instagram, Twitter, and LinkedIn are the ones you can turn to.
It is important to learn about the demographics of your target audience. Here are a few questions to ask:
1. What are their shopping patterns?
2. Where do they spend maximum time?
3. What content do they like to consume?
4. What impact does social media have on them as consumers?