What is E Commerce Marketing?

What is E Commerce Marketing?

Strategies & Tools

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E-commerce marketing consists of activities that guide online shoppers through the conversion funnel. Learn about e-commerce platforms, marketing strategies, and tools.

What is E Commerce?

E-Commerce (Electronic Commerce) is the process of buying or selling products or services over the internet. While the term e-commerce is commonly used to refer to online shopping of products and services. It includes monetary or data transactions through the internet. For example, along with online shopping stores, online auctions, wholesalers, subscription-based businesses, sales of digital products (such as e-books, software, video courses, audio, etc.), crowdfunding platforms, online marketplaces, etc. are all part of e-commerce.

4Types of E-Commerce Business Models

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Business to Consumer(B2C) In the B2C business model, the business sells its offerings directly to end-users. Online retailers base their business on the B2C model.

Business to Business (B2B): A business provides its offerings to other businesses in the B2B business model. Organizations that offer B2B SaaS (Software as a Service) products or sell products in bulk follow the B2B model.

feature C2C.png Consumer to Consumer (C2C): In this model, the transaction takes place between two customers. A user selling their pre-owned goods to other consumers is an example of the C2C model.

Consumer to Business (C2B): C2B e-commerce takes place when a consumer offers value to a business. Online portals that provide freelance services is an example of the C2B business model.

Ecommerce marketing is the act of driving awareness and action toward a business that sells its product or service electronically.

Ecommerce marketers can use social media, digital content, search engines, and email campaigns to attract visitors and facilitate purchases online. Ecommerce advertising includes the methods through which you actually promote your product. In terms of online or ecommerce marketing and selling, these ads may come in the form of display ads.

Types of Ecommerce Marketing

1. Social Media Marketing Brands, publishers, contractors, and growing businesses all launch pages on today's most popular social networks to connect with their audience and post content that the audience is interested in. As an ecommerce marketer, you can do the same thing, but the campaigns you run might look a bit different, and not every social network is a good fit for your needs. Instagram is an appropriate platform for ecommerce businesses because it enables you to post sharp product photography and expand your product's reach beyond its purchase page.You can take your social media posts a step further by creating shoppable content, which is content that enables visitors to buy right away. That can include anything from strategically placed display ads within a social feed to additional tags that take users directly to a shopping cart. These methods help you eliminate friction from the buying process.


2.Content Marketing

When you hear "content marketing" you might think of blogging and video marketing — content that is meant to improve your website's ranking in search engines and answer questions related to your industry. But if you're selling a product online, do you really need articles and videos to generate transactions? You sure do.


3.Search Engine Marketing

Search engine marketing (SEM) includes both search engine optimization (SEO) and paid advertising. While SEO relies on your knowledge of Google's ranking algorithm to optimize content, SEM can involve pay-per-click (PPC) campaigns, display campaigns, or product-specific ad campaigns (think Google Shopping), which allow you to pay for top spots on search engine results pages. On Google, PPC campaigns guarantee that potential buyers will see a link to your page when they enter search terms that match the terms of your campaign. But because you're paying Google each time a person clicks on your result, the payoff to you should be high.

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4. Email Marketing

Email marketing is one of the oldest forms of digital marketing, and believe it or not, it holds specific value in the world of ecommerce marketing. The best part about email marketing? It can be automated. Automation means that you can set up a successful drip campaign to subscribers that are segmented by interest or stage in the buyer’s journey and let your email campaign do its magic. It’s one less marketing tactic that you need to worry about on your long list of tasks. In a time when data privacy runs high on an internet user's priority list, not every commercial email is welcome in that user's inbox. Ecommerce marketers need to be careful when and how they add website visitors to their mailing .

5.Influencer Marketing

Influencer marketing focuses on people or brands that influence your target market. The term is commonly used to denote Instagram accounts with several thousand followers, but it could also mean a celebrity or community that your target audience follows or belongs to. Influencers build communities of people that know, like, and trust them. It is, therefore, easy for them to garner attention around your online product through a recommendation, or “sponsored post.”

6.Affiliate Marketing

81% of brands employ affiliate marketing, and ecommerce sites are particularly good candidates. Affiliates are people or businesses that help sell your product online for a commission.Unlike most social media influencers, affiliates generate interest in products via old fashioned (yet effective) marketing tactics. They often use paid advertising, content marketing, and other means to drive traffic to your their pages on your product — it’s like having a team market for you.


7.Local Marketing

This is an often-overlooked tactic for ecommerce businesses, but local marketing allows you to double down on the areas where most of your prospects are (if you have a large population of them in one area) and allows you to offer incentives to your potential customer base.


8. Referral Marketing

Referral marketing is an organized process where you reward your customers for sharing your brand or products with their friends, family, and colleagues.

Whenever someone they refer becomes a new customer, you give your existing customer a referral incentive, as a thanks for bringing in the new business.The main purpose of using referral marketing is to bring in new customers through word of mouth. And referrals from peers are highly trusted. 84% of customers trust recommendations from people they know more than any advertising that comes from a brand.

Written By: Deepshikha Niyogi

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