First things you need to know about eCommerce Marketing
eCommerce Marketing helps you reach your targeted audience in a cost-effective way.
What is eCommerce Marketing? Why do you need to apply its tools to grow your online business? Our Digital Marketing experts at SAI Digital will explain and share with you the most important things about eCommerce Marketing.
Basically, eCommerce Marketing is defined as the process of driving sales by raising awareness about an online store or product offerings. eCommerce Marketing can be divided into two crucial components: driving website traffic and optimizing the user experience to convert more customers.
To understand more about eCommerce Marketing, here are 11 commonly used terms you should get acquainted with.
1. PPC: Pay-per-click advertising
An effective PPC campaign involves a strategic bidding on the keywords or phrases used in the ads you create. When the customer’s search query contains your keywords or related phrases, your ads will appear above or below the non-paid organic search results, with higher bids earning the #1 position. The search engines will earn revenue on a per-click basis.
2. SEM: Search engine marketing
The term “SEM” is used in varying applications. In some organizations, SEM refers exclusively to PPC paid search marketing (or even more specifically, Google AdWords). Other marketers use SEM as an umbrella term that describes all marketing efforts that influence the performance in search engine listings including the organic results.
3. SEO: Search engine optimization
This is one of the most common terms of eCommerce Marketing. Unlike the paid advertising methods like PPC or SEM, SEO traffic generates the unpaid, organic results across search engines like Google and Yahoo. Successful SEO campaign combines adherence to best practices on a product level in tandem with content creation, inbound links, social media engagement and many other factors which are taken into consideration by the search engine algorithms.
4. SERP: Search engine results page
A search engine results page (SERP) is the list of results that a search engine returns in response to a specific word or phrase query (Source). Having results on the first page of SERPs is critical if you want to acquire new customers.
5. Google AdWords
As the Google’s advertising platform, AdWords allows you to create online ads to reach people exactly when they’re interested in the products and services that you offer. Through Google AdWords, you can promote your business, sell products or services, raise awareness, and increase traffic to your website.
6. CRO: Conversion rate optimization
In eCommerce Marketing, conversion rate optimization is a system for increasing the percentage of visitors to a website that convert into customers, or to take a specific action on a webpage.
7. Conversion funnel
Beginning with the awareness stage and ending with a purchase, the conversion funnel shows the journey of a prospect to become a customer. The total converting time mostly depends on the price of the products. It means the higher-priced items requires a longer sales cycle while the low-cost items convert in a much shorter time.
8. eCommerce advertising
eCommerce advertising includes all kinds of advertising, online or offline, that helps drive traffic to an online store. The most common examples are 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.
9. Display advertising
Display advertising refers to banners, sidebars and other predominantly-visual advertisements that appear on other websites. Display ads are facilitated by ad networks such as Google Display Network.
10. Affiliate marketing
Affiliate marketing leverages product-focused referrals such as reviews, comparisons and testimonials to drive traffic to an online store. Receiving a set commission for referred sales, affiliate marketers typically have a loyal following or receive traffic from some of the above channels.
11. Email marketing
Email marketing is used to target the current, potential and past customers with newsletters, abandoned cart notifications and remarketing.
To learn more about e-commerce, including steps to start your own e-commerce store, terms to know, and UX & marketing suggestions to take your e-commerce next level, read our article on what you need to know to start an online store.
Last but not least, if you are interested in building a proper eCommerce Marketing strategy for your online store and need an expert to give you a hand, contact us here.