The Arise of E-Commerce Marketing

E-commerce Marketing is something relatively new to the marketing industry. It essentially combines elements of digital marketing and regular marketing to help bring awareness to a business. It is important to understand what e-commerce is before getting into the marketing side of it. E-commerce is when you buy/sell items from online services. Now we are used to the traditional sites such as Amazon and Ebay, however in recent times there has been more of an incline in e-commerce sites. Sites such as Etsy, Depop and Vinted are perfect examples of e-commerce sites and people have managed to make good money and even livelihoods from the sites. Amazon FBA and also Ebay Seller are also apart of this as they allow people to store items they are going to sell, in their warehouse for a fee every month. So e-commerce allows for people to make businesses out of selling things. 

Of course like any business, it requires marketing because marketing is one of the backbones to a successful business. There are various ways that e-commerce's market their business. One of the most common and successful forms is social media. There are so many social media platforms and it is about finding which one is the best for the business. With platforms such as Instagram, e-commerce's can create content to showcase what they are selling and really let their creative juices flow. Essentially this second form also falls under content creation, and that is using YouTube to find the target audience through making use of search engines and uploading tutorials to really engage with their audience. 

Something has become very common in digital marketing and e-commerce marketing is SEM. This stands for search engine marketing and it also includes search engine optimizations aka SEO. The latter focuses on an individuals knowledge of Google's order of algorithm to prioritize content to audiences. The former focuses on pay-per-click campaigns. E-commerce's use SEM because it can allow potential buyers to see the business after searching for things similar to it. They are likely to purchase a product from the business after they click on a paid result. 

There are so many marketing tactics that businesses can undertake to attract customers and keep them as repeat customers like sending follow up emails after the customer has received the order to get feedback and create a relationship with them so they can eventually share the business with their confidants.

By Lydia Ferzoli

References:

Perricone, C. (2020). Everything You Need to Know About Ecommerce Marketing. [online] blog.hubspot.com. Available at: Everything You Need to Know About Ecommerce Marketing (hubspot.com)