UNIT IV
Digital
Commerce Marketing and Advertising strategies and tools – Internet Marketing
Technologies – Social Marketing – Mobile Marketing – Location based Marketing –
Ethical, Social, Political Issues in E-Commerce (Short Notes)
BUSINESS CONCEPTS IN E-COMMERCE
E-commerce (electronic commerce) is the
buying and selling of goods and services, or the transmitting of funds or data,
over an electronic network, primarily the internet. These business transactions
occur either as business-to-business (B2B), business-to-consumer (B2C),
consumer-to-consumer or consumer-to-business.
Digital Commerce Marketing and Advertising strategies and tools
Digital marketing is the component
of marketing that uses
the Internet and online based digital technologies such
as desktop computers, mobile phones and other digital
media and platforms to promote products and services. Its development
during the 1990s and 2000s changed the way brands and businesses use technology
for marketing.
As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people
increasingly use digital devices instead of visiting physical
shops, digital marketing campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing,
content automation, campaign marketing, data-driven
marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, and optical
disks and games have become commonplace. Digital marketing extends to
non-Internet channels that provide digital media, such as television, mobile
phones (SMS and MMS), callback, and on-hold mobile ring
tones. The extension to non-Internet channels differentiates digital
marketing from online marketing.
However, the more recognizable period as
being the start of Digital Marketing is 1990 as this was where the Archie
search engine was created as an index for FTP sites.
In the 1990s, the term Digital
Marketing was first coined. With the debut of server/client
architecture and the popularity of personal computers, the Customer
Relationship Management (CRM) applications became a significant factor in
marketing technology. Fierce competition forced vendors to include more service
into their software, or example, marketing, sales and service applications.
Marketers were also able to own huge online customer data
by eCRM software after the Internet was born. Companies could update
the data of customer needs and obtain the priorities of their experience.
Online methods used to build brand awareness
Digital marketing strategies may include
the use of one or more online channels and techniques (omnichannel) to increase
brand awareness among consumers.
Building brand awareness may involve
such methods/tools as:
Search engine optimization (SEO)
Search engine optimization techniques
may be used to improve the visibility of business websites and brand-related
content for common industry-related search queries.
The importance of SEO to increase brand
awareness is said to correlate with the growing influence of search results and
search features like featured snippets, knowledge panels, and local SEO on
customer behavior.
Search engine marketing (SEM)
SEM, also known
as PPC advertising, involves the purchase of ad space in prominent,
visible positions atop search results pages and websites. Search ads have been
shown to have a positive impact on brand recognition, awareness and
conversions.
33% of searchers who click on paid ads
do so because they directly respond to their particular search query.
Social media marketing
Social media marketing has the
characteristics of being in the marketing state and interacting with consumers
all the time, emphasizing content and interaction skills. The marketing process
needs to be monitored, analyzed, summarized and managed in real-time, and the
marketing target needs to be adjusted according to the real-time feedback from
the market and consumers. 70% of marketers list increasing brand awareness
as their number one goal for marketing on social media platforms. Facebook,
Instagram, Twitter, and YouTube are listed as the top platforms currently used
by social media marketing teams. As of 2021, LinkedIn has been
added as one of the most-used social media platforms by business leaders for
its professional networking capabilities.
Content marketing
56% of marketers
believe personalization content – brand-centered blogs, articles,
social updates, videos, landing pages – improves brand recall and engagement.
Developments and strategies
One of the major changes that occurred
in traditional marketing was the "emergence of digital marketing",
this led to the reinvention of marketing strategies in order to adapt to this
major change in traditional marketing.
As digital marketing is dependent
on technology which is ever-evolving and fast-changing, the same
features should be expected from digital marketing developments and strategies.
This portion is an attempt to qualify or segregate the notable highlights
existing and being used as of press time.
Segmentation: More focus
has been placed on segmentation within digital marketing, in order to target
specific markets in both business-to-business and business-to-consumer sectors.
Influencer marketing:
Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital
targeting. Influencers allow brands to take advantage of social media and
the large audiences available on many of these platforms. It is possible
to reach influencers via paid advertising, such as Facebook Advertising or
Google Ads campaigns, or through sophisticated sCRM (social customer
relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage
CRM and Salesforce CRM. Many universities now focus, at Masters level, on
engagement strategies for influencers.
To summarize, Pull digital marketing is
characterized by consumers actively seeking marketing content while Push
digital marketing occurs when marketers send messages without that content
being actively sought by the recipients.
Online behavioral advertising is
the practice of collecting information about a user's online activity over
time, "on a particular device and across different, unrelated websites, in
order to deliver advertisements tailored to that user's interests and
preferences." Such Advertisements are based on site
retargeting are customized based on each user behavior and pattern.
Collaborative Environment:
A collaborative environment can be set up between the organization, the
technology service provider, and the digital agencies to optimize effort,
resource sharing, reusability and communications. Additionally,
organizations are inviting their customers to help them better understand how
to service them. This source of data is called user-generated content.
Much of this is acquired via company websites where the organization invites
people to share ideas that are then evaluated by other users of the site. The
most popular ideas are evaluated and implemented in some form. Using this
method of acquiring data and developing new products can foster the
organization's relationship with its customer as well as spawn ideas that would
otherwise be overlooked. UGC is low-cost advertising as it is directly from the
consumers and can save advertising costs for the organization.
Data-driven advertising: Users
generate a lot of data in every step they take on the path of customer journey and
brands can now use that data to activate their known audience with data-driven
programmatic media buying. Without exposing customers' privacy, users' data can
be collected from digital channels (e.g.: when the customer visits a website,
reads an e-mail, or launches and interact with a brand's mobile app), brands
can also collect data from real-world customer interactions, such as brick and
mortar stores visits and from CRM and sales engines datasets. Also known as
people-based marketing or addressable media, data-driven advertising is
empowering brands to find their loyal customers in their audience and deliver
in real time a much more personal communication, highly relevant to each
customers' moment and actions.
An important consideration today while
deciding on a strategy is that the digital tools have democratized the
promotional landscape.
Remarketing: Remarketing
plays a major role in digital marketing. This tactic allows marketers to
publish targeted ads in front of an interest category or a defined audience,
generally called searchers in web speak, they have either searched for
particular products or services or visited a website for some purpose.
Game advertising: Game ads
are advertisements that exist within computer or video games. One of the most
common examples of in-game advertising is billboards appearing in sports games.
In-game ads also might appear as brand-name products like guns, cars, or
clothing that exist as gaming status symbols.
Six principles for building online brand content:
Do not consider individuals as
consumers;
Have an editorial position;
Define an identity for the brand;
Maintain a continuity of contents;
Ensure a regular interaction with
audience;
Have a channel for events.
The new digital era has enabled brands
to selectively target their customers that may potentially be
interested in their brand or based on previous browsing interests. Businesses
can now use social media to select the age range, location, gender, and
interests of whom they would like their targeted post to be seen. Furthermore,
based on a customer's recent search history they can be ‘followed’ on the
internet so they see advertisements from similar brands, products, and
services, This allows businesses to target the specific customers that they
know and feel will most benefit from their product or service, something that
had limited capabilities up until the digital era.
Tourism marketing: Advanced
tourism, responsible and sustainable tourism, social media and online tourism
marketing, and geographic information systems. As a broader research field
matures and attracts more diverse and in-depth academic research
Benefits of social media marketing
Possible benefits of social media
marketing include:
Allows companies to promote themselves
to large, diverse audiences that could not be reached through traditional
marketing such as phone and email-based advertising.
Marketing on most social media platforms
comes at little to no cost- making it accessible to virtually any size
business.
Accommodates personalized and direct
marketing that targets specific demographics and markets.
Companies can engage with customers
directly, allowing them to obtain feedback and resolve issues almost
immediately.
Ideal environment for a company to
conduct market research.
Can be used as a means of obtaining
information about competitors and boost competitive advantage.
Social platforms can be used to promote
brand events, deals, and news.
Social platforms can also be used to
offer incentives in the form of loyalty points and discounts.
Strategy
Planning
Digital marketing planning is a term
used in marketing management. It describes the first stage of forming a digital
marketing strategy for the wider digital marketing system. The difference
between digital and traditional marketing planning is that it uses digitally
based communication tools and technology such as Social, Web, Mobile, Scannable
Surface. Nevertheless, both are aligned with the vision, the mission of
the company and the overarching business strategy.
Stages of planning
Using Dr. Dave Chaffey's approach, the
digital marketing planning (DMP) has three main stages: Opportunity, Strategy,
and Action. He suggests that any business looking to implement a successful
digital marketing strategy must structure their plan by looking at opportunity,
strategy and action. This generic strategic approach often has phases of
situation review, goal setting, strategy formulation, resource allocation and
monitoring.
1) Opportunity
To create an effective DMP, a business
first needs to review the marketplace and set 'SMART' (Specific, Measurable,
Actionable, Relevant, and Time-Bound) objectives. They can set SMART
objectives by reviewing the current benchmarks and key performance
indicators (KPIs) of the company and competitors. It is pertinent that the
analytics used for the KPIs be customized to the type, objectives, mission, and
vision of the company.
Companies can scan for marketing and
sales opportunities by reviewing their own outreach as well as influencer
outreach. This means they have competitive advantage because they are
able to analyse their co-marketers influence and brand associations.
To seize the opportunity, the firm
should summarize its current customers' personas and purchase journey from this
they are able to deduce their digital marketing capability. This means they
need to form a clear picture of where they are currently and how many
resources, they can allocate for their digital marketing strategy i.e., labor,
time, etc. By summarizing the purchase journey, they can also recognize gaps
and growth for future marketing opportunities that will either meet objectives
or propose new objectives and increase profit.
2) Strategy
To create a planned digital strategy,
the company must review their digital proposition (what you are offering to
consumers) and communicate it using digital customer targeting techniques. So,
they must define online value proposition (OVP), this means the company must
express clearly what they are offering customers online e.g., brand
positioning.
The company should also (re)select
target market segments and personas and define digital targeting approaches.
After doing this effectively, it is
important to review the marketing mix for online options. The marketing mix comprises
the 4Ps – Product, Price, Promotion, and Place. Some academics have added
three additional elements to the traditional 4Ps of marketing Process, Place,
and Physical appearance making it 7Ps of marketing.
3) Action
The third and final stage requires the
firm to set a budget and management systems. These must be measurable
touchpoints, such as the audience reached across all digital platforms.
Furthermore, marketers must ensure the budget and management systems are
integrating the paid, owned, and earned media of the company. The Action
and final stage of planning also requires the company to set in place
measurable content creation e.g. oral, visual or written online media.
After confirming the digital marketing
plan, a scheduled format of digital communications (e.g. Gantt Chart) should be
encoded throughout the internal operations of the company. This ensures that
all platforms used fall in line and complement each other for the succeeding
stages of digital marketing strategy.
Understanding the market
One way marketers can reach out to
consumers and understand their thought process is through what is called an
empathy map. An empathy map is a four-step process. The first step is through
asking questions that the consumer would be thinking in their demographic. The
second step is to describe the feelings that the consumer may be having. The
third step is to think about what the consumer would say in their situation.
The final step is to imagine what the consumer will try to do based on the
other three steps. This map is so marketing teams can put themselves in their
target demographics shoes. Web Analytics are also a very important way to
understand consumers. They show the habits that people have online for each
website. One particular form of these analytics is predictive
analytics which helps marketers figure out what route consumers are on.
This uses the information gathered from other analytics and then creates
different predictions of what people will do so that companies can strategize
on what to do next, according to the people's trends.
Consumer behavior: the habits or
attitudes of a consumer that influences the buying process of a product or
service. Consumer behavior impacts virtually every stage of the buying
process specifically in relation to digital environments and devices.
Predictive analytics: a form of data
mining that involves using existing data to predict potential future trends or
behaviors. Can assist companies in predicting future behavior of customers.
Buyer persona: employing research of
consumer behavior regarding habits like brand awareness and buying behavior to
profile prospective customers. Establishing a buyer persona helps a company
better understand their audience and their specific wants/needs.
Marketing Strategy: strategic planning
employed by a brand to determine potential positioning within a market as well
as the prospective target audience. It involves two key elements: segmentation
and positioning. By developing a marketing strategy, a company is able to
better anticipate and plan for each step in the marketing and buying process.
Internet
Marketing Technologies
Social
Marketing
Mobile
Marketing
Location
based Marketing
Ethical
Social
Political
Issues in E-Commerce
-------------------------------------
What is E-Commerce Marketing? Platforms,
Strategies, & Tools
E-commerce marketing consists of
activities that guide online shoppers through the conversion funnel. Learn
about e-commerce platforms, marketing strategies, and tools.
“E-commerce marketing pertains to activities
that guide shoppers through the conversion funnel.”
In this article, we will look at the
concept of e-commerce, different e-commerce business models, top e-commerce
platforms, and how to create an e-commerce marketing strategy and the tools required
to execute it.
Let’s dive in!
Table of Contents
What Is E-Commerce?
What Is an E-Commerce Platform?
6 Top E-Commerce Platforms
What Is E-commerce Marketing?
5 Steps to Document an E-Commerce
Marketing Plan
Creating an E-Commerce Marketing
Strategy
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 shoppingOpens a new window 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.
A user subscribing to a
premium Netflix plan or an organization working with a freelancer
through platforms like Upwork or Freelancer, both can be referred to
as e-commerce.
There are four most commonly used
e-commerce business models that facilitate trade between a buyer and seller.
Let’s look at them in the next section:
4 Types of E-Commerce Business Models
Let’s look at the four types of
e-commerce business models in brief:
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.
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.
What Is an E-Commerce Platform?
An e-commerce platform is a software
application that enables businesses to set up and manage an online store.
The application comes with all the
necessary tools required to market and sell the products. It also allows
business owners to review the store performance, manage inventory, define
product pricing, and run promotions.
Like any enterprise software, an
e-commerce platform can be on premise or cloud based.
Most SMBs prefer a cloud-based e-commerce platform as the upfront
investment is almost negligent, and they have the freedom to scale-up or down
the usage without making any significant changes in the business.
6 Top E-Commerce Platforms
Let’s look at six of the most commonly
used e-commerce platforms. Different platforms offer a different set
of functionalities; therefore, not all these platforms may be suitable for
your business. Make sure to research each of these platforms before zeroing in
on one option.
1. Shopify
Shopify offers
a SaaS E-commerce platform for small businesses, boutique stores, or
artisans. The intuitiveness of the platform makes it very easy to set up and
manage an online store.
Shopify allows you to build an
online store and offers features such as social
commerce, Facebook ads, a POS system, etc.
The basic plan starts at $29/month and
goes up to $299/month. Shopify enables enterprises to set up their
store through Shopify Gold. Hobbyists can subscribe to
their Lite plan ($9/month) to test the waters.
2. WooCommerce
WooCommerce is an open-source
e-commerce plugin for websites built on WordPress. It offers
features provided by most run-of-the-mill e-commerce platforms that enable
store owners to manage end-to-end operations.
Although the plugin is used by
different types of businesses, you need to work with developers who are
comfortable with WordPress and WooCommerce to scale its
functionality.
3. BigCommerce
BigCommerce offers its product in
two categories viz. Enterprise and
Essentials. BigCommerce offers a wide array of features
like Shopify and WooCommerce. The platform can be integrated
with social media platforms (Facebook and Instagram), Amazon, Google
Shopping, Square, and eBay. This complexity yields a steep learning curve for
beginners.
BigCommerce’s basic plan starts at
approximately $30/month. For enterprise requirements, BigCommerce provides
a customized quote.
4. Magento
Magento is an on-premise,
open-source platform that you can install on your servers. Magento 2
is an open-source variant that is hosted in the cloud.
As Magento is hosted at your
location, it provides complete authority over your data. One downside to it is
that you must manage the security updates and
other maintenances required by any on-premise servers.
5. Wix
Wix is a website building tool that
allows you to set up online stores. Its drag-and-drop interface makes it easy
to develop an e-commerce website with minimal to no coding requirements.
Although Wix allows you to
manage the store, set up product pages, coupons, discountsOpens a new
window, and payment methods, keep in mind that it’s not a full-fledged
e-commerce platform.
Wix offers a free plan and you can
upgrade to the premium plan at $29/month.
6. Squarespace
Squarespace is another e-commerce
platform in the vein of Wix and suitable for anyone not looking to
get into the technicalities that come with Magento and other
comprehensive platforms.
Squarespace allows you to develop
aesthetically pleasing websites, but a major shortcoming of the platform is its
limited payment gateways (it currently only supports Apple Pay and Stripe) and
shipping options.
The e-commerce compatible plan starts
from $18/month, but to get the full range of features, they recommended you
subscribe to its Commerce plan priced at $26/month.
What Is E-Commerce Marketing?
E-commerce marketing pertains to
activities that guide prospects through the conversion funnel. E-commerce
marketing enables the following:
Creating awareness about your e-commerce
store
Driving traffic to the store
Converting visitors into paying
customers
5 Steps to Document an E-Commerce Marketing Plan
Before getting into developing an
e-commerce marketing strategy, document your E-commerce marketing plan as it
acts as a guide when executing the strategy.
Step 1: Define Goals and
Objectives for Your Store
If you are a complete beginner, start by
setting goals for your new E-commerce store – review the conversion
benchmarks for your niche/industryOpens a new window, and set the goals and
objectives accordingly. Setting bold goals without considering what is
currently working in the industry might lead to disappointment when you review
the performance later.
Existing stores should review their
current performance and compare it against industry standards. If the
performance is below industry benchmarks, then setting the goals as the mean
between current performance and industry standards is the ideal way to go. If
your performance exceeds the standards, then you can set higher goals depending
on your marketing budget.
Step 2: Assess Your Target
Audience and Competition
Do you know your ideal buyers? If so,
what are their characteristics, interests, purchasing power, and other
demographic, geographic, psychographic characteristics?
Collate all this information to create
multiple buyer personas. Knowing your ideal customers will help you decide
a conversion funnel that works for you.
Simultaneously, keep an eye on
competitor activities to see what is working for them. Are they investing
heavily in Facebook ads or creating YouTube videos? Use
this information to decide the best techniques to get your e-commerce marketing
plan off the ground.
Step 3: Determine the
Marketing Strategies and Tactics
What activities will help you achieve
your marketing goals and objectives? Knowing this will allow you to choose the
marketing channels and their appropriate strategies and tactics to ensure
you’re hitting your sales targets. If you are a B2C e-commerce store
with aspirational sales targets, you might have to make significant
investments in social media ads to reach your target audience.
If you have devised a conversion funnel,
it will be easy for you to determine the marketing channels that would bring
the best results for each stage. For example, SEO will play a crucial
role in the awareness stage, whereas email marketing will keep your leads
engaged throughout the interest and desire phase.
Step 4: Build
Your Martech Stack
A martech stack is a suite of
applications tailored to your marketing activities. To build
a martech stack for your store, identify the marketing channels you
need to be on and find the tools and applications that make it easy to automate
and manage marketing activities on different channels.
Choose products that offer comprehensive
features to make your martech stack robust. For example, apart from
the e-commerce platform, a Marketing Automation Platform (MAP) and a Customer
Relationship Management (CRM) application will help develop the foundation for
your marketing activities. So, if you choose a full-feature MAP, you don’t need
to invest in a separate email marketing and social media management software.
Let’s look at the various marketing
channels and recommended e-commerce tools for each category in the next
section.
Creating Your E-Commerce Marketing Strategy
Running an e-commerce store is a
high-octane activity. There are plenty of tasks to be done at any given time,
and automation is a basic requirement.
In this section, we will look at nine
e-commerce marketing strategies that will help you reach your goals.
1. Search Engine Optimization (SEO)
Ranking organically on the search engine
result pages (SERP) requires you to have a sound SEO strategy. Here
are a few considerations to help your store rank higher up on search engines:
Make your website mobile-friendly.
Optimize page load time
(Google PageSpeed Insights).
Run an SEO audit (Ubersuggest)
Perform thorough keyword research and
identify keywords that you want to rank for (Google Keyword Planner).
List all product, category,
and blog posts and pages. Correlate target keywords and keyword
phrases to each post and page and place them strategically in on-page elements
such as the title, URL, header tags, text, alt text, anchor link, and so
on.
Strengthen your local SEO game
by creating your Google My Business profile.
Fix technical SEO errors such
as duplicate pages. Seek help from an SEO expert if necessary.
Setup your website on Google Search
Console.
Other Recommended SEO Tools
SEMrush
Moz Keyword Explorer
Site Explorer by Ahrefs
2. Content Marketing
We will expand on the concept of
on-page SEO in this section. Content marketing for e-commerce
websites goes beyond its conventional meaning and includes product, category,
and cart pages. Copywriting is an essential component of e-commerce
marketing as it contributes to effectively driving conversions.
Let’s look at the different areas where
you can implement content marketing:
Product pages: Headline,
product description, high-res images, and demo videos.
Blog Section: Create
content around your niche that is valuable and informative to your prospects
and customers.
Example: blog posts, downloadable content, infographics,
checklists, etc.
Rich Media: There is
a lot of space for storytelling for e-commerce stories. Try out
videos, podcasts, or other interactive media to create content.
Top Content Marketing Tools
Feedly
Buzzsumo
Google Trends
Grammarly
Uberflip
3. Email Marketing
You can significantly amp up your
conversion rates if you use email marketing wisely. No matter how many ‘Email
is dead’ articles surface occasionally, email is not losing its prominence
in e-commerce marketing.
You can boost your list building efforts
through smart marketing tactics. For example, get your website visitors to
sign-up for your email list by enticing them with downloadable content
or by strategically placing lead generation tools (header bars, pop-ups, etc.).
Once they sign-up to your list or
provide their email address during checkout, you can initiate the appropriate
email sequence. Here are a few examples of emails that you can send:
A welcome sequence (drip email campaign)
to new subscribers
Transactional emails to keep buyers
updated on their purchase (including an order confirmation, receipts/invoices,
shipment, delivery confirmation, and returns/exchange emails)
Promotional emails occasionally to
promote upselling or cross-selling opportunities
Top Email Marketing Tools
Mailchimp
ConvertKit
ActiveCampaign
GetResponse
4. Social Media Marketing
E-commerce is one of the industries that
benefit tremendously from social media. The reason is the user intent while
scrolling social media, plus the product ads are not always perceived as an
intrusion.
Social media is ideal for e-commerce
also because it is a visual medium and thus makes it is easy to persuade people
through images and videos.
Apart from the generous use of social
ads to reach your target audience, the rise of social commerce such
as Instagram Shopping is going to facilitate your e-commerce
marketing efforts in the future.
Top Social Media Tools
HootSuite
Sprout Social
AdEspresso
Buffer
5. Paid Advertising
Once you have peaked your reach through
organic ways, your e-commerce store revenue becomes a function of the money you
spend in ads. That’s why almost every successful online store invests heavily
in paid ads (search ads, social media ads, native ads, etc.) that target each
stage of the buyer’s journey.
Here is how you can begin with your paid
advertising efforts:
Invest in search ads and Google Shopping
ads to target the awareness stage
Target people who visited your site but
didn’t complete the purchase through remarketing ads
Expand your target audience
through lookalike audience ads
6. Influencer Marketing
People are influenced by people they
trust. Users would rather trust a celebrity or an expert in their niche than a
brand, that’s why e-commerce stores are now investing
in influencer marketing.
In influencer marketing, you
collaborate with celebrities or users with a significant fan following to act
as brand ambassadors. You provide them with the content guidelines as the aim
is not to sound too pushy about your products. Once they share the content on
their social media accounts, you evaluate the performance.
Top Influencer Marketing Tools
Followerwonk
Kred
HypeAuditor
7. Conversion Rate Optimization (CRO)
The conversion rate is perhaps the most
important metric for any e-commerce store. It is the number of visitors
converted per hundred visitors. Here are four ways that can improve the
conversion rate of e-commerce stores:
Recommendation Engine: Recommendation
engines personalize the shopping experience by suggesting products to visitors
based on their purchase and website browsing history.
Cart Abandonment: Cart abandonment
software sends reminder emails to shoppers who left the website without
completing the purchase. E-commerce platforms such
as BigCommerce offer this feature as a part of their product.
Lead Generation: These tools help
you guide shoppers through the conversion funnel via exit intent pop-ups,
opt-in forms, and social proof notifications.
Top CRO Tools
Sumo
OptinMonster
TrustPulse
8. Customer Service and Support
Online stores face occasional hiccups in
the logistics, inviting angry customers concerned about their orders. To tackle
this effectively, e-commerce stores need to have a prompt customer service
department in place.
Shoppers should be able to communicate
with you through the phone, emails, or live chat. In addition to traditional
mediums, e-commerce stores need to experiment with conversational AI so that
they can communicate with shoppers in real-time via digital assistants,
messenger apps, and chatbots.
Top Customer Service and Support Tools
Zendesk
Freshdesk
Intercom
9. Marketing Analytics
One of the crucial aspects
of CRO is testing various elements of your website. Additionally,
tracking the store performance helps you evaluate the impact of these changes.
Having analytics tools in place will
help you track all these aspects. Quantitative analytics tools measure
quantitative data, such as visits, conversions, page views, bounce rate, etc.
On the other hand, qualitative analytics
tool uses heatmaps, user session recordings, and funnel visualization to
run A/B tests and understand the qualitative performance of the website.
Top Marketing Analytics Tools
Google Analytics
Hotjar
Optimizely
Crazy Egg
KissmetricsOpens a new
window
Important Categories for Ecommerce
Marketing Tools
Given the abundance of eCommerce
marketing tools available, you may find it difficult to choose the best one for
your needs. This list of eCommerce marketing tool categories will help you keep
track of useful tools that cover important aspects of eCommerce for your
business.
Email Marketing
Email marketing is a tried and tested
marketing strategy that, when done right, can improve user engagement, build
relationships, promote customer loyalty, and drive sales. Email marketing is
commonly used to promote your products or services and let your potential
customers know about what you’re currently offering.
It’s one of the best tools for generating
leads and boosting your site’s traffic. But why is it so effective?
People in the US check their
personal email on a many times in the day. 20% of them check their email a few
times in a day, and 19% check them once a day, and the same percentage goes to
people who check their emails at the exact time they arrive. Email
marketing is so powerful that 60% of marketers would rather give up
social media than email marketing.
Email marketing is a powerful tool that
presents a world of opportunities for marketers, provided that you get your
messaging and targeting right. Often, what happens is emails aren’t optimized,
rendering them not interesting enough for recipients to open.
Aside from being easy to track, your
email marketing campaigns can be automated, allowing you to save time and focus
on other aspects of your business.
Popular choices for email marketing tools
include Omnisend, Sendinblue, Mailchimp, ConvertKit,
and EmailOctopus.
Analytics
Without analytics, your campaigns won’t
be as effective. Analytics tools use data science and let you gain data-driven
insights on things like consumer behavior and market trends. You can use
analytics tools to make sense of all the data you’re getting so you can
optimize your website or performance, opening it to opportunities for growth
and innovation.
Applications of analytics tools include
monitoring how visitors are engaging with your site, understanding what your
customers need, and showing you opportunities for attracting more customers.
Some of the key metrics to track include customer retention, conversion rates,
customer engagement, and mobile adoption.
Analytics tools take the guesswork out
of marketing strategies and let you create more targeted and optimized
campaigns. Some of the best analytics tools include Moz, SEMRush, and Ahrefs.
All of these are capable of going above and beyond analyzing customer data.
They’re also capable of letting you track brand mentions, optimize your
website, use keyword exploring tools to find out what customers are searching
for, and conduct backlink analysis.
Ecommerce Platforms or Website Builders
One of the most crucial components of
any eCommerce business is having a platform or a website that lets you showcase
your products, manage your online store, and get insights from the data you
receive. Think of your eCommerce platform as your foundation—without it, you’re
practically treading on thin ice. Without an eCommerce platform, it’s almost
impossible for your business to compete and thrive online.
Note that the eCommerce platform you end
up choosing will have an effect on your business’s progress. Different
platforms and website builders come with their own unique set of built-in
tools, which are ultimately designed to help you scale your business.
When choosing an eCommerce platform for your business, keep the
following tools and features in mind:
PCI compliance
Excellent customer support
Built-in eCommerce features such as
analytics and reporting
Mobile-friendliness
User-friendly interface (preferably with
a drag-and-drop functionality)
The best way to determine whether or not
an eCommerce tool is right for you is to start a free trial and ask the sales
and support staff relevant questions. Furthermore, you can check out the
websites of eCommerce platform providers so you can get a bird’s-eye view of
features and pricing plans.
While it may be tempting to go with
popular options, sometimes, they’re not always the right fit for your business.
Consider if a particular platform is able to help you meet your desired
outcomes and objectives for your business. To help you get started, you can
check out the following eCommerce platforms: Shopify,
WooCommerce, BigCommerce, and Wix.
Customer Service
Customer service has the power to make
or break a business. On the one hand, a positive customer experience can drive
sales, boost your average order value, increase customer loyalty, and encourage
customers to give your business a positive review. On the other hand, a poor
customer experience can prompt customers to stop doing business with you. In
2022 alone, 58% of customers stopped patronizing a business because
of poor customer service.
Make sure that you provide your
customers with the best customer service experience by leveraging customer
service or support tools like Zendesk and GrooveHQ.
Optimization
Optimization, whether you’re talking
about website optimization, product optimization, conversion rate optimization
(CRO), or search engine optimization (SEO) is crucial for your business’s
success. By ensuring that all aspects of your site or business is optimized,
you’re helping your customers make the most out of what you’re offering.
Furthermore, optimization is a crucial
component for increasing conversion rates. By giving customers a more
streamlined and seamless shopping journey, you’re making it easier for them to
convert. CRO, for example, lets you get more value from your customers while
allowing you to enjoy lower customer acquisition costs.
Once you’re able to optimize our
conversion rates, you can start enjoying benefits such as increased revenue,
more leads, and increased website traffic.
SEO, in particular, can help drive more
customers to your site through organic search, promote brand awareness, and
complement your other marketing campaigns. Best of all, you can track your
performance so you’ll know where you stand and come up with appropriate
strategies to scale your business.
Social Media Marketing
Social media has become a large part of
our daily lives and it proves to be a valuable marketing asset. Social media
platforms let you find, connect, and engage with your target audience.
Social media marketing platforms help
you find brand ambassadors, monitor their performance, create and manage
content, and more. Some tools are also capable of enhancing your social reach,
giving you insights for building your brand strategy, and helping you create
optimized ad campaigns.
Automation
Automation covers a lot of ground,
including ad automation, workflow automation, and task automation. We spend a
lot of time on completing mundane or repetitive tasks that we often get
distracted from doing other more important tasks. With marketing automation
tools, you’re able to operate more efficiently .
Automation tools can increase
productivity, enhance employee engagement, enable you to tackle more complex
processes or issues, and give you more opportunities to provide customers with
a better experience overall.
Top Ecommerce Marketing Tools for 2023
The eCommerce industry can be incredibly
lucrative for sellers. However, because of the sheer volume of brands and
businesses online, it could be hard for one to stand out.
Here are some of the tools you can explore to bolster your eCommerce
marketing efforts.
If you’re just beginning to get into the
eCommerce industry, building your online store using Shopify is highly
recommended. The all-in-one eCommerce tool is easy to navigate,
straightforward, and intuitive to set up. Additionally, it allows you to
connect to external selling platforms and third-party apps.
Key Features:
Optimized for use on mobile devices
Website and shopping cart creation tool
Access to consumer data
Unlimited product inventory
Supports all popular modes of payment
Brandwatch (Formerly Falcon.io)
A powerful social media management
platform, Brandwatch is an all-in-one tool that lets you manage your social
media channels, engage and communicate with your audience, track your
performance, and more.
Key Features:
Comes with a social listening tool
Has sentiment analysis and reputation
management services
Has one social inbox for all networks
Omnisend
Geared toward eCommerce businesses, this
marketing tool allows business owners to create marketing strategies that are
proven effective for online shopping platforms. Using Omnisend, online sellers can
use multiple channels to connect with their customers. They can also leverage
Omnisend for precise targeting through personalized texts and emails.
Key Features:
Push notification
SMS notifications
Seamless integration with other
eCommerce platforms
Easy automation
Mailchimp
Boost your email marketing efforts with
Mailchimp. This industry leader lets you automate email marketing campaigns,
design emails, and connect with your audiences using personalized email
content. You can also use the software to send reminders to customers who have
abandoned their shopping carts.
Key Features:
Audience segmentation
Email designing function
RSS-to-email
Custom form creation
Campaign reports
SEMrush
As an all-in-one marketing software,
SEMRush allows you to manage your marketing campaigns and strategies on one
platform. You can use it to boost your SEO strategy, track analytics, do
keyword research, and automate your social media posts. The tool features a
clean, seamless user interface for your convenience.
Key Features:
Built-in keyword research tool
Content analysis tool
Qualifies leads
Monitors website traffic
Content scheduling on social media
platforms
9 Types of Internet Marketing Strategies
Understanding the different types of internet marketing strategies
Do you understand the different types of
internet marketing strategies and how they can help your business thrive? In
any discussion about promoting a business, internet marketing strategies are
cited as the most effective and cost-friendly ways to promote a company and
generate leads. Before you can put these strategies to work helping your
business, you need to understand what each one involves and what they offer.
To help get you start marketing your business online, here is a
quick guide to the top nine types of internet marketing strategies.
1: Search Engine Optimization (SEO)
SEO or search engine optimization is the
process of adjusting your website to improve its organic, free, or “natural”
placement in search results. SEO consists of on-page factors (content,
structure, and user-friendliness) and off-page factors (links from other sites,
social shares, authority). SEO strategies involve adjusting certain elements on
your website so it meets Google’s requirements while making sure your website
presents the best overall experience for visitors.
2: Search Engine Marketing (SEM)
Search engine marketing or SEM is the
process of using paid search (Pay Per Click ads) to gain website traffic. In
the past, SEM was used as an umbrella term that encompassed SEO and paid
search. Over time, as the digital marketing industry evolved, the term SEM
stopped being used for both types of internet marketing strategies, and has
come to typically refer exclusively to paid search activities (according
to Search Engine Land).
3: Pay Per Click or Pay Per Call (PPC)
PPC marketing can be broken down into
two main categories: paid search (see above) and paid social marketing. Ads are
published on search engines or social platforms, and companies are charged
every time their ad is clicked.
Google AdWords is the most popular paid
search platform, followed by Bing Ads, which also serves search ads on Yahoo.
Search marketing encompasses display, mobile, retargeting/remarketing, and paid
social advertising.
Facebook, Twitter, Instagram, and other
social platforms have expanded their ad offerings and made it more difficult to
achieve organic views of marketing posts. As a result, paid social is
accounting for a higher percentage of most companies’ PPC ad spend budgets. PPC
strategies can create a dramatic, short-term boost in visibility and sales.
4: Content Marketing
Moz defines content marketing as
the creation and distribution of relevant, valuable content to communicate with
customers and achieve your marketing goals. Content marketing strategies
focus on communicating with customers, rather than selling, providing content
that educates, amuses, or otherwise provides value to customers on a consistent
basis in order to attract and retain a specific desired audience.
Content encompasses virtually any
information format disseminated online such as blogs, videos, podcasts,
infograms, social media posts, and more. High quality content plays a role in
all the main types of online marketing strategies, including SEO,
PPC, social media marketing, email marketing, etc.
5: Social media marketing
Social media marketing is the use of
social media platforms and websites to promote your business and connect with
customers. Social media marketing does not necessarily drive sales. Instead, it
is often used to increase engagement, build links and bring content to the
attention of customers, and create a distinctive “brand”.
6: Email marketing
Email marketing is one of the most
cost-effective types of digital marketing strategies. Email is often cited
as the “more effective replacement” for direct mail marketing, as you can
directly reach a wide network of customers in an instant with newsletters, ads,
or reminders through email. Email marketing can be very specifically targeted
using demographics and other information to segment lists and achieve the best
result.
7: Influencer marketing
Influencer marketing is one of the
newest types of internet marketing strategies but it is expected to become
increasingly popular in 2018. Influencers (individuals with a strong social
following) are paid to promote your company’s products or services. When you
find influencers who are in line with your company’s values and resonate with
your customers, this marketing strategy can be highly effective for some
companies.
8: Affiliate Marketing
Affiliate marketing is the process of
earning a commission by promoting or advertising other companies’ products or
services. Affiliate marketing often consists of promoting a product through a
blog or video, or featuring ads on your website. You receive a payment for
every sale made through your links.
9: Reputation marketing
Reputation marketing consists of using
press releases, social media, and customer review platforms to develop a
positive perception of a company. Online referrals and reviews have become
increasingly important in certain industries such as the travel industry.
Reputation marketing involves developing a distinctive brand, encouraging
customers to post reviews, and responding quickly to resolve customer concerns
or complaints on social media and review platforms.
Now that you have a better understanding
of the different types of internet marketing strategies, it’s time to put them
to work for your company! As a leading Fort Lauderdale internet marketing
company, Blue Interactive Agency can give you all the tools you need
to start effectively marketing your company on the internet. We can provide
everything you need, including a responsive web design, SEO content creation
services, social media marketing services, and much more.
What is social marketing and example?
In social marketing the product is
a behavior change or a shift in attitude. For example, a campaign may be
designed to increase condom use or to convince adolescents that spreading
rumors is harmful or dangerous. P2 - Price is the cost. In social marketing,
price is the cost of changing behaviors.
What is social marketing?
Social marketing is a concept used to
influence, plan and effect social change through various advertising
approaches, often using provoking methods different from commercial marketing.
It can raise awareness for public health, environment, safety, community and
social-related topics and influence public opinion, tolerance or behavior.
Social marketing focuses on social good,
like reducing single-use plastics or offering resources to quit smoking. You
can employ social marketing with local, regional, state, national or
international communities. Effective social marketing campaigns often provoke,
inform and remind consumers to drive measurable change, often using creativity
and emotion to capture their attention.
Social marketing
Social marketing is a marketing
approach which focuses on influencing behavior with the primary goal of
achieving "common good." It utilizes the elements of commercial
marketing and applies them to social concepts. However, to see social
marketing as only the use of standard commercial marketing practices to achieve
non-commercial goals is an oversimplified view. Social marketing has
existed for some time, but has only started becoming a common term in recent
decades. It was originally done using newspapers and billboards and has adapted
to the modern world in many of the same ways commercial marketing has. The most
common use of social marketing in today's society is through social media.
Traditional commercial
marketing aims are primarily financial, though they can have positive
social effects as well. In the context of public health, social marketing would
promote general health, raise awareness and induce changes in behavior.
Social marketing is described as having
"two parents." The "social parent" uses social
science and social policy approaches. The "marketing
parent" uses commercial and public
sector marketing approaches. Social marketing has started to
encompass a broader range of focus in recent years and now goes beyond
influencing individual behavior. It promotes socio-cultural and structural
change relevant to social issues. Consequently, social marketing scholars are
beginning to advocate for a broader definition of social marketing:
"social marketing is the application of marketing principles to enable
individual and collective ideas and actions in the pursuit of effective,
efficient, equitable, fair and sustained social transformation". The new
emphasis gives equal weight to the effects (efficiency and effectiveness) and
the process (equity, fairness and sustainability) of social marketing programs. Together
with a new social marketing definition that focuses on social transformation,
there is also an argument that "a systems approach is needed if
social marketing is to address the increasingly complex
and dynamic social issues facing contemporary societies"
Why is social marketing important?
Social marketing helps change the
behavior of the masses for the common good. When implementing this approach,
companies don’t try to transform people’s perceptions for their benefit but to
bring social change. Marketing techniques allow companies to contribute to the
well-being of society.
Unlike commercial marketing, social
marketing focuses on solving problems that emerge in the world. It aims at
evoking consciousness, changing behavior, and helping the environment people
live in. It’s possible to reach these goals when people are ready to change.
According to statistics, 80 out of 100 adults are ready to contribute to
social change.
Since there’s an increasing number of
social and environmental problems, sustainability should be the priority of
citizens. Negative environmental and social changes worsen the quality of life.
To prevent this, some companies turn to social marketing. It questions the
major world’s problems like hunger, poverty, inaccessibility of education, air,
water, and noise pollution, global warming, deforestation, loss of
biodiversity, etc.
Who uses social marketing?
Many nonprofit organizations and
charities use social marketing, along with government organizations, emergency
services and agencies, like highway safety coalitions and police, fire and
ambulance groups. Commercial brands also run social marketing campaigns for
causes related to their brand, product or business. Additionally, nonprofits
can use social marketing to increase their fundraising efforts, which they use
to further advance their cause or drive social changes.
Visuals and catchy phrases are key to
leaving a memorable impression that encourages the audience to think and act in
order to accept, modify or abandon ideas, attitudes, behaviors or practices.
Here are some common forms of social marketing used worldwide:
Billboards
Newspapers
Posters
Magazine advertisements
Television commercials
Public service announcements
Social media posts and videos
Banners used in protests and
demonstrations
What Is Mobile Marketing?
Mobile marketing is any advertising
activity that promotes products and services via mobile devices, such as
tablets and smartphones. It makes use of features of modern mobile
technology, including location services, to tailor marketing campaigns based on
an individual's location.
Mobile marketing is a way in which
technology can be used to create personalized promotion of goods or services to
a user who is constantly connected to a network.
KEY TAKEAWAYS
Mobile marketing is an advertising
activity that uses mobile devices, such as text promos and apps via push
notifications.
Mobile marketing audiences are grouped
by behaviors and not by demographics.
Mobile marketing is a subset of mobile
advertising.
Marketing faces privacy issues related
to data collection.
Mobile marketing is much more affordable
than traditional marketing on television and radio.
How Mobile Marketing Works
Mobile marketing may
include promotions sent through SMS text messaging, MMS multimedia
messaging, through downloaded apps using push notifications, through in-app or
in-game marketing, through mobile websites, or by using a mobile device to
scan QR codes.
Proximity systems and location-based
services can alert users based on geographic location or proximity to a service
provider.
Mobile marketing is an indispensable
tool for companies large and small as mobile devices have become ubiquitous.
The key players in the space are the brands (and companies that they represent
through advertising), and service providers that enable mobile advertising.
Mobile advertising targets audiences not
so much by demographics but by behaviors (though demography plays a part, such
as the fact that iPad users tend to be older and wealthier).
One notable behavior in the mobile
marketing space is known as "snacking," which is when mobile device
users check in to media or messaging for brief periods. Seeking instant
gratification equates to more points of contact for marketers.
In mobile marketing, the device
(especially screen size) does make a difference; users of smartphones and iPad
tablets react differently to mobile marketing.
For example, smartphone users
tend to find informative content to be the most relevant, yet iPad users tend
to be captivated by interactive advertising that features rich media
presentations with eye-catching imagery (the message of the content is a
secondary concern).
Mobile Marketing vs. Traditional Marketing
Unlike
traditional marketing efforts, mobile marketing takes advantage of
the fact that many users of mobile devices carry them around wherever they go.
As a result, location-based services can collect customer data and then offer
coupons, deals, or promotions based on their proximity to a store or a place
frequently visited by the consumer.
These marketing campaigns can be more
targeted and specific to the individual user, and should, therefore, be more
effective for the company doing the marketing. One example may be a marketing
campaign that sends food-related coupons to a customer any time they come
within half a mile of a specific supermarket.
Advantages and Disadvantages of Mobile
Marketing
Advantages
In regards to online related
advertising, mobile marketing is much easier to access. You don't need
high-level technology or significant technical experience to get started. It's
also easier to measure the success of mobile marketing campaigns.
Mobile marketing is also extremely
cost-effective. There are a variety of options to choose from for any budget
and the impact it can have when compared to the cost is significant. In a
common comparison, social media ads are much cheaper than purchasing ad space
for radio or television.
Customers can also be reached in
real-time with mobile marketing no matter where they are. Radio or television
marketing only works when a customer is in front of the television or has the
radio on.
Location-based marketing is a
direct marketing strategy that uses a mobile device's location to distribute
content or services (such as push notifications) associated with a particular
place.
What is an example of location-based marketing?
Stores can place beacons in aisles
around the store to send offers as consumers browse. For example, a
grocery store may use beacons to see when a consumer is in the ice cream aisle,
and then send them a deal on ice cream cones.
What is Location-Based Marketing?
Location-based marketing allows
organizations to target consumers at a granular, person level with
online or offline messaging based on their physical location. Using location
data, marketing teams are able to reach consumers based on qualifiers like
proximity to a store, events happening in their region, and more.
Location-based marketing has proven
effective across customer lifecycles – from discovery and purchase, to
engagement and retention. When used properly, location-based marketing allows
marketers to hone in on specific customer segments with targeted offers, while
improving customer experience for a population that increasingly values instant
gratification. For example, location-based marketing may alert a prospect that
a product they have been considering is stocked in a nearby store, allowing
them to pick it up right away.
Types of Location-Based Marketing
Location-based marketing has largely
been enabled over the past several years by the growth of connected devices.
Today it seems that everything is connected to the internet - phones, cars,
watches, and more. These devices are often tracking their owner’s location,
meaning there is an abundance of location and spatial data available. Insights
derived from this data provide marketing teams with greater context into how to
reach customers and improve their overall experience.
There are several different ways marketers can channel this location
data into their marketing efforts:
Geotargeting
Geotargeting is used to determine the
location of a user, to then serve them personalized messaging based on their
location. If a consumer has opted in to let an app access their location, they
may get messages in the app or push notifications based on region or proximity
to a store.
How it works
Geotargeting is based off IP addresses.
Every connected device has a unique IP address making them identifiable. From
there, device IP addresses can be matched to country, zip code, etc. to
determine where users are located.
Benefits
The key benefit of geotargeting is to
increase customer experience through personalization. For example, marketers
can target users based on needs specific to their location, such as weather or local
news and events.
Examples
A popular example of geotargeting is
Google search results. If a user searches “coffee shops,” Google will use
location data based on the IP address of the device the search is conducted
from to return information on coffee shops in the area.
Another common example of geotargeting
is done by Uber. When a user is traveling and touches down in a new city, upon
opening the app they will get a notification about available cars in that
city.
Geofencing
Geofencing is the creation of a boundary
within a specific region. When target audiences enter that boundary,
they will become an active target of the marketing strategy. This might mean
they receive content, offers, or some other form of messaging from the brand.
An example of a boundary is an area that encompasses a popular shopping center
at which the company has a store.
How it works
Geofencing utilizes GPS technology to
create a border. Whenever a target user crosses this border, they receive a
notification or piece of messaging.
Benefits
Geofencing allows marketers to cover
large areas, such as malls or event spaces. With this method, marketers can
target all users that are within a certain perimeter. While less granular than
other tactics, geofencing can be a great tool if you have a large convention or
if you want to capture traffic right in front of your store.
Geofencing is based on real-time
location data, which allows marketers to encourage users to engage with their
products, or divert consumers from engaging with competitors.
Examples
Retailers can use geofencing to target
users near their stores to encourage them to stop into a shop. For example, if
a customer has been reviewing a product online, they may get a notification
that the product is in stock at a nearby store.
Beaconing
Beacons are connected devices that use
Bluetooth or WIFI to connect with predetermined applications that are operating
within range of the beacon. Beacons work well to target existing customers
within a small geographic area.
How it works
Beacons send a signal to your device
that prompt a server to send content to your device. This could be a push
notification, email, etc. For example, say a sports stadium encourages
attendees to download their app for ticketing, concessions, etc. The venue
would set up beacons to recognize when a device with that application installed
is in range.
Benefits
Users have to be opted-in and have
Bluetooth on in order for you to take advantage of this. However, this medium
of location-based targeting does give you a more direct communication
channel with customers.
Organizations can track users
indoors in a more precise manner. This not only allows for more specific
targeting, but helps marketers get a more complete understanding of customer
behavior.
Users don’t need to be online in order
to receive these notifications.
Examples
Stores can place beacons in aisles
around the store to send offers as consumers browse. For example, a grocery
store may use beacons to see when a consumer is in the ice cream aisle, and
then send them a deal on ice cream cones.
Mobile Targeting
Mobile targeting occurs when marketers
target consumers with ads on their mobile devices. Because consumers typically
want to avoid advertising, marketers aim to make their ads context specific,
which can be based on time, device, or location.
How it works
Create segments in your mobile ad
platform that define who you want to target and what qualifications to target
them by (when they enter a certain area, or are in proximity of your
store).
Benefits
This allows marketers to target users
directly on their devices for a more personalized connection.
Marketers often see greater returns on
ad spend using a more targeted approach.
Examples
Social media ads that target based on
location data can help encourage visits to a store, restaurant, or event
nearby.
Geo-Conquesting
Geo-conquesting uses location data to
divert prospects away from competitor locations. For example, car dealerships
might create a boundary around a competitor’s lot. When a target consumer comes
within that boundary, they will be sent an offer to users that encourages them
to visit the other dealer.
How it works
Geo-conquesting uses GPS technology to
target users in the proximity of your competition.
Benefits
Organizations can win market share and
new customers by encouraging users they know are already shopping for a product
in the space to purchase from them over a competitor.
Examples
Burger King used geo-conquesting to
great effect, diverting would-be McDonalds customers back to their own
restaurants. Consumers were encouraged to download the Burger King app. When
they came within 600 feet of McDonalds, the Burger King app sent a promotion
for a 1 cent whopper, and navigated customers to the nearest
location.
Reasons to Use Location-Based Marketing
Location-based marketing can offer a
host of benefits to both consumers and marketers.
Marketers can deliver more targeted
messaging that grows awareness and nurtures relationships with customers and
prospects. The targeted-nature of these ads also often result in less wasted
spend. Consumers, growing increasingly particular about which branded messaging
they interact with, get personalized offers at convenient times, thus improving
their overall experience.
ETHICAL, SOCIAL, AND POLITICAL ISSUES IN ECOMMERCE - E-Commerce
Concepts.
Taxation And Encryption Policies:
Defining the rights of people to express their ideas and the property rights of
copyright owners are just two of many ethical, social, and political issues
raised by the rapid evolution of e-commerce.
What are the ethical issues related to e-commerce?
Ethics is more than knowing what is
right and what is wrong. It's about the values we hold and implement.
Both you and your customers know that.
And when you hold on to your principles
and customs, you are bound to offer a great customer experience.
With exceptional customer satisfaction,
you will gain the trust and loyalty of your customers.
Here's how that can immensely benefit
your brand.
43% of consumers spend more on
businesses they are loyal to. Also, building a trusting relationship with them
can increase your profit by up to 95%.
What are the ethical political and
social issues in e-commerce?
ETHICAL, SOCIAL, AND POLITICAL ISSUES IN
ECOMMERCE - E-Commerce Concepts. Taxation And Encryption Policies:
Defining the rights of people to express their ideas and the property rights of
copyright owners are just two of many ethical, social, and political issues
raised by the rapid evolution of e-commerce.
9 Ethical Issues In eCommerce You Need
To Be Aware Of
Online Piracy. This is a great challenge
that plagues online businesses. ...
Vulnerable Data Lakes. A data lake is a
storage of a large amount of raw data. ...
Web Tracking. ...
Cyber-Squatting. ...
Web Spoofing. ...
Email Spamming. ...
Counterfeit Products. ...
Unreliable Customer Service.
What are examples of social political
issues?
Racism and racial inequality
Healthcare in the United States.
Human rights in the United States.
Violence against LGBT people in the
United States.
Domestic violence in the United States.
Gender inequality in the United States.
Wealth inequality in the United States.
Income inequality in the United States.
What is political social and ethical?
Philosophy: Ethics, Social and Political
Ethics is the branch of philosophy which deals with values and the good, right
and wrong action, obligations and rights, justice and ideal social and
political arrangements.
What are social ethical and legal
issues?
These issues include privacy and
confidentiality, issues related to socially vulnerable populations, health
insurance discrimination, employment discrimination, individual responsibility,
issues related to race and ethnicity, and implementation.
What exactly does the concept “ethical,
social and political issues raised in e-commerce” mean?
Ethical, social, and political issues
are interrelated. In short, the introduction of the Internet and e-commerce
impacts individuals, societies, and political institutions. These impacts can
be classified into four moral dimensions: property rights, information rights,
governance, and public safety and welfare.
For most Internet users, what they are
most concerned about is whether they inadvertently reveal their privacy when
using the Internet.
In fact, almost all e-commerce companies
collect some personally identifiable information in addition to anonymous
information and use cookies to track clickstream behavior of visitors.
Advertising networks and search engines also track the behavior of consumers
across thousands of popular sites, not just at one site, via cookies, spyware,
search engine behavioral targeting, and other techniques.
In addition to the above-mentioned
ethical, social and political issues, Internet and e-commerce also bring about
major public safety, welfare issues and other issues. Although it is difficult
to completely avoid these issues, they can be reduced to some extent by law,
industry self-regulation, and advances in technology, thus providing a better
development environment for e-commerce.
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