Best Online marketing strategies for e commerce business .

1. ECOMMERCE ONLINE MARKETING STRATEGIES
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“According to PepsiCo. Digital marketing innovation and a strong, direct
relationship with consumers is key to successful brand building and
sales”

2. Scope Of Online Marketing
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Marketing is a crucial factor in every business. Billboards on the side of the road,
radio announcements, commercials, and advertisements in the mail bombard
customers whether they care for it or not. The Internet is the only place where
people can choose to search for the businesses they want at their own leisure and
on their terms. This is just one of the reasons why digital marketing is perhaps one
of the most successful forms of advertising.
Digital technologies have a significant impact across all areas of business,
regardless of the size, industry or scope of the business. This course provides a
framework for developing a comprehensive digital strategy and talks through the
process of producing a strategy that will make a significant difference to your
business

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Ecommerce Today
Ecommerce
Merchant
BUSINESS
Affiliate
Search Engines
SEO, PPC, OtherMobile Other
CONSUMER
Affiliate
Social Media
Twitter/Facebo
ok

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What Categories Lead?

6. Three Verticals Of Ecommerce Strategy
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The Offering1
The Experience2
Marketing Channels3

7. The Offering
 What Do you Do And Does It Worth Selling Online
 Can You Translate Your Offline Experience To Online
 Who Is Your Target Audience
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8. The Offering
1. Bricks And Clicks : Integration Of Offline & Online Presences
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9. The Offering
2. Immaterial Going Physical
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10. The Offering
3. Mass Customization :Individualized products based on buyers choice of aesthetic ,
functional or contextual components
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11. The Experience
 Build Trust & Confidence
 Provide Information & Context
 Put Products In front Of Customer
 Make Purchasing As Easy As Possible
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Clear and consistent experience serves to:

12. Ecommerce Strategies to Implement
Basic
 Condense Navigation
 Integrate Social Media
 Segment Customers
 Add Shopping Guides
 Create Best Sellers
 More Visual Approach
 Create Video
 Add Live Help
Advanced
• Personalization
• Account Registration
• Enhanced Search / Navigation
• Mobile Applications
• Cross Sell & Related Items
• Email Alerts
• Loyalty
• International
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13. E-Commerce Marketing Strategy Opportunities
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Target-Market
Definition
Specification of
the Four P’s
Product
Promotion
Price
Place
•Segmentation online
•Information products
•Online promotion
•Brochureware
•Advertising
•Service
•Online customer service
•Personalization/customization
•Distribution online
•Tracking performance

14. Determinants of E-Commerce Marketing Strategy
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Marketing Strategy
Business
Mission
Business
Objectives
Marketing
Objectives
Target-Market
Definition
Specification of
the Four P’s
Traditional
Market-Related
Technology Issues
Four P-Related
Technology Issues
E-Commerce

15. E-Commerce Trends
 Personalization
 Mobile E-Commerce
 Segmentation
 Behavioral Profiles
 Social Media (Facebook, Twitter)
 Building Loyalty
 Enhanced Search & Navigation
 Product Reviews
 Video
 Shopping Guides
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16. Personalization (You, Your)
 Welcome
 Recommendations for You (behavioral learning)
 Your Browsing History (cookies & account registration)
 Rate These Items (social media, reason to return)
 Remember You Saved these? (wish list)
 Your Communities (social media)
 Want to See Today’s Deals? (Conversion)
 Individual Treatment Creates (Loyalty)
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17. Mobile E-Commerce
 Personalization
 Sync with Account
 Payment Integrated
 Product Reviews
 Select Products
 Conversion
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18. Segmentation & Behavioral Profiles
 Market Individually
 Create Email Alerts
 Convert Later
 Compile Profile
 Record Everything
 Convert Now
 Tip – Segment Emails
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19. Follow-Up Emails
 Should be Personalized
 Reminds them of purchase
 Related Products
 Up-Sell
 Conversion Alternatives
 Tip - Include
 Coupon
 Twitter
 Face Book Fan Club
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20. Sharing is In
 Email Sharing
 Facebook, Twitter, Other
 Creates
– Community
– Opportunity
– Conversion
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21. Navigation
 Reduce Clutter
 Organize by Popularity
 TIP - What Sells?
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22. Video
 Product Demos
 Buying Guides
 Video Tour
 Top Sellers
 Live Video
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23. Formula
 Low prices + Great Selection
 Free Shipping Offers
 Amazon Prime (loyalty)
 Personalization to highest degree
 Combination of account history and behavioral learning to convert
 Combines multiple merchants
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24. Related Conversions
 More Items to Consider
 Related to Items You Viewed
 Inspired by Browsing History
 Additional Items to Explore
 Inspired by Your Shopping Trends
 Customers with Similar Searches
 Your Recent History
 Your Recent Searches
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25. Market-Related Technology Issues
• Demographics
• Psychographics
• Firm graphics
• Techno graphics
• Situational Segmentation
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26. Site Design Basics
1) Identify who will be visiting your site and why they will want to visit.
2) Design a “template” that is consistent with your company image.
Choose all graphics, colors, fonts, etc. to reflect your image.
3) Include address, e-mail and phone numbers.
4) Create a flowchart or site map that reflects the visitor benefits for the
web site
5) Convert files to html
6) Load on your server
7) Test, test, test
8) Promote your site
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27. Optimizing Brochureware to Bring in Leads
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Marketing
Implications:
SEO, list with key
portals. Include useful
content on your site.
Understand key
criteria; attempt to
influence criteria.
Make it easy for
prospects to
contact you; follow
up quickly.
Self-
qualified
leads?
What the prospect does…
Search the web via search engines or
portals to find information and
possible vendors
Identify a few suppliers who
appear to meet what might be
your criteria
Send e-mail to each
supplier, asking for
salesperson contact

28. Action Items to Promote Your Site
1) Prepare good content
2) Submit to search engines
3) Issue and distribute press/news releases
4) Solicit reciprocal links
5) Buy search engine positioning (ppc engines)
6) Try newsletter advertising
7) Try direct mail
8) Try opt-in e-mail
9) Try banner advertising
10)Try affiliate programs
11)Try traditional media advertising (put your URL on everything!)
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29. Advertising
• Promotion action items
• Budget allocations across online/offline
• Traditional banner ads
• Advertising options
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30. Advertising Options
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Payment methods Ad formats Ad delivery
•In kind
•Sales commission
•Pay per click
•Pay per impression
•Sponsorship
•Text links
•Buttons
•Static banners
•Animated banners
•Pop-up windows
•Rich media pop-ups
•On web site
•In e-mail
•In newsletter

31. Customer Expectations
• Suggestions based on detailed customer input.
• Same day e-mail turnaround.
• Confirmation e-mail links to package tracking page.
• Customer product reviews, editorials from experts.
• No time limit on returns, vendor pays for return shipping, invoice
includes return authorization.
• More than three shipping options; no charge for standard S&H.
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32. Thank You