As Covid-19 took the world by surprise, many industries faced their worst nightmare, but digital marketing has proven to be a breath of comfort for eCommerce.
Thriving businesses were forced to shut down their doors owing to the havoc caused by the novel coronavirus. However, one industry, in particular, remained unscathed in the ensuing disaster. We are, of course, talking about the eCommerce sector.
You need a strategy that cuts through the din and places your store in front and center for potential customers to see. This can be achieved easily with the help of digital marketing.
What is Digital Marketing?
Digital Marketing comprises strategies that leverage digital tech and media like social media platforms, websites, mobile apps, SEO, and more to fulfill marketing objectives.
Digital Marketing has been credited heavily for the massive success eCommerce businesses have enjoyed recently. Digital marketing, if employed competently, can help your business reach a wider audience quickly and cost-effectively.
Now that we know what Digital Marketing entails and its key role in the success of multiple eCommerce companies, let’s cut to the chase and look at the various reasons why Digital Marketing is important for the growth of an eCommerce business.
Why is Digital Marketing Important for E-commerce?
1) Helping Reach a Wider Audience
If you are looking for the most effective way to reach a massive audience worldwide quickly, digital marketing has the potential to get that goal.
It serves as an ideal alternative to the inefficient practices of yesteryears, like door-to-door salesmanship or distributing promotional materials like pamphlets in crowded places. Digital Marketing is the best way to reach millions of people simultaneously.
E-commerce platforms today can simply use social media platforms like Twitter, Facebook, and Instagram to spread the word online about their service.
See how e-commerce giant Amazon is running ads on Facebook.
A good social media strategy will help you find interesting prospects dwelling on such platforms and effectively convert them into loyal customers. These platforms can also be used to boost customer engagement as well.
2) Aiding All Types of Businesses without Discrimination
Not long ago, only large-scale Multinational corporations could afford to launch massive international promotional campaigns.
Small businesses, on the other hand, relied on tactics that were ultimately ineffective. It was almost impossible for startups to grow because of limited marketing funds. That is not the case today because of digital marketing.
Small eCommerce stores can use digital marketing and go toe-to-toe with their relatively more popular competitors. They can instantly reach hundreds and thousands of people to promote their business and build a formidable brand image.
It is well-established that conversions triggered by digital marketing tactics are far more effective in boosting sales than other traditionally used marketing or promotional techniques.
3) Building a Strong Brand Image
The long-term growth of your eCommerce business entirely depends on how strong your brand image is.
It wouldn’t be controversial to state that a major aspect of your business’s brand hinges on your digital marketing strategy. For instance, digital marketing can help you build your strong social media presence online.
A popular social media presence is imperative in creating a brand image that stands out in the industry.
See how burger king established their social media presence and gained 2 Million followers on Twitter.
Combining social media with digital marketing creates an environment where customers can interact with your store’s official account. They can leave likes and comments and share posts from your account.
To put it simply, digital marketing allows you to create a memorable brand image… one which captivates your prospects and turns them into loyal, long-term customers.
4) Digital Marketing is Cost-Effective
Traditional marketing, aside from being complex, can be expensive. Investing in print, telemarketing, broadcasting, etc., can be especially stressful for small and mid-sized businesses with limited funds.
Such methods are also marred with recurring costs as you will have to invest repeatedly to see results that may or may not yield profits.
Digital Marketing is a perfect antidote to all the issues plaguing traditional methods.
With digital marketing, you run ad campaigns guaranteed to reach the target people. You can employ several compelling advertising models, like the Pay-Per-Click method, wherein you only pay the publisher when a launched ad is clicked.
5) Influence Buying Behavior
Certain digital marketing strategies can greatly influence a customer’s buying behavior.
“Employing frequent pop-ups, email alerts, and push notifications can encourage customers in your store to add a product to the cart or even complete a previously abandoned purchase,” says Cristian Ward, Co-founder and CEO of San Diego SEO Inc.
You can also motivate people to visit your store more frequently by offering virtual rewards like special discounts, coupons, and cashback.
Adopting digital banners that inform users of an incoming or ongoing sale is also a good way to trigger sales. Suffice it to say a decent marketing strategy is all you need to attract customers and influence their purchasing decisions.
6) Measurable Analytics
With the help of digital marketing, you can launch campaigns driven by data and analytics.
For instance, Facebook ads acquaint you with a comprehensive dashboard from where you can monitor crucial elements of your launched ad campaign. You can view the impressions and engagement your ad receives in real-time.
You are also privy to information like what time of the day your ad was most effective. Such data helps you make quick decisions to get the most out of your investment in an advertisement.
You can determine which ads are working, pause those not working, and tweak and re-launch campaigns without wasting an extra dime.
Digital Marketing Techniques Integral to Ecommerce
Digital Marketing comprises several techniques that serve the same purpose: spreading awareness about your business. The following are the most prominently used digital marketing elements by Ecommerce companies worldwide.
1) Search Engine Marketing
The goal of an eCommerce store should be to reach the top positions in all the major search engines. Efficient SEO and PPC strategies can be a surefire way of accomplishing this objective.
There are budget-friendly platforms like Google Ads that can help your website shoot straight to the top of search engine rankings.
You can create and launch any number of ad copies using this platform. Some of these are mentioned below:
- Search Ads: Displays your products on top of platforms like Google when a search query is typed for products listed on your site.
- Display Ads: These ads refer to banner ads that usually appear when people are casually surfing online. They are good for generating quality leads and spreading brand awareness.
- Shopping Ads: These are product listing ads that can produce quality leads, accelerate conversions and improve ROI.
2) Social Media Marketing
Social Media Platforms like Facebook, Twitter, and Instagram can serve as goldmines for new prospects. These platforms are a good way to spread word of mouth about your brand quickly and affordably.
You can create a dedicated page for your eCommerce business on these platforms and gauge the reaction and engagement it receives from its massive user base.
The above platforms also allow you to create and launch ad campaigns tailored toward a specific target audience.
These platforms are also home to some of the most influential people online. You can reach out to them and seek their help to spread awareness about your brand and products to their millions of followers.
3) Email Marketing
Email Marketing is a great way to reach thousands of people simultaneously. Emails can help you directly influence a person’s buying behavior as well.
Setting up and launching an effective email marketing campaign is also simple today because of tools like Mail Chimp. You can leverage such tools to send customized emails automatically to users regularly.
You can schedule automated emails triggered by your customer’s actions on your online store.
For instance, a notification reminding them of the latest discounts can entice users to visit your site more frequently.
Email alerts can also be sent to encourage someone to complete their abandoned purchase or recommend similar products based on their activity on your site.
4) Content Marketing
Search engines love content that is fresh and interactive. They reward sites online with content with all the right keywords by boosting their rankings.
Incorporating your site with content that is engaging in the form of blogs or videos can be a good way to grab your prospect’s attention.
Posting content consistently on your site and then sharing them online on social media platforms can boost customer engagement, earn their trust and attract new customers to your store.
The Bottom Line
At the risk of stating the obvious, the eCommerce industry is growing at an unprecedented rate. More and more people are now turning towards online stores to fulfill their shopping needs and requirements.
The eCommerce industry is expected to be at $188 Billion in 2025. There is no doubt in our mind of the role Digital Marketing has played in the success this sector is enjoying today.
With the right digital marketing strategy, you can expect to spread awareness about your eCommerce store to millions of people in a very short period. It costs less marketing budget as compared to the traditional marketing methods.
All sorts of marketing objectives can be accomplished with the help of digital marketing.
Whether establishing your brand image, boosting customer engagement, or accelerating sales, Digital Marketing is the fuel your eCommerce store needs to yield staggering profits quickly.