E-commerce marketing strategies – the new era

With the advent of E-commerce giants like Amazon and the expansion of existing ones like Flipkart and Snapdeal, smaller E-commerce companies are often in a position of confusion as to why they have to keep struggling in spite of investing very heavily on marketing, including Search Engine Marketing (SEM) and AdWords. These companies find it difficult to maintain a stable base with customer loyalty as most of the latter do not stay post their first order. It becomes too difficult to attain a stable growth rate after a point.

For most of these companies, their actual solutions are often cloaked in a web of other complex issues and all they need to do is look past the fallacy. The simplest and the most effective solutions are right in front and often we tend to turn blind to the most evident of things.

What is SEM and AdWords?

AdWords as an advertising program by Google which is based on the use of keywords. It is brilliant for bottom-of-the-funnel conversions because it entraps buyers and viewers right at the moment when buying intent appears to be the maximum. It’s a form of optimized search engine marketing. But this is not sufficient. Much of these platforms have been saturated with program buyers and users. You’re no longer looking at the right place and you’re not looking at a lot of other opportunities.

What are we not looking at?

We aren’t looking at what your E-commerce company requires the most: a smart multi-channel strategy! It begins with understanding what your company or brand it trying to promote, what you’re creating information about and how you convey it. How you communicate your information is of primacy here. Your USP runs on your message that is conveyed.

Where do I place my information?

Your competitors may be multiple. But that doesn’t mean that they would have covered it all. Look closer. There may be some gaps that they haven’t filled. These gaps are your scopes of advantage, on different sites and different platforms.

What to use for better conveyance of information?

Stop relying on old and redundant models of SEM and SEO marketing that most agencies can trick you into. Don’t use automated software platforms utilizing cookie cutters. What we have today is a fast-moving and a highly strategic advertising base. Do your bit of researching to see what suits you the best.

Relying on a single channel is insufficient. Look at multiple marketing strategies to penetrate deeper.

How effective is Google shopping?

Google shopping is ostensibly a massive opportunity of many E-commerce companies and has made possible the growth of small companies into giants. The tip is to not use the very methods utilized for classic SEM, here. They do not rely on the same functions. And unfortunately most SEM operators and agencies fail to understand this. To Google, the largest looming threat is the fact that people no longer Google what they seek to buy but go straight to Amazon to look for products. Google Shopping was created as a competitor to channel some of that traffic back. Consequently this would also mean that Google Shopping offers better comparison rates and greater opportunities. But much of this would go to waste if the person or agency using it is unable to tap into it wisely.

Is marketing on Facebook a good investment?

The common issues pertaining to a social media giant is its humongous traffic. Adjoining to this, conversion is also terribly slow. There’s an intensive volume. But most people complain that there aren’t any active buyers. Facebook also happens to have a special section devoted to the business development for smaller start-ups and entrepreneurs.

In actuality, what one needs to agree with is the fact that most people online are also spending a lot of time of Facebook and this rule is the basic to any successful business- to be where your buyers or customers are. Facebook in such a sense is an extremely flexible platform to promote your E-commerce business. But you need to be very creative and observant. In terms of marketing. It would also mean direct linking, hyperlinking, squeezing pages and viral marketing. You should opt what works for your business the best. For instance, if your products are youth oriented, make quirky ads for viral marketing, as one of the strategies. Facebook has so much volume that your hard work and effort is ought to pay back in a way or the other.

What is Programmatic advertising?

Programmatic advertising refers to a way of targeting the type or section of the audience you wish to advertise your products or business to. You would also be able to segregate your publishers and decide for your company as to where you’d prefer investing and displaying your business. It also allows you to fix a time, for a higher impact- to reach out to the right people at the right time. The process includes a software to automate the buying, placement and optimization of the media inventory via a bidding system.

Almost 70% of the display advertising is now bought via programmatic platforms and is mostly outside the premium inventory. The problem with this type of marketing is that it would draw out a massive amount of investment from your business inventory. They are usually meant for larger and stable businesses. Although Programmatic advertising is now available for smaller businesses, it’s best to be a little skeptical when it comes to efficiency because if you are unsure of your target audience or simply do not have enough data to feed into the software then it wouldn’t yield results. These optimization algorithms’ would then just stand to be half kept promises that you shelled out too much for.

If your marketing budget for a month is less than $10,000 then it’s better to stick to GDN. If it happens to be more than that, Programmatic advertising is a much better investment. Programmatic advertising is the future of marketing and advertising.

Thus it is much better to strategically understand your audience and target them from multiple angles, instead of ideally resting on a single traditional way of doing it. There’s so much more scope outside SEM and AdWords. But you should also consider that each platform requires a unique skill-set. Applying a single set technique on all platforms, would be nothing less than a blunder. The most successful in the year turning towards, will be those you efficiently use multiple strategies and utilize every opportunity to beat their competitors.

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