E-Commerce Channel Opps for Digital Marketers
Many Internet retailers do not have a formal digital marketing strategy. They may focus on the quality of their offering (products, et al) as well as the virtual experience they create (both good ideas of course), but where they often fail is in actually marketing their products in the digital realm – the channels consumers use with regularity and the destinations they visit most often.
Today's connected e-merchants however do several things very well - they know their target audience (the potential user base), they are proficient at translating offline experiences to online, and can effectively explain what is that they do (and do better) than the rest. That’s a significant driver of marketing strategy, but it’s not the enti.
When it comes to the e-commerce experience, the objective is to build trust and confidence, provide information and context, put products in front of customers and make purchasing simple.
Promotion is another opportunity to address in your digital business strategy. What is the right approach? How will prospective buyers find your enterprise and how do you know if the channels you've chosen are the right way to accomplish your goals?
Drive Traffic Online - SEO, SEM, Advertising, CSE's, product reviews, affiliate networks.
Send Offline Traffic Online - QR codes, short URLs, Social landing pages and affiliations.
Social Networks (product discovery through social merchandising) - Participate in social media destinations where users are spending their time.
Get Your Site Social - Make existing customers brand advocates by giving them the power to share.
Coupons & Flash Sales