Let’s start by giving you the definition of ecommerce marketing. Very simply it’s the process of driving sales online. And mobile commerce, yep you guessed it, is the process of driving sales on mobile.
Ecommerce marketing folk start by raising awareness of the online store’s brand and products across the internet, using both traditional (leaflets, direct mail, print advertising) and digital marketing (SEO, PPC, email, mobile etc) channels to do this.
Their job is not finished, however, when they get the user to the online store. It’s then a process of refining the customer journey using conversion optimisation techniques to get the user to buy, and then buy again. So in English that means testing all sorts of things on the website (such as layout, design, messages, colours and more!) to move as many of the users closer to buying.
Common ecommerce marketing channels include:
Search engine optimisation
To make the site visible for key search terms in the natural SERPS (search-engine-results-pages) listings. E.g. if I wanted to buy a pair of Nike trainers, the store would optimise their page that advertises Nike trainers so it appeared on the search engine.
Similarly, if I wanted a quick win and my NIke trainers page doesn’t yet appear in the top listings for the term Nike trainers, I can create a paid for listing on Google Adwords (and other search engines such as Bing and Yahoo).
Ever been followed around the web by graphical ads after you have visited a website? That is known as remarketing. The ecommerce people would know that you visited the Nike trainers page, but did not buy on the first visit, so they would remind you of those lush trainers you really want as you move around the internet.
Perhaps you next visit a cash-back site such as Top Cash Back or an voucher site such as My Voucher Codes to see if you can get something in return for your purchase. If you buy using the voucher or claim the cashback this is known as affiliate marketing.
Not forgetting good old email marketing. Once you’ve registered your interest with a company, or set-up a store account if you are regular purchaser the ecommerce marketers log your preferences, your purchases and also what you look at on the site and then send you hopefully relevant emails to encourage purchase; once again reminding you that you want those Nike trainers.
Social media marketing
In the same way that you will see ads remarketing to you on the web, you may also see similar ads on Facebook and Twitter. It works in exactly the same way and the shop only pays when you click on their ad. You may also like their store page on a social network and so by engaging with them, they have yet another way to communicate with you.
Shopify is a tool that allows you to set-up your own online store. It has a great blog with tons of useful ecommerce info.