Ecommerce Marketing and Advertising: Strategies and Channels

This article discusses the process of ecommerce marketing and advertising, which involves increasing sales by providing information about an online store. It covers various marketing channels, including pay-per-click advertising, search engine marketing, and search engine optimization. The article also touches on conversion rate optimization and the use of coupons and discounts to attract customers.

WEEK 6
E-COMMERCE MARKETING AND ADVERTISING
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Ecommerce marketing is the process by which an organization increases it sales by
providing information about its online store that provides a whole variety of goods and
services. The traditional process of marketing is enabled with an environment that is data
driven to facilitate ecommerce marketing.
When the individual separates it, e commerce advertising can be partitioned into two
general activities namely user experience optimization and website traffic driving. Both are
vital segments of the Ecommerce marketing promoting system and developing the individual
online business and should be dealt as equal to each other (Laudon & Traver, 2013).
There are several marketing channels for the ecommerce platforms. The first is Pay-
per-click advertising. Running a successful PPC includes key offering on the watchwords or
expressions utilized as a part of the promotions the individual make. The individual
advertisements will show up above or beneath non-paid natural query items, with higher
offers procuring the top position. The search engines acquire money from every click basis,
while impressions are controlled by client search inquiry. The second is Search engine
marketing.
It is almost equal to a pay per click marketing where it requires payment for the
publicizing efforts. Many Advertisers use this term to check all the natural as well as paid
apps. The marketing is used by Google AdWords for using its services in search engines such
as Bing. Third is search engine optimization (Tucker, 2014). Unlike the paid marketing
options mentioned above, SEO utilizes the crossover of unpaid apps and search engines to
display its marketing. This was used In Yahoo homepage. The SEO utilizes several
algorithms to manage its practices that are based on web based social networking practices,
inbound connections and content creation. The marketing can be conducted on the visual ads

of several sizes, sidebars and banners. Promotions are showed by advisement systems such as
Google Display Network.
The marketing involves providing people with coupons as well as discounts to enable
the customers to repeatedly access the online store. Getting a set commission for alluded
deals, partner advertisers ordinarily have an unwavering after or get activity from a portion of
the above channels. Mail promoting is utilized to target present, potential and past clients
with pamphlets, notices and remarketing (Cavusgil et al. 2014). Google Adwords is a
standout amongst the most well-known web based publicizing stages. It's likewise a product
which stands amongst the best. In case the individual will utilize paid publicizing, the
individual should experiment with Google's platform. The total outcomes from clients
executing a web search engine question, including normal and paid postings. For having
critical consumers, the platform needs to have information on the SERP’s first home page. In
Ecommerce marketing, change rate advancement is a framework for changing over more
guests into clients, or to make a particular move on a webpage (Bryman & Bell, 2015).
Ecommerce publicizing incorporates any sort of promoting, on the web or disconnected, that
directs people to an online store. The most widely recognized cases incorporate Google
AdWords, show promotions, and web-based social networking publicizing like Facebook,
Instagram and Pinterest. Value offering amongst advertisers and the promotion space
proprietor decide the cost and arrangement of each ad. Using LinkedIn for publicizing is
extraordinary compared to other choices the individual can make for the individual
ecommerce business. This is particularly valid in the event that the individual has a B2B
organization.

References
Bryman, A., & Bell, E. (2015). Business research methods. Oxford University Press, USA.
Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L.
(2014). International business. Pearson Australia.
Laudon, K. C., & Traver, C. G. (2013). E-commerce. Pearson.
Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal
of Marketing Research, 51(5), 546-562.