eBusiness Technologies: A Report on Digital Marketing

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eBusiness Technologies
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Table of Contents
Step 5...............................................................................................................................................3
Google analytics..........................................................................................................................3
Supports to understands the market demand for the product..........................................................3
Opportunities...............................................................................................................................4
Customer......................................................................................................................................5
Step 6...............................................................................................................................................7
Digital marketing.............................................................................................................................7
References:....................................................................................................................................10
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Step 5
Google analytics
Keywords planner and trend pages
In Google, there are more than 91 tools that help the background team in monitoring those
activities. These tools are able to track the high-frequency data also, and they have another
database for succouring the high potential data loss. Google analytical tools are the best methods
that are used in tracking all the data related to the website's traffic. This tool from Google uses
artificial intelligence and SDK that succors in the efficient working, session duration, showing
the website on top searches, etc. All these tools help a website in working effectively well.
Google analytical enables websites, especially e-commerce related website for getting real-time
updates, give details information about the site visitors like gender, country, and more. Overall,
this tool helps in managing and generating the traffic over the websites, and these tools have
many more features like increasing the data size of the website and removing bugs or other errors
(Todor, 2016).
Supports to understands the market demand for the product
Google analytical tools help in understanding the demand and supply of the market by adopting
its artificial intelligence technologies. As collecting the information for demand and supply is the
practice which helps the website in improving the performance of the website and mobile
application. These tools track the behaviour of each visitor, and Google teams monitor that
activities performed by visitors (Tiago, et al., 2014).
When visitor visits on different-different websites than Google’s artificial intelligence judges
what keywords, visitors are using in their searches, in other words, Google AI makes a judgment
on the products that the majority of the user’s searches, and then it shows the market demand of
the particular product accordingly. For example, when the majority of the users search for the
denim blue jeans, then Google analytical tools takes the data and shows the result that currently
there is a huge demand for blue denim jeans. Now, the website operators have to work according
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to market demand. The website operators can bring special discounts or surprise offers related to
the top search product. Now, this is the great opportunity that this analytical tool offers to the
website operators. Furthermore, this tool also tracks the behaviour of an individual, and later on,
Google team puts their complete efforts in monitoring and testing behaviour of the users
(Strauss, et al., 2014).
Opportunities
Sub-segments that can be grown
This is the process differentiate the audience according to the category wise as per their demand.
The objective behind the market segmentation is to identify the customers or audience who are
most interest in buying the products from a particular website or not. Many times only one
website has the availability of the particular products so buyers have no choice and they are
forced to buy the product from that website only. There are many more factors which are related
to this and all these are the part of market segmentation. Retailers or e-commerce websites
always emphasises on the geographical location, fashion trends, pricing, etc. while segmenting
their buyers (Jarvinen and Karjaluoto, 2015).
Differentiation on the basis of gender: E-commerce or retail market use this tool very
frequently because this tool helps them in judging either they should focus on the male’s product
or on female’s product.
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Age
Male
or
female
Area
wise
Consumer
behaviour
Others
Fashion
trend

Location related segment: The preference of the customer can be varied according to the
location. For example, the particular region requires tea as their daily drink while another region
requires coffee as their daily beverage.
Customer behaviour: It's important to judge the changing behaviour and taste of the consumer.
As for the particular time, the customer may prefer solid jeans, and for particular they may prefer
cargo jeans.
Age-related segments: Not all the consumer are of the same age that's e-commerce website or
retailer need to make a details comparison about what population prefers at their different ages.
As age 14-18 prefers different clothing styles, 19-22 prefer different clothing style, and so on.
Lifestyle and taste related segment: Choices or trends among the people are also very dynamic.
For a particular time, an individual prefers a different lifestyle, and for a particular time, his/her
lifestyle can be changed (Baltes, 2015).
Customer
Targeted customers
Its functions of tracking behaviour and activities help the google and website operators in
identifying the target audience. This topic will tell what website operators should do after
successfully identifying the target audience in the meantime (Stone, et al., 2014).
Find out what customers exactly want:
The above explains understanding how analytical tool judges the behaviour of the buyers and
brings the result, which relates that the majority of the people demand denim blue jeans.
However, this is not enough because denim blue jeans can be of any brand, any size, any design,
any material, etc. Website operators have to use their own market intelligence for knowing what
exactly their targeted audience wants.
Fascinating offers:
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After doing this, website owners need to create many offers that fascinate the interest of their
audience. These online offers should be related to the product customers searches for; otherwise,
they will lose their customer base (Stephen, 2016).
Are they comfortable with buying our products online?
This is the main point in which website owner needs to understand that their target customers are
interested in buying that particular product from e-commerce websites or not? They need to
identify this either by conducting online surveys or following other methods. The reason behind
the origin of this question is that many buyers only come for window shopping on e-commerce
websites and later on they prefer to purchase the product from the physical store. Google
analytical tools cannot answer these questions as it only shows the result of what populations are
searching by using common keywords.
So, these are the steps which website operators need to take in order to fascinate their target
audience and among these google analytical tools is the biggest opportunity available to them
because these tools help the website operators in getting to know about the ongoing trend in the
market, demand for particular products and availability (supply) of that product over the e-
commerce websites (Ryan, 2016).
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Step 6
Marketing and sales
This section will focus on the marketing and sales part of the e-commerce through online
platform. Market segmentation plays a crucial role in online sales and marketing. Apart from
this, Virtual marketing is also important because of its succour the e-commerce websites in
promoting growth through targeted marketing in online communities and social media groups. In
this way, it is very beneficial in obtaining new customers in various ways. The important part of
virtual marketing is referral marketing in which one customer can earn money or points by
suggesting the specific product to its friends, family, relatives or others. Website operators add
elements like discounts vouchers in order to fascinate more customers through their virtual
marketing. Applying or adding these elements can help in saving time, money, efforts and other
resources (Todor, 2016).
Social media marketing is counted among the best effective ways of promoting the growth of an
e-commerce website. In social media, thousands of groups of the targeted audience are already
created, and retailers only need to find the exact need of their targeted audience. Social media
marketing is the platform where an individual can buy or sell its products or services to their
target audience but first they need to make a good relationship with the specific buyers in order
to keep long term relationship.
Digital marketing
Digital marketing consists of all the resources and efforts done by a marketer by using an
electronic device or by using the internet. Digital marketing platforms include such as social
media, email, online pop-ups, websites searches, etc. The main aim of digital marketing is to find
out the targeted audience and enhance business revenue (Tiago, et al., 2014).
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The functions of digital marketing use various online methods. Let's understand the functioning
of digital marketing:
 Search engine optimization (SEO): In this process, digital marketers help the website in
switching its rank higher in the search engine process. By doing this, the traffic on the
website will be increased, and the SEO will directly benefit the website operators. The main
aim of SEO is to fascinate more and more buyers. SEO takes the keywords and makes the
ranking of the website higher than before; this process required time and online tools. Now,
there are many types of SEO, like off page SEO, on page SEO and Technical SEO. Any e-
commerce website or another website can choose the type of SEO according to their need
and requirements (Strauss et al., 2014).
 Pay per click: In this process, a website owner needs to give the advertisement of his
website on social media, and whenever anyone clicks on the advertisement then website
owner need to give a certain amount of money to social media owner (page owner, group
owner, etc.). Example of pay per click are:
a. Google ads
b. Facebooks ads
c. LinkedIn Ads
All these charges a specific amount if any user clicks on the advertisement, irrespective from
the fact that user purchases the products or not.
 Affiliate marketing: This is the commission based marketing where an individual received
the commission for promoting the website, product or services of others. Youtube partnership
programs and sharing the links of the website on social media accounts are part of affiliate
marketing (Stone, et al., 2014).
 Email marketing: As the name speaks, in which marketers sent an email to thousands of
users. Email contents the details about the products or services, a buyer can directly click on
the link mention in the email. Blog subscription and pop-up windows are the best examples
of this
 Inbound marketing: This refers to the marketing methodology where a marketer needs to
interact with the buyers via video chat or links. This is also counted as the best way for
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developing strong relationships and trusts with the customers. Customers can directly share
their experience or feedback about the products or services.
 Content marketing: Blog posts, eBooks, infographics are the way to create and publish
effective content that attracts the interest of the buyers. In this, buyers have to read about the
particular products of their choice from the most popular blogs. A website owner needs to
make a deal with the blog owner for publishing the content about their products. The blog
owner will publish the content on his/her blog, and his/her followers will look at that blog.
This is the process of content marketing (Stephen, 2016).
With digital marketing, an individual or website owner can see the results much faster than other
marketing’s methods. Although, not specific time or period is mention of how much exact time it
will take. It can take as low as 1 days to as high as 1 years; all depends upon the performance and
efforts of the users of these tools. If all the tools are applied as per the conditions of the tool, then
an individual can surely expect quick results.
A person should be aware of the conditions and terms of digital marketing tools. If a website
owner is not aware of this, then they can appoint some experts for making the marketing strategy
behalf of them. This process involves efforts and time; one needs to keep calm and patience for
results (Ryan, 2016).
Digital marketing works efficiently for clothing websites because these tools are able to generate
traffic on particular websites, and once the traffic starts coming, then clothing websites, operators
can sell their designs to their customers. This consists the part B2C marketing as consumers
approach the website, and website operators need to sell their product by ensuring for trust and
after-sales services (Jarvinen and Karjaluoto, 2015).
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References:
 Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing.
Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
 Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
 Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V,
9(2), 61.
 Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
 Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
 Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A
future that depends on better use of business intelligence. Journal of Research in
Interactive Marketing, 8(1), 4-17.
 Strauss, J., Frost, R., & Sinha, N. (2014). E-marketing. Upper Saddle River, NJ: Pearson.
 Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
 Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
 Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
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