Comparative Analysis: Digital Marketing Strategies in E-commerce

This report analyzes the digital marketing strategies employed by Ecomom.com, an e-commerce website, and compares them with those of its competitor, Munchkin. It highlights the digital marketing strategies used by Ecomom, including SEO, PPC optimization, display advertising, and collaborations with Groupon. The report explains the failure of Ecomom.com, attributing it to a faulty digital marketing strategy, particularly the use of Groupon coupons that led to negative contribution margins. In contrast, it identifies Munchkin's success to its implementation of intelligent business strategies for digital marketing, such as the use of Tealium iQ tag management system, resulting in increased productivity and revenue gains. The report concludes that the correct implementation of digital marketing strategies is essential for e-commerce success, and highlights how Ecomom's failure and Munchkin's success serve as contrasting examples.

Running head: DIGITAL MARKETING STRATEGIES
Digital Marketing Strategies
Name of the Student
Name of the Universities
Author Note

1DIGITAL MARKETING STRATEGIES
Table of Contents
Introduction......................................................................................................................................2
Brand Introduction.......................................................................................................................2
Current Offerings, Product Overview and Target Audience...................................................2
Digital Marketing Strategies used by ecomom.com....................................................................3
Explanation of failure of ecomom.com.......................................................................................4
Identification of the competitor and explanation of its success in comparison to ecomom.com 4
Conclusion.......................................................................................................................................5
Reference.........................................................................................................................................6

2DIGITAL MARKETING STRATEGIES
Introduction
Digital Marketing Strategy is essential to a company while it is about to implement
ecommerce services to clients. It is a strategy that is implied in the marketing of the company to
aide to the raising of awareness of the company’s products and offerings to its client online and
also lets them have the opportunity to make purchases of their desired products as well (Hisrich
and Ramadani 2017). This report will therefore analyse the digital marketing strategy for the
ecommerce website ecomom.com and reflect on their strategies for the ecommerce website. The
report will then comprise of the strategies of ecomom.com with its competitor Munchkin that
offers the same products and services, describing what draw the failure for ecomom.com and the
success for Munchkin.
Brand Introduction
Current Offerings, Product Overview and Target Audience
EcoMom Inc. found by etailz, is a retail company founded to provide services to its
consumers by providing online retail product for kids, children and expecting mothers. Baby
products such as bathing and skincare, clothing, foods and medicines, nursery, potty training,
toys and similar products, activity items, teething products and various others are available to the
customers from the online ecommerce website (Ecomom 2018). Other products such as
maternity items like, food, maternity wear, medicines, energy drinks, and high protein food are
also available in this online web portal.
Other items suitable for the target audience are also available in the website for EcoMom
since it focuses on the customer base comprising of newborn babies, kids, children, and

3DIGITAL MARKETING STRATEGIES
expecting mothers. The products thus offered are mostly toys, apparel, food and other products
dedicated to the target audience. The organization had focused on the basic audience with the
target of acquiring more revenue since these products are comparatively more in demand since
the products are mostly needed in bulk even by a general customer.
Digital Marketing Strategies used by ecomom.com
EcoMom had implemented various Digital Marketing Strategies to aide to the customer
engagement to their ecommerce website for raising awareness about the products and increasing
sales and revenues (Martin and Tyler 2016). The strategies that EcoMom had used are listed as
below:
 Search Engine Optimization or SEO: SEO implementation is free of cost unlike
general advertisements that are paid. It generates the organic search results over
the search engines like Google and others.
 Pay-Per-Click or PPC optimization: This enabled the company to create
intelligent keywords that would provide easy search for the items the target
audience would search over the internet to buy online (Ecomom 2018). The
search engines would also earn revenue per click based on the searches and this
would facilitate the company with increasing their customer base by raising
awareness about the company products.
 Display Advertising: EcoMom have collaborated with Google Display Networks
to display ads all over the search engine.
 Collaborations: EcoMom have collaborated with Groupon, a coupon providing
website and software application. This facilitated the company with coupons to

4DIGITAL MARKETING STRATEGIES
provide customers that would help in establishing a customer attraction raising
sales revenues.
Explanation of failure of ecomom.com
In a survey by an accountant made in 2011, EcoMom had been found to have a margin of
contribution of negative 48 percent (Tiago and Veríssimo 2014). The main reason behind this is
implementing a faulty digital marketing strategy for the ecommerce website by collaborating
with another website called Groupon providing coupons to the customers. However, it was found
that for every average sale of 60 USD, the company had variable cost of 89 USD, making the
company incur a loss of 29 USD in an average order (Tiago and Veríssimo 2014). The discounts
of about 50 percent availed by the Groupon coupons made the situation even worse (Tiago and
Veríssimo 2014). This situation focuses on the situation that correct digital marketing
implementation is essential for any ecommerce application.
Identification of the competitor and explanation of its success in comparison to
ecomom.com
One of the major reasons for success of Munchkin over EcoMom’s ecommerce website is
the implementation of intelligent business strategies for Digital Marketing (Munchkin 2018). It
has created stronger customer community and brand engagement with these strategies much
precisely than EcoMom. Munchkin had used Tealium iQ tag management system making the
website for the company even more agile, simple, and fast. It has a unified data layer for
investment maximization which resulted into boost the ecommerce productivity by double the
times and 230 percent of increased revenue gains (Ryan 2016). EcoMom could not cover all
these and had to bite the dust.

5DIGITAL MARKETING STRATEGIES
Conclusion
Therefore, it could be concluded from the above report that due to faulty implementation
of Digital Marketing Strategies, EcoMom Inc. the organization faced heavy losses and eventually
perished in the digital marketing era as an organization. On the other hand, its core competitor,
Munchkin, owning the exact same products and services to order its customers, adapted to
intelligent digital marketing strategies and soared way above in business than EcoMom. Even till
date Munchkin has been a customer favourite, while EcoMom has died down as a service
provider incurring huge losses, such that its owner committed suicide and the company was shut
down.

6DIGITAL MARKETING STRATEGIES
Reference
Anon, (n.d.). ecomom.com | Welcome to ecomom.com. [online] Available at:
http://www.ecomom.com/ [Accessed 15 Apr. 2018].
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial Risk Management. In Effective
Entrepreneurial Management (pp. 55-73). Springer, Cham.
Martin, C. and Tyler, B., 2016. Descent to Munchkin. The Role-Playing Society: Essays on the
Cultural Influence of RPGs.
Munchkin. 2018. Munchkin UK Baby & Toddler Products | Sippy Cups | Baby Essentials.
[online] Available at: https://www.munchkin.com/ [Accessed 15 Apr. 2018].
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.