e-commerce

Sep 2018

Digital Marketing for Ecommerce

Ollie Ody

Co Founder

You’ve nailed the product range, now you need that worldwide customer base delivered right to your door. We’ll create solid digital marketing for an e-commerce plan that puts your products in the spotlight and we’ll provide all the tech and analysis needed to make sure your customers find you first.

Which digital marketing channels are best for e-commerce?

Selecting the best digital marketing tactics depends on the digital marketing strategy that is best for achieving your objectives and business goals. Awareness of your organisation is obviously key. This usually involves a blend of social media marketing, digital advertising and search marketing. Before investing in paid media though, it’s important to have a very clear vision of who you’re talking to and what you want to talk to them about.

Brands are (understandably) anxious to grow revenue and tend to focus on the task of winning new customers through the channels mentioned above. While important, getting a cold customer is expensive compared to winning back lapsed customers or up-selling additional products/services.

We find that many e-commerce websites and subscription models aren’t engaging with email marketing as well as they could or utilising retargeting or sequential messaging with their adverts – these are the perfect channels for helping to convert easy wins and drive revenue with less media investment. Ideally, you want to build a community of loyal customers who are high-value website visitors and enjoy the shopping experience that your online store provides.

Data is also essential for growing e-commerce businesses. However, the data or analytics used are often not fit for purpose – providing either too much info or not enough. Taking positive action to improve the business, therefore, becomes difficult.

We are experts at extracting relevant data using our powerful data processing system (more than what you get by simply using Google Analytics) and pulling info from multiple channels (Facebook, GA, Google Ads, Email, etc) and centralising that data in a completely customised report. You can have all the numbers, calculations and metrics needed automatically displayed, exactly as you like.

How to measure digital marketing for e-commerce?

It’s important to get clarity around where your marketing budget is going and if it’s creating a viable return on investment. There are many e-commerce metrics but the most important to obtain is an accurate Cost Per Acquisition. In order to get an accurate CPA, you will need to understand your conversion rate.

To calculate your Conversion Rate, all you have to do is divide the number of conversions you get in a given time frame by the total number of people who visited your site or landing page and multiply it by 100%. The average e-commerce conversion rates are between 1% – 2%. Even if you are doing everything right, you can still only expect to win the sale around 2% of the time.

This is why it’s crucial to conduct CRO (Conversion Rate Optimisation) work to ensure the checkout process is smooth and that there are no missed opportunities. Understanding the drop off from a product page to adding to cart and initiating/completing checkout is a relatively easy way to ensure you maximise sales after working hard to get traffic to your e-commerce site.

Understanding the digital marketing landscape

To develop a clear strategy, you need to think big and understand all of the moving parts of digital marketing. We recommend looking at the Earned, Owned & Paid Media diagram as a starting point. This framework helps to identify weak areas that need to be prioritised and develop a clear overview of the digital media opportunities.

Is digital marketing necessary for e-commerce?

In our experience, there are four areas needed for an online business to succeed. You need a clear visual identity (create), strong technical foundations (build), marketing to drive traffic (promote) and finally, optimisation and analysis of each stage (refine). Digital marketing is an important element but only one out of four is needed to thrive online.

If you want help identifying the areas you need expertise with, contact us and we’ll provide clarity over the next steps required to succeed.

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