How e-commerce Transformed Marketing
Ever since businesses started embracing ecommerce, retail marketing has never been the same! The internet has not only changed the way we buy and sell commodities and services but has had an impact on the way service providers target clients.
Today, to best place their ecommerce businesses, retailers are looking for the best marketing strategies to reach their potential customers and deliver high quality service to them across all their platforms. It is this impact on marketing by ecommerce that we want to focus on today and elucidate how the internet age has completely changed retail marketing.
How e-commerce Transformed Marketing
Ecommerce has made retail marketing relatively cheaper and accessible to all
Gone are the days when the only way for one to get an advert was through the local daily, on the local radio station or through costly TV commercials. Today, a lot of the ads come in form of social media ads, search engine ads or pop-up ads in content platforms. Although the traditional marketing options are still vibrant, they play second fiddle to the digital marketing platforms and this is down to ecommerce.
The impact of these digital marketing platforms, is that they have made marketing cheaper and accessible to businesses of all scales. Irrespective of the marketing budget that a business has, they can always run an online campaign to promote their business.
Ecommerce has made marketing more than optional even for small businesses
Years ago, small business didn’t need to market themselves as much especially if they offered a unique product or service. The available marketing platforms were more than costly and small business had no option but to depend on word of mouth and strategic location of their business for success in the market.
Today, thanks to ecommerce, marketing is a MUST! The number of identical products and services online is very high and only the businesses that will take up creative marketing strategies, stand a chance of making it in the market.
Available data has changed the way businesses market themselves
One perk of embracing ecommerce, is that business are able to obtain data on their products, their target audience and the market trends. This data has truly changed the way businesses market themselves and the way they target their market.
The data has made it easier for businesses to understand the products and services that are doing well, the demographic that is consuming a lot of their products, the areas where their products are in demand and the time their products sell the most. With such information, businesses can tailor make their marketing campaigns to target high buying demographics and increase their profits.
Ecommerce has changed the marketing strategies
Ever since ecommerce took off, the marketing strategies of the various brands has taken a turn for the better. We are seeing more creative ads, emotive stories and marketing campaigns that go beyond the product on offer.
Gone are the days when the price point and effectiveness of the product were the main talking points in marketing campaigns. Today, brands focus on the emotional appeal of their products and other aspects of their products which were nonexistent in prior marketing techniques.
Ecommerce has seen the incorporation of content into marketing
The other notable impact of ecommerce on marketing, is the incorporation of content into marketing. Whereas the ads are tasked with describing a product or a service, the content incorporated tells the story of the company and it has the ability to take the business to the Promised Land.
A lot of businesses understand that clients want more than just services and products and they create supplementary content for the clients to consume. This content has changed the way businesses formulate their marketing campaigns and the way they target their market.
Ecommerce has diversified marketing campaigns
Customer shopping activities are spread across various channels nowadays. From social media to search engines, there are various channels through which people look for services and products. This therefore means that brands and businesses have to come up with ways to target their audiences in all of the channels.
Each channels has its strengths and it is up to the company to understand the marketing strategy that best suits their product and the channel which they will be advertising on. Facebook marketing campaigns are for example different from Youtube ads and the shopping activities on the two platforms are totally different.
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