Marketing Resources

There are numerous online marketing resources employed by e-commerce businesses on a daily basis. In all honesty, if you want and have the necessary financial backup to consistently and strategically promote your online business today, literally the sky is the limit! The following media have been used successfully by many big corporations, followed by smaller businesses that also have implemented and continue implementing them with great results.

Social Media

Many e-commerce businesses use social media to advertise selected products or services to narrowly targeted audiences. The companies that market most aggressively spend in the vicinity of  200,000 dollars daily to advertise on Facebook, Twitter, LinkedIn, Pinterest and other popular and profitable social platforms.

There are many ways to target audiences. Corporations spend in the billions yearly on market research that helps them define their audiences as precisely as possible based on data that has been consistently and meticulously gathered over a period of time.

There are still many people who don’t take advantage of privacy settings on social media, providing  perfect opportunity for marketers to read about their interests and goals. Once your information has been displayed so many times, it is easy for a marketer to create a specific profile based on your interests, and then create commercials on social media that will only be seen by you and those who have necessities similar to yours.

Social media targeting can be done locally or nationwide. It can be set up to display certain commercials in the news feed of people at predefined income levels, offering products or services that are affordable to that particular group. Targeting can also be done based on level of education, gender, age, or occupation. The proper combination of all these factors when creating a targeted audience (also known as an avatar), is key to the advertising success of any business.

Email Marketing

Marketing via email has not lost its popularity and efficiency. On the contrary, it is still widely used by big and small businesses alike. In e-commerce, orders for purchasing products or services require the email address of the buyer as part of the payment process. There is a checkbox usually at the bottom of the order form that requests for the buyer’s permission that the business add his or her email address to the business’ email list for further advertising. Frequently, this box has already been checked on the order form, and therefore it is the buyer’s responsibility to uncheck it if they don’t wish to receive any further emails.

Oftentimes, as a customer makes a purchase, the online shop will display similar goods as ideas for potential future purchases. Amazon is a great example. You don’t even need to be a customer: it suffices to just browse through their website to prompt relevant suggestions to appear at the bottom of your browsing screen. They way the items display on the bottom of the page varies with each store, but usually you’ll see them under the headline “Recommended based on your browsing history” or “Clients who bought this also bought”. More often, however, e-businesses will send you emails with promotions, discounts, or new product advertising, again, based on your buying and browsing history .

If the business is smaller, a more personal approach may be used. The small business builds a list of subscribers to whom it sends coupons or promotions as well as notifications on new products or updated services.

Some businesses have various series of email templates in place that they use with each new client, depending on that client’s need. The emails have been written in advance and uploaded into an email software that distributes the emails on a predetermined schedule.

There are many theories as to the timing of the emails sent to subscribers. The timing varies according to the nature of the business, product or service. The type of clientele must also be taken into consideration when deciding on the timing of emails. Being labeled as a spammer is always a risk with email marketing. In some cases a subscriber may receive several emails daily.

Numerous strategies have already been and continue to be designed to emotionally impact customers in order to influence their buying decisions. Some marketers have developed email sequences with timing considerations thought out and integrated with almost scientific accuracy in terms of likelihood that customers will buy. Since marketing is largely based on the knowledge of humans’ buying psychology, many businesses take advantage of the marketing research that shows what the most successful tactics are to make clients buy more than once. In the case of Early Bird, a suspense is built via carefully timed email messages to the business’ subscribers, making sure that an adequate sense of urge and anticipation has been created to increase readers’ desire to own the new product.

Search Engine Optimization

This strategy, frequently called by its abbreviated form SEO, aims at acquiring high volumes of online traffic, meaning the website owner makes sure that his or her website is seen by as many people as possible within a given target market.

The way this is achieved is by researching the market and the keywords that people in that  group tend to type in the search engines to get the products or services a particular niche offers. Once the proper keywords are known, the website’s content is  then organized in a way that helps the search engines identify it as a website that supports these particular keywords. If a website provides extensive and at the same time valuable information on a particular subject, it becomes an authority website and the search engines reward it by moving to and showing the site on their first pages for the keywords it supports.


Webinars are events that take place online and most frequently have educational as well as profit purpose. At the end of the presentation, there may be a sales pitch for a product that is relevant to the subject discussed during the presentation. The term  Webinar stands for the online version of a  seminar.

The person  hosting the webinar advertises either to their email list or on any advertising platform that would reach a targeted audience. Some webinar programs have limited “seating” availability, meaning the host has paid for a predetermined number of people who can view or “attend” the event life. A Webinar can be recorded by the host and then edited and emailed with an outbound link. All subscribers on a relevant list receive an email to make sure everyone gets the opportunity to watch the event and take advantage of what was offered and therefore increase sales. Many e-commerce businesses use webinars to promote their products or services. A webinar is an extremely convenient method for conveying a large chunk of information and generate profits for the business while viewers and participants  don’t have to leave the comfort of their homes.

A growing number of marketing events take place on webinars, making the medium a great tool for new client acquisition and networking. The host of the webinar chooses which participants may have the microphone and hence the opportunity to speak. The majority of the audience is in “listen only” mode. There is a chat box that allows for questions to be asked or written comments to be submitted during the presentation. The host is able to read the comments and answer them immediately so that all participants can benefit from the question and its answer.  A webinar audience member can only see his or her questions in the chat box, and the host’s responses unless the host selects to make all questions and comments visible to everybody. This practice is common if the host has invited a guest who has a short participation but then agrees to accept questions from everyone while the remainder of the event is taking place, and thus everyone gets to read the questions and answers. This approach helps save time by preventing the same questions from being asked repeatedly.

Video Marketing

Video advertising has become a major client-getting tool in e-commerce. Merchants upload videos directly onto their websites, or share them on their social media pages from their YouTube channels, Vimeo, or other video platforms. Videos on a website are used to provide a more personable introduction to the business. Marketing research has shown multiple times that Internet visitors are much more likely to click on a video than read  the content on the website. Therefore, many businesses incorporate this medium on their websites as a welcome tactic and to ensure the visitors stay on the site for a longer period of time. Some e-commerce businesses like AWeber use videos to deliver most of their tutorials on how to use each of their online services.

Businesses also use videos for referral purposes. Testimonial or client review pages on websites provide written and video referrals from satisfied clients. Video testimonials have shown to have more influence on potential consumers than written testimonials.

Video has high emotional impact because it involves more of our senses than anything online. Music, speech, images and writing are combined in a video to deliver a powerful message.

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