E-Commerce and M-Commerce Marketing
Since their inception, e-commerce (electronic commerce) and m-commerce (mobile commerce) have rapidly shifted how organizations interact with and sell to their customers. Having existed for only a sliver of human history, individuals and businesses can now research and purchase products online without ever needing to step foot in a store or manufacturing facility.
This digital exchange of goods and currency has revolutionized the global economy by making goods and services that were once only available to specific regions available on a worldwide scale. As these industries have evolved, they have become an essential aspect of doing business in the modern era, and there appear to be no signs of slowing down.
What are e-commerce and m-commerce?
With e-commerce marketing, organizations leverage promotional tactics to increase website traffic, convert visitors into paying customers, and retain those customers after a purchase is made. Building a robust e-commerce strategy requires a combination of tactics both within and outside of a business’s website. Utilizing social media, influencer campaigns, banner ads, and SERP rankings is involved in an effective e-commerce marketing campaign. Establishing a solid e-commerce marketing strategy helps organizations boost their brand awareness, foster customer loyalty, and increase overall sales and revenue. Businesses can leverage a plethora of e-commerce tactics to increase their online sales and boost brand recognition.
For m-commerce marketing initiatives, many procedures can overlap with e-commerce marketing efforts and often do not require duplicative investments; however, the m-commerce segment also includes mobile payment systems, mobile-only applications, and other mobile-specific markets that are not available to desktop users. For organizations that sell online, they often do not need to differentiate between the two. Still, for those with physical store locations with mobile payment options, mobile-only commerce platforms, or designated applications, it is often best to separate their m-commerce marketing efforts from their e-commerce ones.
How is e-commerce and m-commerce marketing executed?
The execution of a successful e-commerce and m-commerce marketing campaign is dependent on a variety of factors specific to every organization.
The first step in any marketing initiative is establishing a well-defined set of objectives for your organization and understanding what your organization would like to accomplish. Depending on your organization’s needs, the products you sell, and the marketing infrastructure you have in place, this process can be extensive. Our experts at SIS Global Marketing can help assess your current situation and build an actionable roadmap towards your e-commerce and m-commerce marketing success.
Assess the competition
A vital step in any marketing initiative, whether digital or not, is a competitive review to understand your current brand positioning. Before crafting creative content and messaging for your brand, it’s essential to see what other businesses in your market are doing well and not-so-well. Learning from the competition to effectively navigate your industry is strongly encouraged to capture and maintain a competitive edge in the world of digital commerce. For both e- and m-commerce marketing, the industry is constantly shifting and requires a holistic view of where the market is heading to stay ahead of the competition.
Build Your Digital Storefront or Mobile Application
If you haven’t already, the next step in a marketing campaign is the establishment of your digital storefront or mobile solution. This is the digital touchpoint that your customers will engage with regularly, so it’s essential to create something that resonates with your brand image and helps drive conversion rates. Your digital purchasing environment should include features to upsell your products or services and reduce empty shopping carts. This is a vital step in driving conversion rates within your digital business. Some ways to incentivize customers to purchase on your landing page include:
- Reduce or eliminate shipping costs.
- Avoid customer accounts for purchasing unless necessary.
- Simplify the checkout process with digital payment systems and auto-fill features.
- Incorporate transparent pricing calculators and remain consistent (avoiding hidden fees).
- Reduce website/application errors and crashes. (Customers can’t purchase if they cannot use your digital storefront.)
- Show that you can be trusted by establishing robust security frameworks.
- Incorporate an attractive return policy.
- Provide ample payment options.
These features help eliminate customer pain points and roadblocks in the purchasing process and reduce the number of empty carts your organization faces. Furthermore, incorporating automated solutions for product suggestions can help increase average customer purchase rates and boost your overall revenue.
Integrate with social media
Social media is an essential tool in the world of e-commerce and m-commerce. With the rise of social media and their digital store solutions, brands can establish multiple revenue streams by capturing sales within social media sites and their web pages. Additionally, for organizations that do not want to create a digital storefront on a social media platform to avoid fees or other incurred costs, these platforms can and should be leveraged as a marketing tool. Increasing a brand’s social media presence means more intimate connections with its target audience and a simple, effective way to drive traffic from social media sites to their respective websites. Including links in bios, paying for advertisements within a timeline, and crafting fun activities (like live streams) on social media is a highly effective way to grow brand awareness and attract new customers. Social media also provides an excellent place for promotional marketing where organizations can offer exclusive deals to prospective customers through influencer marketing, affiliate links, promo codes, and more.
Establish an email marketing campaign
Simply capturing a myriad of emails from your target audience will not prove effective in driving growth for your organization, however; capturing customer emails and leveraging them in ways that resonate with consumers is a great way to capture the attention of new customers and retain existing ones. While social media, communication platforms, and SMS have reduced overall email usage, a well-executed email marketing campaign can boast excellent results for an organization. Running promotional events, gifting birthday offers, and sending personal notes to customers can foster a greater authenticity around an organization and drive more traffic to your online storefronts.
Build your messaging campaign
Equipped with a digital storefront, a robust competitive understanding, email distribution methods, and social media integrations; your organization is ready to build its messaging campaign. In this phase, brands can craft creative content such as advertisements, blog posts, influencer brand deals, etc., to craft meaningful messaging that resonates with their target consumers. When building an effective marketing campaign, it’s always best to start with a plan so that you can effectively budget for each phase of the campaign. With a roadmap in place, your organization can develop a set of creative assets that accomplish each step of the process and remain consistent in its story. A vital portion of any marketing initiative is telling your customers what you intend to offer them and why you are doing so. Telling your customers how you are going to sell them something doesn’t provide much value. Crafting marketing campaigns and messaging that showcase your brand values, explain your product offerings, and drive action on the consumer side is vital to the success of any e-commerce or m-commerce marketing process.
What does e-commerce and m-commerce marketing do for an organization?
E-commerce and m-commerce marketing initiatives boost sales, revenue, and overall brand recognition. With these items in place, brands can leverage their image and messaging to capture their respective market segments and slowly outshine their competition. While these industries are flooded with stories of rapid success, it’s best practice to thoughtfully plan and execute your marketing initiatives to avoid negative consequences down the line. Crafting meaningful campaigns fosters a sense of community amongst consumers and can increase positive brand equity for an organization.
How can SIS Global Marketing help?
At SIS Global Marketing, we form meaningful relationships with our customers to help them foster new growth opportunities and strategize for long-term success.
We value authentic relationships with our clients that extend far beyond transactional interactions. In the realm of e-commerce and m-commerce marketing, we offer a variety of solutions that can put your brand on the right path for success:
- E-commerce site assessment and strategy
- M-commerce strategy consultation
- SEO optimization
- Traffic tracking and quality analysis
- Conversion tracking and metrics establishment
- Campaign creation, execution, and management
- E-commerce/M-commerce Branding
- E-commerce product sourcing
Whatever your business needs, our experts are here to help. The team at SIS Global Marketing has decades of combined experience building and proving successful e-commerce and m-commerce marketing initiatives. Contact us today to see how we can rebuild your e-commerce and m-commerce marketing strategies.