How does e-commerce work? Today we take a close look at the advantages but also the risks of e-commerce. How do current marketing strategies work in e-commerce? From the basic structure to marketing through search engine optimization (SEO) to advertising on Google (AdWords), Social Media Marketing but also social ads on Facebook, Youtube and Instagram but also social SEO. What are the trends in online marketing? We show you the current e-commerce marketing strategies and measures!
E-Commerce advantages + structure: Content management
The digital trade in online shops, with its extremely diverse and modern possibilities, from the content management system to search engine marketing and payment providers that enable real-time bank transfers. Already with the choice of the Content-Management-System the work as E-Commerce Manager in active marketing begins.
The more flexible the platform, the more possibilities there are. We want to take a small look at the world of content management systems in e-commerce! Where are the biggest advantages but also the biggest risks when using certain systems and extensions in online commerce? How do e-commerce marketing strategies work and what recommendations do we as an e-commerce agency give? Here are our tips! First the risk assessment:
Advantages and risks online trade
Advantages in e-commerce – Of course, there are masses of advantages in online trading, we just want to take a brief look at the most important advantages in e-commerce. First of all, decentralised trade is worth mentioning.
Primarily, no expensive shop space at a frequently frequented place is needed to attract customers. Furthermore, customers can be reached 24 hours a day, 7 days a week with their own product range. In addition, e-commerce offers the excellent opportunity for scaling.
Quite simply said, you can jump for example by search machine optimization fast from a city Duesseldorf on Hamburg or Berlin. As soon as you have the first inquiries and customers, business can already start. Again, no additional shop space or employees are needed at a new location. You can fall back on existing resources, e.g. storage space but also employees. At the same time, this has the additional advantage that you can quickly and effectively use your own direct advertising space for product launches.
- Scalability of products and capacities
- Decentralized sales, 24 hours a day, 7 days a week
- No physical, expensive sales area, lower fixed costs
- Direct and fast new product launch
Risks in e-commerce – From our experience as an e-commerce agency, the greatest risk is that you will be tied to a less flexible software for your own merchandise management system.
There are many providers on the Internet who, for example, charge a monthly fee for their own software, which quickly costs 500, 1,000 or even 2,000 € per month; in a year, 12,000 to 24,000 € is already an inflexible solution.
Of course this amount is feasible for large companies, but there are many other disadvantages. First of all, the lack of flexibility for extensions. Possible system extensions have to be paid for and bought at a high price.
E-Commerce: Free, flexible, WordPress
One of the biggest and most popular providers is for example WordPress in combination with WooCommerce.
But if you want to start with e-commerce, you need the right know-how in your company, i.e. an e-commerce manager who takes care of the administration of the system. This is a very special know-how, because e-commerce has only been really big for 10, 12 years. Therefore the methods are constantly evolving, strategies are expanding and concepts are becoming more comprehensive as well as systems.
Just think of the diverse online marketing mix for search engine optimization, marketing in display advertising, e-mail funnels and much more. The bigger your company is, the more interesting it becomes as a target for hackers. Accordingly, the system must be well protected, not only because of your own product data, but of course also because of sensitive and personal information of your buyers, such as credit card data.
Software, merchandise management and payment providers
The possibilities and extensions are increasing day by day. From real-time payment to automatic stock reconciliation, product variations and multi-level domains for online shops that operate internationally, in multiple countries and languages.
You want to publish Google Ads? How does advertising on Google actually work? Especially for the subsequent work with Google Ads it is important to have a very well structured and clean system. If later on hundreds or thousands of individual, small campaigns are tested against each other, the data must be quickly available, properly stored and of course maintained; keyword page speed for good rankings.
Since this topic is very detailed, we have written an extra article for you on the topic of advertising on Google with Google Ads, Remarketing and many more!
- Read everything about the topic here Google Ads
Let us create an online shop
You want to have a new online shop created or completely redesign your existing shop? This is what e-commerce agencies do. From solutions such as WordPress in combination with Woocommerce, Shopware and other online shop providers, each offering special functions and modifications.
When choosing the right e-commerce agency, many factors also play a role. Most important is the experience and best practice projects, so you can be sure that the agency has sufficient expertise in the areas of collaboration, software, administration, analysis, optimization and reporting.
Besides the best practice projects, the size of the existing online shops is also important. Depending on the system and server, online shops with more than 1,000, 10,000 or even a hundred thousand products require different, individually tailored solutions.
Besides the number of products, the number of visitors is also important. Every new visitor demands server capacities that have to be provided. The more queries that take place in parallel and simultaneously, the faster the system is used to capacity. The Worst Case! The crash of your own e-commerce system is the greatest possible risk. After all, with every minute you lose cash >strong>. If such a server goes down, for example, on Saturday morning at 2am, it can sometimes take a technician to repair everything. Accordingly, it is also important to check the capacities of the e-commerce agency. Does the agency have sufficient staff and capacities? Not only for creation, but also for such emergency situations.
Tips for the E-Commerce Agency Search
- E-commerce agency needs experience with customer projects, best practice case studies of media projects realized so far
- Experience through previous shops in quantity (administration of products)
- or complexity (payment providers, e-mail marketing, search engine optimization…)
- Sufficient capacities of staff and experts for setup and system support
- Server capacities and emergency contacts (failure)
- Analysis, optimization and reporting
Search engine optimization
To the topic search engine marketing belong not only Google Ads, but of course also search engine optimization (SEO). But what is SEO?
SEO companies specialize in creating unique content through content marketing. This content is so informative that the search engine’s algorithm ranks it higher. The more individual and better such content is designed, the higher it rises. The big goal in search engine optimization is to reach the first place in Google and other search engines such as Bing, Yahoo, Duck Duck Gogo or Startpage.
SEO, SEA and Ads
- Content marketing and search engine optimization – unique SEO writing texts
- Search engine optimization is a long-term process that is usually built up in 12, 24 or 36 months
- Search engine analysis, in short SEA looks at the behaviour of the users on their own website or in e-commerce
- Ads are switched to get targeted and fast range
After the shop setup is set up, matching software found, the structure search engine optimized, how does it go to active marketing!
E-Commerce marketing strategies and measures
E-commerce strategy – marketing products is the core objective of any e-commerce marketing strategy.
In order to sell products online, targeted reach must be built up, through means such as organic reach, e.g. search engine optimization, or paid reach, e.g. through Google Ads. Of course, there are many more online marketing strategies, e.g. social media marketing, but there is also a brand new one, influencer marketing. Which method is really effective and which concept is worthwhile for your company?
Let’s have a look at the different strategies in detail.
Online Marketing Strategies: Trends become Tools
In the past, the marketing mix was relatively manageable, but due to the digital possibilities the marketing mix is constantly expanding. Thus, especially in online marketing, new trends are constantly emerging, which sooner or later develop into a typical tool.
Strategies differ depending on whether a goal is to be achieved in the long term or in the short term. In the long-term goal, search engine optimization in particular plays a major role in e-commerce. Short-term performance and sales brings paid reach, e.g. through Google Ads or through Social Ads.
Difference between organic and paid reach
But what is the difference between organic and paid coverage? In order to expand organic reach through search engine optimization, you need content marketing and correspondingly regularly new, informative and well-structured articles. They are submitted to the search engines through the so-called sitemap. Search engines then evaluate the individual pages using the algorithm and compare them with the previous offers of your competitors.
The better your content marketing is set up and structured, the faster you can become a competitor in online business.
To beat existing competitors, however, you need a certain number of pages. This varies depending on the industry from 500 to 10,000 individual pages and articles – a lot of work! Accordingly, the preparation takes a long time, after all, you not only have to manage the amount of the competitor, but also deliver more to be better placed.
Competition + x
Accordingly, methods are needed that build up reach in the short term. The most effective way is through advertisements. Using various methods, these are played out extremely accurately, e.g. to a specific target group if certain interests and characteristics apply.
Remarketing in e-commerce: Recurring advertisements
However, the advertisements can also be sent to visitors who have already interacted with your brand or product by means of so-called remarketing. For example when visiting the online shop. A user looks at a certain product, places it in the shopping cart, but does not complete the sales process. These can be precisely segmented and targeted with the product in the later remarketing campaign. The willingness to buy is accordingly much higher.
In short, these are the central e-commerce marketing strategies:
- Google Ads campaigns and reporting
- Social ads on Facebook, YouTube and instagram.
- Search engine optimization for high rankings in the search results
- Strategies for recommendation marketing to backlinks
- Remarketing campaign
Let’s take a closer look at commerce marketing strategies for paid reach. Reach at the push of a button! This is the secret of paid reach through Google Ads or social ads on Facebook, Instagram or YouTube.
Google Ads (Adwords) campaigns and reporting
Google Ads Advantages – The biggest advantage of Google Ads is the moment of display; immediately when users have a specific need or desire.
While all other marketing strategies aim to draw the user’s attention to a product first, a Google Ads is placed at the moment when a user is actively looking for information or a product. Accordingly, no new interest needs to be generated with the user! He or she is already interested in the information or the product. The big question is, which online shop does he or she click on?
This is exactly where advertisements on Google come into play, because through them you can directly and immediately bring yourself to the top positions of the search engine! As you could already read in our article about Google Ads, the most important thing is to be ranked 1st in the search engine.
A majority of users, over 90%, click on the first offer
Individual advertisements are called campaigns.
So if you want to advertise on Google, you need excellent campaign management. Because every single campaign is tested, so that the advertisements become more and more effective. Keyword campaign optimization. Social ads on Facebook, Instagram and YouTube work just like Google ads.
You are interested in the topic Google Ads? Read more about our Google Ads Agency.
Social media ads work from the structure and in principle the same way as advertising on Google. Most important are target groups and knowledge about their interests, demographic characteristics but also connections, e.g. to brands. The more information about the individual user is available, the better user groups can be formed from it, the so-called target groups in online marketing.
We have described in detail how such ads work in social networks in our article Facebook Ads. Due to the strong American influence, there are a lot of technical terms and abbreviations in the topic Social es, which you have to get to know. CPC, CPM, Retargeting, Remarketing, Pixel, Lookalike Audience, Customer Audience and many more.
Structure, example and best practice
But most important are the target groups, they form the basis for the advertising to be played out. Depending on the demographic characteristics of a particular user, an advertisement is played out.
For example, interests can be used to determine whether a person has a close connection to a particular sports brand, sport or something similar. Retailers of sports fashion can thus specifically address these persons, e.g. with products for the new season. The winter campaign, for example, will be even more precise. Here, people and target groups who are interested in skiing are filtered out specifically, for example through certain athletes, brands or events, or by following their fansites or accounts. So we know that Person XY has a strong connection to winter sports and therefore serves as an excellent target group for the new winter fashion in sports retail.
Not only for sports brands, regional and seasonal marketing is interesting for many industries.
This extremely precise addressing of people and target groups makes social ads so special for companies in e-commerce and of course makes them indispensable as a strategy in online marketing.
It becomes even more interesting with so-called remarketing campaigns. Here it is no longer new users who are addressed, but users who have already dealt with your brand, your products or your services.
Remarketing Campaigns – The absolute highlight of a remarketing campaign is that it is no longer new people who are addressed, but people who have already interacted with your brand, product or services.
In short, this could be a user who has shown an interest in a particular property, for example. Although this person has not clicked on the contact page, and accordingly has not made contact, he or she has taken an interest in the property. Several of these persons can now be consulted in depth. Persons who have an average stay of more than 60 seconds and who have spent more time on the property could accordingly be potential buyers. Through remarketing, these people are now targeted again, e.g. through an advertisement within their own social media world on Facebook, Instagram, YouTube or platforms such as LinkedIn.
The possibilities from Google Ads to Social Media Ads are so extremely diverse and of course multi-faceted in the different methods and strategies that it is definitely recommended to hire an experienced and renowned agency.
We advise you and show you how to best market your e-commerce in digital media. Contact us now, we look forward to your call or e-mail.
The tasks and services of an e-commerce agency are broadly based, but basically always form a large, central goal: building up organic and paid reach through systematic action for more profit. With the right methods in the current online marketing mix, great success can be achieved and, above all, scalability can be driven forward. The more visibility, the more reach, the more attention for your brand, but also for your products and of course new product launches.
Consulting, workshops and management
Strategic consulting, conceptual support, graphic design but also workshops for employees, teams and operative management of Marketing & Communities, all this is part of our tasks in e-commerce marketing. Through our experience and expertise as an e-commerce agency, we offer you first-class consulting and modern strategies for the expansion of your e-commerce structures.
Contact and contact person
Questions about consulting, workshop, strategy development? And get in touch with our contact persons now!
- E-commerce experts: Contact