The process of selling goods or services over the internet is called ecommerce. Successful ecommerce marketing is all about acquiring and converting visitors into paying customers. Marketing professionals with specific skills in ecommerce are responsible for managing the marketing mix (product, price, promotion, and place) that work together to generate leads and convert online shoppers into buyers. Ecommerce marketing is a really exciting area. It’s constantly evolving, and new strategies are always being developed to attract more customers and generate more revenue. Driving more revenue is always done with attribution.
Marketing to consumers through digital content, search engines, social media, or email gives you the opportunity to lift or lower your brand’s image. This means that you need to be selective in choosing the platform that will give you the most powerful message. There are many digital touchpoints in today’s consumer journey. As a brand, you need to understand each of your most important online touchpoints and how they can help you reach your business goals. By defining these touchpoints and creating a strategy for each one—including who will do what, when it will be done, and with what supporting assets—you gain greater control over your marketing investments. Without this plan in place, you’re likely to spread your efforts too thin across too many touchpoints and end up getting an inferior return on your investment.
Digital touchpoints are important in today’s business world since research shows that many consumers begin the process of purchasing a product or service while online, rather than through traditional advertising. For example, your company may advertise on Facebook, but your customers may also interact with you across multiple platforms every day. If every step in the customer journey is managed well, this will help to increase brand loyalty and generate sales growth. A customer touchpoint is an opportunity for your business to interact with your customers or potential customers. In marketing, they call this multi-touch attribution. This may be directly through telemarketing, email, mail order catalogues, point of sale promotions or advertising, or indirectly via consumer research or media coverage.