BIT 02205/BAC 2105/BSD 2105

ELECTRONIC COMMERCE
Content
Interactive options
Building business skills
Designing and running EC websites
Marketing
Interactive options in Electronic Commerce
closely linked to a better user experience. online stores take
this step to encourage users to spend more time on their
pages. Logically, the more time a user or customer spends on
your website, the better.
It invites the visitor to come in and explore it to the
fullest. If you have your articles or services
published, that is even better.
Example:
Create interactive content that wows your audience!

Ion is a code-free platform that allows marketers to increase results by creating quizzes,
calculators, assessments, interactive infographics, ebooks, landing pages and other interactive
formats in a few hours.

Engage your audience and create stunning content with Ion.

Cont.

• Building an interactive eCommerce is a necessary step to

adapt to modernity and compete in a market marked by
constant innovation.
• it is a profitable and cost-effective modernization route that
is affordable, even for small and medium-sized businesses,
since you can produce much of the content yourself with the
help of specialized software and tools.
• we should definitely migrate to interactivity before
employing more costly innovation practices such as drone
deliveries — something that companies like the giant
Amazon are already doing.
 Advantages of interactive EC

• Generates qualified business opportunities - For example,

detailing everything about your products through interactive
elements will allow visitors to add items that really appeal to
them to the cart, thus reducing that annoying rate of
incomplete purchase processes.
• collects information of interest
• Increases the average time spent on your website
• Builds your audience
Strategies to Create an Interactive eCommerce

• Create infographics to show the details of your products

or services
• Show your competitive advantages using calculators
• Create stylish educational and conversion landing pages
• Promote interactive ebooks to educate and strategically
manage the user
• Use virtual simulators for the user to test the product
• Use surveys to understand customer or user maturity
• Create interactive videos to captivate and collect data
Examples of Interactivity in eCommerce
• Nike - In 2015, launched a collection of sports tops called Nike Pro Bra, with
the tagline “perfect fit.” To ensure user satisfaction, the brand incorporated the
360 Fit System interactive simulator on its website, which allowed users to
virtually measure their tops and thus find the ideal size. In addition, it
included video tutorials that explained how to use the modern simulator since
it was a very new tool on the market at that time.
• IKEA - a multinational company that produces and sells furniture, mattresses,
and various household items. Used interactive elements among its added
values are interactive videos with images of its products in real-life situations,
including links to the purchase pages.
• Geox - an Italian brand of resistant and highly comfortable shoes, offers
interactive audiovisual content in which the user can change the weather and
place to see how their shoes adapt to different environments and situations.
This presents itself as an interactive and user-friendly eCommerce that
conveys trust to users.
• New Chapter - a vitamin and natural supplement brand from the P&G group,
uses interactive questionnaires on its website to identify users’ main questions
about its products and then answers them.In addition, it offers packages of
educational materials and many other elements that add value to the user
EC skills to build online business
1.Copywriting
2.Design
3.Social media marketing
4.Understanding and creating a sales funnel
5.Relationship building
6.Critical thinking
7.Resilience
8.Ability to work under pressure
9.“Customer first” mindset
10.Time management
11.Editing and visual skills
12.Ability to understand metrics
13.Technical knowledge
14.Search engine optimization (SEO)
15.Ability to read trends and cycles
16.Understanding buying behavior
17.Negotiation
 IT skills are required for e-commerce

of computer networks
• Software development
• UX design
• Search engine optimization
• Digital marketing
• Data cleaning
• Data analytics
• Artificial intelligence
How To Build An eCommerce Website

• Step 1. Choose Your Content Management System (CMS)

• Step 2. Create an Account (Or Get Web Hosting)
• Step 3. Select an E-commerce Theme or Template
• Step 4. Customize Your Site and Build Out Web Pages
• Step 5. Create Product Listings
• Step 6. Set Up a Payment Gateway, Inventory and Tax Tools
• Step 7. Test and Launch Your E-Commerce Site
E-Marketing
Cont.
Cont.
 an advertising discipline that includes all marketing
activities conducted by a business online using an electronic
device or the internet.
 Other names for this type of marketing include internet
marketing, online marketing, digital marketing or web
marketing
 Due to the increase in online users, businesses increasingly
rely on e-marketing (electronic marketing) to support their
marketing efforts.
 It’s a useful way for marketers to boost their online
presence and engage with their target audience.
What is E-Marketing

• E-marketing is the marketing of goods and services

through the internet.
• It makes it easy for businesses to reach a wide range
of potential customers due to the large number of
people using the internet today
Why E-Marketing
•Allows you to find and target potential customers online
•Lets you more efficiently communicate with your audience
•Personalize your marketing strategy based on customers’
interests
•Increase your brand’s visibility
•Get quality leads actually interested in your product

•Various technologies are used in e-marketing, allowing

shoppers to read ads, use/receive coupons, view pictures of
products, compare prices, and make purchases with a few
clicks of a mouse. Which saves time and money.
Features of E-Marketing

• E-marketing is Cheaper than Traditional Marketing

• Tangible ROI
• 24/7/365 Approach
• Eliminate Follow-up Failure
Types of E-Marketing
•Search engine optimization (SEO) - helps you achieve organic
(non-paid) traffic from search engines like Google.
•Pay-per-click (PPC) - digital method where an advertiser pays
a publisher every time the ad is clicked.
•Social media marketing - posting on Facebook, Instagram,
LinkedIn, Twitter, Reddit, etc.
•Content marketing - blog posts, white papers, e-books,
podcasts, articles, and case studies.
•Email marketing
•Mobile marketing
•Affiliate marketing - marketing agreement btw a web retailer
and an external website(retailer pays commission-visitors/ref.
•Influencer marketing - partnership between a brand and an
influencer
Cont
The Advantages of E-Marketing
1. It’s More Advanced than Traditional Marketing
2. You Can Stick to a Low Budget
3. It Provides a Customized Advertising Approach
4. It Lets You Build Relationships with Customers
5. Instant Response. The response rate of internet marketing is instantaneous; for
instance, you upload something and it goes viral. Then it’d reach millions of
people overnight
6. Greater Data Collection. In this way, you have a great ability to collect a wide
range of data about your customers. This customer data can be used later.
7. Interactive. One of the important aspects of digital marketing is that it’s very
interactive. People can leave their comments, and you’ll get feedback from your
target market.
8. Greater Exposure of your Product. Going viral with one post can deliver
greater exposure to your product or service
9. Accessibility
10. Way to Personalized Marketing
11. Less risky
12. Cost-effective.
Disadvantages of E-Marketing

1. Technology Dependent.
2. Worldwide Competition.
3. Privacy & Security Issues.
4. Higher Transparency & Price Competition.
5. Maintenance Cost. With the fast-changing technological
environment, you have to be consistently evolved with the
pace of technology and the maintenance cost is very high
Online marketing domains
1) Business-to-Consumer (B-to-C or B2C)
2) Business-to-Business (B-to-B or B2B)
3) Buyer to customer (C-to-C or C2C)
4) Consumer-to-Business (C-to-B or C2B)

Explore ach of these domains in detail.

What is SEM – Search Engine Marketing?

• It is the process of combining SEO and PPC strategies to create a

holistic internet marketing strategy that drives traffic and visibility
through search engines based on a user’s search query.
• Also defined as digital advertising strategies where you pay to have
your website featured on the search engine result pages (SERPs).
• SEO and PPC are both forms of marketing on search engines. Organic
search marketing and paid search marketing are different channels,
but the goals and platforms are ultimately the same
Why is SEM, search engine marketing, important?

 it is a data-driven approach to targeting your audience

across all online channels and touch points.
 is an effort on any search engine. This means you should
care about “other” search engines, from YouTube to TikTok
to Amazon to Apple to Yelp.
 If it’s a platform that lets users search, and there’s
advertising on it – that’s SEM.
 When marketers combine SEO and PPC, it creates an all-
inclusive integrated approach to internet marketing that
drives results.
Types of SEM
• organic,
• paid,
• local,
• voice,
• image,
• shop, and
• social search

• When SEM originated in the early 2000s, SEM = PPC + SEO.

Today, SEO and PPC have matured and grown into subsets of strategies.
• And there are eight types of PPC ads – paid search, display,
remarketing, video, social, shopping, Gmail, and Amazon advertising.
Email marketing
 is a powerful marketing channel, a form of direct marketing as well
as digital marketing, that uses email to promote your business's
products or services.
 It can help make your customers aware of your latest items or offers
by integrating it into your marketing automation efforts
 Email is one of the oldest forms of digital communication—but it’s
also one of the most effective digital marketing strategies out there.
 with a user base of over 4.5 billion people, email is the king of
marketing channels.
 still ranked as the most effective marketing channel, beating out
social media, SEO, and affiliate marketing
 Email marketing is a marketing strategy where businesses send
promotional messages to people in mass quantities. It is typically
used to generate sales by sharing promotional offers, nurturing leads,
or expanding the impact of content marketing efforts.
 Next slide shows data from research.
Chart
The Fundamentals of Email Marketing
1.Stay Human
2.Use Engaging Titles, But Don’t Bait And
Switch
3.Keep Messages Short
4.Include CTAs at the Top and Bottom
5.Ask Permission and Deliver On Your
Promises
Essential elements for an effective email

marketing
• An email list is a database of subscribers that have agreed to let you send them
emails.
To build successful email campaigns, you need an active, engaged email list.
• An email service provider (ESP), also known as an email marketing platform, is
software that helps manage your email list. It also helps design and execute
automated email campaigns. Using an ESP also allows you to create automatic
triggers when your audience completes specific actions, such as sending a cart
reminder if a user adds an item to their cart and doesn’t checkout. These triggers
enable you to personalize interactions, which improves engagement and open
rates.
• Clearly Defined Goals - Email can help you achieve a variety of business goals,
including: drive sales, boost brand awareness , generate and nurture leads, keep
customers engaged, and increase customer loyalty and lifetime value
Advantages of Email Marketing

1. Email Is Permission-based
2. Provides Direct Access to Your Audience
3. Email Provides More Control
4. More Personalization Capabilities
5. Easy to Measure Success
6. Scalable
Disadvantages of Email Marketing

1. Tough Competition
2. You Need an Email List
3. Many Rules and Regulations to Navigate
4. Delivery and Deliverability Issues
Examples to Inspire Your Next Campaign

Teaonic
Teaonic is an e-commerce brand specializing in organic, healthy teas.
What does this email get right?
•Great Subject Line: The subject line focuses on the target audience’s main pain point,
i.e., improving their health.
•Leverages Color Psychology: The bright, warm colors trigger feelings of health and
happiness.
•Well-Timed: The email targets people who have purchased the product and is sent
when the customer’s supply is about to run out.
Bluehost
Well-known for its hosting services, Bluehost decided to try its hand at creating a
website builder.
•Focuses on Benefits, Not Features: Selling the benefits makes the copy more
compelling.
•Clean Design: The simple design makes the email aesthetically pleasing and easy to
read.
•Excellent Targeting: Bluehost knows its audience is mainly small business owners
without technical expertise. The email uses language targeting this demographic.
Bus Topology
Email Marketing Tool

1. Email Service Providers (ESP)

2. Email Deliverability Tools
3. Email Testing and Tracking Tool
4. Email Personalization Tools
Overseas Marketing
‘traditional’ overseas marketing techniques are costly and time-consuming.
imagine, attending international tradeshows can incur costs running into the
thousands, while preparing for an overseas exhibition is an event in itself.
International marketing is the process of marketing your products or services to an
audience beyond your own country’s borders. Also known as global marketing, it
requires a lot more research and planning than domestic marketing.
Cont.
internet is your best weapon for developing a continuous overseas
marketing strategy cost-effectively.

The internet can quickly connect your business with the rest of the
world
Ways to make an entrance into international market

1. International website for English speaking countries –

For Australia, Canada, New Zealand the USA or other English
speaking territories
2. International website for non-English speaking nations -
If there’s a particular foreign market that’s a ‘good fit’ for
your products and services, then build a website that
specifically targets that territory.
3. Partner with an online international lead generation
company - gives you ready-made access to export
markets.
4. Target territories with a low barrier to entry

5. Consider the cost and resources involved with expansion

6. Make your market research count
Overseas Marketing Strategy

 Tradeshows
 Partnerships
 Pricing
 Online Presence
 Joint ventures
 Piggybacking
 Licensing
 Franchising
 Exporting
International Marketing Ideas
 Support
 Products
 Localize
 Distributors
 Internet
 Communications
Offline Marketing
Cont.
• Offline marketing is any type of marketing that is
not done through the internet. It may involve
different mediums and formats including billboards,
print ads, TV and radio commercials.
• also known as traditional marketing
• For example, TV commercials reach a broad
audience and can be very engaging when done
correctly. On the flip side, these commercials can be
costly to produce and air
The Advantages of Offline Marketing

• Great for targeting offline audiences.

• Creates an authentic experience.
• Supports your omnichannel marketing efforts.
Offline Marketing Ideas/strategies

• Out-of-home advertising.
• Print ads.
• Hand-outs.
• Events.
• TV and radio ads.
• TV and radio programming.
• Business Cards
• Create pamphlets and flyers
• Publish a book
• Rebrand
• Offer coupons
• Send out seasonal cards and gifts
• Cross-promotion
• Community engagement
• Send out press releases
• Network your way to success
Ecommerce website analysis
the process of analyzing and testing an ecommerce site’s
performance with the goal of improving the experience for
visitors and customers and ultimately increasing revenue.
•Bounces and bounce rates.
•Exits and exit rates.
•Average order value (AOV)
•Checkout or sales funnel flow.
•Goal conversion rate micro-conversions.
•Click-through rates (CTR)
•Pages per visit
•Customer lifetime value (CLV)
•Returning visitors
Benefits of ecommerce analytics
 Understand marketing data
 Uncover trends
 Use customer data
 Optimize pricing
Customer acquisition metrics
1. Search engine optimization (SEO) - Search volume, Average
ranking position, Bounce rate, Conversion rate, Revenue.
2. Search engine marketing (SEM) - Search volume, Cost per click
(CPC), Average ranking position, Click-through rate (CTR),
Bounce rate, Conversion rate, Customer acquisition cost
(CAC).
3. Facebook and Instagram ads – Impressions, CTR, Cost per click
(CPC), Bounce rate, Conversion rate, CAC.
4. Email marketing - Number of email subscribers, Sales from
email, Conversion rate from visitors to email subscribers,
Conversion rate from subscribers to sales, Open rate, Click-
through rate, Click-through rate.
Tips for ecommerce analytics success
•Set your objectives beforehand
•Establish benchmarks
•Optimize your campaigns
•Incorporate data into your company’s routine
Common challenges around ecommerce analytics

 Data inconsistency.
 Data privacy
 Data quality
 Cherry-picking data.
E‑commerce personalization
• it is the practice of creating personal interactions and
experiences for customers online. Personalization can be
based on a customer’s previous purchases, browsing
behavior, geographic location, language and other personal
information.
• increasingly important to online retailers, particularly B2B
retailers. B2C e-commerce websites are leaps and bounds
ahead of their B2B counterparts when it comes to e-
commerce personalization and customer experience.
• creates loyal customers and boosts sales
Optimization strategy in EC Personalization

1. Know your users: This is at the very heart of e-commerce

personalization. The more you know about your users, the better
equipped you are to personalize content for them.
2. Segment your audience: Organize your audience into smaller
segments. This way, you can group customers with similar needs
together and provide them with the experiences they’re looking for.
3. Provide product recommendations: Improve your e-commerce
personalization strategy by displaying recommended or similar
products to the one your customers are looking for. By doing so,
you’re providing your customers with easy-to-access information,
improving their overall e-commerce customer experience.
CRM in Ecommerce

• CRM systems allow companies to analyze their past,

current, and future customers on a variety of levels. CRM
is essential for any business, including e-commerce sites,
because it allows them to grow and succeed.
• it allows companies to analyze their past, current, and
future customers on a variety of levels. CRM is essential
for any business, including e-commerce sites, because it
allows them to grow and succeed.
advantages an Ecommerce CRM

• Helps you discover and attract new buyers

• Gives you relevant information on the current
customers and help you develop loyalty programs
• You are able to understand your customer’s buying
particularities better
• You will have lower customer management costs
Why CRM is essential in EC

• 1. Customer History
• 2. Efficient Team Management
• 3. Personalize your Marketing Strategy
• 4. Business Expansion
Customer satisfaction (CSAT)

• is a measure of how well a company's products, services, and

overall customer experience meet customer expectations. It
reflects your business' health by showing how well your
products or services resonate with buyers.
A few other notable findings:
• Merely 18 percent of buyers are extremely satisfied with the
number of communication channels businesses offer them.
• Less than 20 percent say resolution speeds are extremely
strong.
• Only 21 percent report it’s easy to interact with businesses.
The importance of customer satisfaction

• It drives customer loyalty

• It helps reflect team performance
• It encourages repeat purchases
• It increases customer lifetime value
• It boosts customer acquisition
Key Metrics in CSAT.

• Quantitative customer satisfaction metrics

• CSAT surveys
• Net Promoter Score® (NPS) surveys
• Customer service data
How to improve customer satisfaction

• Become obsessed with customer feedback

• Meet customers where they are
• Deliver fast responses
• Make customer satisfaction a company-wide focus
• Invest in agent training
• Enable customers to help themselves
• Lead with empathy
• Personalize the customer experience
• Provide proactive support
• Implement conversational customer service capabilities
• Build a customer community