Electronic commerce (EC), an abbreviation of electronic commerce, is the purchase and sale of goods and services, or the transmission of funds or data, through an electronic network, mainly the Internet.
History of e-commerce
The beginnings of electronic commerce go back to the 1960s, when companies started using Electronic Data Interchange (EDI) to share commercial documents with other companies.
In 1979, the American National Standards Institute developed ASC X12 as a universal standard for companies to share documents over electronic networks. The history of electronic commerce is closely related to the history of the Internet.
Online purchases were only made possible when the Internet was opened to the public in 1991. Amazon was one of the first e-commerce sites in the US. UU In starting to sell products online and thousands of companies have followed
HOW DIGITAL MARKETING IS HELPING E-COMMERCE TO GROW
Nowadays, digital marketing has penetrated all fields. The main reason behind this phenomenon is that business processes are evolving very quickly and there is a lot of experimentation and changes made in the industry.
E-commerce is a business where buying and selling depends completely on the internet. Therefore, digital marketing enters the scene, since it is the only means to help the growth of the e-commerce business.
Aims of e-commerce and how digital marketing can help:-
When managing an e-commerce business, the ultimate goal will be to get people to buy the products or services that you sell. This process can be divided into four key areas:
- Attract people to your site
- Involve people in their offers
- Turn your visitors into customers.
- Retain your audience and keep them interested in your business
1. Search Engine Optimization (SEO)
For your E-commerce website, SEO is like a blessing in disguise. It is the practice of increasing the amount and quality of traffic to your website through the results of the organic search engine.
Take an example from the case study of Zagg, which is a mobile accessory retailer. They produce large amounts of content and publish aggressively up to 35 times per week, which helps customers find them online easily.
2. Search Engine Marketing (SEM
Search engine marketing (SEM) focuses on improving the visibility of the website to increase the ranking of organic search engines. It is a perfect channel that provides short-term results very quickly.
Search engine marketing (SEM) uses paid advertising campaigns based on keywords to reach users who are actively searching for your website.
AdWords, is the paid search channel in which e-commerce companies should definitely focus.
3. Email Marketing
Email marketing is not dead yet, it is still the most effective digital marketing channel for retailers that offer a real return on investment. Emails plays an important role in providing a better customer shopping experiences. Once you order or pay for your product on the e-commerce website, you immediately receive the confirmation email and also a digital invoice.
The Amazon process worked by having a strategic email campaign that began with the sending of the welcome email with an attractive subject, a link, the history of the brand, any special offer and invitations to social networks were also sent. They even sent the invited people to browse the store. Amazon began sending product suggestions based on previous purchases and browsing history.
After the purchase of the product, they began sending thank-you emails. It was the customer database that helped Amazon improve the personalization of the message and make it so effective. They designed a specific plan for each client to ensure that they get the best return on investment.
4. Social Media Marketing (SMM)
Social networks have taken over the world, almost no one is not active in social networks. Post regularly on Instagram or Facebook has become a daily habit. It has become easier for brands to reach customers through social networks. Case studies of Zappos, which is an online shoe store. Zappos succeeds in social networks, not because of some special campaigns, but because of what they did, they projected their unique service and Culture to the world.
The first element of your approach is your service, which they are;
- They have a Twitter account dedicated to service.
- To discover service opportunities.
- Start answer
- Increase the praise
- Strengthen the reputation of service
Coming to your second element of focus, which is your culture,
- There are 400 employees in the company and they all have Twitter accounts.
- Those who hire are cooperative with this culture of service.
- Most of their social media initiatives refer to exposing people in Zappos, who through their actions strengthen the company’s competitive advantage. What makes the company real
The CEO of the company also communicates about his passion for social networks. The main strategy of Zappos is to make people more eager to know their service and culture in social networks.