e-commerce 5

Internet marketing strategies

In today’s digital era, the growth and success of e-commerce businesses are highly  dependent on the effective use of ____________.

expand market reach

One of the most significant contributions of internet marketing strategies is their ability to  ___________.

Internet marketing strategies

________ are also crucial for strengthening customer relationships. Channels such as email marketing and social media interactions allow e-commerce  businesses to engage directly with customers, address their needs, and offer personalized  deals.

Cost-effectiveness

______ is another reason internet marketing strategies are relevant to e commerce success. Compared to traditional advertising methods like television or print,  online marketing allows businesses to set flexible budgets and track real-time  performance.

SEO (Search Engine Optimization)

______in e-commerce it is a set of practices and strategies  you apply for optimizing an online store’s website and product pages so that they rank  higher in search engine results pages (SERPs) like Google, Bing, or Yahoo can easily  crawl, index, and rank your site.

1. Keyword Research 

2. On-Page Optimization

3. Technical SEO 

4. Content Marketing

5. Link Building 

6. User Experience (UX). 

7. Local SEO (if applicable)

SEO works by aligning your online store with the way search engines crawl, index, and  rank websites. It involves several strategies and techniques: 

 Keyword Research 

Identify the words and phrases customers use when  searching for products. Example: Instead of “shoes,” customers might search for  “affordable running shoes for women.”

On-Page Optimization 

Optimize product titles, descriptions, headings, and  images with relevant keywords. Adding meta titles and meta descriptions to  improve click-through rates. Example: A product page for "wireless headphones"  should use that keyword in the title, description, and alt tags.

Technical SEO 

Ensuring the website loads quickly, is mobile-friendly, and has  secure HTTPS. Fixing broken links and submitting sitemaps to search engines.

Content Marketing 

Create valuable blog posts, guides, or videos that answer  customer questions. Example: A fashion e-commerce site might write a blog on  “Top 10 Outfit Ideas for Summer 2025.” 

Link Building

Get backlinks from reputable websites to increase domain  authority. Example: Partnering with influencers or blogs to feature your products.

User Experience (UX) -

Search engines reward websites that offer smooth navigation and easy checkout. Example: Having filters, categories, and a fast  checkout process improves both rankings and conversions.

Local SEO (if applicable)

For stores with physical locations, optimizing for local  searches like “clothing store near me.”

Pay-Per-Click (PPC)

is an internet advertising model where businesses pay a fee each  time a user clicks on their online ad. Instead of trying to earn visitors organically (like in  SEO), PPC buys traffic through paid ads placed on search engines (Google, Bing), social  media (Facebook, Instagram), or e-commerce platforms (Amazon Ads, Shopee Ads,  Lazada Sponsored Ads).

PPC

For e-commerce businesses, __ is especially powerful because ads can directly  promote products to people already searching for or interested in buying them. 

Ad Platform Selection 

• Businesses choose where to run ads (Google Ads, Bing Ads, Facebook  Ads, Instagram Ads, TikTok Ads, Amazon Ads). 

• Example: A clothing store may use Google Shopping Ads to show product  listings when people search “summer dresses for women.” 

Keyword Bidding 

In search engine PPC (like Google Ads), advertisers bid on keywords relevant  to their products. 

Example: If you sell sneakers, you might bid on keywords like “buy running  shoes online”.

 Ad Creation 

• Create targeted ads with: 

- Product images 

- Title and description 

- Price, discounts, and call-to-action (e.g., “Shop Now”).

Click & Payment 

• If a user clicks the ad, the advertiser pays a small fee (cost per click)

Conversion

 

• If the user buys, subscribes, or performs another desired action, the  campaign achieves ROI (return on investment).

Monitoring & Optimization 

• Businesses track clicks, conversions, and cost. 

• Adjust targeting, keywords, and budgets to improve performance.

Email (Electronic Mail) marketing

is an internet marketing strategy where businesses send  promotional or personalized emails directly to customers’ inboxes. For e-commerce, it’s  one of the most effective ways to build customer relationships, promote products, and  increase sales.

 Building an Email List 

o Collect customer emails through: 

▪ Website sign-ups (pop-ups, newsletters, discount codes). 

▪ Checkout process (ask for emails during purchase). 

▪ Social media campaigns or contests.

Segmentation of Customers 

o Divide subscribers based on behavior, interests, or purchase history. 

Website sign-ups

Checkout process

Social media

(pop-ups, newsletters, discount codes). 

(ask for emails during purchase). 

campaigns or contests.

New subscribers

Repeat customers

Inactive customers

▪ → welcome emails. 

▪ → loyalty rewards. 

▪→ re-engagement campaigns.

Creating Personalized Campaigns 

o Types of e-commerce emails include: 

▪ Welcome Emails – greet new subscribers with offers. 

▪ Product Recommendations – suggest items based on past  purchases. 

▪ Abandoned Cart Emails – remind customers of items left in their  cart. 

▪ Seasonal Promotions – holiday sales, flash deals, discounts.

Welcome Emails

greet new subscribers with offers. 

Product Recommendations

▪ suggest items based on past  purchases. 

Abandoned Cart Emails

▪ remind customers of items left in their  cart. 

Seasonal Promotions 

▪holiday sales, flash deals, discounts.

▪ Welcome Emails

▪ Product Recommendations

▪ Abandoned Cart Emails

▪ Seasonal Promotions
▪ Loyalty/Rewards Emails

Types of e-commerce emails include: 

Loyalty/Rewards Emails

▪encourage repeat purchases. 

Design & Content 

o Use attractive visuals, product images, and clear CTAs (Call-to-Action). 

o Example: “Shop Now,” “Claim Your 20% Off,” or “View New Arrivals.”

Sending & Automation 

o Use tools like Mailchimp, Klaviyo, HubSpot, or Shopify Email. 

o Automate campaigns so emails are triggered by customer actions (e.g.,  cart abandonment, birthday, or new purchase).

Tracking & Analytics 

o Measure performance using metrics like: 

▪ Open Rate (how many people opened the email). 

▪ Click-Through Rate (CTR). 

▪ Conversion Rate (sales generated). 

▪ Unsubscribe Rate. 

o Use this data to refine campaigns for better results.

Open Rate (how many people opened the email). 

▪ Click-Through Rate (CTR). 

▪ Conversion Rate (sales generated). 

▪ Unsubscribe Rate.

o Measure performance using metrics like: 

Affiliate marketing

is a performance-based online marketing strategy where a business  rewards individuals or partners (called affiliates) for promoting its products or services.  Affiliates earn a commission every time they bring in a sale, lead, or click through their  marketing efforts. 

commission

Affiliates earn a ______ every time they bring in a sale, lead, or click through their  marketing efforts. 

Merchant (Seller/Brand) 

• The e-commerce business that owns the product (e.g., Amazon, Shopee,  or a small online shop).

Affiliate (Publisher/Marketer) 

• The person or company promoting the product through blogs, social media,  websites, or YouTube.

Affiliate Network/Program 

• The system that tracks sales, clicks, and commissions. 

• Example: Amazon Associates, ShareASale, Rakuten, Lazada Affiliate  Program.

Customer 

• The person who clicks the affiliate link and makes a purchase.