E-commerce marketing focuses on attracting visitors to the website/app, converting them into buyers, and retaining them for repeat purchases. It uses a mix of organic channels (SEO, social content) and paid channels (search ads, social ads, influencers, retargeting).
In exams, questions commonly ask:
You should be able to:
Awareness -> Consideration -> Visit/Product View -> Add to Cart -> Purchase -> Repeat/Loyalty
Marketing tools are chosen based on where the customer is in this funnel (concept).
SEO means improving website content and structure so that pages rank higher in search results without paying per click (concept).
Key SEO activities (exam points):
Benefits:
SEM (commonly used for paid search) means running ads on search engines to get immediate traffic (concept).
Core points:
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Difference (concept):
Any three points are sufficient.
Activities and benefits (concept):
Write any three rows.
Ecommerce is a method of buying and selling goods and services online. The definition of ecommerce business can also include tactics like affiliate marketing. You can use ecommerce channels such as your own website, an established selling website like Amazon, or social media to drive online sales.
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E-commerce marketing focuses on attracting visitors to the website/app, converting them into buyers, and retaining them for repeat purchases. It uses a mix of organic channels (SEO, social content) and paid channels (search ads, social ads, influencers, retargeting).
In exams, questions commonly ask:
You should be able to:
Awareness -> Consideration -> Visit/Product View -> Add to Cart -> Purchase -> Repeat/Loyalty
Marketing tools are chosen based on where the customer is in this funnel (concept).
SEO means improving website content and structure so that pages rank higher in search results without paying per click (concept).
Key SEO activities (exam points):
Benefits:
SEM (commonly used for paid search) means running ads on search engines to get immediate traffic (concept).
Core points:
SEO vs SEM (quick):
Social media helps in discovery and trust (concept):
Best practices:
Email/SMS/WhatsApp are strong retention channels (concept):
Key points:
Influencer marketing uses creators to reach targeted audiences and build trust (concept).
Process (simple):
Retargeting shows ads to users who visited but did not purchase (concept).
Why it works:
Typical segments:
CAC = total marketing + sales cost to acquire customers / number of new customers acquired (concept).
LTV is the total expected profit or contribution from a customer over their relationship period (concept).
ROAS = revenue from ads / ad spend (overview).
Conversion rate = orders / visits (concept).
Rule-of-thumb (exam language): business should aim for LTV > CAC. If CAC > LTV, growth becomes unsustainable (concept).
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Conclusion: Improving retention, repeat purchases, AOV and margins increases LTV; improving targeting and conversion reduces CAC (concept).