Digital Marketing- the New "Salesperson" of E-Commerce

Digital Marketing- the New “Salesperson” of E-Commerce

Even the most innovative, life-changing product on the market will not make any sales if no one is aware it exists. That is because marketing and sales are intertwined. Both processes work hand in hand to help secure your business and enable your company to grow. Various tactics can be used to increase awareness for a product or brand among target consumers.

During the traditional days of retail, marketing was utilized to generate leads for products and services that would then be “closed” by a salesperson. A Heinz Marketing article contends that “Great marketing makes the sales job more efficient, more predictable. Great sales programs capitalize and convert on great marketing.”

In the world of e-commerce, there is no sales department in which to “close” a deal. Instead emphasis is on social media platforms and other digital mediums to create conversions. Essentially, this puts all the pressure in your digital marketing’s hands. That being said, here are a few tactics that will increase brand awareness and get your product in front of a broader audience.

Content is King
Product photography is not something to be taken lightly. Humans are visual people and professional; quality photos WILL produce conversions. Also, a article lists retailers’ failure to use good product photography as one of the five e-commerce design mistakes that are hampering success online.

Start Pinning
This is the time where those excellent product shots come into play. Pinterest is a visual playground that lures shoppers via an interactive platform. Create an account and start by creating boards with different product categories or even boards that your target consumer would be interested in such as travel, home, entertainment, and more.

Facebook Ads
Running ads through Facebook is another way in which to reach your target audience. You put in parameters such as age, location, and other preferences and Facebook will do the rest. This is a “You’ve got to spend money to make money” scenario. Also, Facebook live has proven to have significant organic reach. So, pairing the two is a winning combination.

Do it for the ‘Gram
Social media, notably Instagram acts as the resume for your business. Instagram is not only an opportunity to create a visual that showcases your brand identity, but it also verifies the company is legitimate. Through comments and likes, potential and current customers can interact with your brand which gives them greater access and more personal experience.

Without a salesperson to sway a consumer to make a purchase, your digital marketing must be persuasive enough to make that conversion. A strong social presence and market research to find your target audience will ensure your product gets into the right hands every time.

Author:  Christine Duff

Christine wants to live in a world filled with cutting edge fashion, beautiful words and and an endless supply of leather jackets and boots. A product development grad of FIDM, she was the Editor-in-Chief of MODE Magazine where she reignited her love of storytelling. She has diverse experience within the industry with trend research, art direction and styling editorial spreads. She gained her most notable experience working in Los Angeles at the satellite operation for GQ and Vogue Thailand. Christine is passionate about social science and the role it plays in the consumer goods industry and apparel in particular.

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