Definition: Ecommerce marketing is the process of driving sales by raising awareness about an online store's brand and product offerings. Digital marketing for ecommerce applies traditional marketing principles to a multichannel, data-driven environment.
Ecommerce marketing can be divided into two general actions: driving website traffic and optimizing the user experience for conversion. Both are critical components to growing an online business — failure in one is all but sure to undermine any success in the other. Seasoned marketers can thrive in a digital landscape, starting with a solid foundation of common terms.
All industries evolve, but online marketing tends to mature at warp speed. Search engines and advertising platforms are constantly changing their requirements, rules, and algorithms that determine results. As such, it's very important to stay abreast of major changes. Some extremely successful SEO tactics, for example, can become liabilities overnight. As Google and other search engines refine their algorithms to deliver the highest-quality results, it's critical to monitor these developments and make sure your store is compliant.
Conversely, algorithm updates can also offer opportunities. Hummingbird increased the importance of semantic search, allowing SEOs to rely less on exact-match keywords. Less stringent keyword requirements leads to more creativity, and high-ranking product results today are not as reliant on inclusion of precise product keywords. Other updates have favored websites with quality informational content, increasing the importance — and opportunity — of utilizing blogs, buying guides, and other forms of content.