Digital Marketing

1. Lecture # 9
Marketing In the Digital Age
(E-Commerce)
PREPARED BY: MOAZZAM KAMRAN

2. WHAT IS E-COMMERCE?
Ecommerce, or electronic commerce, refers to transactions conducted via the internet.
Every time individuals and companies are buying or selling products and services online
they’re engaging in ecommerce. The term ecommerce also encompasses other activities
including online auctions, internet banking, payment gateways, and online ticketing.

3. History & Evolution
of
E-Commerce

4. EVOLUTION OF DIGITAL MARKETING
1969 The first major ecommerce company, CompuServe, is founded.
1979 Michael Aldrich invents electronic shopping.
1982 Boston Computer Exchange launches as one of the first ecommerce platforms.
1992 Book Stacks Unlimited launches as one of the first online marketplaces for books.
1994 Netscape launches Netscape Navigator, an early web browser, making it easier for users to browse online.
1995 Amazon and eBay launch.
1998 PayPal launches as an online payment system.
1999 Alibaba.com launches.
2000 Google launches AdWords as an online search advertising tool.
2005 Amazon launches Amazon Prime with expedited, flat-fee shipping for members.
2005 Esty, an online marketplace for handmade and vintage goods launches.
2009 BigCommerce launches as an online storefront platform.
2009 Square, Inc. is founded.
2011 Google Wallet launches as an online payment system.
2011 Facebook launches sponsored stories as a form of early advertising.
2011 Stripe launches.
2014 Apple Pay launches as a form of mobile payment.
2014 Jet.com launches.
2017 Instagram shoppable posts are introduced.
2017 Cyber Monday sales exceed $6.5B.

5. E-Commerce
Industry Today

6. Impact of COVID-19on
E-COMMERCE

8. FACTS ABOUT E-COMMERCE IN
PAKISTAN

9. E-Commerce
Industry Today

11. CLASSIFICATION OF E-COM BUSINESSES
Stores That
Sell
Physical
Goods
Digital
Products
Service
Based E-
tailers

12. Types Of Businesses
Slack, and Xero,
are examples of
B2B companies.
Freelancer.com, is an
example of a company
that brings two parties
to engage in C2B
transactions.
eBay and Craigslist
are examples of
where individuals
buy and sell
products to each
other.
Government
procurement,
data centres, and
e-learning are all
examples of G2B
ecommerce.
Nike, Macy’s, IKEA,
and Netflix are all
examples of
companies that
engage in B2C
ecommerce.

13. Types of Business Models

14. E-Commerce Technologies being used
What is an ecommerce
platform?
An ecommerce platform is
a software tool that allows
retailers to build and
customize digital
storefronts and to manage
their website, sales, and
ecommerce operations
from a central hub.

15. The Impact of E-Commerce
1. Large retailers are forced to sell online.
2. Ecommerce helps small businesses sell directly to customers.
3. B2B companies start offering B2C-like online ordering experiences.
4. The rise of ecommerce marketplaces.
5. Supply chain management has evolved.
6. New jobs are created but traditional retail jobs are reduced.
7. Customers shop differently.
8. OMNI-CHANNEL CONSUMERS SPEND MORE, TOO
9. Social media let’s consumers easily share products to buy online.
10. Global ecommerce is growing rapidly.

16. Advantages of E-Commerce
1. Faster buying for customers.
2. Companies can easily reach new customers.
3. Lower operational costs.
4. Personalized e0xperiences.
Dis-Advantages of E-Commerce
1. Limited interactions with customers.
2. Technology breakdowns can impact ability to sell.
3. No ability to test or try-on for shoppers.
4. Threat of being victim to online crimes

17. WHAT ARE THE MAIN FEATURES OF AN ECOMMERCE
WEBSITE?
1. Easy to use features: Simple navigation tools, easy checkout flows,
etc.
2. Mobile compatibility: Compatible and functional on all mobile devices
3. Discount code and promotional capabilities: Allows shoppers to use
discounts on-site
4. Security features: Payment processing is secure and reliable
5. Social proof: Validation from past customers and trusted sources
6. User-generated content: Reviews, ratings, and photos that add to the
ethos of offerings

18. WHAT ARE THE MAIN FEATURES OF AN ECOMMERCE
WEBSITE?
7. Hosting environment, domain name, year-over-year uptime and bandwidth.
8. Unlimited API call volumes.
9. Website builder with free, user-friendly site themes in non-proprietary languages.
10. Extensive application marketplace full of pre-built integrations with best-in-class service
providers.
11. Mobile optimized site, checkout and full experience (out of the box) and fully
customizable.
12. PCI Compliance mitigation.
13. Search Engine Optimization (SEO) features and fully customizable URLs throughout the
site.
14. Built-in basic ecommerce features including promotions and discounts, analytics,
catalog management, WYSIWYG editors, etc.

19. Why Use an Ecommerce Platform?
Whether you’re expanding a brick-and-mortar store, looking to find
an enterprise-level solution, or even starting a business from scratch,
your choice of ecommerce software has a huge impact on the
profitability and stability of your business.
The only real alternatives to using an ecommerce platform are:
1. Building one from scratch, which is out of the question for most
businesses — and only justifiable for multimillion (or multi billion)
dollar companies.
2. Using a plugin, which isn’t an option if you’re looking to build and
grow a legitimate business – even a small one.

20. What E-Commerce Platform Options Are There?
There are 3 main ways to classify the different types of ecommerce
platforms:
Open-Source.
SaaS (Software as a Service).
Headless Commerce.
Beyond this, there are two ways in which ecommerce platforms offer a
hosting environment for their customers.
The two types of web hosting environments are:
Cloud: Hosted Elsewhere.
On-Premise: Self-hosted on your business premises.

21. Things to Consider When Choosing an E-Commerce
Platform
1. Social media integration.
2. The number of products you can sell.
3. Understand what customer service is provided.

22. Social media integration.
1. Please describe how we can publish our product catalog to Facebook Shop. Is there an additional cost for this service?
2. Can users check out within Facebook or would they be redirected to our ecommerce store?
3. Do you support Pinterest buy buttons?
4. Do you support Shopping on Instagram?
5. Does your product meta data include Open Graph Tags?
6. Please describe how we can publish our product catalog to Facebook Shop. Is there an additional cost for this service?
7. Are social media sharing links on PDP supported?
8. Are social media sharing links displayed post-purchase?
9. Can customers or end users login to our storefront using Social Login (Facebook, Amazon, Google, etc)?
10. How can we display User Generated Content such as Pinterest or reviews in our store.
Most important social media integration questions to ask a provider:

23. The number of products you can sell?
1. Please describe how we can manage our product catalog within
your system.
2. How do you import/export catalog & customer data?
3. Can we preview our product catalog in any theme, without
purchasing the theme?
4. Can we add multiple images per product? Is there a limit to the
number or size of images?
5. Do you support SKU level images with image switching on
variation selection?
6. Is Product Image Zoom enabled by default?
7. How easy is it to add video to PDP? Is there a limit on the size
and length of videos we can upload?
8. Please describe how product options and option sets are
managed in your system
9. Please describe how variations or options can be configured?
10. Is there a quick edit option available to modify stock levels or
pricing change?
11. Do you support both digital and physical products?
12. Is inventory management built-in?
13. How do you support real-time Inventory sync within multiple
channels?
14. Can inventory be tracked at variation level?
15. Does the shipping system understand and support Dimensional
Weight?
16. Are Custom Product Attributes supported?
17. Can you configure related items?
18. Is it possible for related items to be automatically generated?
19. Do you allow pre-orders?
20. How do you support custom Product Pages? Can these be
configured per category?
21. Are Product Reviews built-in?
22. Is it easy for customers to share products with friends from the
PDP?
23. Is Site Search predictive?
24. Can Categories be sorted manually in the Control Panel?
25. Can Categories be used for Private Sales?
26. Are Category Filters supported?
27. Do Categories & Products have Breadcrumbs?
28. Are Page/Product/Category URLs auto-generated?
29. How can we customize the product and category level URLs?
30. Does the platform support multi-level category navigation?
Most important catalog management questions to ask a provider:

24. Understand what customer service is provided.
1. Please provide details about your on-boarding
processes for new clients.
2. Please provide an example of an
implementation timeline.
3. Do you provide training and user
documentation for the entire platform?
4. Please describe your support process
(including tools) along with standard SLA’s.
5. Please describe your change management
processes including the system audit logging
capabilities.
6. How does our historical data (orders,
customers, products) migrate to your
solution?
7. List all Services resources who will be
dedicated to our business.
8. Provide an example of a QBR or Customer
Success Plan you offer your customers
9. Do you have extended support hours for
supporting an event’s onsite operation?
10. How big is your customer support team and
where are they located?
11. Please detail your Phone Support offering. Is it
available 24/7? Is there an additional cost
associated with this service?
12. What are your average wait/response times for
phone support?
13. Is there a priority queue available for urgent
and time-sensitive requests?
14. Can we get a dedicated Support
Representative if needed?
15. What ticketing system do you use? How can
we track status of our tickets?
16. What are your Support SLAs?
Most important customer service questions to ask a provider:

25. Most Important KPI’s For E-Commerce
1. Conversion Rate
2. Conversion Rate Per Traffic Channel
3. Customer Lifetime Value (CLTV)
4. Customer Retention Rate
5. Annual Repurchase Rate
6. Average Order Value (AOV)
7. Net Profit
8. Cart Abandonment Rate
9. Add to Cart Rate
10. Orders Per Active Customers
11. Gross Merchandise Volume (GMV)
12. Return on Investment (ROI)
13. Influencer ROI
14. Return on Ad Spend (ROAS)
15. Return on Marketing Investment
16. Cost Per Acquisition (CPA)
17. Customer Acquisition Cost (CAC)
18. Average Profit Per Customer
19. Revenue Per Site Visitor
20. Time on Site
21. Bounce Rate
22. Organic Search Rankings
23. Customer Satisfaction

26. Quick FAQ’s
• How much is ecommerce worth?
Ecommerce made around $3.5 trillion in sales in 2019, and it’s anticipated that the sector will experience even bigger growth in the future.
• Is ecommerce still growing?
You bet it is! Studies are projecting that ecommerce will see a 265% growth rate in the future from $1.3 trillion in 2014 to $4.9 trillion in 2021.
• How many ecommerce sites are there in the world?
It is estimated that there are around 24 million ecommerce sites selling products online in 2020.
• What are the biggest ecommerce companies?
The biggest company is Amazon, with market value of over $993 billion in 2019. The biggest player in the Chinese market is Alibaba, which takes around 56%
of the market share.
• What percentage of ecommerce is mobile?
In the US, mobile devices accounted for 44.7% of all retail ecommerce sales in 2019.
• What days do people shop the most?
Mondays and Sundays receive higher traffic than the other days of the week.
• What time do people shop online the most?
The peak hour customers make purchases is between 8pm-9pm in 2020.

27. E-COMMERCE
Marketing

28. You may have once heard:
“ If you build it, they will come.”
Unfortunately, when it comes to ecommerce marketing, this notion is completely
false.
“ WHEN YOU BUILD IT, THEY DON’T
NECESSARILY COME.”

29. Creating and Executing an Ecommerce Marketing Plan
1. Seek out mentors and advice.
1. How did they get started?
2. What technology did they use to track data?
3. What SaaS products were most helpful and effective?
2. When possible, hire experts.
• The time and effort you’ll spend learning about and slapping together digital marketing campaigns can be spent
on more meaningful work.
3. Be honest with yourself.
• Without quality products, the appropriate funding and a capable team, a path to success does NOT exist. Of
course, there are always exceptions to the rule
4. What marketing channels produced the biggest
ROI in the short term?
5. Did they use an agency? If so, which agency?

30. How to Build an Ecommerce Marketing Plan?
1. Executive summary.
2. Goals & objectives.
3. Mission statement & value proposition.
4. Target customers, personas & markets.
5. Situation analysis.
6. Pricing & positioning strategy.
7. Distribution & fulfillment plan.

31. Executing an Ecommerce Marketing Plan?
1. Determine your sales & lead generation strategy.
2. Get technology & reporting software.
3. Start with conversions.
4. Test the waters.
5. Refine & expand your ecommerce marketing strategy.
6. Joint Ventures & Partnerships
7. Increase AOV
8. Referrals

32. Ecommerce Marketing Channels, Tactics & Tools to Consider
1. Pay-Per-Click advertising (PPC).
2. Search engine optimization (SEO).
3. Content marketing.
4. Influencer marketing.
5. Social media marketing.
6. Email marketing.
7. Affiliate marketing.
8. Local Marketing

33. FEW EXPERT ADVICES/TIPS
1.Leverage your list for more than promotions.
2.You aren’t experimenting enough.
3.Research. Seriously, RESEARCH.
4.Talk to your customers.

34. THANK YOU !!!