marketing,advertising strategies & tools

The major digital commerce marketing and advertising strategies and tools include:

• A Web site is the major tool for establishing the initial relationship with the customer.
• Search engine marketing and advertising allows firms to pay search engines for inclusion in the search engine index (formerly free and based on “objective”criteria), receiving a guarantee that their firm will appear in the results of relevant searches.
• Display ads are promotional messages that users can respond to by clicking on the banner and following the link to a product description or offering. Display ads include banner ads, rich media, video ads, and sponsorships.
• E-mail marketing sends e-mail directly to interested users, and has proven to be one of the most effective forms of marketing communications.
• Lead generation marketing uses multiple e-commerce presences to generate leads for businesses who later can be contacted and converted into customers.
Affiliate marketing involves a firm putting its logo or banner ad on another firm’s Web site from which users of that site can click through to the affiliate’s site.
• Viral marketing is form of social marketing that involves getting customers to pass along a company’s marketing message to friends, family, and colleagues.
• Social marketing and advertising involves using the social graph to communicate brand images and directly promote sales of products and services.
• Mobile and local marketing and advertising involves using display ads, search engine advertising, video ads, and mobile messaging on mobile devices such as smartphones and tablet computers, often using the geographic location of the user.
• Multi-channel marketing (combining offline and online marketing efforts) is typically the most effective. Although many e-commerce ventures want to rely heavily on online communications, marketing communications campaigns most successful at driving traffic have incorporated both online and offline tactics.
• Customer retention techniques for strengthening customer relationships include personalization, one-to-one marketing, and interest-based advertising, customization and customer co-production, and customer service (such as CRMs, FAQs, live chat, intelligent agents, and automated response systems). Online pricing strategies include offering products and services for free, versioning,
bundling, and dynamic pricing.