E-Commerce (Digital Marketing) : Chapter 1 : Introduction to E-Marketing

The first chapter is about the Introduction to E-Marketing where our main focus is on digital marketing and its components. Digital marketing (data-driven marketing) is the means of doing business and market your brand or products in a digital way. The main component of digital marketing is content. The better and optimized content you have, the more traffic will come to read it. So the main purpose is to create market demand for your website or blog.

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The strategy which can help you to optimize your content and brand is known as "Integrated digital brands and content optimization". In this model, we will be using different techniques like On-page SEO, Off-page SEO, Site architecture, Social media marketing etc. The main purpose is to spread your content in a very diversified way so that different people across different channel can read it.
Next, we will be discussing Value proposition where companies see how can we provide benefits to our customers keeping cost in mind. So in online medium brands can create value through free and easy return policy, cash on delivery, having your brand’s mobile application. In short, the lazier you can make the customer the more value you are creating. In Pakistani context, we can see how Daraz.pk have created value and supersede Homeshopping.pk.

Moving towards the main strategy or e-marketing strategy known as SOSTAC model. This model is the ultimate bible for creating your online masterplan.
Situational Analysis (Here you will be identifying the current market situation both internal and external. You need to question yourself, where are we now? You need to analyze how digital platforms are changing and how you can invest or cope up with it. Like Facebook.com recently launched a dating app where 1 out 3 people are getting married through the platform of Facebook. So you need to continuously innovate yourself.
Objectives, where a company divide its objectives into five different domains.
1) Sell (develop a strategy where you can acquire a new customer and retain the old one as well. In your website, always put those products in the front display which are new and ready to sell).
2) Speak (Develop a trialogue between yourself and your customers, always tell them about your new products and keep them updated. You can allow them to RSS (Really simple syndication) your website).
3) Serve (Since in digital platform your campaigns and products are available 24/7, you need to answer queries all the time. Serve is basically how quickly you solve your customer’s problem and give them value).
4) Save (how can you save cost since you need to increase your profits and at the same time you have to create value them).
5) Sizzle (the most important part of objectives, how sizzling is your content, post, and graphics to increase your site stickiness. Your main objective is to reduce your bounce rate and increase the conversion rate).
The Strategy part is to identify your target audience and segment them into the cluster so that you can easily target them. The best tool for identifying your audience is Google Analytics. Your strategy should be, credibility before visibility.
Tactics would be which medium should be used to display our brands and products. Your focus should be on digital marketing mix and schedule your content post accordingly.
Action in e-marketing plan would be assigning roles and responsibility to your team force. Since going digital is not an easy task, you need to have some content writers, site manager and researcher in your team.
Lastly, Control part tells us that what Key performance indicators we have set and are we achieving them or not. Mystery shopping on your website to see the performance and see your website is not giving errors.