MKTG103 – E-COMMERCE

LESSON 2
OBJECTIVES:

After completion of the lesson, the students will be able to:

Identify Search Engine Optimization;
Discuss the search engine marketing;
Describe how SEO has emerged

What is SEO (Search Engine Optimization?)

What is SEO?
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site
to increase its visibility for relevant searches. The better visibility your pages have in search results, the
more likely you are to garner attention and attract prospective and existing customers to your business.

Search Engine Marketing (SEM): What It Is & How to Do It Right

Search engine marketing, or SEM, is one of the most effective ways to grow your business in an
increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs,
it’s never been more important to advertise online, and search engine marketing is the most effective way
to promote your products and grow your business.

Search Engine Marketing

Search engine marketing is the practice of marketing a business using paid advertisements that appear on
search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google
and Bing might enter when looking for certain products or services, which gives the advertiser the
opportunity for their ads to appear alongside results for those search queries.

These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-
based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual,
product-based advertisements that allow consumers to see important information at-a-glance, such as price
and reviews.

Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in
front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase.
No other advertising medium can do this, which is why search engine marketing is so effective and such an
amazingly powerful way to grow your business.
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To put it simply, search engine marketing is how you “pay to win” on the search engine results page
(SERPs). Ideally, your site would rank well organically for every relevant Google or Bing search, but let’s
be honest, if you’re not a big company, the SEO odds are not in your favor.

But…with search engine marketing, you don’t have to rank well organically to show up for relevant
searches. Google and Bing let you pay to put ads for your company at the top of their SERPs.

SEM vs. SEO

Generally, "search engine marketing" refers to paid search marketing, a system where businesses pay
Google to show their ads in the search results.

Search engine optimization, or SEO, is different because businesses don't pay Google for traffic and clicks;
rather, they earn a free spot in in the search results by having the most relevant content for a given keyword
search.

Both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is a powerful way
to drive evergreen traffic at the top of the funnel, while search engine advertisements are a highly cost-
effective way to drive conversions at the bottom of the funnel.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site,
collecting information about those pages and putting them in an index. Next, algorithms analyze pages in
the index, taking into account hundreds of ranking factors or signals, to determine the order pages should
appear in the search results for a given query.
Search ranking factors can be considered proxies for aspects of the user experience. Our Periodic Table of
SEO Factors organizes the factors into six main categories and weights each based on its overall
importance to SEO. For example, content quality and keyword research are key factors of content
optimization, and crawlability and mobile-friendliness are important site architecture factors.
The search algorithms are designed to surface relevant, authoritative pages and provide users with an
efficient search experience. Optimizing your site and content with these factors in mind can help your
pages rank higher in the search results.
Unlike paid search ads, you can’t pay search engines to get higher organic search rankings.

Why is SEO important for marketing?

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year,
often with commercial intent to find information about products and services. Search is often the primary
source of digital traffic for brands and complements other marketing channels. Greater visibility and
ranking higher in search results than your competition can have a material impact on your bottom line.
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Creating an attractive presence on the Internet

In the early days of the Internet, an attractive website was all you needed to establish a memorable online
presence. Fast-forward to 2020, and things couldn’t be more different: Today, people browse the Internet
via multiple channels, and your web presence has to extend to all of them. There’s also a lot more
competition for consumers’ attention, so businesses have to be strategic about cutting through the “noise”
to leave a lasting impression. 

WHAT IS AN ONLINE PRESENCE?

Put, an online presence is a quality of being “searchable.” If you’ve built a robust online presence, your
business will be easy to find, whether your customers are using a conventional search engine (like Google
or Bing) or social media. Ideally, your online presence should incorporate a consistent tone and visuals to
establish a strong brand identity.

8 WAYS TO BUILD YOUR ONLINE PRESENCE IN 2020

The exact techniques used to establish and maintain an online presence vary somewhat between industries.
Still, there are certain “best practices” that virtually any business can use to boost their reach:

1. Build An Email List

There’s a reason almost 4 billion people are still using email in 2020: Email is direct, personal, simple to
use, and accessible on any device (while requiring very little mobile data). Email usage is also set to grow
substantially because over 90% of Gen Z (people aged 15-24) regularly send and receive emails. Email is
one of the only forms of online communication that appeals equally to all age groups.
Fortunately, building an engaged email list is almost as easy as using email: Offering your customers an
incentive, like access to exclusive offers and discounts, is usually all it takes to persuade them to sign up.
To retain their interest, keep your newsletters exciting and informative: In addition to great deals and new
products, your newsletters should serve as a portal to your business’s video and blog content.

2. Master SEO
The bad news about search engine optimization is that it changes frequently. The good news is that, by
staying abreast of these changes, you can potentially gain the edge over your competition. Integrating the
latest SEO tactics into your online marketing strategy will push your website higher in consumers’ search
results, so they’ll see you before they see your competitors. 
To master SEO, perform regular SEO audits where you reassess the keywords you’re using to make sure
they’re still performing well. Keep your site up to date, both by conducting on-page content updates and by
blogging at least two to three times per month. Off-site, make sure you share your published content across
social media channels and try to earn high-quality backlinks. Finally, don’t forget to complete your Google
My Business profile and give your customers incentives to leave positive reviews. 
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3. Have A Social Media Presence

Social media is a great place to share your content. Still, its benefits don’t end there: Social media has
become one of the consumers’ favourite ways to engage with brands, whether they have a question, a
customer service issue, or want to pass along a favourable recommendation. Did you know, for example,
that more people follow brands on social media than follow celebrities? Over 80% of Instagram users alone
follow at least one brand, for instance. If you don’t already have a Twitter, Facebook, and Instagram
account for your business, you’re missing out. 

4. Make A Website
The vast majority of businesses already have a website, but they don’t always know how to make their
website engaging and memorable. When creating a website for your business, try to stay away from
generic template sites. They might look professional and be very easy to use, but their prepackaged designs
have become ubiquitous. This makes it all but impossible to create a recognizable brand image without
turning to custom web design. If you aren’t sure how to create a memorable website yourself, work with a
local web design firm to get the job done right – Your investment will more than pay for itself over the
long run.

5. Produce Content
Content – notably blog articles and videos – should form the backbone of your SEO strategy. Producing
high-quality content will organically generate backlinks and new leads, especially if people start sharing
(e.g., liking and retweeting) your content on social media. Creating content that is informative and
entertaining will also enhance your brand image by encouraging consumers to view your business as
helpful and personable. 

6. Experiment With Online (Paid) Advertising

Paid advertising is another “shortcut” option you can use to boost your online presence while you work on
steadily building organic traffic. By advertising on major search engines, like Google, Bing, and Facebook,
you can push your website to the top of consumers’ search engine results. 

7. Show Up Where Your Audience Is

Before you start posting on social media, you should do some fundamental data analysis to determine
which platforms your customers are using. If 80% of your customers use Facebook every day but seldom
use Twitter; for example, Facebook is where you should concentrate your marketing efforts. 
To find out which social media platforms your customers prefer, try performing a necessary customer
survey. You can also look at which social media services your most successful competitors, prioritize. 

8. Automate Your Process

The number one barrier to establishing a memorable online presence isn’t skill or technical savvy – it’s
time. Managing multiple social media accounts, creating content, and maintaining a website while
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simultaneously running a successful business is challenging, and often overwhelms small teams. Wherever
possible, you should use your content management system (CMS) to automate processes that don’t require
a human touch, like data and payment collection. You should also outsource labour-intensive tasks, like
content creation, to freelancers or content marketing firms. 

Branding on the Web

You hear brands and branding discussed all the time. You hear it from all industries in the developed
world. But what exactly do these words mean? What goes into a brand? More specifically, how does
branding work on the web? More importantly, we can put this knowledge to work online.
What’s Your Brand?
Essentially, your brand is all about how people perceive you. A logo is an important aspect of brand
identity, but branding has much more to it than that. Your brand also includes how others relate to your
business through:

● Images
● Information
● Experiences

Your brand has visual elements (logo, official colors, fonts) and it has written elements (slogan, tagline,
brand voice). Your brand should tell a story and it should feel familiar to your customers. Think of the
brands you know best. What do they have in common? Consistency and visibility, sure, but successful
branding also has a clear focus, a target audience, and good communication.  

When it comes to your brand identity online, there is so much more to think about than just your website.
Your brand must shine—and be consistent—across many platforms and media.
Elements Of A Brand
Though every brand has different elements and every company places different levels of importance on the
various aspects, you can still consider these three main components for every brand identity. 

Values & Purpose

Your brand should be firmly rooted in your "Why"— meaning, why your company exists and what you
bring to the table. Along with conveying the values of your brand, your website should quickly be able to
answer questions like these:

● What exactly does your company do?

● Which products and services do you offer?
● How will customers benefit from them?

Personality
In addition to what you do, your brand includes how you do it.
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The impression that customers have of your business—innovative or traditional, classy or down-to-earth—
is a major component of your brand. Factors such as these play a role in conveying your brand’s
personality:

● The design of your logo

● The tone of the content on your website and blog
● The colors that appear on your site and in your ads

Consistency
Have you ever had friends who said one thing and did another all the time? If so, you probably didn’t keep
them as friends for long.

Who wants to keep shifty, unreliable people in their lives? More importantly, who wants to give their
money to a business that behaves that way? If a company does not seem to know its own purpose or
identity, it won't inspire trust in its prospects and customers. That’s why consistency is crucial when it
comes to building a brand. Among other things, this can mean:

● Keeping your messaging uniform on all media, while still considering the audience
● Using the same colors, fonts and themes on your website, social media and marketing collateral
● Making sure that your website functions properly and is intuitive for your site visitors to use

Benefits of E-Marketing
Internet marketing has become more and more popular nowadays among businesses around the world.
After discovering the wide range benefits of internet marketing in promoting products and services online,
it has soon become the leading medium for marketing all over the world.
Unlike mass marketing, which effectively piques the interest of the local audience by means of radio spots,
newspapers and print media, internet marketing allows companies to nurture a more personal relationship
with their consumers from all over the world. With internet marketing, businesses can deliver content to
their customers through personalized and cost-effective communication.

With all the benefits that internet marketing can offer your business, developing a professional internet
marketing campaign can attract more customers to your product or brand to grow your business more.
Here our top 15 advantages of internet marketing for your business.

1. Convenience and Quick Service

The incredible convenience of marketing online is one of the biggest advantages of internet marketing. The
internet has extremely easy accessibility with consumers using the internet and reaching markets anywhere
in the world. Because of this, purchasing goods from across borders now reduces the cost of transportation.
For importers, this is a huge advantage as it means they can order online right from the comforts of their
home. In addition, you can easily track sales items online as they make their way into delivery. You can
download digital products from the internet with just a click of a mouse. Internet marketing is great for
business as it gives consumers a better and more comfortable shopping experience. The convenience plays
a very big role in making the buying decision.
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2. Low Cost for Operations
One of the main advantages of online marketing for businesses is its low operating cost. You can advertise
cheaper with internet marketing than with traditional methods of advertisement such as ads in newspapers,
on television and on the radio. In online marketing, you can easily get a free listing in a wide range of
business directories.
In addition, the internet allows you to contact your customers more in comparison to how you would
contact them traditionally. Online communication is more affordable than traditional communication
methods such as sending mail and printing brochures. For example, you can send the same information in
an email rather than a mail-out, saving you on printing, paper, and postage.

3. Measure and Track Results

An aspect of internet marketing that is rarely available with traditional marketing is the ability to measure
and track results. With online marketing, your business can utilize varying tools for tracking the results of
your advertising campaigns. Using these tools, not only can you measure and track but also illustrate the
progress of your marketing campaign in detailed graphics. The ability to quantify your marketing efforts is
the best possible thing that can be there.
Measuring and tracking results gives your business a better idea of how your marketing campaign is faring.
It gives you an idea of how you can better grow your traffic, leads, sales, and conversions. Without the
ability to measure and track your results, you cannot alter or modify your marketing campaign so that it can
better deliver the results you desire.

4. Demographic Targeting
Marketing your products and services online gives you the ability to target audiences based on
demography. This allows you to concentrate your efforts on the audience that you truly want to offer your
products or services. With demographic targeting, you can better target your marketing efforts on specific
demographic regions. Never has it been easier for you to target an area miles away from your office. With
internet marketing, it is possible now to target different demographics.
Demographic targeting gives you the ability to target specific customers you think are likely to purchase
your product or hire your services. Every time someone visits your website and fills in a form, it gives you
an idea of who your customers really are and lets you discover important details about them such as age
and interests, which better shapes your services to match their needs.

5. Global Marketing
The ability to market your products and services globally is one of the biggest advantages of global
marketing for business. Within several months of aggressive SEO, you can secure millions of viewers and
reach huge audiences from across the world. You can now reach every corner of the world, where there is
internet.
With internet marketing, you can easily reach beyond your geography to offer your products or services to
customers worldwide. Wherever your target audiences are, you can easily reach them 24/7 and from any
country all over the world. If your audience consists of more than your local market, utilizing global
marketing offers you a great advantage.

6. Ability to Multitask
One of the core benefits of online marketing is its ability to handling millions of customers at the same
time. As long as a website’s infrastructure is efficient, numerous transactions can easily take place
simultaneously.
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However, even with a large number of transactions taking place, your website is capable of providing
satisfactory service to every customer who makes a purchase online, without the risk of diminished
satisfaction. This high adaptability of internet marketing is an important benefit that businesses can take
advantage of to provide their consumers with the best shopping experience.

7. 24/7 Marketing
Internet marketing reduces cost and runs around the clock. That means that your marketing campaigns run
for 24 hours a day, 7 days a week. Compared to traditional marketing, internet marketing does not
constrain you with opening hours. At the same time, you would not be worrying about overtime pay for
your staff.
In addition to this, there is no regional or international time difference for you to worry about that will
affect the reachability or availability of your offers or online campaigns. Whenever someone opens their
computer and connects to the internet, there is a higher chance of them seeing your marketing campaign.
Furthermore, customers can look for your product at their most convenient time.

8. Automated, Tech-Savvy Marketing

Another advantage of internet marketing is that marketing this way is easy with one-mouse-click
automation. Compared to traditional offline marketing where marketers delegate various tasks to the best
hands and talents, internet marketing takes advantage of a more tech-savvy method. With internet
marketing, everything can go automated.
Internet marketing gives you the chance to turn every aspect of your business’s operations into a fully
automated system. All you need to do is find the right tool and technology suited to your marketing
campaign and you are done. By automating your marketing campaign, you can choose to do something
more valuable with your time.

9. Data Collection for Personalization

Transactions through the internet allow you to collect data. Whenever a customer purchases a product
through a company’s website, the data is captured. Your business can use this data in varying ways. Most
businesses analyze the data to find out what products and/or services sell frequently.
Furthermore, the data collected can help segment customers, so your business can send them ads and other
promotional materials based on their buying habits and interests. There are various ways that you can
collect customer data including customer profiles or through their behaviour while on your website.
The information collected through this method typically includes age, gender, location, how they came to
your site, what sites they visited after they left, viewed products and the pages visited on your site.
Another way of collecting customer data is through the use of internet tools or with a tracking software.
Compared to traditional marketing, online marketing allows for better data collection as well as
personalization.
Through this advantage of internet marketing, businesses can serve millions of customers with various
items and products based on their personal interests. Thus, shoppers can easily get their desired products
without having to comb through the internet all day.

10. Diversified Marketing and Advertising

When targeting your audience, diversification plays an important role in your marketing and advertising
campaigns. Diversification means that you can use a variety of tactics and strategies in order to reach your
prospects. With online marketing, diversification becomes a lot easier. In addition to that, it is possible for
you to run varying marketing techniques simultaneously to better implement your marketing campaign.
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11. Easy Tweaking to Your Marketing and Advertising Campaigns
It is inevitable in marketing and advertising that something needs to be tweaked in order to optimize your
campaigns. Compared to traditional marketing, online advertising is much easier to tweak. Whenever the
campaign needs to be modified, online marketing allows the modification to happen without having to
worry about downtime, service interruption or even halting the entire system.
This means that you can easily change the appearance of your online shopping mall – your website – by
changing a few lines in the CSS that link to the web page.

12. Instant Transaction Service

Executing transactions is easy and nearly instant online. You can do this through a digital payment service
so that there is no need for cash to go between the marketer and the customer to buy and sell merchandise.
This is all possible due to payment processing solutions executed by third party payment processing
companies such as PayPal.

13. Better Sales Relationships

In traditional marketing, merchants often give their business cards or pamphlets to their customers after a
sale. However, what happens is often on such occasions, the customers lose the cards or misplace it. The
only time the seller would remember about the card as if they had the intention of visiting the seller again.
In the end, most customers do not remember the seller much less the card, so this marketing method does
not work to convince buyers to return. This is different from internet marketing where the marketers can
easily collect email addresses of their prospects and buyers, which they can use in reaching out and
forming a relationship with the customer.
The marketer can use this email address to provide customers with valuable information such as
information about the purchased product, available coupons on their products and services, special
discounts and introducing new products. Aside from email addresses, they can also use social media for
consistent interaction with customers.

14. Time-Effective Marketing

Unlike traditional marketing, internet marketing is easy to start and quick to implement. You can easily set
up a marketing campaign at any time that is convenient for you. In fact, you can set up email marketing for
your business within only a matter of hours. Within the next few minutes, you can set up an autoresponder
and create a marketing list for your business.

15. Continued Marketing Campaign

The marketing campaign’s later effects are one of the greatest advantages of internet marketing for
business. For example, content marketing efforts, such as blogs, and websites have the capacity to remain
functional and promote your products and services years after you started your marketing campaign.
Almost every online marketing technique has viral and long-term effects that can continually improve your
site’s traffic.
Aspect for Good Customer Management

Ecommerce customer service is how online businesses provide assistance to customers with everything
from making online purchase decisions to resolving issues — all while creating a seamless customer
experience across channels and platforms. In this digital-first world, ecommerce customer service is not
simply nice to have, but rather a prerequisite for success. However, it’s not enough to say that you have
customer service. Bad customer service is worse than none at all. Today’s customers have sky-high
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expectations. Even though fewer customers may be experiencing problems, more customers are inclined
to complain about customer service problems than ever before.

E-commerce Customer Service Practices

1. Get Organized

One of the essential aspects of a successful customer service department is organization.

You might have an efficient process and a highly motivated team, but without organization, things will
likely fall apart. Keeping track of customer conversations and equipping your team with tools that help
them collaborate keeps everyone on the same page (so nothing slips through the cracks).
Using a shared inbox, saved replies for repeated questions, and collision detection will empower your
customer service team to solve customers’ requests in an organized, efficient manner.

2. Meet Customers on their Terms

In ecommerce, one size fits none. Customers expect a personalized approach that makes them feel special.
Businesses today have to interact with their consumers to get to know them better and form meaningful,
ongoing relationships. Embracing “Me-commerce” means meeting a customer’s ever-changing and
increasingly demanding expectations and habits. While there are customers who still want to call to talk to
a customer service representative, others are interested in live chat or email, while some simply want to
send you a tweet.

3. Enable self-service
One of the most underrated tactics of good ecommerce customer service is self-service. Over 60% of U.S.
consumers prefer automated self-service, such as through a website or mobile app, for simple customer
service tasks. Using a live chat tool, which is designed to surface instant answers, can help companies keep
up with demand during high-volume stretches or when customers look for quick answers. When you’re
preparing for busy sales seasons, anything that helps customers find their own answers will improve your
sales.

4. Stand out from the crowd using personalization

Unlike situations when customers just want quick answers to basic questions, there are times when they are
looking for a personalized approach and expert advice. Ecommerce customer service is more than just
tracking packages and processing refunds. To provide the best experience, agents need to offer guidance to
help customers make the right purchases for them.

5. Improve your response time

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Ecommerce is all about speed and convenience. Customers who choose to shop online are expecting a fast
reaction and prompt answers. Allowing customers to reach your customer service team using different
channels is not enough. The key to a well-performing team is the balance between speed and convenience.
When you’re able to serve customers with a consistent level of quality in a short period of time across
different channels, you’re on the path to providing a fully functional, multichannel customer service
strategy.

6. Measure, optimize, repeat

No customer service approach is set in stone. Companies have to be proactive in solving customers’
problems while constantly improving processes based on data. Evaluating your team’s volume by channel,
tracking busiest hours, and following trending topics among your customers are just some of the things that
you can refine by measuring and optimizing results. Having a process in place to track performance will
serve as a foundation for making future decisions, which is the first step toward successful customer
service.

Features to Integrate in the Site

1. Easy Navigation (Easy navigation is the most useful website feature)

People prefer websites that are easy to use and navigate. A website that’s easy to navigate provides users
with faster, more efficient access to content they want. People prefer a website with a clear menu structure
that makes it easy to maneuver between pages.

2. Trendy, Intuitive Design and User Experience (Websites should have

Trendy Appearance)

Trendy web design elements can attract your target audience to your site. Beautiful and appealing designs
enhance website content and establish a good reputation for your brand. Most people (83%) think that a
beautiful and updated appearance on a website is useful. It’s important, however, for businesses
to prioritize the user if they redesign their website. People appreciate beautiful and updated designs, but not
when the trendy design interferes with their ability to use the website and access the content they need.

3. Relevant, Authoritative Website Content (Website content that

establishes brand authority)

People visit websites to access content. Accurate content tailored to a specific audience establishes
brand authority for businesses. Half of people (50%) will leave a website permanently if the content is
irrelevant. More website users will leave a site permanently because of irrelevant content than because
of elements that interrupt content, such as advertisements (35%) or unintuitive design (28%).

There are three main types of content:

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● Basic Company Information: A company “About Us” page or external links to a company’s
social media profiles

● Product Descriptions and Visuals: Text or images that showcase a company’s main offerings

● Blogs: Long-form written or video content that discusses current business trends, company news, or
other insights

4. Social Media as an Extension of the Business Website (Social Media as

an Extension of Company’s Website)
Links to social media accounts are important for people browsing a company’s website. Social media
account links fall below descriptions and visuals among users’ favorite website features but above
“About Us” pages and company blogs. This preference for social media may be due to the immediacy
offered by platforms like Facebook and Twitter. Company social media profiles typically offer the
same information as an “About Us” page on a more accessible medium. Businesses should use social
media to connect informally with their users. Content on a company’s social media page should be just
as current and useful as the main website. Social media integrations also provide valuable social proof,
allowing users to verify a company’s legitimacy across platforms. Icons for Facebook, LinkedIn,
Twitter, or Instagram tell people where they can find the company on social media.

5. Company Blog (Company Blogs are still valuable)

When it comes to website content, people prefer product descriptions and visualizations over company
blogs – but that doesn’t mean businesses shouldn’t invest in creating blog content. Overall, website
users are split equally on whether company blogs are useful – half think they are valuable and half
think they are not.

Business should prioritize Users’ Preferred Website Features

Companies considering a new website design should take people's preferences to heart. Because people
want to spend less time online, companies must create websites that offer the features potential website
visitors find most useful.

Easy navigation features should be companies’ top priority when creating a new design. By adding simple,
responsive navigation toolbars and menus, companies can create an intuitive user experience. Businesses
should also incorporate a blend of current trends and timeless design elements for an evergreen design that
people will still find modern.
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Website content remains key to engaging users and driving conversions online. People want both images
and written product descriptions, so companies should use design techniques to display content in a way
that isn’t overwhelming. Although people aren’t spending as much time online reading company blogs,
websites need thoughtful, relevant blog content to rank in search engine results.

By making website users’ needs a priority, companies can increase their web traffic and conversions. All it
takes is listening to what people really want.
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