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Before getting into the nitty-gritty of marketing mix for e-commerce businesses, one should get to know what a marketing mix stands for. A marketing mix is a combination of factors that can be controlled by a company to influence consumers to purchase its products.
Below mentioned are some factors that are the key ingredients to a successful marketing mix:-
User Experience
In digital marketing there is no luxury of in-person conversation, so the only thing you can do is to fill in the gaps in the customer experience with a great user experience. The rise in smartphones has changed the way people view, buy and interact online. So it becomes necessary for an e-commerce business to optimize its site for smartphone devices, so as to convert prospective viewers into customers. As user experience is an important step in a robust content strategy, it has to be done right. Otherwise, the whole strategy will come toppling down before it’s even takes off.
Content
A good content is not about embedding keywords, it is about making it understandable to a prospective customer. It not only helps in selling your business but also your expertise and products. Content writers have to write in a conversational tone, anticipate user’s questions and needs, and give more emphasis on long-tail keywords.
Search
If you want your business to flourish, search engine marketing and search engine optimization are necessary for the discoverability of your business. Knowing how to make your website searchable should be your first priority. Every search engine has its own algorithm. The web page you create should have all that is required in that particular algorithm.
Social Media
Social media presence is pertinent for every e-commerce business. With the rise of Facebook and Google, social media is an area which cannot be snubbed. Recently, Facebook declared India as its largest market with more than 241 million active users, more than the USA. A newspaper advertisement might get you in touch with, let’s say, 500-1000 people, but a simple post on a social media site can get you in touch with millions!
PR and Publicity
Before social media, PR and Publicity were the only ways of selling your products. And it is still going to be there for a significant amount of time. PR can be a huge asset for small businesses. It can be very successful in terms of increasing brand awareness. While modern marketing has certainly changed the best practices, one thing has remained constant: there’s always an opportunity to tell a better brand story to a larger audience. As a result, PR can play a powerful role in content marketing for the foreseeable future.
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by Shabana Gandhi
