E-commerce marketing is part of the digital marketing landscape, and beyond, where e-commerce businesses can enhance their sales, distribution, and branding through targeted campaigns toward their desired audience, convert it into loyal customers which can potentially refer the brand to others. Usually, e-commerce businesses can kick off their digital marketing strategy by mastering a single channel then expand for a more integrated digital marketingstrategy.
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Digital Marketing as a Tool for Business Growth
Digital marketing is a sub-set of marketing which uses the Internet, and online platforms to drive a marketingstrategy. Digital marketing channels offer opportunities to reach small audiences with a high degree of personalization, thus growing businesses even with lower budgets and a better understanding of those audiences.
Digital marketing uses the internet and other online-based digital technologies, mainly with computers, mobile phones, and other digital media and platforms to promote products and services for better reach.
The importance of digital marketing in modern-day businesses cannot be overemphasized as it g helps your business make use of contemporary techniques and strategies that will attract quality traffic to your business for better engagement and conversion from interaction to purchase. Digital marketing also makes it possible not to fly blind into the world of advertisement. It helps to measure every click with analytic tools, which will assist you as an e-commerce business owner in drawing up patterns that consumers exhibit, which may influence buying. It also helps to give detailed insights about the best way to reach your target audience so that you can channel your energy in a particular direction due to the amount of data that you can gather with the help of Digital Marketing.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
There are many channels of digital marketing, some of which include:
The paid search digital marketing is an advertisement method that generates traffic from paid adverts on various search engines. It may also be called search engine marketing (SEM). Paid search campaigns can be run on Popular search engine platforms Google Ads, Yahoo Ads, and Bing Ads.
Pay Per Click (PPC) marketing
Pay per click (PPC) digital marketing is a type of advertisement where you pay for every user who clicks on an ad, or per thousand Ads. Facebook Advertising and Twitter promotions are examples of this.
Social media marketing
This type of digital marketing encompasses all advertisement you run on social media, such as Facebook, YouTube, Instagram, LinkedIn, Snapchat, and Twitter. It is one of the best ways to gain exposure for your business and engage with your customer base on your business’ social media account; marketing your business on social media without promotions takes a lot more time and effort, but if you hop on proper trends and discussions, in the long run, it can deliver good results.
Content marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
Content marketing involves any digital marketing activity that uses content assets like eBooks, blog posts, images, infographics, videos, etc. to engage customers’ awareness, which will eventually lead to a higher amount of clicks, and eventually sales. Your content should be one that encourages feedback, interaction oriented, and a source of solution to capture adequate attention.
Search Engine Optimization (SEO)
Amazon SEO represents the set of marketing tactics that sellers on Amazon can employ to better rank their products’ pages organically (without paying for placement), thus building a continuous stream of customers on the store. In short, Amazon SEO leverages Amazon search capability to rank e-commerce pages and make more sales.
This digital marketing technique involves the effective arrangement of content and keywords on a website as well as the structure of your website to improve rankings in search engines, as customers are unlikely to go to page two after a search, so you need to rank as high as possible, even on the first page. SEO can be applied with a couple of more non paid marketing strategies, as its aim is to ensure that your content surfaces as many times as possible to ensure a higher ranking. This strategy will be discussed more with more details in chapters to come.
Affiliate Marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
Affiliate marketing basically is paying a third party (a person or a business) to promote your products and services on their website. Rather than pay for clicks, you pay a commission to that third party for traffic or sales that have been referred by that website.
Email Marketing
Email marketing is a much underrated part of digital marketing because it is one of the oldest forms of digital marketing; however, it is still one of the most effective digital marketing methods. Virtually everybody checks their emails daily, even when they don’t have enough time to actively go on their social media applications. Sending email updates, promos, freebies, and special offers, etc. to a list of subscribers can be a great way to keep up contact with your existing customer base and also give skeptical potential customers reasons to make a purchase.
Other digital marketing types
Influencer marketing involves the marketing of products or services that leverages the popularity, expertise, or reputation of an individual. Influencer marketing is often associated with those who have large social media followings, but popularity should not be confused with influence. Influence has the power to change consumer perceptions or get their audience to do something different.Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
Challenges of digital marketing
Keeping Up with Web Trends might be difficult because it will require a huge amount of online presence to know what people are talking about. As a new business, you may not have the capacity to employ a full-time social media manager.
In a highly competitive digital space, content creation professionals will be needed to create content that will Generate Traffic and Leads, and not just generating them. Still, it must be able to have a high conversion rate. You may decide to contract out your content creation, but it cannot be as effective as having a content creator who knows the nooks and crannies of your business and the content to create in that regard. But funding for an increased salary structure may be a barrier.
Sometimes getting a new set of customers via marketing overwhelms E-commerce businesses that they tend to neglect the old ones, which should not be so because your customers are your greatest assets.
Budgeting the amount you want to use for marketing may be difficult, especially when you use pay per click channels; as much as it is advisable to be prudent with spending, slashing your marketing budget may not allow it to yield proper results. The budgeting decision sometimes becomes a herculean task.
Determining the returns made from marketing will require a lot of communication with your customers; you need to know what marketing channel is making enough conversion from clicks to know where to focus your energy. It is easy to determine the number of clicks you get, but if you are using more than one marketing channel, it becomes difficult to know which clicks gets the most conversion. Organizing surveys for new customers to ask how they heard about your platform may help you handle this challenge.
In this age, Prospective customers are typically almost on their smartphones, surfing the internet, devoting a ton of attention to it, so effective digital marketing must mean that it can grab the attention of internet users by communicating things that are in sync with your target audience. However, Keeping in mind that different marketing channels take different times for results is usually nice to merge various channels to properly target your audience.
Case Studies
Retargeting Campaigns:
Description: Retargeting campaigns focus on reaching individuals who have previously interacted with your e-commerce website but didn’t complete a purchase.
Using in E-commerce: Use tracking pixels on your website to identify visitors who have viewed specific products. Then, create retargeting ads showcasing those products, encouraging them to revisit and complete the purchase.
Shopping Cart Abandonment Emails:
Description: These are automated emails sent to potential customers who added products to their cart but didn’t finalize the purchase.
Using in E-commerce: Implement email automation tools that trigger a series of reminder emails when a user abandons their cart. Often, offering a discount or free shipping can entice them to complete their purchase.
Product Review Requests:
Description: After a customer purchases, they are encouraged to leave a review.
Using in E-commerce: Use email campaigns to ask recent customers to review the products they’ve purchased. Positive reviews can boost product credibility and influence future buyers.
Video Demonstrations:
Description: Showcase products in action through video content.
Using in E-commerce: Create engaging videos that highlight the features and benefits of your products, and embed these videos on your product pages. These can significantly increase conversions as they offer a clearer perspective of the product to potential buyers.
Chatbots and AI Customer Service:
Description: Implementing chatbots to guide and answer queries of potential customers in real-time.
Using in E-commerce: Deploy chatbots on your site, especially on product pages, to assist customers with common questions, size guides, or even purchase recommendations.
User-generated Content Campaigns:
Description: Encouraging customers to share their own content, such as photos of them using your product.
Using in E-commerce: Launch campaigns where customers can share their product photos on social media with a specific hashtag. Feature the best content on your website or social channels, providing social proof and building community around your brand.
Referral Programs:
Description: Rewarding current customers for referring new customers to your e-commerce site.
Using in E-commerce: Offer discounts or freebies to customers who successfully refer friends or family to make a purchase on your site.
Flash Sales and Limited-time Offers:
Description: Promote products at discounted prices for a short period.
Using in E-commerce: Announce flash sales through email campaigns, push notifications, or social media posts to drive urgent traffic to your site and increase sales.
Interactive Content:
Description: Engage users with quizzes, polls, or interactive videos to enhance their shopping experience.
Using in E-commerce: Implement a quiz that helps customers find the perfect product for them, based on their preferences or needs.
Personalized Product Recommendations:
Description: Using customer data to suggest products tailored to their preferences.
Using in E-commerce: Analyze customer browsing and purchase history to display related or complementary products, increasing the chances of additional purchases.
Key Highlights
Introduction to Digital Marketing: Digital marketing is a sub-set of marketing that harnesses internet and online platforms to drive business strategies. It enables businesses to reach specific target audiences with personalized content, making it an effective tool for those operating on lower budgets.
Importance of Digital Marketing in Business Growth: Digital marketing plays a pivotal role in modern businesses, offering contemporary techniques to attract quality traffic and increase customer engagement. It allows businesses to measure and analyze customer interactions, providing valuable insights to enhance decision-making.
AARRR Model for User Behavior: The AARRR model, coined by Dave McClure, identifies key stages in the customer journey: Acquisition, Activation, Retention, Referral, and Revenue. This model helps businesses understand user behavior and focus on relevant metrics and channels for customer conversion and brand advocacy.
Various Channels of Digital Marketing: Digital marketing encompasses multiple channels, each serving different purposes. These channels include paid search marketing, pay per click (PPC) marketing, social media marketing, content marketing, search engine optimization (SEO), affiliate marketing, email marketing, influencer marketing, inbound marketing, guerrilla marketing, and multi-level marketing (MLM).
Paid Search Marketing: Paid search marketing involves generating traffic through paid advertisements on search engines like Google Ads, Yahoo Ads, and Bing Ads. This strategy targets potential customers who are actively searching for specific products or services.
Pay Per Click (PPC) Marketing: PPC marketing requires businesses to pay for each click on their ads or for every thousand ad views. It is commonly used in platforms like Facebook Advertising and Twitter promotions, offering a cost-effective approach to reach potential customers.
Social Media Marketing: Social media marketing leverages advertisements on platforms such as Facebook, YouTube, Instagram, LinkedIn, Snapchat, and Twitter. It enables businesses to gain exposure, engage with their target audience, and build brand loyalty through social interactions.
Content Marketing: Content marketing focuses on creating valuable content, such as blog posts, videos, infographics, and eBooks, to attract and engage a targeted audience. By offering useful and relevant content, businesses aim to convert potential customers into loyal advocates.
Search Engine Optimization (SEO): SEO involves optimizing website content and structure to improve search engine rankings, increasing visibility and organic traffic. Businesses aim to rank high on search engine result pages to attract potential customers actively seeking relevant products or services.
Affiliate Marketing: Affiliate marketing is a performance-based strategy where affiliates earn commissions for promoting another company’s products. It involves collaboration with individuals or businesses to extend the reach and sales of a brand’s products.
Email Marketing: Email marketing utilizes targeted email campaigns to reach potential and existing customers. It involves sending updates, promotions, freebies, and special offers to a list of subscribers, maintaining contact with customers and encouraging repeat purchases.
Other Digital Marketing Types: In addition to the main channels, other digital marketing types include influencer marketing, inbound marketing, guerrilla marketing, and multi-level marketing (MLM). These strategies focus on leveraging influence, valuable content, low-cost tactics, and person-to-person sales to promote products and services effectively.
Challenges in Digital Marketing: Digital marketing comes with challenges such as staying updated with web trends, creating engaging content, balancing new and existing customers, budget allocation, and measuring marketing ROI. Overcoming these challenges requires continuous adaptation and a customer-centric approach.
Effective Digital Marketing Strategy: To be effective, digital marketing must grab the attention of internet users, communicate effectively with the target audience, and deliver value to potential customers. Combining multiple marketing channels allows businesses to reach a wider audience and achieve better results in customer acquisition and retention.
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
