I had a thought this week that Internet Marketing and eCommerce Marketing should be two distinct positions in an organization. An Internet Marketer is concerned with how to get more people to the store while the eCommerce Marketer is concerned with how to get more people to buy once they are in the store. But they can’t work independently from each other. The Internet marketer’s tool set includes items such as brand name, product positioning, landing pages, and keywords. The eCommerce marketer must make sure that the store front and store merchandise use the same types of keyword strategies and that customers can both find products and navigate the site without distraction.
My boss challenged me to think about this topic in context of the 4Ps of marketing. I think these positions align nicely in that framework.
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Internet Marketing |
eCommerce Marketing |
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Product |
Focus on product value proposition and what customer needs the product solves. Look at how the product/service is promoted on external Internet sites or in print advertisements. Use keyword strategies for search engine optimization. |
Presentation of product on an eCommerce web site. Product photos, product description, product rules for purchase. |
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Price |
Is the product adequately priced for the marketplace? Is price part of the value proposition shown to get potential customers to come to the store front? |
Where is the product pricing shown on the site? How is the price presented to the customer? Are their additive fees for additional options or does the price quoted contain all parts of the product. Does the price that is quoted match the price that is billed? |
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Promotion |
External advertising to generate interest. Promote product through tools such as email, social media, affiliate programs, and general Internet search. |
How is the product presented in the eCommerce store? Are discounts available? Does it complement other products and services that you can offer the customer? |
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Place |
Decide where advertisements are placed. Decide how to use social media to strengthen relationships and show product expertise. Decide strategy on how to channel customers to phone, Internet, or storefront.
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Make sure store front is easy to navigate. Keep the sales funnel clear an free of errors. Create trust at your storefront by stating return policies and privacy policies. |
How is your organization splitting these disciplines?