What is Ecommerce Marketing?

Ecommerce marketing is the practice of improving product visibility on retail websites to drive sales. Presence can be gained and improved by naturally optimizing product description pages or by utilizing the respective shopping platforms’ sponsored ad products.

Product feeds supply the content that makes up product description pages on online retailers such as Amazon and Walmart. Brands and manufacturers provide product feeds, typically in spreadsheet format, so that online retailers have the most up to date product information such as title, description, images, product identifier, marketing copy, and other product attributes. Like natural ranking on search engines, natural ranking in online retail websites is largely driven by the content in product feeds, as well as availability, price and user ratings.

Over the last couple of years, an interesting convergence has occurred between online advertising platforms and online retailers. The advertising platforms such as Google, Facebook, Pinterest and Snap have launched shopping ads and online retailers such as Amazon, Walmart, Target and Kroger have launched sponsored ad products. These sponsored shopping ads allow brands and manufacturers to pay to appear at the top of online retailers’ search results.

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Amazon search results for "toothpaste"

What are the Benefits of Ecommerce Marketing for Brands?

Ultimately, ecommerce marketing increases sales. Presence on retail websites is like shelf space in a high street store. More prominent shelf space leads to more sales. Increased presence on online retailers leads to more sales – either from product feed optimization or from sponsored ad products.

Product feed optimization improves consumer experience by sharing the most up to date and useful information with users. Optimized feeds improve product listing ranking, and more up to date information allows product listings to reach more qualified prospects.

Sponsored product listings enable brands and manufacturers to appear at the top of online retailers’ search results for queries that are relevant to their products. Ads are cost per click based, so brands and manufacturers pay only when customers click the ads. Brands control how much they spend by setting the budget and choosing how much to bid per click, ensuring campaigns drive a positive return on investment.

 

How does Precision Deliver Ecommerce Marketing Excellence?

Precision offers both product feed optimization and management, and management of sponsored ad products. We use feed management software to supply optimized feeds to each retailer on a daily basis, and we compliment initiatives with sponsored ads.

Like the other media channels that we offer, Precision utilizes an extensive and detailed list of best practices for ecommerce marketing.