Pres:Basics of Ecommerce - Digital Marketing

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Basics of Ecommerce - Digital Marketing

Basics of Ecommerce - Digital Marketing

Title Basics of Ecommerce - Digital Marketing
Target group Students, Beginners
Topics Digital Branding, Email Marketing, Affiliate Marketing, Search Engine Advertising, Search Engine Optimization, Content Marketing, ECommerce Basics
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Public summary

Goal of this course lesson is to help students understand what the different phases of a customer journey are and how the different marketing media can assist in these different phases to realize specific marketing goals.

The lesson is divided into 3 parts:

  • A high level overview of the different online media and their uses.
  • The customer journey and the different marketing goals.
  • An in class exercise to learn which media are best used in which phase of the customer journey.

The course can be offered in one and two hours (skip the exercise at the end).


  • Ecommerce in the Netherlands
  • Ecommerce in Europe & Global
  • Defining ecommerce
  • The history of the Internet & ecommerce
  • From single to omnichannel
  • The Customer Journey
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  • How to get traffic?
  • Online PR
  • Affiliate Marketing .
  • Interactive advertising
  • Email Marketing
  • Social Media
  • Customer Life Cycle
  • Marketing Objectives
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In this lesson we will show the many ways in which you can get traffic to your website.

  • Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.It contains two underlying methods:
    • Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. 
    • Search Engine Advertising (SEA) also called search advertising and paid search marketing is a method of placing online advertisements on Web pages that show results from search engine queries.

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What is better Seo or SEA? One of the biggest advantages of natural search marketing (the SEO approach) is that these results are more trusted among Internet users. As a consequence, websites that employ natural search marketing get a significantly larger share of clicks compared to SEA.

However, the main disadvantage of this approach is it’s very difficult to obtain the highest search rankings, especially if you are a small business in a competitive field trying to optimize in multiple languages.

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  • Select a product of your choice.
  • Which companies are good with SEO. And which invest in SEA?
  • Write the results in your weblog.
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  • Factors that influence ranking on your page:
    • Frequency of occurrence of the key phrase in body copy
    • Number of inbound links
    • Title HTML tag
    • Meta-tags
    • Alternative graphic text
    • And many, many more...
  • Check out a webshop home page. Which tags do you see?
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  • Benefits of PR
    • Promotes your brand
    • Creates links to your website (link building)
  • Approach
    • Determine your message
    • Create different media (text, visuals, infographics, video)
      • Distribute first to selected media partners
  • Then to all the press
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Link building helps: Increase natural traffic to your site Increase the rank in search engines (the more sites link to you, the more search engine think that your website is important.


Which blogs do you visit? Do you blog yourself?

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Objectives of interactive advertising can be:

  • Delivering content
  • Enabling transaction
  • Shaping attitudes
  • Soliciting response
  • Encouraging retention

There are many ways to advertise online.

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Which advertisements do you see on

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Ad targeting options:

  • On a particular type of site
  • To target a registered user’s profile
  • At a particular time of day or week
  • Online behavior – behavioral targeting
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Check out retargeting at

  • Several ways to email:
    • Collect email addresses by asking permission (opt-in)
    • Sending your message in a co-branded email newsletter of a partner
    • Buying a third party email newsletter
  • Typical email performance metrics are:
    • Delivery rate
    • Open rate
    • Click through rate
  • Email marketing is considered one of the advertising media with the best ROI.
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To which email newsletters do you subscribe?


There are many different social media platforms to reach an audience.

  • Let existing customers talk about your product, as to gain new customers
  • Get reviews, recommendations and ratings, to increase conversion rate
  • To engage and retain customers – customer service tool
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  • Create teams of two or three students
  • Select a product you have used today
  • Create a social media strategy
    • Who is the target segment?
    • Which social media do they use?
    • Which message do you want to communicate? Why?
    • How would you communicate the message? Via which platforms? How?
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  • Create material which is (potential) viral
  • Seed the material accross the social platforms
  • Track the results
    • The response (retweets, likes, views, positive/negative)
    • The results (number of visits, transactions, etc.)
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Logo Ecommerce Foundation1.png Source: Chaffey, chapter 9. The four classic marketing activities of customer relationship management. 43


Depending on where your customer is in the customer life cycle you adapt your (online) media.

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The Net Promotor Score is the most common measurement tool at the moment for measuring customer satisfaction.

It is used not only for the company as a whole but also for individual channels, products, customer interactions and even employees.

  • Determine for a well known retail brand (, Coolblue, Wehkamp) which digital marketing techniques they use.
  • What do you consider to be good and what can be improved?
  • Write an article about this on your workblog in wordpress.
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The End.jpg
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