Ecommerce Marketing: Product Based And Product-Based Marketing

Shopping on-line is becoming more wide spread as customers turn to the World Wide Web for purchasing decisions. Being able to capture consumers’ attentions and win their sales means the difference between success and failure. Today’s market is competitive therefore an organization’s ability to determine its marketing strategies and being able to effectively deploy tactics.

E-commerce marketing is the business of attracting online shoppers to a company’s website and persuading them to buy the services or products online. Unlike brick and mortar marketing, e-commerce business cannot employee age-old tactics such as a relaxing ambiance or soft music to attract their customers. Without a e-commerce strategic marketing plan, an organizations

Product-based advertising focuses all its promotion on the products being sold. Customer based advertising focuses on a certain segment of the market which research or other information has determined will have the most interest in the product being offered. Often organizations will choose to use product-based advertising, customer based advertising, or a mix of both depending on the type of goods they are selling or their marketing philosophy. Product based marketing strategies are generally used by retail businesses that are in the market to sell a large selection of products to a multi segmented consumer market. Companies wanting to create relationships between the product and their customer mostly use customer-based marketing strategies. These businesses often sell high-end or specialized products to a targeted segment of

One of the tactics that e-commerce businesses often used during step two of the marketing strategy is known as market segmentation. During market segmentation organizations identifies groups of similarly behaving and like-minded customers and determines what communication media will need to be utilized to carry their message. Thus allowing the business to create a web site that acknowledges each group of stakeholders and caters to each of their needs making the site more useful and accessible to each group. One market segment which companies should consider marketing to is Tweens. A term used to describe children that are between the ages of 6 and 12 years old. They share some characteristics of both teenagers and children, and because they are a particular pubertal and hormonal group they are more susceptible to media influences (Jimenez-Zarco, Gonzalez & Gonzalez, 2016). Not only are tweens potential customers of a product but also more importantly is their capacity to influence their parent’s decision-making process. For some products such as mobile devices, apps and services, tweens have become the desired