Key Takeaways
- Ecommerce businesses need specially designed digital marketing strategy for ecommerce business.
- Simply doing digital marketing will not garner the desired results!
- Digital marketing strategies need to be data-driven!
In the digital age that we live in, data is the lifeblood of digital marketing. Based upon the data, strategies are made, decisions are taken, and results are delivered!
This is significant in the e-commerce industry. As previous data helps in learning user behaviours, make an ideal user persona and then use it to transform the brand presence of an ecommerce business.
In this case study, we will show you how important data-driven digital marketing strategies are for an e-commerce company.
Be it SEO, PPC, SMM, and more, we will share the strategies we used for a clothing ecommerce company based in Delhi that has a turnover of INR 2 crore.
Whether you are a digital marketer, an ecommerce business owner, or a marketing manager, this case study will open your eyes!
Understanding the
Data Driven Digital Marketing
Data-driven marketing is not jargon to show supremacy. It is a solid strategy that gets results!
It provides those valuable insights that help you foresee and predict user behaviours, preferences, and trends.
This helps in better targeting, which leads to better results and conversions!
The Role of Data in Digital Marketing Strategies
As conveyed earlier, the insights that one can gain from minutely analyzing the data at hand can make a marketing strategy successful.
For example, data reveals:
- Which marketing channel drives the most traffic?
- Which type of campaign can generate more leads and have a higher conversion rate?
Augmenting these insights into your digital marketing strategies will be beneficial. It will help you choose what to keep and what to discard!
Key Components : Data Driven Digital Marketing
Data driven marketing has four key components, and they are:
- Data Collection
It involves gathering data from different sources. Sources like web analytics, customer feedback, user ratings, social media metrics, and more are used to collect the required data.
- Data Analysis
Here we analyze the data collected above, using some key metrics like CTR, or click through rate, CPC, or cost per click, Raos, or return on ad spend, DA, or domain authority, ROI, or return on investment; and more.
- Data Driven Decision Making
After analysis, you can derive trends and insights that can be used to make decisions related to digital marketing strategies.
These decisions are important as they impact campaign design, budget allocation, and channel selection.
- Data driven digital marketing strategy
The data, after being used to make important decisions, can be used in remarketing.
This means that the paid ads run on various platforms such as social media and search engines, can be better targeted by using the data collected during marketing efforts last time.
This gives the ad algorithms a better understanding of the ideal user personas and helps them reach out to users that fit the ideal behaviours.
The Challenges and Goals: The Ecommerce Business
Now, with a basic understanding of data driven digital marketing strategies, let us see how they helped an ecommerce business.
Challenges
- The ecommerce company was struggling with poor sales and lower online visibility.
- Even with a wide array of clothing products, their website was not getting traffic.
- Their conversion rate was below the average conversion rate in the e-commerce industry, i.e., 2.5% to 3%.
- The social media handles of this e-commerce business were getting negligible engagement and had almost no new followers per month.
Goals
- Boost sales.
- Increase online visibility by 50% in six months.
- Improve customer engagement & retention.
- Enhance the conversion rate by 30%.
To achieve this, they decided to have an e-commerce digital marketing strategy that covers digital marketing for ecommerce business, holistically!
The Solution: Wildnet Technologies
They understood that it is not possible for businesses to cover each and every aspect of digital marketing.
Plus, if they do it themselves, with an individual or a small digital marketing company, the results will not match or supersede their goals.
Thus, they took help from Wildnet Technologies, who have been leading the digital marketing for many businesses, be they startups, e-commerce companies, or even Fortune 500 companies.
Crafting and implementing: Data driven digital marketing strategy for E-commerce business
Wildnet, with its 17+ years of experience, understands the importance of data driven digital marketing.
We have implemented it for many of our clients. Thus, we started with data collection about,
- Customers,
- Market Trends, and
- Competitors.
With marketing analytics, our ecommerce marketing experts helped them understand their customers’ behaviours and identify trends & patterns.
Our experts used their data to highlight the best possible platforms, be they social media, search engines, and more, to reach their goals using engagement rates, customer preferences, & conversion potentials.
Lastly, the data was used to pinpoint success by tracking metrics like CTR, CPC, Raos, and more.
Collecting and Analyzing the Data
Various tools were used for data collection, such as,
- Google Analytics
- Social media analytics
- Customer feedback
- Surveys
- Heatmaps, user recordings, and more.
Then our ecommerce experts used metrics like,
- Web traffic
- Bounce rate
- Conversion rate
- Customer demographics
- Buying trends and more to segregate the data into useful bits.
Our digital marketing experts have thus crafted an all-inclusive ecommerce digital marketing strategy!
Ecommerce Seo and Content Marketing: boosting Online Visibility
Their website and product listings lacked the SEO touch and, more importantly, the e-commerce SEO.
Relevant keywords were found and heavily scattered in the web content. Plus, their website was taking a lot of time to load on mobile devices.
Since most online shopping happens on mobile devices, their website was made mobile-friendly via technical SEO.
The previous data was used to pinpoint these gaps and also add certain user preferred keywords.
Local SEO & Link Building: driving Local and Regional Traffic
Since more than 70% of local searches covert into sales within a day, their website needed local SEO as well.
Previous data showed that they were lacking in local sales while their competitors, who were appropriately using GMB, Google My Business listings, and more, were capturing all local sales.
Our experts helped them get a good GMB listing along with check-ins, ratings, reviews, and local keyword optimization to boost their local ranking!
Our experts found that their website needs a better DA score to organically rank at the top of search engines.
They achieved this via guest posting and link building on related guest posting websites.
SMM or social media marketing: enhancing Social Engagement
Their social media was lagging behind because they were not involving their customers in the clothing design and development process, while an ideal user persona needed behind-the-scenes action and backstage entry!
Our SMM experts created content that
- invigorated current users,
- engaging them in such content that tickles their curiosity and
- motivate them to share the same.
Plus, legacy users were given discount codes. Current users were given discount codes if they shared the social content on their pages and stories.
Also, monthly brand advocates were chosen to design clothing of their choosing, and this clothing was released as a limited edition offering!
PPC or pay-per-click Campaigns: garnering instant Traffic and Conversion
SEO would help them tackle their branding goals, but the e-commerce business also needed instant sales and conversions.
This was made possible by running paid ads on Facebook, Instagram, and Google.
These ads were optimized by:
- appropriate keywords,
- marking out negative keywords,
- engaging images and videos,
- creative and crisp narratives, and
- ideal user personas.
The ecommerce business started witnessing more leads, their successful conversions, and boosted sales within a week.
Measuring the Success & continuous Optimization to the ecommerce digital marketing strategy
Our ecommerce digital marketing experts knew that constant measurement and optimization were needed for the ecommerce digital marketing strategy they had implemented.
They used various tools to monitor the campaign’s performance in real-time.
They could thus proactively resolve any issues and get better results.
This made experimenting along the way possible and the implementation of the findings easier.
Key Performance Indicators or KPIs to Track
Our digital marketing experts used,
- Web traffic,
- Customer acquisition costs
- Conversion rate,
- Customer lifetime value, and
- Return on ad spend, or Roas, to track the performance of the e-commerce business’s digital marketing campaigns.
They could thus easily pinpoint where improvement was needed.
Adjusting the Ecommerce Digital Marketing Strategy
Using the inputs and insights from,
- The above-mentioned KPIs
- A/B testing and
- Data collected during current digital marketing was used to adjust the digital marketing strategy for ecommerce business.
The Results
The ecommerce business benefited immensely from the ecommerce digital marketing strategy that was crafted and implemented by Wildnet Technologies for them.
It was made possible by the data-driven nature of these strategies.
Ecommerce business was able to,
- Boost their sales by 70%.
- Increase online visibility by 165%.
- Witness an increase in customer engagement by 100% and retention by 200%.
- Get the conversion rate up by 90% and more.
They were quite pleased with Wildnet Technologies’ on-time deliveries, top-notch quality, and transparency.
They signed a yearly contract with us for similar results in the future!
Sustaining Data-driven Marketing Success: Best Practices
Data driven marketing is quite beneficial and essential, as was proven in the above case study.
To keep it sustainable and ensure continued success, you need:
- Continuous Learning & Adaptations
Your tools will keep collecting the latest data, and it will show the change in consumer behaviours, needs, and wants.
Adapting the digital marketing strategies accordingly is the key to continuous success!
- Tools and Platforms
You cannot rely on one platform and related tools.
You need to use a combination of:
- Analytics tools
- SEO tools
- Social media management tools, and more.
To get an overall coverage and data to have a sustainable success, you need to use this combo!
Conclusion: The Future of Digital Marketing Strategies
The above case study showed you the significance of data driven decisions in digital marketing strategies.
Without using the data, your digital marketing efforts will either miss the mark or go in vain.
Plus, with ever evolving technologies, data collection, analysis, interpretation, and then insight implementation have become easy. It will get easier in the future!
Thus, data driven digital marketing strategies are the thing for the future, which certain reputable and leading digital marketing companies can provide now.
Wildnet Technologies has been delivering top-notch digital marketing services for more than 17 years now. With our 350+ digital marketing experts, we have catered to 2100+ customers (26+ Fortune 500 companies).
Our results have materialised in the bank accounts of our clients as organic revenue worth USD 196K via optimization on 25k #1 ranking keywords!
If you would like to learn more,
> How to grow your business with digital marketing?
> Case Study | How a startup increased its backlinks by 60%?
> Wildnet’s Digital Yum (our thought leadership’s weekly newsletter)
Contact us now at info@wildnettechnologies.com and boost your business beyond the skies!
FAQs
FAQ 1. What is the digital strategy of ecommerce?
Ans: The digital strategy of an ecommerce business is to maximise sales by using those platforms that work the best!
FAQ 2. What is the best marketing strategy for e-commerce?
Ans: A data-driven digital marketing strategy for ecommerce business is the best when it comes to the e-commerce industry.
FAQ 3. What are the three strategies for eCommerce?
Ans: The three strategies for an e-commerce business are:
They need to find the perfect mix of all three to witness the desired results and more.
FAQ 4. Why is ecommerce SEO different from SEO?
Ans: SEO focuses on getting more brand visibility, while e-commerce SEO is solely focused on bringing in more leads that can be converted into more sales.
FAQ 5. Can you develop ecommerce store for me on Shopify?
Ans: Yes, we can with the help of our 5+ years of experienced Shopify developers, and we will align it with best digital marketing strategies, as well.
