Define Your Marketing Goals
Proprietors must keep both broad and specific goals in mind—and market accordingly. Thus, it’s important to understand the answer to the question: what is an e-commerce business?
In its most basic form, e-commerce is buying and selling products via the Internet. Thus, the primary goal of e-commerce is to earn conversions. But, before this can occur, your website needs traffic. Boosting website traffic is a major functionality of e-commerce marketing—and not just any traffic, but targeted traffic from consumers most likely to want your products.
Another less concrete goal of e-commerce marketing is raising brand awareness. Not every marketing message will aim to drive traffic or conversions; some serve the purpose of making online users aware of your store and its potential value to them.
Any e-commerce marketing endeavor, whether it’s aimed at generating traffic and conversions or increasing brand awareness, should embody SMART objectives:
- Specific: Marketing objectives must be detailed enough to address the problems and opportunities your e-commerce store faces.
- Measurable: Objectives must be measurable qualitatively or quantitatively so you can create and track marketing metrics.
- Actionable: Objectives should always aim to improve performance in some way.
- Relevant: Make sure your marketing objectives are actually applicable to the challenges you’re addressing.
- Time-bound: It’s important to apply time periods to each marketing effort so you can measure their performance accordingly.
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