E COMMERCE MARKETING AND ADVERTISING STRATEGIES Name: Institutional Affiliation: Date: E COMMERCE MARKETING AND ADVERTISING STRATEGIES E-commerce colossuses like Ebay and Amazon use demographic & psychographic segmentation to segment the markets. Amazon’s segmentation is based on actual purchase behavior: not what people might have expressed interest in but what they actually did. Amazon’s micro-level segmentation targets each customer individually allowing the company to convert visitors into long-term high-value customers. E-commerce segmentation often involves creating personas who will buy in some certain way & most users entered and left your site. eCommerce is tricky because you are competing not just to bring customers to your business but you’re competing with other companies with similar products all using the same strategy. You are constantly trying to come up with ways of standing out from the crowd. The only way that you’re going to do that is through testing. It may take a while for you to come up with any ROI but eventually you will score that breakthrough. [...]
Unit VI includes several marketing and advertising strategies that many companies have used to strengthen their brands. This assignment provides you with an opportunity to make recommendations for strengthening an e-commerce’s brand. Write a two-page reflection paper by recommending at least six marketing and advertising strategies (concepts) and explaining how each strategy would strengthen the brand for an e-commerce site. Use Times New Roman, 12 point font, and double-spacing to format the reflection paper. There is no need to include a title page nor a references page.