Multichannel Marketing for your eCommerce website

TMO GroupJune 3, 2014
Multichannel Marketing for your eCommerce website

Multichannel marketing is marketing using many different marketing channels to reach a customer. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message.

For many marketers and business owners, the first thing that comes to mind when promoting eCommerce website is the Google organic search page. And we have to admit that's a typical situation for many eCommerce sites nowadays. The times when eCommerce marketing was possible merely by search engine optimization have long passed. Now, online stores have access to a great selection of tactics, tools, and channels for eCommerce site promotion. By combining them, you can get optimal results. Let's take a look at what the opportunities are for integrated multichannel marketing for your eCommerce website.

Comparison-Shopping Engines

According to Consumer Features research , 52% of users regularly use price-comparison sites when making purchases online. The top goals of these users are...

  1. Bargain-hunt to get the best deal: 85%
  2. Compare prices: 83%
  3. Save money: 79%

Organic and Paid Search Traffic

Search engines nevertheless remain a source of substantial traffic and revenue for many sites—via organic search and paid search.

Organic search

1. First you should analyze Google Analytics organic traffic revenue to see how profitable it is to invest in it further and to evaluate the dynamics in revenue over time.

2. Also check site position and traffic dynamics on a tool like SEMRush:

3. Ensure that the basics are properly set up on the site:

  • A correct sitemap to speed up new inventory
  • Titles and product descriptions contains the name of the product, ideally with popular words such as "buy"
  • Product filters have separate URLs and product pages contain unique content optimized for relevant searches
  • Ideally, you should invest in as many unique product descriptions as possible

organic searcj

That is just the tip of the iceberg of things you can improve on the site. The larger and more reputable the online store, the better results can be achieved by improving site structure and content. Usually you can achieve 30-50% increase in organic traffic for a wide range of products that have been available for 5-6 years, solely through internal optimization.

4. Determine link and outreach strategy

  • Find a community that your costumers visit regularly, and prepare and publish decent content there.
  • Negotiate with bloggers on a test drive of goods you offer or of the entire shop.
  • Break into publications and blogs that write on the subject relevant to your business.

Paid search

  1. If you haven't set up remarketing yet, do it today. It will allow you to engage those visitors who left your site without accomplishing a particular task (didn't add the products to the cart, started purchase process but didn't finish it, bought a product but didn't buy any accompanying products, etc.).
  2. Dynamic remarketing is another powerful tool, when the user is shown several different products that he recently reviewed (if you've ever booked hotels on, then most likely you have seen banners for the hotels you recently viewed on other sites).

Arrange campaigns and ads groups based on the location, language, product categories, and landing pages. Even now there are some accounts where ads simply direct users to the main page.
Set up automatic synchronization of inventory, prices, stock availability, and PPC campaigns. You do not have to do manually what can be done automatically.

  1. Use Google Merchant Center.
  2. If you advertise not only on Google AdWords, make sure you track all traffic and expenses in Google AdWords in order to track ROI (including keywords and ad texts).

Social Media


WeChat is a mobile text and voice messaging communication service developed by Tencent in China. WeChat provides multimedia communication with text messaging, hold-to-talk voice messaging, broadcast (one-to-many) messaging, photo/video sharing, location sharing, and contact information exchange.


To enhance the impact of  Wechat, you can use a Wechat application that engages the user, invites him to participate in a contest , and in doing so gets him. This is similar to conversion rate optimization for a website. Its goal is to increase the impact of a company's public Wechat page traffic sources.

Sina Weibo, Youku

Sina Weibo is a Chinese microblogging (weibo) website. it is one of the most popular sites in China, in use by well over 30% of Internet users, with a market penetration similar to the United States' Twitter.

TMO Weibo

Youku permits users to upload videos irrespective of length. Youku has partnered with over 1,500 license holders, including television stations, distributors, and film and TV production companies in China that regularly upload media content on the site.At now, Youku has became the largest video website in China. And Youku can be installed as an extension to a browser to see Youku video outside of China.

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