E-Commerce: Digital Marketing

E-commerce has become a common method for small and large businesses alike to sell their products. According to Adobe Analytics, E-commerce has increased by 49% during the COVID-19 pandemic. However, simply having your product on a website does not ensure success- digital marketing has become a vital skill for all businesses choosing to sell their products online, and can help them reach their specific target market or buyer persona. There are several resources that can help businesses learn this skill.

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It offers one of the most common courses used to learn digital marketing and is free of cost. There is a course for people at each level, including beginners, and specific courses for those focusing on e-commerce marketing. These courses teach you how to ensure your ads reach the exact audience it is intended for, and how to increase clicks and conversions for your ads. 

Another popular online course is Facebook Blueprint. It focuses on mastering Facebook as a digital marketing platform and covers everything from basic foundation skills for Facebook and Instagram to best practices, ad tracking, ad purchasing and more. Aside from these, there are several more free courses available on HubSpot, Hootsuite, and other online applications. 

One way of advertising and selling products online is to have your own website. The advantage of this method is that the business is in control of its own data, however, it might be more difficult to set up payment methods on the site, which is why several businesses consider Amazon, Etsy, and other such 3rd party websites. One resource that makes website building easy is WiX, an online toolkit that provides a variety of templates geared to various industries.

Economic development organizations often provide technical assistance to businesses looking to expand or market their business, and several local governments and universities do as well. One example is the Tennessee State Government’s 2020 Marketing Assistance Program which supports economic development efforts for six Tennessee communities by providing each location with promotional videos, custom websites, custom photography, and more. Such programs can provide communities or businesses with skills and resources that are essential in 2020.


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