Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[24] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[28]

Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[44] Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[44]


E-commerce has helped businesses establish a wider market presence by providing cheaper and more efficient distribution channels for their products or services. For example, the mass retailer Target has supplemented its brick-and-mortar presence with an online store that lets customers purchase everything from clothes to coffee-makers to toothpaste to action figures.
The best advice for creating a content cadence is to set the tone from the beginning and let your audience know what to expect. Make your introduction video an introduction to what sort of content you will be publishing, and how often—and then whatever cadence you set for yourself, make sure you follow through. Don’t promise to post videos every day and then end up posting once per month.

The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers' behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it's important for there to be someone who can group these digital activities into individual campaigns and track each campaign's performance.


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YouTube is a massive site, so it’s easy to quickly blow your ad budget, especially if you choose high-volume targeting options. Unless you’re working with a big budget to start with, set your budget low enough to ensure you don’t spend too much on a single keyword target. You can always raise your budget after you’ve had a chance to optimize your campaign and know which keywords offer the best ROI.
When marketing on YouTube, it’s important to recognize and consider your audience’s stage in the buying process. Some marketers try to cold-sell to customers and prospects who might be interested in their products. The problem is that people who find your videos on YouTube are usually in the discovery stage and aren’t ready to commit to a purchase.
Security is a primary problem for e-commerce in developed and developing countries. E-commerce security is protecting business' websites and costumers from unauthorized access, use, alteration, or destruction. The type of threats include: malicious codes, unwanted programs (ad ware, spyware), phishing, hacking, and cyber vandalism. E-commerce websites use different tools to avert security threats. These tools include firewalls, encryption software, digital certificates, and passwords.[citation needed]
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[44] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[44] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[44] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[46]
At its core, e-commerce refers to the purchase and sale of goods and/or services via electronic channels such as the internet. E-commerce was first introduced in the 1960s via an electronic data interchange (EDI) on value-added networks (VANs). The medium grew with the increased availability of internet access and the advent of popular online sellers in the 1990s and early 2000s. Amazon began operating as a book-shipping business in Jeff Bezos' garage in 1995. EBay, which enables consumers to sell to each other online, introduced online auctions in 1995 and exploded with the 1997 Beanie Babies frenzy.
Welcome to the grind! This is where the real work begins. Having launched your online store, you should immediately move on to the promotion phase. Marketing your store and optimizing conversions will be your daily bread and butter from now on. You should also experiment with regularly expanding or refreshing your inventory. It is a particularly easy thing to do for dropshippers, as they can import new dropshipping products in minutes, but it should remain a priority even if you’re manufacturing or making the products yourself. Staying ahead of the curve will take some testing.
Recent research clearly indicates that electronic commerce, commonly referred to as e-commerce, presently shapes the manner in which people shop for products. The GCC countries have a rapidly growing market and are characterized by a population that becomes wealthier (Yuldashev). As such, retailers have launched Arabic-language websites as a means to target this population. Secondly, there are predictions of increased mobile purchases and an expanding internet audience (Yuldashev). The growth and development of the two aspects make the GCC countries to become larger players in the electronic commerce market with time progress. Specifically, research shows that e-commerce market is expected to grow to over $20 billion by the year 2020 among these GCC countries (Yuldashev). The e-commerce market has also gained much popularity among the western countries, and in particular Europe and the U.S. These countries have been highly characterized with consumer-packaged-goods (CPG) (Geisler, 34). However, trends show that there are future signs of a reverse. Similar to the GCC countries, there has been increased purchase of goods and services in online channels rather than offline channels. Activist investors are trying hard to consolidate and slash their overall cost and the governments in western countries continue to impose more regulation on CPG manufacturers (Geisler, 36). In these senses, CPG investors are being forced to adapt e-commerce as it is effective as a well as a means for them to thrive.
Well, the answer should depend on which stage of the funnel the video is geared towards. If it’s an introductory video, ask them to like and subscribe to your page for more content. If it’s a demo video, ask them to check out your website for more information. Creating calls-to-action in your videos will actively guide your viewers through the sales funnel and help you see results faster.
Having an online storefront is one of the most straightforward ways to conduct ecommerce. The merchant creates a website and uses it to sell products and services using shopping carts and ecommerce solutions. The “right” solution will depend on the merchant and their products. Below is a list of some of the top ecommerce platforms. Check them out and see which one is right for you.

There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it's hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you'll be creating digital experiences that work for your audience, and consequently achieve the results you're hoping for.
Wherever you are right now in your ecommerce journey, we hope this post gave you some insights that you can apply in your venture. If you’re just starting out and need help picking a platform or deciding on your target audience,  go back and read the section on ecommerce types and solutions. Already running a business and want to ensure your success? Read through the ecommerce stories above.

In order to engage customers, retailers must shift from a linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer.[23] Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one.[7] The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.[24]
Does your company have a relationship with another company that has a great YouTube presence? Ask them to collaborate! Collaborating with others is a fun way for both channels to gain exposure to another audience. Create a video or playlist together. There are a lot of options to creatively collaborate with other brands, just make sure that their audience and goal is similar to yours. The partnership should align with your marketing strategy. 
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[24] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[28]
When creating an ad, you have 5 seconds to hook the viewer in so they watch more of your video. You see what Tai Lopez does? The background is him standing in a mansion, and the first thing he says is that he’s going to give you a tour of his mansion. Then he introduces himself. And to keep you watching, he gives you a video tour of the mansion while he talks about himself and what he offers. This is great marketing that few people have done.
Phil Smy, former Chief Technology Officer for Toygaroo, told Shark Tank Blog, that Toygaroo might have had trouble scaling the business. “The business was growing,” he said. “To be honest, that was the problem. Explosive growth is a difficult thing to handle for small businesses. I thought – and still think – it is a great idea. The business model needs some changing from what we were doing. I would have grown more organically (i.e., slower) and also found investors who were willing to go the distance.”
There are many options for editing tools and software. Depending on your operating system, your computer may come with free editing software such as iMovie or Windows Movie Maker. These programs provide basic editing tools, like the ability to cut clips together, add titles, and add limited effects and color correction. There are also higher end, more expensive options such as Final Cut Pro X or Adobe Premiere CC, which offer an array of editing tools. YouTube even has its own online editing platform you can use to compile your clips and edit together your video. 
As the world’s second largest search engine, YouTube allows your videos to be seen through organic search or paid advertising. Video is a great way to humanize your brand by showcasing real employees, customers, or partners. It also allows you to build credibility by publishing informational content that helps your target buyer. Promoting your videos through paid advertising versus organic search can impact the type of video you should create. If you’re planning to increase awareness organically, consider filming the history of your company, customer reviews, or product tutorials.

Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.
As the world’s second largest search engine, YouTube allows your videos to be seen through organic search or paid advertising. Video is a great way to humanize your brand by showcasing real employees, customers, or partners. It also allows you to build credibility by publishing informational content that helps your target buyer. Promoting your videos through paid advertising versus organic search can impact the type of video you should create. If you’re planning to increase awareness organically, consider filming the history of your company, customer reviews, or product tutorials. 

Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[44] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[44] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[44] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[46]
However, e-commerce lacks human interaction for customers, especially who prefer face-to-face connection. Customers are also concerned with the security of online transactions and tend to remain loyal to well-known retailers.[64] In recent years, clothing retailers such as Tommy Hilfiger have started adding Virtual Fit platforms to their e-commerce sites to reduce the risk of customers buying the wrong sized clothes, although these vary greatly in their fit for purpose.[69] When the customer regret the purchase of a product, it involves returning goods and refunding process. This process is inconvenient as customers need to pack and post the goods. If the products are expensive, large or fragile, it refers to safety issues.[63]
Think about it: As others struggle to establish their presence on YouTube, you could have an established position with a top ranked video. Believe us, it’s hard to knock a popular YouTube video out of the number one spot, but our Online Marketing techniques can get your listed and ranked in Google and bring your website more visitors. You’ll benefit from a rise in your Bing or Google ranking. And it goes without saying that a page one Google rank is as good as gold.
Testimonials. If case studies aren't a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you're a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.

As digital marketing continues to grow and develop, brands take great advantage of using technology and the Internet as a successful way to communicate with its clients and allows them to increase the reach of who they can interact with and how they go about doing so,.[4] There are however disadvantages that are not commonly looked into due to how much a business relies on it. It is important for marketers to take into consideration both advantages and disadvantages of digital marketing when considering their marketing strategy and business goals.


Instead, you should create content that addresses your audience’s needs. Your goal should be to create videos that are helpful, valuable and compelling to your prospects and clients. If you can blog about it, you can create a video about it. Your video content may consist of how-to’s, answers to frequently asked questions, expert interviews, screen video captures, slide shows and more. 
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