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The Digital Business Kit for Retailers

Learning Outcomes

Retailers will understand how they can use eMarketing strategies to sell products and services online. [printfriendly]

mod-arrow Benefits

There are several categories and types of eMarketing and each has its own benefits. Businesses may choose to engage in several or all of the eMarketing activities depending on the goals of the company, product types, target market, company capacity and other decision-making criteria (see the eMarketing Plan page for more).

Consider a range of eMarketing methods

  1. Connects your brand with a growing and already enormous new customer pool.
  2. Laser-focus on a target market to find very motivated buyers.
  3. No cash costs, just your time.
  4. Replicates the word of mouth model x100.
  5. Easiest way to get people to share your brand, products and message.
  6. Relatively easy and quick to do.
  7. Good return on investment.

Social media


  1. No costs except your time (unless you hire 3rd party).
  2. Over 80% of research is done starting with product search online and if you don’t have a search result when people look for your product, you will miss a high percentage of potential visits.
  3. There can be a 2 for 1 return on your efforts: other online marketing activities will improve your SEO if you have taken the time to learn how to do your posts with your SEO in mind.



  1. Ensures your brand will be displayed to people searching for your keywords.  This is particularly important while you are building your SEO and may not be getting good search results yet.
  2. Social media can be paid advertising.
  3. Can focus on a very narrow specific target market using social media paid advertising like FaceBook or LinkedIn. This increases your chance of engagement.
  4. Additional leveraging opportunities are available by advertising your brand and promoting and building your social media channel.
  5. Relatively inexpensive compared to some other paid marketing campaigns.

Paid advertising


  1. Not everyone uses other online marketing channels, but everyone can receive emails with newsletters.
  2. Enables broader content than other marketing media and provides the opportunity to share product benefits and engage with richer content.
  3. Creates different call-to-action and engagement areas in one newsletter and measures what works best (and hopefully engages customers in a sale).
  4. Easy to use and low cost.
  5. Create newsletters for specific market segments to improve your impact and chance of engagement.
  6. Allows businesses to combine social media elements and rich media (videos) with content to drive more traffic and engagement.



  1. Builds link density and keyword content.
  2. Leverages from websites and services with higher visits than yours.
  3. Can improve your SEO.
  4. Allows for longer messages and content of value to potential clients (e.g. topics of interest to share your expertise) that brings potential buyers to your website.