A beginners’ guide to online marketing

A beginners’ guide to online marketing!

Online marketing is the latest and most advanced tool for leaving a mark in the market. It is the new-age way of advertising that is closest to our transformed behavioural pattern, which makes the entry into market a lot easier. Here is a guide for the beginners as they enter the world of online marketing.

1: Start with the basic framework!

Rather than concentrating on what the returns will be, start with what the basic framework is. Try to understand how the position of what you say or do will influence your target audience. A good framework will help you gain returns in the long run through online marketing.

2: Build a strategic plan around your objectives!

The next in line comes strategy and planning. The basic framework paves the way to strategic roadmap, which in turn makes planning easier. It answers a lot of questions like when can we expect returns to start coming in or which are the areas which might turn into an opportunity or a threat.

3: Let them know your brand’s story!

When it comes to online marketing, what is our biggest tool? Content! Use this content to tell your brand’s story and let it help you build a personal connection. The content should be presented in such a way that people relate to your story and targeted in such a way that it reaches the maximum number of people.

4: Form a link between your online and offline campaign.

Make sure that your online brand positioning is consistent with who you are offline. Differences between the two may lead people to believe that the brand lacks honesty.

5: Attract customers, not just web traffic!

The targeting should be done in such a way that the online marketing strategy not just attracts traffic, but also customers. It will depend heavily on the strategies you follow, the campaigns that are being launched and the content that is being shared.

The above points form the basis of Online Marketing and are sure to help you in the long run. If you are looking for an Online Marketing company which can help you with these tactics then, Ecumen is just the stop.

5 Digital Marketing Myths

5 Digital Marketing Myths Which People Often Believe To Be True!

The marketing function has become a universal industry that offers companies an extensive range of online and offline channels through which they can reach and connect with the global audience. There are several strands to marketing which need equal amount of attention in order to reach out to the target segment. Digital Marketing is one such key strand of the marketing universe, which provides extensive online reach by leveraging the power of internet and social media.

Over a period of time, however, several myths and misconceptions have developed around digital marketing. Our effort here is to debunk some of these myths which will help entrepreneurs and marketing professionals.

Myth # 1:

Digital marketing is easy!

Setting up blogs, making social media profiles and voila! If you thought that’s all Social Media is about, you are mistaken. This is a small portion of the work that goes into going digital and spreading your wings across the internet. Ranging from generating appealing content to uploading posts at the right time, a lot goes into extracting fruitful results from this platform.

Myth # 2:

This form of marketing is for small businesses.

Contrary to what many people believe, Digital Marketing is not just for small businesses but also for large businesses with traditional marketing and operational budgets. To be precise, digital marketing is for all (small, medium and large) businesses. Digital marketing agencies offer a wide range of tools for all forms of businesses. If you are looking for a tool yourself, click here to know more.

Myth # 3:

Negative comments/reviews on Social platforms harm the business.

Customer concerns need to be addressed but at the same time it should be taken as an opportunity for improving upon the negative reviews. Taking less time to resolve issues and responding to the customers can make a positive impact and the way criticism is handled tends to get noticed by the visitors.

Myth # 4:

Increased website traffic leads to successful Digital Marketing Plan.

More traffic on website definitely leads to increased business opportunities and opens door to potential customers, but it does not mean that each visitor will convert into a profit generating customer. Such marketing is focused towards attracting website visitors who eventually lead to profit making. There are a lot of other ways through which such opportunities can be extracted, to find out how, follow our blog!

Myth # 5:

One-on-One Digital Networking is impossible.

It may seem like an elusive task to personalize your marketing, but it isn’t as ‘Out Of Routine’ as it sounds. It will increase your brand’s credibility and go-to-site clicks. Things as simple as having customer’s name in the body of the -mail will give your customer a more credible and personalized feel for your business.

All in all, Digital Marketing gives us a huge scope and opportunity to explore a wide market and expand our reach while at the same time mark our presence among other competitors. Knowing these myths will pull you out from their whirlpool, but in case you have other queries, click here and get the answers to all your questions if you are looking for a Digital Marketing Agency in India!

How Instagram Stories helps brands grow online?

Instagram Stories, a new feature by Instagram lets you share everyday candid photos and videos within a time window of last 24 hours with everyone, without having to post them on your profile. Seemingly inspired by Snapchat’s ‘Stories’, the Instagram Stories packs in the last 24 hours sewed together into a 10-second slideshow of photos and videos that appears on atop the Instagram. The feed however disappears after 24 hours unless you choose to save it for your profile. A colorful circle appears around the profile photo to let your followers know that you have a story to share.

Instagram Stories is an opportunity for people and brands to capture and share highlights and their unique stories using creative tools in a new way. This new features comes across as an effort by Instagram to attract and retain the young millennial  audience,  while at the same time it holds immense potential for brands and especially ecommerce companies to pitch and express themselves visually by connecting on a  personal level with  their audiences.

Instagram is considered more brand-friendly over Snapchat and is a more popular platform used by brands to pitch and connect with audiences. The new feature of ‘Instagram Stories’ takes the ability of Instagram to generate fun content a notch higher. Although Instagram is all about curated feed, the new ‘Instagram Stories’ feature enables brands to share photos, events and brand story without bombarding their followers or overposting.

With more than 500 million monthly active users and 300 million daily active users worldwide, Instagram offers a world of opportunity for brands. According to Instagram CEO Kevin Systrom, brands and ecommerce businesses will find a tremendous use case through a dynamic, urgent story.

Ecommerce companies are increasingly using Instagram to express themselves visually and build a passionate community. Brands are already jumping over one another to make the most of this new feature. Brands like RedBull, GE, Nike and have already released its first Instagram story.

5 Tips to Make the Most of Instagram Stories for brands

We explore some exciting tips for Instagram Stories and how you as a brand can make the most of it.

  • Upload photos, Boomerangs and Hyperlapses to make the most of the visual medium.
  • Choose from the seven filters by simply swiping left or right.
  • Choose from the three different brush tool, pen, marker and neon to draw on your photos.
  • Select different colors in the paint palette to create more exciting visual.
  • If you like your Instagram story, be sure to save it by tapping save.

Are you curious to infuse creativity into your social media content and connect with your audience and pitch your ecommerce?  Our ecommerce experts at Ecumen simplify ecommerce success.

5 Ways high-quality images can drive you more sales

If your website is getting traffic, it’s good! But while running an ecommerce business, you need to know that your goal is to make sales! This is the reason why it is also essential to focus on the conversion rate. There are a number of factors that influence your overall sales.

Hiring a well-known digital marketing agency can certainly help you. But whether you hire digital marketing services or not, you need to look after certain things as you are the owner of your online business.

One of the factors affecting your ecommerce conversions is the quality of your product images and how you display them. Customers love to see what they purchase and it’s needless to say that good pictures have a potential to engage the customers. It is a truth that whatever site they go to, they look for something colorful, glamorous, stylish and visually appealing. For this, nothing can be better than splendid photographs of your products.

Have a look to a few tips below to boost up your sales:

1) Use larger images than the usual ones

Many studies have shown that larger photographs get more clicks than the normal ones. If the website UI doesn’t allow you to accommodate large photographs, then also there is an option to show larger images to the customers. Enable the larger photographs when someone clicks or hover on the product thumbnail.

2) Target the customers’ emotions with right images

Quality and high resolution images have a potential to engage the emotions of your customers. It is a proven fact that majority of the people purchase the products because of an emotional reason. Using 360 degree and visually appealing images can be the best option!

3) Use relevant images only

Using good visuals doesn’t mean you randomly pick any! Whatever photograph you use anywhere on your ecommerce website, should support the overall gist of that particular page and the content. Particularly, it is essential that you use a relevant and high-quality image on the landing page because it ultimately drives visitors to the linked page.

4) Remove unwanted images and graphics from your site

Unwanted graphic elements unnecessarily make your website a clutter and make the visitors hate your site. Better to keep it as simple as possible! The simpler it would be, the more a visitor would browse it!

5) Use trust badges

You might think what such badges have to do with the conversion rate! But yes, it has! In today’s arena where a billion of ecommerce companies have come to the market, you have to build a trust level among the audience. And when people would have faith and trust in you, they would more likely to buy from you.

Apart from this, you should also place your clients’ photographs along with their testimonials. Another option is to put their short testimonial video clips.

However these tips would help you boost up the sales, we would like to invite you to opt for our digital marketing services. We have successfully popularized many brands across the world and we can do that for you as well!

A complete SEO guide every ecommerce site should follow [PART II]

You might have set a foolproof marketing strategy and a lot of promotional traits for your ecommerce business. But if these can also not give your site a visibility in the top search engine results, then accept the fact that you need to focus more on the SEO side. For that, you can hire a good digital marketing agency that provides effective marketing solutions.

Whether you hire it or not, we will continue to guide you in the best way possible. So as promised in our previous post, we are back once again with the next dose of SEO tips which would help your online business. Have a look!

No. 6: Add 2-3 paras of content to the category pages

Your product category pages are bread-butter for you. They hold a significant importance for an overall site performance. Add almost 300 to 350 words of content in each of the category page. Use the long-tail keywords that you want to target for that particular category. This would help your page rank for these long-tail keywords. But you have to take care that it must not be a duplicate or plagiarized content.

No. 7: Add ALT tags to the images

Generally, an ecommerce site is full of images. For an instance, if you have a total of 2000 products on your site, with 3 images per product. Means total 6000 images for just the products and there would also be some images for banners and blogs. You can take benefit by giving them ALT tags but it’d be tedious to add them for each image. To make this process simple, you can create a script that automatically creates ALT tags from the file name.

No. 8: Start using breadcrumbs

Breadcrumbs are best as they create even more internal links for you! Along with improving your users’ journey, they also help Google to navigate around your website. Most of the ecommerce stores keep this as a practice and you should, too.

No. 9: Fix 404 page errors

According to many experts, a 404 page error never affects your SEO rankings. But it definitely affects the journey of your site visitors. While browsing the products on your online store, if somebody lands on a 404 page, chances are there that he/she leaves the site at that right moment.

We hope that these SEO tips would help your online business rank in top search engine results. In case you need any help or guidance regarding the same, reach us here! Being a renowned digital marketing agency, we have successfully delivered our digital marketing services to many clients across the globe and helped them boost their business revenues.

A complete SEO guide every ecommerce site should follow [PART I]

If you are in an ecommerce business and if you are selling products online, then your website easily needs to be found by your customers. For this, its SEO should be powerful so that it shows in the top search results of a search engine. You are offering very good products at competitive rates but what is the point if your USP doesn’t reach your customers and prospects?

This post tells you about some sure ways to boost your website’s online visibility. Let’s get on the tips!

No. 1: Check robots.txt

Your robots.txt file is capable enough to block the entire organic traffic arriving to your website. Just do this:

User-agent: *
Disallow: /

And BOOM, you’re done!

This is not the only reason why you should check your site’s robots.txt file. It also protects your admin area and other account sections from Google. It also prevents duplicate content by blocking Google from certain areas of your website.

No. 2: Tweak the Meta descriptions

Meta titles and descriptions have got much significance in the SEO sector. They might not affect the overall site rankings but they play a very important role when it comes to your CTR. Meta descriptions should be descriptive, persuasive and of the correct length. Pay attention on Meta descriptions and don’t let them just passed.

No. 3: Use structured data

Use structured data on product pages which include ratings/reviews, price in different currencies, its availability, name of the seller, condition of the product, etc.

No. 4: Sincerely analyze the Google Webmaster tools

When was the last time you actually looked at your webmaster tools? It is essential to sincerely analyze its statistics as these stats say a lot about your ecommerce website’s impression. Keep reviewing your site’s webmaster tools so that you can diagnose the loopholes and fix them up.

No. 5: Subscribe for some key SEO blogs

SEO trends and algorithms are changed regularly and it is important to keep up to date with the trends. The best way for this is to thoroughly read various blogs from a few key websites such as Moz, SEO Book, SEO Roundtable, Search Engine Journal, etc. And not to skip on even a single post, subscribe for these blogs.

There are a lot more actionable SEO tips that can help increase the visibility of your ecommerce site but we couldn’t include all of them over here. We are surely going to cover them in our coming posts. Keep reading this space!

Pinterest to allow affiliate links now

Pinterest is one of the most efficient social media platforms. For online businesses, it offers a great platform to display and promote their products.

In February 2015, Pinterest had announced a policy in which no affiliate links, redirects or trackers on the pins were allowed. But it has changed this policy earlier this month. According to it, users can now insert affiliate links to their pins. This is of course good news for the merchants because it would help them earn extra revenue through such affiliate marketing programs.

With the new policy, users can now monetise their content. For example, a food blogger has created a board of cookware which could have pins that direct to kitchen utensils and other accessories such as pots, pans, etc. But instead of creating such direct links to such accessories, that blogger can now insert the affiliate links. This way, he/she can earn a commission if his/her pinned product drives a transaction.

Let’s evaluate this policy from a retailer’s point of view.

Being a retailer, if you are not receiving a good traffic, it means that nobody is re-pinning your products. In that case, this policy may come to your help! It gives you an opportunity to drive the incremental revenue. By pinning your products to their own boards, affiliates can earn commissions and thereby, can provide you the incentives as well.

As per Pinterest’s data, 40 percent of total Pinterest users have discovered a new product and re-pinned it. In addition, 30 percent have found and purchased a home decor or fashion related product after seeing it on Pinterest and almost 25 percent are there who have discovered an entertainment, health or fitness related product and purchased it. If seen these statistics, there is no doubt that the revenue generated from affiliate links on Pinterest could be great and considerable.

Back in 2015, affiliate links were banned and now in 2016, they are again allowed. Let’s hope that many more such good news may be following this year for your online business!

10 Digital Marketing Strategies to Learn from Your Competitors

An ecommerce company selling youth fashion and lifestyle had excellent assortment of trendy wear but was yet not able to really find much audience. On the other hand there was a fashion accessories ecommerce company that has a quality flow of traffic. Is this not a usual scene among ecommerce competitors?

Digital marketing offers ecommerce companies significant leverage to connect and engage with audiences. Various aspects of digital marketing from analytics, SEO, SEM to social media marketing and utilizing big data to track audiences for better lead conversions make it a must for all ecommerce companies.

Almost all companies have a digital marketing set-up and are aware of its potential benefits for high quality conversions. However, very few companies actually ensure that all the crucial aspects are covered. So what are these crucial differentiators that make big difference in the engagement, visibility and conversion of ecommerce companies? Today we discuss the 10 things that popular ecommerce competitors can teach you.

Track In-depth Analytics with more than one web analytic tool:

Leaders in every field leave nothing to chance and similarly so with most successful ecommerce companies that measure everything they do.

Surprisingly, many ecommerce companies just skim the surface in tracking and monitoring analytics. Most of the ecommerce companies usually use Google Analytics to track the activity on their website. But the competitive nature of ecommerce market demands that each and every digital footprint of visitors and audiences be tracked and monitored to increase conversions.

Therefore depending on the life stage of your ecommerce company, it is better to follow two to three or even four web analytics tool. Various popular web analytics tools include Simply Measured, Kissmetrics, Clicky, Crazy Egg and Adobe Marketing Cloud. These when used together with Google Analytics will help you unearth gold hidden in website analytics data. Using these different web analytics tools together will help you get a clear picture of why, what when, where, how of customer conversion.

Further ensure that you minutely monitor mobile traffic so that you cater effectively to smartphone users. This has become crucial in light of the fact that more and more people now use mobile to access online commerce.

Mobile Apps:

With steady emergence of mcommerce, it has become compelling for ecommerce companies to have their Mobile apps on major native platforms as Android and iOS. Moreover, you should have your mobile strategy in place to leverage the rise in smartphones and mcommerce. According to reports (http://blog.custora.com/2014/07/custora-pulse-mobile-report/) consumers prefer using mobile apps compared to mobile browser. From constant updates of mobile apps to tracking mobile analytics and offering quality features as push notifications can really make all the difference.

Thus building a mobile application for your ecommerce not only boosts your digital marketing efforts but also increases usability while offering greater insights into the customer buying and shopping behavior through mobile app analytics.

Use automated email marketing tools

Email marketing is one of the most potent tools to drive sales conversions. Even in comparison to social media platforms, the email outperforms to engage and nurture existing and new audience. According to reports too, the average customer lifetime value (CLV) of users acquired via email is higher compared to social media.

Use email effectively using popular automated email tools as MailChimp, Aweber, Campaign Monitor, Vertical Response, GetResponse among others to boost your digital marketing initiatives. From sending auto-responders to informing your customers about latest offers and products or even sending times discounts on special days to reminding customers about uncompleted purchases, email help you engage customers in much deeper ways and to build relationship with them. However it’s important to keep these points in mind:

  • Segmenting your contact list will help to make your email campaigns more relevant and effective than just blasting off your emails.
  • Responsive emailers with rich media and compelling Call to Actions will further drive your email campaign efficiency.

Social Media Integration and Automation

Use social media to connect and engage with different segments of customers. From Facebook, Instagram, Twitter, and Google + to Pinterest, YouTube and community forums, it is essential for businesses to proactively interact with their customers. So make sure your presence on each of these is optimized and updated with rich media posts and updates. As the search goes social, it has become imperative to ensure a compelling visibility on social media platforms and appear on SERPs.

Further, social media integration with your ecommerce website allows customers to share and discuss their purchase online. This cumulatively with likes, shares, reviews and comments offers great leverage for a stronger online presence. A classic case is that of popular e-tailer www.zappos.com who successfully integrated social media into their website to reap rich rewards.

User product Reviews:

As search and social combine together, the importance of user product reviews is more relevant than ever. From product reviews on your website to those on social media platforms, product reviews are shaping much of buyer’s preferences and decisions today. Therefore it is important that you have user product reviews on your website and encourage customers to share their reviews online.


Blog is an integral part of your digital marketing strategy as a very powerful medium of attracting quality and relevant audience to your website. Your competitors who host a blog on their ecommerce website stand to gain many benefits over you. A blog offers unique content that helps you in SEO and increase your ranking in SERPs. Apart from establishing thought leadership by producing content that is informative, entertaining, it also helps you reflect the distinct personality of your ecommerce.

Unique product description

One of the major highlights of any ecommerce website that instantly separates them from other e-tailers is the quality and tone of product description. If written well, they showcase the personality of the ecommerce website and also enhance the quality of the website. Go on and describe your products with its unique features, and its benefits to buyers. Authentic and unique product descriptions also help attracts visitors to website by use of keywords and Meta tags.

Unique Photos with enhanced zoom

In today’s visual medium driven world, the quality and choice of photos can make or break the deal for customers. The quality of product images and the way they are presented can make a big difference on sales conversions. Generally, ecommerce sites use three types of images namely Thumbnail, Product Page image and Zoom images. Ensure that they are of the right size, bright, uncluttered, of adequate resolution and above all consistent. It goes without saying that these images must also be SEO optimized to fully deliver their benefit.

Together, these factors contribute to sales conversions and eventual success of your ecommerce.

Site Wide Advertising

While Google AdWord is a popular advertising platform to run ads on Google search and Google advertising network, your competitors also use Yahoo Bing network and mobile advertising to get a wide reach. Presently SMS marketing forms major share of mobile marketing, however as new technologies emerge, rich media too will be a part of mobile advertising. From Facebook advertising to mobile advertising, it makes a compelling case to explore each of these areas

Omni channel Visibility

Shopping experience has become increasingly sophisticated and with buyers embracing new technologies, retailers are integrating stores, ecommerce, mobile apps and social media to offer multi channel retailing, also called Omni channel retailing. It creates tremendous opportunities for you as a retailer and you can leverage its benefits if you are prepared for it proactively. While major competitors are already pursuing it, it is a good opportunity to map your digital strategy around your goal of delivering Omni channel retailing to your customers. An essential part of this strategy is being actively visible on all fronts of Omni channel retailing to offer a seamless experience across channels.

Thus the saying ‘Whole is greater than the sum of its parts’ stands relevant for digital marketing in ecommerce. So are you prepared to boost your digital marketing efforts with learning from your competitors? How have you become a better ecommerce company by learning from your competitors?


A ‪‎Press Conference was held on Thursday, September 17, to unveil Ecumen’s report for Ecommerce startups – ‘The Magic Book of Ecommerce Spells’ which is India’s first ever comprehensive report on the ecommerce industry. It is a report that’s both, a thorough analysis of the Indian ecommerce market and a step-by-step guide on how to achieve success.

The report reveals the hard truth of failures of ecommerce startups in the last three years and gives insights on what one needs to do in order to succeed. The report has numerous case studies on successful players like Urban Ladder, Jabong, McDonald’s and likes.

The Magic Book of E-commerce Spells is based on the survey of 500+ ecommerce companies. The report delivers a wealth of insights on the Indian ecommerce scenario with a special focus on major ecommerce success stories. It is the definitive guide to Indian ecommerce market backed by an in-depth analysis.

The report highlights factors driving growth across individual ecommerce categories and offers practical solutions on how you can meet various challenges you face. These extensive insights will help you build a competitive advantage to increase your market-share in the evolving ecommerce landscape.

Key Findings of the Report-

  • Pricing and logistics strategies will prove to be a game-changer
  • Technology will offer competitive advantage more than ever
  • Ecommerce players will grow in niche categories
  • VCs give great importance to the team behind a startup
  • Digital marketing spend will increase multi-fold
  • Shift towards inbound techniques rather than outbound

Features of The Report

This report takes a very close look at the Indian ecommerce landscape. It explores in detail the individual category breakdown across various verticals and reveals market share analysis of key players. The report also offers solutions on how you too can utilize those strategies to grow. The report explores the following areas:

  • Overview of factors driving the ecommerce growth in India
  • Category break-down of current ecommerce industry
  • Detail analysis of each retail category
  • 26+ case studies of Indian E-commerce leaders

How will the report benefit you?

More than 80% ecommerce startups fail. This report dramatically reduces your chances of failure.

An ecommerce business will typically have key functions like Technology, Operations, Digital Marketing, Logistics, Finance etc. When starting up, most entrepreneurs only have understanding/expertise of one or two of these functions. This lack of preparedness is the cause of high failure rate in startups.

The report reveals critical strategies of major Indian ecommerce players and provides you an indispensible manual to succeed. It is a step-by-step guide for ecommerce startups and established players on how best to navigate the online market and create a spectacular success.

To know more about the report or buy it, visit http://www.ecumen.in/reports-page-2/