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Marketing used to be a more straightforward field, but in our digital world a consumer can (and should) be reached in numerous ways. It is not enough to set up an AdWords account and consider your marketing strategy complete.

As a content marketing specialist I collaborate with a number of talented people across my organization and even within my own team who specialize in different forms of marketing. We each tend to view our particular discipline as being of the utmost importance, sometimes at the expense of other channels. But in reality our specialities should all be interacting and supporting each other. No one strategy is perfect; rather, you should be constantly adding to and enhancing your existing marketing channels to ensure that you are reaching the maximum number of consumers.

If you’re looking to diversify your e-commerce marketing strategy, consider these four vital channels:

Amazon Marketing

Most marketing professionals talk about Google’s algorithm as if it is the only one—or the only one worth considering in a marketing strategy. However, the Amazon algorithm is equally as vital to consider as an e-commerce digital marketer. Amazon shares many similarities with Google but the two platforms also diverge in a number of ways. This article by Timothy Johnson at Portent is one of the most comprehensive resources out there that outlines the nuances of Amazon marketing.

Influencer Marketing

Consumers typically remain reluctant about buying products they haven’t heard much about. One of the fastest ways to gain their confidence is to let them hear from someone they trust. These days, most consumers follow at least one or two major influencers on social media. As a result, in 2017 this has probably been one of the fastest growing marketing strategies. If you can identify the most relevant influencers in your field, you can tap into a vast, fruitful consumer base.

Email Marketing

In this day and age almost any consumer with an email account can spot spammy messages just from the subject line. However, it’s entirely possible to create helpful, interesting content for email marketing campaigns that leave readers interested in learning more about a product. Invest some time researching best practices for e-commerce email marketing, and you’ll be able to access another dimension of your audience.

Social Marketing

We all know that social media is dominating the digital sphere. It’s essential to include various social channels in your marketing strategy, but make sure that you’re using each platform’s best practices. You don’t necessarily need to focus your efforts on every single platform, from Facebook to LinkedIn, but you should take time to identify the most relevant and useful channels for your product and field. The right configuration will look different for each individual business.

If you’re not already implementing these strategies as an e-commerce digital marketer, your business may be losing out on large numbers of potential consumers. These are certainly not the only important channels, but they are among the most essential for e-commerce digital marketers to master.

Take things one step at a time: first, conduct an audit of the channels you are already utilizing. Then identify gaps in your marketing strategy, and select one channel that seems particularly suited to your brand. After taking the time to implement that new channel in your strategy, you can move to another under-utilized area. This way you will gradually build out a more robust and effective e-commerce marketing strategy.

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