Integrating Your Ecommerce Marketing Through the Art of Data Sharing

Integrating Your Ecommerce Marketing Through the Art of Data Sharing

Ecommerce marketing holds boundless potential for brands looking to attract, engage and convert users in the name of online revenue.

SEO. Content marketing. Email marketing. Pay-per-click advertising. These are just a handful of the many digital marketing avenues available to ecommerce businesses - each one helping you to target the right users in the right way at the right time with lucrative results.

These channels can deliver perfectly reasonable results when they work independently - but why should you have to settle for perfectly reasonable?

Each arm of your business’s marketing function is like a cog in a big, beautiful machine, with all components working harmoniously together for optimal performance.

And what exactly is it that greases the wheels of this mighty marketing machine?


In ecommerce marketing, data is the most valuable asset at your disposal - an asset that should be freely shared to better inform strategies and bring synergy to your multi-pronged marketing function.

Let’s take a closer look at the forms this synergy can take, and why it pays to democratise your marketing data.

Gain cross-platform user insights


Your ecommerce marketing strategy is doomed to fail without being squarely aimed at the right user demographic.

Data on your users’ identities, interests and behaviour can all be found within your Google Analytics account. All too often, though, this precious data gathers dust, going unnoticed and untapped.

The user data you accrue whenever a new visitor explores your brand’s website contributes to building a clearer picture of the people you’re selling to. Not the people you planned on selling to, or the people you believe you’re selling to, but the people you are selling to.

Real data on how real people interact with your brand, and who these people are.

Harness this web data - accumulated via traffic channels such as organic (from search engines) and direct (as in, direct to your website) - and you can arm your paid advertising function with the user demographic data needed to zero in on the right users. Best of all, you can do this from the day of your paid campaign’s conception.

Forget throwing aimless advertising budget into the void - this is data-powered ecommerce marketing at its most efficient and cost-effective.

Qualify your keyword targeting


Keywords represent your future customers reaching out to your business for you to resolve their queries, meet their needs and help them find their way to the answers they’re looking for.

No ecommerce marketing plan is complete without a robust, ever-evolving keyword strategy at its heart.

Now, the modern SEO marketer seizes any opportunity to wax lyrical about the alleged death of keywords as we know them.

Sure, keyword-stuffing is a trash practice that belongs in the museum of questionable SEO relics - but as long as users across the globe continue to perform online searches, keywords as a concept remain alive and well.

Whether you see keywords as guideposts for topic mapping or a framework for language use in your web copy, relevant keyword targeting is utterly vital to success in both organic and paid search.

Find the keywords that not only drive engaged organic and paid traffic to your website, but carry users all the way through to conversion. These are your ‘money’ keywords and should be front and centre in your ecommerce marketing strategy.

Freely share data on these ‘money’ keywords between your organic and paid marketing functions to enjoy the reciprocal benefits of an informed holistic keyword strategy.

Identify and promote hero products


Within your expansive product range, you’ll have a handful of products that are straight-up show-stealers - those irresistible items that outsell the majority of your collection through all seasons.

Whether it’s a matter of price point, functionality, aesthetics, customer reviews or some indescribable ‘it’ factor, these are your hero products. This is likely to ring true regardless of the marketing channels via which they’re bought.

Knowing your hero products and giving them the platform to shine is a key part of any ecommerce marketing strategy.

The relevant data lives within your CMS platform and your Google Analytics Ecommerce report. The products that are bought most frequently, and in the highest volumes, and for the highest price, are your brand’s primary money-makers.

Got a range that sells out like clockwork via email marketing? Make sure its on-page SEO is up to scratch.

Had a runaway success with your latest product-focused paid ad? Sounds like a recipe for a winning email marketing campaign.

Driven an above-average conversion rate via your latest organic search success story? We’re willing to bet this triumph will transfer into high-performing Google ads.

By firing on all cylinders, with a manifold strategy that puts the right products on a pedestal, you can give your hero products the exposure they need to rescue sales performance.

Utilise proven brand messaging


Every ecommerce marketer knows there’s a time and a place for all kinds of brand messaging. Each platform available to you has its own ‘dialect’ of sorts that you’ll need to get to know. In some cases, it can feel like learning another language (see: TikTok).

Thankfully, though, there are some universal truths that don’t need to be translated from one platform or channel to the next.

Through a considered and purposeful exercise in trial and error (oxymoron alert), you’ll no doubt have arrived at some primary brand messaging that’s proven popular in attracting users who’ve gone on to become loyal customers of your brand.

Whether it’s a killer email subject line, a punchy blog post call-to-action or a click-worthy paid ad headline, through the course of ecommerce marketing, your business has no doubt found tried, tested and effective copy that resonates with your audience.

This data is readily available within your various marketing tools and waiting to be utilised.

Finding the way your customers want to be spoken to, and the language that strikes that persuasive chord with them, is half the battle.

This is the shared language of your brand and its audience.

Learn to speak it fluently whatever the platform and you’ll find what was once one-way messaging will evolve into dialogues with users who go on to become customers.

Leverage trending on-site queries off-site


The idea of being able to predict consumer trends is a mystical concept, and one that’s understandably beyond most ecommerce marketers.

What’s far more achievable - and, in fact, crucial to ecommerce success - is knowing a current trend when you see it in the here and now.

If your website has an on-site search bar (and we’re hoping and expecting that it does), with the appropriate Google Analytics tracking, you can access complete data on queries made via this on-site search tool.

With this data, you now have clear, quantifiable evidence of which products are most sought-after within your collection and indeed the wider industry.

If you currently stock these hot commodities, now (and we mean now) is the time to shout this fact from the rooftops - utilising the many ecommerce marketing tools at your disposal to capitalise on this apparent trend.

There is clear and present demand - and your brand can meet it. Make hay while the sun shines.

Here’s the bottom line:

Every channel, every software suite, every tool you use for your brand’s ecommerce marketing houses data on how users have interacted with your business - and you can learn from what’s happened thus far in your brand’s story to shape what’s to come.

Don’t let your most valuable ecommerce marketing asset go to waste. Democratise your data starting today.

And if you’re ready to reap the rewards of all that an integrated ecommerce marketing strategy has to offer, you’re right where you need to be. Get in touch today to get to know our data-loving marketing team and find out how they can bring your online brand to prominence.