Digital Marketing Techniques Used by E-Commerce Giants

As we enter a later stage of the internet’s development, I think it’s high time that we stop and take a look at some online companies that have stood the test of time. These aren’t just normal businesses, no. They are e-commerce giants who rely solely on their online presence (with some word of mouth on the side) for their business. The fact that they’ve not only endured but also continued to grow is a testament to the quality of their products and services, and to the user experience they create, along with the strength of their digital marketing. 

They can’t just rely on any one tactic. Most of these global brands mix and match a complicated cocktail of content, advertising, data, and new cutting-edge technologies to keep customers coming. Each of the following e-commerce behemoths has developed its own specific strengths when it comes to digital marketing, and I think they are worth shining a spotlight on.

So, let’s whip out our magnifying glasses and inspect these global powerhouses a bit more closely, shall we?

Amazon: Personalisation Through Data-Driven Recommendations

Amazon’s pretty much been around since the very start. In the early days, they owed their success to an easy to browse online storefront and a snappy, consistent delivery service that actually delivered (pardon the pun). But now, the game has completely changed. One digital marketing strength that I think is well worth highlighting is how the international conglomerate uses customer data to pinpoint product recommendations that are highly relevant and hit the nail on the head almost every time.

It’s not just as simple as “John was just browsing for a new shirt, so let’s show him more shirts.” No, Amazon’s amazing analytics comb through browsing behaviour, order history, and interactions with certain products (like clicking on a product and checking a few photos before clicking off). After that, the site is able to generate recommendations that users are more likely to add to their baskets – and the recommendations themselves aren’t just presented in-app; they’re delivered to users in the form of email marketing. 

This strategy massively increases engagement by telling shoppers that Amazon can help them discover new things that they will enjoy. It’s as simple as that. 

Snapfish: Visual Marketing for Personalised Products

Snapfish is an international leader when it comes to the world of personalised things – photo books, cups, pillow cases, you name it. Because of the niche nature of the business, the company is heavily reliant on digital marketing to attract customers. 

Because the products are all custom, Snapfish focuses on helping its shoppers visualise what the final product will look like. The company’s marketing campaigns prominently feature professionally designed examples of its trademark photobooks, canvas wall art, and calendars, and these helpful visuals encourage customers to showcase their own creativity on the website’s creative platform. 

Snapfish is also very deliberate with its seasonal paid advertising, which highlights events like weddings, graduations, and sunny holidays in the summer, and cozy family get-togethers in the winter. Their use of visual storytelling in these ads highlights the personal nature and emotional core of the products themselves. This paid approach encourages engagement by creating memorable, strategically timed, and emotional ads that resonate and encourage customers to see the value in personalised gifts. 

ASOS: Social Media and Influencer Partnerships

ASOS is a massive online retailer that has survived and thrived during periods of intense volatility that have claimed the lives of its older, better-established, and more traditional competitors. 

Over the past 15 years, the brand has built a strong online presence because of effective social media marketing and influencer collaborations. The brand doesn’t shy away from interacting with its customers on social platforms and does so very consistently, often around posts that feature product content and fashion inspiration. 

ASOS also saw the benefits of influencer marketing before a lot of other brands did – especially in the fashion industry. Influencer collaborations helped ASOS reach their target audience by showcasing the products without a million-dollar marketing budget, a studio, lights, or cameras. Instead, the products were shown in more relatable settings, in informative videos, like styling demonstrations and reviews. 

It’s also worth highlighting that ASOS encourages customers to share their own outfits in posts that, over time, have successfully cultivated a community that enjoys actively engaging with the brand.