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Digital Marketing: E-commerce vs Normal Website

Through Digital Marketing you can achieve almost all of your business goals and objectives. But, you have to differentiate your approach and strategies for different products and services. The Digital Marketing process for E-Commerce websites would be far more different from normal websites because the nature and the range of products in an E-commerce website would be entirely different from the products and services that are promoted through a normal website. Moreover the requirements of Digital Marketing for an eCommerce website are different from those of a normal website such as sales objectives, target audience, promotional content, campaign period, branding objectives and promotional objectives.

A typical e-commerce website will have numerous products and brands from multiple categories and hence that the targeting options vary with that of normal websites whose products mostly fall into a single or few specific categories and also their potential audience almost falling into a  specific category, niche or location.

Deeper understanding of how eCommerce websites differ from normal websites will help you devise marketing strategies and plans for eCommerce websites and normal websites separately and achieve your branding and sales objectives better. Visit Webdesign Services, for comprehensive web & promotion packages.

Results:  Sales vs Reach

The E-Commerce websites are promoted with the primary objective of selling the products listed on them. But, on the other hand, a normal website is promoted for getting the viewers to see the products or services listed on the website and post an inquiry upon interest. So, the objective of the E-Commerce campaigns and ads is to create immediate attention and action so as to make the customer immediately buy the products following the upon seeing the ads. But for normal websites, the objective is to promote content and ads with the intention of triggering the interest of the potential audience in the topics, getting their response and sustaining them throughout the Marketing Funnel. So, even at the outset, the promotional purposes of e-commerce and normal websites differ significantly and hence adequate attention has to be paid to the creation of the content for their ads or articles keeping in view the promotional differences of e-commerce website and normal website. See our digital marketing services and packages at

CTA’s: Single vs Multiple

When you consider the Call-To-Actions (CTAs) of e-commerce and normal websites, the Call-To-Actions (CTAs) of an e-commerce website is only one click to the final result whereas normal website will have multiple Call-To-Actions (CTAs) with the primary propose to get the customer to visit the website or other resource pages before the last step of sales.

On the E-commerce website, the customer is made to click the ad or promo link and to directly land on the E-commerce website to buy the products there right away. In the normal website, the customers are made to visit a web page, then led to another page and so on to educate him about the products in stages. Then, upon his trust and conviction through multiple stages of reading and learning, he is expected to fill the inquiry form and thus be converted into a lead. So, it requires multiple Call-To-Actions for a normal website to make the customer mature into a lead.

For example, in a normal website, the customer to a blog page is taken to the case studies page through a backlink, and from there, he is referred to a website page and if he is satisfied with the content on the website about the products and services and company’s profile, he is backlinks to  the contact us page where he is expected to fill the enquiry form which will convert into a lead for this normal website. It involves more than one Call-To-Action (CTA) to be fulfilled for the normal website to get a lead which again has to be converted and matured through email marketing.

So, this customer is exposed to layers of content for the lead nurturing process. Once he understands the brand and products better, he goes ahead and completes his buying action.

Category: Multiple vs Single

E-commerce websites typically will have numerous categories as opposed to a normal website that falls into one or few categories. A multi vendor multi category eCommerce website will have products listed across multiple categories like food, personal care, home care, electronic devices, home automation, furniture, home decor, lifestyle and accessories, mobiles and accessories, computers and laptops, books and stationery, virtual products, downloadable products, watches, home furnishings, kitchen utilities and appliances. But a normal website which sells products in the home furnishing category may have products from additional categories like home decor, wallpapers, gardening tools, home furniture and such few categories but not to the extent of the E-commerce website that has countless categories and products listed in it.

Concept & Content

The concept and content of Digital Marketing have to be entirely different for E-Commerce and normal websites because of the nature and substance of these two differing website types.

Audience Targeting

The audience types can be almost the same for both the eCommerce and normal websites irrespective of whether it is a B2B or B2C product but the targeting style will be entirely different. For the E-commerce website, the targeting is done to evoke immediate reaction while the targeting for the normal website will be to assist the prospects to learn about the product in stages.  While blogs, websites, news portals, articles, guest blogging sites, discussion forums are used for normal websites for audience targeting, ads and affiliate sites are primarily used for e-commerce websites to instantly connect and get response from the customers so that the customer places the order immediately.

Campaign Duration

E-Commerce websites have short campaign periods until the season or the stocks last whereas normal websites’ campaign duration is comparably too long and runs into months and years given the fact that they continuously promote their products range as these are almost always available and not limited to seasonal sales.


The keywords for the campaigns of Digital Marketing and normal websites are different in that the eCommerce websites require immediate purchase. As such, the keywords for eCommerce websites would normally be sales conversion keywords like buy mobiles, click here to buy, order now, buy groceries online, free delivery. In addition to these, brand, product and offer keywords are used. These will be more of sales oriented and vouch for immediate action to buy. The normal website keywords will be information keywords and use case keywords such as read more, click here, etc., and are more of engaging keywords that will prompt the customers to pay attention and engage with the brand but not really prompt the customers to buy the products or services in the first instance itself.

Digital Marketing Channels

Digital Marketing channels do vary with E-Commerce and normal websites because the expectations of the digital marketer for these two types of businesses vary, and hence, the choice of platforms for reaching out to their respective target audiences varies.


Having said all these, the digital marketer is advised to understand the primary and secondary differences betweenE-Commerce and normal websites and various factors such as why people and how people behave in different channels, and respond to various marketing stimuli. Then, accordingly he has to use the campaign posts and contents in such a way they are attractive to E-Commerce and normal websites separately.



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