E-commerce development may be an emerging science, but that doesnt mean it has to be all trial-and-error. Applying some traditional marketing principals to e-commerce can help a 21st-century marketing strategy take shape. Think of it as marketing going electric.

With any new communications medium or sales method, it is important not to mistake the technology for the strategy. Simply setting up an e-commerce website wont do much for you these days, and the truth is it never would have. The Internet was much less crowded a dozen years ago, but there was much less traffic as well. Now that shopping traffic is robust, the field of competitors is jam-packed.

To stand out, here are some marketing fundamentals to consider:

• Define a target geographic footprint. When setting up an e-commerce website, people welcome the fact that it represents a significant savings over a traditional brick-and-mortar retail presence. However, the greater potential impact of an e-commerce website is to break down geographic barriers. Unless a company has a narrow geographic target market, it should steer clear of limiting itself by virtue of its e-commerce site design. This means projecting a universal presence, and where possible, it is a good idea to work out the logistics of selling to foreign buyers. There are complications involved in exchanging goods and money across borders, but some e-commerce development providers can help with this. It can be well worth it--after all, it is projected that the Chinese will soon overtake the U.S. as having the largest number of Internet users, and there are plenty of other countries to consider marketing to as well.
• Understand generational sensitivities. There are two important points here. First of all, while e-commerce is generally associated with a relatively young demographic, there is an important pool of Internet-savvy older people who may be a more appropriate market for certain products than young people. This distinction should drive everything from the content you select to the size of the typeface on your e-commerce website. The second point is that e-commerce volume should not be viewed as static--there is an important generational sea change that means e-commerce will more and more become the norm for many kinds of transactions.
• Make buying easy. Some well-meaning marketers have built e-commerce websites that are virtual Taj Mahals--beautiful, huge, and elaborate. The problem is they can take a long time to navigate around. Having an elegant site with plenty of content is great if that drives traffic, but visitors should never be more than a click away from initiating a transaction.
• Get people into the store. Speaking of driving traffic, its important to remember e-commerce site design, while important, is less than half the battle. Using searches, promotions, and other active strategies to drive traffic to the site is what really makes the difference. The science of doing this is evolving quickly, so it is important that a strategy not be static.

Considering the above issues will help a company come to terms with how much help it needs from an e-commerce development provider. Some simply handle e-commerce site design, while others can provide a full range of marketing assistance. Switching providers later on can be disruptive, so choosing the right one going in is a key to success.

Sources
BusinessWeek
E-Commerce-Guide.com