The trends in marketing have changed over the last few years. These trends have had enormous impact on the collaboration, communication, innovation, and evolution of businesses, both physically and online. The ecommerce market is expanding relentlessly, and as a result the importance of remaining relevant cannot be overstated. Many businesses may find change to be a daunting prospect, but it is vital to the longevity of any business in this modern era. Some businesses tend to struggle to align themselves with the ongoing changes, most often because such changes are unfamiliar to them. While there is bravery in determination, businesses that opt to tackle new concepts on their own rather than invest in the appropriate marketing put themselves at a disadvantage. This is the story of a thousand businesses struggling to cope with digital marketing changes.

Inbound and outbound marketing should be combined, particularly now. Conversion rate optimization is one of the most sophisticated digital marketing tools available, but it is also one of the most necessary for a successful business. Aimed at improving website content to draw in more prospective consumers, CRO functions as the backbone of online marketing. While SEO is equally as important, it is CRO that houses all the strategies and concepts that SEO and other online marketing tools are built around.

The online marketing landscape is a fickle one, and it takes time, consistency, and innovation to keep it afloat. The nature of online marketing suggests to some that it is easier than running a business in the physical streets, but that could not be further from the truth. On-location stores are built with the understanding that they have a very specific demographic, a specific reach beyond their doors. Moving a physical store without literally relocating is virtually impossible, save for pop up stores, and so the expectation for consumer visitation is only set so high.

Online stores, however, are built with the understanding that their reach is not only immediately local, but global. As a result, the limits for consumer reach are practically non-existent, making it imperative that the business uses every marketing tool available to stand out among the competition. Online brands have a vastly larger prospective consumer base, and so there is vastly more competition. Online marketing tools like search engine optimization and conversion rate optimization coexist to bring a business to its best self, putting on a front that is not only important, but critical to an online business’ survival.

For each and every business model, there are marketing concepts that function as the basis of its success. It is impossible for an online business to thrive on its own without the use of marketing tactics for the simple reason that, like all industries, ecommerce is dependent on consumer engagement and loyalty – without the interest of the consumers, a business dies within a matter of months (sometimes even sooner). Marketing is the core of every business, no matter its platform, and it is crucial that marketing tactics are used in accordance with individual business goals to achieve maximum – and long-lived – impact.