E commerce is just a channel which enables an organisation show case its products and service to the customer. Having website does not guarantee that customer will come to your site and buy your product and service. This involves careful analysis of the business segment. Now e-commerce is becoming so crowded that getting attention of customer base is becoming increasingly difficult. However a business cannot ignore the e-commerce channel as millennial are increasing becoming demanding, they want increased personalisation, increased advisory service, Quick delivery of product and service which are of good quality.

Digital marketing is an umbrella term that encompasses a wide range of tactics and strategies including paid, owned and earned media, which can be used to increase the public’s awareness of your brand. The article lists different techniques in which a business could employ digital marketing.