By now, we all have a pretty good idea how to build a brand, create a buzz and drive traffic to websites. Funny how there's not nearly so much out there about Sales. Sad thing is, many of those visitors would have bought happily and could have left delighted. Don't get me wrong. Marketing is an essential part of the e-commerce equation.
Marketing paves the way for Sales.
But it s only where Sales and Marketing overlap that buying happens. Now, imagine pulling these circles apart, so Sales gets farther and farther away from Marketing. Before they get to your website, your potential customers take in lots of external influences and compare those messages to their internal desires and values. Think of it this way. You see an advertisement on TV where a car manufacturer tells you it makes the safest car out there, and the ad prominently displays lots of images of an adorable, safe baby and happy parents enjoying their worry-free car ride.