E-commerce development has forced innovation and focus change in the marketing strategies. Marketing strategies revolve around the customer but information gathering has assumed a different dimension.

Information is gathered on the demographics of the customer to suit the product offering. Behavior and attitudes of the prospects are studied to promote an aggressive marketing strategy. Decisions are analyzed to promote cross sales and up selling of products. It is more focused on generation pf personas and identification of valuable customers from the customer base.

Behavior triggered marketing is a new strategy of marketing 2.0. It is more oriented towards the behavior of the customer in the site. It is based on three important factors – trigger event, marketing act and channel of execution.

When the customer adds items to the cart, the strategy is to trigger an up selling of other items closely related to the item added to the shopping cart. This functionality should be embedded in the site and incorporated into the design and development of the e-commerce website.

E-mails serve as a best marketing medium in case of shopping cart checkout or payment failure or to request for a survey response if the customer does not visit the site for long. Special promotional offers through email for top spending customer encourage the customer to revisit the site for more purchases. Birthday offers and new additions can be promoted to the customer through targeted advertising through emails.