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Monthly Archives: April 2023

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Cybersecurity Risks and Preventive Measures for your EV Smart Charging System

Category : Embedded Blog

Electric vehicles (EVs) are becoming increasingly popular, and with their growth, the demand for charging infrastructure is also increasing. An EV needs a system which can quickly and effectively recharge the battery bank of the vehicle in a hassle free manner. The smart charging system is a new and emerging technology that enables electric vehicles to charge and communicate with the charging infrastructure.

This system uses transmission-based technology (with access to user’s information) that can pose security risks if not properly secured. This blog explores the cybersecurity measures that can be taken to protect the EV smart charging system.

To know more about automotive cybersecurity, check out our blog Why Cybersecurity Has Become Indispensable for Automotive Industry?

EV Smart Charging System: An Overview

The EV smart charging system is a technology that enables communication between the EV and the charging infrastructure. The primary objective of smart charging is to connect consumers and operators with charging outlets. Every time an EV is plugged in, the charging station transmits data (such as charging time, speed, etc.) to a centralised cloud-based management platform through Wi-Fi or Bluetooth.


 

Hence, through a single platform, website, or mobile application, charging operators can quickly and remotely control and limit energy use. Additional features and advantages are also included; For instance, EV users can now manage and pay for their charging sessions using a smartphone app from any location at any time, thereby, optimizing charging times and energy usage.

A combination of software and hardware is used to manage the charging process. Further it can also be connected to the internet, which makes it vulnerable to cyber-attacks.

Cybersecurity measures such as encryption, authentication, access control, firewall, IDS, regular software updates, and user education can be implemented to protect the system.

These measures can help prevent malware attacks, DoS attacks, MITM attacks, password attacks, and social engineering attacks. It is important for organizations that operate EV smart charging systems to take cybersecurity seriously and implement appropriate measures to protect the system.

Cybersecurity Risks for EV Smart Charging System

The EV smart charging system uses cloud-based technology which makes it vulnerable to cyber-attacks. The following are some of the cybersecurity risks associated with the EV smart charging system:

  • Malware is a malicious software that is designed to damage, disrupt, or gain unauthorized access to a computer system. Malware can infect the EV smart charging system and cause it to malfunction.
  • Denial of Service (DoS) Attack is an attack that is designed to disrupt the normal functioning of a computer system. This attack floods the system with traffic, making it difficult for legitimate users to access the system.
  • Man-in-the-Middle (MITM) Attack is an attack where the attacker intercepts the communication between two parties. The attacker can eavesdrop on the communication or alter the data being transmitted.
  • Password Attacks refer to situations where the attacker tries to guess or crack the password of a computer system. Once the password is compromised, the attacker can gain unauthorized access to the system.
  • Social Engineering Attacks are another plausible type of attack where the attacker tricks the user into revealing sensitive information. This information can then be used to gain unauthorized access to the system.

Cybersecurity Measures for EV Smart Charging System

Even though threats and attacks tend to risk the EV Cybersecurity system, there are steps that can be taken to prevent malware attacks. The following are some of the cybersecurity measures that can be taken to protect the EV smart charging system:

  • Encryption is the process of converting plain text into cipher text, which is unreadable without the key. Encryption can be used to protect sensitive data that is transmitted between the EV and the charging infrastructure.
  • Authentication helps in verifying the identity of a user or a device. Authentication can be used to ensure that only authorized users or devices are allowed to access the EV smart charging system.
  • Access Control is a method of controlling who can access the EV smart charging system. Access control can be used to ensure that only authorized users or devices are allowed to access the system.
  • Firewall is a network security system that monitors and controls incoming and outgoing network traffic. A firewall can be used to protect the EV smart charging system from unauthorized access.
  • Intrusion Detection System (IDS) is a system that monitors network traffic for signs of a cyber-attack. An IDS can be used to detect and respond to cyber-attacks on the EV smart charging system.
  • Regular Software Updates can fix vulnerabilities in the system and improve its security. Regular updates can also ensure that the system is up to date with the latest security patches.
  • User Education simply refers to educating users on cybersecurity risks and how to protect themselves from cyber-attacks. User education can help prevent social engineering attacks and password attacks.

Furthermore, it is important for organizations to continuously monitor the system for signs of cyber-attacks and to have a plan in place to respond to any security incidents. The plan should include procedures for identifying the type and scope of the attack, containing the attack, and recovering from the attack.

Hop onto this link to quickly check out the technology solutions and platforms for Electric Vehicle Development by Embitel.

Final Thoughts

The EV smart charging system is a promising technology that can help accelerate the adoption of electric vehicles. However, it is important to ensure that the system is properly secured against cyber-attacks. By implementing the cybersecurity measures discussed in this blog, organizations can help protect their EV smart charging systems from cyber-attacks and ensure that the system operates securely and reliably.


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BMS Platform Software Development for Tier-1 BMS Solution Vendor

 

About the Customer

Our customer is a UK based BMS solution vendor and one of the leading experts in Battery Management Systems.

Business Challenges

Our customer wanted to collaborate for a functioning platform software for their existing system for a better user experience. Essentially, the customer was looking for a technology partner with experience in:

  • An Engineering approach that supports all stages of development with ease of verification & validation. This results in a system that works seamlessly across different environments.
  • The approach should be in sync with the customer’s existing system.

Embitel’s Solution

Since our team was tasked with developing the platform software for an existing BMS, we first performed a joint analysis and study of the existing systems with the customer’s team. We assessed the different components of the application software and identified the following approach for the development of the required platform software for our customer’s Battery Management System.

Embitel developed ASIL-C Compliant Platform software for the Battery management system. The platform software enabled Low-level driver modules for Infineon TC3xx Micro, including the communication stack, Diagnostics Stack, HAL, DAL, Self-Diagnostics, and modules.

The Platform software provides flexibility to access the BSW signals for BMS applications via the Signal Interface layer. The platform SW is integrated with the HiTex Safety Library and RTOS.

Decoding the Various Steps of our Platform Software Development

  • ASIL-C Compliant Platform SW Development for BMS System.
  • Software: Low level Driver + HAL + Communication + Diagnostics
  • Communication: CAN-FD Driver + Interface Layer + Network management
  • Diagnostics Layer: UDS ISO14229 and ISOTP
  • Safety: Hitex Safety Library integrated
  • ISO26262: Implementation as per ASIL-C Safety requirements

 

Embitel’s Impact

The BMS platform software made the existing system easily configurable and maintainable to support future changes.

This challenging platform software development project was delivered within the desired time-lines and costs. This ensured reduce time-to-market and development costs for our client.

An EV friendly BMS platform software has become a necessary requirement present day EVs. Hence, the success of this project had a long-term positive impact on the various business engagements of our customer.
 

Tools and Technology

  •  Aurix Tri-Core TC 3xx Micro
  •  CodeBeamer
  •  Tasking Compiler
  •  ISO26262-ASILC
  •  CANoE
  •  Polyspace and Tessy(Unit Test)
  •  UDS & CAN Stack

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BMS Hardware and Software Components – Overview and Scope for Digital Advancements

Category : Embedded Blog

Electric vehicles (EVs) are gaining popularity worldwide as an environmentally friendly and cost-effective transportation option. As the number of EVs on the road continues to grow, so does the demand for efficient and reliable EV battery management systems (BMS) software, Printed Circuit Board (PCB), Programmable Logic Controller (PLC), and hardware circuits.

Dive in to explore the technical aspects of EV BMS software, PCB, PLC, and hardware circuits and how they contribute to the digital opportunities in the EV industry.

EV Battery Management System Software

Battery Management System is a critical component of an EV as it manages the charging and discharging of the battery, monitors the temperature and voltage of each cell, and protects the battery from overcharging and over-discharging.

The BMS software controls these functions and communicates with other components in the vehicle, such as the motor controller and display. The software used must be reliable, efficient, and customizable for different battery chemistries and vehicle configurations.

One of the primary challenges of BMS software is ensuring accurate cell balancing. Balancing ensures that each cell in the battery pack has a similar state of charge, which maximizes the overall capacity and lifespan of the battery.

The software is responsible for balancing the cells while also considering other factors such as temperature, current, and voltage.

Another critical function of the BMS software is state of charge estimation, which determines the amount of energy remaining in the battery pack. This information is crucial for the driver to plan their route and ensure they have enough charge to reach their destination.

Check out our blog on How Advancement in Software Is Propelling the Growth of Electric Vehicles?

BMS Hardware and Circuitry – A Brief Overview

Workstations, servers, sensors, and cables are a few constituents of a BMS hardware. Software, on the other hand, consists of user interface, visual design, and programming and setup tools.

Let us explore two of the primary hardware constituents of EV Battery Management System

Printed Circuit Board (PCB)

The printed circuit board is the backbone of the EV BMS hardware. It is a board made of insulating material, on which a thin layer of conductive material is printed. This material is usually copper. The copper layer is etched to form a pattern of interconnections that connect the various electronic components. The PCB provides a stable and reliable platform for the BMS components, reducing the risk of loose connections and ensuring accurate signal transmission.

There are several factors to consider when designing a BMS PCB, including the number of cells in the battery pack, the voltage and current requirements, and the physical space available in the vehicle. The PCB must be designed to handle high currents and voltages while minimizing electromagnetic interference (EMI) and voltage drops. In addition, the PCB layout must be optimized for efficient heat dissipation, as excessive heat can reduce the lifespan of the electronic components.

Programmable Logic Controller (PLC)

The programmable logic controller (PLC) is a specialized computer that controls industrial processes, including the charging and discharging of EV batteries. The PLC communicates with the BMS software and the charging infrastructure to manage the charging process and ensure the safety and efficiency of the battery. The PLC can also monitor and control other components in the vehicle, such as the motor controller and HVAC system.

The PLC uses a programming language to create logical operations and sequences that control the various inputs and outputs of the system. The programming language is designed to be user-friendly, allowing non-programmers to create and modify the logic. The PLC can also be programmed remotely, allowing for real-time monitoring and control of the system from anywhere in the world.

Hardware Circuits Comprising the BMS Architecture in Electric Vehicles

In addition to the BMS software, PCB, and PLC, several other hardware circuits are essential to run the operation of the EV battery system. These circuits include:

  • Voltage and Current Sensors: These sensors measure the voltage and current of the battery pack and individual cells. The sensors must be accurate and reliable to ensure safe and efficient operation of the battery.
  • Isolation Circuits: These circuits isolate the BMS from the rest of the vehicle, preventing electrical noise and interference. Isolation circuits can also protect the BMS from overvoltage and overcurrent conditions.
  • Protection Circuits: Protection circuits are designed to protect the battery from overcharging, over-discharging, and other adverse conditions. These circuits may include overvoltage protection, undervoltage protection, overcurrent protection, and thermal protection.
  • Charging Circuits: The charging circuits control the charging process of the battery, including the charging rate and termination criteria. These circuits may include charging controllers, DC/DC converters, and other components to regulate the charging process.

Digital Opportunities and Future Scope

The EV industry offers many digital opportunities for businesses and consumers alike. The rise of EVs has created a demand for new technologies and services, including charging infrastructure, battery recycling, and BMS software.

  • Development of smart charging infrastructure – This is considerably one of the most significant digital opportunities in the EV industry is the. Smart charging infrastructure uses advanced software and communication technologies to optimize the charging process and reduce the cost and environmental impact of charging. Smart charging infrastructure can also enable vehicle-to-grid (V2G) services, where EVs can provide energy back to the grid during periods of high demand.
  • Development of battery recycling technologies – Another digital opportunity in the EV industry is the development of battery recycling technologies. As EVs become more widespread, there will be a growing need for battery recycling to minimize waste and recover valuable materials. Battery recycling technologies can also create new revenue streams for businesses and help reduce the cost of EV batteries.
  • BMS software Advancements – Software advancements for BMS is a great digital opportunity in the EV industry. BMS software can provide real-time monitoring and control of the battery system, allowing for better optimization and management of the battery. BMS software can also enable predictive maintenance, where potential issues can be detected and addressed before they become major problems.

Conclusion

The EV industry is rapidly evolving, driven by advances in technology and the growing demand for sustainable transportation options. The development of efficient and reliable EV BMS software, PCB, PLC, and hardware circuits is essential to the success of EVs. These components must be designed and optimized to ensure safe and efficient operation of the battery system.

The rise of EVs has also created many digital opportunities, including the development of smart charging infrastructure, battery recycling technologies, and BMS software. These technologies can help reduce the cost and environmental impact of EVs while creating new revenue streams for businesses. As the EV industry continues to grow, we can expect to see more digital innovations and opportunities emerge, transforming the way we perceive transportation.


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Why is LIN Conformance Test a Must for Automotive ECU Communication System?

Category : Embedded Blog

For a vehicle to drive in an optimal manner, simultaneous communication between several vehicle ECUs is required. This communication is defined by protocols such as LIN, CAN, FlexRay and more. The protocol package must be tested rigorously for the communication to happen reliably.

Imagine a scenario where the engine control unit is not able to communicate reliably with an exhaust gas recirculation valve. This might cause the valve to not open when required, leading to excessive NOx emission. Such a scenario will lead to reduced power generation and fuel efficiency, not to mention, the increased pollution levels.

Vehicle ECUs that communicate through LIN are susceptible to many vulnerabilities. Faulty implementations, electromagnetic interference and improper source code are the main reasons for a LIN based system to fail.

Out of these reasons, the conformance of LIN protocol to LIN standard (ISO 17989) is one of the key aspects that automotive engineers must take care of. LIN conformance test is the method that helps to achieve this. If an automotive LIN device does not conform to the LIN protocol specifications, it may not be compatible with other devices in the network, leading to communication errors, data corruption, or even system failure.

Why is LIN Conformance Test Vital for Robust Automotive ECU Functionality?

LIN conformance test is a vital step in ensuring that automotive ECUs operate reliably and meet the requirements of the LIN standard. The test involves verifying the implementation of the different layers of the LIN protocol, which is responsible for message transmission, error handling, and bus arbitration.

By conducting conformance testing, automotive manufacturers can ensure that their ECUs will operate correctly in various scenarios and environments, minimizing the risk of failure and ensuring the safety and reliability of the vehicle.


A Typical Protocol Conformance Test Setup

  • Ensuring compatibility and interoperability: The LIN protocol is used in automotive electronics to communicate between various devices, such as sensors, actuators, and control units. If a device does not conform to the LIN protocol specifications, it may not be compatible with other devices in the network, leading to communication errors, data corruption, or even system failure.
  • Improving reliability: The LIN protocol is designed to be robust and reliable, even in harsh automotive environments. The conformance test ensures that a device or system adheres to the protocol’s specifications, ensuring reliable communication and minimizing the risk of system failure.
  • Validating functionality: The conformance test checks the functionality of the device or system in various scenarios and conditions, ensuring that it performs as intended. This helps to identify and fix any defects or bugs in the device or system before it is deployed in a real-world environment.
  • Meeting automotive industry standards: The automotive industry has established standards for LIN communication, such as ISO 17987 and SAE J2602. Conformance to these standards is often required by automotive manufacturers and regulators. The conformance test ensures that a device or system meets these standards, enabling it to be certified for use in automotive applications.

What Exactly Do We Test in LIN Conformance Test?

LIN conformance test is a set of procedures used to verify whether a device or system adheres to the specifications of the LIN protocol. The purpose of the conformance test is to ensure that the device or system will work correctly in an automotive network that uses the LIN protocol.

It includes a range of tests that check various aspects of the device or system’s behavior, such as its timing, message framing, message content, and response to error conditions. The tests are designed to simulate various scenarios that may occur in a LIN network, such as different data rates, message lengths, and message formats.

There are different levels of LIN conformance tests, ranging from basic tests that check the basic functionality of a device or system to advanced tests that check its behavior in complex scenarios. The tests can be carried out using specialized test equipment, such as a LIN bus analyzer, or through software simulations.

LIN protocol follows the OSI model where the LIN specifications cover the physical, data link and network layers.. And naturally so, all these layers are tested under LIN conformance test. The LIN conformance test specifications clearly define the fields of LIN Bus and LIN communications that need to be tested.

LIN Protocol Architecture

Now let’s quickly analyze how each layer is tested for conformance to LIN specifications:

  • Physical Layer (OSI Layer 1): Testing the physical layer of LIN bus protocol generally covers the calibration part including operating voltage, signal voltages, shift test, duty cycle, propagation delay, loss of battery, loss of ground etc. This test essentially verifies the electrical compatibility of interfaces between LIN devices.
  • Data link layer (OSI Layer 2): Data link layer of the LIN protocol is responsible for transferring data between the ECUs. The conformance test of data link layer checks for correct header, checksum, and response signals in the LIN messages sent and received by the interface. There is a set of test cases designed to cover various scenarios, including message transmission and reception, error detection and handling, timing, and bus arbitration.
  • Network layer: In the LIN network layer, messages are transmitted in a Master-Slave configuration, where one node is designated as the Master and the other nodes are Slaves. There are certain test specifications that need to be covered while performing conformance test of network layer. Errors in either received frame or transmitted frame are tested, in addition to sleep/wake up tests.
  • Application layer (OSI Layer 7): The LIN application layer defines the frame format, message identifier, and message content for the data exchanged between the ECUs. It is the top layer of the LIN protocol stack and is responsible for managing the application-specific data exchanged between the ECUs. Usual test cases for which application layer is tested include covering different message types, message formats, and error conditions.

How is LIN Conformance Test Performed?

LIN protocol conformance test is performed as per ISO 17987 part 6 which defines the test specifications. These test specifications essentially evaluate the LIN protocol according to ISO 17989 -2 and 3. The layers under test are data link layer, network layer and the transport layer. Physical layer of LIN protocol is tested under a separate part which is ISO 17987-7.

The conformance test consists of test cases that cover different aspects of the LIN protocol, including initialization, message transmission, and error handling. The test cases are designed to verify that the communication controller behaves correctly under different operating conditions and error scenarios.

The test cases are divided into 3 categories based on the type of LIN communication controller being tested, i.e., Master node, slave node and protocol implementation.

Each test case specifies the expected behavior of the LIN controller and the expected results of the test. The test cases are designed to be repeatable and deterministic, so that the same results can be obtained each time the test is run.

The conformance test requires specialized test equipment and software like LIN analyzer that can simulate a LIN network and perform the necessary measurements.

After the conformance test is performed successfully, a test report is generated which summarizes the results of the test and identifies any issues found during the test. The test report can be used to verify that the communication controller meets the requirements of the LIN protocol specification and to identify any areas where improvements may be needed.

Conclusion

As discussed above, the importance of LIN protocol conformance testing is huge as it enhances the reliability of the ECU communication in the vehicle.

In a nutshell, LIN protocol conformance testing is a crucial process for ensuring the quality and reliability of LIN devices. By performing these tests, manufacturers can ensure that their products meet the required standards, work seamlessly with other devices, and provide a better user experience.


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Why Website Personalisation is Important in Marketing Strategy and Conversions

Personalization has taken a new meanings and definition over a period. With advancements in technology and changing customer’s demands, enterprises have no choice but to abreast themselves with both the worlds and deliver better to customers while keeping resources and everyone involved in the organization happy.

The company that stays relevant will be the one who can thrive in the market today. Marketing strategy has grown and gets improvised year after year. What is new in 2023 you ask?

You must have heard about personalization of experiences in various areas of customer journey. But what is website personalization? This sounds new.

Let us discuss about website personalization and its benefits in detail in this blog below. Keep reading.

Introduction – Website Personalization 

Website personalization is popularly called as web personalization or dynamic website personalization. It is a process where enterprises create custom website experiences for every user who comes to the web page.

Generally, same web pages are shown to all users who come on to the website. But with website personalization, you show specific pages, products and content based on user’s behavioural traits. Every user gets to witness unique experiences. Free size or one-size-fits-all doesn’t work for everyone anymore.

The primary objective here is to make the user feel valued, their interest being taken care of in a holistic way.

Web personalization was a tedious task few years ago but with the new technology and tools available today it has become easier to map customer journey with the enterprises. The data and information help in creating efficient personalised experiences for users.

Website Personalization Benefits

  • Better Call-to-Action Conversion

  • One of the important steps in the customer lifecycle process is having powerful CTAs (Call-to-action) buttons. It is one of the best ways to onset the conversion process as it influences users to do the action like click the button, free demo, take a survey, read more etc.

    Irrespective of the activity that is intended to do by the user, you still have to personalize the CTA buttons. Recent market research have shown that companies with personalised CTAs generated more sales than the ones with generic CTAs.

  • Rise in Landing Pages Conversions

  • Landing page is one of the key factors in user experience touch points which makes or breaks your impression with users. Landing pages should be personalised based on their online behaviour and history. SaaS companies and Ecommerce organizations should emphasize more on optimizing landing pages into personalized web pages for every user. Every user should get unique experience based on their preferences. This change has impacted the companies with increased landing page conversions.

  • Increased Customer Loyalty

  • When you put customer’s interest before yours then you will surely emerge a winner. Users will go with the brand who treats them well and who caters to their needs without any roadblocks. Seamless experiences across all touchpoints is what they are looking for. Companies need to utilize newer technologies in creating immersive user experiences. This way users not only stay with for longer time they also become voice of your brand.

    Running frequent loyalty programs that are customised will help users know that you care for them and you will be there for them

  • Relevant Product Suggestions

  • Inappropriate product recommendations are one of the most annoying things that users have found. Display of suggestions based on some trending market-based assumptions are wrong as they send negative image about your brand to the customers.

    The advantage of website personalization is that with the available user data, you can show them products based on their interests on whichever device they are. This will keep them interested in your brand and also appreciate the attention to detail quality of your company.

  • Improved connection with Customers

  • Website personalization enables you to segment audience and sort them in different marketing funnels where you can interact with them closely, frequently and offer personalised experiences seamlessly. This segmentation helps you to show them different versions of your website appropriately.

    This practice helps in lead qualification for sure and showing pop-ups, CTAs and templates at right intervals will also give users better website experience and chances of conversions are high.

  • Lesser Follow Ups

  • Did you know, as much as 50% of users have given feedback that they get irrelevant and huge number of marketing emails. No wonder they all go into spam or trash. The best solution is to stick to quality over quantity. Send less but captivating content and relevant emails that are personalised to garner attention.

    With advanced tools you can track their actions on the emails sent and prepare the next step as to follow up or drop the lead.

  • Productive Sales Time

  • Lot of sales team’s time is lost in lead validation and dealing with unqualified leads. Enterprises should make use of modern technology tools from AEM services stack which help in audience segmentation. These tools and platforms also help in marketing campaigns, data sourcing and journey mapping. The customer also will not feel like being bothered with numerous calls or follow ups. Both parties can just carry on with the conversation from where they left rather than starting all over again.

  • Decreased Bounce Rate

  • If you show irrelevant product suggestions and very generic, undesirable content to the users then the bounce rate will be high. They will leave the site immediately never to return.

    Clutter-free, easy to use and understanding content with interesting images or graphics will nudge the users to stay longer and explore the site or products.

Conclusion

When you are determined to give unparalleled experiences to the users then you are on the right track on achieving customer loyalty and increase in profits. All you need is trusted partner who knows the industry and your objectives clearly.

There are plenty of tools available to map user journey and collect data in a secure way. AEM tools and services help in dynamic personalization throughout the marketing process like ads, emails, landing pages forms.

Our proficient teams at Embitel have over 16 years of experience and global clientele. Our expertise in technology, implementation and support has helped us have a long-term relationship with our customers. We can help you with end-to-end services and our bespoke assistance whenever, wherever needed. Reach out to our team at sales@embitel.com


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 Your Guide to Creating a Winning Ecommerce Marketing Strategy

Category : ecommerce-insights

In the past few years, especially after the pandemic, the number of businesses with ecommerce sites has increased, with 80% increase in UK alone!

However, setting up a solid ecommerce website is just half the game. How does your potential customer find you? How do you ensure that your ecommerce store keeps churning out more sales?

Now let’s look at some contemporary stats about modern-day customers to justify the facts:

  • 57% of consumers resort to social media to learn more about a brand and their offerings.
  • 80% of modern-day shoppers do online research before making a purchase decision.
  • 93% of most online customer experiences begin with a search engine.

So, long story short…in the contemporary commerce landscape, the way to the customer’s heart is to market your brand online!

Whether you are a fashion retail group with an amazing collection, or a B2B business selling to distributors/wholesalers/retailers – your brand needs a solid ecommerce marketing strategy. One that ensures consistent growth of your e-store using a mix of the most suitable marketing channels and resources.

Even if you are a brick-and-mortar store with a non-existent online store, you should invest on ecommerce marketing.

As per a study by RetailMeNot,

"While 64% of shoppers are completing their purchase in a physical store, they don't always start there. Data shows 39% of Americans are starting their shopping journey on a mobile device and 14% begin on a desktop."

Building your digital presence through online marketing is important to create brand awareness and to let your target customers learn and familiarize themselves about your services/offerings. This ensures that your customers will remember your brand at the time they are in the market as buyers, and search for you.

What is an ideal Ecommerce Marketing framework?

Every online business out there wants to win over the market, enhance their conversions and have a huge customer base that is loyal. There is no one-fits-all ecommerce marketing solution or tool to gain an edge over the competition and win your customer’s attention.

An ideal ecommerce marketing strategy framework is one that is:

  • Curated for scalability & sustained success: A solid ecommerce marketing strategy can act as a booster for business, helping you build and strengthen your brand awareness & voice, drive customer loyalty, and increase sales – as your business evolves.
  • Customer-centric: Keeps your customer and their requirements at the center, while also keeping in mind the unique attributes of the industry you belong to.
  • Omnichannel mix: A successful ecommerce marketing strategy will entail an optimal mix of SEO, social media, chatbots and email marketing. Brands that leverage omnichannel marketing are reported to drive millions of dollars in ecommerce sales.

How do you create a winning ecommerce marketing strategy?

The first step to creating a winning ecommerce marketing strategy is deep research about your customers, your competition and your market.

A successful ecommerce marketing strategy framework will cover the whole gamut of the customer journey and have clear-cut information about your target audience. Let’s look at some key questions that you should have answers to before setting up an ecommerce marketing framework:

1. Who is Your Target customer? What are their buying preferences and patterns?

Tip: An ideal solution is to create a detailed buyer persona.

For the uninitiated, buyer persona is a data-driven representation of your ideal customer. It includes their demography, their specific needs, and interests. Some of the best buyer personas are created using actual customer insights gathered through surveys, interviews, polls etc.

For best results, chalk out a multi-channel marketing funnel that corresponds to your customer’s behavior, buying journey, and of course, demographics.

2. Where are your customers spending maximum time? When, where and how can you reach your targeted customers through customized marketing messages?

Conduct thorough research about the platforms where your ideal customers hang out. Also, analyze your competitors and their equation with their customers.

These practices will help in building focused marketing campaigns that target the “Right Customer at the Right Time and Right Place.”

3. What values do you want your customers to associate your brand with? Are they clear about your services/products?

You can control this by having well-defined web pages, with a solid content marketing strategy. You can further augment it through paid advertising on search engines (such as Google Ads), email marketing, social media campaigns, etc.

4. What are your strategies for Customer retention?

Push marketing campaigns notifying about attractive promo codes or upcoming sales are a great way to woo existing customers to come back to your e-store. These are even more successful around a festival/holiday season when customers are ready to splurge.

Another proven sales strategy to retarget existing customers is to up-sell/cross-sell products on your e-store. You can integrate product recommendation systems with your ecommerce store to recommend and cross-sell products to customers based on their purchase history and intent.

Top Ecommerce Marketing Metrics You Should be Tracking

Your ecommerce marketing strategy should be closely aligned with the goals that you are aiming to achieve. And to assess and evaluate if your marketing efforts are a success, it would be helpful to focus on certain ecommerce metrics.

Here are a few metrics that you can track:

Impressions: Evaluates how many times your marketing ad copy has been seen by your targeted audience on the specific platform.
Engagement Rate: Measures how many people have actually engaged ( like, share, comment, click) with your ad content.
Email Click-Through Rate: It’s the measure of number of email recipients in your list who have engaged with your email content ( clicked on a URL, image, CTA) .
Average order value: A measure of the average price paid for each order during checkout.
Shopping Cart abandonment rate: A critical metric for ecommerce brand, cart abandonment rate measures the number of site visitors who exited without making a purchase.
Sales Conversion rate: Measures the percentage of people who made an actual purchase against total number of visitors.
Cost per acquisition: Evaluates the average cost to acquire a new customer through different marketing efforts.

These metrics are also very critical in identifying any gap or loophole within your ecommerce business and evaluating efforts to optimize your website performance, from time-to-time. This helps in identifying the areas where your marketing and investment should be channelized more.

For example, if your Cost per acquisition (CAC) is higher than Average order value, it means that your business is in loss. In such cases, you can try to reduce the CAC by:

  1. Improving your targeting and segmenting your customers
  2. Fine-tuning your marketing messaging to suit the TAG ( targeted audience group )
  3. Optimizing your marketing campaign spends
  4. Focusing on creating memorable user experiences across all the touch-points
  5. Focusing on killer organic/ SEO marketing efforts to win more customers

Are these metrics overwhelming you? Don’t worry, leave the heavy-lifting to us. We will take care of measuring your ecommerce metrics while you focus on business operations!

Boost your Sales with a powerful ecommerce Marketing Tech Stack

To win the highly competitive and crowded ecommerce landscape, you should be investing in a robust Marketing Tech Stack.

The catch here is choosing the right tech resources that suit your business niche….. there is an ocean of marketing tools out there and you don’t have to invest in all of them!

Now let’s quickly glance through some of the main components of an ecommerce marketing stack:

Search Engine Optimization (SEO):

SEO is the backbone of an ecommerce marketing strategy. Most businesses that are just starting out and are not yet ready to shell out a huge sum on paid marketing campaigns build their online presence through SEO.

A solid SEO strategy is indispensable for your website content to rank well and be discovered by your target customers.

Even brands who invest heavily in paid marketing campaigns, do rely on SEO, especially as a low-risk marketing strategy and to maintain healthy website traffic. This helps in times of crisis when ad spending must be cut down.

Few SEO Tips for a winning Ecommerce Marketing Strategy:

  • Optimize your website content for speed ( A slow-loading page can drive away customers)
  • Ensure your product pages are ranking for high-value keywords that are most relevant to your offerings
  • Invest in regular blogging to up your organic marketing and drive more traffic to your ecommerce website.
  • Blogging is a powerful tool to educate your customers about product, offerings, your brand values, trends specific to your industry, and things that matter to your business.
  • Ensure your ecommerce website is technically positioned to rank higher by focusing on site security, site loading speed, and regular accessibility improvements. These activities fall under technical SEO.
  • Leverage Keyword research tools, Google Search Console, Google Analytics, etc. to augment your SEO efforts.
  • Google Webmaster tool or Search Console can help you:
    • Gain valuable insights about enhancing the website’s organic performance, and improve website crawlability
    • Track your content and SEO efforts through valuable metrics (clicks, CTR) and attributes (demography, location, device information pertaining to visitors) and track your site’s average position at a specific time
    • Identify technical issues such as security concerns, site blocking components, crawl errors or any discrepancies hampering your website ranking.

 

Social Media:

Presence across social media platforms including Facebook, Instagram, LinkedIn, and YouTube is now critical for brands to build great brand-customer relationships. You can leverage social media for both organic and paid marketing activities. While the former will help you build brand trust over a period of time, the latter will help you boost reach, engagement and traffic. Paid ads help you run promotional offers and drive traffic to your store, especially during special events such as a festival sale.

 

Email Marketing:

Email marketing is that cool grandpa who still hasn’t lost his shine. While there is an abundance of digital tools to connect and engage with customers, email marketing is still the most effective, easiest, and quickest way to connect with customers. In fact, a whopping 87% of B2B and 77% B2C marketers still use email as part of their ecommerce marketing strategy for audience nurturing!

Email marketing is a no-risk, affordable medium to send personalized communication to your potential/existing customers ( based on what stage of the purchase journey they are in ).

There are a plethora of efficient email marketing tools that help with deep insights and tracking of your email marketing campaigns.

If you want to consider efficient email marketing software , here are some of the options can check out: HubSpot, Mail Chimp , Benchmark Email, MailerLite, Sender.

These email marketing software/tools can help you analyze critical metrics such as :
Open Rate, Click-Through Rate, Conversion & Bounce Rate, and Unsubscribed Rate – to name a few.

Such insights from these email marketing software/tools can help you optimize, personalize and fine-tune the relevant aspect of your email marketing campaigns to drive better results.

Want some guidance with respect to the email marketing campaigns? Talk to our marketing consultants

Website Landing Pages:

Ecommerce Landing pages are akin to your physical storefront. They have the potential to attract or repel customers who might have discovered your e-store through either of the mediums we explored above. A good landing page will:

  1. Be focused on UI/UX
  2. Has SEO-optimized content that is crisp and precise
  3. Includes product features, details on promotional offers (if applicable)
  4. Has well-structured content with optimized images and other media assets
  5. Has a clear CTA
 

Some of the successful landing pages even have customer testimonials, reviews and ratings for added credibility.

A good landing page has the potential to convert your visitor into a customer.

 

Chatbots:

Chatbot marketing is one of the most efficient ways to automatically engage with your customer without any time delay. You can integrate Chatbots with website chat windows, SMS text, WhatsApp, or even social messaging services across platforms like Twitter or Facebook.

Let’s look at the following facts to demonstrate why chatbots must be part of your ecommerce marketing strategy:

2 billion messages/monthly are exchanged between businesses and customers

56% of customers prefer messaging service over calling the customer service agent for most of their queries.

53% of people showed a willingness to purchase from businesses with messaging services.

And Chatbots can easily streamline communication with your customer while also helping a website/mobile app visitor by :

  1. Guiding him/her to the right information/right webpage
  2. Providing more information about the business products/services
  3. Finding quick answers for his/her queries
  4. Finding quick redressal for his/her problems/complaints
  5. Redirecting to the correct line of customer services
 

Digital Asset Management (DAM) solutions :

DAM solution helps to centrally store, manage and distribute your marketing and media assets and files. DAM software can help in cross-team collaboration by acting as a single source of digital assets to be used across the content lifecycle at the right time and on the right platform.

Cloud-native DAM solution such as the Adobe Experience Manager help to scale up the capabilities of central DAM according to customer requirements while offering deep insights about asset usage by customers to help you identify which digital assets works best for your target customer.

 

Sales & Business Intelligence :

To keep the momentum, you should optimize your ecommerce marketing strategy from time to time to boost sales in the future. And for this, you need real insights and data about customers, their preferences, feedback about their last experience with you and more.

Business Intelligence & Data Analytics tools can help you here. You can integrate BI tools with your CMS, CRM, ecommerce marketing automation software to gain real insights across the customer purchase journey.

These tools can help you with insights like :

  1. Visitor behaviour after they land on your website
  2. Segregate ad campaigns based on their performance and optimize the ad spend
  3. Analyze and strategize product pricing based on customer behavior and market competition
  4. Insight into customer experience and transactions can help in formulating strategies to enhance CX & sales
 

Marketing Automation Software:

In order to streamline your omnichannel marketing efforts, you need an efficient solution to streamline, schedule, track, and manage them without fail. This where a good marketing automation solution comes in handy.

With marketing automation, you can:

  1. Automate repetitive tasks & enhance productivity
  2. Track each customer interaction
  3. Improve qualified leads ratio with reduced Total Cost of Ownership (TCO)
  4. Enhance your customer segmentation and offer personalized services
  5. Create, deploy, manage, track and optimize all your paid ads across multiple mediums.

Additionally, Marketing Automation software plays a critical role in optimizing your email marketing efforts.

Our marketing automation services can help you streamline your ecommerce marketing efforts and improve ROI on ad spend. Interested to know how?

Embitel : Your Trusted Ecommerce Marketing Strategy Partner

As a trusted partner, Embitel can help you curate a winning ecommerce marketing strategy that aims to :

  1. Enhance your business visibility
  2. Strengthen Brand Awareness & Voice
  3. Expand your Reach, & drive more customer traffic
  4. Identify & work on the Sales Performance Boosters
  5. Improve your Sales Conversion Rates &
  6. Reduce Cart Abandonment Rates

We can help you achieve business goals through a data-driven omnichannel ecommerce marketing solution that delivers a powerful shopping experience throughout.

 

Kickstart your journey to skyrocket your ecommerce sales & win a loyal customer base!

Click here to schedule a one-on-one consulting workshop with our digital consultants.


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Machine Learning Algorithm Development for Footballer’s Performance Sensor Device

About the Customer

Our customer is a Europe-based company developing performance sensors and activity trackers that are used in football training. Their products help in tracking and improving player skills and well-being, as these devices can be worn on and off the field.

Business Challenge

The customer was developing a wearable device that tracks football player activity and metrics. They partnered with Embitel as we had prior experience in IoT application development, based on machine learning.

Embitel Solution

  • The device is affixed to the leg of the football player while playing the game. Data is collected via the IMU sensor on the leg band.
  • IMU sensor data includes 9-axes data of accelerometer, gyroscope and magnetometer.
  • We developed the Machine Learning (ML) algorithm to generate minute by minute metrics of the actions of the football player including idle, walk, run, sprint, kick, pass, etc. using IMU sensor data.
  • The data is labeled by synchronizing videos and sensor data.​
  • Feature Extraction (Average Acceleration, Max & Min Amplitude, Butterworth Filter, etc. apart from common features like magnitude)​ is performed to enhance the quality of the data.
  • Time series LSTM model is used to identify various activities like kick, pass, dribble, sprint, walk, run, idle, etc.​
  • Metrics (results) include duration of each activity, distance in case of walk, run and sprint, speed in case of kick and sprint, number in case of kick and pass, intensity of each activity, etc.

Challenges faced during the project lifecycle:

  • Unavailability of enough labelled data​
  • Sensor was under development during the project execution​
  • Noise in sensor data
  • Complex data analysis and feature extraction

 

Embitel Impact

  • We successfully delivered a machine learning solution to identify football player activities and other required metrics.​
  • The complete device has now been successfully launched in the market​.
  • We delivered the Python code along with deployable PYD package to make it reusable and extendable for the customer.​

 

Tools and Technology

  • Python (Pandas, Numpy, Matplotlib)​
  • Scikit-Learn​
  • Keras (TensorFlow)​
  • Jupyter Notebook, Spyder

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Reimagining Digital Transformation Through Omnichannel Ecommerce

About the Customer

Our customer , is a leading US-based technology company pioneering in cloud computing and platform virtualization software solutions.

Business Challenge:

The existing web-store was based on a proprietary ecommerce platform. The existing website theme and catalogue management was not able to match with the latest ecommerce design and technology trends and hence hindering the future growth of the company.

  • Limited Scalability: The website design was not optimized to meet the customer’s need for future scalability, in terms of adding new web pages and content on the website.
  • Unorganized product catalog management: The products listed on the website were randomly listed without a proper categorization, making product management – a tedious task.
  • Inability to Manage multiple store -fronts: Customer wanted to build multiple store-fronts to cater to different geographies like the US, Europe and more, in the future. This was not supported by their existing ecommerce platform.
  • Difficult Website Modification Process: Even a small modification in the webstore was a daunting task and involved large amount of code changes.
  • Lack of an integrated Admin Console: The absence of a centralized admin console made it difficult to manage and update the product catalog.

Thus, the client was looking for a reliable solution partner to redesign their webstore and help them to migrate to a more scalable ecommerce platform.

Diconium / Embitel Technologies Solution:

Our ecommerce technology consultants participated in several workshops with the customer to understand their business operations. Magento Enterprise Cloud Edition was evaluated and identified as the most suitable and best-fit Ecommerce Platform for this Migration

We agreed to integrate the Magento Website with a new theme in order to enable our customer to deliver a seamless shopping experience for the end-users.

This new Ecommerce Website has been developed on Magento Commerce Cloud (v2.2.4) and later upgraded to v2.3.4.

Payment methods:

Integrated payment methodsCredit Card, Debit Card, direct debit, Paypal, Purchase Order, Net banking

Multi-Country Rollout: Successfully launched multiple stores across the world.

UI/UX: High quality UI precision compatible with all leading web browsers

Mobile Friendly: The responsive frontend for seamless customer experience on all mobile screens

Other Solutions:

  1. Configured the enterprise’s product catalog, content translations, user management, roles management, order management, coupon codes, promotions etc.
  2. Automated promotion banners, catalog search, product categorization etc.
  3. Client could manage the stores through backend solutions
  4. Used Fastly for faster Content delivery
  5. New Relic for application performance monitoring
  6. Regular security and patch Updates

 

Diconium / Embitel Technologies Impact:  

Migration to Magento Enterprise Cloud was successfully delivered through seamless collaboration between multiple teams at Magento, diconium ( our German parent company) , Embitel Technologies, and Digital River, together with the customer.

The reinvented form of the Customer’s Ecommerce store boasts of the following features:

  1. Store addition and launch have become easier and smooth now
  2. Successful and seamless integration of multiple systems related to customer’s ecommerce business. This included integration Magento commerce platform with the Digital River payment methods, CRM platform with current and new user data , license upgrade process, user authentication systems -amongst others )
  3. Increased traffic and business from mobile users due to the seamless responsive design
  4. Managing the store content, translations, catalog, orders and users has become very easy through the backend
  5. The SSO implementation helped connecting other customer apps globally and hence improved the business operations
  6. Improved customer traffic and conversions
  7. High customer retention

 

Tools and Technologies

Magento Commerce Cloud: Ecommerce development

Fastly: Content Delivery Network

New Relic: Website Performance Management

GIT: Code versioning

CI/CD: Build Pipeline for deployment

JIRA: Project Management