Online marketing 'key to e-commerce success'

22nd July 2009

Retailers looking to move into the e-commerce channel should ensure they focus their marketing efforts on the web, it has been advised.

In a column for Computing magazine, Freeform Dynamics research director Martin Atherton said that marketing efforts should focus on driving word-of-mouth exposure and taking advantage of the immediacy of the web.

He also recommended targeting online communities through marketing campaigns, as e-commerce shoppers are more likely to discuss purchases with friends than their high street equivalents.

"Individuals buy things, but communities influence individuals. The immediacy effect means that the audience is anyone with a web browser, including the competition," Mr Atherton stated.

UK e-commerce sales rose by 12.3 per cent in the year to June, according to recent figures from the IMRG Capgemini e-Retail Sales Index.

However, spending dropped by 1.3 per cent between May and June this year, the statistics showed.

Overall, UK shoppers spent almost £23 billion on e-commerce purchases in the first half of 2009.

 

Category: Ecommerce Web Design

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