Ecommerce is the trend in the world today as enterprises try to make forays into domains that were hitherto inaccessible except with the huge financial investments. Today, small enterprises, even home based businesses have the opportunity to compete with other business on a global level via the platform provided by the internet. The statistics for ecommerce is certainly encouraging and as the evolution of the internet continues, the opportunities also improve. The retail holiday sales in the US were estimated at $39 billion as at 2007 while 70% of leisure travelers made some of their personal travel booking online. The figures for car shoppers online that started the process online stood at 53% while about 42% of the online shoppers said they use comparison engines online before making a purchase decision. The foregoing statistics go a long way in showing that ecommerce is growing and the competition will be won largely by businesses that take a lot of technical and business details into consideration. In all, there are a number of mistakes that must be avoided if you are to succeed in your ecommerce efforts. (more…)
Archive: October, 2010
The emphasis in the early days of the internet was on the enterprise but today, that emphasis has shifted to the customer. It has become very obvious to many enterprises that the internet is the most potent platform for making a connection with their prospects and customers. If the right connection or impression is not made during the first visit, the ability to market to that person becomes difficult. Sometimes, the initiative is lost at that very moment and may never be regained; worse still, word could spread on the internet about that one bad experience which could negatively impact the enterprise.
Web 2.0 designs are in tandem with the current trends on the internet. These current trends greatly enhance the quality of interaction between an enterprise and the visitors to its site. This will in turn increase the marketability of the site. Five of such marketing trends include the following: (more…)
Web logs, popularly known as blogs evolved from being just a means of posting a comment on a webpage. Today, there is talk of the ‘blogosphere’ which obviously is expressive of the kind height and coverage that blogs have today. The importance of this kind of clout to enterprises is that it provides yet another opportunity to connect with it target market. Thus blogs have become a potent marketing tool for companies. The downside to this sphere is that given its over 54 million (and expanding) population, companies are not just having to introduce or reintroduce their brands, they are also having to monitor its perception in the blogosphere. This is very necessary if the brand is to avoid any negative tagging which could immediately its offline activities. In all, blogging ought to be a very important part of any company’s marketing strategy. Here are some reasons why: (more…)
Branding is a practice which is not restricted solely to large companies. Many small enterprises these days embark on branding campaigns but they do so on a small scale as against the large scale campaigns planned and executed by the bigger enterprises. Branding has definite objectives amongst which are:
i. Differentiation: A brand MUST differentiate itself from others in its field in other to even be capable of recall by the target audience. The ability to stand out of the crowd is a crucial objective of branding.
ii. Competitive Advantage: The need to have an edge above its competitors is also critical to the success of a brand. A successful branding campaign will ensure that a brand has a competitive advantage over others competing with it.
iii. High Brand Recall: If a brand is to be chosen above its competitors, it must be occupy a top position in the minds of its target audience and this position will result from a successful brand campaign.
Five low cost techniques that can be used to achieve the above objectives include the following: (more…)