Statistics is one of the most important factors in the success of any business, online or offline. Our focus here however, is on the importance of statistics in online marketing. The internet is a very vast terrain and as such, demands a lot of work to succeed. The kind of statistics that you will need depends on the nature of business you operate. The nature of the business also will determine the kind of campaigns you will need to design and execute to get your business noticed, drive traffic to your site and generate the right amount of interest to get your target audience doing exactly what you want them to do such as making a purchase.
There are many tools for carrying out research in order to derive these statistics and work them into your campaign. Additionally, you have to understand that there are also statistics that apply generally to the industry you in which you are operating. In executing an email campaign in promoting your services or products online, you will have to make use of certain statistics. These are very germane to the success of your campaign and your online business. It is also important that you see how your campaign is faring on all each of the statistics. These statistics include the following: (more…)
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…)
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…)
It is a popular position to think that human beings make purchase decisions based on emotional factors and not necessarily logical conclusions. The fact however is that any message aimed at getting people to make a purchase of goods or services must be presented in a way that strikes the prospects in a way that compels them to see the benefit to them.
One of the best ways of doing that is by crafting a good value proposition. A value proposition is a statement that presents in a graphic manner, the benefits, costs and value that a company can provide for its customers. The value proposition therefore encapsulates the value that the customer stands to gain as a result of consuming the goods, services or associating with the enterprise in question. It stands to reason therefore, that every enterprise must have a lucid value proposition to provide a measure of conviction in its customers. (more…)
It is very difficult to ignore Google today in whatever you are doing particularly in online business. The task of marketing your business has received a great deal of enhancement through Google’s innovations. As the online business scenario evolves, Google has continually added various web-based tools that have a positive effect on the efficacy of online business marketing. Here are five of those tools: (more…)
E-CRM can be defined as the use of the internet, various electronic touch-points as well other telecommunications related means to initiate and manage the relationship that exists between an enterprise and its customers/prospects. There are many technology channels today through which e-CRM programs are executed and managed.
There are many challenges inherent in the execution and implementation of an e-CRM project. There are issues of high costs that normally attend such programs. Beyond that however, other issues such as the difficulty in establishing metrics for measuring the success or otherwise of the program must be considered. (more…)
Social media has become a buzzword today, not just for personal users but also in the business world. As a matter of fact, it seems to be gaining a lot more ground in the business world as its popularity increases and the number of users of social media explodes. One of the best definitions for the term social media was give by Andreas Kaplan and Michael Haenlein who defined it thus – “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content“. Examples of the popular social media available today include social networks, wikis, blogs as well as online communities. Amongst these examples exists specific tools or resources which include Youtube.com, orkut.com, linkedin.com, xing.com, facebook.com, twitter.com amongst many others. Social media marketing which has become so powerful today simply refers to the use of these tools for promotional purposes. These purposes could be for marketing, sales, customer service and feedback, Public Relations and even prospecting. (more…)
The term social media is fast dominating the marketing profession and it has become virtually impossible to discuss the social media without talking about Twitter. First of all, the term social media seems to have many definitions but then we can define it as a medium in which the audience is the creators of its content. This is as opposed to the traditional media where the audience just consumes the content with minimal input.
Twitter can further be defined as a social medium which provides a message routing vehicle for the real time exchange of messages via various devices. One of the most outstanding features of Twitter is that it generates what sociologists have referred to as ‘co presence’ as a result of giving people the opportunity to know what their ‘friends’ are doing, thinking, reading and planning to do in an immediate sense. (more…)
Marketing goods or services entails a kind of cycle which the buyer has to pass through in order to arrive at the decision to make a purchase. There are also different kinds of approaches to the marketing process depending on the category into which the buyer falls. Typically, there could be a marketing process flowing from one business to another business (B2B) or from a business to the consumer (B2C). The major difference between the two is the time difference involved in getting to the completion of the sales process. More often than not, there is a shorter sales cycle involved in B2C marketing than B2B marketing given the fact that there is hardly any procedure to cause any delay and consumers may even make purchases impulsively. (more…)
Social media can appropriately be described as any medium through in which target audience participates largely in constructing and providing its content. This potential, ability or practice of participating in the creation of the content is one of the most crucial aspects of social media and the part which marketers find most useful and intriguing. It is also this act of participation that forms the crux of what is now starting to be referred to as the attention economy. Social media therefore have become one of the most potent means of marketing in contemporary times.
In spite of all the advantages which the social media confer on the users and the larger society, there are still attendant disadvantages. These are a result of the potential abuse of the system as well as the pitfall that exist side by side the advantages. The following are some of such pitfalls: (more…)
As enterprises prospect for customers, the need for establishing a relationship with the customers arises sequel to the making the first sale. This relationship is the assurance that the company has that it can get the best out of the customer and get repeat sales. The process of establishing a relationship with customers can only be achieved if there is a good strategy for maintaining contact with the customer. Contact with customer in the contemporary business environment has become imperative for achieving and sustaining success with an enterprise. The traditional strategies for contact have involved postal means via catalogs and ancillary methods. The internet provided an alternative but again, this had its attendant challenges. Inasmuch as the internet offers low cost options, it still needs to be complemented with some aspects of the traditional methods. (more…)
Twitter, which has grown to become one of the most popular outlets on the social media scene today, is actually a platform which allows its users to exchange messages in real-time, that is instantaneously. Its immediacy as well as its compatibility with various devices to post, view and exchange messages is one of Twitter’s greatest selling points. It is therefore not strange that it has grown phenomenally and is still growing today as a means of exchanging personal and business information. When Twitter commenced its services, it was designed to allow people to see what others were doing so it always asked the question “what are you doing?”. This seemingly simple way of seeing and knowing what others were doing created a kind of bond or what was referred to by sociologists as ‘co-presence’. Twitter has graduated since then from just allowing people to know what others were doing to giving others insight into what another person is thinking, reading or involved in. In other words, Twitter has become a major part of the attention economy.
Marketing on Twitter is quite unique in the sense that its structure permits a message post not exceeding 140 characters. This does not seem like much but then a lot can be achieved. Some of the strategies which can be used in marketing on Twitter include: (more…)
Email marketing is a version of direct marketing which utilizes electronic mail as the medium of communication with the target audience. It has recorded massive usage in the direct marketing practice due to its many advantages. In its most basic sense, email marketing is used to achieve such ends as:
a. Customer acquisition as well marketing campaigns to sell goods/services to existing customers
b. Integrating advertising messages to emails sent to customers of other companies
c. Fostering customer loyalty and generating goodwill with existing customers. (more…)