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Monday, 14th November 2011, 13:51:43
Festive online marketing 'should excite and delight shoppers'
Ecommerce businesses have been advised to focus on new and exciting things when developing their online marketing strategies for the upcoming festive period, while taking time to ensure they are not faced with too many tasks.
Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau (IAB), suggested testing and increasing familiarity of innovative methods of reaching online shoppers while internet traffic is at its highest.
"The core recommendation would be [to] focus on a few things and do them really well. Test and learn, don't jump in and try and do everything at once," she commented.
Ms Haynes' advice comes after the How Britain will Shop for Christmas 2011 report carried out by Verdict and SAS predicted online sales will fare particularly well this festive period due to the convenience, ease of access and ability to compare prices.
Additionally, the document suggested internet shopping revenues would rise to £9 billion, which represents nearly ten per cent of total spending to occur over Christmas, with 63 per cent of consumers researching online before purchasing an item.
Ms Haynes went on to state that the most important factor for ecommerce business to consider is providing useful information to Christmas shoppers, such as making contact details clear and opening times for high street retailers.
Rewarding loyal customers is also an effective way firms can increase their custom during the festive period in a bid to thank members of the public for sticking by particular brands despite the economic downturn.
"Make sure that the company can deliver against what it set out to [do], because people get very disappointed at Christmas if things don't arrive," Ms Haynes added.
The Verdict and SAS report went on to predict an increase to food spending among UK consumers, with forecast growth of 3.8 per cent to £33.4 billion. Additionally, clothing, footwear, health and beauty are also set to perform well due to being part of major gift categories.
Posted by Phil Williams
Categories: | Online Marketing / Search |
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