On the run up to Christmas online sales are expected to reach £6.8bn, a spending increase of £132 per person, according to Verdict Research.
With the busy lives we all lead and shopping days counting down, people are ditching the traditional Christmas shopping trip and are turning to the internet to purchase their festive delights.
In the age of the internet we have entered a new era in consumerism. More and more people are using the internet because it provides a wide variety of choice, it’s convenient and offers comparable prices. Having a website these days is the ‘norm’ and any business wanting to stay competitive would benefit from one.
Now is one of the best times to launch a website, as more people turn to the internet to see what bargains are to be had. Companies that already have a website would benefit from refreshing their site to make it stand out from competitors, or adding special promotions to help increase sales.
Although we are currently in a recession and many high street outlets have seen a decline in consumer spending, online sales look set to rise. So, whether it’s a new website or updating an existing one, any business would want to be part of the increased expenditure of Christmas shoppers.
Media multitasker – the latest buzz words for people who watch TV and use the internet simultaneously.
Data from the European Interactive Advertising Association (EIAA) suggests Europe is turning into a continent of media multitaskers and that this breed of consumer acts very differently to those who do not use multiple media at the same time.
The media multitaskers buy more online compared with those who do not media multitask and are more likely to change their mind about a brand following online research.
It is not just young consumers that are becoming media multitaskers, but all age groups, and businesses that acknowledge the ways online media is being consumed will reap the rewards.
EIAA’s Tips for Brand advertisers
- Embrace convergence
Consumers are increasingly meshing their media and accessing more information and performing a greater number of tasks online.Media multitaskers are more active and engaged online than others and by better understanding the nuances of their behaviour; you can adapt marketing strategies and benefit from more effective targeting of a prime audience – particularly when developing multimedia campaigns.
- Socialise campaigns
As more media multitaskers communicate via social networks and establish their virtual presence online, there are a growing number of routes you can use to target them. It is important, therefore, to make sure your creative messaging and campaign is consistent across all platforms and online elements.
- Think creatively in context
With the simultaneous consumption of TV and internet, media multitaskers will have more brand messages fighting for their attention. It is important to ensure that campaigns are eye-catching and inventive, but most of all relevant, to stand the best chance of achieving brand stand-out.
- Tap into new technologies and trends
Media multitaskers are technologically savvy and likely to be early adopters of new technology. To develop campaigns that appeal to this market, it is important to stay on top of what trends are ‘hot’ and how they might evolve in the future.
- Location, location, location
Media multitaskers are leading the way in the development of mobile internet devices and are accessing the web from a widening spectrum of locations and handsets. Bear this in mind when developing campaigns – the opportunity is there to target media multitaskers via the online medium while they are at a fixed point or on the move.
- Timing can be everything
While they are heavy users of the internet generally, media multitaskers are most likely to go online during the evening. This is worth bearing in mind when planning the execution of a campaign as they are a captive and engaged audience.
- Understand how the media multitasker and their use of media is evolving
The media multitasker is already a heavily engaged internet user and it is important for advertisers to understand how their simultaneous consumption of media is evolving and becoming more complex. The internet now offers a much more varied environment where multitaskers are making the most of information, communication and commerce opportunities.
- Communicate to convert
Media multitaskers are heavily influenced by “word of web” (word of mouth online) and look to the websites of well-known brands, price comparison sites, expert comments and reviews online to provide them with the information they need to form an opinion – especially when looking to buy online. It is important that your brand, product or service has the right online presence and is well represented in internet conversations because this will help drive sales.
- Monitor and manage brand reputation
The rise of ‘word of web’ gives media multitaskers more power to communicate their own thoughts and opinions online and means that brands can be both heralded and criticised more easily. It is therefore important to be aware of how your brand is being represented and discussed online and to learn how to manage this effectively.
- Look for learnings
Online advertising benefits from its ability to be targeted, timely and relevant. Brands are increasingly pushing the boundaries of creativity, innovation and results through effective internet marketing. Look at how others are using the internet for inspiration.
In the current climate you may be trying to save on your business expenditure as much as possible. With the costs of advertising, printing and distribution the figures soon add up, but you can reduce these costs by investing in a company website.
A website is not just a marketing tool, but a business tool as well. Don’t just think that a website simply contains contact information; it does so much more…
- A website is the most effective way to reach more potential customers.
- A website can cost less than you think, and can save you £100’s in reduced advertising costs.
- A website never sleeps, and will continue serving your customers even after you have gone to bed!
- A website helps your business stand out in an increasingly competitive market.
- A website can advertise the services of an individual, or be the online catalogue for a national corporate.
- A website has no word or space restrictions, unlike traditional advertising. Say what you want to say, without the limitations.
- You can save space in adverts by reducing the text and including ’see our website for more information’.
- You can reduce costs associated with responding to telephone enquiries and mailing brochures.
In an ever competitive market, if your closest rivals already have a website, customers are more likely to find them before you. Gone are the days when simply placing an advert in the Yellow Pages or having a free listing in a directory is enough to attract customers. People want to make an educated decision having all the information they need in front of them. If the only information they have is a name, telephone number and an address, is this enough for them to want to use a business? Customers are inclined to research a company before they make contact, with the internet being their main source of information. The look and feel of a website is the first steps to building a relationship between a company and a customer.
designedByFrisbee is a dynamic website design, development and public relations company that will help your business make an impact. We will take you from initial web design concept to live website implementation, delivering a fantastic investment to your business, and providing a cost-effective and powerful marketing tool. We also offer public relations services to help reinforce your brand. Along with proofreading and copywriting we help you maintain accuracy and consistency in your written material, which is vitally important in the image your company portrays.
The internet is changing the way people find information, are you coming along for the ride?
