In accordance with the last Online Marketing research made by McKinsey (made by May 2009 conducted by Sarah Monroe, David Sinclair, and Tobias A. Wachinger), online sales have been growing in Europe, this research say it is rising approximately 31 % in the following countries: Netherlands, France, Germany and Great Britain despite the retailers struggling hard to navigate in the middle of the present hard conditions of external factors. We need to stay positive no matter what and I will share main reasons why we must adopt that attitude.
This whole external factor has not yet touched online activities as it is actually doing with the offline field. Internet sales will keep growing in the next several years, there is a kind of optimistic approach in the ways as McKinsey says in a more modern report mentioning last December, this month had been a good month for UK online sales for instance and they were up by 30 percent, making a comparison with those in previous years this in spite of sales in shops had fallen by 1.4 percent as British Retail Consortium figures show inside their last data.
Based upon these details is very necessary Online Marketing companies in Europe start reinventing this work, based on our opinion initial step is always to understand the degrees of broadband penetration and extremely important is to get a more thorough all inclusive understanding of the shopping attitudes that differentiate European retail markets.
Forrester made another research, a “European Online Advertising Through 2013” report on European online advertising, there they say growth on online ad spend is going to be slowing to 10 percent in 2009 which as a result of a 30 percent annual increase in 2007.
Inspite of the somewhat apparently gloomy forecast however, Forrester’s data analysis approach and result is in a way optimistic compared with recent predictions off their competitors such as WPP’s GroupM, Enders Analysis, and E-Consultancy, all these have forecasted a under 10 % year-on-year growth.
In accordance with my opinion, some great ideas will be buying up inventory at affordable prices and apply targeting into it, this would produce a type of a few things i call a malleable soft-corporate-platform prone to be reshaped when necessary, if needed without having a higher budget. There are numerous tools and techniques which are really underestimated and under-used, these tools are based on social media sites for instance but additionally ad optimization also, I believe is essential to find good-value rather than abandoning the arena and simply cutting expenditures and striving to your wearing a minimal inventory suitcase.
Efficient customer’s conversations along with its correspondent channels improvement is one of the best tactic to be undertaken, I have seen positive numbers inside the cashflow of renown big companies using Facebook or Twitter for example, wonder why Tesco, General Motors, Ford Motors, Home Depot, Whole Foods and many more are making money by doing this? Imagine every Tweet is really a free in feed ad as it were to get directed to any segment and if you lead and engage by subscription and later on SMS advertising if you wish to.
When we compare the SEO market in Europe or US we must say there are not lots of things to differentiate except a lot of the tools to be utilized will be in English and most of the learning is based on English keywords however this seems to change. According Nicolas Folgehom the SEO market growth all over the world is 12 % in USA. The others is PPC. He says is lower in Europe, although generally speaking the percentage growth is rising up, there is also a problem and it is most companies doesn’t know basically relating to this or undervalue it, my personal opinion goes that this is increasing in Europe in ways we never imagined among those key drivers are for example inexpensive campaigns, PPC or tupobi presence by making use of social ads that get more traffic for example, companies should create in-house SEO team or include them in the Marketing department for instance.
SEM and SEO jobs in Europe for instance is another indicator of European reality as since October 2007, SEO jobs increased 63% and SEM jobs decreased 30% as well as in general Internet Marketing jobs decreased 38% based on Simply Hired, a silicon valley based SEO consulting company.
The challenge should be undertaken with style, there exists absolutely nothing to lose if CEOs of these corporations have the right mindset either for their very own efficient self management than for the corporation per se.