According to the last Website 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 as much as 31 percent in the following countries: Netherlands, France, Germany and Great Britain in spite of the retailers struggling hard to navigate in the middle of the present hard conditions of external factors. We must be positive no matter what and I will share explanations 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 continue to grow over the following couple of years, there is a kind of optimistic approach in all of the ways as McKinsey says in a more recent report mentioning last December, this month had been a good month for UK online sales for instance plus they were up by 30 percent, creating a comparison with individuals in previous years all of this despite sales in stores had fallen by 1.4 percent as British Retail Consortium figures show within their last data.
According to these details is fairly necessary Online Marketing companies in Europe start reinventing this work, according to our opinion starting point would be to be aware of the amounts of broadband penetration and very important is to get a more thorough comprehensive knowledge 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 are saying growth on online ad spend will be slowing to 10 % in 2009 which down to a 30 percent annual increase in 2007.
Despite the somewhat apparently gloomy forecast however, Forrester’s data analysis approach and outcome is in a way optimistic compared with recent predictions from their competitors such as WPP’s GroupM, Enders Analysis, and E-Consultancy, all of these have forecasted a under 10 % year-on-year growth.
Based on my personal opinion, some great ideas will be buying up inventory at low prices and apply targeting to it, this would develop a kind of the things i call a malleable soft-corporate-platform susceptible to be reshaped when needed, as needed with out a high budget. There are so many tools and methods which are really underestimated and under-used, these tools are related to social media sites as an example but additionally ad optimization also, I do believe is important to look for good-value as opposed to abandoning the arena and just cutting expenditures and striving to a wearing a small inventory suitcase.
Efficient customer’s conversations along with its correspondent channels improvement is probably the best tactic to become undertaken, I actually have seen positive numbers inside the income of renown big companies using Facebook or Twitter for instance, wonder why Tesco, General Motors, Ford Motors, Home Depot, Whole-foods and many others are making money by doing this? Imagine every Tweet is a free in feed ad so to speak to get directed to any segment and in case 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 many things to differentiate except most of the tools to be utilized are in English and most of the learning is dependant on English keywords however this appears to change. According Nicolas Folgehom the SEO market growth around the world is 12 % in USA. The rest is PPC. He says is lower in Europe, although in general the percentage growth is rising up, additionally there is a problem and is a lot of companies doesn’t know pretty much relating to this or undervalue it, my opinion goes this is increasing in Europe in such a way we never imagined one of those particular 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 as an example.
SEM and SEO jobs in Europe for instance is an additional indicator of European reality as since October 2007, SEO jobs increased 63% and SEM jobs decreased 30% and then in general Online Marketing jobs decreased 38% based on Simply Hired, a silicon valley based SEO consulting company.
The challenge ought to be undertaken with style, there is nothing to lose if CEOs of such corporations possess the right mindset because of their own efficient self management than for the corporation per se.