Based on the last Online Marketing research made by McKinsey (made by May 2009 carried out by Sarah Monroe, David Sinclair, and Tobias A. Wachinger), online sales have been growing in Europe, this research say it is rising up to 31 percent in the following countries: Netherlands, France, Germany and United Kingdom in spite of the retailers struggling hard to navigate in the midst of the current hard conditions of external factors. We need to be positive regardless of what and I will share reasons why we must adopt that attitude.
This whole external factor has not touched online activities as it is actually doing with all the offline field. Internet sales will keep growing in the next few years, there is a kind of optimistic approach in the ways as McKinsey says in a more recent report mentioning last December, this month was actually a good month for UK online sales for example and they also were up by 30 percent, making a comparison with those who work in previous years all this regardless of sales in stores had fallen by 1.4 percent as British Retail Consortium figures show in their last data.
Based on this information is fairly necessary Internet Marketing companies in Europe start reinventing this work, based on our opinion first step would be to understand the amounts of broadband penetration and incredibly important is to get a more thorough all inclusive comprehension 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 is going to be slowing to 10 percent during 2009 and this down to some 30 percent annual development in 2007.
Regardless of the somewhat apparently gloomy forecast however, Forrester’s data analysis approach and result is in a way optimistic in contrast to recent predictions off their competitors like WPP’s GroupM, Enders Analysis, and E-Consultancy, each one of these have forecasted a under 10 percent year-on-year growth.
Based on my personal opinion, some terrific ideas will be buying up inventory at affordable prices and apply targeting with it, this could create a kind of what I call a malleable soft-corporate-platform vulnerable to be reshaped when necessary, as needed without having a high budget. There are plenty of tools and techniques that are really underestimated and under-used, these tools are related to social networks as an example but additionally ad optimization as well, I do believe is necessary to find good-value instead of abandoning the arena and just cutting expenditures and striving to a wearing a minimal inventory suitcase.
Efficient customer’s conversations along with its correspondent channels improvement is probably the best tactic to be undertaken, I actually have seen positive numbers in 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 others are making money by doing this? Imagine every Tweet is really a free in feed ad as it were to be sent to any segment and when you lead and engage by subscription and later on on SMS advertising if you wish to.
Whenever we compare the SEO market in Europe or US we have to say you will find not so lots of things to differentiate except a lot of the tools for use have been in English and the majority of the learning is dependant on English keywords but of course this seems to change. According Nicolas Folgehom the SEO market growth all over 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 also a lot of companies doesn’t know pretty much relating to this or undervalue it, my personal opinion irbydt that this is increasing in Europe in such a way we never imagined among those key drivers are as an example cost-effective campaigns, PPC or organic presence by making use of social ads that increase traffic for example, companies should create in-house SEO team or include them within the Marketing department for example.
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% and then in general Website Marketing jobs decreased 38% based on Simply Hired, a silicon valley based SEO consulting company.
The task needs to be undertaken with style, there exists nothing to lose if CEOs of these corporations have the right mindset either for their own efficient self management than for the entire corporation by itself.