Web Presence Leverage!
"... the Web's influence on offline purchasing could outpace even the rapid growth of online spending. the Web's influence on offline purchasing could outpace even the rapid growth of online spending."
According to this research, visibility on the Internet impacts sales almost 3.5 times more than retail sales figures indicate! In other words, buyers in "brick & mortar stores" are heavily influenced by information that they have collected over the web!
This characteristic makes it harder to measure the return on our investment in your rankings and visibility on the Internet, but you can feel comfortable that it is greater than your web statistics can document.
This means that performance measurement for your site improvement has to be more sophisticated than simply tracking sales on the site. Site statistics have to be correlated with information about your sales performance. This is not very different from traditional advertising where one has to evaluate the impact that an ad has had by measuring other changes in activity, but it is different in the respect that your web site offers more ability to follow activity on your site such as traffic, keyword activity, and site content, that can give you a more focused set of data on which to base your measurements.
One thing that this observation might relate to is the traditional assignment of the responsibility for the web site to the technology group in the business. For a site to really become effective, it has to be at least a joint responsibility of the marketing and the technology groups. Neither group alone can create a truly effective vehicle for the enterprise!
According to this research, visibility on the Internet impacts sales almost 3.5 times more than retail sales figures indicate! In other words, buyers in "brick & mortar stores" are heavily influenced by information that they have collected over the web!
This characteristic makes it harder to measure the return on our investment in your rankings and visibility on the Internet, but you can feel comfortable that it is greater than your web statistics can document.
This means that performance measurement for your site improvement has to be more sophisticated than simply tracking sales on the site. Site statistics have to be correlated with information about your sales performance. This is not very different from traditional advertising where one has to evaluate the impact that an ad has had by measuring other changes in activity, but it is different in the respect that your web site offers more ability to follow activity on your site such as traffic, keyword activity, and site content, that can give you a more focused set of data on which to base your measurements.
One thing that this observation might relate to is the traditional assignment of the responsibility for the web site to the technology group in the business. For a site to really become effective, it has to be at least a joint responsibility of the marketing and the technology groups. Neither group alone can create a truly effective vehicle for the enterprise!
Labels: Internet marketing
posted by RGMyers at 11:14 AM
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