In the new technology era we're in, consumers are surrounded by internet. Everywhere you look or go, there are online possibilities to interact whit other people, but also with companies and retailers. In the eyes of most modern marketeers, the web is a pure selling tool. The result is that some companies refrain from havind an online strategy because they believe their products are unsellable online. This is idea can only have bad consequences...
If you ask me, e-commerce is more than just selling your product, it's about online selling of your products, but also your ideas, brand and image. The narrow opinion of an online selling tool still in the way of great online campaigns. Unlike the old media like advertising and snail mail, the online media can even be tracked better. They act in the same way hoewever. There is someone out there who is interested in your product and gets some more info by reading an add or a mailing. His view of your brand can be enhanced by this, which doesn't mean he will immediately be buying it. Search engines, emails and your website act in the same way, but sometimes even more effective...they get more rapid access to the info and can make their decision even faster.
In our view, the consumers are adopting a style of mixed mode buying, where they get their info online and offline, before hte buying process starts. A major advantage of the internet is however that it can serve the customer throughout the entire buyng cycle, where offline tools are only suited for one part of the process. An extra for you as a company is that you can follow-up these prospects close-by.
You see, it's not a question of choosing between offline or online media, it's a question of how well you mix suits you and your customers...
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