Tuesday, 9 October 2012

Digital marketing on the rise for ecommerce stores

The number of online stores investing in digital marketing has never been greater, according to figures released by the Internet Advertising Bureau. 

The survey, carried out by accountancy firm PricewaterhouseCoopers (PwC), found that ad spending on the Internet and for mobile phones, rose 12.6% to £2.6 billion when compared to the same point in 2011. 

A specific breakdown of the figures found that:

  • Mobile advertising is up 132% to £181.5 million
  • Video advertising is up 43% to £69.8 million
  • Social media banner advertisements are up 36% to £134.2 million
  • Paid advertising is up 15.9% to £1.527 billion, accounting for 59% of all digital advertisement spending
So what does this mean for your ecommere store?

Well, the first obvious thing you should take from this is that if you aren't really putting in the time to develop a strong digital marketing campaign, you may want to do so in an attempt to not only help boost your brand and sales, but to also keep up with your competitors as these increased figures indicate that many online stores are making use of this digital marketing platform. 

Where to start?

Although paid advertising makes up around 59% of all digital advertisement spending, you may want to try other avenues before delving into channels such as retargeting and adwords. As pretty much 99.9% of all businesses have some form of social media presence, social media banner advertisements may be the way to go to begin with as not only will it allow you to increase traffic and sales for your online store, it will also allow you to build up a greater social media presence and increase any social commerce your business may have.

Once you have developed strong marketing engagement through these channels, you may then look to branch out and take advantage of other channels such as mobile marketing and other paid advertising as mentioned above. There are a number of different things you can do to help effectively market your business, both for free and paid. Read 'Marketing tools for the big, the small and the just getting started' to find out a variety of marketing techniques, both digital and non-digital, that you can incorporate into your marketing strategy.

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