More and more consumers are utilizing mobile phones, tablets, and computers to research products, services, and companies online. Consumers begin ‘net surfing’ long before they purchase anything and when a product or service has been researched extensively on the internet, it’s 50/50 between making a sale or not.
It’s clear the importance of marketing messages to consumers is shifting, becoming more targeted and precise.
Today, almost 40% of Americans use the internet to research purchases, make comparisons, and locate deals. This is going to keep growing. Retailers must be prepared to adapt their marketing strategies to match the new marketplace.
Additionally, more and more of these internet users research RonnTorossian products and services online before they visit physical stores, so the retailer’s online/offline advertising message must be adaptable in order for it to attract people who might never set foot inside of a brick and mortar store.
Buying Trends
Americans are shifting their buying habits to online platforms — nearly 40% of internet users now do some amount of online shopping per month! That means marketing messages that promote products or services in an online, search-driven context may appeal more to consumers who are already using the internet.
Social media has proven to be a powerful tool for online marketers. However, the barriers for small business owners are still high when it comes to social media marketing: 84% of small businesses admitted they had difficulty managing their social media marketing efforts.
Social media marketing is still a strategy that only 50% of small businesses use, however, with the recent updates to Facebook and Twitter, the social media landscape is continuing to change.
The major difference is that consumers have more options than ever before thanks to the rise of mobile devices and apps. The explosion in mobile app usage continues to lead us back to the old adage “if you build it, they will come.”
Online communities like Twitter are now excellent advertising opportunities for businesses that want to become more interactive with their target audiences.
Less than 18% of small businesses use any type of online community, so there is an opportunity for businesses to leverage the power of online communities now.
