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Getting E-Commerce Development Ready for Prime Time
There is still a tendency to think of e-commerce development as a leading-edge component of marketing, when current trends and figures suggest it should be thought of as squarely in the mainstream of marketing. Changing an organizations way of thinking about e-commerce development can impact both the budget share it receives, and how a company perceives the audience for its e-commerce Web site. Failing to make these adjustments can leave a company lagging behind its desired market.
Investing in the Future, Not the Past
Some traditional perceptions about an Internet audience need to be updated. Middle-aged men now spend more time on the Internet, on average, than teenagers. Women are catching up to men in Internet usage.
The evolution of Internet users into a mainstream audience is reflected in how advertising dollars are being spent. While the economic downturn resulted in a rare decline in Internet ad spending in the first quarter of 2009, this 5 percent decline paled in comparison with the advertising revenue declines of 20 percent or more experienced by newspapers, radio, and even television for the same period. In all, consumers spend more time using the Internet than any other medium except television.
All of this has important implications for how marketers spend their budget dollars. It is necessary to anticipate where these trends are going in order to invest in the future rather than the past.
Whos Been Visiting the E-Commerce Web Site?
In essence, marketers should no longer think of an Internet audience as a subgroup of technologically-savvy young people, but as potentially consisting of virtually every segment of the public. Therefore, some steps need to be taken to better define and cater to a particular Web sites actual audience. Businesses looking to bring their e-commerce development up to date should...
With more and more people going online, updating e-commerce development tactics is a smart idea for businesses. Theres a larger audience to cater to in the contemporary marketplace, and theres no excuse for missing out on profits.