7 Questions to Pose When Making E-investing Decisions
Marketers spend a lot of time today deciding how much to spend on their future online marketing efforts. They also work to determine how their marketing efforts will factor into consumer spending patterns across product categories and demographic segments. One way to come up with a clear-cut plan is to ask yourself crucial questions, suggested Gian Fulgoni, chairman and co-founder of comScore, during a session at the Internet Retailer Conference & Exhibition in Boston this week. He offered attendees seven such questions.
- Have I employed a successful search and display strategy? Am I coordinating both to optimize these campaigns and garner a higher ROI? And how should I be measuring the impact of my marketing strategies to justify my ad spend?
- What media are most effective in today’s economy? Are there media that I haven’t considered that might be beneficial to my business?
- Am I trending with my industry in terms of e-commerce buying metrics? Market share? Visitation? Search? Demographics? If not, where are my opportunities?
- Do I have a clear understanding of competitive customer acquisition strategies? What’s working and what’s not for my competitors?
- Is my Web site providing my customers and prospects with what they’re looking for? To what extent does my site impact my retail store sales?
- In light of the differences across demographics in consumers’ willingness to spend, how should I be targeting my product promotions and altering my marketing strategy to capture the largest share of consumers’ wallets?
- To what extent should I be relying on video advertising to reach my market? What about mobile? What should I be considering now to prepare for the future?