Internet Marketing FAQs
Are you spending enough on e-commerce?
If 25 percent of your revenue is being generated through your Web site, is 25 percent of your marketing budget being allocated to e-commerce? Even after re-assigning revenue to print advertising for driving traffic to the site, most companies aren't investing enough in staffing, programming, design, testing and merchandising of their sites.
Shouldn't a Web marketer's time primarily be focused on marketing issues and not just on getting new products and images online?
You wouldn't have your marketing and circulation people directly involved in the production and printing of a catalog. The same idea applies to Internet marketing. A marketer should be focused on partnerships with companies and Web sites such as Catalog City, Google, Yahoo, AOL and The Sharper Image's Galleria. Do you have an affiliate program? Do you use e-mail marketing? Banner ads may or may not work, but the latest trend is pay-per-action, such as pay-per-click engines. Chances are your present e-commerce team may not have time to explore all the low-hanging fruit.
Why are Web orders less (on average) in dollars than print orders?
Some catalog companies report that the average order size from the Internet is less than those placed by phone. A popular theory is that not enough upselling and cross selling is done on the Web. Amazon increases Web orders by recommending products with a purchase.
John Deneen is president of SiteForm, an e-commerce development and consulting company. He can be reached at (773) 334-8030, or via e-mail: firstname.lastname@example.org.