The Impact of Digital Marketing on Online Sales

Many businesses measure their leads and conversion rates through the channel the customer used to make their purchase, however, this is sometimes not the only source of marketing they used to find your business. Digital marketing means customers have complete access to all online information about a product in the palm of their hand, through smartphones, tablets and touch-screen devices. This means there are often a variety of channels that contribute to an online sale. Here are some reasons why it is essential for your business to keep up to date with online buying patterns.

Faster Transactions
The Internet is used at every stage of the research process from the initial search to detailed comparisons and final checking of specifications before purchase. The result in this change of behaviour means that consumers are more informed as they are referring to a diverse amount of sources to find information. This opens up a larger world of sales and online retailers are available to consumers transactions can occur anywhere, anytime and faster than ever. To succeed in the future, businesses will need to keep up to date with consumer buying habits, digital platforms and online trends as customer’s media consumption preferences are changing rapidly.

Customer Interaction
Mobile phone and tablet platforms create more opportunities to engage with customers through mobile marketing and location-based marketing as these devices can be used in different locations. It is important to create a marketing strategy that keeps consumers engagement levels high and encourages participation. The use of digital signage, digital Point-of-Sale methods and offering in-store Wi-Fi are an ideal strategy for keeping consumers engaged. Interactive signage can incorporate different methods such as touch-screen, Bluetooth or QR codes.

Target Market
A challenge for a business is to assess which digital innovations are the most relevant to the company and most appropriate to your desired target market, particularly regarding demographics. You must be able to attribute your online sales to all marketing vehicles that contributed so you can invest in the right digital channels according to your audience.

We hope this advice will help you stay on top of your digital marketing strategies and find out where your best sales are coming from. If you need any help with your marketing plan, please don’t hesitate to contact Clarity Marketing and Communication or submit an online enquiry.