‘Retailers adapt marketing for broadband’ by John Burns
Businesses have been amending their web marketing strategies to suit a broadband-savvy consumer market, it has been suggested.
A number of retailers have managed emarketing projects to fit in with the upturn in broadband usage in the UK, according to digital marketing research firm eMarketer.
The company reports that the number of people using broadband in the country is expected to grow by 6.5 per cent year-on-year in 2009 – and businesses are making the most of high-speed internet services to promote their products.
Some firms do more than just offer static product images – they offer audiences 360-degree views, product videos, zoom features and virtual fashion models, according to eMarketer.
With more than 17 million households in the UK set to subscribe to the various broadband technologies available this year, there would appear to be a larger online market for firms to target than there was in 2008, when 16.1 million homes had fast web connections.
Highlighting that point, eMarketer senior analyst Karin von Abrams said: “Broadband is increasingly vital for UK consumers as they make the most of what the web has to offer.”
The digital market research firm recently predicted that UK online ad spending would reach £3.58 billion in 2009, which could see more business look to boost their online profile by achieving a high website ranking.