Strategic plans are being used for website promotion
A new survey of high-performing websites has highlighted the success many businesses are having with managed emarketing strategies online, it has been revealed.
Managed emarketing trends highlighted by top performers in new survey
Wednesday, December 22 2010 by Steve Swallow
A new survey has highlighted how companies are using certain strategies for keener and more relevant website promotion in the consumer market, though mobile use is not seen as a defining factor.
ForeSee Results, in its fourth year of measuring customer satisfaction with the top 40 online retailers in the UK, has highlighted the managed emarketing trends that have helped businesses improve or slip over the last year.
The report was gathered from 10,000 surveys online. Retailer satisfaction ratings were highest for Amazon.com with a score of 84 out of 100. It slightly edged out the long-standing top performer in the UK, its subsidiary Amazon.co.uk (83).
The consistently high-performing Play.com jumped by two points to complete the top three companies scoring over 80 – generally considered the marker for website emarketing excellence.
Meanwhile, keen integration of social media and other factors may have led to only seven of the 40 websites experiencing a score decline, but all only fell by one point except for Dell Europe, which dropped three points to 68, falling below the online retail aggregate of 72.
The report also made clear that the largest retailers have the highest satisfaction levels among customers; the average satisfaction of the top 10 online retailers is 77, while the rest are six points lower on 71.
Kevin Ertell, vice president of retail strategy at ForeSee Results, said: “The findings around how shoppers are interacting with retailers also threw up a few surprises – that just four per cent reported they were primarily influenced by social media to visit the site.
“[Meanwhile,] only 1.3 per cent are making purchases using their mobile phones – both marketing channels that retailers appear to be heavily investing in, with apparently little return or interest from their customers.”
He concluded by underlining the importance of good customer service, noting that retailers must convert browsers into customers. “Satisfied customers will return, recommend and stay loyal – worth their weight in gold,” he added.
Despite the undervaluation of social media in the report, Twitter may become a major player in the coming months when new website promotion strategies are formed. That’s because this month, the micro-blogging website was valued at £2.38 billion, showing the managed emarketing potential of the resource.
Living Streams “Improving clients’ profitability through better use of the internet”.