Online is no longer considering only a niche channel worthy of investment for the future. It is a significant channel now and should be actively managed. There are three main opportunities that online sales present:

  • Incremental revenues
  • Reduced cost of sale
  • Enhanced brand loyalty and client relationships

The internet is a level playing field in terms of sales and marketing, everyone can attract new clients through very targeted and measurable marketing. Global distribution reach is available to all, not just the major brands that have global networks.

The marketing opportunities

Before looking at the opportunities, one should consider the four stages of customer interaction. Focusing in each of these areas will create a solid action plan:

  • Conversion
  • Acquisition
  • Retention
  • Analysis
Equal focus and specific activities should be deployed to address each of these key areas:
Site conversion is key to success

  • Before investing in marketing efforts, a web site should be “fit for purpose” to convert at the highest rate
  • Increasing the conversion ratio of visitors to bookers is the single best investment
  • Once the site is optimised, then marketing activity to deliver incremental consumers should start
So where search engines stands in the picture?
  • 89% of Internet users regularly use search engine
  • In Europe, Google accounts for 76% of all searches
  • In Asia Pacific Google accounts for 67%
  • In the US Google accounts for 49%


Success in Online Marketing
Rehan Khan

Rehan Khan

Rehan is an Online Search - Social Media & Conversion Specialist. As senior marketing professional he possesses over 11 years experience in this industry. In today's world where the real commitment and client sincerity has lost its meaning, he is not ready to let go the golden era of 80's. For a peace of mind, he loves to hang around in quarries across UK discovering underwater nature as a trained scuba diver.

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