Why Add e-Commerce to Your Marketing and Sales Plans?

Your marketing plan and sales plan should include the e-Commerce channel for at least these reasons*:

  1. The online market is large and growing 10 times faster than traditional sales channels
  2. More than 80% of internet users plan to buy online in the next 6 months
  3. More than 20% of interviewees say they do online research before buying in a store
  4. Your brand awareness and sales volume can grow significantly

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Online advertising: From search engines to website visitors

Every month, some 150 billion searches are made using search engines like Google, which translate into a huge number of people. Therefore, successful online communication must speak a language that search engines understand and value, so that your web pages will appear at the top of the search results, which is where most readers focus.

An example will best show the importance of speaking the search engine language. During September 2011, Google reported over 500'000 searches using the keyword Osteoporosis (or other language equivalent) in the seven countries listed in the table below, while worldwide these terms were searched over 1'300'000 times. These are huge numbers, and this is just one keyword. If you were the CEO of a pharmaceutical company, for instance, wouldn't you want to bring as many people as possible to your website when they query on a disease for which your company offers a remedy? Of course, this is also true for any other B2C and B2B company.

Online marketing and advertising success thanks to google searches


Speaking the language of search engines is a key requisite in modern advertising. Because this is a very technical activity, be aware that the do-it-yourself approach to professional online advertising works only if you have a good understanding of how search engines gather and evaluate information about web pages. In fact, we discourage the trial-and-error approach because doing something wrong may result in your website being banned from the search engines, and getting it listed again will involve a lot of work and many headaches.

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*Sources:
- Estimate MarketingStat based on ComScore Reports.
- Nielsen AC "Online Shopping Around the World". 27000 Internet users, March 2010.

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