These Swiss online stores do the best marketing
There are an endless number of online stores with a wide variety of products on the Internet. It is not easy to attract the attention of potential customers. An MK online survey of almost 70 marketers at the beginning of October shows where the respondents prefer to store, which marketing measures they consider to be particularly useful and which Swiss online stores do particularly good marketing. The Swiss retailer Digitec was only just behind, followed by Amazon and Galaxus.Which of the following online stores do you regularly shop at?
Marketing experts agree: search engine marketing is the most important way to make an online store known. Social media marketing is in second place, followed by email marketing. Content marketing and banner advertising are also considered particularly suitable by half of those surveyed. By contrast, marketers rated both direct marketing and print advertisements as less suitable.
Finally, respondents were able to rate the marketing of the most successful Swiss online stores on a scale of 1 (very poor) to 5 (very good). Nespresso scored best with an average of 4.27. The two associated brands Digitec (3.96) and Galaxus (3.84) followed in second and third place. You can find out more about Digitec Galaxus' successful marketing strategy in the upcoming MK issue 10/2017.
Comments: What is particularly important to be able to market an online store successfully? "Conspicuous offers with good advantages (service, warranty, price, etc.) compared to other providers."Bernadette Grossenbacher"Professional and customer-oriented online store, good products, up-to-date knowledge of the customer journey as well as human and financial resources."Sabina Cadalbert"A responsive UX website (mobile first) as the foundation. An omni-channel marketing strategy across all channels, i.e. touchpoints (online and offline), good SEO, use of targeting and consistent data analysis."Carmen Sun"The focus must be on the products. Because a purchase decision will only be made if they give the customer direct added value or meet their current needs. A second, very important point is usability. If the consumer loses too much time before making a purchase, they will not do so and will look for alternative solutions. And thirdly, the chosen promotional strategy must suit the company, the product and the customer."Tobias Treichler, St.Gallen-Lake Constance Tourism"Marketing is the second thing. Good marketing is useless if the store is not user-friendly. But good marketing opens the door to heaven for me with a good store."Pascal Stenz"Surprise and attention - coupled with content - storytelling"Erich Rava"Flexible, simple search options, attractive presentation of products"Urs Hammer, SVEB"good prices and exciting advertising"Julia Dürr"offer/functionality/service/mouth to mouth"Patrick Reimann"Use as few clicks as possible to get to the product. Be at the top of the search list"Raffaela Schori"easy navigation"Linda Nafzger, ebi-pharm ag"rock-bottom prices"Lahor Jakrlin, Fruitcake"Attract attention and then keep at it! Don't attract negative attention (literally overwhelm customers with information! or keep "reminding" them!)"Hans Riesenmann, Europartner Consulting GmbH"Convenience in the ordering process"Antonia Wenk, MGB"A good target group analysis is very important, it is the basis for targeting - the right offers to the right target group. A lot of caution is required with a remarketing strategy."Isabella Gruszka"Good usability, reasonable prices, good image and video material, rating options for the product"Marijana Sladic
