E-commerce businesses 'should keep up marketing efforts'

11:45 26th August 2009

E-commerce businesses should not be scaling back on marketing investments in the recession, according to one expert.

David Wauters, an e-commerce expert who has worked with many companies, said that online retailers not satisfied with their current results should consider if they are doing anything differently in the recession and if the answer is 'nothing' or 'made cutbacks' then this could be the problem.

"This new economy requires online businesses to implement best practices in marketing their online store," he added.

"Now is not the time to cut back on internet marketing efforts. Rather, online retailers should implement proven marketing systems to attract new customers profitably and retain current customers," the expert continued.

Mr Wauters said that by embracing marketing efforts such as emails, online retailers can make sure they remain competitive even in the downturn.

Recent data from the IMRG Capgemini e-Retail Sales Index highlighted that attracting customers is still important as the number of people heading online to shop is increasing.

It found that UK shoppers spent some £4.2 billion via the web in July, a 16.8 per cent increase on the same month in 2008, with the firm claiming sophisticated marketing efforts are behind higher conversion rates.

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