Increase online presence to increase sales

Whether building an online shopping destination point or trying to increase the profile of a brick-and-mortar store, a recent study from WPP's Group M indicates building an online presence is the key. According to the study, both on-and-offline businesses will benefit from online brand exposure.

by Kristina Knight

This is more than simply throwing up a generic website with a logo and contact information. Building an online presence means interacting as well as advertising.

In the U.S., roughly 65% of consumers use Internet regularly; in the rest of the world, roughly 50% regularly surf the web. The new consumer researches brands online, asks for input from other consumers and actually listens to those trusted friends, even those they have only "met" online, more than they listen to a traditional advertising spot. To reach them branded micro-sites, platforms in social networks and offering user-generated content (UGC) within a web hub is crucial.

"Consumers expect every brand or service to present itself in some kind of online environment, and expect this presence to be of use or interest and to furnish a substantial or involving experience," the study says.

The keys to building an online presence, then, go further than the simple foundation of a website. Marketers need to reach consumers. Building strong content within a website is a good place to start. Consumers also need to remember a marketer, so repetition also becomes a factor. Reliable information, UGC reviews and question-and-answer product hubs are great ways to build an online reputation as well as on-and-offline revenue.