More and more business owners are beginning to realize that you can market just about anything with the help the internet. With a combination of low costs and focused targeting, every business owner and marketer can find some way to get an advantage out of their online marketing campaigns. Nielsen recently released data that can help marketers create better campaigns by showing how consumer behavior varies depending on the items they are shopping for online.

There may seem to be a countless number of ways to promote a business online, but it often boils down to one of several main tactics that business owners can employ. Some examples of tactics include, using a PPC ad, getting people to shop from an e-commerce site, or providing useful product information. The study from Nielsen showed which tactics are most effective for a particular industry.

As most of us know from experience, consumers use the internet in a variety of ways to help us shop, such as comparing prices, searching for promotions, or looking up information. According to Nielsen, the travel and service sectors benefit the most from these online shopping behaviors.

The report found that in the travel products or services category, three out of five (63 percent) respondents who shopped or purchased the category in the past six months say they looked up product information online. A little more than half (52 percent) checked or compared prices and a little under half (46%) searched for deals or coupons.

When trying to reach consumers in this sector, email marketing is the way to go. Only one in 25 (4 percent) of consumers said they had engaged with a post on social media about travel services. In comparison, survey respondents were twice as likely to subscribe to a company's email (8 percent) or click on an email advertisement to learn more (10 percent).

Another key sector analyzed was fresh groceries. According to Nielsen, percentages are notably lower for consumable products than for durable goods, but the same online marketing activities remain top strategies. For fresh groceries, 38 percent of consumer surveyed said they looked up information. Similarly, 39 percent checked or compared prices and three out of ten (30 percent) searched for deals.

For consumable products, social media marketing and email marketing are almost equally useful for marketers. Ten percent of the survey respondents clicked on an email advertisement and 7 percent signed up for email newsletters. But since 8 percent said they had engage with social media about fresh groceries, the data suggests that social and email marketing are almost equally effective for this industry.

The report analyzes a couple of other industries and makes excellent reading for business owners and marketers who want to push their campaigns to the next level. There is also some information that can help business owners in other ways. For example, the data suggests that business is becoming more international. Fifty-seven percent of online respondents in the survey say they purchased from an e-tailer outside their country's border in the past six months. This relates to the data point showing that 49 percent of respondents say they shop online to get grocery products they can't find in physical stores.

Summer will be here before you know it and the time for travel and vacation will be in full swing. This information about the way people use the internet to help with travel plans can marketers create better advertising campaigns that gives travellers what they are looking for when they hop online.

For more information about how the internet is vital for marketing in the 21st century, read this article on how business owners can improve their mobile marketing with mobile coupons.

Published on: Feb 8, 2016
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