E-commerce retailers are missing vital marketing opportunities, warns I-COM and Google

Following a recent sold-out e-commerce seminar, digital marketing agency I-COM and Google have warned that the majority of e-tailers are failing to market themselves correctly online, losing customers to savvier competitors in a highly competitive landscape. 

Speaking at the seminar hosted by Barclays and I-COM in Manchester, I-COM’s head of content Graham Allchurch and Google’s agency development manager Ruth Ballet discussed the latest innovations in digital marketing. Both experts highlighted a concern that businesses could do a lot more to deliver targeted and effective campaigns to both attract and retain customers.

Allchurch explained that while the majority of retailers do utilise digital marketing, not all of them consider the bigger picture; how they can interest potential customers at each stage of the conversion funnel.

“With so much competition online today, it’s crucial that retailers are aware of the many different tools, channels and techniques at their disposal to ensure their store is making as much money as possible.

“Businesses are severely limiting their potential for success online if they only rely on certain methods to target just one section of their audience. Too often we see retailers focusing all their attention on web users who are already aware of their brand, forgetting about attracting, interesting and engaging those who have never heard of them. There’s so much more firms can do – and we want to open their eyes to the many possibilities at their fingertips.”

The free event was attended by leading brands Moda in Pelle, Ossur UK and Peter Jones Enterprise Academy and gave delegates exclusive insights from I-COM’s 2015 e-commerce marketing report, commissioned to determine trends and areas that require improvement across SEO, PPC, social media, content and design to attract and retain customers online. 

View the report:  I-com.net