Search engines such as Google, increasingly go for target group specific content. Google users should receive a result that is individually tailored to their search inquiry. Google is increasingly relying on the direct delivery of matching keywords and information that are directly displayed to the Google user in the search result.
To successfully operate an online shop you have to observe certain things. Among others, the shop and the content need to be updated at regulars intervals. This includes product descriptions as well as pictures of the products. However, many operators forget to categorize and tag their products.
Many shop operators make it easy on themselves or simply do not have the capacities – they describe their products with just a few short key points or use the product texts written by the manufacturer. However this approach does not boost sales or promote the Google ranking of the shop.
Many operators still view and use e-commerce platforms only as distribution channels. The ability to tap the full potential of the website by integrating it into their own marketing mix generally remains unexploited especially in the area of product policies. Product policies include all decisions that are relevant to the features of the product. These include the offer and presentation of the product portfolio, design and packaging as well as the often forgotten product-related services.
It is common knowledge that the changes in the field of IT and “New Media” are progressing at a very quick pace and involve continuously new possibilities and trends. Based on its importance for marketing management, one can say that online marketing provides much more new knowledge than any other topic.
Companies must constantly observe the trends and changes in the areas of search engine optimization, search engine advertisement, further online advertisement options, social media, mobile devices, communication channels as well as web based interactive options in order to provide marketing activities that are target-oriented and up to date.