ISP Media Blog

For once in your lifetime, a headline actually grabs your interest. In fact, so much so, that it compels you to pick up a brochure that is lost in a wash of flyers, all screaming out for your attention. You read it, nod your head and think, “Hmm, that looks like a good product.” You decide you want to find out more.

For anyone in small business who has invested in advertising, this scenario is ideal: a customer responds to a brochure, ad or flyer. But before making a final decision to pick up the phone with a credit card in hand, the modern-day customer’s next step will be to check out the product’s website.

Perusing online has become a great way for customers to, in a sense, try before they buy. Advances in digital media have provided a simple way for shoppers to source information in a way that suits them in a non-confronting manner.

With this in mind, it is even more crucial for small businesses to be aware that a website can make or break a sale. Your website is the place where the consumer not only finds the information they need, but creates their perception of your business, brand and image.

According to IBISWorld, online shopping is currently in a dramatic growth phase. Reports say:

“Trends in ageing, computer literacy and consumer sentiment have helped the online shopping industry to grow. Increased confidence regarding security and privacy issues has helped boost growth in sales.”

“Australia is the third largest online shopping country, ranked behind the US and the UK. IBISWorld forecasts that this industry will grow by 3.8% per annum in the five year period to 2013-14.”

For those in particular who are targeting the Gen X or Gen Y markets, you must to stay on top of the digital game; “An influx of new entries to the online market during the outlook period will provide a broader product and service selection for consumers. Increased IT and T literacy will boost demand levels, with retailers reducing profit margins and delivery costs in a bid to attract customers.”

If possible, go one step further and incorporate a point of purchase on your site to maximise your chances of making a sale. “IBISWorld predicts that text-based shopping will become the next growth area in this industry, following US trends.”

Yes, that’s right, text-based shopping! (see here for more information: http://www.marketingvox.com/amazon-debuts-text-based-mobile-shopping-service-037769/) Long gone are the voices of traditional in-store salesmen. Instead, words on a screen that sell on their own are becoming more valuable than ever.

So think twice before blowing your savings on a print advertising campaign. Take a moment before you distribute those colourful (and expensive) brochures on heavy stock paper.

Why don’t you spend your budget more wisely next year? To get the results you want, invest in an experienced copywriter and a web design team instead, who can help create you a website that will ensure your marketing dollars won’t go down the drain.

Our Guest contributor Natalie Khoo, is a Freelance Writer and Editor based in Melbourne. Starting her professional career in London at Cosmopolitan Magazine, Natalie has since returned to Australia where she has played the role of editor and contributor to a number of magazines and websites. Natalie also has extensive marketing and advertising skills from being appointed Advertising Manager of Pepper Publishing, which she has combined with her writing skills to become the accomplished business copywriter she is today.

To find out more information, visit www.nataliekhoo.com.au. You can email Natalie at: natalie@nataliekhoo.com.au, or call her on 0411 834 953.