HOW TO: Analyse your online presence
Ten years after the crash, the dotcom boom has finally come of age. With the recession driving the need for measurable results that prove return on investment, marketing budgets are attributing more spend toward online activity. Furthermore, a report by Forrester has shown that B2B expenditure on interactive marketing is expected to double by 2014.
Whilst this growth is positive, it has also meant that companies are operating in an increasingly competitive market space, where an alternative product or service is only a click away.
Given the fact that online budgets are continuing to increase, a necessary amount of this should be attributed to improving customers' online experience. The need not only to remove potential web stress through better website design but also to anticipate the needs of a new customer through better segmentation and targeting should be a key consideration for all companies.