The success of online marketing was made even more apparent this week after new research revealed that online-only retail giant Amazon is Britain’s favourite brand among consumers.
Whereas only a few years ago, online marketing of retail sites suffered from the public perception that they were a mere adjunct to traditional retailers. But the European Best Retail Brand report, commissioned by shopping comparison site Kelkoo, found that far from being seen merely as “online operations” of existing stores, online-only businesses were at last being compared directly with their offline rivals. In the survey, Amazon beat Tesco, M&S and Asda when it came to customer satisfaction.
Kelkoo UK manager Mark Haupt commnented: “Consumers are starting to understand that Amazon are in themselves a retailing universe of possible opportunities and offers.”
“You probably don’t see Amazon advertising on TV as prolifically as others but they certainly have mastered the techniques and the ways in which online marketing works well these days.”