A new study this week by the international Boston Consulting Group urged companies to make greater efforts to harmonise their online marketing efforts and their strategies for online sales.
The research warned that although many brands have woken up to the possibilities of promoting their products and services through such global phenomena as Twitter and Facebook, but have not ensured that this follows on to an easy way for interested computer users to purchase the products or services online.
In many cases, Boston Consulting said that potential customers were forced to hunt down the providers offline – sometimes even on the high street – in order to avail themselves of their products.
In the course of the study, researchers found that some 65 per cent of firms with an online marketing presence had invested time and money in developing natural search techniques, and 62 per cent were heavily funding internet advertising.
Despite this though, only 40 per cent of firms surveyed said that their customer base was able to order their products and services online.
Earlier in the year, figures published by the IMRG Capgemini e-Retail Sales Index showed that there had been an impressive year-on-year increase in online retail selling – and with Christmas just around the corner, the smarter businesses are already gearing up to make online shopping as easy as possible for customers.
Companies that have yet to marry their online marketing and online sales should take note of the way the wind is blowing and seek to bring the hordes of Facebook and Twitter users on board.