Learning from Google & Further Monetizing Your eCommerce Site

The number of businesses selling online is quite large, and its only growing. Advertisers need spots where they can shine.  I spoke with John Federman, President and CEO of an AdAge piece stating that Web sales were growing at five times the rate of brick and mortar stores, a trend that the economy will no doubt fuel further. "The Web represents an unprecedented choice for today’s consumer  - a broader spectrum of product options, features and prices to compare than physical stores offer," says Federman. "The sheer time savings, and the saved transportation cost make the Web an increasingly preferred venue in which consumers are shopping."

"From the retailer side, the economy is clearly causing brick and mortar chains to evaluate the profitability of every store, and close those that are under-performing," he continues. "It’s hit everyone from Best Buy whose Web growth outpaced in-store sales to Starbucks.  For the consumer, fewer stores is another driver to the Web."

The Scramble for Advertising Opportunities

The next subject Federman talked about was how Google's dominance has left marketers scrambling to find new opportunities to advertise.

"Google has done an excellent job helping the 80+% of buyers who start the purchase online (
But What About the Flood of Content?

Add to that the ever-increasing amount of content being uploaded to the web (with user generated content playing a big role) is
Learing from Google

"What we know from Google is that marketers find paid search to be effective – it's a pay for performance model and highly measurable ROIs are more easily justified than CPM based offerings and mass media," adds Federman. "But Google only gets you so far, what do you do with your brand once you’ve arrived at the online storefront?"

He then referenced
Federman has some interesting ideas about building trust and loyalty. Searchandise's site

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