Tips for online marketing strategies for anxious consumers

15:00 16th June 2009

Ecommerce firms considering an online marketing strategy in which they have to target low-income or anxious high-income consumers have been offered a number of tips by Google.

Yael Davidowitz, of the Google Retail Team, said firms looking to sell to this sort of consumer should consider highlighting discounted produced and cheaper alternatives.

He said that this demographic might be difficult to market non-essential products to because in the economic downturn they are likely to sharply limit spending on non-essential items.

However, the expert recommended using online marketing strategies such as offering layaway plans or financing to make buying now a more attractive and palatable option.

Other methods firms could utilise to encourage a greater number of purchases could involve persuading customers that not buying now could cost more in the long run.

The expert from Google admitted that selling non-essential products or expendables could be a difficult task.

To combat it, he recommended offering lower-cost alternative to pricier products as part of an online marketing strategy.

PitchEngine.com recently asserted that firms should have a strong website coupled with an effective search engine optimisation campaign to increase traffic and in turn increase sales.

It noted the website would be particularly important to conversion of traffic to sales because a poor online portal might cause potential customers to leave.