Actinic gives web retailer marketing tips

Chris Barling, chief executive officer of Actinic, has sought out tips from web retailers on how marketers can improve their online marketing and engage customers more fully.

Treat customers just the same as you would if they visit your shop and personalise their experience wherever possible.

If you give them a great experience, they are likely to come back and order repeatedly.

Use customers' comments to improve your site.

Traditionally in any downturn marketing and advertising budgets are the first to be cut.

But marketing is probably the last area that should see the axe.

Try different things, and balance cuts in one area with increased spending in another.

Optimise your site for the search engines.

Check what terms people use to find your site.

Let your shoppers interact directly with other potential buyers and with you, e.g using feedback forms, product reviews and social networking sites.

Make the page content appealing, e.g add video clips to explain your offering, and add frequently changing news.

Build a community round your business and get people involved.

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