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Sunday
- May 21, 2000
Irish Companies Need to Improve
eMarketing
Despite heavy use of the Internet and email, Irish companies
are not successfully adopting online marketing strategies.
According to a new report from
NewWorld Commerce and the Irish Marketing Institute, 87
percent of Irish companies have corporate websites and
82 percent have email for all employees.
Less than a quarter, however,
use viral, affiliate and anticipated marketing programmes.
About 80 percent of Irish companies
communicate with customers via email and their average
expenditure on email marketing is IEP32,160. Only 18 percent
have email addresses for more than 80 percent of their
customers.
One in 5 Irish companies have
used bulk email marketing programs and 11 percent have
used permission based email. About 15 percent have a subscription
based email service for communicating with potential and
actual customers and only 1 in 10 of those offer personalised
content.
Although 56 percent say they
have used offline media effectively to drive traffic to
their sites, less than 10 percent say they are "adept" at
driving traffic. 44 percent of respondents said traffic
to their ecommerce sites is not enough to produce good
return on investment.
Just over 25 percent of Irish
companies have a specific ecommerce presence on the Internet
but only a quarter of those recommend other products and
services to visitors, based on buyer preferences. Only
23 percent of Irish ecommerce sites offer multiple language
support.
More than two thirds do not
allow site visitors to 'opt in' to future marketing information
but only 9 percent have a refer a friend button and only
12 percent conduct online customer or partner satisfaction
surveys.
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