Turning to Online to Sell Consumer Electronics

Souce: Marketing Forecast, OCTOBER 18 2012 | KATHY CROSETT

It should come as no surprise to marketers of electronic products. Consumers shopping for these products are a digitally-savvy bunch. To increase the chances of making a sale, marketers need to be targeting shoppers on the web via all the digital formats available to them.

This year, shoppers will spend $48.6 billion buying electronics products online. This figure represents 21.4% of all retail ecommerce sales.  By 2016, eMarketer projects that ecommerce sales of electronics products will jump to $80.2 billion or 22.2% of online retail sales. To capture a share of these sales, marketers should be building websites, buying keywords for paid search, and using social media – especially to solicit consumer reviews.

It turns out that bricks and mortar retailers who hope to sell electronics products the traditional way also need to have a big presence online. Interactive Advertising Bureau (IAB) survey results show that nearly all, 91%, of Internet users check out electronics products on the web before they start shopping.

Here are the percentages of shoppers using specific digital formats:

  • Retail websites 39%
  • Search engines 27%
  • Consumer-generated reviews 17%
  • Friends/family/colleges 16%
  • Online professional reviews 14%
  • Product display in store 13%
  • Email from retailer 11%
  • Online news/papers/magazines 8%
  • Other online ads 7%
  • Retailer catalog/circular/brochure 6%

Because the digital world  allows consumers access to both formal and informal marketing channels, potential purchasers often decide what they will buy before they set foot in the store. To level the playing field, traditional CE retailers should be increasing their digital presence even if they hope to make the sale in a bricks and mortar environment.

[Source: Consumer Electronics Purchase Path Upended. Emarketer.com. 5 Oct. 2012. Web. 16 Oct. 2012]

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