The starting point of customer journey has changed
Nowadays, people spend almost three times more time on the Internet than they do on conventional media, meaning traditional marketing is not as effective as it used to be. And while the global population is constantly growing, the Internet penetration is also on the rise. Latest reports show that 53% of the 7.6 billion people throughout the globe use the Internet daily to search various topics, visit social media sites, and look for product information. The stats for Europe are even higher, as 80% of the population on the continent uses the Internet to search, communicate and shop online.
Every business knows having a website is a MUST but building one and simply running it is not a prerequisite for success. Buyer experience starts with a query in the search engine and only websites that rank in top 10 have a chance of generating traffic and converting it into leads or sales. A website landing on the second (or subsequent) page of the search results has less than 1% chance of getting clicks. Thus, businesses should reconsider their online presence. They must utilize a proven set of organic (SEO) and PPC (SEM and social media ads) approaches.