In the run up to Christmas, it is reported that today, Monday 10^th December 2007, is the highest day for online trading. More purchases will be made today than any other day during the year, and estimates show that a total of £370 million will be spent online in the UK today.

Why is this happening now?

The answer to this is the understanding of the buying cycle which involves search. A lot of visitors leave it late to do purchases and with the weekend having gone, they are still without presents. However, the chances are that they have already done their research offline in the shops in the local shopping centre, but will benefit from search engines to provide them with more choice and better prices.

Through the medium of search engines, it is great for both online retailers and shoppers because of the amount of money that is processed in transactions and also great for shoppers because of the wealth of choice available to them in one place. Type in ‘jewellery’ into Google and you will get hundreds of relevant and competitive choices to do with your search.

How can this information be used?

This time of year is brilliant for established advertisers on the major search engines. Particularly within retail industries, such as jewellery for example, there is high amount of browser traffic. What I mean by that is because of the depth of choice of jewellery and the high value cost associated with a jewellery purchase, there are numerous searches by each person before they make a purchase. The reason is so that they can make the right decision.

Therefore, today will be the day when things will come together. A lot of jewellery advertisers will have had clicks on their ads from people over the last month but haven’t purchased. Today they should see a good return.

Sponsored links are superb for building up instant brand awareness and getting in instant sales, as well. Sponsored links at the top of the major searches is a fantastic way to maximise on this amount of money to be spent. Should a retailer not be doing sponsored links or are in the process of setting it up, I would hurry up and get it up to make the most of today!

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It’s very interesting to think how much Google, Yahoo & MSN are worried about their future. Is there any other option for online advertising or a different way which can spring up a new or reinforce old competition?
We think about traditional TV advertising as an expensive (for advertisers) and annoying (for viewers). The main disadvantages comparing to PPC are:
1. It does not have as high success rates as PPC and there is a very limited placement and targeting.
2. People actually don’t choose the ad but are forced to watch it
3. The product that did attract an attention should be researched which means a use of additional facility- shops or internet.
4. Specific product is usually advertised by specific company.
5. Cost of TV advertising is based on number of people who have their TV switched on, which is not a very accurate way of measuring a success.
So what is a solution? One of the possible ways forward could be a vertical integration of both worlds- PPC & TV. The process can be very simple and use already existing technology and will follow a pattern bellow:

Product main features:
• The product is a part of TV advertisement where the consumer can order the product advertised directly form the list of suppliers displayed on the screen.
• When the product is advertised the consumer can press a specified button on TV control to receive a list of suppliers selling the product
• Suppliers will use this advertisement tool by creating there own logo and ad text which would be displayed among the rest related suppliers and will include special offers, prices, telephone numbers and address.
• The choice of supplier will be based on viewer’s previous experience, location, offers, price, delivery charges etc.
• The viewer can order directly from the TV screen or by phone by pressing a specified button on remote control, which either will connect him to supplier’s website or dial a chosen phone number.

Product’s competitive advantages for consumers:
1. Easy to use
2. The viewers will not only see the new product but also its suppliers, prices and offers for comparison
3. Consumers will be able to order products from the comfort of their own home. It is convenient, quick and easy. Consumers with little time to spare, transportation difficulty, or simply prefer the convenience will be more inclined to use the service.
4. No need to use other resources such as internet, visiting shops etc. which saves time and money.
5. The order or enquiry can be made by phone (the number will be dialled automatically) or onscreen, with one of the suppliers or service providers by visiting advertiser’s website directly onscreen.
6. If the service was used more than once by the same household, credit card details can be stored and used again for quicker ordering.

Product’s competitive advantages for advertisers:
• Accommodate existing technology
• Ability to grab the viewer’s attention and keep interested.
• Quick response rates which will give a rigid statistic data for future ad placement.
• The bid option can be adopted to place the advertiser on preferred position
• A single clip can be used and financed by all participating members.
• Beneficial for local retailers and service providers, who can target specific areas at specific times of the year and day and build their brand name.
• The costs are going to be much lower than for just conventional TV advertisement
• Some suppliers or service providers who are branded (Marks & Spencer) will benefit from lower levels of competition on their products or services and increase sales levels by direct ordering.
• Each product advertisement can target a more specific segment of the market by being placed on specific channel of at specific time of the day.

So what do you think of it? Do you think big companies such as Sky & BT could pull the idea and capture some market share in UK from Google PPC?
Please comment or e-mail info@clickconsult.co.uk or visit www.clickconsult.co.uk

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