This past weekend, I had the pleasure of presenting a seminar on the topic of marketing to women, to the National Association of School Music Dealers. During the segment on the importance of effective websites, a participant raised his hand. “We don’t have e-commerce on our website,” he said. “If we’re not selling online, is it really important to invest in a good website?”
I could have given several answers, but with limited time, I simply presented him with one statistic. According to a recent study cited in eMarketer.com, 58% of broadband users who did research on a product made the purchase in a store.
Not surprisingly, the room became very quiet. I had just provided a wake-up call.
You may not be selling product online, but you’re definitely selling your brand. You’d better do a good job convincing me online that you’re my best choice; otherwise, you probably won’t see my face in front of your cash register.