Online trading continues to expand. The changed information and purchasing behavior of business and private customers is accompanied by a high level of market transparency and dynamism. The customer uses the new information technology to find out about products and services as well as prices on the Internet and, if necessary, to order online. However, a high percentage of small companies in particular do not yet have their own website.
Medium-sized companies must not lose touch with national and international competitors here. SMEs and the skilled trades need to be present on the Internet in order to present their services and products and, if necessary, to market them via their own online shops or external platforms. Having your own website makes it easier to win new customers, to motivate existing customers to buy again and to bind them to your own company in the long term. This is where the “Digital Market Development” module comes in.
The aim of this module is to provide advice on the various aspects of professional online marketing. With the support of an external consultant, a professional Internet presence and, if necessary, a separate web shop should be set up in order to increase sales and to maintain and increase the national and international competitiveness of the beneficiary company in the long term.
In addition to developing a company-specific online marketing strategy, the measures developed there are to be implemented by a consultant. This can include, for example, the construction or optimization of a professional, legally compliant website and, if it makes sense, an own online shop or the use of external auction, sales or service platforms, as well as social media tools, website monitoring and content marketing. The increasing importance of the use of mobile devices should be taken into account. Customer needs such as user friendliness, current payment methods and customer service as well as the legal requirements for data protection and information security in the company must be taken into account. Online marketing often also includes the business processes subordinate to the web shop, such as the provision of goods and payment procedures. This often creates a link with the subsequent module.