Google: Do not underestimate selling power of internet

The value of the internet in reducing marketing and distribution costs during the current economic slowdown is being realised by more companies than ever, according to Google’s Ronan Harris, director of online sales and operations.

He said that an online presence can be the most economic tool for driving sales and product distribution.

Speaking today at the IIA Annual Congress in Dublin, Harris said: "Getting consumers to your website is half the difficulty, getting them to actually buy something is the key measure of success. There is an armoury of free tools available on the internet that can help businesses to maximise online sales

"It’s important to understand how customers engage with your site. With lots of free tools like analytics, conversion tracking and website optimisation, the revenue generating potential of a firm’s website can be exploited and may even help many businesses to beat the economic downturn."

Harris also pointed out that businesses are entering a new era of cross media advertising, with the internet at the heart of it.

He said: "The internet is coming of age as a branding medium and digital media is highly measurable. The emergence of online video, rich media and gadget ads, for example, make it possible for brands to deliver much more engaging and creative messages through their online advertising than ever before. Social media offers further potential for building brand affinities on a one to one level."