Think of Your Customers Calls Summit Media

• Tuesday, 28 August 2007

Yorkshire – August 28th 2007 – Too many online projects are failing because companies are still making technology the focus and not their customers, according to online marketing specialist Summit Media. Successful ecommerce must be heavily reliant on the true understanding of a customer journey and the marketing channels being used. Most technology ecommerce providers just don’t understand the channels they are supporting and leave this an afterthought!

Hedley Aylott, Managing Director, Summit Media, explains: “When implementing an ecommerce platform to deliver improved ROI and support online marketing activities the very first question should be ‘What does the customer want?’ and ‘what do I need to consider to achieve this?’ Marketeers think like this but unfortunately technology providers do not. There is no point spending huge amounts of money on campaigns such as Pay per Click, Search Engine Optimisation or Affiliate Marketing if you don’t think of the underpinning ecommerce platform until afterwards.”

“Every online retail site should be different because each one appeals to a different set of customers and sells a different group of products that have a different set of buying criteria. A typical technology ecommerce platform is normally set up to display a catalogue of products, manage stock and other behind the scenes activities, but certainly not user experience. If you are going to trade online the only way to ensure traffic, revenue and ultimately success is to have online marketers that understand the customer journey, deliver a user centric ecommerce experience that is fully integrated with every online marketing campaign.”

Summit Media is the only company to build and design its own ecommerce platform from its european technology centre based in Prague. It focuses entirely on the customer and pushes the opportunities for online marketing, focusing on usability and site effectiveness. To find out more please visit www.summitmedia.co.uk

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For further information please contact Emily Droogleever on emilydroogleever@eircom.net or 00353851664255

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