Webshops that want to survive would do well to invest less time in search
engine google and more money into building brand awareness, founder Patrick
Kerssemakers of online department store Fonq.nl says.
Google is still the most important marketing channel for Dutch webshops. A good
domain name and proper search engine optimalisation are still tools that work
to generate traffic. With the rising dominance of Google Kerssemaker warns that
a time will come where the entire first page with search result will be
commercial. ‘Anyone wanting a spot in this shopping mall, will have to start
paying more.’
The answer,
Kerssemakers believes, is investment in brand awareness. This will make customers
click on your webshop in Google despite nog being a top result or drive
customers straight to your webshop. Bol.com is a perfect example of that
strategy. This requires big marketing budgets though and means webshops need
the backing of investors. Fonq.nl was recently acquired by RFS Holding, the
company behind Wehkamp.nl.
