Mercell Estonia uncovers valuable clues about customers
Mercell Estonia is the largest electronic procurement tool in the Baltic Sea area. It gathers procurement information from over 5,000 sources across Europe on a daily basis. Kristo Tero, a member of the firm’s marketing and website optimisation team, says Google Drive and Google AdWords have proven most useful. Drive allows multiple people to work on the same files simultaneously, and to immediately see all the changes that are being made. Since marketing is crucial to the firm’s success, it loves having the option of sending out customer satisfaction surveys. Kristo says: “It’s a great tool when something needs to be changed quickly.” He considers targeted marketing – the firm’s ads are seen only by potential customers who use appropriate search words – to be the main advantage of AdWords over convoluted print and TV advertising. However, Kristo stresses that AdWords is not a magic wand that makes clients appear from out of nowhere and submit orders: “AdWords gives us clues about potential new customers who have visited our website and shown an interest. It’s then down to us to turn these visitors into customers.”
AdWords gives us clues about potential new customers who have visited our website and shown an interest. It’s then down to us to turn these visitors into customers.