On a recent sweep through Europe to meet with a broad array of customers, I was stunned by the overall vibrancy of each market visited. Up to now, Europe had been a few steps behind the U.S. in eCommerce enablement. Just figuring out their brand Web site or .COM strategy was a struggle. But this time it was different. The clients we met with were downright hungry for advanced Web sites to drive sales and improve customer experience. European companies seemed to have worked their way through the local agency driven brand Web site phase and are now poised to embark upon the next stage of the Internet’s evolution.
Having made two stabs at European expansion before, retreating both times, I am naturally hesitant but extremely encouraged. Of course, in retrospect, maybe I should have not been so surprised. European marketing differs in one major area; their focus has always been on what they call “below the line marketing” that drives sales. In the States, the focus has always been on “above the line” traditional marketing and brand activities primarily based on mass advertising.
So, the European economy and EU are literally firing on all cylinders. With the more advanced countries in Europe well positioned to leapfrog the States, at least in how they intend to leverage the Internet with their customers and sales channels.
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