Related articles
Monday, March 19, 2012
Thursday, February 23, 2012
Digital Marketing Spending to Increase Across All Channels
While traditional digital channels such as search
and email continue to dominate retailer marketing spending, social and
mobile channels are growing in importance. Marketers are also seeking to
improve data analytics capabilities to identify the most profitable
channels and design the optimal marketing mix for driving engagement and
sales. These are the top-level findings of a recent survey of 110
retailers conducted by Lauren Freedman and the e-tailing group, an e-commerce consultancy for merchants.
The report, “Surviving the Current Market Mania with a Solid 2012
Plan,” was sponsored by Bronto Software, the leading marketing platform
for retailers and other commerce-focused companies. The free report is
available for download at bronto.com.
Regarding revenue generation, merchants surveyed said that they expect
top-performing channels will be SEO (31%), Mobile (mCommerce, iPads,
mobile application – 30%) email (22%), paid search (22%) and social
media (14%).
Saturday, February 11, 2012
Google unifies mobile, desktop Web experience with Chrome for Android
The newly introduced Chrome for Android mobile browser will enable
Google to differentiate Android from iOS and could open up new marketing
opportunities for brands.
Chrome for Android, which Google
introduced earlier this week, enables users to take a personalized Web
browsing experience with them as they move from desktop to mobile and
back again. The browser aims to simplify mobile Web use, therefore
potentially encouraging users to spend more time on the mobile Web.
Chrome for Android could open up new marketing opportunities for
brands by enabling a more seamless cross-screen experience for users.
While
the experience between the desktop and mobile devices is currently
disparate, with Chrome for Android, users can have a single experience.
Read more here:
Sunday, January 29, 2012
70% impulse purchase - no more.
70% of the brand decisions are made in the last mile - we have been following this "theory" for years and I have written plenty about it on this blog. Retailers and brands have taken it for granted that attractive presentation and packaging profoundly
influence most shoppers’ purchasing decisions.
While Paco Underhill in his bestseller Why We Buy: The Science of Shopping, described
supermarkets “as places of high impulse buying…. 60% to 70% of
purchases there were unplanned, grocery industry studies have shown us.” These prompted retailers to devote ever growing
resources to in-store promotion.
However, new(er) research by Wharton marketing professor David R. Bell differs with Underhill, describing the idea that most
supermarket purchases are unplanned as something of an urban legend. In a
new research paper, “Unplanned Category Purchase Incidence: Who Does It, How Often and Why,” Bell argues that the amount of
unplanned buying is closer to 20%.
The above research is extremely significant and while I still believe that the "last mile is the new prime time" (when compared to the traditional TV prime time), there are a number of reasons for Prof. Bell's findings to be relevant today. One of the primary reasons is the emergence of the internet as the Zero Moment of Truth for brands and its impact on the First Moment of Truth in the store.
The shopper today walks into a store with far more per-purchase knowledge, recommendations & peer suggestions than was possible in the times when "Why we buy" was penned about 12 years ago. It is time to dump the 70% theory and focus on multichannel strategies and web-influenced retail sales.
Sunday, January 22, 2012
Mobile content development strategy for tablets.
Forrester Research predicts that tablet sales this year will start to
outpace notebooks. While it is clear that marketers cannot ignore the
tablet as a channel, the mobile device landscape has become increasingly
complex and confusing for brands and consumers alike.
How do you incorporate the tablet as part of your mobile content development strategy?
Doug Heise and Sascha Langfus list some of the best practices for building an optimized, engaging Web presence on the tablet here.
AaramShop has adopted the Web App approach which helps it deliver the best of both worlds, allowing highly interactive mobile apps for the tablet that is optimized
from a usability and functionality perspective, but that can also be
deployed to a wide range of platforms and devices. However, what really caught my attention was the need to distinguish between the mobile phone app and the tablet app. Clearly a lot of additional work to be done here.
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