Martin Newman is an e-commerce expert who we recently commissioned to produce a step-by-step guide called Delivering Successful E-commerce Projects, which I have just published.
Here I talk to Martin to cover some of the key challenges and issues for e-commerce project managers. These are outlined in more detail in the report, alongside lots of guidance (it contains more than 400 practical recommendations). Why not grab a copy today?
I was asked the other day what I thought about Skittles' social media experiment and whether it would have lasting effects.
My response: I wasn't sure. The buzz seems to have died down. Certainly it's nowhere near the pitch that it was when we all first learned that Skittles.com had been turned into Twitter.
It would be easy to feel a bit sorry for Barnes & Noble. It is the biggest brick and mortar bookseller in North America, fighting the good fight for literacy against a tide of economic disaster. It has been laid waste by the internet and in particular, Amazon, one of the most innovative companies ever. Competing against Amazon in the 90s was kind of like playing Michael Jordan in his rookie season. You just didn't know how good he was until you lost to him. Then, after the B&N business model was hit hard, the printed page is being attacked by eBooks.
But this here is business, young man, and it's no time for the faint of heart. No longer is B&N employing the the "if you can't beat 'em don't join 'em" strategy. It has finally, and admirably, made a move that doesn't involve closing stores. Late last week it purchased Fictionwise, an eBook retailer that is rumored to be developing a Kindle-competitor, hand-held eBook reader.
By now it's a fair assumption to say that the new Skittles social media drenched website has owned the week in internet marketing. According to the March 5 Google Trends index it spiked more than 100 percent in news reference volume this week, and more than 50 percent in actual searches.
Now that the buzz is fading just a little, we asked Mars PR Manager and spokesperson Ryan Bowling to put the launch in perspective.
Maybe consumers really do want to read about toothpaste, paper towels, and soda. A new study from ROI Research and Epsilon claims that 62 percent of customers that receive permission- based emails are influenced by those emails, and 75 percent have read company or brand content as a direct result.
was conducted in mid-October and measured 1,517 people. Not exactly a
statistically projectable dynamo, (and it is, after all, sponsored) but
even if half the numbers are on the money they are significant. They
support the continued effectiveness of permission-based email, and they
support the concept that content will attract consumer attention, which
will increase engagement and then purchase intent.
There’s so much talk about social media that it is easy for people to become cynical, perhaps losing track of the fact that it can have a positive impact on your business.
So how can you determine whether a social media strategy is proving beneficial to your business? How do you know that it is working out for you? And is now really the best time to find out?
Rather than focusing on individual social media campaigns, I’d like to look at social media measurement from the perspective of a business that a) buys into social media, b) commits to it over a period of time, and as such c) has an integrated social media strategy. You people know who you are!
The economy may be pushing prices lower, but when it comes to brand loyalty consumers still aspire to lofty expectations. That's the conclusion of the latest BrandKeys customer loyalty survey and it could portend a strategy change in internet marketing for brands that are trying to hold the high ground.
Brand value, according to BrandKeys CEO Robert Passikoff, means a lot
more than brand pricing. The just-released index says that consumer
expectations regarding brand value went up 20% this year versus last.
A recent study by Netpop Research serves to only further assert the fact that social media is rapidly changing the way brands operate, due to the increase of consumer control.
The report is purely US-based, but it certainly seems fair to suggest that this trend can be applied globally, as there is an ever-growing permeation of social media into daily consumer life. The study concludes that there is a shift in consumer internet usage from entertainment towards communication, and it's being driven by social media and networking sites.
I will gladly pay you Tuesday for an advertisement today. Well, make that four months from Tuesday. That's no problem, is it?
As the Feds bail out the banks, the advertisers have apparently decided their agencies are banks. At least, that's how they're treating them when it comes to payment terms. Both the Wall Street Journal and Ad Age are taking a long, hard look at the story today.
It seems many agencies are willing to go along with advertising on the installment plan, forced on agencies by enormo brands such as GM and Anheuser-Busch. Reportedly, GM, whose brand portfolio includes Cadillac, Buick and
Pontiac, has offered to pay ad production firms half a TV spot's
production costs 60 days after the first day of shooting, and the
remaining half when the ad is finished.
In a challenging market environment it’s a good idea to have a plan, especially when that plan is bold and forward-thinking.
It turns out that lastminute.com has such a plan, for the online pureplay is moving into the seemingly perilous world of offline retailing.