Facebook Archives - Smarter Commerce
The IBM Digital Analytics Benchmark has released shopping reports for Thanksgiving, Black Friday and Cyber Monday. Here are a few highlights:
- From Thanksgiving through Cyber Monday, online sales increased 16.5%
- Cyber Monday was the biggest online shopping day
According to their website, ShareThis monitored some 4.9 million “signals” on the desktop web and mapped those against 1.2 million signals …
We are hearing marketers say,’ I don’t care how many Facebook fans I have if they aren’t buying our products?’ While it is highly unlikely that consumers make purchasing decisions …
Earlier this week, my friend and colleague, Laura Atkins posted about the availability of a new Feedback Loop provided by Mail.ru, the largest free webmail provider in Russia. Some may ask, why get excited? It’s a Russian ISP. Russian internet properties are commonly derided and the country as a whole is often viewed as being lax on cyber crime. However, Mail.ru is not to be underestimated, the significance of this is a major boon for email marketers and digital marketers of all stripes. Why? Because Russians love their social media!
I read an article recently that got the gears upstairs cranking a little faster than normal. The cobwebs parted and my imagination ran wild as I contemplated email but through a slightly different lens.
In her article on the myth of email opens Margie Clayman (@MargieClayman) postulates that email opens are a slippery slope and that they are as effective as the concept of impressions when analyzing web traffic. More specifically, they are a high water line but does little to illuminate or provide the real behavioral data marketers require to anticipate customer desire while providing unparalleled service.
What is the first thing you do when you go to purchase a movie ticket, a book on Amazon, or even a coat at your favorite retailer? I know what I do, I look at the reviews. Not the marketing reviews or reviews from people in the company I am purchasing from, but the reviews from the public.
Presence on Facebook cannot be underestimated, with over 800 million users how could you go wrong? With more and more companies creating their “Facebook Page” technologies like remote widgets, Facebook Open Graph integration is becoming even more important. The Open Graph API allows sites to seamlessly integrate with the social platform at no cost. As an example, many sites simply use Facebook as their commenting system or “Like” button for this purpose alone. With the introduction of Facebook verbs, sites are now going to be able to create their own versions of “Like”; for instance “Shop”, “Buy”, “Add To Cart”. This open verb system will tightly integrate the sites look and feel on Facebook. But let’s not focus on Facebook alone.
Having social in your strategy is a must have if you sell anything on the internet. Getting tied into the “ratings and reviews” system is a big first step in that direction, but there is a lot more to it. Social functionality is almost ubiquitous on retail sites, blogs, and even most informational sites today. Amazon spearheaded ratings and reviews years ago and many reviewers make a living by being professional reviewers by buying products, using them, and then rating them. Long past is the way of the Siskel and Ebert review mentality; people want to see what everyone thinks when researching products, customers who purchased and used the product – i.e. the wisdom of the crowd.
In a recent webinar highlighting IBM Enterprise Marketing Management’s Social Features and capabilities a poll was taken to ascertain how many marketers were still using Forward To A Friend (FTAF). Although the results were not ‘shocking’ the metrics did give me pause and allow me to reflect on a murky topic: engagement.
I’ve heard the terms multi-channel and cross-channel bandied about as interchangeable concepts. Let’s get something straight—they’re not.
Let’s start off with a few definitions:
Multi-Channel Marketing – creating and launching campaigns (non unique) across multiple channels. E.g. sending emails that emulate a flyer in the post and backing up the message with a similar looking landing page and then just for good measure launching an SMS campaign with the subject line of the email. Straightforward recycling of identical content across channels.
Cross-Channel Marketing – the creation and promulgation of campaigns that take into account customer preferences and engage recipients on their chosen platform and via their preferred medium.