User-generated content! These are a sequence of terms we hear repeatedly when discussing the social web.
The core distinguishing character of the social web to more linear electronic resource such as TV, Radio, Print and even Web 1.0, is the degree of involvement the user plays in generating and sharing content than ever before. This is why we love it! But do they actually control their content? » Read more: The Social Web: Its User-Generated, But Is It Really User-Controlled?
According to a report by Verdict Research, growth in online retail spending in 2008 was forecast to grow by 13.3%, despite the overall retail market shrinking by £1.7bn. But the increased choice in retailers online, means many need to work harder to stand out! Consumer reports of dissatisfied site experiences and the rising number of baskets left empty or ‘drop-out rates’ begs the question what is it about online retailing that inhibits some consumers from purchasing from you, or from coming back?
We think delivery and fulfilment has a lot to do with it! » Read more: Delivery Information: The Achilles’ Heel of Online Retailing
Well, here I sit in a café in Cardiff, the morning after attending a housewarming last night, a night of good wine, good food and some fabulous conversations.
Last night in the Castle Arcade (Cardiff) was the housewarming for the National Theatre Wales (NTW) which included the launch of the theatres new online community network. From a branding, a technology and theatre perspective, this is very exciting! » Read more: National Theatre Wales: Branding a Theatre Without Boundaries!
This is an interesting question and one often debated!
Alot of the research tells us that in fact although how easy to use something is is important, its the value you get out of something – it’s utility – that really influences our behaviour. » Read more: So Is Ease of Use or Usefulness More Important?
To market effectively to web consumers requires marketing practitioners to have an increasing understanding of the core elements of usability.
A basic model of usability developed by Davis in the 1980′s is the Technology Acceptance Model (TAM) – (some 62,000 Google search results!). Based on years of research on what influences an individuals propensity to accept or adopt a technology, it’s basics parameters are still fundamental today. There are many others, but let’s start here. » Read more: Usability 101 – What Are The Basics?
This week was started by editing a research paper about what characteristics of a user influence their evaluation of web usability. This we are reserching not from a systems or technological perspective, but a marketing one. What are the marketing implications?
No longer just the domain of web designers, system developers and the technological proficient. For marketers this area is of increasing interest as our communities (consumers, clients, buyers, customers, our fellow marketers), and even ourselves are facing greater technological interaction. » Read more: Usability is a Marketing Thing!
Trying to keep the creativity and imagination in marketing, trying not to be controlled and managed by the many electronic resources you access, connect to or use on a daily basis?
Here is a list of ideas to keep the mystery (or creativity) in Electronic Marketing … or should I say the marketing in electronic marketing. » Read more: A Manifesto for Mystery in Electronic Marketing
So as eletronic resources become even more powerful could they actually destroy the intrinsic essence or mystery of marketing at some point in the future …. because we lost the mystery of our markets? The mystery of people?
Imagine if we found answers for everything, could explain anything … we should therefore know how to market to you, to everyone? But perhaps more importantly, it is the imagination, the creativity of marketing that we would lose, not just the mystery of our markets! » Read more: Could Technologies Destroy Marketing?
Why Mystery Matters?Today while sitting in the sun reading the June edition of Psychologies Magazine I read an article titled ‘Why Mystery matters?’. It provides an interesting insight into Tanis Taylor view of the effect of constantly trying to control, survey, monitor, examine, plan and audit every minute, every moment and every action in our daily lives … what happens … we lose the mystery!
We can explain everything … or at least we try to! » Read more: Mystery in Electronic Marketing!
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