Posts
Passing time can be extremely frustrating for all people. There is nothing worse than being cooped up inside with nothing interesting to do. If you need a bit of motivation, try investing in some equipment and make sure it does not go to waste!
School has finished and summer is here. Holidays are being embarked upon and families will be making excursions across the world. Endless summer holidays are trademarks for this time of year, however, the same problem also arises with them. People are often left wondering what they should do with this added free time, and in particular, how they can go about completing suggestions. It is abundantly clear that too much free time can cause boredom. One surefire way of making the most of the holidays is to provide motivation to be active. Making small investments in equipment can help keep you motivated, so as not to be wasteful.
One of the first things that any budding outdoors enthusiast might want is GPS navigation system. It may not seem obvious, but a sat nav system can be an ideal partner in crime. Having one installed in your car will safely allow you to find new destinations as it guides you along the network of roads. Regardless of whether you live along country lanes or in city centers, a just by having a GPS navigation will encourage you to go for a drive. If possible, you can wind the windows down, crank up the radio and feel the wind rushing through your hair! It sounds idyllic, and may just be unreachable for a lot of people, but although the journey might be a struggle, the destination will at least be up to you to decide upon. So think of the places you’ve wanted to go to that are within driving range and get ready to set off on a road trip.
Sat navs can also be used outside of the car too. Taking it along with you on walks will have the same function. However, if you know where you are going, but just want to find out the distance that you have traveled, there is no need to spend so much. Quite simply, you can purchase a small pedometer to keep by your side when you are out walking. They now come in many different designs and with varying features as well. Some pedometers simply count steps, distances and calories, but now some will even tell you the time, allow you to listen to the radio and even come with a panic alarm for added safety. Pedometers may be small, but they provide fairly accurate data and extremely low cost. Of course, this portable sidekick will also be suitable for people who are looking for running motivation so they can track their progress.
The great outdoors pose many more problems than just keeping tabs on where you are going. Summer time is an ideal time for people to go camping, and the warm evenings mean that more will spend time outside for longer. In any case, being in the dark can bring its own problems too, so always keep a flashlight handy. LED flashlights perform this role perfectly. In comparison to heavy duty torches, an LED flashlight can be compact, rechargeable and shine with great power. There are many types of LED flashlights, and some will be simply for fashion accessories and some will be for serious tactical adventures.
Regardless of how you decide to spend the next few weeks, try to stay active. Staying indoors may seem like a good idea, but getting fresh air will be much healthier. Find what works for you and enjoy the holidays.
Thursday 23 July 2009
Friday 17 July 2009
Replacing the old technology with the new
From cassettes to CDs, then MP3 players evolve into MP4 players. A look back at the how music has moved from concert halls to people’s backpockets.
Music has a long history, one so long that it is not really possible to pinpoint its creation. A collection of sounds and noises, in rhythm, time and harmony, music has provided entertainment and inspiration throughout its existence. In modern times, music has remained just as influential. So much, in fact, that it is extremely common to see people taking their music with them.
Before it was possible to record music to be listened to at leisure at a later time, people would have to have attended recitals to experience music. However, since the creation of analogue media such as cassettes and tapes, music has been passed around, shared, sold and taken home with ease. If recording music was revolutionary, the invention of the CD made things even easier as well as resigning cassette tapes to the bin. Unfortunately for the CD, MP3 files have developed and have well been on the way to laying the discs to rest.
Gone are the days when people carry portable CD players in their bags or grip them tightly in their hands. Now, the unit has been replaced by MP3 players. However, due to the virtual nature of the media they play, these come in all different shapes and sizes. Most of them will fit nicely into pockets, although the option of leaving it in the bag is still very much in use. Because of the flexible nature of their size, it’s also not uncommon to see them being clipped to garments and straps. Even smaller, lighter MP3 players can also be found dangling around owners’ necks.
Portable entertainment is no longer bound to just listening to music. Although portable TVs never really became genuinely mainstream, looking around a packed train will probably result in witnessing a good number of people who are watching something on electronic devices. Whether it’s an MP4 player, a specialist video player or a mobile phone, catching up with missed TV shows on the move is becoming a more popular activity of late. With this increasing trend of on demand viewing, perhaps the MP4 player will begin to push the MP3 player out of the way.
It is strange how things so similar can represent the changing of the guard. Whilst the contrast between cassettes and CDs is huge, MP3 and MP4 players essentially do the same thing; MP4 players just play videos in addition. A CD trumps a cassette with capacity, quality and longevity, but an MP3 player can match an MP4 player in just about every department. The biggest difference would be the most fundamental one. Similarities include using headphones or portable speakers, size and weight, battery life and styling designs, but an MP4 file will always be able to play video whereas an MP3 file is simply audio.
So, as we witness the rise of MP4 players, and possibly the demise of MP3 players, history and advances in technology would suggest that something new will come along and replace MP4s. The computing world is surely furiously working on an update that will be known as MP5, and a new breed of players will take on these incremental advances.
Music has a long history, one so long that it is not really possible to pinpoint its creation. A collection of sounds and noises, in rhythm, time and harmony, music has provided entertainment and inspiration throughout its existence. In modern times, music has remained just as influential. So much, in fact, that it is extremely common to see people taking their music with them.
Before it was possible to record music to be listened to at leisure at a later time, people would have to have attended recitals to experience music. However, since the creation of analogue media such as cassettes and tapes, music has been passed around, shared, sold and taken home with ease. If recording music was revolutionary, the invention of the CD made things even easier as well as resigning cassette tapes to the bin. Unfortunately for the CD, MP3 files have developed and have well been on the way to laying the discs to rest.
Gone are the days when people carry portable CD players in their bags or grip them tightly in their hands. Now, the unit has been replaced by MP3 players. However, due to the virtual nature of the media they play, these come in all different shapes and sizes. Most of them will fit nicely into pockets, although the option of leaving it in the bag is still very much in use. Because of the flexible nature of their size, it’s also not uncommon to see them being clipped to garments and straps. Even smaller, lighter MP3 players can also be found dangling around owners’ necks.
Portable entertainment is no longer bound to just listening to music. Although portable TVs never really became genuinely mainstream, looking around a packed train will probably result in witnessing a good number of people who are watching something on electronic devices. Whether it’s an MP4 player, a specialist video player or a mobile phone, catching up with missed TV shows on the move is becoming a more popular activity of late. With this increasing trend of on demand viewing, perhaps the MP4 player will begin to push the MP3 player out of the way.
It is strange how things so similar can represent the changing of the guard. Whilst the contrast between cassettes and CDs is huge, MP3 and MP4 players essentially do the same thing; MP4 players just play videos in addition. A CD trumps a cassette with capacity, quality and longevity, but an MP3 player can match an MP4 player in just about every department. The biggest difference would be the most fundamental one. Similarities include using headphones or portable speakers, size and weight, battery life and styling designs, but an MP4 file will always be able to play video whereas an MP3 file is simply audio.
So, as we witness the rise of MP4 players, and possibly the demise of MP3 players, history and advances in technology would suggest that something new will come along and replace MP4s. The computing world is surely furiously working on an update that will be known as MP5, and a new breed of players will take on these incremental advances.
Friday 19 June 2009
Explore wholesale electronics to earn a bit extra in tough times
There is certainly no need for another article informing you of the global financial crisis that is taking place right now. Many people are finding themselves considerably worse off than they were before. With no indication that this situation is going to change overnight, or even any time soon, some action may need to be taken. Regardless of whether you have a full time job or not, consider the possibility of starting up your own retail business.
At first, this may well sound like a very daunting prospect. After all, to sell things, you need to own a shop, or at least a place in town where people can see it. Then you need to buy furnishings to make it look authentic and genuine. Then you might also need to hire a few extra hands to help you run the store, as well as being able to advertise and market the store. Finally, you also need to buy stock; otherwise you will just be minding an empty room. Setting up a retail business has followed this route in the past, but things are a bit different now.
The Internet is not just a tool to help keep you in touch with your friends, play games or catch up with TV. It’s also a place where people trade and do business. There is absolutely no reason why you cannot do the same. It’s true that you will need to learn a bit of technical knowledge to create a usable website, but you could enlist the help of a friend or freelance designer to get you through this tricky part. Perhaps you don’t even need a website; a phone number will do and you can advertise locally through newspapers and flyers. Whichever route you decide to take, you then need to decide upon what you are going to sell.
Think about costs and mark up. There is no point in selling something that will cost you too much to sell, as you will then lose your profits. However, there is a relatively untapped market that will allow you to purchase at low costs, but sell for quite high profit margins. Wholesale electronics from China will allow you to buy in bulk directly from manufacturers. You may well be concerned about the quality of the products that you are purchasing, particularly from that part of the world. However, there are reputable wholesale electronics sellers that provide only good quality products.
Tradestead is one such seller. Not only are they able to offer low cost bulk purchases on electronic wholesale goods, but they can help you deliver direct to the customer too. This takes away two major problems for a sole trader – holding stock and logistics. This dropshipping service can be a valuable tool for you. By employing it, you will be able to move goods straight to your customers seamlessly, giving a superbly professional impression to them.
It is true that the global recession has taken a lot of victims. However, it is possible to thrive during this worldwide problem. Although it won’t be easy, investing in wholesale electronics for trading can provide you with excellent returns. This gap will not stay unfilled forever, so move swiftly to exploit it.
At first, this may well sound like a very daunting prospect. After all, to sell things, you need to own a shop, or at least a place in town where people can see it. Then you need to buy furnishings to make it look authentic and genuine. Then you might also need to hire a few extra hands to help you run the store, as well as being able to advertise and market the store. Finally, you also need to buy stock; otherwise you will just be minding an empty room. Setting up a retail business has followed this route in the past, but things are a bit different now.
The Internet is not just a tool to help keep you in touch with your friends, play games or catch up with TV. It’s also a place where people trade and do business. There is absolutely no reason why you cannot do the same. It’s true that you will need to learn a bit of technical knowledge to create a usable website, but you could enlist the help of a friend or freelance designer to get you through this tricky part. Perhaps you don’t even need a website; a phone number will do and you can advertise locally through newspapers and flyers. Whichever route you decide to take, you then need to decide upon what you are going to sell.
Think about costs and mark up. There is no point in selling something that will cost you too much to sell, as you will then lose your profits. However, there is a relatively untapped market that will allow you to purchase at low costs, but sell for quite high profit margins. Wholesale electronics from China will allow you to buy in bulk directly from manufacturers. You may well be concerned about the quality of the products that you are purchasing, particularly from that part of the world. However, there are reputable wholesale electronics sellers that provide only good quality products.
Tradestead is one such seller. Not only are they able to offer low cost bulk purchases on electronic wholesale goods, but they can help you deliver direct to the customer too. This takes away two major problems for a sole trader – holding stock and logistics. This dropshipping service can be a valuable tool for you. By employing it, you will be able to move goods straight to your customers seamlessly, giving a superbly professional impression to them.
It is true that the global recession has taken a lot of victims. However, it is possible to thrive during this worldwide problem. Although it won’t be easy, investing in wholesale electronics for trading can provide you with excellent returns. This gap will not stay unfilled forever, so move swiftly to exploit it.
Friday 12 June 2009
More headgear with fewer wires
This world that we live in today is increasingly obsessed with convenience and gaining any sort of efficiency advantage that is possible. How we gain these small advantages to save a bit of time or effort is by investing in and using technology. With its help, we are able to free up time by multitasking or just look a little tidier.
Heavy users of cell phones will be able to testify that they can now answer calls at the push of a button in almost any situation imaginable. Up until quite recently, there was no genuinely safe way of answering a call whilst driving. Now, hands-free kits are readily available. The earliest iterations of this revolutionary device physically connected the user to the cell phone. Now, as technology has advanced, a Bluetooth headset is increasingly common place.
Another headset that has evolved with the changes of technology is headphones. Although much older than hands free kits, headphones now come in various different shapes and sizes. Today, it is not only nightclub DJs that wear headphones, but ordinary people who listen to music on the go also use them. Wireless headphones are not out of place and allow people to go about their daily lives without fiddly wires getting in the way. From skateboarders to commuters, all sorts of people can be witnessed going about their business in a wire free environment.
Of course, both wireless headphones and Bluetooth headsets are up against the same foe. Wired earphones can easily be used as substitutes for either, although they may need further adaptors too. Although they have more substance, wired earphones are cheaper as technology has the perverse logic that less on show or smaller devices are more expensive. In their own right, earphones are probably just as convenient in that they are not easily seen and take up negligible space when not being used. However, they are frustratingly easy to get tangled up.
Wireless headphones and Bluetooth headsets are probably only just an indicator of what the future holds. In their respective fields, both have managed to drive advances. Futuristic designs and usages are becoming very much part of the present world. This is possibly just the start and we may well expect to see more headsets appearing outside of call centers.
Heavy users of cell phones will be able to testify that they can now answer calls at the push of a button in almost any situation imaginable. Up until quite recently, there was no genuinely safe way of answering a call whilst driving. Now, hands-free kits are readily available. The earliest iterations of this revolutionary device physically connected the user to the cell phone. Now, as technology has advanced, a Bluetooth headset is increasingly common place.
Another headset that has evolved with the changes of technology is headphones. Although much older than hands free kits, headphones now come in various different shapes and sizes. Today, it is not only nightclub DJs that wear headphones, but ordinary people who listen to music on the go also use them. Wireless headphones are not out of place and allow people to go about their daily lives without fiddly wires getting in the way. From skateboarders to commuters, all sorts of people can be witnessed going about their business in a wire free environment.
Of course, both wireless headphones and Bluetooth headsets are up against the same foe. Wired earphones can easily be used as substitutes for either, although they may need further adaptors too. Although they have more substance, wired earphones are cheaper as technology has the perverse logic that less on show or smaller devices are more expensive. In their own right, earphones are probably just as convenient in that they are not easily seen and take up negligible space when not being used. However, they are frustratingly easy to get tangled up.
Wireless headphones and Bluetooth headsets are probably only just an indicator of what the future holds. In their respective fields, both have managed to drive advances. Futuristic designs and usages are becoming very much part of the present world. This is possibly just the start and we may well expect to see more headsets appearing outside of call centers.
Saturday 16 May 2009
Consumers get more choices and products perform more than 1 function
Even though the financial stability of the global economy stares down the barrel of a gun, manufacturers continue to roll items off the production line. Through retailers and distributors, these manufacturers are exposing consumers to a wall of products in the hope that they will be able to reignite the sales boom. Although it might seem like wishful thinking, the only guarantee that has been made is that consumers now find themselves with so much choice that it makes sense for them to shop around for not only the best deal, but for a versatile product too.
The aggressive nature that can be seen by the manufacturers has resulted in almost a surplus of appliances and goods on offer. Whilst this is good for the consumer, the manufacturer now finds itself competing against much more and failure to sell boxes results in wasted time and effort. However, should the manufacturer prepare and develop its products properly, it can find itself reaping in far more than expected. For example, digital cameras have plenty of substitutes and variations in the market. Truthfully, each digital camera performs the same function, simply to a greater or lesser extent. Taking photos is so common place now that even cell phones are even seen as a threat to digital cameras.
MP3 players are also coming under threat from cell phones. Increasingly, people are leaving music players on the shelves as they prefer to only take one gadget with them. MP3 players may well be on the decline as manufacturers such as Sony and Apple begin to integrate Walkman and iPod features into cell phones, perhaps signaling the beginning of the end for digital music players.
Cell phones are not the only electrical goods learning new tricks. Even LCD TVs are evolving. The long lasting living room center piece is doubling up as digital photo frame in some instances. Samsung has begun to include USB ports into its LCD TVs. This allows users to simply plug in their portable storage devices straight into their LCD TV and begin viewing their photos. Some video files can also be played straight off flash drives too.
In conclusion, manufacturers have to be extra creative in producing new items. Innovations in the market place will lead to increased sales and profits. The development of cell phones is frightening, particularly for digital cameras and MP3 players, however, cramming so much into 1 device might make it a mediocre performer in all areas. Regardless, the overall winner in this situation is the consumer, as they will be able to pick and choose which products match their needs and wallets.
The aggressive nature that can be seen by the manufacturers has resulted in almost a surplus of appliances and goods on offer. Whilst this is good for the consumer, the manufacturer now finds itself competing against much more and failure to sell boxes results in wasted time and effort. However, should the manufacturer prepare and develop its products properly, it can find itself reaping in far more than expected. For example, digital cameras have plenty of substitutes and variations in the market. Truthfully, each digital camera performs the same function, simply to a greater or lesser extent. Taking photos is so common place now that even cell phones are even seen as a threat to digital cameras.
MP3 players are also coming under threat from cell phones. Increasingly, people are leaving music players on the shelves as they prefer to only take one gadget with them. MP3 players may well be on the decline as manufacturers such as Sony and Apple begin to integrate Walkman and iPod features into cell phones, perhaps signaling the beginning of the end for digital music players.
Cell phones are not the only electrical goods learning new tricks. Even LCD TVs are evolving. The long lasting living room center piece is doubling up as digital photo frame in some instances. Samsung has begun to include USB ports into its LCD TVs. This allows users to simply plug in their portable storage devices straight into their LCD TV and begin viewing their photos. Some video files can also be played straight off flash drives too.
In conclusion, manufacturers have to be extra creative in producing new items. Innovations in the market place will lead to increased sales and profits. The development of cell phones is frightening, particularly for digital cameras and MP3 players, however, cramming so much into 1 device might make it a mediocre performer in all areas. Regardless, the overall winner in this situation is the consumer, as they will be able to pick and choose which products match their needs and wallets.
Friday 20 February 2009
Marketing during a financial crisis
So, what do we do then? Marketing by definition is a task that requires the expenditure of money. It can’t be helped. In order to do a proper job, cash needs to be spent as free marketing will only get you so far. As that’s the case, marketing spend needs to be kept tightly in check, else that all important marketing yardstick known as ROI will be unacceptably low. Fortunately, online marketing is extremely measurable and there are a number of ways to exploit this, as well as making the most of performance based budgets. This post will cover 2 distinct areas that you can quickly and immediately try to optimise.
Let others do the hard work
Unless you’ve found a truly magical niche market where you’re the only player, the chances are pretty good that you have competitors. Just about everybody’s who’s anybody is going to have a presence on search engines’ paid ads areas. There you’ll be fighting against all sorts of online competitors, some who will be selling the same products and those who are just comparing them or talking about them. But do you really need to have a presence for every product class and type that you sell? Probably not, as you might find that you only sell a small percentage of your product portfolio, or that only some of them will be able to sufficiently cover the costs of your marketing spend. So you can instantly cut out the chaff and focus on your bread and butter products.
Then there are the keywords that you’re bidding for. The high level, broad, generic keywords are the most competitive and are a great statement of intent. It shows everybody what exactly you’re about and corporate responsibility may dictate that you have to be here as it is your Oxford Street. But, in belt tightening times, it might be more prudent to let these slip a bit. There are far better converting keywords that you could be focusing on. If you have a big brand to protect, then it might not be possible to drop the Oxford Street generic keywords. If, however, you’re a much smaller organisation without much of a brand, it’s probably safe to be a bit sneaky. Let the bigger fish get their speculative traffic, target those people who are ready to purchase, those who are right at the end of their purchasing cycle. These long tail keywords are probably your best bet, particularly if you’re price competitive too.
Collaboration is the key
Love them or hate them, affiliate marketing is probably the best model for online marketing. Remember, it’s a win-win situation a lot of the time. You might be giving a bit away in terms of profit margin, but it is for a guaranteed sale. If anybody approached me and said that my marketing spend would come in every week at exactly 4% of overall sales, I’d call them crazy. Although it’s probably unrealistic to make affiliate marketing your entire marketing plan, it is possible to make them a bigger part of it instead. Provide as much information as you can and try to meet as many of them as possible. In an industry with seemingly little loyalty, you’re going to have to work very hard to get hard working affiliates onside.
Also put a bit of thought into your commission structure and levels. Big market players who have massive brand strength will automatically draw the attention themselves. They’ll get the lion’s share of the affiliates, as well as the lion’s share of the end users. Smaller guys will struggle a little more, but is there an alternative to just offering more commission. If you happen to be a market leader in price, you should definitely consider offering slightly less than the going rate and convince your extended sales force with your undoubtedly stronger conversion. If your conversion is not so good, even though your prices are low, then you probably want to focus on fixing your site!
More to it than that
Of course, this is certainly not everything that you should do with online marketing in a recession. There’s much more stuff you can look at, including improving relevancy with email communications and website personalisation. However, these are quicker fixes than everything else that makes up your online marketing mix and if you are struggling to know where to begin, PPC and affiliates are a good starting point.
Let others do the hard work
Unless you’ve found a truly magical niche market where you’re the only player, the chances are pretty good that you have competitors. Just about everybody’s who’s anybody is going to have a presence on search engines’ paid ads areas. There you’ll be fighting against all sorts of online competitors, some who will be selling the same products and those who are just comparing them or talking about them. But do you really need to have a presence for every product class and type that you sell? Probably not, as you might find that you only sell a small percentage of your product portfolio, or that only some of them will be able to sufficiently cover the costs of your marketing spend. So you can instantly cut out the chaff and focus on your bread and butter products.
Then there are the keywords that you’re bidding for. The high level, broad, generic keywords are the most competitive and are a great statement of intent. It shows everybody what exactly you’re about and corporate responsibility may dictate that you have to be here as it is your Oxford Street. But, in belt tightening times, it might be more prudent to let these slip a bit. There are far better converting keywords that you could be focusing on. If you have a big brand to protect, then it might not be possible to drop the Oxford Street generic keywords. If, however, you’re a much smaller organisation without much of a brand, it’s probably safe to be a bit sneaky. Let the bigger fish get their speculative traffic, target those people who are ready to purchase, those who are right at the end of their purchasing cycle. These long tail keywords are probably your best bet, particularly if you’re price competitive too.
Collaboration is the key
Love them or hate them, affiliate marketing is probably the best model for online marketing. Remember, it’s a win-win situation a lot of the time. You might be giving a bit away in terms of profit margin, but it is for a guaranteed sale. If anybody approached me and said that my marketing spend would come in every week at exactly 4% of overall sales, I’d call them crazy. Although it’s probably unrealistic to make affiliate marketing your entire marketing plan, it is possible to make them a bigger part of it instead. Provide as much information as you can and try to meet as many of them as possible. In an industry with seemingly little loyalty, you’re going to have to work very hard to get hard working affiliates onside.
Also put a bit of thought into your commission structure and levels. Big market players who have massive brand strength will automatically draw the attention themselves. They’ll get the lion’s share of the affiliates, as well as the lion’s share of the end users. Smaller guys will struggle a little more, but is there an alternative to just offering more commission. If you happen to be a market leader in price, you should definitely consider offering slightly less than the going rate and convince your extended sales force with your undoubtedly stronger conversion. If your conversion is not so good, even though your prices are low, then you probably want to focus on fixing your site!
More to it than that
Of course, this is certainly not everything that you should do with online marketing in a recession. There’s much more stuff you can look at, including improving relevancy with email communications and website personalisation. However, these are quicker fixes than everything else that makes up your online marketing mix and if you are struggling to know where to begin, PPC and affiliates are a good starting point.
Friday 16 January 2009
Online versus offline marketing
I’m going to try to explain a little bit about the differences between online marketing and offline marketing based on my experience. It’s a good exercise to do, especially when you have to pitch to a potential client or when you’re trying to convert a new supplier to online retailing. For me, the first step is to understand the differences between online and offline shopping behaviour.
Offline shopping
For those who are “nonline”, shopping is all about the experience – wandering around, browsing, chatting to those who you’re with and enjoying a bit of spending therapy. As a result, all the marketing campaigns that surround you have got a tough job in catching your attention. Advertisers have their work cut out to produce the most outrageous bill boards or point of sale posters, whist marketers will be trying to catch you when you’re actively looking for something to buy. It’s extremely likely that you will miss a lot of the activity around you. Marketers will be looking to drive footfall with their work, though they will not really be able to track how successful they will be. Adverts, posters, gimmicks, short skirts… they’re all out there and they’re all trying to generate leads.
Online shopping
Online shoppers know what they’re looking for and are not prepared to be interrupted when looking for it. Advertisers must understand that their messages have to be targeted. Banner blindness exists mainly in mature online shopping communities such as that in the UK, but not so much in countries such as Hong Kong, where online shopping has not taken off. Trigger happy surfers will be the advertisers’ best friends. Marketing activity online will then be focussed around converting the long tail searchers, people who are ready to buy and looking for the best deal. PPC, affiliates and shopping comparison sites will be the core of your marketing activity and you’ll be able to distinguish between which ones are your best performers.
Integrated campaigns
If you are able to do both online and offline marketing, don’t treat them in isolation. From my time at Comet, I knew of an online marketing manager who was prepared to remove his best selling “TVs” PPC campaign on Boxing Day, the busiest trading day of the entire year, because he was afraid that he’d only end up driving footfall instead of increasing ROI on paid search. It made no sense, TVs are the bread and butter of Comet, easily the largest product in the sales mix, but this marketing manager didn’t care, and it seemed that he just wanted to protect his reputation. Flip this example on its head and you could imagine TV adverts that didn’t have website addresses written in at the very end. Would this be marketing suicide?
The most fundamental thing to remember is that more and more people are using both online and offline to shop. People are quite happy to put physical effort into going to see a product before looking for a bargain online. It’s perfectly normal to do so. If you want the product today, then you might even look online to see if your local store has it in stock or at least sells the item you’re looking for.
Conclusions
So, there you go, a very brief explanation on what the differences between online and offline marketing are. There is so much more detail to get into, and it would be impossible for me to put it into a blog post, it would turn into something more like a white paper. If you’re going to take anything away from reading this, remember that you need to remind yourself of the modern day shopper that will use as many forms of research as possible. This population of shoppers is growing all the time, so if you think the Internet is still a fad then you’re going to be in for a bit of a surprise. Define the boundaries and objectives of online and offline marketing and make sure you mesh them together.
Offline shopping
For those who are “nonline”, shopping is all about the experience – wandering around, browsing, chatting to those who you’re with and enjoying a bit of spending therapy. As a result, all the marketing campaigns that surround you have got a tough job in catching your attention. Advertisers have their work cut out to produce the most outrageous bill boards or point of sale posters, whist marketers will be trying to catch you when you’re actively looking for something to buy. It’s extremely likely that you will miss a lot of the activity around you. Marketers will be looking to drive footfall with their work, though they will not really be able to track how successful they will be. Adverts, posters, gimmicks, short skirts… they’re all out there and they’re all trying to generate leads.
Online shopping
Online shoppers know what they’re looking for and are not prepared to be interrupted when looking for it. Advertisers must understand that their messages have to be targeted. Banner blindness exists mainly in mature online shopping communities such as that in the UK, but not so much in countries such as Hong Kong, where online shopping has not taken off. Trigger happy surfers will be the advertisers’ best friends. Marketing activity online will then be focussed around converting the long tail searchers, people who are ready to buy and looking for the best deal. PPC, affiliates and shopping comparison sites will be the core of your marketing activity and you’ll be able to distinguish between which ones are your best performers.
Integrated campaigns
If you are able to do both online and offline marketing, don’t treat them in isolation. From my time at Comet, I knew of an online marketing manager who was prepared to remove his best selling “TVs” PPC campaign on Boxing Day, the busiest trading day of the entire year, because he was afraid that he’d only end up driving footfall instead of increasing ROI on paid search. It made no sense, TVs are the bread and butter of Comet, easily the largest product in the sales mix, but this marketing manager didn’t care, and it seemed that he just wanted to protect his reputation. Flip this example on its head and you could imagine TV adverts that didn’t have website addresses written in at the very end. Would this be marketing suicide?
The most fundamental thing to remember is that more and more people are using both online and offline to shop. People are quite happy to put physical effort into going to see a product before looking for a bargain online. It’s perfectly normal to do so. If you want the product today, then you might even look online to see if your local store has it in stock or at least sells the item you’re looking for.
Conclusions
So, there you go, a very brief explanation on what the differences between online and offline marketing are. There is so much more detail to get into, and it would be impossible for me to put it into a blog post, it would turn into something more like a white paper. If you’re going to take anything away from reading this, remember that you need to remind yourself of the modern day shopper that will use as many forms of research as possible. This population of shoppers is growing all the time, so if you think the Internet is still a fad then you’re going to be in for a bit of a surprise. Define the boundaries and objectives of online and offline marketing and make sure you mesh them together.
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