Archive for category Consumer Engagement
An Empty mind is marketer’s paradise, is so true, ultimately every modern marketing strategy today while being written is on the shifts seen in consumer behavior cycle starting from impulses through desire to demand, and what is phenomenal, is that, such basis have always brought in solutions which become the part of a business paradigm. Let’s see, how some of them have revolutionized marketing strategies; Moment of Truths by P&G, which talked on showcasing the product (first moment of truth) went on the bring in the visual merchandising & packaging as one of the prime component of retail strategy; followed by experiences on consumption (Second Moment of Truth) to become feedback for product improvement & innovation, testimonials for the artifacts to encourage prospects in the process of being lead. Then came the era of searches, as the searches started growing in prominence, the resonance was reflected in Google’s Zero Moment of Truth, theory on searches, solutions are quite evident in terms of presence in terms websites, audio-visual aids on various platforms, ad words, usage of keywords with what the prospects search, to reflect in the top search ranking.
In all the paradigm mentioned above, we see reflection of the buying behavior, what comes more appealing is that engaging customer at the right time, right place & with right messaging, no doubt the phrase of ‘rights’ looks so simple but it isn’t. We have been seeing through the Great social Media revolution, which is now been used by every business to engage their prospects, but it’s still not clear on time & place. The right time, in many cases are engaging an empty mind or idle mind of an individual, and direct them to what you want. As a marketing professional, when we question on our efforts being enough on engaging our prospects, down some where answer is,’ no’.
Thanks, to the all-round development in technology in past 5 years, what is seen, the opportunity in engaging people are growing through the horizon. Smarter, lighter & customer centric application have enabled the growth in dependence on personal devices, to an extent that today you have avenues to reach your prospect, through them. You just need to be smarter and have customer centric attitude in you.
Empty mind or in other words captive minds are huge potential today, if I would have to talk on the same couple of years back, people would have stared at my thoughts, but today, it isn’t the scenario. Have you actually seen how an ideal individual spends his day, lets look at the balanced media diet, courtesy Steven Leckart in Wired Magazine issue 17.08 shows an illustration of time spent by individual on various sources of entertainment like starting from Television, social media, micro blogging, gaming and so on.
What comes across is that, smart devices are becoming more and more prominence in an individual’s life and in some cases they accompany the individual with the source of entertainment, the relation of smart devices with sources of entertainment is of symbiotic nature. Hence, it is very important for any brand today to be present to capitalize on the empty mind or idle mind, and have mobility options in their strategy. The challenge here is if you could engage that state of mind creating an impact on the subconscious mind, you have An Empty mind, which is marketer’s paradise.
With this, I am tabling across, today, a paradigm of engaging, captive minds or idle minds or an empty mind, which is the Subliminal moment of truth, in other words, it is engagement of that state of mind, where an individual has nothing scheduled and looking for sources, any activity involved in engaging that state would result in greater engagement with the brand, leading to other Moment of truth mention above. Subliminal Moment of Truth, brings in relevance of integrated messaging through various modes & Mobility Components (Smart Devices), in some form or other in terms of applications, mobile advertisements, campaigns which goes in your marketing strategy to engage prospects. Hence, it is very important for any brand, to have their mobile strategy in place, to engage such idle minds. To give you an example, Click on the link An Empty Mind is Marketer’s Paradise – Leveraging Airports To Enhance the Customer Base, is an perspective to engage people using an interactive mobile app, which would lead to Moment of Truth, and more over creates a deeper impression in the mind, which goes to become talked topic. Check the video which stress on the growing dependence on mobile devices.
Thanks to company like Google, Apple, Samsung, Microsoft who have been continuously innovating and emerging thought leaders in the mobility, their every release sets a new paradigm for marketers to engage with their prospects. Subliminal Moment of truth, gains more momentum when you check the statistics of the usage of mobile in one of interesting info-graphics shared by Sarah Kessler in an article in Mashable.com on Mobile Marketing, indicates the internet usage on mobile would overtake desktop by 2014, Mobile tags provide more product information like comparison shopping offers than traditional barcodes, 86% of mobile internet users are using their devices which watching TV (Opportunity for marketers to engage), 29% of mobile users are open to scanning a mobile tag (interesting applications could increase brand engagement), 91% of mobile internet access to socialize (integrated approach with digital media could have a far reaching effects). Interestingly to note how people use their mobile phones; 61% for gaming, 55% for weather, 50% for maps/ search, 49% for social networking, 42% for music, 36% for news, 33% for entertainment, 25% for dining and 21% for videos. Aren’t these statistic enough to show how the paradigm of Subliminal Moment of Truth i.e engaging empty or idle mind through mobile application is possible. In fact, if you don’t have the mobile strategy for your product you have missed on something.
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eCommerce or eRetailing, is just getting more and more exciting with the advent of new technology which are smarter, lighter and advanced, to convert every experience closer to reality. Every platform today can boast one new feature, a new innovation and optimized technique to entice their shopper. The trick is to bridge the gap arising from the real life shopping, reduce the rejection on delivery and increase process efficiency. While I was writing on Augmented reality & Social Commerce, in one of my posts, I considered them as a boon to the eCommerce, but as I started researching for new technology which could overcome the biggest challenge in the fashion category, in the eCommerce model, where the rejects after delivery is as high as 30%, purely because of the nature of the buying behavior & size match, I came across a cool technology and methodology, which is as hilarious as:
Technology : Webcam Measurements for Buying Clothes Online
Like any other Success story, the technology UPcload, also started through addressing the pain area after self actualization & returning the delivery of the online shopped cloth, by the founders, purely because of the mismatch of size. They found an opportunity and brought a solution through two years of effort, which is now spreading as a wildfire, with it’s originality & fabulous methodology of scanning the body online through a webcam & holding a CD. UPcload uses your webcam, and here is the clever part—a CD or DVD—and a whole load of image processing, to work out your exact measurements. You stand in front of your webcam, in reasonably tight-fitting clothes, holding the CD in front of your navel. The system takes your picture and then runs it through object recognition processing. Since the system knows how big a CD is, it can work out your relative body dimensions. This technology is here to bring the much required revolution while shopping for your fashion line merchandise.
The discussion with Asaf Moses, Founder of UPcload, was totally a visionary one, he is set to change the online shopping experience and has been very optimistic with the soft launch in Germany & set to open shops in US now. UPcload has started seeing it’s adaptability from various leading platform and he quotes “It means we can suggest clothing ideas to people that they may never have thought of before. The program is using your body shape to suggest genuinely new ideas to people rather than simply suggesting on the basis of your historic buying pattern. It is like having your best friend with you.”
Such, inventions, innovation & explorations would only, make the online shopping experience more exciting & realistic. This would strategically be very beneficial for fashionable clothing line, especially when it comes to experimentation of new trends, fads in the fashion line. With this technology we would see more and more people experimenting. Also, such technology would make certain lines more accessible & open to the broader market base, using body shape, it would enable to see yourself with new trends & even more, going forward you could ask your friends through social networking sites. This business model would work more or less in the similar way to PayPal for financial transaction; a user could actually create his or her profile through their site and save it online, and use measurement while shopping online.
Takes for eCommerce Industry
- Measurement technology would change the online buying experience of the shopper and reduce the rejects
- Increase experimentation leading to move on perception on trends to trial, with the blend of social commerce, would only increase the market base by cross-Category adaptation in the fashion apparel category.
Business Model: Orderwithme.com ‘s Changing sourcing Model
Success stories are always born from the opportunity of gaps, and so is another example, which was the winner of TechCrunch DISRUPT in Bejing, Orderwithme.com.
During the founder Jonathan’s education days in China, he was fascinated with the cost arbitrage to US, he went on to set up a shop in United States, sourcing Bags & other accessories from china, soon he found himself sailing on the ugly side of the sail, not because of the cost, but the quantity. The question here is, do you have so many customers to exhaust your procurement, which soon would be a dead investment in terms of inventory. He found an opportunity, in the entire sail where he was not alone & there were many small retailers, which his new platform could cater too, in sourcing through group buying. This model is now the version 2.0 when compared with alibaba.com, which too is sourcing model from china.
Orderwithme.com, found opportunity in sourcing for all the small retailers in United States through group buying, hand picking goods for their customers, walk through the journey of procurement & selection, quality evaluation & many more attributes, making the sourcing site the most effective platform for it’s small customer & adding the flavor of personalization. The value in the model is creating a platform where various small retailers could queue the order for the bulk pick up from china, as like the founder, not everybody would be able to relinquish the quantity procured, even though you have the cost advantage.
The Learning from the model is their personalized touch which makes every customer of their feel of being in China and procuring goods, through Video, high definition pictures on the journey of purchasing and Account manager who liaison with their customers, understanding the requirement & taking care of the order.
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Takes for eCommerce Industry
- Enhancing the online shopping experience with more digital aids like the high definition videos & pictures, which could bridge the decision making process of the real life