April 3rd, 2013
I just bought a new kitchen sink at 60% off list price on Amazon. It arrived in 48 hours, with free shipping. I read 36 positive reviews beforehand, so I was confident about my choice. While I was on the site, I purchased iPod earbuds, and some craft felt, too, because it was so easy.
I made my purchase after visiting Home Depot and Lowe’s where I learned, “Kitchen sinks are on aisle 5,” and, “Anything besides these 4 sinks is a special order and takes 10-14 days.”
Welcome to the age of Amazon.
Amazon is dramatically changing the rules of marketing and sales—across all product categories. I could easily have added car parts, running shoes, and flower bulbs to my basket if I was in the mood.
This means you need to craft your go-to-market strategies with Amazon front and center in your thinking. You should consider:
- How much time do you spend managing Amazon as a channel? Does it align with the fact that more consumers now start their buying searches on Amazon than Google?
- Do you have an Amazon pricing strategy that is competitive and considers channel conflict?
- Have you packaged and priced your product so it is eligible for Amazon Prime?
- Are you working with Amazon to maximize your presence and your promotional impact?
- Does your company website give consumers as good an experience as they get on Amazon? Shoppers see Amazon as the gold standard for ecommerce.
- Do you track your Amazon reviews? Are you making product changes in response to customer feedback?
Whether you’re selling natural food or designer jeans, Amazon is a huge force in the market. If you’re not paying enough attention to this channel, another company will.
February 11th, 2013
What is it?
Reddit describes itself as an online community where people vote on content to identify what is new and popular on the web. Other people call it a “social news platform.”
How does it work?
Members, called redditors, add links to content, then the community comments and votes on them. The most popular stories rise to the top of their category (called a Subreddit) and ultimately to the front page of Reddit.
How popular is it?
Reddit receives over 50 million unique visitors and 3 billion page views per month. It is moving up the website rankings in the US and is particularly strong in the Bay Area.
Who uses the site?
Reddit attracts a somewhat hard to target demographic. The details vary a little depending on the source, but everyone agrees Reddit users are mostly 18-34 years old, well educated, and more likely to be male.
Why should I care?
Cutting edge marketers see potential for leveraging Reddit to build brand loyalty. They are delivering customer service, building relationships by posting compelling content, and joining consumers’ discussions. Reddit also offers the option to create sponsored links.
If you would like to learn more about Reddit and keep up-to-speed with how consumers use social media, technology and the Internet, check out The Digital American 2013. Click here for a free sample.
January 17th, 2013
Snapchat caught fire with teens and twentysomethings last year. Now it’s on marketers’ radar screen as the latest intriguing social media tool.
Here’s what you need to know about the popular smartphone app to enhance your marketing plans.
- Snapchat lets users take a picture/video, send it to friends, and set it to self destruct after 10 seconds or less of viewing. The receiver cannot forward or take a screen shot, and Snapchat stores nothing on servers.
- The press has hypothesized that Snapchat’s primary use is sexting. However, 80% of snaps are sent during “school hours,” making naked pictures less likely.
- The app appeals to young people who grew up taking photos of everything and sharing them, sometimes with less than positive results. They know that anything posted on Facebook or Instagram lives forever.
- Users say Snapchat is fun because it allows them to share a moment in real-time with friends. They use the app for sending snaps that are silly, funny, or just not worthy of being stored for digital eternity.
- 50 million snaps are sent every day. Since the service launched in October 2011, over 1 billion pictures have been shared.
- Handles, a frozen yogurt chain in New York, became the first company to gain visibility by using Snapchat to deliver coupons to loyal customers.
If you would like get more insights about how consumers use technology, social media, and the Internet—so that you can make smart business decisions—check out The Digital American 2013.
Click here for a free sample!