Maxys Max Media and Entertainment

Quality vs Quantity

What is better, a website that converts 1% of 100 visitors or 10% of 10?

JavaScript is disabled! To display this content, you need a JavaScript capable browser. Adobe Flash Player not installed or older than 8.0.22! Our recent CLIVE ALIVE (see video above) event discussed "Creative Differentiation"

I've never heard of Quantity Service!

Is marketing just a numbers game or is it the quality of your visitors and customers that matters most?

At the recent Online Retailers Conference in Sydney I was amused at the disproportionate number of exhibitors promoting Search Engine Optiminisation (SEO). SEO is essential (it helps to qualify your web visitors) but it's only one small part of online marketing and customer engagement.

The influence of mass media advertising is descreasing - we are increasing influenced by online word of mouth testimonial.

12.5 seconds

The most critical element of a new visitor to your website is the first 12.5 seconds - it's in these first few moments that a new visitor makes a decision whether to stay or go.

What's your web visitor experience like? Did your website engage? Did it build trust?

What's your ratio of visitors to customers look like? Is it increasing or decreasing?

For the record the average across most retail sites is 1% - wow 99% of website visitors don't engage!

How well do you know your visitors and online customers?

I was very impressed with Core Metrics whole of customer cycle management system at the show.

How can you easily increase online customer engagement?

A recent US Report on online advertising effectiveness showed that rich media with video significantly increased website results.

But a warning, not all rich media video is the same

A Few Tips on Rich Media with Video

• Users appreciate quality content and production. For professional results use professionals - it's not about the technology it's about the communication.
• Content must be relevant to the viewer. There's no point running a video for red meat on a vegitarian recipe page (unless you're out the convert buyer behaviour).
• User control is important - allow users to quickly close or mute.
• Cookie control functionality so your visitor is not getting the same message every time. Better still create a series of sequenced messages that create a conversation with your returning visitors and customers.
• No buffering - No one want to wait five seconds or more for a website video to load and play. Rich Media video must be fast.
• Keep your message real and to the point. Your in your viewers very personal space (less than a metre), value their time and eyeballs. Make your message sharp and to the point.
• Entertain to inform (if required use professional presenters)

Professional Rich Media Video will dramatically increase your visitor to sales ratios.

For more information on creating effective Rich Media video please give us a call on 61 2 8005 8072

Publicity and Public Relations

The Internet has fundamentally changed the way we all share and consume information.

From a business and government point of view the challenge is how to manage our brands and news in this constantly evolving online social media environment.

At the moment on Twitter and Facebook people you don't even know may be discussing your products or services and influencing other customer behavior.

Managing media is no longer just a carefully crafted press release or a nice long lunch with your favorite journalist. 

Across Australia journalists and leading bloggers may be preparing their next piece based on your business.  Customer may be sharing and Tweeting about you now.

The Solution

Do you have a social media strategy?  Are you monitoring Twitter and Blogs for comments on your brand?  Do you have an online relationship with the media, bloggers, your influencers, early adopters and customers?

We can help.  Give us a call on 02 8005 8072 or contact us

Trouble reading this - view online http://www.maxys.com.au/20090804189/News/Latest/maxys-report-august-5th-2009.html

Maxys Report - August 2009

From Bricks to Clicks and back again

I'm sitting in a non descript coffee shop in Melbourne putting together some thoughts on Internet Retailing, a smiling waitress brings my coffee and BLT across to "table 23".

As we know the only reason a business exists is to service a customer - the rest, accounting, production, operations etc is just how you achieve that position.

"God this is good!", the sandwich I've just bitten into is fresh - it melts in my mouth.  I sip my coffee "ohhhh fantastic".  That's what I love about Melbourne, 9/10 times you get a great coffee - whether it's the weather being cooler than Sydney or just greater competition raising the standard?  Who knows?

From a retail marketing perspective - Yes online social media has fundamentally changed corporate communications and the advertising landscape BUT the fundamentals of customer service are still the same.

Most business simply treat the web like a brochure - smart internet retailers treat it like a store.

Why do less than 40% of small businesses have a website?  Why are most websites boring?

Most websites don't engage with their visitor, they're boring and driven by technologists not business owners.

"Hi Max, would you like another coffee?"  

Hmmm, the only way they knew my name was when I ordered 40 minutes ago - nice personal touch.   I speak with the owner, there are over 150 coffee shops within a 500m radius - every small details counts - word of mouth is critical. Customers now travel several blocks.

With so many web developers and new media gurus out there it makes you naturally ask the question how many have ever run a real bricks n mortar business dealing face to face with a demanding public?

Key point to understand is that social media technologies are just a series of new tools, like a carpenter has a nail gun and electric saw.  To get results you still need to know the theory to know how to knock a frame together and integrate into the rest of the building.

The new web is social - the challenge is to engage, not force your message down everyone's throat.

The only thing really new here is the speed and ease in which people easily share good and bad experiences.

As a business you either choose to ignore or embrace your communities.

There is an investment to make in online customer engagement and most businesses don't get it.  Business need to realise that today many new customer first impressions and interactions are through their website and with average conversions of 1% (and best practice of 15%) there certainly is room for improvement.

Drive from a customer perspective - a builder has to follow an architects plans - an engineer makes sure it's structure is sound. 

The architect designs based on the clients (your) needs and desires - not what is going to win them an award!

Many businesses will not get results of their online programs because of poorly thought through strategy and selection. 

How does your website connect with the rest of your marketing and corporate communications?

More: HOW TO: 7 Ways to Survive in Internet Retailing

The challenge for retailers is to make their websites as engaging as their stores (should be).