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

I walk into the bras and lingerie section of the shop - yep, I'm already beyond my typical blokes purchasing knowledge and experience.

Sure I know some things but that's doesn't include what makes a good bra for a woman.  My first guess is that it needs to feel comfortable, look goods and supportive.  In a lot of ways much like your bloke or partner.

I move up and down the isle - what an assortment of riches - materials, colours, styles and sizes.

Right now I'm sure the security cameras are zoomed in on me and the people watching the monitors upstairs in their little room are laughing very loud as they see me trying to work out the size with my hands cupped

Or maybe not - they see it all the time and the joke's no longer funny.

I scan for a shop assistant - none to be found .  Yep, I'm sure they're up there in the security room laughing at the bamboozled bloke in the lingerie lane.

I don't care if the shop assistant is young, old, male or female - just as long as they know what's important and make my purchasing decision easier.

I begin to wonder if maybe "bra buying" is secret women's business, that I just shouldn't be here but I know those days of sexual discrimination are long gone.  Maybe a gift card would be a better present?

Still no service - I wonder if I try and put on the biggest bra I can find they'll immediately arrive to help  BUT then maybe I'll end up on funniest home video,  some bloke wins a 4WD at my inconvenience and I still don't get service!

In my journey of discovery I realise that a 12D brand A is a totally different from brand B and C.  Why is that?  Is it to make sure you have to come into the shop so you buy other stuff as well?  That the pain of finding the right bra means your locked in for a lifetime to avoid further shopping decision making.   No, that can't be it - most women love to shop - it's all part of the experience - the fabrics, the materials, the style etc.

The reality is I'm here on official research - we've a new prospective client and I've been asked to put together a Digital Marketing Strategy for them.   They sell bras, lingerie, nightwear etc online but their online sales conversion is quite low.

Yes our CLIVE videos will bring the website alive and humanise the site but it doesn't get to the core reason why.

Like all our projects I need go through the personal customer experience - it doesn't matter if it's buying a house or selling soft drinks - I need to understand the process - what factors influence purchasing behavior.

Some Twittering gives me great instant market feedback to help build the proposal.  I'm sure this blog and replies will also give me a few more insights.

If it's too hard in a shop then what hope of delivering the service online?

What's important for buying a bra online?

Will keep you abreast of updates (sorry!)

Maxy

TELECOMMUNICATIONS TODAY: INTERNET ACTIVITY AND CONTENT
Australian Communications and Media Authority

Email, on-line banking, paying bills and news and weather updates are the most common uses of the internet by Australians this year, according to research by ACMA 

http://www.acma.gov.au/webwr/_assets/main/lib310210/report_6_telecommunications_today.pdf

The same disruptive technology factors that have changed the face of the music industry over the last five years now threaten to flatten the once dominant and powerful pillars of the television advertising and film industries.

 

Old Hollywood and television advertising models based on controlled distribution channels, the misconception that customer attention is cheap and where retail and marketing captured the most value, are now dated. 

 

In the Internet Media 2.0 world, customer attention is scarce, where technology vaporises distribution and retail costs, exploding media and content supply.

 

We saw a very similar thing happen earlier with newspapers and the music industry in terms of creation and consumption 

 

For musicians the path to fame suddenly changed with the emergence of "disruptive" Internet music download programs and online social networks like Myspace and later Youtube and Facebook. 

All of a sudden, music content producers (singers and bands) could record professional quality songs from home studios and then distribute and connect with fans and consumers from all over the world via the Internet - effectively cutting out inefficient intermediaries and opening up other creative opportunities. 

The market power shifted back towards artists and consumers and the big record labels had to eventually modify their business models and embrace the web.

 

The film and music industry business models are similar but television, like newspapers and magazines, is mainly funded by advertising.

Free to air commercial television faces the greatest challenge.

The effectiveness of the traditional ‘interrupt and repeat' model of advertising is decreasing and audiences and advertisers have been moving away from old mass media like television and newspapers towards online advertising for a number of years. 

Given the current economic outlook this will only increase as businesses look for more innovative ways of doing things, they are looking online for smarter ways to engage customers with their brands and services. 

 

The real winners out of the industry shakeup will be customers, advertisers and skilled creative talent.

 

For creative talent - presenters, performers, scriptwriters, and producers then there will be more production opportunities but also intense rivalry for customer attention and increased competition around production values.

 

For advertisers, although the Internet fragments consumers making advertising management harder, increasing web site ease of use and effectiveness will increase online sales.