KnowThis.com

Another Attempt to Solve the Micro-Payments Puzzle

Posted by Paul Christ November 02, 2009

Making Micro-Payment Models Work Online (E-Commerce Times)

Some may think that nearly any product can be sold over the Internet.  But in reality low-priced products, and in particular low-priced physical goods, have generally not been a viable selling option particularly when purchased in small quantities.  The problems tend to center on two key cost issues: 1) the fees retailers must pay to financial institutions for accepting credit cards (the main payment option for Internet purchases), and 2) the costs incurred when shipping physical goods. Both costs eat away at retailers' small profits on low-priced products, thus offering retailers little incentive to sell these.  Low-priced services have fared better as shipping costs are often taken out of the equation (e.g., digital music) but the credit card fees still exists.

Read more of this posting...

Understanding the Importance of Branding

Posted by Paul Christ October 28, 2009

The Keys to Brand Success (Millward Brown)

For the last few years the guys at Millward Brown have been producing insightful marketing content and this story (in PDF format) continues the good work.  It covers the factors that set brands apart and hopefully make them distinctive such as the brand name, logo, packaging design, etc.   But not only does the story cover the factors important to branding, it also looks at the psychology behind these factors and how these affect customer decision making.

Read more of this posting...

Using Cookies to Track Customers

Posted by Paul Christ October 27, 2009

Cookies Sound Sweet but They Can Be Risky (USA Today)

More than likely a large majority of people who browse the Internet know they are being watched or at least their computer is being watched.  They know, for instance, that websites can follow where they go on a site, though users may not fully understand what type of information is being gathered.  But while people know they are being monitored, few know what methods websites use to get their information.  This story lays out one important way websites track users through the use of digital cookies.  The story also offers ideas for protecting users when they visit sites using tracking information in ways that some may consider as being unethical.

Read more of this posting...

Research Report Has Cereal Marketers Playing Defense

Posted by Paul Christ October 27, 2009

Kids' Cereals Pour on the Sugar and Sodium (USA Today)

Here is a scathing research report that has some marketers in the U.S. scurrying for cover.  Not only is it produced by a credible research center, it also has the resources to be well publicized (it was picked up by many media outlets).  The report titled Evaluating the Nutrition Quality and Marketing of Children’s Cereal by the Rudd Center for Food Policy and Obesity at Yale University challenges the marketing activates of major cereal manufacturers by looking at how they direct their marketing campaigns (see more about this research at this website).

Read more of this posting...

More on Marketing Through Mobile Devices

Posted by Paul Christ October 22, 2009

Marketers Salivating Over Smartphone Potential (USA Today)

We posted last week about how marketers are finally seeing the light when it comes to mobile commerce, well here is another story addressing the same issues.  Except this story gets more specific on how users are shifting from computers to mobile devices for accessing social networks such as Facebook, Twitter and MySpace.  While marketers may be salivating, there are still many questions remaining on the real potential these devices (and these social network sites) hold for generating revenue for marketers.

The number of people who use social networks from their smartphones skyrocketed 187%, to 18.3 million unique users, in July, compared with the same month a year earlier, says Nielsen. Social networking is among the fastest-growing activities on mobile devices, along with search and checking news, says Jon Stewart, Nielsen's research director for technology and search.

Up to this point social networks have not shown the ability to generate much revenue considering the number of people who access these sites through their computers.  Will access through mobile devices change this?

Example of External Factors Affecting Marketing Decisions

Posted by Paul Christ October 21, 2009

Flu Worries Pump Up Sales Of Hand Sanitizer (NPR)

Many marketers spend most of their time worrying about factors they control, such as product and pricing decisions.  But an area of marketing often receiving less attention but whose influence can be significant is the external environment in which a product and company operates.  These environments tend not to be controllable by the marketer.  Here is a good example.  In this case an external factor (a health issue) is greatly impacting demand for certain products.

Look around the campus at the University of Colorado at Boulder, and you can see why the folks at Gojo are so busy. There are hand sanitizer dispensers everywhere. The school has been hit with more than 565 cases of flu since classes started in August.

What other types of products and services will benefit from this external factor?  What products and services are likely to suffer?