Posted by: Paul.Christ
on Oct 07, 2009
Taking on the Big Dogs (Internet Retailer)
How does a small online seller compete against the giants such as Amazon, Wal-Mart, CDW, etc.? The answer: Keep the focus on the customer. As discussed in this story, the small guy that works harder and smarter and gives customers what they want can still do very well even in the face of big spending market leaders.
To hold their own against larger competitors, e-retailers like ReStockit and Rock Bottom Golf are leveraging the accessible and powerful marketing and merchandising resources the Internet offers. Their tools range from steep discounts and free shipping offers prominently displayed on home pages to a special emphasis on customer service and unique efforts to engage shoppers through social marketing.
What are the “social marketing” methods that online sellers can use to get close to their customers?
Posted by: Paul.Christ
on Oct 06, 2009
FTC: Bloggers Must Disclose Payments for Reviews (USA Today)
The U.S. Government is sending a stern message to marketers and to bloggers: stop hiding your relationship. This message is contained in a new document titled "Guides Concerning the Use of Endorsements and Testimonials in Advertising" (the full document can be found here) which, among other things, states bloggers who are being subsidized with money or products by a marketing company must disclose this when their blog postings offer opinions on the marketer and/or its products. Since blogging became a lucrative activity a few years ago, marketers have sought popular bloggers and offered them incentives to review products, preferably in a positive way. In other cases, marketers have surreptitiously arranged to have blogs setup, often by employing a freelance blogger, with the sole intention of creating a positive spin for a product. According the FTC, now such activity may be viewed as "sponsored advertising" which is regulated in the United States.
Bloggers have long praised or panned products and services online. But what some consumers might not know is that many companies pay reviewers for their write-ups or give them free products such as toys or computers or trips to Disneyland. In contrast, at traditional journalism outlets, products borrowed for reviews generally have to be returned.
Is it unethical for a marketer to give a product to a blogger with the understanding that the product does not have to be returned?
Posted by: Paul.Christ
on Oct 05, 2009
What Do All These Phone Apps Do? Mostly Marketing (New York Times)
Apple’s iPhone can certainly be considered a technology innovator. While this product may have initially been viewed by some as being an “iPod with a phone” it would be hard to find anyone who still has this shortsighted view. The newer versions with their highly advanced features that enable users to run special applications have the iPhone leaning more toward being a palm-sized computer than a fancy music playing phone. And this has caught the attention of many marketers who are now seeing opportunity in promoting their products through Apple's App Store.
Other companies are experimenting as well. Gap gives away an app called StyleMixer app. Pizza Hut has a create-a-pizza app. Redfin, the online real estate agents, puts the Multiple Listing Service database in an app.
What are the restrictions that Apple places on anyone that wants to make programs available through the App Store?