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The web and ways to market on the web continue to evolve at warp speed - we see some positive and negative changes occurring - our observations du jour:
1. Publishers are finally starting to charge for branded content. It's still difficult to do , but we are seeing many newsletter publishers charging from $30-100 per subscriber per annum. And, most importantly, many people are finally starting to accept the need to pay for quality content.
2. Contrary to popular opinion, the web's epicenter is not San Francisco, Tokyo, Washington D.C.northern VA, Seattle, London or Austin. There is no epicenter ... it's everywhere. We now have over 427M (Dataquest & Nua) people using the web and its truly become a global mediummarketing venueinformation highway.
3. More good news for e-commerce enabled business models. Recent published reports (Boston Consulting Group & eShop) indicate customer acquisition costs have dropped from $45 per individual customer in Q-4 of 2000 to $18 in Q-1 in 2001.
4. Adobe continues to push PDF format as a web standard. Over 32% of corporate web sites today have Acrobat PDF-enabling their web sites. Why we will never know (?), as it isn't an HTML standard but was originally developed to facilitate printing of documents. And, it doesn't work well on many web sites, especially for those coming in with slow connections or when you are trying to view more than a couple of pages.
5. Surprise, surprise! Splash pages are still increasing in popularity, with an estimated 18% of web sites today incorporating them. Let's be clear: we think they are really lame (to use a technical marketing term). They slow down the user experience and cause many people to click away from a web site in annoyance with no bookmark and no return visit.
6. Opt-in e-mail continues to grow in popularity and to reflect the web's ability to handle rich media content. The HTML format is rapidly becoming standard in many e-mail campaigns and we are starting to see streaming audio and video plug in components (running in the background) and even integrated voice mail, as just announced last month by YesMail. But, watch those conversion rates fall; opt-in e-mail is in danger of becoming this year's banner advertising.
7. Newsletters have become mainstream ways to communicate with customers, generate revenue via ad inserts and drive a brand into the marketplace. Now there are ASP (application service provider) solutions being brought to market by Microsoft and many others than enable a small or large company to manage all aspects of newsletter marketing via a browser.
8. No secret the web is maturing. There's been a media firestorm the last few weeks about how only four companies (AOL, Microsoft, Yahoo and Napster) commanded approximately 50% of the overall traffic on the web. Most disturbing to those of us not with the aforementioned companies (Sidebar: am sure Steve Case and Bob Pittman are very happy), eleven companies commanded this percentage about a year ago.
9. Traditional media is experiencing the same market downturn that interactive ad agencies have been getting. Look at your recent Newsweek, Der Stern, Time, Business 2.0, Upside, Fast Company, or Wired and you'll see they would do Jenny Craig proud - they've lost a lot of ad weight.
10. Popups, popovers, popunders - whatever the term you want to use for those annoying interstitial types of ads are still continuing to be deployed on more and more web sites. We think they are just bad marketing and are being used by sites or companies that can't figure out how to generate revenue with content (see #1) or, dare we say, real services!
About The Author
Lee Traupel has 20 plus years of business development and marketing experience - he is the founder of Intelective Communications, Inc., a results-driven marketing services company providing proprietary services to clients encompassing startups to public companies.
Lee@
Various independent studies have concluded that every year, the retail industry stands to lose around $160 billion. This includes lost sales opportunities that result from employee theft, shop lifting, administrative error, wrong pricing, vendor fraud, and administrative fraud. Ironically, the solution to these problems is uncomplicated and indeed inexpensive. Door intercom video and key card access systems are just some of these measures. A study conducted by the University of Florida held that internal theft accounted for more than 48.5 per cent of the company’s losses. Before we look into the different measures to control shrinkage, here is a brief explanation of what shrinkage is.
Industry experts define shrinkage as the loss of revenue caused by the loss of a product due to theft, error, fraud, and even incorrect stock taking processes. Curbing shrinkage in the industry can indeed cause profits to double for retailers.
But how are these controlled? Various business security companies have come up with technologically advanced products to help retailers control shrinkage. There also has to be a concrete policy that includes a combination of employee awareness and training, as well as technology to help them control theft. These include:
Conducting a complete analysis of the current shrinkage: Companies ought to understand the percentage of shrinkage that is occurring and how it occurs. This helps to categorize and estimate spending in specific areas and justify resources spent to help reduce shrinkage.
Use appropriate technology: There are several products including business security camera systems and door intercom video that allow retailers to monitor their business. These are easy to use and can be remotely monitored. The key card access system for instance helps to prevent unauthorized access and helps store owners monitor the entry and exit times of employees. The door inter. |
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