Web Marketing Trends

Recently, as part of our on-going research we have compiled some interesting online statistics that will affect decisions you make about your company. For each set of stats we have tried to provide some interpretation but as many of you probably already know, how such trends and influencing factors affect a company must be considered carefully on an individual basis to understand how to best to benefit from this information.

This first set of statistics comes from Statistic Canada. Such information is released publically periodically. You can purchase such information well in advance of the release of the analysis, if you are willing to pay a premium. Internet use in Canada continues to lead the way in the industrialized world and Southern Ontario continues to be one of the heaviest user regions in Canada.

Usage statistics released recently from Stats Canada can attest to these facts. The CBC had some basic interpretation of the stats.

We recently attended a social media conference/seminar that provided some perspective on the use of social networking tools (such as Facebook), online marketing and e-mail best practices. The following include a few important stats that underline the importance of utilizing this medium more effectively.

• 7 million customers will shop on their mobile phone in 2010, up from 4 million in 2009.
• Facebook link, free shipping offer and store locater are the top three retail-e-mail techniques
• Estimated value of a Facebook fan is $ 136
• Victoria Secret has 11.7 million fans and Wal Mart has 4.1 million
• The most popular e-mail send days are Monday, Thursday and Friday
• Location based marketing is a growing trend
• There are 2.6 million mobile devices worldwide

We work with clients to help interpret this information and put plans into place that take advantage of trends in the marketplace. We then put into play, best practice strategies for online marketing so that your business can maximize its benefit. In talking to clients, the most common barrier to effective implementation is mistaking function for strategy, and buy that I mean they consider the technical implementation and the costs rather than understanding how it can be used to best effect for their particular business model.

We have been hearing about smart phone shopping in the news for quite some time but how is it actually affecting sales at the retail level?  An article in “Lies, Dam Lies & Statistics” blog offers some interested statistics. A US study shows us that more consumers are browsing and researching products while in store – up from 27% in November 2009 to 48% in December 2010.   And it’s the under 35s that are most likely to do so – 60% compared to 27% for the over 55s (actually still quite a high % for that age group.)

Overall men (51%) browse and research in-store more than women (44%).

However, according to another US study by the BabyCenter, the percentages are very different when you only look at mothers with 68% using their Smartphone while shopping.    That BabyCenter study says that “moms love smart phones” with 53% having bought one as a direct result of becoming a mother.  An important point for marketers to bear in mind – even when wheeling their prams around, mothers today are increasingly connected via their mobile devices.

One final set of statistics that you may find interesting is this tidbit on retail couponing which has been the leading edge in terms of selling Smartphone shopping to retailers. "The consumer just wants a seamless service and doesn't want to go through something extra like downloading individual coupons. It has to be more convenient for them." To learn more visit CBC.

E-Learning – Confused on Many Levels

E-Learning has long been misunderstood and it continues to be confused on many levels. This confusion stems from a broad swath of learning solutions having collided with the introduction of technology and the internet. Many of the E-Learning solutions developed as a result of this collision are driven by cost and not effectiveness. We have recently had the opportunity to respond to many E-Learning RFPs and we are always surprised that the balance of these RFP’s deal with technical parameters and infrastructure and not the learning objectives, instructional design, the interactivity of the content or the diverse makeup of the learners. Today, the technical delivery of E-Learning is relatively easy to implement, band width considerations are virtually non-existent even in remote rural settings and there are plenty of well-designed, easy to use, scalable, non-proprietary E-Learning development platforms.

So then the question has to be asked, if the technology exists, and is easily implemented, why are most E-Learning initiatives are either boring, ineffective or bogged down in technical issues? Well, to truly understand this we have to take step back and look at the evolution of E-Learning and the effect that the traditional learning process has had on E-Learning. In short, the technology is mature but the process and our ideas framing E-Learning development are relics of the past. Administrators who fund and develop E-Learning projects apply a linear process to E-Learning to help manage costs, schedule project milestones and ensure the efficacy of the content. Managing E-Learning like traditional training, often results in a finished E-Learning product that looks like traditional training, delivered in a much more robust interactive domain. Typically, in such a process the content has not realized the value and benefit of a mature interactive process, such as the inclusion of selective video, branching based on pre-test and post test questions or quizzes, access to multi-layered depth of content, etc. 

A well developed E-Learning solution includes subject matter experts, a diverse and creative instructional design team that is experienced in the production of media in all forms, including simulations, animation, video and interactive design. A well designed E-Learning module or comprehensive curriculum can last indefinitely since, like annually updated university text Books, E-Learning modules undergo a review for updates and efficacy on an annualized basis. A well designed E-Learning program has the power to change behaviour, enhance comprehension and create incentive for people to value and engage in lifelong learning.

More confusion reigns when  many flavours of, what I would call,  less than ideal interactive learning are slapped with the moniker of E-Learning. E-Learning means different things to different sectors of the economy. The most common expression of E-Learning is often cited when discussing colleges and universities. It offers instructor led learning with complementary opportunities for learning through assigned activities, reading activities or instructor designed PowerPoint presentations. While using the interactive medium, it remains a lecture style presentation best suited to students rather than adults. The main learning still takes place in an interactive live session with the instructor and the final test and/or interim tests are still delivered on campus or proctored through associated organizations that must meet Government educational guidelines. It’s called E-Learning but I prefer the term Distance Learning since the interaction is not under the control of the learner.

Organizations offer yet another watered down version of E-Learning through the use of Webinars; incorporating the use of video (but usually not), a guest speaker and a PowerPoint presentation. This is recorded and posted on a web site as E-Learning. These have the feel of warmed up left-over’s. Often in these examples the most important ingredient not mentioned is the learner, how are they represented in the content, the objectives and (what I like to call) the engagement level?  The engagement level is driven by our need for entertainment, distraction and love affair with media on the internet and on television. Good teachers and instructors know and understand this and use this in traditional learning to provide insight, humour, gravity and life experiences to the learning process to make learning unpredictable and enjoyable.  

The final flavor is the corporate E-Learning – usually designed to teach us mandatory repetitive information. Most are designed as interactive web pages and even real interactive E-Learning with plenty of interactive control but the content is often text heavy, lacks any engagement and the learning outcomes are not substantiated.  The biggest drawback is the poor engagement level.

We’ve all been to school and understand the nature of boring learning; the difference is that we are forced to participate as students while we must have engaged to learn as adults. Somehow this lesson is lost when developing E-Learning, perhaps because of cost, our lack of understanding of the E-Learning medium or the need to use traditional methods to manage a very untraditional medium and its potential.

11 Things I've Learned About Advertising

A sentiment I often run into, is the idea that there is some kind of “Magic Bullet” in advertising … a sure fire plan or technique, a new technology, a unique approach or a sense that it's easy! While you can catch lightening in a bottle on ocassion, most simply waste a lot of money with no real understanding of the beneftis or the possibilities.

Perhaps not the  advise you want to hear but  - the “stay the course” approach, with a heaping helping of passion will see you through to repeat business and a predictbale revenue stream. Passion for your product or servicve is infectious; and it will serve you in good stead in the long run. But let’s make no mistake …it is a long run to predictable growth. These are a few tips that I'd like to pass along. Each of these tips should not be considered in isolation ...think about combining them to ensure maximum effect. 

1. Most business owners are passionate about their products and very knowledgeable about their services. That passion and knowledge does not necessarily make you a great marketing expert. You need not hire a firm to develop a grand marketing initiative, but you should seek objective marketing insight to help create a consistent and focused marketing plan.
2.  Avoid including too much information. The message is more effective if it is simple and focused. Anchor your message on a “substantial” incentive to attract customers and ensure that it offers real value. A sale just isn’t what it used to be! 
3. Avoid running an ad infrequently. This is the most classic of all advertising errors. Potential customers need to see an ad multiple times. Frequent smaller ads are generally more effective than irregular large ads.
4. Don’t draft your message around what you want to say but around what your clients need. If you are not sure what they need, ask them -- before you advertise. 
5. Using shotgun approach, through traditional advertising channels such a TV, Newspaper or Radio do not always produce the desired effect. Consider more unique and focused channels like viral marketing, unique events, online advertising. 
6. Don’t use poor quality images or graphics in your ads (clip art just won’t do).  Short cuts, and low cost alternatives may not be the bargin you perceive them to be – you may save some money but end up turning off customers.
7. Many of today’s companies are uniquely online businesses. Just as traditional bricks and mortar businesses need to use the web to advertise. Conversely, online businesses need to use traditional advertising to create awareness as well. 
8. Don’t change your advertising from month to month or from one medium to another on a whim. Run shorter advertising programs and wait until they have completed the cycle, then analyze the results and apply what you have learned to the next cycle. To smaller companies this may seem difficult but over time you will accumulate important information about your customers and selling cycles and perhaps most importantly what works and what doesn’t. 
9. Graphic artists are not marketing specialists. Remember a graphic artist is trained to put your ads together professionally – they are not trained to synthesize your marketing goals and objectives into compelling creative concepts.  
10. Don’t forget to set up a process to close the sale by adding value when a customer visits. You can also track the response to your ads more easily by adding a new phone number or e-mail address that are specific to a particular campaign. This will help you respond more effectively to those inquires because you will have the advantage of knowing that they are responding to your advertising. 
11. Advertising, Marketing and Sales are not the same thing! Each plays a unique role. Marketing is the broader process for planning advertising, communications and sales programs. Advertising is the process of communicating a persuasive message to potential customers. Sales is the process of consummating that advertising process by accepting payment for goods and services.  A sales person is not a substitute for advertising or a marketing plan!

One final thought... your freinds and family don't always know what's good for you or for your conmpany. Keep that in mind when creating a mentoring group to consider marketing plans and initiatives. Trust your intuition and knowledge.

If you want feedback on a marketing initiaitve or idea  - post it on the blog and I will be happy to offer my thoughtful observations.

The Likeability Factor

The likeability factor is often viewed as a very personal trait. We all want to be liked and we want to associate ourselves with likeable people, products and services. “What’s Hot is Hot and What’s Not is Not” aptly describes our shared social need to be associated with the most current likeable symbols in society. These can range from entertainers and products to politicians and ideas. If you can establish a likeability factor for a product or service it can grow your business exponentially.

Viral marketing is the most obvious face of the likeability factor. It has become more visible with the growing use of social media such as Facebook and, Twitter; and the use of hand held computing devices. The spread of Likeability is similar to the spread of a virus; hence the name viral, which connotes the rapid spread of likeability.

Most clients, when considering a communication project of just about any sort do not consider the likeability factor. The main reason for this is that it costs time and money. Marketing campaigns, and make no mistake; any communication project is in some way a marketing campaign, underwrites the likeability factor. Whether it’s Justin Bieber, environmental causes, I-Pads, pro-biotic yogurt or electric cars; each has a carefully orchestrated marketing plan that reinforces its likeability factor.

The fact that the product is innovative or is effective only ads to or complements its likeability factor. A perfect example if Proactiv – a product whose sole purpose is to help clear up facial blemishes and it’s endorsed by likeable people like Justin Bieber. The product has primarily the same ingredients and the same effectiveness as Clearasil, one of its competitors, but it cost 4 times as much; why because it has a higher likeability factor.

Now, having mentioned Justin Bieber does require a slight clarification of terms… it is important to note that likeability and popularity are not the same thing. Likeability can occur on a small scale and can influence buying decisions at very basic level while popularity has to achieve a larger scale to be considered effective.  

We may be led to believe that viral marketing is free but this is the exception rather than the rule. Most likeability campaigns are supported through marketing in a variety of distribution channels that are unseen or appear to be casual or unsponsored. This is important to a likeability campaign since we value unsponsored endorsements more than those that are sponsored.

While these likeability campaigns may appear unattainable to small and medium size businesses, they can be scaled into smaller projects in the way that we promote our customer service, or how we greet customers on the phone or, the style of a web site or a video. All of these and many others contribute to the likeability and help determine if the call to action in any communications project is going to be effective.

 If you are interested in learning more we have a documentary we offer to clients for viewing called Art & Copy that helps demystify some of the aspects of Likeability. Also, you may want to read The Likeability Factor: How to Boost Your L-Factor and Achieve Your Life's Dreams by Tim Sanders.

Cheap Video?

I worked in television and video production as a writer , producer, director for the best part of 30 years so I know a bit about video production and one recurring misconception has struck me over the years...and it’s this ...videos are cheap and easy to produce.

Everybody seems to think they know something about video because they can use a camera or they have some type of editing software. With the advent of smaller, lower cost, higher quality cameras, access to digital editing; and even the broad appeal of YouTube, anybody can make a video, right …well, not necessarily. It all depends on what you want to achieve with your video. Video can make us laugh, it can motivate us, it can inform us, it can empower us - or it can just bore us to tears. Unfortunately most videos fall under the bore us to tears category.

Corporate videos for the most part are designed to create a call to action, communicate a concept or describe a service that cannot be easily described in any other way. A video forms a contract with the viewer gained through their experience of watching television every day. That contract suggests that you must entertain as well as inform based on the audience’s expectations.

Most clients who produce video for their web site, or for boardroom presentations make the same mistake that they make with advertising…they try and tell their story in linear fashion without consideration for the customer’s needs and expectations. They focus on cost and in doing so eliminate all creativity and strategic planning. Videos like advertising can change people’s opinions, can have an emotional appeal and can bestow a positive light on your product or service but only with well thought out messaging.

Today’s videos are shorter – whether it’s a flash mob, commercial or just an engaging demonstration. Longer videos can be effective but the viewer has to have a degree of control over the viewing process; and the content has to be engaging and as interactive as possible.

You can produce a video on a budget but the production company should be a partner in the planning and development of the concept…right from the start. Going to a production house and trying to direct the video will result in one thing…a bad video. Let the production company bring their expertise to the table and make sure, as the client; you inform them on your objectives, your audience and your content.

The Evolution of E-Learning

E-Learning, particularly in the business world, has long been praised by many as the final solution to the challenge of continual learning. Administrators in government and industry see it as a cost effective way of sharing valuable information; learners see it as a means of flexible learning, and content/media developers see it as a new service opportunity. Each demanding taskmaster exacts a compromise from the process of creating E-Learning while few understand the complex nature of this information sharing process.
In reality, the learning process is much less predictable and more complex than most people realize. Effective learning utilizes body language, the cadence of rhythmic audio and visual communications, subject matter comprehension, intellectual engagement, technical facilitation and a comfortable learning environment. Just as some teachers are masters at keeping the focus and attention of the students through their teaching techniques in the classroom … E-learning must weave a web of challenge and intrigue that allows the learner to transcend the medium, manipulate the technology with ease …all while working at their own pace in an easy to comprehend format.
Each of the partners involved in developing today’s E-Learning tools and environments has an agenda. Each has their own task master in the private or public sector, where cost-efficiency, regulations and guidelines and counter intuitive processes that have nothing to do with content, often figure significantly in determining the type and quality of the E-Learning administered to learners. The means by which E-Learning is administered often sets up the learner’s expectations and ultimately their level of engagement and enrichment. By not introducing learner expectations, the learner often envisions sitting back and absorbing a one-way theatre style presentation that will contain all the information they need.
To understand how we have arrived at this current state of affairs in E-Learning we can examine the evolution of “corporate training”, as it was once called. There are many parallels between current E-Learning practices and corporate training. Corporate training in the early 1980’s advanced significantly with the advent of video as a learning medium. We can learn a lot about implementing Internet based E-Learning from the video training revolution of the 80's.
When video learning was introduced there was a lot of uncertainty around the technology as a conflict between technologies formats - VHS and Beta – similarly today we are undergoing similar conflicts between various software solutions and delivery technologies. Video learning was difficult and costly to implement because the infrastructure was either non-existent or problematic – Internet based learning continues to be troublesome and laborious to implement as access and implementation are in the domain of the technology guardians - the IT Department.
Strategic business planning did not truly understand the significance of developing effective learning and how it might affect the bottom line. Today we have a more mature business-planning model for learning but many organizations continue to implement Internet Learning on a project-by-project basis with little understanding of the long-term impact or legacy training strategies.
The content was also problematic in video learning as pedantic and boring content was delivered to learners with little understanding of their learning needs, their ethnic make up, ability to comprehend English effectively and their aptitude for use of technology.
Learning focus remained on the content, subject matter specialist and the medium; instead of the learner. Learning strategies also lacked the creation of a long-term plan that considered updating content, new technologies implementation, knowledge migration and the changing face of the learner. As in the classroom we can control the content, the environment and even the learning process but we have a much poorer understanding of the learner and how they learn in unique environments such as E-Learning.
Many E-Learning development companies today are well versed in the standard implementation of E-Learning. They understand the deployment technology (web programming and the Internet) but not the implications of using a broad spectrum of media tools that make up an effective Learning scenario such as video, audio, animation, role-playing, simulations, music, sound effects and perhaps most of all how each of these interacts. Each of these plays an important role in the learning process as research has indicated. Learners use a number of clues and “learning factors” and each person learns by placing somewhat different importance on each of these “media elements.”
Also an important part of the process is the need to encourage a heightened engagement in E-Learning by the learner and to set out critical achievement standards for the leaner from the outset. Many learners, especially those educated during the 70’s and 80’s were indoctrinated into the “theatre” style learning process where the learner would simply sit back and learn or be fed the information. Today’s learner needs to be engaged in the process, this starts with the selection of the subject matter expert, developing long term learning strategies, producing engaging & interactive presentations but ends with a change in the expectations we have of E-Learners and the need for each to understand the subject matter.
During the video learning evolution of the eighties the learner was not considered central to the process; we had little knowledge of how people learn and under what circumstance we learn more effectively. Internet learning or E-Learning as it is commonly called today has not considered the learner any more effectively than did the video learning of the eighties. Many companies and organizations have used the same existing training infrastructure or “legacy learning systems” and tried to implement E-Learning. Even though the technology is more complex, yet ubiquitous; even though learners have become more sophisticated and their ethnic make-up has become more diverse, even though knowledge is now considered a much more important factor in the success of an organization and even though the costs are increasing dramatically. Little thought has been given to developing a unique infrastructure and administration process for E-Learning that places the leaner at the head of the class!
Today there is little left of the video-learning systems of the eighties – the only legacy that remains is the administrative process. We have gone through a number of technologies, from Laser Disks, CD ROMs and DVDs to dial up Internet, high speed Internet and now High Definition. I am sure that the future of learning will continue to become more complex as the body of information we need to know continues to grow and the need to inform and refresh our information demands that we keep pace.
The delivery mechanisms will continue to change but the learning strategies, once put in place, will form an important base upon which organizations can leverage knowledge to deliver products and services more effectively.

Too Much Technology?

With new mobile computing devices, and new applications that allow sending, receiving and sharing information, technology is playing an increasingly important role in business.

Many of our clients have become early adopters, if there is such a thing anymore. One of the problems often described is the lack of integration and the complexity of a computer based technology’s use. This is especially true for small businesses where there are few solutions providers that can help ease the adoption of technology; or, who take the time to understand its implications on their business once implemented.    

Just as in the 90’s, computers and networks promised to release workers from mundane tasks and make business more efficient. The promise of this leap forward was not fulfilled initially. Why?  Because we did not rationalize the integration of new technology. We simply added a layer of technology by putting a computer on everyone’s desk. We didn’t do the hard work of rationalizing the business, by recognizing new efficiencies and seeking to better understand enhanced productivity’s effect on the business. The promise of new business efficiencies is often realized through savings in time, the reduction of demands on resources, or by providing some competitive advantage.   

History is a great teacher and there is a lesson to be learned from our first clumsy attempts to improve business back in the 90’s. This new, more precise evolution of hand held computing devices, network systems and software must be integrated more effectively if we are to reap the rewards. It is absolutely essential to take a practical and planned approach to technology integration. The implementation of new technology will demand redefining our work flow and business processes.

I recommend reverse engineering the process to help you understand how and why you need this new technology so you can measure its effectiveness and plan for how your business process might change as a result. Ultimately all solutions are measured by their effectiveness in positively impacting your business. Unfortunately most business owners and senior managers haven’t got the time or the inclination to conduct a practical evaluation. A new ad or a trend often sets a business entrepreneur on a path of acquiring a shiny new technology that will end up costing more time and resources than might be realized from any new technology.

Of course, you may just want to look cool and don’t mind spending the money to make a statement.  For those that enjoy shiny new technology at any cost – I would offer the following; over the past two decades technology has strived to do one thing, copy the shared experience of the human condition. Replacing that shared experience with technology rather than complementing that shared experience can have a disastrous effect on your business. 

Take the time to think about the five “W’s” on how this new technology will be adopted and ask yourself a few questions. Is your staff technically skilled enough to use it effectively? Is some training required?  How will the new technology enhance the customer experience? Have you explained to clients and staff carefully how this will benefit them?  Are there incentives for adopting the new technology quickly and effectively? Have I factored in my time to research plan and implement it and would that time have been better spent on other parts of the business?

And finally after you have asked yourself these and other questions…. the final one question you should be asking yourself is will the new technology help my business perform better and be more profitable?