Tracking and Smartphone – Spam – Why Customers Reject Beacons

Beacon
photo: Jim Sorbie

Beacons can exchange data with smartphones and other smart objects via energy saving Bluetooth in a radius of up to 30 metre. Nothing other than the hope of saving stationary trade is built on this fact.

Beacons are usable in diverse ways: as an alternative to mobile payment and NFC. Apart from that, customers can receive personalised offers on their smartphone and are lead to the product via in store tracking.

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There are many paths to the emotional customer approach

Thinking about emotion in e-commerce, it is easy to get caught up in clichés: Happiness and the mood for shopping always appear to go hand in hand. This may be true for usability and the user experience, however, looking at the emotions which make us reach for our (virtual) credit cards, it seems they are not always positive (quite the contrary).

The ‘wheel of emotions’ by American psychologist Robert Plutchik shows that orientation around positive feelings falls short of the mark, because they constitute just a small part of our emotional states.

Plutchik-wheel.svg
Plutchik-wheel” by Machine Elf 1735Own work. Licensed under Public domain via Wikimedia Commons.

Marketing campaigns, such as “miserliness is marvellous,” have long since recognised that it is not always positive feelings which drive us.

For instance, it is the fear of losing a new pair of glasses which advices us to take out an insurance policy for them. Anger over exploitation and chemical additives in clothing material leads us to buy sustainably. Jealousy, or the need to keep up, can be a trigger to buy high-end products.

An interesting approach will take the complete width of human emotions into account, and thereby achieve new forms of customer approach. Selectively raising an issue and offering a solution can also make use of negativity. When the client gets the feeling that their problems are taken seriously and solutions are being offered, this leads back to positive emotions.

Topics such as emotional customer approaches will be dealt with at our Handelskraft E-Commerce Breakfast taking place in eight cities in Germany and Switzerland this year.

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Wearables: Nike Develops Fuelband Further with Apple

Nike FuelBand
photo: Stephen Davies

While another device with only one function now exists with Amazon Dash, one will disappear from the market: the Nike FuelBand. For the time being it will still be sold, but it won’t be developed further. Nike see their future as being in the software branch. That is why 55 of the 70 strong hardware team was let go. That it came to this is not surprising, after all, pressure from the competition in the area of wearables is growing dramatically. On the one hand, there are much more extensive complete solutions for the target group from the hardware and software products of runtastic. More sports and more devices, right up to intelligent weighing scales; Nike can’t keep up without a lot of effort.

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Why marketing stagnated in 2004 (storytelling)

Storytelling

Gary Vaynerchuk, entrepreneur and social media expert is stunned: 99 percent of marketers still run marketing and advertising as though it were 2004 not 2014 – via print, TV, radio, or billboards.

He summarised what is catastrophic about this in the slideshare presentation below. Traditional channels are not half as valuable as they used to be. People waiting for the bus don’t look at billboards anymore; they look at their smart phones. E-mails are the plague of western civilisation and thanks to google, have finally disappeared into the inbox’s very last drawers.

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Net find of the week: Other ways Jeff Bezos tops us his pocket money

Amazon CEO Jeff Bezos is known for being a busy man. Recently titled the worst boss in the world, he is having a rocket for space built, amongst other things  and is investing 42 Million dollars in a giant clock in the middle of a mountain in Texas, among other things. He is also having researchers look for the Apollo 11 rocket on the floor of the Atlantic. In his spare time he is restructuring the Washington Post, which he bought with his private fortune.

Jeff Bezos Werbefail

Obviously the money for all this expensive fun has to come from somewhere. Why else make for face available as a model for crash test dummies?

(found on Golem.de)

 

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Where are the New Growth Drivers in Trade?

Wachstum im Handel
Photo: c_ambler

In the long run, digital trade is heading towards saturation point. The aging population is spending ever more money on real estate, groceries, mobility and health while young people have to budget with tight resources.

A factor which often goes unnoticed is the complete dissemination of the internet in every age group and class. The proportion of potential new customers sinks with this and is already the customer group with the strongest growth. Once this is tapped, the cake will be divided. Those who wish to grow have to take away a market share from the competition or go international.

New growth drivers are being urgently searched for. There is also more being invested in marketing. SEO and purchased SEA traffic could provide new customers in the short term.

The attraction of the prices could also provide compensation. However, this requires an emotional customer approach, which puts the price in the background. Creating a corresponding trademark and building up trust with it requires lots time and also hides some pitfalls.

Another way is via process optimisation. A sleeker business structure and process chains optimised through big data helps to stay a step ahead of the competition. However, these also cost a lot of time and effort, because business internal structures have to be broken down in most cases and experts in this area are rare.

This excerpt on the future of trade comes from our trend compass Handelskaft 2014, which can be downloaded free of charge from our website (language format: German only). The trend book is also available in high quality print format. Those interested in >>Handelskraft 2014<< or in further information and advice are welcome to contact us!

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How to Recognise an Incompetent SEO Agency

SEO Alarmzeichen Photo: L.C.Nøttaasen

Everyone, who has dealt with SEO in any way shape or form, knows that the branch is once again in a state of radical change. The transition to high quality content is finally taking place, after many popular Google strategies were made impossible. However, no everyone has realised that there are still ‘old-school’ SEO agencies out there. How can you recognise if yours is one of them?

7 SEO recommendations, at which you should change agencies:

  • The sentence “we know the secret to Google” is on the website
  • An increase in page ranking is presented as a success
  • The page is registered with search engines
  • The agency gives guarantees on rankings
  • They accept €500 per month for building up a shop’s coverage
  • They concentrate solely on external factors and link building in this context
  • In order to extend coverage, they focus on guest articles and link exchange, thereby busying themselves in sending emails to bloggers and online journalists

Additions are welcome :)

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