Good play by Amazon. There is a lot of buzz around mCommerce right now - what is it? what does it mean? how fast will "it" grow? what role will it play in the multi-channel retail experience?
One of the top reasons consumers give for buying in a physical location after conducting research online is immediacy - can get it/buy it now. On a cell phone in a physical location, comparison pricing has the potential to either finalize the deal (if the store does indeed have the lowest price) or take the customer out the door - either to another store or online.
SnapTell - already popular with cell phone users - adds to Amazon's growing portfolio of mobile services (which I find impressive already) - and is a bit of a defensive move. I think they may yet bring a few people back to online (or one of their retail partners) with this service.
Our latest featured podcast is Leslie Owens's "The Use Of Text Analytics To Mine Unstructured Content."
In this podcast, Leslie sheds light on the tools and resources available to analyze and classify “unstructured text,” such as emails or survey documents. These tools could yield solutions to business problems as an add-on for business intelligence tools, or for customer relationship management.
During the past week I’ve had the privilege of presenting to two
different organizations that I think B2B marketers would benefit from
June 3, 2009 I spoke at the MOCCA quarterly meeting, held at Adobe’s facilities in downtown San Jose. The Marketing Operations Cross-Company Alliance (MOCCA) is a community for sharing practical experience between Marketing Operations professionals in technology companies.
I was just looking at a receipt in an email update from B&H Photo in New York. They encouraged me to get an update of my order's status on my cell phone. So, I typed in a long order number and sent the message off to the short code 22634.
I received an SMS back with my order number and a tracking number. The order number was "live" so to speak - I clicked on it and it tried to iniative a phone call. Stupid. The order number wasn't a link to ANYTHING?!?!?!!? Not a quick link to FedEx or UPS. Simply a number. I guess when I can copy/paste on my iPhone in another few weeks, this could prove to be useful information.
In any case, "tracking number" DOES NOT EQUAL "status update." What a terrible user experience and a missed opportunity. Maybe they'll say that they are only part way through the integration into their back end systems, but really, this was lame.
I just returned from a short trip to London where I had a chance to speak with a
series of different UK-based online retailers. Most conversations included at
least some discussion of how the economic climate was affecting the market, both
within the US and the UK. When it
comes to international expansion, the consensus seemed to be that the current
economic environment was driving globalization rather than slowing it down. A
few observations from my conversations:
*Few marketers experiment with emerging media with the exception of social media applications. They stick with email and search and are waiting for a better economy to embrace online video and mobile marketing.