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Building off of Tom Grant's post about Google Buzz earlier today, Google Buzz is an interesting case study about how winning market share is not just about having the first or the best product. It is often about having a product (including marketing and sales) that does the best job at getting users to use it and getting developers to create quality content.
Google knows this better than anyone, and which is why they just released a product that they hope will be easier to adopt than Twitter or Facebook. Google Buzz is not fully baked and its privacy settings are badly broken; however its intended audience already uses Gmail and just had this new tool literally dropped into their inboxes. Google is probably hoping to replicate its successful introduction of GChat, an instant messaging client that was substantially worse than any other when it was introduced in late 2005 but today enjoys widespread adoption because it is on by default for anyone logged into Gmail and was gradually improved.
Non-social products can survive with gradually declining market share for a number of years, and then potentially come back if users become convinced that their offering is superior. However a social media product without users is a ghost town, a phenomena that MySpace knows well as their CEO leaves today.
This is not a battle over who has the neatest features; it's a battle over who will be the most successful at capturing user time, an increasingly limited resource.
Therefore: Do you think the technical problems with Google Buzz, both privacy and other, are enough to stop it from gaining broad adoption, at least among existing Gmail users?
If you are considering using QR-, Microsoft, 2D barcodes, you should buy a copy of the March issue of Lucky Magazine. They are working with GetTag on promotions throughout the magazine.
Here's what I liked about what Lucky did:
1) Instructions upfront in the magazine. The instructions tell me WHAT I will get if I download and use this application. There is value to me - see images below. The use of the word "smartphone"? Ok, normally, I'd consider this a bit risky, but it works for them. First, if I have a smartphone and know how to download an application, I am more likely than not to know that I have a smartphone. This is NOT GUARANTEED - many have no idea what kind of cell phone they have. I don't know Lucky's target age with certainty, but my bet is that it is young and they know what smartphones are.
2) They send their readers to a dot mobi site. Generally, I wouldn't be a huge fan of "go type in this URL on your cell phone," but it turned out to be very efficient. The URL had a deep link into Apple's app store where I could download this application.
When I generally searched for barcode readers on the App store, I received "no search results" because "readers" with an "s" could somehow not be matched to "reader." Really?
Target is now allowing gift cards to be loaded onto an online account that can be accessed from your cell phone. You can actually pay for stuff with your cell phone. Yay! See Target's press release.
I know they aren't the first. Many versions I've seen before, however, have been small scale pilots or in foreign countries. Many scenarios I've seen also are "closed" pilots among the 3-4 parties in an ecosystem that it took to string a trial together. Target has 1740 stores ... there's a bit of scale in this solution.
So, how does it work?
First, you buy a gift card. I bought the one with the cute Target dog.
Then you pull the sticker off of the back so you can see the codes. I purchased a $20 gift card.
Instructions for using mobile gift cards as well as promotions are on Target.com. Using their available media - Web site - to promote the new offer? Well done.
Interestingly though, this site ONLY had instructions for the mobile gift cards. I couldn't find a link on this site to regisiter my mobile gift card. This confusion for me is probably the only thing I could find to "ding" them on, so to speak. I'd expect that one of their next rounds of Web site updates would add this link.
There's one sure way to amp up the tension between bag-carrying sales folks and the sales enablement teams that support them, and that's when a sales exec misses the opportunity to get a meeting with a buyer.
Last summer, we talked to about 40 sales execs or managers and no surprise, when it came to supporting the sales effort this was the area where sales execs told us their respective companies performed weakest. How is supporting that buyer access manifest? Providing the sales org qualified leads, of course. . .
With only a few days left before we close the vote, I'd like to encourage everyone to participate in our current Client Choice poll. This month's question is, "Which characteristic of a buyer is most important for having a great sales conversation?" We want to know, in your experience, which aspect of the buyer do you want to understand best heading into a sales conversation? We want your input, and we will write a piece of research based on your responses.
On the heels of ad-centric Super Bowl Sunday, we just completed a report based on our survey of 104 national advertisers in a joint study with the ANA, fielded in December 2009 and January 2010. The results illustrate marketers’ continued lack of confidence in the effectiveness of television ads.
Forrester just kicked-off our first-ever Australian Online Retailing Study. This survey looks at Australian online and multichannel retailers' organizations and topics relevant to the challenges currently facing their roles including:
First of all, I’d like to extend a big “Thank You” to my readers and followers who responded to an invitation last month to participate in the 2010 B2B Marketing Budgets and Mix survey that Forrester fielded together with MarketingProfs. Without your responses, the research would not be as broad or relevant — so thank you again!
After closing the survey and digesting some of the results, I was really surprised by one finding. After reviewing our process and validating the data, my researcher, Zack Reiss-Davis, and I believe that the result is not a technical problem with the survey instrument nor its execution. I decided to share what we found and get your thoughts on why B2B marketers may have answered the question as they did.
In January 2010, we found that 65% of the 249 B2B marketers we surveyed at firms with 50 or more employees use inside sales/telesales as part of the marketing mix. This percentage is slightly greater, but not dissimilar, to what we found in early 2009 (62% said they use inside sales).
Of the 65% who use inside sales, 34% said they found it “highly effective” for driving brand awareness. Brand awareness? Really?!? That’s on par with webcasts/webinars and the company Web site for effectively building brand, according to the same survey respondents.