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Rescooped by John van den Brink from Design Revolution
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Can An Amazon Store Teach Web Marketing? Yes & Here's How via @Curagami

Can An Amazon Store Teach Web Marketing? Yes & Here's How via @Curagami | AtDotCom Social media | Scoop.it

How Become A Great Web Marketer?
Every time I suggest this idea to B2B content marketers they roll their eyes and think my suggestion stupid. Everyone can learn new ideas, ideas that inform all digital marketing, from creating an online store.

Each day someone asks how they can learn Internet marketing? Hard to sit in a classroom and learn this stuff. Better to DO IT and no better thing to do than use a tool such as Amazon's Associates to create an online store.

Think of how much stronger your personal brand would be if a potential hiring manager could see what you are reading, ask you questions about those books and get to know you long before an offer is made.


We live in a DIY time when 60% or more of the decision about YOU and your company's products, services and brands will be made BEFORE any active engagement (before picking up the phone or asking you to interview).  

Given how much scrutiny your brand is under BEFORE you ever meet a prospect be it for a job or to make a B2B sale wouldn't it be a good idea to do something simple, engaging and fun to show how much you know about digital marketing. Let's see say I have two resumes on a pile and qualifications are equal, but one has a link to a blog & a "bookstore".

Which resume gets more engagement? Let's say your B2B Software As A Service Company is up for a big project. I go to your site and see the books that made you. I, as the hiring manager, have read several of them. We have a connection now and who am I more likely to hire?

HUGE benefits for half a day's work and work that teaches you more about how the web really works than every class you are likely to take (unless I'm teaching it of course lol). DO don't STUDY and you will understand one of the most important concepts about web marketing.  


Via Martin (Marty) Smith
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27 E-commerce Website Designs @Scenttrail Hates & Why via @Curagami

27 E-commerce Website Designs @Scenttrail Hates & Why via @Curagami | AtDotCom Social media | Scoop.it

Marty (Scenttrail) Note: 27 Bad Ecommerce Designs
These CSS Design Award Winning sites illustrate why designers shouldn't be in charge of your commercial website. In a recent G+ post I shared our journey across time, place and money online (Why Time Is Money Online: https://plus.google.com/102639884404823294558/posts/RdjAjWoJTHw ).

It's easy to get lost. We kept trying to make narrative, movie and book-like) logic work on our ecommerce site and it never did. To the extent we told stories we depressed conversions and we conducted these tests before the web was drowning in content.

Not that the web has been fully "content shocked" to within an inch of its life one of the FIRST jobs any ecommerce site must accomplish is loudly and clearly proclaiming their STORE-NESS.

These 27 "pretty picture" designs are find for big established brands people trust, but they would CRUSH a new commercial site. The "store-ness" is confusing. Are these content sites or can we buy stuff here.

Some communicate some "store-ness",but none have the "ditch digging" realities of large, successful ecom sites such as REI.com or Schwan's.com (highest converting ecom site in world). Call-To-Actions are missing (mostly), navigation is murky and not keyword dense and images don't you line of sight rules (viewers' eyes go where people's eyes in your images go).

Real ecommerce needs a few things to be successful that most of these sites ignore, miss or don't know such as:

* Email subscription forms (email list = your most profitable channel because YOU OWN IT, don't believe BS about email marketing being dead mobile is making email marketing different but dead =nope.
* AN OFFER - see REI.com's "daily deals" or Amazon's ability to sell any and everything.
* Great navigation balanced between seo and customer engagement.
* Images mapped to produce CLICKS where merchants want them.
* Every image, click and share creates analytics and data so part of what you need to map into an ecom design is WHAT DATA YOU NEED. Can't figure out what actionable thing I would know after a month's traffic on these designs.
* Sense of TIME and PLACE (what season are we in? Where are these sites?).
* TRUST and that comes from other people (testimonials, curation of User Generated Content and NONE of these have anything like that so unless they are major brands they won't pass the trust test with many shoppers).
* TRUST MARKS = didn't see a VISA or MC logo either. One way to create trust online is to align with brands and marks people already trust. Those badges look like ugly scars to designers and they help make merchants millions.
* Content - we love VISUAL MARKETING but some context such as the context one satisfied customer would share is a must.
* Design = Trust - we grant that these sites look amazing and looking amazing helps with creating trust, but junk 'em up a little and make more money.

That last bullet reminds me of a story from my P&G tenure. My boss Russ Mills taught me to never leave a display too neat. "People won't disturb a display that is too neat," he explained. These ecommerce designs are too neat for me (by half). If you aren't a major brand ignore every one of these 27 "inspirational" ecom web designs.

PS. Favorite has to be the example in the picture above. Not only do we chop people in half we ask visitors to kiss their behinds (lol). Opposite of the welcoming atmosphere I want to create on my ecom sites (lol) back when I was responsible for millions of online sales yearly. At my core I remain an online merchant, but I don't miss not sleeping and sweating sales numbers from now until Valentine's Day. Don't miss that at all :).




Via Martin (Marty) Smith
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Why & How Merchants & Retailers Should Embrace Showrooming via @Curagami

Showrooming Scurge
Most retailers HATE people showrooming in their stores. That's stupid as it is like trying to hold back the tide. Better to embrace showrooming - the practices of shopping in the world and then buying online for better price.

One way to embrace showrooming occurred to this morning watching Bruno Torturra discuss how easy it is to stream a live event to the web. Torturra is streaming protests, but retailers brave enough to encourage showrooming could use the same tactics to build a powerful Ambassador layer.

The recipe is simple:

1. Create content explaining how to stream live video.

2. Create a community to share your "shopping videos".

3. Provide social rewards (encouragement and features) to filter.

4. Rinse and Repeat

Your customers could help keep your prices in line, alert you to cool merchandising by competitors and a million other near real time benefits. You can't go into something like this halfway.

It's an all or nothing idea and that means listening more than you talk (some sites, brands and companies are better at 2 way communication than others). Early today team Curagami wrote a piece about competing with Amazon (http://sco.lt/58qhn7 ).

Add this "video showrooming army" to that and you get differentaion from the monster. Cool thing is cost of creating such cool and cutting edge competition is minimal (webpage and some serving). I wouldn't host on YouTube unless you were strapped for cash since you want the SEO juice flowing in your site's direction.

Soon retailers will be glad people are in their stores FOR ANY REASON, beat them by embracing showrooming now.


Via Martin (Marty) Smith
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Is Ecommerce Stuck In The Mud? - via @Curatti_

Is Ecommerce Stuck In The Mud? - via @Curatti_ | AtDotCom Social media | Scoop.it
Is E-commerce Stuck In The Mud? After our first Holiday Ecommies Review of 30+ top online retailers (@Ecommies is a new ecommerce ratings, review and award site coming soon). It’s clear e-retailers are stuck in the mud.

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 11, 2013 10:47 AM

Fun writing this post for [url=/u/98044 x-already-notified=1] janlgordon[/url] new Editors of Chaos http://www.curatti.com. Conclusion after our first Ecommie Awards for Holiday 2013 is YES e-commerce is stuck in mud of its own making.

Online retailers seem stuck fighting battles that are all but over such as the adoption of free shipping out and back, deal-of-the-day and Buy More, Save More. The ocean runs red as competitors face off with each other with little regard to the unique characteristics of selling online.

There were bright spots in the more than 30 top e-retailers reviewed including REI.com and Williams-Sonoma, but even well established brands such as L. L. Bean seem to struggle this holiday selling season.

Not hard to see WHY ecom is in a rut. Mobile is changing everything though few seem to realize the magnititude or sweep of the change. In addition to the Ecommies Report card we created a Social Media Analysis showing most e-retailers follow less than 1% of their followers.

Clearly the conversational nature of the new web is as perplexing to retailers as mobile. The combination of these two big misses, mobile and social, made holiday 2013 lackluster and stuck in the mud. This Curatti.com post shares ideas for how to fix not least of which would be embracing social media marketing and joining a mobile marketing revolution that has little to do with phones.