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Innovative Marketing and Crowdfunding
In pursuit of the latest marketing strategies, social marketing, content marketing, information product marketing, author and book marketing, product development, story telling, website design, creating a compelling story, marketing technology and tools, building a tribe of loyal, raving fans, positioning and differentiating so your business can make more money. Add in my years of experience in CMO/Chief Marketing Officer roles, and we've got a popular topic. One realization of all this is launching and engaging in a top notch experience for the target audience, including crowdfunding campaigns. It's all marketing.
Curated by Marty Koenig
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New Release - FREE Today Only - 5 Easy Steps to Make Your Website Your #1 Employee: Simple Tips to Have Your Website Actually Work for You to Make You Money

New Release - FREE Today Only - 5 Easy Steps to Make Your Website Your #1 Employee: Simple Tips to Have Your Website Actually Work for You to Make You Money | Innovative Marketing and Crowdfunding | Scoop.it
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Click now to get your copy today. Help him push to #1 (he's in the #2 position at this time). 


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How Online Retailers Could Use Scoop.it To Disrupt & Win In 2014

How Online Retailers Could Use Scoop.it To Disrupt & Win In 2014 | Innovative Marketing and Crowdfunding | Scoop.it

Content or Conversion
Ecommerce (B2C) merchants are narrowing the "content marketing" gap with their B2B cousins, but the old left/right brain problem remains. Ecommerce requires a strange synergy between right brain creativity (design, merchandising, visualization) and left-brain science (analytics, metrics, KPIs).  

If you asked me the greatest challenge from my 7 year Ecommerce Director tenure it would be finding ways to win on both sides of the content - conversion Rubicon. 

When we thought we had the content dial just right it would tank our conversion metrics. Each time we thought we had conversion set up perfect our "content" metrics like pages viewed, time on site and bounce rates would disintegrate. 

Finding the tiny balance beam between CONTENT's heuristic benefits (more time on site, better engagement, more Lifetime Value, better quality User Generated Content and more of it) and conversion's MONEY was hellish. 

Scoop.it To The Rescue
If you run a multi-million dollars ecommerce website and aren't using Scoop.it you’re nuts. There is NO faster content feedback tool than Scoop.it (period, full stop). 

Here are ways I would be using this magic wand of a tool if I was still responsible for more than $6M in online sales yearly:

* Test contest and game ideas. 
* Test Q&A content (most shared WINS a page). 
* Find and empower brand advocates (buzz team).

* Watch competitors like a HAWK (with keyword tool).

* Watch my key brands like a HAWK (also with keyword tool). 
* Ask for help (amazing talent in Scoop.it community). 
* Reward previous helpers with Scoop.it profiles and long thank you notes). 
* Copy Scoop.it's brilliant soft gamification and leader boards.

* Crack the API and find ways to build curation as a "channel" with a P&L, a budget and distinct goals. 
* Partner with the Scoop.it team to find common points and tap their community for "testing before you test" ideas.

* Look to create an uncapped incentive plan with Scoop.it team to weigh, measure and value traffic and conversions from the channel and PAY THEM a % of the action they create. 

This last bullet is worth MILLIONS . Instead of simply thinking about the very cool curation tool I would set up "content curation" as a marketing channel with a budget. Next I would call Guillaume and Marc and ask to meet in SF. 

At that meeting I would pitch a mutually beneficial partnership. Instead of approaching the partnership in a static way I would pitch the Scoop.it team on a more flexible and uncapped arrangement. If the "commons" we create together produced millions projected then Scoop.it gets a sizable "affiliate-like" commission. 

If I were running LLBean.com, Target.com or especially B&N.com I would be all over Scoop.it in 2014. RedEnvelope.com is an even better example. When I created FoundObjects.com in the late 1990s (now gone sadly) RedEnvelope was the cool kid on the block. 

Now RedEnvelope.com is being destroyed.


They can't compete against the User Generated Content of Estsy.com or the scale of Amazon. They are in the middle where NO ONE SURVIVES.


Crack the top of that website and reinvent it with the help of a cool tool like Scoop.it or RedEnvelope.com will reach the point of diminishing return where every order costs more to ship than it makes (ouch). 

If you are developing your ecommerce plan for 2014 and you aren't thinking about Scoop.it LOOK OUT.  

 


Via Martin (Marty) Smith
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malek's curator insight, December 7, 2013 5:14 PM

An eye opener on striking the balance between content and conversion.. The "How-to" list is worth multiple visits.

Deanna Dahlsad's curator insight, December 7, 2013 8:08 PM

Preaching to the choir here, of course ;)

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Facebook Slices, Dices Consumers, Refines Ad Targeting to 500 Groups

Facebook Slices, Dices Consumers, Refines Ad Targeting to 500 Groups | Innovative Marketing and Crowdfunding | Scoop.it
Facebook added another level of targeting to its advertising strategy Wednesday with the introduction of partner categories, a self-service feature that uses data collected from other channels to deliver ads on the social network.
Marty Koenig's insight:

Awesome, Now you can really target your ideal customer on FB like never before.


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Quirky Mashes Crowds for a $50M Win - CBS Sunday Morning [video]

Quirky Mashes Crowds for a $50M Win - CBS Sunday Morning [video] | Innovative Marketing and Crowdfunding | Scoop.it

The online community provides R&D necessary to bring new ideas to the marketplace.

Marty Note
At CrowdFunde, where we are mashing up the highly viral and social content contained in crowdfunding engines such as Kickstarter and Indiegogo, we see Quirky as a hybrid. Quirky crowdsources and crowdfunds to limit their merchandising liability, lower costs and create support tribes before a product even comes to market.

If that sounds like the future of retailing we agree. The future of retailing is QUIRKY.

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Rocketbolt's Conversational Popunder Is A Cool New Tool - Atlantic BT

Rocketbolt's Conversational Popunder Is A Cool New Tool - Atlantic BT | Innovative Marketing and Crowdfunding | Scoop.it
Is Durham Roketbolt's conversational popunder with a Quid pro quo ask better than ubiquitous GIVE US YOUR EMAIL blasting happening now? Yes, here's why...

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