Why is commerce such a problem in Facebook and other social environments?
You would think it be a great place to further connection between buyer and seller. With all the tracking, harvesting and data these retain about the user, it is surprising to know they and others like, experience such difficulty monetizing what simply has occurred for thousands of years.
Researching commerce for the last eight years has been long, laborious and difficult to fully assimilate the rapidly changing landscape. Observing it’s progression to what it is today, could have been predicted if I would have known what is certain now.
Sustainable commerce has and most always will take place in a marketplace environment. While the marketplace may take many shapes, it remains a place where things are offered and acquired. It‘s important this very simple and sometime eloquent occurrence remain uninterrupted to flourish. Mindful civic leaders know this lesson well while attending to community infrastructure. Those communities in decline, fail in their stewardship somewhere along the way.
This may be similar to where commerce upon the internet is today. We have so very many interesting offerings from which to choose, many positioned to attract traffic hoping to monetize in one form or another. This is where I will draw the (general) lines in the sand.
Internet Commerce has but a few successful offerings:
1) Marketplace and like services receiving revenue from the sale of product offerings.
2) Attractions receiving revenue via marketing scheme’s leveraged to benefit from considerable user traffic.
Now some are quite successful, who could argue with 1) the Amazons, eBay‘s and Walmart‘s of the retail cyberspace, and 2) Google‘s, Facebook‘s, Twitters and Pinterest‘s of the search and social space.
So how could a basic observation go so unnoticed?
It’s obvious that “Marketing and Marketplace“ do not mix very well. The reason; once the consumer is in the marketplace, the usefulness of marketing is greatly diminished.
It‘s kind of like offering excursions to the moon to those who are already there.
The message would be late, unmemorable and quite ineffective. This is why Google makes so very much money directing traffic via it‘s marketing, search, etc. and Amazon does so very well at facilitating sales within it‘s marketplace. But the two very seldom (or to date) have mixed very well together, but they work beautifully apart.
1) Place a large volume of Amazon themed marketing within all that is Google
and presto magico
2) Consumers are directed to Amazon‘s marketplace in groves. This, from these and many others, is orchestrated for millions of Internet users daily.
So while it’s difficult to conduct a marketplace and marketing revenue model within the same environment, then it may be no wonder social commerce in Facebook and others receive limited results. These as we all know depend highly upon “all that is marketing” for revenue.
So now what, how can these adversities be overcome and still include all the attractions which retain such a large audience? Maybe it simply requires a look at what is needed to conduct commerce, and also what is not.
There are many pre and post stages of the consumers journey which marketing is a magnificent tool, and there are a few where marketing should stop and marketplace take over. Knowing where and when is a skill the enormous influence of marketing fails to deliver.
So how could commerce thrive in a social environment supporting marketing and marketplace revenue models? To me it‘s quite clear:
1) Allow marketing to do what it does best throughout the discovery portions of the consumer journey.
2) Identify when discovery has concluded, and a more focused “marketplace environment“ is required. At this juncture, marketing is done, detailed presentation and negotiation should ensue.
3) If the consummation is successful, marketing may once again display it‘s importance within post sale activity.
Now at About2Buy, we are very certain as to how this will be accomplished, for our service only begins after the consumers discovery activity is done and marketplace process begins.
How an existing infrastructure as Facebook, Twitter and others will accomplish this?
When someone of influence illustrates how marketing and marketplaces possess roles serving consumers with completely different identities.
Visit our site page to sign up for the beta and further updates.