Archives for posts with tag: About2Buy

There is a planned course of direction for every retail product marketing or commerce strategy, the purpose is to promote a favored result. The Internet has (generally) just but a few primary concerns to this extent.

1) Content and attractions supported by marketing revenue

2) Products or services available for sale

“All that is marketing” provides what seemingly is an endless stream of content and attractions.  These are most often utilized to attract participants who may be exposed to various  forms of marketing. While this is quite common, it is surprising how seldom these “exposures” provide a sale. In fact: less than 3% (generous figure) of retail product marketing exposures lead to a direct sale.

Reason: In most instances, If an exposure converts to an immediate sale, further related exposures (and revenue) would decrease. I can imagine the closed room conversations at Google, Facebook and alike: “We can’t have exposures rapidly converting, that would decrease our marketing exposure revenue”!

You see marketing revenue models depend upon a continuous loop of participation. For marketing, it would be for all engaged exposures to encourage a continued path to more marketing and content. This strategy extends marketing revenue by encouraging more exposures per participant than what may be required. Now this is not how all marketing upon the web works, but is the most dominant strategy.

Yep, your right….”Internet marketing has become a vast valley of oblivion with the purpose to further marketing, not conversion”.

Now as all may know, there are most certainly ways to create a more optimized internet path to serve the most focused consumer. The question is; can it be done in a content marketing environment?

Below illustrates several existing (1 & 2) and one optimized (3) consumer path models.

1) Marketing Loop

Where the Internet user behavior path creates data used to further participation into more content and marketing. While this loop works quite well for information and discovery, as a would be consumer becomes more focused, options to reward their journey are limited.

Paying to be placed well into the consumers path is how most merchants are discovered online. Those who spend the most, have a better chance at capturing consumers. Focused consumer choices are limited to only the largest merchants and may contribute to a large amount of lost conversions and cart abandonment.

2) Closed Provider Loop

Where the Internet user behavior path creates data used to further participation to particular destinations. Still few consumers convert, this may be due to a limited amount of merchant options and static pricing environment.

Simply Put: The routine path does not provide a sufficient reward for most focused consumers.

3) Open Marketplace Loop

Where the Internet user behavior path creates data used to further participation into an open marketplace. This model realizes marketing and marketplace roles as separate. Once the discovery and qualification is complete, an open marketplace for “all and every relevant merchant” is provided to serve consumers possessing more focused intent.  Participation, pricing and packaging are no longer static, allowing for a superior reward environment.

As you might have imagined, the About2Buy process resembles model 3. The consumers normal routine is (momentarily) offered a superior reward marketplace outside of and away from marketing. This allows for the consumer possessing a more focused identity to fulfill their intent to purchase in a less proprietary environment.

Cheers

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. Its 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, eBays and Walmarts of the retail cyberspace, and 2) Googles, Facebooks, Twitters and Pinterests 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 reasononce the consumer is in the marketplace, the usefulness of marketing is greatly diminished.

Its 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 its marketing, search, etc. and Amazon does so very well at facilitating sales within its 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 Amazons 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 its 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 its 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.

http://www.about2buy.com/

Live Well

Im the Future of Commerce

I know what many consumers will purchase in the next few min., hours or days.

In every town or city, county or state

Online, I don’t track or harvest data about them. That job belongs to the Past.

On average I’m 97% accurate in predicting precisely what, when and where consumer’s will purchase.

The Past, 3 to 7% at best.

How do I do it?

It’s really quite simple.

It all begins with a question.

If knowledge of a most certain future is shared, can I improve the outcome?

Stay tuned, sign up to know more.

http://www.about2buy.com

Disintermediation refers to companies going directly to customers with products and services. No channel partners are used to move offerings or to manage interactions with customers. The CMO Survey (http://www.cmosurvey.org) asked managers to report whether their companies will increase their level of disintermediation in the next 12 months. The percentage responding “yes” has increased over the last three years as shown in the figure. In fact, there has been an increase of over 100% between August 2009 and August 2011!

Now there appear to be two good reasons.

1. Companies can learn more from customers through direct engagement.

2. Direct interaction can help you serve your customers more effectively.

Source: http://www.cmosurvey.org/blog/the-lure-of-disintermediation

This hits the nail squarely on the head. Internet commerce from its beginnings as a 24 hour catalog and ordering system has seen it’s better days, the consumer is tired of being herded as cattle across the Internet plain. But if no channel partner may be used to facilitate a holistic “Disintermediation” strategy, then how is it facilitated? Social Media…. nope, that’s a channel partner. Advertising….Nada, Channel partner again. Hmm then how is it done?

Enter the era of the “Intermediation of DisIntermediation”, the new tools of the online engagement trade. Certain tools to aid companies who are rapidly opting out of the current commercial system to more favorably connect directly to the consumer. About2Buy is at the forefront of such technology, as to more appropriately be inline with the (growing) many who have chosen this path.

Sign up for our Beta at: http://www.about2buy.com.

Live Free, Live Well

 

 

 

 

If you haven’t figured it out by now, it’s not really about the data. Actually by the time a solution is created to gather, many new data requirements emerge. It’s a never-ending battle to which we all feel required to tackle in one form or another. Thoughts and actions create the data or potential for something useful that may (for some) cause an opportunity to satisfy a need or desire. Harvesting to form a purpose from what was and is, tends to be what all this technology is about.

As we all by our every action create new data to be assimilated, there will forever more be a gap or space between data being formed and that which has yet to be assimilated. For now it appears that it is impossible for new data and the actions resulting from to appear precisely at the same time and in the same space (yes, time does exist).  As we advance the space will just get smaller but may never be at once. For me this is great, absence of this singularity will continue to provide a welcome purpose.

As indicated prior, About2Buy (as most commercial efforts) is a product made possible by the enormous gap between pursuit and attainment. I mean really, how could one form a want/need and possession of  precisely at the same time? To be weird about it, that would be like living and dying simultaneously.  So as we build to provide our space-saving solution between buyer and seller, (upon the Internet) the gap between will be far smaller than it ever has been before. Live Free, Live Well!

Stay plugged in and sign up for our secret closed Beta:  http://www.about2buy.com/

Click to enlarge

Source: Booz & Company

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72% of those surveyed in the US prefer personalized offers (click on image to enlarge)

Throughout the years much has been written about spaces, the gaps between. If I am here and you are there, what is between us. If that is there and this is here, what may bring them together. There is so very much which may be done with that to which resides between. Appears at times to be our primary purpose.

Much of the time concerns of what, why & how dominate. What is between, why is it, how do we remove or replace, the contemplation’s for these from those with purpose. To fill or replace that which resides is our role.

The Internet being so new and vibrant is the perfect  subject, beginning as a haven for holistic communication to what it is today. Wherever communication or a medium for exchange is present, it is certain that commerce will appear. The initial intent may have been to improved upon the connection between the many with, to those who want. But spaces need to be filled as our nature and history exhibit, for this is where opportunity resides.

The space between Seller &  Buyer may be expanding, if not how could so much within materialize. Connectors to which for a fee offer (with uncertainty) to nudge a seller in proximity of a buyer. Through limitless effort termed as marketing, advertising, lead generation, targeting and alike, this ever expanding space formed it’s barrier with a toll to pass. Now not many upon the Internet may see it in this way, be it not the 1st. time by the masses we have been so conditioned.

Now imagine the Internet as it is and a way around to it’s side. An alternative connection to every buyer and relevant seller, absent the wall, net or toll to pass. Connection as are under construction as we speak, a short path with little space for the purposeful to meet.

Sign up for our test site (beta). Go to: http://www.about2buy.com/

What is a destination, is it where we intend to arrive? Not just for travel, a destination for many is the desired end result. Examining this behavior in the products we seek, there are several roles:

(1) The Traveler – Conducts oneself more as a tourist, rewarded by the journey. The destination could be any along the way.

(2) The Commuter – Focused solely upon arrival at the destination. End point remains the goal.

In commerce,  (1) is a shopper, (2) is a buyer. Daily, there are a healthy amount of about the web, (1) “the traveler” is by far the most highly sought. Why would this be,  wouldn’t the “commuter” be of most interest? Well that depends upon your point of view, are you selling product or selling advertising? Not hard to realize upon the Internet, the prior promotes “buying”, the latter promotes “shopping”. If shoppers convert to buyers rapidly, less advertising is required. As a (remedial) result spending for will decrease, increased margins (for sellers) are the result.  Decreased margins for advertising also is the result.

So is devoting more time and effort to advertising the most efficient path for sellers to follow? Not really, in fact efforts as will definitively increase costs equal to the amount of realized gain. If this is what one prefer’s to do, we wish you well. If as an effort one would prefer to gain additional profit, than a more direct alignment to the consumer should be sought.

Sellers everywhere have but a brief moment remaining. If the “destination” does not become more-so of favor, everyone in one capacity or another will (without benefits) end up working for Google, Facebook and alike. About2Buy is coming to remove your dependence from, if you buy or sell anything upon the Internet, sign up for this extraordinary ventures website “beta test” at: http://www.about2buy.com/.

Live free, Live well!

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