Archives for posts with tag: marketing

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

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/

Noticed how systemic efforts often forget their purpose, so many examples to this. One might consider federal tax deductions of the many.  Originally, it’s most practical purpose was to award taxpayers for minimizing cost to the federal government. A way of saying “OK you saved the fed money by your actions” we’ll extend to you a discount on your membership. But of course interests beyond over many years removed this purpose. This and so very many others by example resemble the long-term aches and pains of our unionization. It all begins well, then over time through varied or less insightful guidance becomes something much less.

For our purpose, we look at commerce. What it was, what it is and what it may become, the latter has room for a more idealistic view. So in looking at the past,present and future of commerce in various capacities for over 20 years, a simple base theory remains constant and (in my opinion) will forever maintain its dominance. Commerce (for all practical purposes) is an exercise where anything of a perceived value is exchanged for anything of  perceived equal value. <= Notice the period upon the end of the sentence.

While commerce now may have become (as taxes) something else, it’s base theory is so dominant that when reintroduced becomes an undeniable force. This is the foundation of our venture, an undeniable purpose. The direct alignment of unadulterated commerce. The timing and infrastructure for (at this time of writing) is unprecedented. Coming Soon!

SIGN UP FOR OUR BETA TEST! http://www.about2buy.com/

Reports found 72% of us already feel like Big Brother is watching us when we get personalized recommendations on Facebook and other sites, and 56% of us say we feel “violated”. Another indicated that 89% of us haven’t bought anything on Facebook and that 44% of us aren’t interested in doing so. These are pretty damning figures for, supposedly, one of the hottest new industry trends.

Source: http://wearesocial.net/blog/2011/09/social-future-ecommerce

Having been born into a family which facilitated buyer/seller exchanges by the hundreds of thousands, it is beyond amazing what insight is collected. Also one develops a unique but informed perspective on what could be skillfully introduced into the commerce system.  Now before I get started, it should be made clear that we through our venture are not out to eliminate jobs in marketing, advertising, lead generation and all that is associated. To the contrary we feel that if our methods are embraced and this hybrid industry takes hold, we strongly feel employment will increase substantially. The opportunities and employment will just look a little different.

Now while humanity proves time and again, the nearest and most efficient path is not always the best one. Over the last century there are all kinds of inventions that  made more sense on paper than the real world was ready for. So how does one know something is going to work and is right for it’s time? Plenty a theory has tackled just this for a very long time, the educated guess is as far as it goes.

So to know where we are to arrive must be propelled by something, the why to our madness. You see every idea has that which empowers, a moment possessing sufficient energy to propel beyond. Ours from that moment has been in the works for some time now, a tribute to all who brought forth the lessons of commerce over many generations to where we are now.

The energy to propel was created by many thoughts and concerns, poor stewardship of the commerce system is one. Lack of attention to true service by the investment banking industry and many portions of our government may be the other. But more-so how we as a society are going through very rough times due to some outdated structures which remain in place, commerce being one of them.

So here we are, developing our well researched and superbly experienced venture into a more direct alignment of consumer and seller. The efficiencies are sound, the execution is amazing, but who will embrace it? In my opinion, all who possess the same energy that began this venture. Those who know well beyond any other time before, the recent past has not served us as well as the future is about to.

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