ARTICLE
TEXT:
ON
SIDE
WITH
ON-LINE
On-line
communications and statistics should be, and are, the friends
of those in business. However, one needs to look behind
the statistics for understanding, value and worth.
For
many, the staple diet of statistics in the mass media about
the growing presence and influence of on-line channels of
communication and supply is both intimidating and overwhelming.
Equally, those data can be misleading or incomplete, not
revealing the full story.
Take
for example the fact that up to 67% of people now go on-line
when intending to buy or are buying a wide range of products
and services. Seldom reported is the fact that the fastest
growing sector of on-line contact for purchases is mobile
– that is, via mobile phone and tablets. (Perhaps we need
to heed the advice of former Australian Prime Minister Kevin
Rudd to take a Bex tablet and have a lie down).
The
latter factors represent opportunity for bricks and mortar
retailers. They establish and reinforce the reality that
many consumers are going on-line when actually out in the
marketplace, in retail precincts, shopping centres and in
stores. Understandably, they are cross-referencing the comparative
values and prices available in-store and on-line.
Effective,
courteous and professional customer service, complemented
by the appeal of convenience and immediacy – an imperative
for “now” consumers – are compelling reasons for consumers
to conclude the sales in store immediately. Such advantages
need to be promoted and exploited. Indeed, astute service
providers involve themselves in the practice of consumers
going on-line by providing comments, background information
and making informed value statements. It is imperative,
and is impressive to many intending buyers.
At
present some 37% of the 24 million mobile phones that operate
in Australia are smart phones. It is estimated that this
figure will increase to over 50% by June, 2012. Hello!
The
very best of businesses are also utilising on-line channels
to personalise messages to discrete target audiences and
individuals. It is now the most effective and efficient
means to reach out, connect with and engage consumers.
2010
was a benchmark year in marketing and commerce. For the
first time ever in Australia, investments in below-the-line
advertising (emails, text, telephone, direct mail etc) exceeded
those of above-the-line advertising, which include the mass
media of television, radio, print and outdoor signage. Again,
the market leaders of the latter group are embracing and
utilising on-line to complement and enhance their value
packaging. Television New Zealand is at the forefront of
the movement.
A
NEW SHOP FRONT
It
seems ironic that many shopping leases which are signed
and, albeit often reluctantly, accepted by business owners,
stipulate that at the expiration of each three or five year
term lessees are legally obliged to outlay from $30,000
to $1 million for store, layout and fitting upgrades.
This
stands in stark contrast to the standards and outdated presentations
of many websites and online presentations (our own included).
The internet has become the new shopfront. First impressions
are influential in image building, revenue generating and
relationship development. Tokenism is not sufficient.
For
the 47% of Australia's 2.3 million operating businesses
which do not have a website, a simple message: Get one,
and fast.
However,
be selective in your choice of consultants. I for one find
it hard to accept the periodic faxes received at our premises
with the offer headline:
“Websites
For Dummies”
Classification
as a dummy does little for one's self-image and ego. Furthermore,
dummies are inclined to accept anything that is offered.
Neither is a sound foundation for positive, mutually rewarding
and sustainable relationships.
DON'T
OVERDO IT!
Many
on-line communicators lose appeal, relevance and business
by testing the tolerance of their targeted prospective,
existing and past clients.
Daily
transmissions are seldom responded to daily. That surely
is making a definitive statement. Weekly transmissions too
can be testing. Therefore, to be effective in marketing,
one will need to ignore the advice of health professionals.
That is, be irregular. Communicate when you need to and
when you have a compelling offer, often with a time limitation.
Such missives will have impact, will resonate with recipients
and will generate additional revenue.
BE
GRAPHIC
Extensive
attitudinal research has consistently concluded that graphics
in email transmissions are often deemed to be irritating
distractions or some simply overwhelm the message. Often
it is the graphic that is recalled rather than the essence
of the message/offer, the product the service or the company
itself.
Moreover,
graphics consume a lot of computer capacity and time.
Therefore,
good graphics are like good fashion - understated. They
can and should make a definitive statement.
COMPETITIVE
ADVANTAGE
Astute,
contemporary marketers possess, exhibit and share comprehensive
and compelling detailed product knowledge. The most prolific
visitors to websites and recipients of texts, emails and
direct mail from the major and significant operators in
a sector, are the astute business people (competitors) themselves.
They
subscribe to the philosophy:
“KNOW
THY ENEMY”
Effective,
current intelligence is the essential prerequisite for sound
cash-flow generating strategies.
YOU
STILL NEED TO SELL
The
highest ratios of sales conversion remain with the personal
contact between the customer and a service provider. Statistics
don't lie, always. Where possible, appropriate and economically
viable, encourage consumers to talk to an individual service
provider. A convergence between the emotional and the human
quotients does wonders for the bottom line.
RING
THE BELL
The
essential message brings to mind a recent past Australian
Federal Government funded advertising campaign about national
security. Steve Leibman, the veteran television personality
implored people to:
“Be
aware, not alarmed”
That
is sage advice, particularly about on-line.
THE
AUTHOR
Barry
Urquhart, Managing Director of Marketing Focus is a business
strategist, an analyst and an International conference,
keynote speaker. His latest presentation is:
“Insights
on ‘The Big Picture'
-
Future-Proof Your Business”
Office:
(08) 9257 1777
Mob:
041 983 5555
Email:
Urquhart@marketingfocus.net.au
Website:
www.marketingfocus.net.au
