Marketing strategy

What video content does a shopping consumer need and want?

Marketers are encouraged to fill websites with exotic videos made with the most expensive production value. But too often those videos aren’t useful to consumers; or at least those videos that haven't made the use of a good Animation Video Maker Online Editor. And most manufacturers can’t afford them if they have extensive lines of products. So how can you create online videos for your product line with today’s tight margins? Let’s focus on one critical situation: when online retail or online catalog sites display video to someone looking at your product. (This video is often perfect for in-store use as well.) Learn What a Consumer Needs by Considering How They Find Your Video. In the vast majority of cases consumers follow the same path. First, they browse the site to find your product or arrive at your product on the website with search (local or global). In other words, they’re focused on finding a product much like yours. On that catalog page for your product they find a small

I’ve been interested by the industry hoopla surrounding Google’s vaunted approach to development. Maybe “interest” is the wrong word. Because whenever the innovator books worship a company’s policies, I get suspicious.

The Wizard's at Google search for revenue by buying companies.

It appears these suspicions may be well founded. Bloomberg reports that Google is acquiring companies to drive growth because internal developments aren’t delivering. Interesting. In fact, 2nd quarter results for Google show a 22% increase in internal development spending – probably hoping more money will solve the problem. Something ain’t quite right in Silicon Valley Heaven. I’ve suspected development problems at Google for years. A lot of outsiders worship Google’s current development ethos. But that process isn’t the one that led to their highly successful initial development. And their current process works on some flavor of the theory that anarchy creates profit. (Reviewing several millennia of history doesn’t uncover historical precedent for this idea.)

LAS VEGAS - JANUARY 07:  Ford President and CE...
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Though the U.S. economy has shown some positive movement, many consumers remain entrenched in a daily struggle to make ends meet. The silver lining in this economic cloud is the outstanding resilience demonstrated by the American people. Resilience can be seen across a wide range of daily rituals, from eating and health care, to home care and pet care. At the heart of these rituals is the consumer packaged goods (CPG) industry. Throughout the economic downturn, consumers have relied on

Retailers must understand the details behind shoppers’ purchasing decisions if they are to enjoy continued success on the store brand front. Information Resources, Inc. (IRI) Related articles Consumers Celebrating Practicality This Holiday Season Reveals SymphonyIRI Research ( A New Report by American Express Identifies 'A New Era of Pause...

TIMES & TRENDS: THE NEW PATH TO PURCHASE An Escalation of Channel & Consumption Migration Throughout the economic downturn, consumers have relied on packaged goods companies to help them meet their daily needs on extremely tight budgets. Today’s shoppers are very discerning and have demonstrated a willingness to shop across channels in order to maximize the return on their CPG investment. Retailers that fail to closely track and meet their customers’ needs quickly are

End-user confusion about drills and drivers is rampant – although the model in this stock photo looks more bored than confused.

Consumer Packaged Goods, What's in a name... Tool makers have created a wilderness of product, category and project names that stand in the way of revenue and market share growth. And no category is more confused than drills and drivers. At the Oregon State Fair recently I ran into some impact drivers from a major brand. You know impact drivers – those great compact tools that use small bursts of torque to deliver turning power around the screw, bolt or nut. “Impact driver” is a strong label for the category of tools because they are used by pro and DIY alike primarily to drive screws and self-tapping hex headed screws (e.g. those used for steel studs). Impact drivers are also used, but less often, to drive lag bolts, remove small stuck bolts, and in a few other driving situations. In other words, from both the pro and DIY end user point of view, they are an evolution of the drill/driver. But at the fair, the boxes were labeled “impact wrench”. Huh? An impact wrench? An impact wrench is a big tool used on cars, trucks, and in factories that delivers 2500 to 7000 in-lbs of torque and is used for the heaviest duty work on cars and trucks. It also exclusively drives sockets and is used on heavy bolts. But the tool in that package was an impact driver – a tool that delivers small bursts of usually 500 to 1300 in-lbs of torque – torque that is light enough to drive screws or hex head screws without breaking them. How can we expect consumers to buy products without consistent categories and names?

[caption id="" align="alignright" width="300"]Research on Iran. by Negar Mottahedeh Social M... Image via Wikipedia[/caption]
We’ve been sold the grand myth of social media marketing based on some rather flakey ideas. In particular, the ad biz has somehow convinced itself that the vast majority of consumers have a driving desire to be a company’s friend. Now a study by the Harvard Business Review and the Corporate Executive Board suggests there are significant limits to a company’s potential intimacy with its consumers. This study started by looking at consumer relationships with qualified counter help – like the people at an airline counter. In studying physical behavior and shopping behavior they concluded that people very often

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In my last post, I noted six hard truths or axioms I’ve developed about social media. And while these are sobering thoughts, it’s only by facing a medium’s weaknesses that you can truly leverage its power. So let’s look at another sobering set of thoughts today. If we’re going to look at the people who will be your company’s friend, what motivates them to become your friend? Reasons People will Friend Your Company The best starting point is to look at the value they get from connecting with your company. My team finds that there are five primary categories.