Article | December 15, 2020
Prior to the pandemic and quarantine, less than 8% of commerce was online. As of Q3FY20 eCommerce grew north of 14% of all commerce. So while the Retailpocalypse was in its last phase, physical retail still outsold eCommerce by at least 7:1.
The failure rate of crowdfunding campaigns is 85%.
The failure rate of eCommerce store owners ranges from 80 to 97%.
What if there were a way to bridge the gap between these three failure rates? What if we could bridge what people consume online with what they purchase offline before waiting for brain-computer interfaces (BCI)? In short what if we could bridge social and commerce? (Example use case.)
Mostly missing are the memorable, meaningful, measurable and monetizable responses from people interested in stories about beagles, princesses and pitbulls, pets, car repair, raspberry blueberry vinaigrette gyros, budget-saving techniques for holiday travel, getting stuck at airports in blizzards, rental cars and Cup o’ Noodles, My Fair Lady and @Instacart, dining out at the delicious Banana Leaves café, cooking kosher halal gelatin-free, blue #1 artificial dye-free egg nog flavored marshmallows, 50th anniversaries and chocolate ganache, adventures camping with youth groups, birdhouses built by kids, rainbow hair dye, artificial dye-free cakes DIY for your child’s birthday party, and Halloween gingerbread houses and Greek Mount Olympus costumes.
Other than ad revenue Youtube collects which most of it’s video posters see little of, monetizing the DIY craze has proven quite tricky. Ditto for Christmas shopping, smartphone accessories, buying a new luxury Subaru online with no salesman, how to get hard to find contact lenses and vitamins for kids, how Amazon often has thrift store prices on inventory thrift stores rarely carry, the challenges of buying clothes on Amazon that don’t fit but you don’t realize that until the clothes arrive, DIY car repair, funny car repair, glorious victory of car repair, diaper cakes and muscle aches, drones and honey scones, Triple A baseball and blue-tailed skinks, favorite foods, fasting, and Boston, fused vertebrae and buried treasure, where to buy school supplies when most stores are sold out, creameries and charcuterie,
Bridging social media with eCommerce has been the white rhino of many investors and start-ups for many years.
Instead of working toward such solutions, we have VC’s and stockholders asking about vanity metrics:
- How many people looked at your website? Instead of: How many people subscribed or how many purchased an item?-
- How many downloads per month does your app have? Instead of: How many of the people who downloaded your app have note removed it less than 30 days later?
- What’s your ad revenue? Instead of: How can your product capture or create more value?
In reply entrepreneurs answer these questions, they often present their increased spend on marketing followed up with vanity milestones:
“We’re using Google Analytics and similar providers to track every movement of the supply chain, to ensure when the purchaser’s journey is completed, there’s no delay in delivery. This will lead to more frequent purchases ideally of higher priced products, and…
We are pitching to Chipotle on Friday!”
This leads to concentrated research on Chipotle’s SWAT, followed up with an excellent pitch including a demo via Zoom.
The result of this pitch is usually:
1. The person loved the pitch and accepts your invitation to meet again with his/her manager next week.
2. The person you pitched to is not the decision-maker
3. The person you pitched to doesn’t quite understand what you’re pitching
4. The person you pitched to had 3 other projects due by COB and wasn’t fully present and listening to your 10-minute pitch
5. You provided too many facts too quickly, trying to build rapport
6. You shared how you’re product can reduce shrink, increase ROI, decrease costs, increase retention, and cure cancer. The person you pitched to doesn’t believe all those promises.
7. The person you pitched to is afraid of advocating change; the risk from change that results in lesser results can lead to negative repercussions. The risk of “business as usual” is minimal.
Forgotten by almost all eCommerce platforms and store owners are the facts that:
- People behave differently when they are observed (best behavior vs. average behavior). Despite this, we are seeing an incredible number of start-ups that offer to help track everything your customers do. “We’re Palantir for eCommerce” is essentially the ethos of these companies.
- The Paradox of Choice by Barry Schwarz – too many choices overwhelm the person making the choice, to the point that no decision is made. If you don’t train your mind to buy what you want even if you have to look on pages other than Amazon and Google Shopping, you might end up buying the product you almost wanted.
- The concept of incentivized virality – when PayPal gave $20 to each person who referred another person who joined, and when DropBox offered free data storage to people who referred friends who joined – which Reid Hoffman and Chris Yeh brilliantly detailed in Blitzscaling:
The Lightning-Fast Path to Building Massively Valuable Companies.
So now each eCommerce platform tries to copy Amazon who built their model on the opposite of physical retail. Consider your last experience renting a car at an airport vs. Amazon:
- Do you want to refill the gas tank or would you like us to?
- Would you like liability only or more comprehensive types of insurance coverage?
- Would you like a GPS?
- Would you like to join our exclusive members club? etc., etc.
Adding to what @ElevateDemand said, “ B2B marketing is broken,” Raj De Datta, CEO and cofounder of @Bloomreach said, “The future of B2C marketing looks like B2B marketing,” Kevin Marasco, CMO of @Zenefits correctly said “marketing is going back in time from B2B to B2C” or person to person.
Smart speakers in every phone, tablet, laptop PC, TV, and car succeeded by BCI, which @Facebook and @Neuralink are pioneering, hold great potential. Until those products arrive or after their R&D phase, @Homemaide’s object recognition and image recognition models can provide the sorely needed bridge between Social and Commerce.
Article | March 25, 2020
Yotpo, the leading eCommerce marketing platform, has announced the winners of the third annual Yotpo Partner Awards. Drawing from hundreds of nominations from a thriving ecosystem of system integrators, agencies, and technology providers, Yotpo’s Partner Awards highlight the companies and brands at the cutting-edge of producing eCommerce and marketing experiences that spark and sustain customer relationships. The winners represent work for a variety of industries and brands, from apparel to home, to a D2C spinoff brand and celebrity makeup line martech news. “As Yotpo’s signature industry recognition program, the Partner Awards put a spotlight on the trailblazing companies who constantly push the boundaries of innovation in eCommerce and marketing.
Article | February 12, 2021
For every business leader, growth is the key goal. No matter what the size of the business one leads, their strategies revolve around the overall growth of the company. However, the main challenge that they had to face is to gain the lead most cost-effectively and feasibly.
Nowadays, businesses are utilizing technology to integrate, automate or redesign their process operations. It has helped them in acquiring streamlined processes, minimal cost, and enhanced production.
But how technology can help in strategizing for business growth? Here, the digital transformation of the business is the force driving success and growth. So let’s understand what is needed to gain exceptional results.
Cloud Computing & Business
Cloud computing has been around for a long time now. It can not only increase efficiency but also offers better security and fast process operation. To make it highly effective and enjoy its full benefits, it’s important to take help from an experienced team. Also, businesses can choose from the wide range of cloud service providers available in the market according to the requirements.
Honestly, the number of smartphone users has increased in recent years. So to make the product and services reachable to a larger range of customers, organizations need to hire developers and develop web or mobile apps that are responsive and user friendly. It is the best way for gaining success in any business.
Social media like Instagram, Facebook, Linked In, Twitter, etc. have changed the way people interact with each other and brands. It makes the social media platform a gold mine for businesses. All that an enterprise needs to do is create a business profile and start targeting the potential customers while connecting and engaging with them. It helps in increasing attracting, offering, and sharing products or services with the audience.
Big Data Analytics
The last and most important factor in any business growth is data. The growth strategy of a business should be supported by relevant and valid data. To use data effectively, business leaders need to learn the way to collect data around the internet and analyze it for achieving valuable insights. With the right data in the pocket, companies can easily adapt powerful strategies, approaches, and plans instantly to give an unbeatable boost to their business.
Undoubtedly, technology gives a high potential for strategizing foremost business plans. But, the entire process of digitizing business will take time. However, by listening to the customer and identifying the right tools, businesses can enjoy digital value. All that organizations need to do is keep themselves updated with new technology tools and trends that can highly impact the business growth.
Article | March 10, 2020
Technology is changing at a fast pace and so is every industry related to it. People are moving from Facebook to Instagram, Google to Pinterest, blogs to video content, and so on. While the content remains to be the driving force behind all the marketing strategies, it is how it is generated, monetised, and marketed to the target audience that matters. Traditional marketing included pop-ups to divert the audience from what they were already watching, reading or listening. Agencies and media firms would utilise the space to spread a message in order to attract customers as per the size and demographic of the audience. Today, it is different. Today, Internet advertising industry is more sophisticated than ever before which lets retailers deliver their up-to-date graphics to target audiences and measure their responses simultaneously.