Subscribing to Web Pages
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Posted By Matt Certo on 06/22 at 09:20 AM |
Many people still don't know about RSS, a tool that lets one subscribe to updated Web pages or blogs. Brian offers some ideas on how to make RSS more mainstream. Seth Godin has some interesting comments about this. All of this was sparked by Steve Rubel's list of "35 Ways You Can Use RSS Today."
Information as an Incentive
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Posted By Matt Certo on 06/21 at 04:31 PM |
For a customer, information is an incentive. An asset.
I received an email from Brooks Brothers today inviting me to visit the firm's Web site to learn how to tie various tie knots. The presentation is well done. It's built in Flash, is animated, and very user-friendly. It motivated me to go because I have always been curious about various tie knots. There was something in it for me...and the incremental cost to Brooks Brothers was virtually nil. I didn't buy anything today, but perhaps I will in the future.
A marketer can use information to get a prospect to do something. I wonder why more marketers don't use it more often.
Most ads I see focus on what's in it for the company, not what's in it for the customer. Take this week's (6/26/06) issue of Time Magazine. I had it on my desk and picked it up to do a quick poll. Of the first twelve ads in the magazine (from Apple and Land Rover to Edward Jones and LG), all had Web site addresses. But the calls to action were about them, not me. One told me that the site would help me find their store (so I could give them my money). Another told me that the site would explain to me how well the product performs (so I could be convinced to give them my money). Several offered me the very exciting prospect of 'learn[ing] more' or 'find[ing] out more' (so I could give them my money, I'm sure).
LG, maker of HD televisions, would be better off offering me some sort of information. How about this: "Confused about HD? Please visit our Web site to download your free copy of Consumer Reports' comparison report on different television projection types."
Edward Jones, investment agency, would get a lot more mileage out of me with an information incentive. Perhaps something like this: "Curious about saving and investing? Log on to our site today to see the top 10 investing mistakes that baby boomers are making today."
Creating and uploading this information costs nothing to these companies. Creating the impression that it's 'all about them' (and not about me) does.
Netflix RSS
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Posted By Matt Certo on 06/16 at 01:32 PM |
I've noticed recently that Netflix is using RSS feeds for a number of things. Most interestingly, the company is allowing customers to subscribe to new release announcements. It makes it easier for customers to stay active with their accounts--a sure issue for customer retention.
Many tend to assume that RSS is just for blogs. It's important to remember that it can be used for a number of different applications beyond just blogs.
Common Question
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Posted By Matt Certo on 06/15 at 03:48 PM |
I get a very common question (or variance thereof) when I talk to people--especially businesspeople--about blogs: 'why does anyone care about blogs'? Restated, 'why would anyone want to read about some stranger's vacation'? Restated again, 'why would anyone ever care enough to read a blog about someone's sick cat'?
My answer, in short, is another question: 'why is America obsessed with reality television'? Perhaps it's not an original parallel, but our society loves the trivial and true.
Somewhere in some broadcast board room years ago, some TV executive probably asked the question: 'why would anyone ever want to want to watch a group of college grads living together in a random city'? Or, 'why would anyone ever want to watch a group of strangers compete for an immunity idol on a deserted island'? I could go on but I won't!
Agree or disagree with the parallel?
Google dominates Yahoo and MSN for market share
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Posted By Keith Ort on 06/01 at 09:29 AM |
Google has done something that has to have Steve Balmer and Bill Gates of Microsoft along with David Filo and Jerry Yang of Yahoo very frustrated. As of April 2006, Google accounts for 1 of every 2 searches performed in the United States according to Nielsen/Netratings. I have Google set as my default search engine at home and here in the office. The other interesting nugget Nielsen/Netratings shows is how frequently people are searching for major department stores through searches as opposed to just typing in the name in the address bar of their browser. Hopefully with Home Depot receiving more searches than Wal-Mart, it means people in the Gulf States are getting ready for today’s official start of Hurricane season.