Trouble reading this – view online http://www.maxys.com.au/20090804189/News/Latest/maxys-report-august-5th-2009.html
Maxys Report – August 2009
As customers we all love personal service and appreciate when businesses make that special extra effort – the small gift, the waitress/ waiter that remembers your name and daily order.
Historically economic challenges help us focus our attention on media return on investment. The current economic cycle is the same, with one exception: the Internet and social media are now perceived as indispensable marketing tools and the ones getting increased investment.
BUT although online media has fundamentally changed corporate communications and advertising the fundamentals of marketing and customer service are still the same.
In Melbourne the other day I did a web search for “best coffee” – the search result practically useless – other search options included –
An hour later after a great retail experience I spoke briefly with the owner of “Be Cafe” off Collins – he has over 100 competitors within a 500m radius and customers who travel blocks – “every detail counts”
Interestingly the cafe doesn’t have a website (less than 40% small businesses in Australian do) and globally recently departed Starbucks is recognised as one of the leaders in online social engagement.
Unlike a Snuggly, one size doesn’t always fit all.
For small businesses, web investment is a Catch 22 – if you’re not online, your content can’t be indexed, searched, linked, shared and generate a return.
From a searchers point of view we get poor results so rely on other methods.
There are intermediate portals or networks which aggregate smaller websites and data – think Ebay, Yellow Pages, Total Travel etc but that’s not the same as a direct connection.
For every business, big or small, on top of website management there’s now this whole online social media engagement thing – customers and people talking about you and your products – the days of ignoring your website and online social media are numbered.
Today the average visitor:sale conversion rate for retail sites is less than 1% – (that leaves a lot of room for improvement).
Every website needs to feel like walking into a store – to meet, greet, engage, built trust and engage.
There are many online business successes (both small and large) that have defined their online niche
This month sees the Online Retailer Conference in Sydney.
It will be interesting to see what Gerry does over the next couple of years.
“You have to sit by the side of a river a very long time before a roast duck will fly into your mouth. Read my lips: everybody has to sell. Consumer companies, tech companies, ministers, authors, artists, teachers, environmentalists… everyone has to sell something” Guy Kawasaki
Cheers, have a great month – any feedback please send me a note or call
I love this (for all us old Aussie web nerds) – the History of the Australian web
If you’re in Sydney Wednesday afternoon then please feel welcome to join us for our 2nd “CLIVE ALIVE” event. These events aim to bring together Australian film makers, media and advertising types, clients, publishers and Internet experts to focus on the growing Internet video opportunity and “humanising the web”.
A very short but informative video of our first event can be seen here
Please see web for more information: http://www.meetup.com/CLIVE-ALIVE/
Maxys Tweets from the Streets