#marketing changes

eCommerce Marketing and Quick Tweaks Before Holidays – Online and Offline

The holidays are almost here, and you should get ready. Christmas and New Year’s bonuses, savings, gifts, presents, New Year’s resolutions… All of this good lovely stuff means people are going to spend money. The competition, of course, knows this as well as you do, and they are probably bringing out the big guns as far as their marketing effortsare concerned. You should do the same. If you want…

Many people know the Buggles song “Video killed the Radio Star.” This is one flaw with advancement, someone will always come along and make improvements. DVD’s replaced VHS, Blu-Ray and Ipod’s replaced MP3 players which replaced CD players. Will social media, with it’s many marketing uses, replace traditional marketing styles?

Erik Qualman discusses this in “Socialnomics: How Social Media Transforms the Ways We Live and Do Business.¹”

“Businesses, both large and small, have to realize that they no longer own relationships. Yet, when it comes to social media, many companies haven’t shaken their old tried-and-true marketing models.¹”

One example that demonstrates this is the different strategies that three companies used when they all made a new type of travel app for Facebook.¹ 

1. Acme 

Acme’s app made users give up personal information, such as their email address and mailing address.¹ When told many people may be turned off by having to supply this information, Acme decided that it didn’t matter, because on a good day they would get 50,000 downloads.¹

2. Where I’ve Been

This app was developed by Craig Ulliott, who was the concerned customer who brought the issue of Acme’s request for personal information to their attention.¹ Being a talented programmer himself, after his concerns were ignored by Acme, Ulliott decided he could do better on his own, and he was correct.¹ The app was so successful that Ulliott was able to open a seven-person company under the same name as his app!¹

3. TripAdvisor

TripAdvisor approached Craig Ulliott, and offered him around 3 million dollars for the purchase of his app.¹ However, when Ulliot decided that sum wasn’t enough, TripAdvisor decided to take matters into their own hands for a cheaper price.¹ TripAdvisor paid approximately $20,000 for the development of their app, and in 2009 TripAdvisor had 1,779,246 monthly active users compared to Where I’ve Been’s 885,577 monthly active users. In 2010 TripAdvisor’s number went up to 5,187,366 while Where I’ve Been went up to 1,031,902 users per month.

What do these numbers show us? Although they received tons of new information for their databases, Acme could have done so much more if they branched out from their traditional marketing strategies. Both Where I’ve Been and TripAdvisor had major successes by using a nontraditional social-media orientated marketing strategy. While Where I’ve Been’s numbers were significantly lower than TripAdvisor’s numbers, the fact that they grew large enough to warrant the starting of their own company and that they were competitive with already well-known brands such as Acme and TripAdvisor, shows that it’s not always down to the name, it’s also how you market yourself.

Do you have questions on the best ways to market your business on social media? Look no farther! Links to useful resources can be found here, here, and here!

Sources below the cut!

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