Thinking of online retail? Use this Free eCommerce Shopping Cart Comparison to see what integrates with an analytics solution and payment gateway easily
Thinking of an eCommerce business? Select a cart that makes digital analytic measurement easy to plan first!
I’ve made this chart of eCommerce shopping cart solutions available. Each offer different capability to integrate an analytics solution. Although some coding effort is needed in general, some solutions provide a plug-and-play capability. The chart includes a consideration of which kinds of banking/payment options are available, whether the sites include Facebook commerce option, and if analytics integration is available. Having these features in place makes sales easy to manage, and to permit an analytics tools to reveal when customers are dropping out of a cart…and not purchasing your product.
Click here for the full e-commerce shopping cart chart in pdf format.
Today many online communities court women for lifestyle and consumer interests
Crain’s New York had a great recent article on online media properties and the increase competition among online women communities. The article focused on the relaunch or iVillage — NBC is attempting to make a portfolio of brands — as well as Glam Media’s continued dominance. From the article:
“Magazine publishers are also getting better at identifying audiences across their networks of sites and delivering them in big numbers, media buyers say. Hearst Digital Media’s network had 17.6 million visitors in February, comScore reports, and Conde Nast Digital had 15.3 million”
These are just the opening salvos — Glam Media has the largest number of unique visitors at 78.0 million (comScore figure). All hail from the “fragmentation of audiences and the way people now use search engines to travel around the Web.” You can read more at Crain’s New York (Site has a thing or 2 for Women)
Takeaways for small businesses:
- Business owners must pay attention to the different sites/properties available to their business, and see if there is an audience that rings true to their goals — to strengthen its position in a market or even extend its audience (long tail).
- In paying attention, businesses should decide what services and features to focus on the most — the fragmentation that is occurring has made being a jack-of-all-trades a very expensive proposition to maintain. The cost for marketing to as much traffic as possible may exceed the revenue generated. See the Zimana blog articles on segmentation and the Orient express as well as the post on the Lexus LF-A launch for examples of how large organizations deal (or not deal) with segmentation.
- In focusing on a segment, the marketing dollars and effort will be better focus and can yield better results for campaigns and attracting the right visitors who will convert.
A product can gain buzz, like the movie Kick Ass did initially… but is the buzz coming from the right audience?
USA Today posted an article on the movie box office. Not unusual. In it, the article mentions the anticipation built for the movie Kick-Ass, even with comparison to another comic book turned movie 300. Not usual either. What was unusual was the relatively low box office. Yes there was online buzz. What’s not kicking ass here?
Well, the common belief is that buzz does help for exposure. But the movie had a risk — The main characters were kids, yet the movie had an R rating. That meant kids that would have been interested in the movie would be prohibited by the rating.
Takeaway for small businesses:
- Any ol’ buzz is not equivalent to sales — if the audience talking about the product the most can not use/see/purchase it, then the buzz is worthless. Which means….
- The target consumers really need to be the ones doing the buzzing to make an event/product launch a success. Otherwise…
- The benefit of what is being offered is not of value to the intended consumer. In this case, the tough sell was getting adults who could see an R-rated movie interested in seeing an action movie with children as main characters.
The last point is not a light subject in movie making. Even Star Wars creator George Lucas, who admits he likes the R2-D2 character the most, was concerned that the first Star Wars movie (Episode I: A New Hope) may not appeal to moviegoers because the earliest scenes – between the attack on Princess Leia’s ship and when audience first meet Luke Skywalker – contained no human faces onscreen for the audience to relate to.
In short terms, the benefit of a product may not be of value to a consumer. In the case of Kick-Ass, the buzz may have been a distortion to whether the movie was marketed to the right audience. But there is some financial hope for Lionsgate (see this article on the box office for Kick-Ass in the LA Times).
What do you think? Offer your thoughts…