“Thanks Emily. Good post and great examples from big and small retailers. "Delivering an in-store experience that will keep customers coming back for more requires all-out, customer-centered service innovation."”
“It will kill stores that don't step up their service and give us reasons to buy. But eComm has been a legitimate channel for over a decade and 90% of retail purchases still happen in-store. Bricks and mortar is alive and kicking.”
“You and many others, Mike. But we're all willing to pay some kind of premium in exchange for great service, return policies, convenience, etc. Even a friendly knowledgeable salesperson is enough to make me pay a bit more. The knee-jerk reaction of simply dropping prices is just a refusal to acknowledge the many other decisions that go into a purchase.”
“Agreed. And to the retailers' credit I didn't hear anybody complaining at the Big Show about the power of the customer. There's widespread acceptance now. Those old tactics of blocking cell reception or otherwise isolating the customer are gone.”
“Agreed, Raymond. Content is still king. We could use the best hypertargeting tactics to drive your ideal target audience to www.urb.com but if you didn't have great content, they wouldn't stay or share it.
To clarify, i'd never suggest agencies create content. We can help build your brand online but your content - like the features and reviews on urb.com, and all the things people consume when they go there - are all up to you.”
kappsy on Nov 6, 2009 at 13:43:52
“Andrew frankly, i am sick of hearing "content" is King...its not. That sounds a bit harsh, but lets be honest we have always lived in a content and information rich world. In the 3rd Century BC the Royal Library at Alexandria strove to capture thinking and texts from beyond the empires borders until, well, it all just disappeared. DaVinci gave us the CODEX, a great way to port content, Guttenberg the mass production print press to give the Codex legs, Google the highly efficient search algorithm. Content has always existed and is an organization of information. The truth, and certainly in the field within which many of us work, is that the real King is CONTEXT. How is that information structured for use cases and consumption.
Other than that I, of course, believe everything you have said.”
“I respectfully disagree, Maverick. We've been on the receiving end of those handoffs from traditional agencies and they rarely work. What does work is when interactive (including tech) has a seat at the table, right alongside traditional. Everybody collaborates. The tech people from interactive advise on what's possible, expand on ideas, rein in the impossible ones.
I know Nike+ is an overused example but it's a great tech-driven platform made possible by R/GA's early technical input. They didn't start with the messaging. They started with the concept of a chip in a shoe, which enabled a community of runners to socialize around their workout data, which led to a powerful platform.
If agency brass don't understand tech then they'll have to learn. No way around it.”
“Thanks Richard. I would argue there's nothing old about a one-to-many mass message or a digital home. Central sites and brand identities created by the brands are still vital parts of marketing. Influence lies elsewhere but it's still up to the brands and their agencies to tell us what they represent.”
“Thanks Pete. Well put. I agree, some sites and platforms are more inherently social than others like Twitter vs a news site. It's pretty amazing to see how leading sites like www.nytimes.com are engaging their communities, isn't it? The word social applies (or should apply) to most sites we see now.
How will the best agencies stay ahead of the pack? By keeping abreast of the technology and understanding how it integrates with the brand's digital presence across all screens and devices. The specific ways change almost daily, which is why brands are insisting their agencies be fully immersed in it. Who knows what the next highly interactive platforms or tools will be? It's a fascinating space to live in.”
“Thanks Evelyn. It's tough for small businesses in particular to dedicate time online even though they can often benefit the most. Keep in mind though, not every comment or tweet requires a response. Take a real life analogy: a keynote speaker isn't expected to answer every question in the crowd.”
“I agree, moutonnoir. 5.5M views doesn't mean 5.5M viewers. Can't possibly know how many screens had multiple viewers standing around it, which would bring that # much higher. And I'm not factoring in the multiple views per viewer like me - I've probably watched it 5x by now.
Still, it's accurate enough to say 5.5M views represents millions of viewers. The Chicago x2 analogy is just to give it perspective. I was going to say it's the same as showing it 95 times to a capacity crowd at Yankee stadium but that's getting a bit crazy.”
“Thanks Robin. It's great to see that you're monitoring and responding to United Airlines mentions. I hadn't seen your response in the other Song 2 post here on HuffPo until now, and other than a few buried references in the UAL tweetstream I couldn't find any other corporate response. Most of the 30,000+ comments on YouTube and thousands of blogs/tweets/comments only tell the bad side of the United experience.
I'll bet your detailed comments here are going a long way toward winning back anyone who reads it. To hear directly from you, a United Airlines employee, that 99.95 percent of customers’ bags are delivered on-time and without incident - and that Grammy award-winning musicians trust their gear to UAL - is refreshing.
I only hope more people see it. Some will skim these comments and be equally impressed as me but there are still millions that think UAL is staying silent. Hence the 'fight fire with fire' reco for greater visibility, although I'll be the first to admit that my odd suggestions are just idle thought starters. I look forward to seeing more great responses like this and some proactive marketing initiatives from UAL.”
moutonnoir on Aug 28, 2009 at 17:34:26
“Maybe they mean 99.95% of the bags get reported as delivered without incident.. As we are seeing (sub prime nonsense) these people with the huge salaries love to set policies that obfuscate the real numbers.”