Rapport, Dissonance, Experience, and Ecommerce

In most companies, the people that do outbound marketing - even marketing that drives website traffic - are not the same people that build websites. In fact, it's often two different vendors... with little or no integration whatsoever. Taking this one step further... think in the general sense, about people who build websites and people who create ads. Generally, they aren't the same types of people.

It makes sense then, that customers that respond to the language and feel in certain ads, will not feel the same rapport once they reach your site. Of course, best practices say we should have "integrated marketing," but in this case, I'm referring more to the overall "experience" than just the simple messaging.

Some shoppers love recommendations. Others can't stand them. Some like to see lots of choices and variety, others just want to find what they are looking for, buy it, and be gone. Even more... people are not the same person on every site, and in every shopping experience. They may want to browse on Amazon, but shop and be done on drugstore.com.

So, if your outbound marketing leads users to think you're going to offer one type of experience, but you offer something entirely different... what happens? Dissonance: that's what. The end result is a high number of bounces and nonconversions, frustrated customers, wasted marketing dollars, and lost opportunity for building instant rapport.

What to do? This is what I've seen work: determine the intent of your customers, and align your site accordingly. What did they come to your site to do? And how can you support those tasks? What do they need to make a decision? Whether it be a certain online experiences, certain information, or certain site components: build it. Then, make sure your outbound marketing indicates the "feeling" of the online experience. Better yet, offer various paths for various intent and decision making types.

If we think of our customers as people with various styles rather than clicks on pages, it's a lot easier to understand them.

Happy New Year

Happy New Year to everyone out there. I'm looking forward to getting back into the swing of things after a nice relaxing, post-finals, holiday slacking time. Yes, school does lurk on the upcoming calendar, but I'm not worry about that until next weekend.

So, back on topic... Like many of you, I did all of my holiday shopping online. In fact, I do a LOT of my shopping online. It usually works out well, but there is one site that has caused me a few problems: neighborhoodies.com. I love this site. I love its attitude, I love the concept, it's just great. However, the site doesn't love me back. I've placed 3 orders on the site, two of which the company lost. One went through without a hitch, but that was the hoodie I ordered for someone else. Whenever I place an order for me, the order just disappears. Weird right? Well, with the last lost order, I had called and said (after several weeks) where is my order? And they said, umm, yah, lost it. So I said, "Clearly, I am not meant to have this hoodie." And they refunded my money. And I dealt with it. But I was sad. This was in October.

Then, on Xmas eve, the Fedx man drove up with a package. It was my hoodie. It's lovely. It's brown and has my last name in gothic letters on the back. Very gangsta. I think the company sent it to me as a gift, but other, more scrooge-like friends think it was a glitch between their fulfillment and their ordering system.

Whatever it was, I love the company. I had been feeling like they thought I just wasn't cool enough. Now I feel like I belong. Awww.

You should check them out. Neighborhoodies.com.

News Flash: Online Community Doesn't Matter to Retailers

Jupiter Research released a new Report in which they take the interesting and somewhat befuddling stance that "social and community network sites have little impact on influencing online retail sales."

I know, I'm staring at my screen in amazement too. To me, thats somewhat akin to saying, "friends and family have no impact on determining what people buy." Because, of course, in our digital world much of our traditional social interaction happens online. Ok, so perhaps if you are selling glucose monitors for seniors, social networking isn't going to make a huge difference to your bottom line - but if you are selling the latest greatest tech gadget or any item aimed at teenagers - you better get online into your marketing plan.

The other thing that is really confusing about this, is that marketers KNOW that these community sites matter - and they are increasingly seeking more devious ways to get their messages embedded around, beside, and within them.

Here is a quote from the Jupiter report:

"Retailers would be better served to take a step back and evaluate how effective tactics really are – and with whom – to make a stronger impact with the right audiences rather than succumbing to trends,” said David Schatsky, President of JupiterResearch.

And here's another:

“From a branding and advertising perspective, social and community sites are garnering a great deal of influence online,” explained Patti Freeman Evans, Senior Analyst with JupiterResearch. “But when researching a product online, shoppers are looking for fundamental information, not entertainment or social interaction. In the end, the consumer is still interested in convenience and efficiency and social and community sites are just not that efficient.”

I think Jupiter totally missed the point. People are going to these sites and interacting with other people. When they considering a purchase, they ask their online friends about their thoughts. When it gets time to research specifics, yes, they may be looking for information. But lots and lots of statistics say that even at that point, online reviews of a product have an enormous impact on online sales.

I haven't read the whole report, because it costs money and information wants to be free. But unless it totally contradicts what the press release says... all I can say is... Hi Jupiter - this is the modern world. Sit down, stay a while, and we'll show you around.