'Opinions' Category

iMedia Industry Update: Creating the Future of Marketing Innovation

Posted by Kurt Indvik on July 30th, 2014 at 11:32 am

"Every organization is going to be affected by exponential technology...Do you want to play with it so you can make an opportunity with it, or do you want to be playing catch up and reacting to it?"
So muses Lina Yang, director and futurist for the Advanced Technology Lab of The Hershey Co. At iMedia, we whole-heartedly agree, and that's just one of the reasons we're excited to have Yang as one of the featured keynote speakers at the upcoming iMedia Breakthrough Summit, Oct. 26-28, in Atlanta.
The idea of marketing innovation -- of market disruption -- goes beyond embracing technological evolution. Your organization has to pursue breakthrough organizational structure; it has to budget for that pursuit of innovation. That's going to be the spectrum of thinking attendees will pursue during the iMedia Breakthrough Summit. And hey, who better than a company investigating 3-D printing of chocolate to be a part of that dialogue?
Companies today are bringing in or cultivating their own futurists like Yang, whose sole job is to help drive that pursuit of innovation. Hershey's own CEO calls his confectionary enterprise a "knowledge company" dedicated to understanding its customers as deeply as possible and delivering products that resonate with them... Read more

Why e-retailers should get Fire-phone-friendly, if they aren't already (and they most likely aren't)

Posted by Ari Weil on July 30th, 2014 at 7:00 am

Walgreens, Sears and Costco are three of the biggest names in e-retail, but they are an example of the many retailers not optimized for Amazon's new Fire phone.
The Amazon Fire phone began shipping on July 25. But, only one in five retail mobile (m.) sites recognize the device. In short, Fire phone users will have an inferior shopping experience on nearly 80 percent of retail sites.
For shops like Walgreens, Sears and Costco, the impact of not optimizing for a mobile device will only grow if the Fire phone catches on. Fire phone optimization should be a hot item for any brand looking to maximize its reach.
Who's open for business on the Fire phone?
After running tests on 150 of the top mobile retail websites, our mobile and web optimization company Yottaa discovered that a majority of users (78 percent) browsing on Fire phones will be shown an unoptimized desktop version of the site. Only 33 sites redirected Fire phone visitors to mobile sites.
Since desktop versions are slow-loading and aesthetically awkward on mobile, the ramifications for business can be counted in dollars lost. Unoptimized sites will likely see fewer conversions on a Fire phone, and can have longer-lasting implications for the business. ... Read more

Simple logic for web analytics

Posted by Derrick AnhTu Phuc Hoang on July 29th, 2014 at 8:47 am

When I started out years ago with an internship at General Electric I worked in the Project Management office performing statistical analysis (along with development duties). Fresh off a degree in Economics I was going to bring a lot of fire-power and wow everyone with my prowess of Excel's advanced statistical functions.  I created some pretty impressive charts and graphs and I think I may have touched upon what it was my boss wanted to find out only for his persistence in hammering it home. And that is how many analysts begin their career, overshooting the mark with brilliant charts leaving people to ask "what was the question?".
Having recently completed Google’s Analytics Fundamentals and the eCommerce: From Data to Decisions modules I realized what experienced project managers and analysts know. No matter what you believe to be the more interesting challenge sometimes the numbers point to an inefficiency that is given the lowest priority because of the ease of fixing it.
And how does that work, for example in fixing a seemingly ineffectual obstacle that will improve everything prior to it. A case is in looking at the high bounce rate on a Thank You page which comes after the payment... Read more

5 misconceptions about copyright for professionals

Posted by Miles McNamee on July 28th, 2014 at 9:30 am

Where would your company be without published information? Whether you’re researching advances in cloud computing and security, sharing best practices for risk management, staying abreast of industry and legislative regulations, or helping companies expand into new markets, you know sharing published information is vital to giving your clients sound guidance.

The sales engagement enigma: Understanding the new, complex consumer

Posted by Jamie Anderson on July 25th, 2014 at 7:00 am

Not so long ago, customers depended on salespeople to help guide them in their purchases. Prospective car buyers, for example, relied on the salesman to learn how many horses were in the engine and how many cup holders were in the backseat. Today, the tables have indefinitely turned, and those customers walk into the same dealership with make, model and color picked out and a stack of papers validating exactly what they should pay for that car. The internet has changed the sales cycle, but it doesn’t mean that the sales team is out of the game, they just need to adapt and respond to this industry shift. A new level of customer engagement is required in order for brands to reach their target consumer – from engaging and shaping customer buying decisions in new social channels, to supporting a unified user experience across multiple channels, to driving continued engagement and support post-sale.
A recent report that SAP issued on July 16th with Harvard Business Review Analytic Services, titled “Winning at Sales in a Buyer-Empowered World,” found that 65 percent of sales organizations say rising customer expectations are their number one challenge. The research highlights the importance for organizations to understand... Read more