Web customer rejects silo mentality
Organizations have an overwhelming desire to own and control. Even within organizations, each unit/department is constantly trying to prove that it is important.
The intranet emerged as a classic organization chart structure. Each unit wanted its own website and everyone wanted a link on the homepage. Each unit was not so much concerned with helping […]
Web ecosystem: rise of the grudger customer
On the Web a new type of customer is rising. One more and more immune to marketing happy talk. One that wants facts before emotion.
In his seminal book, The Selfish Gene, Richard Dawkins explores the idea of the sustainable ecosystem. In one game of life there were three players: suckers; cheats and grudgers.
Each player […]
Honest marketing works on the Web
The web customer is not a fool. The specific reason they are on the Web is to compare and evaluate. Give them the facts.
Some airlines have an incredibly underhanded approach to pricing. Aer Lingus is an airline I fly with almost once a week. It is dramatically better than it was five years ago, but […]
5 key characteristics of web brands
The web brand is useful, clear, simple, interactive, and most importantly, customer-centric.
“Google has knocked Microsoft off the top spot and been named the most powerful global brand of 2007,” Gemma Simpson wrote for Silicon.com in April 2007. “It’s the second year in a row a tech brand has beaten household names such as Coca-Cola, Marlboro […]
Papers’ Web Hopes Dim a Bit
The Web is changing the whole nature of marketing. The visual and imagistic is in decline; the useful and functional is on the rise. Google is the biggest brand in the world. It makes most of its revenue from advertising, and yet it has never sold a visual ad–only text ads.
Even with the growth in […]
The simplicity-complexity trade-off
Customers buy complexity in the same way they buy insurance. It’s a bet against the future. They think they might need all these extra features at some stage in the future. Joshua Porter of User Interface Engineering has a very interesting piece on this trade-off:
People are reluctant to make trade-offs because they can’t predict what […]
Activating customers key to success
A Jupiter Research study confirms the importance of online reviews. “33% of Internet users find their buying decisions being influenced by sites with consumer generated reviews and content”, according to Searchengineguide.
While this is interesting enough, although not that new, Searchengineguide concludes with a point that goes beyond interesting. It might be critical to your online […]
