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E-Commerce & Streaming Media: A Marriage that Works
In the heavily populated world of E-Commerce, what determines
whose site will be successful and whose won't?
Is it the layout and design of the basic site? No. We all know
of sites where no expense was spared on design and the company
still failed to produce a commercial success.
Is it the product offering? No. We all know of sites where the
product offering was more than adequate, the pricing competitive,
and service was acceptable, yet success was elusive.
Is it a traffic problem? No. We read letters everyday in
forums and discussion groups from those whose sites generate a
lot of traffic, but sales volume is only marginal.
What determines success is the ability to stand out in a
crowded field! What determines success is making your site
different from your competitors. What determines success is the
way in which you present your offering so visitors will want to
stay at your site and buy from you.
Purchasing decisions are not simple ones. It doesn't matter if
you're targeting consumers or business buyers. People seek ways
to make their buying decisions easier. It is up to you to:
· Learn what your customer wants
· Highlight the features and benefits that appeal to the
customer.
· Present your product in a way that differentiates you
from your competition and utilizes your product knowledge.
How do you accomplish this in a meaningful way that doesn't
drain your marketing budget? Utilize streaming media to capture
your audience's attention and to focus on the aspects of your
product that will generate a sale.
Let's use an Internet store that specializes in southwestern
pottery as a hypothetical example. We'll go on the assumption
that the store has an attractive website with good navigation and
a secure shopping cart system. The return policy is clearly
stated, and there is specific contact information. On the site is
a nicely laid out catalogue with good product descriptions,
small, fast loading graphics (which can be enlarged for a closer
inspection) and a well-designed price list. The products are
grouped by type (urns, bowls, vases etc.) so that a visitor can
browse easily. A perfect Internet shopping experience, right?
The answer is only a qualified "yes" because this store is no
different than several hundred others selling the same
merchandise.
What can this store owner do to make shopping at his site
exciting, fun, and memorable?
· Use a short audio to introduce southwestern pottery to
the visitor. What are its' special characteristics? Why is it
different than pottery produced in other regions?
· Show visitors where the pottery originates with a slide
show. Use pictures of the artisan's studio and the area that
surrounds it. Coordinate the slides with a script that describes
the geography and how it contributed to the style of pottery
shown.
· Interview several of the artisans on videotape. Let
them tell your visitors about themselves and their work.
· Have a pottery collector talk about the use of color as
it relates to southwestern pottery.
· Do a video as a cross promotion with a local interior
designer. Describe and show how to best use southwestern pottery
as part of a complete decorating scheme.
· Use video to show the actual creation of some of your
better pieces. Take your visitors inside the artist's studio for
an "up close" look.
You might even be able to generate revenue with some of your
original programming. Sell commercial spots within the
presentation to other merchants who offer products that are
complementary to yours. (This can be as simple as inserting a
graphic.) Work with these same merchants to promote local events
that highlight the products of your area. Your local Chamber of
Commerce might even want to purchase a spot in one of your
streaming presentations.
For an E-commerce site with affiliates, use streaming media to
help your member sites. Put together a slide show that gives
participating members a chance to briefly highlight their own
sites for a small fee. Use two to three graphics from each member
and have relevant text from each member scroll by as their store
appears in the show. Not only do you recoup some of your
production costs from the advertising, but you also get your
sales commission when member sales increase!
Streaming media should not be used arbitrarily, however.
Unless your material is relevant to your visitors and adds
perceived value to their purchase, don't waste your time or
theirs. When designing your streaming media presentation, ask
yourself what it will accomplish that your current content
doesn't. Will it complement your existing material? Will it be
utilized to enhance your offering? Will it provide additional
incentive to make your visitor buy?
If you can answer yes to those questions, streaming media
should be a strong candidate for your marketing dollars. Use
streaming media technology wisely, and it will go a long way to
making your E-commerce site stand out in a very crowded
field.
Ronni Rhodes is the owner of WBC Imaging, an Internet company
that specializes in web site enhancement utilizing streaming
media technology. With her husband, Don, a digital media
engineer, they work with companies to incorporate streaming as
part of successful and meaningful sales and marketing
programs.
Please direct all questions and comments to:
Ronni@wbcimaging.com
520-742-5780
http://www.wbcimaging.com
MORE RESOURCES:
MySpace will stream video to select phonesSmartBrief, DC - Dec 3, 2008In becoming the first online social-network community to offer mobile video streaming, MySpace will not sell ads at launch, saying the video streaming will ... |
Throw This Stock AwayMotley Fool - 8 hours ago... free online access, how much longer will it be before folks cancel their cable subscriptions and take advantage of free on-demand video streaming? ... |
Video-Streaming - Google News
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