Categories
Life & Philosophy Poetry

How about them apples?


They’re always there, surrounded by the good-looking ones. But we can’t always spot them.

Rotten apples wind up in our shopping cart not because we didn’t eyeball them but because we assume they’re just as fresh as the rest of them. Probability is in our favor.

Grocery shopping is a picker’s chance. But it is not worth scrutinizing every choice; most apples are good. Suspicion is not worth clinging onto in an unlikely game of chance.

Humans vote with expectation. The chorus of decision-making is already loud enough.

Categories
Uncategorized

On Instagram, a Bazaar Where You Least Expect It – NYTimes.com

For me, Instagram resembles a modern-day bazaar — one that I visit on my phone when I have a free moment. I’ll peek at pictures while riding in an elevator or standing in line at the grocery store. A huge part of the appeal is that the goods I’m perusing are sandwiched in my Instagram feed, in between my friends’ selfies and pictures of snow-covered spots where they’ve stopped during the day. Stumbling across an unexpected and gorgeous find like a wool Aztec throw or pair of leather boots on a social app like Instagram brings with it the excitement of discovery, not unlike the titillating thrill you get when coming across a rare find at a flea market.

Instagram is both a platform to window-shop and celebrate purchases.  It’s hugely powerful for inspiration and the monetization is coming.  

Categories
Uncategorized

The Paradox of Promotions

Stores launch discounts and deals when business is bad.  Customers respond by buying product(s) they normally would’ve passed up.

Discounts work in the short-term but in the long-term may distort customer perception of product quality.  Hitting the right price that meets demand is a challenge for any retailer.  Paradoxically, “out of stock” can also be a strategy that generates sales.  Popularity plus scarcity stimulates demand.

Brands have to tread carefully in running promotions.  Guessing the customer mindset across casual and passionate buyers without sacrificing product quality is ultimately a marketing game.

Categories
Uncategorized

Cyber Monday was the Biggest Online Shopping Day in History with 18% Growth vs 2012

Social Commerce didn’t happen on Cyber Monday: Social Networks (including Facebook, Twitter, Pinterest and Instagram) generated less than 1% in e-commerce sales on Cyber Monday.

Social didn’t convert because people had already organized their shopping lists beforehand. Pinterest sales occur as far as 2 months after the original pin.

Social = pre-purchase intent.

Categories
Uncategorized
Phones and tablet should surpass 50% of online shopping next year. Also, online broke $1B sales for the first time this year.
Phones and tablet should surpass 50% of online shopping next year. Also, online broke $1B sales for the first time this year.
Categories
Uncategorized

Faulty Impressions

Today is Black Friday, which means a lot of retailers are going to be counting impressions. What are impressions? Impressions are the number of times your content loads on a web page (e.g. in the newsfeed on Facebook) or the number of times your store gets seen, presumably by everyone who walks by.

Impressions are a good way to assess a number of potential eyeballs but a bad way to measure success. Just because your content loads in someone’s newsfeed or someone walks by your store, doesn’t mean they even see or acknowledge your advertisement.

Impressions are bunk. People pass by me every day (1 person = 1 impression) in New York but they rarely acknowledge my existence. They never look at me, we never chat, and vice versa. But it’s practical: we can’t possibly see and talk to everybody. Time is of the essence!

Attention and engagement are the real success measures. Engagement is a click, a share, or a like. The most engaged people are the usually the ones that are the most loyal, tell their friends, and keep coming back to buy more.

Engagement is the currency of the social web and real world. Impressions inflate views and project false realities. How do you call attention to yourself, your content, or your product? You create great awareness and a good product experience. Engagement is a combination of both style and substance that is measurable beyond the naked eye. Engagements sell.