Grolsch embeds Bluetooth tech into bottle tops to unlock free movies

Grolsch embeds Bluetooth tech into bottle tops to unlock free movies
// Brand Republic News Home Page

Russian beer drinkers can now unlock free-to-view movies on their computer, smartphone or tablet with a swipe of their Bluetooth-enabled bottle of Grolsch - though technophiles should be wary of excitedly spilling beer over their device in the process.

E-Commerce Metrics: Celebrating “Non-Purchase” Behaviors

E-Commerce Metrics: Celebrating “Non-Purchase” Behaviors
// Business | Business 2 Community

E Commerce Metrics: Celebrating “Non Purchase” Behaviors image DeathtoStock Desk713It used to be that, when it came to marketing metrics, there was only one that mattered: purchases. A purchase, after all, means revenue. It’s trackable, traceable, and attributable. Other metrics? Not as much. But the new metrics (and mindsets) arising from e-commerce have given us a genuine appreciation for “non-purchase” activities as well. Even if non-purchase behaviors don’t track to immediate revenue, they do provide us with something that can be equally as important: clarity about our customers. In its latest Ecommerce Quarterly (EQ1 2014) Report, Monetate highlighted some of these non-purchase behaviors and translated those statistics—like traffic, page views, bounce rates referral traffic market share—into an increased understanding of a customer’s context and behaviors. While many of these metrics are now well understood by e-commerce experts, it’s worthwhile to take a step back and put all of these (and other) non-purchasing metrics into their proper context. Whether it’s contacting customer service, interacting with a brand on social media, or checking out product ratings and reviews, these types of metrics help us get a clearer picture about who’s doing what (and why). That can have an impact on our business in two ways:

  1. These behaviors are often precursors to purchasing.
  2. Even when they’re not precursors to purchasing, they’re strong indicators of a customer’s potential value.

Having that data gives you more insight into which customers are the right customers for you to invest in and which products you need to invest in to better serve those customers. For the marketer, that’s a welcome development. It’s also a welcome development for the CFO, because it means marketing is building a more valuable customer base. All of these are key “building blocks” in creating a customer-centric business strategy—something that would be hard to do if you only look at aggregate purchasing.data. But as we move toward a greater acceptance of (and reliance on) these metrics, it’s important to recognize that there are limits in collecting and leveraging too many non-purchasing metrics. There is a fine line between those that can be useful (for the reasons stated above) and those that are just “nice to know.” After all, e-commerce websites aren’t around to simply create community; and generate reams of data for the fun of it—they’re around to foster activities that will indeed lead to purchasing (and overall firm profitability). The real skill for an e-commerce firm is figuring out early which non-purchase metrics are—and which ones aren’t—genuine indicators of purchasing and long-term loyalty.


Great Productivity Tips – How to Use the Infinite Number of Email Addresses Gmail Gives You

How to Use the Infinite Number of Email Addresses Gmail Gives You
// Lifehacker

How to Use the Infinite Number of Email Addresses Gmail Gives You

One trick you may or may not have picked up about Gmail is that you can add in periods anywhere in the front part of your address and it makes no difference whatsoever: john.smith@gmail.com works just the same as johnsmith@gmail.com. What's more, you can add a plus sign and any word before the @ sign (e.g. johnsmith+hello@gmail.com) and messages will still reach you. If these tweaks make no difference, then why use them? One major reason: filters. Read more...


People are more important than technology, according to new Altimeter Group study

People are more important than technology, according to new Altimeter Group study
// VentureBeat

People are more important than technology, according to new Altimeter Group study
Image Credit: Brian Solis

The Altimeter Group has just released The 2014 State of Digital Transformation, its second report on the topic this year. Principal analyst Brian Solis spent time researching and interviewing leading businesses from different industries to see how they interact with customers through technology. The challenges faced in the process were also examined.

The report defines “digital transformation” as “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”

The report indicates that customer journey mapping is listed as the “epicenter” to drive transformation.

However, although 88 percent of the executives and digital strategists interviewed said they were undergoing digital transformation, only 22 percent  claimed they had mapped out customer journeys. Thus, the Altimeter Group concluded that digital transformation is a concept many strategists are “now beginning to understand and pursue.”

Also, 42 percent of study participants claimed they have not officially researched the digital customer journey but have updated digital touch points with new social and mobile technologies and investments.

“Digital transformation is much more human than it is digital,” Brian Solis said. “Technology was meant to help businesses optimize processes and scale to become more efficient. Businesses got further and further away from their customers. Look at customer service, look at CRM, look at automated marketing. All of these things took the human out of the equation, and that’s not alright.”

The Altimeter Group’s report also ranks the most important digital transformation initiatives. Improving processes that expedite changes to digital properties like websites and social platforms is at the top with 80 percent  of interviewees agreeing that it’s “very important”. Updating websites and ecommerce programs for mobile came in second at 71 percent. Integrating all online service efforts into a frictionless customer experience is third at 70 percent.

According to the study, company culture is the number one challenge facing digital transformation today. Sixty-three percent of the interviewed participants put it at the top of the list, outranking cooperation failure and budgetary issues. Meanwhile, three percent of participants claimed that culture is not an issue.

“Executives of bigger businesses spend their days reporting to stakeholders and shareholders. Startup entrepreneurs report to investors. They get so hunkered down that they lose perspective,” Solis explained. “There’s no sense of urgency to [change culture] most of the time because you’re still having to make the numbers, you’re still reporting on a quarterly basis – you’re operating.”

Further research from Altimeter indicates that support from executive and C-suite leadership is needed to make culture change. 54 percent of companies were in consensus that CMOs were the top executives championing digital transformation efforts, while 42 percent claimed CEOs were.

Altimeter’s study states that “change agents” should also be present in a company order to drive transformation.

“Their whole mission is to get other people to see things their way, but it only works when they’re able to get people to see things at a bigger level, at a brand level, at a customer-centric level, not just because of technology, technology, technology,” Solis said. “That’s a mistake that a lot of people make is that they get too caught up in technology.

Brian Solis is a Principal Analyst at Altimeter Group. Brian works with businesses on new media strategies and frameworks to build bridges between companies and customers, employees, and other important stakeholders. Additionally, he s... read more »

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