Multichannel Marketing

Okay, that headline may be a little harsh. What I’m trying to say is Dollar Tree does a pretty good job with its social media channels.

Here’s my critique: more

It’s a story told thousands of times, all over the world, as I’ve come to learn over my many many many years of travel. While it may hold true for traditional advertising it’s an absolute truth for those deploying experiential methodology and using traditional media and less-traditional medias to effectively engage consumers.

I’ve been fortunate to be on three sides of the fence.:) more

There are certain physical acts males enjoy. Some of these are focused on striking one inanimate object (baseball, football, golf ball) with another (a bat, a shoe, a club). Others involve consuming items the approximate size of a sports coupe’s engine (http://en.wikipedia.org/wiki/Nathan’s_Hot_Dog_Eating_Contest).

Similarly, there are certain physical acts males do not enjoy. A stereotype lumps the hunter-gatherer aspects of shopping into this category, and a new study from Experian Marketing Services affirms this.

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Having been doing—or trying to do—a ton of online shopping these past few days, I’ve come to realize that a simple, flawless e-commerce experience is a rare thing.

Example one: SmartBargains.com had a great deal on slipcovers that I desperately need to obscure the busy floral pattern of the used sofa and loveseat we recently bought. (If you could see the sofa and loveseat, you’d know why I used “need” instead of “want.”) I had to toggle between the SmartBargains site and that of the manufacturer for precise product specs, which was a bit of a pain, but the SmartBargains discount was steep enough that the slight inconvenience was worth it. I selected the sizes I needed, clicked them into the shopping cart, and headed to checkout.

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It all used to be so cut and dry. Brand Managers ruled the roost and did so by using standardized formulas and formats on traditional medias that have been tried and tested for years – peace descended upon the land – all was beautiful.

- ENTER – Disruptive Technologies – :) more

This could get interesting. Google is close to releasing a product called “Google Me” and it has its sites on competing directly with Facebook.

Here’s the story.

It’s about time.