Sales & Marketing Management - July/August 2008 - (Page 28)

TRAINING TECHNOLOGY INCENTIVES TRAVEL/MEETINGS interacting with an ad in its expanded state). Measuring expansion duration provides a direct link between consumers’ proactive interest and perceived relevance of ad content. Rich media has proved to be that direct connection. In addition, rich media and complete product marketing content is seen as a direct link to an increase in sales. A leading Internet retailer participated in a month-long test to determine the effect of manufacturer-generated rich media on its online sales. Over a four-week period, 50% of randomly selected online customers were exposed to rich media and product marketing content syndicated to the Internet retailer, and had access to “more info” buttons. The remaining 50% of shoppers were not given access to this information. A comparison was then made between the number of “add-to-carts” for those customers with access to the “more info” button and those customers who were not. The results demonstrated that exposure to the manufacturer’s rich media and complete product marketing content produced a 6% increase in sales for an array of products included in the test. What’s more, the results confirm that when retailers enhance the quality of their Web site information, customers are more prepared to make purchasing decisions without having to go to other sites for additional information. Far too often, however, dissatisfied customers will turn their loyalty to competitors—those who will supply the rich media information needed to make purchase decisions. According to a 2007 national survey by Allurent, nearly 70% of consumers surveyed said their expectations about the quality of the online shopping experience had increased since the previous holiday shopping season. In addition, the same survey showed that 80% of shoppers surveyed said they would not return to a retailer’s Web site if they had a negative online shopping experience. Ritz Camera, Staples, ABT Electronics and many others all receive rich marketing content directly from manufacturers via content syndication. This enables manufacturers to provide and update their diverse marketing initiatives directly into a retailer’s existing Web site. As a result, manufacturers benefit from having the ability to bring their brand’s content into retail Web sites and influence consumers considered to be the most qualified, while the retailers benefit from enhanced merchandising capabilities and reduced content development requirements. Streaming rich media is adjusted to match the respective look and feel of each retailer. Specific messages delivered with a click For manufacturers, rich media syndication ensures that customers will receive the most current and concise product or brand messaging, and it gives retail business partners the ability to maximize their merchandising capabilities. And because customers can easily access the information and tools they need for a complete shopping experience and an informed purchase, everyone involved wins. Rich media empowers retailers by establishing their Web sites as important product-research destinations. Information from manufacturers can be delivered to [THE PULSE] SOURCE: HARVEY NASH/KMPG SURVEY Streamlining content through syndication Until recently, most retail Web sites found it cost-prohibitive to customize and update rich media content for the myriad products offered by manufacturers. Representing the hundreds or thousands of SKUs in rich media literally was impossible. The solution comes in the form of rich media syndication systems. These systems help prominent manufacturers move marketing content onto the Web sites of leading online retailers. Circuit City, Office Depot, 28 SALES &MARKETING MANAGEMENT JULY/AUGUST 2008 consumers completely and relevantly, helping to attract and retain customers at every stage of their purchase cycle. When retailers establish themselves as trusted sources of product information, customers become inspired to visit those retail Web sites over and over again—and in some cases, visit physical storefronts as well. Rich media is powerful. It has the capability to increase customer confidence, delivering to retailers and manufacturers the greatest proof of its ability: a measurable number of increased online sales. —Jed Alpert Jed Alpert is the vice president of marketing for WebCollage. 31 PERCENTAGE OF CIOS AND OTHER IT LEADERS WHO ARE UNABLE TO DELIVER PROJECTS ON TIME. www.salesandmarketing.com www.salesandmarketingmanagement.com http://www.salesandmarketingmanagement.com

Table of Contents Feed for the Digital Edition of Sales & Marketing Management - July/August 2008

Sales & Marketing Management - July/August 2008 Contents Editor's Letter Brian Tracy University Smart Sales Sales Strategy Smart Marketing Marketing Strategy Smart Management Management Strategy The Mother Lode of All Market Data Returns Embracing the Future Training Technology Incentives/Motivation Don't Become a Target Abroad Book Excerpt On the Road The Way I See It

Sales & Marketing Management - July/August 2008

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