|
Retailers focused too heavily on store expansion and real estate deals, and not enough on emerging Web 3.0 advancements, also are going to come up short. In one session, the sports apparel marketer and manufacturer Under Armour described how it keeps up with its primary audience of teenage athletes on many levels, both online and off, always keeping the ball in consumers’ courts rather than flooding them with advertising.
In another session, a representative from Green Mountain Coffee went into great detail (see related story) on how it's become an environmental stalwart while making sure its customers know how environmentally friendly it is.
On the exhibit floor, the widening array of vendors — most notably a good number of e-commerce software solutions providers and e-fulfillment providers — illustrated how much further marketers can take their e-commerce-related efforts. The broad array of general e-commerce solutions providers and Web hosting platforms has been succeeded by assorted subcategories, offering not only e-commerce software, but also saved customer data solutions, product reviews processing, e-mail creation and transmission services, among others.
Takeaway Tip of the Event … Maybe of the Year
As I headed out of the convention center for the final time, a multichannel retailer flagged me down to tell me something. She'd heard me ask a question during one of the final sessions about how marketers who are active with social networks can effectively keep up with all those tweets on Twitter and communications on their Facebook fan pages.
Her company hires eager-beaver college interns and pays them next to nothing. Who better than college kids, who seemingly spend a quarter of their lives on these sites? The kids are perfectly happy with this because they can add the experience to their resumes. After a little training on how to put on the best face for the company, she lets them do their thing all day long on these networks. Again, I ask you: Who better? And at such a low cost. A win-win for sure.
Page 1 | 2
Companies Mentioned:
 |
|
