Last year, Transport for London (TfL) announced it would begin the roll out of NFC readers across London’s tube and bus networks in 2012. The era of mobile commerce and contactless payments is about to step up a gear and kickstart the next phase of interactive, on-the-move user engagement. Optimising your website for mobile is now key to offline / online eCommerce.
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Some businesses think that social media is straightforward enough. “Just do it” – seems to be the extent of a search and social policy! But as soon as a business begins to explore social media they soon realise that audience engagement does not happen overnight and a considerable amount of time, experience and expertise is necessary to be invested before an eCommerce presence is accepted, let alone acknowledged.
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Interest by some site owners in ‘doing’ social media comes in several variations of the same mindset!. The thinking is “Yep, let’s have a Facebook page, open a Twitter account – everyone else seems to be doing it… it’s free advertising and we might get a few customers out of it, you never know …”
That’s right – they’ve still not got it yet! Engagement through social is not free – neither is it an online marketing extra. Social presence means commitment at a new level …
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You would imagine that anybody in business in 2012 would at least have some form of basic presence online – f’rinstance – a website? Er – no, not according to Google who say that just under 40 per cent of businesses, on average in the UK, sell their goods or service via a website. Apparently, in Wales, the figure is less with only a third of businesses online!
Now there’s lovely for you …!
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There are some things customers prefer to keep to themselves and other things they feel comfortable to share! Especially with specific items they buy!
Studies looking into social media behaviour reflect the natural but often overlooked differences each consumer might display according to every purchasing decision.
After all, do they want all their circle of friends to know the material and colour of their latest pair of boxer shorts or knickers? Or that they use mouthwash or skin cleansing cream everyday?
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Erased all your Google search history yet? Padlocked your laptop, ripped out the ethernet cable, hiding under the duvet?
Calm down dear, it’s only search and social integration – not the secret police!
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Pinterest continues to spark all manner of glittering social media attention! It’s as if the 11.7 million users now ‘pinning’ their content onto the interest-sharing bullet-board is a sign that Facebook is about to be blown out of the water any day now! Duh – don’t think so!
But rather than taking Pinterest with a pinch of salt, perhaps the site should be seen as a sign of social things to come …
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Many of you reading this will have already spotted the small but significant step Google took last week in their continuing transformation from search engine to search and social network! Google have now added a Google+ share button and notification box to its home page and for all search results. Proof positive that social media influences ranking …
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Some business owners still regard their website as bit of an online brochure that “you’ve got to have these days along with Twitter and Facebook and all the rest of it”. They still think that it’s mostly a showcase trophy, which they see as useful for attracting browsing traffic while the ‘real business’ carries on as usual by telephone or email!
The attitude is obvious by the overall design, which is more a reflection of the business owner’s idea of how the site should look or the result of cheap and cheerful open source site design software!
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Twitter recently put their capital T to eCommerce, with the launch of Promoted Tweets, as mentioned on a post here just last month. Now the opening up of the micro-blogging platform to monetisation opportunities continues with Chirpify!
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Social media – what’s it good for? A daft question you may think but one that has come to dominate the issue of why, how and to what extent should businesses invest in developing a social presence on the web. Unlike single online marketing campaigns, social media activity occurs in an ongoing and changing timeline of engagement.
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It seems everyone goes online with their eyeballs glued to their 3.5 inch touch screens these days but most eCommerce site owners choose not to notice!
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