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• Mobile and Social for Retail

  - by David Dorf

  I've got two speaking gigs in the next few weeks, so I thought I'd preview both here. First I'll be at eTail West on February 24th to talk about mobile. I'll be previewing a new study of how shoppers are using mobile phones. Here's a sneak peek at one of the slides: It should be no surprise that as more consumers adopt smartphones, more are finding ways to use them to help with shopping. Sometimes that's to find a store, download a coupon, or do price comparisons. I'll also be discussing the NRF Mobile Blueprint, and will walk through an example of mobile impacting the in-store experience. Retailers need to look upon mobile as the method of bringing the digital assets of e-commerce into the aisles to enhance shopping. On March 9th I'll be at NRF Innovate co-presenting with Jon Kubo of Wet Seal on social strategies. Jon is a retail innovation rock-star and I always learn something new from every conversation with him. Below is a another slide preview: I cheated a little on the top 10 most popular retailer pages by not including Victoria's Secret Pink. VC is already represented, so I didn't include them a second time. The most interesting statistic I found was that the average user spends 55 minutes on Facebook a day. Wow! I also decided to use the old "Like" and "Fan" icons just because I like them better (pun intended). Wet Seal has been collecting interesting statistics on liked products, so I hope Jon will share lots (I'm on a roll). Hope to see you at both events.

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• How to Waste Your Marketing Budget

  - by Mike Stiles

  Philosophers have long said if you find out where a man’s money is, you’ll know where his heart is. Find out where money in a marketing budget is allocated, and you’ll know how adaptive and ready that company is for the near future. Marketing spends are an investment. Not unlike buying stock, the money is placed in areas the marketer feels will yield the highest return. Good stock pickers know the lay of the land, the sectors, the companies, and trends. Likewise, good marketers should know the media available to them, their audience, what they like & want, what they want their marketing to achieve…and trends. So what are they doing? And how are they doing? A recent eTail report shows nearly half of retailers planned on focusing on SEO, SEM, and site research technologies in the coming months. On the surface, that’s smart. You want people to find you. And you’re willing to let the SEO tail wag the dog and dictate the quality (or lack thereof) of your content such as blogs to make that happen. So search is prioritized well ahead of social, multi-channel initiatives, email, even mobile - despite the undisputed explosive growth and adoption of it by the public. 13% of retailers plan to focus on online video in the next 3 months. 29% said they’d look at it in 6 months. Buying SEO trickery is easy. Attracting and holding an audience with wanted, relevant content…that’s the hard part. So marketers continue to kick the content can down the road. Pretty risky since content can draw and bind customers to you. Asked to look a year ahead, retailers started thinking about CRM systems, customer segmentation, and loyalty, (again well ahead of online video, social and site personalization). What these investors are missing is social is spreading across every function of the enterprise and will be a part of CRM, personalization, loyalty programs, etc. They’re using social for engagement but not for PR, customer service, and sales. Mistake. Allocations are being made seemingly blind to the trends. Even more peculiar are the results of an analysis Mary Meeker of Kleiner Perkins made. She looked at how much time people spend with media types and how marketers are investing in those media. 26% of media consumption is online, marketers spend 22% of their ad budgets there. 10% of media time is spent with mobile, but marketers are spending 1% of their ad budgets there. 7% of media time is spent with print, but (get this) marketers spend 25% of their ad budgets there. It’s like being on Superman’s Bizarro World. Mary adds that of the online spending, most goes to search while spends on content, even ad content, stayed flat. Stock pickers know to buy low and sell high. It means peering with info in hand into the likely future of a stock and making the investment in it before it peaks. Either marketers aren’t believing the data and trends they’re seeing, or they can’t convince higher-ups to acknowledge change and adjust their portfolios accordingly. Follow @mikestilesImage via stock.xchng

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