Getting inside the web consumer's head

An interesting article about consumer behavior online. Points of interest include; the growing impact of the social networking sites to online retail traffic; full product information online has tremendous value for the consumer and decision to buy, both online and in-store; the web functions as a source of consumer education and point of entry to bricks and mortar; oh, and Google still accounts for the most retail traffic.

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eMail Marketing Promotion - Success and Failure

I belong to Marriot's rewards program and get a monthly email promoting various programs and travel packages. This month, however, was different. They were offering a vacation package for user participation on their website. Feeling a bit deserving of a vacation, interested in the free getaway, and equipped with my "spam" email account, I proceeded. The user had to answer 2 questions requiring audience participation on their website, which I have seen implemented successfully in the past. They also offered a unique "hint" flash animation showing the user where to find the information on their website - clever, I thought. The first question was to find more about the website feature. The second question was great, requiring the user to actually use the feature they were promoting - a hotel comparison tool. This was a terrific way to drive visitors to begin using a feature on your website. So, I searched the site, used the feature, and answered the question. It said "I'm sorry your answer was incorrect", but it wasn't - I checked three times. It was a multiple choice question in which a couple of the answers were right but not one was correct. Odd, I thought. Feeling a bit dejected, I went about my business. Then, I checked my email account later and there were about a dozen of the same emails from Marriot thanking me for my entry. Can you say blacklisting?

What a prime example of a great concept, driving traffic to the site and forcing users to interact, but failing miserably on the execution - two accounts.

Brand experience grade - D - for doing damage. Next promotion won't get my click.

New Year, New Clients

Following the holiday season, it is now time to dig in again and put the nose to the grindstone.

Many exciting things are happening in the new business including the additions to the client roster with Trauth Dairy and Thomson Learning coming on board. Welcome!

Happy New Year and thanks to all of my clients for making 2006 a great beginning for Southbank Interactive.

- Russ