E-Commerce & Streaming Media, A Marriage That Works!
by Ronni Rhodes
In the heavily populated world of E-Commerce, what determines
whose site will be successful and whose won't?
Is it the layout and design of the basic site? No. We all know
of sites where no expense was spared on design and the company
still failed to produce a commercial success.
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Is it the product offering? No. We all know of sites where the
product offering was more than adequate, the pricing competitive,
and service was acceptable, yet success was elusive.
Is it a traffic problem? No. We read letters everyday in forums
and discussion groups from those whose sites generate a lot of
traffic, but sales volume is only marginal.
What determines success is the ability to stand out in a crowded
field! What determines success is making your site different
from your competitors. What determines success is the way in
which you present your offering so visitors will want to stay at
your site and buy from you.
Purchasing decisions are not simple ones. It doesn't matter if
you're targeting consumers or business buyers. People seek ways
to make their buying decisions easier. It is up to you to:
Learn what your customer wants
Highlight the features and benefits that appeal to the customer.
Present your product in a way that differentiates you from your
competition and utilizes your product knowledge.
How do you accomplish this in a meaningful way that doesn't drain
your marketing budget? Utilize streaming media to capture your
audience's attention and to focus on the aspects of your product
that will generate a sale.
Let's use an Internet store that specializes in southwestern
pottery as a hypothetical example. We'll go on the assumption
that the store has an attractive website with good navigation and
a secure shopping cart system. The return policy is clearly
stated, and there is specific contact information. On the site
is a nicely laid out catalogue with good product descriptions,
small, fast loading graphics (which can be enlarged for a closer
inspection) and a well-designed price list. The products are
grouped by type (urns, bowls, vases etc.) so that a visitor can
browse easily. A perfect Internet shopping experience, right?
The answer is only a qualified "yes" because this store is no
different than several hundred others selling the same
merchandise.
What can this store owner do to make shopping at his site
exciting, fun, and memorable?
Use a short audio to introduce southwestern pottery to the
visitor. What are its' special characteristics? Why is it
different than pottery produced in other regions?
Show visitors where the pottery originates with a slide show.
Use pictures of the artisan's studio and the area that surrounds
it. Coordinate the slides with a script that describes the
geography and how it contributed to the style of pottery shown.
Interview several of the artisans on videotape. Let them tell
your visitors about themselves and their work.
Have a pottery collector talk about the use of color as it
relates to southwestern pottery.
Do a video as a cross promotion with a local interior designer.
Describe and show how to best use southwestern pottery as part
of a complete decorating scheme.
Use video to show the actual creation of some of your better
pieces. Take your visitors inside the artist's studio for an
"up close" look.
You might even be able to generate revenue with some of your
original programming. Sell commercial spots within the
presentation to other merchants who offer products that are
complementary to yours. (This can be as simple as inserting a
graphic.) Work with these same merchants to promote local events
that highlight the products of your area. Your local Chamber of
Commerce might even want to purchase a spot in one of your
streaming presentations.
For an E-commerce site with affiliates, use streaming media to
help your member sites. Put together a slide show that gives
participating members a chance to briefly highlight their own
sites for a small fee. Use two to three graphics from each
member and have relevant text from each member scroll by as their
store appears in the show. Not only do you recoup some of your
production costs from the advertising, but you also get your
sales commission when member sales increase!
Streaming media should not be used arbitrarily, however. Unless
your material is relevant to your visitors and adds perceived
value to their purchase, don't waste your time or theirs. When
designing your streaming media presentation, ask yourself what it
will accomplish that your current content doesn't. Will it
complement your existing material? Will it be utilized to
enhance your offering? Will it provide additional incentive to
make your visitor buy?
If you can answer yes to those questions, streaming media should
be a strong candidate for your marketing dollars. Use streaming
media technology wisely, and it will go a long way to making your
E-commerce site stand out in a very crowded field.
Ronni Rhodes is the owner of WBC Imaging, an Internet company
that specializes in web site enhancement utilizing streaming
media technology. With her husband, Don, a broadcast engineer,
they work with companies to incorporate streaming as part of
successful and meaningful sales and marketing programs.
