Is the Digital Ecosystem the Future of Retail?

 The regime change in Egypt and the protests across the Middle East have added to the hype on social media.  I am one of digital’s biggest fans.  But to say that Facebook and Twitter are in some way responsible for these developments is an exaggeration.

Yet I find the same conversations and perspectives also are happening in retail.  More people are saying that the new digital channels will replace traditional analog models.  I say digital needs to be an important part of your marketing program, maybe the most important based on your business model, but it can’t replace real world products, services and stores.

What could be more fun than some lively discussion of this topic?

If you agree, then join me at the National Retail Federation’s (www.nrf.com) Retail Innovation and Marketing Conference (http://events.nrf.com/innovate11/public/enter.aspx) in San Francisco on March 10.  You’ll experience a panel of CMOs who have three very different takes on digital:

• Lee Applbaum, EVP and CMO of RadioShack Corporation (http://tinyurl.com/4ftmshh), takes a multichannel approach. The company has more than 5,000 retail stores plus a robust ecommerce site. He can speak to how these two approaches complement each other.
• Brian Beitler, EVP and CMO for David’s Bridal (http://tinyurl.com/4pu8d4g), is responsible for all digital, mobile and social marketing activities (among others) in an industry that will always require a physical environment.  He can speak to how listening to customers is driving digital brand innovations.
• Anna Fieler, VP of Marketing at Tiny Prints (http://tinyurl.com/4v9d227), operates within a digital model – developing stationery online.  She can speak to how this performs, and the ways that digital allows for product customization in a mass market platform.

I am lucky enough to moderate this general session, called Fact or Fiction—Is the Digital Ecosystem the Future of Retail? (http://tinyurl.com/4u43kkj).   Come and participate in this discussion.  Send me questions via this blog or on my twitter page.

Look forward to a robust discussion.

Anonymity On The Internet And Human Behavior

These days, we are given almost unlimited opportunities to voice our opinion. Thanks to the internet and outlets such as blogs, twitter, social networking sites and comment spaces on nearly everything, we are free to express our views to the world. Partnered with this abundance of space for sharing is the option to remain anonymous while doing so.

I have found that these factors have a great influence on human behavior. People stray from their normal sensible ways and seem to act more irresponsibly. Without the restraint of attaching their name and face to a statement, they are much more likely to express negative, extreme and even irrational viewpoints. The same way mobs come into being; when people are allowed to be part of a large group without the need to be personally identified or held responsible, all their inhibitions seem to disappear.

This also shows up on what I would consider professional websites. I have noticed that websites that do not require commenters to identify themselves tend to get more negative feedback and personal attacks. In contrast, websites where people must use a registered identity when commenting receive more constructive responses.

I am absolutely in favor of free speech. I think that freedom of expression is one of the countless wonders of the internet. I simply think that the lack of accountability exposes a fascinating feature of human nature.

A person’s behavior is arguably the largest component of their identity. But what happens when the two are no longer linked? Is this behavior OK?

What Can We Learn From Students’ Behavior?

Everyone knows that young people – especially students – center their lives around the internet. This is old news. In fact, today’s average student got their first email address at the age of 13 and currently has a mean number of 2.4 email addresses, according to the eROI Student Survey.

This information would lead one to believe that email is a great way to reach a brand’s young customers. However, that may not be the case. The Student Survey also showed that students, on average, read marketing emails on a “rarely to never” basis and only 16% actually take action on marketing emails.

By looking at the ways students are acting, it is clear that marketers may want to reconsider their use of email to reach young consumers. Their behavior shows that this particular channel may not be as effective as others within the direct marketing space.

Social networking and texting, however, are on the rise. 83% of college students use Facebook, 65% use MySpace and 21% use LinkedIn. Additionally, students named text messaging as their preferred means of communication (according to the eROI study).

We need to reach them in the way they prefer, not how we wish. The biggest challenge is our ability to ensure that the desired behaviors do happen. And that we can monetize our investments. It is a conundrum. Do you agree?