Jul 29 2010

As E-Commerce Growth Flatlines, Video Differentiates

Published by under marketing,technology

E-commerce is hitting a wall. The growth in e-commerce is slowing, and it’s slowing fast (yes, that is a pun). From 2008 to 2013, the rate of e-commerce growth is projected to slow from 13% to 8%. Now, please don’t think me a Chicken Little. I’m not sounding a death knell. Obviously, growth is still growth.

But, if you work in the e-commerce sector, you are in for a bumpy ride. Until recently, the sector has seen 20%+ growth rates for years, which has made most e-tailer’s jobs pretty easy. The criteria has been pretty simple: have compelling product; have a trustworthy website;  offer good deals and service. Pretty simple formula for 20%+ growth.

But, Americans’ buying habits have largely shifted, and the incremental shifts that are still to come reflect the fact that the halcyon days are behind us. From now on, e-commerce teams will have to eke out gains just like everyone else. Continue Reading »

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Jun 28 2010

Liveclicker Amps Up Conversions with Online Video

Published by under marketing

At this year’s SXSW, I attended a session on the future of online video, with Mark Cuban, who is part owner of HDNet, and Avner Ronen, CEO of Boxee. Ronen was bullish, declaring that the web would be the future of video. Cuban countered that video online would never have the heft and marketplace presence of traditional network and cable television (or, at least, not in the next 5-10 years).

The flaw in the debate is that both of them spoke about video as entertainment content only. That’s not surprising, given that both HDNet and Boxee are entertainment companies. But, this belies an important truth: historically, entertainment has been supported by advertising. But when products can create their own engaging content, then there is no need for retailers to support expensive entertainment creation.

This is the real future for online video. Companies become content creators, which supports their value proposition and sales pipeline. The practical uses of video content are much bigger than just entertainment. That’s where Liveclicker has built a unique offering.

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