Proctor & Gamble launches direct to consumers eCommerce store

This comes as No surprise that another manufacturer (P&G) is adopting the direct to consumer business model by launching their own eCommerce store http://www.pgestore.com/   P&G's e-store comes as other package-goods marketers are also ramping up e-commerce efforts.  The store is currently in beta but has a fully integrated marketing campaign that includes a heavy dose of Social Media. 

According to Advertising Age, for the latest venture, P&G is adding touches such as product ratings, shopper feedback forums for users to share tips and links to its Facebook brand fan pages, through which consumers can buy products directly.  Did I just here, Social Shopping?  The e-store is meant to be a "living learning lab" for e-commerce capabilities, the company said in a statement. Online retailing has been a high priority for P&G Chairman-CEO Bob McDonald since he took the company's top job last year.  While P&G today gets less than 1% of sales online, or $500 million, Mr. McDonald has said he sees no reason the company can't increase such sales tenfold.

Manufacturers direct to consumer eCommerce

This business model strategy was attempted during the first big dot.com wave but fizzled out with lack of proper technology platforms and tools in addition to bitterness from retailers/dealers.  But now the wave is back (Increase in number of manufacturers request to WCN Group for eCommerce strategy solutions).  *Interesting to note that manufacturers that I had discussions with several years ago who were resistant to ecommerce are now the ones frantically calling. 

Manufacturers who adopt the eCommerce business model will find success this time around because the tipping point for shopping online has been reached (customers are confident).  Ecommerce platforms are universal and most notably, the social media and social shopping (experience) aspect.  Customer will not have to leave their comfort zone in order to shop and purchase products.  As an example, they can stay on Facebook, ask their friends what to buy and for a review, than click and purchase.  It is that easy!

Dairy Queen uses Experiential Marketing with National Road Show

Dairy Queen is celebrating its 25th anniversary of its Blizzard with an Integrated Marketing campaign that will include TV spots, mobile, retail, experiential road show and limited edition Oreo Blizzard cookies.  The limited-edition Oreo Blizzard boxes began appearing in all of Oreo's retail channels, including grocery chains and mass retailers like Walmart and Target in April.

Dairy Queen unveiled a custom-designed Blizzard®mobile that will roll out to 25 cities across the U.S. and Canada, distributing more than 75,000 free new Mini Blizzards, about half the size of a small 12 oz. Blizzard, which will be available in DQ® restaurants in August. The tour, which kicked off in New York on April 8 and 9, will be a high energy celebration around the Blizzardmobile that includes activities, games, music, a chance to win prizes and giveaways of the free Minis.

The entire world can connect with the Blizzardmobile by tracking it online at Facebook.com/DairyQueen through photos, videos and blog posts. A complete list of future tour stops and dates is also available on Facebook. Visitors online will also find a series of webisodes starring Blizzard’s first family the Blizzmanns. The webisodes trace the Blizzmanns’ life on the road chasing the Blizzardmobile complete with sing-a-longs, teenage crushes, a run-in with the police and make-up lessons from disgruntled clowns.
In addition, Dairy Queen is hosting several other activities online including photo and video contests. The celebrations and contests will be promoted on Facebook.com/DairyQueen, Twitter.com/DairyQueen and blog.DairyQueen.com.
 
The Blizzard Mobile tour also ties in with DQ's ongoing, cause-related support program for Children's Miracle Network of children's hospitals in the U.S. and Canada, bringing an element of further goodwill for DQ and Oreo as its sponsor.

The King of Social Media, Facebook, Facts & Myths 2010

***Facts, Myths and Images provided by Mashable via onlineschools.org

Facebook and the use of social media is talked about everywhere we go from TV commercials, billboards, Starbucks and even my parents (who are retired).

Did you know that it takes over 10,000 servers to support Facebooks infrastructure!

Digital Marketing spend rising in 2010

According to a survey by digital firm Datran Media, marketers are expecting improved ad revenues and increased digital spending. 

The company's fourth annual report, which examined the marketing and budgeting priorities of digital marketers, found that 73.6% of respondents believe advertising revenues will increase in 2010.
Marketers are also planning to spend more money on online channels, which they see as effective and measurable, according to the study. The survey found that 93.6% of respondents will increase their budget for digital marketing channels this year, and 72.8% will use audience measurement tools to assess the success of their digital efforts.

Expect 2 Connect - its Social Media, Right?

We now have "Like" buttons every where we visit.  People have social icons on their websites, blogs and social media sites.  Brian Solis unveiled his latest brilliance, "Engage" which as he describes is digital Darwinism.

But wait, what is missing?

The Connection!

People have these social icons everywhere which means "Connect with me" but fail to make the connection.  I have experienced this lately with several people that I read their blog, tweets or LinkedIn post and felt that it would be a good connection (because they have these icons on their site with a follow me, connect with me, ect.) only to have them, not respond at all, "don't know you" (oh, you will!) or send an email saying, "remind me how I know you" - you don't yet, isn't this why you have your "connect with me" social icons on your sites?

The tools are simple - Connect with Me - the next step is to Engage with others.  Yes, I know, the word Engage is the buzz word of the moment for Social Media BUT this is the most important part of the Social Conversation.  How you Engage will be the next post.

Strategies are useless without tactics & tools that meet the demographics

From center of Media Research

Social Networking


The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached 48% of the population in 2010, double the level from two years ago.  The new study reveals that consumer use of social networking sites is not just a youth phenomenon. Personal profile pages are maintained by:

* 78% of teens
* 77% of 18 to 24s
* 65% of 25 to 34s
* 51% 35 to 44s
 
The study also shows that 30% of Americans age 12 and older, who have a profile on at least one social networking Web site, use those sites "several times a day" compared with only 18% one year ago.
 
For the first time, more Americans say the Internet is "most essential" to their lives when given a choice along with television, radio, and newspapers;

* 42% chose the Internet as "most essential"
* 37% select television
* 14% choose radio
* 5% said newspapers
While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.
 
Texting


45% of mobile phone owners age 12 and older text multiple times a day. Other segments texting several times a day:
* 75% of teens
* 76% of persons age 18 to 24
* 63% of 25 to 34s
* 42% of 35 to 44s
* 37% of 45 to 54s

SoBe: Hit or Miss with new Marketing Strategy

What do you think: Hit or Miss

The article from AdAge will provide the background on SoBe's new strategic marketing approach.