Statistics. They’re the driving force behind product and service development. So much so, in fact, that they’re a key reason so many people are disappointed with one or more features of the tech devices they use. I’m talking computers, smartphones, even gaming systems. But there’s more than meets the eye when it comes to companies driving their businesses based on what others say – and it could be costing you money you don’t need to spend.

Statistics are usually gathered by surveying consumers and other businesses. If you’ve ever provided feedback to a company, they use that information to either determine what users need or to sell you and/or other businesses services and products.

Statistics should be perceived as guidelines, not gospel.

It’s a tricky business, this “statistics” thing, because there’s plenty we’re often not told, including:

• How many people were actually surveyed. If this information is provided, it’s usually in small print. Look closely, and you’ll often find that a tiny fraction of people are making all these so-called decisions.
• Just who is surveyed. It’s easy to skew results when companies target a specific type of user, then use those results to “prove” a need for an entirely different set of people. For example, a company may provide results from a user base that uses gaming consoles, all the while only having surveyed those who own a Wii.
• When the surveys were conducted. Some data is simply too old to rely upon for today’s decision-making.
• If respondents were paid. I’m not talking about people who earn mere points in programs like My Survey, but rather people who are paid cold, hard cash to provide detailed information.
• If respondents knew who was conducting the survey, and on behalf of whom. If a marketing company uses information for a specific, known-to-respondents, company, those results don’t hold much weight across an entire industry.

Then there’s less-than-ethical practices – and, believe me, lots of companies do this – such as speaking percentages as gospel.

I’m contacted by several companies each week wanting me to recommend products and services to my clients. Sometimes, they’ve already spoken to the client and were directed to me. What they don’t know is that my clients are very forthcoming with me. By the time the company rings my phone, I already know everything that client has been told in their efforts to sell them on the service.

They push stats like these – all very misleading:

• If you’re like your competitors/friends/other stores on the same shopping cart, you’re already processing more than $XX per month. This number is most often significantly higher than the norm.
• Did you know that 75% of people do [enter an action here]? This percentage is frequently either pulled out of thin air, comes from old surveys, or was devised via questionaires that weren’t conducted across the best possible group of subjects.
• 95% of our customers see a doubling in sales. Really? I’ve challenged many companies to prove this statement and am always met with the same response, “Well, we can’t divulge private customer information.” But calls to many of their customers tell me that their claims are exaggerated.
• Consumers trust us. Perhaps, but plenty of start-ups and lesser-known companies tout that they’re more prominent to Internet shoppers than simple Google results will show.
• It pays for itself. I’ve found that this statement is most often used to “market” a product or service that’s overpriced. Most reputable firms will simply explain the value rather than pitch you on “breaking even”.

And this, my friends, is why I don’t lend a great deal of weight to statistics. That is, they can be used as a preliminary guideline, but no survey conducted across a broad audience is going to be tailor-made for your business. And most surveys simply don’t have an ideal number of respondents. The only way you could garner accurate results is to talk to your customers themselves.

This isn’t to say I’m against surveys or their results. I use them regularly to gauge possible directions one should take in social media, online store development and technology upgrades. As with nearly every other business-boosting campaign, however, these numbers provide no guarantees.

There’s one more down side to relying on stats for the things we do: it causes us to miss so many other types of shoppers and Internet users. You never know if that guy grouped in the smallest percentile wants to be your best customer. So, are you looking to serve the numbers the charts tell us, or the broadest possible audience?

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/30.
| Permalink | 1 comment
|Add to del.icio.us|
Post tags: Ecommerce, marketing, statstics

Forrester Research on Monday released an in-depth report on location-based mobile apps. AdvertisingAge broke down the results, which report that only four percent (4%) of online adults in the US have used apps to connect to services like Foursquare and Gowalla.

With Foursquare I can check into local businesses. However, few of them offer me any rewards or discounts, thus missing the boat on a potentially popular marketing tool.

Location-based social networks (LBSNs) allows consumers to “check in” at a business. These networks use GPS to pinpoint locations as well as provide marketers a means to target consumers depending on where they are rather than just what they like. Services like Foursquare, Gowalla, Brightkite and Loopt are designed to socially connect people at locations, but businesses can also use these services to offer up specials and gain a better perspective on their customers. Location-based applications (apps) run on smartphones (like the Palm Pre, iPhone and Droid), but not commonly on standard cell phones.

The verdict, outlined by AdAge.com’s article, is for marketers to stop (or not even start) focusing efforts on these services, claiming they’re too small for any major marketing efforts. According to Forrester, 84% of study respondents stated they weren’t familiar with location-based apps.

While the numbers are compelling, and probably accurate (I have to constantly explain in detail services like Foursquare to both consumers and businesses), I think now, rather than later, is the  perfect time for companies to take advantage of what could very well become the next big thing. After all, Twitter still hasn’t been adopted by all major marketers.

Here’s the problem: Advising marketers to hold off because the majority of users aren’t yet educated on location-based services themselves is like telling them it’s wise to pass on a potentially tremendous opportunity because people aren’t familiar with something.

Case in point:

I’m the Foursquare mayor of my local Starbucks. All last month I was able to get $1 off my Frappaccinos. I learned about the promotion through social media outlets, and was reminded of my nearby mayor special whenever I logged into area businesses. Both Starbucks and Foursquare missed the mark, though, because this promotion did nothing to boost business at the local level. I didn’t change my buying habits, and there was no power-play with others vying to steal my position (which would not be an easy or inexpensive feat). Instead, it just meant I was getting discounts. Lucky me.

What could Foursquare, Starbucks and marketing teams have done to really drive business and educate consumers about location-based services? For starters, a window cling that read “Get Your Discount Here”, with a link to Foursquare.com and Starbucks.com (throw in a QR Code for fun), as well as literature inside the store. Another way would have been to offer discounts to anyone who checked in. After all, if it’s going to take daily visits to oust me, how many are going to make the effort just to possibly save a buck per day for a few weeks? By offering even just 25-cents across the board, Starbucks could have gained more repeat customers and Foursquare would be steadily increasing it’s presence.

According to AdAge.com, the report says nearly 80% of location-based app users are male, with the majority of them age 35 and under. Perhaps Sports Authority wasn’t missing the mark when it ran it’s own Foursquare mayor special – a $10 discount. But these numbers shouldn’t be that difficult to change. Victoria’s Secret: are you listening?

Marketers, Take Note…

Location-based services have great potential on both local and national levels. Why? Because people:

• Love to save money and play games (like challenge each other to mayorships).
• Love playing around with their smartphones.
• Would love to further justify the use of their smartphones.
• Love technology – and LBSN uses quite a bit of it!

It’s going to take more than just relying on the services to get the word out, though. In order for it all to work, businesses have to embrace LBSNs and help educate consumers as well. After all, it’s the businesses themselves that stand to gain a bigger profit from the use of these services.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/29.
| Permalink | Be the first to Comment!
|Add to del.icio.us|
Post tags: Foursquare, GPS, social media, Technology

If you think putting forth efforts to take your ecommerce business to the world of social networking is a waste of time, you’re not alone. It’s difficult, however, to ignore the growing number of Internet users. In 1995, 45 million people worldwide had access to the Internet. As of last year, that number had reached an astounding 1.73 billion.

With efforts to bring more affordable computers and connections to the general public, we can expect to see a great influx of new users, such as we’ve seen already with older people, who are  connecting to Facebook to interact with their children and grandchildren.

Do all these users shop online? No, but a good many are open to learning about products, and more would consider online shopping if they felt more secure about it. But, back to the numbers…

When it comes to email (some 90 Trillion were sent in 2009) stats say nearly 81% of messages were spam – another reason people have taken to social media for personal connectivity.

Where it gets interesting, though, is reports of posting to social networks. In November 2009, more than 27 million tweets were posted per day, and Facebook serves more than 260 billion page views per month.

I could go on, but Jesse Thomas has put together an easy-to-follow video that will make you wonder why you’ve been waiting so long to get your hands dirty with social media. It’s a bit long, but so worth the watch.

JESS3 / The State of The Internet from JESS3 on Vimeo.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/27.
| Permalink | 3 comments
|Add to del.icio.us|
Post tags: Ecommerce, facebook, marketing, social media, twitter

Last time, I talked about using QR Codes to help push mobile business. These “scancodes” can direct users to web sites, provide contact information and even connect to wireless devices. But, they’re limited.

The Microsoft Tag for this web site. You can get the reader at http://gettag.mobi

Enter: Microsoft Tag – a colorful, visually appealing code that offers more than just the basics. With Microsoft Tag you can create custom tags that allow you to integrate your brand within the tag itself. Tags are scanned (shot with a camera on a mobile device) much like QR Codes, but there’s a few things Microsoft did that makes life a whole lot easier.

Microsoft’s High Capacity Color Barcodes (HCCBs) were designed to work with the limitations of smartphone cameras. So, even with a somewhat blurry picture users can get a more accurate read. The tags also don’t need to be as large, and can be scaled down to as little as 3/4” in print. That saves some prime real estate.

Other enticing features include the ability to expire tags and track usage statistics. Tags can also utilize GPS, which means manufacturers and store chains can direct consumers to the nearest location. And, tags can be converted for black and white (no color) display or printing.

You can actually brand the tags. Screenshot from Microsoft Tag's Implementation Guide.

Custom tags, however, are what really make Microsoft Tag so attractive. If you’re handy with Adobe Illustrator, for example, you can save a raw image of the tag and modify it to truly brand it for your business.

One caveat, though, is the availability of reader apps. While nearly every working smartphone today has some way of reading QR Codes, a Microsoft Tag reader is not available across all platforms. This, however, is due to change in the near future as the company recognizes the need to release apps for all platforms.

So, how does Microsoft Tag stand up to QR Codes? After all, major companies have used both types of codes for interactive content.

QR Code

• Simple to generate code, but limited in its display (no customization of design).
• Accessible readers – apps are available for nearly any smartphone.
• Content and information fed is limited.
• No true analytics through free usage.

Microsoft Tag

• Simple to generate, not-so-simple to customize (you need to know graphic design and key elements).
• Content and information can be updated.
• Stats reporting and expired linking.
• Apps not yet available for all devices.

Some say it’s all a matter of choice. Others say Microsoft Tag will outright replace the QR Code (which hasn’t yet been put into full effect due to its “geekiness”). With all of this being so new to the average user, you can choose either system, but with the understanding that, while more limited, a higher number of consumers can scan QR Codes.

How about you? Were you aware of QR Codes and Microsoft Tag before reading these posts? Do you use them? And how does their anticipated popularity change the way you think of the future of your business? Let us know…

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/27.
| Permalink | 3 comments
|Add to del.icio.us|
Post tags: Ecommerce, marketing, Microsoft Tag, QR Code, Technology

UPDATE: Voting for this contest is now closed. Stay tuned to this site for upcoming contests.

When will I post my 2500th tweet? You’re guess is as good as mine. But, if you guess right, you’ll get a $25 Starbucks gift card.

All you need to do is post a comment below with your guess of DAY and TIME. The closest guess (even if over or under) will be awarded the prize.

Please enter in format like this:

July 26 – 12:54PM

You can comment more than once, but make your first guess count, because only the first guess for each person will be considered.

You can review my Twitter account here: http://www.twitter.com/pamelahazelton

Void where prohibited.

Guessing ends July 28, 2010 at 12:00PM EST

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/26.
| Permalink | 9 comments
|Add to del.icio.us|
Post tags:

UPDATE: As of Monday morning I was able to re-upload my profile pic. However, some users still have issues.

Twitter is having problems uploading profile pics for various users. I’ve fallen victim, of course, as you can tell by the little “birdie” icon next to my Twitter status. I never checked their site before attempting to upload a different pic – then again, I wouldn’t expect there to be any issues.

Information on the problem is posted at Twitter’s site. Though they reported that the issue was mainly fixed, hundreds of people are still reporting problems.

I’ll update here when new info is available. For now, leave your profile (and background) images alone.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/25.
| Permalink | Be the first to Comment!
|Add to del.icio.us|
Post tags: twitter

Still delaying a mobile version of your online store or web site? If my previous post hasn’t convinced you, maybe QR Codes will. After all, people are already using them to find hidden goodies – like Calvin Klien’s uncensored video showing off their new jeans.

A Quick Response (QR) Code is a two-dimensional scan code that is similar to UPCs and other barcodes. However, rather than bringing up product names and pricing, the QR code can be used to create an interactive experience.

Originally designed for tracking parts in manufacturing, QR Codes are becoming increasingly popular in advertising and content pushing on mobile devices.

Here’s the QR Code for this site:

When a picture of this code is captured, software (or smartphone apps) can read all those blocks and return information. In this case, on a mobile device you would be directed to the home page of my web site.

You may not have even noticed this type of code on various magazine pages, store signs and even on web sites. That’s because, until now, they’ve been used pretty, well, quietly.

How it works

Users snap pictures of the codes with a smartphone. The image is then scanned and read by a QR Code reader and the associated information is returned.

Calvin Klien ran a test campaign that featured a billboard sporting a QR-Code.

Who uses QR Codes?

Companies include QR Codes in advertising, on products, and on some web sites. Some Android apps can be downloaded to phones after the user scans a QR Code off a developer’s web site.

They can also be seen on store signage, and just this month Calvin Klein ran a test campaign on billboards in New York and Los Angeles. Because people would need to snap pictures from vehicles, the QR Code was rather large. So large, in fact, it was the focal point of the sign.

Why would I use QR Codes?

Simple. To direct customers and potential customers to specific content (usually in the form of web pages) or information. For example, I could create a QR Code that provides all my contact info to the scanner. Or, I could configure a code to launch a YouTube video.

QR Codes can save time because people won’t have to remember a domain name or re-enter information into their smartphone. The ability to snap a picture on-the-go means people can later recall – and even look up – information on that business they saw advertising in the local airport.

QR Codes can connect smartphones to wireless devices.

Though originally introduced in 1994, until recently they were only popular in Japan. But with more and more countries, especially the US, embracing the smartphone market, companies are seeing greater potential.

QR Code reading and deciphering isn’t foolproof. There’s not yet a true set of standards governing how apps read and relay information. That, and, the reliability is also dependent on the user taking the picture. Lens flares and blurry images cause problems, so users have to be trained on how to take appropriate photos of QR Codes.

Taking the photos isn’t difficult, though. After reading directions in the app on my Palm Pre, I got a successful scan on the first try.

Would I include a QR Code on my web site?

You could. Let’s say you want to direct the visitor to a mobile document, or a mobile-based interactive video. A QR Code is quicker and easier because there’s no “typing” of URLs or other information.

If you have a smartphone and code reader app, snap a shot of my QR Code above and you’ll see what I mean.

Which smartphones support QR Codes?

Most all of them. Android phones have a built-in reader, while Palm webOS and iPhone users can download QR reader apps.

With this newer-to-us technology, you can get more creative with the content you provide and to whom. People can still, however, share special URLs via social media, so the codes are better used as a quick delivery system.

QR Codes can be placed just about anywhere, including:

• In the footer of invoices to reward customers by directing them to exclusive content.
• On the bottom or back of promotional giveaways.
• In print advertising.
• On a bumper sticker.

And, best of all, there are plenty of free QR Code generators, like the one at KAYWA. Simply enter a specific URL, phone number or custom text (this one’s limited to 250 characters) then reference the image.

But don’t expect a flurry of new shoppers or visitors right away. QR Codes are still labeled as geek-friendly. However, in due time, they’ll become another popular piece of technology everyone just has to use.

I do have one plea, though. I don’t want to see photography and artwork replaced by giant QR Codes on highway billboards. Long drives can be boring enough.

Next Up: Microsoft Tag: Microsoft’s advanced take on the QR Code

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/24.
| Permalink | 4 comments
|Add to del.icio.us|
Post tags: android, Ecommerce, marketing, QR Code, Technology, webOS

Last month I talked about the future of eCommerce being in the palm of our hands – that is, mobile commerce. I’m still met with many naysayers on the topic. So many online store owners simply don’t see the value in making a portable version of their product catalog.

But, consider this: Amazon topped $1 billion in mobile sales in the last 12 months alone. $1 billion – that’s a nice big chunk of change. What we don’t know is how many of those sales occurred due to lack of mobile shopping sites in general. After all, if there’s only one mobile site you can find that carries a product you need to order while riding the train, what choice do you have?

The way I see it, if you aren’t investing in your company’s future, you might as well be prepared to pass up a potentially big market. Sure, it will be several years before mobile shopping will gain a hefty percentage of total eCommerce sales, but the early adopters in the game stand to do far better than those who wait until the visual proof is there.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/23.
| Permalink | Be the first to Comment!
|Add to del.icio.us|
Post tags: Ecommerce, mobile commerce

In the world of business and ecommerce, smartphones are steadily becoming more of a necessity than a luxury. The ability to handle email, support correspondence and task delegation while out of the office is not only appealing, but makes everything run more smoothly by eliminating time gaps while tending to outside duties.

Deciding which smartphone is right for you and your business, however, is not a simple task. Many people rely on advertising and what colleagues are using to make their choice, rarely taking the time to not only research all their options, but in many cases failing to actually hold devices in a showroom. Since most cell carrier stores segment brand displays – often well away from each other – the thought of looking at competing devices across various operating systems (OSs) doesn’t even enter your mind.

It’s no secret that I’m an advocate for webOS, the OS that drives the Palm Pre, Palm Pixi, and the Plus models of both those devices. I also believe, though, that decisions need to be made on a case-by-case basis. For example, some industries (like the real estate market) suggest specific types of devices to integrate with key lock systems and other functions.

Here’s 10 things to consider when shopping for a mobile device for business use:

Are you looking for compact, single hand operation? Or is a bigger screen (and device) your style? Hold phones to see if they're a good fit.

1. How it feels in your hands and pockets. You’re going to be using the phone, so you need to know if it fits comfortably, and not just in your hand. Test phones in your pocket and think about the type of clothing you wear while on vacation and what will happen if you keep the phone in your pocket, say, while driving. While this determines overall screen size, portability is equally important. Is one-handed operation a must for you? Consider this as well.
2. How responsive it is to touch. On a touch screen, you should be able to get a reaction almost immediately – meaning, it should only take you a second or so to figure out how light or hard you need to touch the device. Ideally, you want a smooth glide. Also, see if the phone is prone to pocket dialing (when objects press against the keypad and you wind up calling someone without being aware).
3. Is the keyboard usable? Are you okay using on-screen keyboards, or do you want actual buttons? Touchscreens, they say, are the wave of the future, but physical keyboards tend to be easier to control and make for quicker data entry. Some devices offer both, either within the OS or via an app.
   

   Popularity shouldn't rule your decision. Place test calls on smartphone to see how clear the mic and speaker are.

4. How are the microphone and speaker? I’m surprised how many people buy phones having never tested the speaker or microphone. Bring a friend so you can call him from the display phone, then have him call you from the device you’re considering.Navigate to the default ringtones settings and listen to them. This will tell you if the device plays sounds with clarity or static.
5. Does it offer the core features you want? Navigate not only applications, but phone settings. Jot down features it’s lacking so you can research their availability in app catalogs or at download sites. Keep in mind that no device can cover the wants and needs of every user – that’s why apps are so popular.
6. Can it store information? In other words, can you store other files on the device, even if you can’t run them on the phone? This is important because, in business, we often need to transfer files for use in the office, at home or on a laptop. Some smartphones include card readers while others can act like USB storage devices.
7. Does it multitask? There’s a lot of debate over this, but part of the need for technology is being able to do things quickly. Multitasking applications means we can research info on the web, and when an important email arrives, respond to it, then return to our previous task – all without wasting time. Multiple, open apps can also be used to remind us of other things on the to do list.
8. Does it feature background notifications? This is also key because another part of being on top of things is having something else do the work for us. Sound alerts and on-screen notifications of new email, text messages and even tweets help us keep on top of it all and respond quickly.
   

   Using your phone as a mobile hotspot comes in handy during emergencies.

9. Can you use it to surf the web from a laptop? I prefer using a separate MiFi device for internet connection, but I understand why so many businesspeople want to save money and use their smartphone for everything. Even if you have no intention of using your phone as a hotspot, it’s still a feature you should strongly consider. If you’re ever stuck in an airport for six hours with no wireless signal, you’ll wish you had another way to connect.
10. Can you shoot both photos and video? This may not sound that important, but photos and video can really come in handy. For example, if you’re at a tradeshow, being able to take a picture and text it to your colleague can speed up the decision-making process. Shooting video of a company picnic can later be used on your site to entertain customers and show them that you’re real. Editing video on the device is a plus, but shouldn’t be a deal breaker unless you plan to upload videos for public viewing immediately.

There are some key features I didn’t list – like Bluetooth and GPS – because these have already become standard features across all smartphone platforms. And, of course, you should always make sure technical specs meet your needs.

What About Apps?

A major selling point of the iPhone is the number of apps available. However, many mobile apps are overdone (30+ apps that do the same thing) and one can’t determine if an app will work for them by title alone. It’s really more about app quality and growth in development.

For example, Apple polices every app that is submitted. Thus, some apps won’t pass through based solely on what Apple thinks about the content. Android apps, on the other hand, are not policed in advance. This means any app submitted is posted, and only if the app is found to be destructive is it pulled from the catalog. Palm checks all submitted apps against the API; if it passes, it’s posted.

There’s also an issue of free apps vs paid apps. Everyone loves free, but when deciding on a device and the applications you may need for your business, the price of apps shouldn’t be the top consideration. After all, it’s the device itself that determines how everything is going to operate.

In Summary…

While there will never be a “perfect smartphone” that suits everyone’s wants and desires, you can certainly come close to your dream machine if you take the time to both listen and research, including taking the time to play with devices before locking yourself into a contract.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/22.
| Permalink | 2 comments
|Add to del.icio.us|
Post tags: iphone, palm, smartphone, webOS

When merchants talk about ecommerce conversion, it usually centers around design, button placement and ease of checkout. The process, though, actually starts the second someone lands on any web page. This is why textual content is so important.

Here are eight rules for using text on your ecommerce site that eliminate confusion, welcome your new visitors and otherwise answer all questions about your products.

Read more at Practical eCommerce

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/22.
| Permalink | Be the first to Comment!
|Add to del.icio.us|
Post tags: conversion, copywriting, Ecommerce