In the coming years, category experts and superfans are going to be core to successful marketing strategies. Given this, I am always on the lookout for interesting tools and platforms that will likely attract enthusiasts. It stands to reason that such communities need to be on the radar of brands that are about more than just "click to buy now."
Favit provides a platform for enthusiasts (and brands) to receive and share content of all forms in a single, blog-like flow. When an enthusiast -- or a brand -- joins, they are invited to connect all of their favorite feeds to a Favit stream, plus thir Twitter and Facebook accounts. This unified stream presents the aggregation of all this content. This is no ho-hum RSS reader -- rather it presents the content as you would see it on a web page, and also integrates updates from FaceBook and Twitter friends so you get all your content in one place.
Well, actually, the power is in NOT getting it all in one place, at least in my view. You can organize feeds and people into separate streams, so that, for example, your business websites and blogs go to one Favit stream, and your hobbyist stream and friends into another. And family into a third, etc. That makes a stream a better and more organized read for you, but it has other beenfits as well. Because other Favit users, and your friends, can follow your enthusiast stream and benefit from your expertise. This takes a personal experience and grows your social capital by making it available to others.
Y'all know I love a sizzle vid, so here you go...
So how is this most relevant to brands? I think in two ways. First, Favit gives us the opportunity to follow super influencers who are on the pulse -- or indeed are creating the pulse -- of a category or lifestyle. Second, the platform provides an opportunity for a brand to connect itself with lifestyle content and experts through a Favit stream. By identifying and Faviting the best lifestyle content available on a particular topic, the brand can become an"expert" that enthusiasts look to for news, ideas, and indeed recognition.
Now, obviously, you could build a web site that did this, or do it in an area of your current web site. But housing the stream on Favit might give it more power and credibility. And it will certainly take less time and money. Favit is earning raves for the quality of the visual experience it provides, even during its beta. They've clearly spent a lot of time and effort to create something any enthusiast can leverage and enjoy.
Favit is based in Bulgaria, but their service is open to North Americans. Mnogo blagodarya, guys and gals!
Friday, April 1, 2011
Start-Up Watch COD: Checkpoints takes check-in rewards to grocery, pharmacy, toy stores, electronics stores…
Thanks to ad:tech for publishing this first.
Yesterday I wrote about shopkick, one of the check-in apps that has been gathering significant retail and consumer attenton. Today, I want to tell you about another leader in this space: Checkpoints.
Checkpoints is an iPhone/Android app that lets a consumer check in at virtually any retail store, and earn points by locating and scanning items with their cell phone camera.
Advertisers can target offers at particular chains, markets, even individual stores. Once in the store, the app generates a list of products that can be scanned for points, organized by category. So, for example, a retailer could give me a discount at Safeway of a certain value, and a different discount at Lucky. Subject to fair trade laws, of course.
To give the app a test run I took it to my Safeway and fired it up. It confirmed my location in about 15 seconds, and then told me about 32 products I could scan for points. As a result, each of these products was very much in the forefront of my awareness. Checkpoints call this effect a “virtual endcap,” analogous in impact to an end aisle display.
Gotta tell you, I think the “virtual endcap™” is an apt description. Checkpoints got me to pick up (and buy) brands I don’t ordinarily consider, and introduced me to new SKUs from venerable brands I already purchase.
Here’s their official flick:
When you scan the item, the app gives you a special offer triggered by the scan. This could be a discount, a sweeps entry, an offer on a complementary product, or advice on which product might be ideal for the consumer’s needs. Thee app also offers the opportunity to deliver a FB update that you have scanned the item and gotten an offer.
To reward more frequent scanning, the app also offers a virtual coin redeemeable for special game play. For example, after I scanned Huggies, I got a free spin on a slot machine that earned me more points.
While the service is by no means limited to Grocery only, the system appears to be very well suited to CPG. At the time of this writing, there were scannable items from Unilever, Del Monte, Soy Joy, Energizer, Frito-Lay, Tyson, and others. They also offered points and discounts at specific retailers like Kmart. Certainly the well organized interface made the product VERY easy to use in an environment like a Food/Drug/Mass store with thousands of SKUs. They have many clients outside of CPG as well.
Checkpoints says it offers consumers check-ins at more than one million retail outlets. Points can be redeemed for gift cards, air miles, merchandise, and charitable donations.
Few doubt that we are going to be seeing a lot more activity in shopper marketing through the mobile phone. The ease of use and versatility of this application may drive strong success in the future. Getting a greater share of mind space is particularly relevant in many categories, not least CPG. A particular item is competing with tens of thousands of other items in a grocery store. And buying a feature or a display – when you can get one – is an unbelievably expensive proposition. I think another interesting use would be to increase velocity for products that are struggling with particular retailers. For example, I have worked on several brands that had strong sales in some chains, but slow starts in others. This kind of program can be fielded very quickly and in a very targeted manner.
That’s cool. Check out this free app on iPhone or Android.
Yesterday I wrote about shopkick, one of the check-in apps that has been gathering significant retail and consumer attenton. Today, I want to tell you about another leader in this space: Checkpoints.
Checkpoints is an iPhone/Android app that lets a consumer check in at virtually any retail store, and earn points by locating and scanning items with their cell phone camera.
Advertisers can target offers at particular chains, markets, even individual stores. Once in the store, the app generates a list of products that can be scanned for points, organized by category. So, for example, a retailer could give me a discount at Safeway of a certain value, and a different discount at Lucky. Subject to fair trade laws, of course.
To give the app a test run I took it to my Safeway and fired it up. It confirmed my location in about 15 seconds, and then told me about 32 products I could scan for points. As a result, each of these products was very much in the forefront of my awareness. Checkpoints call this effect a “virtual endcap,” analogous in impact to an end aisle display.
Gotta tell you, I think the “virtual endcap™” is an apt description. Checkpoints got me to pick up (and buy) brands I don’t ordinarily consider, and introduced me to new SKUs from venerable brands I already purchase.
Here’s their official flick:
When you scan the item, the app gives you a special offer triggered by the scan. This could be a discount, a sweeps entry, an offer on a complementary product, or advice on which product might be ideal for the consumer’s needs. Thee app also offers the opportunity to deliver a FB update that you have scanned the item and gotten an offer.
To reward more frequent scanning, the app also offers a virtual coin redeemeable for special game play. For example, after I scanned Huggies, I got a free spin on a slot machine that earned me more points.
While the service is by no means limited to Grocery only, the system appears to be very well suited to CPG. At the time of this writing, there were scannable items from Unilever, Del Monte, Soy Joy, Energizer, Frito-Lay, Tyson, and others. They also offered points and discounts at specific retailers like Kmart. Certainly the well organized interface made the product VERY easy to use in an environment like a Food/Drug/Mass store with thousands of SKUs. They have many clients outside of CPG as well.
Checkpoints says it offers consumers check-ins at more than one million retail outlets. Points can be redeemed for gift cards, air miles, merchandise, and charitable donations.
Few doubt that we are going to be seeing a lot more activity in shopper marketing through the mobile phone. The ease of use and versatility of this application may drive strong success in the future. Getting a greater share of mind space is particularly relevant in many categories, not least CPG. A particular item is competing with tens of thousands of other items in a grocery store. And buying a feature or a display – when you can get one – is an unbelievably expensive proposition. I think another interesting use would be to increase velocity for products that are struggling with particular retailers. For example, I have worked on several brands that had strong sales in some chains, but slow starts in others. This kind of program can be fielded very quickly and in a very targeted manner.
That’s cool. Check out this free app on iPhone or Android.
Start-Up Watch COD: shopkick rewards retail visiting, browsing and buying
Thanks to ad:tech for publishing this first.
There are a lot of mobile shopper marketing initiatives out there today, but most are focused on the very bottom tip of the buying funnel. Essentially, influencing brand choice and making it easier to buy.
Nothing wrong with that approach. As a matter of fact, for a lot of companies and a lot of situations, there’s a lot right about it. But are there other ways to help retailers and brands other than delivering instant coupons?
The people behind shopkick envisioned something different. Instead of focusing on delivering cents- or dollars-off promotions at the point of shelf, shopkick rewards consumers simply for visiting a store and locating products on the shelf. And while price promotions are PART of their offering, their overall program is geared toward making visiting stores and learning about products more fun and rewarding. They ask, ‘why shouldn’t people be recognized and rewarding simply for making a trip to a store?’
Shopkick shares a lot of characteristics with Four Square and Gowalla. Users download the iPhone/Android app and open it to a points interface that rewards consumers with “kickbucks” for several kinds of actions:
1.“Checking in” at a store. Review a list of nearby businesses and click on their listings to earn points. In my location (Oakland, CA) there were dozens of listings of small businesses, for which I could earn a couple of points simply by tapping their listing and examining a discount offer on a good that they sold. Many of these offers were for Kraft and Unilever products sold at the stores. To claim the points, you scan the UPC by taking a photo with your smart phone.
2.Walking into a participating retail chain. Simply by going to one of its participating retailers, the consumer earns kickbucks. The brand has signed up an impressive set of major retailers even this early in its existence, including Best Buy, Crate & Barrel, Macy's, American Eagle, Sports Authority, Target, Wet Seal and major Simon malls, in 18 major markets.
3.Scanning/Sampling items. As preliminarily discussed in point one, consumers get additional points by scanning items available in the store. These point totals tend to be far higher than for items in nonparticipating stores, but then the retail prices of these goods tend to be higher as well. An example is an offer from Macy’s that gives the user 100 points for getting a sample of D&G Light Blue Cologne. After getting the sample, the clerk lets the consumer photograph the UPC.
4.Referring new members. Users can also earn significant kickbucks by getting their friends to sign up for shopkick. To get points, you need to communicate a special code to your would be referrals.
Here's the sizzle vid. Note, it's also available for Android.
In addition to enabling the consumer to earn kickbucks, the application also delivers discounts on purchases within the participating stores at which you check in. For example, you might get 20% off apparel purchases or a $5 discount on a movie DVD.
It’s very easy to rack up points quickly. But what are these kickbucks, anyway? Well, a lot. The app offers a variety of gift cards for points, Facebook credits, plus luxury items like Coach purses and flat screen TVs for significant point counts. There’s even a Princess cruise trip available for points.
Many members, however, use to give to charity. Users can redeem their points for actual cash contributions to more than 30 charities that participate with the service.
For a retailer, the value of shopkick is immediately apparent. More traffic, and likely more sales through its innovative rewards for locating and sampling products. For product brands, shopkick can be used to help grow demand for goods – via discounts and the awareness and purchase intent that comes from locating and interacting with a good in order to scan it.
For me, a big part of the shopkick appeal is the play value and the INDIRECT rewards system that drives it. By indirect I mean you aren't necessarily paying less for something right at this very second.
As a brand marketer, I am increasingly concerned about the discount culture that we are cultivating through both offline and online promotion. While there are certainly brands that are selling a lot of goods at full value still, many many more have fallen into a trap of discounting the VAST MAJORITY of their purchases. That is LITERALLY diminishing the value of brands.
I am by no means opposed to promotion, but the goal of a promotion should be about more than just lowering the retail price of a good on an ongoing basis.
And that’s what’s different about shopkick. Many of the activities that shopkick rewards are not in the form of immediate discounts but rather in the points or kickbucks system – a system that is based upon delayed gratification. It gives a retailer or a brand a way to grow sales and traffic without simply cutting prices.
As we saw earlier shopkick had an impressive list of participating national retailers. Their consumer uptake is also impressive. In February of this year, they announced that more than 100 million checkins had been recorded.
There are a lot of mobile shopper marketing initiatives out there today, but most are focused on the very bottom tip of the buying funnel. Essentially, influencing brand choice and making it easier to buy.
Nothing wrong with that approach. As a matter of fact, for a lot of companies and a lot of situations, there’s a lot right about it. But are there other ways to help retailers and brands other than delivering instant coupons?
The people behind shopkick envisioned something different. Instead of focusing on delivering cents- or dollars-off promotions at the point of shelf, shopkick rewards consumers simply for visiting a store and locating products on the shelf. And while price promotions are PART of their offering, their overall program is geared toward making visiting stores and learning about products more fun and rewarding. They ask, ‘why shouldn’t people be recognized and rewarding simply for making a trip to a store?’
Shopkick shares a lot of characteristics with Four Square and Gowalla. Users download the iPhone/Android app and open it to a points interface that rewards consumers with “kickbucks” for several kinds of actions:
1.“Checking in” at a store. Review a list of nearby businesses and click on their listings to earn points. In my location (Oakland, CA) there were dozens of listings of small businesses, for which I could earn a couple of points simply by tapping their listing and examining a discount offer on a good that they sold. Many of these offers were for Kraft and Unilever products sold at the stores. To claim the points, you scan the UPC by taking a photo with your smart phone.
2.Walking into a participating retail chain. Simply by going to one of its participating retailers, the consumer earns kickbucks. The brand has signed up an impressive set of major retailers even this early in its existence, including Best Buy, Crate & Barrel, Macy's, American Eagle, Sports Authority, Target, Wet Seal and major Simon malls, in 18 major markets.
3.Scanning/Sampling items. As preliminarily discussed in point one, consumers get additional points by scanning items available in the store. These point totals tend to be far higher than for items in nonparticipating stores, but then the retail prices of these goods tend to be higher as well. An example is an offer from Macy’s that gives the user 100 points for getting a sample of D&G Light Blue Cologne. After getting the sample, the clerk lets the consumer photograph the UPC.
4.Referring new members. Users can also earn significant kickbucks by getting their friends to sign up for shopkick. To get points, you need to communicate a special code to your would be referrals.
Here's the sizzle vid. Note, it's also available for Android.
In addition to enabling the consumer to earn kickbucks, the application also delivers discounts on purchases within the participating stores at which you check in. For example, you might get 20% off apparel purchases or a $5 discount on a movie DVD.
It’s very easy to rack up points quickly. But what are these kickbucks, anyway? Well, a lot. The app offers a variety of gift cards for points, Facebook credits, plus luxury items like Coach purses and flat screen TVs for significant point counts. There’s even a Princess cruise trip available for points.
Many members, however, use to give to charity. Users can redeem their points for actual cash contributions to more than 30 charities that participate with the service.
For a retailer, the value of shopkick is immediately apparent. More traffic, and likely more sales through its innovative rewards for locating and sampling products. For product brands, shopkick can be used to help grow demand for goods – via discounts and the awareness and purchase intent that comes from locating and interacting with a good in order to scan it.
For me, a big part of the shopkick appeal is the play value and the INDIRECT rewards system that drives it. By indirect I mean you aren't necessarily paying less for something right at this very second.
As a brand marketer, I am increasingly concerned about the discount culture that we are cultivating through both offline and online promotion. While there are certainly brands that are selling a lot of goods at full value still, many many more have fallen into a trap of discounting the VAST MAJORITY of their purchases. That is LITERALLY diminishing the value of brands.
I am by no means opposed to promotion, but the goal of a promotion should be about more than just lowering the retail price of a good on an ongoing basis.
And that’s what’s different about shopkick. Many of the activities that shopkick rewards are not in the form of immediate discounts but rather in the points or kickbucks system – a system that is based upon delayed gratification. It gives a retailer or a brand a way to grow sales and traffic without simply cutting prices.
As we saw earlier shopkick had an impressive list of participating national retailers. Their consumer uptake is also impressive. In February of this year, they announced that more than 100 million checkins had been recorded.
Start-Up Watch COD: Chango: Is it time for you to start Search retargeting?
Thanks to ad:tech for publishing this first...
Ask virtually any marketer what the most effective marketing tactic they use is, and chances are they’re going to say Search. After all, if you can deliver a message when people are actively seeking info about your product – or even better, looking for a place to buy it – then the odds are pretty darned fine that you can make a sale.
It’s bottom of the funnel “I am ready to buy stuff” in many cases, which has great impact on DR response rates.
The issue with Search, though, has often been scale. Even with the tremendous reach of search leaders like Google and Bing/Yahoo, there is a limit to the number of people actively searching for your product today. Ergo, there a limited number of search results pages on which to appear. Add to that a CPC battle royal for top placement on those pages and the walls on search volumes close in.
The question is: How do you leverage the effectiveness of search related marketing across more prospects and customers?
A company called Chango has one interesting answer. They are focused on “search retargeting,” or the ability to target ads to searchers AFTER they have left the results pages of Google or Bing.
You visit Bing and search for an item. You get your results and off you go. That’s where Chango kicks in, delivering ads to you related to the category you searched for. These may appear on contextually relevant pages or on general interest pages. Because the focus here is on qualified audience first.
To use Chango, a brand imports its set of keywords to the platform, and Chango serves dynamic display ads to people who have recently searched for one or more of those terms. Whether or not you were the number one ranked sponsored search result on the page, Chango gives you the opportunity to powerfully communicate your offering to those searchers across the web. Chango can also accommodate multiple landing pages and the like.
Here’s their CEO telling their story:
With Chango, you don’t need to create banner ads for each keyword. Rather, the platform combines your search text with images that you upload, creating graphical ads using clean and clear templates.
To deliver ads against these searchers, Chango purchases qualified inventory on the major ad exchanges.
Publishers partner with Chango to increase the value of their inventory. Chango pays them on a CPC basis, and because the search retargeting yields highly targeted audiences, the pubs can drive higher yield from these impressions. Because Chango ads appear in the graphical ad spaces on a page, they can be used in conjunction with contextually targeted Ad Sense programs.
We all know that Search data is very valuable for bottom of the funnel efforts. With Chango, those efforts can be scaled up to reap more of that value.
Cheers? Jeers? Tweet 'em to @CatalystaJim
Ask virtually any marketer what the most effective marketing tactic they use is, and chances are they’re going to say Search. After all, if you can deliver a message when people are actively seeking info about your product – or even better, looking for a place to buy it – then the odds are pretty darned fine that you can make a sale.
It’s bottom of the funnel “I am ready to buy stuff” in many cases, which has great impact on DR response rates.
The issue with Search, though, has often been scale. Even with the tremendous reach of search leaders like Google and Bing/Yahoo, there is a limit to the number of people actively searching for your product today. Ergo, there a limited number of search results pages on which to appear. Add to that a CPC battle royal for top placement on those pages and the walls on search volumes close in.
The question is: How do you leverage the effectiveness of search related marketing across more prospects and customers?
A company called Chango has one interesting answer. They are focused on “search retargeting,” or the ability to target ads to searchers AFTER they have left the results pages of Google or Bing.
You visit Bing and search for an item. You get your results and off you go. That’s where Chango kicks in, delivering ads to you related to the category you searched for. These may appear on contextually relevant pages or on general interest pages. Because the focus here is on qualified audience first.
To use Chango, a brand imports its set of keywords to the platform, and Chango serves dynamic display ads to people who have recently searched for one or more of those terms. Whether or not you were the number one ranked sponsored search result on the page, Chango gives you the opportunity to powerfully communicate your offering to those searchers across the web. Chango can also accommodate multiple landing pages and the like.
Here’s their CEO telling their story:
Search Retargeting 101 from Chango on Vimeo.
With Chango, you don’t need to create banner ads for each keyword. Rather, the platform combines your search text with images that you upload, creating graphical ads using clean and clear templates.
To deliver ads against these searchers, Chango purchases qualified inventory on the major ad exchanges.
Publishers partner with Chango to increase the value of their inventory. Chango pays them on a CPC basis, and because the search retargeting yields highly targeted audiences, the pubs can drive higher yield from these impressions. Because Chango ads appear in the graphical ad spaces on a page, they can be used in conjunction with contextually targeted Ad Sense programs.
We all know that Search data is very valuable for bottom of the funnel efforts. With Chango, those efforts can be scaled up to reap more of that value.
Cheers? Jeers? Tweet 'em to @CatalystaJim
Start-Up Watch COD: New West and the next generation of local media
Thanks to ad:tech for publishing this first.
We live in an era where newspapers continue to fall in circ and close. We sorely need a new media model that can fill the void in local and regional news coverage. While on some level we all have access to more news than ever through the Internet, there really isn’t a proven model yet that can perform the vital public service that local media once provided.
There are certainly some being tested. AOL’s Patch, for example, provides local news via a special page each for hundreds of communities – each with a local editor in place in the community it serves.
Another model I’d like to tell you about is that of New West, a start-up based in Missoula, Montana which has just received its second round from Flywheel Ventures of New Mexico. New West was formed to serve the local and regional needs of the Rockies by combining professional journalists, bloggers, photographers, and community members in a digital offering that serves local news and information needs as well as those of the region at large.
It couldn’t come at a more opportune time. Lots of small local papers in the Rockies have gone under – and with them the important community information and advocacy that newspapers have traditionally provided to the communities they serve.
The editorial remit of New West is to analyze the top news in a six-state region with a focus on stories that affect the region as a whole, and deliver these in a manner that shows a unique regional perspective. Soon, the publication will debut six state-specific pages to cover the issues unique to each of those areas. Finally, the publication is working in partnership with FWIX to deliver localized news feeds for a reader’s location.
Sharing content across media outlets is of course nothing new to the newspaper business. AP and UPI were built on this very concept, and continue to provide an important set of news and information for offline and online media alike.
But New West is vertically integrated, based upon the compelling idea that there are news and issues unique to the Rockies that are best covered by people who are part of the region. Essentially, that there are a Rocky Mountain outlook and lifestyle that are unique, and fundamentally underserved by the national and international news syndicators. That there are critical regional issues of great importance to residents. Issues like:
• Regional politics
• Development
• Tourism and the “snow industry”
• Agriculture
• Water
• Energy
The Rockies are fascinating socioeconomically, and certainly the realities of daily life are rather different from those I experience in urban Oakland. By celebrating and working to protect that daily life, New West hopes to drive greater cohesion in a ruthlessly independent population.
In addition, New West seeks to help advertisers reach and connect with the demographically comfortable, culturally aware, and fundamentally active readership. Further, the audience stats for the site are rather impressive:
• 84% College grad
• 93% vote in local and national elections
• 20% CEO/President/Chair/Owner
• 31% Manager/Director/Supervisor
Stats better than many of the "go-tos" we traditionally choose when we want to reach an elite audience. Indeed, you would probably be shocked at the number of VC leaders that call Montana their second home.
In addition to IAB standards, the site offers interstitials, rich media experiences, sponsored content, and deep brand integrations.
One of the things that is clear based upon their editorial mix is that Westerners are anxious to be a part of this new company and model. The number of authors who post to the site, the number of business leaders who contribute, and the number and depth of community participation in the content are remarkable.
In addition to the website, the company has wisely chosen to develop multiple revenue models, including an events business and a web development shop that helps supplement revenue and incomes as the publication continues its growth trajectory.
The site itself has received a great number of industry accolades, including this from the New York Times.
By just about every measure New West, the online magazine, is a success: It features great writing and reporting, presented via a smart blend of magazine and bloglike articles covering the Rocky Mountain states. Traffic is growing. Critics are raving.
I like their pluck, and their commitment to doing well by doing good – helping community members and advertisers capitalize on the unique attributes of Rocky Mountain life.
Cheers? Jeers? Tweet 'em to @CatalystaJim.
We live in an era where newspapers continue to fall in circ and close. We sorely need a new media model that can fill the void in local and regional news coverage. While on some level we all have access to more news than ever through the Internet, there really isn’t a proven model yet that can perform the vital public service that local media once provided.
There are certainly some being tested. AOL’s Patch, for example, provides local news via a special page each for hundreds of communities – each with a local editor in place in the community it serves.
Another model I’d like to tell you about is that of New West, a start-up based in Missoula, Montana which has just received its second round from Flywheel Ventures of New Mexico. New West was formed to serve the local and regional needs of the Rockies by combining professional journalists, bloggers, photographers, and community members in a digital offering that serves local news and information needs as well as those of the region at large.
It couldn’t come at a more opportune time. Lots of small local papers in the Rockies have gone under – and with them the important community information and advocacy that newspapers have traditionally provided to the communities they serve.
The editorial remit of New West is to analyze the top news in a six-state region with a focus on stories that affect the region as a whole, and deliver these in a manner that shows a unique regional perspective. Soon, the publication will debut six state-specific pages to cover the issues unique to each of those areas. Finally, the publication is working in partnership with FWIX to deliver localized news feeds for a reader’s location.
Sharing content across media outlets is of course nothing new to the newspaper business. AP and UPI were built on this very concept, and continue to provide an important set of news and information for offline and online media alike.
But New West is vertically integrated, based upon the compelling idea that there are news and issues unique to the Rockies that are best covered by people who are part of the region. Essentially, that there are a Rocky Mountain outlook and lifestyle that are unique, and fundamentally underserved by the national and international news syndicators. That there are critical regional issues of great importance to residents. Issues like:
• Regional politics
• Development
• Tourism and the “snow industry”
• Agriculture
• Water
• Energy
The Rockies are fascinating socioeconomically, and certainly the realities of daily life are rather different from those I experience in urban Oakland. By celebrating and working to protect that daily life, New West hopes to drive greater cohesion in a ruthlessly independent population.
In addition, New West seeks to help advertisers reach and connect with the demographically comfortable, culturally aware, and fundamentally active readership. Further, the audience stats for the site are rather impressive:
• 84% College grad
• 93% vote in local and national elections
• 20% CEO/President/Chair/Owner
• 31% Manager/Director/Supervisor
Stats better than many of the "go-tos" we traditionally choose when we want to reach an elite audience. Indeed, you would probably be shocked at the number of VC leaders that call Montana their second home.
In addition to IAB standards, the site offers interstitials, rich media experiences, sponsored content, and deep brand integrations.
One of the things that is clear based upon their editorial mix is that Westerners are anxious to be a part of this new company and model. The number of authors who post to the site, the number of business leaders who contribute, and the number and depth of community participation in the content are remarkable.
In addition to the website, the company has wisely chosen to develop multiple revenue models, including an events business and a web development shop that helps supplement revenue and incomes as the publication continues its growth trajectory.
The site itself has received a great number of industry accolades, including this from the New York Times.
By just about every measure New West, the online magazine, is a success: It features great writing and reporting, presented via a smart blend of magazine and bloglike articles covering the Rocky Mountain states. Traffic is growing. Critics are raving.
I like their pluck, and their commitment to doing well by doing good – helping community members and advertisers capitalize on the unique attributes of Rocky Mountain life.
Cheers? Jeers? Tweet 'em to @CatalystaJim.
Friday, March 18, 2011
COD: Mixtent aims at cracking the professional reputation nut
Thanks to ad:tech for publishing this first
I first learned about Mixtent in mid February, and was fascinated by both the notion of collective reputation measurement and the role it could play in making better hiring decisions. Let’s face it, making the decision to hire people is always a bit of a crap shoot. You can check references but rare is the person that cannot find three schmucks to vouch for them. Further, the fluid nature of job roles in the modern organization means that the same job title can require one set of skills in one company, and quite a different set in another.
We all know that hiring and retaining great staff are huge challenges on both the agency and brand sides. I am going to use the role of Media Supervisor as an example of why deep reputation information can be essential to making better choices. One assignment might require intimate knowledge of the bleeding edge, another an extraordinary mentoring ability, and the third the ability to build a stronger relationship with a client. We none of us are strong at everything.
What Mixtent does is uses your personal Linked In network, and a binary either or rating system to provide a picture of an individual based upon the opinions of people that they are connected to.
You join Mixtent by connecting it to your LinkedIn profile. From there, the platform defines a range of skills connected to your experience, and has the community rate you versus other connections on those skills.
In turn, you get to rate people you know on their experience sets. As I mentioned earlier, the ratings system is binary. Would you rather work with person A or person B on a project requiring the given skill set?
The platform gathers all of the ratings of all of the people and gives you a percentile rank versus others with the same skill sets. Your percentile rank is only calculated AFTER you have received 20 ratings, which is designed to limit the impact of being flamed by an individual you are connected to. And to give the data genuine validity.
How will this be useful in hiring and management decisions? Well, for a start, it gives you a more quantitatively valid view of an individual’s strengths. It’ll help you decide whether candidate A or candidate B might be more appropriate for that Media Supe assignment that requires strong managerial skills. Because you won’t be relying on a few interviews and self-selected references.
BTW, your ratings of individuals are kept private – that’s another inherent strength of the system requiring more than 20 votes before it calculates your percentile rank. That way you can be honest without fear of repercussions.
This is a new service, and for now only your connections can see your rankings. Additionally, if you see your ratings and dislike the answers, you can opt right out. Tech Crunch said that this is important to building a successful professional reputation platform. In their words:
Your peers can vote on you anonymously, so you don’t have the LinkedIn issue where people glad-hand recommendations for one another, but there is no way to enter text so the site doesn’t evolve in the defamation morass of Honestly either. Also, unlike Honestly (born as Unvarnished), you have to opt-in to Mixtent, and if you don’t like the results, you can opt out. I think that’s essential to any reputation system. If you build a good enough product, people will use it without being bullied or forced into it.
I can only guess where Mixtent is going. But I think the model is well designed, and the information very valuable. It’ll become even more valuable as the ranking algorithms get more and more accurate. Keep an eye out for this team – I think they are on to something very valuable.
I first learned about Mixtent in mid February, and was fascinated by both the notion of collective reputation measurement and the role it could play in making better hiring decisions. Let’s face it, making the decision to hire people is always a bit of a crap shoot. You can check references but rare is the person that cannot find three schmucks to vouch for them. Further, the fluid nature of job roles in the modern organization means that the same job title can require one set of skills in one company, and quite a different set in another.
We all know that hiring and retaining great staff are huge challenges on both the agency and brand sides. I am going to use the role of Media Supervisor as an example of why deep reputation information can be essential to making better choices. One assignment might require intimate knowledge of the bleeding edge, another an extraordinary mentoring ability, and the third the ability to build a stronger relationship with a client. We none of us are strong at everything.
What Mixtent does is uses your personal Linked In network, and a binary either or rating system to provide a picture of an individual based upon the opinions of people that they are connected to.
You join Mixtent by connecting it to your LinkedIn profile. From there, the platform defines a range of skills connected to your experience, and has the community rate you versus other connections on those skills.
In turn, you get to rate people you know on their experience sets. As I mentioned earlier, the ratings system is binary. Would you rather work with person A or person B on a project requiring the given skill set?
The platform gathers all of the ratings of all of the people and gives you a percentile rank versus others with the same skill sets. Your percentile rank is only calculated AFTER you have received 20 ratings, which is designed to limit the impact of being flamed by an individual you are connected to. And to give the data genuine validity.
How will this be useful in hiring and management decisions? Well, for a start, it gives you a more quantitatively valid view of an individual’s strengths. It’ll help you decide whether candidate A or candidate B might be more appropriate for that Media Supe assignment that requires strong managerial skills. Because you won’t be relying on a few interviews and self-selected references.
BTW, your ratings of individuals are kept private – that’s another inherent strength of the system requiring more than 20 votes before it calculates your percentile rank. That way you can be honest without fear of repercussions.
This is a new service, and for now only your connections can see your rankings. Additionally, if you see your ratings and dislike the answers, you can opt right out. Tech Crunch said that this is important to building a successful professional reputation platform. In their words:
Your peers can vote on you anonymously, so you don’t have the LinkedIn issue where people glad-hand recommendations for one another, but there is no way to enter text so the site doesn’t evolve in the defamation morass of Honestly either. Also, unlike Honestly (born as Unvarnished), you have to opt-in to Mixtent, and if you don’t like the results, you can opt out. I think that’s essential to any reputation system. If you build a good enough product, people will use it without being bullied or forced into it.
I can only guess where Mixtent is going. But I think the model is well designed, and the information very valuable. It’ll become even more valuable as the ranking algorithms get more and more accurate. Keep an eye out for this team – I think they are on to something very valuable.
COD: Tecca and the New Way to Sell
Thanks to ad:tech for publishing this first.
Big box retail has brought consumer benefits, but there have also been costs. No, I am not going to get all Mary Harris “Mother” Jones on you, though if you asked me to lunch I certainly could. Rather, I am going to come at this from a different perspective: How difficult it can be to make a good decision on purchases, particularly electronic purchases when you're standing in a warehouse-sized store and the electronics clerk is outside having a smoke.
Because let’s face it, if you go to a big electronics retailer, the “help” you get is pretty spotty. All the happy well informed employee TV ads don’t make up for the time when you have $2000 in your pocket for some washer dryer set, and the employee (when you find one) only knows which is the LG and which the Vizio. I can read logos, what I want is some insight on the strengths and weaknesses of each.
Tecca is a relatively new website designed to create a community expressly for sharing opinions about electronics. Best Buy funded it through its Fuse Capital venture. The site has massive amounts of information on electronics, from product specifications, to news, to reviews from multiple sources, to UGC reviews. Here's the intro flick:
Tecca also incorporates extensive pricing information from Best Buy (natch) and a multitude of other retailers. Listings arrange prices in ascending order, so the cheapest retailer wins top billing. Now, Best Buy is the national electronics big box left standing so naturally they win their share of these arrangements. But the site does not always list Best Buy first.
You use Tecca through iPhone, Android, or iPad apps, or online. But obviously, this is primarily a mobile play because that’s where most people are deciding what to choose.
I did see Kmart on a pricing listing once, but even by typing in eight models that I pulled off either Target and/or Wal-Mart sites, I never got either company in the price comparison results. I don’t know whether those two retailers aren’t participating by their choice or by Tecca’s. Or if indeed this was a fluke of the database. But given that Target and Wal-Mart have more limited selections, they wouldn’t end up in most searches anyway.
Why should you care about this if you aren’t in the electronics biz? I think the emergence of Tecca reflects a new reality in the way business needs to act in order to make a sale. In a world where consumers don’t or cannot trust retailers to provide unbiased perspective on products, they need resources that they can consult that are credible. I don’t doubt that having reviews available on product pages is beneficial, but if you’re the suspicious sort, as am I, there is often the sense that a richer story is available in an editorially driven community.
So for the rest of this, I am going to assume that Tecca and Best Buy understand that an effort to systematically exclude a competitor would quickly be discerned, and that the traffic would disappear. I was impressed by both the breadth and depth of info available on the site, and the free flowing community discussions. There are other shopping and electronics recommendation communities out there, including many NOT funded by retailers, but Tecca really does offer a strong content platform.
When I buy electronics, I usually print out Consumer Reports reviews. And then I take them into a store and find that all the model numbers have changed. So having a community that includes items currently available has benefits.
Assuming Tecca IS offering a level playing field for other terrestrial retailers, having this sort of resource offsite offers a powerful way to help consumers make decisions. When you are Best Buy, your biggest competitor may be indecision.
I am not for a moment suggesting that there aren’t other places or other, possibly better content destinations out there. But having access to Tecca in iPhone and Android apps makes it beyond easy to use. Assuming they aren’t Best Warping the data, it’ll be very interesting to see how it does.
Big box retail has brought consumer benefits, but there have also been costs. No, I am not going to get all Mary Harris “Mother” Jones on you, though if you asked me to lunch I certainly could. Rather, I am going to come at this from a different perspective: How difficult it can be to make a good decision on purchases, particularly electronic purchases when you're standing in a warehouse-sized store and the electronics clerk is outside having a smoke.
Because let’s face it, if you go to a big electronics retailer, the “help” you get is pretty spotty. All the happy well informed employee TV ads don’t make up for the time when you have $2000 in your pocket for some washer dryer set, and the employee (when you find one) only knows which is the LG and which the Vizio. I can read logos, what I want is some insight on the strengths and weaknesses of each.
Tecca is a relatively new website designed to create a community expressly for sharing opinions about electronics. Best Buy funded it through its Fuse Capital venture. The site has massive amounts of information on electronics, from product specifications, to news, to reviews from multiple sources, to UGC reviews. Here's the intro flick:
Tecca also incorporates extensive pricing information from Best Buy (natch) and a multitude of other retailers. Listings arrange prices in ascending order, so the cheapest retailer wins top billing. Now, Best Buy is the national electronics big box left standing so naturally they win their share of these arrangements. But the site does not always list Best Buy first.
You use Tecca through iPhone, Android, or iPad apps, or online. But obviously, this is primarily a mobile play because that’s where most people are deciding what to choose.
I did see Kmart on a pricing listing once, but even by typing in eight models that I pulled off either Target and/or Wal-Mart sites, I never got either company in the price comparison results. I don’t know whether those two retailers aren’t participating by their choice or by Tecca’s. Or if indeed this was a fluke of the database. But given that Target and Wal-Mart have more limited selections, they wouldn’t end up in most searches anyway.
Why should you care about this if you aren’t in the electronics biz? I think the emergence of Tecca reflects a new reality in the way business needs to act in order to make a sale. In a world where consumers don’t or cannot trust retailers to provide unbiased perspective on products, they need resources that they can consult that are credible. I don’t doubt that having reviews available on product pages is beneficial, but if you’re the suspicious sort, as am I, there is often the sense that a richer story is available in an editorially driven community.
So for the rest of this, I am going to assume that Tecca and Best Buy understand that an effort to systematically exclude a competitor would quickly be discerned, and that the traffic would disappear. I was impressed by both the breadth and depth of info available on the site, and the free flowing community discussions. There are other shopping and electronics recommendation communities out there, including many NOT funded by retailers, but Tecca really does offer a strong content platform.
When I buy electronics, I usually print out Consumer Reports reviews. And then I take them into a store and find that all the model numbers have changed. So having a community that includes items currently available has benefits.
Assuming Tecca IS offering a level playing field for other terrestrial retailers, having this sort of resource offsite offers a powerful way to help consumers make decisions. When you are Best Buy, your biggest competitor may be indecision.
I am not for a moment suggesting that there aren’t other places or other, possibly better content destinations out there. But having access to Tecca in iPhone and Android apps makes it beyond easy to use. Assuming they aren’t Best Warping the data, it’ll be very interesting to see how it does.
COD: Lanyrd is the super nifty social conference directory
Thanks to ad:tech for publishing this first!
Do you go to a lot of conferences? Or do you only go to one, and spend a lot of time selecting the perfect event for your networking and personal development? Or do you fall somewhere in between? Or do you generally not get to go to conferences for reasons of cost or schedule, but wish you could get some insight into a killer session.
That paragraph is my long winded way of saying that whatever your interest in conferences, you should surf on over to Lanyrd, a site that provides great information and connection opportunities for hundreds of conferences around the world, with more added every day.
The site connects to your Twitter, and gives you a view of the particulars of the event, related links, a dashboard of speakers, related books, attendees, a conference calendar, and loads more. Users can link assets to the event like press coverage, videos, Slide Share decks, etc.
The community is based upon the idea that users, and of course event marketers, will contribute content, as with a Wiki. You list yourself and your relationship with an event (organizer, speaker, attendee) or you can simply track an event before you commit to attendance, and be updated with new information as it becomes available.
Users can also tag events with a view to helping people find relevant by topic, geography, or whatever makes sense.
In addition to in person events, the site offers the opportunity to list and learn about virtual conferences, which are becoming more and more common.
The value to event marketers is obvious, but it also helps facilitate the networking which is a vital draw to in person events. At an event as large as an ad:tech, for example, you might never know or see colleagues whoa re attending, and your experience might be enriched by spending time with them. Similarly, it enables you to make new connections with attendees that share interests, etc.
Explore the site by topic, by event name, or drill down into a particular attendee’s profile.
They’ve also taken out a lot of the friction that you may have experienced before Lanyrd was created. For example, you can export your conference schedule into Outlook and iCal, among others. You can even get little event badges for your personal site so you can let others know where you are going to be. An even deeper level of facilitating connections between people.
I think this is big stuff for the conference ecosystem. As a means of finding just the right event, following the discussion, and connecting with others, it is unique. All these are really important services in a very crowded industry category. And given that highly competitive business, it’s pretty easy to see how this tool will become a moneymaker by providing services to events, among others.
I’m not the only one who thinks so. They are getting money and advice from Y Combinator.
Do you go to a lot of conferences? Or do you only go to one, and spend a lot of time selecting the perfect event for your networking and personal development? Or do you fall somewhere in between? Or do you generally not get to go to conferences for reasons of cost or schedule, but wish you could get some insight into a killer session.
That paragraph is my long winded way of saying that whatever your interest in conferences, you should surf on over to Lanyrd, a site that provides great information and connection opportunities for hundreds of conferences around the world, with more added every day.
The site connects to your Twitter, and gives you a view of the particulars of the event, related links, a dashboard of speakers, related books, attendees, a conference calendar, and loads more. Users can link assets to the event like press coverage, videos, Slide Share decks, etc.
The community is based upon the idea that users, and of course event marketers, will contribute content, as with a Wiki. You list yourself and your relationship with an event (organizer, speaker, attendee) or you can simply track an event before you commit to attendance, and be updated with new information as it becomes available.
Users can also tag events with a view to helping people find relevant by topic, geography, or whatever makes sense.
In addition to in person events, the site offers the opportunity to list and learn about virtual conferences, which are becoming more and more common.
The value to event marketers is obvious, but it also helps facilitate the networking which is a vital draw to in person events. At an event as large as an ad:tech, for example, you might never know or see colleagues whoa re attending, and your experience might be enriched by spending time with them. Similarly, it enables you to make new connections with attendees that share interests, etc.
Explore the site by topic, by event name, or drill down into a particular attendee’s profile.
They’ve also taken out a lot of the friction that you may have experienced before Lanyrd was created. For example, you can export your conference schedule into Outlook and iCal, among others. You can even get little event badges for your personal site so you can let others know where you are going to be. An even deeper level of facilitating connections between people.
I think this is big stuff for the conference ecosystem. As a means of finding just the right event, following the discussion, and connecting with others, it is unique. All these are really important services in a very crowded industry category. And given that highly competitive business, it’s pretty easy to see how this tool will become a moneymaker by providing services to events, among others.
I’m not the only one who thinks so. They are getting money and advice from Y Combinator.
COD: Wishpond – Putting virtual in service of local bricks and mortar
The percentage of retail driven through ecommerce continues to grow, but it's still in single digits. That being said, there is no doubt that consumers are using the web to do research on products, especially for more considered purchases.
Wishpondis out to drive more sales to brick and mortar, using geolocation to help small and large retailers make consumers aware of what they have in stock and ready to take home today.
Imagine you are looking for a fairly high end Nikon. You've done your research online, but now you are ready to buy. You COULD make a purchase through Amazon or Fry's online, or you could fire up Wishpond and see if it is available anywhere nearby. Wishpond lets you search local retailers' inventory to see who might have the item and for how much. Let's say three retailers report having the item. You can then consider the trade offs of price, reputation, and distance to see if one of these retailers might be a better place to buy than an online store.
There are benefits for all of the players in the retailing ecosystem:
•For consumers, Wishpond gives an easy way to compare prices and the opportunity to get the good today. They can also "make a wish" meaning that they can offer to buy something at a certain price and see if any local retailer bites.
•For retailers, it provides the opportunity to spend ad dollars on people actually looking to buy, and a chance to level the playing field by communicating local availability of an item.
•For brands, the opportunity to communicate participating retailers gives another means of supporting your brick and mortar distribution system, and a way of growing sales. They could also advertise on the platform to impact buying decisions
•For publishers, the platform provides the opportunity to grow relevance to readers by making things like product recommendations more actionable. Not only can you recommend an item, you can now show consumers exactly where they might want to buy it. As such, it might also be a good advertiser lead gen tool.
This is an ads-supported platform. Retailers can join for free, or they can join and take advantage of the opportunity to do hyper local and highly targeted advertising to very likely buyers. They can even package up sales leads of people looking for an item.
We all know that the big retail winners over the past couple decades have been big box stores. But this platform levels the field, enabling even small retailers to capitalize on the technology and sales opportunities it surfaces. Though of course big box stores are also welcome to participate. And no doubt are and will.
One of the things that makes this a compelling platform is that Wishpond can plug into existing inventory management programs so the retailer doesn't need to manually input items and manage inventory levels. Instead, it's inventory speaks for itself.
There are other resources in this space, not least Milo and Google Blue Dot. But one of the ways that Wishpond stands out is that a business or pub can participate easily using an embeddable widget. These widgets can search inventory, show local locations, and even be embedded into distributed presences in social media. They also have an open API, which is helping them differentiate by shaping themselves as a platform rather than a retail search destination.
BTW, their blog is also an excellent resource if you just want to learn more about local and shopping and retailing in today's environment.
Wishpondis out to drive more sales to brick and mortar, using geolocation to help small and large retailers make consumers aware of what they have in stock and ready to take home today.
Imagine you are looking for a fairly high end Nikon. You've done your research online, but now you are ready to buy. You COULD make a purchase through Amazon or Fry's online, or you could fire up Wishpond and see if it is available anywhere nearby. Wishpond lets you search local retailers' inventory to see who might have the item and for how much. Let's say three retailers report having the item. You can then consider the trade offs of price, reputation, and distance to see if one of these retailers might be a better place to buy than an online store.
There are benefits for all of the players in the retailing ecosystem:
•For consumers, Wishpond gives an easy way to compare prices and the opportunity to get the good today. They can also "make a wish" meaning that they can offer to buy something at a certain price and see if any local retailer bites.
•For retailers, it provides the opportunity to spend ad dollars on people actually looking to buy, and a chance to level the playing field by communicating local availability of an item.
•For brands, the opportunity to communicate participating retailers gives another means of supporting your brick and mortar distribution system, and a way of growing sales. They could also advertise on the platform to impact buying decisions
•For publishers, the platform provides the opportunity to grow relevance to readers by making things like product recommendations more actionable. Not only can you recommend an item, you can now show consumers exactly where they might want to buy it. As such, it might also be a good advertiser lead gen tool.
This is an ads-supported platform. Retailers can join for free, or they can join and take advantage of the opportunity to do hyper local and highly targeted advertising to very likely buyers. They can even package up sales leads of people looking for an item.
We all know that the big retail winners over the past couple decades have been big box stores. But this platform levels the field, enabling even small retailers to capitalize on the technology and sales opportunities it surfaces. Though of course big box stores are also welcome to participate. And no doubt are and will.
One of the things that makes this a compelling platform is that Wishpond can plug into existing inventory management programs so the retailer doesn't need to manually input items and manage inventory levels. Instead, it's inventory speaks for itself.
There are other resources in this space, not least Milo and Google Blue Dot. But one of the ways that Wishpond stands out is that a business or pub can participate easily using an embeddable widget. These widgets can search inventory, show local locations, and even be embedded into distributed presences in social media. They also have an open API, which is helping them differentiate by shaping themselves as a platform rather than a retail search destination.
BTW, their blog is also an excellent resource if you just want to learn more about local and shopping and retailing in today's environment.
COD: GlobalMojo is the browser that lets consumers and businesses give back
Thanks to ad:tech for publishing this first.
As someone who came of age during the “greed is good” Eighties, I find it heartening that companies and consumers now have far greater interest in doing good. Global Mojo is a philanthropic browser that gives consumers the opportunity to do good as they go about their daily business online.
The browser, which is built on the open source Mozilla platform, donates 50% of gross revenues to schools and non-profits selected by the community as worthy causes.
Here’s the Explaniflick…
The offering essentially works like an affiliate, generating revenue when the consumer searches, browses, or makes purchases online using GlobalMojo. Because it is based upon Mozilla, it offers all of the customization options available through Firefox. But with this caring benefit overlay it may well become the choice of people who want to make a difference in more things that they do in the course of their daily lives.
There are essentially four channels of shared revenue:
• GlobalMojo Travel gives users the opportunity to compare results across a range of sites that pay the service a bounty for bookings. Travel site partners include Expedia, Orbitz, Travelocity, and more.
• GlobalMojo Shopping enables users to compare prices and products across more than 900 retailers that compensate the browser for purchases.
• Advertising and Search offer additional revenue channels.
The user selects the nonprofits s/he chooses to support, and can allocate the revenue they generate by assigning percentages to different organizations.
How much revenue are we talking about per user? Well, GlobalMojo estimates that each user will generate between $10-$30 for the charities of their choice. Not a fortune, but when combined with the donations for the behaviors of potentially millions of others, it’s easy to see that GlobalMojo can make a real difference in the world.
Of course, the beauty of the model for marketers and advertisers is that they can help do good by partnering with the company. Not only does it offer a new customer/revenue channel for online retailers – it also enables the company to do something good – and be seen doing something good by people who care deeply about such things. If you are a marketer looking for any of these benefits, visit this page to obtain more information.
As someone who came of age during the “greed is good” Eighties, I find it heartening that companies and consumers now have far greater interest in doing good. Global Mojo is a philanthropic browser that gives consumers the opportunity to do good as they go about their daily business online.
The browser, which is built on the open source Mozilla platform, donates 50% of gross revenues to schools and non-profits selected by the community as worthy causes.
Here’s the Explaniflick…
The offering essentially works like an affiliate, generating revenue when the consumer searches, browses, or makes purchases online using GlobalMojo. Because it is based upon Mozilla, it offers all of the customization options available through Firefox. But with this caring benefit overlay it may well become the choice of people who want to make a difference in more things that they do in the course of their daily lives.
There are essentially four channels of shared revenue:
• GlobalMojo Travel gives users the opportunity to compare results across a range of sites that pay the service a bounty for bookings. Travel site partners include Expedia, Orbitz, Travelocity, and more.
• GlobalMojo Shopping enables users to compare prices and products across more than 900 retailers that compensate the browser for purchases.
• Advertising and Search offer additional revenue channels.
The user selects the nonprofits s/he chooses to support, and can allocate the revenue they generate by assigning percentages to different organizations.
How much revenue are we talking about per user? Well, GlobalMojo estimates that each user will generate between $10-$30 for the charities of their choice. Not a fortune, but when combined with the donations for the behaviors of potentially millions of others, it’s easy to see that GlobalMojo can make a real difference in the world.
Of course, the beauty of the model for marketers and advertisers is that they can help do good by partnering with the company. Not only does it offer a new customer/revenue channel for online retailers – it also enables the company to do something good – and be seen doing something good by people who care deeply about such things. If you are a marketer looking for any of these benefits, visit this page to obtain more information.
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