Category Archives: from my point of view

Steve Jobs: saying goodbye to a master of 1:1 

Steve Jobs memoriam from Apple.com

Image: Apple.com

Among other things Steve Jobs did well, he was a master at making 1:1 connections. When he shared his enthusiasm for a new product or his delight in an innovation, he managed to engage each member of his audience – whether in person,  online, or on air, and make us feel like he was looking and talking directly to us.

It wasn’t just the “cool” factor or  the great technology made simple that drew in customers and inspired loyalty. He made us feel that he and Apple made those devices especially for us.

Maybe that is why so many had a personal reaction to his death.

Each of us may not have his talent, but we can embrace his commitment to connecting with, not an audience, not “customers”, but with individuals. I’m in. Will you join me?

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‘Tis the Season

Coincidence or synchronicity?  Less than an hour after I published the previous post, I received Internet Retailer’s email newsletter that included an article on Holiday eCommerce .

“For many larger retailers, Black Friday—the traditional start to holiday shopping on the day after Thanksgiving—is beginning to stretch into a full week with preliminary promotions…” 

If you’re interested in the industry’s analysis, it’s definitely worth the few minutes it takes to read the full article.

Bah, Humbug!

I can’t believe I’m writing this post before Thanksgiving!  I already have a monumental case of holiday email marketing fatigue.

My inbox is already so crowded with Black Friday promotions, it takes me twice as long to get through it. Lord only knows what I’ll face over the weekend, when companies ramp up with Cyber Monday offers.

And I’m just talking email. Mobile alerts? I’m going to need a flak jacket.

The conundrum
On one hand, real-time offers are great. On the other hand, way too many businesses still don’t do enough segmentation (matching specific offers to specific recipients) or any at all – so the relevancy of those real-time offers can be pretty low.

According to Pew Research, as of May 2010,  94% of all internet users sent or read email online and 72% bought products online. So far this season, some companies are already behaving as if capturing the sales of the 22% that forms the gap is life or death. With the economy hurting, companies desperate for revenue are already in bombardment mode. Sophisticated, pretty spam; cheap to send and worth it to them if they just hook a few consumer fish.

We’re all becoming pretty adept at scanning through our inboxes to find the things that matter – one person’s prize is another one’s poison – but it still irks me.

What do you think?

I may already be tired of the onslaught, but what about you?

Do you appreciate a deluge of real-time offers? And even more important, do these offers prompt you to buy? Or has your delete button become a constant, somewhat annoying best friend? What is your experience?  Inquiring minds want to know.