![]() ![]() For those of you who aren’t quite sure what I’m talking about, here’s a quick overview of what a chatbot is: There are some great applications popping up from brands that genuinely add value to the end consumer, and early signs are showing that consumers are actually responding really well to them. It’s fair to say that I’m pretty obsessed with chatbots right now. Last year alone the organic reach of publishers on Facebook fell by a further 52%. Back in 2014, I wrote about how “ Facebook’s Likes Don’t Matter Anymore” in relation to the declining organic reach of Facebook pages. In email’s case, it can be the over-exposure to marketing emails and moves from email providers to filter out promotional content with other channels it can be the platform itself. I don’t think many people will argue that, whilst this is the case now, things are only going to get worse.Īs with many ‘organic’ channels, the relative reach of your audience tends to decline over time due to a variety of factors. Not only that, but it’s becoming more and more difficult to even reach someone’s email inbox Google’s move to separate out promotional emails into their ‘promotions’ tab and increasing problems of email deliverability have been top reasons behind this.Īll that said, email is still an incredibly important channel for a lot of businesses and it undoubtedly still gets results. Whilst open rates seem to be increasing – largely driven by mobile – the actual engagement from email is nosediving. The only problem is that it’s costing more and more money to acquire email addresses from potential customers, and the engagement from email is getting worse and worse.Īs the above chart ( source) illustrates, email click-rate has been steadily declining. The ability to market products directly through a channel that scales up to an incredibly high ceiling is very attractive. Life Beyond Emailįor as long as I can remember, email has been a fundamentally important channel for a large majority of businesses. Google all but killed the social network in mid-2015 leaving a lot of early adopters licking their wounds. Many companies doubled-down on growing a community within the platform, hopeful of using it as a new and growing acquisition channel, but things didn’t exactly pan out that way. They acquired over 10 million new users within the first two weeks of launch and things were looking positive. In 2011, many companies and individuals, myself included, invested a lot of time and money into Google+, dubbed to be bigger than Facebook at the time. On the other hand, early adoption can be somewhat of a curse. Some studies are suggesting that Amazon is responsible for 80% of e-commerce growth for publicly traded web retailers ( source). ![]() Whilst the payout wasn’t huge within the early days of Amazon, those who got in early are now seeing huge rewards, with 38% of shoppers starting their buying journey within Amazon ( source), making it the number one retail search engine. ![]() Early adopters within Amazon’s marketplace were able to focus on building a solid base of reviews for their products – a primary ranking signal – which meant that they’d create huge barriers to entry for competitors (namely because they were always showing up in the search results before them).Įvery marketing channel suffers from fatigue at one stage. ![]() This is amplified within marketplaces like Amazon. Being an early adopter of a new channel can provide enormous benefits, but that comes with equally high risks. ![]()
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