Marketing Pilgrim's "Shopping" Channel

Sponsor Marketing Pilgrim's Shopping Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

Email Subscribers ‘Can’t Wait’ to Open Deal Newsletters

I subscribe to a lot of email newsletters and there are several that I would greatly miss if I stopped receiving them. But I can’t think of one missive that I receive on a regular basis that I would say I “can’t wait” to open.

This is not the case with your average bargain shopper. According to a report compiled by eMarketer, more than half the people who subscribe to deal newsletters are excited to get them to the point where they “can’t wait” to see what’s inside.

I love shopping. I love deals, but really? Part of me wants to suggest that these people need a hobby, but the marketing part of me says, yippee! This is great news. And it gets better. Remember the concept of deal fatigue? Guess it’s not happening. . . yet.

Forrester Says Facebook and eCommerce Don’t Mix

Forrester Research just released a new report called “Will Facebook Ever Drive eCommerce?” and the folks at the Wall Street Journal have given us a sneak peek.

The report basically states that right now Facebook is not at all effective for driving eCommerce sales.

The study found that the average Facebook metrics are a 1% click-through rate and a 2% conversion rate. E-mail marketing, by comparison, has an 11% click-through rate and a 4% average conversion rate.

The reason for this is obvious. People don’t go to Facebook to shop. They primarily go to catch up with friends or play games. Forrester Research analyst Sucharita Mulpuru acknowledges that people will go to a Facebook brand page and “like” it in order to get a coupon, but that’s a fleeting interest that may have no impact on future sales (except, I suppose the sale connected to the one-time coupon use.)

LivingSocial Living High on $400 Million in Funding

The online deals space is certainly heating up as more and more marketers get in the game. The decision for many is whether they want to build their own version of a deals site or whether they want to use one of the big names in the space.

For the most part, the biggest name in the space is Groupon. They are in the news constantly for a variety of reasons which are a mix of good (tremendous growth) and bad (poor executive decisions about marketing etc) but they are the de facto industry leader.

Unlike the search marketing game though Groupon’s position is less than bulletproof since the ability to copy the process isn’t a high barrier to entry. What is tough is scale and that’s where Groupon has the edge over most little guys.

Smartphones Are a Mommy Must Have

Moms are the original multi-taskers. They’re geniuses when it comes to getting things done in small chunks of time and from the bleachers during a Little League game. So it’s not surprising to find that mommy smartphone usage is on the rise.

BabyCenter says;

Overall adoption of smartphones among moms has risen 64% over the past two years, and 51% of moms say they are “addicted” to their smartphone.

The pregnancy and parenting website surveyed 5,000 US moms to find out how and when they use their smartphones. More than half the women said that they bought a smartphone “as a direct result of becoming a mom.” Once they became a mom, the camera became the most important feature, followed by the video option and then apps. The survey said that before becoming a mom, apps didn’t even make the top ten list of important phone features.

Nearly Half of All Mobile Users Use Their Phone to Shop

While 89.7 percent of the U.S. population aged 18 to 64 have mobile phones, only 49.1 percent are using their phones to shop.

That fact comes from a recent study conducted by Arc Worldwide that was reported on by Reuters. They took a close look at the behaviors of 1,800 mobile shoppers and found that 80% of them fell into the “light” category leaving 20% on the heavy side.

Here’s the graphic from Reuters that explains it all.

Not surprisingly, the iPhone was the preferred phone for mobile shopping and the heaviest shoppers are younger people who tend to be “in the know.” It is surprising to see that men are the heaviest mobile shoppers. That could be because they don’t see shopping as a fun activity as many women do, so they just want to get what they need and be done with it.

Facebook Deals: Could Specialization be the Key to Success?

Facebook is launching a deal site. Who isn’t? But according to Network Effect, Facebook is going to be specific about the kinds of deals they promote and that could be the key to success.

The word is that the deals on Facebook will only be for social activities that you can share with a friend. Half price movie tickets and lift freebies for a ski resort as opposed to discounts on teeth whitening and carpets for your home. Daily deal site KGB will be partnering with Facebook for a five-city test and they say their deal vouchers will be delivered in minutes. I take this to mean that I can sit down with friends on a Friday night, choose an activity and we can all be sharing that discounted fun later on that same evening.

Hotmail Gets Interactive

Did you know that Hotmail is the second most used web-mail client, beating Gmail by over 94%? Gotta wonder how many of those accounts are throw aways for junk mail, but I digress before I even get started.

Microsoft is looking to strengthen its bid to make Hotmail the leading web-mail client by making it more interactive.

Right now, email is either text or HTML based which means your only real option for hooking people up is to include a link in your email. Microsoft wants to take that link and deliver that information right inside the email blank.

Imagine getting that YouTube video of a cat eating spaghetti right in your email client. No need to click! Even better, is the ability to add real time information in an email such as this example from Netflix.