Internet Marketing Blog

True Cybercrimes

September 2, 2010 – 3:16 pm

As social media gains popularity in our common lives, protection of our identity becomes paramount.  One who is more of a dilettante to viral socializing may just decide to deactivate themselves, which is fine.  Others who value social media as a portal to entertainment and interaction plan to investigate their privacy rights according to the website policy, seeking loopholes in data accessibility in order to close them.  

The advancement of smartphone technology will only intensify the sharing of personal information across hardware and channels, so diligence need apply.  We are already seeing this with the development of geolocation, a practice where one can update their point on Earth in real time.  Security concerns have been shared on this space and the cyberworld, so delving in farther is unnecessary.

Despite all of this emerging concern with the increase of channel platforms to transfer data between your laptop, mobile phone, video game console, and the like, the public remains concerned about traditional cybercrimes such as identity theft.  Banks remain the least trusted business, according to recent survey done by Kindsight.  I have heard stories about security fraud in the past and present, as banks would infiltrate their customers with phishing messages while touting the finest security emblems on their webpage.  Credit histories are at stake when e-commerce transactions go haywire. When it comes to banking, however, many people have lifestyles today that do not permit the time to wait in a teller line for routine transactions. Larger firms, in light of the financial settlement passed by Congress, have taken steps to mitigate this personal service by assessing fees.  It will affect several demographics, namely senior citizens who are not technologically efficient.  This situation deserves monitoring by all, as the restrictive legal elements have yet to make a measurable impact.

Millennial who are savvy with their hardware and software easily make the adjustments necessary to protect their personal identity online.  Others struggle with the societal shift to online distribution of personal data, and whether they become successful remains to be seen.

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Posted by Abdul Fattah Ismail
Posted in Blog Marketing, Click Fraud, Content Marketing, Interactive Marketing, Social Media Marketing, World, blog, eCommerce | No Comments »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, Click Fraud, click fraud security, identity theft, kindsight, preventing click fraud, Social Media Marketing

Unique Features of a Successful eCommerce Website

September 2, 2010 – 2:19 pm

E-commerce websites are mainly designed to sell products and their success is very essential for better business results. When designing and developing an e-commerce website, a designer has to face so many challenges in order to deliver the best of all. Hence, it is very essential to analyze all the areas of the process to ensure delivery of a good product. E-commerce is a unique topic in online business with various beneficial features, including global audience reach, high standards, user interaction, valuable information, and customization.

There are a range of essential factors that influence the look and feel of e-commerce websites. The top features include quick & easy navigation, product related simple design for increased visibility of product, effective branding, specific product images, displaying related or recommended products, listing popular products, offers & discounts, simple checkout process, and complete website search option.  

The navigation of product pages should be carefully designed with more options for the users to locate the product easily.  This feature of the site requires thorough user experience testing to ensure all navigational issues are addressed properly. With the help of some simple design approaches, the site will give better visibility to the product, as selling is the key point of any e-commerce website. For better performance of the website, the design should be related to the style of products available and thus making a direct connection with the brand.

Your firm should include product specific photos, especially in different angles.  This will help the user get a feel of the product and to make an easy purchasing decision. They should also make use of the homepage and help the users to find something really interesting by adding offers, popular products, new arrivals and other discounts. Displaying a list of related products on the product details page to the user may result in increased sales of those products as well and serves as a promotional tool for similar products. Users may find it difficult to land with the particular product of their interest even with good navigation, so in order to avoid this and help them gain easy access to the product, it is advised to include search box with range of options.

In total, e-commerce websites with all the above good features provides advantages for small and medium businesses in developing countries reducing operational costs and increasing efficiency.

Posted by Mohamed Mohideen
Posted in 7 Pillars of Internet Marketing, Interactive Marketing, Marketing Agencies, Offshore Outsourcing, Photography, Small Business, Website Design, eCommerce, web 2.0, web development | No Comments »
Tags: eCommerce, Internet Marketing, Mohamed Mohideen, new york web development agency, small businesses, web analytics, web design, web development

Save Online. Save Offline.

July 14, 2010 – 2:11 pm

I discovered an article this morning on MediaPost discussing a new category of consumer dubbed “the Xtreme Shopper.  According to the piece, a full 31% of the population falls into this category.  One could argue that some of this activity results from the global economy’s overall decline, which led a Financial Times columnist to speak of the white elephant in the room.

For our purposes as a marketing source, we’ll scale back to analyzing industry development.  I recently wrote about public forum sites such as Yelp fueling local merchant revenues along with e-commerce campaigns.  Those merchants with a strong website can offer a campaign with longer reach, tailored to different sectors.  Commenters with a deep viral presence tend to possess insider information on promotions and share them with preferred members.  If they have a mobile application that tracks your point in space, then everything can escalate for marketers to seek these knowledegable buyers.

A study conducted for the piece had some striking variances.  The aforementioned 31% of the population did not have wide income or age discretions.  They simply use all the interactive media available to seek the best bargains.  Then marketers can assess their shopping habits through data analysis and deliver premium value, knowing that the xtreme shopper demands premium service.  All in all, the golden rule must be kept in mind.

Posted by Abdul Fattah Ismail
Posted in Business News, Marketing, Mobile Marketing, blog, eCommerce | No Comments »
Tags: abdul fattah ismail, Blueliner Marketing, eCommerce, financial times, mediapost, new york e-commerce agency, xtreme shopper

Your Thoughts Matter Online

July 9, 2010 – 5:10 pm

One may think that tooting your own horn online can lead to identity theft or click fraud.  The stance is understandable, but largely jaded.  For others, tooting your own horn can pay large dividends.  The public review website, Yelp, has thousands of reviewers that have reached “elite” status.  Yelp, for the uninitiated, offers locals to discuss the merits and disasters of businesses ranging from pet stores to dentists.  Cynics see that as free advertising or disservice for their establishments.

Online reviewers, however, see it as an opportunity to build a valid marketing foundation, followed by a legitimate business opportunity for online advertisers.  After ‘Yelpers’ establish their profile online, they get invited to networking soirees where the online friends establish a human connection.  The meetings round out the experience for elite reviewers.  Their creative expression blossoms, breeding power for both the merchant and product.

Amazon has also generated reviewer cadres over time, which has brought fractious words from certain groups.  They tend to target authors in which they have a grudge against, devaluing the experience for those involved.  For better or worse, their presence is felt among online communities.  Pioneers of online discussion may stick around because they have competitive juices which are nourished by voicing their opinion, which is held in high regard. Some have moved on to the various social media sites which are abound, while others may have to just go to the local tavern or restaurant, where their names are known by everyone.

Posted by Abdul Fattah Ismail
Posted in Business News, Click Fraud, blog, eCommerce, online advertising | No Comments »
Tags: abdul fattah ismail, amazon, Blueliner, Blueliner Marketing, Click Fraud, new york social media agency, online advertising, online community, yelp

Burberry Continues to Check With Digital Muscle

June 24, 2010 – 5:00 pm

Last Fall, I worked on a marketing project that covered a case study on Burberry.  As my group conducted research, we were all impressed at how the company had reinvented itself through the years from a stodgy, aloof English brand to one whose signature check pattern became the hit of counter theft agents worldwide. After that period, however, a new marketing executive took over and reenergized the brand with an interactive website that streamed runway shows from London, an e-commerce site tailored for every region, and lush photography to highlight their collection pieces. The Burberry Prorsum, a collection targeted for the millennial fashion crowd, has done extremely well with campaigns centered around young English celebrities.

The spring/summer campaign for 2010 allows users to interact with the clothing and accessories by zooming, dragging, and rotating the images to create their own personal collection.  They can also control the movements of cast members to see how certain pieces look in action.  The label has been streaming shows online since 2009, and in 3D.  Items in the show are available online during and after the show. The innovative process brings runway to your home much faster than other brands.  They also have used the men’s show to launch a musical initiative to showcase British bands with a track called, “Alleyway”, by Life in Film.

For those interested in experiencing Burberry’s digital campaign, click the scarf:

Posted by Abdul Fattah Ismail
Posted in Interactive Marketing, eCommerce, online advertising | No Comments »
Tags: abdul fattah ismail, british fashion, burberry, burberry prorsum, Interactive Marketing, life in film, new york ecommerce development agency

A Cleaner, Fitter, Jack Georges Website

June 16, 2010 – 4:36 pm

Jack Georges founded his business in 1987, bringing a fine collection of leather business cases and accessories for the working male or female professional.  Jack Georges’ manufacturers go to painstaking lengths to ensure that each individual piece has a unique style and quality of its own, standing the test of time.  Mr. Georges solicited Blueliner to develop an e-commerce campaign with the motivation to introduce his collection to new customers.

Our first step in this campaign was upgrading the website design. Previously, the page felt cluttered and lacked energy.  It was also difficult to navigate their extensive inventory.  I would click through on a product link and it would take me to another portal, where I had to click again for more product information.  The drop-down menus are a nice upgrade, and they flow freely.

I also like the pop-up social media tags on the Success Blog, which is filled with tips on business acumen and dress standards from Lance Armstrong amongst others. It is a good resource for topics to discuss in management and human resource trainings.  Success for any firm is a journey filled with successful habits that lead to a destination.

The Twitter feed updates regularly with pictures of inventory, using Flickr for easy connection with your personal account.  Those interested in exclusive news can sign up for an e-mail newsletter on the bottom left corner. Keywords were optimized by the staff to stimulate traffic for brand aficionados. Below are a couple photos of the old and new websites to show the improvement:

Old Website:

New Website, by Blueliner:

Posted by Abdul Fattah Ismail
Posted in Marketing, Website Design, eCommerce | No Comments »
Tags: abdul fattah ismail, Blueliner Marketing, business briefcases, ecommerce agency, jack georges briefcase, jack georges laptop bags, jack georges success blog, lance armstrong, newyork website design agency, online marketing

Proctor and Gamble Launch E-store

May 20, 2010 – 12:57 pm

Proctor and Gamble, the world’s largest seller of consumer goods, is going for the digital marketplace. The firm launched their eStore today, further shaking up the relationship between suppliers and retailers who rely on slotting fees for revenue.  They will be competing with established e-commerce sites such as Drugstore.com, CVS, Target, Amazon, and Diapers.com.  In the world of marketing, a trend is growing where executives are truly interfacing with the customers to gage which products benefit their livelihood.  They are using surveys, social media websites, and improved contact pages to build brand equity, amalgamating the shopping experience.  Retailers would not mind seeing this trend die, but they will have a fight on their hands if e-commerce continues to grow as an industry.

I perused the new site and found it clean with easy navigation and bright colors.  The font type for product descriptions did look amateurish and could use some embellishment. They offer a quick look link for closer inspection and a rating scale for ranking purposes. All of the brands are recognizable to the general public, including Pampers and Oral-B amongst others that cover the firm’s wide portfolio.

The site is offering a flat rate of $5 for shipping fees for all order sizes.  I did not, however, notice any introductory cuts to goods.  P&G Saver is touted to benefit the preferred customer from direct purchase with coupons, but the difference seems negligible.  Drugstore.com, however, offered deep discounts throughout the website due to their established market share.  It will take time for traditional customers to warm up with P&G online, but the firm has been a leading innovator for decades. They have the assets along with the brands to grab market share.  In the meantime, pick up your shavers and shampoo from home today.

Posted by Abdul Fattah Ismail
Posted in Business News, Marketing, Website Design, eCommerce | No Comments »
Tags: abdul fattah ismail, Blueliner Marketing, drugstore.com, e-commerce, new york ecommerce development agency, proctor and gamble, proctor and gamble estore, web development agency

Kodak Learns To Shutter With Social Media

April 29, 2010 – 3:16 pm

Social media is an arena where anything can be discussed at any time.  Businesses are slowly figuring this out, and trying to enter this network with a fish net to reel in more customers.  The process is far more complex than many have imagined, meaning that they must adhere to consumers’ fickle demands more intensely than in the past.  It’s even more difficult when your products have been misrepresented or unacknowledged.  The marketing team at Kodak spent nearly three years developing a strategy to set the record straight.  As a result, their direct sales and online metrics are rising.  In an interview with Marketing Sherpa, Thomas Hoehn shared six reasons for the improvement.  I’ll list them in short order and give my take.

Lesson #1.

Listen before you speak

This sounds simpler than it is to execute.  Here at Blueliner, we have a social media representative that tirelessly follows cybernet activity to gain insight with current trends, feedback on products, and other details.  His contributions are invaluable.

Lesson #2

Add value when joining conversations

This fact is also easy to forget in discussion, but talking and comparing your products is not bombasity. It’s marketing at its core.  If you believe in a product, you will use whatever is at your disposal to justify that fact.

Lesson #3

Don’t Be Intrusive

Once you have made the case about your strategy, then let it be for awhile.  It gives time for reflection and tweaks can be made depending on feedback that surfaces from the commentary.

Lesson #4

Use real people behind the brand

Social media uses a flat business model which lessens the need for a lengthy chain of command.  But one must attach a human persona to their profile, otherwise consumers will be wary of revealing information, especially on a sensitive site like Facebook.  The social media guru tends to be that figure.

Lesson #5

Treat consumer and business customers differently

This statement largely speaks for itself.  Businesses need a wider depth of information about products that will enable them to maximize profit.  Nothing more or less.

Lesson #6

Transparency is paramount

Kodak created a social media policy for employees with guidelines for conduct online, confidentiality disclaimer, and honest product claims.  Many companies don’t do this, and it can end all opportunity to engage online.  If you have nothing to hide about your online conduct, don’t.

Picture (c) Let’s Go Digital

Posted by Abdul Fattah Ismail
Posted in Business News, Interactive Marketing, Marketing, Social Media Marketing, eCommerce | No Comments »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, kodak, kodak gallery, Social Media Marketing

Rite Aid Spreads Viral Impact

April 29, 2010 – 12:39 pm

Despite the hits taken on their pharmaceutical business with the falling prices of generic drugs,  Rite Aid has found success on the digital end.  In August 2009, the drugstore chain launched their Video Values Program to build up customer loyalty.  The program has short informational videos on certain products, then offer them a chance to print coupons for in-store purchases.  Here’s a shot of the website. Click on it for videos and coupons.

The clips are fairly standard and offer you to venture into the product website for more details.

In an interview with John Learish, the VP of Category Management on eMarketer, he talks about the development of this program and it’s success.  He states that traffic enters the site from other sources such as coupon sites, blogs, and e-mail campaigns.  They also spend ten minutes on the site, printing out coupons to redeem at the store, and building repeat visits into consumer equity.  One last interesting point he makes is that the campaign has not used pay per click or a search engine campaign, but all viral feedback.  The long-term impact of the promotion without a seo strategy remains to be seen, but it’s a flicker for a company that has lost serious revenue in this downturn.  Here is a longer version of the interview with Mr. Learish.  Link.

Posted by Abdul Fattah Ismail
Posted in Marketing, eCommerce, online advertising | No Comments »
Tags: abdul fattah ismail, Blueliner Marketing, e-mail marketing, eCommerce, rite aid, video values

Information: Your Most Powerful Shopping Tool!

April 5, 2010 – 2:09 pm

It is easy, fast, resourceful and helps prevent long lines and aching heels! Yes, internet shopping is an experience that is far more convenient, easy and secure these days. With the proliferation of information over the web, and the myriad of tools available online, a shopper can experience a highly satisfactory shopping experience by striking great deals, or just by becoming more equipped with knowledge of what is out there!

Compete.com recently released a study of how people shop intelligently over the internet. This study provides some really useful and interesting insights into the behaviors of online shoppers. It brings to light the different tools that shoppers utilize depending on the product type, and this can be one of the handiest information to retailers.

The different online resources used by shoppers

As per the study, Search Engines top the list of online resources that users take most advantage of, by a whopping 61%. Coupon sites, product review sites, emails from retailers, etc. contribute between 24% and 35% usefulness to shoppers. The most interesting part of this survey is how usage of online tools varies with industry type. Love shoes? Talking to shoe shop assistants available through web chat seems to be the most preferred method! Whereas catalog marketing and email blasts from retailers appears to work best for regular apparel shoppers.

This can also prove to be an issue for fledglings in the retailing industry, as they need to come up with methods to find their way into their customer’s inbox! When it comes to buying electronic products, the geek within us will turn to search engines, reviews by professionals and recommendations from near and dear before proceeding to checkout.

This information, if studied carefully, can help retailers identify their customer niche and develop strategies by focusing on the most preferred ways his/her customer shops. This way, the retailer is benefited by retaining and acquiring new customers and also by safeguarding his investments.

Posted by Prasad Sistla
Posted in eCommerce | 2 Comments »
Tags: Bing, Blueliner, blueliner india, Blueliner Marketing, eCommerce, Email Marketing, Goolge, internet, Prasad Sistla, search engines, SEM, SEO, Shopping, Yahoo