With so many advertisements, billboards and commercials in our face, it’s tough to find one without an added hashtag. In the late ‘90s, phone Read more...Read More »
With more than 500 million monthly active users and a whopping 300 million daily active users, Instagram’s popularity and growth presents large and small brands with a huge opportunity to connect with a large, diverse audience. But while most B2C brands have found it relatively easy to build connections and followings on this visual social [...]
The post 6 B2B Brands Winning with User Generated Content on Instagram appeared first on Online Marketing Blog - TopRank®.Read More »
Ever want to share pictures from your camera roll on Snapchat? Interested in resharing your best snaps? Snapchat now lets you publish multiple snaps and pictures from your camera roll in a single story-like Memory. In this article, you’ll discover how to use Snapchat Memories to publish more content on Snapchat. #1: Navigate the Memories Feature On the [...]
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- Your Guide to the Social Media Jungle
Do you run or help promote a local business? Interested in taking advantage of the latest gaming craze? Pokémon Go is close to topping the number of daily users on Twitter and average time spent on the Facebook app. That’s why it’s time for your business to capitalize on it. In this article, you’ll discover [...]Read More »
You run dozens of reports a week to help you make the right decisions, but are those reports leading to action? Or does the data you spend hours mining remain trapped in a spreadsheet, forgotten? At our recent Call to Action Conference, Andy Crestodina of Orbit Media shared a great three-step approach to help turn data insights into improvements.Read More »
“If you write an email like a human being would write an email, you’re going to get a better response.” So says Nathaniel Ward, Associate Director, Online Membership Programs, The Heritage Foundation. In this post, Ward describes an interesting experiment around email tone and strategy.Read More »
Content Marketing within large, complex organizations is not for the faint of heart. Many big companies are legacy brands with years of history behind marketing status quo. Today’s business environment calls for constant innovation and for marketers that can champion the necessary change, there can be significant impact. In that context, I introduce you to Kathy [...]
The post Content Marketing World Keynote Interview: Kathy Sterio, GE appeared first on Online Marketing Blog - TopRank®.Read More »
Are you looking for new ways to use live video? Have you considered using Facebook Live to host an on-screen walkthrough? Using Facebook Live from your desktop opens up a new world of marketing possibilities. In this article, you’ll discover how to broadcast with Facebook Live using free open-source software. #1: Install OBS Studio OBS is free software [...]
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- Your Guide to the Social Media Jungle
When markets are new they are unproven, thus they often have limited investment targeting them.
That in turn means it can be easy to win in new markets just by virtue of existing.
It wouldn't be hard to rank well creating a blog today about the evolution of the 3D printing industry, or a how to site focused on Arduino or Raspberry Pi devices.
Couple a bit of passion with significant effort & limited competition and winning is quite easy.
Likewise in a small niche geographic market one can easily win with a generic, because the location acts as a market filter which limits competition.
But as markets age and become more proven, capital rushes in, which pushes out most of the generic unbranded players.
Back in 2011 I wrote about how Google had effectively killed the concept of category killer domains through the combination of ad displacement, vertical search & the algorithmic ranking shift moving away from relevancy toward awareness. 2 months before I wrote that post Walgreen Co. acquired Drugstore.com for about $429 million. At the time Drugstore.com was one of the top 10 biggest ecommerce pure plays.
Thursday Walgreens Boots announced it would shut down Drugstore.com & Beauty.com:
The company is still trying to fine tune its e-commerce strategy but clearly wants to focus more of its resources on one main site. “They want to make sure they can invest more of the equity in Walgreens.com,” said Brian Owens, a director at the consultancy Kantar Retail. “Drugstore.com and Beauty.com are distractions.”
Big brands can sometimes get coverage of "meh" content by virtue of being associated with a big brand, but when they buy out pure-play secondary e-commerce sites those often fail to gain traction and get shuttered:
Other retailers have picked up pure-play e-commerce sites, only to shut them down shortly thereafter. Target Corp. last year shuttered ChefsCatalog.com and Cooking.com, less than three years after buying them.
The lack of publishing savvy among most large retailers mean there will be a water cycle of opportunity which keeps re-appearing, however as the web gets more saturated many of these opportunities are going to become increasingly niche options riding new market trends.
If you invest in zero-sum markets there needs to be some point of differentiation to drive switching. There might be opportunity for a cooking.com or a drugstore.com targeting emerging and frontier markets where brands are under-represented online (much like launching Drugstore.com in the US back in 1999), but it is unlikely pure-play ecommerce sites will be able to win in established markets if they use generically descriptive domains which make building brand awareness and perceived differentiation next to impossible.
Target not only shut down cooking.com, but they didn't even bother redirecting the domain name to an associated part of their website.
It is now listed for sale.
Many short & generic domain names are guaranteed to remain in a purgatory status.
- The price point is typically far too high for a passionate hobbyist to buy them & attempt to turn them into something differentiated.
- The names are too generic for a bigger company to do much with them as a secondary option
- the search relevancy & social discovery algorithms are moving away from generic toward brand
- retailers have to save their best ideas for their main branded site
- the rise of cross-device tracking + ad retargeting further incentivize them to focus exclusively on a single bigger site)