As we look forward into the new year, there is alevel of ... about whether our ... will remain similar to how they are now --or do a complete 180 and run in the ... H
As we look forward into the new year, there is a
level of uncertainty about whether our marketing
lives will remain similar to how they are now --
or do a complete 180 and run in the opposite
direction.
How can we predict what direction marketing will
take in 2003? It's beyond my humble disposition
to make a sure claim about the future of Internet
marketing. However, with a mixture of my personal
recent discoveries and those that I've found
elsewhere, I believe I have a fairly predictable
idea.
It's not what you expect.
Are you ready?
I believe that the future of marketing is in
tangible items.
What?! How dare I make such a claim? Everything
is supposed to be automated! The man in the eBook
told me I can spend three weeks in the Bahamas,
never lift a finger the entire time, and come
home to millions in my bank account!
I know, it's a grueling concept. But hear me out.
Just when you may think you know what I'm getting
at, I'll be sure to throw another twist at you.
There are two reasons why tangible items will be
the next big boom. First, they decrease the
refund rate. With an automated system, it can't
be easier for a customer to order your product,
download it, then drop you an e-mail saying,
"Please give me a refund for XYZ. Thanks."
Goodness knows I've done it if the product didn't
deliver as promised.
After pouring your sweat and blood into the
wonderful eBook you created, how rewarding will
you find it to keep up with the ever-increasing
return rate?
On the other hand, if you ship a tangible
product, what percentage of customers want to go
stand in line at their local post office, and on
top of that, pay for shipping costs to return the
item?
Second, they increase customer loyalty. I don't
know about you, but getting a tangible product in
the mail always excites me. Lately I've found
several websites that offered to send a free tape
or CD with no shipping costs.
I've recieved a Robert Allen tape and CD, as well
as a Dan Kennedy tape on Magnetic Marketing.
That was it. I immediately had a considerably
stronger attachment to the websites that sent me
a tangible product with real, human hands, than
those websites that offer a free eBook download
or similar.
The website that sent the Dan Kennedy tape also
sent a letter along with it. The site owner made
sure I knew that if I ever wanted discounted Dan
Kennedy products, I should visit www.xyz.com.
Any ideas on the first place I'll turn to when I
want a discounted Dan Kennedy product?
You got it.
Here's the twist.
Instant gratification prevails on the Internet.
People want food -- fast, so they get fast food.
They want a movie -- now, so they order one on
Pay-Per-View from their living room couch. Your
customers want what your sales letter promised --
instantly.
Is that a problem that conflicts with the concept
of tangibility? Quite the opposite. Your job is
to come up with a way to split your product in
half. One half can be an eBook, for example,
which satisfies the desire for instant
gratification. Your customer has material to keep
him or her busy until your second half arrives in
the mail.
This could be in the form of an audio tape, a CD,
a manual, a video, or any other tangible item
your creative mind might possibly dig up. Is
everyone going to start using this strategy? Half
tangible, half digital?
It's doubtful.
But if YOU want to be heads and tails over your
competitors -- while gaining priceless customer
loyalty, and a significant decrease in the refund
rates your digital-focused competition is
stressing over -- why not forget about jumping on
the bandwagon with the rest of 'em, and take the
wheel instead?
