One shot

To help keep dinner-party conversations lively, I read publications like Internet Retailer, whose e-mail feed recently pointed to a survey from DemandWare, a mobile technology vendor.

Agreed, vendor-sponsored studies and white papers tend to validate the point of view of the company that paid for them (I should know; I have written a few). That said, they still can provide data that informs how we think about our part of the world.

In this case, DemandWare found that use of mobile technologies for product and price research is increasing (not much of a surprise there), and that brand loyalty can be dramatically affected by the quality of the mobile-search experience. Though less surprising, the second observation informs how publishers should think about selling direct.

As the report notes, “a single poor experience can have far-reaching consequences for retailers.” Direct sales is increasingly a high-stakes game. That doesn’t argue that publishers shouldn’t play, but it can’t be a sideline activity. Increasingly, you get just one shot.

About Brian O'Leary

Founder and principal of Magellan Media Consulting, Brian O’Leary helps enterprises with media and publishing components capitalize on the power of content. A veteran of more than 30 years in the publishing industry and a prolific content producer himself, Brian leverages the breadth and depth of his experience to deliver innovative content solutions.

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