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It is that time of the year when we make those commitments to ourselves: lose weight, exercise more, spend more time with the kids, etc. Here is my suggested list of New Year’s Resolutions if you want to make a substantial impact on your company’s marketing efforts.
1. Measure everything you do. Your credibility is on the line. Management used to cut marketing and advertising a lot of slack. They used to buy the line that some things in marketing are difficult to measure, or that even if you could measure results, you would need long-term tracking studies to see how brand awareness scores had increased.
Management isn’t buying it any more and they shouldn’t. People in the marketing loop need to demonstrate what all those precious company resources are producing for the bottom line. You’re profit or you’re overhead; take your pick.
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Some fine Mac enthusiasts have written a little application called the Safari Standardized Feed Icon Installer that replaces the default RSS icon with the new standardized one I mentioned yesterday. Now let’s hope the kind folks on the Safari team make the icon replacement official the next release.
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Internet Retailer posted a story today that revealed huge gains for online shopping volume in November of 2005 over the same period a year ago:
Shopzilla.com...up 48% over last year
Walmart.com...up 47%
Overstock.com...up 43%
Target.com...up 39%
Bestbuy.com...up 30%
More retailers are listed in the report. These kind of numbers seem incredible even to those of us who are associated with e-commerce development. It clearly shows that the brick and mortar stores realize the huge potential in the online component of their businesses and they are putting a great deal of effort into creating and refining their Web-based storefronts.
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While plenty of nerds, geeks and techheads around the world appreciate the beauty of RSS, it’s having trouble gaining the type of mainstream acceptance necessary to change the way people access their data streams and ultimately change the way the Web works. I believe two recent annoucements will help push RSS into the minds of the masses where it needs to be if it hopes to achieve what it’s capable of.
One of the biggest problems in the past has been the confusing array of icons and terminolgy used. Tiny orange buttons with ‘RSS’ or ‘XML’ on them have led to confusion or worse people ignoring it entirely. There hasn’t been a standard way to denote a feed or for that matter to even subscribe to one. Microsoft announced they will be using the new icon created by the Firefox team which likely means the cute new icon will become the de facto standard. Let’s hope Apple plays nice and implements it in Safari sooner than later.
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A great example of “Web as Platform” — one of the foundational concepts of Web 2.0 — is Writely, an online word processor. The site doesn’t have all the features of Microsoft Word, but it will certainly work for most writing situations. Even more appealing, it’s free.
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