Conventional online merchants are investing more and more search engine optimization effort for their exorbitant shops and portals. However businesses of the “Exciting Commerce” variety, such as Vente-Privée, Woot and Threadless, are able to concentrate fully on sales optimization (revenue/min or contribution margin/min) due to their streamlined product lines.
In their fixation on Google Search, internet mail-order businesses often miss out on what is happening on the other end of the spectrum. Fortune offered a few interesting perspectives on direct response TV (“Secrets of the TV Pitchmen”):
"Put it all together, and the once-fringe world of DRTV is becoming more mainstream every day.
Networks like Fox News have opened up prime, never-before-available slots to DRTV ads. And the owners of established brands, long resistant to direct-response spots, are beginning to experiment more.
"It's like this recession has caused corporate America to come alive," says Tim Hawthorne."
The TV merchants have yet to discover the internet. We’re excited to see what kind of push they’ll be able to add to the online markets. It wouldn’t hurt the e-commerce industry to have a little bit more product cult.
Originally posted in German by Jochen Krisch, adapted for excitingcommerce.com by Jason Soo.
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