2 Likes 05 10 2016
everybody is talking about a "buy" button. From google to facebook to Pinterest to twitter.
it makes sense and I see it as a win-win situation. the big ones make better use of their traffic and the e-commerce customers profit from new income.
but...
what does it actually mean?
will you move your entire product range to facebook? is it realistically possible? will you still need your website?
or will you use this features inside your marketing campaigns? and promote only a few products?
what does it mean for your customer? how is the whole buying process affected?
Now, you make a campaign on facebook and try to lure potential customers to your site and hope you have a good conversion rate so that users generate revenue. Because the competition on the web is just on click away, you probably have competitive prices (discounts or products with low margin), that are more appealing to potential users. This means your campaigns are more expensive. you hope that on your website, the user will buy more than the product you advertise and all the marketing money you spent makes more sense.
With the buy button, the users don't need to come to your website anymore, so anything related to branding or increasing the average shopping cart will become a myth.
the bigger question here is the fact that the role of your "properties" is changing. social media is getting extremely strong that the users are most likely to hear about you on social media instead of on your website. with "pages" (facebook pages, google+, linkedin company pages...) The impact that these channels have is much stronger than a few year ago. so, what is the point of having a website, when you will be able to even sell your stuff on social media?
We at epoint changed our strategy and position our website as a trust builder, as a place where we can showcase what we can do after we interacted with our potential customers on other channels. It is not the "first impact" that we need to take care of on our website, we do this on social media. we focus on "delivering".
questions over questions over questions... but I am also anxious about the future.
What about you? What's you point of view?
