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Interactive Infographics in Business

Recently my love of infographics and the need to tell a more compelling marketing story finally collided in my brain this past week, and what a thud it was! I can’t believe it took me this long to realize just how valuable an interactive infographic could be for our products.  Our products are a step up from our competition in features, durability, human engineering (ergonomics) and value.  This justifies the price that is paid in the marketplace.  In an economy such as ours, telling the story of why we do what we do, and why it justifies a purchase is paramount.  This keeps your brand promise alive and well.  As I searched for some examples of who did this well, I came across FedEx.

Here is their new interactive environment:

Here is what FedEx says about it:

“At experience.fedex.com, visitors can interact through a world map with data and content provided by The Economist Intelligence Unit on eight world trends initially, including air travel, people in cities, entrepreneurs and success, paper trail, business growth, education, money and happiness, and research and development.  Visitors also have an opportunity to analyze the data, share information, or participate in real-time, online polls.…

“At FedEx, we pride ourselves on our ability to offer great customer experiences,” said Malcolm Sullivan, vice president, Marketing, FedEx Express Asia Pacific.

My big takeaways from their fantastic piece of work is the following:

  • Data visualization can be more impactful when it is interactive
  • This isn’t just a stand alone marketing campaign, this is a complete change in how they interface with customers
  • They let it be known that why they do what they do, is just as important as what they do.
  • This is truly focused for a global marketplace
  • The technology improves business functions.

So what are your take-aways?  I want to know what you think.

–max


Product Configurators — Do you really need that much help?

Recently, my life has been focused on a re-build of my company’s current website.  We have over 6,000 products, so we need a way to creatively get users through the funnel.  We have been pushing our agency to give us product configurator ideas.  Simply put, a product configurator will allow a user to parse their database through a series of questions and will lead to the best possible solution for their needs.  It streamlines decisions.  That is a good thing.  But, before just assuming a configurator is the right solution for your website, I think a few things have to be taken into account.

 

1) Is your data really up to snuff? - If a user takes the time to go through a set of questions, and ends up with something that is less than desirable, then you just lost.

2) What are your Analytics telling you? -  Are you dropping users through the conversion funnel?  If so, a configurator could be a great way to stop the losses, always consult your data first.

3) Are you staffed to manage the upkeep? — Like all marketing tools, this is one that needs to be launched and loved, you will add new products, you will obsolete products.  Have a plan to manage this.

4) Are you gaining weight? — If the configurator will provide multiple solutions, you will want to be able to weight these to lead to not only the best solution, but the solution that best impacts your sales.  Maybe it is weighting a newer, better product, or maybe even one that is simply better for the bottom line.

What do you think, do you like product configurators?

- max

 

This is a link to www.Lowes.com, as they are advertising their new appliance selector tool. Would you use this tool yourself?