If you are an entrepreneur that traffics in e-commerce, no doubt you've listened to a colleague -- probably an IT person, or a web designer -- tell you, "Don't do that on the web page. Nobody likes advertising videos. It's bad etiquette." Never mind the employee is looking at the world wide web from a potential customer's perspective instead of a business establishment's point of view. Far too often the harried entrepreneur, apprehensive about their own grasp of web commerce, will succumb to these grievances. They're terrified of turning off and chasing away potential clients. But, how is that different from a network exec deciding to pull all of their advertising because "consumers hate marketing?"
In one significant regard, online commerce is no different from direct transactions that have run human economies for thousands of years. It is this: nothing sells like a real person talking to another real person. The concept that a business may be run based on the desires and inclinations of the customer, browsing the internet at 3AM, is a myth. But wait, you say. What about Amazon? iTunes? Fair enough, but these websites are exceptions, not the rule. Besides, Amazon did not make a profit until 10 years after they started. And Apple, frankly, could afford to take the various risks they've made over their much lengthier existence.
Unsuccessful online companies think that it's much easier to generate profits on the web instead of in a brick and mortar store. The truth is, it's not very different. Business has not changed. It's the forms of connection at our disposal that have streamlined, or alternatively revised the techniques we employ to connect with each other. Of these video advertising is the most potent, but can possibly be excessively used. Business is a push-pull relationship. It relies on communication, and it relies on getting a consumer to give something up (money, temporary convenience, time), so as to acquire what you are offering. Imagine if businesses looked at every single thing from the consumer's perspective? Precisely where would we be then?
Let's examine some examples:
YouTube pulls all marketing from its videos, because website visitors really don't like to view them. YouTube soon can't afford to give visitors the experience that they have come to enjoy because revenue diminishes.
A car lot gets rid of its entire floor sales crew, because nobody likes being bugged by pushy salesmen. Fewer automobiles get sold, which affects the dealership's bottom line. They may have to shut their doors permanently.
Safeway declares every Sunday an "everything's free day." Do we have to go on with this one?
It turns out e-commerce is no different. No right-minded brick-and-mortar entrepreneur would let the customers choose the business's advertising and marketing plans. Nor should a small business owner whose visibility is primarily on the internet, allow consumers on the web to establish the business' amount of success. The point? Leave the marketing to the marketing experts (including video marketers). They are the ones that have your profits as their key interest. Does that mean undertaking things that some mens and women find irritating or undesirable is always beneficial for you, the business proprietor? Definitely not. But-- never forget that your needs are the opposite of the consumer's needs. They may desire your service or product, but they would prefer to not part with their hard earned cash. You would like the consumer's money, but it would be less costly and easier for you not to have to part with your product or service. Your job is to encourage the consumer that they are receiving the more desirable end of the bargain, while you understand that you are instead. And you have got the report to prove it.