Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

After all is said and done, it’s still about what you sell

I’m a fan of Kevin Hillstrom’s blog:  MineThatData.  He posted yesterday about the impact of social media on sales, profits and stock prices, and specifically compared HP, Dell and Apple.  The post was entitled, Dell, HP and Apple:  It’s the Merchandise.

In summary,

  • HP has lackluster products, declining sales, declining stock price and no social media presence.
  • Dell has a spectacular social media presence, uninspiring products, pretty flat sales, and less dramatic, but still declining stock price.
  • Apple has products that continue in high demand, growing sales, skyrocketing stock price (even though it’s down over the very short term), and absolutely no social media presence.

Hillstrom concludes that superior products that customers demand still does more to drive business success than most marketing, and certainly more than social media.

Another relevant consideration to keep in mind, as you budget and strategize about your marketing efforts.

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