March 09, 2010

Point of View: Saks Fifth Avenue

Traditional marketing was all about executing campaigns.

A visit to the Saks Fifth Avenue homepage begins to point us in a new direction. Here, you get to see a brief story hosted by Diane Von Furstenberg (click here).

Now, what would you trust more ... copy in a catalog, or a video that comes right from the source?

You can literally see where all of this stuff is heading ... e-commerce and video and content and social and mobile all fused together.

Social Media is going to require an almost unthinkable amount of content to "feed the beast". As video and content and social and mobile and e-commerce fuse, it will be critically important for e-commerce merchants to be outstanding at content creation, and to be excellent at propelling that information "into the cloud". This becomes the "new marketing" that ultimately complements and then consumes classic direct marketing and brand marketing.

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