Lately the title Entrepreneur usually has a www.com attached to it whether it is a web-based business or even just a website to reach a greater audience to get your product/service out there.
For the fashion entrepreneur e-commerce has become an essential part of the business on many levels. Even the bloggers that talk fashion for a hobby hope to sustain their content through advertisers, who in turn want the specific community to click through the ad they place on the site and purchase their product. The recipe is quite simple. But it is in the terms “intent generator” and “intent harvester” that are evolving content sites to major money makers.
An intent generator is the content part. Basically magazines have relied solely on this part of the business to garner advertisers who sustain the revenue for the publication while the content serves as the “inspiration” to get consumers out there and shop. Think in terms of something as simple as Dennis Publishing’s Stuff Magazine. Simply stated, it was filled with…stuff. Gadgets, video games, newly launched spirits and the occasional t-shirt or pair of jeans. The entire book from cover to cover was based on product recommendations. Granted it is no longer in publication, the concept was there… there just weren’t any intent harvesters at the time that took the reader directly to the products.
Intent harvesters are the shopping sites, guides and unique sections that go along with the content sites.
For example an article entitled “Top Ten Techie Things to Give Him for Father’s Day” now can have a corresponding e-commerce site dedicated for that week, month, day, whatever; where the reader can click right into the purchase page of the desired item.
Why does this idea go well beyond fashion? Because of “community.” The on-line camaraderie between people with like interests is a very specific and powerful thing. As technology grows the ability to track consumer patterns on the internet will grow as well, establishing relevancy to everything we view and buy within our community. It will serve as its own market research as well as advertising.
Imagine… like groups of people plugging and boasting their favorite products not even based on their words but on the amount of times they visit a site. Your favorite little Chinese take-out place could become famous! The fashion business has always understood that commerce and community have long sat side by side. And it is up to the future entrepreneurs to explore how this specific recipe works for their type of business.
For more inspiration on how the fashion world is achieving this already read this informative article by Vikram Alexei Kansara, the Managing Editor of The Business of Fashion.- Lynn Furge
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