“That was Easy.” This red button was the physical manifestation of an advertising slogan that office superstore giant Staples ran. They ended up giving away millions of these little red buttons, which said the words when pressed. Great, simple campaign.
Later this week, I’ll be delivering a keynote to a marketing conference in Manchester. I’m focussing on convenience as one of the features of something I call the “expectation economy”. That is, the changing face of why people buy from key platforms. At home, Amazon, eBay, i-Tunes, Google and Facebook consume the bulk of our face time and are becoming our de-facto on-line shopping malls/social/search platforms.
They are shaking the on-line world down as they continue to consolidate, throw their net wider, provide new and additional services which makes life easier for people. As an example, in September last year, Facebook started to sell credits in stores in the USA, in the same way you could buy mobile phone credit. A potential game changing moment. Right now, they can only be used to buy apps or other in-game stuff, however it’s only a matter of time before Facebook becomes a fully blown trading platform in its own right, then what’s going to happen?
Inevitably, they’ll scoop up a process that is currently being transacted somewhere else. They’ll find a way to integrate into their social sphere. They’ll make it easier for buyers with one-click. They’ll make it mobile. They’ll make it easy. They realise that people are busy, moments are being maximised, the more folk can do on the move or with a mobile in their hand, the better. Upgrades, last minute stuff, gift certificates, movement of money, you name it, I bet you’re going to see it at some point in the near future. Perhaps Facebook credits may become a new global currency?