etailology

Let’s imagine for a moment that you were a partner (or, rather, a coat-tail rider) for one of the most anticipated product launches of the year. The whole Internet is talking about the product — so much so that online services like Twitter are going into red-alert just to handle the mobs of people talking about the product.

Yes, I’m talking to you, AT&T. For the multitudes of iPhone prospects now visiting your site, they are seeing the following:

I’ve added a red box to show the EXCELLENT placement of the iPhone advertisement. Unfortunately, clicking on this item sends me to the following page:

(Perhaps they didn’t know the product was launching?)

This wasn’t a case study… I was trying to find out more about the phone! I’m ready to order, pre-order, or simply gawk. I’d have provided my email address. I’d have sent the page to friends. I’ve have blogged about it (in a good way). Even though I can’t buy this product for a month, I could make my purchase decision today, or I could simply become a valuable lead for AT&T to use on July 11th.

Lost financial opportunity for sure, but this also leaves with a decidedly negative impression of AT&T which will become a permanent part of how I view the brand.

Your website is the first place most customers will turn for the latest information and news. Make sure you maintain situational awareness of the role your brand plays in the current web/etail landscape. It means dollars in the door — and a stronger brand.