In June 2014, I was asked by Google to go to their offices and talk about the ideas of the Curve to a room full of etailers. It was part of an afternoon when Google pointed out that ecommerce providers in the UK have three times as many page views as every newspaper and magazine in the UK combined. They are fixated on conversion rates and sales, yet they offer a enormous, free, value-added resource to their customers which can be harnessed as a revenue strategy (through advertising) and through a Curve strategy (through content marketing, earning the right to talk to their customers again and enabling superfans.)
Ecommerce providers have already become very good at the direct communication with customers and at analytics. They still have a huge opportunity to build closer relationships with those customers through their content activities and to experiment with what a superfan of their shop (or the products the shop sells) will pay for.
Google helpfully videoed the talk and made it available on YouTube. I’ve embedded it below for you. There is a highlights video. Enjoy it.