Hannah Stacey
Hannah Stacey
Posted 25 July 2016

The 8 TED Talks Every Ecommerce Marketer Needs to Watch

When you’re busy running an online store, dedicating time to reading, watching or listening to a piece of content – be it a blog post, infographic, ebook, video – can seem like a bit of a risky investment. Nobody likes to think that they’ve been robbed of five or more minutes of their time when they’re not gaining anything valuable in return.shutterstock_202347355

Luckily for us, there’s TED. With over a thousand talks from experts ranging from former US presidents to leading academics to industry leaders that have accumulated over a billion views to date, it’s probably safe to say your time won’t be wasted.

Here are 8 fantastic talks that are relevant to your role as ecommerce marketer. Each video is under 25 minutes long – so why not grab a cup of tea and start your day feeling inspired?

1) Itamar Simonson: The decline of consumer irrationality at TEDxBayArea (2014)

Summary: Stanford professor Itamar Simonson argues that the internet has fundamentally changed consumer behaviour; that consumers are less likely to choose irrationally and now base decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies.

Run time: 18m 42s

2) Dan Cobley: What physics taught me about marketing (2010)

Summary: Dan Cobley addresses some interesting parallels between physics and marketing. He covers several key arguments: that the bigger a brand, the most difficult it is to reposition it; that measuring customer action is more effective than what they say they’ll do; that one bad week can undermine decades of good brand building and that brands are more dispersed than they think they are.

Run time: 7m 38s

3) Tim Leberecht: 3 ways to (usefully) lose control of your brand (2012)

Summary: Brands can no longer control their reputation. But hyperconnectivity gives them more control over these things they can’t control; to constantly listen in on what’s being said about them. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.

Run time: 6m 30s

4) Joseph Pine: What consumers want (2004)

Summary: Still relevant ten years on, Joseph Pine argues that economic value is no longer based on commodities, goods or services; that experiences are what consumers are now interested in. How do you create (or ‘render’) authenticity? Pine covers three key rules.

Run time: 14m 19s

5) Sheena Iyengar: How to make choosing easier (2011)

Summary: Sheena Iyengar addresses the issue of decision paralysis. In this talk, she demonstrates how brands can improve the experience of choosing.

Run time: 16m 5s

 

6) Renny Gleeson: 404, the story of a page not found (2012)

Summary: Renny Gleeson takes us on a tour of 404 pages, arguing that every error is a chance to build a better relationship with your customers – that they can create ‘brand moments’.

Run time: 4m 7s

 

7) Seth Godin: The tribes we lead (2009)

Summary: Seth Godin argues that the internet has powered the re-emergence of ‘the tribe’. No longer is mass marketing the key to reaching people.

Run time: 17m 29s

8. Devora Rogers: The Science of Shopping & Future of Retail (2013) 

Summary: Here’s marketing aficionado Devora Rogers speaking at TEDxWakeForestU three years ago. In her talk, Rogers explores a plethora of interesting topics, such as the research shoppers carry out before making a purchase and what direction retail is going in.
Run time: 20m 01s
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