Scott Galloway: Taylor Swift's Omnichannel Skills

Key Takeaways

a big winner last week Taylor Swift whose new album accounted for one in Four album sales in the US selling over a million copies in a single week the only album released this year to hit this Milestone Taylor's also becoming an omni Channel retailer she's offering CDs at Target that have three songs not available anywhere else and is also embracing social media to retweet pictures of fans who are buying her album big loser last week cable television nearly every major entertainment outlet has suffered double digigit ratings declin so far this year despite define gravity over the last decade with increasing rates in the face of declining viewership it looks like TV may be getting its turn at the Woodshed upfront sales down 6% this year and digital advertising is looking to surpass TV advertising by 2016 it looks like digital is finally starting to penetrate the impenetrable television uh some winners and losers from our digital IQ specialty retail index Abra croman fit and aeropostal who both have hit rough times of late but are looking to digital to get them out of this mess aeropostal has partnered with YouTube phenomena Bethany Moda and abber crom's best inclass store locator will likely Drive traffic into their stores big winner Domino's who now has a larger it Department than a marketing or food research department and no argument there for anyone who actually eats this stuff you can track the progress of your pizza from oven to doorstep and they've partnered with Ford such that you can order a pizza while driving through their sync technology in 2014 Q3 sales were up 7.7% versus Pizza Hut which declined 2% it's probably not the pizza it's probably the technology and Innovative marketing last week's biggest winner alib Baba whose manufactured holiday singles Day held on 11-11 or 1111 registered $9 billion in sales in the first 24 hours to give you a sense of the scale us consumers spent $3 billion on Black Friday and Cyber Monday combined in the US we may be entering an era where the centers or the epicenter of innovation in digital move from California to China we'll see you next week [Music]