This document discusses key factors for maintaining online commerce customer retention. It covers the 4 C's: conversion, automated channel crossings, cooperative communications with third parties, and clarity of messaging. Retention is increasingly important as ecommerce growth shifts from acquiring new customers to retaining existing ones. Data analytics and personalized messaging are critical to understand customer behavior and increase engagement of high value customers through relevant promotions.
The document provides an overview of the state of ecommerce and discusses key trends. It notes that integration across social media, logistics, and mobile is important. While search and paid ads remain important, social influence during product research is now also key. The document recommends optimizing images and content, incentivizing customer reviews, and enabling social sharing of products. It also stresses the importance of mobile websites that simplify the user experience across devices. Harnessing social recommendations and interactions can help drive online sales and brand awareness.
This document outlines strategies for competitive eCommerce in 2015. It notes that global B2C eCommerce sales topped $1.5 trillion in 2014 and are expected to grow 20% annually. There are over 4 million eCommerce stores worldwide using hundreds of platforms. The document discusses evaluating platforms based on features like design, development costs, integrations and traffic drivers. It provides strategies for paid advertising, SEO, social media, promotions, referral traffic, and conversion optimization. The conclusion emphasizes the importance of testing strategies, omni-channel presence, and increasing average order value.
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
WebEngage demo at Unpluggd (Nov, 2011)Avlesh Singh
WebEngage was amongst the 10 startups selected by PluggdIn to demo their product at the startup event Unpluggd. The event was held on 19th Nov, 2011 at Pune. This is the presentation we used for our demo.
To add some context, WebEngage is a feedback cum targeted short survey solution for websites. More about the product here - http://webengage.com
The document summarizes key findings from voice of customer (VoC) research and outlines action items for transforming digital customer engagement at MassMutual Retirement Services. The research identified 5 requirements for improving customer experiences: 1) understand how customers define experiences, 2) engagement is now more important than satisfaction, 3) rethink engagement through reciprocity of value, 4) provide truly personalized experiences, and 5) improve multichannel experiences. MassMutual conducted VoC research with consumers and business partners to identify opportunities to better engage customers across digital and multichannel interactions. The summary outlines 12 action items to transform multichannel engagement based on the research findings.
This document discusses key factors for maintaining online commerce customer retention. It covers the 4 C's: conversion, automated channel crossings, cooperative communications with third parties, and clarity of messaging. Retention is increasingly important as ecommerce growth shifts from acquiring new customers to retaining existing ones. Data analytics and personalized messaging are critical to understand customer behavior and increase engagement of high value customers through relevant promotions.
The document provides an overview of the state of ecommerce and discusses key trends. It notes that integration across social media, logistics, and mobile is important. While search and paid ads remain important, social influence during product research is now also key. The document recommends optimizing images and content, incentivizing customer reviews, and enabling social sharing of products. It also stresses the importance of mobile websites that simplify the user experience across devices. Harnessing social recommendations and interactions can help drive online sales and brand awareness.
This document outlines strategies for competitive eCommerce in 2015. It notes that global B2C eCommerce sales topped $1.5 trillion in 2014 and are expected to grow 20% annually. There are over 4 million eCommerce stores worldwide using hundreds of platforms. The document discusses evaluating platforms based on features like design, development costs, integrations and traffic drivers. It provides strategies for paid advertising, SEO, social media, promotions, referral traffic, and conversion optimization. The conclusion emphasizes the importance of testing strategies, omni-channel presence, and increasing average order value.
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
WebEngage demo at Unpluggd (Nov, 2011)Avlesh Singh
WebEngage was amongst the 10 startups selected by PluggdIn to demo their product at the startup event Unpluggd. The event was held on 19th Nov, 2011 at Pune. This is the presentation we used for our demo.
To add some context, WebEngage is a feedback cum targeted short survey solution for websites. More about the product here - http://webengage.com
The document summarizes key findings from voice of customer (VoC) research and outlines action items for transforming digital customer engagement at MassMutual Retirement Services. The research identified 5 requirements for improving customer experiences: 1) understand how customers define experiences, 2) engagement is now more important than satisfaction, 3) rethink engagement through reciprocity of value, 4) provide truly personalized experiences, and 5) improve multichannel experiences. MassMutual conducted VoC research with consumers and business partners to identify opportunities to better engage customers across digital and multichannel interactions. The summary outlines 12 action items to transform multichannel engagement based on the research findings.
Case study: Square Meal - How to use Intelligent Data to Implement Successful...Emarsys
This slide share presents the benefits of using intelligent data to implement successful recommendation campaigns. Looking specifically at email and web recommendations highlighting the benefits personalisation can provide when delivering the right message to the right person at the right time.
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
The document discusses consumer purchasing paths and how insights can be distilled from large amounts of digital data. It provides an example analyzing athletic footwear purchases, finding that about 1 in 3 online shoppers prefer purchasing online over stores. Both online and in-store shoppers visit brand and retailer websites for information, but their timing and purpose varies depending on where they ultimately purchase. The document recommends how brands can incentivize purchasing on their own sites at different points in the consumer journey.
Millennials and Gen Xers have vastly different relationships with technology that impact how they interact with brands. Millennials are far more engaged with mobile devices, which they see as integral to their lives and how they shop both online and offline. 56% of Millennials cite their phone as their most valuable shopping tool in stores, compared to just 28% of Gen Xers. Additionally, Millennials are redefining privacy expectations by being more trusting of brands and less concerned about mobile targeting than Gen Xers.
This document discusses building direct customer relationships through various forms of direct marketing. It begins by defining direct marketing as connecting directly with targeted customer segments. The benefits of direct marketing for both buyers and sellers are then outlined, including convenience, access to information, and the ability to build customer relationships efficiently. Customer databases are discussed as a tool for direct marketing by providing comprehensive customer data. Several forms of direct marketing are then described, including direct mail, telephone marketing, television, kiosks, catalogs, and digital/online methods. The promise of online marketing is noted for building relationships and improving sales, though challenges also exist.
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey a...Apoorv Pandey
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey and Customer Experience : This is to explain how the landscape and behaviour are changing with the advent of digital age and also how marketers can leverage on digital landscape, use this opportunity to implement the right strategy to the target audience and find relevant data for analysis.
This document discusses various online promotion tools for e-marketing, including online advertising using banners, pop-ups, interstitials, and sponsorships; online personal selling using video conferencing and virtual exhibitions; online sales promotion using coupons, sampling, contests and sweepstakes, and premiums; online public relations using forums, newsletters, and online communities; online direct marketing through email marketing, spamming, online shopping channels, and home shopping networks; and using websites for advertising, sales support, customer service, and e-commerce functions.
Direct marketing involves direct communication with targeted consumers to elicit an immediate response. It provides benefits to both customers and companies. Some key benefits include convenience for customers and access to growing customer databases for companies. Common direct marketing channels include catalogs, kiosks, online marketing, direct mail, television, telemarketing, and in-person selling. While online marketing provides benefits like convenience and information, it also faces challenges such as limited exposure, security issues, and clutter. Effective direct marketing campaigns use multiple media and stages to improve response rates and profits.
Direct and online marketing building direct customer relationshipsUmair Aslam
This document discusses various aspects of direct marketing and online marketing strategies. It begins by defining direct marketing and discussing its benefits to customers and companies. It then identifies major forms of direct marketing like mobile phone marketing, podcasts/vodcasts, and interactive TV. It explains how companies have adapted to new technologies like the internet with online marketing strategies. It discusses how companies conduct online marketing and create websites to profitably deliver value to customers. It concludes by outlining some public policy and ethical issues presented by direct marketing like consumer irritation, unfairness, deception, fraud, security, and privacy concerns.
The document discusses social commerce and how social media can be leveraged for e-commerce purposes. It outlines 7 forces of social commerce including selling on Facebook, using Facebook deals and connect, group buying sites like Groupon, flash sales/VIP sites, using YouTube, and mobile commerce. The presentation encourages brands to listen to customers, experiment with social commerce strategies, apply learnings, and develop an ongoing approach.
Today’s empowered consumer expects a connected, personalised, and frictionless experience throughout their shopping journey. Understanding the consumer's style, network, influencers and aspirations, in addition to just knowing what they buy, why they buy, and even why they choose not to buy, are factors that are becoming ever more vital to the success of a retailer. James Lovell, IBM Retail Commerce Lead, will share latest insights and recommendations on how IBM are creating industry leading customer experiences in a digital era.
This document discusses various forms of direct and online marketing. It begins by defining direct marketing as establishing direct connections with targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. It then outlines benefits of direct marketing to both buyers and sellers, including services, delivery, time savings, and ability to target customers. The document also discusses how customer databases can be used for direct marketing and lists common forms like catalog marketing, telephone marketing, and digital marketing methods like mobile, podcasts/vodcasts.
The document discusses key concepts related to e-commerce and internet marketing. It covers topics like the online marketing mix, online branding and traffic building, managing digital content, and factors that influence consumer behavior online. It also examines concepts like e-CRM in virtual worlds and how organizations can leverage customer relationship management systems to better understand customers and improve relationships. The document provides an overview of various components of e-commerce like business-to-business, business-to-consumer, and consumer-to-consumer models.
Read and find:
-5 most common Ecommerce problems
-their causes
-sample tools to help you solve them
-efficiency of actions taken, based on case studies of our clients.
The document discusses how beacon marketing uses location-based services and Bluetooth/WiFi to send targeted offers to consumers' phones when they are near a store. Beacons allow retailers to track customer buying patterns and understand store traffic. Beacon-triggered messages influenced $4.1 billion in US retail sales in 2015-2016. Beacons also allow brands to gather consumer data on purchase history to provide personalized recommendations. 57% of consumers are willing to share data for coupons and discounts. In conclusion, beacon marketing enables highly targeted digital ads and collection of customer insights.
This document provides an example of how a referral marketing campaign called Referral Candy works. It describes the key steps:
1) Existing customers are invited by email to refer friends and earn rewards. They can access a personalized referral corner online.
2) Customers share unique referral coupon links by email and social media with friends. Friends click the links and are taken to a coupon landing page.
3) If a referred friend makes a purchase using the coupon code, the referral is automatically detected.
4) Customers earn rewards like cash, gift cards, or donations when their referrals result in sales. Rewards are paid out automatically through the referral marketing platform.
Amazon uses technology and customer data to provide personalized customer experiences and maximize customer lifetime value. It recognizes existing customers through cookies and tailors recommendations and content to individual interests and purchase histories. Amazon aims to optimize the entire customer relationship, not just acquisition, through high quality service, engagement features like reviews, and automation to streamline the purchasing process. The company's goal is to create the most customer-centric experience possible through innovative use of technology.
Digital Strategy - Customer Experience - marketing and enterprise enablement Nigel Hudson
The document outlines a proposed customer journey and campaign for a wine retailer. It involves the following key steps:
1) Customers are made aware of weekly featured wine products through various marketing channels and can opt into the campaign.
2) As part of the campaign, customers can engage with the products online or in-store through reviews, tastings, contests and community features.
3) If customers purchase products, they earn rewards like air miles that can be redeemed on future purchases. Data is collected to analyze campaign effectiveness and customer behavior.
Mobile-Friendly Email: Trends and Best Practices [Webinar with ActOn Software]Litmus
This document summarizes a presentation on mobile-friendly email. It discusses how mobile email opens have grown significantly and continue to increase each year. Best practices for mobile email include using responsive design, increasing font sizes, simplifying content, and ensuring touch targets are large enough. Future trends may include more device detection capabilities and inspiration can be drawn from examples from companies like Jetsetter that are mobile-aware.
Case study: Square Meal - How to use Intelligent Data to Implement Successful...Emarsys
This slide share presents the benefits of using intelligent data to implement successful recommendation campaigns. Looking specifically at email and web recommendations highlighting the benefits personalisation can provide when delivering the right message to the right person at the right time.
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
The document discusses consumer purchasing paths and how insights can be distilled from large amounts of digital data. It provides an example analyzing athletic footwear purchases, finding that about 1 in 3 online shoppers prefer purchasing online over stores. Both online and in-store shoppers visit brand and retailer websites for information, but their timing and purpose varies depending on where they ultimately purchase. The document recommends how brands can incentivize purchasing on their own sites at different points in the consumer journey.
Millennials and Gen Xers have vastly different relationships with technology that impact how they interact with brands. Millennials are far more engaged with mobile devices, which they see as integral to their lives and how they shop both online and offline. 56% of Millennials cite their phone as their most valuable shopping tool in stores, compared to just 28% of Gen Xers. Additionally, Millennials are redefining privacy expectations by being more trusting of brands and less concerned about mobile targeting than Gen Xers.
This document discusses building direct customer relationships through various forms of direct marketing. It begins by defining direct marketing as connecting directly with targeted customer segments. The benefits of direct marketing for both buyers and sellers are then outlined, including convenience, access to information, and the ability to build customer relationships efficiently. Customer databases are discussed as a tool for direct marketing by providing comprehensive customer data. Several forms of direct marketing are then described, including direct mail, telephone marketing, television, kiosks, catalogs, and digital/online methods. The promise of online marketing is noted for building relationships and improving sales, though challenges also exist.
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey a...Apoorv Pandey
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey and Customer Experience : This is to explain how the landscape and behaviour are changing with the advent of digital age and also how marketers can leverage on digital landscape, use this opportunity to implement the right strategy to the target audience and find relevant data for analysis.
This document discusses various online promotion tools for e-marketing, including online advertising using banners, pop-ups, interstitials, and sponsorships; online personal selling using video conferencing and virtual exhibitions; online sales promotion using coupons, sampling, contests and sweepstakes, and premiums; online public relations using forums, newsletters, and online communities; online direct marketing through email marketing, spamming, online shopping channels, and home shopping networks; and using websites for advertising, sales support, customer service, and e-commerce functions.
Direct marketing involves direct communication with targeted consumers to elicit an immediate response. It provides benefits to both customers and companies. Some key benefits include convenience for customers and access to growing customer databases for companies. Common direct marketing channels include catalogs, kiosks, online marketing, direct mail, television, telemarketing, and in-person selling. While online marketing provides benefits like convenience and information, it also faces challenges such as limited exposure, security issues, and clutter. Effective direct marketing campaigns use multiple media and stages to improve response rates and profits.
Direct and online marketing building direct customer relationshipsUmair Aslam
This document discusses various aspects of direct marketing and online marketing strategies. It begins by defining direct marketing and discussing its benefits to customers and companies. It then identifies major forms of direct marketing like mobile phone marketing, podcasts/vodcasts, and interactive TV. It explains how companies have adapted to new technologies like the internet with online marketing strategies. It discusses how companies conduct online marketing and create websites to profitably deliver value to customers. It concludes by outlining some public policy and ethical issues presented by direct marketing like consumer irritation, unfairness, deception, fraud, security, and privacy concerns.
The document discusses social commerce and how social media can be leveraged for e-commerce purposes. It outlines 7 forces of social commerce including selling on Facebook, using Facebook deals and connect, group buying sites like Groupon, flash sales/VIP sites, using YouTube, and mobile commerce. The presentation encourages brands to listen to customers, experiment with social commerce strategies, apply learnings, and develop an ongoing approach.
Today’s empowered consumer expects a connected, personalised, and frictionless experience throughout their shopping journey. Understanding the consumer's style, network, influencers and aspirations, in addition to just knowing what they buy, why they buy, and even why they choose not to buy, are factors that are becoming ever more vital to the success of a retailer. James Lovell, IBM Retail Commerce Lead, will share latest insights and recommendations on how IBM are creating industry leading customer experiences in a digital era.
This document discusses various forms of direct and online marketing. It begins by defining direct marketing as establishing direct connections with targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. It then outlines benefits of direct marketing to both buyers and sellers, including services, delivery, time savings, and ability to target customers. The document also discusses how customer databases can be used for direct marketing and lists common forms like catalog marketing, telephone marketing, and digital marketing methods like mobile, podcasts/vodcasts.
The document discusses key concepts related to e-commerce and internet marketing. It covers topics like the online marketing mix, online branding and traffic building, managing digital content, and factors that influence consumer behavior online. It also examines concepts like e-CRM in virtual worlds and how organizations can leverage customer relationship management systems to better understand customers and improve relationships. The document provides an overview of various components of e-commerce like business-to-business, business-to-consumer, and consumer-to-consumer models.
Read and find:
-5 most common Ecommerce problems
-their causes
-sample tools to help you solve them
-efficiency of actions taken, based on case studies of our clients.
The document discusses how beacon marketing uses location-based services and Bluetooth/WiFi to send targeted offers to consumers' phones when they are near a store. Beacons allow retailers to track customer buying patterns and understand store traffic. Beacon-triggered messages influenced $4.1 billion in US retail sales in 2015-2016. Beacons also allow brands to gather consumer data on purchase history to provide personalized recommendations. 57% of consumers are willing to share data for coupons and discounts. In conclusion, beacon marketing enables highly targeted digital ads and collection of customer insights.
This document provides an example of how a referral marketing campaign called Referral Candy works. It describes the key steps:
1) Existing customers are invited by email to refer friends and earn rewards. They can access a personalized referral corner online.
2) Customers share unique referral coupon links by email and social media with friends. Friends click the links and are taken to a coupon landing page.
3) If a referred friend makes a purchase using the coupon code, the referral is automatically detected.
4) Customers earn rewards like cash, gift cards, or donations when their referrals result in sales. Rewards are paid out automatically through the referral marketing platform.
Amazon uses technology and customer data to provide personalized customer experiences and maximize customer lifetime value. It recognizes existing customers through cookies and tailors recommendations and content to individual interests and purchase histories. Amazon aims to optimize the entire customer relationship, not just acquisition, through high quality service, engagement features like reviews, and automation to streamline the purchasing process. The company's goal is to create the most customer-centric experience possible through innovative use of technology.
Digital Strategy - Customer Experience - marketing and enterprise enablement Nigel Hudson
The document outlines a proposed customer journey and campaign for a wine retailer. It involves the following key steps:
1) Customers are made aware of weekly featured wine products through various marketing channels and can opt into the campaign.
2) As part of the campaign, customers can engage with the products online or in-store through reviews, tastings, contests and community features.
3) If customers purchase products, they earn rewards like air miles that can be redeemed on future purchases. Data is collected to analyze campaign effectiveness and customer behavior.
Mobile-Friendly Email: Trends and Best Practices [Webinar with ActOn Software]Litmus
This document summarizes a presentation on mobile-friendly email. It discusses how mobile email opens have grown significantly and continue to increase each year. Best practices for mobile email include using responsive design, increasing font sizes, simplifying content, and ensuring touch targets are large enough. Future trends may include more device detection capabilities and inspiration can be drawn from examples from companies like Jetsetter that are mobile-aware.
O futuro da Família Empresária | Aletéia Lopes | HerdarsPapo de Consultor
O documento discute os conceitos e desafios das famílias empresárias. Apresenta como as famílias funcionam como sistemas e possuem regras explícitas, implícitas e ocultas. Também aborda os tipos de famílias de acordo com a permeabilidade de suas fronteiras e a necessidade de equilibrar as demandas da empresa e da família para garantir o sucesso a longo prazo do negócio familiar.
This document is a master's thesis that analyzes the European Court of Justice's Opinion 2/13, which found that the draft agreement for the European Union's accession to the European Convention on Human Rights was incompatible with EU treaties. The thesis will assess the Court's objections to the draft agreement. It will provide context on the evolution of fundamental rights protection in the EU and the significance of EU accession to the ECHR. It will then analyze each of the Court's arguments against the draft agreement's compatibility with EU law. The thesis aims to scrutinize the Court's reasoning and examine the effects of Opinion 2/13.
The Email Design Conference – Litmus Live 2016 Presentation by Ivana SimovicDemac Media
Demac Media's Email Marketing Manager Ivana Simvic, presented at The Email Design Conference for Litmus Live 2016 in Boston on Email Deliverability and helping retailers avoid getting blacklisted. Here's a copy of here presentation with key action items for marketers, retailers, and brands.
17 Takeaways from the Email Design Conference London, 2016Litmus
Over the course of two full days of email geekery, The Email Design Conference London brought hands-on workshops, two parallel tracks of mind-blowing presentations from some of the smartest minds in the industry, and lots of opportunities to connect with fellow email friends.
Couldn’t make it to London?
Flip through the slides for inspiration and hands-on email advice from our speakers.
Este documento describe la programación dinámica como un paradigma para diseñar algoritmos eficientes. Explica que la programación dinámica divide un problema complejo en subproblemas más pequeños, resuelve cada subproblema una sola vez y almacena las soluciones para reutilizarlas. Luego detalla el método, incluyendo ejemplos como la serie de Fibonacci y encontrar el camino de costo mínimo en un grafo. Finalmente, concluye que la programación dinámica es útil para problemas que pueden dividirse recursivamente pero puede ser menos eficiente que
O documento apresenta um plano de curso de pesquisa de marketing. Ele descreve o professor e seus estudos, o que será coberto no curso, como os alunos serão avaliados e o trabalho final de pesquisa de marketing que os alunos realizarão em grupo.
Este documento descreve o planejamento de atividades para uma aula na educação infantil com foco no corpo e movimento. A aula inclui recepção das crianças com histórias, construção de crachás, brincadeiras musicais, teatro sobre partes do corpo e brincadeiras em diferentes espaços para estimular o desenvolvimento motor e social das crianças.
This document discusses the signs of the times and nearness of the Second Coming based on recent events. It notes the appointment of the Jesuit Pope and collapse of Protestantism through ecumenical unity with Catholicism in 2014 as fulfillment of prophecy. It warns that Sunday sacredness will be exalted in place of the Sabbath, which is the last act in the drama. It urges readers to prepare their lives for Christ's soon return, as the world is joining in an end-time unity with the papacy and spiritualism.
This document discusses biblical prophecies about the future from books such as Daniel and Revelation. It explores visions and dreams in the Bible that revealed future events, such as King Nebuchadnezzar's dream about a statue made of different metals which Daniel interpreted. The document suggests we are currently in the period of the feet of iron and clay from Nebuchadnezzar's dream. It encourages readers to watch for Jesus' return as described in the Bible and take comfort in his promise to receive believers.
Lesson 14 revelation seminars the sanctuary -god sets a date for judgmentNick Pellicciotta
The document discusses the earthly sanctuary that God instructed Moses to build based on the pattern of the heavenly sanctuary. It explains that the earthly sanctuary consisted of a courtyard, holy place, and most holy place containing furniture with symbolic meanings. When Jesus died on the cross, the veil of the temple was torn, signifying that animal sacrifices were no longer needed. The document states that after His ascension, Jesus entered the heavenly sanctuary as our High Priest to begin the investigative judgment of believers based on the books of record.
This document provides an overview and analysis of the seven letters from Jesus to the seven churches in Revelation chapters 2-3. It discusses the key messages and promises to the churches of Ephesus, Smyrna, Pergamos, Thyatira, Sardis, Philadelphia, and Laodicea. Each church is said to represent a different era of church history. The document examines the issues, warnings, and encouragements given in each letter and what they represent regarding the spiritual state of the church in that era. It encourages applying the lessons from these letters to the modern church.
Webinar - Estratégia Emocional para Gerentes de ProjetoProjetos e TI
A empresa de tecnologia anunciou um novo sistema operacional para computadores pessoais. O novo sistema operacional terá recursos aprimorados de segurança e privacidade para proteger os usuários. Além disso, o sistema operacional contará com uma interface simplificada e intuitiva para tornar a experiência do usuário mais agradável.
Piratas, Corsarios y Bucaneros SEO ¿con quién compites por el TOP10 de Google?MOV Marketing
Miguel López Congreso Web Zaragoza 2016
Congreso Web Zaragoza 2016
Análisis de competencia SEO para el posicionamiento en Google de distintos proyectos. Descubre cómo trabajan y contra quién tendrás que enfrentarte para salir en el top10 de Google.
Conferencia impartida en el Congreso Web Zaragoza 2016 el 5 de Junio de 2016 por Miguel López, director del Congreso SEO Profesional y Majestic Ambassador en España.
1) The document discusses the continuum of direct marketing relationships between businesses (B2B) and consumers (B2C). At one end is branding only, and at the other end is direct sales. In between are insights, experiences, product testing, and hybrid models.
2) Customers and B2B buyers now expect convenient online shopping experiences similar to B2C. Over 50% of B2B buyers expect to make purchases online within 3 years.
3) Moving further along the direct continuum can improve brand control, increase conversions, and help grow and retain customers. While challenging, direct approaches may become necessary as other players adopt them.
SERIES RECAP: As you start planning for 2015, it’s more important than ever to develop real relationships with your customers—creating customer journeys like never before. Over the past 5 months, we hope you were inspired to make the most out of every customer interaction of the customer lifecycle by creating personalized, cross-channel customer journey that will deliver an exceptional brand experience! On December 4th, join Joel Book as he recaps the webinar series and delivers the top 5 things you need to keep in mind when planning for a successful new year.
Speakers: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud
Digital marketing involves using digital technologies to market products and services to potential customers. It includes tactics like search engine optimization (SEO), search engine marketing, content marketing, influencer marketing, email marketing, and social media marketing. Digital marketing allows businesses to reach large audiences cost effectively and customers can access information anytime from anywhere. However, it also faces limitations like overreliance on internet access and large amounts of competition online. Understanding customer needs and creating valuable content are important principles of digital marketing.
Understanding the Value of Consumer Feedback for Your Ecommerce Business (and...Nirvana Canada
It pays to pay attention to your audience.
Customer feedback has long been one of the most essential – if not the most important – tool available to businesses looking to improve customer satisfaction, hone product offerings, narrow down audiences, and ultimately, boost sales.
Digital and mobile marketing strategies are important for companies to reach consumers. Some key strategies discussed in the document include search engine optimization to increase website visibility, remarketing to re-engage past visitors, behavioral targeting based on browsing history, and integrating online and offline advertising. The document also discusses using mobile apps, email marketing, blogs and social media to engage customers across channels. It emphasizes designing e-commerce sites and mobile experiences that are optimized for search and different devices to improve conversions.
The document outlines three scenarios in a customer's decision journey when considering the purchase of Bosch power tools. Scenario 1 involves customers who research tools on Boschtools.com but do not visit Grainger.com. Scenario 2 involves customers who research on Boschtools.com, then visit and log into Grainger.com to evaluate power tools. Scenario 3 involves customers who research on Boschtools.com, then visit Grainger.com but evaluate a different category. For each scenario, the document analyzes the customer's needs and concerns at each stage and provides recommendations for digital marketing campaigns, including display ads, email retargeting and personalized offers, to influence customers and increase Bosch power tool sales by
The document discusses various aspects of digital marketing. It begins by defining digital marketing and outlining some common digital marketing activities such as SEO, social media marketing, content marketing, and email marketing. It then discusses advantages such as the ability to reach a large audience at low cost, and limitations like dependence on internet access. The document also covers principles of marketing environment, drivers of the marketing environment, digital media industries, and ways to reach audiences through digital channels like learning about audience interests and using their language.
1. E-commerce companies face many challenges including verifying online customer identities, providing consistent customer service across channels, analyzing competitors, adapting to changing customer behaviors, reducing shopping cart abandonment, maintaining customer loyalty, managing product returns and refunds, and competing on price and shipping costs.
2. To address these issues, companies should take steps to verify customer information, equip support teams to respond via all channels, identify key channels to optimize, maintain context across conversations, conduct in-depth competitor research to differentiate, leverage marketplaces, segment visitors to personalize experiences, simplify checkout processes, prioritize customer service, create loyalty programs, design transparent return policies, and consider warehouse distribution to lower shipping costs.
E commerce email_marketing_made_simple___a_comprehensive_guideHarsha MV
This document provides a comprehensive guide to eCommerce email marketing with 10 tips. The tips include having a solid strategy, mastering welcome emails for new subscribers, surveying customers to understand their needs, building automated journeys, focusing on increasing second purchase rates, using AI for personalization, investing in product recommendations, leveraging user generated content, collaborating with sales and support teams, and A/B testing emails.
This document provides guidance on implementing successful mobile wallet programs. It discusses how mobile wallets can benefit consumers through convenience and retailers through increased foot traffic, conversions, and loyalty. It then outlines strategies for content distribution, design, communication, optimization, and summarizes with an activation checklist. Key recommendations include testing different channels, offers, and tactics to maximize results.
This document discusses Visionet's 360° Customer Capture solution which enables retailers to deliver a complete shopping experience across channels by providing a unified 360-degree view of each customer. It highlights challenges retailers face in engaging today's connected, empowered customers who research products online and interact with brands across many touchpoints. Visionet's solution combines customer data from transactions, interactions, social media, and other sources to provide insights that retailers can use to personalize the customer experience, run targeted campaigns, and optimize operations.
360 Degree Customer Capture: Enabling Retailers to Deliver a Complete Shoppin...Imran Aslam
Visionet's 360° Customer Capture solution provides retailers with a unified approach to gain a complete 360-degree view of customers by capturing customer data across all retail channels, functions, and operations. This includes point of sale, marketing, ecommerce, contact centers, and business intelligence to track customer interactions and generate insights. The solution aims to help retailers deliver a personalized, seamless shopping experience and engage customers more meaningfully throughout their journey.
Visionet's 360° Customer Capture solution provides retailers with a unified approach to gain a complete 360-degree view of customers by capturing customer data across all retail channels, functions, and operations. This includes point of sale, marketing, e-commerce, contact centers, and business intelligence to track customer interactions and generate insights. The solution aims to help retailers deliver a personalized, seamless shopping experience and engage customers more meaningfully throughout their journey.
Social media impact on service brand reinforcementAndrey Markin
1. Social media can help address issues of intangibility and quality inconsistency for services by allowing consumers to share their consumption experiences.
2. This collective sharing of experiences can help form consumer perceptions of a service's "package" and quality before purchase, decreasing uncertainty.
3. By integrating social media and recommendations, companies can further decrease consumer uncertainty and reinforce their brand.
The document discusses best practices for implementing effective post-purchase email marketing programs. It recommends identifying opportunities to solicit customer satisfaction surveys, product reviews, and to offer upgrades, upsells or cross-sells. Testing different approaches across audience segments is important to see what resonates best. Optimizing programs through A/B testing and analytics can improve results. Successful post-purchase programs build loyalty and advocacy by engaging satisfied customers.
The document discusses how smart brands are using customer data and personalized digital marketing strategies across channels to improve customer acquisition, onboarding, engagement, and retention. It provides examples of how companies like Pei Wei, Mint.com, Dreamfields, Royal Bank of Canada, Beyond the Rack, and The Honest Company use email marketing, mobile push notifications, and lifecycle campaigns to better serve customers at each stage of the customer journey. The key takeaway is that understanding individual customer needs and behaviors enables brands to predict relevant content that drives the customer relationship at every touchpoint.
How to Turn User Generated Content into Revenue with Ratings and ReviewsFlutterbyBarb
How to Turn User Generated Content into Revenue with Ratings and Reviews via Gigya
This white paper examines three ways brands can start effectively harnessing ratings and reviews to stimulate both new and repeat conversions: 1. Boosting brand awareness and referral traffic 2. Improving long-tail SEO 3. Building a transparent, brand-loyal community
The document discusses 6 strategies for improving ecommerce conversion rates: 1) Optimizing checkout processes, 2) Ensuring website compatibility across browsers, 3) Optimizing for mobile and tablets, 4) Including online review widgets to boost trust, 5) Leveraging social media to drive online sales, and 6) Assigning a dedicated staff member responsible for conversion rates. It provides details on each strategy and emphasizes testing approaches, addressing customer needs, and assigning clear responsibilities to improve online sales.
The document discusses 6 strategies for improving ecommerce conversion rates: 1) Optimizing checkout processes, 2) Ensuring website compatibility across browsers, 3) Optimizing for mobile and tablets, 4) Including online review widgets to boost trust, 5) Leveraging social media to drive sales, and 6) Assigning a dedicated staff member to be responsible for conversion rates. It provides details on each strategy and emphasizes testing approaches, simplifying processes, and focusing on building customer trust to improve online sales.
The document discusses 6 strategies for improving ecommerce conversion rates: 1) Optimizing checkout processes, 2) Ensuring website compatibility across browsers, 3) Optimizing for mobile and tablets, 4) Including online review widgets to boost trust, 5) Leveraging social media to drive sales, and 6) Assigning a dedicated staff member to be responsible for conversion rates. It provides details on each strategy and emphasizes testing approaches, simplifying processes, and focusing on building customer trust to improve online sales.
Print Scans: NPH Parents Crosslink Direct MailCory Grassell
Parents Crosslink provides resources to help churches and families nurture faith. The quarterly publication and website address real family issues with practical advice. They aim to strengthen parents' ability to raise children in a sinful world and bring more people into God's family through outreach. The media are an essential part of congregations' ministry and an interactive, biblical, economical, and relevant way to pass on faith.
This document provides an overview of the Sail Away! vacation Bible school curriculum from Northwestern Publishing House. The curriculum includes daily Bible lessons, activities, and songs centered around sailing themes. It is designed to encourage summer fun, faith learning, and church outreach. Materials include student lessons, teachers guides, music, and promotional resources to help plan and implement the VBS program.
Print Scans: VBS Brochure Ready Set GoldCory Grassell
The document summarizes a 5-day Christ-centered vacation Bible school curriculum called "Ready, Set, Gold!" for children, teens, and adults. It includes 6 levels from ages 3-4 to adult/teen. Each day focuses on an Olympic sport and Bible lesson about how God wins the victory for believers through Jesus. Lessons teach that God's team trains in his word, trusts in God, serves God and others, and celebrates God's benefits. Student materials are available for purchase for each level.
Print Scans: VBS Brochure Making TracksCory Grassell
The document promotes and provides details about the vacation Bible school curriculum "Making Tracks." It encourages enrollment in summer 2007 programs and provides ordering information for lesson materials, music, crafts, and promotional items to help churches run their VBS. Key elements of the curriculum include Bible stories, lessons, songs and activities centered around a railroad theme to help children learn about God and Jesus.
Print Scans: SyNet We Miss You Direct MailCory Grassell
This document is a discount offer from SyNet Media advertising 50% off the recipient's next print order. It lists various print products and services SyNet Media provides such as business cards, brochures, posters, and bindery. It mentions SyNet Media recently merged with another company and moved locations, and encourages the recipient to call for a quote to learn more about the updated company and receive better customer service.
Print Scans: SyNet Neighbors Direct MailCory Grassell
SyNet Media is a local print and marketing company that offers various services like marketing collateral, internal company projects, and variable-data marketing campaigns across multiple media channels. They can personalize direct mail, email, and landing pages for each recipient on a customized mailing list using variable data. SyNet Media is located in Milwaukee, WI and offers free marketing consultations and can discuss print needs.
Print Scans: SyNet Christmas Direct MailCory Grassell
This document appears to be a mailing label for a first class letter sent from Milwaukee, Wisconsin with postage paid and permit number 3,579. The label indicates this is a paid mailing sent as first class mail from Milwaukee.
Print Scans: NPH Time to Laugh Time to Cry FlierCory Grassell
Being a Christian woman comes with challenges in a changing world but also opportunities to experience God's love. While experiences may differ, a common thread is finding God's love in Jesus that connects women. The document encourages weaving God into daily life through shared experiences.
Print Scans: NPH This We Believe Bulletin Copy Master & LetterCory Grassell
This document provides information about a new book titled "This We Believe: Questions and Answers" which explores the nine key biblical doctrines of the Wisconsin Evangelical Lutheran Synod. The book answers 333 common questions about religious topics in an easy-to-understand format without theological jargon. It is intended to help Lutherans respond to doubts or questions from others by strengthening their understanding of Lutheran beliefs. The publisher is offering bulk discounts on orders of ten or more copies through October 31st, 2006 to help congregations purchase copies for use in classes, studies, and as gifts.
Northwestern Publishing House is holding its 3rd Annual Stock-Up Sale from February 8-23, 2008. During this limited-time sale, customers can receive free shipping on orders of $100 or more by visiting www.nph.net/stockup. The sale allows customers to stock up on supplies from Northwestern Publishing House.
This document provides a summary of new products from Northwestern Publishing House (NPH), including books, Bible study resources, and children's materials. It highlights a new 12-book Bible story series, children's books featuring the character Buttons, and the final volume in The People's Bible commentary series. The catalog introduces new items and subscription options while also including a list of currently in-print NPH products. The goal is to help readers grow closer to Christ through these faith-building resources.
Print Scans: NPH Out of the Depths FlierCory Grassell
This document is an advertisement for a set of four books and a devotional called "Devotions for People who Grieve" from Northwestern Publishing House. The four books are titled "God's Children Never Die", "Help Me, Lord", "With Tears in Our Eyes", and "When Jesus Is There" and can each be purchased individually for $499 or as a set for $1599. The document provides ordering information including a phone number and website to purchase the books or devotional.
For its 50th anniversary, Meditations is publishing a collection of 366 daily devotions from its past issues in a new hardcover edition titled Meditations on Favorite Scriptures. The devotions have been updated to use the NIV translation and include a short Scripture text and prayer. Churches can reserve copies for $11.99 each by placing a bulk order of 10 or more books by April 16th, receiving a 40% discount off the $19.99 retail price.
This document provides information about several Christian devotional books and resources available from NPH (Northwestern Publishing House). It describes the contents and themes of books focused on Advent, Lent, daily devotions, family devotions, and the history of Pietism. Prices and page counts are provided for each resource.
The document discusses reviews and feedback about the God's People book series. It provides several positive quotes praising how the books steer readers to Christ by drawing parallels to Jesus, retell biblical stories, and introduce readers to lives and people they may not understand. The writing style is described as interesting and easy to read. The series is called a welcome addition that readers couldn't put down. The document also advertises subscribing to the series to receive future books and save 10% on individual books.
"The Lord needs it." He will show you a large upper room, all furnished; make preparations there.
CONGREGATION: So the disciples went and found things just as Jesus had told them; and they prepared the Passover.
LEADER: When it was evening, he reclined at the table with the twelve disciples. And as they were eating, he said, "Truly I tell you, one of you will betray me." They were very sad and began to say to him one after the other, "Surely not I, Lord?"
CONGREGATION: Jesus answered, "The one who has dipped his hand into the bowl with me will betray me. The Son of Man
Print Scans: NPH World Travels BrochureCory Grassell
This document promotes the Adventures in Faith book display program from Northwestern Publishing House. It offers to customize book displays for various church events and occasions, such as Advent, Lent, Easter, vacations Bible school, and more. It provides all the materials needed for the display, including instructions, advertising, bookstands, and order forms. Hosting a display requires minimal work and costs for the congregation. Orders are then shipped directly within 48 hours.
2. In the mid-1900s, limited brand choices and communication channels meant that companies
controlled the messaging (i.e., mass marketing). Flash forward to today’s marketplace in which
consumers are inundated by media choices and advertisements. As a result, consumers ignore
what is irrelevant or what they don’t have time for, meaning searching and purchasing are done
on their terms — when they’re ready. Today’s media- and search-savvy consumers now control
the content. Nowhere is this power shift — from business to consumer — more prevalent than
user-generated content such as ratings and reviews.
Through user-generated ratings, reviews and peer referrals — which have grown in importance
thanks to social-networking sites online — consumers are playing an ever-increasing role in
influencing purchase decisions. But in an age in which consumers control the content, marketers
have become stunned by new data that suggests online content has reached a plateau.
According to Forrester Research, while social networks are attracting users at record rates
(Facebook now has more than 500 million users), the creation of user-generated content
remained consistent over the last year. For example, one-third of U.S. consumers watch user-
generated videos on YouTube, yet only 10 percent upload videos of their own.
Turning to proprietary research, our Local Search Usage Study (2010) shows a growing
importance is being placed on consumer-generated ratings and reviews (up two percent over
2009 and three percent over 2008). That growth is due, in part, to more social and mobile users
seeking ratings and reviews during the purchase process (78 and 71 percent, respectively); in
fact, both figures have grown steadily since 2008.
But while more consumers are valuing ratings and reviews, only 23 percent of all searchers
(across all search types/platforms) have submitted original content. Social networkers and
mobile users demonstrate the highest propensity to write ratings and reviews (38 and 39
percent, respectively).
As user-generated ratings, reviews and referrals continue to shape purchase decisions,
businesses must understand how such content affects the search landscape, not to mention
brand reputation and, ultimately, sales. In that light, businesses need to encourage shoppers to
leave their opinions so that future customers will be enticed to purchase. While what you write
about your own products and services may be true, shoppers will find your marketing content
difficult to believe; they’d rather turn to others who have shared experiences with your
brand — a shining example of how consumers control the content. And since you can’t control
what consumers say about you, you can monitor the perception of your brand to make smarter,
informed shoppers.
Here are a few tips to encourage customers to leave feedback about your brand in general, as
well as the products and services that you offer:
2
3. 1. Ask.
It’s as simple as that. Whatever methods you use to solicit feedback, make it known that you
value and appreciate your customers’ opinions. Explain the importance of leaving ratings and
reviews: so you can improve. But realize that by asking for feedback, you are opening the door
to negative criticism; however, such critiques should not be feared or addressed with
hypersensitivity.
Studies show that even negative reviews can increase conversions. That’s because the
appearance of only positive ratings and reviews can tarnish a company’s credibility. Negative
comments are also considered helpful by consumers. Furthermore, backlash can do exactly
what you set out to achieve in the first place: to improve. Imagine how insights into poor
experiences could help you fix issues within your departments (e.g., customer service) and the
products/services that you sell.
2. Make the feedback process quick and easy.
A user’s experience with your brand doesn’t end with the purchase transaction. When you
conceptualize ways to improve the experience, you must factor commenting into the equation.
By streamlining searching and commenting in a central location, you will increase the likelihood
of securing feedback.
Since our proprietary research suggests that a majority of consumers research online, the
Internet seems like the logical place to streamline search and feedback. But too many clicks or a
lengthy review process will only deter consumers from leaving the feedback that businesses so
desperately need to improve. Try these tactics to improve feedback efficiency and overall
response rates:
a. Incorporate a web form at the point of purchase. By placing an online form in front
of customers’ eyes during the check-out phase, you are targeting your buyers when
their purchases are fresh in their minds. This also promotes an element of convenience
for the shopper because everything is contained to a single visit.
For in-store transactions, ask your customers to go online (when they get home) to
complete a brief survey or to leave feedback; a print postcard containing the URL can
serve as a reminder when they leave your store. In a recent development, Google is
prepared to distribute millions of custom mobile devices to small businesses in the U.S.
The goal is to provide in-store customers with a way to check in at local
businesses — much like Facebook Places and foursquare — as well as rate the
businesses and purchase items via Google Checkout.
b. Send a follow-up email. Once you have secured an email database of your online
and/or in-store customers, send customized messages based on their purchases within
the past year. Netflix does a good job of this by deploying emails that ask users to rate
3
4. their recent movie rentals (each email links to a landing page associated with a user’s
account). In the email copy, consider something like this:
Dear [Customer],
You recently purchased [product] from us. Thank you for your business. In an effort to
continue improving our service to you, please take a few minutes to rate your purchase
and experience with us. We value your input!
c. Within the online-transaction and/or shipping receipt, embed a link to a rating
system or a web form. In doing so, customers will always have the link on hand (for as
long as they keep their receipt). If you are shipping a product to a customer, it never
hurts to try a traditional method of dropping a print postcard within each package; on
the postcard, ask the customer to visit a URL to rate his or her experience with you.
d. Use surveys. Whether your customers purchase directly online or via phone, offer
short surveys to gather feedback. Two-minute surveys can be attached to the conclusion
of phone calls. Or use an affordable, Web-based survey program such as SurveyGizmo,
which allows you to embed questionnaires directly within emails or social-networking
pages. Both methods provide immediate results.
e. Portray feedback on your website. Sites like Amazon and eBay are built for this
functionality. By adding expert content, answering customers’ questions or featuring
ratings directly on your site, you are helping existing customers give potential customers
all the information they need to buy — all during the search process (and purchase
process if you enable online ordering). In essence, you are putting your customers to
work for you. And the payoff is huge because potential shoppers place more trust and
confidence in peers’ opinions than anything you could ever say about your brand.
3. Keep it confidential.
Refrain from asking for identifying information when featuring ratings and reviews directly on
your website. With the social-networking boom of the 2000s, it seems odd that consumers
would hesitate to share information publicly. After all, they openly share videos, birthdates,
photos and whereabouts via Facebook, Flickr, Twitter and more. But consumers are more apt to
share information when they’re not forced into it. Sharing private information is, and always will
be, a sensitive subject among consumers, especially when it comes at the request of businesses.
To increase response rates, keep your customers’ identities anonymous during the rating or
review process. At the very least, enable usernames or profiles that act as cyber curtains
between actual identity and online identity. A shining example of this is a service from the
Yellow Pages Group; its My Yellow Pages™ Account allows users to write reviews and to share
newly discovered places with others, while keeping their identities protected.
4
5. 4. Make it worth their while.
In an economy driven by loyalty programs, consumers are attracted to incentives. To encourage
your shoppers to spend a little extra time with you, incorporate an incentive-based or tiered
rating/review system in which users get rewarded for their opinions. Whether you offer five
percent off the next purchase or free shipping, customers will comment more if they know
something is in it for them. The slight price reduction via incentives will pay dividends in the end
because you’ll be able to harvest necessary insights into how you can increase sales overall.
5. Promote your brand socially.
Now more than ever, consumers are more influenced by the opinions of their peers. While you
can feature ratings and reviews on your site to demonstrate that you value opinions, consumers
will place more trust in content if it is available apart from your proprietary website. That’s why
more consumers are flocking to social networks for business information, which has spurred the
new marketing mantra of “Go where your consumers are.”
According to our Local Search Usage Study, 69 percent of consumers are more likely to use local
businesses if they have information available on social-networking sites. As social-networking
usage continues to affect search, companies need to develop a presence for their brands via
social marketing. What’s more, most social sites offer free services to businesses, meaning social
marketing can be a cost-effective option to grow your business.
By establishing profile pages on the platforms that your customers are already using, they’re
more likely to follow you, and you’re more likely to achieve optimal engagement. In the event
that consumers are searching these platforms for your brand, you’ll be available to them. But
with an abundance of social sites available today, determining the platforms that consumers are
using can be challenging for those new to this space. Consider claiming your business’ listing on
Facebook Places, Twitter Places, foursquare and Yelp, to name a few (many of these services
offer window decals for display at your business to let shoppers know that you’re online and
open to feedback).
One of the key services, Yelp, acts as an Internet Yellow Pages (IYP) site in the form of business
listings and as a social-networking platform in the form of ratings/reviews. By appealing to
consumers looking for business information and peer recommendations, Yelp acts as a one-stop
solution in the search process. Plus, IYP searchers may be more inclined to leave feedback if the
option exists on the sites they’re searching. A new partnership has made it easier for consumers,
who have reviewed products on Yelp, to share their input via Facebook. It works like this:
After logging in on either Yelp or Facebook, users can click “Like” within business
profiles on Yelp.
5
6. Clicking the “Like” button on Yelp integrates with Facebook’s social plug-in, meaning
users will also “Like” those businesses on Facebook. As a result, liked businesses will
show up on users’ Facebook profiles with links that redirect to Yelp’s business pages.
Once users click “Like,” new users who land on Yelp will be able to see which Facebook
friends also follow those businesses. Users will also have an opportunity to read friends’
reviews regarding their experiences.
Through Facebook’s Social Graph, the well-known “Like” button is appearing across the World
Wide Web. In short, it enables users to log in on Facebook, then like particular topics, posts,
reviews, etc. on third-party sites. The information is ultimately linked back to users’ Facebook
profiles. Now, you can even incorporate the Social Graph into your email campaigns, product
pages and blog. With one click of this button, users are increasing brand exposure on your
behalf, and you are identifying brand advocates to spread your messaging virally through word-
of-mouth advertising. In this regard, customers can act as sales associates, but with much
greater reach and influence among potential shoppers.
6. Actively participate.
Respond to consumer feedback with a little of your own. No matter how you solicit ratings and
reviews, always respond to the feedback — both positive and negative. Positive feedback should
be returned with a note of thanks, then share it with your internal departments so that they
know what is resonating with customers (positive reinforcement can go a long way). Negative
feedback, on the other hand, can be tricky, so let’s focus on social-networking sites to paint a
clearer picture.
According to our Local Search Usage Study 2010, 81 percent of social networkers believe that it
is important for local businesses to respond to questions and complaints on social sites. Based
on this research, consumers obviously want you to get involved. It also means that establishing
a social presence for your brand, only to abandon it, is considered a poor practice. If you enter
this space, you must engage your audience.
Since social sites come with the added luxury of instant feedback in the form of comments, you
can gain immediate insights into how consumers feel about your brand. This enables you to stay
in touch with customers and their wants, which, in turn, will enhance your company and
product development. If consumers are unsure about the products or services to purchase from
you, this is a prime opportunity to guide them in determining what will best meet their needs.
However, if consumers express dissatisfaction with your brand via social networking, inform
them that you’ll address their concerns privately. Then, provide an email address or phone
number to handle the issue offline, so others aren’t drawn into the mix.
6
7. Conclusion
Searchers today have become savvy and impatient, meaning you have very little time to appear
at the forefront of their search experience. And key ingredients in the search process — ones
that will help you convert leads into sales — are user-generated ratings and reviews. If searchers
cannot find this content about you, then they may bypass you altogether. Keep in mind that, in
the end, ratings and reviews are all about making smarter shoppers. The aforementioned
content improves the search experience and helps shoppers make confident decisions.
Finally, the presence of user-generated content can help small- and medium-sized businesses
compete in a saturated marketplace by adding brand visibility. Since a majority of consumers
prefer to stay within local markets to complete their purchase transactions, local businesses can
capitalize on this unique opportunity to instill trust, confidence and a positive brand reputation
among target consumers — all of which will, in turn, help local consumers pick local businesses.
7