Tim Bourquin wrote a thought-provoking column talking about his company’s use of both live and recorded webinars. Tim is very open and detailed in his description of how they use webinars to boost awareness and revenue and it’s worth reading as a business use case. But he also brings up two major problems he is running into:
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A new report from the Chief Marketing Officer (CMO) Council report indicates that marketers under-value loyalty programs even as customers give the perks, discounts, deals and additional service opportunities high marks.
What makes a loyalty program successful? Both customers and marketers agree: deeper engagement and personalized contact drives loyalty, not mass blast communications and gimmicks.
The Marketer’s View
Most marketers (61 percent) believe that loyalty program participants are the best and most profitable customers. So it is not surprising that an almost equal number of respondents (65 percent) view customer loyalty program investments as a very essential, or a quite valuable part of the marketing mix. Where they fall down is in extracting greater value from customer loyalists. When it comes to in-depth profiling of customers, the vast majority of marketers still only aggregate and analyze limited customer data sets. 73 percent collect basic demographics and 68 percent track the location of members, but critical insights — such as advocacy rates (14 percent), brand loyalty and attachment (27 percent), personal preferences (31 percent), satisfaction levels (33 percent), and product preferences (38 percent) — are not being leveraged.
The Consumer’s View
Today’s consumer loyalist wants essential information delivered through multiple channels in the most relevant, personal and customized way possible. More than half (58 percent) say they want more compelling personal benefits and services, as well as more relevant offers or individualized deals.
Customers are issuing a very clear warning to marketers: Give me relevant communications that reflect my history and connections to you, or I’ll go elsewhere with my business.
Smart marketers will respond by taking what they know about customer wants, preferences and behaviors and be more targeted, efficient and relevant in their messaging to improve response rates and increase customer gratification and purchase intent.
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Vanessa Fox works as Entrepreneur-in-residence with Ignition Partners but is especially well known in the Search Marketing world because of her past work as Google’s search engine strategy spokesperson and creator of Google Webmaster Central. I’ve interviewed Vanessa several times on video in the past here, here, here and podcast here but nothing as substantial as what you’re about to read. Read more…
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Social Media impacts every business, every brand, and in doing so, connects a network of distributed communities of influence, making the world a much smaller place in the process. Small businesses are in fact at an advantage in Social Media Marketing as they can focus on hyper-local activity that can offer immediate rewards or at the very least, the real-time feedback or lack thereof says everything about next steps.
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Training is easily perceived as a chore by inhouse web teams, but it doesn’t have to be. Here are 7 easily-implemented tips to make training fun and get your staff’s buy-in.
1. Buy them essential web books, videos or audio recordings. Create a mini reference library.
Many people are motivated to learn on their own, and enjoy self-study. By buying quality resources that your team can access, you’re helping them train themselves very affordably.
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This week, I’ve got a question for you…
What is one of the critical differences between successful businesses owners and unsuccessful businesses owners?
It’s not how much money they start with, or where they come from.
It’s not their level of education.
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Improving your CTR is now the single biggest thing you as an advertiser can do to improve your AdWords quality score and reduce your CPC. When it comes to CTR, every little helps. Today, I’m going to show you two very simply things you can do to increase your CTR and as a result, your quality score. The following can be implemented easily and immediately but as with all changes to your PPC account, make sure you test the results. If it doesn’t work for you, revert.
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Whenever a new medium emerges and becomes the “it” thing. Everyone flocks to it until the next shiny thing comes around and then that becomes the new “it.” Inevitably, those on the cutting edge of “it” always decry the downfall of the previous “it” which then becomes “that”. “That” is obsolete. “That” doesn’t have long-term value. You need to give “that” up and put your money in “it.”
But “that” doesn’t always go away no matter how much “it” gains in popularity.
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Oh, how I wish this was a cool YouTube video that could go viral. But it’s not. Instead, it’s some pretty interesting research by PostRank on how reader engagement in blogging has evolved over the last three years.
Not so surprisingly, trackbacks as a means of joining the conversation have dropped off in favor of taking the discussion to Twitter or other social sites. Over the last there years, trackbacks have dropped from 19% of total engagement to 3%, while social networks have soared from <1% to 29%.
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A couple weeks ago I had the pleasure of attending a terrific conference in San Diego put on by Lisa Sasevich of The Invisible Close. While she shared a lot of powerful information specific to building my type of business, and to making sales without being salesy, the tips that really hit home were a bit more general. However they still packed a powerful punch.
All of these I already knew to some extent, but something Lisa said, or a part of my own experiences in the last few weeks, has really crystallized these ideas for me.
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FCC Writes Letter To Google Over Early Mobile Termination Fees
Key Stats Show Slump In Twitter UsePossible Outcomes Of The iPhone Becoming A Non-AT&T ExclusiveUsing Social Media To Get Work
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