March 5th, 2010
Launching your Web site, and embarking on an SEO campaign, is very much like revisiting your early social interactions of school; particularly your High School Social Life. It would seem that pubescent self-esteem, and in this instance your Web site’s success, is determined by the level of popularity and recognition you achieve; amongst your peers.
Search Engines measure popularity and credibility, by applying their unique algorithm to account for number of ranking factors; including established links, online reputation and more. In fact, established links are seen as a vote of confidence; a sort of “Yeah, I know Him/Her.”
Interestingly enough, a vote cast in your favor is also measured by the popularity/credibility; of the person (Web site) giving it. For example: Everyone in the Geography or Chess Club might be quick to say that they know you, however this endorsement is highly unlikely to boost your over-all popularity; in school. Make no mistake though, every bit of positive effort counts. This especially holds true when favored school athletes and Cheerleaders, become familiar enough with your name; to acknowledge you in the hallway.
The successful strategies applied in High School, to gain notoriety and popularity; can easily be mirrored on the Internet. However, providing misleading information to your peers, or pretending to be something you are not; can have similar negative consequences. In the case of your new online presence, the much sought after “word of mouth” endorsements of popular High School peers, have been replaced by Word of Mouse™ Marketing Strategies; and the reviews of opinionated consumers.
More powerful than High school gossip, Internet and Social Networking participants are relentless in their pursuit of the latest news; and are quick to expose faults and untruths. Unlike faded memories of lost love, or the sting of an embarrassing moment; Web pages do not disappear.
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Tags: Marketing Strategies, online reputation, Social Media, Word of Mouse
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February 26th, 2010
I do not believe that it is technology per se, that will fuel retailers in their perpetual efforts; to capture the elusive consumer dollar. Instead, it is the method in which Merchants incorporate the new technology; to provide greater benefit to their shoppers. In the future, the most successful retailers will be those who focus on customer satisfaction, and consistently deliver the best shopping experience; in both their physical and online store.
People desire the basics, when embracing the shopping experience. Consumers are only interested in technology, to the extent that it makes shopping faster, easier, and more economical. To illustrate this point, a KPMG study showed that Consumers were very enthusiastic about using the Internet to “search for product information and compare and evaluate alternatives.” A familiar practice, traditionally known in the brick-and-mortar world; as Catalogue or Window Shopping.
When shopping online, motivated Consumers placed the most emphasis on receiving detailed and objective product information; to support their decision to buy. Furthermore, 79 percent of online shoppers surveyed, desired toll-free access; to connect with a knowledgeable sales person, or customer service representative. In both instances, Consumers are actively seeking a dependable means, of satisfying the lack of physical contact; with a retailer or online product.
Even when online Merchants make substantial efforts to satisfy the Consumer’s multi-sensory needs, many shoppers still prefer a brick-and-mortar store; to 1) pay for their merchandise, and 2) return unsatisfactory items. For now, Internet Security and Customer satisfaction, are two very real obstacles; facing many online Merchants. In most circumstances, these problem-types; still require a “walk-in” solution.
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Tags: converting shoppers, customer satisfaction, generate sales
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