Permanent link to this article: http://rethinkmarketing.com.au/who-will-win-the-day-online-ads-or-seo/
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We often hear about the Four Ps of marketing - namely Product, Price, Place (also known as Distribution) and Promotion, but its People, that can make all the difference between a good marketing strategy executed brilliantly, and a great marketing strategy which flops.
A recent article by Zeynep Ton of the Harvard Business Review, titled Retailers Should Invest More in Employees, explores the connection between customer service and low cost retailers. To summarise his findings, Zeynep found that contrary to popular thinking, low cost retailers who invested in their staff (through better conditions, better pay and very importantly better training) tended to be more profitable. That’s, right, when you spend more you can make more!
But How could that work I hear you think?
Lets start with the logitics side of things. It is your employee, not the inventory management systems that can identify and fix a messy shelf. Its the employee not the Point of Sale system that can tell when the price on something doesn’t scan up correctly and fix it. Its the employees not the rostering systems that can see there are too many customers in the cashier queue and pen an additional checkout. when you fail to invest in your human resources, you fail as a business to make the transaction as efficent for your customer and your conversion rate and profitability suffers.
The other really important area that your employees affect the success of your business is in their enteractions with customers. Happy, engaged staff are much more likley to give customers a sincere smile, answer their questions in a helpful way, or go the extra mile in helping a customer who has had a bad day, or bad experience with your business. These experiences form the foundations of real customer loyalty, brand equity and most importantly the profitability of your business.
So how can you achieve a more engaged workforce?
Put simply you need to start looking at your human capital as you would any other capital investment. Considering the return you can make on even small investments in this resource, it is often the most effective place to start investing.
Permanent link to this article: http://rethinkmarketing.com.au/the-power-of-the-5th-p-people/
Many online retailers do almost everything right but still fail to win big in world of ecommerce. To illustrate how difficult it can be I’d like to share with you the story of an online retailer who did almost everything right.
Bob, has spent many years (and many thousands of dollars) building up a solid eCommerce site, which is well designed, competitively priced, and ranked well in the search engines for his chosen keywords. He is receiving a large number of visitors, they come, they see and they put his products in their shopping cart. But sadly that is where it ends for most of them. For one reason or another 65.23% of them abandoned their shopping carts and left his store to buy elsewhere. The tradgedy through is not that they where doing this, but that he didn’t know that it was happening, or how to fix it.
In our experience, we have found several reasons why customers abandon shopping carts and the effectiveness of an ecommerce store in converting visitors to buyers (known as the conversion rate) suffers. The mind map below lays out our top 10 reasons why visitors abandon their carts, along with some important considerations when looking at improving your conversion rate.
The first step we recommend to all of our clients is to get their web analytics audited to ensure we can track ecommerce transactions, with a tool such as Google Analytics. This will help us to answer many of the what questions.
From there we need to start considering some of the “Why” questions, and qualitative tools such as 4Q survey can assist in getting feedback from the customer as to why they are visiting your store, and what their experience has been.
Have you ever left a shopping cart at the checkout? I’d be keen to know what caused you to do so, especially if I haven’t included it in the mind map below
Permanent link to this article: http://rethinkmarketing.com.au/shoppingcart-abandonment/
At one time or another everyone of us has asked the question as to what the costs and benefits of outstanding customer service are. In other words…is it really worth it?
The following article I came across at Inc. may act as a handy reminder of the power of over servicing your customer…
In business, we’re often all about the numbers–occasionally to a fault. I’m not saying statistics and metrics aren’t useful tools. Sometimes, however, the success or failure of an enterprise comes down to individual interaction–say, a handshake or a phone call.
Let me give you a good example.
In 1995, I bootstrapped a tech company, Broadcast Software. We created digital audio and automation software for broadcast radio stations. After four years, we had 16 employees and customers in 40 countries.
But we were at a transition point. If companies need to grow or die, we were in need of a transfusion. We had grown beyond my ability to fund future growth out of my back pocket, and it was time to get outside capital. It also turned out to be time for the tech bubble to burst. Our potential funding sources instantly disappeared.
I was a hands-on CEO. I had written the original code and knew many of our customers personally. I had told my employees that the buck stopped with me, that I’d be willing to speak with any customer they couldn’t help or satisfy. If need be, they should even give out my personal number.
So when my cell phone vibrated at 2 a.m. on a Sunday morning, I recognized the 618 area as Southern Illinois. That meant the caller was Bob, a crusty old-time radio engineer and owner of a very small rural radio station near Mt. Vernon. He’d purchased one of our systems several months before and had been struggling to get it up and running.
Bob’s biggest problem was that he’d never even used a computer before. My support manager more than once had recommended that we just refund Bob’s money. But we’d marketed our products as easy to use, so we couldn’t abandon someone because they’d found otherwise.
I climbed out of bed, closed the door behind me, and spent the next two hours coaching Bob on how to configure the start-up options for Microsoft Windows. It wasn’t an issue with our software, but it was a problem for our customer, Bob–which made it our problem. At the end of the conversation, I thought we’d made a lot of progress. Bob was enthusiastic. I was hopeful.
That was the last anyone heard from Bob. He didn’t call tech support. He didn’t call me. As time passed, I wondered whether we’d actually fixed the problem or whether he’d just given up. I made a mental note to check in on him as soon as I’d figured out the bigger financial issues.
One situation was about to solve the other. Almost six months to the day after I’d hung up the phone with Bob, I received another call. The chief of engineering of a major media company informed me the company had decided to standardize on our software across its entire chain of more than 300 radio stations. It would be the biggest order in our history–more than $4 million–and would easily provide the capital we’d been needing.
The call was a complete surprise. We’d not pursued their business. In fact, it had been public knowledge that they were selecting one of our competitors. As it turned out, the reason for their mid-course change was … Bob.
That phone call with Bob saved our company. He hadn’t given up on us; he loved us. Shortly after my call with him, the same media giant made an offer he couldn’t refuse to purchase his radio station, and Bob had stayed on as a consulting engineer.
An Internal Champion
Not long after, a company meeting centered on their intentions to purchase our competitors’ products. Bob had raised his hand at the back of the room: “Have you ever heard of Broadcast Software?” he asked. He told his new colleagues the story of our phone call, and how we’d stuck with him for months even when the problems weren’t really ours. Over lunch, and then dinner, Bob sang our praises. At the end of the evening, he scribbled our website and contact info on cocktail napkin and handed it to the chief of engineering. “Check these guys out,” he said. “They’re great.”
They did, and the rest was history. Our history.
There’s a moral to the story: Every customer needs to be treated with respect, and no customer should be left dissatisfied. I’m not saying that every customer call is crucially important. But some of them certainly are–and you never know which one might be your “Bob.”
Permanent link to this article: http://rethinkmarketing.com.au/the-4-million-complaint-call/
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AdWords Express is the simplest way to advertise on Google. Putting together an ad and setting up your campaign takes just minutes. Google take care of everything else automatically, ensuring your ad is only shown to people looking for what you have to offer in the area that you operate.
Over the past decade the Google Adwords platform has grown in sophistication and complexity. This has offered unrivalled power for experienced PPC professionals to track cost per sale, and optimise every cent of their marketing budget to deliver the maximum return on investment.
This sophistication has come at the cost of simplicity. Google Adwords is no longer something that a small business can afford to do on an ad hoc basis. It takes a considerable amount of time to learn how to harness the power of the Adwords Engine, and apply this to a campaign
Enter Adwords Express. Adwords Express removes most of the complexity and controls from a campaign so you only need to worry about
- how much you want to spend per month;
- what key words you want to target and;
- which area you are targeting (within a 25km radius).
Where will your ads be shown?
AdWords Express ads can be shown in the following places:
- Google.com: AdWords Express ads can be shown above or next to Google.com search results.
- Google Maps: AdWords Express ads can be shown above Google Maps search results in the left hand panel. An organic Places listing can also appear in search results. Like all Adwords campaigns there it will have no bearing on your Organic showing in the Search Engine Results Page (SERPs).
To determine AdWords Express ad position, Google looks at both the advertiser’s bid and the quality score of the ad
How AdWords Express local targeting works
AdWords Express is designed to reach customers in your area who are looking for businesses like your clients. AdWords Express uses proximity targeting (also known as targeting a radius) to show the ad to people physically located near the business. In addition, we identify search terms to help reach customers who are searching for businesses in the area.
- Proximity targeting: With proximity targeting, your ads are targeted to people within a default 25 km radius around your business location. The default 15m radius helps ensures that you get sufficient traffic. Currently, the default radius can’t be edited in AdWords Express.
- Search terms: Even if a customer isn’t located within your target radius, he might include terms related to your location in his search, such as post codes or the name of nearby towns. We can identify locations in search terms to help you show your ads to the right customers. For example, let’s say that you own a furniture store in Edinburgh. A potential customer in Busselton is shopping for a sofa in Bunbury. If he searches for “furniture store in Bunbury”, your ad may appear for his search.
AdWords Express vs. AdWords Comparison
|Keywords||Pick relevant business categories
with pre-selected keywords
|Select individual keywords,
match types, and negative keywords
|Bidding||Monthly budgets and
|Advanced budgeting and
|Reach||Show ads in the local area,
generally around a 25km radius
|Show ads locally, regionally,
|Ad Format||Text ads shown on desktop
and mobile devices
|All ad formats available
including text, display, video
|Google Places||Places listing required||No Places listing needed|
|Website||No website required||Website required|
Is Adwords Express right for you?
To answer this question you need to ask yourself the following three questions. If you can answer each with a yes, then chances are Adwords Express is a great first step for you.
- Is most of your clientelle local or in the local area?
- Is investing more than 5 hours a month of your time or a professional adwords resource out of the question?
- Is your online advertising budget under a few hundred dollars per month
Permanent link to this article: http://rethinkmarketing.com.au/google-launches-adwords-express/
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Everywhere you look, economies are in turmoil, there’s panic in the streets, debt is exploding and dark times are looming. All EXCEPT for one shining beam of unprecedented prosperity… Online Retail.
While the bulk of the business world is paralysed by cold fear, online retailers are surging on the back of a sustained boom that defies economic gloom – in fact, it thrives on it! As traditional retailers wring their hands in misery, facing long periods of negative growth, online retailers are gleefully planning their next optimisation or digital marketing tactic to score another win.
There are plenty in the race now, but who’s running the right way to get their slice of a whopping $36 billion revenue pie? Are you? Don’t leave huge amounts of cash on the table by ignoring the ONLY fast growth channel in retail.
According to the Commonwealth Bank’s transactional data from 2010, a staggering 44% of online purchases are made to overseas retailers, but it need not be so! Australian shoppers genuinely want to buy online, bricks and mortar retail is in decline, and time is running out to capture your critical slice of that market share before international businesses do.
To assist small retailers to bring their businesses online Rethink Marketing have joined with the worlds leading hosted ecommerce platform – Volusion. Volusion, removes a great deal of the cost and more importantly risk associated with investing in an online retail presence. For a fixed monthly fee starting at just $20 per month, you can host up to 100 products, on a system which is designed with security and conversion success at the core.
We are currently close to completing the set up of two online stores using volusion with 200 and 4000 products included respectively. Both are tradional bricks and mortar retailers seeking to grow their markets and reach new customers, before their competitors do!
Permanent link to this article: http://rethinkmarketing.com.au/online-retail-a-light-of-hope/
Permanent link to this article: http://rethinkmarketing.com.au/viral-marketing-in-action/