Is consumer trust online misplaced? Can brands do anything to change this?
We've all done it. In our decision making process to purchase something of fairly high value such as a holiday or fancy gadget; or when we think about a purchase that requires a long term commitment such as a mobile contract or gym membership; we ask trusted friends for their opinions and experiences.
It's human nature. We're doing our best to eliminate any risk, whether this be associated with cost or contract catches, anything really. We're after value for money and want to hear about any experiences, warts 'n' all. Based upon the information we gather from these trusted sources, we make what we feel is the best decision for ourselves.
PRSA Counselors Academy says mastering social media skills is vital this year
An online survey conducted in April and May among 450 members of the Counselors Academy, a Professional Interest Section of the Public Relations Society of America, revealed that mastering social media skills is one of the top three issues for PR professionals in 2009/2010.
3 basic ingredients for an online social community to exist and thrive
It's still happening! Brands are doing their best to manufacture social communities using the social web with varying degrees of success. The majority of 'forced' online communities would appear to be made up of family, friends and those willing to give support...but not really going anywhere.
How many such company-originated Facebook groups have you seen that are genuinely thriving and active? Most don't really go anywhere, but on the rare occasion some really do take off.
I've tried to analyse why and I think there may be a need to go back to basics; your feedback is most welcome on these thoughts.
The beginning, middle and end of brand storytelling
Storytelling is being hailed as the new big idea, but it's not that new. What makes a good story in this viral, user-generated, post advertising world has always made a good story.
From papyrus to pulpit to plasma screen, the attributes of a ripping yarn have remained the same: credibility, digestibility, and most importantly, emotional resonance.
Redfin real estate: The case against advertising
With the ad market in free fall, many young businesses are are finding subscriptions, events and commisions attractive options for funding their businesses. But it wasn't always that way.
When online real estate brokerage Redfin received funding a few years ago, the site's business model was a bit untraditional. Redfin uses its agents to negotiate with real estate sellers and shares the commission with buyers.
Glenn Kelman, CEO of Redfin, tells the Times that when the company received its venture capital: “it was a little bit like being in the twilight zone, just because everyone expected us to have a different revenue model.”
Q&A: Coldwell Banker bets the rent
As one of the biggest real estate companies in the country, Coldwell Banker is in a tough spot when it comes to media. It has to drive leads for its brokers. It has to make consumers aware that it has the stability to get through a huge market downturn. Last week it announced a major online and offline media campaign aimed at doing both. In terms of spending it's split down the middle and we talked to Senior Marketing Vice President Mike Fischer about its positioning.
Century 21, which is perhaps your biggest competitor, announced it was moving 100 percent of its spending online. Why not follow that?
I believe in balance. There's a cost for everything and I think in order for us to take care of our brokers and our consumers we need to make sure we have a balanced approach. We'll probably spend 40 percent of our budget online. I think that's a pretty good place to be.
Century 21, Avon ring up total digital makeovers
One rings doorbells for homeowners; another built a brand ringing doorbells to sell makeup. But by completely embracing digital marketing neither Century 21 or Avon is ringing many doorbells anymore. And key performance results have improved in their high-speed transitions.
It helps that both brands started their digital switch from a standpoint of 90 percent-plus brand awareness. And it helps that both brands start from a brand promise of personal customer relationships. But as detailed at today's Search Engine Strategies conference, the commitment to change and the pace of it was dramatic.
Sears launches ServiceLive, eBay for home improvement
Usually, it's the contractors who bid on home improvement and remodelling jobs. Retail giant Sears wants to turn that process upside-down with ServiceLive.com, which just launched in beta.
The model is actually more LendingTree.com than eBay. Homeowners in need of improvements can look over a list of approved contractors. They select apprpriate candidates, then post a description of the job they want done and what they're willing to pay for it. The first contractor to accept the deal gets the gig.
Good Copy, Bad Copy
It’s surprising how much bad copywriting exists online, ranging from PPC ads through to content on websites. Ultimately, this can affect a company’s internet presence and damage any digital strategy they may be engaged in. But how do you create effective, eye-catching copy?
Q&A: Daniel Lee of Globrix.com
Globrix is a property search engine that was launched earlier this year, backed by News International.
I looked at the site a few weeks ago, and was impressed by its simple, stripped-down user interface, as well as the number of listings.
Here, we talk to Globrix CEO Daniel Lee about the online property market and where he sees the site heading...
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
