Much of what we write about on the Econsultancy blog focuses on driving site traffic, improving the user experience and ultimately increasing conversions.
But if you want to make sure that people are happy with the overall sales experience and turn into repeat customers then aftersales care is equally important.
I recently made my first ever purchase from ASOS and was genuinely impressed by the level of email customer service I received while awaiting delivery.
Most e-commerce companies send confirmation emails, but with a few additional messages ASOS went beyond the level of customer service you would expect to receive and really improved my perception of the brand. As a result, I’ll definitely be shopping there again.
Here’s how ASOS does it...
Confused.com has launched a new mobile app that uses GPS to rate and reward drivers.
Available on iPhone and Android, MotorMate is a simple promotional tool that has the potential for adding some variation to the morning commute.
Following the motoring theme, What Car also launched a new mobile app recently in iPhone, Android, Nokia and WP7. It allows users to value new and used cars and find dealers in their local area.
Both apps come as free downloads, so how useful are they?
Once a fairly niche mobile app, Instagram grabbed the world's attention in April when it was snapped up by Facebook for a cool $1bn.
That useful piece pf PR, coupled with the launch of an Android version of the app, has seen its number of users grow from 15m to 80m since the beginning of the year.
And brands are definitely taking notice, with new research showing that 40% of the Interbrand Top 100 Global Brands use Instagram.
The power of Instagram for marketing is obvious - even the most carefully drafted copy can’t hope to have the same impact as an eye-catching photo.
So, just what is the value of a Facebook ‘like’? Does it have any real worth in terms of increased sales and customer loyalty, or is it simply a nice ego boost and a way of showing you are more popular than the competition?
It’s a difficult question to answer and is a frequent topic of debate at social media conferences.
In truth the value of a ‘like’ varies wildly between different industries and sectors, but many companies have started to work out exactly how much their Facebook fans are worth.
Cider brand Bulmers says its fans are worth £3.82 a week more than non-fans, or £198.64 per year, and ticketing company Eventbrite has worked out that a Facebook share is worth £2.25 compared to £1.80 on Twitter.
Implementing an effective multichannel marketing strategy isn’t easy, particularly for SMEs that might not have the resources to trial new technologies.
Cloud.IQ aims to simplify the process by offering businesses a range of plug-in apps that can help to engage customers through different channels at each part of the purchase journey.
They include tools that work across social, SMS, mobile web and email to help improve customer retention and increase conversions.
To find out more, I spoke to cloud.IQ CEO James Critchley...
Nearly a quarter of people (24%) use second screens while watching TV and almost half of all 16-24 year olds use communication tools such as messaging, email, Facebook, or Twitter to discuss what they are watching on TV.
The findings come from a survey by Deloitte, which interviewed 2,000 UK respondents aged 16+ about their viewing habits and use of second screens.
It found that despite the rise in second screening people only one in ten people browse the internet for information about the programme they are watching.
Furthermore, 68% of respondents that do use the internet to connect with a programme would not want the websites for products, personalities or adverts that have just been shown on television, to automatically appear on their second screen.
It’s been a busy week for Pinterest. First of all it announced that it was opening it doors to everyone following an extended Beta phase, and then it launched new iPad and Android apps.
Mobile has proved to be an extremely important growth area for social networks, with research from inMobi showing that social apps are the second most-popular activity on smartphones behind search.
Facebook has clocked up more than 500m mobile users while more than 60% of Twitter’s 140m active members access the service via mobile devices.
So does it offer a decent mobile experience? I tried out its new Android app using a Samsung Galaxy S2...
Independent retailers from Wells in Somerset have joined forces to create a new digital marketplace that aims to replicate the city’s high street.
MyHigh.St features products from more than 30 of Wells’ retailers on one site, allowing customers to buy from several shops using a single checkout.
The aim is to help support high street retailers by helping them to start selling online and by increasing footfall in their shops.
One of the delivery options is click and collect and the site's loyalty scheme gives higher rewards to those who visit the high street than those who shop purely online.
In general PRs and journalists have a decent working relationship, or at least I like to think we do.
But new research by Pressfeed highlights the fact that we have differing opinions over what should be included in a press release.
Almost half (45%) of the PRs polled said that visual elements with a news story are not important at all to journalists, while 39% said it wasn’t necessary to add images, videos or graphics to a news release.
But 80% of the journalists included in the survey said it was important or very important to have access to photographs and visual images and 75% wanted video content.
We get hundreds of press releases at Econsultancy, some good, some not so good.
So here’s 11 friendly tips on how PRs can make their press releases more effective, and more likely to be opened and read...
Once again I've rounded up some of the most interesting digital marketing stats we've seen this week.
Stats include Topshop's performance on social networks, Olympic social media buzz, SMS marketing, iPhone e-commerce traffic and good news for Facebook stores.
For more digital marketing stats, check out our Internet Statistics Compendium.