Category Archives: digital media

January 17, 2013 · 11:30 am

The Most Effective Marketing Words

Since I seem to be emptying my “possible posts” research folder this week, here is something recent that comes to us from the good folks at Weber Shandwick.

English: Good customer service requires high p...

(Photo credit: Wikipedia)

It’s a study called “Buy It, Try It, Rate It” and you can read the study here.  While this may fall into the “duh” category of research, the study found that consumer reviewers trump professional reviewers as the key purchase influencers and further shows that 65 percent of potential consumer electronics purchasers are inspired by a consumer review to select a brand that had not been in their original consideration set.  It turns out that the average buyer consults 11 consumer reviews as they get ready to purchase.   A few other key findings:

  • Consumers report that they pay more attention to consumer reviews (77 percent) than professional critic reviews (23 percent). The gap between consumer and professional reviews closes noticeably, but not entirely, for more advanced technologies like tablets and computers.
  • The most influential reviews include certain elements. In consumer reviews, the most helpful ones are those that seem fair and reasonable (32 percent), are well-written (27 percent) and contain statistics, specifications and technical data (25 percent).
  • Shoppers trust consumer reviews on Amazon.com (84 percent) and BestBuy.com (75 percent) the most, topping Consumer Reports (72 percent). Consumers show no apparent discomfort in getting their research from a seller of the products they’re considering.

This gets to the notion of authenticity.  I’ve remarked to some people that the next review I find in a golf magazine which gives a bad review to a piece of equipment will be the first.  It’s pretty obvious that without golf manufacturers advertising in the books most of the publications would be in deep financial trouble.  Professionally generated content about electronics, cars, and other goods can have the same skew, or at least raise the issue in consumers‘ minds as the study shows.  What can you do as a brand?

First, be transparent.  This means, among other things, don’t do everything you can to have negative reviews pulled down and certainly don’t censor them on your own site.  Second, as the study suggests,

companies need dedicated resources to manage social network communities for purposes that go beyond branded content. An online community manager should be encouraging customers to review products, disseminating positive customer and professional reviews through social channels, and working in tandem with customer service to respond to customer feedback or issues quickly.

Third, be authentic.  Don’t use marketing speak – write as if you are a consumer.  Finally, don’t be afraid to engage on other sites – Amazon, for example – which have become so influential in the process.  Do so openly though.

The most effective marketing words are those coming out of consumers’  mouths.  While we as marketers can’t put them there, we can listen carefully and respond honestly   That can help make sure those words are positive.  You agree?

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January 16, 2013 · 11:49 am

A Social Marketing Study

I’ve been meaning to write about the Chief Marketer 2012 Social Marketing Study for a little while now.  Even though it came out a couple of months back, what it found is pretty relevant and I think you might find some of those findings relevant to what might be on your marketing mind.  At least I hope so!

As one might infer from the name, the topic is brands’ use of social media for marketing purposes.  You can get the study by clicking this link (registration required) but here are some of the key findings:

  • 76% of overall respondents to the survey said their brands were conducting some level of marketing within social media, and a further 16% reported plans to begin do so by the end of this year, making for a potential social marketing contingent of 92%.
  • More than half of respondents cite the difficulty of calculating an accurate return on their social marketing outlays as a prime frustration with the channels. That difficulty in turn grows out of their second most often expressed complaint in this year’s survey: the difficulty of accurately tracking sales to social campaigns. Those response rates held true for both B2C and B2B marketers.
  • Marketers are also troubled by issues of content: specifically, by the amount of time their staffers spend curating social media and by the need to keep social media supplied with a constant stream of new, fresh, engaging content.

Other not so surprising data points are that the primary purpose marketers have for using social is to drive web traffic and that most of their efforts are on the big three social sites: Facebook, Twitter, and LinkedIn.  What all of this said to me was not so much about how quickly marketers adopted social as a channel but how their efforts are really just sort of fumbling along.  Not every brand should be on Facebook yet all seem to be.  While I’m a firm believer in having measurable outcomes to help with ROI calculations, it seems from the study as if the standard to which social investments as being held are out of whack with both how social is being deployed as well as with the standards applied to other channels.  Finally, the emphasis on creating new content is a good one but it sounds to me as if that content is being used in the context of social media as a megaphone – yet another broadcast medium.  I could not disagree more with that approach.

Does your company use social media for marketing?  Are the study’s findings in line with your experience?  Am I missing anything?

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January 10, 2013 · 12:43 pm

How Educated Do Consumers Need To Be?

A piece came out yesterday that got me thinking.  The article was a write-up of a study conducted by Harris Interactive for the folks at The Search Agency and you can have a look at the results here.  The highlights are that most consumers have no clue how much of digital works from a business perspective even though they do know how to use the services:

  • 70% of U.S. online adults know how to post to a Facebook wall, but only 54% understand how Facebook makes money
  • More than one-third of U.S. online adults believe search engines sell users’ personal data to marketers
  • Nearly 29% believe that companies pay annual dues for use, while 20% believe that users pay for premium search features

That got me thinking about why that is or isn’t important.  The author of the piece thinks that “it may seem incidental, but a better understanding would produce higher engagement and conversion rates.”  She says this believing that understanding would increase participation.  I’m not so sure.  In fact, it might have just the opposite effect.  Knowing about EdgeRank and how it affects what information passes into your news feed as well as about the plethora of information Facebook has about everyone on the service could bother some folks and scare quite a few others.  Many people don’t understand that the search results they see are skewed (unless they are savvy enough to turn off the personalized results).

Here is a question for you:  do you know how your car works?  What happens when you turn on the ignition?  I can probably answer this for you – you don’t have a clue.  You do know, however, when the car is NOT working.  I think that’s the same with the digital services we use – we don’t need to know how they work as long as we know that they are, in fact, working.  That said, we probably do want to know if our cars are tracking where we’re going and how fast we’re driving (they are, by the way) and I continue to believe that privacy and data collection are big consumer issues that will continue to grow in importance as the details of those activities become more widely known.

What do you think?

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