Today, consumers rely more on content found to provide relevant information that will help them make decisions, which means they go into the process with less bias. That is reflected in statistics from Google that 51 percent of smartphone users have discovered a new company or product when conducting a search on their smartphone — and that one in three users purchased from a company or brand other than the one they intended to after discovering information in the moment they needed it. Further, 69 percent of users are more likely to buy from companies that help them easily find answers to their questions. … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.
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I really do think that creating useful content is something that isn’t beyond the grasp of most people. As I said, I’m not saying you shouldn’t hire a professional. I’m simply pointing out that with the right mindset, most business owners really do have the tools to put something out there that’s beneficial to their own branding and community reputation and also to their current and potential audiences. … [Read more...] about What Does It Really Look Like?
Paid Search / CPC / PPC Listings: Search engines also have paid search ads, sometimes referred to as “CPC” or “PPC” listings. Those acronyms come from the way advertisers are charged for these ads, on a Cost-Per-Click or Pay-Per-Click basis. If you pay, you get listed. When you stop paying, your listing goes away. Similar to newspapers, these ads typically appear alongside — but separate from — editorial content. They’re also not supposed to influence the editorial coverage. … [Read more...] about Does SEM = SEO + CPC Still Add Up?
These are strong indicators that the way women are being perceived in the workplace is, in fact, changing, judging by the way advertisers are searching for images that depict women as successful and powerful. We may have a long way to go - about 170 years, according to the World Economic Forum - but we are on our way. … [Read more...] about What does it mean to be bold for change?
Scandals Lawsuits Fines Boycotts Loss of consumer trust Employee loss of pride in company culture At a local business level, and in a grand understatement, it isn’t good customer service when a company deceives or harms the public. Brands, large and small, want to earn the right of integration into the lives of their customers as chosen resources. Large enterprises seeking local customers need leadership that can envision itself in the setting of a single small community, where dishonest practices impact real lives and could lead to permanent closure. Loss of trust should never be an acceptable part of economies of scale. … [Read more...] about What the Local Customer Service Ecosystem Looks Like in 2019