ROI numbers like those of Amazon and Netflix have some analysts forecasting widespread adoption of predictive marketing — and technology is making such predictive marketing more accessible to small businesses. Google’s local inventory ads and Facebook’s newly launched competing product, dynamic ads for retail, both accommodate predictive marketing. … [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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As you can probably tell, I really did love this article. It’s genuine, and I think that comes across very well. I really love the fact that it was produced by someone associated with the business. I’m not making that statement to say that you shouldn’t hire professional content creators, because in many cases, you probably should. … [Read more...] about What Does It Really Look Like?
Paid listings came back in a big way with the launch of GoTo, on Feb. 21, 1998. All too often, Google gets the credit for “pioneering” the paid search revolution. That credit primarily belongs to Bill Gross, who founded the search engine – later renamed Overture, then even later acquired by Yahoo. Gross gambled that a model of selling placement would work. He and his team, including CEO Jeffrey Brewer, stuck with the core idea and distributing those listings to all the other major search engines except Google. … [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?
A publicly accessible brand policy that protects the rights and defends the dignity of both employees and consumers. Well-trained phone staff with good language skills, equipped to answer FAQs and escalate problems they can’t solve. Sufficient staff to minimize hold-times. Well-trained consumer-facing staff, well-versed in policy, products and services. Sufficient staff to be easily-accessible by customers. In-store signage (including after-hours messaging) that guides consumers towards voicing complaints in person, reducing negative reviews. In-store signage/messaging that promotes aspects of the business that are most beneficial to the community. (philanthropy, environmental stewardship, etc.) to promote loyalty and word-of-mouth. Cleanliness, orderliness and fast resolution of broken fixtures and related issues. Equal access to all facilities with an emphasis on maximum consumer comfort and convenience. Support of payment forms most popular with local customers (cash, check, … [Read more...] about What the Local Customer Service Ecosystem Looks Like in 2019