Today, hashtags are used in almost all other social media platforms, such as Facebook, Instagram, Pinterest, and LinkedIn. Hashtags are widely used to define a shared context for specific events, topics, or meme (Ma et al, 2012). On most social media websites, a hashtag is translated into a clickable link that enables an easy search of tweets using the same hashtag (Suh et al, 2010). On Twitter, a frequently used hashtag amongst a large portion of its’ users could appear on the ‘trending topics’ sidebar on their website, which promotes a topic or term to an audience which extends far beyond the follower list of the person who used the hashtag. Landing on the ‘trending topics’ list is perceived as having influence or holding a status (Page, 2012).
Beyond being a bookmark for content, the hashtag serves as theScreen Shot 2016-04-05 at 11.19.51 symbol of a community (Yang et al, 2012). This virtual community is defined through the hashtag of users with the same background, the same interest, or involved in the same conversation or task.
Source: The Language of Social Media: The Power of The Hashtag | eren gencler
First, we have to understand the purpose of the program. What are we trying to achieve? What are we trying gain? If we don’t know this then we are potentially throwing money at something with no guaranteed return. Nunes & Drèze (2006a) give five core strategic drivers for the use of loyalty programs.
Encouraging additional purchases. Goods and services where consumption is flexible can be increased easily. Valued rewards, such as buy 4 get the 5th free, can lead to accelerated purchases by consumers and in turn increased overall consumption levels.
Collection of customer data and consumer behaviour insights. The greater the amount of information held about a customer the more effectively and personally they can be targeted.
Gain greater customer share.Encouraging customers to consolidate more purchases with a specific company rather than multiple ones.
Reduce churn rate. Preventing customers from defecting to other companies by providing something others cannot offer. In other words, locking them in.
Generate a profit. Besides revenues being boosted through additional sales, reward points can be sold on to other business to use as rewards for their own customers.
Source: What is the key for successful loyalty programs? | Chris’s Digital Marketing Blog
How Phones have evolved with Marketing…Mise en scène; Imagine you are in town waiting for a bus. It’s evening time, so of course the bus stop is packed out with dreary commuters trying to return home. There are a vast number of differences between each of them, for example, attire career, salary, home, family etc. But the majority of the time, they do share a common trait. They are preoccupied. Sure they may glance up occasionally to check how long they will be idle for, but the majority of the time they will be on their mobile phone or tablet.There is no doubt mobile phones have revolutionised the fabric of our society, for the better, right? Surely the main purpose of the mobile phone is to help individuals and better society? (Insert iRobot reference) Perhaps not, especially in the eyes of the older generation. This post is essentially delving down into how and why society has become addicted to looking down. Are phones the proverbial wolf in sheep’s clothing as Tenner (1997) believed, And how are businesses cashing in on this?
Source: Game of Phones | Digital Marketing blog
The level at which you utilize your networks can decide how your customers interact with you. Passive use see’s Facebook pages left like brochures for customers to read at leisure or never. Somera (2014) found that 70% of corporate Facebook’s actively AFFINITY-PERSONAL-INTERACTIONrespond to their customer comments, increasing their interactivity, rather than just having regular posts. This social platform makes it easier for customers to communicate with the company, as well as with each other, beyond a transnational level. It’s up to you though, to create an algorithm that suits your brand image in order to reach your audience once you’ve gained them. According to Casas (2014), a whopping 96% of your page ‘likers’ don’t return after the initial engagement. This means that you need to get your posts into their news feeds. The more engagement you can get with your customers, the more your post’s will be prioritized on their feed. Creating the community interface style with your online presence is one way of building an active relationship with your customers and working your way into their daily feed.
Source: Creating Community in a Digital World | Laura Emily Katharine Maclean
Client reviews, commonly referred to as testimonials, are a fundamental part of almost every professional service website. All you have to do is search for your local solicitor or dentist and client reviews will often be plastered all over their site. In the legal market, this has led to the rise of websites such as Solicitor Info (http://www.solicitor.info/). Solicitor Info (2016) states their aim is to balance the freedom of speech of reviewers with the fact that a false review may unfairly damage a solicitor’s reputation, by collecting and displaying reviews and opinions directly from consumers. This presents potential clients with the opportunity to view client reviews on an independent website, where a professional firm does not have monopolistic control of what is published. In this blog I intend to explore the benefit of professional firms obtaining reviews, which have been posted by past clientele, on websites such as Facebook and Google and the benefits it could provide as opposed to business published testimonials.
Source: Digital Word of Mouth and the Power of Client Reviews, Good and Bad, in Professional Services. | Alex N’s Digital Marketing Blog!
Customer relationship management (CRM) has long been used through digital platforms, mainly to enhance the customer experience, offering collaboration through shared characteristics, adding value and advocacy (Chaffey & Ellis-Chadwick, 2012).
In a recent publication via (Gartner, 2015), a hype cycle was constructed of underlying trends, emerging trends and prevailing trends, one prevailing trend indicating that “CRM is dead”, describing the need for brands to focus on curating customers into advocates by offering them the platforms and the ability to become their salespeople’s. Is CRM really dead, and how can brand advocates be formed?
Through social media it is suggested that “marketers should focus on new uses for idea management, market research, social media engagement, social analytics, and social campaigns”. Moreover, B2B marketers are now investing in B2C technologies to maximise data mining, customer segmentation, behavioural analytics, multichannel campaigns, and real time marketing” (Levy, 2015).
Source: Customer Relationship Management Evolves and Births Customer Experience Management. | Matt Dawson’s Digital Marketing Blog
Starting out, before we can get into what an SME should be focusing on when redesigning their site, we first need to establish why an SME should be redesigning their site and how to tell if your site is in need of a refresh.Redesigning a website to be more user-friendly and aesthetically pleasing can increase the success of a website a hundred times over (See Niebler, 2015: 4 Great Reasons to Redesign Your Website).So, what should you be looking for when deciding if your website needs a makeover?
Source: Do I need to redesign my website? How to tell if your website needs an overhaul | Digital Marketing
‘Personalised marketing’ is fast becoming the new digital marketing trend – it’s purpose is to adapt products and services (in this case emails!) by using information that has been inferred from the consumers behaviour or transactions. Personalisation and customisation are different; the marketer is in charge of personalisation not the consumer (Montgomery & Smith, 2009).
It gives marketers the ability to tailor email content based on demographics, interests, location or even purchase history, reaching the mass audience by each email with something that seems personally relevant (Daykin, 2015). Personalisation will eliminate tasks for consumers and allow marketers to better identify the user’s needs and goals from past behaviour (Montgomery & Smith, 2009). The likelihood is that you will pay more attention to emails relevant to you and get annoyed by others that are irrelevant or spam. With the increase of people using mobile to read their email, personalised marketing is also effective on your mobile – mobiles are a very personal item and you expect to only receive communications via mobile that are personal to you (Daykin, 2015).
Source: Hi Shivani! Why the fashion industry should use personalisation in email marketing and go beyond just a name… | Shivani’s Digital Marketing Blog
Continuing our investigation into social media campaigns as a successful digital marketing strategy its worth to look at how other book retailers/competitors have used digital channels. New emerging technology, innovation and creativity have pushed book retailers into a digital frenzy. Borders & Books is a prime example of how volatile the book retailing industry can be if one does not keep up with digital channels and technologies.
One of the most effective ways of marketing for these brick and mortar companies is creating an Omni channel experience. Cross-promotional selling to enhance, support and amplify the consumer experience (Goldberg, E. (2014). In order to find a successful digital strategy for Waterstones, looking at similar retailers success stories is very insightful.
Source: Digital Channels for Book Retailers | Catalinas Digital Footprint
According to this source, in July 2015 there were over 1.6 million Android apps and 1.5 million Apple apps available to download, with the largest percentage (22%) being games and those for food and drink, such as restaurants, coming in at 2.72%. It seems that these days every business has its own app, but do the benefits outweigh the costs when it comes to developing one for an independent restaurant? What are the benefits to having an app? Having your own mobile app would give a huge presence on a person’s phone, always sitting there rather than the customer needing to open a browser to access a website. This means that the business will always be in the mind of the phone user
Source: Digital Marketing