Tuesday 8 May 2012

The Importance of a Consumer Review

Consumer reviews increase conversions. This is a fact! But if you want to know why, the answer is still easy... because reviews eliminate any doubt they might have about the product.

Reviews are being read by consumers because they help them to take their purchase decisions and they actually increase conversions for a simple reason: The potential clients that take the time to read other customers comments, are in "purchase mode" and every positive comment about the product will eliminate any doubts they might have, leading them to purchasing.
 
Besides that, we need to consider that people are also leaving comments about their purchase experience.

In fact, AMPICI (Spanish initials for Mexican Internet Association) declares that the growth of e-commerce in Mexico from 2010 to 2011 was of 28% and estimates that the growth vs 2012, will be of above 30%.

One SEO benefit of reviews is that they can give the site a higher ranking on search engine results. All sites are using the same manufacturer descriptions and specifications of the products, so reviews are going to be the thing that will help them to differentiate between other sites. 

Because of reviews are becoming an increasingly important part of the purchase journey for online buyers, we need to consider that the keywords consumers are using during their research are going to include the words "reviews" or "ratings"

So far it is understood that when the consumer is going to take the purchase decision, the positive reviews make the difference, but bad reviews are also valuable. In order for the customer to trust in the authenticity of the reviews, there have to be a balance of good vs bad comments about the brand.  Credibility is clue, so the best way of avoiding the user to suspect censorship or deceit, is having both kind of reviews in the site. The word balance, plays a key role, because too many bad reviews could damage the image of the brand or the product. Is important to consider that the tolerance to bad reviews depend on the the age group and the product that you are trying to sell.

The challenge consists in attracting customers to rating your product, which might also be simple, if  as a brand you have clear what you are giving them in return.


E-Commerce Consumer Reviews (source)




Monday 23 April 2012

What happens in Media Planning (Joke)

If you work in Media and you want to laugh like you have never laugh before in your life, check this link below:  


Nice Monday! :)

Wednesday 18 April 2012

When Larry met Sergey

 Google's history is fascinating. If you want to see how this company from having 2 employees now has over 31,000, you should totally click the links below:



Monday 16 April 2012

The How To Be British Collection


By Martyn Alexander Ford & Peter Christopher Legon


"Fairy tale land of knights and wizards, princes and pop idols the birthplace of the industrial revolution, computers, human rights, pork scratchings, evolution, lawn tennis, parliament and punk."
The best book I've discovered so far about British people. I think it's a must to read it before coming to the UK, and then have a great laugh while being here.

 

Friday 13 April 2012

fMC FB Marketing Conference




So... let me tell you about the first conference done by Facebook, addressed to clients about their marketing opportunities and the launch of Facebook's new products:
What? When? Where? Facebook’s Marketing Conference, New York City February 29th, 2012. 
Goodbye pages, hello Timeline! Some of you may already know about
this function because since September, Facebook user pages start becoming a Timeline, and you maybe FB users, advertisers, or in the best of cases, MEC employees like myself (that's more likely).  These new display of pages allows brands pin posting of important stories on the top of the Timeline for 7 days and having a direct dialogue with consumers through private messages.

"We can’t forget that users spend most of their time at the News Feed and not in Brand Pages. These pages are the place where content is originated, but not the way to engage with users." MEC.

Premium Ads? What's that? The old classic ads are gone, and now Facebook launches a new kind of social ads designed to amplify owned and earned media, through paid. How? Well, through a reach generator. Nowadays, posts that brands distributed in an organic way, just reaches 16% of their fan base. This new reach generator will increase these posts through paid media, so that brands have the opportunity to reach 75% of their fan base instead.  The importance of this feature is that for the first time, the ads are going to be able to be distributed on Facebook’s mobile experience. Also, Facebook added updated premium placements that's gonna focus on fan growth to maximize engagement. With these improved formats, Facebook pretends to increase 40% of engagement, 80% increase in recall and significant increase in purchase intent. The placements of these new premium ads created by Facebook are: Right-hand side of homepage, News Feed on the homepage, News Feed on the mobile and Logout experience.
"This new kid of ads will only be effective if the content of the page posts are optimal in terms of optimization and performance. Media teams should start working together with community managers to maximize these new opportunities. Users may initially complaint about this, but they are used to paid ad vehicles that are hardly distinguished from organic content  (ex. Google Paid Search)" MEC.
And there's more! Marketplace ads are not like premium placements... they are the best efficient approach to pure fan acquisition efforts. This is what people share directly from the brand page or other ads.  Offers are a vehicle that allows sharing a specific discount or promotion directly from a Facebook page.

Implications for marketers
MEC anticipate the opportunities and implications that these changes can have for our partners, and the strategic approach to leveraging these opportunities which are to design brand experiences to maximize reach and impact to shift engagement, start working together with community managers to effectively amplify page posts and earned stories through paid media vehicles and observe best practices to obtain organic page post content and paid content.

Remember: This is just a quick overview! If you want more information on the topic you know where to find me!

What is it about?

Hola! Hi! Cześć! Hallo! Bonjour!

This blog is created for you to find Social Media information and some other digital content. I'll share what I think it's important about what I'm doing while working in London, either in the Global Solutions department or within the UK. 

Hopefully you will find useful information, or at least entertaining or interesting  content.

Enjoy! 

Cheers! :)