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Consumers are more frequently using the medium of social media when making purchase decisions a recent survey has shown. Affluent online customers use social media channels to share their customer service experiences and make their final verdict about a product off the back of others’ reviews, according to a new study from the Society for New Communications Research.
More than 300 consumers who are active internet users participated in a survey which saw 59% of respondents say they use social media to “vent” about a customer-care experience. The survey focused on how customer-care influences brand reputation.
In light of this new phase of sharing experiences through social media there is a great opportunity to be had by companies wishing to build a strong reputation with consumers, building the customer service arm of the company will inevitably help the reputation of that company, with people being more inclined to talk about their bad experiences than their good encounters.
Other key findings from the report, “Exploring the Link between Customer Care and Brand Reputation in the Age of Social Media,” show that 74% would choose a company/brand based on someone else’s customer-care experiences shared online.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.