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Hey, Ecommerce Companies – Location Still Matters!

September 10, 2014

Check out this recent article from Small Business Trends on optimizing eCommerce:

If you have an eCommerce business, you probably think that location doesn’t matter. But that isn’t always the case.

New research from the Wharton School suggests that real-world factors such as location can actually have a big impact on online businesses. In this instance though, the location that matters is that of the customers rather than the business itself. In an interview with Knowledge @ Wharton, Marketing Professor David Bell explained:

“What we’re finding is that it’s still about location, but this time it’s about the location of the customer. Where is that customer and with whom does that customer also live? That’s what’s really important in the world of eCommerce.”

The reason that a customer’s location matters so much is pretty simple, when you think about it. Existing customers can sometimes be the most powerful source of referrals, even for online companies. That’s because customers often talk to friends and acquaintances in the offline world about their experiences with online companies. So their location, in relation to potential new customers, is paramount.

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The 3 Biggest Factors in Your Small Business Website’s Success

September 9, 2014

Check out this recent article from AllBusiness Experts on the pillars of a great website:

Is your small business website poised for success? A recent poll asked Internet users what they expect from websites—and meeting their demands is actually pretty straightforward. Here’s what the study, the State of the User Experience Report, found are the most important things customers care about when visiting a website.

1. Website performance: A high-performing website loads quickly, streams without buffering and otherwise delivers from a technical standpoint. This is by far the most important thing customers care about, cited by 52 percent of respondents.

What defines “loading fast”? Sixty percent of consumers polled say they won’t wait more than five seconds for a Web page to load; about 20 percent won’t even wait three seconds. If a website doesn’t load quickly enough, more than 30 percent of respondents say they leave and buy from a competitor’s website instead.

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Nielsen: Narrower-Targeted Ad Campaigns Perform Better

September 8, 2014

Check out this recent article from ClickZ on focusing your advertising campaign:

The number of ad campaigns that reached their intended targets declined across the board, particularly among the Gen X demographic.

Fifty-nine percent of ad impressions served across all consumer segments reach their intended audience, according to research from Nielsen Online Campaign Rating (OCR). The figure, which is down by 10 percent from 2013, illustrates a decline that correlates with targeted audiences that are narrower and more focused.

Nielsen’s OCR analysis, which included almost double the sample of last year’s study, looked at consumers’ online behaviors and how marketers can appropriately tailor their advertising campaigns to them.
It broke the population into six demographics zones, each representing a targeted segment by age and gender. Demographics one and two represent people with an age span of 30 years, with the latter focused on males or females individually, as opposed to lumped in together.

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Gut Instinct vs. Data: Which Is More Important When Making a Business Decision?

September 5, 2014

Check out this recent article from AllBusiness Experts on sound decision making for your business:

I once heard a father telling his son that the best way to make a big decision in life is to ask 50 people for their opinions and then do what your heart tells you. This line of thinking proposes that research should be the first or foremost step of any big decision, and this certainly makes sense. It only stands to reason.

In business, however, many famous CEOs have discounted research and data and made some very tough calls based largely (if not solely) on their gut instinct – sometimes leading to riches and other times to catastrophic losses.

Take Steve Jobs, for example. He was famous for making critical decisions at Apple without first consulting fact-based business data. In 2010, Jobs accurately predicted that the tablet could actually overtake the PC one day, despite many data reports to the contrary. Following his intuition, in April of that same year, he launched the iPad, disregarding the many doubters who doomed it to fail.

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Your Customer’s Life Is Happening NOW – How Are You Responding?

September 4, 2014

Check out this recent article from ClickZ on effective email marketing:

Consumers’ lives are becoming more and more fast-paced. How can marketers keep up with a customer base that expects everything to be taken care of “now”?

Technology is speeding up the way consumers receive information and interact with the world. People today expect search results to show up immediately, videos to stream on demand, instant updates on friends and family’s status, location, and activities, and news alerts the moment anything happens. We are getting used to an “everything now” world, where instant gratification is no longer just a customer demand; it’s becoming the new norm.

In a recent HBR blog post from professor Roland T. Rust titled “Most Marketers Flop at Real-Time Customer Interactions,” he talks about how the market needs to head toward “adaptive personalization systems” to meet today’s consumer demand. This concept sounds very similar to what we at StrongView call contextual messaging.

There are several ways marketers are responding to this “everything now” mentality. Whether you call these tactics real-time response, adaptive personalization, or contextual messaging, they’re all part of the next wave of digital marketing focused on providing the real-time interactions that customers now demand.

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