Social networks, social media, online communities, etc.
It’s axiomatic that you find out how good a business really is when it has already screwed up once; the speed and nature of the fix show the firm’s true nature. After shipping you the wrong item, do they just offer to refund your return shipping? Do they overnight the correct item to you, no questions asked? How quickly do they resolve the problem?
It turns out that the way companies respond to bad online reviews makes a difference, too. As reported by Mediapost, a Harris survey showed that 18% of those who posted a negative review of the merchant and got a reply ended up becoming loyal customers and buying more. […]
One of my all-time favorite TV commercials is the classic 1990 United Airlines spot that shows a manager distributing plane tickets to the sales staff so they can visit their customers in person. This was filmed in the days […]
These days, you can’t go online without bumping into someone styling himself as a social media guru, a Facebook expert, or a power user of Twitter. And, if you check their online profiles, they actually do have thousands of friends and followers. But are these real friends, or did the supposed expert socializers simply crank up an automation software to rapidly build their follower base? Surprisingly, how capable of being social a person is can be revealed by a brain scan. […]
Starbucks has changed a lot in the last six months, at least in the digital world. First, they finally ditched their paid-only Wifi and went to a free system that requires only one-click acceptance of their terms of […]
Pubcon 2010, (Las Vegas, November 8-11, 2010), the biggest web publishing and web marketing conference, will for the first time feature neuromarketing as a topic. I’ll be doing a solo presentation with a special emphasis on neuro web […]
Twitter is a mess. Maybe it’s just me, but in the last few weeks the vast majority of my new Twitter followers were bots or people promoting something. Perhaps that’s not unexpected. After all, I’m sure an even higher percentage of my email is spam. In this day and age, it’s a certainty that any free medium will attract abuse. But the problem is that there are lots of enablers for Twitter abuse. Are YOU an enabler of bad behavior?
(As you may have noticed, this post is a departure from my usual neuromarketing theme. Don’t worry, I’ll be back to brain-based marketing next time.) […]
Years ago, I attended a keynote speech whose main topic was customer service. The speaker’s centerpiece was “the pickle story.” To make a long story short, this guy discovered he was out of pickles just before a big Sunday cookout at his house, and made an emergency run to the closest supermarket. He arrived home, opened the jar, only to find that the top pickle appeared to have a large bite out of it. His wife confirmed the diagnosis, so he rushed back to the store again. That’s when things headed south. […]
Visa “Trip for Life” TV Spot from VisaGoWorld on Vimeo.
Last week, neuromarketing firm Neurofocus released summary results of a study that compared the performance of the same ad when run on television and on two Internet websites, Facebook and a website controlled by the advertiser. The commercial tested was “Trip For Life,” part of VISA’s multimedia campaign built around the 2010 Winter Olympics. (Neurofocus conducted these tests for its own research purposes, not because they were commissioned by the advertiser.) […]
Much of the content on the web is created by users (“user generated content,” or “UGC”), but only a small amount of that is actually interesting enough to generate substantial interest or “go viral.” A new study by OTOInsights, a division of One to One Interactive, looks at user-created videos and flash animation from a neuromarketing standpoint. Specifically, the researchers used biometric measures to gauge the emotional engagement of viewers and then compared their data to actual ratings of the content as shown in the above chart. They came up with several major findings: […]
The other day, Ad Age’s CMO Strategy Section ran a column by Harald Vogt on scent marketing. Vogt may not be entirely impartial on the topic – he is the founder and chief marketer of the Scent Marketing Institute – but he makes some good points when he questions why so few marketers employ olfactory marketing strategies: […]