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Showing posts from May, 2011

Fundamentals of Loyalty Marketing

Fundamentals of Loyalty Marketing In the old world of loyalty programs, communication predominantly focused on the tangible benefits available to the consumer - what I call the "ER" words, that is to say, "Our program is..." 'bigger,' 'better,' 'faster,' 'easier.' As all organisations adopted these terms they have now ceased to have meaning. Everything works now. As such, the market has changed in that consumers are demanding more.

Rewards have evolved in the marketplace from being a nice little extra for one's loyalty to being perceived as an entitlement (partly the result of the commoditsation of loyalty programs). Concurrently, consumers have shifted, to some extent, away from a desire for possessions to a desire for experiences - partly due to changing demographics. Overall, consumers are looking for the meaningful (which includes value and relevance).

Google | Display revenues set to increase 10 fold in the next few years

Well it looks like my prediction back in September (which to be honest was a fairly easy call to make) may be getting some traction underneath it.

Neal Mohan, Google's VP of Product Management at Google predicts that spend on online display (ads, video, mobile) and other non-search formats will increase from $24bn annually to $200bn the potential size of the global display market in a couple of years time and with the convergence of online and offline mediums such as TV and internet this particular market seems to have no glass ceiling in the potential revenues it could generate.

I have to wonder though has the Google PR machine gone into high gear due to the recent Enders Analysis report that states Facebook will lift its advertising revenues from $1.8bn to $3.5bn in 2011 a rise of 95%, whilst Google's display business is expected to rise from $2bn to $2.6bn this year with Facebook further extending its lead into 2012.

Loyalty Marketing Best Practices

Loyalty Programmes Loyalty programs are often part and parcel of a comprehensive customer relationship strategy. So in that vein I am producing section by section my loyalty marketing best practices posts, this is in response to both colleagues and blog followers requests.
"As a customer's relationship with the company lengthens, profits rise. And not just by a little. Companies can boost profits by almost 100 percent by retaining just 5 percent more of their customers" - F.P. Reichheld
Loyalty programs have been used in commerce for years, I understand they originated in Germany where price based competition was disallowed by governmental restrictions in certain industries. In the Britain of the 60s and 70s if you bought your groceries at certain shops the retailer gave you stamps to stick in a book. Once you had collected enough you exchanged the books for gifts. Green Shield Stamps and other trading stamps, as they were known, were more often found in smaller sh…

Planking | A brief history | Claims its first fatality | Adults creating a world wide playground

As you know I have a fascination for all things 'web' and the impact it has on our lives from the profound to the ignorant and in that vein I've been fascinated by the craze of planking that has swept through Australia and beyond. Now before I get corrected by anyone I am not writing a piece on the history of planking or 'The Lying Down Game' just to the phenomena and influence the web has had on this craze.

For the uninitiated here follows planking 101 (the rules of which there are relatively few);  You must lie face down, palms flat against your sidesPut your feet together and point them towards the floor. Points are awarded for an original location and for the number of spectators and participants involved. You must, of course, have somebody take a photo. Without a photo, well, you're just a person lying down!This then is planking, and depending on your point of view it's either a global participatory art project, the lazy man's free-running, a …

We're all doomed! America gets its crazy on (again) ahead of the 21st of May

Time to sync calenders and save the date 'cos if ya aint one of the saved you are in for a bit of a bumpy ride. You got it, once again our cousins in the USA have gone and got their crazy on.
Enter stage left radio personality and preacher - Mr Harold Camping. Mr Camping from Oakland, California, is confident in his message that the second coming of the Lord will happen at about 6.00 pm on the 21st of May 2011, at this time he reckons about 2% of the global population will be, without any further ado "raptured" into Heaven, while the rest of us get a one way ticket to "The Other Place".
I think it's important at this point to point out that we've been here before with Mr Camping, back in September 1994, hundreds of his listeners gathered at an auditorium in Alameda looking forward to Christ's return. It seems that Mr Camping has had time to reflect on why the big J didn't put in an appearance at that time which was mainly down to his skim read…

Content is King - all hail the King!

Where to start? When looking to improve your online presence, you need to ask yourself a couple of important questions in order to focus on a goal or set of goals. Do I want to increase my brand awareness, generate more leads, increase sales, or do I want to do a combination of all three?
Content is important After figuring out a goal, there is need for content. If content has already been created, there is a need to reanalyse it because content is king! Creating relevant, quality content might be obvious to some, but not to everyone. This is probably the single most important and basic thing to first focus on when looking to start or improve an online presence. Content is so important to Google that they recently updated their algorithm code named “Panda,” to combat content farms and low-quality content in general. Content farms are sites that produce low-quality articles for clients with the goal of obtaining a better organic search rank. The result of having poor quality c…

Not a full guide to SEO terms - but a pretty good stab at it - I hope

30 (Newish) SEO Terms You Have to Know in 2011
Recently I  bookmarked a good entry level SEO glossary of current SEO terms. A few weeks ago I complained ​about some people still using obsolete and innacurate terms such as "keyword density". Additionally, I missed many new or important terms on this list which I read about and often use, but many people, on the Web at least, don’t. Thus I won’t assume that everybody knows them already. Instead I want to define here 30 (newish) SEO terms you have to know in 2011. Some of them have been around for years but have been largely ignored by the SEO industry. Others are well known by SEO practicioners but completely off the radar for the general public, it seems. Last but not least there are terms from adjacent industries we now have to deal with in SEO. It’s 2011 – we have flying cars by now! – so it’s time to adopt new terminology as well.​
503 Most of you probably know what a 404 code is. SEO pros use 301 redirects …

10 steps for building an "uber" social team

Here are ten steps for building an internal social media team who'll be responsible for the listening (monitoring and response) process, as well as reporting and measurement of social media activities.
I’ve written this about direct employees, but of course small organisations can quite easily include volunteers in this.
1. Start with a large group of people from different departments who have expressed interest. You can narrow down later, but eventually this will be part of everyone’s job so it’s a good idea to get a sense of who’s doing it already and who’s generally into the idea.
2. Make sure someone from every member-facing department is included – membership, marketing, PR, advocacy, communications, publications, education, meetings, etc. Different people will be paying attention to different things, and that is exactly what you want. Make it truly interdepartmental.
3. Include people at all levels of the management hierarchy. It’s important to have people “on the gro…