Marketing 2.0 in plain language
As a marketer, I thought the era of putting asterixes behind special offers to your customers was sort of over.
I thought web 2.0, consumer power and customer advocacy kinda put an end to that.
But it seems that Linkedin, a web 2.0 company worth $9 Billion is still in the business of making misleading offers to their own customers.
I’m often asked what the difference is between a blog and a website. For many people active in online marketing, the difference between a website and a blog might seem obvious.
But nowadays, everyone – from PRs and communicators to business leaders and customer service managers – should have a clear understanding of the difference.
The mass media marketing the rat race is all about Awareness. You have to get noticed. So you shout for attention. But there’s other ways of generating business rather than interrupting people with annoying ads. How? Through caring.
Social Media & SEO: In the last month or so I have published quite a few posts on Search Engine Optimisation (SEO). I talked about the importance of Basic SEO Knowledge, the chances Google offers you as a marketer, Self SEO Diagnostics and Developing a Keyword Strategy.
But this blog is about marketing on the social web. So, what’s with all the SEO?
I like Vodafone. I’ve been a customer for years. Mostly because their reception is good. And that’s the most important factor for a network operator.
But I don’t love Vodafone. I’m not a fan. And that’s a shame actually, because as a loyal customer, I think I am a prime target to become a fan. I don’t really get why Vodafone is not focusing more on improving customer loyalty: especially in a market where people easily switch providers. It simply doesn’t make sense.
Recently my business partner Steve wrote a post about Zappos generating more than 1 billion USD in sales over 2009 with more than 75% being repeat business. They sell shoes and clothing online. But as he points out, they actually sell customer service. It truly is at the heart of their business model.
When you see their amazing level of customer service, it automatically makes me think of all the times I haven’t been treated well as a customer.
A recent personal experience
I’ve been a loyal Vodafone customer for years. When I wanted the new Google Nexus phone, I called them. They told me they didn’t stock it and suggested I go somewhere else. That’s it. Nothing else. They didn’t ask me why I wanted the Nexus, suggest an alternative, point me in the right direction. See if they could help. They just told me to go elsewhere. That’s definitely not what I call good customer service.
I ended up getting my free Google Nexus One phone through an online vendor. But guess what? I still prolonged my subscription with Vodafone.
Why?
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Hi! I’ve been a B2C/B2B marketer for nearly 20 years: founder & consultant at Storywise, brand director at Commodore, marketing director at MonteVerdi.TV and head of marketing & promotion at EMI Music. Today, I’m a proud husband, father of two & content marketing specialist at ROBIN – the intelligent customer service assistant.
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