Search engines sort the enormous amount of content on the web in a certain way. Website owners can boost their viewers by considering accessibility, wording and other factors in their design.
When customers are looking for a product or service to satisfy their need or fuel their wants there are various considerations that come into mind before making a purchase decision. Ultimately the first point of action to assess the “customer value” is to weigh up the benefits of the product in comparison to the costs.
- Functional – attributes and performance
- Experiential Value – sensory and emotional values
- Symbolic Value – self-identity, social meaning, personal meaning
- Cost/Sacrifice Value – psychological, personal investments, risk
6 Reasons we Choose Uber over Taxi’s..
1. Better service, free water and Mentos throughout the journey
2. CHEAPER than taxis
3. SAFER! Unlike taxis Uber drivers and passengers have online profiles
4. QUICKER! “Australians save a minimum of 3 minutes every time they Uber over Taxi”
5. Easy App Fare Splitting – good for social outings with friends
6. Rewards and opportunities for free rides
A customer consciously and subconsciously weighs up the pros and cons between competitors offering similarly products. Uber effectively has utilised Smith and Colgate’s Model of Customer Values by providing a functional service that offers more versatility and extras in its market with taxis. Moreover it clearly displays multiple areas of cost/sacrifice value by providing quicker rides whereas often with taxi’s people invest a lot of time waiting for their transport.
How can Taxi’s compete with this customer value?
Who am I if i do not exist in cyberspace? Who am I if I cannot be found on Facebook, Instagram or Twitter?
For clothing brands, businesses and food havens social media presence is vital for marketing success.
When I start to get hungry I immediately jump onto Tripadvisor to google the top 5 breakfast locations in my vicinity then I move onto instagram to make sure the pictures match what I am after. Does it matter that I do not know these people personally? Not at all, and companies need to watch out as 55% of users make purchase decisions based on the first 5 reviews they read, and if you are not being reviewed about then how do I even know you exist?
175 million users registered with Facebook in 2009. Organisations who do not utilise this platform could essentially be missing out at the possibility of targeting this segment of the market directly.
Understandably there are some reasons organisations do not engage in an active social media presence such as lack of knowledge, time and funds. Despite this there are many various platforms that all require different levels of engagement that should and could be considered.
For those who are just starting out a great way to begin is to devise a “social media strategy.” This will give you a timeline and procedure of how you are going to boost your online presence.
- Executive Summary – budget, objectives, reason for social media marketing
- Benchmarks and Metrics – what success are you looking for? what factors will be affected by SM marketing.
- Communication platforms – what SM platforms do you want to be on? How do you use these platforms and what results do you want from them individually?
- Key Influencers – Who is going to thrive on your brand’s marketing offers and further push your products and brand identity?
- Next Steps – Actions, plans
A strategy is a good beginning as you can see your targets and what you prospectively want to occur.
BUT BEWARE – PLANNING AND ACTIVITY IS CRUCIAL….
It is a brutal competition out there and your only element of control with external social networking is to ensure the flow of continuous happy customers. McDonald’s may need a rain check on their #McDstories