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Relationship Marketing, Services Marketing, Social Media Marketing | Marketing Teacher

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Online Marketing Courses For Learners, Teachers and Professionals of Marketing

Table of Contents

▼ Relationship Marketing (1)

  1. Maintaining Customer Relationships

▼ Services Marketing (2)

  1. Introduction to Services Marketing
  2. Services Marketing Mix

▼ Social Media Marketing (6)

  1. End of Facebook
  2. Facebook gets ready to go public.
  3. Groupon and online marketing.
  4. Social Media Advertising
  5. Social Networks
  6. Twitter launches brand pages.


LESSON 1


Maintaining Customer Relationships


Building and maintaining customer relationships

This lesson will consider the internal and external customer, how marketing is used to build and nurture customer relationships, and will begin to build your knowledge on the customer loyalty.
So let’s begin by looking at external customers and internal customers. For the purposes of an introduction to marketing, the more generic terms for the different types and characteristics of people with which an organisation develops relationships would include: customers, users, connected stakeholders, and other stakeholders. We will now look at how we differentiate between the internal and external customer.

Internal Customers

Internal customers are those colleagues and departments within your own organisation. Again in the previous module we looked at internal functions and how marketing can be used internally for the flow of internal services and communication. Sometimes you are the customer and sometimes you are the service provider. We considered how marketing connected internally with how marketing interacts with research and development, production/operations/logistics, human resources, IT and customer service. There are of course many other internal parts of the business.

External Customers

External customers are more likely to be customers, users, and stakeholders. As we said in previous lessons in this module, customers are those that exchange money for goods and services and consumers are those that actually use the product (and as we said they may or may not be the same person). So a user is the same as a consumer. According to Blythe (2011), stakeholders are people who are impacted by corporate activities. An obvious stakeholder might be a shareholder since they have voting rights at annual general meetings. A less obvious stakeholder would be the person that owns the land next to your factory, or the family that is supported by the father that works in your warehouse. So stakeholders would include ‘publics’ such as shareholders, customers, staff and the local community. A connected stakeholder is one with the direct association with your business, and this would be a supplier or a shareholder. Obviously other stakeholders would not have the same strength of connection, for example in the case of the local community.

Example – Starbucks Coffee

We going to look at Starbucks coffee as an example of a company that has both internal and external customers, and we should be able to apply some of the terminology that we introduced above. The internal customers will be the people that work within the business of Starbucks. The internal customers will be everyone from the Board of Directors of the company, to the supervisors and team members that serve coffee at the customer interface. So information and communication will flow from the board of directors to the people on the ground, and data and feedback from customers can flow from the people in the coffee shops back to the internal customers in the marketing department. External customers and consumers will be the everyday public that come in to the coffee shop and buy coffee for themselves and their friends. Of course the user will be the consumer of the product, whether that is the purchaser or not. The connected stakeholder would be the coffee suppliers from around the world, and the pension schemes that own shares in the business. Other stakeholders will include other businesses which are based around the Starbucks stores, as well as those impacted by the environment around coffee plantations (which is something that Starbucks is very keen to deal with since it has an ethical purchasing policy).

Marketing and Customer Relationships

Marketing today is very much focused upon business relationships, especially in the B2B markets. Historically companies would manufacture products that would be promoted to customers. However as markets have become more competitive, marketing companies seek to attract customer by building strong relationships so that customers are ‘retained’ i.e. you keep hold of your customers. This is the basis for relationship marketing, which we consider here as marketing and the customer relationship.
Think about the value-added, high quality airlines, such as Emirates. Companies such as these are specialists in building the customer relationship and it is obvious that they add value at each customer contact point. You are treated to high levels of customer service from the moment that you check-in, during your flight and even when you have finished using their service. For example, airlines have air miles promotions and upgrades which keep the customer flying with the company and ‘retains’ them as a customer.
The key to relationship marketing is the long-term customer relationship. So if you recall your introduction to marketing definitions, this is at opposite ends of the scale to be production or product orientation which is the basis for modern marketing. As a rule of thumb, relationship marketing tends to be practised well in the airline industry and in the travel industry. However branding is another way of maintaining the customer relationship, as is innovation and design. Nike and Apple may not deliver the same amount of face-to-face relationship building, but they do have very loyal long-term customers. Try to think of other examples of businesses that practice strong relationship marketing.

The marketing concept, customer focus and relationship marketing.

At this point in our studies we can now identify a path which connects the marketing concept, customer focus and relationship marketing. The marketing concept centres all organisational activities upon the customer (which is our customer focus) and if we think in terms of the long-term we have now added relationship marketing. Marketing focuses everything on our customer and their recruitment, their retention into the long-term, and finally marketing aims to extend products and services to the same customers from other product categories. So historically marketers would ‘acquire’ or recruit customers whereas today we acquire customers and then we ‘retain’ them.
There are a couple of theoretical tools that we can use here. So in this next section we are going to take a look at the Pareto principle and the loyalty ladder, which both help us to understand how we move from customer acquisition to customer retention and the implications for marketing.


LESSON 2


Introduction to Services Marketing


What is services marketing?

A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). You cannot touch it. You cannot see it. You cannot taste it. You cannot hear it. You cannot feel it. So a service context creates its own series of challenges for the marketing manager since he or she must communicate the benefits of a service by drawing parallels with imagery and ideas that are more tangible.
Search quality is the perception in the mind of the consumer of the quality of the product prior to purchase through making a series of searches. So this is simple in relation to a tangible product because you might look at size or colour for example. Therefore search quality relates more to products
and services.
Experience quality is easier to assess. In terms of service you need to taste the food or experience the service level. Therefore your experiences allow you to evaluate the level and nature of the service. You remember a great vacation because of the food or service, but by the same token you remember an awful vacation because of the hopeless food or poor service.
Credence quality is based upon the credibility of the service that you undertake. This is down to the reputation of a dentist or of a decorator. Credence is used where you have little knowledge of the topic and where you rely upon the professionalism of the expert.

Perishable

Perishable – in that once it has occurred it cannot be repeated in exactly the same way. For example, once a 100 meters Olympic final has been run, there will not be another for 4 more years, and even then it will be staged in a different place with many different finalists. You cannot put service in the warehouse, or store in your inventory. An interesting argument about perishability goes like this, once a flight has taken off you cannot sell that seat again, hence the airline makes no profit on that seat. Therefore the airline has no choice but to price at peak when it sells a seat at busy times in order to make a profit. That’s why restaurants offer vouchers to compensate for quieter times, and it is the same for railway tickets and matinees in Broadway during the middle of the week.

Variable

Variability- since the human involvement in service provision means that no two services will be completely identical, they are variable. For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work. If you watch your favourite/favorite music group on DVD the experience will be the same every time you play it, although if you go to see them on tour when they are live no two performances will be identical for a whole variety of reasons. Even with the greatly standardized McDonalds experience, there are slight changes in service, often through no fault of the business itself. Sometimes Saturday lunchtime will be extremely busy, on other days you may have to wait to go via the drive through. So services tend to vary from one user experience to another.

Homogeneous

Homogeneity is where services are largely the same (the opposite of variability above). We considered McDonald’s above which is a largely homogeneous service, so now let’s look at KFC and Pizza Hut. Both of these businesses provide a homogeneous service experience whether you are in New York, or Alaska, or even Adelaide. Consumers expect the same level of service and would not anticipate any huge deviation in their experience. Outside of the main brands you might expect a less homogeneous experience. If you visit your doctor he or she might give one interpretation, whereas another doctor might offer a different view. Your regular hairdresser will deliver a style whereas a hairdresser in the next town could potentially style your hair differently. Therefore standardization is largely embodied by the large global brands which produce services.
Right of ownership is not taken to the service, since you merely experience it. For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. You cannot sell it on once it has been consumed, and do not take ownership of it.
Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies. Therefore the marketing mix has seen extended and adapted to create the services marketing mix, also known as the 7P’s or the extended marketing mix – physical evidence, process and people.
A product is tangible (i.e. material) since you can touch it or own it. A service tends to be an experience that is consumed at the point where it is purchased and cannot be owned since it quickly perishes. A person could go to a café one day and enjoy excellent service, and then return the next day and have a poor experience. Marketers talk about the nature of a service as being inseparable, intangible, perishable, homogenous and variable.

Inseparable

Inseparable – from the point where it is consumed, and from the provider of the service. For example, you cannot take a live theatre performance home to consume it (a DVD of the same performance would be a product, not a service). The consumer is actually involved in the production process that they are buying at the same time as it is being produced, for example an eye test or a makeover. One benefit would be that if you are unhappy with you makeover you can tell the beautician and that instant feedback means that the service quality is improved. You can’t do that with a product. Another attribute is that services have to be close to the person consuming them i.e. goods can be made in a central factory location which has the benefits of mass production. This localization means that consumption is inseparable from production.

Intangible

Intangible – cannot have a real, physical presence as does a product. For example, motor insurance may have a certificate, but the financial service itself cannot be touched i.e. it is intangible. This makes it tricky to evaluate the quality of service prior to consuming it since there are fewer attributes of quality in comparison to a product. One way is to consider quality in terms of search, experience and credence.


LESSON 3

Services Marketing Mix

As we discussed in the lesson on services, there are a series of fundamental characteristics such as intangibility, inseparability, heterogeneity and perishability which are unique to a service. The traditional marketing mix which includes product, place, price and promotion could be stretched to compensate for these factors. However the services marketing mix is an adaptation of the traditional 4Ps to address these characteristics and it sees the addition of another 3Ps which are physical evidence, process and people. We will also consider how the traditional mix alters for a service with sections below on pricing for services, product for services, place for services, and promotion for services.


Of course the marketing mix for services still needs to address the remaining 4Ps of pricing, product, place and promotion. Let’s consider some examples of these four elements from the perspective of a service.

Pricing for services

Pricing needs to take into account two factors in relation to services. The first issue is what is the unit which we are pricing? Do we sell a hotel room based on its area or upon how long you use it for? Would you cost dental surgery by the amount of time you sat in the dentist’s chair or by the actual procedure that was undertaken? Secondly if a price is based upon a bundle of sub services then how do you price it as a whole? An example of this would be an all-you-can-eat menu priced at a single point e.g. €20, or would you charge for each item on the menu individually and add-on a service charge?

Product for services

In this instance our product and service are pretty much the same. However as we have discussed our service is intangible etc. One-way dealing with this is to consider that: service = product + process. So we need to focus upon the process. For example when you arrive at a hotel people process you to ensure that you are registered and your baggage is taken to a room. This is an example of people processing. Another type of processing is possession processing, and an example would be where you take your dog to be groomed, or you organise a service for your car i.e. your possessions are processed. Both of these are examples of product in relation to service.

Place for services

Where you consume the service is a central part of the services marketing mix. With the place element the marketer considers convenience, location, footfall, number of outlets, and timing. Consider an event which takes place over a weekend. If you have a food trailer which sells organic salads to the public you need to make sure that you are actually booked at the event, that people will walk past your trailer and be able to stop and queue, and that you are able to sell to the people when they want to eat. Simply scale this up for businesses like Pizza Express.

Promotion for services

Obviously services are more difficult to assess in terms of attributes in comparison to tangible products. The marketer needs to be more innovative and clear when it comes to the benefits to the target market of his or her service. The marketer can try a number of techniques which include:
  • Emphasising any tangible cues e.g. telecommunications companies will use symbols such as Mercury to emphasise speed. Burger King will use boxes and packaging which emphasise its marketing communications.
  • Exploiting celebrity to provide information about the service. There are many examples of well-known public faces telling us on TV how they purchase life assurance or organise their final will.
  • Branding is everything to service. Starbucks does sells coffee and cake but much of its offering is its service. Starbucks’ logo, its location, the ambience of their stores and the whole service experience is all part of the brand Starbucks. There are many other examples of this including KFC and McDonalds. Can you think of any more?

Physical Evidence

(Physical evidence is) . . . The environment in which the service is delivered, and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
Zeithaml et al (2008)
Physical Evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following buildings, equipment, signs and logos, annual accounts and business reports, brochures, your website, and even your business cards. Physical evidence lesson.

Process

(Process is) . . . The actual procedures, mechanisms, and flow of activities by which the service is delivered – this service delivery and operating systems.
Zeithaml et al (2008).
There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example – to achieve a 30% market share, a company implements a marketing planning process. However in reality it is more about the customer interface between the business and consumer and how they deal with each other in a series of steps in stages, i.e. throughout the process. Process lesson.

People

(People are) . . . All human actors who play a part in service delivery and thus influence the buyers’ perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment.
Zeithaml et al (2008).
People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it. People lesson.


LESSON 4


End of Facebook


Remember Friendster? No you don’t! Remember MySpace? Yes you do! Why do you remember MySpace?
You remember it because you or people you knew used to go there for social networking. MySpace went from a great idea built in 10 days using ColdFusion to a concept that caught the imaginations of millions, to something that was sold for $580 million which then flopped. Ring any bells?
As predicted by many earlier this week, today the newsfeeds and TV stations are full of images of Mark Zuckerberg in a sludgy t-shirt with a huge smile on his face as he invites investors to take a page from Facebook. Investors on the other hand are the older guys with all the cash who don’t remember MySpace, have never been near Facebook and wear suits and ties. There will be lots of reasons why Facebook could be a great investment. Never mind that, let’s look at why Facebook could flop:
Most tech firms flop. Loads flopped on March 20th 2000. Why? Because investors were buying into everything dotcom without understanding the business models. Do the markets understand Facebook’s current business model?
Back to MySpace. Facebook has 845 million users. There aren’t that many people in the world that will ‘need’ Facebook (marketers, remember satisfying customer needs?). One simile often used for such tech businesses is ‘growing like weeds’ and it was used for Friendster (and earlier social networking concept) and MySpace.
Facebook makes its revenue from advertising. Google make billions from advertising mainly because people go to the internet to get information and to shop. People go to Facebook to socialise. It is a simple matter of how consumers behave.
There is lots of competition out there. When markets mature, the huge bureaucracies crumble. Giants can’t dance. Competitors have the opportunity to take over the market.
There will be new entrepreneurs in sludgy t-shirts with new social networking ideas. Once we bought Osmond’s records. Social networking is the new pop music. The next generation will see Facebook like a comfortable pair of Hush Puppies worn by Dad.
Will the guys leave the band? Now the tour is done and the new album is the Best of Facebook, will the knowledge workers be spending their huge payoffs, or will they be working for shareholder value for the shares you just bought?
Here’s an investment tip. Invest in the movie sequel to The Social Network.
Tim Friesner


LESSON 5


Facebook gets ready to go public.


Shortly Facebook will begin the process of becoming a public company in the USA and it is rumoured that the company will generate $10 billion from its Initial Purchase Offering (IPO). To put this in to perspective, that makes it more valuable than companies such as Apple. Remember that Google generated $1.9 billion when it floated in 2004.
Facebook’s revenue stream comes through advertising and last year the company made a $355 million net profit from income of $1.2 million. At $10 billion that will make the IPO one of the 5 largest of all time. Rumours do have the company valued at $100 billion but to put that into some kind of perspective, that’s the value of McDonalds the hamburger restaurant. Morgan Stanley is likely to handle the administration of the floatation worth millions of dollars to the business. Facebook is could go public in April 2012 since it has to publish its annual accounts at this time anyway.
The world economy is fairly unpredictable at the moment, and Facebook is doing as well as it possibly can at this point in time. Other technology IPOs occurring around the same date include LinkedIn and Groupon, both of whom compete for online advertising using different but similar models as Facebook for income generation. One thing is for sure, Facebook’s early investors will become the new mega-rich of Silicone Valley in the same way that Google’s original venture capitalists and entrepreneurs did not so long ago.


LESSON 6


Groupon and online marketing.


Group CEO Andrew Mason has gone on record to dispel the myths about online advertising daily Groupon. Mason explains that the perception of the man on the street about how Groupon’s business model operates, and the reality to the online marketer are poles apart. He accepts that there has been a tiny minority of high profile problems, but you get this with any pioneering business, and Groupon is dealing in the unchartered waters of online marketing and mega-mailing lists.
Groupon customers are more than 90% satisfied, and most keep coming back time and time again. His team are working for many small businesses from all around the world, in fact Groupon deals in more than 46 countries every day. Groupon now has shareholders of course after its IPO in 2011. Investors have bought into a complex model of online marketing which Mason regards a difficult to imitate. He advocates that Groupon is a relationship marketing company and that it has a huge mailing list which was a large upfront investment but now offers a competitive low cost communications route to consumers.
Groupon has a huge mailing list! It has 150 million subscribers and 250,000 advertisers (or merchants), and considers itself to be in a strong position in terms of the on-going, daily customer relationship. It is difficult to imitate but one wonders how long before the e-mail space has migrated to the social space? Will mailing lists be enough to compete with very precise consumer profiling and relationship marketing?


LESSON 7

Social media advertising

Social media advertising relies upon the relationships generated within social media websites to target and deliver advertising campaigns to users. The advertising itself is more about the mechanics of social media advertising, because you know social media relies upon continuous engagement in communication with users and customers. As with search marketing, the digital world place plenty of information about users and their online habits. So for the purposes of this lesson, let’s have a quick look at how Facebook does social media advertising.
Facebook shows adverts to specific groups of engaged users by their desktop or mobile. The idea is to target your ads with a creative idea, then they get lots of likes, comments and shares. So a successful campaign will target ads at specific groups of people so that they are more likely to see the adverts every time they use their social media platform. As with other forms of marketing communications your Facebook campaign needs a purpose albeit to generate sales, increase brand awareness, target specific groups, or reach specific individuals.
As with Google there are a number of different types of adverts that can be shown in different places; and can be shown in various positions on page or in a newsfeed, or other places depending on who you are targeting or the types of devices using. You have the option to target based upon a series of factors such as location, age, gender, interests such as tennis or cookery, broader categories such as parents, or a variety of other related connections such as those who like or share your page. So based upon these factors you are more likely to target specific consumers.
Facebook offers a very interactive user interface, and you can get started very quickly with your advertising campaign. You might employ a social media advertising agency if you have the resources, but creating your own advert is very straightforward using Facebook’s ad create tool. Other social media platforms such as Twitter, have similar approaches to social media advertising.


LESSON 8

Social networks

Social networks are a very important digital marketing channel, so it is important that marketers understand the essentials of social networking. They are particularly important when creating a community, based on communication and dialogue with our customers. This lesson will cover the basics of Facebook, Twitter, LinkedIn, Google + and YouTube Channels. The social network might be for your brand, product or service, or it might be for your own personal networking.

Facebook

The starting point would be a Facebook company page. The benefit of creating a hub for your business on Facebook is multifaceted. As Facebook puts it, it makes your business discoverable when people search for you on Facebook they will find you. It connects your business so that you can have one-to-one conversations with your customers, who might like your page, read your post and share them with their friends, and they can check on you every time they visit. Timing is also one of the benefits of Facebook as a social networking tool, since your page can help you reach large groups of people frequently, messages which are specifically directed to their needs and interests. You can also analyze your page using insightful analytics tools, which give you a deeper understanding of your customers and how successful your marketing activities are. Facebook actually gives you a web like address, which you can put on your business cards, website and on your other marketing tools e.g. www.facebook.com/marketingteacher .

Twitter

As with other social networks, twitter takes its business pages seriously. Twitter can help you connect your business to what people are talking about at the moment. Twitter offers a social media for people to talk about what they care about as well as what’s happening around them at the moment and this is a dialogue in which your business needs to be a main player. So twitter offers you a powerful medium to connect your message to what your customers are talking about in real-time.
  • You can listen and learn from what your competitors are tweeting or you can look for list of industry keywords to help you gather intelligence. This gives you an insight into how you may adapt your social media strategy.
  • As a medium social networks and twitter are tools that will help you grow your business; you can run innovative promotions, develop your brand and have an engaging an ongoing dialogue with your customers (and you can use twitter ad as part of your campaign)
You have 140 characters to get your point of view across; and your campaign can be innovative and maybe even viral (see the other lessons :-). For example American Express lets people use their card numbers to claim gifts such as travel tickets; companies such as Burberry are very innovative when it comes to social media, where one example would be their #Tweetwalk fashion show.

LinkedIn

LinkedIn company pages allow you to showcase your business and to target your audience; you may even have personal pages for yourself or your marketing team. Initially you would create a company page by entering your name and company e-mail address – it’s that simple. Then you simply verify that you are eligible to create a page on your company’s behalf. You create a company profile by offering a company description and overview; this needs to be quite short and salient and it needs to show what your company does, why it is different and what it specialises in.
You would then add a banner and your logo to tailor the LinkedIn company page with your own branding; the logo will appear when other LinkedIn members search for your company and it will appear on your employees’ profiles. You might add your employees as followers in the first instance and encouraged them to add your company to their own profiles, which starts to give it a viral focus. You can add your company profile to other marketing channels such as websites, e-mails and newsletters.
Followers are your influencers and your customers, and LinkedIn will encourage you to invest time and resources to establish a robust follower base. Then as with other social networking tools you need to devise rich content to share with your followers; this means that you are beginning your dialogue. For example by posting company updates you start your conversation and word of mouth marketing begins to develop engagement; you can check company news, articles and even hot topics.

Google +

Google + is Google’s main social media offering. It is a very powerful tool for social networking, but it has more to it than Facebook and Twitter, since it links together all of Google’s services for a unique experience. Hence the next section on YouTube is closely aligned to this discussion since Google owns YouTube.
So there are pages specifically designed for businesses on Google +. There are simple series of steps to get going;
  • firstly you choose an accessible Gmail account for your business
    then you create your own page using your Gmail account, and you’re able to select your business location, discuss your
  • products or brands, explained about your company as an organisation, and there are other things that you can leave information about
  • you need to customise your public profile. You can include your tagline and an image or logo. Then as with other types of social media you can promote your page by creating a series of networked circles.
  • Finally you launch your page and measure and adapt your social media strategy.

YouTube Channels

You Tube channels give your business the opportunity to record and publicise videos. It might be advisable at this stage to use the same Gmail account as you did for Google +; it’s likely the Google will automatically integrate the accounts, so trying to keep them separate is probably pointless. The medium gives you the opportunity to network with more than 1 billion people worldwide who visit YouTube monthly. So you need to ask yourself what you want to get from YouTube and integrate it into your marketing communications plan.
  • Set yourself goals in relation to what you want the channel to achieve
  • decide on how best to adapt the you Tube channel to suit your corporate identity; for example you can customise channel background and add logos and details about your organisation
  • you may need commercial products such as Camtasia or Sony Vegas (or one of many other options) to record your videos
  • you may wish to employee company to film and edit your videos, or you might want to give it a personal touch and do it yourself
  • once the videos uploaded think carefully about how you describe the video and the tags you use; they need to appeal to your target audience
  • you can organise your video content as individual videos or playlists based on particular topics or themes; again think about how your users will want to access the videos
  • you will probably want to allow comments on your YouTube videos, and if so you will need to make sure that your business is checking comments regularly and that it feeds back on all comments as quickly as possible; it’s all part of the global dialogue with users. If comments cannot be managed and switch them off, although viral marketing needs comments to fuel the fire.
  • as with other forms of social media you can promote them on your website or through any other channels which you use regularly, or you could use Google AdWords or similar PPC solutions.
  • YouTube has very detailed Analytics, so you can measure reactions to any changes you might make to your social media campaign.
Finally you may wish to coordinate the usage of your social media approaches, and for this you need a social media management tool such as;


LESSON 9


Twitter launches brand pages.

Twitter has launched its first brand pages in the United Kingdom. According to Twitter, companies have a branded page which consists of a banner, and a Tweet feed at the top of their page which can house other media such as video.
Twitter now forms part of integrated campaigns for UK companies which include Asda, Cadburys, EA Games’ FIFA and Sky HD. They join brands from the USA which began using the Twitter medium at the end of last year which included giants such as Bing, Dell, Heineken, Staples, HP and Coca-Cola.
A study undertaken by Simple Usability employed an eye tracking study to measure how the users’ eye movements change under different stimuli. The experiment delivered a Twitter brand page designed so that companies can get the most out of their Twitter exposure. The study also recognises the problems for brands and Twitter since more than 50% of all users access Twitter on cell phones so that they won’t actually see the branding no matter how effective it might be once the user looks at it. The idea is that the user clicks on a link to funnel them to more defined brand content.
In the more successful campaigns, according to Simple Usability, brand owners should have an effective header image, embedded media should be included in all Tweets, and content should be transparent because this is what users want from Twitter.
Marketing companies need to decide which media provider is best for them: Twitter, Facebook or Google +? In this battle, Twitter’s competitive advantage is the ease of interaction with clients. It gives the brand a chance to attract new followers and use analytics to measure and improve performance. It’s all about control.
Tim Friesner
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