Monday, July 28, 2008
I do monitor the web for my clients, trying to learn something about their market, their brands and their products that they do not know.
The customers' sentiment, the perception and the reputation of their company.
How people does live them.
And today I read a Maurizio's post and a comment saying: "Il messaggio è sempre responsabilità di chi lo emette" (You are always responsible for the message you send).
This is the naked truth.
And this is mostly true for companies today and, more, in the days to come.
In a case history I have in FMCG food market, we discovered that a product from an Italian company is always seen better that a similar one from a multinational corporation.
The multinational corporation is represented mostly as not trasparent, not honest.
This means that the same product may have different life under different labels.
Oh, I forgot to mention that the Italian company is a multinational, too, but this is not perceived at all and this keeps its products in a safer position.
Monday, July 21, 2008
If not, give a look here.
Than, 24 years later, give a look at the rate plan to purchase an IPhone and think for a moment: where all those messages have gone? where the think different approach has gone?
To purchase an IPhone , you are forced to subscribe a plan with selected companies that are overcharging the cost of the navigation in internet and most of the services that are the main reason to want an IPhone. You may say: right, this is the market.
But pricing is the same across different companies, there is no competition, no free market.
Users are bundled in a cost trap.
This time the apple is poisoned.
Thursday, July 10, 2008
Within the Buzzdetector website, clients subscribing for the monitoring service, will have access to a dedicated page, with username and password, where read posts, watch video and pictures , listen for podcasts selected by the editorial team, compare charts with quantitative trend data and a tag cloud. And when time is shorter than usual, a further selection of the most important posts, divided in positive and negative and the comments of the editorial staff. Posts can be emailed directly from the page. Not bad, isn't it? And that's not all. We are working to deliver always new features. Stay tuned: September is close.
Thursday, July 03, 2008
Keller Fay, along with OMD, produced this challenging study showing that offline WOM is still more powerful than the online one.
This should not come as a surprise (and it is not to me, as I mentioned in my WOM and its metrics workshop) because, even if our lives are more and more entangled in the Web 2.0 context, a vis-a-vis chat with a friend or a relative is far more credible and positive.
And positive is the crucial word in this research.
Because when we talk vis-a-vis with someone we care about, most of the time is in a positive way and our advice are directed towards positive experience with a brand or a product.
Online conversation are far more a wall of shame. We get online to cry to the world our disappoint for a bad experience.
That's why the two worlds, online and offline, should be tackled with a global view.
And that's why this research should not be read as a good reason to postpone any online activity.
Wednesday, July 02, 2008
This piece of research from BigResearch points where online searchers is expected to put big money in the next months.
With all the cries about recession and slow economy, better to know before and, if you are in any of the segments of the list, think carefully about the perception of your brand and products, how's your customer care staff is performing and all these small details that can make your day.
Reviewing your score now, can save share of market if not increase them.
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