Putting Your Money Where the Mouths Are
February 1, 2008
Kelowna, BC

Putting Your Money Where the Mouths Are

Every few days, a free, local newspaper arrives – kathump! – so stuffed with flyers it resembles a Dagwood sandwich. While I shovel the "stuffing" into the recycling bin, I can't help but shake my head at the volume – and the ineffectiveness – of all that messaging randomly thrown my way.

Don't get me wrong – I'm not advocating the end of print advertising. Even if I don't want a leather couch, an oversized truck or a 52" TV, presumably enough locals do to make this scattershot of pulp and ink pay off. But accurately determining the ROI of a print campaign must be daunting nonetheless.

In online advertising, measurement is so much easier. The freely supplied Google Analytics can track how you drive traffic to your site – whether through natural Web searches, inbound links, paid search campaigns or other pay–per–click programs. And you can measure an ad's response rates and its effectiveness to generate leads or sales.

Google Analytics, which has 99% of the features that others charge for, also provides feedback on your users' behavior within your site – from first click to sale. Because you can compare the behaviour and results according to how visitors were referred – from each particular ad, keyword, search engine and email – you can fine tune site content and design for better and mo' better results.

The truth, however, is that the most effective persuaders of purchasing are our peers i.e. "I have one of those and I love it!" While word of mouth (WOM) is as old as our species, new online media – forums, blogs, review sites, etc. – propel those words faster, further and "louder" than ever.

To determine which advertising platforms – including new media technologies – are most trusted in a purchasing decision, marketing researcher Nielsen surveyed more than 26,000 Internet users in 47 markets.

While respondents trusted newspaper ads (63% of those polled), consumer blogs (61%) and Web sites (60%), the most powerful determinant behind a purchasing decision was word of mouth: 78% cited other consumers' recommendations as being the most trustworthy source.

Who's listening to WOM? Boomers (at 44% of the total, according to a Forrester study), followed by 18– to 40–year–olds, at more than one–third of the total. Are you giving your target market what they want?

Personally, my mind is sealed like a crypt to marketer hype. I know who pays those writers' salaries to gush on about products. But online, I can access authentic reviews from real people who've bought and used the same stuff I'm considering buying. And if I feel compelled to post my opinions, I can spread the word. I'll visit the manufacturer's Web site for tech specs, maintenance info, product shots, etc. – but not for a sales pitch. But if there are user reviews on the company site, I'm there!

Such transparency may scare a business owner, like those nightmares where you find yourself buck naked in public. But it shouldn't be. A Keller Fay Group study asked over 1300 online reviewers what motivated them to share their opinions. The resounding answer: goodwill and positive sentiment. 90% write reviews to help others make better buying decisions; 79% write reviews to "reward" a company, and more than 70% want to help companies improve their products.

One final number: 87% of reviews are generally positive.

As a nudist might tell you, as long you're proud to call it yours, nothing feels freer than openly displaying what you've got. Welcome the exposure. Peer reviews can transform your customers into your greatest salespeople.

(Written by Seth Klapman, for submission to 'Business Thompson Okanagan's January 2008 issue)

Have you any questions or comments? Can we help you at all with your Internet-based marketing needs? Please contact:

Seth Klapman, Marketing
Acro Media Inc.
103 - 2303 Leckie Road
Kelowna, BC, CANADA
V1X 6Y5
tel: 250.763.8884
fax: 250.763.6936

Acro Media Inc. (acromediainc.com) is an interactive agency that professionally delivers four main solution sets:

1. Ecommerce solutions—for product sales.
2. Corporate sites—for lead generation.
3. Showcase design—for brand building.
4. Portal sites—for community building and member services.

With a decade’s experience and team of 33, Acro Media ably provides:

• Web site design & development.
• Ecommerce & software integration.
• CMS & dynamic Web site solutions.
• Internet marketing & SEO.
• Online branding & corporate identity.
• Flash, interactive & motion design.

Acro Media guarantees their work, and builds W3C valid search engine friendly Web sites.