Getting the Most from an Online Customer Community

Brands and consumers are engaging in more personal ways than ever. It’s essential for a brand to interact and seem approachable online. Charles Trevail published research where over 100 client-side practitioners and showcased the 4 best practices: Over the years, online community research has matured from novelty to necessity – an essential tool for marketing professionals. And it has evolved into more than just a mechanism for listening and gathering feedback from customers. The use of communities has grown steadily as a result. According to the Market Research Society (MRS), spending on online research increased 15 percent from 2008 to 2012. But… Continue Reading

True Performance Baselines & ROI for SEO Without Attribution Modeling

How do you determine your SEO program’s real performance, discounting the effects of seasonality, paid search spending or any other external factors? Columnist Chris Liversidge lays out a step-by-step process for reaching a reliable ROI calculation: It’s an old trope of the Search Engine Optimization industry that SEO is the channel with the greatest return of any online marketing channel. But, given Google’s increased ability to identify and penalize sites employing poor-quality link-building practices, my experience in the new business trenches with QueryClick (my employer) tells me that many agencies today are failing to deliver return for their clients. And,… Continue Reading

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