How To Remind Customers To Buy Locally Using Your Small Business Website

If your firm is based in the city where you live, play, and work, but you offer your services online, you may be dealing with a perception problem. It’s time to show your audience how they may buy locally from your online store. According to a Huffington Post article, $45

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Customer Journey: Believe That Customers’ Experiences Should Be Effortless And Predictable Is Overly Simplistic – And Can Even Backfire

Companies often believe they should make their customers’ experiences as effortless and predictable as possible. But the authors’ research shows that this approach is overly simplistic – and can even backfire. While in some instances (say, watching movies on Netflix) customers want their journeys to be easy and familiar, in

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AI Model Bias Can Significantly Damage Trust Of Employees, Customers, And The Public, But There Are Ways To Prevent It

AI influences decisions across the enterprise, but bias can do far-reaching damage to trust and stakeholder relationships. The good news is that there are ways to protect yourself. A large regional bank uses a newly developed fraud detection artificial intelligence (AI) algorithm to identify potential cases of bank fraud including

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Sensemaking: How To Help Your Customers To Figure Out What They Need To Know When They Are Overwhelmed With Information

The amount of product and service information available to B2B customers – reports, blogs, display ads, email marketing, and more – has become overwhelming, leading to indecision and a sharply reduced likelihood of making a substantive purchase. The best reps have turned this conundrum into a prime selling opportunity. Above

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5 Facebook Page Post Ideas To Fill Your Restaurant With New Customers And Keep Them Coming Back

When Facebook users scroll through their newsfeed, sometimes all it takes to get them to visit your restaurant is seeing a photo of your world-famous pasta dishes, sushi or happy hour specials. Nearly 75 percent of Facebook users make decisions on which restaurants to visit based on the photos and

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The CEO As Consumer Ethnographer: Giving Customers Exactly What They Wanted, Faster And With Greater Precision

Consumer ethnography isn’t just for marketing professionals. By striving for a deep, human understanding of the customer experience, CEOs can lead their organizations toward a culture of empathy that can translate insights about people’s lives, values, and emotions into greater organizational value. “Big data” has transformed our world, making possible

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Conversational Marketing: The Idea Is To Meet Customers Where They Want, When They Want, And How They Want To Address Their Unique Needs

Technology continues to move forward, and new approaches to digital marketing evolve in parallel. While direct mail, billboards, television and radio ads still have their place, the changing digital landscape means small businesses need to keep up or lose potential customers to the competition. Conversational marketing has emerged as new

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How To Avoid Exploiting Customers’ Behavioral Biases: Make Sure Your Digital Design Functions Are In The Best Interests Of Users

Executives must play a proactive role in making sure their digital design functions in the best interests of users. Doing so has the potential to give companies a deeper and more positive relationship with its customers. Brands that design their sites to exploit consumer behavioral bias (or those that fail

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Build A Better Community To Acquire More Loyal Customers, Not Rewards

Loyalty programs – that effectively bribe people into buying more of your products – are lazy. In the modern aspiration economy, people develop true brand affinity only when it gives them a sense of community. Membership strategies are an effective way to achieve that goal. To do this effectively, remember

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