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eBay Changes Listing Rules For Product Identifiers from 1st July

By | Announcements, Automotive, Blog, Comment, ecommerce, Research, SEO | No Comments

ebay_logo

eBay Australia is changing the listing rules for product identifiers in key categories including auto parts. 

As PARts Australia say – “Ignore it and you may pay a penalty in poor ranking. Embrace it and you may leap ahead of your competition.”

Increasing the accuracy of listing information is an important part of eBay ongoing work to improve the marketplace experience for all users.

That’s why, starting 30 June this year, all new listings of branded items in New and Manufacturer refurbished condition will be required to include product identifiers including the item’s brand, manufacturer part number (MPN), and global trade item numbers (GTINs) such as Universal Product Codes (UPCs) and International Standard Book Numbers (ISBNs) in select categories.

eBay uses these product identifiers to help buyers quickly find the items they’re looking for. When you’re selling, including these product identifiers not only has the potential to increase your items’ visibility in eBay search results and navigation, it can improve your placement in search engines like Google and Bing, too.

Read more about the eBay new policy and how important it is for eBay sellers and in particular, those selling branded auto parts.

Power Retail Talks to MotoParts About Auto Parts E-tailing

By | Automotive, Blog, ecommerce, Industry, Research, Web Design, Web Store | No Comments
MotoParts-266x266

Selling automotive parts online has proved challenging for MotoParts, but developing a parts-centric approach has helped the company progress. Power Retail chats to MotoParts’ Scott Shillinglaw to find out more.

With a long history in the B2B commerce space supplying wholesale auto parts throughout NSW and Australia, MotoParts decided to launch into a completely new sales channel to leverage their existing business model. As one of the largest online marketplaces, eBay was the obvious choice for MotoParts to start their online presence and drive a whole new section of growth for the business.

This decision was prompted by the rapid growth of the Australian online automotive parts sales industry (estimated to be worth $380.3 million in 2014-2015 and growing annually at a compounded rate of 17 percent) centred on New South Wales, Victoria and Queensland – areas that have the highest number of kilometres driven.

Power Retail magazine caught up with Scott Shillinglaw, Online Director for MotoParts, to see how the transition came about and how they used PARts Australia for data and technology.

Read more about MotoParts’ Parts-Centric Approach using PARts.

Are Facebook Pages Still Worth It In 2014?

By | Blog, Facebook, Research, Social Media, tools, Uncategorized, Webpage Monitoring | No Comments

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From occupying a dominant position just a few years ago, Facebook’s fan (business) pages have seen their ‘fan reach’ sink to an alarming low, leading to speculation of their impending demise. If you maintain your own business page, fan reach is defined as the percentage of your fans that see your post after its published on Facebook.

Fan reach falls drastically

From 2009 to 2010, Facebook’s fan reach on its business pages was at 20+ percent, with many pages enjoying record impression results. Since then, page administrators have seen severe drops in their fan reach, so much so that even with significant growth, it would take at least 2 years to recover. Here’s a brief timeline on the problem put together by Just Ask Kim.

  • 2 years ago: Fan reach falls to 16 percent, a reduction but not enough to worry about
  • 1 year ago: Fan reach falls yet again to 14 percent
  • 8 months ago: Fan reach drops to 12 percent
  • 4 months to present: Fan reach has dropped to an all time low of 9 percent, with several pages reporting lower impressions

Of course, the numbers above are simplifications meant to make the downward trend understandable. But, in any case, several marketers have been forced to rethink their strategies, in particular, just how much time and effort they should spend on their FB pages with the start of 2014.

Not all pages are equal

Facebook-paid-advertising

Yet despite the fatalistic attitudes of many online and social media marketers, a subset of Facebook pages have actually been spared from this shortfall in fan reach. Marketers who have allocated a stable budget for Facebook advertising and creating effective ads have not been affected as significantly. While fan reach has fallen across the board, the effects are less consequential because they have a funnel that capitalizes on their ad strategy.

In other words, those paying for ads on Facebook aren’t feeling the decrease in fan reach as much as the people relying on ‘free’ reach are.

 Cough up the money

Similar to how Google had shifted its attention to its paid advertisement system, Facebook is slowly making a compelling case for page owners to cough up the cash and protect themselves from dwindling fan reach. And if your plan is to do it on a long-term basis, you’ll have to come up with a strategy that funnels money out of your leads.

Facebook fan pages have gone from being a free way to market your brand on the world’s largest social network, to joining the ranks of paid media. Facebook is of course, well within its right to do this— and are using this to maximize their revenue.

It’s now up to marketers to respond to this paradigm shift.

No budget? Here’s what you can do.

Facebook-EdgeRank-Formula

Just Ask Kim has taken the liberty of outlining some measures you can take to improve your fan reach without having spend one cent.

  • Study the EdgeRank formula to figure out how Facebook rewards pages with more reach and what they ignore.
  • Use your fan list to your advantage. Use posts that encourage discussions among your fans to show signs of engagement on your page, which in turns increases EdgeRank, thereby letting more fans see your posts.

Do note that if you choose not to invest Facebook’s business pages for your brand, you’ll have to do more research and work. In any case, we here at Enform can help you achieve better results with your social media presence.

 

Social Media Generates Intense Interest. Will it be Profitable in 2013?

By | Blog | No Comments

According to a 2012 study by Econsultancy, social media engagement proved to be the most exciting digital opportunities for marketers during the previous year. The study, which saw 54 percent of respondents—consisting of company marketers and agents—considered social media as the online marketing opportunity they’re most passionate about, rating it ahead of three digital opportunities.

These include:

  • Mobile optimisation at 38 percent
  • Content optimisation at 37 percent
  • Conversion rate optimisation at 31 percent
  • Brand/viral marketing at 27 percent
  • Video marketing at 24 percent

Social Media Considered a Top Priority

Surveyed marketers also noted that for the year 2012, social media marketing would be included in their top three priorities. In fact, social media engagement, along with content optimisation, topped the list at 39 percent. This was followed by:

  • Brand/viral marketing at 32 percent
  • Mobile optimisation at 29 percent
  • Content marketing at 29 percent

Passion Not Translating to Revenue

The same survey however, shows that while social media marketing is a high priority and engaging point of discussion, marketers still can’t figure out how to make it effective when it comes to generating revenue. Among the companies and agencies who participated in the survey, close to half admitted that while social media has added new goals and programs to their marketing schemes, it hasn’t generated much revenue to support new hires.

However, if used correctly, social media can provide a platform for business growth and networking at a convenience. The use of blogs and social networks, for instance, Facebook and Twitter, companies can market a new product or offers directly to their intended market. But, it is imperative that any message sent via social media needs to convey a strong and meaningful message or else it will be seen as ‘junk’ and become irrelevant.

What Will the New Year Hold?

With 2013 upon us, we at Enform believe that the time is ripe for social media to finally become a real income-generating platform for companies looking to expand their online presence. We earlier reported a disparity between the goals of brand marketers and what consumers wanted from brands, and we think the two camps will finally see eye to eye this year.

 

What is a Net Promoter Score or NPS*?

By | Comment, Research | No Comments

enform_nps_outline_page_1Enform Networks is not aligned with Satmetrix or Bain & Co though we value and use the NPS* system to help clients build better and stronger brands that can grow at a faster rate. Global research (including Australia) has shown that brands with the highest NPS in their sector consistently out perform their competitors in growth and financial performance.

 In a nut shell, NPS is a simple but remarkably effective new method for measuring customer loyalty. A higher NPS delivers more powerful and more vocal customer advocacy resulting in cascading brand referral independent of conventional marketing and promotional spend.

NPS provides a simple comparable measure of customer satisfaction and future business growth by looking at customer loyalty perception which is often different to performance perception. That is, a brand or company could be considered as a “can do better” in its delivery performance while still retaining an excellent NPS indicating a strong referral and recommendation base.

For this reason Enform places high value in NPS when planning and deploying usomer promotion and support campaigns to create and leverage the “Buzz”.

The web and social media turbochargers the speed and reach of any message.  It will therefore leverage and multiply the result toward the positive or negative.

Click the link to download a copy of our NPS Explained document enform_nps_outline1

 ® Net Promoter and NPS are registered trademarks of Bain & Company, Inc.,Fred Reichheld and Satmetrix Systems

Enform, define “usomer”?

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The usomer

The usomer

Enform created the term “usomer” to describe the user or customer that actually makes the buying decision. So why not just call them the customer or user?

Because in many industries and markets the ultimate buying decision is split between several possible levels in the distribution chain or vertical channel. Equally, the same product may appeal to different market segments for different reasons.   

As a result, the ultimate end user or product consumer can be 2 to 3 times removed from the manufacturer. The automotive parts industry is a good example with many brands distributing their product through a WD or wholesale distributor first that then on-sells to a reseller or parts store that may then on-sell to a workshop or fitter who finally sells the product to the consumer.

Regardless of the length or complexity of the distribution chain, Enform defines the usomer as the person that ultimately makes the buying decision to purchase your brand and that can be the reseller shop that decides to stock your brand as the only solution for that product type, or the fitting shop that has a choice of brands but chooses yours for his customers or the traditional end consumer that asks for or chooses your brand by name, not just by function.       

Working to improve brand awareness, high NPS* or strong consumer advocacy is the key to profitable brand and company growth and the usomer is the logical target.   And the first step is to recognise who the usomer(s) is for your brand and sector and work accordingly to make sure they are happy to support and recommend your product. 

*Net Promoter Score index – for more on this important consumer advocacy metric visit www.netpromoter.org

Enform releases results of Australian Business Travel Survey 2009

By | Announcements, Research, Travel | No Comments
Enform Australian Business Travel Survey 2009

Enform Australian Business Travel Survey 2009

Enform Networks releases the results of Australia’s first comprehensive business travel survey covering brands, technology, emerging trends and the realities of a changed economic climate.

Enform targeted over 300 Australian based senior executives in the corporate sector who regularly travel and those who manage, administer and/or arrange corporate travel on behalf of the business.

The Enform Networks’ Business Travel Survey covered the following issues:

  • business travel management in the current economic climate
  • business and corporate travel trends in the current environment
  • sources of travel information and research used
  • technology, systems and how they relate to travel management
  • user and traveler preferences and priorities
  • business travel brands used in Australia, awareness and related Net Promoter Scores (NPS)*

*Net Promoter Score index – for more on this important consumer advocacy metric visit www.netpromoter.org

The linked en_biztravelsurvey2009_summary document provides details of the questions along with a short summary of key findings. Additional information is available upon request by contacting Enform Networks.

 

Enform Networks completes the Australian Business Travel Survey – 2009

By | Announcements, Research, Travel | No Comments

Enform Networks has just completed the first Australian Business Traveler Survey. The survey was conducted via a combination of web questionnaire and telephone follow-up  during April and May 2009. In conjunction with a leading Australian TMC, 300+ qualified respondents delivered answers to questions relating to;

  • Business travel management in the current economic climate
  • Business and corporate travel trends in the current environment
  • Sources of travel information and research used
  • Technology, systems and how they relate to travel management
  • User and traveller preferences and priorities
  • Business travel brands used in Australia, awareness and related Net Promoter Scores (NPS)*

We hope to have a summary of the results soon.