Tag: segmentation

Gender bias in e-Loyalty programs

An e-Marketer recent report shows that moms are a major power on the Internet.

eMarketer

Notice how FrontDoor.com leverages this fact. And this research article points out that women adopt e-Service loyalty programs at a higher rate if their enjoyment and perceived social presence of the site is high. Notably, the researchers point out that

In particular, online vendors that cater to females may experience more pronounced and positive impacts of conveying a sense of warmth and sociability on their websites.

Notice that on the FrontDoor.com site that “warmth” and “community” is high. Thus, I’d not be surprised if they have a high loyalty rate.

Social networks, marketing choices

Social networks will change the way real estate professionals interact with their clients. Terms like engagement, conversation, and community underpin social networks. And in “off-line” environments real estate professionals have likely “engaged” in meaningful and relevant “conversations” while building a “community” of long-term clients.

Yet many real estate professionals are reluctant to embrace social networks as a new marketing channel. One refrain I often hear is “it’s hard to get going and sustain my ‘involvement'”. Aside from asking the question, “So when has it ever been easy to earn a client’s trust and payment?”, one also senses a certain fear of not making a mistake, or in not taking the time to fully grasp the profound change that’s occuring.

As to the former issue, fear is, indeed, a legitimate emotion to overcome, but can be overcome with a step-by-step approach to getting involved; and the Social Community section of this Web2.0 map is a great place to begin. With respect to the latter issue, Charlene Li of Forrester Research presents an informative road map of the future of social networks.