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How to Repair and Improve Local Business Reputation via Google Star Ratings and Reviews



Protect the Hours of Operation on Your GBP from Unwanted Google Edits

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Six in ten consumers require a minimum 4+ star rating in order to consider patronizing a local business and over ⅓ say it’s the star rating that is the key differentiator between local brands. If you’re marketing a company that is just starting out or an established business that has hit a reputational rough patch and your overall ratings fall below this magic threshold, revenue is being lost.

But hope is not lost!

In today’s column, you will find a set of sensible, actionable steps you can take to raise your Google Business Profile star ratings, improve your reviews, and begin developing the good online reputation you need in order to realize the full profit potential of the local businesses you market.

Defining local business reputation

In this context, a local business has both an offline reputation that resides in the word-of-mouth sentiments expressed by members of the community it serves and an online reputation that is most visible within the rating and review systems of platforms like Google Business Profile, Yelp, Nextdoor, TripAdvisor, etc. This article focuses specifically on Google, but its advice can be applied to most platforms that host local business reviews.

For detailed, original data on the many dynamic aspects of online reviews, read Moz’s formal review survey report but for today’s topic, it’s important to know that just 13% of consumers insist on a perfect 5-star rating to consider doing business with a company and that a dominant 51% will consider a brand with a 4-star overall rating. Thus, both 4 and 5-star ratings are considered a great or good reputation by the majority of consumers.

Yet, hope can be found in the fact that about ⅓ of consumers may still give you a try if your organization’s overall reputation is only 3 stars. This could give you the grace period you need to keep the lights on while you strategically improve your operations to start winning more trust and business in your community. We’ll grade a 3-star reputation as “needs improvement”. The work involved will be harder if the reputation has dropped to 2-or-less stars, as only 2% of the public is likely to consider patronizing you. This rating would be considered poor, but you can improve it with a serious commitment.

Task 1: Look your business up on Google and note down its overall rating and number of reviews.

How do Google ratings and reviews work?

A 1-star Google review and a 5 -star Google review creating an average rating of 3.0 stars.

Before you begin the necessary tasks for improving your reputation, it’s important to understand how Google’s system works. Local business ratings and reviews are part and parcel of Google Business Profiles as well as Local Finders and Google Maps. Reviews are text-based sentiments left by consumers, as shown above. Ratings are the 1-5 star symbology Google uses so that people can gauge a company’s reputation at a glance. The overall rating a business receives is based on Google’s average of all the individual ratings customers have left. As our example demonstrates, if a business has just two reviews, and one has a 1-star rating and the other has a 5-star rating, this averages out to an overall rating of 3.0 stars. Google users have the option to leave both a rating and text, or just a rating.

Because of Google’s averages, local business owners with less than a 4-star total rating frequently ask how many higher-star ratings they will need to earn before they see their overall rating improve. The answer depends on the total number of ratings the company has already earned, but by my calculation, if a business with ten reviews has earned an overall 3.0 star rating and wants to see that bump up to a much better 4.0 star average, they will need to earn ten new 5-star reviews to move the needle. Similarly, if the business begins with one hundred reviews and a 3.0 star rating, they will need to earn one hundred new 5-star reviews to move up to a 4.0 star average.

Over the years, different surveys have measured how conversions increase when star ratings improve, with a very good recent report finding that when a business succeeds in increasing its overall rating by one whole star (such as moving up from 3.0 to 4.0 stars), it can expect a 44% increase in Google Business Profile conversions. That’s a big number!

Improving the rating is work that must be paced over time to avoid having too many new reviews come in at once, triggering Google to filter them out. Note, too, that it can take up to two weeks for incoming reviews to update the overall average. Local businesses suffering from a poor online reputation, then, can look at the averages and estimate how many new high-star reviews they will need to earn to begin seeing the benefits to their conversions, transactions, revenue, and overall good name.

Identifying causes of reputational damage

There are at least 9 common contributors to the erosion of star ratings and reputation.

  • Too few reviews giving too much power to a small number of voices

  • Neglect of review responses

  • Neglect of local business listings resulting in false information online

  • Bad/rude customer service

  • Bad products

  • Poor work on a job

  • Spam from competitors, past employees, and personal adversaries

  • Spam from the business owner and their staff or marketers

  • Scandals

For all but the last of these bullet points, achievable fixes are right within reach. For the last bullet point, though, the degree of the scandal may take the business outside the scope of this article. When a local business scandal is severe, the owner may end up having to cope with litigation and damage too permanent to continue operations. For the other eight very common scenarios, however, all the steps for determined remediation are yours to take.

Task 2: Determine the key contributors to your low rating and document them. Read through the whole body of your reviews and make a note of each complaint, categorizing them based on the 9 types of problems listed above.

How to improve your local business reputation, step-by-step

Blue infographic explaining 9 common reputation problems and how to solve them, detailed in text below.

In your first and second tasks, you noted down your overall rating and number of reviews, and you categorized the complaints you’ve received into some of the nine different categories. Now, you’re ready to start addressing any of the categories that fit your scenario.

Too few reviews giving too much power to a small number of voices

This is often the first and most obvious cause of a poor overall star rating. When a business has too few reviews, the weight given to each review is extraordinary. As we saw earlier, if your company has just one 1-star review and one 5-star review, your overall reputation is just 3.0 stars.

28% of consumers lose trust in a business when it has too few reviews compared to its competitors, and 70% will read between 5-20 reviews before deciding your company is worth a try. One of the best and most sensible efforts you can make, then, is to launch a review acquisition strategy that ensures you have a steady stream of incoming sentiment and that no single customer has too large a share of voice in your reputation narrative.

Neglect of review responses

40% of your customers expect you to write an owner response when they leave you a positive review. When the review is negative, 64% of your customers expect you to respond. The truth is, these expectations are low, and local businesses should be responding to every single review as it comes in. Just as you would never ignore a customer visiting your physical premises, don’t neglect anyone who is speaking to you online.

11% of people expect your response within 2 hours of their writing a review. 21% expect to hear back within 24 hours, and an additional 28% expect to hear back within 48 hours. From this day forward, make it a priority to use the owner response functionality either as soon as you realize you’ve received a new review or at a given time each day. If you are having trouble keeping on top of this, Moz Local will alert you to incoming reviews across multiple platforms. This is a good plan for going forward.

However, if your review corpus currently consists of months’ or years’ worth of reviews that have received no response, take the time now to go back through the last six months of your reviews and respond to them. While delayed responses are unlikely to re-engage the customers who left the reviews, you can at least begin signaling to the general public that you are implementing a new plan of active responsiveness.

If further coaching in how to respond well to both positive and negative reviews would help, read Chapter 4 of the Essential Local SEO Strategy Guide, but in the meantime, here are quick facts to help you write excellent responses to negative reviews:

  • Do everything you can to solve a problem cited in a negative review, or 54% of consumers will avoid your business.

  • If you accuse a consumer of lying, 33% of customers will avoid your business, and if you argue with the reviewer, 46% will avoid your business. Keep your responses positive and professional, even if you think the customer is wrong.

  • Be sure your response to a negative review includes an apology, or 47% will avoid your business.

  • Know that 38% of consumers write reviews specifically to tell your business how it needs to improve – by fixing stated problems you are taking direct action to improve customer service and reputation.

Neglect of local business listings resulting in false information online

52% of local business review writers say they have written negative reviews as a result of encountering false or inaccurate information about local businesses online, including on local business listings. When business names, addresses, phone numbers, hours of operation, and other essential data are incorrect, it inconveniences, disappoints, and frustrates the public.

Fortunately, actively managing local business listings is one of the easiest steps you can take to safeguard and improve your reputation so that you are receiving zero negative reviews and poor ratings due to avoidable, basic errors. You have two options for this work:

1) Do a manual audit of Google’s organic search engine results for your business name and services, discover all the local business listing and review platforms on which you have a profile, audit those profiles for errors, claim and update them, and track them in a spreadsheet for regular updating whenever your business information changes. It’s a considerable workload.

2) Subscribe to a service like Moz Local which is designed to let you manage all of your listings on key platforms very quickly and effectively from a single dashboard, protecting accuracy and reducing negative customer experiences.

In addition to ensuring that your business information is accurate on formal listing platforms, it’s a good idea to see if other online mentions of your business (known as unstructured citations) contain inaccuracies. For example, if a local blogger wrote about your business two years ago and referenced your street address, and you have since moved, it’s important to search for such references and contact the publishers to request an update of their content whenever your business experiences a significant change.

Bad/rude customer service

65% of review writers have written negative reviews due to bad or rude customer service, making this scenario the dominant cause of negative online sentiment and low ratings. Unfortunately, if your worst reviews fall into this category, it may require structural rather than simple fixes. Every business scenario is different, but here are eight key questions to ask to help you determine the root causes of customers feeling poorly treated at a place of business:

  1. Has every member of my public-facing staff received adequate training in company products, services and policies?

  2. Are ongoing training sessions part of our program so that skills can be developed and improved?

  3. Has every member of my staff received training in complaint identification and resolution so that problems are resolved at the time of service, rather than ending up online?

  4. Is every member of my staff trusted and empowered to use their own initiative and creativity to relieve customer pain, and do they know the correct hierarchy of escalation for problems beyond their direct control?

  5. Does every member of my staff earn a living wage, enabling them to bring resources of inner stability and happiness to the workplace?

  6. Does every member of leadership role model company values to be emulated by employees?

  7. Is a formal DEI council or policy in place to ensure that all staff and customers receive equal consideration, treatment, and service?

  8. Has a policy of customer rights been created by the business, and is it adequately distributed to both the staff and the public?

If any of the answers you gave to the above questions is a “no”, then you have identified a possible cause of negative reviewers feeling that they have been treated poorly or rudely. By addressing the underlying causes of staff failing to convey professionalism, respect and happiness to customers, you will be fixing serious structural problems in your organization. When solutions are implemented, new higher ratings and better reviews should begin to outweigh negative ones over time. For a more in-depth look at the complete customer service ecosystem, return to chapter four of the Essential Local SEO Strategy Guide.

Bad products

Planned obsolescence (manufacturing products that are intended to break) is making headlines and being outlawed in different places around the world, and it’s clear that paying good money for bad products is a sting keenly felt by consumers. 63% of reviewers say its a cause of them writing negative reviews, and for consumers aged 18-29, it is the #1 cause of such sentiment. In America, youngest people are also poorest, and it makes perfect sense that they would be the most distressed by spending hard-earned money on shoddy merchandise.

Supply chain breakages over the past few years have doubtless exacerbated this scenario, with local businesses often having to stock whatever they can access rather than what they know to be top quality. Sustainability, too, plays a key part in this conversation, as the public is reevaluating the climate impacts and pollution that result from a throwaway culture.

If some of your negative reviews fall into the “bad products” category, it could help to know that the latest marketing thought leadership envisions business owners as guardians and stewards who are responsible for offering the highest quality, most sustainable products to their communities. For local businesses, this could mean replacing remotely-sourced goods with more local inventory when better resources are available nearby. It could mean adding new steps to quality control processes. This is not an easy fix, particularly due to the effects of the pandemic on manufacturing, but it’s a problem that takes on extra relevance if you discover that your worst ratings stem from an inventory of poor-quality products that are undermining your reputation.

Poor work on a job

Even if weeks or months have gone by since a customer wrote a review complaining of something like a botched home improvement, an unsuccessful repair, or an unmet deadline, your best course for reputation restoration will be to directly contact the unhappy client and see if there is anything you can do to make them feel better. You may have to redo the work. You may have to refund their money. Or, a simple, heartfelt apology and request for a second chance to “get it right” may be enough to transform the relationship.

While you cannot offer any type of incentive to prompt a formerly-unhappy customer to update their negative rating and review, what you should look out for is the point at which your follow-up has resulted in customer satisfaction to the degree that they might amend their online sentiment if asked. You’ll enjoy two victories if you succeed. First, the original customer will think well of you again and hopefully continue to do business with you. Second, when a negative review is updated to reflect a subsequent better experience, it is no longer a barrier to further leads from the general public.

These two statistics should give you tremendous confidence for the uphill work ahead: 67% of negative reviewers had an improved opinion of a brand when the owner responded well, and 62% of negative reviewers would give a local brand a second chance after an owner response solves their problem.

Spam from competitors, past employees, and personal adversaries

Of all of the major review platforms, it has been proposed that Google has the biggest problem with review spam, with an estimated 10.7% of its review content being fraudulent. Every review platform has its own guidelines, and many countries have rulings regarding what constitutes review fraud, but a general definition of it would include these factors:

  • Reviews written in exchange for money, gifts, discounts, or other incentives.

  • Reviews that stem from competitors, owners of the business being reviewed, staff, and former staff, or other non-customers of the business

  • Reviews that are left on behalf of anyone instead of directly by the customer

  • Reviews that are manipulated (gated) so that only positive sentiment is displayed

  • Review removal requests in exchange for money, discounts, or other incentives

In the United States, review fraud is illegal. It is considered an unfair competitive practice that impacts consumers and businesses under section 5(a) of the US Federal Trade Commission Act. Unfortunately, Moz’s recent survey found that 40% of consumers have been offered money, discounts, or gifts in exchange for writing reviews. This could include brands and agencies paying members of the public to both positively review them and negatively review their competitors. An additional 11% admit to leaving negative reviews of their former employers. All of these practices are prohibited.

It’s important to know that Google will only consider removal of spam reviews if they demonstrably violate their stated guidelines, and Google typically won’t remove textless ratings. If you strongly believe that the erosion of your overall Google star rating is due, in part, to the presence of review fraud, you have three possible avenues toward resolution:

  1. Log into your Google account and look up your business by name. Using the New Merchant Experience interface that should appear in the organic results, click on the “read reviews” tab. Find the fake review, and click the three dots to the right of it to report the review. Wait at least three days and then check to see if the review is gone. If not, you can try to report the problem via this live chat form. For more information on reporting review fraud, read this Google help doc.

  2. If review fraud is stemming from a personal adversary or other known bad actor, you may need to seek legal advice regarding how to proceed toward resolution.

  3. If Google fails to protect you from a large-scale review spam attack, a PR campaign may be your only hope of resolution. While Google will sometimes ignore individual reports of review spam, they have often acted once the scenario becomes a publicized scandal picked up by mainstream media. There have even been instances in which Google has shut off reviews during negative review attacks.

Spam from the business owner and their staff or marketers

50% of consumers lose trust if it looks like an owner or their employees are reviewing their own business. 44% are suspicious when an overall review profile consists of all-five-star reviews without any complaints. 39% are mistrustful when the profiles of those leaving reviews look suspect and 20% are wary when a local brand has too many reviews compared to its competitor.

A poor reputation doesn’t always equal a low star rating. It can, instead, stem from customers quietly walking away because they rightly suspect that the review profile is filled with fraud instigated by the business, itself. If the business you are marketing falls into this category, the above statistics paired with the illegality of these actions are all the persuasion that should be necessary to take immediate action to remove any reviews that violate platform guidelines and government regulations. Any review left by the business or its staff should be deleted. If fraudulent reviews stem from having hired a marketing firm that implemented this practice, your brand may need to seek legal advice in order to prompt the organization to delete this content. Only when you have removed as many spam reviews as possible will you be able to start building the legitimate reputation that supports customer satisfaction and brand longevity.

Task 3: Begin implementing the fixes for each category into which your negative reviews fall, prioritize acquiring new reviews, and then give it time for the expected rating improvements to materialize. If all goes well, you should start tracking a lift in engagements and revenue as the result of your higher overall rating.

Summing up

A low-star overall rating doesn’t feel good, and stands as a major obstacle to you running and marketing the local business of your dreams. However, because you can categorize the roots of negative consumer sentiment, you will typically have considerable powers of improvement on your side. It may take weeks, months, or even a year to implement better practices, services, and acquisition campaigns that culminate in a sterling rating, but such work has become primary to basic local business operations over the past twenty years.

For local businesses currently struggling with a reputation of 3-or-less stars, the main challenge will be to make improvements quickly and then actively acquire new sentiment at a steady rate so that future customers stop being turned away by the sight of a poor rating. It’s good to know that very few customers are looking for 5-star perfection and that, in fact, lots of people find flawlessness suspicious.

The ideal outlook is to utilize negative consumer sentiment as a valuable source of business intelligence which, at its best, tells you exactly what needs to be fixed so that customers are more satisfied. This is what makes review management an ongoing local search marketing task, and even a business with a good or great rating today can never stop working at reputational maintenance via stewardship of reviews.

Eager to learn more about local search and local business reputation? These resources are at your fingertips:

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Continue Reading


Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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