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How to get customers to talk about you

WOM is arguably the most influential means of persuasion and can be a critical driver of a company’s growth. For this reason, many companies offer consumers incentives to encourage them to generate WOM.

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Researchers from Arizona State University, New York University, and Northwestern University published a new paper in the Journal of Marketing that examines how marketers can fuel positive word of mouth (WOM) without using explicit incentives.

The study, appearing in the Journal of Marketing, is titled “How Marketing Perks Influence Word of Mouth” and is authored by Monika Lisjak, Andrea Bonezzi, and Derek Rucker.

WOM is arguably the most influential means of persuasion and can be a critical driver of a company’s growth. For this reason, many companies offer consumers incentives to encourage them to generate WOM.

Classic examples of WOM are referral and seeding programs, whereby a company literally “pays” current customers to generate positive WOM and attract new customers. Despite its intuitive appeal, however, this practice can backfire. Ironically, incentivizing WOM sometimes can hamper, rather than increase, consumers’ willingness to engage in WOM.

This research shows that commonly used marketing perks–e.g., gifts, benefits, and rewards–can effectively foster WOM without being used as explicit incentives. Their effectiveness at boosting WOM, however, depends on how they are framed and therefore perceived by consumers: Marketing perks are more effective at fostering WOM the less they are perceived to be given out of contractual obligation. The term “contractuality” refers to the degree to which a perk is perceived to be given to consumers in exchange for engaging in specific behaviors dictated by a company, such as filling out a survey or making a certain number of purchases.

Lisjak explains that “We demonstrate that marketers can influence the perceived contractuality of a perk with easily implementable pivots. Consumers can perceive the exact same perk, say a free coffee, as more or less contractual simply based on how it is framed.”

As one example, the perceived contractuality of a perk can be lowered by giving consumers a free item after a set number of purchases, but not making the number of purchases salient to the consumer. As another example, the same perk could be accompanied by a thank you note, as opposed to a note that highlights all the effort a customer had to put in to earn the perk. In both instances, companies do not have to change the offering, only how consumers perceive it.

Interestingly, however, perks lower in contractuality can sometimes backfire against companies. This is more likely to occur when a perk characterized by low contractuality comes from a disliked or distrusted company. Under such circumstances, consumers become wary of the company’s intentions and then interpret the perk as a manipulative act of persuasion driven by ulterior motives.

When this happens, perks lower in contractuality in fact hinder rather than fuel WOM. To illustrate, many consumers do not like utility providers or financial institutions. To the extent that such dislike prompts consumers to make hostile attributions of benevolent gestures, such companies might be better off using perks that are higher in contractuality.

Finally, contractuality can entail a trade-off. Despite being more effective at fostering WOM, low contractuality perks might be less effective than high contractuality perks at inducing compliance with a direct request. For example, if a company wants consumers to complete a customer satisfaction survey, offering a high contractuality perk can be more effective and efficient than offering a low contractuality perk.

Simply put, when brands have a specific action other than WOM that they would like consumers to take, perks higher in contractuality might serve as better incentives because they make behavior-reward contingencies clear and salient.

Bonezzi summarizes the study by saying “Our findings suggest that marketers could nudge consumers to generate positive WOM by providing them with perks that have fewer strings attached. Of note, this could be achieved at a similar cost to perks that come across as highly contractual.”

Strategies

Tips to achieve healthy headspaces for a productive workplace

Eastern Communications, one of the premier telecommunications companies in the Philippines, believes that enterprises need to support their employees to help ensure productivity while mitigating the effects of isolation and uncertainty.

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The world’s response to COVID-19 has resulted in the most rapid transformation of the workplace. Working remotely is a challenging setup in the quarantine economy, as employees struggle to balance work and personal life. Moreover, uncertainty and isolation during the pandemic have caused various physical and mental health problems among employees. 

Eastern Communications, one of the premier telecommunications companies in the Philippines, believes that enterprises need to support their employees to help ensure productivity while mitigating the effects of isolation and uncertainty. In a recent webinar entitled “Leap Forward” hosted by Eastern Communications, key opinion leaders gathered to discuss ways on how productivity can be boosted in today’s work from home setup. 

Prioritize employee well-being

Cat Trivino, MindNation Chief Marketing Officer, shared that companies that make the well-being of their employees a top priority not only create a healthier workplace but also produce a happier and more productive workforce.

According to Premier Value Provider’s Employee Mental Health survey in 2020, the highest levels of critical stress (31%), anxiety (47%), and depression (46%) were recorded during May 2020 and this was most prevalent among the younger workforce. 

“Normalize conversations around mental health and overall wellbeing, as well as advocate self-care. Seeking help during this time is important because we get to put to practice that empathy that the world so badly needs, and you need to practice that with your team. Make sure that they feel that openness and that trust to talk about these things,” she added.

A mentally healthy workforce in general will not only improve productivity but also boost employee morale and retention. 

Utilize digital tools for seamless and easy collaboration

Part of helping employees when it comes to their well-being is also giving them convenient yet efficient ways to collaborate while working from home. According to Diana Montes, Eastern Communications’ Strategic Manager, facilitating seamless communication and easy collaboration in the workplace can decrease stress levels.

Based on her experience, integrated tools like cloud-based solutions help in the effectiveness and well-being of a workforce. They also maximize the use of these collaboration apps by staying connected even for non-work-related activities.

“Here at Eastern, we’re quite grateful that even before the pandemic hit, our systems for productivity and collaboration were readily in place. So essentially, we just transferred physical meetings, discussions, and consultations virtually,” she said.

Montes also recommends using a project management tool or planner app to monitor the progress and overall productivity of the entire team on a certain project. Everyone involved has visibility and this way they can prioritize projects that need more assistance.  

“I also receive reports about the amount of time I spend using these collaboration tools and it gives me a notion of when to take on more work or slow down. This helps very much since like I said, sometimes we just lose sight of how much work we’ve already been doing at a particular period,” she added. 

The pandemic has highlighted the importance of developing an overall strategy that puts employees’ well-being first. Through Eastern Communications’ Leap Forward series, businesses are able to learn digital solutions and strategies from experts that will ensure business continuity while supporting the health and morale of the team.

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Strategies

In a negotiation, how tough should your first offer be?

New research shows the first offer can have a significant impact on the eventual outcome, and if you try to drive too hard a bargain, it could backfire.

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Photo by @chromatograph from Unsplash.com

In a negotiation, how tough should your first offer be? New research shows the first offer can have a significant impact on the eventual outcome, and if you try to drive too hard a bargain, it could backfire.

Whether you’re buying a house, a car, or second-hand furniture, it’s likely you will need to negotiate the price, so being able to negotiate effectively could save you significant cash.

Behavioral economist Professor Lionel Page from the University of Technology Sydney (UTS) said opening offers in real-world negotiations are sometimes intended to signal the “toughness” of the buyer – but whether this strategy actually works was not known.

“This experiment allowed us to study whether and how the level of the opening offer influences the beliefs of buyers and sellers, their actions and the final bargaining outcome,” said Professor Page.

The researchers conducted the experiment using a bargaining game where players exchanged offers for a split of $10. The aim was to mimic the start of a typical negotiation process.

They found that the success or failure of a negotiation depended not only on the final offer on the table but also on the emerging dynamics of the bargaining process.

“The intermediary offers made during a negotiation can be interpreted as suggesting either kind and compromising intentions, or unkind and uncompromising ones,” said Professor Page.

“And the perception of these intentions can, in turn, influence the final outcome. Low offers are perceived as disrespectful, so players react negatively and can be spiteful in their counter-offers.

“In a substantial number of cases, the responder chose a ‘‘punishing’’ counter-offer that was lower than what he believed was the buyer’s minimum acceptable amount,” he said.

This means it is not the best strategy to always be as tough as possible in a negotiation.

Previously there has been two conflicting views on first offers in negotiations, said Professor Page.

One view is that a low opening offer works as an “anchor” that moves the final offer in the direction of the first offer.

The second is that a more reasonable initial offer achieves a better outcome because it doesn’t sour the atmosphere and endanger the agreement.

Professor Page said their study showed support for both these ideas.

“We found that there is a small window where an offer is lower than an equal split, but not so low that it triggers negative emotions. It was viewed as ‘fair game’ to start the negotiation at this point.”

So in summary to strike a good bargain your opening offer needs to be not too hard, or you risk a spiteful counter-offer, but not too soft either, or you might be taken for a ride.

The study: Driving a hard bargain is a balancing act: how social preferences constrain the negotiation process, by Professor Lionel Page and Dr Yola Engler was recently published in the journal Theory and Decision.

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Strategies

5 Practical ways to keep your finances safer online

Kaspersky’s fresh data for Q2 2021 showed a 60% increase in mobile banking Trojan attacks blocked in the region versus same period last year.

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Photo by Blake Wisz from Unsplash.com

Kaspersky reveals its Q2 2021 mobile threat report for Southeast Asia (SEA) where it has monitored a 60% uptick in the number of attacks using malicious mobile bankers detected and blocked in the region. 

Mobile banking Trojans – or bankers – are used by cybercriminals to steal funds directly from mobile bank accounts. These malicious programs typically look like legitimate financial apps, but when a victim enters their security credentials to try to access their bank account, the attackers gain access to that private information.

Overall, since the beginning of 2021, Kaspersky products have foiled 708 incidents across six countries in SEA. This is already 50% of the total number of mobile bankers blocked in 2020 which was 1,408.

Indonesia and Vietnam logged the most number of incidents during the first half of the year. However, globally, the two countries are not among the top 10 countries affected by this threat. Vietnam is only 27th and Indonesia is 31st as of June this year.

The five countries with the most number of mobile banking Trojan detections in Q2 2021 are Russia, Japan, Turkey, Germany, and France.

*Mobile banking Trojans attacks detected from users of Kaspersky mobile security solutions in the country

While the number of mobile banking Trojan attacks in SEA remains low, 367 incidents from April to June 2021 versus 230 detections during the same period last year, the continuing pandemic continues to force users to start using mobile payment systems.

“We are almost at the second year of the pandemic which has fast tracked the mobile payment adoption in the region at a breakneck speed. During the beginning of this health crisis, our survey already showed that the majority of internet users here have shifted finance-related activities online, like shopping (64%) and banking (47%),” comments Yeo Siang Tiong, General Manager for Southeast Asia at Kaspersky.

The same survey revealed that seven in 10 (69%) are worried about conducting financial transactions online and 42% of the respondents admitted to being afraid about someone accessing their financial details through their devices.

In addition, another Kaspersky report titled “Making Sense of Our Place in the Digital Reputation Economy” discovered that the majority (76%) of 861 respondents from SEA confirmed their intent to keep their money-related data away from the internet. The sentiment is highest among Baby Boomers (85%), followed by Gen X (81%), and Millennials (75%).

“Clearly, there is an awareness about the threats present when we do banking and payment transactions through our mobile phones. But there is still a gap between knowing and acting on it. So to help users from SEA embrace the power of their smartphone and also keep their finances safe, we suggest some practical tips but also encourage everyone to please look into using security solutions as a safety net in case they accidentally clicked a malicious link or downloaded a rogue mobile banking application,” adds Yeo.

Here are some practical tips from Kaspersky which you can do to beef up your money’s safety online:

1. Get a temporary credit card

Cyber criminals have developed incredibly sophisticated techniques and malware that can sometimes thwart your best efforts for safe online shopping. As another level of security for safe online shopping, you can use a temporary credit card to make online purchases, in lieu of your regular credit card. Ask your credit card company if you can be issued a temporary credit card number.

Just remember to avoid using these types of credit cards for any purchases that require auto-renewal or regular payments.

If a temporary credit card is not possible, an alternative is to use a credit card with a low credit limit.

2. Dedicate a computer to online banking and shopping

If you have more than one computer, it may be wise to dedicate one for online banking and shopping only. By avoiding using the computer for any other Internet browsing, downloading, checking email, social networking, and other online activities, you effectively create a ‘clean’ computer that is totally free of computer viruses and any other infections. For added security for safe online shopping, install Google Chrome, with forced HTTPS. This ensures you are visiting only secure websites.

3. Use a dedicated email address

Create an email address that you will use only for online shopping. This will severely limit the amount of spam messages you receive and significantly reduce the risk of opening potentially malicious emails that are disguised as sales promotions or other notifications.

4. Manage and protect your online passwords

Using strong passwords and using a different password for each online account is one of the most important things you can do for safe online shopping. We know it can be difficult to remember so many different passwords, especially when they are composed of numerous letters, numbers, and special characters. But you can use a password manager to aid you in keeping strong passwords for multiple accounts.

5. Use a VPN

If you absolutely must shop online while using public Wi-Fi, first install a VPN (virtual private network). A VPN will encrypt all data that is transferred between your computer or mobile device and the VPN server, preventing hackers from hijacking and viewing any sensitive data you input.

In the Philippines, Kaspersky endpoint solutions like Kaspersky Total Security (KTS) that have a password manager and  VPN features is currently included in its 9.9 promos in Shopee and Lazada.  Filipino customers can enjoy up to 50% discount.

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