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GoDaddy encourages MSMEs to streamline their online presence

Having your own website allows you to leverage borderless communication, control your own messaging, and increase your reach among audience segments you might otherwise lose to other brands on social media. 

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As a company that empowers everyday entrepreneurs, GoDaddy supports small business owners and entrepreneurs for them to be well-equipped to thrive online, especially given the current landscape. The company is particularly focused on empowering micro, small, and medium enterprises (MSMEs), as the global pandemic has significantly impacted this sector. 

The Department of Trade and Industry (DTI), in a recent survey, said that 10% of Philippine MSMEs have closed operations since June of 2021, with 46% of MSMEs in partial operations, and 53.8% reporting a decline in their sales. 

With these figures, it’s no surprise that many have adapted a digital means of conducting business, with varying degrees of success. While social media is often the main entry point and a great first step in establishing an online presence and futureproofing your business, GoDaddy also emphasizes the need to identify the unique advantages that having an official business can bring to help entrepreneurs move along in their digital journey. 

While it’s instinctive, especially for small businesses, to think that creating a website is time-consuming and expensive, establishing an online presence via an official website is actually a great, long-term investment. Having your own website allows you to leverage borderless communication, control your own messaging, and increase your reach among audience segments you might otherwise lose to other brands on social media. 

With tools like the GoDaddy Website Builder, you can launch your website in no time, as the tool gets you started with thousands of templates to choose from, as well as a drag-and-drop editor to easily build the website’s look. Custom site content can also be added in each section of the website. The Website Builder features tablet and mobile layouts, making your website more responsive and unique to your business. 

Having a website can also allow you to spotlight your brand’s offerings, away from the clutter of images on any given social media platform. You can organize this further, and dedicate an ecommerce shopping section integrated with your website, with GoDaddy E-Store

Another benefit of having your own website in the early stages of a business is being able to pin down both the quantity and quality of your website traffic. To maximize this capability, a powerful tool you can add in your kit is the Digital Marketing Suite, with inclusions such as analytics to track marketing success, and Search Engine Optimization (SEO) training to guide you in driving even more traffic to your site. This suite of digital tools comes with tailored action plans, enabling you to plan your next moves, guided by data, in attainment of your business goals and toward expansion of your business. 

“It’s only logical to go where the audience is, and that is online with the quarantine having increased the online activity. With  a lot of businesses having started doing so, the challenge now evolves to how to drive and retain online engagement,”  Norman Barrientos, GoDaddy’s Director of Marketing for Southeast Asia, said. “There are many ways to go about this and one of the most exciting things about digital is the capability to experiment. For those who have little wiggle room for extra time, having a website can be a way for businesses to strengthen and streamline their online presence,” he added. 

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‘Top reviews’ can help sway shoppers, but there are limits

Although featured — or top — reviews on e-commerce sites can help cut down on information overload for customers trying to make purchasing decisions, too many such top reviews can pose an overload of their own, according to researchers.

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Although featured — or top — reviews on e-commerce sites can help cut down on information overload for customers trying to make purchasing decisions, too many such top reviews can pose an overload of their own, according to researchers.

In a study of products and product reviews on online retail giant Amazon, the researchers found that top reviews — which are featured reviews that consumers have endorsed as the most helpful — can lead to higher sales and improved customer satisfaction. However, they added that when there are too many featured reviews, their influence can start to wane.

“We found that there is a situation that when there are too many top reviews, you fall right back into the trap where there is just too much information for the consumer,” said Wael Jabr, assistant professor of supply chain and information systems in the Penn State Smeal College of Business. “In this natural experiment we had some products with just three top reviews and others with significantly more. For products with way more top reviews, we saw the value of those top reviews goes away.”

The researchers used data from about 2.2 million reviews of 1,000 products on Amazon, including all review-related information, such as the overall number of reviews and featured reviews of those products. Sentiment of reviews was determined by the rating the customers gave the product. The researchers also tracked the Amazon sales ranking of the studied products over a 10-month period.

The effectiveness of the top reviews was based on how the performance of individual products changed over time. Specifically, the researchers looked at how the reviews started to disperse in their ratings and how the product sales rank changed. 

The study was published in Management Information Systems Quarterly.

According to Jabr, e-commerce sites chose to feature reviews because popular products tended to attract numerous reviews. The number of reviews for some of these products can be staggering, he added.

“For example, when Amazon put out the Echo Dot smart speaker, more than a million customers reviewed that product within the first four years of its release,” said Jabr. “So, do we need a million reviews to make a good decision on what to buy? Probably not. At a certain point, then, companies started to realize there is an overload that customers will face when we have to navigate this content. Retailers eventually came up with a variety of ways to kind of help you navigate this content, one of which is featuring reviews.”

Sentiment match

The researchers also found that the influence of top reviews is strengthened when their opinions tend to match the overall sentiment of the other reviews.

“When you look at the reviews, Amazon shows you the overall ratings of the reviews — for example, how many people gave it a four-star rating, or, how many people gave it a two or three, etcetera,” said Jabr. “We wondered, then, if the top review effect can be amplified. And it can. We found that when the distribution of top reviews and the distribution of overall reviews match, then the power of top reviews to influence gains strength. It is almost like there is a confirmation when the top reviews match what the crowd is saying.”

The power of top reviews to lift sales and satisfaction is limited, however, said Jabr, who worked with Mohammad Rahman, associate professor of management at the Krannert School of Management at Purdue University. For example, they found that top reviews lack the power to improve the status of less popular products.

The findings could help companies design better webpages while also helping customers make better decisions, said Jabr.

Selling isn’t enough

“Platforms, such as Amazon, are, of course, in the business of selling stuff, but selling stuff alone is not enough,” said Jabr. “Platforms want consumers satisfied with their purchases — and not return those purchases. They also want repeat consumers. In fact, Jeff Bezos himself is quoted saying, ‘We don’t make money when we sell things. We make money when we help consumers make better decisions.’”

The study explores whether there is a certain magic number of reviews as being an optimal amount of top reviews, according to the researchers.

“While the natural experiment does not compare every combination of numbers — for example, two reviews compared to three reviews, or two compared to four — we found that products with three reviews faired better than products with a varying number of reviews ranging from four to 10,” said Jabr. 

In addition to being thoughtful about selecting and displaying top reviews on a webpage, the researchers also suggest that, at a certain point, companies should switch from encouraging customers to review products to asking them to endorse reviews.

“Retailers often default to sending you an email saying, ‘Please rate our product,’ which we think is great,” said Jabr. “But when there are enough reviews, they may want to find a way to nudge the customers to decide on top reviews because that’s going to be much more valuable then writing one more review.”

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Why silly distractions at work can actually be good for you

Short positivity interventions can help employees make the best of their day and that employers and employees should consider incorporating more positivity into the workday.

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Positive interventions that distract us from difficult tasks actually help to reduce our stress levels, according to new research from WHU – Otto Beisheim School of Management and Trinity Business School. 

The research, conducted by an international team of researchers, shows that short positive interventions, such as watching a funny YouTube video, can help you to overcome daily demands like dealing with annoying emails or the tasks you dread. In turn, this allows you to be more engaged, creative, and helpful toward your coworkers.

The research was led by Vera Schweitzer from WHU – Otto Beisheim School of Management with co-authors Wladislaw Rivkin (Trinity), Fabiola Gerpott (WHU – Otto Beisheim School of Management), Stefan Diestel (University of Wuppertal), Jana Kühnel (University of Vienna), Roman Prem (University of Graz), and Mo Wang (University of Florida).

So, according to this research, next time you find yourself secretly laughing at a hilarious video your colleague sent to you during the lunch break, you should embrace it. This will help you to recover from a stressful morning and prepare you to make the rest of the day a success.

Professor Vera Schweitzer, researcher at WHU – Otto Beisheim School of Management, explained: “Our study shows that experiencing feelings of positivity throughout your workday can help you to remain effective ­ particularly when daily work demands require you to invest a lot of self-control, that is, regulatory resources to control your temper.

“Trying to stay calm after reading an annoying email, for example, is typically quite depleting for employees. Consequently, they might struggle to demonstrate self-control throughout the rest of their workday, which, in turn, would hamper their engagement, creativity, and behavior toward their colleagues.

“This is where positivity comes into play: Watching a funny video increases feelings of positivity. Such positive emotions allow employees to protect their regulatory resources even after dealing with resource-consuming self-control demands. In turn, this positively affects their effectiveness at work.”

Dr Wladislaw Rivkin added:“Today’s work environments are increasingly demanding, but we have limited understanding of what organizations and employees can do to prevent the stressful effects of self-control demands such as negative emails or unloved tasks. 

“Our research shows that short positivity interventions can help employees make the best of their day and that employers and employees should consider incorporating more positivity into the workday. For example, organizations could provide employees with recommendations about short funny videos via a daily newsletter or post a ‘joke of the day’ on the intranet. By doing so, employers can help mitigate the negative effects of self-control demands.” 

The researchers gathered their results by examining 85 employees over 12 workdays, who received a daily text- or video-based positivity micro-intervention. 

The paper, entitled ‘Some positivity per day can protect you a long way: A within-person field experiment to test an affect-resource model of employee effectiveness at work’, was published in the journal ‘Work & Stress’. 

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AXA Philippines recognized for protecting MSMEs

AXA was lauded for its development of MicroBiz Protek Jr., a property microinsurance product designed for Micro, Small, and Medium Enterprises (MSMEs) in partnership with Cebuana Lhuillier.

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AXA Philippines was recognized by its partner Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) during the latter’s Regulatory Framework Promotion of Pro-poor Insurance Markets in Asia (RFPI) Closing Ceremony held at the New Coast Hotel in Manila.

Through GIZ RFPI, AXA was lauded for its development of MicroBiz Protek Jr., a property microinsurance product designed for Micro, Small, and Medium Enterprises (MSMEs) in partnership with Cebuana Lhuillier. It insures microenterprises against calamities and provides coverage for burglary and robbery. The product also offers emergency assistance available in the Emma by AXA PH mobile app, which gives users free access to services such as ambulance, roadside, fire, and police assistance, while policyholders can pay their premiums through the app, among other things.

 GIZ also praised AXA Philippines for its support of Mutual Exchange Forum on Inclusive Insurance (MEFIN) activities such as regional Public-Private Dialogues during the awards program.

GIZ RFPI is a regional project that has been implemented in seven countries starting in 2013. It aims to develop direct climate risk insurance approaches for the poorest, poor, at-risk population and MSMEs in the partner countries including Indonesia, Vietnam and Philippines at the political-strategic level.

The awardees were selected based on their contributions on regulatory framework improvements, business model development, capacity building, knowledge exchange, and in the strengthening of the MEFIN initiatives.

“Every Filipino entrepreneur deserves to be protected while taking care of their business,” said Gael Lapie, CEO In-Charge and Chief Financial Officer of AXA Philippines. “This recognition reaffirms our commitment to making insurance and protection accessible for all, including the MSME owners.”

For more information about AXA Philippines, visit https://www.axa.com.ph/.

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