News Article Published:
Friday, 16 May 2008
Category:
Professional Services
Online marketing needs to be more engaging and go beyond capturing attention to stay ahead of the competition, it has been revealed.
Travelocity founder Terry Jones suggested that professional services marketing should embrace web 2.0 opportunities, such as user generated content (UGC), to help boost search engine optimisation and build consumer relationships, reports direct traffic media.
Speaking at the Silverpop Digital Marketer Conference, he also noted that website design should be geared toward providing something consumers can't get offline.
"In a world of diminished loyalty, customer relationships are key," he added.
Meanwhile a recent study by YouGov suggested that 77 per cent UGC contributors such as bloggers are unclear about the legal implications of their online content.
To remedy this problem many commentators have suggested producing guidelines for companies and contributors using UGC.
Research also suggests that only five per cent of internet users are clear on their legal rights and responsibilities when posting online and 46 per cent believe a UGC code of conduct is necessary.
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