Marketing of services differentiate slightly from the product because of its non-tangibility. If we talk in consideration with the 7P’s of marketing, we will be able to analyze further difference. Some of the main service providers include telecommunication, tourism, computer services and etc. Service industry over decades have played an important role in the progress of economic development. Hence successful marketing strategies are required for the promotion.
Along with the factor of intangibility, a service is also heterogeneous and utilizable. This causes great difficulty in the promotional activities and creativity tools are required to appeal the mass audience. The significant factor in service is quality, which is highly emphasized. The quality of the service should be marketed in such a way that it would appeal the customers to utilize it. For service industries, word of mouth of customers work at its best. Service promotional activities can also be done by providing discount cards and other vouchers. Advertising of service industry is done by showcasing the experience that is highly satisfying.
Generally, service pricing is much difficult as the manufacturing or material costs are not apparent. If we consider the restaurant industry, charging for the ambiance and other utilities is fairly hard to calculate. Overhead costs and profit margin calculation requires complete analysis. Mostly, the customers argue over the high pricing of the services, which creates great complexity in the justification process.
For the deliverance of service, people play a well-defined role. Customer satisfaction is granted in various regions by the help of staff. For example a salon facility is availed by the specialists. Hence their performance and quality of treatment provides the result to a customer. Customer service should be the central point of the service industry. The marketing of this particular industry proves to be successful by customer satisfaction. The advent of social media has made marketing easier as pictures of service locations can be posted along with testimonials of happy clients.
Regardless of what your e-commerce strategy includes, establishing consumer confidence is significant to achieving success in 2015. Sadly, there are no shortcuts: consumer confidence is only achieved with consistent hard work, but it’s a lot easier when you use these three easy steps as your guide.
The primary stage to gain consumer confidence is by representing your products accurately. One of your jobs is to make your brand’s products look good; however there is a difference between a beautiful presentation and misrepresentation. Providing consumers with exact and comprehensive information is the best way to give them a representation of what will arrive on their doorstep when they click “buy”. World’s top brands don’t pursue one-time shoppers; they acquire loyal repeat consumers, otherwise known as the 20% who make 80% of the sales.
When you’ve set the priority of honesty with your customer, it’s integral that you provide consistency, else one amazing shopping experience can be converted into a negative one. It is significant to make sure you are consistent in the following areas.
There is nothing more annoying than inconsistent product information. All of your product information needs to be reliable. Avoid anything that can potentially confuse your customers.
It doesn’t make a difference how funny or smart product copy is if it’s not consistent with the branding for your company, it’s not going to have a positive impact. Eventually, it’s more vital to stay true to your core customer base than risk alienating them to attract a new one.
Go far beyond to consistently surprise and delight customers with your skills to handle their problems such as offering online customers free return shipping so they feel comfortable purchasing new items.
Earning the consumers trust is the first step to making a brand evangelist that will impart their positive experiences to their loved ones. As per a study by Forbes, 81% respondents demonstrated that their loved ones directly influence their purchase decisions.
Therefore, consumer confidence is significant to long term growth. Also the brands that pursue honesty, accuracy and consistency will see astonishing long term results.