1) How effective do you believe online display advertising is compared to other media and why?
Online display advertising can be an extremely effective marketing tool if it is applied correctly. They need to be interesting and noticeable and at the same time they shouldn’t be overbearing or eyesores. The plethora of graphics today allows marketers to spiff up their ads and make them much more stimulating than they have been. Even if the ads aren’t clicked on or acted upon by the users I agree that “they increase brand awareness and message association, and they build brand favorability and purchase intent” (p. 316). To me there’s an aspect of subliminal message that takes place which has proven to be successful. There’s a passivity occurring simultaneously with interaction that works well together. They can be less bothersome than e-mail ads and less coercive that paid search ads. Because they are meant to increase brand awareness they still serve a purpose even if there’s no additional interaction on behalf of the user. The brand name can resonate and surface at later times which can make it very valuable in the end.
2) Why do you believe “Will It Blend” has been so successful?
I think the book’s author is right about why this YouTube video of the blending of the today’s highly popular technology and other random objects received millions of views in a year because it’s akin to “watching a train wreck – irresistible.” I’m not sure about the psychological aspects of this obsessive behavior but when it’s presented to them; people seem unable to overcome the desire to look at situations obliteration. A perfect example of behavior is car accidents. No matter how gruesome, the single line of traffic that results from an accident between vehicles moves gradually because almost every passerby tends to slow to a crawl so that they may get a glimpse at the wreckage. It’s perplexing to say the least. I am not sure why we crave a peek at such shocking and upsetting scenes. I don’t know if it has to do with a degree of curiosity or maybe it is connected to the bewilderment we have when it comes to facing death and destruction. Not knowing is unsettling, perhaps we think seeing this obstacle up-close will better help us understand life. Or maybe it all is some sort of reaffirmation about our own lives – a kind a philosophy of that could have happened to me, I should start living every day to the fullest. Yet no matter what the true reason is behind this enigma of human behavior, one thing remains clear: we may not want to but we have to look.
This video clip is obviously not on the same level of destruction as a car accident but it does have the same factor to it – this is why I believe it has been so popular. Blendtec was able to use the strange, undeniable sensation of watching something be completely obliterated as long as it remains impersonal. Like, I doubt someone would want to watch if it happened to be there iPod. But Blendtec seemed to choose the perfect items to mangle by using an interest that has become universal: technology. Also, I’m sure there are people out there that have wondered “What if I put this in the blender?” but of course did not because they would be out a good deal of money and a greatly valued device.
3) Name what you believe are the three most important rules for successful e-mail marketing and explain why?
I was surprised to find that, “E-mail is the most often used marketing tactic in the B2B market…” (p. 303) because I think I rarely respond to or even open e-mails with subject lines filled with advertising talk, but then I read that it’s “used by 92 percent of the internet users” which made its popularity add up. Even if the e-mail is immediately deleted, it has the faculty of brand recognition. E-mail pretty much forces the user to think about the company or the good or service it’s endorsing, if only for a second or two. Here are the three rules I hold most important for successful e-mail marketing (p. 307):
a) “Use opt-in to build your lists because your reputation for being customer oriented is more important than having a large list.”
This rule is definitely one that all businesses using e-mail marketing should abide by. There have been several times when I’ve received e-mails advertising products that I would never be interested in and even some that I cannot be interested in – such as, male-oriented goods. These are e-mails that I find highly annoying because it’s like the company didn’t even try to find its target market but instead sent the e-mail out to any address it could get its greedy hands on. Not only would using opt-in help them to best find their target recipients, but in the long-run it could boost their marketing feedback regarding response and practicality of finance.
b) “Make it easy for users to unsubscribe. This builds trust.”
EBay is a good example of a business that has utilized this rule. When you save a search on EBay, the site will ask if you would like regularly sent e-mails telling you that there are new items that match your search result. Thus, allowing consumers to find what they wanted or were interested in the first place without them forgetting about it or having to do the search over and over again. But, if the frequency of these e-mails becomes too often or the customer no longer needs/wants the product and these messages start to overcrowd the user’s inbox, EBay provides a very simple process to lessen or end the notifications. Because of the ease and convenience the system has, I continue to regularly use this application. If it had been an unruly process then I would have never used it again. Therefore, EBay has been able to create a positive relationship with its customers by offering them something that’s useful and customer-oriented.
c) “Give recipients plenty of opportunities to engage with the e-mails and act on the offer.”
Clarity is key in e-mails with promotion opportunities. In the past, I can remember times when I was interested in the product being campaigned for but because I could not navigate around the ad, find the specifics, or discover how to engage I dismissed the offer altogether and fostered a negative link to the benefactor. Overcrowding the e-mail with banners or displays that all basically say the same thing can be confusing and pointless. Making the e-mail’s marketing design and layout more functional and hassle-free will secure the follow-through.
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