1. How effective do you believe online display advertising is compared to other media and why?
Online display advertising has been evolving very fast in less than the last two decades. And we are just surrounded by online display advertising; we read news with our smart phones; we check emails ten times every day; we log in to Facebook and periodically check what is in news feed; we forward fun links to friends; we close so many pop-ups angrily. We are bombarded with internet marketing. I believe online display marketing is more effective in the following ways than other traditional media.
a. Creativity. You can create any online ads with amazing graphics and vibrant colors. They can be different sizes- big or small, with sound or without it. There are many formats which can grab consumers’ attention.
b. Easy and cheap to create. Anyone can do. You don’t have to be so rich to create a website and a banner. Many companies are asking consumers to create their own ads and compensating the winners.
c. Relevant, measurable ad. Since it can be delivered to targeted consumers, it will cost the marketers less money. Moreover, consumers will not have to spend time in filtering and deleting some random emails. With targeted audience, marketers can measure how successful they are with their marketing. And this can be used for their future marketing to improve to meet consumers’ needs.
d. Room for improvement and development. We do not know the future of online marketing. We might be able to do crazy things on online advertising. We now can chat with customer service representatives on Nordstrom and Neiman Marcus websites and ask them anything about products or their availability.
e. Users are in control. They can delete emails and move them to Junk folders. Moreover, they can share information such as reviews or promotional offers as consumers trust one another more than they do marketers.
2. Why do you believe "Will It Blend" has been so successful?
Because the website “Will it Blend?” is microsite of a blender supplier, Blendtec, it has a separate URL from the main site and provides specialized information. I think it has been so successful because an ordinary blender blends/ destroys everything from golf clubs, light bulbs to iPhone. As it raised consumer awareness by being hilarious, its sales also wet up tremendously. This kind of video is a viral marketing which has several success factors. Firstly, the video shows the quality of the blenders. Consumers who see this video instantly know that the blenders will last for long time. Secondly, things which are in trend get blended such as iPhone, Nike shoes, and iPod. The videos can get more views if popular products get blended! Lastly, it is the CEO of the company who appears in videos and starts a blender with things inside. I think it is more fun to have a CEO in videos and do this outrageous thing.
3. Name what you believe are the three most important rules for successful e-mail marketing and explain why.
a. Microsegmentation. Marketers should have the lists of target recipients and send emails to only relevant consumers. Targeted recipients who receive individualized and customized e-mail, are more likely to have similar interest. Since it is a word-of-mouse tool, an online word-of-mouth tool. Consumers can share their experiences about particular products or services they love or hate with others.
b. It must be easy to opt-in and opt-out for consumers. Since e-marketing generates direct and immediate response, it should be easy and direct to unsubscribe for consumers as well. I was frustrated because I kept getting emails from Bath & Body Works. But, I finally unsubscribed.
c. Create and maintain the customer relationships. Judy Strauss and Raymond Frost say that e-mail is still the most important communication method for creating customer relationships. It should not just be about what companies come up with new products or there are promotional events. It should not be one way; it should be two-way. It needs to have communication messages that tell how to complete the transaction online. Or there should be something that can catch consumers’ attention and trigger a purchase or just clicking the links.
d. E-mail marketing emails have to go through spam filters. Thus, they must not appear spam. Receivers do not want and open e-mails that appear spammy and contains any virus for their software.
Regards,
Lee
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