E-Marketing- Chapter 13

1.

Let’s simply thinking about the differences between radio broadcasting and online banner and the one between street signboards and online banner. Radio broadcasting you verbal information as you are driving, walking, working, or studying. Street signboards are standing in a conspicuous place or aside the high ways. Both these media create a one way communication to any possible customers and strangers, which is that these media is giving and audiences are receiving. However, let’s look at the online banners. I personally do not think the traffic online is less than traffic on radio and streets. (well…but I do not have any researching supporting this.) Online banners can be changed within few minutes by recoding the web pages and have multi-access. These create efficiency of various information. Asking a question: Would you be able to jot down the number or e-mail address of a restaurant from radio or street signboards as you are driving? No, most of you cannot. How about various information? Radio probably can do that, but it is hard for street signboards. This is the advantages of online display since everything is well connected and may have independent sites. The trend nowadays is that we do not seek information, but they seek us. (I remembered I heard that before, am I correct?  Or it is opposite way? I think my saying sounds right though. )See the chart on page 288 on E-Marketing . If it is not effective, then the expenditure would not be increasing so high.

Let’s also compare online display with other media. Below are all my (extremely unprofessional) personal analysis.

a.       Newspaper: I did not even buy newspaper, I read online.

b.      Television: I purchased Direct TV before but not anymore since there are too many commercials, plus it is expensive without promotion. I can still watch movie online by paying less.

c.       Mail: I have not been purchasing anything from mail since I graduated from elementary school. That is just old school to me.

d.      Telemarketing: I rarely received telemarketing calls.

e.      Radio: They speak too fast, I cannot catch up. But I am aware of those products. But they do not make me call action. AIDA rules!!!

f.        Sales Person: I seldom stop for them unless they are super handsome, gorgeous, or interested products.

g.       WEBSITE: I AM FRQUENTLY WIRED IN. I OFTEN SPEND A HALF OF DAY ON INTERNET.  

2.

I am personally a follower of Youtube singers such as Charice and Alyssa Bernal. The reason why I start following their videos is not only they sing well but also that they are just like a TV shows. Even though it is not exactly, but a lot of Youtube singers take requests from their fans. It is not just a posting anymore but an interaction. And somehow it is better than just a TV shows. Who does not want to get attention from your lovely singers? Sometimes I just want to tell the animation authors to redesign the drama to what I expect. So same here on “Will It Blend ?” They blend everything as long as it fits in the container and since it is appropriate, they take reviewers’ requests. Back to AIDA again, when you call the action to your possible customers, they will buy if they are happy and satisfied.

3.

Here are the three most successful e-mail marketing rules I think and explanations:

a.       A professional e-mail address: The first thing I go through e-mail list is the name of e-mail rather than the abstract. I will not open any unknown senders or those with cocky name such as “You Are The One” or “It Is The Time.”

b.      Microsegmentation: A customized e-mail will get my attention because if they know my name, we must ever have least connection before. Especially when they know my American name. (I am international student, so I get two names.) And I can tell you most of e-mail marketing do not do this. (Unless you are in their high class of consumer groups.)Why? Because you sign up newsletter as you are paying in the store. They ask you e-mail address and you give it to them. What they are doing is to regularly send you announcements or promotions. I have so many e-mail from OshKosh, Carter’s, Puma, Vistoria’s, Priceline, and the forth. None of them customize their e-mails to me.

c.       Metrics to open rates: It is so important for senders to save money. Many of e-mails are sent to garbage can by my easy clicks. I do not even open them before I do it. If senders just keeping sending these useless e-mails, they are going to pay for that both on bad images and expenditures on marketing. E-mail marketing is really the least cost on marketing field but it still COSTS. And I personally have bad images on those senders who I do not even want to open the e-mails if they keep sending me useless e-mails. They should be aware of that I NEVER open it. Save their money, and save my finger clicks.