E-Marketing, Chapter 13

How effective do you believe online display marketing is compared to other media and why? Although many online display marketing ads are not interactive and therefore seen as ineffective, I believe they are still very effective for a number of reasons. Online display marketing creates brand awareness by simply having something like a banner ad on a website. Even though the consumer isn't directly involved with the ad, the ad creates brand recognition just by the consumer seeing it. Display marketing is also effective in that it is not invasive - something consumers really hate. When consumers are forced to click or watch something it almost creates resentment towards the product/brand for interrupting what they were trying to do online. With display ads, the product/brand can make itself known without being invasive. Why do you believe "Will It Blend" has been so successful? "Will It Blend" is so successful because it takes something ordinary and makes it extraordinary. Blenders are boring, and all do the same thing- they mix stuff up. But "Will It Blend" made itself unique by taking the most random objects that you would never think to blend, or would blend for that matter, and blended them! The videos are not something you see on the average commercial for a kitchen appliance. They are also successful because they are interesting. People who watch the videos want to tell their friends and family about it, creating buzz. But most importantly, the videos are not only interesting but they display the power of the product. "Will It Blend" shows that this blender can blend anything! And that's what people want out of the product. Name what you think are the three most important rules for successful email marketing and why. Rule #1: Don't email to the opt-outs. I believe this is an important rule because if you are sending emails to people who opt-out of receiving advertising email, you are creating and invasion of privacy. People want to feel that they are respected, and if your brand violates their request, they will talk badly about you. Rule #2: Give them a reason to open your email. Make the subject line interesting. People don't enjoying getting random email to begin with, therefore they usually don't open it. If you make the email desirable to open, the chances of the recipient engaging with the brand/product are much more likely. Rule #3: Keep in mind "word of mouse." Realize that anything you send over email can be forwarded and passed on. This means being aware of including things that you don't want passed on, whether it is a message sent directly to a specific customer or a mass email. This also means being aware of what you want to include so the email WILL be passed on. The more circulation you can get that is positive about your brand, the better. Until next time, Rache