1. How effective do you believe online display advertising is compared to other media and why?
Though the book describes online display ads as being effective at capturing attention and creating brand awareness, I find banners and pop up ads to be annoying and untrustworthy. The book highlights that the use of these formats has declined because the click through rates for display ads is very low. Another problem with these ads is that they target everyone instead of focusing on targeting the right audience at the right time. Unlike email or mobile marketing, display ads cannot be adjusted to fit a particular market because there is no guarantee the person visiting the page is necessarily interested in the product.
2. Why do you believe "Will It Blend" has been so successful?
Because it not only engages the viewer, it has exciting content that gets people talking. When people are excited about such content, they share it with others on other social media sites like Facebook, they like the video on youtube and they influence other people within their networks to participate in the conversation about the blender.
3. Name what you believe are the three most important rules for successful e-mail marketing and explain why.
The email must have an opt in and unsubscribe options because no one likes recieving emails that they do not want. If its something they are truly interested in they will continue to engage as long as they are interested.
The email address used must be professional and contain the company name to establish legitimacy and trust between the user and the sender.
A creative layouts with multiple links for interactivity is great to keep the user engaged, especially with content that is relevant to the user.
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