Online Display Advertising vs. Other Media:
In my opinion, online display advertising is not the most effective technique compared to other media. For instance, display ads tend to require more bandwidth. This inconvenience is unappealing to users because users may become impatient waiting for a large display to download. Display ads such as transition and floater ads can also be a nuisance for the user. Transition and floater ads appear while the publisher’s content is loading but they are hard to execute properly and they give the impression of lengthening the user’s waiting time (Strauss 290).
Furthermore, according to the AMA and Opinion Research Corporation research, one study found that consumers believe companies with customer-created ads are more friendly, creative, and innovative than those that use only professional advertising (288). This study illustrates the point that we are currently living in an environment dominated by consumers. Consumers also trust each other more than they trust companies. This trust equation among our peers is what drives marketers to move away from online display advertising and move towards creating and capitalizing on new interactive media communication tools. For example, marketers are now starting to increase the use of blogs, videos, social networks, and other non-paid forms of social media communication. (287).
"Will It Blend" Campaign:
“Will It Blend” has been successful because the product is of high quality and the advertising is witty. The “Will It Blend” campaign shows the product benefits in a relevant, simple, and humorous fashion. The “Will It Blend” campaign also managed to find a way to connect with the consumers. For instance, CEO, Tom Dickson could have done a relevant infomercial to explain his ordinary blender but instead he decided to show the consumers his high quality blender. For instance, by watching the destruction of items like glow sticks, marbles, magnets, and the iPhone, the consumer is able to see the features and capabilities the blender can perform. If a blender can destroy a iPhone, then it must have the capability of making a smoothie. Furthermore, after watching the “Will It Blend” video of the destruction of the iPhone in class, I decided to watch a few more clips. I posted the web address below to the “Will It Blend” special Super Bowl promotion Colts vs. Bears.
http://www.youtube.com/watch?v=29qOT4JozSw&feature=relmfu
Top E-mail Rules:
In my opinion, the three most important rules for successful e-mail include:
1. “Use opt-in to build your lists because your reputation for being customer oriented is more important than having a large list.” I believe this is an important rule because it is not always about quantity but quality. The company should take the time to understand which customers actually want to hear from them. For example, opt-in qualification means that users have voluntarily given permission to receive commercial e-mail about topics of interest to them. The consumer voluntarily giving a company permission to e-mail them also does not only mean the consumer wants to hear from them but it signals that the consumer could be a potential customer.
2. “Use an e-mail address that is professional. For example, the best e-mail address is Firstname.Lastname@companyname.com.” I believe this rule is important because it reminds me of disclosure. For instance, after watching the Andy Sernovitz’s discussion last class, disclosure has to be clear to the average reader and there must be a zero tolerance for ambiguity. By stating your first/last name and the company you work for in the e-mail address, you are allowing the average reader to identify you and your relationship right away.
3. “Make it easy for users to unsubscribe.” This rule is very important because it builds trust. As previously mentioned in this blog, we are currently living in an environment dominated by consumers. It is very important for companies to respect consumers and respect the trust equation. Consumers do not want to be tricked or fooled and they do not want to receive unwanted messages. Let the consumer decide what they want to hear and read. Give the consumer the option and power to subscribe and unsubscribe.
Until Next Week,
Connie Rae
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