There is no objection for the aspect that display advertising help build brand awareness according to chapter 13. However, I personally believe it probably should be the last tool that smart marketers will use when compared with other media since I considered it as "distraction".
"Will It Blend" has been so successful because people naturally are curious and do eager to see something that does not usually happens. Therefore, blending a precious object and often also perceived as strong like an "iPhone" will absolutely draw people's attentions. They would like to know whether it is possible or not. If the phone is completely blended, the brand surely will be well recognized. Finally, these people will have a strong desire to share what they found amazing with the ones they love and care like their family and friends. This practice creates a buzz, or viral marketing as mentioned in chapter 13. Viral marketing sounds bad, but I believe it's actually the most powerful tool for marketer. We should keep in mind that customers trust each other more.
I believe the three most important rules for successful e-mail marketing are:
1) Be Creative
- Creative e-mail such as those e-mails that include multimedia or nice layout can raise up to 75 percent of response rate.
2) Be Trustworthy (Professional E-mail)
- If the e-mail is perceived as spam, the company can lose its brand image, so professional e-mail should be used to get credibility.
3) Be Polite (Permission Marketing)
- Before doing anything associated with customer privacy, ask for permission. I believe, customers don't like aggressive advertisement. Therefore, don't try to force them to act on something they don't want to. Make it easy for them to unsubscribe from the mailing list anytime. This is probably the easiest thing that marketers can do, but often overlooked.
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