Three Questions, Three Answers

1. How effective do you believe online display advertising is compared to other media and why?

At this point in time I think the most effective way to advertise online is through videos or short commercials. Just think of the number of Netflix Instant or Hulu.com users there are. I don't have cable so whenever I want to watch TV I have to do it online. They have a captive audience in that arena. Display advertising, on the other hand, is more of a nuisance. In fact, the majority of people I know disregard and ignore online ads. Display ads are like the next spam. Nobody wants it, they add clutter, and a very slim percentage actually click on them. Personally, I won't even click on the paid search results that appear at the top of the list, or the ads on the side, just because I know someone is making money off my click. In the end, if the display ad is noticed it is increasing brand awareness, but this doesn't ensure action on behalf of the consumer nor does it encourage word of mouth promotion. So, the level effectivness of the ad depends on what the desired end result is.

2. Why do you believe "Will It Blend" has been so successful?

I believe that the "Will It Blend" videos have been so successful because blenders are notoriously awful. There were countless times in my childhood that the blending of ice broke the blender. And seriously, isn't that what a blender is for? Additionally, who doesn't want to watch someone take an item as coveted as the iPad or iPhone and blend it into dust?

I tested the word of mouth strategy today in the office with these videos by just simply saying, "Have you watched 'Will It Blend'?" Next thing I know, a couple people are watching video after video of things being blended. The popularity of these videos must stem from the sheer simplicity of the product actually working, and working well. The music and the kind of creepy dude all add to the appeal.

3. Name what you believe are the three most important rules for successful e-mail marketing and explain why.

Through my research for previous marketing projects I have found that a successful e-mail is: personalized, dynamic in color and content, and easy to share. People are inundated with emails. Moreover, email has become a thing you delete while social media messages are something you read, comment on, and share. Due to the personalized nature of social networks, to attract a person to open and read the email it needs to be customized to their needs. The email itself needs to engage the customer. And finally, it needs to be simple enough to not only get the point across quickly, but it needs to be shareable in order to reach maximum effectiveness. Oh, and make sure that the people receiving the email actually want it. That will help too.