Websites Should Have Easy Access July 13, 2009

There are so many factors out there that can determine what perceptions are developed from consumers about specific products and services.  The beauty of today’s advertising and marketing world is that technology is advancing at a very rapid pace.  We now have the ability to research products on line before making a purchase, searching for additional legit information on a virtual library instead of having to physically go to library, and new forms of entertainment that are taking the place of good old television.  However, with this glorious advancement also comes a downfall; it’s completely spoiled us all into wanting things “NOW”.  This is especially true for the younger generations today. 

The average attention span of the web surfer is not long at all. It presents a challenge, yet somewhat a good one, for marketers to reach their audiences effectively.  With this wonderful tool information is just a click away.  Despite this, the consumers are expecting for the information they’re searching for to be the best of the best and efficient.  They want to get in and get out as quickly as possible.  So from a marketing standpoint, if you’re not efficient enough and/or provide enough information for what is needed, you’re completely written off.  Since the world of possibilities has increased due to the Internet, marketers must be on their A game in order to win over consumers on the first click!  Things like pay per click advertising also come into play here seeing that surfers will reference the first or second page of a search result and give up if they’re not finding what they need. 

So, websites should be easily accessible at all times, if it can be helped.  In addition to overall placement, consumers want to be able to reach company representatives or customer service agents 24/7.  There is a real need to have multiple ways to achieve this on your website.  I’m referring to email contact, phone, or even an on line chat option.  This may help to hinder consumers from completely shying away from your website if they’re able to reach out one last time to get their information. 

Additional information for website tips can be viewed at

http://intellisofttech.wordpress.com/2009/05/29/websitetipsforsuccess1/

Consumer Loyalty in a Virtual World July 13, 2009

Consumer loyalty is something that is earned by companies.  It normally just doesn’t appear, although this would be very convenient for marketers if it did.  The history of marketing to earn consumer loyalty has rapidly advanced, especially over the past few years.  In the past, traditional forms of advertising and marketing were used in order to gain more frequency, reach, and overall exposure when it came to releasing new products.  Television, radio, and even the pencil were examples of emerging media tools that were used.  Now, these tools are still used, however its harder to grab the attention of consumers today with these tools alone.

There is a consistent fascination with having the biggest and best of everything there is to buy.  Consumers are more technologically savvy than ever before, and are severely dependent upon the Internet for all of their needs.  Through extensive research, marketers have found that since over 50% of time is spent utilizing the Internet in a day, whether for work or entertainment purposes, it’s become a way to connect on a deeper and newer level than traditional forms of media.  This connection develops into a specific loyalty, if all the conditions are favorable for both parties.  This means that the websites consumers are visiting must appeal to them in terms of design, they must provide the information needed, and there has to be something extra that differentiates this particular site from others in the same category. 

One of the most important factors that marketers need to pay attention to is the overall attitude in consumer minds about the website and products offered.  There has to be something that captivates the minimal attention span of the target audience in order to keep them coming back.  If all the factors are favorable that was mentioned above, the website will be in great shape.  Marketers can use the information gathered from surveys and online feedback as to how functional the site is, what irritates the consumers about the site, and if it really did solve a problem or need that it was sought out to relieve. 

Additional information about consumer loyalty can be referenced from

http://orit.wordpress.com/loyalty-management/

http://orit.wordpress.com/brand-equity/

Tips for Greater Blog Exposure July 5, 2009

There are so many bloggers out there. Some blog for entertainment purposes, some use it as a form of “therapy” to get through problems and issues, and there are those that blog for educational purposes.  These bloggers want to pass along the knowledge they’ve acquired to benefit others and contribute to substantial subject matter. But really, no matter what the subject, the goal is to get some feedback and “hits” on your posts, right?  Ok, so here’s some tips that have been researched and are completely legit.

1- How Often You Blog or FREQUENCY

Did you ever get suckered into entering into a contest, like for the HGTV Green Home Sweepstakes?  They say the more you enter, the better your chance is to win.  The same principle can apply for blogging.  The more subject matter you’re blogging about, the more chances you’ll have to create better exposure for yourself. 

2- Overall Subject Matter or CONTENT

When you’re posting blogs, it’s important to know a little bit about the others that are interested in your topic.  Make sure that you’re speaking their lingo and preaching about what’s really important to them.  By uncovering the issues that are most passionate, most likely it will generate a response and some further attention.

3- Creating Some Great BUZZ

It’s important to really generate some interest in your blogging to spur comments and feedback.  In relation to tip 2, you have to pick a topic or issue that’s “hot”.  For example, choose a topic that has been in the media lately that you know people are going to search for. (i.e. Michael Jackson’s Death Controversy).  Make sure that the title of your blog is quite interesting, as well.  This should be able to lure in your followers.

 

 

REFERENCES:

Turcanu, C. “3 Secrets to copy the 10 most popular blogs and get more traffic.” (August 27, 2008). Remarkable Blogging. Referenced July 5, 2009 from http://www.remarkableblogging.com/3-secrets-to-copy-the-10-most-popular-blogs-and-get-more-traffic/.

Can Facebook Really Help Your Business? July 5, 2009

Ok so I’ve posted some things about Twitter here… a site that I have no interest in signing up for.  Facebook, on the other hand…. is something that I reference DAILY.  I mostly use it for the sole purpose to check up on my friends and see what they’re doing.  I enjoy posting pictures and updates on my own page for others to view, but mostly I can say that I use it for entertainment purposes only.

Lately, I’ve been noticing more and more employees and corporate representatives from my company taking advantage of Facebook, too.  Since I’ve been involved with the company, they’ve preached nothing stronger than having a work/life balance.  Seems to me that with more and more people I work with joining Facebook, it’s beginning to get harder to separate the two.  I know I’m not the only one that has this problem… if you could really call it a problem.  Because there is a fine line now that really does separate me from the VP of Sales and Marketing, I’m extra careful as to what I advertise about myself on the website (not that I really had anything to worry about before…).  Facebook is a great way to connect with peers, network with companies, and use for entertainment purposes which it was originally designed for. 

Because it’s becoming so popular, marketers are seeing value in taking their business to the site in order to connect with target audience members on a deeper level than just using traditional media tools alone.  With all the mindfulness about your personal image aside, connecting on Facebook with other area professionals is a very smart thing.  According to the video excerpt from YouTube, Facebook can help to increase your lead list, social networking with other business professionals in the same field, and improve on line marketing techniques overall. 

I’m curious to see if anyone has some experience out there with their business utilizing Facebook as a social marketing technique.  I’m still quite skeptical, even though some great points have been made.  Any feedback??

Why Blog? June 28, 2009

Before just recently, I had never participated in a blog.  Come to think of it, I never really understood why people (or companies) would want to have a blog.  However, I am now beginning to see the benefits for entertainment and professional purposes that can occur from blogging.  Our society is desperately dependent on the Internet and technology itself.  Because of this, it’s hard for marketers to compete with other companies  in their same product category unless they come up with creative ways to differentiate themselves from the others.  Emerging media has opened the door for this possibility.

Companies may find it beneficial to create their own blog for employees to participate in.  For the younger generations within a company, this would be recepted well.  For those that aren’t so Internet savvy, it won’t go over as well as they’d like it to, probably.  They key behind this would be to create an on line haven for employer and employee to connect on a different level outside of the work place that can be accessed 24/7.  Current company issues, advancements, and future opportunities can be provided here as to keep the lines of communications open for all to view.  Here, there would be no “he said, she said” because everyone would have access to the same information from the same source.

A new trend that is also emerging is Vlogging.  It’s the same thing as blogging, however it’s a video diary.  It’s definitely a cool feature that some are beginning to use.  A link has been provided below to see what it’s like and explain a little bit about why we blog and vlog.

http://www.youtube.com/watch?v=R52c5pzOo_w

Viral Marketing: Is it Contagious? June 28, 2009

Viral marketing is a form of passing along a message from consumer to consumer voluntarily because of hype or common interest created resulting in massive exposure to others.  Is this something that’s contagious? ABSOLUTELY! The technique causes consumers to pass along messages of their choice to friends, acquaintances, and families.  It’s normally a result of catchy and clever marketing campaigns of advertisements that you just can’t help talking about. 

A great example of this is Cartoon Network’s attempt for viral marketing in Boston.  The teams displayed robot-looking devices accross the city, post 9-11.  The attempt went horribly wrong when they were mistaken for bombs.  It definitely created a buzz and some unwanted negative press. 

When done the correct way, viral marketing can be very beneficial to companies.  For most techniques, results are hard to track. However, with viral marketing, it’s much easier to track the ROI from this Internet option.  The amount of hits each website receives are used for this method giving companies an idea how aware consumers are of their products and services.  There are companies out there that will work with marketers to develop software to track this information correctly, and in such a way that consumers have no idea that it’s being done!  This is to ensure that their overall experience is not affected. 

It’s amazing that pure interest in a campaign, ad, or marketing effort can spur so quickly via the Internet.  Companies need to use this, despite their industry to ensure that they’re consumers are in tune to what they’re doing.  Every now and then comapnies can use an overall boost, as well.  Viral marketing will deliver this with a great way to track ROI.

Ethical Short Films June 21, 2009

Today, it takes more and more effort for companies to differentiate themselves from other brands in order to reach their ultimate financial goals.  Sometimes, extreme measures are taken to make this happen.  What really drives companies to take these extreme measures?? Is it greed? Most likely this is the case.

In order to be successful, companies need to be sure that the methods and steps they’re taking to achieve success are ethical.  This means that they must be open and honest at all times…. no tricking customers into purchasing something that promises to deliver results that it really can’t perform.  Selling products that are hazardous to health and will never improve the quality of life that they’re promised to is just a recipe for disaster and failure.

In addition to this, companies need to be careful how they market their products, as well.  Using differentiating qualities to catch the attention of consumers can be great, but it has to be done in a tasteful manner.  For example, Tampax cam out with a short film where a male wakes up one morning and suddenly has female genitalia.  He has no idea how to react and the commercial depicts his day in the life as a woman.  It’s definitely a different concept, but seems to be such a desperate attempt for differentiability, that it could really be detrimental to the company image.

Short Films Online June 21, 2009

Companies need to do more and more in order to keep up with the  technologically savvy target audiences they.  Media has come such a long way with new types of emerging forms in order to break through clutter of other brands.  One new type of emerging media that has become a very popular trend is to use short films.  They can take on forms like short movies, or come off to be more like an extended version of an advertisement.  Either way, they’re definitely effective.

McDonald’s Cha Cha Slide is one of the more popular short films.  It features a young male dancing to the song Cha Cha Slide while he eats his favorite McDonald’s kids meal.  The film is quite catchy and was featured on line as well as on television to promote the brand to children and their families.  The film was very successful… however is it completely ethical?  Seems to be!  There’s no harm in using alternate techniques to catch the attention of target audiences with current media trends.  As long as companies are upfront with what they’re doing, not a problem at all!

Decietful Advertising June 15, 2009

Ever wonder how search engines are able to thrive? Where is it that their funding comes from?  The truth is not something that is widely advertised.  Search engines like Google, Yahoo!, and many others actually charge a fee for preferred page placement.  It’s not something that runs a few bucks, either!  It’s quite costly, however the exact ROI is something that is very difficult to track. 

For those companies that are on the other side of the coin than the consumer, this type of advertising may seem to be ethical. You get what you pay for.  However, from a consumer’s perspective, most likely they aren’t aware that the search results they depend upon for the most accurate and beneficial information, are tainted! The majority of the time, search results will give the information needed on the first few pages.  However, the pages are noted to be organized by relevancy and web surfers would automatically assume that the most relevant would be listed first. Makes sense, right? There are a few cases where if consumers are really focusing on what their results are and search beyond the first few pages, they may actually find additional results that they prefer over what’s listed first.  This is a prime example of showing favoritism for companies that are paying for their page placement.

Is it really ethical? No way… but so smart.  Unless it’s brought up to consumers, most likely they have no idea this is really the way it works.  They may even loose respect for their favorite search engines once they find out what really goes on.  But then again, companies have to make momey in order to survive.  It is what it is.

Search Engines… ethical or not? June 15, 2009

Search engines have become the digital libraries that help us all find the information that we need.  No more trips to the real libraries to get supporting details for research papers, case studies, or just general knowledge.  It’s convenient and a very popular resource. In fact, it’s one of the major uses of the Internet overall.  So how is it that they stay in business?

Many are not aware that search engines charge companies for page placement.  This is known as a form of advertising and can be viewed as deceiving.  Consumers that use the search engines to find the best Italian restaurant in town, or where to buy sports equipment, are probably not aware that their search results can be altered by this page placement.  In stead of only offering the most logical search results, these websites are biased and give ideal page placement to those who have paid to be on page 1 or 2 or 3.  The ultimate goal here is to create exposure in order to increase chances of sparking the interest of new prospective buyers. 

For those companies that aren’t willing to pay extra for idea page placement, it may be beneficial for them to include hot key words into their website text.  These key words will be ones that are popular and relate to what the company stands for.  Therefore, the search results will pick up on these key words when searched for and the company will have more of a chance to be exposed, but they won’t be paying any extra for it!