3665 Midterm 2
Enterprise 2.0 Examples
"We utilize LinkedIn for product requirements, and have created a group where we talk to about 1,800 customers." -A software company "We use social media to gather ideas for product improvements and new product development, and also for tracking buzz for our products before launch." -A global manufacturer and marketer of consumer products "We use a social co-creation process with consumers for innovating new products." -A food company
What makes people unfollow brands on social media
-46%: too many promotional messages -41.1%: information is not relevant -34.9%: they tweet too much -29.9% use of slang/jargon doesn't fit brand -17.9% too quiet -15.3% they don't reply to me
Online Distribution- Unique Values of online selling
-Greater convenience: shopping at home -Death of distance: location irrelevant -Time compression: 24/7
Customer Acquisition and Retention through Web 2.0
Acquisition Channel Growth: % of Customers Acquired: Organic Search= 15.8% CPC Email Affiliate Banner Ads Facebook Twitter Customer Lifetime Value by Channel Organic Search= +54% CPC= +37% Email= +12% Affiliate= +8% Banner Ads= +1% Facebook= +1% Twitter= -23%
Social Capacity as Currency
Allium's Flash Lunch -A modern-day power lunch for working professionals -By invitation only -A three-course prix fix menu priced at $28.00 -By redeeming through the mobile application, the social posting generated by the application would the the only form of required payment. "Let the post settle the bill"
Mobile Facilitates Omni-Channel Retailing
Amazon Go
Sephora Beauty Insider
BeautyInsider Community: Real people. Real time. Real talk. Find beauty inspiration, ask questions, and get recommendations from members like you. You ready? Tiered reward program Rewards Match the Brand and Customer Base Personalized Product Recommendations
Spotify's "2018 Goals" Campaign
Conceived, created, and executed, entirely in-house Anonymously releasing their user data in a comdedic fashion to tell the stories and show that it is optimistic for the next year. "Be as loving as the person who put 48 Ed Sheeran songs on their 'I love Gingers' playlist" Spotify reaches 83 million premium subscribers
Consumer "Showrooming" Behavior
Consumers often come to store only to see what a product looks like, and then buy the product somewhere else
Mass Customization
Customization of how a product is represented or of a product's specific attributes through four approaches: Collaborative Cosmetic Transparent Adaptive
E-Tailing Business Models
Direct sales by manufacturers Pure-play e-tailers Click-and-mortar retailers Online marketplace
New Product Development: The Idea Funnel for new products
Dual goals of identifying unmet needs and weeding out costly ideas early in process Few ideas make it through the funnel, but process still can be costly.
Including coupon in email
Ecommerce Emails with Coupons: Open Rate: 38% Purchase Rate: 10% Click Rate: 7% Ecommerce Emails without Coupons: Open Rate: 21% Purchase Rate: 3% Click Rate: 4%
Collaborative Customization:
Firm conducting a dialogue with individual customers to help them articulate their needs, to identify the precise offering that fulfills those needs, and to make customized products for them. Online reconfiguration of a product to match consumer preferences ex: design your perfect shoe
Adaptive Customization
Firm offer one standard, but customizable, product that is designed so that users can alter it themselves. Product features can be individually configured ex:pick a background color for standard computer or choices from coke machine
Transparent Customization
Firm provides individual customers with unique goods or services without letting them know explicitly that those products and services have been customized for them.
Combat Showrooming (4)
Help Consumers Save Wal-Mart's Online Price Comparison Tool: "Our prices are unbeatable. And we'll prove it." If a local competitor has a lower advertisied price, you get an eGift Card for the difference. 1) scan your store receipt 2) we compare prices 3) you get the difference
Henkel's Crowdsourcing Campaign
In 2011, Henkel started a design contest for the label of its dish soap brand Pril In a few weeks, consumers submitted more than 50,000 designs via the online platform, discussed them, and rated them The slogan "tastes as good as roast chicken", were among the front-runners.
Allium Restaurant and Bar Chicago
In 2012, Four Seasons launched Allium, an upscale American restaurant & bar, in the hopes of bringing in hip, connected, and affluent Chicagoans.
Mobile Shopping on the Rise
In 2015, U.S. sales from mobile devices jumped 56% to $49.2 billion; desktop sales reached $256.1 billion, with annual growth of 8.1% (comScore) Nearly 40% of desktop transactions in the fourth quarter 2015 took place after a customer visited the retailer's app or mobile site (Criteo) Ringing Up Digital: Mobile retail sales growth is easily outpacing that on desktop computers
Product Customization- Mass Customization:
Mass customization is enabling a customer to decide the exact specification of a product or service at or after the time of purchase, and have that product or service supplied to them at a price close to that for an ordinary mass produced alternative -Manufacturers customize products for consumers to satisfy their needs -Consumers customize products to satisfy their own needs
Mobile Purchasing Behaviors
Mobile buyers tend to make smaller purchases in short bursts throughout the day on their phones, "snacking." Mobile shoppers shy away from buying big-ticket items such as sofas, preferring larger photos, expanded reviews and product descriptions, as well as price comparisons available on a desktop computer.
My Starbucks Idea
More than 150,000 ideas submitted over the past 5 years 2,000,000 votes have been cast on my Starbucks Idea Idea#3: Free Wifi- 7500 Starbucks in the US and Canada have wi-fi that can be accessed with just one click and no cost
Effectiveness of Marketing Activities at Different Stages of Consumer Decision Journey
Most-influential touch points by stage of consumer decision journey, for competitors and new customers, % of effectiveness: Initial-consideration set: 1)company-driven marketing 2)past experience, 3)consumer-driven marketing, 4)store/agent/ dealer interactions Active Evaluation: 1)consumer-driven marketing 2) company-driven marketing and store/agent/ dealer interactions 3) past experience Closure: 1) store/agent/dealer interactions 2)consumer-driven marketing 3) company-driven marketing 4) past experience
Building websites for Multiple Brands
Multi-brand companies must determine whether each brand stands alone or is linked by the common firm: 1)A branded house treats all products as an integrated brand 2)A house of brands emphasizes product-specific marketing with few ties to other company brands
Sephora Assistant Helps Customers Book Makeovers on Facebook
The app increased Sephora's booking rate by 11%. It also helped the brand increase sales, since it sees an average incremental spend of over $50 from people who book an in-store service.
Social Media Helps Improve Product Innovation Process
Web 2.0: -Public Networks -self-forming, focused public forums and groups -External wikis and blogs, Facebook, LinkedIn, Twitter, portals Enterprise 2.0 (E20) -Partner/ supplier collaboration -Internal Teaming & Collaboration -Secure collaboration portals and technologies to support "Communities of Practice" -Internal wikis and blogs, video conferencing/ web cams, shared workspace, and applications like SharePoint 2010.
Envelope Content
sender or "from" name: Company A Subject line: secret sale just for you: 20% off +... snippet or preview text: 20% off +free shipping on orders over $99 (use code: EMRTSRVC...)
Factors that affect deliverability
sender reputation, email content, send volumes 87% in inbox The remaining are missing or spam
A/B Testing in Email Marketing
two groups of 4 tested with version A and B: 1)A&B collect 50 % of traffic 2) variation A--> 15% conversion rate 3) variation B--> 18% conversion rate
What makes people follow brands on social media
-73.4%: interested in their product/service -58.8%: interested in promotions -51.3%: they're entertaining -42.2%: offered an incentive -41.5%: interested in their industry -25.1%: to communicate with brand -21%: friends follow/like their content
Mobile App vs. Mobile Browser
-Minding Minutes: US smartphone and tablet users spent more than three times longer within apps than surfing the mobile Web. (195 minutes in 2016 and 51 minutes on mobile browser) -Path to Purchase: Apps have the edge over mobile sites when it comes to how shoppers select and purchase items. (Products viewed per user: App= 22 Mobile browser= 5.7)
Price was the biggest driver of 'showrooming,' while some wanted to see item in person before deciding to purchase: Why consumers are Engaging in 'Showrooming'
-Price was better online: 72% -Planned to buy online but wanted to see item(s) in person before ordering: 45% -Item was out of stock at store: 24% -Would rather have item(s) shipped to home than take home with me: 18% (respondents living in urban areas were nearly twice as likely (26%) to choose this option than those living in suburban or rural areas) - Was not convenient to buy in person at the time: 17% -Other: 5%
Aligning Marketing with Consumer Decision Journey
-Prioritize objectives and spending need to be much more specific about the touch points used to influence consumers as they move through initial consideration to active evaluation to closure -Tailor messaging one addressing weaknesses at a specific point, such as initial consideration or active evaluation. -Invest in consumer-driven marketing: digital assets such as Web sites about products, programs to foster word-of-mouth, and systems that customize advertising by viewing the context and the consumer
Benefits of Mass-Customization
-Product distinction: a standard product becomes a specialized solution -Low cost access to luxury and status of personalized services -Survival through differentiation -Increased customer loyalty
Benefits of Building Brand Community
-Reduced support costs- by direct contact via this channel and the network effect of the community you will invest far less in call centers and support staff -Customer retention and engagement- online communities have been proven to build trust and familiarity among customers. Reducing customer churn has a major positive impact on the bottom line. -Simple, cost-effective marketing channel- these communities are an effective channel to present information on current and pending products and services to customer and prospects. -Customer feedback on product direction- get direct feedback: the customer knows best. Focus groups are expensive and brainstorming is often slow and ineffective.
What should you test in an email: content
-image or no image -tone: positive language increases conversion rate
Understanding mobile experiences
-smaller screen -not fixed to location -timely information
Aligning Digital Tools to Assist Consumer Decision Journey
1) Initial consideration set: The consumer considers an initial set of brands based on brand perceptions and exposure to recent touch points -SEO, Paid Search, E-catalogue, -Location-based service -Pinterest, Instagram 2)Active Evaluation (information gathering, shopping): Customers add or subtract brands as they evaluate what they want. -Product descriptions, images -Ratings and reviews -Cross-selling suggestions -Online Chatting -Virtual fitting room -Social Shopping 3) Moment of purchase: Ultimately the consumer selects a brand at the moment of purchase. -easy check out process -efficient recording system 4) Postpurchase experience (ongoing exposure) -order confirmation -shipping notice -prepaid return labels -easy returns -user sharing
Four stages of establishing customer-based brand equity
1)Establishing the right identity -creating brand awareness 2)Creating appropriate brand meaning -establishing brand image 3)Eliciting the right brand responses -cementing brand value 4)Forging appropriate customer brand relationships -building brand community
Using Online Tools to Improve the Idea Funnel
1)Online market research screens concepts 2)Virtual setting facilitates consumer-assisted design 3)Early feedback and rapid release Alpha release - trusted lead users, such as company employees Beta release - wider public sampling at lower price or for free
Building relevance
Desired -Emails arrive when expected or requested -Emails arrive when subscriber is in the market to buy your goods or services -Email volume isn't excessive User friendly -Emails are easy to scan, read, and navigate across all major platforms -Emails are properly coded Landing pages flow seamlessly from the email messages Valuable -Worthwhile promotional content (discounts, product information, etc.) -Engaging non-promotional content between purchases -Individually compelling content from personalization, behavior triggers, etc.
Direct Sales by Manufacturers
Sellers understand their markets better because of the direct connection to consumers Consumers gain greater information about the products through their direct connection to the manufacturers E.g., Dell uses direct marketing with a build-to-order approach, customizing its products
Building Deliverability
Sender Reputation -Accurate email address collection -Minimizing spam complaints -Maintaining an acceptable level of engagement Email Content and Frequency -URL destinations are scrutinized more -Don't use shortened URLs -Avoid erratic email frequencies Send Volume High-volume senders are scrutinized more than low-volume ones
Growing Importance of Mobile
Smartphones are the most common starting place for online activities
American Express's Social Product Strategy (1)
Social Product Strategy OPEN credit cards, targeting small business owners AmEx set up Members only social network Connectodex, which allows users to post profiles, list services they offer and need and freely connect for business. More than 15,000 small businesses have joined the network Benefit to Customers Small business owners reported to prefer Connectodex to LinkedIn, as small business they interact are already vetted by AmEx
Tiffany's Blue Box Cafe
The recently opened Blue Box Cafe on the fourth floor at the Tiffany & Co. flagship store in New York accommodates about 40 people at a time. On a Wednesday, more than 1,000 people sat on a internal waiting list hoping that a reservation would open up.
Benefits of Using Social Media in Product Development Process
- 46% More new product ideas or requirements - 43% Better product ideas or requirements -18% Faster time to market -15% Faster production adoption -15% Lower product development cost -15% Don't know
Click-and-mortar retailers
A business model where a company sells in multiple marketing channels simultaneously (e.g., both physical and online stores) Often brick-and-mortars moved to the online world E.g., Walmart.com, etc. Sometimes pure-players expanded on physical storefronts E.g., Warby Parker opened a flagship in New York City in 2013, where customers can try on and purchase glasses, as well as have their eyes examined. ex: Bonobo open showroom in cities such as Austin and Boston
Profiling your consumer's brand association based on online activities
1. observing 2. following 3. endorsing 4. contributing
Online shoppers can also be very loyal. Internet retailers should focus on customer retention.
15% of online shoppers strongly agree that "I usually only shop at my favorite website because I know what kind of service I will receive. 35% of online shoppers strongly agree that "I usually only shop at my favorite website because I know that they have the brands I like".
Email Marketing
98% of marketers plan to increase or maintain their spend in 2014. Top 5 areas for increased spending: -61% data & analytics -60% marketing automation -58% email marketing -57% social media marketing -57% content management
Cosmetic Customization:
A standard product is presented differently to different customers. Rather than being customized or customizable, the standard offering is packaged specially for each customer "Personalization" E.g., customer's name may be placed on each item
Social Product Strategy
A successful social product strategy motivates customers to conduct activities that: 1)Help consumers establish or strengthen social relationships, and consequently 2)Either reduce the cost for the firm to offer its product/service, or increase customers' willingness to pay for the product/service.
Email Automation
Abandonment Email: shortly after they leave your site, to bring prospects back, clearly convey your point with some more suggestions, quite engaging as it gives you a reason to nudge them Sale on Wishlist Items: As soon as the subscribers wishlist item goes on sale, enhances your customer engagement and boosts revenue, allows you to use the customer data much effectively and target the audience on the basis of their product choices, highlight reduced price of the product and keep it to the point Reorder Email: few days before the product is expected to run out, to encourage customers for re-purchase, converts one time customers into repeated buyers, make it time-centric and repeatedly remind them about the benefits Review Email: Shortly after the customer has made the purchase, builds brand loyalty and trust, keeps you connected and drives more referrals, for more connection include social network buttons and keep it simple
Active vs. Passive Loyalists
Active loyalists not only stick with it but also recommend it Passive loyalists stay with a brand without being committed to it open to messages from competitors who give them a reason to switch.
Amazon's Offline Expansion
Amazon will close all of its pop-up locations in the U.S. in April -Inside Whole Foods, Kohl's stores, malls -let customers try and buy its products and services. Amazon is planning to open bookstores, 4-star stores, grocery stores, potentially cashierless Go stores
Lego Ideas
Anyone who loves Lego can check out proposals, vote on their favorites, leave feedback, and submit their own ideas. The most popular ones go to market.
Choosing Social Media Platforms Based on Your Industrty
Apparel: facebook, instagram, linkedin, pinterest, twitter Automakers: facebook, twitter, instagram, linkedin Restaurants: facebook, twitter, instagram, linkedin Consumer Products: facebook, linkedin, twitter Telco & cable: facebook, linkedin, twitter, instagram Food & Beverage: facebook, linkedin, twitter, instagram Retail: facebook, twitter,linkedin, instagram, pinterest Hospitality: facebook, linkedin, twitter, instagram Entertainment: facebook, twitter, instagram Insurance: facebook, linkedin, twitter
Amazon Showrooming- Retailer Risk Index: Showroom Visitor Index of 100= average representation
Bed Bath & Beyond: 127 PetSmart: 125 Toy"R"Us: 121 Best Buy: 120 Sears: 119 Barnes & Noble: 118 Kohl's: 117 Target: 115 Costco: 114 J.C. Penny: 114
Internet Facilitate the Long Tail Strategy: Benefits for buyers and sellers
Benefits for sellers -No longer constrained by the size of local demand E.g., a movie theatre requires, say, 1500 people over two weeks; a book store needs to turn over its inventory on average twice a year -No inventory cost for digital goods For buyers: -saving search costs -Offline, it is hard to search through millions of items to find the exact rare item -Online, such items can be easily found and even recommended
Establishing Brand Image
Brand image reflects your position against competitors in consumers' mind in a perception map Brand image matters for your target customers only
House of Brands
Branding Advantages: avoids confusion, dominance in product category, reduces or minimizes channel conflict Online Advantages: focused content, simplified imagery, better measurement of brand-specific campaigns Online Challenges: hinders cross-selling opportunities, "content fatigue" reduces likelihood of frequent customer visits Separate URLs per brand www.tide.com or www.pantene.com
Branded House
Branding Advantages: efficient use of resources, lower cost of product introductions, brand extensions , focus on key users Online Advantages: Traffic steered to singe page, Authority status of site through shared in-bound links, easier user tracking Online Challenges: complicates content choice, potential navigation problems, difficult to measure advertising effectiveness per individial brand URL Choices: homepage as umbrella (virgin.com/books)
Creating a Brand Awareness
Building your own website Display Advertising Email Marketing SEO/Paid Search
Omni-Channel Retailing
Different consumer shopping needs are best met through different channels Consumer desire for information can be easily met with direct online information Consumer desire to touch and try on articles of clothing best met with offline retailer Challenges for retailers working across online and traditional channels Determining what products are sold in the store, online or through catalogs Pricing discrepancies Promotional offerings Cross-channel support
Enterprise 2.0
Enterprise 2.0 is the use of social software platforms within companies, or between companies and their partners or customers. It aims to help employees, customers and suppliers collaborate, share, and organize information via Web 2.0 technologies. Expertise location Corporate blogging Corporate wikis Internal community platforms Idea generation/Ideation
Combat Show-Rooming (1)
Expand your in-store offering with live services, such as training. Apple Stores provide free service with their Genius Bar.
Pure-play e-tailers
Firms that sell directly to consumers over the Internet No physical sales channel, and therefore low overhead costs
Tips for Running Effective A/B Test
Have a hypothesis -E.g. "We believe using a button instead of just a text link will make the call to action stand out in the email, drawing reader's attention and getting more people to click-through." Prioritize your A/B tests by considering the ICE score: -Impact- how big of an impact do you think this might have? -Confidence- how confident are you that this change will have a positive impact? -Ease- how easy is it to implement this A/B test?
Long Tail strategy
Head vs. Tail -Head: the hits! -Tail: books so niche that they could not profitably be sold in a book store Long Tail strategy can be successful online -30-40% of Amazon's book sales on are on books that are not in a brick-and-mortar store* -Generates over $1 billion in consumer surplus*
Outcomes for Allium's Flash Lunch and night at Allium
In the end, both events generated: -302 total social posts -2,429 total engagements -2,563,029 total potential impressions -40% customer return rate
Consumer Decision Journey
Initial Consideration Set: The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. Active Evaluation (information gathering, shopping): Consumers add or subtract brands as they evaluate what they want. Moment of Purchase: Ultimately, the consumer selects a brand at the moment of purchase. Post-Purchase experience (ongoing exposure): After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
Jordan's Furniture
Jordan's Furniture achieves some of the highest furniture sales productivity in the country by using themed "streets" in its store, including a Mardi Gras show a IMAX 3-D theatre a laser-light show, food courts a city constructed of jellybeans a motion-simulation ride a water show a trapeze school, and special charity events.
#Happytohelp Campaign: KLM Royal Dutch Airline
KLM identified travelers' problems by monitoring Twitter and sifting input from KLM ground staff. During five full days (October 13-17, 2014), KLM Royal Dutch Airlines offered help to as many travelers as possible, on and offline.
customer-based brand equity pyramid
Relationships= what about you and me → resonance → intense, active loyalty Response = what about you → judgements, feelings → positive, accessible reactions meaning = what are you → performance, imagery → points-of-parity & difference identity= who are you → salience → deep, broad brand awareness
Combat Show-Rooming (2)
Make your shop a social place where consumers congregate and interact around your products. Lion Brand Yarn opened a studio in New York to showcase new high-end offerings, provide classes and build community
Relevance
Marketers are granted access to inboxes by securing permission and maintain it by sending relevant emails Factors that affect relevance: -desired, user-friendly, valuable
ENGAGEMENT LEVEL 4: "Contributing"
Nature of engagement: Commitment Communications with brands: Repeated purchases; blogging about the brand; organizing brand communities; participating brand events Engagement metrics: Number of high-level memberships; number of regular buyers; number of content contributors.
ENGAGEMENT LEVEL 1: "OBSERVING"
Nature of engagement: aware of the brand Communications with the brand: hearing about the brand via word-of-mouth, social media, or traditional media. Person may visit the firm's website but does not provide contact information. Engagement metrics: website traffic, media impressions.
ENGAGEMENT LEVEL 2: "Following"
Nature of engagement: paying attention to the brand Communications with brand: subscribing to an email distribution list, newsletter, or an RSS feed. Engagement metrics: Email subscribers; RSS subscribers; Twitter followers; Facebook fans
ENGAGEMENT LEVEL 3: "Endorsing"
Nature of engagement: trust the brand and willing to endorse Communications with brand: following the brand's social media accounts; forwarding emails; low-level membership Note: Facebook fans and to some degree Twitter followers blur the lines between leverls two and three because the public nature of following an organization on a social network is also a mild form of endorsement. Engagement metrics: number of low-level members; public endorsers; attendees of a brand event.
Netflix Socks
Netflix paid attention to the numerous "complaints" on Twitter about falling asleep during watching the show
Omni-Channel Operating Example
Nordstrom showcases pinned items in stores After testing the idea in 13 retail locations, Nordstrom quickly expanded its strategy to all 117 stores.
Cementing Brand Value
Offering superior brand experience that exceeds consumers' expectations Because it is "experience-based", usually offered only to current users
A night at Allium
Only Chicago's most socially influential can experience a night this unforgettable at one of the city's exclusive hot spots. Experience Allium's handcrafted cocktails and enjoy a complimentary full-dining experience with your influential friends. Forget about bringing a wallet, all you need is a social post to settle the bill.
eBay's Social Product Strategy (2)
Outcome The average price of Group gifts is five times higher than that of an average eBay sale A third of Group gifts participants sign up for new PayPal accounts A third return to eBay within a month to buy other items
Yelp's Social Product Strategy (2)
Outcome To maintain these social benefits associated being a member of Elite Squad, Elite Yelpers continue to produce quality reviews. The average elite Yelper will produce about 100 more reviews than a non-elite Yelp reduced the cost of generating good quality review
American Express's Social Product Strategy (2)
Outcome To reap social and networking benefits from Connectodex, small business owners obtain and continue holding an AmEx OPEN card. The service has effectively reduced customer churn and increased willingess to pay for the card. Platform users' net promoter score (likelihood of recommending the card) significantly surpass nonusers' score.
Channel Objectives: Create Utility for Customers
Place Utility: Product/service availability in locations convenient to customers Time utility: Product/service availability when desired by customers Information utility: Availability for information about product features and benefits Form utility: Processed/prepared in proper condition and/or ready to use
Combat Showrooming (3)
Provide Immersive shopping experience Disney store is divided into themed areas with different interactive experiences in each, such as a princess experience or watching some Disney footage in a mini-theatre.
Most Effective Strategies to Reduce the Impact of Showrooming During the Holiday Season According to Retailers in North America, Sep. 2012
Provide in-store matching of online word prices: 60% Allow product to be purchased online and picked up in store: 38% Provide a consistent cross-channel experience to the customer: 33% Provide sales force with real-time information: 31% Increase the number of exclusive products available in-store: 29% Reduce inventoy of products that are prone to showrooming: 27% Increase the number of sale promotions available only in-store: 27% Implement technology barriers to stop barcode scanning: 12% Increase exposure of local product selection online: 10% Provide a store mobile app: 10% Increase salesforce: 8%
Yelp's Social Product Strategy (1)
Social Product Strategy Content produced by "Yelpers," an educated cadre of volunteers in their 20s and 30s Each year, Yelp invited the most passionate and prolific "Yelpers" to join the Elite Squad, which gives access to Exclusive events, including cocktail parties at museums, and a Mardi Gras. These events commonly produce new friendships and other relationships. Benefits to "Yelpers" Meeting other interesting and young "yelpers" (establishing relationships)
eBay's Social Product Strategy (1)
Social Product Strategy eBay's group Gifts online application A gift organizer can pool funds among the recipient's Facebook friends to buy gifts Benefits for Customers Helping people purchase better-targeted and more-expensive gifts Strengthening relationships with the recipient Strengthening relationships with other gift givers.
Building Brand Community
a) Brand developed via mass communication b)Brand community: member dominant c) Brand community: Brand Dominant brands as socially negotiated constructs
Lower Frequency for Emailing
once/month: 25.24% open rate, .27% converstion rate Twice/month: 21.80% open rate, .24% conversion rate 4-5 times/month: 18.19% open rate, .22% conversion rate 6-7 times/month: 15.46% open rate, .18% conversion rate 9 and more times/month: 11.96% open rate, .12% conversion rate
Anatomy of a typical email
preheader header navigation bar primary message secondary message social media bar footer
What should you test in an email: subject lines
subject lines -font stlye -length -word order "Use this discount code to get 25% off your next purchase" vs. "Get 25% off your next purchase using this discount code"
Why use email marketing?
unparalleled use/reach -2.76 billion email users worldwide by 2017 -91% of consumers check their email at least once a day -checking email is No. 1 activity on smartphones consumers prefer to receive promotional message via email vs. other channels -44% prefer email, 29% mail, 4% SMS, 3% social media, etc. Low cost and strong 1:1 capabilities -4300 % return on investment
Online Display Ad
various banner sizes; display images only, or image/text combination
