I love spam, but I HATE spam.

Who doesn’t love spam? I mean, who doesn’t love EATING SPAM!

Every wondered what spam means? “spiced ham”, “spare meat”, “shoulders of pork and ham” BUT also known as a large amount of unsolicited messages and unwanted communication sent over the internet, for advertising purposes.

I, for one understand the frustration of spamming.

It is important that we understand the key word unsolicited messages and unwanted communication that defers spam from your usually daily emails from retails stores or online boutiques.

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The above image is an example of what some people may consider as spam, but with companies like Net-a-Porter, consumers consent to receive these emails as a form of retail and consumer communication, therefore is not categorised as spam. Even though, it is VERY annoying receiving these daily emails, you just don’t want to miss out on a good sale.

To categorize a message as spam, there are 3 requirements. You can’t just categorize an annoying message or receiving large amount of emails as spam. A spam is messages that are provided and electronically sent to consumers with:

  • No consent from consumer or receiver
  • Unidentifiable information
  • Inability to unsubscribe to receiving the unwanted messages

Under the Australian Communications and Media Authority (ACMA), for copmanies to not be categorized as spam messages:

  • Consumer or receive must consent to receiving message, this form of consent can be given through consumers providing their email or ‘subscribing’ to received emails.

 

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  • The messages sent via electronics to consumers or receiver’s must contain relevant company information they is easily identifiable by consumers.
  • Consumers or receivers must be given the option to unsubscribe to the messages, if they decide that they do not want to receive anymore messages from the company.

 

It’s essential for companies to understand what spamming is and to avoid it, and it’s also important for consumers to realise what spamming actually is, and usually it’s just companies wanting to keep you in the loop.

Have you ever been spammed? And what are you legal opinions on it?

ACMA. (2016). Spam FAQ. Retrieved from http://www.acma.gov.au/Citizen/Stay-protected/My-online-world/Spam/spam-faqs#consent.
Rao, J.M. & Reiley, D.H. (2012). “The Economics of Spam.” Journal of Economic Perspectives, 26(3): 87

 

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Best photo to ever go VIRAL.

Can we just take a moment to acknowledge the brilliance of Ellen’s Oscar selfie and how good Brad Pitt looks!

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This was the most retweeted picture of all time, a feat it achieved in just 1 HOUR. 255,000 tweets per minute, with more than 3.3 million retweets.

As spontaneous as the selfie seemed, it wasn’t entirely unplanned. Samsung is one the Oscar’s biggest sponsors, and Ellen herself came up with the idea and from there it went viral. Although the use of the Samsung product was not mentioned, it was seen on TV, as they received 900 mentions a minute on social media. Now THAT is what you call successful viral Marketing.

 

So how does marketing go viral, and why doesn’t it go viral?

Viral marketing enables companies to promote current or future products and services at the same level reach and awareness as high frequency TV advertising (Kaplan & Haenlein, 2010). Andreas Kaplan and Michael Haenlein outline steps to help companies ‘waltz’ through social media/viral marketing.

  • Social Media
    Viral marketing campaigns can be rapidly spread through social media, as social media has become a large platform for communication and sharing moments and opinions. SO use social media as a means for viral marketing!
  • Word-of-mouth (WoM)
    WoM evidently influences consumer attitudes and behaviours, effectively impacting buying decisions and product or brand switches. Electronic WoM include any online feedback mechanisms (book review, YouTube, Twitter, instagram etc.) Successful WoM through social media platforms creates viral marketing, where better to gain advice and review than a person honest opinion.
  • Creating an epidemic
    “The right people need to get the right message under the right circumstances.”(Kaplan & Haenlein, 2010).
    There are 3 groups of messengers required to transform a message into a viral one:
    – Market mavens: individuals who get involved with discussion and feedback in a large marketplace.
    – Social hubs: the social networker, as they have a large pool of social connections
    – Salesperson: the receiver from market mavens, they amplify and encourage positive commentaryThe message of the campaign should be memorable and interesting to attract the 3 groups of messengers.
  • Interaction
    Marketing campaigns go viral because of the interaction between companies and its customer base. The result, can be positive or negative outcome.
  • Spreading the virus
    In order to develop a viral marketing campaign there are 5 pieces of advice to follow to enhance the success of the campaign.

 

I first saw this commercial by Dove on Facebook, and it moved me. This is an example of meaningful viral marketing that can be remembered. It received over 7 million views on Youtube and over 500,000 view on Facebook. They turned a social experiment into a viral marketing campaign.

These tips are important in making content ‘go viral’ online, the most important factor is the PEOPLE, they are they key to your successful of viral marketing. Make the content relevant to your brand strategies, your content could go viral but it may not contribute to benefit the company. Therefore, it is the PEOPLE you need to impress and move, they are the ones who share and promote the brand. So make it relevant, memorable, humorous interesting and relevant to the brand, or just get Ellen Degeneres to campaign, either way it should work.

Thanks for reading, I tried not to make it too extensive!

Share with me some more examples of successful and non-successful attempts of viral marketing campaigns! I would love to see more examples.

PPC or SEO in SEM. Say what?

What on Earth does this mean?

Let me break it down for you.

Search Engine Marketing (SEM) is a term used for internet marketing, using promotional websites in order to increase visibility in search engines through paid advertising. This is primarily used through Google, Yahoo, Bing or any other commonly used search engines.

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There are two type of strategies a company can use, Search Engine Optimization (SEO) or Pay Per Click (PPC)

Search Engine Optimization (SEO) involves modification of site codes to make them more relevant and thus more compatible to search topics, it enables to ability to achieve and higher ranking in search engine results and it’s placed in the editorial section. Alternatively, PPC refers to placement within the sponsored section of the search-results page, with the company name displayed and there is a fee payment for definite appearance.

PPC is the most popular form of SEM, as it maximises visibility = more visits = more revenue. In contrast, SEO can generate more traffic being placed in the editorial section therefore companies are having to pay more paid placement.

BUT then research on search-engine report that 60-86% of search engine users click on displays within the editorial section, with 14-40% of search engine users click on the sponsorship section (Sen, 2005).

Well that doesn’t make sense? PPC is more widely used but SEO generates more clicks.

If PPC is more popular where does this lead SEO?

It all depends on the ALGORITHMS. Continue tweaking your headlines, title tags, and links in order to receive higher search engine ranking. SEO is still around, it just needs more development to catch up with the marketing innovations.

What are your thoughts? What does future hold for SEO’s?

 

 

Big Data is watching you.

Wherever you are, what ever you do Big data is following you. 

Isn’t it absolutely bizzare that since technology is developing to fast, we are now watched by the internet? How is this possible?

Well, let me introduce you to BIG DATA. The newest marketing revolution!

What is Big data and how does it work? Here is a short 2 minute video from explaining exactly that and its capability.

 

 

Businesses use Big data to understand customer behaviour, in order to customize and improve business processes. It provides the ability to track customer purchases, observations, navigations and promotional influences.

So how you navigate through online shopping and the clicks it takes your to purchase a product, THAT IS DATA. Where you walk around the store, where you eyes look around the store and your decisions and behaviours within the store, THAT IS DATA.

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Many businesses have adopted the use of Big data over the traditional use of algorithms to predict customer behaviour. As it is more precise, it in turn generates better business forecasts and effectively aids decision making.

  • For marketers, research is more reliant and promotions become of higher quality as they are more timely.
  • For consumers, they perceive the outcome as more personal, in a way they believe the business is targeting their wants and needs.

But is Big data a breach of privacy for consumers ? If so, is this a huge problem for marketers?

How does Big data differ from traditional forms of data analysis?

Andrew McAfee and Erik Brynjolfsson have determined the three main key points of differentiation, and this is how it defers

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Volume

Quantity of data collection is substantial, about 2.5 exabytes of data is collected each day. Now heres the maths, 1 petabyte is one quadrillion bytes or 20 million filling cabinets, 1 exabyte is 1,000 times that amount OR easier reference ONE BILLION GIGABYTES (GB). In contrast with traditional methods, it would take 20 or so year to come up with that much data.

Velocity

Data is being generated at an unbelievable speed. Having the ability to now obtain data during ‘real-time’ or ‘nearly real-time’ allows a business to gain a quicker advantage against its competitors. With traditional methods it could take up to 8 weeks to gather data and create promotions, by then the hype or trend is over.

Variety

There are different variations of big data: messages, social media posts, cell phone readings and reading sensors. Big data has the ability to gather a large scale of information from social network, which is now consumed by a large portion of the world population. Thanks to technology, data can now be gather from different networks, from different mobile devices; ranging from smartphone, laptops, GPS, tablets and watches. What’s next? Our clothes?

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Is Big data the newest marketing revolution? Will it continue to evolve as technology does? Is it good or bad?

 

Thank you for reading my blog & feel free to comment below ! 

 

 

 

What is marketing without a mobile?

Do you watch TV? Or do you watch Netflix?

Do you notice billboards and signs when in the car? Or are you on your phone browsing?

Basic marketing techniques are through televised advertisements, billboards, browsers and posters. But is it effective enough for the rapid evolving generation of technology?

There is no need to watch TV when you have the internet. The internet is growing, with Netflix providing ad free movies and tv shows, YouTube, online news reports and videos, Facebook, Twitter etc. You can do things you want to do, whenever you want and wherever you want, rather than wait until 6PM for the latest news report. The internet provides users with entertainment and communication from different mobile devices.

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Internet users have grown dramatically. Now let’s also look at mobile users.

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WOW! Isn’t that a huge jump? Now since such a big fraction of the world population has access to the internet and everyone owns at least one mobile device, this leads to the concept of Mobile marketing.

It’s interesting to see now, that old school advertising is no longer as effective as it use to be. Andreas Kaplan (2012) looks into the concept of mobile marketing on social media, he splits the application into 4 categories. Reflecting upon these categories we will gather a better understanding of the process and incentive behind the aspects of mobile technology and how it is ever-changing the marketing world.

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HERE ARE THE 4I’s IN MOBILE SOCIAL MEDIA.

INTEGRATE into the consumers life but do not cause any annoyance. Avoid bombarding consumers and abusing their trust.

Example: Kylie Cosmetics by Kylie Jenner. She integrated her brand into the lives of her followers and subscribers, posting about the brand on her social media accounts. She did not email them but instead all information about the lip kits and release dates were posted on her website and app. She also created separate social media accounts for her make-up line.

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You want to INVOLVE user’s through engaging them in conversation, whether they are current or future customers. That is, develop creative ways to engage with customers through either games or activities.

Example: Art Gallery of NSW major summer exhibition ‘Pop to popism’. The campaign used a custom-built panel which features an in-built camera and digital touchscreen which encourages passers-by to take a selfie and choose a filter by the works of iconic pop artists. The images were instantly emailed to the participants for them to share on social media and hashtag #sydneygoespop. The best ones were featured on the AGNSW facebook page.

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INDIVIDUALIZE activities and take into account the user’s interest and preference. Mobile devices usually are owned by one individual which makes the device quite personal, therefore it would be effective to create personalized company-to-consumer communication strategies.

Example: After you watch a movie or TV show on Netflix, based on the genre they recommend similar movies and shows. They personalize your Netflix account, as it takes into account your genre interest, providing personal recommendations.

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Create content that allows consumers to INITIATE communication. This triggers strong viral marketing campaigning.

Example: Make-up social app. This app allows people to create an account, view make-up products and read reviews about them but also provide their own review through their personal account. If you are reviewing a product on the app and it has been reviewed with good feedback, you are given the opportunity to purchase the product externally. This allow consumers to communicate, and if the brand receives positive comments consumers are more willing to trust the brand.

 

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So after exploring the different concepts of mobile marketing, what do you think the most effective strategy is? And is this the new revolution of marketing?