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The Ethical Argument Behind Cookies and Privacy

The Ethical Argument Begins

Everyone has encountered cookies before. No, not the sweet but dangerous baked goods. We are talking about the kind found on websites and browsers. Users who don’t really look into the meaning of cookies, probably don’t realize just how large of an impact they serve. For those who know exactly what they consist of, the realization can be daunting. Therefore, one question is prompted. Is it ethical for companies to be using cookies and accessing private information for their own benefit?

Benefits for the User

Firstly, it is wrong to assume cookies only benefit the companies using them. Cookies can also benefit the user. They allow a more personalized experience on the web. Content is catered to you and your interests. Ads that pertain to recent searches and websites will be shown. Did you just look at a product on Amazon? You can expect to see that same product, and similar ones, in a banner ad on other websites. Yes, some people don’t like this and feel as if it is invasive. However, some people enjoy this one of a kind experience. Secondly, there is an option to say no to cookies. Continuously clear out the cookies and cache data if at all uncomfortable. The choice is yours, so use it.

Benefits for the Company

The existence of cookies is to help companies or organizations gain information about the users who interact with them. Yes, as mentioned above it benefits the users in some ways as well. However, we cannot forget why they are being used. The personal information kept within the cookie is invaluable. It gives you a sense of your audience without having to ask everyone their demographics. For example, cookies know genders, age, location, device, etc. The list goes on and on. Scary? Yes. Will it change? No. In short, cookies help companies understand who their audience is very easily. The effectiveness and efficiency is too good to pass up.

The Ethical Summary

As a result, get used to the question “Allow Cookies?”. That is not going to be going away anytime soon. Ethical boundaries will continue to be pushed. How far will we let them go?

For More Information Click Here: All About Cookies
Read A Similar Article: Cookie Ethics
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Self Promotion on Social Media is Authentic

Social media is always changing and evolving. As a result, this can make it a tricky marketing channel to utilize successfully. However, if done right, it can draw in a lot of consumers to your brand.Try some self promotion.

Self Promotion is Good!

Companies may struggle with one question: should I self promote? The answer is yes. This is because consumers want to see a brand that believes in their own product. Self promotion can be a great way to show the “why” of the company. This is the entire reason that a company exists. For example, the make-up industry is one of the hardest to succeed in and show authenticity. This is due to the constant photoshop, editing, and paid sponsorships utilized in their ads. Therefore, the ones that make it to the top are the ones who truly believe they are putting out the best products. And how do consumers know that company has the best products? Through authenticity.

Successful Self Promotion

An example of self-promotion done right is Rihanna’s make-up brand, Fenty. Now, Fenty has its own official Instagram page. Meanwhile, there is consistent promotion of this brand on her personal Instagram page as well. Rihanna will post videos of herself doing her own make-up with her own products. She wears her products to events, ceremonies, and everywhere else. This is authentic. When I see Rihanna able to use her product herself and wear it in public proudly, it makes me believe in the brand too. It means that I don’t need a professional make-up artist to do my make-up to have it look good. Rihanna stands by her creation. So I do too.

Unsuccessful Self Promotion

Just as there are good examples of self promotion, it can also be done poorly. For example, an unsuccessful use of self promotion is Kylie Jenner and her make-up brand. After a blip of success with her lip kits, Kylie started to branch out to new products. However, it had a negative effect on her brand. When she tried to self promote on her Instagram and cosmetics page, it was clearly inauthentic. This was especially prominent during her skincare line launch. The videos she posted to the Kylie Skin Instagram page were clearly staged. Immediately people pointed out inconsistencies. Fans called her out on not using the product in the video to wash her face correctly. Kylie looks uncomfortable to be using her product, as if she didn’t even want it touching her face. This resulted in a controversy, and bad publicity for her brand.

Look at the Instagram Pages Here:

Kylie Skin

Rihanna

Related Article: Company Authenticity and Self Promotion on Social Media

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Spotify Wrapped: And Why It Worked

Spotify’s Campaign

In 2017, Spotify released a campaign that was completely brand new to music streaming services. This gave users’ a personalized end-of-the-year summary of their music habits. It’s called “Spotify Wrapped”. Ever heard of it? Certainly, everyone has.

My Reaction

When Spotify started this campaign in 2017, I had just graduated high school. Also, I had just finished my first semester of college. Suddenly, my social media was taken over by something called Spotify Wrapped. My friends were posting a summary of their year, but through song. Meanwhile, I was using Apple Music and feeling left out. So, what did I do? I downloaded Spotify right before 2018. This was such an easy decision that it didn’t even feel like a marketing campaign.

Refreshing the Campaign

In 2019, Spotify updated their yearly summary by adding global and longer time segments. This kept the traditional campaign while adding more relatable components. In other words, Spotify made sure that the yearly summary would not become boring. To sum it up, I look forward to more updates that are to come in the future.

The Goal of Spotify Wrapped

In conclusion, what Spotify did is create a personalized gift for their users’ every year. Not only does this create a sense of brand reliability, it also creates a new social norm. Personally, I love looking at other people’s Spotify Wrapped. I love looking at my own. Overall, it is a simple, enjoyable, and unique campaign. Spotify did a great job at finding the “why” behind music. Whenever I look at my personalized summary, I am filled with memories that are associated with that song. Spotify isn’t selling their app with this campaign, they’re selling the feeling. However, with every campaign, there is a goal. The first goal of Spotify Wrapped is to get people to subscribe to their music streaming service. The next goal is also to get the Spotify brand out there. with everyone sharing their summaries, that is free marketing and advertising for the company.

Like this Article? Read About Other Campaigns: Starbucks #What’s Your Name?

Want Your Own Spotify Wrapped? Sign-Up for Spotify Premium Here: Spotify.com

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Why Emails Are Being Resurrected

Who even reads emails? Within the past few years, new marketing techniques have been introduced that compliment the latest and greatest technology. Meanwhile, companies are asking themselves an important question. Why continue to pursue emails? Emails no longer perform how they used to. It can be hard to justify using them as a marketing tactic when there are so many to choose from. However, email isn’t dead. Instead, email is being reinvented.

Smart Emails Starts Here

Firstly, a big improvement involves display ads. These advertisements are a main source for collecting potential consumer’s emails. Kim mentioned in the video how display ads would be shown on websites. Yet, companies had little to no control over exactly who would see the ad. Now, custom audiences allows companies to have more control. Marketers can ensure that the consumers within their target audiences are shown the ad.

Secondly, the quantity and quality of emails has improved. Marketers no longer send out numerous email blasts a week. Instead, these blasts are limited to important promotions or events. This can also help customers dictate between important and unimportant emails. Every email should benefit the customer in some way. The result is less consumers unsubscribing from the email list.

Lastly, consumers want to be in charge. Marketers have started to actually ask people to be on the email list. When giving consumers an option, they feel more powerful. If a company continuously makes consumers feel trapped, people will stay away from that company. The negative side to this, is that people may give out fake emails. However, this is an easy fix as well. A confirmation email is the solution. After signing up for the promotion, a confirmation email should be sent out before the consumer gets the benefit. Therefore, using a fake email equals no benefit.

Emailing is an easy way to obtain consumers’ information. When used effectively, it is a free way to advertise to your target audience. Don’t discount emails, they are here to stay.

Emails emailing email

Want to watch the video mentioned in the blog? Go here: The New Email Marketing

Read a Similar Blog Post: How Has Email Marketing Survived?

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Just Click It

Display ads are one of the most common forms of advertisements on the internet today. Consumers see them when scrolling through social media, or visiting their favorite website, or even watching a video on Youtube. So, if there are so many of these littered throughout the vast expanse of the world wide web, how do companies get people to take that extra step and actually click on their ad?

There has only been one time, that I can remember, that I have intentionally interacted with a display ad. It was the summer of 2019, and the World Track & Field Championships were going on. As an athlete of the sport, I was continuously watching the events and checking the results. The world championships are sponsored by Nike, who has globally taken over the sport of track & field. In the midst of the World Championships, I was scrolling on Instagram and stumbled upon a Nike display ad on my feed. The ad was showcasing a new pair of sneakers that were “designed to the specifications of world-class runners” and had the USA Track & Field logo on them. Not only were these shoes designed by the very athletes I had been watching, but the model (Pegasus) was one I had been buying over and over since high school. To say I was being re-marketed, would be true. Needless to say, I clicked the ad and bought the shoes.

Yes, display ads can be annoying and ruin the user experience of websites. However, when companies take the time to re-market to people within their target audience, the ads can actually be seen as helpful. I am very glad that Nike sponsored that Instagram advertisement to appear on my feed. Those sneakers were amazing, but of course they were. They were catered to my interests and habits.

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Be Careful: A Big Spender Could Be a Big Loser

The key to beating out competition within the ad space of Bing/Google search results, is not to spend the most money. Instead, you want to use your funds wisely. Those who spend the most, won’t win the most. Instead, the focus should be on figuring out just how much money you can afford to spend for CPC, in order to break-even or hopefully make a profit.

The Sweet Spot of CDC

The goal of any company paying for advertisement space within search results, is to not only get clicks, but to get conversion. The CPC will differ depending on the product, profit margin, and category. As John Gagnon stated as an example, Jimmy Choo shoes and auto insurance will have different rates per click. However, both companies are paying an amount that correlated directly with their margin of profit. While auto insurance companies usually have to pay about $50 per click, their product has a higher profit margin and ROI than Jimmy Choo shoes, which have a rate of about $1-$2 per click. So, if you are an auto insurance company, of course you can pay $100 per click in order to be the #1 ad search result. Just don’t expect to make a profit.

Know Your Purpose

Remember, becoming the #1 ad search result has one purpose: to make money through sales. If you spend so much money to become #1 that you don’t have any profit margin, the entire purpose is thrown away. Instead, take the time to ensure you are investing wisely in the ad search results. Becoming #1 has a price, can you afford it?

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Child Poverty Can Be Stopped with Your Help

Why Help with Child Poverty?

Johnson’s Baby believes that every child deserves the chance at a gentle and nourished life. Sadly, this is not always the case. For example, child poverty makes up about 50% of people considered to be living in extreme to poor conditions. Since kids have no option for a steady income, they are stuck in brutal living conditions with no opportunity to escape. Moreover, this disadvantage leads to children being more likely to live in poverty than adults. As a result, together we must do everything we can to ensure that these kids have access to resources and healthcare products. The little things, like shampoo and conditioner, are necessary for a healthy and happy life. Above all, every child deserves the opportunity to play, laugh, and live.

No more talc: Johnson & Johnson ends talc baby powder sales in U.S. -  Motherly

Product Matching for Child Poverty

Child poverty is a crisis that Johnson’s Baby believes everyone can have a hand in helping. As your most reliable company for children’s healthcare, we know that you love your kids. Therefore, you only want the highest quality products for them. Now, you can buy the best products for your children, and help others as well. Johnson’s Baby will provide those same products to children in need globally. Next time, when you care for your kids, you can be caring for kids globally. However, you are always free to make a direct monetary donation to Unicef or Johnson Baby’s cause. In conclusion, every penny, washcloth, and soap can make a difference.

Watch Our Most Recent Johnson’s Baby Commercial

Meanwhile, learn more about Jonson’s Baby and what we believe in as a child healthcare company by watching our latest commercial!

Learn More About Child Poverty // Sources

UNICEF

Children’s Defense

Children Incorporated

Related Post: Child Poverty and What We Are Doing to Stop It

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Conquer Google with SEO

After observing George Do’s video, which explores the concepts of expanding seed keywords, I believe that becoming #1 on Google’s search engine page is completely “do”-able… for most companies. Of course, with broad statements as such, there are going to be exceptions.

George used a trekking pole as an example in his video, and showed us the various ways that he can optimize the search for his product specifically. This would ideally allow him to surpass the other companies that appear when “trekking pole” is searched. Everything he suggested companies to do, is surveying and researching the internet around the specific niche his product lies in. Sounds simple. Yet, I think he just chose a well-balanced niche. To become the #1 spot on Google in a more popularized or trending topic might be a more difficult task to tackle. If your smaller company is trying to become the #1 result on Google for “laptop”, good luck beating out Amazon or Best Buy. However, if your niche is art supplies, and you’re trying to optimize the new paintbrush you’re selling, you have a greater chance. Just follow George Do’s advice. Scavenge for all of the seed keywords you can find, from competitors, blogs, social media, suggestions, etc, and compile that information. Of course, paintbrushes is just one example, and search engine optimization is crucial for any product.

If you truly want your product and company to succeed, don’t optimize your search just once. Keep doing it, or else you’ll inevitably fall below your competitors. The ones who become #1, are the ones who consistently adapt to the ever changing world of digital marketing.