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Is it Ethical to Track User Behavior?

by: Makalah Sizer

Imagine your shopping on a new online website, and the first thing that pops up is is to accept or deny something called cookies. But not a warm sweet treat to enjoy, but a data program to collect your information. The question is, should you do it or not, and if you do what happens?

What does Tracking Behavior mean?

Every website that you have frequently visited, or even purchased from has tracked a portion of your information. However, they couldn’t have done it without you. Websites have to ask your permission to record your information.

In order to collect your information, a website owner has to install a web analytics program to its website, like Google Analytics, for example. Then the magic begins.

Analytics doesn’t exactly take down the name and address of its users. It’s identified from a person’s unique computer or device, through cookies.

Cookies and how it works

Cookies is a packet of data that a computer receives. It helps keep track of consumer activity on the site and track their activity.

Cookies are also really useful because they can store your personal information, like your login or credit card history. However, should people allow cookies to do this?

Most times everyone says yes, it’s really helpful and it can help the consumer save time, but consumers often fear that they are then tracking all of their information. That being said, is it ethical?

Ethical or Unethical?

I think that under most circumstances tracking user behavior is ethical. It’s when they start sharing your information with third parties when they cross that line.

It’s partially up to the consumer to even allow for companies to take their information, so it’s a shared responsibility. Users also have the ability at any time to delete cookies from their web browser. So taking these factors into consideration, I would say that it is ethical under normal circumstances to track user behavior.

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Is A Company Being Proactive or Defensive? You Decide

by: Makalah Sizer

Sooner or later every company is going to receive reviews for their products and services. They hope for a positive review, but every now and again there will be negative reviews. However the state of the reply is important, is the company being proactive and helping the consumer or defensive and trying to cover its tracks?

What’s the Difference?

A proactive response is when companies already have procedures put in place to respond to criticism or negative reviews. They know who to send certain messages to and are well prepared.

In comparison to a defensive response where companies shoot back a quick response, trying to save themselves without appearing to have done much wrong.

Johnson Baby

My team and I chose to do our social good campaign around the Johnson Baby brand. So I decided to look at some of their reviews, and comment sections to see which type of responses they give.

The first is its positive reviews.

Johnson Baby tends to respond to its positive comments.

Johnson’s baby almost always responds to its positive reviews with a heart or a kind word of some sort. They rarely never ignore these comments.

Next are negative reviews.

Johnson’s Baby products have been under scrutiny in the past. They have been accused of having cancer-causing products. These two negative reviews didn’t get a response from Johnson’s Baby. But was this the right thing to do?

However, in this negative review, they were quick to send a message trying to help solve this problem.

It’s important when brands are receiving negative comments to be timeless, so respond quickly, be transparent in the response, so the consumer feels as though they are being listened to and heard.

Overall brands should strive to be proactive rather than defensive when responding to their consumer’s reviews. It only makes their customer service look better, and it will make customers want to come back.

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Self-Promotion… should brands do it?

By: Makalah Sizer


Let’s be honest, social media wouldn’t be itself without some type of self-promotion. Yet, I still believe that it is possible for brands to be themselves, and authentic at the same time. However, it can be challenging at times, especially with the number of self-promotion tactics out there. 

When is self-promotion is too much?

Every business has to do self-promoting to gain some sort of a following. Yet they have to be careful not to overdo it. Of course, they are a business, and they want to sell their products, however, they shouldn’t be constantly shoving it down the throats of their audience. After so many posts it’s going to put a bad taste in the viewer’s mouth. This might lead to them unfollowing your page, and your company losing potential customers.  

It’s 100% possible for brands to stay authentic, while also doing some sort of self-promotion. 

Authenticity is key

Rihanna’s first SavagexFenty line

For example, Rihanna, who is a successful singer/songwriter, actress and business woman has created her own empire with Savage Fenty. Savage Fenty has gained a large following, mainly due to its inclusivity. While brands like Victoria Secret has seen a drop in its following due to its lack of. Savage Fenty celebrates women and men of all shapes, colors, and sizes. It’s very authentic and they show a truthful side to themselves, without editing people’s shapes or sizes. 

SavagexFenty’s new social good campaign in support of Breast Cancer Awareness

While staying on brand, they are currently running a campaign for breast cancer awareness, featuring different survivors of breast cancer. Some, like Cayatanita, were models in her past fashion show.

Overall, self-promotion shouldn’t be seen as a bad thing. It allows people to see what you’re brand is about and learn more about it. Brands just have to be aware that although they are selling products, it’s important to be authentic in order to connect with its followers.

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Coors Light #CouldUseABeer Ad Campaign

By: Makalah Sizer

Coors Light in the beginning stages of the Coronavirus ran an ad campaign using the hashtag, #CouldUseABeer. This ad was run for a limited time, giving people a free 6-pack of Coors light if they tweeted at Coors Light using the campaign hashtag.

Coors Light ad campaign

My Initial Reaction

From a social media standpoint, this is a really good idea. Giving away free beer in the midst of a pandemic is genius. Everyone’s feeling fatigued and stressed with everything going on. A lot of people are stuck at home sitting on the couch. So giving away free beer is a perfect way to lift some stress off of their consumer’s shoulders.

However, after reading that they gave away 500,000 I am a bit confused as to how they even were able to make a profit. Obviously as a company from time to time you’re going to give away free product. But 500,000 seem’s like a lot, even for a big brand like Coors Light. Although I think the social exposure from the ad may have helped in that aspect. Anyone could have participated, so maybe those who have never had Coors Light might feel intrigued to buy it after receiving their free product.

Goals of the Campaign

Coors Light saw an opportunity and they seized it. Their goal was to get consumers to interact with their company, and they did just that. By sending out 500,000 beers that would mean that they got a very large reach in their campaign, and most likely even more interactions.

By creating this campaign, it lightened the mood for many people during quarantine. Consumers might now have a more positive viewpoint on the brand, and thus converting it to buying more of their products.

Overall, this campaign was very well done, and Coors did a great job using their 15 minutes in the spotlight to do a good, effective social campaign.

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Is Email Marketing Dying?

by: Makalah Sizer

Emailing has been around for the past five decades. Companies use our email address’s to get out different information. Whether it’s advertising a new product, or sending a coupon, or giving you information on your latest purchase. However, often consumers feel bombarded with emailing resulting in a lot of messages going to their spam folder. The question is, is emailing it still necessary?


Companies and Collecting Data

Everyone can recall a time where they go to a webpage, and within a few moments, they are being asked to give out their email to either continue onto their site or to receive a percentage off of their purchase. 

Companies are constantly collecting their user’s data, to target and show them certain products.

Why Collect?

Businesses collect emails and information so they can send content out to get consumers to buy from them.

Companies have a different email sign up options to capture as much or as little information as they please.

Companies can go the simple route and only ask for your email address
Along with your email companies could also ask for your name, date of birth, etc.

Asking more information often leads to higher conversion rates for companies, because they can learn more about you. Which allows them to send you information tailer fit to you.

There are different ways that companies can confirm that you actually want to be apart of their email list, that way their information isn’t being sent to spam.

First, companies can add an “opt-in” button to subscribe so that emails aren’t sent to the spam folder. This way users can choose to receive emails from the company.

Secondly, they can send a double confirmation email to confirm that the user wants to be apart of the email listing before adding them to it.

Majority of people despise spam emailing, which is why companies should offer opt-in buttons to decrease the amount of spam emails we receive.


Is
Email Dying?

Emailing has been along for a very long amount of time. So it wouldn’t be out of the ordinary for email conversion rates to decrease. Especially since there are so many other forms of media to get consumers to interact with your company. Pay per click marketing may be a way to help save emailing. Being able to create custom audiences can help increase and drive conversion rates. For example, say DSW knows that Mattie and I like heeled boots. They might send ads/emails specifically to us regarding heeled boots, to get us to their site to potentially buy from them. 

Companies can also make it easier so that it isn’t a hassle for consumers to sign up for emails.

For example, Facebook social direct. Users simply hit the subscribe button, and will then automatically get their name, email, and information put into an email list.

Regardless of how some might feel emailing isn’t going away any time soon. But it’s up to companies to put in the work so their emails make it in the inbox and not the spam folder.

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Advertising

How You Caught My Eye

by: Makalah Sizer

Catching the consumer’s eye is the first job of advertisers. There has to be some wow factor to their ad that gets the consumer’s attention. Whether it’s something flashy that literally catches their eye, or a cool design, or theme.

As a consumer, it’s pretty often that I interact with digital ads. It really doesn’t take a lot for me to be convinced to click on an ad. It could be animals, babies, clothes, or sports flashing on my screen, and I am most likely going to click on the ad because it aligns with my interests.

Being someone who loves shopping, but is also broke, I find myself often interacting with ads that deal with fashion, and with that, they often have a coupon. As a result, I often find myself signing up for emails, and texts just so I can get a deal on clothes that I probably won’t even buy.

I think I’m an ideal person advertiser would go after, because I pretty much interact with anything. If its the first thing I see, I’m going to check it out to learn more and see if it’s worth my time and my money.

This happens so often more than not. I just recently bought clothes from a site I had never heard of called Missguided. I saw an ad come up on my personal social media feed that got me interested. The clothes were styled how I like and they were affordable and cheap! Plus once I clicked the ad it sent me to the page that included the clothes I saw on the ad, then a popup came up asking me to sign up for emails to receive 20% off. Everything that I wanted and more, and I regrettably spent over $100 in one sitting. But that’s the power of a good ad!

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To Spend or Not to Spend

By: Makalah Sizer

Should small companies spend from their small-scale budget to compete against big companies for the top ads?

The Answer is NO

After watching John Gagnon’s video it seems like there’s no point in small business’s to try and compete with larger companies over top ad space.

Obviously creating ads is important and it can bring customers to your site, that may have never heard of your company. However, for small brands to try and get the top ad space seems like a waste of time, and a waste of an already small budget. They could spend their money doing other things, like furthering their brand, or marketing through social media. But, I just don’t think that it would be wise to put so much effort into something that isn’t probable.

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Child Poverty

Child Poverty And What We’re Doing To Stop It

Join Johnson Baby in the fight against Child Poverty

by: Makalah Sizer

Our Story

Johnson’s Baby has been around for the past 125 years, and its mission has been to provide gentle products for babies in each stage of their lives. Our mission statement states that we believe in “being gentle with our children, and with their dreams and ambitions”, yet not all kids are able to live in this same reality. Which is why we are announcing our new campaign to tackle child poverty.

The Scary Facts About Child Poverty

Our campaign, “One Diaper At A Time”, is to make awareness of the current child poverty issues in the US. The Children’s Defense Fund found in a study done in 2018 that about 1 in 6 children were born into poverty. Of those being born into poverty, 73 percent of children are children of color. Thus, proving that poverty isn’t only a socio-economic issue but a race issue as well. Us at Johnson Baby believes that every child has the right to grow up in a safe, and gentle home. However, this isn’t possible due to the current disparities in the poverty level. It’s up to us as one of the major companies in children’s products to do our part.

The chilling statistics regarding Child Poverty rates.

Do Your Part and Sign Up Now!

At Johnson’s baby, our plan is to build a campaign that actually causes change. Our campaign is designed to give people countless opportunities to help in the fight against child poverty. On our website, you can choose to sign up to become a volunteer at one of our sites. You can also sign up to get more information about our campaign. The site also has a page dedicated to how you can help!

Choose an option to donate to fight child poverty!

Donate!

Our goal for this campaign is to provide to families in need. There are 3 options in which you can donate to help fight child poverty. The first option is to round up and donate when you purchase an item from our site. Next, you can buy one give one to donate to a family in need of supplies. Lastly, you can donate any amount of money feasibly. In choosing to donate you are doing your part in the fight against child poverty.

We hope that you are able and willing, to do what’s necessary to provide resources to these children in need.

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Anythings possible… or is it?

Makalah Sizer

Google is one of the largest search engines known to man, which yields hundreds of results with a single search. Businesses work hard and research ways to be in the top 10 rankings, but the question is, is it possible to really get that number 1 spot?

The answer is yes!

After watching George Do’s video “Keyword Research 101” it makes you believe that it’s possible. However the business has to be willing to put in time, effort, and hardwork into researching the different aspects that go into keyword searches.

George Do shares many tips on how to expand from seed keywords. These include searching on google different terms, looking on Reddit to see what consumers are talking about or asking questions in regards to their product, or even doing research on their competitors.

As they say, being on top is one thing, but staying on top is another battle.

Obviously getting that number 1 spot is amazing, but staying there requires just as much work if not more than it was to get there. Businesses have to continue you changing their seed keywords, or creating different long-term keytails to stay relevant. Also by adding keywords, or phrases into the webpage, or in the URL can be a major factor in keeping that number one spot.

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Form?… Function?… What does your consumer value?

When creating your companies website the customer is always at the forefront. You have to be able to design something that is appealing to the eye, while also being easy to navigate. But the question is, which do consumers value more?

Both the form and function of a website is very important. If it’s not easy to manage consumers can get frustrated and navigate away from your site. The same thing can happen if your site has a horrible web design. Take these two websites, for example.

The image on the left is appealing to the eye, it gives context of what you might look for on the site, and it has a sense of direction. The image on the left, however, is difficult to follow, doesn’t give much inform the consumer of all it has to offer, and its pure chaos. In this case its obviously which site a customer would prefer to use.

Overall, in the debate of what the customer prefers, I think the answer is both. Consumers want to be able to navigate freely through a site and find what they are looking for while also enjoying and engaging with the site because it looks good!