Advertising Analytics Email Marketing Health and Safety Social Media Uncategorized

Tracking User Behavior

Every time you sign up for a website and provide your email, name, or phone number, you’re giving them access to your information. Once you’re on their site they’re tracking your movements. By entering this personal information you’re consenting that they’re allowed to use and track it.

When you’re the owner of a site tracking user behavior can be extremely beneficial. Sites like Google Analytics allow you to access user data and see how long consumers are visiting the site and which pages they’re visiting. This can help a business better utilize their site and create a better user experience. Analytic breakdowns also allow businesses to view what demographic is visiting the most frequently. While this is a more personal analysis it can be extremely helpful in understanding and narrowing down the target population.

Some companies like Pinterest and Uber are extremely secure when it comes to user information. This means that they have a more ethical business model and they won’t abuse customer information by sharing or selling it. When companies follow a specific protocol, as Pinterest and Uber do, I believe there can be an ethical way of tracking user information.

However, companies like Facebook, Amazon, or any mobile service provider, are quite the opposite. Companies like these track user information and collect it in order to sell it to other companies. When information is taken and sold this way all ethical practices are neglected. Unfortunately, a lot of companies seem to follow in these footsteps.

Tracking user information is an extremely helpful tool. This tool can also be extremely misused therefore I do not believe it is an ethical practice. If more privacy laws were put into place user behavior tracking could remain a good thing. However, without these laws, the practice of tracking user behavior is abused and overall unethical.

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Corporate Responses: Proactive vs. Defensive

As a brand having a social media presence is necessary in order to stay relevant. The point of social media is to start a conversation. The saying “all publicity is good publicity” doesn’t always translate well into the online world. Sure people are talking and commenting on your posts, but is this conversation steered the wrong way?

When a company receives these types of negative comments they have a choice about how they would like to respond. One option is to be proactive and try to amend the wrong they did the customer and try to repair that relationship. The other option is to be defensive and prove why you’re right and the customer is wrong.

Here Whole Foods demonstrates how to proactively respond to a customer. Instead of ignoring this tweet or pushing another product on the customer, they offered solutions. By doing this they received a positive response from their customer and strengthened their relationship with their consumer base.

proactive vs. defensive response

An example of an extremely poor defensive response is that of Pigalle, a restaurant in Boston. Unfortunately for Pigalle their horrible mishandling of this situation caught quite a bit of negative press.

Other than the obvious difference in tone between these two responses the big thing we see here is proactive vs. defensive response. The proactive response errs on the side of “the customer is always right”. Whereas the defensive response is aggressive and distasteful. Proactive responses offer condolences and solutions which creates a positive environment for communication flow. Defensive responses deter customers from engaging with the company and ruin their reputation.

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Authenticity and Social Media

A strong social media presence is all about resonating with your audience. Every business is guilty of self-promoting, that’s how they get their name and their product out there. But the magic of marketing is promoting your product without your consumer noticing. Some of the most successful campaigns are the ones that push a message and not a product.

Companies like Aerie with their #aeriereal campaign are proving that being real and authentic promotes your product on its own. The goal of this campaign is to create body positivity and self-love. Instead of editing and filtering models wearing their products like most companies Aerie took a stand against unrealistic beauty standards. By using models and customers of all shapes and sizes to show off their product Aerie doesn’t even need to add a promotion. I think Aerie shows the perfect balance of self-promotion and authenticity by pairing their products with a strong message that motivates and inspires their consumer base.

Aerie Instagram post

As a brand, your goal is to make sales in order to be successful. This doesn’t mean that your social media accounts have to be flooded with products and sales. For popular, already thriving brands, authenticity should become a key player in how they use social media because it’ll grow their fan base and directly impact their sales. Authenticity on social media is more than possible, it’s proven to be sucessful.

The Importance of Being Authentic

Advertising Email Marketing

Is Email Marketing Dead?

The Golden Age

The idea of email marketing was very popular in the early to mid 2000’s. With a new way of outreaching content to consumers the click through rate for email marketing saw its highest rate between 2006-2007. Emails brought new techniques to marketing such as providing personalized content, transactional information, the ability to share content, drive consumer action, etc.

What Happened to Email Marketing Click Through Rate?

Now that present time has opened up a wide range of communication through multiple social media sources and different platforms to display marketing, the click through rate for emails has dropped. Why wouldn’t people still want to receive mail at the tip of your fingers? Because email marketing became overwhelmed with the amount of content being sent to consumers. When consumers now have been bombarded with an email from every which way for every bit of information, people will ended up getting frustrated and ignore their emails.

How Does Email Marketing Take A Turn For The Better?

If a company wants to up their emailing game, there are a couple things to focus on before you end up straight into the trash. Personalization is what catches the attention of a consumer. If an email is focused directly on that specific consumer they will pay more attention to it. Marketing pitches should be made under paid advertising techniques, not email marketing. This is where email blasting has almost killed email marketing. Many email blasts lead to about .5-2% of people unsubscribing every email blast they get. They key to fix this problem is creating a targeted email list for certain ads to reduce unwanted email blasting. Creating a target market per email makes consumer mail feel more relevant to their interests. Keeping email marketing focused on personalized content, transactional information, the ability to share content, and drive consumer action, is where emails can still stay alive.

Email Marketing’s Future

More Information on New Email Marketing Tips by Larry Kim
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Is Email Marketing Dead?

Email is no longer the “golden age of marketing” like it used to be. More often than not emails get filtered into separate folders like spam and promotions. Some apps even give you the option to unsubscribe if you haven’t opened a companies email in awhile. If the marketing barely reaches the consumer, what’s the point? Unfortunetly, email has taken away the idivualism of marketing. Instead of sending mail that is geared towards you companies are sending the same mass email to all of their costumers.

Email marketing is not always a dead end. Luckily, many companies have found a way to revolutionize the way they send emails. Previously it was stated that companies lose about 2% of customers each time they send an email, but this doesn’t always have to be the case. Utilizing promotions, discounts, and clever headlines can optimize these remarketing campaigns.

Through the methods described by Larry Kim companies can use these remarketing tactics to reach responsive viewers. The use of ethical data collection allows companies to filter out what type of emails pertain to each costumer. This approach of targeting individuals with specific promotions like, “we see you left something in your cart here’s a coupon”, is proven to be much more effective. By doing this companies cut out the unnecessary inbox flooding mail that generally annoys costumers. Less frequent, more direct, emails keep costumers more engaged. This engagement means they’re more likely to actually open them and take action. These tactics can help increase engagement and revitalize email marketing, making it a worthwhile investment.

Email Marketing

Is Email Marketing Dead?

What is Email Marketing?

Email Marketing is when a company or business sends a commercial message via email to current or prospective customers. The emails can be used to include an advertisement, a request for business, to request donations, or solicit sales.

How does a Company Utilize Effective and Ethical Email Marketing?

The first step a company takes to start marketing through email is to obtain email lists. Some ways they can do this is through a customer’s purchase and from discount pop-up ads on a website. It is in a company’s best interest to use ethical capture techniques so that they aren’t blocked by spam filters or end the company in hot water later down the line for the ways they use their data.

Customers also like not getting too many or too little emails from a company, so it is important to have a good context in your emails. If someone has too many emails from multiple companies in their inbox, a user will often let them sit unopened and eventually forget about them or delete them. That being so, email is still a prevalent form of communication between individuals, companies, corporations, colleges, and governments alike, and is used frequently. Email marketing isn’t dead, but I do think it needs a revamp to match standards of communication in this new decade.

How to Improve Email Marketing

After watching Larry Kim’s Stukent video, I learned that there are many ways to make email marketing generate more engagement.

One way is a new advertising technology that allows the company to create a custom audience to divide out who gets what type of email. This is helpful because it allows you to see data from who the email is reaching and whether or not it is effective.

Another way to generate more engagement is by social remarketing. Kim states that social remarketing generates 3x more engagement rates and 2x more conversion rates. This shows that there are different techniques to make sure that email marketing is both effective and ethical and even though email marketing may have lost its touch in the last few years, there is always room for improvement and many ways a company can utilize this wave of communication.