In the business jungle, everything has to be measured in order to test its own real value, and e-marketing campaigns are not the exception. By measuring these e-campaigns will not only help them to improve their efficiencies but to determinate real outcomes organizations can use to update their strategies in the web.
These two links addresses this issue and shows how web analytics tools effectively support companies understand how their virtual customers reacts to their strategies in the web:
http://www.marketing-insights.co.uk/wnim0402.htm
http://www.bruceclay.com/branding/web_email.htm
Although these tools provide companies with a rich source of information, also forces organizations to be 100% proactive and develop a never-ending work in their websites, internet advertisements and online offers. It is clear, at least to me, that internet challenges in a daily basis the way a businesses are developed. It is not longer a choice of amount of money, but the way you use it to achieve better goals, and the first one is money: profits, revenues, call it like you want but the ultimate objective is to get it.
By using these techniques to analyze e-marketing, finally organizations are facing reality and testing the way marketing campaigns in the web works. Don't get me wrong: I really think e-marketing works, but only if it's used wisely.
Wednesday, June 9, 2010
Tuesday, June 1, 2010
The plant that Kills (Tanslation in Spanish "La mata que mata")
The title of this post is a game word: in Spanish "mata" (plant) and "mata" (Kill) is spelled and pronounced the same way. The theme of this radio commercial that is broad casted in the Colombian radio networks tries to persuade the farmers of the south states of the country of cultivating Coca and Amapola plants by reaching its sensitiveness and moral sense. This radio commercial is sponsored by one federal organization Direccion Nacional de Estupefacientes (National Center for Illegal Drugs) that belongs to the National Ministry of Justice. So far, so good, but (always the sinister "BUT") the issue is the script of this commercial is narrated for the really sweet, innocent and tender voice of a little girl. I am sure most of you may not speak Spanish but I am pretty sure when you get into the link that I attach below, you will agree with me about the qualification of the voice I commented previously.
Here is the link:
http://www.dne.gov.co/?idcategoria=4034&download=Y
So, the issue in my country is about if it is ethical and moral(we suppose it is legal because the sponsor of the radio commercial is a federal organization) to use the sweet tone of voice of a little girl to prevent the increase of illegal crops like Amapola and Coca. There have been a lot of controversy in my country and many posts in blogs and articles in newspapers and magazines against this campaign. I attach two of them:
http://translate.googleusercontent.com/translate_c?hl=en&sl=es&u=http://eu-es.facebook.com/topic.php%3Fuid%3D30406471542%26topic%3D11979&prev=/search%3Fq%3Dpropaganda%2Bradial%2Bla%2Bmata%2Bque%2Bmata%26start%3D10%26hl%3Den%26sa%3DN&rurl=translate.google.com&twu=1&usg=ALkJrhgh2eFOpR_OZ1WpAV8vFUQ2uovrvw
http://translate.google.com/translate?hl=en&sl=es&u=http://comunidades.semana.com/wf_InfoNoticia.aspx%3FIdNoticia%3D3135&ei=PLkCTNruMIaKlwfNv4CiCA&sa=X&oi=translate&ct=result&resnum=4&ved=0CCUQ7gEwAw&prev=/search%3Fq%3Dpropaganda%2Bradial%2Bla%2Bmata%2Bque%2Bmata%26hl%3Den
My opinion: I agree it is not ethical, but I am pretty sure these kinds of campaigns are necessary and even mandatory. In a country as Colombia, where at least two generations of my country men and women's moral values have been damaged by this "damn" business, we need to give strength to these kinds of messages so they can reach inside the people's subconscious and maybe, with a little luck, to wake the awareness of all of us.
It is a controversial issue so it is a personal judge. Hear the commercial and read the articles of people against this campaign. Then, make up your own mind.
Here is the link:
http://www.dne.gov.co/?idcategoria=4034&download=Y
So, the issue in my country is about if it is ethical and moral(we suppose it is legal because the sponsor of the radio commercial is a federal organization) to use the sweet tone of voice of a little girl to prevent the increase of illegal crops like Amapola and Coca. There have been a lot of controversy in my country and many posts in blogs and articles in newspapers and magazines against this campaign. I attach two of them:
http://translate.googleusercontent.com/translate_c?hl=en&sl=es&u=http://eu-es.facebook.com/topic.php%3Fuid%3D30406471542%26topic%3D11979&prev=/search%3Fq%3Dpropaganda%2Bradial%2Bla%2Bmata%2Bque%2Bmata%26start%3D10%26hl%3Den%26sa%3DN&rurl=translate.google.com&twu=1&usg=ALkJrhgh2eFOpR_OZ1WpAV8vFUQ2uovrvw
http://translate.google.com/translate?hl=en&sl=es&u=http://comunidades.semana.com/wf_InfoNoticia.aspx%3FIdNoticia%3D3135&ei=PLkCTNruMIaKlwfNv4CiCA&sa=X&oi=translate&ct=result&resnum=4&ved=0CCUQ7gEwAw&prev=/search%3Fq%3Dpropaganda%2Bradial%2Bla%2Bmata%2Bque%2Bmata%26hl%3Den
My opinion: I agree it is not ethical, but I am pretty sure these kinds of campaigns are necessary and even mandatory. In a country as Colombia, where at least two generations of my country men and women's moral values have been damaged by this "damn" business, we need to give strength to these kinds of messages so they can reach inside the people's subconscious and maybe, with a little luck, to wake the awareness of all of us.
It is a controversial issue so it is a personal judge. Hear the commercial and read the articles of people against this campaign. Then, make up your own mind.
Wednesday, May 26, 2010
Amazon: successfully decoding consumer behavior
I have to admit I am an Amazon addict. Almost everyday I surf this website looking for new offers in several products and I have bought almost everything through this company: books, perfumes, electronic gadgets and even the case of my laptop are among the goods I have acquired through them. But why have I become such a fanatic of this company? the answer, they have decoded and even anticipated my taste.
Like I do, there are a lot of people that purchase almost everything through Amazon and talking to them I could find several reasons we share:
1. First of all, security. When you buy in Amazon you know the system is safe and that you are not going to experience any kind of trouble with your credit card balance.
2. Reliability: what you order is what you get! this helps to relax the customer experience which it is not a sure thing in the internet.
3. The "wish list": I think this is one of the most successful features Amazon has. This feature allows customers to share their favorite products. This has allowed Amazon to hear their customers as not other retailer company has done before. See link below.
http://www.businessweek.com/magazine/content/09_43/b4152047039565.htm
4. Relevance of the customers opinions: I think it is very brave and bold from Amazon to permit their customers not only to post their opinions of the items acquired through this website, but to grade them. In my opinion this makes easier the buying experience because one can rely in the other buyers opinion and decide to purchase or not. See link below.
http://www.davechaffey.com/E-commerce-Internet-marketing-case-studies/Amazon-case-study/
5. Marketplace: the participation in this e-market encourages people to do business through a safety and reliable environment. It is amazing how easy it is to access to this feature and be able to sell again goods you purchased previously through this website. See link below.
http://www.writing-world.com/promotion/amazon.shtml
6. Post-sale customer service: one of the main reasons why this company has earned my trust and fidelity; it is wonderful not only to receive confirmation of your purchase and to be able to track your order, but to receive news from possible items that generally match your taste. I know this might seem obvious, but every time I receive in my email offers from Wall-Mart or Staple, just to mention two examples, it really annoys me to watch several products that does not match my taste. Therefore these emails go straight to the Trash folder without even checking them.
Finally, as I mentioned in my last blog, behind successful companies like this one there is always an integral organizational system that back up the marketing efforts; so this is not just the outcome of an e-marketing strategy, but the entire work of several coherent strategies.
Like I do, there are a lot of people that purchase almost everything through Amazon and talking to them I could find several reasons we share:
1. First of all, security. When you buy in Amazon you know the system is safe and that you are not going to experience any kind of trouble with your credit card balance.
2. Reliability: what you order is what you get! this helps to relax the customer experience which it is not a sure thing in the internet.
3. The "wish list": I think this is one of the most successful features Amazon has. This feature allows customers to share their favorite products. This has allowed Amazon to hear their customers as not other retailer company has done before. See link below.
http://www.businessweek.com/magazine/content/09_43/b4152047039565.htm
4. Relevance of the customers opinions: I think it is very brave and bold from Amazon to permit their customers not only to post their opinions of the items acquired through this website, but to grade them. In my opinion this makes easier the buying experience because one can rely in the other buyers opinion and decide to purchase or not. See link below.
http://www.davechaffey.com/E-commerce-Internet-marketing-case-studies/Amazon-case-study/
5. Marketplace: the participation in this e-market encourages people to do business through a safety and reliable environment. It is amazing how easy it is to access to this feature and be able to sell again goods you purchased previously through this website. See link below.
http://www.writing-world.com/promotion/amazon.shtml
6. Post-sale customer service: one of the main reasons why this company has earned my trust and fidelity; it is wonderful not only to receive confirmation of your purchase and to be able to track your order, but to receive news from possible items that generally match your taste. I know this might seem obvious, but every time I receive in my email offers from Wall-Mart or Staple, just to mention two examples, it really annoys me to watch several products that does not match my taste. Therefore these emails go straight to the Trash folder without even checking them.
Finally, as I mentioned in my last blog, behind successful companies like this one there is always an integral organizational system that back up the marketing efforts; so this is not just the outcome of an e-marketing strategy, but the entire work of several coherent strategies.
Tuesday, May 25, 2010
Is really profitable to advertise in Online social media?
I don't want to be a "party pooper" but, does somebody have real figures that show the profits consequence of advertise, market or whatever term is used for marketing in social networks? Again, I declare myself as an eternal apprentice of this subject, but I think organizations that use social networks as their only way to improve sells aim for failure.
As I commented in Professor Miyazaki's blog, I think e-marketing is one of the mandatory tools organizations must use in order to reach possible customers and let them know the goods they intent to sell, but it's not the only one. Just remember the early 90's when internet bubble started to grow and e-companies began to flourish, based on cheap costs and thin organization structures. The final chapter of this history was the disappearance of these companies because didn't have the structure to back up the sales. Maybe some of you think this has not relation with the subject of this blog, but my point is one organization that wants to sell can't rely just in an internet strategy like social network or even rely just in the internet as the strategy to reach customers; it has to use an integral strategy, because let's face it: customers are more sophisticated now than 20 years ago.
Another point I want to address is the real benefit of social networks as mean to improve sales. I think they can be very helpful in the brand recall, but as I read in Damilola's blog I don't think I'm going to join a group in facebook just to see what Sears has to offers me. If I need a blender, for example, I'll look in the websites of Sears, Wallmart, Kmart and Target (just to mention some of the retailers) to compare brands and prices; and even after that you can be pretty sure I'm going to log into Amazon and e-bay's websites just to get it cheaper. I think social networks are used for social life and unless you are an addict shopper, I really don't think it's going to be very helpful.
As I commented in Professor Miyazaki's blog, I think e-marketing is one of the mandatory tools organizations must use in order to reach possible customers and let them know the goods they intent to sell, but it's not the only one. Just remember the early 90's when internet bubble started to grow and e-companies began to flourish, based on cheap costs and thin organization structures. The final chapter of this history was the disappearance of these companies because didn't have the structure to back up the sales. Maybe some of you think this has not relation with the subject of this blog, but my point is one organization that wants to sell can't rely just in an internet strategy like social network or even rely just in the internet as the strategy to reach customers; it has to use an integral strategy, because let's face it: customers are more sophisticated now than 20 years ago.
Another point I want to address is the real benefit of social networks as mean to improve sales. I think they can be very helpful in the brand recall, but as I read in Damilola's blog I don't think I'm going to join a group in facebook just to see what Sears has to offers me. If I need a blender, for example, I'll look in the websites of Sears, Wallmart, Kmart and Target (just to mention some of the retailers) to compare brands and prices; and even after that you can be pretty sure I'm going to log into Amazon and e-bay's websites just to get it cheaper. I think social networks are used for social life and unless you are an addict shopper, I really don't think it's going to be very helpful.
Tuesday, May 11, 2010
Facebook: money maker social network
Since the birth of the internet organizations have tried to use the world wide web as a tool to reach the largest amount of customers in order to sell their products. Although at first they accomplish to get significant market share, these numbers started to decrease because companies kept (and still keep) sending emails with thousands of "offers" to the customers inbox which finally ended up in the trash folder, at least this is my case and my relatives one.
When companies realized that publicity sent to the personal emails weren't reaching the target, this is catching people's attention, then they started looking the search engines in order to reach more people in more efficient way and and that was the start of the big profits for search engines as Yahoo, but especially Google. These web companies developed sophisticated algorithms in order to allow wholesalers and retailers to be "found" in an easier way for the customers, but this became a cost prohibitive strategy for SME's that didn't have large budgets to expend as big MNE's.
When web based social networks started, they allowed SME's and even private persons to develop a way to let themselves know to the entire market, but in my subjective opinion, Facebook has revolutionized the way e-businesses have and will evolve. Not only is the most visited social network in the world, but also it is free and allows a series of applications that makes it more flexible and attractive for the regular person.
If everything continues within the same behavior, I think Facebook will grow from a social network to a multi-functional service provider, with the ability and capacity to face other strong players, principally Google and even Microsoft.
Here in this blog I attach a link where you can see the way Facebook can be used to create and develop businesses, even without having one, just by being an intermediary.
http://www.facebook.com/crowdconversion#!/video/video.php?v=165875910880
When companies realized that publicity sent to the personal emails weren't reaching the target, this is catching people's attention, then they started looking the search engines in order to reach more people in more efficient way and and that was the start of the big profits for search engines as Yahoo, but especially Google. These web companies developed sophisticated algorithms in order to allow wholesalers and retailers to be "found" in an easier way for the customers, but this became a cost prohibitive strategy for SME's that didn't have large budgets to expend as big MNE's.
When web based social networks started, they allowed SME's and even private persons to develop a way to let themselves know to the entire market, but in my subjective opinion, Facebook has revolutionized the way e-businesses have and will evolve. Not only is the most visited social network in the world, but also it is free and allows a series of applications that makes it more flexible and attractive for the regular person.
If everything continues within the same behavior, I think Facebook will grow from a social network to a multi-functional service provider, with the ability and capacity to face other strong players, principally Google and even Microsoft.
Here in this blog I attach a link where you can see the way Facebook can be used to create and develop businesses, even without having one, just by being an intermediary.
http://www.facebook.com/crowdconversion#!/video/video.php?v=165875910880
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