Tuesday, April 1, 2014

Manhattan Mini Storage Could Use Some Video Ads

Spotted on Second Ave in East Village

Manhattan Mini Storage's ads have made waves in the marketing world with its humorous and sometimes controversial content. What I love about them is that they are "very New York" and often make references to current happenings and cultural trends.

The typical Manhattan Mini Storage ad would have a witty quote implying the need for more storage in Manhattan's shoebox apartments, followed by the words "storage starting from $29" and "free move" printed across without much graphics. Besides their phone number, website address and starting price, there is not much information about the storage space that they offer. These ads have done exceptionally well in grabbing people's attention and creating brand awareness, but do they translate into more storage business?

Despite their success in print and OOH ads, they have never really used video ads. After all, they provide storage space, and people would want to know how their facilities look like and what they would be paying for. By extending their creative and witty one liners to videos, and showing what they have to offer, I am sure that Manhattan Mini Storage would not only increase brand awareness, the showcasing of their products would more directly increase sales.

Wednesday, March 26, 2014

Marketing and IT as One

In a recent article on CMO, Chief Marketing Officer of US-based makeup brand, Sephora, said that the CIO should be the CMO's best friend. As interactions between companies and customers increasingly transition to the digital space, it is crucial to strengthen the tie between marketing and IT. Digital is no longer limited to ecommerce, but across all touch points.

When a customer enters a store and expresses interest in a product, it is most likely that the first thing he would do is take out his smartphone to look up reviews and compare prices. The lines between marketing and IT are beginning to blur and are becoming one instead of two separate entities, in which one is unable to work without the other.

Through customer engagement on the digital platform, companies are able to utilize data such as customer details, preferences and purchase behavior to improve retail experience both in-store and online. It is no longer an option, but a requirement that companies integrate IT and marketing to better connect with consumers in this day and age where digital has become the norm.

Tuesday, March 11, 2014

Effective Mobile Email Campaign

The explosion and evolution of mobile technology has not only changed where we access information, but how and what information we access. More often than not, people that are constantly on the go would check their email on their mobile devices. According to a Nielsen report, 38.5% of mobile Internet time is spent on checking emails. With this in mind, the process of an email campaign do not end once the emails have been sent out. Instead, the tricky part is how it must be deployed to work effectively when opened, read and acted on in a mobile environment.

Considering that the screens of mobile devices are much smaller than that of a computer, it is important that the email is viewable by automatically adjusting to any screen size or display resolution. Most people, when viewing their email on a mobile device, are on the run. Therefore, both the creative and the content of the email must be clear, concise and easy to skim, with clear calls to action. That also means that there must be clickable in-email links that lead users to the campaign's landing page, where consumers can close the call to action.

Once that is done, the results from the email campaign must be analyzed to ensure its effectiveness.

Monday, March 3, 2014

Hyper-Targeted Display

As of late, there seems to be so much hype about 'big data' -- complex sets of electronic data about consumers' personal information and their behavior. This information is then used to track consumers online-- their buying habits and the products and sites that they visited. Based on this information, marketers are able to 'hyper-target' their consumers with tailored ads of brands and products that they have shown interest in and at prices based on their spending power. These ads will "follow" an interested consumer-- by showing up on other sites that they visit, on online radios like Pandora and Spotify, on social networking sites and more.

Hyper-targeted display is effective when used correctly. For example, if a consumer did a search of a specific product, such as a pair of pink Ugg boots, she is clearly interested in purchasing the product. By targeting this consumer with ads featuring the particular pair of pink Ugg boots at a lower price, it will not only serve as a reminder of this much desired product after days of viewing it, it will also give her the extra push that is needed to make the purchase. However, if a consumer did a search for a product that is less brand specific, such as paper clips, it is unnecessary for an advertiser to spend advertising dollars on this consumer, because the consumer is more likely to base his purchase decision on the lowest price, rather than the brand.

Hyper-targeted advertising is a huge leap from traditional advertising and when used correctly, can be extremely effective for businesses.

Tuesday, February 25, 2014

Birchbox 3-month Search Campaign Budget

Birchbox is the leading discovery commerce platform in beauty, grooming and lifestyle products in the market. Every month, subscribers are mailed a box of sample products, that if satisfied, can be purchased in full-size versions on Birchbox's online shop. 

The task is to do a three-month search campaign for Birchbox. First,  we need to have a display ad and a landing page. 

Birchbox Display Ad

Landing Page

Next, we need to come up with a budget. After entering a list of keywords into the Keyword Planner in Google Adwords with a daily budget of $30, the daily estimate was:

129 - 157 Clicks
4.82K - 5.89K Impressions
2.12 - 2.59 Avg. position
$27.00 - $33.00 Cost

A 3-month search campaign for Birchbox would come up to between $2430 and $2970.

Tuesday, February 18, 2014

Websites' Traffic

Most sites have several different pages that serve different purposes, but there are always a few specific pages that receive the majority of the traffic.

1. Hulu

"Hulu is an online video service that offers a selection of hit TV shows, clips, movies and more on the free, ad-supported Hulu.com service, and the subscription service Hulu Plus," which offers premium programming on most mobile devices and internet-connected TVs. Hulu offers all kinds of video content including TV shows, movie trailers, movies, clips, video game trailers, and content for both Latino and children. Despite the wide array of choices, I believe that most of Hulu's traffic goes to the TV Shows page, because that is what Hulu is known for and it is the American TV Shows that have a larger audience compared to the rest of the content offered.


IKEA is a furniture store that is known for their reasonably priced products that are simple, innovative and modern. Most consumers would go on IKEA's website when they are looking to buy furniture or something for their homes, therefore IKEA's product page would get the most traffic.

3. Facebook

Facebook is the largest social networking website. Users spend more time on the site to connect with friends and families and find out what is going on in their lives, than on their own profiles. I, for one, am not an active Facebook user. I do not post anything on my profile, but I try to get on it once a day to keep myself up to date with friends, family and the news. With that said, Facebook's newsfeed page would receive the most amount of traffic compared to users' individual pages.

Madewell bag to Madewell Jeans

I was browsing on Facebook when I saw a Madewell ad on the right bar, featuring its Transport Tote. 

When I clicked on it, I was led to the main page of Madewell's website, which was featuring their jeans at the time. Yes, Madewell is known for their denim, but the ad I clicked on was clearly for their Transport tote. Of course, I could have simply clicked into the bags section or did a search on the website, but I just found there to be a bit of an inconsistency between their ads and landing page. I think that it would be more effective if the ad led consumers directly to the page to purchase the bag, as a call-to-action strategy.