Katherine Yu

NYU Integrated Marketing Grad Student

[katherineyu96]

Last-Click Attribution Is Not Telling the Whole Story

Last-click attribution is a simple method to define marketing success, which means measuring customers last clicked on the advertisement before they made purchase. At the first glance, it seems like reasonable because it shows the conversation rate in some extent. However, the simplest measurement-last click attribution is not telling the whole story. Actually, it is not accurate and effective standard to measure conversion, because it only gives conversion credit to the last platform or medium. 

Giving a simple example: If the customer sees a commercial video on Instagram ad post occasionally and are interested in the products, but he purchases it on Amazon instead of the official website that can be directed by Instagram ad post. Does it mean Amazon contribute to his purchase and is Amazon an effective branding method to advocate the products? Absolutely not! Even though the last-click attribution is Amazon, the platform of Instagram is the direct reason he feels interested and would like to purchase. If the marketers utilize last-click attrition, they would made mistakes on branding strategy to create brand awareness. As a result, last-click attribution has bias on direct visits and makes influences negatively on the effective marketing strategy. 

As the picture shows, in the conversion funnel there are four stages that are all necessary and take account to convert, so last click attribution is only account for the last small part of action without another three important steps. Last-click attribution is not the whole story of conversion rate.

[katherineyu96]

5G Network Brings More Oppurtunities

As we are stepping into the era of 5G, real-time technology and AR technology will come true, so I generate an idea regarding combination 5G digital billboard network with AR glasses. With population of 5G network, it can bring real-time data into digital billboard, which means digital billboard displays most relative creative messages that is determined by surrounding environment. The passers can see the most relevant ads for the day and location that they are at because of the real-time data analysis and immediate transmission. The digital billboard displays the contents include, ads, current weather and travel information, and it will be varied from person to person. Another feature is that it can be moved anywhere, such as shopping mall, street side and restaurants where people would like to gather.

To be more interactive, it can used with AR glasses and mobile phone. With the development of advanced technology, I predict that people will wear AR glasses to go outside and on the street. People waring AR glasses are able to interact with digital signage on the board. It can be directed by the voice of “sign menu” or looking at the button. Also, the digital billboard shows QR code or contact information, and passers can use mobile phone to scan and interact with the digital billboard to explore more ads information. It is the future trend of multiple interactions and I believe that people would like to response to those smart digital billboards because it is so novel and attracting.  

[katherineyu96]

Improve Site Speed – Catching New Customers

Site speed is an essential factor of attracting new customers, so if there is traffic when browsing the website, the potential customers will lose. It is a tiny difference for potential customers, but it will affect their drive to open the sites if its speed is too slow. Based on the research, 47% of customers hope to load a site as soon as possible, like in two seconds, for a desktop. If it is more than three seconds, most of customers will choose not to continue loading. At the same time, page load speed is also an important factor to decide the ranks on SERPs. First, starting with using an open source tool like Google Lighthouse measure the current speed, and then evaluate which factors that affect sites’ slow speed. There are four following tips speeding up the site, which could help create a positive customer experience.

Simple Style-Avoid overloading the site with various media like photos, videos, and oversized files. Decide which one is much more important and keep the necessary media to make the site faster than overloaded site with exaggerated decoration.

Compressed Images- Images visualize the business and help to boost business sales. However, the full-size images occupy most of storage and slow down site speed. As a result, improve site speed by optimizing image size with less bandwidth and storage.

Caching Approved-Enabled caching will allow media files temporarily saved and load faster when the customers visit the site again. Cached items can be stored as long as it can, otherwise, the customers clean the caching history.

Sever Location Matters- Sever location is an important factor of site performance for the users. Using a Content Delivery Network (CDN) shortens data delivery time. CDN has the copies of website assets on a local server which is located nearby the customers who are viewing the site.

Reference:

https://www.searchenginewatch.com/2020/04/01/four-tips-to-immediately-improve-your-site-speed/

[katherineyu96]

Transactional Email from Chase Sapphire

Transactional email is a type of email marketing and can help re-activating inactive users functionally. It is personalized and sent to recipient individually. It typically includes receipts, account-related alerts, referrals and feedback. When users sign up an account, there is a way for users to invite their friends to join and create an account by sending referral emails. However, transactional emails have the features with fixed template, and the recipients receive the same referral emails many times, even the title of the email showed on the notification is totally same. For example, as the picture shows Chase referral emails are the same template, even though there has my personal name, so I never click it. It is not attractive at all and there is no drive to open to earn the referral points. It needs more attractive at first glance. 

When I first glanced at the email, the overall doesn’t look well-designed, but it is simple to read. The bigger size three R words suggest how Chase bank credit card referral works. Another good point of Chase Sapphire is its usage of color and bold front for bonus points, so it emphasizes the most important factors of the referral program and it is concise to first look at them. Also, the green referral button has its explicit function: the link drives me to refer a friend if I have a friend who is applying for Chase Sapphire credit card. As a result, if Chase Sapphire transactional email improves its title in the notification, I believe that its email will be effective.

[katherineyu96]

The War of WeChat and Little Red Book in Marketing

WeChat and Little Red Book are the most prevalent apps used in China, but Wechat is used more widely and it has grown into an “everything app that connects users to shopping, gaming, ridesharing, and government services. More than 1.1 billion monthly active users globally in Wechat, and Wechat is most popular with people between 26 and 35 years old according to a survey by CAICT. Chinese people spend more than one-third of their online time on Wechat, so it’s a great platform for marketing the brand to create brand awareness through Wechat. On the other hand, Little Red Book which is a trusted social shopping platform helps above 100 million users, especially young women, discover beauty products, special restaurants, and travel. To be more specific, it’s more likely to be an innovative content-sharing site with the product search engine. Instead of a traditional e-commerce website, it is word of mouth advertise based on trusted user-generated content, so it’s much easier for products of a new brand to be promoted in Little Red Book based on the trusted platform.

-Differences Between Two Platforms Regarding Marketing Strategies

Because of high user engagement on Wechat, there are multiple marketing tactics to lift brand exposure, including promotion ads on moments, mini-programs, influencer promotion article and self-promotion on its business account. For the first promotion method, it’s unavoidable to see promotion ads when the users glance over their friends’ moments so it’s an effective way to increase exposure. The target audience will make awareness of its products. Mini programs and official business account are other channels to introduce its brand and products, and it can build a positive brand image and launch small campaigns to make more people know it, such as drawing a lottery.

The most interesting and smartest way to promote products is to invite an influencer account to write an article about soft advertisements due to high acceptance by the consumers. For instance, GQ Experiments is one of the most popular KOL on Wechat, and the screenshot shows that Hershey’s campaign on women’s day. The campaign’s topic is tasting joys and sorrows of the queen’s life based on five flavors, so GQ combines the topic with the hottest TV drama to promote the chocolate. It is close to the hotspot and seems interesting to consumers.

It’s much more trusted on Little Red Book than Wechat because the promotion way of LRB is based on word of mouth. However, most merchants notice that is a business opportunity, so they spent money on promoting products by influencers and celebrity who may not care about the quality of the products and focus more on the money. As a result, there are having a possibility of products recommended by others is not a good product. Oppositely, some authentic posts regarding new insight on small brand’s products by products’ experiencer are more acceptable on LRB. Some travel places, restaurants, and products with comments and likes are good recommendations and are necessary to discover it. It depends on the consumers trusting or not, so the consumers need to improve their taste of judgment and differentiated ability.  

[katherineyu96]

Calvin Klein’s Campaign with Video Ads Embrace Women’s Day

In 2019, Calvin Klein conducts a campaign regarding empowering Asian women to challenge traditional gender norms in Women’s Day. It is a movement to embrace diverse beauty in a variety of forms even though the Western fashion world is the mainstream. In the international Women’s Day, CK aims to find diversity in Asia culture and encourage customers to rethink its underwear and demonstrate diverse collections all over the world. Calvin Klein launches in-store and online platforms by hashtag #MyCalvins. CK chooses 10 women who are from Asia made an empowering statement. Those empowering statements are showed by video advertising that revealing their understanding of diverse beauty for #MyCalvins topic. In the video, the model, Bonnie Chen, realizes that her creativity in her artwork as her belief and empowering statement and that’s her understanding of the diversity of women’s beauty and gender identity. The video ads indicate that CK supports women to have their own bold beliefs about gender identity and express their confidence and authenticity. The video helps the brand standby women’s side to face the obstacles in society. It makes CK stand for bold, healthy, self-confident brand image and more and more consumers to accept and purchase CK’s underwear. As a result, I would conclude that it’s a successful campaign with video ads which used effectively and detailed in its story with a self-discovery theme. Visualizing different kinds of gender identity which differs from the traditional norms can help Calvin Klein reveal the diversity in its brand image.

[katherineyu96]

Amazon Go- A New Tech in Mobile Changes the Future of Retail

Nowadays, a study indicts that 50% of the world’s population has a mobile phone, and 65% of Americans own smartphones, so it’s inevitable to conclude that mobile marketing is the future of business. The following graph shows the number of global mobile users exceed desktop users in 2013 and continues to grow rapidly because using mobile is movable and convenient.

Mobile App is the main type of mobile marketing, consisting of multiple functions including payment, shopping, gaming, and entertainment. Amazon Go App is a new technology that can make customers shop at the supermarket without queuing for checkout. It makes the checkout-free grocery store come true. Instead of queuing for a long time in other retail stores, the customers simply enter the Amazon Go store with the QR code generated by the app and take the products they want and go outside. The procedure of shopping is recorded by hundreds of cameras and the new tech combines computer vision, sensor fusion, and deep learning algorithms. In its system, every customer has a virtual cart and when they get one item and it will be added into the shopping cart. If they change their mind and put it back, the item will be removed from the cart. The tech will detect the actions of shopping automatically and keep tracking until customers leaving. After a few minutes, customers will receive a receipt on Amazon Go App and pay automatically online. The new tech with an app on mobile saves time and makes customers shopping more convenient and easier. Amazon Go will definitely become the future of retail.

[katherineyu96]

Farfetch’s Landing Page is Good at Serving the Purpose for the Brand

- Symbiotic Color and Usage of Bold & Shadow

Farfetch is an online luxury e-commerce website from over 700 brands, known as a trending gathering place. It aims to serve a group of target audiences who are pursuing to wear luxury designer clothes that looks fashionable. The landing page is unique and filled with color white and black which is the color of Logo, and the Logo is in the middle of the landing page which cannot be ignored. The usage of color brings the audience a sense of briefness and fashion. Besides, “sale” with red color is extremely conspicuous at the first guide column. There is a price advantage for an online luxury website having multiple times of sale during a year. The price advantage attracts a certain group of people who would like to purchase designer clothes with fewer bucks. While another group fashion icon who prefers to wear the latest arrivals’ clothes will notice the grey shadow part of the page. The UX/UI design directly guides different target audiences to different branches of the fashion part.

- Concise Categories

Specifically, the categories that show on the landing page are designed by target audiences’ demands, making them conveniently reach the clothes they want to get. What’s in the fashion shows and the parts of trending helps them obtain a sense of fashion and innovation. Different types and styles of outfits bring customers direct visual experience and insights on luxury goods. Farfatch is the brand to spotlight on fashion and help customers to understand it. The smart concise categories’ design helps Farfatch serve the purpose of the brand.

[katherineyu96]

Google Super Bowl Commercial

The content I choose is Google super bowl commercial which is known as a touched and poignant ad. The content tells the story of an elderly widower with Google. He would like to reminisce about his deceased wife. The story starts with typing “How to not forget” and he uses Google to remember the best lifetime with his wife “Loretta”. The photos with Loretta, their favorite movie and their trip to Alaska are important memory of their happy time. The most touched part is the man asks Google to remember that he is the luckiest man in the world. The commercial is created to indicate that high tech like Google can change people’s life and help them to remember important life events. The moved emotion created by the commercial drives audiences to realize that Google is a reliable life partner to assist people’s life. I think it is one of the best ads in 2020, but I would like to recommend that if it demonstrates Google will not reveal personal information, it will be better because it could increase trust.

[katherineyu96]

Digital Marketing, Is It Better for Branding or Direct Response?

Nowadays, digital marketing is one of the most essential approaches to build awareness and drive sales because people cannot live without electronic devices. Branding that is a long-term effort to build a trusted brand and direct response are two different ways to marketing. Compared with two approaches, digital marketing is better for branding which is the foundation of a brand because digital marketing can easily make potential customers be aware of the brand and create a trusted band between company and customers. For instance, content marketing which is a type of digital marketing delivers the core value of the company and builds up a healthy consistent brand image for long-term business development. Digital marketing has a unique point that shows interactions and feedback from consumers. And with the accumulation of positive feedback, a good brand image is created among potential customers. Through the number of long-term advertisements on social media, a company can attract more consumers based on a positive brand image. People would recognize the brand name and logo and generate purchasing impulse and loyalty when a company has a consistently good brand image on social media. Instead of direct response, branding with digital marketing is more likely to create loyalty than immediate direct response, so digital marketing fits more with branding.