I decided to do my final blog on personally identifiable information, PII and compare several companies. Today, most people save their information on websites they frequently purchase from. I feel as our society continues to grow everything will be tracked and tangible money might go away. However, this poses several issues, how secure is our information? I would say most concerning for me is my health information when I give my PII to medical companies or the medical company itself. BCBS's customer information was compromised by it's own employees before, so how do we know it won't happen again?
Until a few years ago, the navy military CAC cards would contain PII, such as your SSN on it. It wasn't until they realized the thief could get access to so much PII that was stored in the card, that they changed. The SSN was plenty for them to change already.
What it comes down to is companies exemplifying their concern for it's customers information. I know you cannot do much for the medical companies, since they are a necessity. But, you should know that privacy policy is there for you to view before you accept those terms and conditions.
You have to remember your information can be compromised at anytime today because there are hackers. However, does the company have enough people monitoring the servers to ensure that no one enters their site? Well, that is strictly based on how much trust you have in that company. A lot of companies don't put enough money into security.
For the future of digital marketing, I think more customizable ads will be out there. More mobile rising star ads will come into play and compete with others. People will be more engrossed in these interactive ads, that they will eliminate some of the boring banner ads that people x out of. Advertising will ask you a question to determine what ad to play first. They will get very creative with the way that it is featured. But this question has to be simple but solid. Ask one too many questions to see the ad before visiting the site and you may lose your customer. This is the type of advertising I foresee more of in the future.
Web Design Principles
The company that I am following is Amazon. Their webs design principles and internet usability is on point! They are a very thorough and innovative company when it comes to websites. Their main page always has new deals and new products that they are featuring on it. It never gets boring and there is always something interesting going on. Their mobile site is very similar, except there are less links in the way of your search since a phone cannot accommodate them. What I love about Amazon is that navigation on both the web page and mobile site is very simple. I know where everything is and how to get to it. For a while though, it was very difficult to turn off one click for purchases. I wasn't sure how to do it and it wasn't made very clear. I still don't know if I can turn it off for my Amazon Prime video purchases. For a while you couldn't. I have not check recently.
I will also analyze the company that I am doing my project on, Netflix. I love how simple their webpage is. It has a link to subscribe and the background is basically images of the shows they feature. Right now they are pushing House of Cards. I think how they did their home page was very clever. I like how Netflix is not in your face like Amazon with all of the advertising. Although what they sell is different, Amazon has a ton of links on their home page. It can get very distracting. However, this is great for marketing. Netflix's mobile application is simple also and the main thing is they don't have advertising. Advertising was recently suggested to them and I hope they do not pursue it!
Overall, I would not change anything with both companies web pages. They are both made to get the type of customer their product warrants. Both are very successful in what they do and have a stellar customer base. The design principles are great for both. Amazon thrives on marketing a variety of products. I recently saw an add at the top of my screen that Amazon will have you book a carpet cleaner through their site! While, Netflix thrives on a variety of video and tv shows for streaming.
I will also analyze the company that I am doing my project on, Netflix. I love how simple their webpage is. It has a link to subscribe and the background is basically images of the shows they feature. Right now they are pushing House of Cards. I think how they did their home page was very clever. I like how Netflix is not in your face like Amazon with all of the advertising. Although what they sell is different, Amazon has a ton of links on their home page. It can get very distracting. However, this is great for marketing. Netflix's mobile application is simple also and the main thing is they don't have advertising. Advertising was recently suggested to them and I hope they do not pursue it!
Overall, I would not change anything with both companies web pages. They are both made to get the type of customer their product warrants. Both are very successful in what they do and have a stellar customer base. The design principles are great for both. Amazon thrives on marketing a variety of products. I recently saw an add at the top of my screen that Amazon will have you book a carpet cleaner through their site! While, Netflix thrives on a variety of video and tv shows for streaming.
IAB Guidelines
Did you know that there are certain requirements for advertisers to follow by when posting online? 😮 Well, I honestly had no idea. I thought that ads online were just there and there was no requirements for them what so ever! After reading about them and checking internet advertising bureau (IAB) guidelines, I was quite amazed. I know for a fact that on my phone when I surf the web, there have been smartphone pop up ads that are not allowed! I will be reading an article and POOF! it shows up. Tablets are not even allowed to have ad countdowns on them. The rules are pretty interesting. So, as a result I visited some sites online to check out the ads.
There was a variety of ad formats that I ran across. Zulily and Brad's Deals websites feature medium rectangle ads that are 300 x 250 on their site. These are probably good for allowing other companies to advertise and being noticeable as well. I stumbled across this website BGR and they have mostly banner ads. They have full banners and half banners on their main page. Zulily doesn't really feature ads on their site. Now this could be because I have the mobile application. However, it wasn't until recently that I noticed them even having ads on their website. This could of been after QVC bought them out over a year ago. They might of resorted to ads as an option or QVC might do it to keep pricing for the bargain site where it is at. On the Brad's Deals mobile website, the ads are full banners, half banners and large rectangles. They must figure that you will see the ads a lot easier this way on your phone. On the BGR website, their is mainly full banner ads. This could be because they want you to see more of what they have to offer, which is sports and technology news. Brad's deals is different since, they already know you are their to check out sales deals. So, in their minds, they figure they can make more money if you see these ads!
The mobile rising star ad is something that is new to advertising and intriguing for the viewer. Nike has one and here's a link that will show you some examples, https://www.youtube.com/watch?v=aS-Rrc2v6_Q
These mobile rising star ads are incredibly interesting to watch, more so than a banner ad. They catch my attention with all the action that is happening!
Overall, sites take lots of time to implement and place ads in the correct place. These are determined based on what the site is featuring and if they want it to disturb the traffic that is viewing it. Ads online are sometimes there and you can be so immune to them at this point, that you don't even notice! So, the mobile rising start ads are a great way to increase customer awareness of the product that is being marketed!
There was a variety of ad formats that I ran across. Zulily and Brad's Deals websites feature medium rectangle ads that are 300 x 250 on their site. These are probably good for allowing other companies to advertise and being noticeable as well. I stumbled across this website BGR and they have mostly banner ads. They have full banners and half banners on their main page. Zulily doesn't really feature ads on their site. Now this could be because I have the mobile application. However, it wasn't until recently that I noticed them even having ads on their website. This could of been after QVC bought them out over a year ago. They might of resorted to ads as an option or QVC might do it to keep pricing for the bargain site where it is at. On the Brad's Deals mobile website, the ads are full banners, half banners and large rectangles. They must figure that you will see the ads a lot easier this way on your phone. On the BGR website, their is mainly full banner ads. This could be because they want you to see more of what they have to offer, which is sports and technology news. Brad's deals is different since, they already know you are their to check out sales deals. So, in their minds, they figure they can make more money if you see these ads!
The mobile rising star ad is something that is new to advertising and intriguing for the viewer. Nike has one and here's a link that will show you some examples, https://www.youtube.com/watch?v=aS-Rrc2v6_Q
These mobile rising star ads are incredibly interesting to watch, more so than a banner ad. They catch my attention with all the action that is happening!
Overall, sites take lots of time to implement and place ads in the correct place. These are determined based on what the site is featuring and if they want it to disturb the traffic that is viewing it. Ads online are sometimes there and you can be so immune to them at this point, that you don't even notice! So, the mobile rising start ads are a great way to increase customer awareness of the product that is being marketed!
Improving Metrics and Search Engine Optimization
Digital marketing encompasses such a wide array of things. I didn't fully understand how to use Google Analytics and incorporate it with Facebook until recently. I was sure that social media sites like LinkedIn, Twitter and Facebook were enough marketing for a company until I realize how dimensional digital marketing was. Digital marketing is using those metrics you get to innovate your site and business so that you can monetize on it. There are so many people today that do the multi level marketing companies. However, the ones that are successful and make it really far are the ones that understand digital marketing. They are consistently posting videos and sharing posts on Facebook. I recently stumbled upon Kara Lewis Newton, who sells Younique but makes the incredible videos. I was inspired and watched them to learn new ideas. Well I am so interested in her videos now that I almost want to try the Younique makeup! That is how incredible digital marketing can be.
Overall this week my metrics have shown impressive improvement. Prior to knowing about this week's assignment, I was sharing it on Facebook. I thought that it did pretty well. I was encouraging people to check it out. And since my metrics were pretty good ones, I got some great results. This can help me push my page more on Facebook and other social media sites! I liked how I could see what search engine people were primarily looking at my page on. I also loved that I could see what the average time frame people were on my page. I could see the locations they were viewing my blog from as well. I can go further in depth with the options and create a new custom one. I am going to see if I can analyze the metrics for their age and actions per social session. To get more views I will continue to share my blog on all my social media sites and continue to be active by encouraging people to view it. I will throw in some emails too!! Maybe I will get more hits this time also because of the word choice! 😲
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Here are some stat updates from visits below:
Overall this week my metrics have shown impressive improvement. Prior to knowing about this week's assignment, I was sharing it on Facebook. I thought that it did pretty well. I was encouraging people to check it out. And since my metrics were pretty good ones, I got some great results. This can help me push my page more on Facebook and other social media sites! I liked how I could see what search engine people were primarily looking at my page on. I also loved that I could see what the average time frame people were on my page. I could see the locations they were viewing my blog from as well. I can go further in depth with the options and create a new custom one. I am going to see if I can analyze the metrics for their age and actions per social session. To get more views I will continue to share my blog on all my social media sites and continue to be active by encouraging people to view it. I will throw in some emails too!! Maybe I will get more hits this time also because of the word choice! 😲
🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺🌺
Here are some stat updates from visits below:
Email Alerts for the Companies I am Following
I am following Google, Amazon and Tesla currently. They are pretty helpful emails if you want to know what is going on with each company on a daily basis. However, I wouldn't advise following anymore than three because it can get cumbersome and rather annoying to see the emails if you are not reading them. They will just pile up and whatever is there might no longer be current the following days. I would say they do a pretty good job of updating you on stock values and current news. There are a bunch of news related articles in the daily email I receive for the alerts. This could also be because I picked three popular companies that are incredibly innovative. What I like that they do with the articles is that they give you the option to share the story on various social media sites like Twitter and Facebook. This is very appealing!
"The CAN-SPAM Act requires that you don't use false or misleading header information, don't use deceptive subject lines, identify the message as an ad if applicable, tell recipients your valid postal address, offer an opt out option, abide by the opt out email request and monitor if others are in charge of your emails." (CAN-SPAM Act, 2009). What I really like about the alerts is they are blunt with the subject line indicating the name of the company and alert following it. So there is no question what you are receiving. The only thing I would say that they are missing in the alerts is their valid postal address. I do not see it anywhere on their emails. There is an email opt out option on the bottom of all the alerts though. As far as the email strategies go I would consider prioritizing the alerts though. If the articles were prioritized based on priority opening the email and seeing so many wouldn't be so overbearing to look at. They could prioritize the articles based on popularity with social media and on important news. I know I wouldn't want to go through and analyze all ten of Google's articles that they send me on a daily basis. Although the number can vary based on how relevant they are in making news, it still appears to be a steady amount of articles.
The website I am following is Amazon. They do an excellent job with marketing on their website. They are using it to their full advantage. They have so many different links to get your attention on their main page. It also changes on a daily or hourly basis, which makes it very appealing to me. I can relate this to a restaurant menu. You want to continue going somewhere because the ambiance and customer service is on point, but the menu remains the same. Everything is mundane and dull to you because the food choice is not different. I would say this happens often in the restaurant industry. If you ever watch Restaurant Impossible, Robert Irvine does an excellent job innovative their food selections. The same applies to websites, you need to make it creative and appealing to the audience. Amazon does this. I know Google does a great job with it as well. Tesla keeps it simple and direct. They know you will go to their site for their vehicle or solar power. Tesla creates their value with the customer that values solar power and knows they don't need any fillers to motivate them to check out what they offer. They do an excellent job with the clean and direct look. This differs from Amazons because Amazon sells more products and needs to compete for customers with Walmart. Amazon also creates value for their consumers by customizing their page to previous shopping selections or things that you might like.
A company that uses the strategy elements of direct marketing on their website is Chick Fil A. I would say their target audience is the average working parent that wants to make healthy choices with their life. I love how bright and appealing it was to me when I went to the site. It was a picture of one of their salads that encompassed the whole screen. This would indicate their desire to pursue healthy eating habits. If you have great digital marketing elements, you encourage someone to stay on your site as long as possible. The salad and brightly colored page encourages me to do that. If you scroll down you see pictures of their chicken sandwiches. It is very intriguing to want to order from them because of the pictures of food on the main page. Then to further confirm their target audience, they have a picture dedicated to kids with a table of splattered paints and crayons with items they have catered on top of it. (Home of the Original Chicken Sandwich). This is marketing toward children and their catering options. The website is dedicated to their target audience and does a great job appealing to them. They know that the average parent values nutrition and children and it is evident. They have created value for the consumer and illustrated their digital marketing strategy by keeping the consumer hooked on their page. Their website also gives you the option to share through social media. You can order food right at the top. This is digital marketing because it convinces you to come back to the site to order. When you come back the picture might be different intriguing you to try something different next time.
CAN-SPAM Act: A Compliance Guide for Business. (2009, September 01). Retrieved May 18, 2017, from https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business
Home of the Original Chicken Sandwich. (n.d.). Retrieved May 18, 2017, from https://www.chick-fil-a.com/
Identifying the Elements of Google's Business Model
Google uses the advertising business model for their website. They are very successful with it too. When you go to their search engine, they feature several websites on the page or if you use any of their pages their is advertising. Their is advertising on all of their pages that they feature. It is a brilliant idea because some people aren't even aware that when they click on links they are bringing Google revenue. This model is very effective for Google because what Google features. They have a search engine, email, a social media website, blogger and so on. What is spectacular about it all is that it is all linked. They own the Android store, which is connected to your phone, unless you have Apple. This requires you to have a google account to set it up. The calendar that is featured on the phone is linked to your email. It is so brilliantly designed that the advertising tactics work well with it. Linking everything together ensures that someone will click on the ad that is viewed a significant amount of times.
Elements of their advertising business model are that it doesn't cost the consumer any money, it has a huge market segment and it creates ongoing value for consumers. Their websites (or products) are such a wide range that it can appeal to anyone. The average cell phone user knows no age. My grandma has a cell phone and is familiar with it and my younger brother has one. This huge age range signifies their knowledge with the internet and Android market. Almost every generation is familiar with Google and how to use it effectively as a search engine and email. It is free, which makes it of even greater value to the consumer.
What if Google were to pursue an ecommerce style business model? They could use the subscription or affiliate model, which requires the user to pay. But, they would not have the consumers that they have today. By consumers, I mean the people that have Google accounts. They would be charging to utilize their services and it would not appeal to many people. I know I wouldn't pay for email when there are other free options. If they required users to pay for their sites, it would not be a very beneficial business model. I feel as thought out of all the business models, Google did pick the best one. Advertising allows the consumer to freely use their sites and content. Google does so well with their business model and are continuing to grow and thrive because of it.
How Amazon uses Online and Offline Technologies to Create Value for it's Customers
Amazon is my go to. When I lived in Hawaii for a few years in the Navy, it was one of the few companies that promised me delivery within a week. A lot of companies consider shipping items to Alaska and Hawaii as a burden. The products would get sent via a ship to Hawaii. This was the cheapest method. The ship wouldn't leave until it was full. It would take up to a month, sometimes if I ordered from other sites, like Zulily.
Amazon has created this essential value for customers. They were any sailor's go to on a ship because they didn't have a problem with shipping to FPO APO addresses. Their customer service is on point. I think the first purchase I made with them was the a blu ray movie, The Hangover. It was lost in the mail and they mailed me another copy, no questions asked. They will take returns on any item and are open to feedback. Jeff Bezos loves feedback. In fact their logo, Amazon with the arrow pointing from a to z was created to show their dedication to any customer a to z!
Today Amazon gives us this value through Amazon Prime. With their two day shipping guarantee, their music library and even their own TV shows, how can you not be a member?! I am personally in love with the show, Bosch!
Amazon does use online technology to create value through social media and emails. They want you to know if there is going to be a sale on certain products. They also know exactly what you were looking at on your last visit to their site, so it will show up on the home page as ideas when you return. What else is appealing about Amazon is they thrive off reviews. If you ever wanted to purchase an item in the store, but were on the fence about it. Have you pulled up Amazon to look at reviews? I have. Well, they will send you these emails asking you to review your last purchases. They will also send you recommendations. Amazon has their own blog as well to get customer's attention.
When it comes to offline technology, Amazon is a word of mouth company. Amazon isn't a in your face type of advertising company. If you check out this link, https://www.amazon.com/p/feature/3g9pdpvmnx3f9rf?ref_=aa_lc_2&pf_rd_r=HKAV388EJDX3H8PCRJYH&pf_rd_p=5626b5a2-fb1c-4fe9-93d9-7c7eb75d493c it appears as though Amazon is installing solar panels on their warehouses and that they do a lot of energy conservation. They have Amazon smile which will donate .5% of the purchase to whatever charity you pick. Amazon does a lot of public relations for offline technology in that sense. Amazon has even created their own shopping day called Prime Day. All of these things add value for the customer. The customer then knows they are doing good and giving back to the community. They genuinely feel good about purchasing goods through Amazon. Amazon does have a commercial for Prime. I have seen one once within the past six months.
Overall Amazon does a really good job reaching most demographics. If my parents are using it and I am, it a pretty good indication that it's marketed for older and newer generations. I don't think there is much they could improve on. I would really have to think about that. They have made me a pretty satisfied customer.
Amazon has created this essential value for customers. They were any sailor's go to on a ship because they didn't have a problem with shipping to FPO APO addresses. Their customer service is on point. I think the first purchase I made with them was the a blu ray movie, The Hangover. It was lost in the mail and they mailed me another copy, no questions asked. They will take returns on any item and are open to feedback. Jeff Bezos loves feedback. In fact their logo, Amazon with the arrow pointing from a to z was created to show their dedication to any customer a to z!
Today Amazon gives us this value through Amazon Prime. With their two day shipping guarantee, their music library and even their own TV shows, how can you not be a member?! I am personally in love with the show, Bosch!
Amazon does use online technology to create value through social media and emails. They want you to know if there is going to be a sale on certain products. They also know exactly what you were looking at on your last visit to their site, so it will show up on the home page as ideas when you return. What else is appealing about Amazon is they thrive off reviews. If you ever wanted to purchase an item in the store, but were on the fence about it. Have you pulled up Amazon to look at reviews? I have. Well, they will send you these emails asking you to review your last purchases. They will also send you recommendations. Amazon has their own blog as well to get customer's attention.
When it comes to offline technology, Amazon is a word of mouth company. Amazon isn't a in your face type of advertising company. If you check out this link, https://www.amazon.com/p/feature/3g9pdpvmnx3f9rf?ref_=aa_lc_2&pf_rd_r=HKAV388EJDX3H8PCRJYH&pf_rd_p=5626b5a2-fb1c-4fe9-93d9-7c7eb75d493c it appears as though Amazon is installing solar panels on their warehouses and that they do a lot of energy conservation. They have Amazon smile which will donate .5% of the purchase to whatever charity you pick. Amazon does a lot of public relations for offline technology in that sense. Amazon has even created their own shopping day called Prime Day. All of these things add value for the customer. The customer then knows they are doing good and giving back to the community. They genuinely feel good about purchasing goods through Amazon. Amazon does have a commercial for Prime. I have seen one once within the past six months.
Overall Amazon does a really good job reaching most demographics. If my parents are using it and I am, it a pretty good indication that it's marketed for older and newer generations. I don't think there is much they could improve on. I would really have to think about that. They have made me a pretty satisfied customer.
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