Monthly Archives: October 2014

Are you scared about Email Marketing?

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I rarely check my hotmail inbox, but on this occasion one email stood out from the rest of the junk. The email was titled “Are you scared…..?” and it really did catch my attention as I was curious to find out what this could possibly mean. After clicking on the email this is what was presented to me:

   

It was instantly clear that the email was trying to bring to my attention a nightclub event that was going to be happening on halloween. The advert consisted of around 2 pages and included an event type poster, a video, information regarding the line-up and links to the option of buying tickets and landing page.

The email makes good use of visual affects and the black and red theme clearly fits the event being advertised as it links well with the halloween theme. The links to the landing page and ticket purchase are very clear and easy to find which makes it very easy and accessable to the recipient.

After reading the text by Ellis-Chadwick and Doherty, this brought to my attention some of the executional tactics in e-mail marketing messages. The majority of the tactics mentioned in the text have been used for this event advertisement. However I was suprised not to find a club or event brand logo that stood out to me on the email and this could definately be a feature worth adding for the business. According to the text, 99% of marketing e-mails have a brand logo prominent in the top-left hand corner yet this was not the case for this email. Also, the email did not contain any form of personalisation and refering back to the text this was said to be essential by some managers.

In this case, email marketing would definately be the best form of advertising for this small sized business as it successfully targets people like me who are most likely to come to the event. The email uses many different platforms and hyperlinks to allow potential customers to flow from the origonal email. Youtube, facebook and a buy tickets page are essential to the business. The page has a sensible amount of links that do not distort the messege that is trying to be delivered.

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.

Big Data Read

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This introduction to the MIS Quarterly Special Issue on Business Intelligence Research first provides a framework that identifies the evolution, applications, and emerging research areas of BI&A (Business intelligence & analytics).

An interesting statistic from a survey of the state of business analytics by Bloomberg Businessweek (2011), showed that 97 percent of companies with revenues exceeding $100 million were found to use some form of business analytics.

The article highlights the need for data and data analytics due to the low cost in acquiring the data as well as the ease of obtaining mass amounts of data.

Having just been introduced to the tool google analytics today, the article certainly helps explain the need for the tool from a marketing perspective. By analysing customer clickstream data logs (what types of sites internet users are using), web analytics tools such as Google Analytics can provide a trail of the user’s online activities and reveal the user’s browsing and purchasing patterns. This vital information can be seen as essential for organisations as this can help narrow down and establish a specific target audience.

The article goes on to express the need for continuous advancements in key technologies relating to analytics.

As consumers we are sometimes unaware of the marketing activities that are behind the reasons why we buy things, this article certainly provided information on the ways that companies find and analyse data connected to us –  Interesting read

Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business Intelligence and Analytics: From Big Data to Big Impact. MIS Quarterly, 36(4), 1165-1188.

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