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Why last-click attribution doesn’t always provide a true picture of which marketing technique works best?

Today I will discuss why last-click attribution does not always provide a true picture of what marketing technique works best. First, last-click attribution does not provide the whole picture of the customer's knowledge about the product or service. By considering the last webpage, the customer interacted with, last-click attribution implies that customers had no prior knowledge about the product. This assumption is contradictory to documented and verified consumer behaviors. Specifically, studies show that only in rare situations that a consumer will purchase a product which he or she had no prior knowledge about. In essence, customers begin their purchasing journey when they identify they have a problem/need. After considerations and after interacting with multiple potential solutions is when customers make an informed purchasing decision. Therefore, it is clear that last-click attribution does not provide a clear picture about customer's knowledge; as such, marketers may fail to understand what marketing techniques work bests in what demographics or market segments.

Second, society is becoming more tech-savvy, and as a result, consumers behaviors to conversion path has become complex. For instance, people may use their tablets to search for items they just saw on television or a newspaper or chats with their friends. Therefore, last-click attribution does not, in most cases, represent the marketing technique that led to the purchase. In other words, last-click attribution does not represent a clear picture of which marketing technique works best and which does not. Third, last-click attribution is blind to the standard conversion model. Typically, the conversion is not a single-step process. Before making a purchasing decision, prospective customers tend to interact with a number of potential resources relevant to what they are after. 

When trying to understand how prospects become customers, marketers usually consider a model known as conversions funnel. The funnel is divided into the following segments, awareness, interest, desire, and action. As seen, the click attribution model does not account for all the segments, and it only considers the last segment “the action”. Therefore, the model does not consider the first three segments that are basically the three prerequisites to prospective performing an action. Conclusively, last-click attribution takes into account the customer's prerequisites to their purchasing decision.

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Innovative Idea: Use Of “In Game” Mobile Marketing to help marketing in the - Traditional Automotive Industry

Why is In-game marketing useful?

In-game marketing is useful because, unlike traditional media, it is so immersive in society. As the quality of video games has improved over the years, the number of people playing mobile video games has increased accordingly.  As earlier noted, the current situation, grappling with the pandemic reality, has significantly led to high demands of mobile games and, in consequence, made in-game marketing one of the most effective mobile marketing strategies. In addition, brands can easily collect data customers' data regarding their preferences and choices.

What Issue the Traditional Auto Industry Face for Doing Marketing?

Currently, the pandemic- induced crises have limited people to their homes. As such, people's visitations to dealerships stores have reduced significantly, thus necessitating brands to seek relevant alternatives to reach their customers and, most importantly, to give them a virtual experience of a test drive. Thus, the importance and effectiveness of in-game mobile advertising.  Second, promotional email ads are no longer effective; they have become monotonous, and as noted, a significant portion of the targeted audience has normalized skipping them. Additionally, people do not pay much attention to car adverts on social media platforms since there are treated millions of car pictures every day. Lastly, watching a car from a website does not give the prospects a good experience of what it is like to own one, fortunately, in-game mobile marketing has proved a solution to all issues.

How to bring the strategy come true? What will the brand benefit from this?

Speaking of details, MYcar is a new racing-themed mobile game I design. Different from other games, this game has added completely real car customization options. It is built based on the Unreal 5 game engine to achieve a high degree of similarity between the virtual vehicle in the game and the real vehicle (including the player can see different vehicle color changes at different light angles), at the same time, the sound of the vehicle will be presented using Dolby audiovisual. To clarify, this is a mobile game that can satisfy players to complete entertainment, customization, test driving, and even purchase of cars. MYcar will cooperate with major car brands. Most people have experienced the joy of test drives and customized car details at a car dealer. So why can't these funs be realized in the virtual world

MYcar will classify the car brands and put the customization options of each brand of car into the game, depending on the brand with which I have reached a cooperation. In other words, all the car purchase options that customers have in the car dealership will appear in this game. Players can choose different appearances, interiors, rims and even engines.

This is how the vehicle will appear after the player has customized it

After making these choices, the player's exclusive customized model will appear in the game, and MYcar will implant the vehicle into the game with the most realistic degree of restoration. Players can use their mobile phones to control the vehicles in the game. When the vehicle is driving, the player can hear the same engine and brake sounds as they actually are.

At the same time, players can even see different appearances and interiors of the car in different weather and light. All these designs are based on the latest generation of game engines.

All in all, the customer has completed the vehicle customization and test drive in the virtual world while playing the game. These are no longer limited to going to a car dealer.

If the player is satisfied with the vehicle, they can click on the link to obtain vehicle information and quotation, and can contact the car dealer through the customer service channel in the game. When the game develops to the final stage, customers can even use the game to place orders and pay. This game can satisfy both B2B and B2C. The traditional automobile industry will undergo tremendous changes. "In game" mobile marketing will be used for the ultimate purpose. What a car brand needs most is the customer's preferences and interests in order to achieve accurate marketing, and MYcar can easily obtain customer information, so I can profit from the car brand. At the same time, major car brands will require advertisements in the game or videos to explain their advantages, but these advertisements are completely different from those annoying advertisements. Their trigger will be when the player customizes the vehicle, for example, when the customer upgrades leather seats or upgrades the engine, the video will pop up at this time, and the content will be the brand designer or engineer explaining the construction of the vehicle, and this will helps players understand the difference very well. Players will enjoy these advertisements, because they have proved their interest in the brand when they choose to customize a certain brand of car, and at the same time, they have seen details that they have never understood before. This provides a high level of interaction between players and brands. Finally, when customers watch them, I can get data and create profit at the same time. With the continuous development of technology, more and more advanced virtual reality devices will be born (such as virtual reality glasses). The game will be compatible with these devices and provide customers with the most realistic car exhibition.

1. “Game of Peace“ published by PUBG Corporation

I am a big fan of mobile games. One that I like most is the Game of Peace, which is a mobile game developed and published by PUBG Corporation. In previous years, I have seen PUBG collaborate with different brands in in-game advertising. In the recent past, however, the Corporation had gone the extra mile in their in-game ads. Instead of showing ads (pop-ups, short videos, or texts), the Corporation has now incorporated the various cars from different brands in their games. Maserati and Tesla have seen the business opportunity’ and both utilize mobile marketing to place advertisements in this game. They modeled real cars in 3D and implanted them in the game in the form of vehicle skins. Players can get them through a lottery. It is worth noting that the appearance and interior of the car seen by players are exactly the same as in the real world, and even the same exhaust sound is heard when accelerating. It seemed to have completed a test drive while playing the game. This design provides customers with the most authentic experience and interaction.

2. Release of Maserati MC20 (https://www.maserati.com/international/en/models/mc20)

On the promotional page of Maserati MC20, they made a virtual Nettuno engine(Engine used on MC20), at the same time, people who browse the web can click on it the sound of the real engine can be heard.

3. Unreal engine 5 

(https://www.unrealengine.com/en-US/blog/a-first-look-at-unreal-engine-5)

On the website of unreal engine they introduced a new game called Land of Nanite. This is a game created with unreal engine 5, and it uses a new technology called Lumen. Lumen is a fully dynamic global illumination solution that immediately reacts to scene and light changes. The system renders diffuse interreflection with infinite bounces and indirect specular reflections in huge, detailed environments, at scales ranging from kilometers to millimeters. Artists and designers can create more dynamic scenes using Lumen, for example, changing the sun angle for time of day, turning on a flashlight, or blowing a hole in the ceiling, and indirect lighting will adapt accordingly. Lumen erases the need to wait for lightmap bakes to finish and to author light map UVs—a huge time savings when an artist can move a light inside the Unreal Editor and lighting looks the same as when the game is run on console. The most important thing is that unreal Engine is free to use. Only when the business is profitable through games or other interactive ready-made products and the total revenue of the product exceeds $1,000,000 USD, the business needs to pay a 5% royalty fee.

                                                 Work cited

Zulkifli, Nurul Aziidah, Mohd Faizun Mohamad Yazid, and Mohd Farid Shamsudin. "How will the market players in the automotive industry strengthen their market positioning during the pandemic Covid-19 outbreak and recession." Journal of Postgraduate Current Business Research 1.1 (2020).

“A First Look at Unreal Engine 5.” Unreal Engine, www.unrealengine.com/en-US/blog/a-first-look-at-unreal-engine-5.

Khullar, Kunal. “PUBG Mobile: Exclusive Maserati Ghibli Skin For Dacia Spotted.” News18, 26 Jan. 2020,

www.news18.com/news/tech/pubg-mobile-exclusive-maserati-ghibli-skin-for-dacia-spotted-2474047.html.

Business Of Apps. Global mobile game advertising and monetization in H1, 2020 [white paper]. 27 July 2020. https://www.businessofapps.com/insights/global-mobile-game-advertising-and-monetization-in-h1-2020-white-paper/. 2020.

Chaffey, Dave. Mobile marketing statistics compilation. 01 September 2020. https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/.

Kumar, Vikas, and Saurabh Mittal. "Mobile marketing campaigns: practices, challenges and opportunities." International Journal of Business Innovation and Research 21.4 (2020): 523-539.

Marrs, Megan. What Is Mobile Marketing & Why Does it Matter So Much? 21 July 2020. What Is Mobile Marketing & Why Does it Matter So Much? 2020.

Papadopoulos, Savvas. "Effects of in-game advertising on brand awareness in virtual reality game interactions." (2020).

Statista. Smartphone users in the United States 2018-2024. 2020. https://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/. 2020.

Tong, Siliang, Xueming Luo, and Bo Xu. "Personalized mobile marketing strategies." Journal of the Academy of Marketing Science 48.1 (2020): 64-78.

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An article that tells me something about search marketing I didn’t know

Article link: https://www.adlibweb.com/how-machine-learning-is-changing-seo/

The article that tells me something I do not know is titled ‘How Machine Learning is Changing SEO;" below is its summary. The article starts with a brief introduction before explaining what machine learning is and its implications on SEO. According to the article, machine learning is a subset of artificial intelligence field (Loggie). As a subset, it focuses on creating algorithms that help the computer to learn. As noted, by the use of neural networks, deep learning is programmed to teach and train itself. In other words, neural networks take a lot of data sets, and through pattern-recognition tools, deep learning makes sense out this data before making a decision on its own (Loggie). After the introduction and definition, the article proceeds by noting the benefits of using machining learning. They are outlined below. First, it is attributable to up to 40% increase in the productivity of a business. A case study is Netflix. Second, it is attributable to an elevated level of efficiency in marketing. Specifically, overtime use of machine learning results in accuracy and speed in answering search questions (Loggie).

In the subsequent section, the article has explained how machine learning is affecting SEO market. As noted, machine learning affects SERPs directly; as such, its impact on SEO is massive. First, customers have become accustomed to speedy and accurate answers in their searches due to the use of machine learning. In the SEO market, machine learning has set the same standards; customers are expecting accuracy and speed. Second, in regard to dealing with daily content, machine learning has set new standards. Precisely, SEO markets are required to understand how to create content that is relevant, that provides value, and that can be easily digested and accessed across all platforms and medium (Loggie). On the same note, ranking on the top of the SERPs has become more challenging in the wake of machine learning since search engines can weed out the poor performing content through the use of machine learning (Loggie). Lastly, the article has noted that the use of machine learning has necessitated the development of content that is based on the actual intent of the customer.

Next, the article has noted how machine learning has affected content development. As noted, in the wake of machine learning, SEO should cease optimizing keywords in favor of target personalization and intent. This might entail consideration and understanding of the current trends as well as an understanding of the users' problems and solutions. Additionally, the article has also espoused on machine learning can aid in content creation. As explained, the fact the machine learning can give marketers profound insights into customer’s behaviors, wants, preferences and tastes, one can get updated information to create new content around (Loggie). In other words, marketers can now create content that users will interact, engage and probably share since the content has been personalized courtesy of machine learning.

The articles conclude by noting that online marketing is projected for rapid changes, and machine learning is integral. As such, it is paramount for marketers to capitalize on emergent opportunities and strategies. Notably, the author has espoused that technology does not change the underlying principle of marketing; it just expedites the results. Principally marketing is all about understanding what is important to prospective customers.

All in all, I learned a lot after reading this article, but at the same time I was lost in thought. I think that in the process of machine learning, AI will continue to approach the human brain. They learn and analyze human behaviors, wants, preferences and tastes through continuous data collection, so as to better create content development. However, there is such a possibility that they are also destroying mankind while helping mankind. In other words, if all content is precisely created through AI analysis that is closest to the human brain, it means that the audience of these contents basically has no resistance to them. If we look at it from the third perspective, how terrible it should be. When we open the search engine, all the content displayed is what we are interested in, and all the advertisements in our emails are what we like. But it turned out to be a machine that controls all of this. Our brain is completely controlled. Even humans don’t know what our preferences are, but machines know very well. We have age and brain limitations but machines do not. The result is that slowly machines can gradually replace humans, manipulate humans, and even replace humans. Therefore, machine learning needs to have certain restrictions, and humans cannot rely on them excessively.

Work Cited: Loggie, Nick. How Machine Learning is changing SEO. n.d. 2020.

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How is Credit Karma performance on their transactional email?

Generally, the interface is quite attractive; they have used bright colors to highlight the various information sections. The upper part, which is supposed to be the introduction, is well designed with few but captivating details. The introduction, “That credit card usage though!” is a witty enough statement that grabs the audiences' attention effortlessly. In addition, the statement is also interactive since it engages audiences' minds in such a way that they would not stop until they get to the bottom of the issue.  As well, the most important part, the “message” has been thoughtfully placed at the middle, and in readable fonts. The bottom part, which is literally the last part, is also in a conspicuous color. Collectively, in regard to aspects of color, and the arrangement interface has been attractively designed. Noteworthy, Credit Karma has also considered the aspects of practical email meaning; "keep up the great work and be sure to stop by and see where you stand,” this statement alone serves as encouragement for me to maintain my current behaviors or practices regarding my credit card usage.

However, the main services of this company entail tracking customers' credit scores and recommending credit card and loan services based on the scores. On the same note, customers can apply for the recommended services directly through them. However, this email did not provide actual recommendations. They did not provide any details about my options. The recommendation part does not appear anywhere; thus, it does not have any actionable content.  It is a descriptive email, as opposed to an informative email. At minimal, the email should have been informative on my options as well as my limits. This could have been done by embedding a hyperlink or even a passcode that leads to my specific details. Another issue is that this email is uncomfortable for the user.  "This is a great way to build your scores and make financial progress." They should categorize and customize content based on the customer's credit score. My credit score is 810; I do not think they need to tell me how to improve my score. The email should have focused on acknowledging my score and making viable recommendations. Conclusively, this email should have been designed based on the user's specific details instead of generalizations. As such, it is a meaningless email.

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How Wechat and Weibo can be used in marketing？Are they the same？

WeChat and Weibo are the most popular social media platforms in China. About enhancing connections and making a web valuable means for efficient communication, the platforms are quite similar. However, there are stark differences regarding how they are designed as well as how they operate. Therefore, it is important for marketers to understand how the two platforms can be used in marketing. 

Weibo

Weibo has about 600 million users, inclusive 400 million businesses. It is more open, visible, and faster. One person or a company can have as many followers as possible because it operates on the basis of "one to many". Therefore, it is more suitable for mass marketing. More specifically, it can be used for brand building or creating brand awareness in the market. Regarding the content, texts are limited to 140 characters; however, users can attach long-form content, including videos and pictures. As such, marketers can create videos, GIFs, or even audio and accompany it with a 140-character text to enrich their marketing content. Notably, since Weibo messages are open and public, there are significant chances of content going viral. Another key feature is the hashtag. Users can easily find brands or content through hashtagging, thus increasing the chance of content going viral. 

Regarding demographics, Weibo is dominated by the young generation. Specifically, 70% of its users are aged 30 or below.  As such, it is the ideal platform to reach the youths segment in the Chinese market. Moreover, the fact it is compatible with both computers and mobile phones; Weibo can be used to target a large and diverse audience. Lastly, it allows the scheduling of posts. Brands can design their messages and schedule them for posting at the ideal time.

WeChat

WeChat has about a billion registered accounts and over 600 million users. Unlike Weibo, WeChat is designed for private conversations or rather one-to-one connections. Also, depending on the type of account, users are limited in terms of the number of posts they can make in a day. Additionally, unlike Weibo, WeChat is used on mobile. Therefore, WeChat is more suitable for targeted marketing. Marketers can customize their ads and content to a specific demographic and initiate more like one-to-one communications. Also, since WeChat is relationship-focused, marketers can use it to build a loyal customer base. On the same note, WeChat is ideal for Customer relationship management (CRM).

Another unique feature of WeChat is virtual stores. It allows users to create virtual stores in which customers can make purchases and payments within WeChat. As such, it is more effective for direct marketing, especially when the brand has a virtual store within the app. Noteworthy, direct marketing can be more effective since WeChat has unique features that allow users to make a voice or video call. Furthermore, brands can create subscription accounts through which they can send information and message in the form of news and feature stories. Lastly, regarding demographics, WeChat has a higher penetration in the 1st tier and 2nd tier cities. As such, it is more effective in targeting urban segments.

Finally, in order to distinguish the differences more clearly, I used my real social media account to take screenshots of Maserati's WeChat and Weibo content. First of all, it can be seen from the picture that the advertising content of Maserati's Weibo account is more official. Most of the content they sent was about the launch of new cars, engine details, horsepower improvements and so on. This is for mass marketing, which is to attract more customer attention in the form of "One to many" and enhance brand awareness. However, customers cannot directly make any purchases on Weibo or ask for details about product sales. 

Coming to WeChat, the picture shows Maserati Manhattan’s WeChat account. When Asian customers who are interested in products visit the store or do service for their car, they will actively add friends and communicate with customers in a one-to-one manner. In this way, targeted marketing can be carried out. Marketers can better understand customers' hobbies in order to customize advertising and content. At the same time, they used WeChat's unique function to create a virtual store. In the post they would update the inventory from time to time. Customers with purchase needs can directly use WeChat to communicate, customize, sign agreements, and even make payments. Maserati's use of WeChat is very effective in enhancing customer interaction, and at the same time it is very good for direct marketing. Meanwhile, professional marketers team use it deal with CRM and to build a loyal customer base. The last interesting thing I want to share is that my first Maserati was purchased from Manhattan Maserati using WeChat. Their service is meticulous, and they even send gifts to me in the United States according to Chinese holidays.

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How video marketing use in the Ads campaign?

https://www.youtube.com/watch?v=3m7ZRPu2D1A

FIFA is a series of association football simulation video games developed and released annually by Electronic Arts (EA). Notably, in 2019, FIFA was listed as the world's best-selling sports video game. Recently, they have released the FIFA 21 series, and they have partnered with the Chelsea football club to increase awareness of the same.

What is Campaign About?

The campaign content is a video (about 4 minutes long) showing popular Chelsea players discussing their new ratings in FIFA 21 series. The featured players are asking their counterparts what they think of their ratings, whether they are accurate or ridiculous.

Purpose

The main purpose of the campaign is to increase awareness regarding the newly launched FIFA 21 series. By partnering with Chelsea, EA is purposing to increase its outreach campaign by first bringing to the attention of 23 million Chelsea followers the availability of the game. As earlier mentioned, the players are discussing the accuracy of their rating, the main purpose of this approach is because FIFA players (the users) are always concerned about how the players' ratings are determined. Generally, there are incidences in which they believe the ratings are inaccurate or ridiculous.

Collectively, I feel this campaign uses video marketing very well. Meanwhile, I believe this campaign approach is very effective. Firstly, it is interactive. It is wittingly designed to start a conversation with everyone who will come across the ad. The players are posing a question which most people who are watching the ad would like to answer. Take me as an example. I am a loyal FIFA player. The game has been with me for many years. The characters that can be controlled in the game are updated based on the actual team information every year. Most people who play this game are football fans or fans of a certain team. My favorite club is Barcelona. This makes players feel that they are well brought into the game. EA’s campaign captures the hearts of gamers very well. They involve real players and discuss their ratings in the game, which is like a complete connection between virtual and reality. The integration of the game and reality gives gamers and potential customers a huge attraction for this game. Most football fans’ reaction to this video will be "I have to play with these guys!", "I must have this game!”. However, the video could be used more effectively; the video was more of direct marketing. EA could have aimed at luring the prospects to enquire more about the game features. The benefit of using this approach is the fact that it feeds the viewer with a lot of information over a short period of time. Also, it establishes connection faster than other types of advertising.

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What really is Mobile Marketing?

https://docs.google.com/presentation/d/1cKibHDcvSF9L1ip4Kmb2m4Guvc__RwJbBGQIj3mOpTQ/edit?usp=sharing

Use of Mobile Marketing

Mobile marketing is the art of marketing business with intentions of appealing to mobile users. People are now completely dependent on the use of mobile. Compared to desktops, laptops, and TV screens. Mobile phone usage time far exceeds. When done right, the markets provide potential customers with personalized time and location-sensitive ads to enable them to get what they want they want it. The various mobile marketing strategies include App, SMS, Push notifications, and QR codes.

Apps

This mobile advertising marketing strategy involves the exclusive use of mobile Apps to reach potential customers. This entails creating ads and using services like “GoogleAdMob” to get ads to third-party mobile apps in smartphones. GoodAdMob is a service by Google that is used to make the ads appear in various Apps.  The main advantage is that markets do not have to create their own apps for their ads to appear in the apps. On the same, 80% of the time spent on a mobile phone is spent on Apps, thus making them the ideal platform in mobile marketing.

SMS

This entails capturing user phone numbers and sending them a text message. User phone numbers can be retrieved from the business’ database or any other provided legal channel.

Push Notifications

Push notifications refer to messages that pop up in mobile phone devices.  They are more like SMS messages, but they are received by only those users who have installed the app which the marketer is sending them through. In most cases, push notifications are used to increase return traffic, improve outreach campaigns, and, most importantly, to capture good quality leads. Notably, users have an option of enabling or disabling push notifications in mobile apps.

QR Codes

QR codes are generally used to help the users access more information about the product or the services being advertised. In most, cases QR codes are placed on ads, and users are encouraged or directed to scan them for more information. When scanned, QR codes tend to direct the users to a relevant website (landing page) or prompt them to a business' phone number. Also, QR codes can be tweaked to send a message or an email to the users when scanned. Additionally, some QR codes are designed to direct users to download a webpage or an App. They can also be used for other purposes, like prompting the users to view the business location or to direct users to promotion deals and discounts.

In-game mobile Marketing

This refers to ads that appear while playing a mobile game or rather when users are using a mobile game app. Notably, marketers have the option of designing their ads to appear like full-page images, pop-ups, or video ads.

Examples of Company’s Using Mobile App Advertising

Most people have experienced above strategies, except in game mobile marketing, because some people don't play games. For everyone's clearer understanding let me show some of my personal experience. I am very fascinated by one of the mobile shooting game. In the game, it is often necessary to take a vehicle to move between the scene. Maserati and Tesla have seen the business opportunities and both utilize mobile marketing to place advertisements in this game. They modeled real cars in 3D and implanted them in the game in the form of vehicle skins. Players can get them through a lottery. It is worth noting that the appearance and interior of the car seen by players are exactly the same as in the real world, and even the same exhaust sound is heard when accelerating. It seemed to have completed a test drive while playing the game. This design provides customers with the most authentic experience and interaction. Meanwhile, it’s creates huge buzz in the market. Is this amazing?

Why use mobile marketing?

People have normalized spending a considerable amount of time on their smartphones. Also, smartphone affordability has improved over the years. Most people around the globe have smartphones at their disposal. Currently, 96% of Americans have a personal smartphone or tablet.  As such, the possibility of marketing ads reaching the targeted population is really high. Therefore, mobile marketing is a necessity for a growing brand.

Advantages of Mobile Marketing

The first advantage is the fact that mobile phones are easy to access by users. On each day, people usually spend more than an hour swiping through various popular social media apps. It is estimated that on average, people click their phones 2600 times in a day. On the same note, smartphones have become increasingly affordable —96% of Americans own a smartphone. As such, due to ease access, ads and campaigns can easily be seen by the targeted market segment. Secondly, it enables location based and personalization marketing. Generally, in mobile marketing, people can be reached at any place, thus allowing location based marketing, which in turn allows the marketer to collect helpful information about customer preferences and tastes. The data about customer preferences and tastes are then used for ad personalization. Third, mobile marketing enhances the chances of marketing content to go viral at no extra cost. In other words, it gives the marketer more exposure at minimal costs.  Fourth, it generates massive income from impulse buying. Mobile ads avail the products to customers at any given time, thus increasing the chances of impulse buying. On the same note, people tend to use their mobile phones out boredom, and this boredom can create a new interest in something new, further increasing the chances of impulse buying. Lastly, mobile marketing is cost effective. The fact the mobile screens are small, the marketing content needed is small in terms of cost and size. Additionally, mobile marketing is effective in target marketing. Thus, mobile ads are designed and directed to only those customers who need them—there is no waste of resources. Moreover, mobile marketing can be stopped at any time when it is deemed ineffective.

Disadvantages of Mobile Marketing

First, it does not have room for upfront errors. If the ads give the customers a negative first impression, it is hard to get around it. The first impression is what matters most in mobile marketing. Second, mobile marketing poses a big threat to bad user experiences as ads can go viral for the wrong reasons. The ramifications of an ad that has gone viral for the wrong reasons are far-reaching and costly. Third, people without smartphones do not have access to mobile ads; Therefore, some users who are interested in marketers' ads might fail to view it. In other words, mobile marketing is not all-inclusive. Lastly, in most cases, mobile users are required to bear standard data and texting charges. This might limit customer access to ads, and some might choose not to incur any cost.

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How is Louis Vuitton’s website design? (UX/UI)

www.louisvuitton.com.

The landing Page

The purpose of this specific landing page is to establish an interaction with the customer. As indicated in the top left corner, customers are supposed to choose their countries or region. Choosing a region or their country alone is enough is a good starting point to establish an interaction since everyone is always affiliated to a specific region or country at any given time. In this specific case, visitors are supposed to choose their own language, from the listed 39 languages. For those whose languages or countries do not appear in the list, the landing page has provided an option for "others" at the left bottom corner, and as indicated, the language for that option is international English. Conclusively, Louis Vuitton's landing page is good and effective in serving its purpose for the brand and campaign. It is all-inclusive as it provides an option to access the main page in all the major languages of the world.

The Main Page

At the top of this page are four images each showing a woman with a differently designed Louis Vuitton bag. The images are meant (purpose) to create a connection with female consumers. Right below these images is a “shop now” button. After clicking on the "shop now" button, the customer is directed to the product category which is labeled "women's fall-winter 2020 campaign." There is a video showing women with various LV bags to help the customers chose a bag of their choice depending on their fashion preferences.

In the middle of the main page are three images. The one on the left is showing a woman holding a new product and as indicate it the product comes in different colors “bicolor monogram Empreinte". Below this image is a button "shop the exclusive prelaunch now," which will lead the customers to the said new products. The other two images are on the right side, one is for a woman holding an LV bag and the other one is showing three differently colored LV's bags. Above these images is the "find your local store" button and above it is a note that the customers can now book a virtual in-store appointment. The purpose of the middle part is to introduce the customers to the products as well as, the option of booking a virtual appointment.  After clicking on “shop the exclusive prelaunch now" customers are directed 156 products, the price of each and the colors it comes in are indicated below each product. Notably, to ease the selection, customers can see these products in categorized lists, like "new" "women" 'men" and "art of living." On the other hand, upon clicking on “find your local store,” the customer is prompted to search engine from which they are supposed to find a store near them by entering the name of their countries or region. Upon finding a store nearby, the customer is prompted to book a virtual in-store appointment.

At the bottom are three images showing different products from LV. At the left is a man with a LV bag, in the middle is an image showing a LV branded suitcase with LV's branded perfumes packed inside, at the right is a man wearing a LV's hood. The purpose of this part is to introduce the customers to the company's different products. On clicking on the man with a LV bag, is I directed to the product category where different sizes, colors, and designs of bags are shown. Each bag has a price tag below it. On clicking on “LV branded suitcase with LV’s branded perfumes packed inside”, the customer is directed to 56 perfumes product category. The price of each perfume is indicated along. Upon clicking on “a man swearing a LV’s hood" customers are directed to the hoodies product category and below each product is its respective price.

Overall, the design interface is attractive and easy to navigate. Customers can easily follow product categorization as they are well labeled. On the same note, the main page is not overcrowded thus giving the customer an easy time finding what they looking for. However, after browsing the web as a potential male customer, I feel they should consider how the display of men's product. The men's products appear at the bottom and they are small and just two. Before locating the men's, first-time male visitors might think they are browsing the wrong website. Also, the misrepresentation of men's products might give customer the impression that the company specializes in female products only. Regarding the user experience, the website is well designed. The categorization of products is well thought. Customers can choose to see all products in a particular category, or chose to filter them to either, men’s product or women's product, Also, the website is user friendly, since after clicking on a product, one is promoted to the payment procedure and there are detailed guidelines at each stage. Markedly, the videos on this website are well designed to establish an instant interaction with visitors or to give the customers a clear image of the product. Lastly, there is an option of opening different product in different tabs thus giving a customer an easy time to compare the products. However, the company should consider adding a "back button" such that customers can easily locate some products they saw earlier.

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Interesting "content" created by General Electric

General Electric: #GEInstawalk

GEInstawalk is General Electric’s Instagram campaign. It is an example of B2B social media content in marketing. Primarily, this camping entailed: visiting the company's manufacturing plants, taking pictures, and uploading them to Instagram's hashtag #GEInstawalk. Six Instagram influencers were hired for the task and they worked together with the company's super-fans.

Why It was Created?

For a prolonged period, there was a prevalent dull perception about the General Electric business. This marketing campaign (#GEInstawalk) was primarily designed to change this perception. Prior to the campaign, members of the public deemed GE as an invisible, boring, and industrious company. Thus, GEInstawalk was meant to change this perception to a “design-friendly company” or “fun-company’. In addition, this aimed to lure Instagram users, especially new generation, to become the company's shareholders as well as to attract future engineers.  

Successful or Not

The campaign was big a success. There were 8 million views on GE’s Instagram account. Three thousand new followers and there were at least three million reaches per tour. Markedly, the company did not incur any advertising costs.

How It Could Have Been Done Better

Most of the images uploaded are showing machinery and parts of the manufacturing plants. There is no real connection to the targeted population. As such, the company could have considered personalizing the campaign. Precisely, the uploaded images should be inclusive of the company products that relate to Instagram users. Uploading specific products that relate to people could have definitely given them more engagements and interactions. Take myself as an example, as a member of the post-90s generation. Before learning about this Campain, I almost thought that General Electric was just an engine company. As I wrote this blog, I came to the refrigerator and  planned to grab a Coke. I was surprised to find that there was a General Electric logo on the refrigerator, and even on the oven in my house. I never noticed it before. I think GE can develop such an activity. Let everyone find out how many GE logos there are at home to increase real interaction.

If you want to know more about “HOW INFLUENCERS FIT INTO THE B2B SPACE” check out this link: https://wiserstrategies.com/how-influencers-fit-into-the-b2b-space/

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Question discuss: Digital Marketing, is it better for branding or for the direct response?

In my opinion, digital marketing works better when branding than when aiming for direct response. Brand awareness is directly related to how often the brand gets seen. Considering that contemporary society has realized digitalization or the use of digital platforms has become a part of life, digital marketing is an ideal strategy for branding. The use of digital marketing for branding will obviously increase the number of interactions between potential customers and related brands. The higher the visibility, the greater the opportunity for potential customers to choose. Regarding direct response, digital marketing is can be effective but with exceptions. Usually, direct response is intended to trigger a rapid response of the target population. Ideally, a direct response is designed to trigger a potential customer to make a call, visit a URL, or perform other actions. In order for customers to carry out such activities, it needs comprehensive advertising, or long-term advertising. Generally, people tend to ignore longer online videos. Therefore, the target population is extremely unlikely to take the desired action because the chance of viewing the entire clip is very small. At the same time, clickbait has become very common and people are very aware of it. Therefore, the target group may be reluctant to click the provided URL. In summary, due to current trends and general consumer behavior, digital marketing is more effective in branding than direct response marketing strategies.