Not So Dumb Viral Campaigns

TV, radio, mobiles, magazines, newspapers, the internet.. There are so many platforms to advertise your product or service these days, with some being around for a while and some being relatively new. But, just because we can advertise on every possible medium, doesn’t mean we should. As mentioned in a previous blog entry, mobile marketing is growing, whereas advertising on the radio may not be the smartest choice for your company. Though, it is not only the platform that is used for your marketing campaign that is important, but there are a whole lot of other contributing factors that will deem your success and whether your campaign will go viral. Today I will show you two viral marketing campaigns that were (and still are) highly successful and tell you why.

Metro Trains Melbourne – Dumb Ways to Die

Let’s start with a something that is close to home. Dumb ways to die is a social marketing campaign by Metro trains trying to remind people to be safe around trains. Boy, did this thing go viral. With over 127 million views on YouTube, people all around the world were intrigued by the humorous and catchy tune. Why was it so successful? Firstly, they created an emotional appeal to the audience. They created cute characters, an extremely catchy tune and highlighted a serious issue in a light, relaxed manner. When people see something this entertaining and creative, they are going to want to show their friends. This case also states that they targeted a global scale audience before the local Australian audience by using North American animals in the video, further stating the video had to go viral first before taking real effect. Secondly, they knew what platforms to use. The internet allowed the video to be viewed and spread very easily, compared to if they just aired it on Australian television. The global success of the campaign continued with the creation of a karaoke version, spoofs, posters, games, books and merchandise stemming from the video.

AAMI – Rhonda & Ketut

Rhonda and Ketut are now Australian icons thanks to this advertisement by AAMI, advertising car insurance. Now there is a whole series of ads for AAMI focusing on their love story, which makes them serious relationship goals. The success of this campaign stems from funny, memorable phrases such as ‘hot like a sunrise’ and relatable characters, like Rhonda, an everyday person who you can’t help but love. According to this article, 46% of consumers found the original commercial enjoyable to watch, with most advertisements only getting 21%. The success stems from the fact that this ad was different to many car insurance ads, it didn’t even involve a car accident at first. The ad had many talking points that could be repeated through social media and word of mouth and to be honest with you, I knew about the ad and what it was about before even seeing the ad myself, which supports the statistic of advertising awareness hitting a record high of 72%.

What are your favourite viral marketing campaigns and why?

Claudia

 

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Seriously Enriching Opportunity (SEO)

Want to look up research information for your assignment? Google. Don’t know the answer to something? Google. Google. Google… Just ‘Google it’ is deemed to be a very acceptable, common phrase used by people these days when they want to solve life’s mysteries. Google has the answer for everything. Of course there are multiple other search engines, but I’m going to stick to the one I’m most familiar with.

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Statistic Brain states that in 2014 there was 2,095,100,000,000 Google searches in that year, with 5,740,000,000 average searches per DAY. Actually, to find that information I decided I would Google it, ‘it’ being – ‘How many Google searches per day?’ Naturally, I clicked on the very first link as that is thought to be the most reliable, efficient resource to answer my pending question. So how does one get their website to be at the very top of the competitive list of Google results? They use Search Engine Optimisation (SEO).

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SEO is the process of affecting the visibility of a website/page in a search engine’s unpaid results. The earlier and more frequently the site appears in the search results list, the more visitors it will receive from the search engine’s users, and these users can be converted into customers (Ortiz-Cordova & Jansen, 2012).

So how can we best succeed at SEO?

  • Have relevant content – what is your website about? Is the theme, text and titles relevant to what your website is trying to show?
  • Have a site that functions well – no one likes a site that links to the wrong pages or doesn’t load text and images properly
  • Make sure your website is easy to navigate so the user can have a good experience
  • The same domain names for all your sites
  • Optimise for both desktop and mobile/table websites
  • Optimise other channels you may have – e.g. social media

Meanwhile don’t…

  • Overuse key word searches – that just gets silly and suspicious
  • Have a low bounce rate – people leaving your website as soon as they arrive will not get your page on top

What else do you think is important to optimise your website?

Claudia

 

Big data, big cures

This post I’m making right now is going to contribute to the multiple exabytes(!!) of data created every day. Big data – a relatively new concept following the creation of the internet. What is big data exactly? According to SAS big data is a term that describes the large  volume of data, structured and unstructured, that inundates a business on a day-to-day basis. What do you do during your day that will contribute to this collection of big data? For me I would send a couple of emails, possibly post something on Facebook or Instagram and writing this of course.

Andrew McAfee and Erik Brynjolfsson talk about five aspects that are particularly important to businesses to reap the full benefits of big data.

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  1. Leadership – Companies need to have a clear vision and goals set by their leaders.
  2. Talent management – Businesses need employees that are able to read, clean and organise the data to make the most and best use out of it.
  3. Technology – Having the correct technology and knowing how to use this technology is beneficial for better organising and understanding the large amounts of data available.
  4. Decision Making – Not everyone can be an expert on big data, this means companies need to make sure that the people who understand the problems can work together with the people who can exploit the data in a useful way.
  5. Company Culture – This is about making the most out of big data to get factual understandings, so the company can know things for sure, instead of just thinking and having hunches.

Ok, so big data is not just about what you do online through social media and for businesses to improve, it is also influencing so many developments in our society as shown in this video.

Big data can cure cancer? Can create self driven cars? My mind can’t even comprehend what else it might be capable of. This load of information can be used for success in the business world such as marketing and generating money, but can also be used to improve our way of life.

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Curing cancer is one of the worlds leading issues, especially in the west. In 2013 in America, the National Cancer Institute stated that $4.8 billion was funded towards cancer research. So how do all these numbers and information generated make someone healthy again? According to this resource, by capturing data on a multitude of cancer patients and analyzing their tumors in depth through sequencing and other techniques, this information can help researchers characterize the various tumors. This, in turn, allows them to create more targeted therapies per characterised tumor.

And this is only the beginning…

Let’s use big data to help our businesses succeed, but lets also use this load of information to benefit society as much as possible.

 

The Mona Lisa should be an ad

In January I was at the famous Louvre Museum in Paris and like many, I was interested in seeing the famous and timeless pieces in the museum. Of course, as most of you should probably know, the famous Mona Lisa lives there. What has this famous painting got to do with advertisements? Well, I journeyed my way through the fascinating, indescribable museum, admiring everything I walked past, with an intention to end up at the Mona Lisa – because you know, you HAVE to go see it. As I arrived in the large room for the relatively small painting, I couldn’t even see it. All I could see was a crowd of people.. And what did every single one of these people in the crowd have high up in the air? Yes, a mobile phone. I was more interested in taking a photo of all these phones, rather than the Mona Lisa. This also made me another one of the excitable tourists with their phone up in the air.

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Everyone has a mobile and everyone uses their mobile phone many, many times a day. Companies of all sizes would be silly in this day and age to not use mobiles as a form of marketing.

The other day I was scrolling aimlessly through my newsfeed on Facebook on my phone, when I came across an advertisement from ASOS. The night before I had been browsing ASOS on my laptop, looking at particular clothing items but didn’t complete any purchases. So, the next day those exact items and related items just pop up on my phone and I am reminded of the clothes I really wanted to buy. So what do I go and do? I make a purchase. They win. It was also a reminder that all my pieces of technology are connected to each other.

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So how can you best succeed in mobile marketing and capture people like me? Firstly, know your target audience. This is so important. ASOS knew to target me because they knew the things I liked based on what I had been looking at previously. Secondly, please don’t make your marketing annoying. When I am playing games or browsing through my phone and an ad pops up out of nowhere so I randomly click it, disrupting what I was doing, that is not going to be effective. Though, mobile marketing doesn’t just have to be advertising. According to this source, Starbucks created an app where users could load their credit card details and then have their phones scanned when they go and get their morning coffee. A smart and easy way to get consumers to use your product more and an effective marketing strategy where consumers are doing it by choice. Furthermore, according to Juniper Research, by 2019 there will be 1.05 billion people using mobile coupons. Everyday mobile phone usage is increasing, get on board too.

 

 

Click here – it’s free!

Which is more appealing? When the writing you’re currently reading is in this colour or maybe this colour, maybe in italics, or both? Don’t worry, I think I will just stick to this for the rest of this post. 

Differentiating your webpage between aspects like colours, images, sizing and page layout is what is involved with A/B testing. A/B testing allows businesses to see which version of their webpage works better for viewers and therefore they can make modifications based on things such as whether a viewer clicks the pink “buy now” button or the blue one.

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The title of my blog, for example, has come from a real life example of A/B testing where the inclusion of the words “it’s free” next to the sign-up button increased the clicks on the sign-up button by 28% (Chopra, 2010). It is intriguing that something so simple can be so effective. 

Watch this quick 1 minute video on A/B testing to getter a clear and simple understanding.

Marketing/digital research and analytics would generally makes people yawn and get bored at the thought of it, but it is actually so, so important! Research CAN be exciting! We need to know the forever changing thoughts of the consumer, I need to know how I can attract more people to my blog and businesses need to know what consumers want to make sales, this is all done through research. From conducting surveys, using data from market research firms, creating focus groups and looking at customer behaviour, you and I can see the obscure behaviour of the wide variety of people out there and use that to our advantage. Exciting right? I think so.

Market research these days is no longer simply door knocking, cold calling and person to person interaction. Since everything has moved online, market research is also conducted online, like how you’re used to, just behind a screen now. There are so many platforms out there where you can even sign up to take part in market research and get paid to do it, while at home, sitting with your laptop, while possibly still in bed if you please. If the thought of research in general doesn’t interest you, then maybe that will.

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This graph above is from Google Trends and is the trend over time of the search WordPress in Google from 2004-present in Australia. As you can see, this blogging platform increasingly became more popular and has consistently followed a steady pattern each year, notably declining at the end and start of each year. Why? I’m not too sure, but information like this can allow businesses to get to know their consumers better. 

So what should I change for next time to make this page more appealing? How can I get more page views and repeat visitors? Am I engaging enough? Think of these questions as a fun survey that will benefit the both of us.

Bye!