Popularity is Not Confirmed When Unharnessed

Thank You For Your Business!

Last week I sent an email blast containing our blog's first post to about 3 hundred people. The click through rate was 17.33% just shy of the best case average of a 20% CTR; nonetheless, the results fall on me because I designed the headline and acquired the list. When reflecting I analyzed the situation and asked myself what could I have done to get the percentage higher? Knowing that those 3 hundred people I delivered the blast to were a mixture of childhood friends, and family members amplified the impact of the result. Wouldn't you scratch your head and wonder why people you share your everyday life with didn't notice you enough to interact? This experiment was done in an attempt to obtain a significant result when marketing privately instead of publicly. Again this wasn't a terrible response compared to the ideal average. My main concern was the 0% conversion rate after obtaining the views we did get. Does that mean that everyone who did view the blog does not want to see subsequent content of ours? And not sign up to be privvyed to content that is more openly expressed? Well yes, that's exactly what it means and I would be delusional to think sending another blast to the same consumers would make a difference. Popularity is not the same as productivity, and push & pull marketing have everything to do with it. Why ddidn't I pull my targeted audience instead of pushing us onto a random one? It's because I disregarded the difference between marketing and popularity.  

59 Likes: Butt is not bad!

Thank You For Your Business!

Do you think about what people are going to think when you are in selfie mode or ask your friend to take a picture? When you got it you got it, so we won't tell a model to stop posing how they naturally pose unless they need the training. But for a marketer it is different. There is definitely something psychological about how a viewer responds to a model's imagery. When knowing exactly how viewers process the information they are viewing about products through trial experiences, marketers are able to refine their strategy by adjusting according to cognitive affectiveness (Jooyoung, and Morris, 2007). If you saw our last podcast episode at The Buns Cell you are aware of the increasing sensitivity to content that is found offensive. In context, at PIE we began filtering our content to test on different social network sites. I even ask women of the world politely "Do I Want 2 C Your Buns?" in order to hint that marketers may not be aware of the impact their content has on viewers. Reality is most are not aligning with the times and acknowledging the hive mind of perception online. Indeed the hive is segmented, but a basic life rule such as "it's not what you do it's how you do it" should be applied in your method. We got 59 likes within 2 hours and the alerts were still buzzing. Let me remind you we only had 53 Instagram followers at the time. Now to make my point: there is not 1 comment where someone took offense to the marketing of our product & service. The courtesy of asking a question generated interaction full of ok, and blowing kiss emoji's; consequently a marketer will deem those responses as a yes; they do want to see the buns!

Cheers!

Reference

Jooyoung, K., & Morris, J. D. (2007). THE POWER OF AFFECTIVE RESPONSE AND COGNITIVE STRUCTURE IN PRODUCT-TRIAL ATTITUDE FORMATION. Journal Of Advertising, 36(1), 95-106.