WEEK 4-Who is AIDA? 

Imagine one day, when checking your email, you see the following messages:

 

“UP TO 90% SALE! LAST DAY OFFER! WHILE STOCKS LAST!

“Dear Amy, you are the chosen one! Want to receive a big present from us?”

 

My guess is, you can’t help paying attention to them and you are most likely going to open these emails.

We now live in an increasingly competitive and modern advertising world which is home to all kinds of media- from radio to TV, print to online messages, etc. It forces businesses to make a special effort to get attention. As a result, many businesses turn to e-commerce sites, resulting in an overwhelming amount of competition. Hence, it is necessary to grab customers’ attention to products on your site in the most impressive way.

Yet, marketing principals largely remain the same. People seem to keep following the AIDA model and purchase loop in marketing which identifies the buying process that clients go through.

What exactly is AIDA?

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AIDA stands for Attention, Interest, Desire and Action. It aims at the consumer’s cognitive, affective and behavioral stages, which affects how consumers think, feel and act respectively. It’s the oldest trick in the sales book, but rarely thought about when it comes to e-commerce. This model stems from the four steps that a salesperson follow when pitching a product to the potential buyer. In the world of e-commerce, there is no sales person. Hence, this process is (should be) done by your online store.

 

So,  how do you go about doing it?

 

1. Attention

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In most cases, visitors will land on your product or category pages using search engines. This article will concentrate on your product pages within the AIDA process. Once the visitor lands on your product page, you only have a few seconds to catch and retain his attention. In these few seconds, this visitor will decide whether this is what he was looking for or he’ll move along. In the real world, you’d be trying all ways to grab the attention of the buyer, but in the virtual world, you already have his attention. All you need to do is ensure you don’t lose it.

You will likely lose the attention you’ve been given if your product page is too crowded and doesn’t give the impression of what it really is about from the first look. Too many distracting elements can cause your visitor to think he didn’t find what he was looking for, even though he was on the right product page. *TIP: You can spot this behavior and attempt to rectify it if you are using Google Analytics. Try finding people that landed on the right product page that perfectly fits the keyword they entered into the search engine, but right after they landed, they used your internal site search to try to find the product they were looking at. This shows how poorly your product page has been designed. If there are none of these issues in your Analytics, your product pages might be built pretty well from the attention retention point of view.

2. Interest

Interest is not an issue online because visitors searching for your product on their search engines already showed the interest. In the real world, you would try to make the buyer show some interest in your product. Fortunately for you, all you need to do now is to show them why they should act. You need to make them desire the product.

3. Desire

The visitor landed on the product page and you managed to keep his attention. Awesome! Now what you need to do is to make him desire the product. You can approach this from different methods, but what really works is a good product representation. A product description should be readable and scan-able, and should include multiple high quality images from different angles. If possible, you should also upload a short clip showcasing the product. If the product can be shown “in action”, that would also induce desire.

Also, try and look at the product page and information provided from the visitor’s point of view. You should ask yourself if you could envision this product’s size and feel it even though you’ve never seen/felt it in real life. If you can’t, work on the description, images, and video.

4. Action

Action-the last phase of the model and also the most crucial part. The visitor landed, you have his full attention and you made him desire the product. Now it’s time to make him take the one last step, to click the button. It is of utmost importance to have a clear call to action. Your “Add to cart” or “Buy now” button has to be the most easily found and straightforward item on your product page. It has to be big-but don’t overdo it, in a different color than the surrounding elements and on a logical spot-preferably at the top/bottom right-hand corner of your page. You can ask a person that never saw your website and show him the product page. Tell him to add the item to the cart. If he can do it without reading anything or looking around the site for more than a few seconds, that’s a good button design and placement. If not, you should improve it.

Some elements can distract the visitor from completing the last step of the AIDA process. Those can be different banners, or some other buttons that compete with your “Add to cart” or “Buy now” button’s attention. As a business owner, you might want several call to actions from your visitor. You are probably going to place many items other than the product itself on you online store, but always ask yourself, is it more important that visitors check some other items on discount on your store, follow you on Twitter / Facebook, subscribe to your newsletter or buy the item he is looking at right now. All of these other calls to actions can be present on other pages – such as category page, sales pages or even the checkout success page – but the product page should be as free of these distractions as possible.

Hopefully the information above helped and you have become good friends with AIDA by the end of this post! 😁

WEEK 3-SEM, SEO & SMO

Internet marketing has been constantly evolving and companies have been competing to stay on top of each trend and Google update.📈 I first learned about SEM-Search Engine Marketing and SEO-Search Engine Optimization when I was working part-time at an IT firm and I thought this would be very useful information for businesses with websites or for anyone with online content they would like to promote.📣
According to an article by reliablesoft.net:

“The difference between SEO and SEM is that Search Engine Optimization is part of Search Engine Marketing. Both processes aim in increasing visibility in search engines.”

Basically, SEO is a subset of SEM. SEO focuses on the technical aspect, where content is read by search engine spiders 🕷 and ranked according to certain algorithm. 

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However, in recent years, SMO-Social Media Optimization has gained lots of attention in the internet marketing reign as the use of social networking sites has exploded. Social media optimization is the part of search engine optimization that deals with all things social. In other words, SMO is a subset of SEO.

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When compared with successful SEO, social media traffic is less consistent. Even though those who use social media effectively can regularly draw traffic with new content, even the best SMO experts encounter huge rise and fall in terms of traffic. Fortunately, the peaks will be very high.

Also, SMO deals with the more human aspect of driving traffic. It focuses on grabbing users’ attention and making them come back to your site.

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Even though this post might sound really technical and we only touched on social media marketing in last week’s class, I thought it would be cool to share these information I got from my past working experience and of course from the INTERNET. Hopefully these new information didn’t bore anyone too much and here’s a little image to let you better understand the link between these terms!

WEEK 2-The power of social media

Recently, I chanced upon a mini-series on YouTube called SPARKS and I was pleasantly surprised.

This is actually a mini-series by DBS, yes, our homegrown bank in Singapore. Up till today, they have uploaded a total of 5 episodes, and based on audiences’ feedback, they might be coming up with more!

It is interesting to note that their videos were inspired by true events, making it more relatable to general public. All episodes of this mini-series have above 100,000 views and it is a breakthrough and successful advertising of DBS brand.

As I dug deeper into their YouTube channel, I found more interesting videos featuring the bank’s innovation and also videos providing tips and advice to the general public. These videos however, have attained lesser views but have definitely reached a wider mass as compared to traditional media.

According to an online scholarly article of Business Horizons, “the high popularity of content communities makes them a very attractive contact channel for many firms; this is easy to believe when one considers that YouTube serves over 100 million videos per day.”

Indeed, YouTube is one of the many marketing channels that have gained recognition in recent years. More notably known is Facebook, which has been utilised for paid advertisment and branding deals. However, another interesting article I found had nothing to do with paid advertisments, but more on the power of social media.

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According to this Buzzfeed post, Collin Ross shared a Facebook post promoting Whitbie’s Fish & Chips after his encounter with an endearing 69-year-old John McMillan, a Scottish immigrant and owner of the restaurant.

McMillan had difficulties making ends meet for the past 7 years and a simple gesture by a helpful and satisfied customer changed his life forever. Ross made a nice Facebook post, posted a photo of the shop with a plea for people to pay McMillan a visit.

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And it blew up. The post has been shared more than 8,000 times and people are flocking to Whitbie’s. On Tuesday, more than 400 visited, followed by 500 the next day.

This Man Went From No Customers To 500 Thanks To A Single Facebook Post.

The title of this article couldn’t have been more apt in showing the power of social media.

 

WEEK 1-Just Google it?

Google has been my go-to whenever I’m stuck. Be it a tricky equation,  a foreign pronunciation, or even the fastest way to get from point A to point B, a quick Google search solves everything 💯.

However, I recently learned in my COM 125-Introduction to Internet 🌐 class that Google does not simply consist of the commonly known search engine, Gmail and Google Drive. In fact, there are many other projects that Google has embarked on and received not-so-positive 👿 responses.

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For instance, Google+ was trying to imitate Facebook with its “Circles” function, which acts as a timeline to share content with friends. Ironically, a simple Google search led me to Google’s biggest failure: Google Wave 🏄. According to howstuffworks, Google Wave is a “collection of unnecessary features bundled together in unnecessary and often bewildering ways”. 😤

Perhaps in time to come, these failed projects may get picked up and integrated into the future Web 4.0 because as learned in class, Google was represented in the Web 2.0 category.

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Basically, Web 1.0 is a one-way 👤 platform that allows people to mainly read from the Internet.

Web 2.0, also known as the “Social Web” 👥 saw the potential of user-generated content which led to a collective intelligence.

Web 3.0, the “Semantic Web” 🌏, is where all information is categorized and stored to allow computer and human to understand. For instance, football ⚽ is a team sport, involves a ball, is played in a field, etc. This semantic information will allow computers to look up other matches based on similar properties.

Web 4.0 technologies will be able to apply the knowledge shared between data items and define context to do basic reasoning 💭. For example, if I’m doing research on Apple’s iPhone, I would not want my research to include recipes of apple pies or where to get fresh apples.

The possibilities of the Web are endless and I still have faith in GOOGLE 👍