Marketing Essay Example: Remarketing, Gamification, E-marketing

What is remarketing? And how does it work?

Remarketing is a clever marketing strategy where marketers make it possible to connect with visitors and prospective customers to their websites in a manner that would not have been possible through conventional marketing strategies. Remarketing is targeting ads to people who’ve already visited the website. Remarketing is a very cost-effective strategy when it comes to advertising, and it is apt at increasing brand awareness. In remarketing, visitors to a company's website are reminded on a frequent basis to purchase the company's products even after they are no longer accessing the website. Remarketing is ideal, more important in a very competitive business environment. Remarketing can be an apt tool when it comes to improving sales of a company together with raising the profile of a given brand (Gershman, 2000).

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Remarketing works by putting advertisements in front of a certain audience that had previously visited a given website as the audience browses somewhere else on the internet. Remarketing Advertisements can be delivered by use of different formats. The formats can include text formats and image formats. In remarketing, advertisements are managed by Google AdWords, one of advanced remarketing services. Google Adwords often goes ahead to show the advertisements on web pages that have been visited by individuals who had earlier visited the company's website. The advertisements are often displayed on Webpages that can accept Google Adwords placements. In remarketing, cookies are placed on websites that are visited by a person who had initially visited a company's website. A cookie ID is then developed and added to a remarketing list. Most of the time, multiple lists that fit in a certain criteria are produced. Google has developed a remarketing feature that allows for more flexibility through the use of an improved Google Analytics code. The code plays a major role in allowing lists to be created and management of the lists to be successfully done without a need of using a specific code on the website that a target audience visits (Gershman, 2000).

Is the old saying, any publicity is good publicity always true? Why or why not defend your answer.

According to me, the old saying that any publicity is good publicity is not true. The old saying presumes that as long as people are talking about you, it is a good thing. I disagree with the old saying. I do not find publicity good when people are saying awful things about your company. As a matter of fact, I find it insane for someone to be of the opinion that there is nothing such as bad publicity. Publicity is only good when it's good publicity. Negative publicity can taint a company's long built reputation. Negative publicity can make a company start being viewed in a negative perspective by the public and people or companies who are in one way or another associated with the company. Negative publicity is likely to work for your competitors. Negative publicity is likely to give a reason to criticize your company openly. Negative publicity is associated with loss of business deals and a plummet in sales. Courtesy of the bad publicity that Toyota received for selling faulty and dangerous vehicles, the company had to contend with a plummet of its sales by about ten percent. During the drop in sales, Toyota's competitors gained from Toyotas predicament because their sales improved. It can, therefore, be stated that negative publicity to a given company is likely to work for the company's competitors (Berger et al., 2010).

Companies do not like it at all when they are mentioned as having taken part in activities that have brought about anguish, pain, and suffering. The publicity that discloses illegal and negative activities that a company has been involved in cannot be good publicity for the company. As a matter of fact, companies have a tendency to spend huge sums of money in trying to salvage their image after receiving negative publicity. If any publicity is good as the old say claims, a company like British Petroleum which received bad publicity courtesy of the disastrous spill that occurred in the Gulf of Mexico would not have spent millions of dollars in trying to redeem their reputation. British Petroleum had to deal with people boycotting their fuelling stations after the oil spill in the Gulf of Mexico (Berger et al., 2010).

What exactly is gamification in marketing, and does it help in the retention of loyal customers, as well as help to attract new customers?

Gamification is an online marketing technique that encourages prospective customers to engage with the product or service that is being marketed by integrating elements of game playing in the marketing procedure. Gamification can also be described as the use of game elements to non-game issues and problems such as business issues. In gamification, addictive and fun elements of gaming are used in marketing. Mechanisms of gamification can be used to create a fan base around a certain business product or service. Use of gamification in marketing means creation of a fan base around a given product, service or a company can play a major role in ensuring that a company wins over new customers. Given that gamification is associated with excitement, it is likely to play a major role in ensuring that a company retains its loyal customers (Conaway & Garay, 2014).

So, why use gamification in marketing? Based on the fact that gamification is exhilarating, it is likely to attract new customers. Real life is boring and potential customers are always looking for a thrill. By developing a marketing strategy that is animated and full of excitement, a company is likely to attract new customers. People are always looking for happiness. If people discover that there is a place where happiness is found, they are likely to spread the word around about the source of happiness. As a result, people will troop towards the company's gamification platform. Gamification in marketing is more human focused, and it can build relationships and trust between people and a company or a product. Marketing gamification offers prospective customers an opportunity to learn about a product that is being marketed in a more informative manner. A person's needs for learning, mastery and learning about a given product are promoted courtesy of gamification (Conaway & Garay, 2014).

How was e-marketing changed? Additionally what might a company want to include in their subject line to attract the attention of their targeted customer?

E-marketing was changed courtesy of advancement in information technology. Advancement in information technology has brought an increase in connectivity that had never been experienced before. Digital technologies reshaped how people interacted, lived their lives and also transformed how people conducted their business. Marketers have always been at the frontline of embracing new technologies and integrating them in their activities. Courtesy of advancement in information technologies, the way marketers interact with their customers had to change. An increase in connected devices played a role in revolutionizing e-marketing strategies. Increase in connected devices led to a revolution in marketing. The revolution changed the way in which people approached traditional marketing strategies. There was a need for more engagement. The way marketers communicated and engaged prospective customers had to change courtesy of advancement in information technology. Marketers have been tasked to be more collaborative in their engagement, and they have also been compelled to adopt information technology tools in their undertakings (Strauss & Frost, 2012).

A company might want to include excitement and happiness in their subject line as a way of attracting the attention of their targeted customers. A company should be more engaging in their marketing strategies. Customers tend to engage more in content that is personalized. One on one marketing strategy that is more personalized and takes cognizance of customers preferences is the most appropriate form of marketing strategy. There has been a renewed focus on the individual courtesy of transformation in e-marketing techniques and strategies. Companies have to learn to understand the preferences of their prospective customers. Companies have to understand that their prospective customers are increasingly becoming more interested in predictive behaviors. Companies need to shift from omnichannel mode of marketing to omnidirectional mode of marketing; this will play a major role in ensuring that the company captures customers attention by use of different platforms (Strauss & Frost, 2012).

References

Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive Effects of Negative Publicity: When Negative Reviews Increase Sales. Marketing Science : the Marketing Journal of Tims/orsa, 29, 5, 815.

Conaway, R., & Garay, M. C. (2014). Gamification and service marketing. Springerplus, 3, 1, 1-11.

Gershman, M. (2000). Getting it right the second time: Remarketing strategies that have turned failures into successes. Chalford: Management Books 2000.

Strauss, J., & Frost, R. (2012). E-marketing. Upper Saddle River (N.J.: Prentice Hall.