How Should We Measure the Digital Marketing Campaign?

How should we measure the digital marketing campaign? And what is important to determine digital marketing campaign success?

These questions seem to be so vague that it’s impossible to find perfectly correct answer. From my perspective, the KPIs, aka Key Performance Indicators, of the digital marketing campaign should be decided according to different situations. Although we do have many ways or standards to evaluate whether or not the campaign is successful, there are 7 important things we must think of when measuring a digital marketing campaign.

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Thank you for your time and be happy! 👸🏻

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Cracker Jack: Marketing With Augmented Reality

Have you notice that more and more brands prefer to adopt the strategies such as content marketing or the advertisements through websites and social media platforms today?  These marketing tools become increasingly normal in our daily life, and even more poplar than traditional tools like newspaper and television with the support of fast developing technology.

Now, thanks to augmented reality, aka AR, we’re entering an new era where marketing can hybridize physical and virtual experience.

Augmented reality is the integration of digital information with the user’s environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment and overlays new information on top of it.

— WhatIs.com

 

Cracker Jack, an American brand of snack consisting of molasses-flavored, caramel-coated popcorn and peanuts, become one of the pioneers in the snack industry to adopt augmented reality in marketing. It preferred to leave behind the vintage memories, no long putting those famous tiny plastic toys into their packages of popcorn and peanuts. Instead, Cracker Jack tried to move into tech by slipping in augmented reality stickers that can used with an app, Blippar.

In each Cracker Jack’s bag, there is one sticker that, once scanned through Blippar, will randomly unlock four different baseball themed augmented contents -Dot Dash, Dance Cam, Get Carded, and Baseball Star. Dot Dash is a racing game around the field, while Dance Cam is like getting yourself on a small “Jumbotron”. Get Carded is a camera feature that puts your picture in a baseball card, and Baseball Star offers autographed photos that can be traded and shared with your family and friends.

Replacing the plastic toys by the interactive games through augmented reality technology provided by Blippar is a bold try for Cracker Jack. It doesn’t seem necessary for the brand to abandon the successful marketing model, since the cost of tiny plastic knickknacks Cracker Jack is becoming cheaper if using 3D printers. Additionally, even though collaborating with Blippar is a easier and cheaper way for Cracker Jack to use augmented reality technology in its marketing campaign, the necessity of downloading Blippar app in the consumers’ mobile phone might still discount this campaign’s performance.

However, we cannot deny that the augmented reality marketing form is coming with the “wow” factor. Without any precedents, Cracker Jack is ahead of the curve. It embraces the preferences of the young generation, trying to keep the treasured feeling of childhood wistfulness with a modernized, young-at-heart attitude. The baseball content also conforms to the main markets of Cracker Jack, the baseball games. The adopting of augmented reality, I think, may be not major content of this campaign, but is a big plus to attract people’s interests.

Anyway, as a whole, Cracker Jack’s innovative marketing try with augmented reality technology is laudable. It boldly gave up the successful but a little outdated plastic toys marketing plan, and look for a high tech way of marketing in the snack industry, where most brands prefer to market through developed platforms, like social media. I don’t know whether or not the marketing of snack brands are suitable for augmented reality technology, but this trying spirit deserves some attentions.

 

Augmented reality has already been a hot topic in the past two years or so. Although lots of brands show a interest in this technology, few of them are willing to be the pioneers to “test the water”, since the system of augmented reality marketing is still not mature. However, I believe augmented reality should be the future of the marketing. Convenient, fast, and technologically impressive, virtual experiences can easily awake customers’ curiosity, and physical experiences, on the other hand, are immersive, gratifying, and memorable. Capitalizing on all these qualities on both sides will greatly help the brands to achieve success when they decide to market with AR technology.

Ok, than you for your time and stay happy!👻

 

 

 

 

The Rise of Big Data: How Is It Changing the Way of Marketing?

Living in a new era of computational sophistication, “big data” couldn’t be hotter. The term of “big data” refers to the ever-increasing volume, velocity, variety, variability and complexity of information. For marketing, big data is the fundamental consequence of the new marketing landscape, born from the digital world we are living in nowadays.

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As big data continue to be a huge focus and priority in marketing, some issues come along, such as how big data has changed the way of marketing, or is it a positive or negative shift for marketers.

From my perspective, I prefer to take the positive side. As a marketer, I always hold a belief that big data brought a paradigm shift to marketing. It provides a “short cut” for marketers to complete their jobs better, since big data brings necessary insights into which content is the most effective at each stage of a marketing cycle, how to improve Customer Relationship Management (CRM) systems, in addition to strategies for increasing conversion rates, customer engagement, sales and customer lifetime value etc.

However, having big data doesn’t automatically lead to better marketing. It is not the data itself that is so important to marketing, but is the insights derived from big data. Why not just treat big data as a secret ingredient to our big dish, the raw material of our products, or the essential foundation of our skyscraper. Big data cannot affect marketers’ decision making or action taking without the support of necessary insights derived.

Meanwhile, it is inevitable for every marketer to get hold of the skill to leverage greater insights from big data by harnessing various data analytic tools, for example, Google Analytics. Yes, there is no compulsory requirements for marketers to learn analytics or mathematics, but knowing how to study the data is still a required course for all of us.

In order to leverage big data, there are three types of big data that are a big deal for marketing.

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Even though big data brings so many advantages to marketing since it appeared, we cannot deny that there are still some challenges and unsolved issues related to the use of big data daunting for marketing.

One of the hottest issue of big data must be the privacy concerns. Consumers are becoming more wary about what is happening with the vast amounts of data now collected about them, but sometimes the data is collected automatically without any notices. Here are one typical example. When we are browsing Amazon, the products recommendation on the main page are always relative to the products we browsed few days ago. I am not sure whether or not this is legal, but I believe maintaining the balance between profit and privacy is always important.

Knowing what data should be gathered and how to go from data to useful insight is another challenge marketers are faced with. Data is everywhere. There are enormous volumes of customer, operational and financial data marketers are able to collect, but remember one thing: more is not necessarily better- gathering the right data and turning it into deep insights are crucial.

Additionally, we cannot trust every bit of data we get. Holding a dialectical and developing attitude to evaluate the data we collected will help us to conclude effective insights we need. Since the world is developing quickly and the trend of consumers behaviors is changing every day, the past behavior the data provides cannot prove the present and future trend. The past data might be a reference when we are making future marketing decisions, but it cannot be the decisive factor.

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Okay, thank you for your time and be happy! 😏

 

7 Essential Factors for SEO Success

SEO, aka. search engine optimization, is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.

How should we come up with a successful SEO campaign? There are 7 essential factors we cannot neglect. Here they are.

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Thank you for your time and be happy! 🤡

Cadbury: Why Snapchat Filters & Lenses Worked

Dog tongues lolling out when you open your mouth, sunglasses and explosion when you raise your eyebrows, big eyes popping from your face, it is very interesting to see your selfies through Snapchat’s different interactive lenses. However, have you noticed that some brands secretly appeared in your snapchat’s filters and lenses?  They usually have unique themes and appealing designs, which easily make users impressive and wanna share snapchats with their friends.

These Sponsored Geofilters and Lenses are new ads products provided by Snapchat on 2016. Different from the Standard Snap Ads, presenting in the format of ten seconds video, geofilters and lenses offer a completely unprecedented take on brand activation based on Snapchat’s features, improving users’ engagement to an large extent.

Cadbury, a British multinational confectionery company, launched branded geo-filters through Snapchat platform, in an effort to expand on its long-term “Obey Your Mouth” marketing campaign and sell its “singles” bars, namely Wispa, Crunchie, Boost, Double Decker and Twirl, to a new, younger target market.

Spending roughly half its yearly ad budget on a sponsored Snapchat Lenses campaign, Cadbury created three different lenses for its Crunchie campaign. Considering most snapchat lenses are used without sound, Cadbury opted to make its lenses humorous with novelty factor of morphing users’ faces into a golden disco ball or having a giant golden lips that bites into Cadbury “singles” bars. In order to keep with the bar’s “Get That Friday Feeling” tagline, these lenses were released to users on three Fridays since May 11th, 2016.

The brand had been aiming for a total of 10 million views for the lenses. Its first, the golden disco ball filter, successfully attracted 9 million views alone, and the other two also indicates a satisfactory performances according to its previous data.

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At a cost ranging between $100,000 up to $750,000 for 24-hour Lenses tied to specific holidays and events, sponsored lenses is the most premium ad product buy on the app. However, is it worth for Cadbury to “testing the waters” before this ad product is mature? Obviously, the chocolate bars’ sponsored lenses worked well, but why? From my perspective, Cadbury successfully seizes two important factors for any brands in the snapchat ad world.

First of all, the target customers of both brands and Snapchat should be kept consistency. As a new-trend digital media, Snapchat has around 100 million active users, of which about 55 million are in the coveted 16 to 24 age range. Facing a serious sales decline in recent years, Cadbury’s “singles” bars hoped to attract new and young customers through its long-term “Obey Your Mouth” campaign. There is no doubt that Snapchat is a perfect stage for Cadbury to communicate with its younger target customers.

Moreover, wanting to reach as many eyeballs as possible, the content is always the key weapon. The “fun” element should be the format’s biggest challenge in Snapchat sponsored geofilters and lenses. Cadbury’s gold disco ball filter is one of successful lenses examples. It accurately caught millennials’ preferences, using exaggerated content and unique themes to engage its target customers. It’s really hard for users to say “no” to these funny lenses.

“Lenses drive significant reach of an audience you would struggle to buy on TV. When you get it right, the average time people use [a Lens] can go up to a minute; it’s very personal and very energetic.”

Jerry Daykin, global digital partner at Cadbury’s agency Carat

The sponsored geofilters and lenses is pretty new to the ad world. Its target market is still limited to the young generation, the main users of Snapchat. However, these ad products are so different from any other format out there that gives both brands and Snapchat a big advantage over their rivals. Cadbury successfully seized this opportunity and became the pioneer in Snapchat ad word. I am not sure how these ad products will become in the near future, but I believe these sponsored geofilters and lenses are effective advertising methods for the brands, whose target customers are among Snapchat’s users.

Okay, thank you for your time and stay happy! 💃🏻

 

How can Brands Take Back Control in Social Media Crisis?

What do you think when you read the words in the picture?

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Just a Joke? Offensive? Tasteless? or Sexist?

The London Dungeon attraction, which takes tourists through a dark show of the city’s history with a bevy of actors and actresses, suffered a furious backlash on social media for the  graphic jokes on both its Twitter and Facebook accounts on February 14th, 2017.

The tourist attraction posted quotes referencing sexual acts and murders as part of its “Dark Valentine’s Day” marketing campaign on social media, trying to entertain its guests. However, critics said the collection of images was sexist and offensive.

Some posts, referencing the museum’s murderous muse, seemed to glorify women killers such as Jack the Ripper. One example reads: “Jack The Ripper just messaged. He wants to Netflix and kill.”

Others discriminate against women, especially female sex workers. Perhaps the most controversial post, later deleted, is that “What’s the difference between your job and a dead prostitute? Your job still sucks.”

Those “offensive” jokes had drawn criticism on the Twitter, the public saying the campaign is “misogynistic” and “disgusting”. Some pointed out the fact that the London Dungeon is a family attraction and the inappropriate messaging would affect its reputation and revenues.

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On February 15th, the London Dungeon had been forced to apologize for its “offensive” promotional marketing campaign, but the public rejected to receive it, thinking the apology is not good enough.

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This unsatisfactory result is not surprising. The London Dungeon should take most responsibility for this unpleasant crisis. Sensitive as the public is nowadays, especially on the social media, it’s crucial for the brands to understand how to communicate with them. Misjudging what the target audience want or like will lead to a terrible public backlash.

In this case, the original intention of the London Dungeon’s marketing campaign has no serious problem, but the expression form the brand adopted is not appropriate. Even though I don’t know much about the history of London, the words like “dead prostitute” still make me feel uncomfortable. I noticed that some people on the twitter thought the public overreacted to these graphic jokes, and expressed their disappointment that people nowadays cannot take any jokes. Yes, that’s true!!! Therefore, how to avoid reaching the bottom line of these people will be an important lesson for all the brands at present.

The company issued a longer apology to the press that read:

“We apologise that our social posts caused offence. 

Our ‘Dark Valentine’ campaign was a range of posts aimed to highlight the darker side of history and create debate and conversation.

As a brand we strive to entertain our guests so they can enjoy the London Dungeon experience – both in our attraction and on social media.

However on this occasion we recognise that some of the topics many felt were inappropriate and therefore we apologise for any offence cause.”


Additionally, it was too late for the London Dungeon to make a public apology. Living in the fast-paced society, people has no patience to wait for explanation. From my perspective, the response made within 24 hours after the incident generally will lead to a good result. However, the London Dungeon responded the next day of the posts, and only deleted the most controversial tweet without any explanation. Since the late response has already pissed off the public, the longer apology made on the press seemed to become feeble and weak.

This case just got me revisiting a familiar issue: how can brands take back control in social media crises? The London Dungeon was unable to avoid the crisis since it misread its target customers, but it still had chance to control the situation if it had preparations. I believe it’s necessary for all the brands to set up a team responsible for social media crisis. When one marketing campaign is going to be carried out, the team should analyze the potential threats, prepare a “Plan B”, and test the robustness and timeliness of the response protocol.

It’s hard to choose between PR and Marketing to answer the question, who will take most responsibility to handle the social media crisis. In my point of view, they should work together. The crisis usually is resulted by the marketing’s mistakes, while the unpleasant public reaction is caused by the PR’s inefficient responses. I won’t say who should take blame, but they have duties to solve this crisis together. Actually, PR and marketing are two brothers in one family.

Last but not least, thank you for your time and stay happy 🤓

 

Can Snapchat Keep Leading the Way?

Snap, the parent company of Snapchat, had a great day on the New York Stock Exchange on March 2nd, 2017. It gained 44 percent in its debut closing at $24.48 per share, quenching a long drought in the market for tech IPOs.

Now, with Snap successfully going public, a crucial question looms: How can Snapchat keep leading the way? As a public company, Snap will inevitably come under pressure from investors to become more valuable, which not just means increasing in scale, but also demonstrating a satisfactory return on investment. So far, Snap currently generates almost all of its $404 million in revenue from advertising business. The article, Can Snapchat Show Advertisers It’s More Than a Place to Experiment?, pointed out that the growth potential of Snapchat’s advertising business is what would draw investors to the initial public offering, which was set to price on Snap’s debut. 

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Building the advertising business up form nothing in about two years, Snapchat still faces several problems that have to be solved. First and foremost, most advertisers say that the Snapchat’s advertising system remains overly complicated. On the one hand, Snapchat only adopts 10-second video ads that must be shot vertically so that users can view the ads when holding a smartphone upright, since Snap’s CEO Evan Spiegel has long insisted that ads must not clunk up the user experience. On the other hand,  most Snapchat ads are sold through sales representatives. Even though Snap just began to corporate with Viacom to sell its ads through the API (application programming interface), the ad-buying process is still not mature.

From my perspective, the unique advertising content is one of Snapchat’s strengths, making it different from such its rivals as Facebook. The vertical, 10-second video ads standard does force brands to spend more time and money to make at least two versions of the same ads, but it might create a surprised result. Since these brands have to re-edit their ads in order to conform to Snapchat ads standard, they usually re-edit these ads according to snapchat’s users’ preferences, greatly improving ads’ promotional effect. Some even shoot typical Snapchat video ads, and these simple and common life story episodes are more appealing to Snapchat’s users. Moreover, Snapchat did a good job in advertising content innovation. So far, there are three ad products, Snap ads, Sponsored Geofilters, Sponsored Lenses. My favorite should be sponsored lenses, a playful way to make users impressive.

I cannot deny that snapchat advertising system still has a long way to go, especially simplifying its ad-buying process, but I hold a positive attitude toward its future in advertising business, because “the content is king”.

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Additionally, Snapchat needs broader reach. According to comScore, Snapchat already has about 70% of U.S. 18- to 24-year-olds and about 40% of U.S. 25- to 34-year-olds. However, the growth within that age bracket came from the small base, millennials. The slowing user growth shows that Snapchat has to find a solution to keep growing its target users after it taps out of its young age groups.

Facebook’s broad appeal across different age groups is the social network’s most brilliant feat. Even if Snapchat doesn’t want to become as ubiquitous as its main rival, Facebook, expanding its user base still requires marketing to older demographics. It’s a difficult but feasible way. In order to gain more older users, educating on how to use the app should be the primary task. As a Snapchatter, I honestly agree that Snapchat’s interface is not friendly to the older generation. For millennials, who are growing up with the development of mobile technology, learning to use a new app should be a piece of cake, while for older generation, it’s tough to figure out.

Exploring global market should be another feasible way to expand Snapchat’s user base. Snapchat does have an outstanding performance in South America, Australia and Europe, but it is struggling to take off in Asia, like China and South Korea, where Snapchat is blocked and similar social media apps perform well. Here, I won’t make a comment on why Snapchat is blocked in these countries, but what I know is Snapchat should not give up these markets, especially China. Having a great number of potential users, China’s market are the next arena for these social media.

Along with market demands changing fast, the mobile technology developing with each passing day, and the life cycle of products becoming shorter and shorter, the competition among social media enterprises become more intense. Maintaining the privileged position will be the most crucial task for Snap in the next few years.

Last but not least, keep sweet every day! 🤗

 

 

 

Juicy Fruit’s Sweet Talk App: Spreading Sweet But Waiting For Changes

 

 

Holding your phone over your mouth, picking from one of “ten mouthy characters”, selecting your favorite phrase topic, you are “blurting out” sweet nothings to whoever’s standing nearby without really opening your mouth. This is a mobile app, Sweet Talk, in the iTunes App Store, launched by Juicy Fruit, the Wrigley‘s gum brand since 2010.

Introduced in 1893, Juicy Fruit is recognized by 99 percent of Americans. However, with more and more similar candy brands emerging, Juicy Fruit faces a fierce competition in the market. Hoping to regain relevance among its teen audiences, Juicy Fruit decided to launched the Sweet Talk app, targeting phone-obsessed, share-crazy millennials.

wrigleys-juicyfruitsweettalkapp10Generally, it’s an user-friendly app with clean and concise page design. There are ten mouthy characters with more than forty sweet sayings on the menu. The characters include DJ Spraytan, “a fist-pumper from the Jersey Shore,” who says things like, “You’re so sweet, I wanna take you on the tilt-a-whirl. You gonna keep the cookies in the jar, or what?” For people who want to invite your friends to hang out together, Mama Cita would be your best wingman. Her catchy phrases include:”You’re so sweet, I’m gonna take you out for an ice-cream sundae. You’re the toppings!”

As an entertainment app, Sweet Talk was definitely a brilliant idea. It provides an effective way for Juicy Fruit to engage its target users, expressing the clear content theme, “You’re so sweet”. Additionally, the company successfully caught the attention of mobile owners who are looking for information on Juicy Fruit or entertaining mobile content.

From my perspective, Sweet Talk is also a social app inherently. Growing up with the popularity of social mediaMillennial enjoy showing off their life stories through social media, like Facebook, Instagram, or Snapchat. It’s not surprising that when they discover an app like Sweet Talk, they would treat it like a social currency, and tend to share it with their friends. Without doubt, Sweet Talk did achieve a great success. To date, it has been downloaded over 2.3 million times, with four and a half stars rating in the iTunes App Store.

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Good performance as it achieved, Sweet Talk app is facing some serious problems now. With the quick development of mobile technology, placing a phone over the mouth cannot attract millennials anymore. I found it really inconvenient to use other tools, not my phone, to take a video of Sweet Talk, because I have to hold my phone over my mouth. For this reason, I quickly decided to delete it.

To be honest, Sweet Talk was appealing and innovative a few years ago, but is out-of-date now. Its inconvenient design is definitely putting a brake on its spreading. Especially today, most apps provide the selfie function that can put the fictitious pictures over your face automatically when the program recognizes your face. Moreover, when you search for videos with key words like “Sweet Talk” or “You’re so sweet“, most popular videos on Youtube were made three to four years ago. How to keep its successful social influence will be a big task for both Juicy Fruit and Sweet Talk app.

Nowadays, more brands in the snack industry have begun using mobile entertainment app as a tool to drive brand engagement or to increase brand awareness. However, the performances of these apps are not as satisfactory as they expected. Some did achieve a short-term success, like Juicy Fruit’s Sweet Talk, while some were rejected by the users directly. There are two important goals, I think, every brand who wants to carry out mobile app strategies must contemplate. First of all, how to attract more mobile users, including its loyal brand fans, to download the app? The Sweet Talk did a good job. After fulfilling the first goal, all brands need to figure out how to retain the success for a long term. It’s necessary for the brand’s app to make its users feel worthwhile to keep it on their smartphone. This is the most difficult, and I haven’t heard about one successful example yet. If you know one, welcome to tell me. It’s my honor to hear from you.

Last but not least, you’re so sweet, and keep sweet everyday!🍭

 

KIT KAT: The UX of Break Taking

We live in a fast-paced world without taking enough breaks. Have you ever noticed how rushing you are in your daily life? Or have you ever tried to give yourself an ideal break? Kit Kat, a chocolate-covered wafer bar confection brand under the Hershey Company, produced globally by Nestlé, wanted to tackle these problems and has also promoted break taking for years.

In order to best showcase its campaign theme of break taking, Kit Kat website is designed in an fun and modern way. The dominant colors in its site design are Kit Kat’s signature red and white, which come from its classical wrapper. Since Kit Kat is a snack brand, its target customers usually choose to buy its products in real stores, not online. Therefore, the goal of this site should be to introduce Kit Kat products, build up its brand image, and to communicate with its customers, rather than to play as a selling channel.

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As a propaganda platform, Kit Kat’s website nicely fulfills its tasks. From my perspective, it has 2 impressive features that I want to give a big  “thumb up”.

First of all, Kit Kat creatively opens a new section on its website, the Recipes. On this section, visitors are able to explore some innovative baking recipes with Kit Kat bar, such as Kit Kat Brownie cookies, Brownie Bottom and Kit Kat Cheesecake Bars, Kit Kat Harvest Cake, and etc. It is very appealing to some foodies, like me, or people who are interested in baking, or housewives who try to bake unusual snacks for their children. This section is a perfect channel for Kit Kat to not only communicate with their customers, but add some fun to its brand image.

Kit Kat does do a good job on its recipes section, BUT it is not the pioneer  who first bring this idea to the website. I cannot deny that this section on Kit Kat’s website is still not mature, compared with the famous cookie brand, Oreo. Here, I want to give a suggestion as a Kit Kat lover that cooperating with some famous food bloggers on Instagram, Pinterest or WordPress, might be a good way for Kit Kat to add diversities to its recipes and increase its awareness.

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Secondly, the Kit Kat Jingle should be the most interesting part on its website. To be honest, I thought it was just a common picture when first visited the About page on Kit Kat website. Surprisedly, a sound of piano appeared while I touched my keyboard. This is a virtual piano made up of Kit Kat bar! What a great idea! I tried to sing and play music following the guidance and videos under the “piano”, and almost spent twenty minutes there. I really adore this innovation which perfectly combines with its advertisement video and its campaign theme, break taking.

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Besides these two good performances, Kit Kat also has a user-friendly website design on PC, tablet and mobile phone. The web page layout is very concise that I am able to easily find the information I want. Some details are deserved to be praised. For example, the arrowhead is the breaking chocolate bar, and the block frame is Kit Kat wrapper’s shape. These designs are necessary for a brand website to build up a successful brand image.

Perhaps, Kit Kat is just a sub-brand under the Hershey Company so that its parent company doesn’t pay a lot of attention to its website construction. Don’t get me wrong. Kit Kat performs well among its competitors, but it is not the best. The recipes seem to imitate Oreo’s ideas,  and the “buy online” button besides the product pictures doesn’t work. The content of Kit Kat’s website, I think, is creative but too simple. Even tough it is a propaganda platform, Kit Kat should not ignore its role as a sale channel. For Kit Kat, it is crucial to attach importance to its website construction, especially in today’s digital world. A creative and well-designed website will be the strongest tool to propaganda a brand, no matter which industry it belongs to.

Okay, thank you for your time, and be happy!🤠

 

 

 

The Fascination Advantage Test: A Good Way to Know Yourself More

There are many reasons why we react differently compared to others, in particular, situations through life. Our personality has quite a few secrets, but let me ask you some questions before continuing the post: Do you REALLY know your personality? How are you being perceived by others? Do your know how to become fascinated in your social networking?

Not easy to answer these questions, right? Well, taking The Fascination Advantage Test by Sally Hogshead should be a good way for you to know yourself more.

To be honest, I did’t believe any personality assessments before, since I thought they were too general to really answer the question, who you are. Sometimes, I found totally different people would get the same personality reports. How impossible it is! However, I am completely surprised and convinced by Sally’s Fascination Advantage Test. There are only 28 simple and common behavioral questions, which are able to give us such an accurate and detailed personality report. Additionally,  the idea of  the seven fascination triggers in our personality, I think, should be the most excellent innovation in this analysis. These triggers are the basic instruments in our brain, working together to make who we are. What makes people different is how much percentage of these triggers are playing in our brain, and the primary and secondary ones help to make us fascinated.

“We all have this ability to fascinate built within us!”

Sally Hogshead said in her Ted Talk

 

Now, What about my test result?

Approachable, dependable, trustworthy, agreeable and benevolent, I am the authentic in the world’s eyes, radiating a sincere and familiar warmth. My primary and secondary advantages are trust, relative to loyalty, and passion, putting people close. My dormant advantage is mystique, arousing curiosity.

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Is it me? ? I was surprised when I first saw what I got. I have never realized that the Trust would be my primary fascination trigger in my personality. I always thought I was a passionate and innovative person in other’s impression. Ok, the results seem to reveal the secret of my personality, but also leave me a large space to contemplate who I really am.

I know, “the authentic” seems so vague and mysterious that I couldn’t figured it out before I carefully read the report. However, when I combine my own experience with its explanation, I was convinced. I cannot deny that I do try my best to influence decision-making through my stability and calm in a stressful and confusing situation. Yes, I always set a schedule for every homework or project in order to complete it one or two days before the deadline. Moreover, I am good at communicating with strangers with different backgrounds. All the memories prove it to me that Trust is my primary secret weapon to earn attention from others!!

Passion, a power to put your friends close to you, plays a crucial role in everyone’s life. Sally said in her Ted Talk that 64% of people have passion as their #1 or #2 trigger. Yes, she is right. Passion is my secondary fascination trigger, which I have realized a long time ago. I consider myself as a social person, who need friends and family around me. Making different friends, exchanging ideas, or involving a project should always be a happy thing for me.

Every one has his or her own dormant advantage, too. As for me, It’s hard to me to hold back some information from others. I am just like a open book, expressing myself straightforwardly. Ok, the report pointed out what I always avoid admitting, and give me great suggestions.

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In today’s fast-paced society, what should marketers do? We all know that it’s necessary for marketers to know how to communicate with people. We need to share our ideas with our colleagues, clients and customers, trying to make them impressive of what we express. However,  nowadays, people think smaller but forget more quickly. As a marketer, we should clearly realize the emergency of this situation. Knowing how to fascinate, or how to earn people’s attention should become an indispensable course for every marketer in the future.

Here, I strongly recommend you guys to take the Fascination Advantage Test to know yourself more. I bet that the results will surprise you and give you useful suggestions in your social networking! Give it a shot !!!