Individual Email or Text Campaign Observational Study
Individual Email or Text Campaign Observational Study.List the brand name and the type of campaign you have monitored over the past five weeks. (Example: Bed, Bath and Beyond’s “email and text message campaign” which I retrieved from my Smartphone, laptop and desktop computer.)
- How often did this brand communicate with you via text and/or email? Several times per day? Once per Day? Twice per Week? (Example: I received one text message per week and about 35 emails over the five-week period. The brand also sent me approximately six direct mail postcards and two “tri-fold” postcards with its 20% off one item incentive.)
- How did the brand speak to you via Text? Email? (Example: 100% of the text messages were SMS formatted meaning, they either included a static promotion of “Use your mobile offer now in-store or online” or they included a specific incentive “Your mobile offer for 20% off 1 item – valid for the next 24 hours – View Http: bedbathmobi./c/b2?p=
yaddayaddayadda.” The email content included a lot more enticing incentives, messaging and visuals and always included some Call-to-Action statement such as “Save big online only – $20 off $75 for purchases made tonight”. The product selection was not personalized to my “needs and wants.” It always seemed like the brand presented/promoted specific products that were either seasonal or perhaps were overstocks they were trying to move. Lots of linens, curtains, small appliances were 20%-50% off.) - What could the brand have done to enhance its mobile marketing effort? You should either provide a recommendation for improvement if their mobile efforts were ineffective or a recommendation for expansion if their mobile efforts were effective. Explanations that include key terms/concepts from Chapter 8 “Digital Marketing” and external source support garner higher scores for this assignment.
- The application of sources/citations increase your score significantly. See rubric for details.
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