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How to: Celebrate Earth Day Online

When I read this article, there are two thoughts that come to my mind. There are many companies celebrate Earth Day and being a green-conscious company is vatal nowarda. First, eco-superior is one of eleven consumer trends in 2011 according to trendwatching.com. Eco-Superior products are not environmentally friendly but a lot superior to polluting incumbents in every possible way. Consumers and businesses nowadays are pursuing eco-friendly products, and the green products available to US consumers increased by 73% between 2009 and 2010. Some companies,take advantage of this trend by using their products to promote the company eco-friendly image, winning consumers’ minds.

As the considerable global environment issues emerge one after another, more and more people realize the importance of environmental protection. Companies are inventing the products that are environmentally friendly, further boosting the brand image for the companies. If the companies are committed to using eco-friendly materials to produce the products, consumers are more likely to purchase the products because using environmentally friendly products makes them think that they are involving themselves in the environmental issues.

Running environmentally friendly business can help companies save time, money and resources. For example, some brands spread their promotion ads via social media, like Facebook and twitter, rather than mail print ads to the customers. Many companies also encourage consumers to receive their purchase receipts via e-mail instead of printing them. These practices not only save time and money for the companies but also reduce paper use.

Like Apple iPad, the company makes a good use of demonstrating how its product supports businesses to go green. It seems to know what customers care about and understand how to utilize the eco-friendly trend to market its products. This idea of helping companies go green motivates corporations to buy its products, further helping them save money.

To sum up, to cater to this eco-friendly trend, companies should consider whether their products’ features fit with this trend; thus, they can win the consumers’ minds and save time and money for themselves.

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Starbucks Starts Accepting Mobile Payments Nationwide

Since the advent of mobile invention, there have been great changes in humans’ living behaviors. In the past, people used mobile phones as a way to contact their friends; however, nowadays, mobile phones are not just handset phones but multifunctional devices that allow people to listen to music, surf the internet, take pictures, shoot video and play video games on. The functions of mobile phones are not limited to these. Today, using smart phones to pay for the purchases can be seen everywhere. To catch up with this trend, many companies, like Starbucks, have applied this trend to their businesses. This practice makes it convenient for customers to purchase goods. Although accepting mobile payment brings some opportunities for businesses, there are several concerns that cannot be ignored.

 In January of this year, Starbucks launched mobile payment via the Starbucks Card Mobile iPhone and BlackBerry applications at 6,800 company-operated stores. According to Starbucks, it showed that more than 3 million people have paid using the Starbucks Card Mobile, making the past financial quarter the best performing ever. The success of this mobile payment contributes to the ease and convenience of grabbing a cup of coffee. The customers do not need to carry their wallets and purses when buying coffee but just need their super smart phones. Providing such an easy way to buy a cup of coffee enables the company to attract more people to Starbucks.

 On the other hand, while mobile payments may be an appealing method for companies to differentiate from one another, we should think about whether the companies should use mobile payments as a main marketing strategy to attract consumers. First, the adoption of mobile payments will still take a few years because most consumers are still not interested in mobile payments. In the report “Mobile Payments Enter a Disruptive Phase,” Forrest analyst Thomas Husson says that only 12% of adults in the U.S. have made transactions via their smart phones. Forrester finds that mobile payments have the potential to disrupt existing payment systems.

 Secondly, people are still concerned about security when they use mobile payments’. If the companies do not use secure Wi-Fi network to store customers’ credit card data, consumers cannot trust that it would be safe to use mobile payments.

 Finally, it is kind of risky to regard your mobile phone as your wallet. Think about if you lose your smart phone or someone steals it, it would be just like giving your money to someone to spend. Once you lose your mobile phone, you would lose all your money. Without making sure that mobile payments require a secure code, we cannot say mobile payments are safe.

 To sum up, even though mobile payments may be a future trend for companies to market their businesses, considering consumers’ concerns about personal privacy and security is crucial.

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Top Reasons Why Consumers Unsubscribe Via E-mail,Facebook and Twitter

When online social networks get lots of buzz and companies take these tools to catch consumers’ attention, there is one thing we should think about: “Do social networks really help the company win consumers’ minds or just help the consumers get rid of them?” The article on Mashable.com shows us the top reasons why consumers unsubscribe via e-mail, Facebook and Twitter.

According to a report by social media and e-mail marketing services company Exact Target, at least 90% of consumers unsubscribed from the brands or no longer read the information posted by the brands due to too frequent, boring and repetitive communications.

Look at the images from the article on Mashable.com below. Here are top reasons why consumers stopped subscribing to the brands via e-mail, Facebook and Twitter.

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It is nice to know these reasons because the companies can avoid some mistakes and utilize these tools properly. Although social networks provide an opportunity for brands to get close to the consumers, it is hard to gain consumers favor without using them carefully. The companies should take several things into account when choosing e-mail, Facebook and Twitter as their tools to buzz brands’ stories.

First, as far as consumers are concerned, they like products but they don’t want to hear from brands every day or every hour. It is not necessary for them to follow brands 24 hours. Too frequent mail they receive and too much information about brands on their walls can be very annoying. Once these brand messages become annoying, the consumers would not be willing to read them at all but would get rid of them. Consumers would unsubscribe from the brands, delete mail without reading and dislike the brands. Therefore, it is better to send messages to the consumers at the right time, such as sales season or just once a week or once a month. This can make consumers more aware of the brands’ messages.

The company should think about what the main purpose of using social networks is and how often should they send mail and posts.

In addition, the content of mail and information they send is important, and promotional ads are not the only information they can send to the customers. The companies should think about whether the messages and information they send are useful and relevant. According to this report, one reason for consumers to refuse the brands is that the content of messages they send is too boring and repetitive, especially promotion ads. The companies should keep in mind that too frequent promotions would result in diluting the brand equity and changing consumers’ behaviors. Useful and relevant information enables more consumers to get involved into the brand. For example, the bike manufacturer, Giant posts its newest biking activities rather than promotional ads on Facebook, which allows its target consumers to discuss it actively.

Furthermore, the companies should take the effects of these tools into account. Social networks and e-mail are just tools for marketing the brands, and they are not the only methods for achieving the company’s ultimate goal: making more profits. There is no denying that these social networks and e-mail can make people aware of the brands, but making more profits is questionable. It is not necessary that all the messages they send reach their target segments. If the companies do not send the right messages to the right persons, these tools are just tools to let people know the existence of the brands rather than encourage them to buy the products. Therefore, they should think about where their target audiences are and how to send the right message to them at the right time, further increasing the effects of these tools.

To sum up, knowing about these reasons is crucial because it provides the companies with a chance to think about how people feel about their marketing tools and the effects of these tools. Moreover, they can modify their strategies to reach their target customers.

 

Categories: Uncategorized