Email Marketing: Disney Store

In our class this week, we discussed email marketing. Although this is not an analysis of a site related to music, the purpose of my blog, it’s my second favorite interest: Disney. Professor Pepe instructed us to look into an email list that we signed up for and discuss their effective email marketing. I chose the Disney Store.

I signed up for this email list mainly because I enjoy going to Disney each year with my family. Since my parents are huge fans of Disney, I tend to buy them Disney products for special occasions such as birthdays or Christmas. I receive emails from them once a day. I look at about 75% of the emails I receive.

The subject line of the first email is “Our SALE’s on sale! Up to 60% Off, 4 Days Only.” This enticed me to open up the email because not only does it say sale, but it is in all capital letters, grabbing my attention. It also says “4 days only,” which makes me want to see what is there in case I want to purchase anything before it is too late. The content somewhat matches the subject line. Right when you open the email, there is the promotional code that will give you the chance to save up to 60% if you take an extra 25% off with their promotional code. Below is the content of the email when you first click on it:

Screen Shot 2017-06-08 at 1.41.17 PM.jpg

The call to action is to purchase items that are a part of this sale before the 4 day sale is over. I believe this is effective because I like to take advantages of sales before it is too late. I actually clicked the first link and looked through their items.I think that the quantity of this email is inappropriate. There is too much information. Below is the rest of the email if you kept scrolling through after this original ad. I did not include all of them, but they have multiple links similar to the ones below that will bring you to different products and categories. This could take purchases away from the main idea of the ad.

Screen Shot 2017-06-08 at 3.02.06 PM.png

 

 

The subject line of the second email I looked at is “Latest Trend: Disney Parks Limited Release Items.” This enticed me to open up the email because, as a consumer, I would want to know what the “latest trends” are in order to stay informed. Consumers have a fear of missing out, therefore want to be updated on the latest trends in order to fit in. I was also enticed by “limited release items” since it provides a sense of scarcity, making me want to see what these items are in case I want to purchase them while they’re available. The content does match the subject line. The first thing you see when you open up the email is a shirt that is part of these limited items. They also provided a link to the rest of their selection. Below is the main email content:

screen-shot-2017-06-08-at-1-44-23-pm.png

 

The call to action is to purchase one of these limited release items before they remove them from their store, which they do all the time. They’re always adding new items and taking others off. I think this email is appropriate. There is not too much content. They could add more to this email, but I think it is appropriate.

I believe both of these emails accomplish its objective: to get the consumers that are on their mailing lists to at least open their emails. I think the majority of them will also open the link, like me, just because these emails are for limited time only items as well as up to 60% off on items that can be very expensive. I think both of these emails were sent to their entire database because they are very broad.

I believe the next email from this site should be for Father’s Day, which is June 18th. They should focus their products for adult men in order for families to purchase items for this upcoming special occasion. I know my family and I will be purchasing from this store for my dad.

Advertisements

On-Site SEO Ranking Analysis

UnknownIn our digital marketing class, we discussed the topic of SEO. For those who don’t know, SEO means Search Engine Optimization. This really just means optimizing your site so you appear on the first page of the Search Engine Results Page, or SERP. This increases traffic to your site. Our assignment this week was to discuss how we addressed ways to increase our SEO ranking. Search engine optimization is ranked based on three items: Keywords, On-Site SEO, and Off-Site SEO.

The first step was to utilize the Google Keyword Planner. This is a very helpful tool because it helps you find keywords that will attract traffic to your site. The keywords I chose are listed below:

  • Music
  • Songs
  • Music News Websites
  • Latest Music Releases
  • New Trending Songs

These keywords were found to be very relevant to the purpose of this blog and will increase traffic to this site.

The second step is the On-Site SEO, which is designing your content and its structure so you rank in the top 10. I learned this from Professor Pepe, who runs his own blog. You can access his blog about digital marketing here.

On-Site SEO is using your keywords to create the following content:

  • URL
  • Title Tag
  • Header Tags
  • Main Content
  • Alt Text
  • Anchor Text

For my blog, you can see that my URL is https://todaysmusic2017.wordpress.com. This contains the first keyword, “music.” My site title is “Music in 2017,” which also contains the keyword “music.” The tagline as you can see says “new music and updates on artists in 2017.” The content on my blog also discusses new music and updates.

Search Engine Optimization also includes the quality of a site, which can be measured by these factors:

  • High click-through rate from Search Engine Results Page (SERP)
  • Low Bounce Rate from Landing Page
  • Short Load Times
  • Good Grammar and Spelling
  • Fresh Content
  • Quantity Content
  • Original Content
  • Limited Ad Space

The last step is Off-Site SEO. This could include building links, paying for ads, and popularity of your site. You can change the popularity of your site by creating backlinks to your site. If you have a large amount of backlinks, your site could be considered to be more popular. If you have too many links from random sites, it could hurt your site. It is better at that point to have a smaller number of links from credible sources. In this blog’s case, I am focusing on social media. I have my blog linked to social media accounts such as Facebook, Twitter, and LinkedIn.

If you are more interested in improving SEO ranking, you can check out this interesting article from Lifewire.

 

Website Traffic, Conversion and Revenue Analysis: Guitar Center

GCIn our digital marketing class with Professor Pepe, we are learning how to analyze the success of websites. You can visit his blog here. There are three important factors when looking at the success of a website. These three factors are website traffic, conversion and revenue maximization. The website I chose to analyze is http://www.guitarcenter.com. We were instructed to choose a retailer or wholesaler that is consistent with our blogs.

The first thing I looked at was website traffic. This is the amount of people visiting a website. This can include direct traffic, referral traffic, and search traffic. Direct traffic is someone familiar with a website and types the URL in to go to this website. Guitar Center has direct traffic mostly from regular customers such as musicians. Referral traffic is when someone clicks on a link to a website on another site. For example, sometimes when I’m on Facebook I will get advertisements for Guitar Center. If I click on this ad, then I will be brought to their website. Guitar Center actually has unpaid refer all traffic. This is from their email list, as well as their social media accounts. They have accounts on FaceBook, Twitter, YouTube, and Instagram. Unpaid referral is free advertising, which can be from email listings or social media, as mentioned before. Search traffic is when someone clicks on a link to a website on a search engine results page, or what we call in our class, a SERP. If you search “guitar” on Google, Guitar Center will come up. The first link for their website is an inorganic search result. This means that they pay for this advertisement to appear. There are also organic search results for Guitar Center. This means that they are unpaid links to their site. The first two results after their advertisement are also their website. This means that they are getting high search traffic.

The next thing I looked at was conversion. This is when you get visitors who click on your link to actually purchase one of your products or services. Guitar Center has a high conversion for existing customers. Their conversions are successful because of their prominent “add to cart” button, making it easy and fast to add products. Their site also provides quick view of products, information and reviews, as well as a short transaction process. The checkout process is faster if you are an existing customer with an account. Their site says under the sign up for an account that signing up allows you a “faster checkout, order history, easy tracking and more…” You can see this sign up here. If you already have an account, it can also save billing information and your shipping information, making the process easier.

The final measure of success is revenue maximization. Guitar Center increases their revenue by providing reviews on expensive items, such as guitars. They also have accessories for their instruments, making it easy for users to just add small items onto their order. Their reviews also give consumers a reason to trust making expensive purchases on their website, increasing revenue.

 

 

 

Billboard Music Awards

The Billboard Music Awards took place on May 21, 2017. There were various performances at the show that are mentioned on the Billboard website. These performances included Bruno Mars, Camila Cabello, Celine Dion, Drake, Ed Sheeran, Florida Georgia Line, Imagine Dragons, John Legend, Lorde, Nicki Minaj, and more. There were several nominations for both Drake and The Chainsmokers, who were tied with 22 nominations each. Twenty One Pilots had 17 nominations, while many other artists were nominated such as The Weeknd and Beyoncé. The full list of nominees can be found here.

Drake was the main winner of the awards. He won 13 awards in these categories:

  • Top Artist
  • Top Male Artist
  • Top Billboard 200 Artist
  • Top Hot 100 Artist
  • Top Song Sales Artist
  • Top Streaming Songs Artist
  • Top Rap Artist
  • Top Rap Tour
  • Top Billboard 200 Album
  • Top Rap Album
  • Top Streaming Song (Audio)
  • Top R&B Song
  • Top R&B Collaboration

Zayn won for top new artist while Beyoncé won top female artist, top touring artist, top R&B tour, top R&B artist, and top R&B album. Twenty One Pilots won awards for top duo/group, top radio songs artist, top rock artist, top rock song, and finally the Billboard Chart Achievement Award.  The Chainsmokers took several awards for top dance/electronic artist, top hot 100 song, top collaboration, and top dance/electronic song. Other winners include BTS, Blake Shelton, Kenny Chesney, Coldplay, Juan Gabriel, Lauren Daigel, Kirk Franklin, Metallica, and more. The complete winner’s list can be found here.

Music is a major part of our everyday lives. Everyone has a favorite artist or song that they listen to. It brings thousands and sometimes even millions of people together through their favorite genres, artists, albums, etc. The purpose of this blog is to discuss what is happening in the music world today. This can include new music, updates on artists, and even music award shows (which was already mentioned previously). There is always new music being created and released as well as new artists joining the industry. This blog was also created for our digital marketing class, instructed by Professor Pepe, who also runs his own blog on marketing that is called Professor Pepe’s Marketing.