E-Commerce V.S. A Tangible store (DVD and video games debate)

For today’s blog I am going to cover a topic that I once wrote an essay about in my High School business class. The idea was in general are we going to outsource tangible shopping to digital stores? Well of course in my mind certain things will always need to be sold in physical stores such as fresh fruit, groceries, and even in a lot of cases it is better to pick up stuff for your vehicle from an authorized dealer. But for this blog I want to focus on DVDs and video games. Do we think that stores will sill exist for these items in the future?

Honestly in my opinion we will see stores for this type of media go with the cable, and satellite TV. Consumers will still watch TV and they will still buy movies. Just not from a store! Here are the reasons why! First off stores can only offer a limited amount of content. I know if I want an independent LGBT film I will probably not find it in most stores. Secondly it is easier to just pick out a movie off the internet load in a credit card and just pay then and there for the movie and or video game of your choice and lastly the mark up prices for stores can be to high in a lot of cases.

First off the stores can be limiting with content offered! When I want to find the entire Star Wars trilogy I can never seem to find it. Another example is take this holiday LGBT classic.


Where I am from this is not going to be on the shelves of every DVD retailer for obvious reasons. Too many churches would not like to see this film on the shelf. Which is a shame it is a really good story about how a college student comes out to his family over the holidays.
Secondly I have to say with movies and video games right now it is easier to pick up a downloadable game online then it was to go to the store. Take with WWE 2K15 for example. I didn’t go to EB games on the release date to pick up this game. One day before the release date it was uploaded to Xbox live so I put my credit card in and downloaded away. It was so easy and I was wrestling on my game the same day for the release in the United States. Not waiting for a silly Canadian retailer to have the game.

Lastly the days of marking up movie prices is over. Why is someone going to pay sixty dollars for a movie when Netflix is nine dollars a month! No honestly if retailers even want to survive they are going to have to keep movies in the range of ten to thirty dollars. Otherwise it is just not competitive with today’s market.

Anyways this is my opinion for buying games and DVDs in stores. It is losing its appeal because of limited content, Secondly it is way easier to buy DVDs and games online for download then it is to physically go out and purchase them and lastly the mark up for store prices is too high. Sorry DVD stores in Kingston Ontario. It is just a matter of time and you are on borrowed time as it is. I predict with in a decade Cable and Satellite TV will have to go with the old novelty of purchasing a movie from a store. Plus the consumers can get the same customer service just by going to a Facebook group and talking to one of the dedicated customer service reps on Facebook.

Would you still buy DVDs or video games from a store if you had the option to just download them? Let me know with a comment or a Tweet to @Ashton4321.


Audiences want ad block!


Well it finally happened. As of recent we are seeing a trend in individuals take advantage of Google’s ad block and what this got me thinking is that this might mimic an older trend in marketing. Remember the release of the PVR for the television or when audiences started to record their shows? What happened at this time was that we saw an audience that became totally oblivious to new products on the market. Uh-oh! What do we do reach the audiences who are officially blocking out all forms of marketing?

So how do marketers respond. Well it is going to sound cliche and like everyone with a recent education already knows this but you can respond by not metaphorically poking us on the shoulder for every website and going “hey buddy buy my product!” I mean it is really annoying. The audience should trust that ads for your brand are going to be informative, entertaining or any of the seven characteristics that I mentioned in an earlier couple of blog posts. A big step in the right direction is to avoid creating adware for your brand or worse spam. Most emails and software already know how to filter that out anyways. Here are good ways to respond to blocked advertising. Creating email lists, Getting an audience to like your business on Social media and lastly not jumping in to conversations that the business does not belong in.

First off a good step to the audience wide block out of any form of marketing is to create a mailing list. Plus there is no better incentive for customers to get on your mailing list when the customer is making a purchase and you say “Join our mailing list and you could save on your next purchase!” Well that is just a fantastic incentive. That way the audience is welcoming the direct messaging from your business. If direct emails are done correctly these can almost feel of service to the audience therefore making them useful and not as annoying as “ads” but there is always a way around ticking your customers off.

Secondly is driving an audience to like and follow social media. This can be difficult and honestly most of us won’t even see the point of getting involved on social media that is not engaging. So if the business disables commenting on the page then you can say that the brand has already tossed out the usefulness of the tools existing on social media. Don’t forget that this is an excellent tool for things like crowdsourcing, customer service and bettering customer experience. But without that it is just a brand talking one way to an audience and that is the very thing I am talking about the audience avoiding in this article.

The last thing is with all this access to digital media businesses do not belong in irrelevant conversations or web pages. I don’t want to hear a video for Swiffer brooms in the background while I am trying to watch a movie! It is annoying and if anything me still recalling that interruptive ad was just bad for the business. This is the very reason that the audiences are moving towards ad blocking and no longer hearing the messages for brands and businesses.

Thank you for reading We Want an Internet Revolution. Please comment and add your opinion now. Remember to follow me @Ashton4321 and email me at Ashtonderoy@gmail.com

Seven Characteristics to good Internet content continued.

Hello again and welcome to my Friday blog post. Last week I began touching on the seven Characteristics of good Internet content. For this I touched on Nostalgia, Entertainment, Experiential, and Novel. For this week I am going to do my best to show examples of other great internet content. This content could be Story based, Authentic and risky. This is going to be a good post and be sure to click on the links within this post. That way you understand the subject matter fully.

First off today for good Internet content I want to tell you about content that is story based. An example of good storytelling is this ad by Puffs plus. Refer to the link below

Puffs plus ad



What I like about this ad is it presents a problem due to using standard tissue brands. Then presents Puffs plus as the solution for the characters in the story. So that the characters can enjoy playing in the snow again. This is proof that storytelling is definitely an effective tool when it comes to great internet content. Over the years this ad campaign has been used again and again by the tissue company because how the story is presented works. It is almost like those old animated Christmas movies. That is what I enjoy the most about these ads.


The next part of great internet content is it needs to be authentic. Which means that the content is genuine. So I think for this the most important thing is to not over sell the products and use original ideas for the communication of the products. Depending on the targeting for an ad maybe selling something with too much enthusiasm isn’t the way to go. For example Rogers sometimes those advertisements can be too enthusiastic about the products therefore making them not memorable. A product can’t be the solution for every problem.


Lastly good internet content can be risky. Why not make a risky advertisement? Chances are it will be memorable and have the unmeasurable word of mouth factor. Take this Go Daddy commercial featuring the lovely Candice Michelle. Former WWE Diva and Womens champion.




Now there is many reasons this ad is memorable. The risk of using Candice Michelle in sexy clothes to sell a product unrelated to sex appeal like website domain. Remember when using this risk factor to sell a product The best marketing principle to justify it is the Sex sells. With Godaddy it certainly didn’t hurt to use a very attractive female to create awareness for their service at the time either.

So this was my blog on story based, Authentic and even risky internet content used for marketing purposes on the web. If you would like leave a comment below telling me what you thought of this blog. If you got one thing from these blogs it is that an advertisement on the web has to offer something. It can’t just be about selling the product.

Remember to check out my other blog at www.Queerbrandexperience.com From there you can access all of my social media and keep in touch. Thank you for reading.

Return on investment on marketing. A mirage or a strategic business plan?

This opinion piece is in response to Daniel Newman’s article on Marketing ROI: The Man, The Myth, The Legend.


Well it is to my understand that R.O.I or return on investment is the net profit after subtracting the amount paid for in Marketing. I would not say that return on investment is a myth or a mirage at the end of Marketing efforts. In the article Mark The Man, The Myth, The Legend. It is presented as if return on investment is way too difficult to calculate and that businesses have an idea that spending a variable amount of money will create a consistent new amount of customers.

Well that is not the case for many reasons I did not like how marketing return on investment was portrayed in this article because it is just looking at Advertising in a sales aspect. Then a second reason I don’t like this article is because it focusses on traffic to a website as not being worth anything. Then this article says that just because an audience sees information it doesn’t mean they have a passion for the brand. Then lastly the article concludes by saying “but just remember the mirages that you see when you reach your most desperate point are most likely not real, which sounds an awful lot like Marketing ROI?” Which is like simply saying Marketing can not be the catalyst to new business. “

The first reason I did not like this article is because it looks at marketing from a bit too much of a sales aspect. What I mean by that is return on investment has to be measured by awareness as well as the financial gain at the end. According to hubspot 61% of internet users will research products before they purchase. If consumers are not made aware of the products of haven’t seen your brand experienced the brand will not be trusted. reference link — http://www.hubspot.com/marketing-statistics

The second reason I did not like this article was because it mentions how measuring traffic doesn’t necessarily equal a sale. Yes this is true but repeat traffic usually will eventually equal a sale. An audience needs a reason to continually check out a product they are interested in. Then this may result in a final purchase. According to retailing today  “Shoppers search for the following when they visit the retailer’s website (in order of importance): warranty information (66%), pricing (52%), specs/model information (51%), payment/financing information (47%), sales/discounts, availability and shipping information.” It is likely for a customer to get all this information the customer will have to visit the website more than once to fully understand especially for making major purchases. reference link — http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases

The third reason I did not like this article is because just because the audience sees a page doesn’t make the audience a brand advocate. This is very true however I did not like the matter in which it was presented. Like there was nothing that could be done about it!  Sadly not every customer is going to be passionate after a seeing a brand just one time. However its like I insisted above a customer needs repeat visits to purchase as much as the customer needs repeat visits to become a fan. Usually when a customer does decide they wish to become passionate about the brand the customer will go out and do the research on their own. It is just a matter of giving the customer a reason to care about the brand and the products.

Lastly I have to conclude with my final opinion. Are the ideas of return on investment mirages when you are desperate in heat? Ultimately return on investment can not be solely decided on the marketing. There are four Ps in business and Product, place, price and promotion. Well Marketing can handle the promotion and awareness it is up to consumers experiencing the product to decide if they are enthusiastic, It is the location it needs to be good both for E-commerce or the physical location, and lastly price are you charging too much? These are questions that need to be asked when ROI doesn’t quite look as good as it should for marketing efforts.

Any opinions on this piece? Please comment! Otherwise please follow me @Ashton4321 on Twitter. Check out my other blog to at http://www.Queerbrandexperience.com

How to make great internet content!

According to a lesson with one of my marketing professors there are seven characteristics the can be apart of great internet content. So for the next two weeks this blog will be discussing those seven characteristics.  If the content a business generates online can fit any of these points one would believe that it has the potential to be good internet content. In this blog post I will discuss these seven characteristics and examples how they may of played out in internet content. The seven characteristics are nostalgia, entertaining, experiential, Novel meaning new content, Story based, Authentic and sometimes risky.

The first part of good internet content is nostalgia. This can be used in many older commercial concepts such as coca-cola who have been around since 1886. This content can appeal to a bit of an older audience who may remember what some of the older bottles looked like for coke. This makes it a really effective ad because it makes people think about way back when and reminisce. Which might mean the audience does more than just see the ad the audience actually becomes emotionally connected to it.

The second part of a good content is  it can be entertaining. A good example of an entertaining advertisement is in the link below.

https://www.youtube.com/watch?v=n8BMkR-pVW0 This ad is so funny that helps make it memorable and it is entertaining! Which makes the audience more likely to share it on social media.

The third part of a good content is being experiential. https://twitter.com/search?q=%23CampusEssentials&src=typd This is a picture of some experiencing the #Campus essentials campaign for Dove and Shoppers Drug Mart. This generates a positive customer experience while at the same time perhaps bringing up a conversation on social media. Which gives the opportunity for other audience members to engage even this they were not at the event.


The next part of good internet content is that it is novel. For example the Mio commercials

https://www.youtube.com/watch?v=9zG4671fhbQ . I think this was the first time the internet audience had this level of engagement from a brand where the audience could click on the video and explore more of the Mio videos.


So this is what I’ve got today for creating good internet content. What do you think generates good internet content? Comment below and I will get back to you.

Remember to follow me @Ashton4321 on Twitter or add me on Facebook https://www.facebook.com/ashton.deroy.9


How good is WWE’s Website really?

Ashton Deroy

October 16th 2014

Client: World Wrestling Entertainment


Website ranking 1675

Website Ranking U.S.A. 1005

29.8% Bounce rate

Daily pageviews per visitor 4.8

Daily time on the website 5:19

Facebook likes: 22,825


The brand that I decided to look at for this class was WWE.  Right now their goals include driving the television audience to the WWE shop right now, where WWE is selling merchandise to raise money to fight breast cancer.  Their Hubspot score on the grader was a 68, and some of their strong points include social media which according to Hubspot is nearly perfect.  To begin I will discuss marketing objectives, as well as the tone and manner of the website.  I will then continue on to that which the brand needs to work on. The brand needs to work on blogging, search engine optimization, marketing automation, mobile technical aspects, pushing the sales for Susan G Komen, pushing the sales for their video game being released in a month, and lastly they could feature the social media icons closer to the top of the web page.


The first thing I will discuss is the tone and manner of the website.  The website delivers the storylines of the WWE as breaking news, and it is similar to a new station delivering individual articles solely devoted to a television show.  With the way the content is delivered it would be, in my opinion, nice if the website e-mailed summaries of the big stories to individuals subscribed to the website. I believe that this website could benefit from some direct mailing.


One marketing objective for the website right now is to raise awareness for their Susan G Komen foundation.  What is happening is that the WWE shop now has merchandise which is done up in pink. The proceeds for the sales of the merchandise go to this foundation to help find a cure for breast cancer.  Through this campaign the company can position themselves as a caring brand, and also help boost the female audience for the show as wrestling currently does have a male dominant audience.


Another objective of the website is to raise awareness for the video game releasing October 31st. The website has the major web audience for WWE, however the website needs to push the audience to the video game’s webpage! There is very little mention on the website to promote the video game and there is now under a month until the release. This means that WWE could be missing the chance to get some last minute pre-orders for the game.


The next thing that I would say is important for www.wwe.com to work on is their blog. According to Hubspot they need to set up a blog, An RSS feed, Link from the blog to the homepage, and social media sharing options for the blog. This is important because it is how the audience for WWE know the latest things going on in the WWE universe. However, on WWE.com you can see that the brand uses more of a news style format that presents what is happening with WWE as breaking news articles.  Although a blog might better inform the audience about community involvement and new merchandise.


For search engine optimization I believe that WWE needs to add tags to the images on the website. I do not believe that on the website any of the images uploaded on news articles are ever tagged, which makes it difficult for the user when they try searching through the content on the website.  For example, if the user wanted to find a specific photo of a wrestler a lot of the time the audience might not be able to find certain photos because the photos are not properly tagged.


The next thing I am going to discuss is a suggestion to set up analytics which can measure marketing analysis. This would allow the website to measure how well other parts of their television program is getting the audience to www.wwe.com, especially when customers are being directed to the WWE shop for the charitable campaign with Susan G Komen, where the TV show is giving the audience a push to purchase their pink WWE merchandise, with the proceeds going towards the cure for breast cancer. If WWE had the proper measurement tools on the website they could measure how many people are going to the website, how many are going to the shop and looking at purchasing something, and then they could see their conversion rate.


According to Hubspot the website needs a mobile CSS, and this makes it faster for smart phones to load the website. In regards to mobile apparently it also needs a viewport tag which can tell the website if it needs to fit on a smaller or larger screen phone than usual. With this tool it would also make the website rotate with the phone when you tilt it!


The next tidbit the website could use right now is to have a more prominent feature with their Susan G Komen right on the website.  If WWE were to perhaps push a bit more from the audience it might convert a bit more of the audience into customers. Right now the only mention of the breast cancer association is the little pink ribbon on the corner of the website, then maybe a few articles. The website should have something pop right out at the audience to say “Hey we are trying to eradicate breast cancer! Join in the fight now, buy merchandise now and be a part of the fight!”


The last thing the website could use to improve is linking consumers to social media. For Social media WWE has Facebook, Google plus, Twitter, Hulu plus and TOut. The problem with how WWE links it is that it is at the bottom of a large web page. If this were closer to the top of the page WWE might be able to get more followers and feed more people to social media.


To conclude, this is how the website could use improving. Some of the website’s strong points include Social Media which according to Hubspot is a score of 68 out of 100. I discussed marketing objectives and the tone and manner of the website then that which the brand needs to work on. WWE needs to work on things such as blogging, search engine optimization, marketing automation, mobile technical aspects, pushing the sales for Susan G Komen, pushing the sales for their video game being released in a month, and lastly they could move the social media icons closer to the top of the web page.

Do you think my analysis was good? Comment below and tell me what you think.

Remember to follow me @Ashton4321 on Twitter. .

Positioning in the digital world


Hello everyone today I am going to cover positioning in digital marketing. So how does one company act unique on the internet with so many companies doing the same thing? Well  the first topic of discussion is to be different a brand must position itself different to the section of the market in which it exists! thus creating its own unique identity within the marketplace. for the first section of my blog I want to refer my readers to this link below http://blog.ecornell.com/how-to-write-market-positioning-statements/ This is a concise article on how to write a positioning statement written by Doug Stayman. The article  implies that a positioning statement should be a concise description of a target market and how the market perceives the brand. So since positioning has much to do with the customers. I will discuss being a popular brand, understanding positioning from your customers perspective, branding versus positioning, Accessing customer or business networks, and lastly 

The first section of this blog is reputation. The biggest intangible asset to a company should be the reputation the company has either for a good product, good service, or good customer service. According to this article written by Jason Bowan where he talks more about positioning as an individual digital marketer.  http://www.socialmediatoday.com/content/positioning-yourself-expert-digital-marketing

“Your reputation can highly influence people to believe in your marketing solutions and services.” The same goes for other product or service related companies as well. The reputation of the company can determine the positioning on the market. This article also goes with a theory that can be generalized saying the key for most brands is to become popular. If the brand can become popular either that an audience is attracted to hear what is to be said or through purchase success than it is more likely to generate a positive position in the market.

http://www.smartinsights.com/online-brand-strategy/brand-positioning/brand-social-media-voice/ This is an article written by the username to this website Expert Commentator. It is suggested that each brand should go through its own brand audit process! The reason for this because to understand the position that a brand has in the current marketplace it has to do some crowd sourcing. If a brand is already popular than this shouldn’t be hard. In this area an agency wants to try searching for mentions of the brand from consumers on popular social media. This will determine what is already thought about the brand by the current consumers. Then generate common information which can be used to understand the brand’s position in the marketplace at the current time. Which can then be used to write what is known as a positioning statement.


The recognition of a company based on reputation versus a brand. According to http://www.pragmaticmarketing.com//resources/branding-and-positioning?p=2 Which is written by Lawson Abinanti he says “I’ve never heard an agency representative use companies like Cognos, Business Objects, Oracle or even Microsoft as examples of established brands. At best, they confuse brand recognition with sheer, brute-force name recognition.” This quote means that the reputation these companies already have has outweighed the need for a highly recognizable brand. So to make the difference of branding and positioning clear on digital media. The positioning has more to do with how a product or service has been received to the market. Where as to brand is to just assign a name or a slogan to it on the social media. However the two do run very close together so in this blog the reader will see that to talk about positioning I will refer to a brand’s positioning.

http://www.bettiblue.com/free-tools-for-identify-social-media-influencers/ This is an article written by Irina Kalonatchi. She writes that “Social media influencers have become new channels of information and new web publishers or content curators. Knowing that their leadership is largely dependent on the quality and value of how they engage, they deserve special attention.” in an article about Social Media management for Business to business.  This could simply be referring to even just a business just sharing that they just enjoyed the product or service related to the brand. But having experiences or curated content for a brand is essential to a positive positioning on the market. The point here being that every business has contacts and often the trick to surviving with a business that serves other businesses is to do really well with a business with a lot of contacts so that the business can share that information and possibly attract new clients. Just like customer to business curation the business can access the power of the network of relationships for a consumer just as much as it could access the network of relationships for the company. Based on this it is apparent to see the importance of customer networks to a brand.

According to this article http://suvonni.com/brand-positioning-in-the-digital-age/

This was written by Suvonni consulting services. “Brand positioning is at the heart of a solid brand strategy and should be the guiding element for shaping the experiences that your customers have with your brand.“ This was an article about increasing the importance of your brand. It is said that your brand positioning identifies simply how a brand meets the needs, wants or desires of the consumers. So does the brand meet the customers with high quality? Does it meet the customers with efficiency or is it more of the friendly feel of the service that wins over the consumer. Either way this is the heart of how the company is positioned in the market segment it exists in. So for an E-commerce business like Amazon it is probably safe to say that it is the E-commerce store with the widest selection of available products to consumers. That would be that brand’s reputation to consumers. This is the message that they may try and convey through promotion or marketing because it is true to the positioning which makes it the core to a strategy for brand development.

To conclude this is my understanding of positioning in the digital media market.  In this blog I discussed being a popular brand which could involve successful purchase stories or putting out good content, understanding positioning from your customers perspective which involves doing research and crowd sourcing, branding versus positioning which is what is the reputation that was paid to be put on the business versus how do the consumers actually perceive the business, Accessing customer or business networks which can involve sharing success stories or recommendations, and lastly how brand positioning is the heart of any solid brand strategy.

Want to discuss this? Please leave a comment or tweet me @Ashton4321 and we can discuss this.

Digital Media isn’t dying but Canadian traditional media is at least sick!

Me at the IAB

On Wednesday September 17th. I attended an event called the IAB Canada Fall Mixx Conference. Where I heard speeches about how digital media was to die, I heard a speech about measuring Return on investment from Marketing. However the most significant emotion that was evoked from me was when it was explained that the money spent on Internet Advertising surpassed all traditional media! Then there was a panel in my opinion that was the worst of the day. This was a panel Featuring Ash Daniere from Blue Ant Media, Ian MacLean from Media Experts and Stephen Waddell from ACTRA. In my opinion this was dry and ignorant to points made earlier in the day. The reason for this is I believe that they had a blunt ignorance to the platform Canadians want to see content on. Which is also the platform that is generating the most revenue in 2014 in Canada.


To expand on this if there is a wonder why Canadian content struggles from time to time. It could be because industries such as our Cable providers or even the ACTRA struggles to focus on shifting platforms from traditional TV to an internet based platform solely such as Netflix. While it was pointed out earlier in the MIXX conference that the average audience member for television content was 47 and older! Why is it that the ACTRA seems to think in developing Canadian talent you need to develop them on Internet media as well as Television and radio? It used to be that if you wanted to develop a star out of Canada you needed them to appeal to the teen to young adult demographic. For example Justin Bieber. But as stated by the fact earlier in the conference you can’t reach the average younger demographic through television. Quite frankly the only people you are reaching with the Television platform is generally someone who probably only watches TV to see their favourite reruns.


To sum up they don’t care therefore not making them an interactive or engaging group! It Seems to me if you are trying to connect with any audiences under the age of forty you should be trying to reach them on an internet based platform. For example if I wanted to make someone famous in the modern era and create a true Canadian talent I’d be trying to get their name out on social media as well as putting out a web series to showcase their skills. For my money I would not waste the time on traditional Canadian media — This way not only are you getting the chance to develop a talented individual but you are promoting them to a younger Canadian audience that is also more engaged to care about the talent. To me this and the facts discussed earlier in the MIXX is proof that the cross media platform will not work. To me this proves that Digital media isn’t dying but Traditional media is sick.


Do you think Traditional media is worth the money? I challenge you to comment back and state your reasoning!