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<\/p>\nWhen I open my Gmail account after a long of classes, I am very excited to see a notification showing ’10 new messages’ in the inbox.\u00a0 BUT, 5 out of 10 emails are advertisements from various shops: ‘Guess, ‘Coach’, Bath&Body World’ and ‘Sephora’ and ‘The Bodyshop’, just to mention a few.<\/p>\n
Most of the times, I open these emails to check any new items or discounts they offer during the season. Today, I checked one from ‘Bath & Body Works’, which had an ad. attached.<\/p>\n
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Buying 5 soaps for only $20 and the discount expires soon. This absolutely is a good deal. Not to mention that I had a handful number of extra soap sitting in my cupboard, I had decided to check these out during my shopping on Friday.<\/p>\n
Then I realized that I was consistently convinced my these ads I come across everyday. I often ended up buying make-up products after checking out\u00a0 the sales items from ‘Sephora’ via emails, although I had no need. Why? Because these ads influence my attitude. For example, the “Bath & Body Works” ad. above affects the behavioural component of my attitude. It telling me to take an action – hurrying to buy their products before the discount ends.<\/p>\n
I believe this is how value-added marketing works. Firms are trying to build a long-term realtionship with customers like me by constantly alerting them about new products and deals. This definitely motivates the consumers to revisit and repurchase, turning a transactional consumer into a relational one.\u00a0 Just by looking at me (and perhpas other girls too), I believe the firms are successful at maintaining the relationship with their consumers.<\/p>\n
However, the firms should be careful not to use this excessively. Since most of the firms are now adopting this strategy, I get a bunch of advertising emails from different shops I regularly go. Sometimes, all these emails go straight to Trash.\u00a0 There are also issues with\u00a0 the privacy of my information, since I sometimes get emails from the shops that I ‘ve never heard of.\u00a0 Undoubtfully, this strategy is successful, but only if it is used to an appropriate extent.<\/p>\n","protected":false},"excerpt":{"rendered":"
When I open my Gmail account after a long of classes, I am very excited to see a notification showing ’10 new messages’ in the inbox.\u00a0 BUT, 5 out of 10 emails are advertisements from various shops: ‘Guess, ‘Coach’, Bath&Body … Continue reading