Session 4: Assignment One Question

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective. Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.

Answer: AIG credit card is most successful use the internet marketing to promoted their products and raised up the market share. Since AIG credit card Hong Kong did not have any branch or general deposit services, they can not used wide variety customer base of savings account or current account to acquire the consumer. AIG would like to through some event or co-operated with several department store offer the extra discount to card holder for aim the credit card market. Another, they almost use their insurance client data base to send the promotion or leaflet by email to alert them what update offer will announce at periodic. AIG also sponsor some e-paper (like Singtao or On.cc) on front page when the users open their newspaper website. Also can found some hit shopping forum (http://www.getjetso.com/forum/aig-search) for introduce their new offer and it may attract the new customers to try their services.

Norton Antivirus ( Symantec ) is ineffective for internet marketing because they did not send the information to customer at frequency. Most customers received their promotion or product introducing just once or twice for year. I think not enough to alert the consumer interest other products by Symantec. Their email message just only have words (Norton 2008 速度超快! 現在升級最多現金回饋$269元! Norton安全通知 [Symantec@reply.digitalriver.com] ) and without any picture or flash figure. It seems no gimmick that could not attract the customer to open this mail. Hope Symantec can improve their promotion as soon as possible because they have a giant customer base for antivirus product.