Big Skinny

1. How effective are the six online/digital marketing technologies that Big Skinny has used or considered

to promote the sales of wallets.

In an era where internet and social networks have become an essential part of people’s daily life; online marketing has become a crucial need for any company in order to compete or even survive.

Big Skinny had internet presence since outset, even after having their own website marketing on, internet was a tough puzzle: products were sold on impulse and value primarily, attributes straightforward to showcase in person, however difficult on internet. The options were:

Display Ads, Algorithmic Search, Sponsored Search, Social Media, Interactive Content and Online Distributors. Not all six technologies are necessarily equally effective but using all of them can have a wide coverage of internet marketing.

Display Ads seemed as internet’s closest equivalent to booth at street fairs, yet it has some complications, as Internet users were conditioned against display ads for they are irrelevant and irritating to users. Sold on pay-per impression, rather than genuine clicks, they seemed to be a risky choice.

Listing of Big Skinny links in organic search results based on the proprietary ranking algorithms of search engines would yield to higher visibility to the public, as search engines now have become the starting point for internet users. Search engine optimization techniques were usually suggested for better ranking.

As algorithmic search, Sponsored search would direct wallet buyers to Big Skinny as one of their first options when they search for their items. Advertisers paid on per-click, when users clicked on the ads which is more effective and less costly than algorithmic search as its more direct and specific.

Social networks have become a powerful tool in advertising now days, as more people are joining these networks and becoming active on it. Kiril added “AddThis” applet to allow visitors to share Big...