Big Skinny

ONLINE MARKETING AT BIG SKINNY CASE STUDY

Display ads is one of the more effective methods of online marketing. It has the ability to directly target and choose the specific demographic of customers by placing the ad on specific websites referred to as “top sites”. By placing an ad in the top sites, consumers are less likely to see adverts that are unrelated to their needs, and more likely to come across ads based on their search criteria, and past behavior. Although statistically the click through rate (CTR) is extremely low, brand awareness is greatly promoted using display ads. Viewers of the websites are subconsciously aware of the product services Big Skinny (BS) has to offer, and this in turn will reform their buying decision process when they intend on purchasing similar products. It is relatively cheaper than other forms of rich media ads such as television commercials, and with minimal complexity the advert has the ability to clearly communicate the products core functionalities without losing the viewers’ attention. However it is still a common occurrence for viewers to ignore display ads, or with the help of software, have them completely blocked out. This creates a barricade BS will not be able to penetrate. Algorithmic search has the greatest advantage of increasing web exposure which will increase the probability of attracting a larger number of visitors to www.bigskinny.net and essentially boost product sales. It is also an affordable approach that is fixed, independent of click volume and has low ongoing optimization costs. Since there are over 8 billion pages in the search engine indexes, the sheer volume of data makes it necessary to be highly responsive to the constantly changing algorithm in order to compete. In fact, it is impossible to predict and guarantee a top position in the search engines. Sponsored Search is more predictable in terms of traffic, rankings, returns and costs. BS is able to achieve high rankings in a more straight...