Analysis on The Body Shop Indonesia’s Website

For this assignment I choose to analyze The Body Shop Indonesia’s website

When you first go to http://www.thebodyshop.co.id , you will be greeted by a subscription banner on the center of the page. The objective of this banner is to stimulate awareness and interest by providing the visitors easy access to subscribe to The Body Shop Indonesia. Visitors who are interested in getting more information from The Body Shop Indonesia more likely will subscribe. By doing this, they can get more database on their potential customers. However, the visitor are able to refuse to make subscription by clicking the X button on the top right on the banner. The downside of putting a big banner on the center of the page is that visitors might think it’s annoying. This can cause the visitors to quickly close their website.

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After clicking the X button, the homepage of the website will appear. The first thing they publish is about their new skincare products along with special offer on the new skincare line. The objective of doing so is to spread awareness about their new products. Since the website homepage is the first thing the visitors notice, putting their new skincare products on their homepage will be more efficient to spread awareness. Meanwhile, putting the special offered price would encourage interest of the visitor and desire to buy the product.

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On the bottom of the page they also provide a chat room for the visitors to contact / chat with the customer service. They provide easy and simple access for the visitors to contact the customer service when they have troubles doing a purchase or have some questions about the products or the special offers.Meanwhile, the menus are located at the top right of the page. Visitors are most likely to notice the top right area of the website. By putting the important menus on that area, The Body Shop Indonesia would want the visitor to have easy access to the information the laid out on their website.

 

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When the visitor scroll down from the page, they can see recommended products with the prices attached on the bottom of the product image. This can encourage action / purchase. Since the information of the product and the price is already in front of the visitors’ eyes. It will be more likely that the visitor will consider to purchase.

The overall of their User Interface is dominated by the color white, black, and green. The colors of their website goes along with their brand image of natural and eco friendly products. They also provide easy access for the visitors to contact them, to subscribe and to purchase by publishing some new products and recommended products that are available to purchase online. However, the user experience or the placement of the chat room and the virtual account make it seems a little bit cluttered. For some visitors, they can consider this to be annoying, making them leave the website right away.

 

 

 

 

 

 

Display Advertising and Customer Acquisition

DISPLAY ADVERTISING

Display advertising is a part of ATL (above the line) advertising and internet marketing. To be more specific, it is a part of online advertising. Display advertising has different means of communicating (video, audio, text, images, etc). It has developed since the existence of internet, the first display advertising was a simple banner ads. However, we have different types of display advertising and platforms for it. Banner ads, pop ups, video ads, content sponsorships, paid searches (SEO), and social media ads are some types of display advertising that are used by marketers today.

Examples :

pop-ups

Pop ups

 

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Social Media and Video Advertising

 

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Social Media Advertising

 

banner-ads

Banner Ads

 

CUSTOMER ACQUISITION

Customer acquisition means to get/acquire new customers to buy/consume the product/service that are offered. There are some methods to do this. The methods may vary depending on the target market and the product/service itself. Customer acquisition is really important for new businesses and new launched products. It is the first step to build and develop the market. This explains why new products often have discounts or interesting promotion, the  marketers want to obtain new customers and simulate the target to try the product.

Examples :

  • Grab (transportation app) gives free charge for new users’ first ride
  • Shoppee (online shop app) gives 30% promo code for first users
  • Forever 21 (clothing store) held a big sale when they first open in West Jakarta

Viral Marketing Video

So, the third meeting of marketing online class was about internet marketing. I learned that internet is really an amazing platform. Internet makes it easier and faster for us to get information. It is fair for me to say that the impact of internet on marketing activities is really huge. Internet provides interactivity, so that marketers are able to communicate to their target and get feedbacks from their targets.

As an example of successful internet marketing video, I am using Devil Baby Attack prank video. This video is actually a trailer/teaser for a movie called Devil’s Due. The video had gone viral, it has more than 50 million views on Youtube and is shared by so many internet users in different platform. The video is also listed by TIME Magazine as the 8th most popular video on Youtube in 2014. After making some analysis, I came to a conclusion why this video had gone viral :

  1. The marketers used a unique way to inform the target about the movie they are selling. Aside from making cut scenes from the movie as the teaser / promotional video like the usual movie trailers, they make prank videos to make viewers more curious about the movie. They also let the viewers to the thrill of the movie.
  2. The marketers of the film are using one of the most popular video genre on Youtube to help informing the target about the movie. Many people are interested in entertainment and comedy. Prank videos provide entertainment to the viewers and it is always fun to see people get scared and surprised, so the video attracts not only horror movie fans but also people who enjoy prank videos.
  3. The marketers let the victims of the prank experience the thrill of the movie and sharing the thrill on the internet for everyone to experience as well.

These are some factors and reasons the video got so many attention. Just to put it out there, all of these reasons are based on my analysis and opinion. It would be nice if I could hear your opinions on this. So, you are more than welcomed to share your opinion and leave a comment!

Thank you for reading!!