Archive for September, 2010


I was reading in my Marketing textbook and I came across online surveys in the Market research section of the textbook. I was reading through the chapter and to my surprise learned that Online surveys are becoming increasingly popular with marketers for various reasons:

1. They cost less to run approximately $10 per survey. On average they save about $20 per survey as mail and telephone surveys cost in the $30 per survey range.

2. There is greater participation in online surveys as opposed to mail and or telephone surveys.

3. People are less likely to lie on them since there is a greater sense of Anonymity.

I can understand the logic of #1 and #2 but, #3 is what really gets me. How can people feel a greater sense of anonymity if the survey is online. If anything there is less anonymity when filling a survey out online. I understand that you feel less judged since there isn’t another person on the side but, all this information is permenately stored. Do not think that companies can not figure out who you are, what you do and where you live after you fill out a survey. All they need is the I.P address of your computer. The scary part is this information is never forgotten and so cheap to store.

In my opinion there is no type of survey that can give any consumer a sense of anonymity but, for people to think that online surveys provide that is naive. But then again most of us are naive , thinking that we are not brainwashed by the corporate world’s marketing campaigns.

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JK Wedding Dance

Tradition clashing with modern society, these types of cases are always the most interesting to look at. In the case of JK Wedding Dance Entrance from YouTube.

We that this couples challenging one of societies most fundamental traditions, marriage. Clearly , in the past this type of wedding would have been considered inappropriate or unacceptable but, today it has 55 million views of people who envy what they have done. This couple has challenged societies way of tradition and made their own fun out of it. Why must they go down the aisle in a slow march. Why can’t they dance down the aisle instead. Such a simple change changes the whole feel of the wedding to a celebration.

It is really quite cool what they have down, now the question becomes, will this style of wedding become the new traditional style? Some of would laugh at this question but seriously, they have 55 million views of predominately young women who are envying them right now. Such is the beauty of YouTube, an idea or concept can take off when put on YouTube as opposed to earlier media when the news dictated what would be seen. This couple 15 years ago would have never been heard of by the population but, now it could be argued that they may have revolutionized the way the wedding is done.

I know I’m sold.

I asked my family at dinner the other night what they would say to this statement: “Time Magazine has included YouTube among the most colossal tech failures of the decade.” I must admit I got some weird and intrigued looks. The statement doesn’t seem to resonate with people, that YouTube has been unable to post a profit. Google, the owner of YouTube, paid an outrageous amount of 1.65 billion (U.S) for the company. Of course with hopes that this internet company would be posting major advertising profits. The question becomes how has arguably one of the most accessed websites / market shares in the world not been able to post a financial profit? The answer is two-fold:

  1.  Companies do not want to necessarily be linked to “edgy” videos on YouTube
  2. 70% of YouTube users close the video when an advertisement pops up at the beginning.

So whats the answer? In my opinion advertisements need to be placed on people’s YouTube channel. Why? Well the reason again is two-fold:

  1. Companies will understand what type of content the YouTube channel holder normally puts up
  2. People who go to this channel will be willing to watch an advertisement before the video due to the fact that they want to see this specific person’s video.

Look at Shane Dawson for example. A well-known and watched YouTube video maker. His fans are avid fans and would without a problem watch a 30 second coke commercial before they see their YouTube hero. How do I know this? I asked one of his big fans, my brother and he said he wouldn’t care about the precluding advertisement.

Yes, that is a small sample size (1 person) and everyone is different but that’s the point. As of right now they are losing money and they have to do something. I would argue less that 70% of people will close the channel if an advertisement precludes someones Youtube channel.

Maybe I am wrong, but its a thought. We all want YouTube to stay around so it’s in everyone’s best interest for these corporations to figure how they can most effectively brain wash us with their advertisements, but then again that goes against everything YouTube stands for.