Marketing – Creative Strategy Agency

What You Need To Know About Marketing In The Metaverse

There are quite a few people who believe that the latest internet shift is already well underway: the metaverse. A lot of brands are wondering what the metaverse really is and whether they should be a part of it. Thinking about how to navigate this new frontier, even knowing where to start can be daunting.

The basic idea of the metaverse includes any digital experience on the internet that is immersive, three-dimensional (3D), and virtual. Think of it as a mix of virtual and augmented realities. Metaverse experiences offer us the opportunity to play, work, connect or buy (real or virtual). Each entity that creates a virtual world does so with its own access, membership, monetization rights, and formats of creative expression, so the business and technical specifications vary widely. This allows the metaverse to be essentially limitless.

Basically, the metaverse would be the next iteration of the internet and the social media world, with a few points of difference:

Users can log in via virtual reality (VR); this opens up new brand engagement possibilities, from trying out apparel to exploring a piece of real estate.
Users will be equipped with a digital wallet in the metaverse, which makes purchase transactions more seamless.
Users will be able to teleport freely around the metaverse so that they can participate in groups and join (and pay for) events anywhere in the world.
Users will engage in a new kind of storytelling experience aided by 360° videos and 3D modeling, which means advertising is going to transform.

For some businesses, the metaverse will be another channel in their marketing mix and a prominent one at that. Entertainment and gaming companies leading the way and already shaping the metaverse landscape. Major console and PC gaming titles, like Fortnite, have normalized playing and socializing with people in virtual settings. The immersive virtual environment of the metaverse isn’t just an opportunity for consumer-facing companies and products. From training future surgeons to rolling out product demos to retail employees, there are plenty of business applications the metaverse offers.

So what should your brand be doing about the metaverse? Brands should always be in a test-and-learn mode in the digital landscape. The metaverse is potentially the next iteration of how humans use the internet to connect, communicate and transact. Here is how you can begin:

Experiment with AR

First and foremost, play around with Augmented reality (AR). It is set to change shopping experiences by allowing users to visualize clothing products in real-time. Learn AR by being a user first. It becomes easier to market on a platform when you understand it.

Targeting

Is your target audience spending time in the metaverse? Who are your target demographics, and what behaviors are trending with your current and prospective consumers right now that are indicators of how fast to move into the metaverse? Brands focusing on younger demographics probably don’t have the luxury of sitting out the metaverse for long.

Choose the Right Platform

Whether it’s mobile, PC, console, or streaming, your platform should increase your reach while still aligning with your brand. Mobile games, for example, can reach more casual gamers, while PC and console games can gain more traction with mid-core gamers. Aside from virtual billboards in digital sports stadiums, in-game apps also include video, music, and banner ads. Choose a format with which your product can identify.

Parallel Your Marketing

Transitioning into the metaverse doesn’t necessarily mean that you have to do everything differently. A good starting point when entering the metaverse is to replicate what you offer in real life and parallel it in the virtual world. It’s not only a natural method to enter the metaverse but also an authentic way for users to notice your brand.

Partner with Creators

Teaming up with online game universes like Fortnite will help you create virtual possessions that can naturally fit into the gaming experience. Otherwise, you can use 3D and AR platforms with open marketplaces to create wearable and tradeable digital garments. The Fabricant Studio is a viable choice if you have no prior knowledge of 3D software.

Create Immersive Experiences

Experiential marketing is one of the most important drivers of customer engagement. Studies show that brands who focus on building experiences gain 25% more brand loyalty than those who don’t. Offering an immersive experience takes audiences out of their comfort zone. This can impact their perspective of your brand and help you create long-lasting bonds with them.

While the metaverse is the future, don’t stop focusing on today. Most importantly, people in brand marketing or leadership roles should start thinking about how to unleash their creativity and their storytelling. Have questions on how your brand can enter the metaverse? Contact us today.

metaverse

Digital Marketing Trends to Know in 2022

Have you developed your marketing plan of attack for this year? Where are you going to spend your time and what are you going to do when you get there? If you haven’t developed a new strategy, fear not. We compiled a list of 8 trends you need to be aware of this year.

The Metaverse

The future is here. The next ‘phase’ of the internet is here, the metaverse – a place where virtual reality and augmented reality mix. Facebook officially changed its name to Meta to correlate with this future. While creating a name for the parent company is logical, the choice is what matters. This is a big bet on the future of the web. Given the metaverse’s limitless real estate, companies are bound to look to fill its three dimensions with their logos and products. Marketers should begin to look for opportunities for their businesses in these spaces.

Influencers

Influencer marketing is set to reach $13.8 billion in 2021 and continue to grow, even for B2B. Influencer campaigns inherently provide context and relevance since the influencer is endorsing the product. This gives brands the opportunity to have everyday customers sell and promote their products. Marketers should look for opportunities to partner with influencers in their space.

Advertising & Privacy

Digital ads are heavily reliant on data. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence. Be sure to assess the impact that this will have on your advertising targeting and be proactive.

Automation

Marketing automation can help brands with ongoing contact with customers. It takes a bit of time to implement automation like social media scheduling, email workflows, retargeting, and analytics, but once you’ve got them up and running, it gives you an opportunity focus on other parts of your business and continues to grow. Think strategically to focus on what really drives their business growth.

SEO

Search engine optimization is one of the most valuable forms of digital marketing. If your website isn’t optimized for your customers, not only will they have trouble finding you, but they will also have a lackluster experience they have on your website. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the “hacks” and “tricks” of SEO and more on providing an outstanding and meaningful experience to their users. Implementation of local SEO is important and must ensure that your business’s geographical data and contact details are updated. These days, website traffic is overwhelmingly mobile; however, most websites still don’t have fully mobile-optimized experiences. While you are optimizing your website, keep mobile at the forefront. At the very least, update and complete the information required in your Google My Business profile, or create one if you haven’t already.

Video Content

We’re going on year six of video being one of the most talked-about trends in digital marketing, and yet here we are. Live streaming is continuing to gain popularity and viewership. With new shopping opportunities, Facebook’s Live broadcasts quadrupled in a single year. Short-form videos have also grown in popularity. As people get tired of Facebook’s and Instagram’s oversaturation of users and brands, algorithms, and other things, many are gravitating to TikTok. This means more short-form, vertical videos and showing your face in front of the camera. Even if you don’t plan on jumping on TikTok for your marketing, marketers and small-business owners who are used to being behind the camera should look into how they can talk directly to their audiences through video.

Audio Content

Nielsen’s Podcasting Today reports podcasts are sharply becoming a prime medium for advertising opportunities. Spotify recently launched Call-to-action cards (CTA Cards) on their platform for podcasters. Spotify reports that podcast consumption in the country more than doubled from March 2020 to 2021 – figures they hope to grow as they collaborate with more local creators.

Heavy Users are more likely to inquire and/or avail of a product or service mentioned in a podcast compared to Light Users. These stats are welcome news both for the creators seeking sponsors and the advertisers whose audiences have developed distrust over traditional ads seen online. Whether you are looking to create your own podcast or looking to advertise on one, audio isn’t going anywhere.

Lifestyle imagery

The ongoing need for imagery for social media posts means that brands need to continuously look at revamping their lifestyle imagery. Photos involving people often get more engagement than the perfectly posed product shots. When developing content for social media and your website, think about how your customers will be using the product and what emotion you want them to feel when using the product and that will help you develop your lifestyle content.

In the marketing world, it is easy to get distracted by shiny new digital objects and trends. While you are strategizing on the new trend, don’t forget to focus on your foundation: who are you targeting, why are you targeting them and how will you effectively engage with them. If you have any questions on these trends, contact us today!

2021 Holiday Marketing Guide

For many businesses, the holiday season is their busiest. The most successful holiday campaigns you see and love begin their planning stages as early as summer or fall. There’s no holiday magic when it comes to successful campaigns, it’s all about strategizing and planning. Whether it’s freshening up your landing pages, creating brand awareness, finding others ways to target new customers and everything in between, the list of tasks seems endless for small businesses.

As the holidays approach, here are things you need to consider for your brand and campaign:

Audit previous holiday marketing campaigns

No how things change from year to year, you can still learn and prepare from past success. Look back at statistics from previous years to understand where you were successful and where you could use some improvements. Analyzing your previous strategies and campaigns will help you avoid making similar mistakes.

Identify holiday strategies that make sense to your audience

No holiday marketing efforts are created equal. Definitely don’t copy competitors’ strategies. The key to a successful holiday marketing campaign lies in knowing your target audience. If you are targeting younger customers, like Gen Z or Millennials, consider utilizing platforms like TikTok and Snapchat. If you have a brick-and-mortar location, get creative with gift ideas to draw your customers in.

Keep things simple

It can be easy to get caught up in the hustle and bustle of holiday planning. However, it’s better in the long run to start small with your holiday campaigns. Even larger retailers who have been around for decades often refer back to the basics during the holidays. The holiday season is not a good time to try new things to attract customers. Think about the amount of bandwidth your team has and the amount of support your operations will have during the holidays.

Be prepared for the competition

With so many promotions around the holiday shopping season starting as early as this month, marketing is as important as ever to draw customers to your business. Make sure your campaigns help you stand out from the crowd and clearly communicate the benefits of shopping with you over your any other business.

Create a real reason to buy

The holiday season is known for discounts that can only be found once a year. When creating your holiday marketing plans, make sure you’re clearly incentivizing shoppers to visit your store. The holiday season isn’t just about creating revenue, it’s also about establishing relationships with customers who will hopefully return to purchase your products in the off-season. Make sure that customer retention is top of mind during any marketing decision you make for the holidays.

Don’t forget about your existing customers

A lot of businesses are always focused on attracting new customers, that they forget about the ones they already have. Chances are that the visitors who come to your website during the holidays will be a healthy mix of new and returning customers. The pathway to purchase for a repeat customer looks very different than a new customer, so make considerations for both while building out your marketing and website materials.

Use video marketing

Because of COVID-19, people are consuming as much as four times more online video than they were prior to the pandemic. Think about ways to incorporate video into your holiday marketing materials. Create video advertisements for tv, streaming services and your social media networks. You can also utilize video for organic content that you can share on your website, emails and social media channels. It’s a great way to dive deeper into your product or service to make it an easier buying journey for your customer.

Keep your website up to date

Your website is the face of your company, even on any other day of the year. It’s where people go to learn more about you, familiarize themselves with your brand and to potentially purchase your products or services. Make sure your website is user friendly, updated with the holiday campaign, and ready for the traffic and activity. Ensuring your website has a smooth user experience for mobile and desktop will help prevent your business from losing sales.

Whether you’re a large company or a small business, one of the most common mistakes brands make during the holidays is late planning. Start planning now, optimize your content, keep your customers in mind, and don’t forget about establishing lifetime value with your brand long after the holidays. If you are stumped with planning your holiday campaign, reach out to us today!

Facebook Video Monetization And Promotion Tools | Digital Scoop 023

Facebook has released a new set of monetization options and best practices for video creators as it seeks to build interest in its Watch platform.

The new monetization options include:

Pre-Roll Ads
Preview Trailer
Ad Auto Break Insertions
Pre-Publish Brand Safety Check

Digital Scoop