Sunday, November 28, 2021

On the Hunt for Digital Marketing and Related Jobs?

https://danburycountry.com/looking-for-a-new-career-heres-what-top-social-media-jobs-pay/

With widespread news about labor shortages and themes including the Great Resignation mainstays in the daily news, I was curious what about digital marketing jobs? Largely a role in my mind that can be done remotely, how has the industry fared in terms of employment statistics through the pandemic? Not surprising given widespread use of the internet only began in the mid-90s, digital marketing and related is a job new field, but one of the most explosive industries in terms of employment (spurred by a largely WFH component). The article above shares some insights into those looking to potentially pivot into a social media/digital marketing or ancillary role.

The Rise of Email this Holiday Season

Kate Kaye at Protocol discusses how the impact of losing access to third-party company data has made retailers even more incentivized to acquire the email addresses of customers this holiday season. This is hardly surprising, and a logical response of retailers to deal with an impaired ability to target their ideal customer profile through paid advertising channels such as display, search and social.

One wonders whether limiting the effectiveness of marketers in one channel just drives them to others, and whether that ultimately results in a better experience for consumers.

Which is worse - being advertised to with relevant messages, or being advertised to with irrelevant messages?

A push to more email marketing from loosely related retailers may drive customers to explore options to keep their inbox clean.  Email clients have begun to emerge (see Superhuman and Hey) that create a whitelisting process which forces all new email senders to be vetted before they make it to a user's inbox.  A shift to email marketing risks spoilage of that channel in the same way we've seen the rise of ad-blocking software to target display ads.

If marketers see opt-in email as the path forward in an era where targeting through paid channels has become less effective, they need to very careful to make sure that the content they produce is at least as relevant and as targeted as their paid ads, if not more so, otherwise this channel too may cease to bear fruit.

Tuesday, November 23, 2021

3 Digital Marketing Ideas Every Startup, No Matter the Budget, Can Implement Now

 https://www.techfunnel.com/martech/digital-marketing-idea/


This article came at an interesting time. First of all, OMAO is at a stage where Bai was (a small, home-office startup beverage brand). Secondly, our class last Saturday just talked about Google Product Listing Ads (PLAs). 


I really like the third point of this article 'Finally, analyze your data'. I have been running Google Ads for almost a year now, but I rarely check the analytic data. I really need to check this data consistently to know if the marketing campaign is working and assess my progress.  

Saturday, November 20, 2021

Sales technique in mobile gaming 2

Last time I have mentioned one brief example of the innovative monetization technique in mobile gaming. I would like to take the chance to explore a few more.

Lucky Spinning Wheel

Lucky Spinning Wheel is a very typical monetization technic for casual and social casino game. Disney Emoji Blitz took the idea further, instead of just having a wheel that simply charges players for cash per spin, it gives you a free spin for the first time and immediately transition to a "deluxe" (cash) version of the wheel to entice you to spin with real money. The most interesting part is that if you still don't convert, it will give you chances to spin the free wheel per ad-watch while providing a discount to the deluxe wheel every time you watch an ad making the deluxe wheel cheaper every time you spin the free wheel. 

Customizable Bundles

This idea simply gives the flexibly to customize and buy your own virtual item bundles to maximize the value per player. The idea mostly comes from individualized segmentation, satisfying the right customer at the right time.


Limited Quantity (Scarcity) 

This idea is fairly simple as well. It capitalizes on limiting the purchasable content to artificially create scarcity so that developers can inflate the cost of these virtual collections. 















Instagram Digital Marketing

In 2015, number of monthly users of instagram is 400 millions. Between 2015 - 2018, number of monthly users of instagram increases 200 millions each year. Since I am a user for 5 years without shopping on instagram, I am interested about instagram digital marketing. As we can see, advertisements show up when we view stories and posts on instagram. And algorithm behind the screen always sends users what they are interested. Here are some fun facts of instagram that help me to know more about instagram digital marketing.



Fun Facts


  • The Instagram explore page is viewed by 200 million accounts daily.
  • The most liked photo on Instagram is a photo of an egg with 55+ million likes. 
  • More than 50 billion photos have been uploaded to Instagram so far.
  • 1,074 photos are uploaded on Instagram every second. 
  • 50% of Instagram users use explore page every month.
  • Posts With a Location Get 79% more engagement.
  • 60% of people say they discover new products on Instagram.
  • Photos with faces get 38% more likes.
  • Posts with at least one hashtag average 12.6% more engagement.
  • Most-used Giphy sticker in Stories is by Red and Howling
  • Women use Instagram 56.5% more than men in the U.S. 
  • Instagram users engage more on weekdays with Wednesday and Thursday showing most engagement.
  • More than half of Instagram Captions & Comments Contain Emojis.
  • Instagram videos get over 2 times more engagement than Instagram photos.
  • The most popular hashtags on Instagram are #Love, #Instagood, #Photooftheday, #Fashion, and #Beautiful.
  • The most popular hashtag on Instagram is #Love, used 1.835+ billion times. 
  • Pizza is the most Instagrammed food globally, followed by Sushi.
  • Nano-influencers(500-5k followers) make an average of $114 per video post on Instagram, compared with $100 for an image post and $43 for a story.
  • Power users(30k-500k followers) make an average of $775 for an Instagram video, $507 for an image post and $210 for a story.
  • 68% of people come to Instagram to interact with creators.
  • IGTV app has 7 million installs worldwide.
  • There were 5 million uploaded videos within the first 24 hours after Instagram announced the video feature in 2013.

Reference:

https://www.omnicoreagency.com/instagram-statistics/

How AI Has The Potential To Transform Digital Marketing

A Forbes article that I recently came across outlined some interesting points on how artificial intelligence is significantly contributing towards the transformation of digital marketing. On a macro level, AI can be a useful tool to gain information on a company's target audience by big data and machine learning processes. Once this information is collected, it becomes easier to create a much more personalized and targeted outreach. A few key observations include:


  • AI can help in eliminating the risk of human error and optimize digital marketing campaigns. That said AI-technology today cannot exactly replicate the human touch but may very well be able to come close in the future.

  • AI has the potential to help create and curate content. Once created, it might be able to target the ideal audience on relevant platforms. To take it a step further, AI may also be able to build on what's available today and help generate ideas with respect to content strategy.

  • Programmatic advertising can greatly benefit from advances in AI and businesses can increase their ROI by leveraging programs that can streamline the purchase and personalization of ads.

https://www.forbes.com/sites/forbesagencycouncil/2019/08/21/how-artificial-intelligence-is-transforming-digital-marketing/?sh=27bb43d121e1

Friday, November 19, 2021

Subprime Attention Crisis Review

 I recently read Tim Hwang's Subprime Attention Crisis: Advertising and the Time Bomb at the Heart of the Internet.  Hwang draws a strong comparison between technological advances of the digital marketing industry, to the financial industry.  The way digital advertising auctions have been automated is very similar to the way financial exchanges have been automated.  This may not have been coincidental, and in fact a number of the tech/marketing executives responsible for the development of the modern digital advertising business model, are former Wall St executives. 

The advancement of digital advertising have been very fast and transformative to the industry. This speed of development often leads to opacities. Hwang argues that these opacities are not unlike the cloudiness that led to the 2008 financial crisis.

Reading this book did not make me feel urgent concern for the state of the industry. Hwang also acknowledges that most agree that digital marketing is expected to keep growing strongly in the immediate future.  However; it did introduce a different perspective I hadn't considered before. I do now think there is more fragility in the industry than I previously thought. If tech companies were no longer able to capture and commodify our attentions at the same level, the trickle down effects could be large scale and immediate. Tech companies are heavily reliant on advertising revenues; even though that was not in their original business plans (ex. Google).  The reader of Hwang's book is prompted to imagine an internet where many free services we rely on suddenly came at a cost. Imagine paying a membership fee to use social media sites like Facebook and Instagram. What if you had to pay every time you wanted to look up directions in Google Maps? The downstream impact of turmoil in digital advertising space could be tremendous. Regardless of how probable that outcome is, it is important to be continually cognizant of how much the internet we know today is dependent on the success of the digital marketing industry.

Boohooman turns to AR for 'Hack Friday' campaign

 

A men fashion store Boohooman recently launched its 1st augmented reality ads for Black Friday campaign. The campaign ads is featured on many billboards and fly posters. Once the bar code on the flyer is scanned, the ‘hacker Robin will come alive and offer deeper discounts.

This interests me as it demonstrates that how AR can provide enhanced values to a two dimensional static ads. Compared to a passive image or video, AR ads unarguably catches customer’s attention and engages customer to interact with the ads in real-time. Through the interaction, customers would have immersed experience with positive emotions associated with the brand. It has been shown that the AR ads are more effective in increasing brand awareness. In addition, among the homogenous competition, the interactive AR ads could create differentiated experience to help the brand to stand out. Apparently, Facebook has already partnered with Spark AR Partner Network to create augmented reality ads. As more customers consider AR ads to be fun and engaging, it is expected that more brands will incorporate AR ads into their overall digital marketing strategy.  

https://mobilemarketingmagazine.com/boohooman-turns-to-ar-for-hack-friday-campaign




Nike's Mind Sets

Continuing the trend of discussing Nike's digital initiatives on this blog, the article I came across was about Nike's focus on mental health. In light of several professional athletes recently speaking out on their mental health struggles, Nike is launching New Mind which will focus on "how your feeling" rather then "what you are achieving". Nike will roll out the program across their digital apps and social media platforms in addition to spreading the message through their influencers. It is awesome to see Nike using their strong brand name to progress the discussion further in an effort to help many people in need. https://www.insidehook.com/daily_brief/sports/nikes-mind-sets-program-focus-mental-health

Metaverse - the final frontier

 

Metaverse - the Final Frontier

Nike partnered with Robolox to create 'Nikeland' in the metaverse. Separately, Niantic is focused on the real-world metaverse - also known as augmented reality (AR).  These two perspectives both create a lot of new digital advertising space - literally a world of it. Much as video opened up a whole new advertising medium over the web, to too will the metaverse (VR) and AR...except with a lot more space for ads.

The question will be who will own this new space?  The final frontier will have the fiercest competition. The largest companies of all time have honed their business models, understanding when to take share and how to show patience. Facebook was able to scoop up Instagram for $1B because they saw the potential that mobile & image-forward social had. Google was able to scoop up YouTube at a bargain ($2.5B now valued at $100B+) because they saw the advertising potential in video.  

As technology matures for the next generation of new platforms to emerge into social consciousness, the fight for supremacy from the existing tech giants will be cutthroat - none willing to give into the others. 

The question is what will the new micro-targeting opportunities be for advertisements in the metaverse & AR.  Will ad placements evolve or just be similar ?  Will this new medium create more value for advertising or just same stuff different place?  Growing the industry like Social Media has, at the cost of print news and TV, is what the Metaverse has on the horizon.


Sources:

https://www.marketingdive.com/news/nike-courts-next-generation-of-athletes-with-new-roblox-platform-nikeland/610343/

https://www.marketingdive.com/news/niantic-pushes-vision-for-real-world-metaverse-in-first-brand-campaign/610287/


Google Is Not Worried About the Metaverse as They Figure out Their Next Trillion Dollars

After crossing the $2 trillion dollar valuation, Google CEO Sundar Pichai said that the next trillion dollars for Google will not come from any of the current technology trends we’re hearing about, i.e. metavers, crypto, or blockchain. Instead, in an interview with Bloomberg Television as described in this Fortune article, Pichai said the next trillion will come from its original, timeless product - internet search.  Assuming he means that the growth will be in the advertising revenue generated from search, he is probably right.  With companies like Facebook focused on the virtual possibilities of Web 3 and the metaverse, and with other billionaires focused on conquering space, the amount of information that will be generated will still require the most basic functions of search.  The mode may change, i.e. we may get more comfortable with voice search, but the basic function will not be going away any time soon.  

Google’s own approach to immersive computing and other emerging technology trends, has been investing further in AI and the underlying technologies that support “deeper cloud computing.” But let's not forget, Google took its own unsuccessful foray into virtual/augmented reality, for example Google Glasses, and those initiatives were transferred to a division that reports directly to Pichai.  What is unclear is if what they’ve learned from those experiences will influence their growth strategy.  However, it is very clear that they continue to rely heavily on revenues from search. Is it terrible that Google is so heavily reliant on this for their growth? Only time will tell. But it is obvious that the hype around immersive computing can have multiple iterations and may not require every company entering the space to monetize this trend through ugly headgear. 




Retailers To Rethink This Holiday Season

 

From the privacy changes with Apple to the ongoing controversy with Facebook ethics, consumer and moving away from Facebook apps.  As a result, many retailers need to reconsider and potentially change their marketing methods this holiday season. We can expect more catalogues, TV ads and celebrity sponsorships.

Many direct-to-consumer companies have built their businesses on Facebook, which is becoming an issue as these companies have to think of new ways to connect with customers.  More interestingly, companies are looking to brick-and-mortar stores to diversify their marketing mix.  Are retail stores back?

And while there is definitely a shift in the marketing spend mindset, another challenge for retailers is the supply chain disruption.  Companies will face the issue of meeting customer demand this holiday season.

Make It Look Google-y

In a small, but important, update in the world of Search, Google has revised their visual guidelines to suggest that logos uploaded to the schema looks appropriate on white backgrounds. This revision adds on to a number of other guidelines for properties that Google has communicated, such as size and file format type. The kicker with this revision is that if the logo does not display properly, it may not qualify for inclusion in search. This has obvious repercussions for brand value and identity and further forces marketers to go out of their way to make sure that things fit in the way Google would like them to. However, this change mainly affects logos that are mostly gray or white and I'd be willing to bet that most of the marketers at those companies are aware of this nuance and are prepared to handle adjustments on an as needed basis. Regardless, it's yet another example of the power of Google and how it forces companies and brands to conform/adjust to their standards. 

Sources: 

  • https://searchengineland.com/google-logo-schema-markup-now-requires-logos-to-look-good-on-white-backgrounds-376170
  • https://developers.google.com/search/docs/advanced/structured-data/logo#structured-data-type-definitions

Nike embraces the Metaverse...

 https://www.businessoffashion.com/news/news-analysis/nike-jumps-into-metaverse-with-virtual-world-on-roblox-platform

Just when we thought that the buzzword metaverse was a well-timed Media ploy by Facebook to divert attention away from the fracas caused by whistleblower revelations of a toxic company culture....

Turns out, veteran sports brand Nike has fully embraced this new digital world in a new partnership with video-gaming platform Roblox. Called "Nikeworld", the new digital sphere will allow players to engage in free games and - more importantly - outfit their players with the latest, exclusive Nike garb available on the Nikeworld website. Talk about Digital Marketing! Even if we all agree that putting a heavy headset on to join a metaverse world, the idea that you can interact with a sport of your choosing, and dress your player in cool gear that you yourself might never own or afford, is truly genius. 

But scary too... If we can now own digital products like Nike sneakers, where is the fun in the real-life thing?

Maybe in a digital game or two!

Thursday, November 18, 2021

Email newsletter open rate

 https://pressgazette.co.uk/marketing-newsletter-experts-tips-on-improving-open-rates/


Recently, I have been doing some email newsletter marketing for OMAO. The first one has to do with the Nov. 1st NYC plastic straw ban. We sent out two email newsletters from NYC Hospitality Alliance, targeting NYC restaurant owners. As I was working with the people at NYC Hospitality Alliance, I learned that the average open rate of typical newsletters is about 15%. Obviously, given a certain size audience, the higher the open rate, the more effective our marketing would be. 


In this article, titled 'How to improve your newsletter open rate: Marketers share their insights'. The author talked about the following tips to increase open rate:

  1. Must be better than paid content
  2. Segmentation and automation
  3. Content that solves readers problems
  4. Ask a question with your subject line
  5. Imagine you are writing to an individual
  6. How to improve newsletter open rates: Send it from a person
  7. More entertaining or informative content
  8. Bold colours and designs can go a long way

R.I.P. Digital Advertising: Customer Acquisition Is Now A CX Game

 

                                       Image source - How to create a great customer experience | by Kyle Drewnowsky | Ablii | Medium

This article discusses that digital advertising should focus on the overall customer experience (CX) versus acquisition alone.  It suggests that a better approach to customer acquisition is finding ways help prospective customers move along the customer journey as a way to improve ROI and CLV. 

As we learned in class, customers tend not to respond to advertising campaigns that are intrusive or obnoxious. The article argues "more advertising, even better advertising, rarely results in more customers or revenue. But improving CX can." And states that focus solely on new customer acquisition is missing opportunities. CX is proving to be a far more effective growth strategy with significantly better ROI. 

This is a good point, however digital advertising is here to stay. It is designing the ads and ad campaigns effectively in order to draw customers in across the customer journey that makes the difference.

Article Source: R.I.P. Digital Advertising: Customer Acquisition Is Now A CX Game (forbes.com)

Don't Mock the Metaverse

The Economist argues that despite the ham-fisted launch of Meta and some of the mocking that ensued, we should be taking it seriously.  Something like the Metaverse is a natural extension of both sophistication in hardware, software, and artificial intelligence, and a three-dimensional internet is the logical next step from where we are now. They cite the examples of Everquest, World of Warcraft and now Roblox as three-dimensional locations in which people live and play - not so much work - but which have millions of users.

Meanwhile, Shaan Puri on argues on Twitter that we're thinking about Metaverse wrong - and we shouldn't be thinking about it as a place, but as a threshold in time that we are inexorably moving towards - where our digital lives are more important to us than our physical ones.  We are already cultivating our digital selves with filters, and with the introduction of phones our level of attention on the physical environment around us has dropped to 50%. Puri foresees a time when 90% of our attention is on screens and believes that that is when the Metaverse will truly exist.

The implications for digital marketing are of course enormous - with so much attention on screens, opportunities to respond to intent and interest are only going to multiply and accelerate. It is no surprise the Facebook is betting big on this, followed by Microsoft and nVidia - it is not 'weird' - it is simply about positioning their companies to be ready to capitalize on where the world is headed.

The question is how digital marketing will be welcomed in this new world. In class last week we heard from a speaker who offers value exchange advertising on mobile, who despaired at how poor marketing placements in virtual environments were being both executed and received. My personal favorite, Nine Inch Nail's nail-gun ammo box in Quake, has rarely been beaten, and it's now over 25 years old.



Monday, November 15, 2021

Rethinking Digital Ads for the Holidays

https://www.cnbc.com/2021/11/11/how-retailers-are-rethinking-their-approach-to-marketing-this-holiday.html

DTC companies (and companies heavily dependent on digital advertising) have certainly been on a roller coaster ride since the pandemic. We all saw firsthand how DTC companies blew up overnight as everyone sheltered at home and constantly scrolled through Facebook and Google. Major companies (airlines, hotels, etc.) also pulled back ad spend in particular on Facebook in a play to conserve cash which caused companies to score top advertising real estate online for a lot less money. Then came 2021 and post-vaccine as life slowly came back to a sense of "normalcy," rates started to creep back up and as noted in the article, CPMs continue to skyrocket tracking 50% increases to CPMs on Facebook with an additional 50% anticipated. Coupled with people spending less time on screen as the world continues to slowly open up - "An analysis by the market research company eMarketer found that users in the U.S. are expected to spend less time scrolling through Facebook this year and in the coming years. Time spent on the platform for adults over the age of 18 is expected to be down 3.3% in 2021 compared with 2020 levels, eMarketer said. It forecasts it will drop another 1.8% from 2021 to 2022, and fall another 0.7% in 2023." - means a double hit as cost increases and eyeballs decrease. Then, finally comes around Apple's privacy changes in April impacting how app track users and Meta facing scrutiny after a whistleblower, Frances Haugen, released a trove of damning documents, has caused many companies to pull out of digital altogether such as Patagonia. Other companies who continue to have a prevalent Facebook presence have seen their performance dovetail dramatically and coupled with Apple's privacy initiatives to the point that companies are beginning to think about their digital strategy which may be a complete opposite of the strategy one-year ago. Will be very interesting how this all shapes up as we head into the holidays!

Sunday, November 14, 2021

Budgeting Apps

Thinking about what to write for the blog, a discussion that was going rounds in our EMBA WhatsApp group chat was which budgeting app is the best one to be used. A lot of apps were shared including one that had a New York Times article to back it up however for someone who is kind of old school in managing the budgets I saw some advantages and some disadvantages of using a Mobile Budget app and hence came the topic of my blog.

I want to lay down some pros and cons here for the Budgeting app but ultimately you must do what suits you best and is less risky especially when it comes to sharing your financial information. Diving into the pros of budgeting app the first one is the ease of set up. Signing up for a budgeting app is as simple as verifying your email address and linking your financial accounts. How many accounts you have will determine how quickly you’re set up and tracking your economic life. The second is accessibility, the online budget tool comes with a mobile app, so you’re never more than a few taps from checking your financial health. Apps like Mint, You Need a Budget, and Clarity Money in particular offer easy-to-use dashboards and mobile experiences. Setting long-term visible goals is another benefit of the budgeting app. Budgeting apps break down your overall net worth, debts, savings goals, and other metrics that let you know where you always stand. These details may seem like common sense, but plenty of user reviews of debt settlement services like Freedom Debt Relief would tell you otherwise.

On the other side, the cons include some major concerns like most budget apps offer the simplicity of integrating with all your financial accounts and consolidating your activity into one dashboard. However, to get accurate analytics and forecasts, you’ll probably need to do some tweaking. Mint, for example, promises to categorize your spending automatically. But unless their predefined categories work for your budget, you’ll have to create your own sections and review your monthly transactions to ensure they’re being labeled correctly. Also, A budget app can tell you how much you’re spending each month, how far over-budget you are, or your progress with savings goals but it won’t make decisions for you. If you can’t carry out the plan a budget app lays out, you might have more success with the cash-envelope budget. This method gives every dollar of monthly income a destination by putting cash in different spending envelopes. People are starting to realize that using free products carries drawbacks, namely the fact that if the product is free, the user is the product. This is no different with free financial apps, which usually serve a lot of ads and “personalized” recommendations for banking products and institutions advertising on the platform. Last but in my view most critical is the security risk. using online budget apps means one more account for a cybercriminal to hack potentially. This is less a reflection on the companies providing these apps and more in tune with the realization that cyberattacks cannot be prevented, they can only be minimized. That’s why if you do use an online budget, make sure to use a secure password manager to store your login.

At the end of the day, budget apps will be as effective as the person using them. If you need an accessible system that’s easy to use and gives clarity over your situation, then a budget app will probably do wonders for you. But if you’re looking for an app to solve your mindset, never need any fine-tuning and pose no security risks or data sharing.

Saturday, November 13, 2021

More advanced sales techniques are coming to mobile gaming

In the past few years, mobile gaming sales tactic has become a lot more sophisticated. It used to just be a simple pop-up asking if you have interest in purchasing things that you need at a discounted price. Nowadays, the CRM tools can fire specific pop-ups to people based on their demographic data or more likely some very specific behaviors done in the game. For example, if the game data shows that a player plays a lot more of a certain game mode, it will fire a discounted sales bundle for resources particularly targeted for playing that specific game mode. Payer / non-payer targeting would be another big one.

There are also a lot of innovations happening in the sales design. One example is that similar to retail, there is usually a "hangover" effect after a big sales of virtual currency - meaning that payers won't buy for quite sometime since the virtual currency gain from the sales will last them for a while. Sometimes, we don't even know whether doing sales would be more beneficial compared to not doing sales since the "hangover" from sales might outweigh the gain. One new technique to combat this problem is to show the players that the discount they get depends on how much currency they currently have. For example, if they have 0 currency, they will have the biggest discount. Doing it this way has the potential to significantly reduce the accumulation of currency after purchase to very effectively reduce the "hangover" effect.

Apple v. Amazon, what?

Actually, its not that big a surprise. I wanted to learn more about how was been negatively affected by Apple's privacy changes versus who might actually benefit (or, as is often the case with regulatory changes, who is least affected). 

It turns out Amazon wins out - AGAIN. The reason is simple, it relies on its warehoused data. But even further, Amazon is utilizing (or aligning) two clients through its market place: willing buyers and eager sellers. And like a true exchange earns via facilitation. 

Contrast this to Facebook or Snap, et al social media networks, where the "service" is free but the product is the monetization of client data. These company's, as has been amply covered in the media, are far more reliant on iOS for tracking, especially across apps. 

Another potential winner by reduction, i.e., weaker competition from social media networks, is Google. Their platform has both targeted and more generalized ads AND obviously a rich dataset from its inhouse products which are often utilized by its users on PCs, i.e., not affected by iOS changes. 

Finally, Apple is a winner. Reputation seems much more important than being seen as catering to the likes of Facebook. This is a great move by company who derives most of its revenue from its outstanding portfolio of B2C products.

https://www.reuters.com/technology/amazon-seen-triumphing-over-apple-privacy-changes-digital-ad-business-2021-10-27/

Digital Marketing through livestreaming

Livestreaming is a new tool for televison broadcast, video games and other media activities in recent years. At the beginning of the presence of livestreaming, it is common that streamers use this tool to share what they are doing like playing games or travelling. At present, livestreaming is implemented and it also becomes an efficient tool for digital marketing.

In China, many influencers from tiktok use livestreaming for products selling and brand advertising. November 11th, the most important date in a year for Chinese customers to shop. The brands cooperate with influencers to provide attractive discounts for livestreaming. The most famous influencer, Jiaqi Li could make billions CNY turnover by livestreaming during this important shopping day. 

Livestreaming is primarily about creating a connection between the potential customer and the product. Implementing live streaming in digital marketing strategies is more positive than our imagination. Some studies even claim that 90% of potential customers get more confidence in the information conveyed by a video, when purchasing a product or service. Hence, the reason why live streaming is becoming one of the bases for online sales strategies.

In the US, Some of the most used platforms are:

  • Facebook Live
  • Instagram Live
  • Twitter Live
  • Youtube Live

Being able to use these platforms for your next strategy, can lead to generate great benefits for the brand, such as:


  • Positioning you ahead of your competition
  • Increased organic reach
  • Faster sales process
  • Greater engagement with your audience
  • Humanize the brand
  • Reach your audience
  • Increased brand visibility and interactions
  • Accelerated lead generation
  • Growth in organic traffic

Reference:
Livestreaming and the power of live digital marketing. 
https://www.liftingroup.com/en/live-streaming-on-marketing-strategies/ 

Friday, November 12, 2021

New Shopping Features on Facebook: Shops in Groups, product recommendations, and live shopping for creators

 Today, Facebook announced that it is launching three new shopping features: Shops in Groups, product recommendations, and live shopping for creators. Shops in Groups essentially allows Facebook group admin to set up an online store on his/her Facebook group page. This provides an opportunity for group admin to make money and support his/her efforts to maintain and engage his/her Facebook group. This to me is also another approach for Facebook to maintain its active user base, as the number of young users in the US continually declining. Facebook previously launched the Shop function. Product recommendations and live shopping further build on its current shopping offering. These new features will most likely boost the holiday shopping sales via Facebook platform. Social commerce is a vastly growing business. It turns the shopping to a social experience. Social network is also where young generation (Millennials and Gen Z) like to shop and they trust their social network far more than seller’s advertisement. With more scrutinies on data privacy and targeted advertainment, social commerce will be one of the key emphasis for Facebook in the future. 

https://techcrunch.com/2021/11/12/facebook-launches-shops-in-groups-and-live-shopping-for-creators/

How Zapier Acquires Customers via Its Homepage

As we are learning about a number of tools available to efficiently market products and services, a recent TechCrunch article delved deep into how a company's own website can be a great marketing tool to acquire customers. The company being analyzed was Zapier (www.zapier.com), an application that was built to connect multiple web applications to one another seamlessly. A few key takeaways from for building a website that promotes conversion were:

1. Grabbing attention early on the homepage with tactics such as (i) a descriptive header with no jargon (ii) a sub-header that outlines the transformative journey a customer goes through by using your product (iii) a call-to-action that promises a similar transformative journey as a result of using the product

2. Social proofing to boost your firm's credibility. i.e highlighting the names/logos/testimonials of any well-known companies that use your product. 

3. Clearly describing the benefits each feature provides your customers. Framing features as benefits further encourages users to sign up. 

4. Construction a simple pricing section that doesn't frighten any prospects. Experience has showed that a transparent pricing section (cost, benefits, restrictions etc) are highlighted so that customers know upfront what they are getting for what they are paying. 

5. A final call to action section that highlights a sense of urgency to use your product and reiterating social proof by mentioning how many customers are already using your product and why its important that they do so as well.


 https://techcrunch.com/2021/11/11/demand-curve-how-zapier-acquires-customers-via-its-homepage/


Will Digital Marketing be Worth It This Holiday?

The news this holiday has been all about America’s massive supply chain disruption which has retailers warning shoppers to buy early as they expect inventory issues.  This back up in the supply chain which has inventory sitting in ports with no way to get to stores and warehouses, has of course led to an increase in prices due to the limited supplies. But there are other rising costs that also have retailers worried this holiday, specifically the costs of digital marketing.  In this article, the author highlights many of the issues with digital marketing this year compared to years past such as Apple changing privacy policies, the expected drop off in Facebook usage, and the consumer behavior changes coming out of the pandemic. 


Last year, during the pandemic, companies in the travel industry, for example, avoided paying for digital marketing advertising on social platforms and other sites to conserve cash during uncertain fiscal periods and to avoid coming off as insensitive during a difficult time.  This left prime advertising real estate during the holiday for other retailers who ended up seeing successful returns on their digital ad spends. However, this year, like the increasing costs from the supply chain issues, digital marketing costs are also increasing. Last year, with people stuck at home scrolling through media and social platforms, advertisers had a captive audience that may not be there this year.  With this almost full return to normal post-pandemic life and spending habits, retailers will have to be smarter with their ad spend. 

This may mean that targeting and content will play a bigger role in digital advertising this year.  As prices increase retailers will want to get their messages to customers with whom they will resonate the most and see the best ROI.  Some retailers are tweaking campaigns to state their inventory positions amidst all the supply chain concerns with messages like “ready to ship” and are starting their advertising blitz earlier.  Other retailers are waiting on goods to arrive to start their blitz of holiday campaigns.  With all these rising costs for companies this holiday season, it will be interesting to see how it impacts revenues during a time that most retailers see their largest revenue gains.  

Nike Keeps Doing It

With 300 million members enrolled in their insanely popular NikePlus program (side note: they were one of the very first to roll out the 'plus' addition to their name), Nike continues to find ways to personalize content to keep the customer coming back for more. Not only are they using specific purchasing behavior to tailor promotions to increase loyalty but they have now enlisted superstar power to tailor content. One such example is their partnership with Megan Thee Stallion in which connected users who listened to the content created through the collab to apparel that featured her. The brand keeps finding ways to connect other aspects of their customers lives (music and fashion) to the things it does best (content and workouts).

In another move that leverages their digital success, Nike has gone brick and mortar to grow customer engagement. With the opening of their Nike Live store in Williamsburg, Nike hopes to capitalize on the high digital engagement in the area by creating an outlet that gives those customers a physical touchpoint that is tailored to the demographics and preferences of the surrounding community. All that data gathered has enabled Nike to specifically create experiences that their customers crave: something uniquely for them. 

All this is to say that Nike is continuing to crush it...and I haven't even touched on Nike's preparation for the metaverse. 

Sources:

  • https://www.marketingdive.com/news/how-nike-execs-think-through-its-digital-ecosystem/609965/
  • https://www.cnbc.com/2021/11/02/nike-is-quietly-preparing-for-the-metaverse-.html

Maximizing Video Strategy Through Social Platforms

Before the COVID-19 pandemic, choosing video as the right way to market a brand or business was debatable.  And now after a year of staying indoors and working from home, shoppers have moved online during the pandemic.  It’s not surprising to see the strength in e-commerce and acceleration towards video e-commerce marketing, in particular.

For years, retail companies have been trying to get consumers comfortable with the idea of buying something without being able to physically touch, see or try on clothes.  However, in the past year and a half, many consumers did not have a choice. 

A few companies that really have taken advantage of this growth is Amazon and YouTube.  Amazon has a capability that enables consumers to add products from video ads to their Alexa shopping lists. YouTube has launched video action campaigns that allow viewers to send a website link in an ad to their phones.  The shift of e-commerce is helping people save time and soon AI powered methods will be adopted by the majority of companies. 

The question now is when will consumers buy clothing from a video ad shown on Instagram?

https://www.marketingdive.com/news/institutionalizing-change-whats-ahead-for-agencies-in-2022/609647/

Five Digital Marketing Predictions For 2022

This Forbes article was insightful, the two points that stood out for me were 2) The Power of AI and 3) Content. Even though the digital marketing industry currently utilizes AI, the author predicts we will see a growing number of companies implement AI into their digital marketing strategies. A few areas that were highlighted were SEO and SMM, companies can use AI to automate and streamline these processes. In regards to content, the article discusses that businesses should focus energy optimizing content for voice commands on devices such as Siri and Alexa, in order to improve performance as consumers shopping preferences continue to change. https://www.forbes.com/sites/forbescommunicationscouncil/2021/11/09/five-digital-marketing-predictions-for-2022/?sh=29cd7bb164f5

Facebook *ahem meta* Responding: Tell Us What You Don't Want so we can Target you Better

 Facebook *ahem meta* Responding: Tell Us What You Don't Want so we can Target you Better

This week Meta Platforms (f.k.a. Facebook...side note: does the name change remind you of Metta World Peace) announced that it would allow users to avoid being targeted with ads regarding certain topics like gambling or weight loss. These persistent advertisers are endemic examples of the abuses of digital marketing - pestering users, playing with their sense of self-restraint and self-worth, until they succumb to clicking on the ad and spending their hard-earned money on another scam.

In the short-term this move will likely hurt Meta's revenue only very slightly - these spots will be placed with other advertisers willing to pay just-about-as-much and only a small fraction of users will actually take the effort to choose to opt-out. Further, aren't the people who opt out less likely to click on the ad anyway??  This should give targeting this user group a higher CTR (and likely higher conversion rates once on the advertisers' sites) and thus a greater value to Meta (and the advertiser). 

The skeptic in me wonders whether Mark Zuckerberg has already done the calculus to know that in the medium term the increased data from users opting out of receiving these ads will more than offset the short-term loss in revenue given this new and unique data source incremental to what is already being captured by Meta.

The fact that when Meta makes a seemingly-altruistic decision to reduce some of the excesses on its platform, I immediately think about the broader narrative and assume there is a profit motive at play speaks to the loss of trust that Meta is suffering from across many parts of its business - from regulatory concerns, to user attrition, to partners flocking to other platforms.  How long will this loss of trust endure?  Will Stella (ahem Meta) get her groove back?

Trying to distract us with name changes and token sacrifices (that may not actually be sacrifices) is akin to a Hoodini trick / Kansas-City-Shuffle / bait-and-switch but will not restore trust. Only actually being trustworthy and making many good decisions over the course of multiple years can do that. Maybe Mark and Meta should try it.

Source: https://adage.com/article/digital-marketing-ad-tech-news/facebook-ad-changes-restrict-abusive-targeting-can-limit-weight-loss-and-gambling-ads/2379356

Wednesday, November 10, 2021

The Everchanging Digital Marketing World

https://searchengineland.com/what-digital-marketers-should-know-about-google-analytics-4-375863

I found this article to be extremely fascinating at the speed in which the digital marketing world is changing, which is essentially almost on a daily basis. What we may have learned in this class today may not even be relevant two weeks from now, which is exactly what the article discusses with the imminent change to Google Analytics 4 which is a completely new version of Google Analytics. While at the same time invigorating for those in the digital marketing space given the changing nature of the ecosystem (always having to stay on your toes), also extremely frustrating at the same time! I also found it interesting how Google Analytics 4 is providing a laundry list of features to ensure marketers are adhering to latest regulations around privacy (thereby making their jobs that much harder). Google is taking a giant step to transition the world into incomplete data where reliance is not as heavy on cookies which will be very interesting to see the ramifications such as the iOS 14 update as it reverberates across businesses (especially those very much tied to DTC). 

TikTok Publishes New Holiday Campaign Planning Guide for Marketers



TikTok is ramping up its promotion of holiday ad campaign planning for marketers. It offers an in depth 16-page planning guide which shares best practices to promote products and services to TikTok users. They recommend starting early and beginning planning 3-4 weeks in advance and even provide holiday templates. This platform can serve as an effective social media platform to roll out ad campaigns on for Gen Z populations especially given its popularity within this demographic.


Article: TikTok Publishes New Holiday Campaign Planning Guide for Marketers | Social Media Today




Surprise Surprise, Google found anticompetitive

 https://www.wsj.com/articles/google-loses-eu-shopping-ads-case-appeal-11636539480?st=ezj3g1wp6x9elvq&reflink=desktopwebshare_permalink




After a contentious battle, the EU General Court's commissioner for competition, Margrethe Vestager, has won a case against Google (or, as we are prompted to refer to the company now, Alphabet...) The findings of a 2017 antitrust probe were largely confirmed through the ruling, meaning that Google will face a charge of 2.8 billion dollars.

What did Google do wrong? According to the case, Google's search engine had functioned in a way to thwart competition by favoring its own comparison-shopping advertisements. Surprised? Not really - Google's business model has since day 1 prompted critics to think about competition in a new light, especially as it relates to the internet and online market places. 

That being said, the ruling is a nod towards the direction that governing bodies like the EU General Court would like to continue towards: regulating big tech. Ms. Verstager's efforts to protect competition will be in full force as the EU currently debates the online-competition bill called the Digital Markets Act. The bill in a nutshell would protect smaller players from being undercut by large tech giants in acting more favorably towards their own products than those of the third parties.

All in all, an eventful week in Big Tech! Watch this space...

Monday, November 08, 2021

Has the Pandemic Really Accelerated Digital Marketing Trends?

Jessica Hawthorne-Castro of Adweek argues that not only has the pandemic accelerated remote work and our adoption of delivery and home-based services, it has also accelerated digital marketing trends by up to a decade.

Her belief is that although millennials and younger generations were already online and using mobile to high degree, the experience of being homebound for months pushed older generations online to a greater degree for entertainment, work and social interactions. "Favorite engagement points included online video, pay-per-click advertising, social, CTV/OTT, sponsored content, mobile and email," she says.

Though she provides no evidence for this hypothesis, this is not an unreasonable supposition. More people at home means more people online. However, Hawthorne-Castro does not acknowledge the impact of the Apple's recent privacy changes and the threat of regulation from government.  Apple's changes alone significantly impacted Snapchat's reported earnings and share price, taking other social media giants with it.  

But Facebook and Google and resting on their laurels, and are beginning to develop alternative approaches to reaching targeted audiences without relying on cookies and targeting individuals.

However, in my opinion, this could actually drive up barriers to entry into offering digital marketing solutions, removing new entrants, and thus creating a situation where there is less innovation, because there is less competition. So my counter question is, have trends been accelerated, or have privacy changes and the threat of regulation entrenched a duopoly that might result in a decline in innovation in digital marketing overall?  

Time will tell.

cigarette tv advertising is back!

 https://www.theonion.com/marlboro-sneaks-back-into-television-advertising-with-1847954837


Great timing with our Philip Morris case in the 'Economics of Strategic Behaviors' class too. For the longest time (50+ years), cigarette advertising has been banned on tv. But recently, a Marlboro commercial 'ran at 3:30 a.m. on a cable channel and featured a new iteration of the iconic Marlboro Man'.

This is an attempt to help the struggling tobacco industry as cigarette consumption per capita declining for many years. It will be interesting to see how regulators react to this attempt. Have they 'let their guard down' after many years? Or will this ad be successfully?  

Sunday, November 07, 2021

Finding Amazon Explore - Beta

Recently while shopping through Amazon, I came across Amazon Explore (Beta) which to me was such an amazing thought (why didn’t I think about it though!!!) it blew me away. It is still the beta version but works perfectly well and in my opinion, is an amazing idea considering the lack of travel in the current age. Even if the travel goes back to normal times, still this platform will remain relevant for those who cannot afford it or who don’t have the time to cross out the bucket list places in the list. The site goes with the caption of “The World, At your fingertips” and it literally is. It is a live stream service that allows interactive live streaming services to discover new places and at the same time helps you Shop!! The way it works is that there are places offered on the site for different charge amounts. You schedule on the sit and then connect with the host around the world on the agreed schedule to explore those landmarks with private guided tours and make purchases, all from the comfort of your couch. The two-way stream lets you interact with the host in real-time. You can purchase the items you find on your way that can be shipped to you and the host will give you the local inside facts that are unique to the place. Whether you want to learn, explore a new place or get a new skill, everything is available. So go ahead and start using the Amazon Explore platform, I have already booked 4 sessions and counting 😊 !!