The Nike Running Club App: Unraveling A Digital Masterpiece

 Nike’s foray into the digital app space with the Nike Running Club (NRC) is a strategic dive deep into the ocean of digital engagement. The more I reflect upon the nuances of this app, the more I realize its sheer brilliance as a multifaceted digital strategy. 

 

While most apps stop at functionality, the NRC ventures into the realm of emotion and narrative. For me, the app is about making us believe that we are active participants in our own journey of self-improvement. Every feature in the app isn’t just a tool; it is a chapter in a runner’s journey. The motivational audio coaching seems to be an intimate conversation. By positioning itself as a companion, NRC manages to craft a personal bond with its users, which is a rarity in today’s saturated app market.

 

Also, in a world of increasing digital isolation, the NRC app’s blend of virtual and physical communities is a breath of fresh air. It is not just about clocking miles on the app; it is about connecting with fellow runners, sharing experiences, and growing together. This approach, in my perspective, turns users into brand advocates. When people share their NRC experiences, they’re sharing a part of their lives.

 

More importantly, Nike’s genius in the NRC app is the balancing act between presence and overexposure. Instead of bombarding users with overt product placements or loud promotions, Nike adopts a gentle approach. It’s like the brand is a seasoned mentor, present when guidance is needed but stepping back to let the runner own their journey. This creates a kind of brand loyalty that is organic, profound, and rooted in respect.

 

In conclusion, I think the NRC app is less about selling and more about storytelling. It moves beyond selling products and starts generating aspirations, human connections, and the belief in the untapped potential within every individual.

 

Here is the link to Nike Running Club: https://www.nike.com/nrc-app. Download it on your phone and check it out!

 

The Future of Digital Marketing: AI-Powered Image Generation and Ideation

AI is poised to revolutionize digital marketing, particularly in image generation and ideation.  I am personally excited to see visual generating tools like Mid-Journey providing out of the box solutions already.

AI-Powered Image Generation

Visual content is a digital marketing cornerstone, and the demand for captivating images is on the rise. AI tools, like Mid-Journey, employ advanced algorithms to generate high-quality visuals that align with a brand's style and messaging. This reduces the need for costly photoshoots or extensive graphic design work, ensuring a consistent visual identity across platforms.

Advantages of AI in Digital Marketing

Integrating AI into digital marketing offers several advantages. Marketers streamline content creation for a steady flow of engaging visuals. AI-driven ideation tools lead to quicker decision-making, reducing development timelines and enhancing product quality.

Just like this blog post, it's important to remember that while AI is a tool or an accelerator, it is not a substitute for human creativity or discretion.  While AI assists with image generating ideas and insights, human input remains crucial for crafting compelling marketing campaigns and innovative products.

In conclusion, AI's growth is reshaping digital marketing, particularly in image generation and ideation, with tools like Mid-Journey leading the way. By harnessing AI's power, digital marketers can expect more efficient processes, cost savings, and high-quality content in the digital world. 

Anshuman Moghe 

Of all the marketing strategies, the one I like most based on my knowledge and exposure is the content marketing strategy. I feel that is the most organic way to do digital marketing. Though I agree it could take more time to generate leads through this way and requires more relevant and valuable content and consistent effort.

The key here is “relevant” and “valuable”. Content should be your own and still be solving a problem. Treat your content like any other first-class product which requires research and planning. You need to understand your audience's pain points, preferences, and the problems they seek solutions for. Thorough research enables you to craft content that genuinely addresses these concerns, making it more valuable to your audience. The beauty of content marketing lies in its natural appeal. Instead of bombarding potential customers with intrusive ads, you're attracting them organically through content that piques their interest. This approach fosters a more authentic and meaningful connection, as your audience actively seeks out your content. Over time, this interest can turn into loyal customers who not only purchase your products or services but also become advocates for your brand.

It stands out as a strategy that focuses on building long-term relationships with your audience by providing them with valuable and relevant content though it may take some time to see significant results. This approach aligns with the changing landscape of digital marketing, where consumers crave authenticity and meaningful interactions. So, treat your content as a first-class product, invest the time and effort, and watch your brand thrive through the natural interest it generates.

 

https://ahrefs.com/blog/why-content-marketing-is-important/

The Importance of Utilizing Digital Marketing for B2B Inbound Sales Leads

Digital marketing strategies are an essential component of any inbound business-to-business sales strategy. Inbound leads are typically interested customers and more likely to close than leads from outbound B2B efforts, making a digital marketing strategy a primary driver of the B2B sales funnel. The following are effective digital marketing channels to drive B2B sales leads:

SEO/Organic Search: Drive interested customers searching for your product or services to your website.

 

Paid Search: Rank highly in search engine results in a sponsored area, ensuring a presence on page 1.

Social Media: Social posts and ads are effective channels to provide visuals of products. Businesses with a following will consider doing so on their own pages, whereas businesses building a following may choose to sponsor content from influencers or media businesses.

Email Marketing:  Email blasts are an excellent way to communicate new product launches or updates to services provided to an opt-in group already engaged with the business.

Digital Advertising: High impact banners and programmatic ads are effective ways to get your product or service in front of the channels most likely to convert.

Video or Podcasts: Video and audio channels are newly proven ways to drive interest and help prospective customers discover your company. Whether your business creates this content, or advertises with other creators, video and audio distribution channels are an excellent way to communicate a brand story.

 

In short, a business should evaluate all digital marketing opportunities and take an omnichannel approach to drive brand recognition and generate B2B leads for your sales team.

Earned Media: The Tool More Firms Should Be Thinking About [Daniel Matusov]

In today's oversaturated market, firms must think outside of the box to stand out and cut through the noise for consumers that have a never ending amount of options for entertainment vying for their attention. As discussed in a certain Forbes article (https://www.forbes.com/sites/forbesagencycouncil/2023/09/19/where-does-earned-media-fit-into-your-digital-marketing-strategy/?sh=12549a5f640c), earned media is a valuable tool for the right digital marketing strategy. Earned media refers to publicity gained through promotional efforts, versus specifically through paid advertising (famously, though not a brand - the ALS ice bucket challenge is an example of a massively successful campaign along those lines). While the use of tried and true methods like social media ads, Google Ads, and influencer sponsorships can be effective, no other avenue can generate the level of organic enthusiasm like "earned media."

Earned media brings several advantages compared to paid media. For one, earned media comes across as more authentic and trustworthy to consumers since it was voluntarily given by a third party rather than directly paid for by the brand - this is going to be particularly important for Gen Z going forward as authenticity is a trait they specifically curate for in their daily lives. In addition, earned media reaches audiences that may not follow the brand on its owned channels, leading to greater exposure and the opportunity for unconventional customer acquisition. Securing features in niche publications or general news outlets can also get a brand’s name and message in front of larger, more diverse audiences. This expands reach. Lastly, earned media can drive traffic to a brand's owned channels through link backs. 

However, it is also difficult to truly capture earned media in an authentic way that resonates with audiences, to there is more downside potential as well (in failure of execution, primarily).

Given the upside potential, firms and brands should carefully consider pursuing an earned media strategy. Earned media campaigns should first and foremost focus on developing relationships with journalists and influencers to secure organic coverage. But at the same time, it is important not to disregard traditional strategies as a hedge.  

Navigating Digital Marketing Amongst A Changing Media Landscape

The media industry has undergone a period of immense transformation. Changing consumer habits are driving increased demand and advances in technology are making it easier to access content. This growth has been matched by an oversupply of content from new market entrants, the consolidation of legacy media companies, and undifferentiated distribution platforms. As a result, an efficient digital marketing strategy is critical for media companies to cut through the noise and find their audience.

Consumer and Industry Trends in Media and Entertainment

• Post-pandemic, consumers are spending more time online, particularly with mobile

• The barriers to entry for content distribution have largely disappeared with widespread access to high-speed internet and free social media and UGC platforms

• Gaming has grown as a content category, quickly becoming a way for the younger generation to socialize as well as create new tangential content categories (e.g. Esports and GVC) 

• Social media is seen as a way for teens to express their creative side as well as stay connected with the majority of teens using TikTok, Instagram, or Snapchat daily. 

• YouTube has incredibly high penetration (71% of the US population), with users favoring short-form content focused on Music, Entertainment, and Gaming

Digital Marketing in Media and Entertainment

• Digital ad spending in Media & Entertainment has increased by over 300% since 2016, which is aligned with growth in digital content consumption

• Legacy media companies are transitioning their distribution platforms and capabilities to mobile-accessible streaming apps with multiple pricing tiers. Most recently has been the addition of app-supported offerings that have been key to growing subscribers and driving profitability

• Media companies are increasingly turning to paid partnerships with influencers and micro-influencers to create awareness for their content/brand amongst specific, highly engaged followers

• With the growth in use and penetration of platforms such as TikTok and YouTube, video marketing has been seen as a key part of any digital marketing strategy

• As competition increases, media companies are looking for ways to create value and increase their customers. One way this has been achieved has been through the bundling of streaming subscriptions with other offerings. This provides value to the customer while accessing a new group of customers

A Generative AI-Powered Future for Digital Ads?

This week, Meta officially announced the launch of generative AI features for ad creations within the Meta Ads Manager, promising a paradigm shift in the way advertisers create and manage their ad campaigns. Advertisers are now able to harness the power of generative AI for various facets of ad creation, including generating backgrounds to complement product images, adapting images to suit different digital channel ratios, and obtaining multiple ad text alternatives instantly.

The prospect of these new generative AI features is undeniably exciting. As someone who closely follows developments in digital marketing, I find these tools exceptionally promising and practical. The integration of generative AI into the ad creation process promises a substantial reduction in the time and effort advertisers must invest in producing compelling advertisements. This, in turn, will free up valuable resources for honing strategic approaches and refining the artistic aspects of ad design. Moreover, these AI-powered tools build upon the original content provided by advertisers, such as product images and ad text copies, ensuring that the quality, creativity, and authenticity of the advertiser’s message remain intact.

It should be acknowledged that these features are still in need of validation. The true efficacy and impact of these AI-powered tools on ad campaigns will only become evident through their practical application and feedback from a diverse range of advertisers. The advertising landscape is dynamic and multifaceted, and the real-world performance of these features may vary across different industries, target audiences, and campaign objectives. Nevertheless, I look forward to experimenting with these tools, and participating in the ongoing innovation and evolution of digital marketing driven by technologies like AI.

[Manav Gupta]: Homework#4 Blogpost: Elevating Digital Marketing with Virtual and Augmented Reality

 Virtual Reality (VR) and Augmented Reality (AR) have emerged as key areas in this field, offering innovative and immersive ways to engage customers and drive brand awareness. Below are some examples of how AR/VR is creating value:

1. Enhanced Customer Engagement: VR and AR provide marketers with tools to create interactive and memorable experiences. With VR, customers can step into a brand's virtual world, experiencing products and services firsthand. AR, on the other hand, allows users to interact with digital content overlaid onto their real environment.

2. Product Visualization: One of the challenges in online shopping is the inability to see, touch, or try products before purchasing. AR addresses this issue by allowing customers to visualize products in their own space using their smartphone or AR glasses. This has transformed how consumers make purchase decisions, especially for furniture, fashion, and cosmetics brands.

3. Personalization: VR and AR enable marketers to deliver highly personalized content. By analysing user data and preferences, brands can tailor immersive experiences that resonate with individual customers. This level of personalization enhances customer loyalty and increases conversion rates.

4. Interactive Advertising: Traditional banner ads are becoming less effective as consumers develop banner blindness. VR and AR ads, however, break through the clutter. For instance, AR filters and lenses on social media platforms enable users to engage with branded content in a fun and interactive way, fostering a deeper connection with the brand.

5. Data Analytics: VR and AR technologies generate valuable data on user interactions and behavior. Marketers can leverage this data to refine their campaigns and make data-driven decisions to optimize ROI.

In conclusion, Virtual Reality and Augmented Reality are not just buzzwords; they are indispensable tools in the modern digital marketing landscape.

For more details, this article at martech.com is highly recommended as it drills down into the specific tools and software that enable AR/VR and also points to resources to learn more about AR/VR. 

Trust and Transparency in Digital Ads: Building Authentic Connections in a Skeptical Age

In our digitized era, the deluge of online advertisements is both a boon and a bane. While brands have unprecedented access to global audiences, consumers are increasingly wary of the content they consume, particularly ads. Authenticity, once a desirable trait, is now a non-negotiable demand. So, how can brands ensure trust and transparency in their digital advertising campaigns?

1. Honesty is the Best Policy

First and foremost, be honest. Misleading advertisements might result in short-term gains but will harm the brand's reputation in the long run. As the old saying goes, "A lie can travel halfway around the world while the truth is putting on its shoes." In the age of social media, this has never been truer.

Mark Twain once aptly remarked, “If you tell the truth, you don't have to remember anything.” Brands would do well to heed this advice.

2. Embrace Authentic Storytelling

Storytelling isn’t about creating a fictional narrative but about genuinely sharing what makes your brand unique. Whether it's the story of your brand's inception or the tales of those it impacts, real stories resonate.

3. Prioritize Data Privacy

In a world post-Cambridge Analytica with GDPR in full swing, data privacy is not just recommended but essential. Brands must be transparent about how they collect and use data.

According to a survey by HubSpot, over 60% of users feel that their data isn’t being used in their best interests. Counteracting this sentiment means being clear about data use and giving users control over their information.

4. Engage in Two-Way Conversations

Engage with your audience. Respond to comments, take feedback seriously, and demonstrate that your brand isn't just about selling and building a community.

5. Showcase Real Reviews

Potential customers trust peer reviews more than brand messages. Flaunting genuine reviews, both positive and not-so-positive, showcases authenticity. Address negative reviews with genuine intent to solve, and you turn a potential PR crisis into a demonstration of customer care.

6. Collaborate with Genuine Influencers

Influencer marketing is powerful. However, partnering with influencers who resonate genuinely with your brand and have a history of authentic endorsements is crucial. A mismatch is not just ineffective; it's counterproductive.

7. Offer a Peek Behind the Curtain

Consider sharing behind-the-scenes content, introducing your team, or showcasing your production process. When customers feel they 'know' the people and process behind a brand, trust is organically nurtured.

In conclusion, trust isn’t built overnight, especially in the skeptical digital landscape we navigate today. However, with consistent efforts towards genuine transparency and authenticity, brands can not only build but also maintain and nourish this essential commodity called trust. Because in digital marketing, trust isn’t just an asset; it's currency.

My thoughts:

This time, I used ChatGPT to generate the post. At its core, the post tackled how brands can remain trustworthy in today's digital age. The platform used credible sources, like a HubSpot survey, to enhance its arguments, which showcases its ability to pull from reputable resources.

The language was clear and actionable, reflecting ChatGPT's knack for generating audience-friendly content. One particularly impressive aspect was how it seamlessly integrated quotes to emphasize points, like Mark Twain's perspective on honesty.

While the model understands context, giving clear instructions is key to getting the desired results. The experience with ChatGPT has been enlightening. It's fascinating to see AI generate content that's not just coherent but also engaging. It reflects the strides AI has made in understanding human language and context. Yet, it's also a reminder that while tools like ChatGPT are powerful, human oversight remains crucial to ensure accuracy and relevancy.

Integrating Google Analytics with Arts Organizations' Digital Marketing Strategy

Arts institutions are at the heart of our communities, cultivating education, empathy, and economic growth. Yet, measuring their impact remains a challenge, which the pandemic has only accentuated. With shifts in audience behaviors, art organizations have realized the importance of technology. One such pivotal aspect is data analytics, which has the potential to shape their future, especially in digital marketing strategies. Google Analytics, a powerful tool for understanding online user behavior, can be seamlessly integrated into the digital marketing strategies of arts organizations to enhance their reach, engagement, and conversions. Here are several ways of how this can be done:

1. Audience Insights

• Demographics and Interests: Google Analytics provides a breakdown of users by age, gender, and interests. This can help arts organizations tailor marketing campaigns or content specifically to these segments.

• Geolocation: know where your audiences are coming come and setting up geo-targeted marketing campaigns for region-specific needs

2. User Behavior Analysis

• Acquisition: understand which channels (social media, organic search, email...etc.) are driving the most traffic. This will help in allocating resources effectively among various marketing channels.

• Behavior flow: Visualize the path users typically take through the site, helping identify which content or pages are most engaging and where drop-offs are happening. The explore page of Google Analytics enables account holders to create funnel and path explorations to understand user journeys.

3. Conversion Tracking

• Goals: Set specific goals like the number of tickets you hope to sell, the number of newsletter sign-ups you hope to earn, or the number of views you want to achieve for the newest video, and track how well your website is allowing these goals to be fulfilled. This provides clear metrics on the ROI of various marketing campaigns.

• E-commerce tracking: if the arts institution sells tickets or merchandise online, e-commerce tracking connected to an external platform such as Shopify provides detailed insights into sales data, helping refine pricing or promotional strategies. For example, data related to average session time and the number of events recorded prior to engaging in a conversion can be helpful in offering insight into user behavior.

4. Content Analytics

• Pageviews: see which exhibition or artist is drawing the most interest and capitalize on their popularity in marketing efforts.
• Event tracking: monitor specific events like downloads of a virtual art tour, plays on a promotional video, or interactions with an online viewing room. This can be combined with strategies in content marketing to maximize online engagement and reach.

6. Campaign Analysis

• UTM parameters: by tagging URLs with specific UTM parameters, organizations can track where users come from and understand the performance of specific marketing campaigns. This can include e-mail promotions, social media ads, and search ads.

Overall, GA allows the creation of custom reports and dashboards tailored to the unique needs of arts organizations. Currently, GA online tutorials and certificates offer some general information related to how to navigated this platform, but nuanced details are needed depending on the nature of an organization, namely whether it's for-profit, or non-profit, and whether its mission is to raise awareness or drive sales.

How Entertainment Marketing Helps Reach Campaign Goals

In the health care sector, there are really only a handful of marketing strategies that organizations use to stand out from the crowd: accolades ("We're Number 1"), patient stories ("Here's a real-life example of how our health system saved this person's life"), location ("The best care in your back yard") and highlighting tech and innovation ("Here are the state-of-the-art tools we use").

Each of these channels rely on tried-and-true methods to reach a variety of marketing goals, including increasing brand awareness and building trust in the communities an organization serves. But it makes it increasingly difficult for a brand to stand out. Another tactic that is being used more often to fix that is the use of entertainment marketing. In these cases, a health organization becomes a name on the stage of a popular event or a character in a viral television or streaming series.

While the former is mostly associated with an older model of sponsorship deals, the latter requires a health organization to allow use of its facilities and staff to be part of recorded events. It means taking a risk and allowing a camera behind the doors of areas where people are experiencing the most stressful moments of their lives.

But with that risk comes a chance of major payoff. This sort of transparency allows for a heightened level of brand awareness and engagement while increasing industry authority. It shows the public how major health events (in some cases even life and death) are managed by health care professionals in real time, adding a layer of trust that is hard to accomplish in a polished advertising campaign. It humanizes the organization in ways that more traditional models are unable to fulfill.

All said, this is a space many organizations may want to consider if they are looking for new ways to break the mold.

Common Marketing Acronyms Demystified

 Marketing is a dynamic field filled with a multitude of concepts, strategies, and acronyms. These marketing acronyms are like the secret code language of the industry, helping professionals communicate effectively and succinctly. In this blog post, we'll decode some common marketing acronyms to help you better understand this complex landscape.

1. SEO - Search Engine Optimization: SEO is the art of optimizing your website's content and structure to rank higher on search engines like Google. The goal is to increase organic (unpaid) traffic to your site.

2. ROI - Return on Investment: ROI is a measure of the profitability of a marketing campaign. It calculates the gain or loss generated from the money spent on marketing efforts.

3. KPI - Key Performance Indicator: KPIs are specific metrics used to evaluate the success of a marketing campaign. Examples include click-through rates, conversion rates, and customer acquisition cost.

4. CTA - Call to Action: CTAs are prompts that encourage users to take a specific action, like signing up for a newsletter, making a purchase, or downloading a resource.

5. CRM - Customer Relationship Management: CRM is a strategy and software system that helps businesses manage and nurture customer relationships. It includes tools for collecting and analyzing customer data.

6. PPC - Pay-Per-Click: This is a type of online advertising where advertisers pay a fee each time their ad is clicked. Common platforms for PPC advertising include Google Ads and Facebook Ads.

7. B2B and B2C - Business to Business and Business to Consumer: These acronyms refer to the target audience of your marketing efforts. B2B marketing focuses on selling products or services to other businesses, while B2C marketing targets individual consumers.

8. SEM - Search Engine Marketing: SEM encompasses paid advertising on search engines to increase visibility and drive traffic to your website. It includes PPC and other strategies to boost your online presence and reach your target audience.

These acronyms are just a selection of the marketing terminology you might encounter, but understanding them is essential for anyone navigating the complex world of marketing. Whether you're a seasoned marketer or just starting, mastering these terms can help you speak the language of the industry and make informed marketing decisions.

 

[Gurpreet Kaur] Creator and Influencer Trends Brand Marketers Should Have Their Pulse On

The creator economy is booming, and influencer marketing has emerged as a powerful strategy for brands to connect with their target audiences. From Instagram to YouTube and TikTok, influencers and content creators hold immense sway over consumer preferences.

Brand marketers need to be aware of the latest trends in this space in order to reach their target audiences effectively.

Here are some of the key creator and influencer trends that brand marketers need to know about right now:

1. The rise of micro-influencers

Micro-influencers are creators with followings of between 1,000 and 100,000 followers. They may not have the same reach as macro-influencers (those with over 100,000 followers), but they tend to have more engaged audiences.

Micro-influencers are often experts in their niche, and their followers trust their recommendations. This makes them valuable partners for brands that are looking to reach a specific audience.

2. Authenticity Over Perfection

Consumers are increasingly craving authentic content. They want to see creators and influencers being themselves, and they want to know what they really think about products and services.

Brands are now seeking influencers who can speak sincerely about their products and share personal experiences. Audiences value creators who aren't afraid to show their flaws and vulnerabilities.

3. The importance of long-term relationships

Short-term influencer campaigns are still relevant, but many brands are opting for long-term partnerships. These relationships allow influencers to become genuine advocates for the brand, and their endorsements carry more weight with their followers. Brands can benefit from the continuity and trust that comes with ongoing collaborations.

4. The growing influence of social commerce

Brands are partnering with creators and influencers to promote their products and services through the selling of their products. This can be a very effective way to reach target audiences and to drive sales.

5. The importance of diversity and inclusion

Consumers want to see themselves represented in the content that they consume. This means that brands need to work with creators and influencers from diverse backgrounds.

 

 The Power of Email Marketing for Small Businesses

Email marketing is a highly effective strategy for small businesses to build relationships with customers and promote products or services. Compared to social media, email provides a more direct line of communication to a loyal audience.

Well-designed email campaigns allow small businesses to share company news, offer exclusive discounts, highlight new products, and drive visits to their website or physical location. Email is an inexpensive method to keep the brand top of mind. Segmenting the email list allows sending targeted, personalized messages that feel relevant rather than spammy.

Email also provides useful data like open and click-through rates that help gauge audience engagement. Small businesses can experiment with different email content, offers, and timing to determine what resonates most with subscribers.

While social media has its place, email subscribers have already shown an interest by providing their contact information. A strong email nurturing strategy gives small businesses a way to build on that interest by establishing an ongoing dialogue through valuable, consistent communication.

With permission-based marketing and thoughtful segmentation, small businesses can develop trust and loyalty with their email subscribers who will reward them with engagement and sales. Email marketing remains an essential strategy.

HOW TO NAME YOUR JEANS: A guide on how to name a product to optimize your digital marketing

HOW TO NAME A JEAN

Ben Tsujiura

10/5/23

“HiFi Denim? What the hell does that even mean?”

Everyone held their breath as they turned toward the Chief Marketing Officer for a reaction. Typically, the CEO doesn’t exude so much emotion in the presence of a group, but for whatever reason ‘HiFi Denim’ struck a chord. This interaction, which only lasted ten very awkward second, caused a chain reaction of events surrounding the company’s theory and process behind naming it’s products. Not only would the CMO now be on the hook to create and share a naming theory with the leadership team, but also to run every naming decision through the CEO.

Put yourself in the shoes of this poor Chief Marketing Officer. On the subject of renaming “HiFi Denim”, here are the key things to consider if you want to impress not only the CEO but also ensure that you cut through in a digital world.

Clarity and Relevance:

Ensure that the product name clearly communicates its purpose and what it does. A name that's directly related to the product's functionality or benefits helps users understand it quickly.

Keyword Optimization:

Incorporate relevant keywords into the product name, especially if you want to improve its search engine visibility. Research and choose keywords that your target audience is likely to use when searching online.

Brand Alignment:

The product name should align with your brand identity and values. Consistency in naming helps reinforce your brand's image and makes it easier for customers to recognize your products.

Memorability and Uniqueness:

A memorable and unique product name is more likely to stand out and be remembered by your audience. Avoid generic or overly complicated names that might get lost in the noise.

Domain Availability:

If you plan to have a dedicated website or landing page for the product, check the availability of domain names that match the product name. A matching domain can make it easier for customers to find the product online.

Why a Trump Ad Interrupted Your Makeup Tutorial: Preliminary Thoughts on the Digital Marketing Landscape of the 2024 Elections

At this moment in time, it would be foolish to try and predict the political outcomes of the 2024 election cycle. But we can start to predict the price tags… and those will be extremely high. A recent report by AdImpact, shared by CNN, projects that election advertising aimed at 2024 voters will likely exceed $10 billion, more than either 2016 or 2020. Some experts even expect spending of more than $11 billion.

Along with overall budget increase, we’ve also seen an increase in the percentage of that money going to digital avenues. From the 2012 race to 2016, digital political ads went from less than 2% of spend to more than 14%. And of course, 2020’s Covid-hampered campaigning will be a bit of an outlier, but it’s still notable that Biden and Trump’s digital spending accounted for over 35% of their averaged ad budgets.

As election season attention is turned to younger voters, hyperlocal races, and crucial swing districts, digital marketing’s combination of youth appeal, targeting capability, and ROI potential will become increasingly attractive to campaign strategists. Translating online success into voting power is still a bit of a mystery in the campaigning world, however – candidate and issues-based campaigns are trying everything from social media integrations to Smart TV ads to influencer partnerships, with mixed results and constant attribution questions. Taylor Swift’s recent Instagram post encouraging voter registration wasn’t a partnership, but Vote.org saw a 1226% “jump in participation” after she shared a link to the site, according to NPR. Online voter registration is one thing, but actually election actions are another. When a voter’s turnout isn’t directly trackable to their digital touches, where do you credit your votes?

Questions to ask ourselves as digital marketers, as this election cycle heats up:

1. Where are different candidates focusing their digital spend, and what does it tell us about the voters they’re targeting?
2. In the past, political campaigning has lagged significantly behind other industries in terms of digital strategy adoption – is that the case this time? Who’s on top of the tech, and who’s behind the times?
3. What kind of candidates are relying more on digital to reach their voters? Local or national? Incumbent or challenger? Republican, Democrat, or third party?
4. How are digital campaigning laws different state-by-state, and how does that affect digital political ads?
5. When the results come in, what correlations (or lack thereof) will we see between digital spend and the outcomes?

Sources:

• https://www.cnn.com/2023/09/12/politics/ad-spending-record-2024-cycle/index.html
• https://www.forbes.com/sites/howardhomonoff/2020/12/08/2020-political-ad-spending-exploded-did-it-work/?sh=7eec805c3ce0
• https://www.thedrum.com/news/2017/01/04/us-political-ad-spend-hit-record-high-2016-tv-lost-momentum-thanks-donald-trump
• https://adage.com/article/opinion/2024-elections-political-ad-spending-projected-top-11-billion-2024/2504126
• https://www.techforcampaigns.org/impact/2020-political-digital-advertising-report
• https://www.techforcampaigns.org/results/2022-digital-ads-report
• https://www.statista.com/statistics/1182087/political-advertising-spending-election-cycle-by-medium-united-states/
• https://www.nytimes.com/2022/11/02/us/elections/influencers-political-ads-tiktok-instagram.html
• https://www.npr.org/2023/09/22/1201183160/taylor-swift-instagram-voter-registration
• https://www.ncsl.org/elections-and-campaigns/digital-political-ads

[Anshul Sharma] Importance of Personalization in Digital Marketing

 In recent years, personalization has been a key for attracting customers and improving engagement. Be it a product, such as a TV or refrigerator, or a service, such as a car dealer, who will not be happy if you are presented with something that is as per your preference and is presented at the right time when you need it. Personalization in digital marketing is the process of tailoring marketing messages and experiences to the individual customer. It is done using data about customers’ interests, history, preferences, etc. The collected data then can be used to tailor the content, product recommendations, and other experiences for each customer.

There are many reasons why personalization is important in digital marketing, such as:

1. Increased customer engagement: Personalized marketing messages are more likely to be engaged by customers. This is because they are catered to individual customers and are relevant to their needs.
2. Improved customer experience: Personalized experiences make customers feel more valued and appreciated. This can lead to increased customer satisfaction and loyalty.
3. Increased revenues: Personalized marketing can lead to increased sales by making it more likely that customers will find and purchase the products or services that they are interested in.
4. Better customer data: Personalization allows businesses to collect more data about their customers' preferences and interests. This data can be used to improve the customer experience and target marketing campaigns more effectively.

Personalization is a powerful digital marketing strategy that can help businesses to build stronger relationships with their customers and drive business growth. There are many tools and technologies that allow a business to enable personalization and reap the benefits.