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.