If you haven’t heard before, there’s a viral trend of consumers online posting about their Facebook stalker stories. This isn’t in relation to actual stalkers online but rather in consideration of Facebook itself, listening to all your conversations and marketing towards you accordingly.
Personally this is something I’ve experienced as I have often left my phone on the counter at work and through all the discussions with customers or colleagues about gifts and holidays, I’ve started receiving ads for such items on Facebook! I have never searched these items online before and was surprised that it came up as something marketed towards me. From there, I started getting the ads as sponsored ads on Instagram as well! It makes me wonder how private our information online becomes when everything is shared so easily that way.
As a consumer, as helpful as this may be, the worry of having Facebook retain all your private information and sharing it onto other apps can easily build distrust in continuing to use the site.
As a marketer, it is important that we remember that consumers always have the right to privatize their information and have it removed whenever they want! Consumers love transparency, especially when it involves their personal information.
Be careful with how you decide to retain consumer information and try to be as transparent as possible about it! What are some of your experiences with companies using your personal information and what is your opinion on this as a marketer?
With the ever-evolving development of digital marketing, the famed 1999 science fiction film, The Matrix increasingly becomes our reality. If you had the choice, would you take the red pill, stay in the actual reality, or the blue pill, a forever wonderland?
Virtual reality and augmented reality is on the rise and offers limitless opportunities to market within entirely new segments that invite and attract all walks of beings. Over the years, we have been introduced to new realities that we would have never considered 20 years ago. With AR, people are able to test IKEA furniture in your homes without the hassle of trial and error.
The possibilities of emerging technology is limitless… which sounds amazing but the human mind is often not up or par, or if anything is still more powerful. Whether it be using technology within the wrong means like Mark Zuckerberg did, blinded by the possibilities and opportunity over the moral compass, there will be such boundaries. Furthermore, in cases in which hacking from external people are possible it means that the marketer are potentially putting the existing clients of the product at risk in choosing new technologies. There are a number of issues to be considered here and should be proceeded with caution.
However, this doesn’t mean to disregard the overall potential of using developed technology as a tool of marketing, it simply means that as a marketer you shouldn’t be too quick to jump into it. In the case of the matrix, it means that neither red nor blue pill should be chosen so easily but rather in reality it remains possible to have both of the best worlds.
Do you think you’d be open to developments in augmented reality and virtual reality as a means of marketing? Or would you prefer to keep things old school?
Unless you want your email subscribers to cancel on you, as a marketer, it’s a must to know how to send the marketing emails the correct way so here are our top tips to avoid losing your email database and increase your email click rates.
Creating a Database
Before you start sending off emails, you have to have a list of subscribers to send those emails off to! Encourage users across all marketing channels to ‘opt-in’ for emails by making it as noticeable and alluring as possible! This can usually be achieved with promises of discounts and vouchers from signing up to it.
The email has to be quick and easy to read, with a eye-catching subject line that grabs your consumer’s attention as fast as possible. I’m always checking my emails half asleep as soon as I wake up and no-one’s got time to process a complicated subject line and content. A nice looking email isn’t going to do anything unless you find a way to convince your subscriber to click on the click as a call-to-action! This can be done with alluring gifs and bright colours that ask them to check out further details on the website. Keep the email short and sweet enough to have them curious for more.
Remember!!!! It’s very important to always provide a link in the email with an option to opt out/subscribe any time. If there isn’t, there’s going to be a few legal issues to face.
Testing Your Success
You can’t truly know the success of your emails unless you go into the little details to measure it. These include; the number of emails delivered, bounce rate, number of times it’s been opened, subscribe/unsubscribe rate, click through rate and more. Monitor your success to make changes for the better.
What are some ways you’ve noticed email subscriptions that you are personally subscribed to become annoying?
We all know social media is important to expanding a brand’s awareness and presence within its consumers but it just doesn’t seem to click someones heads.
If you haven’t heard it before, the 2018 Dolce & Gabbana China fiasco was one of the biggest flops in marketing history.
In said promotion, D&G released a set of videos on Instagram to promote their new Chinese campaign that can be defined as an Italians lesson to a Chinese girl of how to eat Italian food…. using chopsticks. If you can’t tell, it ended worse than it sounds.
From this, we can see that this is a great example of lack of understanding of the key audience from the companies standpoint. Furthermore not only did they upset their key audience but also lacked responsibility to make up for the incident with a number of conversations with Stefano Gabbana that surfaced over the incident that showed he did not respond well to the criticism.
As a result, the entire market for D&G in China collapsed with stores closing nationwide and a loss of billions with no one in attendance for their massively planned runway show. Not just that but there came along a viral trend of people destroying their D&G products.
These kinds of marketing implications are easily possible for any company no matter how prestigious they may seem. For that reason, with the growing changes of opinions towards social media, one prominent area of potential that remains are the availability of social media influencers.
Had Dolce & Gabbana used any of the amassed popular Chinese social media influencers, someone must’ve been able to stop them earlier in this campaign. Social media is massively used in China and D&G did not take advantage of it well.
For that reason, for future marketers, I cannot stress enough on the importance of research and development prior to executing new marketing campaigns! What are some other tips you would have recommended D&G to improve their social media presence in China now?
They say the average goldfish’s attention span is 9 seconds, how long is yours?
In a 2015 article, it was recently discovered that people now have a shorter attention span than 9 seconds so if you can’t get your consumers attention in that time, you better say adios!
Now, even if I have indeed succeeded in grabbing your attention today, I’m lucky if you’re going to stay for even 10 minutes tops! But, don’t worry I won’t be holding you for too long.
Have you ever looked at your phone usage hours? How many hours are you spending each day on which apps. Think about how many ads you see in those apps. A few years ago had you seen ads, you would’ve skipped over that ad within a heartbeat but ads are becoming increasingly more integrated and quicker to grab our attention than we think.
In image 2, while playing a game on my phone the other day, I came across this ad that popped up that allowed you to actually test out a part of the game as you wait for the ad to disappear. I was already forced to give it my attention so why not play a little right?
Too easy. It all becomes too easy.
A shorter attention span no longer becomes a disadvantage as the opportunity to fit in another ad grows. Social media apps are well aware of this and if you haven’t gotten sick of it before, I’m about to mention it again but stories are increasingly becoming a bigger feature across all the social media apps. Having started from Snapchat, Instagram and Facebook weren’t too far off in realizing the potential in having stories.
I mean, why not? Stories are a great way for users to maintain a low commitment level to posting on their social media accounts and encourages longer session times and usage frequencies for the app.
However, how can marketers take this further? How can they pass on their ads if they don’t have followers who are watching their stories?
Leading the trends, Snapchat introduces SnapSeries and Snapchat Originals, mirroring Netflix Originals. Snapchat attempts to increase their session times with optimizing the content as much as possible, bringing in popular internet celebrities, magazines, and websites to attract their target markets.
These are great marketing opportunities for the content creators as well as they reinforce and integrate their personas even further from their usual outlets.
What are some other ways you see app try and keep your attention? Do you think you will be watching SnapSeries? Let know what you think below!
If you haven’t seen the famed chilling Netflix original series, “You”, in which the quote above is from, the drama accounts a female protagonist who slowly becomes to realise she is actually dating her stalker. Furthermore, what else you may not realise is how close to home that narrative is slowly becoming.
With the numerous methods of collecting data in the modern society, technology has become so integrated in our lives that we don’t even begin to notice it anymore. Digital marketing isn’t only a matter of your social media and what you are searching but also the lengths technology has come to improve marketing towards you specifically. Everywhere you go and everything you do is so easily recorded and received so it’s not hard to wonder what people could possibly know about you.
From walking around shopping, to sitting at home doing a quick google search for a recipe, there are programs set up everywhere to track your moves. Why? All in order to develop the data required to improve marketing towards you and those like you.
If you haven’t heard of it before, one of the most popular ways to collect general data is via billboard eye tracking – a method in which the billboard is systemically created to record the number of people looking at their billboard, determining effectiveness and market segments.
In the above example (Image 2), the ad targets Porsche users by determining their mode of vehicle 300 metres in advance in order to change the billboard to the above ad and cater specifically towards these users. This reinforces the prestige and pride of owning a luxury car and also encourages other users seeing the ad how regular people are buying Porsches and luxury cars.
However, the point of my article today is to bring attention to the fact that you are always being tracked no matter where you are. How can I prove that? I can easily show you the lengths websites go to, to analysis your history and information to advertise towards you but instead I can show you simply, The Google Timeline.
If you have your location settings on and Google maps, by following the link, you can have a look at where you have been and when. This data is particularly useful to you personally to remember where you were that one drunk night in January or seeing what pictures you took at that specific place.
This is not only a specifically Google feature, Apple has also long had a similar feature where you notifies you the time and location of where photos are taken. These features are referred to as Geotagging. It’s always been a useful feature but do you ever wonder what else it is being used for?
Geotagging is one aspect of the internet that marketers will grow to love and appreciate as targeting consumers needs and wants has never become easier with all the information available online. Marketing towards an individual can become much more tailored to the varying needs.
As a Google Pixel user, I’ve come to notice that Google tracks where I am and recommends me restaurants in the area or suggests me to rate restaurants that I have been to. How are some ways your phone is suggesting things that still surprise you today?
With the upcoming Vogue Online Shopping Night on the 3-4th of April, the push for e-commerce becomes increasingly evident. However, what does that mean for traditional Brick-and-Mortar stores? Is this the end to traditional physical retailers?
Surprisingly, That Is Not The Case.
Forbes has claimed that e-commerce remains a small percentage of total retail sales of around 10% and is predicted to remain beneath 20% in the coming years. However despite how small that may sound, we have to remember that the internet is an emerging market and there is still plenty of potential. It has been found that e-commerce has a predicted growth of 6.2% by 2023. That being said, traditional physical retailers aren’t going anywhere anytime soon but that doesn’t mean e-commerce is diminishing in the slightest.
In the coming day and age, with the need for convenient and a faster paced lifestyle, consumers would definitely prefer staying home and choosing to buy online in their own time. In that circumstance, there is a enormous availability of touchpoints and opportunity to sell than ever before.
Therefore, here are the Top 5 Reasons to convince consumers to use e-commerce today:
Cost-effective and Efficient. What can I say more here? Not only is it cost-effective for a company to utilize e-commerce but it is also much more cost-effective and efficient for the consumer. They are able to avoid the cost of travelling to the retailer and shop in their own time.
Discounts. Timed opportunity discounts always consumers back to the website checking if there are new sales, increasing consumer loyalty.
Subscriptions. Getting consumers to subscribe will be an easy way to maintain and measure consumer loyalty even further. Emailing subscriptions can easily measure how consumers find out about sales and the effectiveness.
Top of Mind. If you have a good interface for your e-commerce site, consumers are much more likely to consider your site first above others, increasing brand awareness and placement in consumer minds.
Free Returns/Warranties and Payment Options. Consumers often struggle with understanding the terms and conditions instore and having it properly laid out online makes it a lot easier to understand. In the same sense, consumers who don’t know about the varied payment options are also able to utilize them better online, bettering convenience for their experience alongside.
What are some reasons as to why you think you would use e-commerce as both a marketer and a consumer? Let me know below!