The 5 Essentials of Digital Strategy

Wondering how to tackle digital marketing strategy and to stay competitive in this fast-paced digital-oriented world like today?

Here’s an infographic summarizing what you need to know :

THE 5 ESSENTIALS OF-2

And now, as you are already fully equipped…It’s time for you to go out there and make your customer HAPPY! 🙂

Marketing & the Rise of Virtual Reality

 

According to the Digi-Capital, virtual reality (VR) will be a $30 billion market by the year 2020.

 

If you’re a marketer, it’s definitely the time to take notice because the future is now for the use of VR as a marketing tool in order to achieve brand objectives.

 

The digital world is ever-changing and the evolution of VR is just the latest example. VR has received a lot of attention from a marketing perspective because it has the potential to solve challenges marketers have in terms of engagement and awareness. It is on its way to not only reshaping how companies advertise, but also to greatly shifting how consumers engage with the brands.

 

Which leads to the next question…How?

 

First of all, it is immersive. We should all know by now that to use VR, we have to put on a headset. Same with the customers! Users wearing one are completely engrossed and immersed in the content with fewer distractions thus paying more attention to the message. This leads to the more impactful experience VR has to offer. It has stronger potential to generate greater emotions for its users which are linked to real behavior change. Moreover, we have to admit that VR is pretty memorable. There is scientific proof that human brains are built to remember events linked to locations. That means VR experiences should leave longer traces in the audience’s memory. And lastly, because VR is still considerably new and innovative, there is a high level of public and media interest. VR early adopters will have a competitive advantage and can benefit from favorable media exposure.

 

“We see qualities in VR technology that can take this from niche-use case to a device as ubiquitous as the smartphone.”

Goldman Sachs Research

 

Not only marketers are looking forward to seeing the VR role in marketing campaigns, more consumers are expecting to see the power of reality too! According to Greenlight Insights, 62% of consumers say that they would feel even more engaged with a brand that makes use of VR experience and 71% of consumers think a brand is forward-thinking if it utilizes the technology.

 

I personally think VR has the potential to change the future of content marketing and poses the ability to possibly be a powerful tool in selling products and experiences. Think about this for a second. All the famous writers learned early on to compel readers to suspend their disbelief and immerse themselves in another world through verisimilitude – a reality they constructed through the five senses: touch, smell, sight, sound and taste. By making a compelling story with dramatic conflict as real as possible, writers can successfully hold the reader’s attention.

 

The same principle applies to virtual reality. People don’t just watch a VR story, they feel it. Story combined with VR is definitely a powerful tool. With virtual reality, the viewer is in control of the frame, not the storyteller and this fact brings content marketing and storytelling to a whole next level. It is very consumer centric.

 

However, there are some things that need to be taken into account. As of today, VR is still in its early stages and is still fairly expensive to produce. Therefore, the first and most obvious factor is the price of production. Also, as crucial as the price factor, marketers have to determine whether the content produced through VR would actually be relevant to their target consumer. Most importantly, we have to understand how our target audience interacts and what they are expecting from the brand. Is VR the best tool to reach the customers? Is it something that will meet their needs? Will it generate a better user experience and lead to buying decisions later on? These are just a few sample questions worth thinking about before coming close to any decisions.

 

 

VR is yet relatively new, has a long way to go and I am sure the best is yet to come. It is definitely here as a tool waiting for people in various industries to make the best use of, including us marketers. Through clear goals, objectives and consumer segmentation, marketers have a duty to find the best way to communicate to the customers via big data, valuable content and best user experience. When considering whether VR is the best way to go or not and will it help elevate your campaign, there are data and consumer insights to be acquired and we should consider them from as many angles as possible. Just because VR is new and exciting doesn’t mean it’s automatically the best way for the brand to connect with its audience.

 

With the right usage, VR has strong potential to change the future of content marketing and with it, brands now have more exciting opportunity to leave stronger yet more lasting impressions on audiences, be more engaging with unforgettable experiences.The world is no longer flat. The internet is fast-becoming a place you step inside. With the right handling, I believe VR could be part of the future and worth keeping an eye on.

 

For now, off to play this awesome guitar VR game and if you have not try VR yet, you should!

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Big Data – Quality or Quantity?

The term big data is being widely used.

 

“Have you checked the big data?”

“What can you tell from the big data?”

“Is that what big data tells you to do?”

 

First of all, what is big data and how BIG is it exactly?

 

Big data refers to the ever-increasing volume, velocity, variety, variability and complexity of information. The term “big data” doesn’t just refer to the data itself, but also refers to challenges, capabilities and competencies associated with storing and analyzing such huge data sets to support a level of decision making that is more accurate and timely.

 

The data has always been big. Think back to 20 to 30 years ago, marketers collected data from direct mail campaigns, coupon redemption and so on in order to help them make better judgements and decisions. Now think about the consumer data we are capable of collecting today, especially on digital platforms– online purchase data, click-through rates, social media interactions and many more. In a world where everything is measurable like ours today, the data never really ends!  The challenge is learning how to make sense of those colossal amounts of data, knowing what to use and what to ignore.

BIG data

Data is all about facts. Having big data doesn’t automatically lead to better marketing but the potential is definitely there. The key is how we interpret the data and gather insights derived from it. It’s about the decisions you make and the actions you take in the end after having a clearer picture of consumers that makes all the difference.

 

With big data, marketing decisions can be more effective with minimized costs and maximized results. Moreover, it can help marketers to gain a clearer picture of their ideal customer, optimize customer engagement -marketing campaigns and messages and improve content marketing including predicting the future. There is a saying “study the past if you’re to define the future” for a reason after all.

 

Because customers today are connected at all times and have more choices available to  them, big data can help marketers to be fully equipped by knowing specific touch points, including the moments that lead up to the purchase and be ready to tackle. Big data has changed the marketer’s roles in certain ways. Marketers today have to be just as technical and analytical as they must be creative. Big data can certainly help businesses leverage any situation and stay competitive in a global environment like the one we’re living in today which results in sales growth  and increased ROI which is the ultimate goal of every business.

 

However, just like everything else in this world, nothing is perfect. Big data also has its limitations such as the fact user data can be biased, asking wrong questions can lead to wrong answers, security issues as the data we gathered could get leaked and inconsistency in the data collection process. Therefore, it is crucial for marketers to be aware of these factors and always take them into account when making decisions or planning for the future. Otherwise, this might happen to you:

 

 

In my humble opinion, data alone is not enough for making a decision. We should  look at things from as many perspectives   as possible in order to make smart choices. After the whole process of collecting, interpreting and evaluating relevant information, it is equally essential to use gut instincts, perform a situation analysis, conduct a cost/benefit including risk analysis, and last but not least, follow-up, evaluate and be ready to make changes if needed.

 

One thing that fascinates me the most about marketing is that there are no rules and we, as marketers, need to be ready to change and adapt ourselves all the time. What’s got you here won’t get you there so we have to stay alert at all times. With clear goals and objectives, big data is here to help us acquire better insights and segmentations in order to communicate better with the consumers when in the end, it all comes down to content.

 

As many organizations are leveraging data from various sources to improve their digital marketing campaigns, marketers should be data savvy in order to remain relevant in the digital marketing landscape. However, at the same time, it is as important as ever to humanize that data with a marketer’s creative touch.

 

Keep an eye on the big data guys! It’s definitely getting bigger and definitely here to stay.

 

 

5 Reasons Why We Shouldn’t Overlook Email Marketing

Percentage of Americans that check their email while still in bed : 50%

 

Definitely not a surprise for me as it is exactly what I do every day. Emails from school, my friends, from the shops I am subscribing to….each day I probably get around 100 emails, more or less!

 

Ray Tomlinson invented email back in 1972 and today email still is people’s preferred conduit of communication and prevails as the king of the marketing kingdom. Here’s the reasons why :

 

Invite supporters and foodies around a friendly culinary competition. Contestants create their best dishes and people pay to taste and cast their votes.