Google Search Is Expanding into New Territories - MARION VESPREY | OCTOBER 2022
he text-based Search many of us are accustomed to under Google is slowly growing more dynamic. In its third annual SearchOn event, Google has shared the changes it will implement in order to fuel its vision of a “new way of searching.”
The text-based Search many of us are accustomed to under Google is slowly growing more dynamic. In its third annual SearchOn event, Google has shared the changes it will implement in order to fuel its vision of a “new way of searching.” Among these changes are aggressive calls to include more visual- and multimedia-based search.
New Features of Google Search
It is worth noting that many upcoming features will build on Google’s recently introduced “multisearch.” This capability uses machine learning and artificial intelligence to let users customize and narrow query results both using photo and text.
In the near future, Google will serve more insightful, tailored results to users using predictions based on their general search queries. Users can expect to receive the following: detailed autofill suggestions, links to Discussions and forums, and location-based elements.
Shopping on Google will also become more of a visual and immersive experience. Users will be able to initiate their shopping experience by typing the word “shop” into the Search box, then go on to utilize other features such as trending products, 3D display, Buying Guides for complex purchases, and Page Insights.
Why Change Something That Works?
According to Google, the company is aiming to “reimagin[e] its core information products to help people make sense of the world in more natural and intuitive ways.” This is highly pertinent for marketers, but particularly for those in the B2C space where nearly half of consumers’ product searches start with Google.
The incorporation of visuals in Search will take into consideration the ways people consume information today, resulting in more natural exploration. After all, these people in question are less likely to type in keywords for discovery purposes.
Another major driver behind Google’s shift is its competition with TikTok—a growing search platform among younger demographics. Google Senior Vice President, Prabhakar Raghavan, commented, “...almost 40% of young people, when they’re looking for a place for lunch, don't go to Google Maps or Search. They go to TikTok or Instagram.” As a result, even the video-sharing social app has taken notice of its own potential and begun to experiment with discovery tools.
The Future of Marketing With Google Search
Marketers will no doubt take notice of Google's improvements of Search driven by their investment in machine learning technology and AI. The company has reportedly increased its understanding of human language by 50%, meaning marketers should anticipate to see more capabilities to stay well-informed about changing consumer needs in real time.
The advancement of Google’s Search will also enable marketers to make their products more discoverable. Marketers can facilitate discovery through image assets on the mobile results page, leading to more brand awareness and increased conversions.
Source:
https://www.marketingdive.com/news/google-search-TikTok-Reddit/632965/
https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html
https://www.socialmediatoday.com/news/Key-Marketing-Updates-from-Google-SearchOn-2022/632919/
https://www.socialmediatoday.com/news/google-announces-search-on-2022-search-insights-event/631580/
Marketers Are Experimenting With BeReal - MARION VESPREY | SEPTEMBER 2022
The latest trending social app, BeReal, is undergoing explosive growth. Since the start of 2022, active monthly users have grown by an overwhelming 315%.
The latest trending social app, BeReal, is undergoing explosive growth. Since the start of 2022, active monthly users have grown by an overwhelming 315%. Although much of this momentum can be credited to campus ambassador programs and word-of-mouth among teens, the app’s popularity seems to have also caught the attention of brands.
Why Is BeReal Growing?
The rise of BeReal perfectly coincides with a market need for authenticity in digital and social connections. The premise of the app can best be explained as sharing your life with others in a non-curated way-–no filters, no edits. With a commitment to “being real,” BeReal has earned a reputation as the ‘antidote’ to mainstream social media apps.
Creative BeReal Marketing Strategies
BeReal currently has no formal ads, nor does it give space to influencers or brand accounts. This makes it tricky for marketers to engage in product promotion or use the app for other commercial purposes.
Brands are hopeful that in the future, BeReal will introduce paid advertising capabilities or a subscription-based model. In the meantime, marketers are finding creative loopholes to gain access to a lucrative Gen Z user base.
E.l.f. Cosmetics
E.l.f. Beauty created a BeReal channel under the username @elfyeah, providing its “friends” (followers) with behind-the-scenes content. The brand’s start on BeReal was set in motion with a limited-time promo code for the first 150 followers of the channel.
The relationship between cosmetics and BeReal is seamlessly brought together in E.l.f. 's Cosmetics' promotion of its skincare line. Priced at an affordable value, every product is marketed at what they call “get-real” prices. The campaign’s proposition is fittingly tagged: “REAL SKIN. REAL RESULTS. REAL AS E.L.F.”
Chipotle
One of the first major brands to make its mark on BeReal was Chipotle. To grow their channel, the company similarly incentivized users with a promo code for a free entrée for the first 100 people. The results were directly measurable: followers grew, and the codes were all used in under 30 minutes the first day.
Takeaways for Marketers
It should come as no surprise that no consensus exists on BeReal’s future. However, there are a few takeaways for marketers.
First movers are often awarded. Even if the app’s growth takes a dip, brands have little to lose experimenting with BeReal. An early presence on BeReal could insulate the brand from intense competition for loyalty if the platform becomes oversaturated.
And as Gen Zs’ distaste for traditional advertisements and highly-curated content continues to grow, brand authenticity through messaging becomes more important than ever.
No More Cookies for Marketers? MARION VESPREY | SEPTEMBER 2022
Many marketers are beginning to accept the rise of the metaverse as a lucrative opportunity to be on the forefront of change. Although the metaverse is still a relatively new development, it has become a buzzword…..
By 2024, third-party cookies will become obsolete, thanks in part to tech firm Google’s decision to join Mozilla and Apple in blocking its use. With Google Chrome making up nearly 60% of the web browser market share, this announcement is the final nail in the coffin for a cookieless world.
This pivot comes as a victory to consumers with growing concerns about privacy. Unfortunately for marketers, the end of third-party cookies means having to find alternate ways to track website visitors and collect the data needed to understand their target audience.
Alternatives to Third Party Cookies
For marketers who have long relied on the use of third-party cookies, they can expect to face a new normal: a first- or zero-party data world. In such a world, marketers will need to deepen first party relationships and prioritize personalization. This trend is backed by survey data evidencing that 62% of marketers are looking to build their marketing strategy around first-party data.
By leveraging first-party data, marketers can gain reliable insight on their existing customer base through basic analytics and website behavior. As the data is collected directly from customers, it is often highly accurate and allows marketers to target more effectively. Unfortunately, it can be a tedious and time-consuming process to collect enough data to be useful.
Zero-party data is another promising remedy to the end of third-party cookies. As the data is shared willingly and explicitly from the consumer themself, guesswork is largely eliminated from the marketing equation. This can come in the form of various formats such as social media polls, interactive quizzes, and feedback.
However, such valuable information is not always given up by consumers willingly. Instead, ⅔ of consumers have expressed willingness to share data in exchange for some value, which could even come in the form of better user experience. And as can be expected, there may be a gap between reported customer attitudes and actual behaviors.
Preparing for the End of Cookies
In order to continue providing personalized experiences to consumers in a world without third-party cookies, marketers must hone their first- or zero-party data strategies.
The end to third-party cookies is likely one of many hurdles to be thrown in marketers' way in an evolving new era of consumer privacy. And that’s just the way the cookie crumbles!
Sources:
https://blog.hubspot.com/marketing/third-party-cookie-phase-out
https://www.actioniq.com/blog/death-of-third-party-cookies-first-party-data-strategy/
https://qualifio.com/blog/what-is-zero-party-data/
https://www.bloomreach.com/en/blog/2021/importance-of-zero-party-data
[a]https://pixabay.com/photos/cookies-website-computer-accept-4803408/
Metaverse Marketing: What’s the Deal? MARION VESPREY- August 2022
Many marketers are beginning to accept the rise of the metaverse as a lucrative opportunity to be on the forefront of change. Although the metaverse is still a relatively new development, it has become a buzzword…..
Many marketers are beginning to accept the rise of the metaverse as a lucrative opportunity to be on the forefront of change. Although the metaverse is still a relatively new development, it has become a buzzword that elicits both unease and excitement in the marketing world.
Some have been quick to label the metaverse as a “marketing fad.” Meanwhile, those with a stake in the metaverse predict that value creation could be well in the trillions, contending that the metaverse is, in fact, here to stay.
Success for Marketers in the Metaverse
Brands have already begun to experience large success in building awareness and making their presence felt within the metaverse. Interestingly, the success afforded by these brands do not seem to be determined by the industries they belong to e.g., ecommerce, entertainment, retail, tech. Brands like Nike, Coca-Cola, Amazon, Disney, and Balenciaga are a few of the many household names to have attracted a great deal of attention in the metaverse.
Thanks to metaverse platforms such as Roblox, Fortnite, and Horizon Worlds, hundreds of brands have found a way to engage with a predominantly Gen Z and Millennial consumer base. One success story follows the brand, Vans, which attracted 48 millions of visitors from this cohort upon launching a virtual skateboard called “Vans World” on Roblox. The marketing appeal of the metaverse does not end with the ability to reach a young demographic, however.
Brands are brimming with innovation made possible by the metaverse. Forever 21, Gucci, and Nike are among brands that sell virtual goods which capture their share of a market worth $54 billion. On Roblox, a digital version of a Gucci bag sold for over $4,000. Such displays of consumer willingness to exchange real money for digital assets have proved to benefit brands through increased engagement and brand recognition.
High sales and brand awareness have also been achieved through other marketing means—native ad placements, virtual influencers, interactive events, product placements, and non-fungible tokens (NFTs). The nature of these sales highlight the extreme potential for metaverse marketers to create an immersive experience for consumers in a way never seen before.
What’s Next for Metaverse Marketing?
The uncertainty underlying the metaverse can be likened to the history of the dot-com-crash; conversely, the metaverse may be dreamed of by some as the next Internet revolution. But for all we do know or think we know about the metaverse, there is still so much to learn.
Regardless of the role marketers choose to play in this developing space, it is clear that the ‘winners’ in this space will be those who continue to experiment with unparalleled levels of innovation.
Sources:
https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/value-creation-in-the-metaverse
https://www.mobilestreams.com/blog/most-effective-metaverse-marketing-trends-in-2022-so-far
https://peertopeermarketing.co/metaverse-marketing/
How Do Small Business Owners Succeed on Social Media?
Small business leaders are coming to understand the importance marketing has on their success. Read more about how social media can influence your business!
Do you have your own business or want to start yours? The prevalence of social media has accelerated college students starting their own businesses as it affordably allows individuals to access a large audience and promote products. Social media is a great platform to increase brand awareness, reach potential customers, and establish loyalty. So, how can you as a small business owner succeed in social media?
Social media offers equal opportunities for businesses, be it small or big, to attract their audiences and improve traffic. Once you gain the audience’s attention, you can lead them to the website or directly drive the sale. For those running social media accounts, it is essential to give the audience incentives to follow your accounts or see their content: posting viral content and offering humanistic interaction.
Making viral content is one of the most effective ways to achieve success on social media; it can also be user-generated content. Word of mouth is so powerful that people trust what they hear from others rather than the brands themselves. To increase brand awareness, it is essential to make people motivated to feature their products and increase exposure on social media. You can see tips to create visually-appealing content in Lauren's blog post.
It is also important to form a relationship with your audience and customers. Small businesses have a great advantage of focusing on individuals. They are more likely to foster connection with each customer than larger businesses such as by a personalized response. Showing that there is a real person behind the brand accounts and welcoming comments and questions will lead customers to feel that brands care about consumers and are credible, resulting in establishing customer loyalty.
It is indispensable to use social media to promote their products, especially for college student entrepreneurs. Not only just having the accounts but also maximizing the use of social media will contribute to the growth of your business. Do you want to increase your traffic?
Resources:
https://www.forbes.com/sites/forbesbusinesscouncil/2021/01/25/why-small-businesses-and-startups-should-invest-in-social-media-marketing/amp/
https://www.quicksprout.com/social-media-for-small-business/
How Marketing is Shaping the Music Industry
What role does marketing have in the music industry? Learn how artists leverage marketing techniques to differentiate themselves from other artists and create their own personal brand!
How Marketing is Shaping the Music Industry
By: Malia Magpile
What comes to mind when you think about an artist like Olivia Rodrigo? A driver’s license or the color purple? Or when you think about an artist like Ariana Grande? Maybe her signature ponytail? With any popular singer, there are likely symbols or phrases that subconsciously cross your mind when you hear their name. These are all pertinent examples of exceptional branding and marketing for popular recording artists in the age of streaming and social media.
The music industry is always evolving, which results in music marketers advancing their strategies in order to appeal to growing audiences. For instance, it used to be difficult to discover new artists unless you were frequently listening to the radio. However, with cell phones and streaming services like Spotify and Apple Music, music has become significantly more accessible and personalized to the everyday listener. As more artists rise to fame, it becomes increasingly important to employ marketing techniques to garner a loyal audience. In doing so, it will allow each artist to individualize themselves from others in order to develop a distinct and recognizable brand and propel their success.
In order to solidify a certain image or brand an artist strives for, it is integral for their team to implement social media and streaming so consumers are frequently engaged with their upcoming projects. In terms of social media, active fan engagement is essential to developing a consistent social media following, and it provides artists with the opportunity to be more personable with their listeners. For instance, posting on social media gives artists the agency to present themselves in the way they intend to. Without third party outlets like gossip sites intervening, artists can portray the image they want to be associated with on a frequent basis.
In addition, artists can continue to make their music more accessible to audiences by utilizing other platforms such as YouTube and Disney+. During the height of the pandemic, several artists like Olivia Rodrigo and Billie Eilish created concert movies, allowing their fans to see live performances from wherever they were. Both Olivia Rodrigo’s “Sour Prom” and Billie Eilish’s “Happier Than Ever: a Love Letter to Los Angeles” films allowed audiences to witness their music brought to life from their artistic vision. Once again, artists had the opportunity to brand themselves by showing how different visuals and concepts coincide with their music.
As the music industry continues to evolve, it is inevitable that music marketers follow suit and take advantage of every available resource to successfully brand an artist. What are some of the things you think of when a popular artist comes to mind?
A Beginner’s Guide to Marketing in the Influencer World
What do influencers even have to do with marketing? Start here to learn what its all about.
By: Malia Magpile
Have you ever scrolled through your Instagram feed or TikTok For You Page and come across a familiar influencer promoting an unfamiliar brand? With the pervasiveness of social media, companies have caught on to the importance of developing an online presence in growing their businesses. More specifically, they prioritize identifying influencers to promote their brands, also known as influencer marketing.
Influencer marketing is different from traditional celebrity endorsements in the past, for influencers have garnered their own loyal following through engaging content on platforms such as YouTube, TikTok, etc. The benefits of influencer marketing over general social media advertising is the appeal to niche audiences that comprise the target demographic of a brand. In doing so, brands can foster trust with customers through a reliable third party influencer.
The rise of influencer marketing is accredited to the prevalence of social media as a tool to increase brand exposure. Over recent years, social media has expanded across several popular platforms and allowed various influencers to rise to fame. With the overwhelming number of influencers on each platform, social media users have the opportunity to be selective in the content they follow, thus establishing the important relationship of trust between influencer and consumer.
Looking towards the future, it is integral that brands examine the success behind partnering with an influencer for brand exposure. Recent studies have shown that social media users value authenticity in the influencers they follow, indicating that it is in the best interest for a company to expand upon their advertisements through influencers and their followers. What kind of influencer sponsored posts do you come across when scrolling through social media?
Sources
https://www.insiderintelligence.com/insights/influencer-marketing-report/
Become a Marketing Expert with These 3 Podcasts!
Click here to learn about some new podcasts!
By: Sammi Reyes
Consuming content and learning more about how to stand out in your industry can sometimes be, well... time-consuming. One of the more convenient ways to consume content nowadays is through podcasts. Podcasts are basically auditory journals or blogs that could give you a wealth of information. From business podcasts to political podcasts to money podcasts to marketing podcasts, you can get your fill on what you need at the moment. Today, I will be sharing three of my favorite marketing podcasts to help you learn from industry leaders.
Social Media Marketing Podcast
This podcast is run by Michael Stelzner who is the founder of the Social Media Examiner. On this podcast, Michael shares strategies from industry leaders that would be heard nowhere else. He has guests like Chalene Johnson, Nicky Saunders, and many more notable people. Some topics Michael covers include TikTok strategy, how to increase YouTube views, and how to develop an effective marketing strategy. These episodes could be beneficial for your own personal brand but also is great knowledge when in a marketing job or signing on freelance clients.
The Goal Digger Podcast is hosted by Jenna Kutcher who is a photographer turned marketer, podcaster, blogger, and thought leader. Jenna covers everything having to do with running or building a business but her marketing episodes are out of this world. She has episodes on how to execute the best Pinterest strategy, how to start a podcast, and even how to run a successful blog (*wink*). Jenna also has superstar guests who share their stories and give some of the tips they have learned through their experiences. Jenna has guests like Krista Williams and Lindsey Simcik from Almost 30, Mel Robbins, and even a super special episode with Tony Robbins.
They say you should save the best for last which is why The Jasmine Star Show is at number three. Host Jasmine Star dropped out of law school to become a wedding photographer and eventually turned into a social media marketing guru. She created a successful online photography business and everyone wanted to know her secrets. Jasmine Star has only recently launched her podcast after already creating a very successful career which means that she only brings her best advice to the podcast. Jasmine has also had notable guests like Anthony O’Neal, Christy Wright, and Seth Godin to bring new perspectives into the conversation.
Podcasts are changing the game of how content is consumed. Today, I only shared three but there are over 2 million podcasts out there that could be beneficial to you. One may even inspire you to make your own. Let us know in the comments what one of your favorite podcasts is!
SEO 101
Click here to learn more about SEO…
By: Lauren Williams
Are you curious about Search Engine Optimization (SEO)? Well if you’re interested in a career in marketing, you should be! SEO is crucial for any business to connect with its customers online. It is defined as “the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results” (Moz). That definition is a lot to consume… let’s break it down.
Side note: I will be explaining SEO in terms of using Google as your search engine.
Imagine you’re googling “best Christmas gifts 2021” (yes, I’m already in the Christmas spirit). After searching, ads are always going to pop up at the top of your page. This is thanks to businesses utilizing Google Ads – which differs from SEO because you have to pay for ad space. If you scroll a bit down, you’ll see your first, second, third, etc. search results. Why do these websites get the first spot on the page? It’s due to those companies utilizing Google’s best ranking strategies and search engine optimization. When you search anything, Google does its best job to match your search with the most relevant results.
Why is SEO important?
It has been found that organic (unpaid) search engine results get about “20x more traffic opportunity than PPC (pay-per-click)” (Moz). Companies want to have great SEO to get more website traffic AKA more sales; Google wants their search results to be as relevant as possible to you in order to get consumers to come back to use their search engine over its competitors. If Google can provide great search results that ease the consumer experience, everyone wins!
How can businesses improve their ranking on Google?
One of the easiest ways businesses can organically increase their spot (ranking) on the Google search page is by utilizing keywords. Ok… what are keywords? Keywords are strategic search terms that you want to rank for in the search results on Google. When it comes to ranking for keywords, you want to make sure that your keyword research and strategy make sense for discoverability and relevance alike. For “best Christmas gifts 2021”, keywords could be “Christmas gift(s)”, “best Christmas gift(s)”, or “best gift(s)”. These keywords should be included in a headline, URL, and description text of a Google search result for optimal ranking.
There’s a TON of keyword research and details to dive into; this only covers some basics. Some keyword research tools you can try out include Ubersuggest, Google Trends, and Keyword Surfer.
Long story short, Google is a vastly multi-layered place for businesses to compete for ranking space on the front page. There is a list of over 200 ranking factors Google uses in their algorithm to rank results. To learn more about SEO, Hubspot also has a great SEO-specific course here. Google Ads is also a helpful start to learn some more basics of online marketing, including paid ads.
Which Is The Right Marketing Career Path For You?
Click here to learn more about which marketing career path is right for you…
By: Malia Magpile
Going into the profession of marketing can lead to a plethora of different career opportunities ranging from analytics to product advertising to entertainment. From a generalized standpoint, marketers can expect a career involving the promotion of a company’s good or service. However, when taking a closer look at the various technical demands of a marketer, it becomes clear that there is not a definitive skill set for each career path within marketing. As the marketing industry continues to expand, it is integral to gain a deeper understanding of the different areas of marketing and what each field can offer.
Analytics
From a business perspective, it is important to keep track of numbers. For instance, market analysts monitor digital data that is relevant to the development of new campaigns and other marketing strategies. They also design plans to allocate funds to each department according to consumer trends. In order to be successful in analytics, one should have experience in data analytics and competency in programs like Microsoft Excel.
Social Media Marketing
As the prevalence of digital marketing increases, social media has become a widely used network to strategize a company’s online presence and engagement with consumers. As a social media marketer, one can expect tasks like updating a brand’s Instagram or Facebook and mediating relations between the company and consumer from a virtual perspective. Because social media trends change rapidly, it is expected that social media marketers maintain digital communication skills and attentiveness to current trends.
Product Marketing
When a company develops a product, there needs to be an individual in charge of planning out the distribution and branding process. As a product marketer, one is responsible for monitoring the consumer’s path to purchasing the product as well as collaborating with other members of the production team. In doing so, product marketers can demonstrate their proficiency in verbal communication and collaboration.
Event Marketing
As an event marketer, one is assigned the role of being a representative of the brand through company-sponsored events. Through this branch of marketing, a person coordinates campaigns and events to help a company gain traction or introduce a product. With these tasks in mind, event marketers must be organized, punctual with deadlines, and proficient in communication skills.
Entertainment Marketing
Similarly to product marketing, entertainment marketers are responsible for the promotion of a good or service through aspects of the entertainment industry, such as celebrity endorsement. Because of the glamorization of the entertainment industry, marketers can use this to their advantage along with other PR strategies to build their brand. Endorsement by celebrities with prominent audience engagement can significantly contribute to the overall success of a brand given the prevalence of their platform. By coordinating these tasks, entertainment marketers should exhibit solid communication and collaboration skills.
In marketing, there are so many different and growing avenues to take to find a career that best fits one’s interest. What are some other divisions of marketing you enjoy and what skill set will be useful in that field?
https://blog.hubspot.com/marketing/marketing-jobs
https://fremont.edu/marketing-career-opportunities-9-common-types-of-marketing-jobs/