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Marketing In The Metaverse [Podcast]

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Marketing In The Metaverse [Podcast]


Got NFTs, Metaverse, and web 3.0 on your marketing radar?

In a world where the digital and physical meet, metaverses offer an unprecedented opportunity to brands.

Lisa Buyer of The Buyer Group joined me on the SEJ Show to shed light on the Metaverse and what it is.

We talked about this new frontier that’s perfect for marketers who want their business in front of consumers. And it’s only getting started!

Meta is not the Metaverse. Meta is just one version of the Metaverse. We can’t say what the Metaverse will look like because we’re so early. –Lisa Buyer, 8:42

NFTs are very popular right now as art, which is excellent if you resonate with art, but the art also has to have some sort of utility, some sort of what it comes with. What are the uses and benefits I will get if I buy this NFT, or am I just buying a piece of art like I have a piece of art on my wall? –Lisa Buyer, 30:45

I see the whole web 3 movement as being decentralization. I don’t remember anything being this exciting since the internet launched in the first place. –Loren Baker, 12:00

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[00:00] – About Lisa and how she started
[07:58] – What is the Metaverse, web 3.0, NFTs & how can they help establish businesses?
[09:07] – What does the Metaverse look like today?
[17:29] – How is Snap doing with augmented reality?
[20:59] – What are NFTs, and how do they play a role in Metaverse marketing?
[26:26] – How virtual events are held.
[29:27] – Is there a lead generation component to NFTs?
[30:34] – Learn from an NFT investment use case as a marketer.
[34:01] – What are creator coins?
[39:23] – Web 3.0 influencers Lisa recommends following.
[43:29] – How do wallets work?
[46:38] – Where’s a good place to learn about the Metaverse.

Resources Mentioned:
Female Disruptors – https://www.femaledisruptors.com/
Get the $FEM Coin – https://rally.io/creator/FEM/
Horizon World – https://www.oculus.com/horizon-worlds/
Alt Space VR – https://altvr.com/
Spatial – https://spatial.io/
World of Women NFT – https://worldofwomen.art/
Boss Beauties NFT – https://bossbeauties.com/
Marketing New Realities by Cathy Hackl – https://www.amazon.com/Marketing-New-Realities-Introduction-Communications/dp/0996510672

I see that brands are dedicating a portion of their marketing budget for the year to buying an NFT in a community that aligns with that brand’s mission and vision.

So it’s a way to embed yourself as a brand. You have to do it in the right way. It has to be authentic and transparent, and you have to be able to want to spend time in the community you’re aligning yourself with.

Forget having to launch an NFT collection. Just find an NFT collection or community that matches what your brand stands for and invest in it.–Lisa Buyer, 32:46

The most popular NFTs you see are those from people changing their avatars. Those are great from a marketing perspective because people buy into these NFT projects because of the community. –Lisa Buyer, 22:39

NFTs are just a way to really have your community invest in each other and believe in each other. So I think it’s the next generation of community building. –Lisa Buyer, 36:12

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

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Connect with Lisa Buyer:
Lisa has been an early adapter of new trends and technologies, always staying ahead in the game. She brings over 20 years of experience as a publicist integrating PR, SEO, and social media for clients, including Fortune 500 companies or start-ups.

She’s also an avid user of digital life tools, so when she wrote Social PR Secrets (4th ed 2019), it was no surprise that this book would be a foreword by Guy Kawasaki.

Lisa is the go-to person for today’s digital marketers. She blends traditional fundamentals with modern-day best practices and loves to share her knowledge at conferences across America.

​​Connect with Lisa on LinkedIn: https://www.linkedin.com/in/lisabuyer/
Follow her on Twitter: https://twitter.com/lisabuyer

Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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What You Need To Know

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What You Need To Know

How do you measure the effectiveness of your marketing campaigns?

Have you ever felt that some marketing channels’ data seems to be located in “a void” – meaning it’s hard to discover their actual impact?

Channels like connected TV, satellite radio, digital advertising, email, and social networks have made marketing campaign analysis a complex field for marketers.

But you can find valuable insights for your strategies – if you know where to look.

Luckily, you’ll uncover precisely where this hidden data lies, right now.

On September 28, I moderated a webinar by Shaubhik Ray, Senior Director of Digital Analytics at iQuanti.

Ray explained how you can improve your ability to predict the success of your marketing programs.

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Here is a summary of the webinar.

To access the entire presentation, complete the form.

The What, Why & How Of Marketing Effectiveness

Marketing effectiveness goes hand-in-hand with efficiency. If your marketing is performing effectively, the cost of acquiring or executing a campaign is more efficient.

The underlying goal of all marketers is to understand the actual return on their investment in different channels.

It’s important to measure marketing effectiveness because you want to optimize:

  • Marketing performance.
  • Marketing budget.
  • Business performance.

However, isn’t always easy to track due to external and internal factors.

[Learn Your Barriers Of Effectiveness] Instantly access the webinar →

Measurement Techniques To Use To Guage Success

First, create a KPI framework to identify your important business KPIs.

Next, design a solution to capture your company’s KPIs accurately.

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Then, standardize your channel data collection.

Finally, develop a structured approach to identify what marketing KPIs should be collected for measuring business success.

iQuanti, September 2022

Once you understand the different metrics you’re capturing, focus on standardizing how you capture this data.

These methods can include:

  • Campaign tagging framework.
  • Campaign naming conventions.
  • Roll-out of a campaign tracker.

[Easy Technique: Learn How To Use Google & Facebook For Data Collection] Instantly access the webinar →

Advanced Techniques For Measuring Effectiveness

You can measure marketing campaign effectiveness by tracking:

  • Attribution.
  • Cause & Effect.
  • Marketing Mix Modeling.

Digital Attribution

Digital Attribution is the science of assigning credit to each marketing touch point of the customer journey based on that touch point’s influence on their ultimate conversion decision.

Measuring Marketing Effectiveness: What You Need To KnowiQuanti, September 2022

Approaches include rule-based and algorithmic attribution.

[Learn What These Are & How They Help] Instantly access the webinar →

Incrementality: Proving Cause & Effect

Incrementality in marketing is the lift or increase in the desired business outcome (e.g., awareness, web visits, conversions, revenue) resulting from a marketing intervention.

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You can approach this on a user level or geo-level.

[Learn More] Instantly access the webinar →

Marketing Mix Modeling

Marketing Mix Modeling (MMM) is a statistical technique used to identify and quantify the relationship between a pre-defined KPI like sales and the factors influencing them.

This approach is privacy friendly, holistic, and flexible.

[See it in action] Instantly access the webinar →

Metrics For Measuring Marketing Spend

By analyzing the spend metrics you’re tracking for the particular campaign, you can get a good understanding of how effective different campaigns are.

There are a lot of spend metrics, but the three cost metrics that help you understand how well each of your campaigns is performing are:

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  • Cost Per Acquisition (CPA).
  • Cost Per Incremental Acquisition (CPIA).
  • Marginal Cost Per Acquisition (MCPA).

[Take a closer look at each metric] Instantly access the webinar →

Now that you know the techniques and metrics, you can go on selection.

How To Select The Right Measurement Techniques

Consider the following factors while selecting the proper measurement techniques:

  • Availability Of Data
    • Is the data foundation in place?
    • Availability of historical data and granularity of data.
  • Availability Of Resources
    • What’s the current tech stack for measurement?
    • Access to skilled resources.
  • The Use Case
    • The primary objective of the analysis.
    • Industry and customer journeys (path to conversion).

Knowing where to look allows you to find valuable insights for your strategies, gain clarity, and move in the right direction with your campaigns.

[Find Your Best Measurement Technique] Instantly access the webinar →

Measuring Marketing Effectiveness: What You Need To Know [Webinar]

Here’s the presentation:

Join Us For Our Next Webinar!

6 Keys Your Business Needs To Win With Your Marketing Agency

Building trust with your agency and establishing a strong marketing foundation is a sure-fire way to take your business to the next level. This webinar will walk you through ways to have a clear, transparent and trusting partnership with your agency and drive results.


Image Credits:

Featured Image: Paulo Bobita/Search Engine Journal

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