Digital and data-driven marketing strategies aren’t new. But at this year’s virtual South by Southwest festival, there was a lot of talk about how those strategies are changing to bridge the gap between the physical and digital worlds.
“Digital will, for sure, continue to be a huge priority and I think the really creative uses of that are going to be where (digital) touches the physical space in (the) real world,” said Mike Baldo, founder and creative director at Wayward Creative studio.
Indoor dining, music venues and retail business took a hit as foot traffic decreased as a result of lockdown measures due to the pandemic. Conversely, more people spent time outdoors. That shift will force digital marketing efforts this year to incorporate more experiential elements for success, according to marketers who spoke at this year’s conference.
Interactive music campaigns also aren’t new, but with Covid-19, there was “a huge shift in priority,” Baldo said during a panel, noting that virtual reality and alternative reality became vital parts to simulate the fan experience.
Live shows in bars and music venues became Instagram and Facebook live streams. And for one campaign, Baldo’s team created an interactive 3-D website where fans could click through a virtual record store and preview new music. Additionally, the team built a virtual merchandise store for exclusive purchases.
“Even though (music fans) were physically isolated, they had this sense of exploration and connection with the music,” Baldo said.
On social media, it’s a similar story, said Amanda Matson, who oversees music label partnerships for Facebook. To keep fans engaged, musicians connected with fans over live streams for intimate performances and cooking shows across Facebook and Instagram.
“This era, this is like a new renaissance or a new time in music where we just saw some of the coolest formats that we didn’t expect to evolve,” Matson said.
Marketers have had to pay special attention to not just the channels they’re using but how they message on them.
Data is often used to drive consumers toward a certain location. But in light of the pandemic, Foursquare worked with out-of-home advertising agency Intersection to do something different. The pair analyzed foot traffic data for retailers to create LinkNYC digital billboard messaging that gave consumers optimal shopping times based on how crowded a retail store was.
Outside of New York City retailers, Link NYC kiosks provided information on wait times and crowd density.
It was less about detouring visits and more about optimizing messaging to encourage safe shopping, said Intersection CMO Esther Raphael.
As the Covid-19 vaccine rollout continues and behaviors may shift again, marketers and agencies will need to rethink what it means to meet consumers where they are, according to this year’s SXSW panelists.
“It’s important that during this time if you were only employing a mobile and desktop strategy, that you think about the people who are looking at your brands and your ads,” Raphael said.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."