How Should We Measure the Digital Marketing Campaign?

How should we measure the digital marketing campaign? And what is important to determine digital marketing campaign success?

These questions seem to be so vague that it’s impossible to find perfectly correct answer. From my perspective, the KPIs, aka Key Performance Indicators, of the digital marketing campaign should be decided according to different situations. Although we do have many ways or standards to evaluate whether or not the campaign is successful, there are 7 important things we must think of when measuring a digital marketing campaign.

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Thank you for your time and be happy! 👸🏻

Cracker Jack: Marketing With Augmented Reality

Have you notice that more and more brands prefer to adopt the strategies such as content marketing or the advertisements through websites and social media platforms today?  These marketing tools become increasingly normal in our daily life, and even more poplar than traditional tools like newspaper and television with the support of fast developing technology.

Now, thanks to augmented reality, aka AR, we’re entering an new era where marketing can hybridize physical and virtual experience.

Augmented reality is the integration of digital information with the user’s environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment and overlays new information on top of it.

— WhatIs.com

 

Cracker Jack, an American brand of snack consisting of molasses-flavored, caramel-coated popcorn and peanuts, become one of the pioneers in the snack industry to adopt augmented reality in marketing. It preferred to leave behind the vintage memories, no long putting those famous tiny plastic toys into their packages of popcorn and peanuts. Instead, Cracker Jack tried to move into tech by slipping in augmented reality stickers that can used with an app, Blippar.

In each Cracker Jack’s bag, there is one sticker that, once scanned through Blippar, will randomly unlock four different baseball themed augmented contents -Dot Dash, Dance Cam, Get Carded, and Baseball Star. Dot Dash is a racing game around the field, while Dance Cam is like getting yourself on a small “Jumbotron”. Get Carded is a camera feature that puts your picture in a baseball card, and Baseball Star offers autographed photos that can be traded and shared with your family and friends.

Replacing the plastic toys by the interactive games through augmented reality technology provided by Blippar is a bold try for Cracker Jack. It doesn’t seem necessary for the brand to abandon the successful marketing model, since the cost of tiny plastic knickknacks Cracker Jack is becoming cheaper if using 3D printers. Additionally, even though collaborating with Blippar is a easier and cheaper way for Cracker Jack to use augmented reality technology in its marketing campaign, the necessity of downloading Blippar app in the consumers’ mobile phone might still discount this campaign’s performance.

However, we cannot deny that the augmented reality marketing form is coming with the “wow” factor. Without any precedents, Cracker Jack is ahead of the curve. It embraces the preferences of the young generation, trying to keep the treasured feeling of childhood wistfulness with a modernized, young-at-heart attitude. The baseball content also conforms to the main markets of Cracker Jack, the baseball games. The adopting of augmented reality, I think, may be not major content of this campaign, but is a big plus to attract people’s interests.

Anyway, as a whole, Cracker Jack’s innovative marketing try with augmented reality technology is laudable. It boldly gave up the successful but a little outdated plastic toys marketing plan, and look for a high tech way of marketing in the snack industry, where most brands prefer to market through developed platforms, like social media. I don’t know whether or not the marketing of snack brands are suitable for augmented reality technology, but this trying spirit deserves some attentions.

 

Augmented reality has already been a hot topic in the past two years or so. Although lots of brands show a interest in this technology, few of them are willing to be the pioneers to “test the water”, since the system of augmented reality marketing is still not mature. However, I believe augmented reality should be the future of the marketing. Convenient, fast, and technologically impressive, virtual experiences can easily awake customers’ curiosity, and physical experiences, on the other hand, are immersive, gratifying, and memorable. Capitalizing on all these qualities on both sides will greatly help the brands to achieve success when they decide to market with AR technology.

Ok, than you for your time and stay happy!👻

 

 

 

 

The Rise of Big Data: How Is It Changing the Way of Marketing?

Living in a new era of computational sophistication, “big data” couldn’t be hotter. The term of “big data” refers to the ever-increasing volume, velocity, variety, variability and complexity of information. For marketing, big data is the fundamental consequence of the new marketing landscape, born from the digital world we are living in nowadays.

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As big data continue to be a huge focus and priority in marketing, some issues come along, such as how big data has changed the way of marketing, or is it a positive or negative shift for marketers.

From my perspective, I prefer to take the positive side. As a marketer, I always hold a belief that big data brought a paradigm shift to marketing. It provides a “short cut” for marketers to complete their jobs better, since big data brings necessary insights into which content is the most effective at each stage of a marketing cycle, how to improve Customer Relationship Management (CRM) systems, in addition to strategies for increasing conversion rates, customer engagement, sales and customer lifetime value etc.

However, having big data doesn’t automatically lead to better marketing. It is not the data itself that is so important to marketing, but is the insights derived from big data. Why not just treat big data as a secret ingredient to our big dish, the raw material of our products, or the essential foundation of our skyscraper. Big data cannot affect marketers’ decision making or action taking without the support of necessary insights derived.

Meanwhile, it is inevitable for every marketer to get hold of the skill to leverage greater insights from big data by harnessing various data analytic tools, for example, Google Analytics. Yes, there is no compulsory requirements for marketers to learn analytics or mathematics, but knowing how to study the data is still a required course for all of us.

In order to leverage big data, there are three types of big data that are a big deal for marketing.

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Even though big data brings so many advantages to marketing since it appeared, we cannot deny that there are still some challenges and unsolved issues related to the use of big data daunting for marketing.

One of the hottest issue of big data must be the privacy concerns. Consumers are becoming more wary about what is happening with the vast amounts of data now collected about them, but sometimes the data is collected automatically without any notices. Here are one typical example. When we are browsing Amazon, the products recommendation on the main page are always relative to the products we browsed few days ago. I am not sure whether or not this is legal, but I believe maintaining the balance between profit and privacy is always important.

Knowing what data should be gathered and how to go from data to useful insight is another challenge marketers are faced with. Data is everywhere. There are enormous volumes of customer, operational and financial data marketers are able to collect, but remember one thing: more is not necessarily better- gathering the right data and turning it into deep insights are crucial.

Additionally, we cannot trust every bit of data we get. Holding a dialectical and developing attitude to evaluate the data we collected will help us to conclude effective insights we need. Since the world is developing quickly and the trend of consumers behaviors is changing every day, the past behavior the data provides cannot prove the present and future trend. The past data might be a reference when we are making future marketing decisions, but it cannot be the decisive factor.

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Okay, thank you for your time and be happy! 😏

 

7 Essential Factors for SEO Success

SEO, aka. search engine optimization, is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.

How should we come up with a successful SEO campaign? There are 7 essential factors we cannot neglect. Here they are.

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Thank you for your time and be happy! 🤡