Marketing automation is the future of marketing; AI chatbots are getting smarter every day; marketers have so much consumer data and insights that they can deliver advertising campaigns tailored to their customer’s exact needs. As the marketing function evolves, strategies change, the channels are getting stagnated, and while these platforms still generate return on investment, it is essential to keep an eye out for the new emerging channels and platforms so as marketers we are ready to leverage them.
Here are the top 3 neo-marketspaces that marketers should know about and use for a more effective and personalised form of marketing:
1. Virtual Reality Spaces
When we talk about virtual reality, most of us automatically start to think about virtual reality games. However, the concept of virtual reality is not limited to just gaming. Virtual rooms like ‘VR ‘CHAT’ have already gained a significant number of visitors (users) where people join in for a social experience virtually. As VR technology becomes more consumer savvy and gets incorporated in our daily devices, VR spaces will become more crowded, much like social media. This means that the marketers will have a new space for customer touchpoints.
One such example of a virtual space is ‘Second ‘Life’. Though based in a 3-D space, people part of this community takes this virtual world very seriously. Users create avatars of their own liking and enjoy music clubs, role-playing, virtual cinemas (much like real life).
This virtual world came into existence in 2003 and since has gained much traction. In 2006, Coca Cola hosted a premiere of their “Happiness Factory” campaign. Nissan, a renowned car manufacturer, hosted a car exhibition in this virtual world. They showcased their concept models and cars. With the help of the Second life developers, Nissan made car vending machines where users could dispense the cars and virtually drive around. Sports apparel brands like Adidas and Nike also incorporated the digital version of their products, which second life ‘users’ avatars could wear.
These are just examples of how brands leveraged brand the integrations made possible due to a virtual world, and all of this was before 2010. Second life is a real example of virtual worlds are a legit and useful way to connect with the prospects and customers, if done right.
Technology has made significant growth in the last decade, and with companies like HTC and Facebook, who are constantly working towards making Virtual Reality devices accessible to the masses, it is safe to say that the virtual reality spaces will soon be crowded with people in a few years. These new virtual reality worlds will be more immersive; this is something that marketers can jump onto and provide a personalised experience to their customers.
2. Podcasts and voice based social apps
For the longest time, everyone thought that the social media monopoly would be very hard to break. Instagram and Facebook, with their billion active users, made it difficult for any competitor to survive. It became essential for apps to provide a different experience to the users.
The only social media platforms which survive today are Twitter, and TikTok. These platforms provide different/unique experiences to the users and give marketers a chance to use these experiences to communicate their message.
What else is new?
During this pandemic, users have seen significant growth in apps that provide a voice-based platform. One such example is Clubhouse. In a world of visual social media mediums, Clubhouse provided a different way for users to connect and share their thoughts and knowledge. Marketers must look forward to creating experiences around apps like Clubhouse so that when these apps open their gates for brands, marketers find themselves ready with tactics that can engage with customers on these voice-based platforms.
Another such example of a voice-based app is Discord. Initially made for gamers, Discord saw growth in communities and decided to re-brand itself. Marketers can use this space as a way to engage with communities and get user feedback on existing or ongoing projects.
On the entertainment side of things, Podcasts have also shown significant growth during the pandemic. Though podcasting has been around for a long time, it has recently gained mass appeal. Tech giants like Google and Amazon have also shown keen interest in this platform and invested in creating their own podcast platforms. Marketers currently use podcasts by sponsoring popular podcasters, were in the podcasters just read out the ad and thank the brand for sponsoring.
However, marketers need to realize that podcasts are a great way to communicate the brand to your consumers in a more personalised way. Hit television shows like The Office and Entourage have podcasts where they (the cast and the show creators) talk about behind the scenes and casting experiences. Even though these shows ended in 2012-13, the provide a secondary outlet for connecting with their audiences. A smart way to stay relevant and keep re-running on OTTs.
3. Live-streaming Platforms
Though live-streaming is an option in all popular social media it’s not their primary feature. Platforms like Twitch and YouTube provide a stage to its users where they can live stream and build communities. These live streams range from live music production to cooking.
Marketers can use these platforms to reach out to their customers through influencers. It works just like any other influencer marketing campaign, with audience insights and behavioural data. However, live streams are a bit different. The interaction with the audience is real-time and ranges from anywhere between an hour to three hours. Popular Live-streamers on twitch are influential enough to hold viewers for this duration.
Broxh is a live-streamer from New Zealand, who started live-streaming as a hobby during the peak time of pandemic in 2020. He showcased his wood carving skills and gained popularity when a video of him politely asking his audience to not donate any money to him got viral. Broxh became so popular that he gained the attention of New ‘ ‘Zealand’s prime minister, Jancida Adern, who then visited him during one of this live streams.
Smartphone brand IQOO sponsors Indian streamers like Tanmay Bhatt, Samay Raina and Gamerfleet, wherein these streamers look out for other small-time streamers on their live streams.
Suhani Shah, a full-time mentalist and part-time streamer, hosts a virtual game show “That’s my job” a virtual rendition of the popular game “what’s my line?”. Paytm founder CEO Vijay Shekhar Sharma went in as the guest participant in one of her streams.
Spotify is also getting into the live-streaming game by curating live concerts for each listener depending on their listening activities.
Another concept’s popular among the streaming community and can be used by marketers to generate goodwill and brand awareness is charity streams, where in all the donations that the streamer gets during the live-stream are donated to a cause.
Marketers now need to make new strategies to target their customers through newer platforms Traditional methods like sponsoring and ad displays work just fine, however, any brand which can provide a different experience to its consumers will leave a lasting impression and larger brand recall.
