How To Market Your Business In The Digi-Physical, ‘New Normal’ World
In this guest post, Pin Payments senior marketing manager Yasinta Widjojo (main photo) says COVID has transformed marketing into this digital/physical space. Here’s her top tips to help your brand play successfully in it…
There’s no doubt that marketing and advertising has changed dramatically in the last 10 years, alongside advancements of technology and the internet. However, COVID-19 has taken this transformation one step further by normalising technology, like QR codes, for consumers.
With users facing a barrage of noise online, especially during COVID-19, users are left feeling digitally-numb, leading some back to traditional advertising and marketing. Alternative marketing like guerrilla advertising has seen a rise during COVID-19, as it harnesses both the digital and physical world in an interactive manner, using billboards, posters or graffiti that can be scanned by a smartphone.
This amalgamation of technology alongside the physical world, has led many users to expect more from brands than just traditional marketing. Thus, creating genuine authenticity with your customers is now much harder and marketers must use every tool and creative strategy at their disposal.
So, where does this leave businesses looking to make an impact? Here are a few tips to help you with Digi-Physical Marketing.
Top five Tips For Digi-Physical Marketing
Leverage technology alongside real life
Digital marketing is all about technology, so make sure your brand is using every program at its disposal. If you want to examine customer behaviours on your website, consider using website heat mapping and behavior analytics programs like Hotjar. Likewise, ensure your UX and UI design is straightforward and predictive of your customer’s behaviours. Don’t forget that the most valuable feedback comes from your customers. Customer surveys, sentiments and a chat on the phone can give you valuable insights you’ve never considered when you’re busy. If you sell products, create an interactive component such as tips that takes consumers to your website, app or platform. But be sure to make it engaging, fun and informative.
Don’t abandon physical marketing
While COVID-19 has definitely changed the visibility of physical advertising like billboards and posters, some brands have used this to their advantage by creating
campaigns which are so engaging that users upload them digitally. These campaigns gain traction through user generated content and usually contain humorous or memorable messages that correlate with current restrictions or societal feelings. Likewise, you can create physical and digital campaigns that play off each other. The merging of digital technology and traditional marketing keeps users feeling engaged, as though they’re discovering something new and exciting by interacting with your brand.
Add some humour, fun and lightness to your campaigns
The pandemic has given rise to difficult times for many businesses and individuals, but also creates moments of communal celebrations. Who would have thought that picnics would be trending pre-pandemic? With that in mind, consumers are looking for some playfulness and escapism in their everyday marketing, so now is a great time to add some humor and colour to your campaigns where appropriate. Get creative with your messaging and be personal, to tap into community feelings and emotions. You might find some humour or imaginative angles in the current climate and give your consumers a much-needed lift!
Get your communication timings right
Finding the balance between communicating enough and not oversaturating your audience is a difficult one. Due to the ever growing barrage of noise online from competing brands, consumers now more than ever are looking to ‘switch off’. However, don’t fall prey to under communicating with your customers, as that may also result in your users feeling abandoned or forgotten about, in one of the most difficult times. Try to strike a balance between addressing what’s going on in your customers’ lives (i.e are they currently in lockdown, is your store closed?) and allowing enough space between your communications to prevent any unsubscribes or brand abandonment.
Harness everything at your disposal including PR, marketing, communications, word-of-mouth & guerilla advertising
At this particular point in history, brands need to harness every tool in their kit to compete with the vast competition online. Different demographics respond to different platforms and marketing techniques, so now more than ever, you must be deliberate and smart with your messaging whilst also creating an iron-clad strategy. With that said, don’t be too rigid. Times change rapidly at the moment, which means your brand needs to remain agile in its approach. If a lockdown is suddenly announced or a major news announcement, you need to be able to quickly pivot your strategies and communicate effectively and quickly to your customers. In these unprecedented times, marketers need to be on the pulse with current affairs, technology and business to ensure their brand doesn’t get lost in the noise.
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says Double Verify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Performance
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
Its All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.