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By Emily Lowes

Write me an essay plan, a revision guide, and tell me what to eat for the week. Emily Lowes of Raptor says that understanding how gen Z uses – and feels about – AI is key to marketing it successfully to them.

AI is a topic at the forefront of marketers’ minds, with new developments leading to a mass adoption of technology to influence efficiency, creativity, and outputs across the industry. However, where many are missing the mark is understanding the everyday ways AI is influencing, and changing, the next generation’s approach to technology.

At Raptor, we interviewed a selection of students to find out what gen Z really thinks about AI developments, how it is being used in everyday life, and their perspectives on the future. We compared this insight with our national student survey to identify three core areas of development that marketers should be aware of when it comes to gen Z and AI in the year ahead.

Majority of students pay for AI

Gen Z is actively using AI in their everyday lives and is excited by its possibilities, in contrast to what they view as an adverse reaction by older generations. Chat GPT (OpenAI) and Gemini (formerly Bard, Google) are the leading generative AI platforms that students are using to aid their day-to-day lives with 70% of students paying for a premium version of the services to enhance their experience.

Coursework and education is a core reason for this, with universities introducing AI detection tools alongside plagiarism checks in their feedback due to the number of students using generative AI software to support their studies.

What does this mass adoption of AI among gen Z mean for marketers? Most importantly, that AI will be coming to an office near you whether you like it or not. As the next generation of employees, generation Z will be leading the charge regarding the use of AI to improve efficiency in workflows, generate creativity, and plan ahead.

While AI use cases in education are seeing a spike, gen Z’s use of AI is now expanding into everyday life. Generative AI is being molded by students to help them become efficient in their extracurriculars, hobbies, and even their health and wellbeing.

Zenae, a final-year student at the University of Manchester, noted “Chat is good at revision plans but also at gym plans and meal plans. I plan my week using ChatGPT and always use it for my creative hobbies and tasks”. The term “Chat” has now entered gen Z vocabulary as a slang term for the platform due to its mass adoption. If you’re not using ‘Chat’, then you aren’t in the know.

The second core area of development for gen Z is that AI is impacting almost every area of students’ lives – not merely educationally but also creatively and in their passions. Marketers should take note of this significant technological shift and see the opportunity for emerging tech developments to establish a new normal when it comes to young relationships with technology.

Is privacy a thing of the past?

When asked what the drawbacks of AI might be, our subject group was full of contradictions. While students brought up a variety of issues that generative AI may have including biased learning models, untrustworthy information, and privacy concerns – they weren’t put off from using the platforms.

Ava, a second-year student at Leeds University, noted: “I’m at a point where I feel like my data is so out there that I don’t care. I had a lecture recently that said anything that you use that’s free, you’re paying for with your data. We’re the workers of the big corporations by using their stuff. We have no control of data and what it’s being used for, it doesn’t really bother me”. A lack of care for data and privacy was a concurrent theme among our findings, however improving mass adoption of AI was a topic for which gen Z was full of recommendations.

Education was at the forefront of student minds when it came to AI. The majority of participants noted that they taught themselves to use generative AI, and that they’d like to see a wider educational drive for society as a whole to learn about the benefits, drawbacks, and use cases of AI to help the technology have a wider positive impact.

What does this mean for marketers? Gen Z isn’t afraid of AI, and therefore the marketing industry will need to become comfortable with understanding, educating, and contextualizing use cases of AI for consumers. A great example of this in practice is the Google Pixel 8: AI in Your Hands campaign which shows its AI features in the context of everyday usage – removing barriers to entry for those interested in exploring their products.

AI is here to stay, and while the headlines might seem gloomy – gen Z is envisaging a better future through the adoption of the technology. To keep up with the next generation marketers must be willing to implement AI into their organizations to improve their working style, harness the consumer opportunity of AI impacting a variety of areas of life alongside realizing the power of education in advertising use cases for AI technology.

Feature Image Credit: Eliott Reyna via Unsplash

By Emily Lowes

Sourced from The Drum

By

As concerns over data privacy abound, Vero is doing social media a little differently

Unlike Threads, Vero has been focused on steady, rather than exponential growth.

When Mark Zuckerberg launched Threads as a competitor to Twitter, it broke ChatGPT’s record to become the fastest-growing social network in history, gaining 100 million users in just a few days. But in the weeks since its launch, Threads’ daily active user count has fallen by significant margins, dropping 82% as of July 31.

Vero, on the other hand, has been growing slowly and steadily for years, flying mostly under the radar as it seeks to build a strong base from which to change the social media landscape. The app, which now has a user base numbering about 6.5 million people, proposes a different, more real, version of social media, one that is importantly lacking the incentives for addiction and vitriol that are present on other platforms.

“People are becoming more and more aware of the problem of platforms mining their data, and then using that data, selling it to advertisers,” Ayman Hariri, the co-founder and CEO of Vero said in an interview with The Street. “We’re definitely seeing people that do come onto the platform organically come because of those concerns.”

Vero is ad-free, subscription-based

Vero was designed to be a completely ad-free, subscription-based social network. Though the company has yet to activate the subscription model – and hasn’t said when it will do so – the result of this ad-free network is a platform without incentives, and therefore, without an algorithm.

“When people talk about data and data mining, it’s really about having enough information on somebody to know what their habits are, and whether or not there’s a way to design things to fit within those habits,” Hariri said. “It’s a negative thing in that you can make the product more addictive. You can potentially manipulate people’s behaviour. And that’s a red line we don’t want to cross.”

These problems of algorithms and misaligned incentives were at the centre of Meta Platforms’  (META) – Get Free Report Facebook whistleblower Frances Haugen’s complaint against the company in 2021. The computer scientist said at the time that “Facebook makes more money when you consume more content,” adding that the platform designed its algorithms to prioritize profits in a way that incentivizes hate speech.

Vero has no such incentives.

“There’s no advertising. Therefore, it isn’t an algorithmic feed,” Hariri said. “Therefore, we’re not looking for content that gets any reaction. We’re not in that world at all. I don’t believe in it.”

It provides users with a chronological feed that, according to Hariri, gives people complete access to their entire following, something advertisement-based platforms have not been able to promise.

“There’s no place for hate speech on our platform,” Hariri said. “We’re not looking for people to be okay with that nor to train people that that’s okay.”

Vero currently employs a human content moderation team, but is looking into tools to bring that effort up to scale.

“I think that free speech and what X is particularly going after is a noble cause, but just the practicality of daily life makes it difficult to achieve something that will work for everybody,” he said. “We’re doing things in different ways.”

And where other platforms, such as YouTube and now X (formerly Twitter) incentivize their creators to make content by sharing percentages of ad revenue, Vero’s approach is necessarily different. There’s no ad revenue to share; the app, instead, will grant creators equity ownership in the platform itself.

Vero users own shares of the company

“If you choose to come to Vero and bring your following, you own shares in the company. It’s got nothing to do with discussions with me or anybody else,” Hariri said. “We’re looking very intently at the regulatory aspects and we’re making bold moves that nobody else has done because we truly mean what it is that we’re saying. We want to be different. And we want to have a different impact on people that join us.”

To that end, Vero acquired Tokenise Stock Exchange International in June, a regulated stock exchange for tokenised securities that was founded in 2018.

“It’s a challenge to go down the path of educating a market and selling to them,” Hariri said. “That’s why our product has to stand on its own two feet as a product that delivers you value. That’s what we’re focused on. That’s why it takes us so long.”

“Our growth is all ahead of us.”

By

Ian Krietzberg is a breaking/trending news writer for The Street with a focus on artificial intelligence and the markets. He covers AI companies, safety and ethics extensively. As an offshoot of his tech beat, Ian also covers Elon Musk and his many companies, namely SpaceX and Tesla.

Sourced from TheStreet

If you’re not already using artificial intelligence (AI) to enhance your digital strategy, fear not. Tug’s Elliot Gray has you covered.

Artificial Intelligence (AI) is revolutionizing the media industry. It’s opened up a huge range of new possibilities for digital marketers, helping them gain competitive advantages and engage with customers in new and exciting ways.

Here, we cover seven things digital marketers can do with AI to speed up workflows, boost ROI on ad campaigns, and more.

1. Automate repetitive tasks

While the role of the digital marketer is forever changing, there are some repetitive admin tasks we haven’t been able to shake – until now. Sending emails, posting on social media, conducting research. AI can automate all of these, freeing up time for marketers to focus on higher-value work.

Robotic Process Automation (RPA) software like Zapier can integrate with 5,000 apps and platforms to create automated workflows, automating the process of lead-generation campaigns, for example.

2. Create personalized content

AI can also be used to create more personalized content. Businesses have utilized this for many years. In 2016, Starbucks used predictive analytics to create customized emails by leveraging loyalty card and mobile app data. By analyzing data about consumer behavior, AI can help marketers better understand what kinds of content are most likely to resonate with the audience they’re trying to reach.

3. Conduct audience research

Conducting audience research can be tedious, but AI can speed it up by collecting and analyzing data about potential customers. It can also support marketers in identifying new audience segments they might not have considered before.

At Tug, we use ChatGPT to help identify new audience interests to target on Meta when planning a campaign by feeding the platform as much relevant information about the company and its products or services as possible, then asking it to provide around 50 options. Admittedly, it can spit out a lot of nonsense, but by asking for a large list of options, you have a better chance of finding hidden gems.

4. Improve customer service

Digital marketers can’t be on standby for their clients all hours of the day. By using chatbots, businesses can provide their customers with 24/7 assistance, even outside regular business hours.

Chatbots can answer FAQs or give product recommendations. Implementing a chatbot can help reduce the time employees spend answering simple questions. When something more complex comes up that the chatbot can’t answer, it can escalate the issue to an actual human.

5. Analyze data

AI can assist digital marketers with collecting and organizing data from various sources, reducing the time spent on obtaining and arranging the data, as well as making the process more streamlined overall.

If we take something like ‘sentiment analysis’ as an example, a company might use AI tools to gauge customer attitudes toward a specific brand, product, or ad campaign. This can be done by reviewing social media posts, reviews, and other online feedback in order to help understand public perception and adjust accordingly.

6. Analyze performance

Even better, AI can be adopted to analyze the performance of campaigns across multiple channels. By analyzing data from multiple sources, marketers can better understand how each channel contributes to overall success and adjust their strategies accordingly.

7. Predictive analytics

AI can predict future trends and consumer behavior more accurately than manual analysis. Predictive analytics uses machine learning algorithms to analyze large customer datasets and identify patterns that indicate future trends. For example, AI can determine which products or services are likely to soon become more prevalent, or which customers could be more likely to remain loyal customers.

8. Automate media buying processes

Through automation, AI can make the media buying process more efficient. By sifting through consumer behavior and market trends data, AI can help businesses find the best deals for their media campaigns, preventing them from overspending on ad buys. For example, AI can identify the best times and channels to run ads in order to maximize their reach while saving on costs.

Feature Image Credit: Levi Loot

By Elliot Gray

Sourced from The Drum

By Gavin Jordan

Gavin Jordan is the publishing manager of Open Mic – The Drum’s self-publishing content marketing platform. For The Drum’s Content Marketing in Focus, he predicts the most likely content marketing trends for 2023, and how marketers can tackle them head-on.

In 1999, Jeff Cannon wrote, “In content marketing, content is created to provide consumers with the information they seek.”

Almost a quarter of a century on, it’s amazing how many content marketers still fall at this first hurdle. They provide information – yes – but it’s not information that anyone is actually looking for. It’s no doubt why 71% of decision-makers say that half or less of the thought-leadership content they consume offers any sort of valuable insights.

A lot of the time, the line between content that thrives and content that dives is relevance. Content marketers who look inwardly (What can I say about my business? Why is my product/service so valuable? What are the benefits of my offering?), will always lose out to those looking outwardly (What is the target audience interested in? What are they searching for? What do they want to engage with?).

One of the top ways to stay relevant with your target audience is to keep up with current industry trends (i.e. the topics that your audience are flocking to time and again). To help guide your content strategy next year, we’ve scoured through a trove of readership data to predict the most-likely content marketing trends for 2023. Here are our top five.

1. E-commerce

While there was an understandable growth in e-commerce vs brick and mortar sales in 2020 (largely due to the Covid-19 pandemic), e-commerce continues to grow at record speed. A recent report by Morgan Stanley predicts that e-commerce could reach 36% of all retail sales by 2026 (up from 32% now), as more shoppers prioritize convenience.

As e-commerce’s popularity rises, so too will competition between online retail brands. Retail marketers will therefore be watching this area closely to see how to stay ahead of the curve, and where the newest wave of growth will come from. But it’s not just retail marketers. The future of retail will affect media owners and tech providers alike – making it a critical topic to stay informed on from all angles.

What topics are likely to thrive? If the past few months are anything to go by, eagle-eyed marketers will be on the lookout for content that covers:

Buy into all the latest e-commerce marketing trends by bookmarking The Drum’s e-commerce hub here.

2. Metaverse and gaming

Most are familiar with the old marketing adage, “meet your audience where they’re at.” And if marketers are serious about reaching younger generations, then where they’re ‘at’ is the metaverse.

Mostly populated with Gen-Z and Gen-Alpha audiences, ‘metaverse’ is a catch-all term to define a virtual space where people meet, play, socialize, shop – and so on. But really, as Chris Sutcliffe says, the metaverse ultimately represents potential. To many, the virtual worlds (including, but not exclusive to, gaming worlds) that collectively make up ‘the metaverse’ are part of a shift from one era of the internet (Web2) to another (Web3). And no marketer wants to get left behind.

With some analysts predicting that the metaverse will grow into an $800bn market by 2024, and the number of gamers worldwide totalling a staggering 3.2 billion, good metaverse and gaming content will undoubtedly attract marketers’ attention in 2023. This year, readers not only flocked to content that provided an answer to what the metaverse means for the industry, but also how their own brand might succeed in the metaverse, taking especial note of how major brands like Nike and adidas developed their own (albeit very different) metaverse strategies.

In 2023, with a better understanding of what the metaverse means (or is likely to mean), brands will be looking for actionable advice on how to enter the metaverse/hone their metaverse strategies, as well as the marketing opportunities within these virtual worlds, be it in-game advertising, audio ad opportunities or by utilizing virtual influencer marketing.

To stay plugged-in with the latest metaverse & gaming news, trends and insights, bookmark The Drum’s Metaverse hub.

3. Data & privacy

Google announced earlier this year that they’re postponing the end of third-party cookies on Chrome until 2024, giving the industry more time to innovate for a privacy-centric, anti-tracking world. But despite all the delays, there’s no denying the inevitable: one day the cookie will crumble.

Mixed with Apple’s App Tracking Transparency (ATT) framework (which has been described as hypocritical by some), this will spell the end of collecting, measuring and utilizing audience data with relative ease. In 2023, marketers will be preparing to fill the cookie-shaped hole of the future, and content that helps them do this will reign king.

As well as how to obtain post-cookie data, marketers will also be looking closer at how to best analyze data. 76% of digital marketers evaluate their digital marketing using attribution models, but the so called “walled gardens” that govern these models are making it increasingly difficult for marketers to analyze the data effectively. In 2023, marketers will look to content that helps them overcome attribution challenges, or else provides a clear alternative.

Another opportunity in this space lies in providing genuinely enjoyable, engaging content. Because of its analytical – often jargon-heavy – nature, data & privacy can often be a dry subject to swallow. For content marketers to excel with this topic, content should be accessible, comprehensive and have personality. A lot of content might claim to have the best way to collect first-party data, for example, but it’s the most engaging of these that’ll get the most attention.

Track the latest data privacy news, trends and insights by bookmarking The Drum’s Data & Privacy hub here.

4. Audio

2022 saw a sharp rise in audience interest surrounding ad opportunities in the audio space. This should come as no surprise. With the almost unstoppable rise of podcast listeners, and the multitude of genres to meet their needs, brands have a new way to target niche audiences – and ensure they’re highly engaged. Marketers will be looking to understand how best to advertise on podcasts, how to ensure brand suitability and how to measure results. They may also look to understand how their own brand can utilize an effective podcast content strategy.

But podcasting isn’t the only space that audio can succeed in. With the boom in gamers worldwide, brands are not only using in-game advertising for visual ads – they’re looking to audio ads too. According to a study by AudioMob and YouGov, 75% of mobile gamers prefer audio ads over video. With arguably smoother integration, and less risk of interrupting gameplay, the growing opportunity of audio ads in gaming is likely to spark a lot of interest as we head into 2023 – as is the audio opportunity in the metaverse.

Keep your ears open to all the latest audio news, insights and thought-leadership by bookmarking The Drum’s Audio hub here.

5. Influencer marketing

The past few years have seen a huge shift in attitude towards influencers. The stereotype of the vacuous, Starbucks-sipping, fame-hungry narcissist is dead. Brands have finally come to recognize influencers for what they really are: publishers. And, like any publisher, they use content to build and maintain highly relevant and engaged audiences. For brands, that’s golden.

But influencer marketing is ultimately still in its infancy. For brands wanting to leverage it, there’s still a ton of education that can be supplied through content marketing. How do you find the right influencer? Should you go for one with broad appeal, or opt for a more niche micro-influencer? Do you choose paid content or branded content? What social media is most effective for using influencers?

But beyond these practical questions, marketers will be on the look out to see how influencer marketing continues to evolve. The rise of virtual influencers and live shopping have disrupted traditional notions of influencer marketing, and brands will be looking at thought-leadership closely to monitor these areas.

How to keep up with content marketing trends in 2023

At Open Mic, we keep all our members up to speed with the latest content marketing trends, so that they can target their audience with the right content at the right time. Find out more about how Open Mic can help your 2023 content strategy here.

By Gavin Jordan

Sourced from The Drum

By

Government agencies and private security companies in the U.S. have found a cost-effective way to engage in warrantless surveillance of individuals, groups and places: a pay-for-access web tool called Fog Reveal.

The tool enables law enforcement officers to see “patterns of life” – where and when people work and live, with whom they associate and what places they visit. The tool’s maker, Fog Data Science, claims to have billions of data points from over 250 million U.S. mobile devices.

Fog Reveal came to light when the Electronic Frontier Foundation (EFF), a nonprofit that advocates for online civil liberties, was investigating location data brokers and uncovered the program through a Freedom of Information Act request. EFF’s investigation found that Fog Reveal enables law enforcement and private companies to identify and track people and monitor specific places and events, like rallies, protests, places of worship and health care clinics. The Associated Press found that nearly two dozen government agencies across the country have contracted with Fog Data Science to use the tool.

Government use of Fog Reveal highlights a problematic difference between data privacy law and electronic surveillance law in the U.S. It is a difference that creates a sort of loophole, permitting enormous quantities of personal data to be collected, aggregated and used in ways that are not transparent to most persons. That difference is far more important in the wake of the Supreme Court’s Dobbs v. Jackson Women’s Health Organization decision, which revoked the constitutional right to an abortion. Dobbs puts the privacy of reproductive health information and related data points, including relevant location data, in significant jeopardy.

The trove of personal data Fog Data Science is selling, and government agencies are buying, exists because ever-advancing technologies in smart devices collect increasingly vast amounts of intimate data. Without meaningful choice or control on the user’s part, smart device and app makers collect, use and sell that data. It is a technological and legal dilemma that threatens individual privacy and liberty, and it is a problem I have worked on for years as a practicing lawyer, researcher and law professor.

Government surveillance

U.S. intelligence agencies have long used technology to engage in surveillance programs like PRISM, collecting data about individuals from tech companies like Google, particularly since 9/11 – ostensibly for national security reasons. These programs typically are authorized by and subject to the Foreign Intelligence Surveillance Act and the Patriot Act. While there is critical debate about the merits and abuses of these laws and programs, they operate under a modicum of court and congressional oversight.

Domestic law enforcement agencies also use technology for surveillance, but generally with greater restrictions. The U.S. Supreme Court has ruled that the Constitution’s Fourth Amendment, which protects against unreasonable search and seizure, and federal electronic surveillance law require domestic law enforcement agencies to obtain a warrant before tracking someone’s location using a GPS device or cell site location information.

Fog Reveal is something else entirely. The tool – made possible by smart device technology and that difference between data privacy and electronic surveillance law protections – allows domestic law enforcement and private entities to buy access to compiled data about most U.S. mobile phones, including location data. It enables tracking and monitoring of people on a massive scale without court oversight or public transparency. The company has made few public comments, but details of its technology have come out through the referenced EFF and AP investigations.

Fog Reveal’s data

Every smartphone has an advertising ID – a series of numbers that uniquely identifies the device. Supposedly, advertising IDs are anonymous and not linked directly to the subscriber’s name. In reality, that may not be the case.

Private companies and apps harness smartphones’ GPS capabilities, which provide detailed location data, and advertising IDs, so that wherever a smartphone goes and any time a user downloads an app or visits a website, it creates a trail. Fog Data Science says it obtains this “commercially available data” from data brokers, permitting the tool to follow devices through their advertising IDs. While these numbers do not contain the name of the phone’s user, they can easily be traced to homes and workplaces to help police identify the user and establish pattern-of-life analyses.

a screenshot showing a text box with a row of icons at the top over a satellite view of a neighborhood
Fog Reveal allows users to see that a specific mobile phone was at a specific place at a specific time. Electronic Frontier Foundation, CC BY

Law enforcement use of Fog Reveal puts a spotlight on that loophole between U.S. data privacy law and electronic surveillance law. The hole is so large that – despite Supreme Court rulings requiring a warrant for law enforcement to use GPS and cell site data to track persons – it is not clear whether law enforcement use of Fog Reveal is unlawful.

Electronic surveillance vs. data privacy

Electronic surveillance law protections and data privacy mean two very different things in the U.S. There are robust federal electronic surveillance laws governing domestic surveillance. The Electronic Communications Privacy Act regulates when and how domestic law enforcement and private entities can “wiretap,” i.e., intercept a person’s communications, or track a person’s location.

Coupled with Fourth Amendment protections, ECPA generally requires law enforcement agencies to get a warrant based on probable cause to intercept someone’s communications or track someone’s location using GPS and cell site location information. Also, ECPA permits an officer to get a warrant only when the officer is investigating certain crimes, so the law limits its own authority to permit surveillance of only serious crimes. Violation of ECPA is a crime.

The vast majority of states have laws that mirror ECPA, although some states, like Maryland, afford citizens more protections from unwanted surveillance.

The Fog Reveal tool raises enormous privacy and civil liberties concerns, yet what it is selling – the ability to track most persons at all times – may be permissible because the U.S. lacks a comprehensive federal data privacy law. ECPA permits interceptions and electronic surveillance when a person consents to that surveillance.

With little in the way of federal data privacy laws, once someone clicks “I agree” on a pop-up box, there are few limitations on private entities’ collection, use and aggregation of user data, including location data. This is the loophole between data privacy and electronic surveillance law protections, and it creates the framework that underpins the massive U.S. data sharing market.

AP investigative journalist Garance Burke explains how she and her colleagues uncovered law enforcement use of Fog Reveal.

The need for data privacy law

Without robust federal data privacy safeguards, smart device manufacturers, app makers and data brokers will continue, unfettered, to utilize smart devices’ sophisticated sensing technologies and GPS capabilities to collect and commercially aggregate vast quantities of intimate and revealing data. As it stands, that data trove may not be protected from law enforcement agencies. But the permitted commercial use of advertising IDs to track devices and users without meaningful notice and consent could change if the American Data Privacy Protection Act, approved by the U.S. House of Representatives Committee on Energy and Commerce by a vote of 53-2 on July 20, 2022, passes.

ADPPA’s future is uncertain. The app industry is strongly resisting any curtailment of its data collection practices, and some states are resisting ADPPA’s federal preemption provision, which could minimize the protections afforded via state data privacy laws. For example, Nancy Pelosi, speaker of the U.S. House of Representatives, has said lawmakers will need to address concerns from California that the bill overrides the state’s stronger protections before she will call for a vote on ADPPA.

The stakes are high. Recent law enforcement investigations highlight the real-world consequences that flow from the lack of robust data privacy protection. Given the Dobbs ruling, these situations will proliferate absent congressional action.

By

Sourced from The Conversation

By Chris Sutcliffe

Instagram, like all social media platforms, is investing heavily in its e-commerce capabilities. But while its ambitions are forward-facing, it is also looking backward at an underappreciated marketing tool to supercharge those ambitions – the QR code.

The QR code is having a renaissance. Once mostly seen in out-of-home (OOH) grassroots campaigns, the value of the code has skyrocketed as marketers grew to understand its wider implications for attribution and analytics purposes.

Instagram, finding itself on the back foot for e-commerce compared to platforms such as TikTok and Snapchat, is now quietly rolling out a new QR-based feature for all users. Following a limited trial of the tool, as noted by Alessandro Paluzzi, the platform is allowing its wider user base to share links to Reels and posts through the generation of a QR code.

A Meta representative told Techcrunch: “To make it easier for people and businesses to share specific content, we recently launched the ability to create QR codes for profiles, tags, locations, reels and more.”

It is another lease of life for the QR code. In 2015, Snapchat experimented with launching QR-based Snapcodes, allowing users to easily follow their friends. TikTok similarly launched its own visually-distinct QR code to allow users to share their own profiles.

The tool has also previously seen use in marketing in print titles. South Africa’s Associated Media – which publishes the regional editions of Cosmopolitan among others – saw positive results from printing QR codes next to products in its print magazines. That allowed its brand partners to track the purchase funnel from an analogue product to a digital one with much greater specificity than would otherwise have been possible.

At the time, Associated Media’s chief exec Julia Raphaely said: “We started with a QR code because, in South Africa, that is the payment gateway that’s very well recognized. We partnered with a QR code technology that was powered by a bank, and we started testing it.”

In the rest of the world, however, the QR code was seen mostly as a tool that had never lived up to its potential. Now, though, audiences have greater familiarity with codes for information-sharing and linking out. In its most recent Marvel series, for instance, Disney has included QR codes within TV shows that take users to bonus content.

A social strategy

Now, however, the QR code has come roaring back to the fore as a viable marketing tool. On social platforms, as in print, the codes are being used to open the purchase funnel for consumers – and to deliver greater measurement options for advertisers.

Jordan Lukeš, communications director at Emplifi, explains: “QR codes offer a wealth of opportunity for brands in terms of social-forward marketing. We know that influencer marketing is a huge hit with younger consumers especially. Just imagine how this could enhance the shopping experience – you could have QR codes connecting product info to posts where an influencer is wearing the item, or even include QR codes on physical clothing racks in stores.

“Not only does this create a phygital experience for the shopper, but it offers a new way for brands to drive and monitor their engagement in a way that can be traced all the way down to the bottom line.”

The codes would also aid with one of Instagram’s perennial issues – that of discovery. While more consumers are using platforms such as TikTok and Pinterest to seek out and discover recommendations, thus opening the purchase funnel for brand partners, Instagram has struggled to match their capabilities. This integration of QR code allows its creators to share their posts off-platform, which could help ameliorate that problem.

Beyond that, the key benefit for Instagram is one of attribution. The QR code allows for more direct and demonstrable measures of efficacy when it comes to linking through to advertising partners’ products.

Media Bounty’s Max Harris and Ali Moloney explain: “For advertisers, this trend has provided the added benefit of gathering audience data for future marketing purposes. For example, QR codes can store digital information such as when, where and how often you scan a code, which typically leads to an app or a website that then tracks your personal information. Therefore, the rise of the QR code follows the agreement between platforms and users as we exchange our data for access and convenience.”

The QR code was a victim of Amara’s Law, and its early use cases were arguably too early to take advantage of the rise of the smartphone camera and social media. With Instagram and the other major social platforms making huge strides toward developing their e-commerce operations, however, the QR code has again found its place in the marketer’s arsenal.

 

 

By Chris Sutcliffe

Sourced from The Drum

By

Web3 could revolutionize the relationship between brands and their customers. Here’s an introduction to what marketers need to know.

When the internet first went live, publishers would create content and users would consume it – a period known as web1. A decade or so later, web2 took over with the emergence of web apps and social networks, which made it easy for everyone to create, share and engage with content.

Fast forward to today, and the novelty of web2 has largely worn off. Some of the most impactful web2 companies – such as Meta (Facebook), Google and Apple – have made a killing by leveraging user-generated content (UGC) to engage consumers and create unique profiles for each of them, only to turn around and ultimately sell that data to third parties for advertising purposes.

The worst part? The vast majority of those users had no idea this was taking place – and none of them gave their permission to allow it to happen.

If advertisers want to rebuild trust with consumers, they need to take an open, transparent approach and ask their audiences for their permission to collect data. And this is exactly what the web3 opportunity – a new era of the internet characterized by decentralization, transparency and autonomy – enables.

What are the core principles of web3?

Ask 10 people to define web3, and you might get 10 different answers. But at a high level, web3 is a new iteration of the internet powered by blockchain technology and token-based economics, and it’s also governed by three central tenets:

  • Decentralization. In web2, companies own platforms. In web3, platforms are decentralized. No organization has control over any content; users do
  • Transparency. Thanks to blockchain technology, all users on peer-to-peer networks and decentralized apps (dApps) will share open, unalterable databases that they can verify with their own eyes
  • Autonomy. Ultimately, users will be able to control their own digital destiny and have the final say in whether their data is collected and how it’s used

According to a recent study, 96% of consumers don’t trust advertisers. This is exactly why brands should be incredibly excited about the web3 moment.

With the right approach, digital advertisers can rebuild the trust they’ve lost during the web2 era – connecting with consumers on a meaningful level and in an open and honest way.

Web3 is here – it’s time to prepare for the tectonic shift

Though we’re still early, the web3 moment has already arrived. Unfortunately, advertisers that wait to adapt to this reality will learn the lesson the hard way.

In the not-too-distant future, users will demand a cut of the revenue generated from the data they create. As an internet-native currency that is incredibly divisible, crypto is the easiest mechanism to deliver incentives that users can immediately put to use.

As the world gravitates toward the web3 standard, user data will increasingly be held on the blockchain or in decentralized storage solutions, which will give users more power over their data than ever before. As a result, they will be able to choose exactly which brands they consent to share data with, what data they wish to share, and for how long.

Advertisers that don’t prepare for this tectonic shift and adapt their methods to offer a real value proposition in exchange for interacting with user data will be left behind.

By offering tokenized rewards – whether that’s fungible crypto coins or non-fungible tokens (NFTs), an on-trend, blockchain-based, one-of-a-kind digital asset – advertisers can tap into the web3 ethos while exciting users about what they have to offer. Plus, they get to take advantage of the magnificent properties that come with blockchain technology, such as:

  • Immutability, or the permanent, unalterable nature of a blockchain ledger
  • Validation, or the way in which users can verify transactions are legitimate
  • Disintermediation, or the absence of intermediaries between advertisers and users
  • Profound security, made possible by cryptography and decentralization
  • Ease of transfer, which makes it simple and quick to send and receive tokens

How crypto can help advertisers thrive in web3

One of the easiest ways to reward users when they give their permission to share their personal data or perform specific actions is by issuing crypto rewards. For example, you can give them rewards when they watch videos, view personalized ads and opt to receive content from brands.

By offering an opt-in value exchange – where they’re willing to part with their data or their attention for tokens – advertisers can begin building long-lasting customer relationships and regain trust while ensuring regulatory compliance.

Though cryptocurrency remains in its infancy, adoption continues to increase; today, some 27 million Americans own crypto. With steady growth over the last decade, it’s only a matter of time before crypto usage reaches critical mass. The sooner advertisers embrace the inevitably of crypto, the faster they’ll be in a position to capitalize.

Since the future of digital advertising will be fuelled by permission and digital rewards, brands need to start looking for a purpose-built crypto-rewarded advertising platform that will guide the journey ahead. Strategies that enable aligned incentives – where all participants, including users, advertisers and the platform, benefit from the permissioned sharing of data – will lead to victory in the web3 era.

With the right approach, the lopsided relationship between brands and consumers suddenly evens out, and both parties engaging with each other is more of a partnership than anything else.

Feature Image Credit: Adobe Stock

By

Lauren Griewski is chief revenue officer at Permission.io.

Sourced from The Drum

By Sara McKinniss

As data privacy regulations evolve, marketing communications professionals have a responsibility to adapt their marketing strategies with new best practices as they arise. While there are certainly strategies that companies can adopt, new and unexpected changes can present challenges to even the most seasoned professionals. Historically, marketers have dealt with regulations lawmakers pass in different countries and have pivoted their strategies to comply with those legal changes. However, now marketers are faced with a new dilemma; what do we do when a technology manufacturer implements its own data privacy features outside of those that are already regulated? Well, that day is here, and most notably, it is impacting email marketing.

In June, Apple announced that it was launching new features to help its customers better control how their data is shared with companies. Apple’s new update to iOS centres on user privacy and data tracking. The Mail Privacy Protection feature will allow users to open emails without alerting the sender and avoid disclosing their IP addresses, which marketers usually need to track user data. When this was first announced, marketers scrambled to determine how this would impact our ability to track email open rates and click-through rates. Most email marketing platforms put a tracking “pixel” in emails users send. Previously, people who used Apple devices to read emails that were sent out by marketers were tracked via that pixel. With the new update, if the user turns that function off, there is concern that marketers will not be able to track whether that person opens or clicks through the email. Additionally, Hide My Email is a newer feature that Apple has rolled out. This function creates a randomized email address instead of a real one so that the user’s identity remains private. Simply put, this could impact a marketer’s ability to track email deliverability rates and user metrics. While there are email privacy applications for Android phones, there are currently no built-in email masking tools for the Android platform. Thus, the only segment of users this would impact would be Apple iOS users.

So, what are marketers to do because of these developments? First, while we may want to throw our hands up and quit, we should not stop marketing via email (or stop any type of marketing, for that matter). This simply means we must do a better job of engaging with our current prospects and customers. As marketers, we should re-evaluate what our prospects and customers both want and need.

This starts with creating relevant content that is impactful and that converts. Traditional inbound marketing methodologies work by educating prospects (and customers) to help them make purchasing decisions. By incorporating inbound marketing tactics with meaningful content, those individuals who interact with a brand will likely continue to do so regardless of the communication channel. Now is an ideal time to consider the resources you have available on your teams, including thought leaders within the organization who are outside the marketing department, to develop content that resonates.

Feature Image Credit: getty

By Sara McKinniss

Sourced from Forbes