Modern Marketing


Adam Holloway of Emperor reminds marketers that one of the most important things in creating impactful work is knowing what your beliefs are.

When I say ‘believe’, I’m not talking about personal preferences regarding religion, UFOs, or star signs. I’m talking about creativity. How do you do your best work? What do you expect from your clients and colleagues? What can they expect from you?

Why now?

The creative industry is changing. We’re still feeling the impact of the pandemic and remote working. Artificial intelligence (AI) has burst back onto the scene, and everyone is on code red about how it will affect our industry and our jobs. In addition, there are evolving ideas around what it means to be ethical. As a B Corp-certified business, we see just how important this is to potential talent and clients.

We also find ourselves in an increasingly noisy communications landscape. Organizations are facing challenges presented by macroeconomic conditions – challenges that are complex and, in some cases, urgent. The need to communicate clearly, authentically, and with total transparency has never been greater.

With more noise, our work must be distinctive, intelligent, and relevant. Creativity is the secret weapon when it comes to thumb-stopping and attention-grabbing communications. But that doesn’t just mean bold ideas and communications that make a visual impact; it’s also about skilfully connecting an organization’s strategy with its people and customers, to establish an emotional connection with a narrative that sticks.

None of this is easy, and sometimes it’s easy to get lost in the weeds. Which brings me back to the importance of being clear about what you believe in.

What do you believe?

You may believe in the need for deep understanding. Encouraging your team and your clients to think about the continual process of learning more about a project, situation, or relationship. Not just what they understand, but how they can understand better. This might mean sharing knowledge and encouraging new habits, specifically in briefings. It could also mean creating opportunities and making spaces where better understanding can happen.

You may believe in the importance of having fun. Proactively making the time to be creative in your thinking. Making people feel confident enough to push boundaries and feel they can take risks on their way to getting things right. Making ‘playtime’ part of the process and encouraging ‘play for play’s sake’. Understanding ideas can happen anywhere, anytime, and playfulness is great for morale and mental health.

You may believe in the power of simplification. Exploring the beauty and effectiveness of simplicity and expressing ideas in the most focused way they can. The practice of simplicity is a valuable discipline, useful in any situation and wonderfully satisfying. Simplicity is the antidote to confusion, uncertainty, boredom, and bullshit.

The belief to break down silos

You may believe in the necessity to keep up. Being transparent about the learning process, so that knowledge is shared faster and more easily. With more collaboration and visibility, this can become a part of company culture.

People with different skill sets can learn from one another and find similarities between tasks and processes. Silos are broken down, gatekeeping is avoided, and new connections are made.

You may believe it’s essential to know your audience. Getting people to step outside their own heads, lose their ego, refocus on what’s best for the audience, and see things from other perspectives. Actively listening to external voices to gain more insight: generationally, financially, and societally, as well as attitudes about accessibility, inclusivity and sustainability.

You may believe in the value of workmanship. Celebrating the craft, expertise, and hard work that goes into creating a finished product. This is about educating each other in the processes, knowledge, time and passion that go into creativity. Challenging the myths about ‘sprinkling magic’ or ‘pressing a special button’, and instead revealing something more profound and inspiring about how you, and those around you, work.

Say it loud and proud

Whatever you believe, make sure you live by it. Say it loud and proud. Use it as a driver and a measure of your creativity. Use it to demand more from others. All in the pursuit of truly impactful and effective work.

Feature Image Credit: Raimond Klavins

By Adam Holloway

Sourced from The Drum

By Sam Anderson

While we’ve recently lost some high-street retail brands, many are still kicking. How are they surviving – and how will they flourish amid continuing permacrisis? We asked 7 commerce aces from The Drum Network.

During the height of the Covid-19 pandemic, there was plenty of well-justified concern about the continued existence of brick-and-mortar retail. Since then, we’ve seen evolutions in the shapes of (and footfalls in) towns and cities; accelerated hybridizations like smart stores; and, despite an IRL bounce-back, continued shifts toward online retailers.

What are the features of this evolving environment that marketers should be paying the closest attention to? In the long run, is brick-and-mortar dead – or an indelible part of life? Read on for our experts’ answers.

Martin Ryan, vice president of retail, EPAM

Retailers must urgently adapt physical spaces to meet current and anticipated sales demand. This often involves a multi-year effort due to lease inflexibility.

The future will see the development of new store formats, heavily edited store assortments, and some closures. This includes fewer but bigger stores that mix product and experience; a proliferation of smaller stores in convenient locations; and, for some sectors, automated and cashier-less stores and collection points. The store mix will be designed to work on an omnichannel model.

Retailers will continue to experiment with live-stream shopping and remote advisory to ensure the attention of new customer demographics.

The shift from physical to less profitable online sales will cause retailers to scrutinize marketing spend that promotes these channels. They will seek compensating benefits, like retail media revenues. Understanding store conversion rates enable marketers to compare online and offline ROI and build a mix of advertising spend.

Retailers will adopt customer data platform projects, implementing technology to survive in a post-cookie world, where tiny signals from consumer devices and behaviour are processed by AI models to provide probabilistic knowledge about individuals.

Martin LeBlanc, architect & principal partner at Sid Lee Architecture

From a design perspective, brick-and-mortar retail spaces in 2023 need to centre excitement. What’s the incentive to visit? What sort of memories will be created? For Concepts in New York City, for example, we designed a VIP store-within-the-store to offer guests an experience that wouldn’t be possible online.

There are plenty of opportunities for retail spaces to be both reflective of and supportive of the communities they’re located in. This means the prioritization of accessibility but also the inclusion of elements that reflect the city and its people. Something as simple as integrating the work of a local artist goes a long way in cultivating a sense of connection, which is of course the goal when competing with the digital world.

Carly Johnson, vice president, group director of strategy (North America), Momentum Worldwide

Brick-and-mortar retail is in a strong position to not only survive the future but embody what shoppers have always loved about ‘retail therapy’. Looking at the facts alone, despite continued growth in online shopping, in-store still accounts for around 80% of purchases. This past year, brick-and-mortar retailers opened twice as many stores as they closed.

The volley between in-store and online has crystalized how shoppers want to shop. Hybridized shopping has become the sweet spot for most, leveraging the convenience and reach of online with the speed and experience of in-store. There’s a tremendous benefit to mastering this hybrid approach: educate and inspire shoppers online, then convert them in-store where it’s much harder to ‘leave their cart’.

The experience in physical retail cannot be underestimated. Emotion drives behaviour; brands and retailers must create experiences that illicit emotions first. Emotion AI is a form of artificial intelligence that marketers should be paying attention to; it allows us to better understand human emotion while shopping through text, speech and facial expressions. When done responsibly and thoughtfully, it can deliver a more personalized and tailored experience.

Kit Bienias, performance director, growth, Brave Bison

E-commerce plays an influential role in driving store footfall. Readily available reporting tools allow marketers to connect the dots between online and offline. And leading ad networks have released a slew of products designed to drive consumers in-store.

Marketers can propel their brick-and-mortar stores forward through pivoting marketing efforts and leveraging the right tools: ingesting store visit and sale data into ad platforms; rolling out local campaigns in search; and adjusting automated bidding strategies to optimize to omnichannel performance KPIs.

Marketers must recognize the importance of online adverting to influence consumers’ offline behaviour. The sooner you start connecting the dots, the sooner you’ll reinvigorate brick-and-mortar stores.

Chris Dowse, strategy director, Jaywing

It’s a funny time for brick-and-mortar stores. During the pandemic, there was a longing for the freedom of shopping in person – something we didn’t know we’d missed until it was taken away. However, as lockdowns become a distant memory and household budgets become squeezed by cost-of-living increases, expect to see physical retail dial up its experiential role and become more of a wrapper for ‘event’ or treat purchases to bring cheer among the economic gloom.

With the steady increase of workers returning to city centre offices, there’s value in the benefit and convenience of hybrid online and offline services such as in-store click and collect, rather than gambling on being at home for deliveries while on endless Teams calls. The brands that will thrive will be the ones who truly understand their value and the role they play in customers’ lives: convenience and reliability or indulgence and experience.

Becky Simms, founder and chief executive officer, Reflect Digital

The common thread in any commerce setting is the customer. Their needs and desires for a personal approach do not change depending on the setting; their need to feel valued and connected to a brand is constant.

Retailers need to double down efforts to know their customers and personalize experiences, whatever the setting. Thinking about how they can connect a customer journey with in-store tech and provide a rich, personalized experience based on data (that the customer understands they hold) is an exciting prospect. The much-loved loyalty card schemes from retailers like Boots and Tesco place those brands one step ahead. The key will be in the execution.

Holly Ford, head of consumer communications, Evoke Mind + Matter

Covid-19 changed the nature of retail, catapulting e-commerce forward faster than all expectations. In 2021, the UK high street experienced an average footfall decline of 38%. As consumers were forced online, retailers responded by doubling down on their online business and contracting their brick-and-mortar retail footprints.

Lockdown may be over, but the genie is out of the bottle. While certain demographics will always want a physical connection with their favourite retailers, the most successful brands will evolve to a ‘phygital’ approach, offering an optimized blend of experiential and e-commerce to drive equity, loyalty and long-term growth.

Feature Image Credit: Eric Muhr via Unsplash

By Sam Anderson

Sourced from The Drum

By Awards Analyst

Amplified Intelligence won Most Effective Use of AI Machine Learning at The Drum Awards for Digital Industries 2022 for the development of human attention metrics. Here, we uncover what makes the technology worthy of praise.

By and large, impressions are becoming less reliable as a currency in the advertising industry. This is partly because, until now, there hadn’t been a way to measure whether or not humans were even watching an ad.

Amplified Intelligence tackled this enduring problem. Its novel solution can tell if a human being is actually gazing upon an advertisement, all through machine learning.

If successful, this technology could greatly enhance the goal of all advertising: attracting people to a brand, having them remember it, and driving business growth.

The brief

The artificial intelligence developed by Amplified Intelligence combines eye-tracking technology with machine learning, innovative research design and marketing theory. The result is highly accurate.

According to the company, this formula not only answers fundamental marketing questions for the first time; it elevates the question of how effective advertising is, allowing brands to look at how an ad’s effectiveness varies in different conditions.

The idea

Amplified Intelligence’s proprietary technology delivers three insights: ‘active attention’ (meaning eyes on an ad), ‘passive attention’ (eyes near a screen but not the ad) and ‘non-attention’ (looking away from the screen).

These can provide granular details about human attention across sectors, be it gaming, mobile, television, audio, cinema or out-of-home.

The results

According to Amplified Intelligence, their product has helped customers develop their best advertising campaigns yet.

Using its data insights, agencies have strategically adjusted their media plans, mitigating waste and increasing its reach. Clients include indie agencies like Hatched and Kaimera, and OMG Australia. Irish National Lottery, the first northern hemisphere brand to buy Amplified Intelligence’s AttentionBuy Media Planner product, saw a 35% increase in their attention seconds.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Feature Image Credit: Amplified Intelligence

By Awards Analyst

Sourced from The Drum

Whatever the economic outlook, the role of advertising doesn’t change.

While there are thousands of columns and academic papers about the merits of brand building v sales activation, at its simplest level, good advertising works by creating a preference that builds share of wallet.

When wallets are stretched, advertising must work harder to communicate why a brand is worth every penny. We don’t need a crystal ball to tell us that next year will be challenging for both advertisers and the public.

Out-of-home (OOH) has already weathered two years of Covid-related restrictions. It survived not because of luck, but thanks to over a decade of investment in digital screens and the technology that delivers advertising to them, giving OOH the resilience and capability to continue to reach audiences during lockdown – and emerge stronger.

As we look ahead to 2023, this ongoing investment, coupled with OOH’s traditional strengths, gives us reasons to be optimistic for a year of growth.

Real-world reach

OOH has always delivered reach. In fact, national campaigns deliver more inclusive reach than any other channel. Inflation in TV advertising, matched with declining audiences, make OOH a natural choice for brands looking to reach mass audiences.

Of course, there is more to advertising than mass reach. It is OOH’s ability to deliver mass-personalization, at scale, that will deliver more value than ever to advertisers in 2023.

Context at scale

51% of marketers say that personalization is their top priority. Customers now expect it too, with 76% saying they’re more likely to consider purchasing from brands that personalize.

Consumers expect messages to be more tailored and relevant. OOH can achieve that by delivering cost-effective reach in a sophisticated and targeted way. Investment in dynamic digital means that the medium offers the ability to combine context and location to activate shorter-term messaging, flexing to adapt to changes in mood and mindset.

OOH has the flexibility to recognize that audiences aren’t mutually exclusive, and they change throughout the day, week, month and year. In 2023, we want the OOH industry to reinvent community beyond location. There’s a huge opportunity to build on the advances we have already made in targeted reach.

The last few years have been tough. Covid and lockdowns have meant some people are struggling to connect with society, with minority groups finding it more difficult than the mainstream to find a sense of belonging. According to Mindshare, around half of the LGBTQIA+ community feel their worlds have shrunk so much that they do not know what to do with themselves (54%) and they feel they have lost touch with who they once were (47%).

OOH is the most inclusive advertising channel. It exists to provide public utility first, and advertising second. By its nature, it’s for everyone. The opportunity is there for OOH to engage diverse audiences in a way that no other channel can. According to WPP’s Consumer Equality Equation report, if brands get just 1% of people from minority ethnic groups to change their spending habits, this equates to over £2bn ($2.45bn) short-term growth opportunity in 2023.

A matter of trust

In a climate of economic uncertainty, and where fake news and dubious claims by some brands circulate on the internet, OOH is a medium the public trust.

Big, bold advertising gives consumers the confidence that the brands they invest in today will be here tomorrow and are worth spending their money on. OOH has no editorial, it offers a public declaration and enables brands to provide transparent messaging and reassurance. Digital screens powered by investment in programmatic provide the agility to react to real-time events.

It’s no accident that OOH is used so widely for government communications. When social media companies look to build trust in their platforms, they turn to out of home.

Creative commerce

While technology has made OOH resilient, we must not forget the sheer creative power of the medium. At its best, creative OOH has always been a combination of the latest and best techniques and applications from the art, science and innovation communities, nicely combined to accommodate any creative request of context.

Done well, creative executions on a small number of OOH sites have generated huge volumes of earned media and broken into mainstream news, demonstrating how combining and layering creative techniques can produce impressive results.

Last year, Marmite’s special build campaign for its limited-edition Chilli Dynamite generated 194 million impressions and £650,000 ($795,000) in earned media, delivering sales five times higher than previous limited-edition releases.

Let’s be bold, and let’s be confident. The next twelve months will be challenging. Brands need to show courage to continue to reach their audiences and seize growth opportunities. OOH offers the perfect platform.

For more on OOH’s past present and future, check out our Deep Dive hub.

Feature Image Credit: Towfiqu barbhuiya via Unsplash

By Ali MacCallum 

Sourced from The Drum

By Nathan Dale

Is low-performing content draining the life from your website? Nathan Dale of Impression explains how to identify it and bring it back to life, in light of Google’s most recent algorithm updates.

In August and September 2022, Google rolled out two major updates to its core search algorithms. First, there was the Helpful Content Update, which was completed on September 9, followed by the routine September Core Update.

It can be a spine-chilling moment when Google introduces an update outside of the routine, causing ghoulish screams amongst digital marketers (OK, maybe not quite that bad) who are concerned about what might happen to the performance of their websites.

But really, these updates aren’t so scary at all. Google’s update is intended to reward the good content you’ve been producing.

Trick, or treat?

There were two important lines from the Helpful Content Update documentation: ‘The update generates a site-wide signal. For this reason, removing unhelpful content could help the rankings of your other content.’

It has long been the view of SEO professionals that the overall quality of a website was considered by Google when it ranks individual pieces of content. You could write a great article with detailed information, examples, a how-to guide and a video thrown in for good measure. However, if the rest of your site’s content is low-res, it’s likely your article won’t perform well in search engine result pages (SERPs).

Is there zombie content lurking on your site?

Web pages with no SERP impressions, clicks or traffic are often referred to as ‘dead content’ since they seemingly have no life in them, although a more accurate term might be ‘zombie content,’ because the page is technically still alive, and search engines could therefore bump into it during a (presumably late-night) crawl.

If Google finds this content and classifies it as ‘unhelpful,’ it will take this into account when ranking your other high-quality, helpful content too. The more unhelpful content you have, the more likely Google will think that your website is providing lower overall value to its search results and users.

Taking steps to identify and remove poor-quality, unhelpful content is no longer an ‘as and when’ task to be done during a period of downtime. The Helpful Content Update means this task should now be high on your list of priorities.

There are very few (if any) websites that have 100% perfect content on every single one of their pages. While Google understands that this is an impossible standard, it would prefer to invest less time and money crawling and evaluating content only to realize that it’s as much use as a rotten pumpkin on November 1.

This is likely why it’s explicitly asking content managers to remove low-quality, unhelpful content, and rewarding sites that action this with potential overall ranking improvements.

Lack of continuity in the ownership of web content is usually the hidden monster that results in unhelpful content. As web content is inherited by new starters, passed around departments or simply left unattended, chances are you’ll find some skeletons in the closet.

How to identify unhelpful content

Identifying low-performing content is straightforward. One approach is to use Screaming Frog SEO Spider, which can either crawl your entire website, a specific directory or a list of URLs.

In Screaming Frog’s configuration menu, select API access and add your Google Analytics account. Set the segment to Organic Traffic and the date range to the last 12 months, then your traffic data will be added to the crawl. We advise looking at this over a 12-month time period to give a truer picture (eg seasonal content might not get any clicks in June, but lots in December).

Once the crawl is finished, you’ll have a list of content with the session data shown in the Analytics tab. Simply sort by lowest to highest and you’ll find the zombie content that’s haunting your website.

Exorcise dead content (or bring it back to life)

Once you’ve identified the content with the lowest session data, you essentially have three choices. One: if it has the potential to be made helpful, you can update it with new and improved content. Two: consolidate any content that is useful into another page on the same topic, then remove and redirect the page. Three: remove the page entirely.

Side note: if you are considering totally removing a piece of content, you should check the ‘all users’ and ‘page views’ in Google Analytics as it is possible the page is being found in other ways.

For more information on Google algorithm updates, check out Impression’s search industry update blog series.

Feature Image Credit: Georgi Kalaydzhi via Unsplash

By Nathan Dale

Sourced from The Drum

By Hannah Bowler

With no buyer in sight, Made.com is set to become one of the first casualties of the UK’s recession. Is it a one-off, or is it a signal of what’s to come for e-commerce?

Made-to-order retailer Made.com stopped trading today (October 26) after talks of a buyout fell through, switching off its e-commerce site and replacing it with a holding image of a dog in a bed and a message telling customers to ‘sit tight, we’ll be back soon.’

The business is short of the £70m it needs to survive the next 18 months and, as a result, the share price plummeted by 93% to 1/2p after the announcement came that it had shut up shop.

But it is far from an isolated case. It follows brands such as Eve Sleep, which filed for administration in June (it was saved by rival Benson for Beds). The mattress D2C business was a darling from the pandemic boom era when consumers were stuck at home investing in delivery homeware and sales were on the up for brands including Emma, Hypnia and Simba.

There are tough times ahead. It wasn’t long ago e-commerce fashion brand Missguided was salvaged by the ever-hungry Fraser Group, and just last week the UK’s biggest online vegan supermarket The Vegan Kind went bust, only to be later saved by an individual shareholder.

Nicola Strange, senior problem solver and impact lead at B+A agency, says category disruptors like Made.com will also find themselves unable to survive.

“Stalwarts can use their vast infrastructures to pivot and respond to rivals, as John Lewis has with its Anyday collection of homewares and fashion,” she says. But for challengers like Made, Strange says they need a way of “adding value, such as social impact commitments, robust sustainability or an overriding brand purpose to keep customers loyal.”

It’s a bleak picture as retailers are suffering from a combination of supply chain issues, spiralling business costs, a living cost crisis tightening consumer purses and a pandemic boom that created an inflated success.

On Monday (October 24) EY-Parthenon’s latest Profit Warnings report revealed 86 UK-listed businesses hit the red zone in the third quarter of 2022 – the highest Q3 performance since the 2008 recession.

The rise and fall of Made.com

Made set up shop in 2011 as an upmarket online-only furniture and homeware delivery brand. It was alone in a niche that was soon crowded by brands such as Wayfair, Habitat, La Redoute and Swoon. The company went public in July 2021 when it was valued at £775m, below its £1bn predicted market valuation. Herschel Ozturk-Walker, marketing manager at Brandwidth, tells The Drum: “Perhaps one can ultimately question the decision to ‘rush’ into public trading during volatile times.”

At the time its IPO was questioned as the company was struggling with achieving profitability at scale.

Ozturk-Walker adds: “Imagine being both the beneficiary and victim of the same thing … For Made.com, the Covid-lockdown phenomenon presents not only their single largest opportunity for growth, but also their greatest risk.”

Strange suggests instead that Made suffered from a disconnect between the external brand and the internal company.

Made-to-order retailer Made.com stopped trading today (October 26) after talks of a buyout fell through, switching off its e-commerce site and replacing it with a holding image of a dog in a bed and a message telling customers to ‘sit tight, we’ll be back soon.’

The business is short of the £70m it needs to survive the next 18 months and, as a result, the share price plummeted by 93% to 1/2p after the announcement came that it had shut up shop.

But it is far from an isolated case. It follows brands such as Eve Sleep, which filed for administration in June (it was saved by rival Benson for Beds). The mattress D2C business was a darling from the pandemic boom era when consumers were stuck at home investing in delivery homeware and sales were on the up for brands including Emma, Hypnia and Simba.

There are tough times ahead. It wasn’t long ago e-commerce fashion brand Missguided was salvaged by the ever-hungry Fraser Group, and just last week the UK’s biggest online vegan supermarket The Vegan Kind went bust, only to be later saved by an individual shareholder.

Nicola Strange, senior problem solver and impact lead at B+A agency, says category disruptors like Made.com will also find themselves unable to survive.

“Stalwarts can use their vast infrastructures to pivot and respond to rivals, as John Lewis has with its Anyday collection of homewares and fashion,” she says. But for challengers like Made, Strange says they need a way of “adding value, such as social impact commitments, robust sustainability or an overriding brand purpose to keep customers loyal.”

It’s a bleak picture as retailers are suffering from a combination of supply chain issues, spiraling business costs, a living cost crisis tightening consumer purses and a pandemic boom that created an inflated success.

On Monday (October 24) EY-Parthenon’s latest Profit Warnings report revealed 86 UK-listed businesses hit the red zone in the third quarter of 2022 – the highest Q3 performance since the 2008 recession.

The rise and fall of Made.com

Made set up shop in 2011 as an upmarket online-only furniture and homeware delivery brand. It was alone in a niche that was soon crowded by brands such as Wayfair, Habitat, La Redoute and Swoon. The company went public in July 2021 when it was valued at £775m, below its £1bn predicted market valuation. Herschel Ozturk-Walker, marketing manager at Brandwidth, tells The Drum: “Perhaps one can ultimately question the decision to ‘rush’ into public trading during volatile times.”

At the time its IPO was questioned as the company was struggling with achieving profitability at scale.

Ozturk-Walker adds: “Imagine being both the beneficiary and victim of the same thing … For Made.com, the Covid-lockdown phenomenon presents not only their single largest opportunity for growth, but also their greatest risk.”

Strange suggests instead that Made suffered from a disconnect between the external brand and the internal company.

By Hannah Bowler

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 Webb Wright

Whether it’s Meta, a MetaMask or the metaverse, here’s an explanation for many of the most commonly-used web3 terms.

Airdrop. In the crypto world, an airdrop is a free distribution of tokens or coins from a company directly into its users’ or members’ wallets.

Altcoins, or alts, are cryptocurrencies that are relatively new to the market and have relatively low valuations. A conjoining of the words ‘alternative’ and ‘coin,’ the term ‘altcoin’ initially was used to refer to any cryptocurrency that wasn’t Bitcoin.

Augmented reality (AR). A technology that combines elements of virtual reality (VR) with physical reality. In its current form, AR can be facilitated by devices worn over the eyes – such as glasses or goggles – or by a smartphone or computer screen. Pokémon Go is one common example of AR, because it blends virtual information with one’s physical environment.

Avatar. An avatar is a digital rendering of a human being or other entity in VR, a video game, the internet or another virtual space.

Bitcoin is at the time of writing the most valuable cryptocurrency in the world. It was also the world’s very first cryptocurrency, postulated by ‘Satoshi Nakamoto’ (which is typically presumed to be a pseudonym) in a now-famous white paper called ‘A Peer-to-Peer Electronic Cash System’ in 2008.

Blockchain. A ‘blockchain’ is a distributed digital ledger that’s used to record transactions. It’s an immutable database, which means that information can’t be tampered with or altered once it’s been recorded. If there’s an error in an entry, then a new, revised entry must be made, and both entries will subsequently be visible on the ledger.

The name comes from the fact that a blockchain stores data in ‘blocks,’ individual units that are linked, or ‘chained,’ together. New data is filed into blocks – and blocks are subsequently chained together – in chronological order, so a blockchain becomes longer and longer as more information is added to it. Each new piece of information is also assigned a timestamp, which makes it easy for users to find out exactly when it was linked to the database. The transparency and immutability of the blockchain makes it a very reliable and trustworthy business resource both for individuals and companies.

Block. A block, the constituent element of a blockchain, is an individual unit in which data is stored.

A bridge, in a web3 context, is a protocol which links blockchain systems together, allowing users from one system to send assets and information to another.

To burn an NFT is effectively to send it into oblivion, the closest thing to destroying it completely. Nothing that’s been coded on the blockchain can be deleted, so anyone who wants to delete (burn) an NFT has to send it to a smart contract that nobody can access.

Centralized system. This is a system that is controlled and organized according to a rigid hierarchical structure. In such a system, power and decision-making authority is concentrated in the hands of a relatively small number of individuals at the top of the hierarchy. Corporations, for example, are centralized systems.

A consensus mechanism is a system that validates transactions and encodes new information on a blockchain. The most common consensus mechanisms are Proof-of-Work (PoW) and Proof-of-Stake (PoS).

Cryptography. A word derived from the Greek ‘kryptos’ meaning ‘hidden’ – this is the process of using mathematics to encode and protect sensitive information from malicious actors.

A crypto winter is a period of steep decline within the cryptocurrency market, resulting in the loss of huge sums of money for some investors.

DAO. A Decentralized Autonomous Organization, colloquially referred to as a ‘DAO,’ is an organization that is controlled by its members and not subject to the authority of any single individual or entity. Unlike a traditional corporation or government, they are completely free of hierarchical, top-down structures. Its codes of conduct are recorded on a blockchain to ensure transparency and decentralization. Participation in a DAO is usually accessed through the acquisition of a digital token.

Dapp. A decentralized application, colloquially called a dapp, is an application constructed on the blockchain. Dapps function autonomously, according to the stipulations in smart contracts. Like any other application on your phone, dapps come with a user interface and are designed to provide some kind of practical utility.

A decentralized system is one that’s controlled in equal measure by each of its constituent parts. Blockchains – the technological framework for web3 – are decentralized, meaning that no single individual, corporation or other entity is able to exert a disproportionate degree of control over how they are constructed and run.

DeFi. Decentralized finance, or DeFi, refers to a financial system built upon the blockchain, and therefore fully distributed and not subject to any centralized authority, such as a bank, government agency or financial management firm.

Digital twin. This is a virtual rendering of a physical object. But a digital twin is more than a mere three-dimensional simulacrum – they’re designed, ideally, to be as dynamic and environment-dependent as the objects they’re imitating. For example, let’s say a team of engineers is making structural improvements to a bridge. They could design a simulation of that bridge, a simple 3D model, which would allow them to make basic measurements and study the overall structure. But that simulation wouldn’t be able to tell them much about how the wind, the traffic or any other number of more subtle environmental factors have been impacting the integrity of the bridge. To study those processes, they might distribute sensors over the bridge in order to create a digital twin. This would allow the team to create a much more informative model.

Ethereum is a decentralized blockchain network built by Vitalik Buterin in 2015. The open-source network is home to its native cryptocurrency, also called Ethereum but more commonly known simply as Ether or ETH (there’s some debate about whether it’s pronounced ‘eth’ or ‘eeth’). The Ethereum platform also gave rise to smart contracts – a subject we’ll dive into another week. As of March, ETH is the second most-valuable cryptocurrency in the world, after Bitcoin.

Extended reality. Also commonly referred to as ‘XR,’ extended reality is a category of multiple technologies – including VR, AR and mixed reality (MR) – which, in various ways, blend virtual worlds with physical reality.

Fiat money. Not to be confused with the car brand, fiat money is a term used to refer to any kind of currency that has been declared legal tender by a government body. (The declaration itself is often called a fiat.) Fiat money isn’t backed by any intrinsically valuable commodity, such as precious metals like gold and silver. Instead, the value of fiat money is determined by the fluctuations of supply and demand. Paper money, like the US dollar, is fiat money.

Fiat money is subject to an economic force called ‘variable supply,’ which means the governing body that issued the fiat can control its value by tweaking a variety of levers, such as the adjustment of interest rates. Cryptocurrency, which is not subject to the authority of any centralized authority, is often positioned as the opposite of fiat money.

Floor price” refers to the lowest price for which a product or service can sell at an auction. This is a common phrase to encounter on NFT auction platforms, such as OpenSea.

Fungibility. A term used in economics to refer to a commodity that is precisely equal in value and therefore exchangeable with other identical versions of that same commodity. A $1 bill, for example, is fungible, because it can be exchanged for any other $1 bill – they have the same value and therefore, for all intents and purposes, are identical.

Gas. In the context of web3, gas refers to a fee that’s required in order to execute a smart contract or transaction on Ethereum blockchain. Gas, which is often denominated in a very tiny fraction of an ETH called a WEI, is paid to node operators, AKA miners.

GM,” a common greeting on social media among web3 enthusiasts, means “good morning.”

Gwei. The smallest denomination of the cryptocurrency ETH is called Gwei. 1 ETH is worth 1bn Gwei.

HODL is a common acronym used in the crypto space, which stands for ‘hold on for dear life.’ It’s typically invoked at times when the crypto market is undergoing some dramatic fluctuations and investors are feeling nervous, as in: “Don’t sell just yet, the markets will recover and your investments will bounce back if you just HODL.”

Interoperability, in web3-speak, refers to the ability of multiple blockchains to cooperate and exchange information with one another, enabling virtual assets (such as non-fungible tokens [NFTs]), avatars and other pieces of code to move seamlessly from one platform to another.

IRL. Shorthand for ‘in real life,’ IRL is an acronym commonly used in the web3 space to describe a person, place, thing or event in physical – as opposed to virtual – reality.

Layer 1 (L1) blockchains are the foundations of multi-level blockchain frameworks. They can facilitate transactions without support from other blockchain networks. All layer 1 blockchains – including Bitcoin and Ethereum – offer their own native cryptocurrency as a means of accessing their networks.

Layer 2 (L2) blockchains are built on top of layer 1 blockchains, often enhancing the latter’s performance and expanding its accessibility. Polygon, for example, is a popular layer 2 blockchain that allows users to enjoy the benefits of using the Ethereum network without having to go through that network’s relatively slow transaction speed and costly fees.

Liquidity is a term used in economics to describe the degree to which an asset can be converted into either cash or some other asset.

A main network, or mainnet, is a finalized version of a blockchain that is fully developed and available for public use.

Meatspace refers to the physical world, ie the tangible counterpart to the virtual world of the metaverse. It may not be the most elegant of terms, but it’s been catching on among tech circles.

Meta. Facebook Inc changed its name to Meta (officially Meta Platforms Inc) as part of the company’s pivot toward the metaverse. There are many who mistakenly believe that the metaverse is a technology owned by Meta.

MetaMask is a software built for the Ethereum blockchain that functions as a crypto wallet.

Metaverse. ‘The metaverse’ is not synonymous with ‘web3.’ The former is the virtual landscape that’s accessible via VR technology, whereas the latter is a term that’s commonly used to describe the next evolutionary stage of the internet. ‘Web3’ is inclusive of blockchain, cryptocurrency, the metaverse and other emergent technologies.

Minting is a term used to describe the process of registering a digital asset on the blockchain, thereby turning it into a purchasable NFT. Once an NFT has been minted, given the nature of the blockchain it cannot be altered. Minting NFTs on the blockchain requires a vast amount of energy, which has led many to criticize the blockchain and its proponents.

Mixed reality, or MR, is a technology that, like AR, blends virtual and physical components. Unlike AR, however, MR allows the user to interact with virtual elements in more or less the same way that they would in the real world. Looking through an MR headset at your real, actual dining room table, for example, you might see a virtual potted plant sitting on top of it, which you can then pick up and put down, just as you could with a physical, tangible houseplant.

NFT. A non-fungible token, or NFT, is a collection of data stored on a blockchain that is non-interchangeable – in other words, it can’t be replicated into multiple copies of equal value in the same way that, say, US quarters can be replicated and exchanged with one another. (See definition for ‘fungible’ above.)

NGMI is a popular slang acronym in the NFT space, meaning ‘not gonna make it,’ and used to refer to a campaign or specific token that is unlikely to attain a high value. Its opposite, WGMI – ‘we’re gonna make it’ – is also commonly used.

Off-chain transactions do not take place on a blockchain network, but they can subsequently be incorporated into a blockchain. The parties to off-chain transactions must consent to use an intermediary third-party to validate the transaction. (Note: “Off-chain” can also refer to data that exists separately from the blockchain.)

On-chain transactions are executed, verified and recorded on a blockchain network. Once completed, the record of these transactions is viewable for all members of the associated blockchain network. (Note: “On-chain” can also refer to data that exists on the blockchain.)

P2P. Peer-to-peer, or P2P, is a term used to describe a network of individual computers exchanging information with one another without the oversight of a central server. Management of a P2P network is distributed among its constituent computers.

PAOP. A Proof of Attendance Protocol, or POAP, is a virtual token that serves as evidence – also commonly called a ‘badge’ – that an individual attended, either virtually or IRL, a particular event.

Private key, in crypto-speak, is an alphanumeric code that must be entered by a user in order to access one’s wallet or authorize an exchange of blockchain-based assets or currency.

Proof of Stake, or PoS, is a system for validating transactions and establishing new blocks in the blockchain. It’s a consensus-based mechanism, with each validator’s role in the process being directly proportional to the size of their stake in the cryptocurrency that’s involved in the transaction.

Proof of Work, or PoW, is another system for establishing consensus and building new blocks in the blockchain. A PoW mechanism requires each participant in a cryptographic process to submit proof that they have expended a certain amount of contributory computational effort.

Public key is an alphanumeric code that’s connected with a particular wallet. Analogous to a bank account number, a public key is a code that other users would input to send assets directly into your wallet.

Redpilled is a slang term used to describe a situation in which someone’s worldview – or their perspective on a specific issue – has undergone a sudden and dramatic shift. The phrase refers to the famous red pill from The Matrix film franchise, which basically symbolizes the decision to swallow a hard and uncomfortable truth about oneself or about the nature of reality.

Smart contracts are blockchain-based computer programs that are designed to automatically go into effect as soon as the parties privy to the contract have fulfilled their respective obligations. Once they’ve been coded and their terms have been agreed upon, they become fully automated, which negates the need for any facilitating third party. Because they’re built upon the blockchain, transactions made via smart contracts can be closely monitored – but can’t be tampered with after the fact – by the parties involved.

A test network, or testnet, is a blockchain where developers can test the functionality of new protocols, before activating them on a mainnet.

Tokenomics, a blending of the words ‘token’ and economics, is an umbrella term that refers to all of the various qualities of a virtual currency that can cause its market value to fluctuate.

TradFi is tongue-in-cheek shorthand that some in the crypto community use to refer to ‘traditional finance’ – basically the pre-DeFi paradigm of centralized financial authority, in which governments, banks and other institutions control and regulate currency.

Virtual reality (VR) is a technology that creates three-dimensional, immersive digital environments, wherein visitors can interact with other people (or rather, their avatars) and other elements of the environment. VR technology, though still in its infancy, has been advancing rapidly. Meta’s Oculus Quest headset is an example of a piece of hardware that can transport the wearer to VR worlds.

Wallet. A crypto wallet is an application that stores and protects the keys to blockchain-based assets and accounts. (See definitions for ‘private key’ and ‘public key’ above.)

By Webb Wright

Sourced from The Drum

As the media landscape evolves, so do our preferences for communication. Rose Skews at Favoured delves into the changing world of online comms, audience segmentation and what it takes to engage the younger generation.

With the rise of short-form video content on platforms including TikTok and Instagram, three-minute videos are affecting our attention span. As online communications move toward Facebook Messenger, WhatsApp and social media direct messaging, the phasing out of email as a communication platform begs the question: are consumers still engaging with email marketing?

The short answer is yes. The long answer? Also yes, so long as you’re doing it well and know who you’re doing it for. More than half of generation Z and over a third of millennials still enjoy getting brand emails. With that in mind, let’s look at how you can create engaging emails that even gen Z will want to read.

Don’t be boring

Dull, plain text emails that waffle on won’t engage your impatient audience. So, what can you do?

  • Use short emails: try testing short-form emails. Get to the point of your email quickly and efficiently
  • Hook them in: create hooks for your subject lines and the headers that highlight the crux of the email. This will help with your open and click-through rate
  • Get personal: adding in a recipient’s name can be a little technical at first but it’s totally worth it. If you’re able to personalize things such as names, this makes your emails more trustworthy and engaging
  • Include a strong call to action (CTA): ‘Read more’ and ‘Discover now’ just won’t cut it. Add a little spice to CTAs, like ‘You won’t want to miss this’

Your copy and message need to be clear, concise and interesting. Try bringing your tone to a more personable level to better engage with your audience.

Flows and broadcasts

Email marketing can be a great tool if you can plan and set it up well. At Favoured, we typically split email marketing into two: flows and broadcasts.

Flows are automations where you can segment your audience, create cohorts and triggers, and (after an initial set-up) run them continuously. Broadcasts are monthly newsletters that give you an opportunity to update your audience on anything new.

You can create manual, ad hoc campaigns for an extra burst of comms (around a sale, for instance).


With email marketing and segmentation, you can capture audiences’ personas. Your main cohorts will be active users, inactive users and new users. Email flows for active users might be:

  • Repeat purchase: thank the customer for their continued support. This flow normally has a refer-a-friend scheme in later emails
  • ‘Superusers’: especially for app companies – when a customer has triggered an event within the app a certain number of times and you want to maintain their engagement

Inactive users will have email flows such as:

  • Abandoned cart: with an average conversion rate of 80%, this is one of the most important flows you can set up
  • Re-engage: this flow should focus on offering small discounts as a temptation to get customers back on track. If you have an app, try explaining a new feature as an incentive to click

New users will have email flows such as:

  • Onboarding: this is your opportunity to show the customer who you are and what you can offer them
  • ‘Web catch all’: if anyone submits a form on your website you can catch them here – a great place to convert them to onboard and/or purchase

Now that we have the flows sorted, let’s look at how you can bring engagement with monthly newsletters.


The trick is to break your newsletter into sizeable chunks. Try highlights, news and testimonials. You could even connect with national marketing days to make sure you’re hitting key dates relevant to your brand.

News and updates sections give you the opportunity to chat with customers about what you’ve been up to. Adding a testimonial or two brings credibility to your brand and/or product, while adding an extra level of desire.

Who’s doing it well?

Some companies have been smashing email marketing. One is Estrid. It had a hard task ahead of it as its main target audience is gen Z and millennials – the prime suspects for a lack of attention span. It has smashed it: its emails are engaging; it has bought movement into its design with the use of gifs; and its tone is personable and fun.

Maybe you were on the fence about email marketing. We’re hoping that now you see the value it could add to your marketing strategy. Email marketing can capture and engage your audience in a different way than social media. If you ever need any advice, the expert team at Favoured is always available to help.

Feature Image Credit: Volodymyr Hryshchenko via Unsplash

By Rose Skews

Sourced from The Drum

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