12 Tips for Marketing Automation in 2022 | Online Sales Guide Tips

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12 Tips for Marketing Automation in 2022

Many businesses are not taking advantage of technology that can improve marketing results. With marketing automation systems, they can send thoughtful communications at the right time to nurture leads and convert them.

Marketing automation is one of the best ways to run your business. It allows you to:

The key is to start using it today and avoid most marketers’ mistakes. Here are 12 tips to get you going.

1. Develop a Marketing Automation Strategy

Marketing automation has many benefits, but you can’t jump in without thinking. Don’t try to automate every part of your business — not all your processes are ripe for automation right away.

Plan ahead. Make sure you have a strategy in place. Ask yourself questions like:

Take some time and write out your goals and objectives. Then, consider what activities you need to automate, the tools available to you, and how you want to start.

2. Implement Marketing Automation Gradually

Getting started with marketing automation can be intimidating for any company, especially those that are unfamiliar with the technology. While some companies dive into marketing automation at full speed and send out dozens of emails or publish countless social media posts immediately, it can be best to take a slower approach to the process.

Deciding how — and how quickly — to integrate marketing automation depends on your company’s size, available resources, and the type of tools you’re using.

The first step is to understand how you and your colleagues spend your time. Next, identify tasks that take the most time but don’t necessarily move prospects through the sales cycle. Marketing automation can take care of many of these tasks, freeing you up to focus on working with your best prospects and closing deals.

3. Start With Email Marketing

Email marketing is one of the most essential business processes to automate. It’s also one of the easiest to implement, so you should think about starting here. For example, sending emails regularly to your newsletter subscribers can be time-consuming. By automating instead, you could schedule emails to go out in advance and have them sent at the specified time without touching them again.

Another great way to automate your business processes is by setting up autoresponders for new leads and customers. For example, this will let you send automated messages to people who sign up for your mailing list.

4. Streamline Your Social Media Presence

Social media is a highly effective marketing channel, but you have to invest time and effort into it to get results. Luckily, automation can help you streamline many of the everyday tasks that marketers perform on these platforms, letting you work more efficiently and get better results for your efforts.

The key is to focus on the tasks that can be automated so your time can be spent on the ones that require a human touch. For instance:

There are plenty of social media management tools that let you schedule posts in advance across multiple accounts at once. This means you can spend a few hours at the beginning of the week (or even just one session) creating all of your posts for the next several days or weeks.

5. Build Your List

A list is a powerful tool that can help you reach your audience and drive business growth. Marketing automation can help you grow your list organically without actually being too pushy about it.

Specifically, automation allows you to send emails with the right content and messaging at the right time. In addition, you can schedule emails for times when your audience is most likely to be receptive, allowing them to decide at their own pace.

6. Automate the Right Content for Your Market

The more relevant your content is, the higher the chance people will interact with it. And if they interact with it, it means they’re interested in what you have to say — and that translates into increased leads and conversions.

Marketing automation can track how people engage with your content, including how many times they click on a link, open an email, or fill out a form. You can then use this data to improve future communications.

The data you receive from automated tracking can also form part of your real-time web analytics. This enables you to see which parts of your website perform well and which ones need improvement.

7. Nurture Sales Leads

It’s possible to nurture sales leads with specific content, helping guide prospects through the sales funnel and move them closer to a sale. Marketing automation allows you to use the power of your content, landing pages, and social media to nurture your leads into customers.

Marketing automation is what will allow you to grow your business without adding more people or hours to your sales and marketing teams. And it’s one of the few tools that you can use for both inbound and outbound marketing, so it gives you the flexibility you need.

8. Personalize the Customer Experience

Personalization is a crucial aspect of any customer-facing business. It needs to be a focal point of your customer experience. Consumers are more likely to respond positively to brands with a strong understanding of their needs, preferences, and interests. However, while it is highly desirable in theory, it can also be challenging to execute on your own.

Marketing automation helps you cater to the customer experience by automatically collecting and managing data at scale. This creates better experiences for your customers, making it easier to retain and keep them happy.

9. Follow Up With Customers After Purchases

Retaining customers is one of the most critical factors in growing a sustainable business, and the best way to keep them coming back is to provide excellent service. But, are you following up after they make purchases? If not, you could be missing out on a significant opportunity to grow your business.

It turns out that one of the best ways to do this is through marketing automation. With it, you can set up campaigns that check-in with those who have bought from your business. These post-purchase emails allow you to send personalized messages at precisely the right time to increase revenue and build stronger relationships.

10. Generate Reports on Marketing Campaigns and Website Traffic

Analytics are critical to any company that wants to improve the performance of its marketing and sales teams. One of the best ways to collect data about your customers is with a comprehensive marketing automation platform that can track their activity across all channels.

These platforms can potentially let you automatically generate reports on website traffic, sales leads, and conversions from downloads as well as social media posts. You can also use analytics to track the effectiveness of your sales emails.

11. Don’t Make It Obvious That You’re Using Automation

Automation is an incredibly powerful tool for marketers, but it can also be dangerous and can reduce engagement if you aren’t careful. It’s important to remember that your subscribers are real people with real emotions. You have to speak to them as people would.

If you make it obvious you’re using automation; you run the risk of alienating your subscribers. They might not feel like you’re treating them as individuals, and they’re less likely to engage with your campaigns or buy from you again at that point. On the other hand, personalized subject lines can go a long way toward improving open rates or click-through rates (CTR).

12. Align Automation With Your Overall Business Goals

To achieve maximum return on investment (ROI), you need to align automation with your overall business goals. This means you need to outline what your business does and what it wants to achieve as a whole, then break that down for each department. Once you have, you can start designing your automation strategy to deliver your desired results.

This is not a silver bullet that will solve all of your marketing and sales problems. But when implemented correctly, it will help you streamline processes, generate more leads, and drive more revenue.

Hopefully, we’ve given you some ideas on how you might use marketing automation to your advantage. Avoid the mistake of thinking that it’s a one-size-fits-all solution, because it isn’t. Instead, by looking at what marketing automation can do for you and your needs, you can figure out how to fit it in and make the most of your ROI.

Image Credit: MART PRODUCTION; Pexels; Thank you!

The post 12 Tips for Marketing Automation in 2022 appeared first on ReadWrite.

VP of Marketing

Joe Martin is currently the VP of marketing at Scorpion, a leading provider of technology and marketing to help small businesses grow. Formerly he was CloudApp’s GM and CMO and a Head of Marketing at Adobe. With over 15 years of experience in the industry and tech that makes it run, he provides strategic guidance on how to build and use the right stack and marketing for businesses to grow. Joe believes marketers need smart training and leadership to scale company growth. Connect with Joe on LinkedIn and follow him on Twitter @joeDmarti.


Q&A with Bounty Agro President Ronald Mascariñas on Business Model Innovation – The Marketing Mentor

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Ronald Mascariñas is the President and CEO of Bounty Agro Ventures. Aside from launching Chooks-to-Go and Uling Roasters, now the dominant cooked chicken brands in the Philippines with over 2,000 take-out stores, Bounty has launched HeiHei, Chooks! dine-in restaurant, and made their products available through an omnichannel strategy. He and his team innovated on Bounty’s business model from being a poultry integrator to being the biggest cooked chicken retailer in the Philippines in order to address import liberalization, shrinking margins, rising operating costs, high bargaining power of major fast food chains and supermarket groups, and commoditization. Ronald is also a recipient of the 2nd Mansmith Innovation Awards. In this interview, he shares about innovating amidst crisis. 

Q1: Seeing your massive success today, what are your biggest learnings from a failed pilot test and failed buy-in of the salesforce of your initiatives when you initially innovated on your business model in 2007?  

A1: Managing change was the most difficult part in our major pivot to the rotisserie business from the traditional poultry integrated business selling dressed chicken especially at a time when the traditional business was doing fine.  It took 100 highly successful and profitable stores for the organization to finally realize that we are heading in the right direction and embrace the shift. It is very important to accept that people will naturally resist change and it is the responsibility of leaders to relentlessly pursue it by improving the picture of the future.  A vivid picture of the future is not as powerful though compared to seeing actual positive results which drives momentum. 

Q2: During the first ECQ in 2020, you were able to launch over 100 rolling stores in a week’s time when consumers started working from home. How does an organization like yours create strategic agility and speed? 

A2: We take care of our chicken but we take care of our people even more. We spend close to average of 6 months salary for the professional and personal development of our people, employee engagement programs and CSR activities that make them feel proud of their company.  We give credit to our consultants from the Investors in People who advise us on how to improve our people management practices based on the best practices of the top companies in the world.  The primary objective is to create a culture that employees behave like owners and treat the company as their own and therefore “nagmamalasakit.”  

The creation of rolling stores came out naturally and strictly on voluntary basis. Everybody saw that communities on lockdown didn’t have access to food because public transport was suspended.  The opportunity to serve was first on our minds but it turned out that people were willing to pay at any price, what was more important at that time was availability of food. We were able to sell at a premium and kept the business afloat.  The spirit of volunteerism was in full display at that time and that was because employees treated their company as their own and therefore nagmamalasakit despite the real threat of contracting the virus. 

Q3: Aside from rotisserie, Chooks-To-Go stores also sell dressed chicken and you have launched HeiHei crispy fried chicken and sandwich at the height of the pandemic. What’s the strategic role of HeiHei, and the fried products it carries?

A3: The product offerings of our rotisserie stores are mainly for lunch and dinner.  HeiHei which was imbedded inside existing Chooks-to-Go stores were snack offerings outside lunch and dinner. 

Q4: Your value chain keeps extending. What made you open Chooks! the new dine-in restaurant? How many do you plan to open? How do you mitigate risk? 

A4: We are nearing saturation point for new rotisserie stores that we can open across the country.  The restaurant business is a natural next step for us given the experience gained in running rotisserie stores and our competitive advantage of having processing plants and good talent across the country. 

Q5: You have thousands of community dealers, recruited when the unemployment in the Philippines was at its highest. But as an omnichannel player, what are typical channel issues you need to address? 

A5: Creation of the Community Reseller trade channel was possible and relatively easy because of the massive unemployment brought about by the pandemic. I don’t think we could have created that under normal circumstances.   Many tried that as well but were not able to sustain it because of the high cost of logistics. We had a natural advantage because of our store infrastructure across the country.  Resellers order online from their designated Business Center and they pick-up stocks from a designated rotisserie store. Stocks intended for Resellers were co-loaded with deliveries for our rotisserie stores. 

Continuing recruitment of Resellers was through my personal FB page which has over 1.6 million followers. My FB social media page created and sustained the Reseller business. My followers in the sports community and various CSR activities became our Resellers. 

Q6: Bounty has proven itself as a market leader in its industry that thrives in crisis. What’s next for Chooks To Go and Heihei in innovation?

A6: We see gaps in the Fastfood landscape in the Philippines. Watch us fill those gaps and hopefully build another robust business in the coming years. 

Josiah Go is chair and chief innovation strategist of Mansmith and Fielders Inc. The 2nd Mansmith Innovation Awards and Summit can be viewed for free for a limited period via www.continuum-edu.com 

What To Do When I Turn 60 – The Marketing Mentor

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I used to be the youngest in many things – – youngest national president of the Philippine Marketing Association (then) at age 28, youngest bestselling marketing author at age 31, youngest Agora Awardee in Marketing Education at age 32, youngest lifetime achievement awardee in marketing education at age 45. I have been extremely blessed  and grateful for all of God’s gifts in my life. 

But my “being-the-youngest” days have been over a long time ago. For the last two decades, I have been spending time mentoring younger people so they can have their own victories earlier than later (in age).  One of these programs is the annual Mansmith Young Market Masters Awards (YMMA), co-founded with Chiqui Escareal-Go in 2005.  In those 17 years (and counting), we have had 155 winners (and counting) –  many of whom have become CMO in several major companies in different industries. As an advocacy-based non-formal educational institution, we are grateful we have been able to launch many innovations and continue with the YMMA program uninterrupted. We are glad our surplus in trainings and our many partners who believe in us and our advocacies have been able to fund the YMMA, along with some of our newer projects – – the Mansmith Innovation Awards, the Mansmith Market Masters Awards for Senior Mentors, as well as events such as the Business Model Conferences and the Mansmith Innovation Summit.   

Today (April 22) is a special day for me as I celebrate my 60th birthday. I will be spending the whole day attending two meetings in Unionbank, a bank I admire and have often cited in my various talks. I am happy to be considered for reelection as an independent director of the board again, serving alongside many heroes I look up to. 

Many companies set optional retirement age at 60 and mandatory retirement age at 65. I retired from my own company at 59 to spend half the time traveling and to other to write more books. As we know, travel had been limited or non-existent because of Covid restrictions in the past, and when I try to finish writing my 20th book, either other talks had to be prepared or another mentoring, coaching or consulting session had been scheduled.  But definitely, a new book will be out by 2023, so do watch out for it. 

Reflecting on all these years, I have been blessed with a meaningful life, a good family, good friends, good network, good health, and modesty aside, a good name I continue to work hard to maintain (thanks to my parents for their constant reminders before). I praise God for all these goodness, even if sometimes I feel undeserving. I praise God for using Chiqui and I as conduits to help and make a difference in the lives of others.  I praise God for giving me more than a fair share of His Grace. 

More recently, I was approached by eight different groups to explore possibilities to join their boards, including an offer to join the government as well as to join a university. I am honored to be considered but I have accepted only two board appointments so far (aside from maintaining my own businesses and advocacies) – as Independent Director of Union Bank of the Philippines, as well as Board Trustee of University of  St. La Salle Bacolod. I learned so much from sitting in these boards, as well as attending their committee meetings. They have provided me unique opportunities to observe the logic of banking as well as of educational institutions. I thank them for their trust and look forward to continue to add value to the board and our shareholders.  As I turn 60, I am now ready to explore more board opportunities from other industries on a selective basis where I can be relevant and active.

I find that I have been able to provide such value to boards and clients due to a clear line of sight of knowing where I wanted to go especially as a life long learner who enjoys gaining new knowledge and being able to connect the dots that lead to valuable insights.  I believe it all started from my deliberate shift some two decades ago from my core in marketing and sales, that expanded to its adjacency in blue ocean strategy and innovation, and further more to the adjacencies in entrepreneurship and business model.   These six different lenses were sharpened through constant study and experience and have allowed me to keep thinking differently, seeing things differently and doing things differently.

Sanofi Consumer Health’s Ian Santos had described me as a contrarian, “but in a good way”, he said  – – for asking even basic questions on why we do what we do, realizing there are many things we take for granted. Sometimes I have been described as a scary “professor” who keeps posing the hard questions, for always challenging assumptions, and still being able to provide or offer alternative solutions to existing problems, at least most of the time. This could not have been possible without the many years of learning and the psychological safety provided by the leadership of the boards that enable conversations and discussion no matter how unfamiliar the question asked, and when another perspective is shared, no matter how different from the norm.   

I wrote this article while reflecting on a beach in Palawan. I like to end this piece by sharing an important quote from the poem – – “Song for Myself” by Walt Whitman, which has guided me in most of my 60-year journey so far, and where I have discovered my identity and my purpose – – “Behold, I do not give lectures or a little charity. When I give, I give myself.”

The search for the 17th annual Mansmith Young Market Masters Awards (YMMA) is ongoing until May 6, 2022. Forms can be filled up in www.youngmarketmasters.com 

5 Questions About Email Marketing From Our Group Coaching Calls

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Want to find out what we get asked inside our exclusive, members-only group coaching calls? This week we’re taking behind the scenes of the coaching calls we do inside our membership, The League. We’re going to not only share the questions about email marketing that our members ask us, but also the exact answers we give them!

Aaaaaand, we have an amazing opportunity for you. For one day only, you can join one of these exclusive calls too! Want to find out more?

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Join us for the first Open Day inside our membership The League

We’re doing an Open Day for our membership The League where you can come and hang out on one of the hotline coaching calls as our guest. It’s happening on the 11th of May 2022 at 8 pm UK time (3 pm EST).

You’ll get to ask questions just like our members do and get answers from us. And if you can’t think of a question, just sit there and watch – like a fly on the wall. We guarantee you’ll learn from the questions that other people ask.

So if you want to get on this call, register here. We’ve never done this before, and we’re excited to see many of you joining us for this experience. So let’s pack out the room for some great learning! 

1. How many campaigns do I need to implement to get started with email marketing?

The first question we pulled from one of our coaching calls is from Paul, and he asked, “As long as I have the Getting to Know You sequence and your Overture sales sequence set up, am I good to begin sending traffic through my funnels?”

The short answer is yes!

But let’s break this down. For context, we should say that we give our members inside The League new email marketing campaigns every single month. But obviously, people can’t implement them all at once!

Also, for clarity, the Getting to Know You sequence is our welcome sequence. It’s a 4-day sequence for every new person who comes onto your email list. This is where you introduce them to your core product or service.  After setting up our welcome sequence Paul implemented our Overture campaign, which is a sales automation.

Of course, if after setting up these two campaigns you want to stop putting people through more sequences, you can. But you can also set up as many email campaigns as you want. You don’t have to wait until you have all our email marketing campaigns set up – we don’t do that either! We add a new campaign every 8 weeks or so. 

And taking this approach is perfectly fine. Firstly because it takes some time to set the sequences up. But also because they’ll serve you on an ongoing basis. You can view these two campaigns as your minimum viable engine. Just put people through them, and you’ll immediately benefit from the work you’ve done setting them up. Think of it as a train with different carriages – more campaigns will make your email marketing train longer. But simply add a new carriage whenever you’re ready, at your own pace.

2. What’s the best email frequency for email marketing? 

Here’s another question we get asked by email marketers all the time. “How do I figure out what email frequency I want to do with my email newsletters?”

There’s no right or wrong answer here. We talk a lot about the fact that we send an email every single day, and we think you should too. Because we think you’ll get better results if you email at least a few times a week.

Planning your email content 

In terms of planning your content and the frequency of your email newsletters, we do our planning quarterly. So in the middle month of any given quarter (February for Q1, April for Q2, etc.), we plan the content we’re going to share in our email newsletters. We look at what we’re going to sell, what our goals are, and what emails we’re going to send in order to take our subscribers on a journey. And then we figure out what content we need in order to make that happen. 

Let’s say we decide to do a webinar campaign. We go into The League and grab our own template for that, just like any of our members would. And then we put it all together and run it.

In short, here’s what we do. Once a quarter, we plan a rough big helicopter view of everything we’re going to do and map it all out. We break it down month by month, week by week, and day by day. We create the plan once and then fulfill it, and this means we don’t have to spend time every day wondering what we’re going to send out next. 

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3. How many emails should I send during a launch?

“If I’m launching my new course, coaching programme, or membership, how many emails should send?”

The answer is as many emails as you have a good reason to send! Because if you have nothing meaningful to send out, you’ll feel like you’re sharing fluff – there’s nothing of substance to drive that email.

So first thing first, write down on your calendar when your product is going on sale – you want the dates of when the cart opens and closes. And then you reverse engineer from there.

On the last day, you’ll want to say that the cart is closing – you’ll do that at least twice to give people the best opportunity to get your solution. That’s why we send 3 emails on the last day. The first one tells our subscribers that today is the last day of the sale. Then later in the day, we send a reminder to say the deadline is getting closer. And then an hour before we close the offer, we send a short and simple email with the link to buy for one final time.

Don’t send everything at once 

These are great reasons to email on the last day. But there are other good reasons to email during a launch, and we talk about them in the episode called 7 Sales Elements to Give You More Reasons To Email During Your Launch. Go check it out! 

So our top tip is to hold things back – don’t share everything in the first few emails! Use the first email to introduce your product and then, on a different day, tell them about your payment plan. Or your bonuses. Or share a video. Just don’t send everything at once because every new piece of information you share calls for a different email. It gives you a good reason to email again during your launch. Remember – you can send as many emails as you need to, as long as you have a reason to.

4. How do I move to a higher email frequency?

Another question we get asked is, “How can I start sending emails more often and do it in the right way?”

The short answer is that you don’t suddenly go from emailing once a month, once a week, or once in a blue moon to every day. Because your audience will hate you for it. And so will your email platform and the Gmails of this world. This is only going to negatively impact your email deliverability. Instead, you want to slowly increase the frequency of your emails and pre-empty this action with some warning.

The way we suggest you approach this is by emailing your list and telling them you feel like you haven’t been delivering as much value as you could be. You’d like to help them move forward in their journey as quickly as possible. So you tell them what to expect going forward while you slowly step up your frequency. You could go from once a month to once a week and then after a month or two, you increase to twice or three times a week, for example. And then to every day. That way you step up your frequency in stages – this is less noticeable and less likely to break things.

Tell your audience how they’ll benefit from your emails

While you do that, don’t forget to tell your audience why getting more emails from you is a good thing! They’ll be feeling like they’re learning more, moving forward, and being drawn closer to you. Just don’t do this in a way that’s apologetic or sorry, especially if you’re British (because you know how we like to apologise for everything). Always sell the benefits of your emails to your list.

An alternative approach would be to email your entire list a few times and give them the option to opt in to hear from you more often. To do this, you need to send them to a form where they can actively input their name and address and specifically agree to receive more of your emails. This is a gentler approach, although it’s not the one we take because you’ll get fewer people opting in.

With the first approach we suggested, you’ll still have access to your entire list minus the people who unsubscribe. This option typically pans out better. Whereas if you choose the gentler approach and ask your subscribers to opt in, only 10-30% of your list might do that. That means a lot of people won’t be getting your emails. So we suggest you step things up gradually over time with some warning first.

5. What about email marketing for the B2B industry?

Another question we often get asked is, “I’m in a much ‘drier’ industry, like B2B professional services. How do I go about adding emotion and personality into my emails?”

Great question! And what we encourage our members to do is to remember that we’re all speaking to real people. None of these subscribers are robots! They are people who have feelings, families, kids, pets, and parents – they can relate to all the things that go on in your life. That means they’ll relate to any personal stories you share. 

But if that’s not your style, you can also tell stories about your customers. Let’s say you’re in the investment space. Don’t just talk about charts, stock values, and capital. Instead, tell the story of the client who’s been paying into their retirement fund. Show what their life looks like now as a result of working with you. Share the stories of how you serve people.

Where do you find these stories? You ask your clients, of course. Ask them how your business impacted their lives, make sure you have permission to share, and then tell those stories in your email marketing. This also helps you build rapport with people and deepen your relationship. They’ll see you as much more of a trusted advisor. 

Join our Open Day for a chance to have your own questions about email marketing answered!

A lot of the questions we get asked on our hotline coaching calls inside The League are business-specific. And we love nothing more than to dig into people’s businesses to understand what they sell, who they sell to, what problems they solve, etc. That’s how we’re able to give specific answers.

But the power of these calls is twofold. It’s great for the person who asks the question because we’re able to give specific answers based on someone’s business, product, personality, and individual circumstances. But it’s great for everyone else too! Because other people learn from us giving out these answers. They’ll pick up tips and ideas they can apply to their own businesses.

We host our hotline group calls every other week, and people tell us they’re completely transformational. They change their business and give them better results with their email marketing. And that’s just from listening to other people’s questions and answers!

So if you want that same opportunity that members of The League have, join our 90-minute Open Day call on the 11th May 2022 at 8 pm UK time (3 pm EST). You can register for FREE here and join us live on the day.

Come and ask any questions, and even if you don’t have any, just listen in and absorb the information. No doubt, you’ll get some cracking new ideas you can go and apply to your own business, whether you’re selling products, services, high-priced items, lower-priced items, a recurring membership, or anything in between. We look forward to seeing you there!


Make More Sales with our Psychology-Based Email Marketing Membership

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Subject line of the week

This week’s subject line is “The word of the day is H_A_____”. The word, in this case, was ‘headache’, but it doesn’t matter what the word is! This type of subject line creates curiosity. It’s like filling in the blanks. And people have to open the email to find out what it’s all about. It’s a great one, and you can use it with whatever you’re working on.

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Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you’re up to.

Try ResponseSuite for $1

This week’s episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The League Membership

Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you’re looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It’s the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about some key questions about email marketing we answered in our group coaching calls) and love the show, we’d really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you’re out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don’t spend time on email marketing, what do you really fill your working days with? We’d love to know! 

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Digital Marketing 101: DMP Dictionary | Online Sales Guide Tips

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by Kiki Burton March 8, 2016

A data management platform (DMP) is an important part of an organization’s marketing strategy. We often talk about the lingo surrounding a DMP without diving in and explaining every term. Here I’ve outlined some of the basic concepts to help you build a foundation of understanding around data management platforms.

DMP: A DMP, or data management platform is a tool used to consolidate the disperse data sets of a company across first, second, third-party channels. It manages the segmentation and identity definition of user to then provide cohesive audience targeting across all of the various channels where you might be engaging with a consumer.

Forrester Research defined a DMP as “a unified technology platform that intakes disparate first-, second-, and third-party datasets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments.”

In other words, it pulls data from a bunch of different, potentially unrelated sources and allows organizations to define specific audience segments to which they can provide distinct marketing experiences.

Why is a DMP important?

A successfully implemented DMP is critical to the definition of a cohesive core dataset and enables different marketing teams to draw from it. This will ensure that end consumers have consistent and repeatable experiences across a multitude of various marketing channels. Without a DMP, communications sent to your end consumers through different channels — such as social, display, direct mail, and email, among others — become fragmented due to the varying degrees of personalization or segmentation needed to create a more unified experience.

1st, 2nd, & 3rd party data

Three types of data can be fed into a DMP: first-, second-, and third-party data. To develop a successful DMP, it is important to understand when each type of data should be utilized and what benefits each can offer to your organization.

1st Party Data: First-party data is proprietary data that has been captured by your company. This could be through channels such as onsite analytics audience information, the capture of various web behaviors in relation to specific experiences, or any offline first-party data such as customer-relationship management (CRM) data or data from a brick-and-mortar store.

Why do you care?

This is your most important asset, as it allows you to build a strong foundation from the vetted information that you have access to about your consumers that helps to establish a truthful baseline. In addition to traditional first-party data types, it is also important to consider more unique types of first-party data — such as survey information, media performance, or data that is not collected directly from traditional channels — as these information sources can provide valuable insights during the definition of that baseline.

Once you have a strong grasp of what this first-party data looks like, you can pull in second- and third-party data to supplement your understanding of the customer base. It is also important that you are aware of the potential benefits and shortcomings of using other people’s data in your DMP. Generally, second-party data — a partner’s first-party data — is more reliable than third-party data.

2nd Party Data: Essentially, second-party data is a partner’s first-party data.

Why do you care?

Second-party data may be the greatest untapped resource in many DMPs today. Oftentimes, businesses already have broad contracts in place with existing copartners, allowing for the transfer and use of co-marketing and co-branding initiatives. Many times, those second-party data repositories are readily accessed and can be used to take a full inventory of partners and all their available datasets. Marketers can use second-party data to begin identifying really unique datasets that are meaningful to their businesses and much more defined and tailored to the consumers they want to attract than some of the more commoditized third-party data.

Once you have established a solid customer base from your first-party data — and expanded your understanding of that base using second-party data available to you through partnerships or other directly shared customer data — it is time to take a step back and objectively define gaps in your data foundation. Are you missing specific demographic data or other types of information that could supplement your understanding of your broader customer base? Here, you can determine the best place to plug in third-party data to fill those specific areas where you lack enough of this data foundation.

3rd Party Data: Any data that you can get your hands on, that isn’t first- or second-party data, can be called third-party data. Third-party data is data that is gathered by businesses that typically sell customer data to other business, that is used to supplement gaps in first- and second-party data.

One example of this type of data supplementation is prospecting initiative. When marketers are trying to find new customers who have never made purchases from them or their partners or visited their websites, there is no first- or second-party data available for those users. At this point, they can leverage third-party datasets to fill in the gaps and help to better define those audiences.

Why do you care?

Be aware of the potential downfalls of relying too heavily on third-party data. This information is mined by businesses that sell customer data to other businesses, and it may not be as reliable as first- and second-party data. Third-party data has become somewhat commoditized over the years, meaning that multiple businesses and industries have access to the same datasets. Relying too heavily on data that is not specific to your industry or customer base can mislead your overall marketing strategy or dilute the insights developed through your DMP.

DMP Strategy

Many businesspeople who understand the value of implementing a DMP — and what types of data can be integrated with it — wonder to what level the DMP should be used to define their overall marketing strategy or how they properly govern and operate a DMP. A DMP should not be used to define your strategy; the DMP is a tool to help you achieve your strategy. Building a comprehensive strategy is less about having a super-skillful data scientist who can run all sorts of algorithms and more about interacting with different groups that are working with data in one way or another and bringing all those ideas together to collectively define a single strategy for an organization.

It is very challenging to incorporate all of the different requirements and use cases for each of the different groups utilizing the DMP within your organization, but that is how you really set a successful strategy. Once you have determined your strategy, and all those different groups are in agreement regarding what type of strategy it is, you can bring in the data scientists or algorithmic tools or Big Data analysis to capitalize on the scientific analysis of information; however, the analytics should not define the data strategy.

The strategy should be defined across all the different parts of the organization that are working with data. Strategy is defined at the management level to identify what the different groups are doing and how these groups must work with data at different levels. From here, you can build a comprehensive strategy, and then use the DMP to actually execute that strategy, combining all the data to unify the message across the different channels.

In the end, that is the true value of the DMP. It consolidates datasets. It manages identity at the master’s level, pulls first-, second-, and third-party data — both online and offline — into the system, and effectively creates segments and subsegments of your audience that accurately reflect your customer base across a broad range of channels. The much more challenging aspect of a DMP strategy is determining what datasets you need to put into the DMPs. Which audiences should be prioritized across all those different marketing channels, and how will they impact existing marketing initiatives? These are the business decisions to be made as part of the strategy, as opposed to the technical decisions that can be made by the DMP.


6 Reasons Businesses Need Social Media Marketing | Online Sales Guide Tips

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In order for a business to grow quickly, they need to be able to reach a wide target audience as soon as possible. Without an active social media presence, your business is doomed to fail. Research shows nearly 2 in 3 adults use social media. By not tapping into the potential of social media, marketing yourself to potential leads and customers becomes a lot more cumbersome.

Here are 6 ways in which social media marketing can benefit a business.

Social Media Gives You a Wider Reach

With social media, it’s easy to market your services to a large population. And not only does social media allow you to reach out to more people; it even lets you determine the kind of audience to whom you wish to market yourself.

Using Social Media for Business Boosts Your Site’s SEO

Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. A killer content strategy for SEO is the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs).

Social Media Marketing Is Easily Sharable Marketing

A user can easily share any marketing activity or advertisement that’s posted up on a social media website.

This means that once you’ve shared a post, people will eventually ensure that it gets to your target market; the people who will actually benefit from your business.

A Strong Social Media Presence Builds Brand Loyalty

A report published by Texas Tech University found that brands with active social media profiles have more loyal customers. It’s easy to imagine why: when you’re engaging and interacting on social media (not just tossing your posts out onto the web hoping someone will stumble upon them) you become less like a corporation and more like what you truly are, a unified group of people who share a vision.

Social Media Gives You the Ability to Quickly Respond to Customers

Once you’ve shared any content on social media, it’s easy to keep track of customer responses and feedback given by social media users.

Besides making the necessary changes as soon as possible, you can even respond to your customer’s queries and messages. This will help you engage with the audience better so they keep coming back for more.

Customers You Didn’t Know Existed Will Find (and buy from) you

In the process of marketing with Facebook, you’ll probably join a ton of groups related to your products, industry and customer base. By posting links in these groups, you’ll help influence customers to check out your site. Answering questions on Quora is another option.

These are just a few ways in which companies can use social media. Without a strong social media presence, it’s impossible to survive in today’s market.

Best Analytic Tools For Mobile Apps Marketing Managers

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If you’ve done any research about mobile marketing you already know how important apps are. Through apps, companies are able to provide interactivity, engage audiences, maintain relationships, and establish brands. So, if you are considering using mobile platforms for your content (which is practically essential in 2021), designing an app can be a great marketing push. With this in mind, we are going to go over the best analytics tools for mobile apps and how you can use them to your benefit.

Our pick of analytics tools for mobile apps marketing

Some of the analytics tools we will outline are mandatory for performing any type of analytics on a mobile app. Others are more suited for specific types of analytics, like e-commerce and the marketing related to it, customer behaviour or retention rates. Therefore, your job is to familiarize yourself with them and see which ones best suit your mobile marketing needs.

A person making business plans based on analytics.‍

Google Analytics

If you’ve never dealt with mobile app analytics, we suggest that you start with Google Analytics. This is a free tool that gives you all you need as a beginner. While it is mostly used for standard online marketing, it does have tools more suited for mobile apps. So, you shouldn’t shy away from giving it a try, especially considering that it is completely free.

Apple Analytics

If you are more focused on iOS, we suggest that you try Apple Analytics. While it is similar to Google Analytics, it is more optimized for iPhone apps and gives you much more precise info. With it you can:

With these functionalities, you can make the necessary adjustments and figure out ways to both get and retain customers.

When it comes to analytic tools for mobile apps, Leanplum can be considered as an all-in-one. Its primary use is for content and mobile management. But, it does have a set of tools that you can use for analytics and A/B testing. Through it you can keep track of:

So, if you are looking for an all-in-one app management tool, we suggest that you check out Leanplum.

If you haven’t yet developed the app you wish to monitor, we suggest that you try Firebase. You can use this mobile platform, not only for analytics but also for app development. Its tools allow you to tackle development and marketing at the same time, which can be quite useful for alterations and modifications.

Whether you are using an app or a website, it is always useful to monitor customer behaviour. By doing so, you can see how their attention flows and ensure that they are naturally guided towards conversion. Luckily, there are app management tools that can provide tremendous help with customer behaviour monitoring.

UXCam allows you to view the recording of users sessions. This not only helps with monitoring customer behaviour but also gives you a clear way to see how your app functions. Developers especially make great use of this tool, as it clearly shows bugs and crashes that would otherwise be hard to identify.

If all that we’ve mentioned so far sounds a bit complicated, you might want to resort to using Flurry. This is an intuitive, user-friendly platform that gives you valuable tools for straightforward analytics. With it you can:

If used properly, Flurry can be more than enough for a decent understanding of both app performance and user behaviour. And the great thing about it is that there is no large information wall to overcome.

A person using an analytics tool.

Another great analytics tool to start with is the Mixpanel. By using it you will get a better understanding of the user’s journey through your app, as well as different paraments that can help improve it. What makes Mixpanel so great for novice use is not only its easy-to-use design and overall intuitiveness. It is also the fact that it requires no code in order to set up analytics tracking. So, even if you have no prior experience with analytics, you can easily set up the parameters you wish to track.

Facebook Analytics

If your app is closely related to Facebook, you might consider incorporating Facebook Analytics as your analytics tool. While it is not as robust as the others we’ve mentioned, it does give you an easy way to connect your app to your Facebook page. If a company is trying to market itself on a budget, this is more than enough as running a Facebook page along with a simple app can be all you need in regards to online presence.

Facebook Analytics representing one of the potential analytics tools for mobile apps.

Localytis is a great tool for combining app analytics and marketing. Besides standard features used for analytics, we would like to mention the retention feature, which can be especially useful. If you are struggling with customer retention, this feature will effectively show you where your app fails. Once you administer changes, you can set up Localytics to notify you about any updates. So, if you are worried about customer engagement and conversion rates, Localictys is the tool to use.

How to pick the right analytics tool

The analytics tools for mobile apps we’ve outlined so far are those we feel give you the biggest bang for your buck. Apart from them, you have a ton of different options to consider and utilize. So, as we mentioned before, it is in your best interest to carefully figure out what analytics your app needs, and how you are going to use the data you gather.

The smart thing to do is to find apps similar to yours and try to figure out what analytics tool they are using. You can learn a lot from your competition, both from their mistakes and their smart decision. So don’t shy away from doing the necessary research. That way you won’t waste time by trying out all the tools that seem suitable, but in fact, aren’t.

Storified Guide: Visual Storytelling in Content Marketing in All Its Glory, Shapes, and Forms

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Visual content is a powerful medium that lets you do lots of things in a short amount of time, that’s nothing new.

Technically speaking, all that you see and read is some kind of “visual content”. The human brain sees letters as little pictures to first identify, then figure their intended meaning. It seems almost like words are little puzzles that we’ve been taught to solve from an early age, and here at Storifyme, we love words and all the possibilities they offer (hey, don’t take our word for it, but rather check out our storified blog to see for yourself!).

However, when it comes to web stories, acquiring & keeping the attention of other fellow humans – “the real” visuals tend to do much better than “wordy” one.

Text vs or ft Visuals?

Well, digital marketers, content creators, and other practical storytellers of today have one goal in mind: get the spotlight and turn that attention into a profitable commodity. That being said, walls of text alone can hardly ever be described as attention-grabbing and exciting, right?

Who among us didn’t think “oh come on, I don’t have time for this” after landing on some page that had no pics or other fun additions? Even if that page contains the greatest story ever told, you lost interest long before you started reading. If you add in storified visuals here and there, that won’t happen!

An Emotional Connection & Necessary Intermission

If info transmission of any kind is your ultimate objective, you have to be very particular about how you deliver that information. Visuals help to “section out” larger chunks of textual content, so the reader doesn’t get intimidated or bored while reading your carefully crafted storified article.

Besides, we’re all familiar with “a picture is worth a thousand words” spiel and all that it entails. Sometimes, pictures convey one’s message more effectively, even when prudent wording can be more nuanced.

Moreover, images can transcend language barriers and tend to stay in our thoughts for longer periods of time. Visual storytelling combines both of these wonderful forces of expression and comprehension: visual for emotional impact and textual for context.

All the Shapes and Forms of Visual Mediums

These lovely pieces of visual content that help us with product storytelling are not all the same. They come in various shapes, sizes, styles, and tones, and if you want to make it in the online world today, you have to know your way around this visual language the internet speaks fluently.

With an unfathomable number of web stories, web sites, and storified micro-stores going live daily, your first step to a successful marketing campaign is learning all the ways you can make your story better. Let’s see what kind of visuals there are in this wonderful, storytelling world of ours:

A regular photo can be a useful part of your visual content marketing strategy and storified ad in so many ways. No matter the social platform you’re using, pictures are a fantastic way of literally or symbolically conveying your message or concept without wasting your words. Whether you’re sharing your web stories through Facebook albums or counting on colorful filters and edits of Insta posts to engage your audience, whether they have that professional polish or self-made charm – a little picture can go a long way.

Memes & GIFs

A meme is an image with some text that makes some current topic, universal truth, social idea, observation, a cultural symbol, or anything else in between funny or thought-provoking to people who know its context and back story.

GIF is a soundless sequence of images or a short video relevant to pop culture that is on a constant loop. There can be text included, but it’s not necessary. GIFs tend to express thoughts, reactions, and emotions better than photos and/or memes because they include movement of some kind.

These two are a bit controversial when it comes to their pronunciation, but don’t let that stop you from utilizing them as a breath of fresh air in between business-focused paragraphs or posts. Out of context, they can make little to no sense, but if you know what you’re going for, they are engagement boosters that show off your human side.

Custom Illustration, Images, and Animations

Combining a few words with custom-made images and/animations is also a creative and interesting way of getting your message across. No matter if they come as little comics or animated videos they can do wonders for the dynamics of your online presence.

They are a great alternative, personal alternative to stock photography or videos, although we know that not everybody has the budget and personnel to pull these graphics endeavors off. If you have the chance and means to go this way, be sure to do so, but keep in mind that if all else fails, there are plenty of stock photo/video libraries online that will get the job done anyway, albeit not as adorably.

Graphs, Charts, and Infographics

In case you need some complicated info presented in an ingestible and understandable way, this trio will be your greatest ally. Not only that colorful graphs and charts can showcase your data in an organized manner, but they can also do so much more! When you combine them with some cute and relevant graphics, they can be entertaining and shareable as well.

And last, but certainly not least:

The audience’s favorite, they can be the sum of all things above. You can do music, sound effect, voices, and other fun stuff, the sky and your imagination is the limit. A great way to demonstrate your services and execute product storytelling in general, since we tend to recall videos the best out of everything above-mentioned.

Use Your Visuals Wisely, Your Words Even More So

Now that you know a little bit more about the visual storytelling language of the interwebs, feel free to test and experiment but remember:

Your audience doesn’t have all day on their hands to dive into your posts and ponder their deeper meaning. Be concrete and engaging as much as possible if you want them to land to your storified landing page!

How to Set up a Successful Social Media Marketing Strategy

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With nearly 30% of people using social media for finding and researching products, it’s no wonder that brands are investing in advertising on these sites. There have been 4 billion additional users since 2015 – which means there is an even greater need to be heard by them!

The time to get on social media is now! Think about how much easier it will be for customers, prospective clients and even employees if you have a presence. Not only that but with the power of search engines like Google being what they are-connecting people who need something with those who can provide them services or products has never been easier than today in this fast paced world where information leaks out quickly from one person’s hand before another can take hold – especially when there’s an internet connection available at every turn (and sometimes multiple times per hour). Talk about convenience; however things look likely getting worse before they improve because Facebook announced recentlythat within five years half its users may not use email whatsoever…

Set Your Goals

The goal of any social media marketing plan should be to drive more traffic and sales. Why? Well, first off consumers use these channels as a way learn about products they’re interested in or follow companies that appeal specifically toward them – just think back on all those times someone tagged you in their Instagram photo!

But even if we weren’t billions deep into our digital footprint thanks largely due mobile devices now-adays most people check out new content via smartphones instead computers so this means there’s no room left over when.

You are starting a business and need to establish your brand. You know that establishing the right branding will help you expand, but what does it actually involve? In this article we’ll explore how brands are created in order for new businesses get off on their feet with confidence!

Research Audience

Keeping up with the latest trends in social media marketing is crucial for any company or business. However, there are many different networks to choose from and you need to research your audience before deciding which ones will be best suited for them!

Create Engaging Content

Creating engaging, informative content is crucial for building a strong relationship with your audience. Social media isn’t just about promoting yourself or products – it’s all about creating interesting and helpful information that will get people excited enough to come back!

Why not use social media to its full potential? With all of these new tools and features, it’s easy for you or your company’s brand message in one short video. You can create engaging content by sharing interesting facts related directly back with customers on various platforms including Facebook Ads where they will stay tuned into what is happening right now!

Interact With Your Audience

This is why customer care representatives are supposed to provide efficient service. In addition, they need be attentive and quick-thinking so that customers don’t get frustrated when waiting on hold or emailing them back-and forth between messages every hour hoping someone will answer their questions about whether there has been any progress made after lodging an official complaint with company headquarters!

By taking social media into account, you can create a more personal relationship with your customers. You should always show them that they are important and care about their feedback so the interaction will be positive!

Keep Track

Marketing is a SMART goal. Tracking your metrics will help you to learn whether or not the strategies that are being used in marketing campaigns actually work for achieving desired results and can also give insights on what areas need improvement as well!

Work With an Agency for a Successful Social Media Marketing Strategy

Having a consistent voice in all your social media posts is important. If you’re not sure what that means, or how to do it yourself then we can help! A professional company like ours will work with each individual client on their unique branding needs so they don’t have the same content everywhere – which results in more engagement from followers and potential customers who want something new every time around.”

Finsbury Media is here to help your business take advantage of the expanded presence on social media. Contact us today, and we’ll show you just how much success our clients have had with their strategies!

A successful company needs an effective marketing plan in order reach its full potential; this includes having all-around great online branding too as opposed tp being limited only by what they can do physically throughout town – or instead afar away like television commercials might be nowadays . Social Networks such Twitter®or Facebook®, which are easily accessible through smartphones.

VR marketing – is it worth the investment

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VR marketing – is it worth the investment?

As a marketing manager, you usually try to stay on top of modern marketing trends. If a new technology or a platform pops up, it is in your best interest to be ahead of the curve and make full use of it while the competition is relatively low. With this in mind, it shouldn’t come as much of a surprise that savvy marketing managers are keeping a close eye on VR technology. But, is VR marketing actually viable, and should your orient your efforts to it? This is a complex question that we will try to answer in this article.

Understanding VR marketing

To understand VR marketing we first need to have a firm idea of what virtual reality is. By doing so, we can outline potential instances where marketing can be woven into VR content.

A person using VR goggles.

Virtual reality vs augmented reality

People often confuse virtual reality with augmented reality. And while the two do share some similarities, they are essentially different. Virtual reality is a digitally built reality that is created from the ground up. To experience the virtual reality you need to have a VR set. This, at the bare minimum, includes VR goggles. And it can go as far as including a running station and assistance tools.

Augmented reality is a bit of digital reality that is added to our world. For instance, if you view the world through the camera on your phone, and you add a filter, you can consider that augmented reality. This can go from something basic like adding info about dinosaurs in a museum or giving you info about shoes in a store. To full blow augmented reality video games like Pokemon Go and terrifying horror titles.

How will marketing work in VR setting

So, with this in mind, how could marketing work within VR? Well, as it is now, it is hard to tell. One thing that is for sure is that running an ad during a VR experience is a great way to alienate your audience.

A person enjoying a VR game, showing the potential of VR marketing.

Imagine playing a video game that is terribly immersive. Within minutes you are lost within the handcrafted world of the game, losing the border between the real world and the virtual one. You no longer consider the character in the game as someone you control, but as yourself. And just as you start enjoying your experience, and add pops up. Even if it was something you are interested in, you are bound to resent it for taking you’re out of the immersion. Now keep in mind that an average VR experience is multiple times more immersive than even the best video games. Therefore, it is fair to say that standard ads simply have no place in the VR world.

Suitable marketing for VR

If your marketing content is going to work in VR, it needs to be carefully woven in. Remember, the person wearing a VR set is experiencing a whole new world. So, instead of pushing your ad into their face, you need to carefully weave it into their experience. The less they notice your add placement, the more effective it is going to be. But, doing so is easier said than done. After all, we all feel a bit of resentment towards ads. This is why utilizing marketing in VR will take a fair bit of research, planning and investment. A good idea is to research gamification and how to use elements of it for VR marketing. But even this requires a fair bit of creativity, as it is not something that is easily done.

Is VR technology ready for marketing?

Let’s assume that you have a neat idea for how to market your brand within a VR experience. The question then becomes, should you invest in doing so? Well, to weigh out any investment, you need to consider the pros and the cons. While you can weave a bit of marketing content into a VR experience, you need to ask yourself who will actually see it?

Home VR console – how soon until it is widespread

As it is now, VR headsets are exactly widespread. In 2021, the worldwide sale of VR headsets was at about 6.1 million units. By 2024, this number is likely to surpass 34 million. While this may seem like a lot, keep in mind that in 2021 1.5 billion phones were sold. Therefore, while a lot of VR sets have been sold, they are still far off from being a common household item worldwide.

A girl wearing VR goggles while playing a game on a console.

To make VRs more widespread, technology has to advance. Yes, it would be useful if VR sets became cheaper, as they are now between $300 – $1000 (plus the console that can support them). But, the key factor is for software companies to develop VR experiences. If VR games became more popular we would undoubtedly see more interest in VR marketing.

Should you invest?

With all this in mind, is investing in VR marketing a smart business move? Well, it depends. If you’re only starting to develop your brand and are slowly building up your online presence, then no. Quality content-marketing on traditional platforms will yield a much larger audience than VR stands to. Sure, it may develop within a couple of years. But, that is not something you should worry about now.

On the other hand, if you have some extra marketing budget, you can consider doing a bit of research in VR. Your first step should be to find a VR experience that has a natural connection to your brand. Once you do, you can try to intergrade it carefully with the VR content, and have your brand become a part of the experience. Again, it is important to mention that this kind of integration takes a lot of skill, as it can easily be counterproductive for your brand. So, try to do a fair bit of research and testing before you make any actual marketing effort.