These trends are gaining traction among marketers | Opinion: Podcasting can help build SMB brands | Digital community builders benefit from "flywheel" method
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Trending strategies and technologies marketers are leaning into are geared toward forging deeper consumer connections, report speakers at a recent HubSpot conference. Marketers predict a rise in conversational marketing, social media optimization, building emotional connections through empathy, creating experiences that combine physical and digital elements, and Web3 trials through nonfungible tokens.
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The number of podcast listeners has increased nearly 30% over the last three years, and people typically listen to eight shows each week. Small business guru Steve Strauss advises small businesses to take advantage of this growth by either starting their own podcasts or advertising on others.
Brands can propel digital community efforts by focusing on a "flywheel" with five key elements, such as bringing hero products to life with "exciting and authentic brand and customer stories," taking "agile test-and-learn approaches" and building measurement models, suggest McKinsey executives. Brands using the flywheel cultivate an actively involved community that amplifies the brand through posts, sharing and tags and demonstrate "superior engagement levels," which typically "translates into higher conversion rates," the executives said.
Manischewitz is hoping to attract younger consumers and spark social sharing around upcoming high holidays by rolling out new packaged products and branded T-shirts featuring copy such as "Home of the Gefilte Dog" as part of a new merchandising campaign led by Joseph Jacobs Advertising. "We've been looking to create a voice that's reflective of our history and cultural place" and "to evolve beyond being your bubbe's favorite brand," says Joseph Jacobs CEO Elie Rosenfeld.
TikTok is said to be negotiating a deal with platform TalkShopLive to launch TikTok Shop in North America "over the next month with large brands," according to the Financial Times. TikTok Shop is reportedly based on TikTok's Chinese sister app Douyin, which hosted 9 million monthly live e-commerce broadcasts in Asia and the UK for the 12 months prior to May, though it hasn't done well in the UK.
Twitter is running a trial that lets select users display how many times each of their tweets has been viewed. The social platform has also rolled out an updated direct messaging interface for Android users that closely resembles its iOS version.
Instagram has changed the name of its Media Kit creation feature to Creator Portfolio, researcher Alessandro Paluzzi reports. Updates include new introduction and overview screens, and being able to directly share a profile within the app.
Trishla Ostwal offers an overview of privacy laws that will pose challenges for marketers in 2023 in California, Colorado, Connecticut, Utah and Virginia. Ostwal's overview includes information on consumer rights in those states, businesses' data obligations, potential fines and "cure periods" for making course corrections.
Parth Kothekar creates stunning 3D artwork of hallways, stairwells and other architectural and abstract images by carefully cutting and slicing one single piece of white paper. Kothekar's latest work, which also uses folding techniques but not tape or glue, brings to mind the optically unique creations of Dutch artist M.C. Escher.
Social media offers real-time information, results and community building, which has led audiences to expect and desire more personal connections with brands.
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