Digital Marketing Tools You Should Be Using
Digital marketing tools, you say? There are so many of them! Whether you’re a small business or a big enterprise, digital should be a vital part of your marketing strategy. War Room has worked with brands of all sizes across industries. We’re here to share the most useful and important digital marketing tools you should be using. We sectioned them off into different functions. Graphic Design Website Design Website Performance Website Visitor Recognition Search Engine Optimization (SEO) Landing Page Advertising Project Management Social Media Scheduling Surveys Email Marketing Editor’s Note: We plan to update this blog whenever we come across another fantastic digital marketing tool! Graphic Design Humans are visual creatures and when it comes to marketing, first impressions matter. Graphic design where a brand creates visual content to communicate messages. Effective graphic design and communications, whether it be on your website, social posts, or when you design a logo, can create brand recognition, consistency and differentiates you from your competitors! Canva We are a huge fan of Canva. It’s a graphic design platform that is user-friendly and makes creating social creatives fun and simple. Plus, we love that it’s free to use, but they also offer a pro plan which grants you unlimited access to premium tools and content, as well as an Enterprise plan to manage brand creatives centrally. It scales with the size of your business. You don’t need to know how to use Photoshop or Adobe Illustrator to use it! Here are some examples of creatives you can create on Canva: Social Feed Posts (they have measurements for all the channels, such as Facebook, Instagram, LinkedIn, Pinterest, etc) Vertical posts (Instagram stories, TikTok, etc) Videos Logo Brochures Banners Presentation Slidedecks Business Cards Posters Certificate Templates Resume Letterheads Checklists and so much more! It can fill the gap for a graphic designer. They have thousands of templates created by the community you can use for free and customize. At War Room, we use the Pro Plan, and our favorite part of it is having a Brand Kit, where we can upload our Brand Colours, fonts, logos, etc so when we create a new design, it’s plug-and-play. Pros You don’t need a graphic designer to create great creatives. It’s evolving to be a one-stop shop for graphic content. Group collaboration is available. A huge database of free, quality graphics and templates that are customizable. It’s very versatile; you can download files into PDF, jpg, GIF, png, svg, and more. Cons On the free plan, you have limited access to certain features. The video editing tools could be improved. You can’t create unique elements. Instead, you can use prebuilt designs and elements. Sometimes the dimensions for social media channels aren’t up-to-date (be sure to double-check)! The mobile app isn’t the most intuitive. The desktop experience is the best. Website Design Divi Do you know that WordPress powers 64 million websites? In 2020, Divi was the most used theme on WordPress, with 2.8 million site owners using it. It’s an intuitive page builder and WordPress theme. It’s the perfect digital marketing tool to build any type of website. Whether for your business, blogging, eCommerce, or even dropshipping, Divi’s got you covered! Divi boats over 100 pre-designed website layouts you can use. It also comes with free design elements, designs, and vectors to fully customize your web page interface. Fun Fact: War Room’s website is created entirely with Divi! Take a look at Divi’s video here: Pros You don’t need any coding skills or a web developer. Instant updates: any changes you make can be updated on the fly. Almost everything is drag and drop, super simple, and easy to use. Cons Occasionally there are updates and glitches that happen. Divi does provides workarounds until it’s solved. In the builder, the inline editing is not the most precise and could be improved. Sometimes when you’re building a longer page with more elements, loading speed can be a bit slow. Website Performance If you have a website, it is vital to monitor its performance and make optimizations to ensure you’re delivering the best user experience possible. With algorithms constantly changing, you must be agile and swift on your feet to keep up! Moreover, you should consider taking professional Design Training, that will enhance your skills even further ensuring you stay ahead of the curve in creating seamless and user-friendly digital environments. Here are the most essential digital marketing tools you should be using to keep an eye on your website and learn more about your audiences’ interactions with it. Google Analytics The quintessential tool every website owner must have is Google Analytics. It is Google’s free web analytics tool that tracks and reports your website traffic. It also lets you measure your advertising Return On Investment (ROI). You gain insight into your website visitors’ demographics, sources of your traffic, page performances, and much more. It serves as a great tool with embedded analytics capabilities to monitor webpage performance: you can see what the Bounce Rate is, how long people stayed on the page…if anything seems off, you can make optimizations to fix it and improve your website experience. We also love Google Analytic’s abilities to let you compare your data Month-Over-Month, Year-Over-Year, or even day after day! However, like all relevant tools out there, the Google Analytics we know and love is changing into Google Analytics 4 (or GA4) at the end of June 2023. So, if you haven’t jumped on the bandwagon yet, now’s the time to read the GA4 setup bible and make the necessary changes to your website(s). Pros It is the permanent database of your company’s digital activity. It makes consuming data visually easy. Cons It unfortunately does not have keyword data. You would have to supplement this need with Google Search Console or other SEO tools. If you’re looking for more complex data segments, it can be trickier to retrieve if you’re a beginner. Google Search Console Previously known as Google Webmaster Tool, Google Search Console is a web service that allows webmasters to check your website’s indexing status and optimize
What are Dynamic Search Ads Helpful For?
In this blog, we’re going to discuss what Dynamic Search Ads are, how they work, what they’re good for, and share some best practices. By the end, you’ll be able to determine if it’s a viable channel for your digital ad strategy! What are Dynamic Search Ads? Search ads, also known as pay-per-click ads are essential streams of advertising for businesses of all sizes. Whether you run Microsoft Bing ads, Google ads, or even both – it’s one of the best channels to capture people actively searching for a specific product or service (those in the “Consideration Stage” of the customer journey). Dynamic Search Ads are a newer stream of this, with dynamically generated headlines that show up in the search results. Here’s a quick run down of how it works: 1. A user types in a keyword term that’s relevant to your business. 2. The Dynamic Ad platform takes titles and frequently-used phrases from your website and generates relevant, clear headlines for your search ads. 3. Dynamic Search Ads are created instantaneously and served, showing up for the user at the top of the search results page. Here’s an example: Your business is a national boutique hotel chain. Sally types in “Boutique hotels in New York” in the search engine and sees your search ad titled, “Boutique Hotel – NYC.” When she clicks on the ad, it takes her to your New York hotel page on your website. Dynamic Search Ads aim to quickly direct potential customers to the most relevant content on your website. It’s an ad channel that works well with brands with a vast inventory of products online or a well-structured website with many pages. However, it isn’t a strategy that works for everyone. We don’t recommend it for: Websites that constantly updates or changes, like daily deal sites Sites with primarily Flash content Sites that require user login to access the majority of the content How Do Dynamic Search Ads Work? The ad headline is created dynamically (based on information from your website and product feed). It crawls your site, identifies the page content that could match the user’s search query, auto-generates the headlines with relevant copy, and directs the user to the page. As the advertiser, you’ll create the descriptions, providing the user with more context. So, it’s important to think about your website landing pages and topics and if it gives people exactly what they’re looking for. Here are some examples: Like traditional search ads, Dynamic Search Ads also have cost-per-click (CPC) pricing. The actual cost is the number of times your ad is clicked x the maximum cost-per-click you set your budget. However, unlike standard PPC search ads, Dynamic Search Ads don’t use keywords, so you don’t need to bid on individual keywords. Instead, you’ll apply bids on an auto-target level. Auto-target is the list of pages on your website you can choose to target. You’ll set a bid for each “auto-target,” and you will appear in the search results based on your ad rank. Dynamic Search Ad Best Practices 1. Ensure your website is optimized and has a good site speed. Will the user be able to have a smooth experience navigating through different pages? Also, don’t just focus on the desktop experience – mobile is also important! Dynamic Search Ads can also be delivered on their devices on the go. The better the UX, UI, and relevant content, the more likely they will want to stay on your site and browse some more. 2. Think about the customer journey. What does the user want? Can you give it to them? If so, communicate it effectively. Write easy-to-understand, compelling ad copy for the descriptions for the ad to connect with your target audience. 3. If you have a website domain with different language settings, create separate campaigns for each language so that you won’t have Chinese ads shown to a German audience. Benefits of Dynamic Search Ads Makes Ad Creation a Breeze Because headlines are generated automatically, all you need to do is create the copy for the description for each landing page. It cuts your work time in half! Effective Automation Grab the user’s attention and drive more clicks to your website by serving Dynamic Search Ads. Headlines are generated once a user fills out a query. Take advantage of machine learning in the best way possible! Complements Your Regular Search Ads Your website feed and product list are crawled automatically. Then, your Dynamic Search Ads might even show up for keywords that would have been labeled as “low search volume” in standard Search Ads. This helps close the gap in your product inventory and keyword coverage! It’s a great way to complement your existing paid search ad strategy. Saves Time Means More Time Back in Your Day As your advertising agency, War Room would set up a good structure for your campaign promptly. We can help take things off your plate with hands-on campaign management. We’ll make optimizations based on data and share all the insights with you in report calls so you can focus on your day-to-day work!Tip: Because all the headlines are automated, you don’t have full control of the query matches and ad servings. So always double-check that your website structure is straightforward and don’t leave room for confusion for the AI. How would Google map your website and product feed? First few days of your campaign launch, look at the search queries to ensure your ads are showing up in the proper context. (If you’re working with War Room, we do multiple QAs through the campaign flight duration). To sum it up, Dynamic Search Ads are scalable and effective – with hands-on campaign management. If you’re looking for expert help with PPC advertising, contact us at War Room! Digital ads are what we do – exceptionally well. Let’s take your brand to the next level! Let’s Work Together Say hello to customized advertising strategies that convert.Get in touch with our programmatic experts today! Contact Us
Web Design & SEO: 10 Key Factors to Optimize for Top Rankings
We’ve always shared marketing tips on the Advertising Institute blog. In this article, we’re veering off our typical route on paid ads and are going to discuss web design and Search Engine Optimization (SEO). Disclaimer: While this post discusses key aspects of seo, please note that War Room does not offer SEO services. However, we believe in a holistic digital approach, where various tactics like paid, social, SEO work together to complement your overall marketing strategy. Our focus is on programmatic advertising, using data-driven strategies to optimize paid media campaigns. If you’re looking to boost your ad performance, we’re here to help! Why? Well, your website is your sales person working 24/7 for your brand. Having a well-structured website optimized for performance helps with organic traffic (which ties in closely with your advertising efforts)! If there’s one thing you should know about Google’s search algorithms, it’s the fact that they keep changing. As tedious it can be, you gotta keep up with them if your goal is to get to the top of search engine results page (SERP) and stay there. Google favors websites that are optimized for search, aka SEO-friendly websites, especially those that offer a positive experience for all users. Such sites are ranked higher, which means more organic traffic for them over time. And, more traffic means more leads and more sales. Definitely a dream come true for digital marketers! On the other hand, websites that are ranked at the bottom have little to no chances of getting found. Even if they may have the most attractive design or well-written content, securing a good ranking is highly unlikely if they fail to implement SEO practices. For example, the same applies to colleges, as even the best-designed websites can struggle to reach prospective students without a targeted SEO strategy for colleges to enhance visibility in search results. Whether you’re starting a new website or you already have one but you’re struggling to rank well, this post is definitely for you. We’ll be discussing the top 10 factors that will take your site up to the top of Google search. Let’s begin, shall we? Page Speed Mobile Friendliness High-Quality Content Backlinks Internal Links Keywords User Experience Website Security Website Structure Social Signals Page Speed Google wants users to go through a stress-free browsing experience, which is why it has made page speed a major ranking factor. After all, everyone loves fast webpages. Pages that take too long to load will result in a higher bounce rate, causing their rankings to drop. If your website fails to load in under three seconds, expect your traffic and leads to decrease. In today’s world where online users want answers immediately, they’ll leave your site for another if they don’t get their answers within a few seconds. To determine your page speed, just head over to Google PageSpeed Insights. Type in your website’s URL and click the “Analyze” button. It will then score your site’s speed (for both desktop and mobile) based on specific metrics. After that, it will give you a list of things that you need to modify in order to speed up your website. Pro-tip: Using videos as backgrounds can hinder the load time of your site because of their size and number. Smaller looping videos are available for use as backgrounds and can be used very effectively without slowing down your website’s loading time. Mobile Friendliness Back in September 2020, Google announced that it was switching to a mobile-first approach. In other words, it will predominantly use the mobile version of any content for indexing and ranking. If you’ve only optimized your website for desktop and not for mobile devices, you’ll be hurting your SEO efforts. And, with 4.32 billion people using their smartphones to browse the internet, it makes perfect sense that you’ll want to keep your website as mobile-friendly as possible. Here are some tips to help you get started: Use large fonts to make it easier for people to read on a small screen, or consider using Picsart fancy font generator to find the perfect typeface Invest in a responsive website design that automatically resizes to fit respective devices Add accessible menus for seamless navigation Minimize the use of images Eliminate pop-ups High-Quality Content Content is king, and that’s something Google can’t argue with. It’s another ranking factor to prioritize. Any content that readers find unique, valuable, and relevant to their needs will make its way to the top of SERPs. Not only that, but they will also perceive the brand as a thought leader and a credible source that can help solve their problems. That’s why websites that consistently create such content are rewarded with good rankings. So, what exactly is high-quality content? It’s one that provides real value to the audience and answers the questions they have in mind. It should be able to cover topics that your target audience are interested in. If you’re running a coffee shop, for example, you could write about the different types of coffee beans or the proper way to brew coffee to boost engagement from readers. While there’s no rule of thumb when it comes to content length, you might want to keep it long, but not too long. On average, posts with 1,890 words rank on the first page. So, an ideal word count is between 1,200 and 2,000 words. It all comes down to the topic being discussed, though. Again, Google prefers pages that provides detailed solutions and fully answers a user’s question, as opposed to pages that offer little value despite longer in length. An example of a company that has successfully grown its organic traffic by focusing on in-depth guides is Discovercars.com, a leading car rental company. They have seen their organic traffic increase from 40k to 200k by publishing comprehensive guides authored by travelers and sharing their first-hand experiences. This highlights the importance of creating in-depth content and adding a unique perspective by collaborating with real experts from your niche. Backlinks Backlinks, which are links from one website to another, play
Great Examples of Father’s Day Ads
Father’s Day is coming soon! Did you know that since 2009, the average spend on Father’s Day presents has increased from $90 to $196? More people are looking to gift their fathers a unique gift or something that can create a special memory. According to the National Retail Federation (NRF)’s 2023 survey, 75% of people plan to celebrate this special day. They also revealed the top 3 gift categories that increased in popularity were: Greeting Cards (61%) Clothing (55%) Special Outings (52%) It’s interesting to see “Special Outings” get a big boost, as we bounce back from COVID. When we first published this blog in 2021, the top three categories were Personal Care, Home Gardening, and Tools and Appliances which reflected the year where everyone was staying at home. Like our Mother’s Day and Valentine’s Day blogs, we will be sharing some examples of Father’s Day ads we think are pretty great! Why? As an advertising agency, we love a good ad that is creative and connects with the target audience. We try to publish these “Top Ad” blogs a few weeks before to get you in the mood for the special day. Editor’s Note: This blog will serve as a living document. We will be updating it each year with more Father’s Day ads we think are neat! Macy’s Macy’s ad charmingly showcases the bond between three generations and the timeless tradition of passing down style and classic items to their sons. What sets this campaign apart is its clever inclusion of a curated selection of products readily available at Macy’s stores. By featuring these items, it provides a convenient and thoughtful solution for viewers to find the perfect gifts for their own fathers. Durex We absolutely love Durex’s cheeky approach in their Father’s Day ad campaigns. Their straight-to-the-point and humorous ads not only make us laugh but also solidify their position as the industry’s top leader. The message that they’re one of the last line of defense from men becoming fathers, it definitely captures your attention effectively and you’ll probably recall this ad next time you’re in the family planning aisle! Father’s Day is in June, and it also happens to be Pride Month, so Durex decided to hit two birds with one stone with this Instagram post. It’s all about inclusivity and celebrating all types of dads and father figures. They’re spreading the love to gay dads, straight dads, trans dads, and everyone in between. Whether you’re a biological dad, an adoptive dad, or even just a proud dog dad, Durex celebrates all dads! McDonald’s McDonald’s Canada ingeniously leveraged the power of their iconic and catchy jingle in an Instagram post for Father’s Day. The clever use of their brand’s signature jingle not only reinforces their identity but also creates a memorable and engaging experience for viewers. Aviation Gin If you follow our other blogs, you know we love a good Ryan Reynold ad, especially since he’s a Vancouver boy! In 2018, Reynolds acquired a stake in Aviation Gin. Since then, he’s been promoting the brand with his star power and signature humor. In this ad, he teaches you how to make a tasty cocktail for Father’s Day, cheekily named, “The Vasectomy” with deadpan delivery. You can really celebrate the “joys” the fatherhood, wink wink. But we actually like the humor and the camerawork and lighting actually makes the cocktail very fresh and tasty. The gin featured is also a star in this ad. Nike Nike tells compelling stories with barely any dialogue. It shows a dad coaching his daughter basketball, and her trying her best, practicing shooting hoops. The camera focuses on the basketball shoes in the beginning, giving the audience a good look at the product, the bounce in the step, and the colorful design. But what they’re selling are moments like this, bonding through sports and forming forever memories! Oreo This 30-second video shows a typical slice-of-life scene for dads with little ones. But it’s a heartwarming one. Something as simple as milk and cookies as a late-night snack with dad could mean the world to a kid. The messaging isn’t only Oreo is a tasty snack, but to also cherish the moment with your loved ones, no matter if the gesture is big or small. Volkswagen The print ad’s caption at the very bottom says, “no matter how old you get, you still have a lot to learn from him.” Not only does it echo the notion that fathers know best, but it’s also Volkswagon’s way to show off how long they have been in the automobile game. The beetle is absolutely iconic and still going strong. The visual also is an easy contrast between the latest model with the old.Selling your brand AND complimenting dads? That’s an effective message and a win-win situation! Gilette Being a caregiver for an aging parent is tough. It can be emotionally taxing as it is rewarding. Razors are a typical Father’s Day gift, and typically it’s the father teaching a teenage son how to use it, so this reverse portrayal of an adult child assisting his aging father was a nice change. It’s raw and intimate. At the end of the cilp, Gilette states that over 4000 types of razors are designed to shave oneself, but none are designed to shave another person. Wow, that makes the introduction of the product even more impactful—the first razor designed for assisted shaving. We think it’s a great ad that perfectly showcases the product and unique value proposition — all while tugging on your heartstrings! Dove Dove debuted this commercial in 2020 amidst the COVID-19 pandemic. It is a compilation of videos and images shot on mobile since everyone was staying at home. The videos capture sweet and humorous moments between dads and their children. We love that they also take the time to acknowledge fathers working on the frontlines, those juggling working from home and being a dad. The montage is diverse, candid, relatable, and authentic. Star Wars Here is an ad produced by
Managed vs Self-Service Programmatic Advertising
So, you’ve found yourself at the crossroads of advertising. First of all, congratulations! Your digital strategy has become more intricate as your business grows, and you’re ready for the next step in scaling your advertising. If your brand runs ad campaigns across various platforms, you must be juggling between dashboards, budgets, and data reporting systems. That’s why consolidating it all and utilizing a programmatic platform is the solution to scale. Check out our blog for the 14 best programmatic advertising platforms! Okay, the dilemma you’re facing is: do I need a self-service or managed programmatic advertising platform? Do you agree with the following statements: I want more control over my digital advertising. I want to be able to make quick changes to my ad campaigns. I have different promotions throughout the year and need the flexibility to launch and pause ads whenever I please. I want to have transparency in my digital ads and have an overview of my budget and ad spend progress etc. I want to get more insights on which of my keywords and ad creatives are performing the best and which ones are underperforming. I want to understand my consumers better and evaluate how effective my strategy is. Sounds about right? That’s great – this is the blog for you! We’ll do a quick overview of the benefits of both and what types of businesses each is most suitable for. Be sure to read on, evaluate and make an informed decision! Self-Service Self-service programmatic advertising platforms are exactly what they sound like—you sign up to access the platform and have 100% control over your ad buys. These programmatic advertising platforms tend to be Demand Side Platforms and grant you access to ad channels, publishers etc. Examples are Taboola and AdRoll. With direct access, you can keep track of your campaign (beginning to end) in real-time and make any adjustments you see fit, like a keyword or creative change, etc. You control the ad setup, strategy, bidding, scheduling of the ads across all the channels, optimizing them, and evaluating your ad’s performance. What you need to do in-house is strategy, execution, and analysis. You’ll be doing everything on your own and have total control, which can be a cost-effective option! Benefits Total control & transparency No campaign minimum or management fees Freedom Flexibility Concerns Steep learning curve Requires full-time, in-house dedication You should consider self-service programmatic advertising if: Your team has at least a minimum of one person who is familiar with Demand Side Platforms, setting up advanced audience targeting and conversion tracking, data layering, and budget configuration. That person or another individual should be able to dedicate full-time to managing the campaign, interpreting data, and making optimizations. If your team is capable of this, a self-serve platform would be a great tool! Managed Service Managed programmatic ad services mean a third party, like an agency, will manage and operate your programmatic campaigns. They act as an extension of your team. You choose this option because you want their deep knowledge and expertise of programmatic and peace of mind. You’re still in charge of your branding, creatives, and strategy, but you’ll work with the agency to plan a campaign. You tell them your objectives, target audience, budget, and channels you want to run programmatically. Then, the agency will build a plan for you to approve (eg. an Insertion Order: a certain amount of clicks or impressions at a set budget and price), and they take over the day-to-day operations of your digital ads. They will set up tracking, so your data speaks across channels; execute on launching your campaigns and reporting on the ad performance. You don’t have to worry about making bidding adjustments, engagement monitoring, optimizations, and data analysis in-house. They are the experts and will keep you informed of the entire process. They work in programmatic 24/7 and are industry experts. They’re on top of all the trends and have solutions for upcoming algorithm changes etc. Their role is to supercharge your digital ad efforts. We’ll use ourselves here at War Room as an example. We are a programmatic ad agency, and we handle all the tasks of the Demand Side Platform (in our case, we built our own from scratch, and it’s called, Kedet). We assign a dedicated team to each of our clients, consisting of: An Account Manager who is your friendly Point of Contact and manages the entire campaign from start to finish A Project Manager which oversees the entire project and ensures all parties are on pace Campaign Manager who works on the campaign on the programmatic platform A Digital Analyst who reports and deciphers the data collected throughout the ad campaign Our clients have control over budget and creative changes. They let us know, and we make it happen while providing expert recommendations. If a change is not optimal for your campaign, we will advise you before proceeding. Communication is key, and we implement everything with a documented paper trail throughout the process, so you’ll know the optimizations we’ve made. For transparency, our Digital Analyst builds customized dashboards for your ad performance. You can see exactly which ads and keywords are performing, a detailed breakdown of your audience, and more. Agencies like us who provide managed programmatic advertising services are invested in your success. As your strategic partner, it is our responsibility to navigate the programmatic landscape on your brand’s behalf and provide valuable, expert suggestions to improve your overall marketing strategy in the short and long run. Benefits Strategic recommendations and data reports Access to exclusive inventory No learning curve (saves time and energy!) Expertise & insights: traffic patterns, benchmarks, creative best practices Concerns Management fee on top of ad budget Need to go through the agency for adjustments Service providers’ management fees may vary, so do your homework and compare! Here’s a handy resource (free to download) to figure out if an agency is right for you: You should consider managed programmatic advertising if: You are looking for complete campaign configuration: setup, execution, and analytics. Now
How the Metaverse will Change the Internet & Marketing
Welcome to the future. You might have heard the term “Web 3.0” pop up everywhere. It’s the concept of the next generation of the Internet. Currently, we’re at the Web 2.0 stage. Let’s say you have an awesome Instagram account. Meta is the one that owns the content you create on there. They reserve the right to ban your account. As we move towards a new age of the Internet, users will have more autonomy and control over their online creations, identities, digital assets, etc. There’s no doubt Web 3.0 will complement the Metaverse, which is what we’ll be focusing on today. We’ll explore what the Metaverse is, how the concept came about, how it will change the technology landscape, and how marketing comes into play. Here are the topics we’ll cover: What is the Metaverse? How Did the Concept of Metaverse Originate? Why is the Metaverse Being Developed Now? Layers of the Metaverse Misconceptions of the Metaverse How Metaverse Will Revolutionalize the Internet? Opportunities for Marketers in the Metaverse Predictions for the Future Editor’s Note : One thing to note is that Facebook (now known as Meta) is working on building the “Metaverse,” but other tech giants like Google are also developing their own. When we say “metaverse” in this article, we will be referring to this new concept as a whole, not just Facebook’s “Meta.” Without further ado, let’s jump right into it! What is the Metaverse If you Google the term “metaverse,” there might be countless definitions, but here is what you need to know. It is a virtual world where people can interact, socialize, conduct business and enjoy entertainment. It would be a virtual world powered by the Internet, physical reality, and augmented reality (AR). Metaverse is the blend of the words “meta” (beyond) and “universe,” which is the term used to describe the futuristic version of the Internet. Practically, the metaverse will be creating brand new experiences people want, offering new marketplaces to engage in commerce, and digital asset ownership that gets used in the world you interact with. Here is Adobe’s mockup of what a day in the life of augmented reality might look like: How Did the Concept of Metaverse Originate The term “metaverse” was first coined in 1992 in the novel “Snow Crash” by Neal Stephenson. It’s about a dystopian society triggered by a pandemic (sound familiar?), which features a computer-generated world where users can interact in that’s made up of software and a worldwide fiber-optic network. The concept of technology enabling us to be immersed in a virtual environment has been around for a while. Before that, you can see other metaverse-like concepts in 1982’s Tron and 1989’s Power Gloves by Nintendo. Why is the Metaverse Being Developed Now We’re at the precipice of the creation of a new version of the Internet. Aside from Facebook and Google, other companies like Epic Games (Fortnite), Microsoft (Minecraft), Roblox etc. are working on their own version of the metaverse. Take a quick look at how many companies are currently working on developing something related to a metaverse: In April 2022, Lego announced that they partnered up with Epic Games (who created Fortnite) and are working to develop a kid-friendly metaverse that’s safe, interactive, and enjoyable. You can see that it’s not just a fad but a tangible concept big companies are investing in heavily.Hot take: in a sense, Tech titans like Google, Amazon, and Facebook are the middleman of the economy.On one side, we have brands selling products and services, and on the other end are the consumers. Advertising platforms are in the middle, selling these brands and pushing people to purchase, funneling them through the customer journey, again and again, pushing the economy along.The metaverse isn’t created only for gamers; the goal is to create a new Internet landscape for people of all ages and walks of life to enjoy.Sure, Virtual Reality has been gaining popularity in the past few years: Steam, Oculus, etc. have all been developing VR headsets and games for home consumption. But, COVID-19 was what shifted the general population online more than ever: Virtual meetings Live-streamed events Real-time gatherings taking place in games Snapchat filters that make you grow a beard Eyeglasses brands that enable you to try on glasses virtually These examples are all experiences gearing us up for a metaverse future. There is a higher demand for user input, new experiences, and better visuals. Online social events are becoming mainstream, and it’s a channel that brands shouldn’t miss out on. Layers of the Metaverse Just how many components will make up the metaverse? More than you think! Jon Radoff, an entrepreneur and game tech expert, created an informative slide deck on the metaverse. In it, he highlights the seven layers of the metaverse. We’ll break it down from the core. Infrastructure The infrastructure of the metaverse will be the hardware, software, and materials. For example, WiFi, Cloud storage, 5G (or even 6G), etc. Human Interface How will people enter and interact in the metaverse? This could be through mobile, tablet, desktop, or wearable technology like a VR headset or smartglasses. Maybe even layer in voice input and gesture tracking! Decentralization An interconnected, independent, and privately-owned system of computers will work together and provide private and secure access to the metaverse. Spatial Computing Ah, this is where we get technical. Tech experts will collaborate and develop geospatial mapping, 3D engines, VR, AR, user interface etc. Creator Economy As mentioned earlier, many companies are currently working on contributing to this layer. They will create tools and market assets for other companies (such as advertisers) to use. Discovery Here’s the layer where users gain entry to the metaverse. It could be through a browser, social platform, app store, ad network, etc. Experience Experience is the layer that internet users will enjoy. The metaverse is delivered in through games, social media, content consumption (such as theatre, video), online shopping, advertising, etc. It’s going to take a lot of moving pieces and brilliant
A Guide to Ad Creative Best Practices
You don’t need to be a designer or novelist to create an effective ad. Ever wondered how you can improve your click-through rate? What about maximizing your landing page performance? Or even what the best performing ad sizes are? Learn all this and more in our Creative Best Practices resource! As an agency that’s been in the advertising industry for over a decade, we’ve implemented thousands of ads for our clients. You can say we know a thing or two about what works and what doesn’t. We created this beautiful resource to share our insights and expertise. Why? Because when it comes to advertising, we believe in quality and effectiveness. Plus, who doesn’t want more clicks and conversions? This handy PDF guide on ad creative best practices focuses on display ads and landing page design. Learn how to create best-in-class visuals, copy, Call-To-Actions, and more! Whether you’re a small business looking to get started with digital marketing, or an advertising veteran that just wants a refresh — we’ve got you covered. Why You Need It Tips For Optimizations With practical tips and visual examples, optimizing your ad copy and landing page has never been easier. Detailed Breakdown We analyze every component in both display ad creatives and landing pages. Learn how to get your ad messaging out effectively Marketers of All Levels Whether you’re new to digital marketing or already a seasoned pro, this 30+ page eBook is packed with tips to elevate your ad strategy. Say hello to better ad creative today Download Now
A Marketer’s Guide to Online Travel Agencies (OTAs)
Ahoy! Welcome to our guide to Online Travel Agencies (OTAs). Did you know experts predict that in 2022, the travel industry’s ad spend will increase by 36%? Global travel is beginning to recover: travel and tourism marketers are gearing up to welcome travelers again, especially with the pent-up demand from the pandemic! Expedia presented this ad at the 2022 Superbowl, featuring Ewan McGregor: The messaging speaks to how travel is what enriches our lives and those experiences are what stays with us forever. Travel marketers need to get the customer journey right because the experience starts with someone researching their next travel destination. The travel customer journey has 5 stages: Dreaming Planning Booking Exploring Remembering Online Travel Agencies can inspire, influence, and convert travelers at every single stage. In this blog, we will be focusing on what they are, how they work, and why it’s an excellent channel for travel and tourism brands and organizations to advertise on. Here’s an overview of the topics we’ll cover: What are Online Travel Agencies (OTAs)? Examples of OTAs How Do Online Travel Agencies Work? How Do OTAs Make Money? Who Should List on an OTA? Why Do Travelers Like Booking Through OTAs? Why Should You Advertise on Online Travel Agencies? Most Common Types of Advertising on OTAs How We Can Elevate Your Travel Ad Strategy What are Online Travel Agencies (OTAs)? An Online Travel Agency is a one-stop shop for travel. They are the self-serve alternative to an offline travel agency. Directly on an OTA website, people can: Conduct research Compare prices Read reviews Book hotel and/or flights Rent cars Purchase vacation packages and more Online Travel Agencies are extremely popular because they offer a wide variety of options and a simplified process. They are essentially a third-party service that resells services on behalf of airlines, hotels, car and bus rental companies, etc. They often offer package deals like “Hotel + Flight + Rental Car”, or flash sales for specific dates or destinations. Because of this, OTAs are the most significant source of online bookings in the travel industry, boasting millions of visitors every day. Editor’s Note: Metasearch ads are similar but different. They exclusively focus on search and booking functions for hotels. Examples are Google Hotel Ads and Tripadvisor. We will build out a page for Metasearch in the near future. OTAs act as a marketing channel and distribution channel. Companies that list on OTAs leverage the platform for brand awareness to drive bookings and sales. Examples of Online Travel Agencies Aside from Airbnb, the OTA industry is dominated by two major groups: Booking.com and Expedia. Bookings.com owns the following products: Priceline Kayak Agoda Cheapflights OpenTable Momondo Rentalcars.com Expedia owns the following products: Hotels.com vrbo trivago Orbitz Travelocity Hotwire Wotif Expedia Cruises Egencia CarRentals.com How Do Online Travel Agencies Work? Online Travel Agency websites are easy to navigate as they were created to be conversion-driven websites to let people make an informed decision and efficiently book. Most of these OTAs have mobile apps optimized for easy user access. Here’s an example of Expedia’s mobile app layout: For example, a hotel can list on Expedia, and it will show up when someone types “hotels in Orange County” in the search bar. People can read all about its amenities, browse images of its rooms, and read hundreds of reviews and more. They can then compare prices with hotel listings and book either on the OTA or directly with the hotel itself. How Do OTAs Make Money? For OTAs like Expedia, There are no upfront fees. Instead, a commission is charged to the company for each booking made on the Online Travel Agency site. The amount is typically a percentage of the overall sale and varies amongst different OTAs, but typically falls between 5 to 25%. Note: If you’re interested in investing in the growing OTA market, you can consider using SoFi Invest. This user-friendly platform offers a range of investment options tailored to suit your financial goals and risk tolerance, allowing you to diversify your portfolio and potentially benefit from the expanding online travel industry. Who Should List on an OTA? Online Travel Agencies are great for both big and small players in the travel industry. Why? Smaller or independent hotels might not have their own booking engines, so OTAs might be the sole source and driver of bookings. Big hotel groups like Hilton, or Marriot own subbrands and offer their own loyalty programs. They still list on OTAs to get in front of as many travelers as possible. OTAs can reach all types of travelers around the world, and it’s an essential channel for travel vendors to diversify their audience reach. Why Do Travelers Like Booking Through Online Travel Agencies (OTAs)? The main reasons travelers like to book their trips on Online Travel Agencies are because the website and/or accomodating app is easy to navigate, which provides a smooth user experience. It grants them access to a global catalogue of accommodations and attractions, all while bypassing the traditional route of booking through a travel agent. OTAs also offer personalized recommendations based on the user’s interests and traveling patterns. There’s no doubt that the trend of travel bookings are moving online: 90% of travelers conduct their research online 82% of travelers end up booking online 76% of hotel shoppers book online via OTA A survey revealed the top 10 reasons travelers prefer using OTAs. Why Should You Advertise on Online Travel Agencies? OTAs are a reliable marketing channel to: Grow brand awareness Increase ad reach and bookings Test promotions Stimulate sales by creating a sense of urgency (i.e., 47 people are currently viewing this hotel) Reach international audiences that otherwise would be expensive to advertise to through other channels Travelers use OTAs to compare travel options 50% more than hotel websites. We elaborate on other benefits of investing in OTAs: Wider Reach with Less Investment You have definitely seen TV, magazine, and online ads for Expedia or Airbnb. These OTA titans invest millions of dollars for brand awareness each year, trying to