In this weeks digital news to watch, our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie, discuss B2B marketers in the metaverse, the environmental impact of digital marketing in 2022 and 10 best practices for using content infographics.
Digital platforms were a slow adoption process for many B2B marketers, and now, the metaverse has become an important channel . The Drum discusses how marketers need to jump into the metaverse as soon as possible rather than waiting.
The metaverse has been said to completely revolutionise the way in which people behave online, and will provide many opportunities for businesses. Brands such as Nike, Louis Vuitton and Gucci have already made marketing waves within the metaverse – a strategy that B2B marketers should follow.
The metaverse has been designed to imitate reality in the form of VR, so by creating advertisements, product demos and trade shows within the metaverse can target a younger demographic of B2B marketers. Finally, within the metaverse, you can offer real customer support virtually, cutting out the need for clunky chatbots.
In the ExchangeWire’s 2022 Predictions Series, the environmental impacts of digital marketing in 2022 were covered by industry experts. The predictions were made and then covered, and included: “2022 will see more agencies take steps to reduce their emissions” – Caroline Hugonenc, VP global research & insights, Teads,”Vendors’ sustainability efforts will influence those of advertising and media”- Simon Kvist Gaulshøj, CEO, Adnami, “Advertising must make sustainable practices the default” – Janicke Eckbo, CMO, Cavai, “2022 could mark a shift to an ‘ecology of attention'” – Mike Follett, managing director, Lumen Research and “2022 will be the year of action with the emergence of more green solutions” – Ryan Cochrane, COO, Good-Loop.
People retain information better when it comes with a visual story behind it. Infographics are not only engaging, but also get a message across in a more compelling way. The use of infographics increased massively over the last four years, and in 2020 was at 67% with B2B marketers. Here are the top ten ways infographics can help your content strategy:
- Improve decision making
- Increased content exposure
- Content becomes more sharable
- Enhances brand credibility
- Tie in nicely with branding
- Provide high quality backlinks
- SEO is improved
- Help t0 tell a story
- Easily tracked and benchmarked
- Readability is significantly increased
Googles John Mueller has released a statement confirming that the amount of impressions your site gets, does not equate to the search volume or that keyword.
The tweet by John Mueller stated “The impressions are the impressions your site received in search. It’s not necessarily all the impressions shown to all users. It’s not the search volume. Also, all tools guess & simplify search volume, so the numbers you see in search volume tools will always be wrong.”. John Muller then went on to state “Just because you’re ranking 1st in some cases, doesn’t mean the page is always shown”.
The key takeaway from these statements is that even if your page ranks first for impression data, it is not the same as the search volume for that particular keyword, meaning that your page may still not show up.
Google have released their timeline for updating smart shopping & local campaigns into performance max campaigns, commencing in April. Performance max campaigns were first introduced in November 2021, to allow Google Ads users to make the most out of their campaigns. The plan is to make performance max campaigns the only campaign style for business that use smart shopping and local campaigns.
Google’s idea is to have a one-click tool for advertisers by the end of Q3 2022. Upgrades will include new ad inventory and new automation insights. The best way to prepare for the change is to start switching your campaigns to performance max campaigns, and really get yourself familiarised with the platform, to make the transition as seamless as possible.
If you would like support with your digital marketing or a strategy guidance surrounding the metaverse, get in touch with our industry specialists by sending us an email to firstname.lastname@example.org