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5 Key Marketing Updates You Need to Know This Week – December 23rd

Since marketing methods are always being updated, you need to be too. 

Stay in the know with these advertising news stories from the past weeks, updated December 23rd, 2021.

1. Portal video calls now include sign language interpreters.

Facebook parent company Meta is offering video relay services (VRS) through its Portal video calling devices. Users can include English or Spanish sign language interpreters with their video conversations.
Meta collaborated with the tech firm ZP Better Together, which provides communication solutions for Deaf and hard-of-hearing users.

  • Users must apply for a ZP account to confirm eligibility for the federally funded service.
  • The service and Portal device are free for VRS users in the U.S. who communicate using American Sign Language (ASL).
  • The interpreter service can be accessed through ZP’s apps in the Portal App Store.
  • The ASL interpreters appear onscreen during Portal calls and are available 24/7.
  • A sign language interpreter provides tone and context to enhance the nuance of conversations, which can be lost when using closed captioning.

More information

2. Marketers can support entry-level SEO talent in these 5 ways.

The demand for search engine optimization (SEO) continues to increase as more consumers turn to online shopping during the pandemic. Because companies continue to prioritize their website and online search presence, more SEO professionals are needed to perform the work.

Training entry-level talent to become senior-level SEOs increases your candidate pool, costs less money and increases diversity in both your organization and the SEO industry. You can reach out to these professionals in the following ways:

Get in touch with colleges and universities
Contact your alma mater or a local university and ask to be a guest teacher in marketing classes. You may give a guest lecture, mentor students or connect with the career center to reach out to more prospects. Providing the right knowledge, experience and resources to learn SEO can turn these students into potential hires.

Work with programs for students and recent graduates
Talk with instructors or program organizers who can help you connect with students who want a career in SEO. Offer to mentor or sponsor them. Because the students already are motivated and passionate about marketing, they may be interested in working for you.

Partner with a digital marketing organization
Digital marketing organizations attract talent from around the globe. Women in Tech SEO, American Marketing Association, MnSearch and Paid Search Association are among the most popular. You should have a wide range of candidates to talk with.

Ask for referrals
Your marketing team likely has connections that may be interested in your company. Offer a gift card, free lunch, referral bonus or other monetary incentive for any team member who shares your job posting and brings in a candidate who becomes a new hire.

Talk at beginner-friendly SEO events
Virtual conferences, webinars, podcasts and local marketing events are great places to increase your visibility to entry-level SEO professionals. Let your audience know you are hiring and would like to connect individually to discuss details.

Additional details

3. A simple way to find effective keywords to target.

Going after keywords with a high popularity score isn’t always feasible. So, here’s an easy method to find alternatives and analyze your results.

Because apps for female health are strong in the App Store and have popular main keywords, we’ll use “period tracker,” with a popularity score of 67, for this example. We’ll demonstrate an easy way to come up with alternatives to popular keywords that may be easier to get into and build momentum, then analyze the results.

  • Begin by finding a valuable alternative. Enter the keyword you initially were looking for into Keyword Inspector.
  • Then, use the Compare shortcut to load the top 5 results in Competitor Keywords. This shows all of the keywords the selected apps are ranked in.
  • Next, apply a filter in the Competitor Keywords report. In this example, “period” is the part of the keyword to keep.
  • After that, sort by popularity and select the keyword that was most similar and still above a score of 20.
  • Then, compare the apps displayed in Keyword Inspector.
  • Finally, enter the popular and relevant keyword into Keyword Inspector to see if the top results are directly targeting it. This is the case if both words appear in the name and subtitle. You want to find a keyword where most of the results don’t. “Period tracking” is great because none of the top results directly targets this keyword.

Analysis of the results for “period tracking” in the US App Store is simple.

  • In first place is Flo. The app is popular even though it uses half the keyword where it’s visible and the other in the keyword list. It also has the highest number of new ratings.
  • Next is Clue. The app includes one word in the name and the other in the description. It has fewer ratings but enough to claim a top position.
  • My Calendar is third. It had fewer ratings in the last 30 days than the top 2 apps.
  • After that is Ovia. The app has more ratings than My Calendar and splits the keyword between the visible and invisible. However, the visible half is in the subtitle, which makes it weaker and ranks it lower.
  • Fifth is Glow. The app follows the template of the top 3 but has fewer ratings than Ovia.

The key is that none of the apps have the second part of the keyword in their name or subtitle.

The algorithm looks at keywords first and ratings second. So, for an app to rank in this set, it needs to use both words in the app’s name. Be sure not to repeat any keywords between the name, subtitle and keyword list.

View the illustrated sample

4. Mobile tech leveled up these 5 campaigns in 2021.

As online marketing activity continued to expand this year, more brands adopted technologies to engage consumers on connected devices. Marketers were able to interact with consumers on computers, mobile phones, gaming consoles and smart TVs through virtual reality (VR), augmented reality (AR) and the metaverse. Providing an entertaining customer experience (CX) has been shown to drive business outcomes.

The following are five campaigns that stood out this year:

Reese’s Puffs includes AR game
General Mills packed limited-release merchandise in boxes of Reese’s Puffs. The artist Kaws created the packaging that included a QR code that unlocked an AR game featuring his signature Companion character. Players who placed in the top 10 scores on the leaderboard could win one of 150 Kawspuffs boxes. The two leading players received one of 30 boxes signed by Kaws creator Brian Donnelly. The game and campaign helped the company learn about its customer base and gather first-party data to develop its marketing and media strategies.

Pokemon Go creator develops alternate vision of metaverse
Niantic, the game developer that made geotargeted AR gaming popular through the release of Pokemon Go, launched its version of the metaverse. The Meet You Out There campaign blended a virtual environment with real-world surroundings. The company released a two-minute video urging people to go outside and use its AR tech to enhance their experiences. Users were encouraged to find and buy from local stores and small businesses rather than big retailers.

Chipotle gives away Booritos on Roblox
Chipotle Mexican Grill used the metaverse to give away burritos through the online game platform Roblox. With 47.3 million daily average users (DAUs) at the end of the third quarter, the platform is especially popular with younger consumers. Roblox users visited a virtual Chipotle restaurant while dressing their avatars in costumes inspired by the burrito chain. The first 30,000 visitors were given promo codes for a free meal redeemable through the Chipotle app. The company aimed to build awareness for its brand and guide people to its mobile app.

Lifewtr Partners with Doja Cat for Planet Her
PepsiCo’s Lifewtr campaign blended in-person experiences with digital content featuring singer Doja Cat, leading up to the Planet Her tour that begins in 2022. Get Into My Drip included a sweepstakes on Instagram where fans could win concert tickets and merchandise by taking selfies with an AR filter and sharing them on the app. Lifewtr also had a mural created in Los Angeles that included a QR code for people to scan and unlock the AR experience. Lifewtr aimed to organically increase its reach while engaging Gen Z consumers with its brand.

Reebok uses AR to create basketball court design tools
Reebok developed a mobile design tool for kids and teens to set up their own basketball courts in urban settings. The Courting Greatness campaign included an app that provided AR overlays of regulation-sized court markings, including free-throw and three-point lines, for mobile users to create with chalk or tape. The brand also collaborated with local artists in multiple cities to install playable courts to promote its Mid Iverson Four sneaker model. Reebok wanted to support city youth who otherwise may not have access to sports facilities and to engage members of Gen Z to promote positive feelings about the brand.

See the campaigns

5. Creators sharing longer videos on TikTok are changing the game.

Longer videos on TikTok are inspiring richer storytelling and entertainment. Videos over 1 minute receive more than 5 billion views worldwide. Some of the podcasts, vlogs, cooking tutorials, fashion commentary and more are being packaged into Playlists to share deeper dives into the creators’ lives.

Read about four creators


Need a hand?

At Operam, we look at your marketing as a whole rather than in isolated silos. As a result, we optimize the value you realize from every step of the customer journey, no matter how many channels it entails. Contact Operam today to learn how we can help you reach your marketing goals.