People tend to walk the same lane as that walked down by the crowd. It’s hard to decide whether watching grown-up babies playing Pokemon Go with their eyes stuck on their phones while on the road is crazy enough or not. Surviving on the nostalgic craze, the world has come to know what the game is about, but not many seem to know the not-so-random success of the game. Google, known for the April Fool Pranks it plays every year, introduced the concept based as a prank between Pokemon and Google in 2013. Their main idea was to have pokemons appear on the screens of the phones whenever someone tried to search for directions on the Google map locations. Tied to it’s a tendency of having a futuristic vision, Google had already created a game similar to Pokemon Go named Ingress with the very well known software developing company, Niantic Labs. Tried and tested by the companies through the years to know and understand the user experience, Pokemon Go can never be qualified to be a random success. Social Media takes a new turn every year. There are a lot of aspects to focus on including introducing something new or reminding the audience about the past. Nothing can seem to defeat the response and hype created by planting a seed of nostalgia within people and it was exactly done for Pokemon Go. Asking the question of whether one would believe in augmented reality and that 150 million users would use an AR application, none would have nodded their heads in agreement if asked a few months ago. Creating the hype and have people pouring in to download the app was not something difficult for the reasons that their research was in place & updated and the emotional connection was a cherry on the cake. Anything and everything can be picked up to be used for a brand’s benefit in today’s time. Awaiting trends to build up, Pokemon Go is now taken up by brands to advertise themselves taking creativity to new heights. Brands advertise themselves and the offers given out to people are being based on the number the pokemons one has caught. Blogs about the same have been published giving away information about how to find and catch pokemons to the game addicts. It is interesting how an April Fool Prank has proved to benefit brands in the long run. Taking McDonald’s for an instance, it is the first sponsored brand who proved to be successful in signing a partnership with Pokemon paying huge amounts of money to create Poke-Stops and Poke-Gyms within the McDonald’s outlets. The large population of the world has been divided by the game into those who can’t care less about the craziness going around and the others who can’t stop themselves from going crazy. It has still not come into people’s consciousness that they have been walked into stores, restaurants and generating more business just for the sole desire to catch another pokemon. A new benchmark is set by Pokemon Go in the gaming industry and the fact that incorporating AR applications is going to be a win-win is set clear! Despite the fact that people are not averse or unknown to this concept, games including carrying out exciting activities would drag the people to play the same. Every trend that is set fades away in a while but it is important for brands to realize the dazzling future of AR applications and let go of the virtual aspect they have been trying to hold onto. The factor they all must now focus on is how to leverage the success of Pokemon Go to blend their future marketing activities with the new-set trend!
What’s covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Optimizing the Mobile Experience While sites are being made responsive, UI is still being visualized from a desktop perspective ORM Efficient ORM is greatly lacking in today’s industry as brands rarely track indirect complaints made about them. Whereas ORM can be used to convert customers unhappy with other brands Not Enough Brand Building Apart from sales-focused campaigns, we also need to focus on creating brand awareness to build the brand in digital space Inability to Personalize Purchase Experience Personalization adds a great touch to one’s purchase experience. Providing a personalized recommendation to the consumer can add to a great consumer experience Low ROI Due to lack of brand building and poor quality traffic, digital spending tends to be high resulting in a low ROI. Community Building A business can thrive on the basis of promotion and repeat sales. If a loyal community is built who regularly purchases and promotes our brand it can add to a great word of mouth State of Digital Marketing Challenges Inability to differentiate from competitorsCustomer RetentionDiscounts and offersCustomer service Opportunities Instagram swipe up adsSnapchat adsOmnichannel ExperienceWhatsapp for Business Omnichannel Experience Providing an omnichannel experience through the convenience of online shopping and having the same customer in-store can help in giving customers a great experience.Gathering customer data and leveraging it to the fullest can prove to be a key strategy in boosting sales.Providing a personalized feed to users and recommending based on demographics and likes along with past purchase history can help in achieving maximum conversions. A New Approach to Promotion User Engagement User Retargeting Why use a Sales Funnel? Multi-level engagement with the userCreating awareness about the brandStrong retargetingHigher rate of conversionsRelevant options as per the user requirementPersonalized offers which will help us retain customers Apart from the above-mentioned points, it also helps us in building a strong brand recall Future Trends Progressive Web Apps According to Comscore, 52% of mobile media engagement made by using apps. A Progressive Web App is not only 10x faster but also lighter than regular apps making it easy to delight your consumers & increase conversions. Augmented Reality As brands look to deliver a “try before you buy” experience for shoppers who don’t want to visit stores, more uses of this technology will abound. This provides ease and convenience to users. Micro-Influencer Campaigns Initiating campaigns with multiple Micro-influencers with a small but highly engaged audience. Campaigns with these micro-influencers can prove to be more beneficial in terms of scale as well as cost. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI