Blog : social media marketing

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Who is currently winning the battle for web3?

Can you disrupt an industry that’s just begun? Who is currently winning the battle for web3? It’s a complicated question — for end users, the hope is that no one wins. For companies, the hope is that it creates megaliths and monoliths.

Metaverse, Web3 and Blockchain Technology Concepts. Opened Hand Levitating Virtual Objects. Futuristic Tone

Facebook’s Got the Name

Sorry — Meta. Regarding being recognizable, Facebook has worked hard to make itself synonymous with web3. And the work has paid off; most people think of Meta when they think of the “Metaverse.”

The bad news for Meta is that everything published about web3 looks extraordinarily goofy. While people are thinking about the Metaverse when they think about Meta, they aren’t taking it seriously.

The Game Industry Has It Locked

From mobile app to VR space, the game industry is really making advances into web3. It’s understandable. The gaming industry has always been at the forefront of new technology. And society just got out of a few years of staying at home and playing with their computers, consoles, and phones.

If you want an example of what “the Metaverse” and web3 could do, you need only look at… Roblox and Fortnite. There are children already growing up in the Metaverse and living their lives in an overlaid, digital reality. People are holding concerts in Fortnite.

It’s Not Like Amazon Isn’t Trying

With Amazon’s AWS technology, it may be surprising that Amazon really isn’t breaking out into the web3 space. Why isn’t it selling digital terrain through its online platform?

Actually, Amazon is trying. Just this year, Amazon Studios released an MMO that they had touted to be groundbreaking. It ended up being quite poorly received and almost universally panned. It was just a regular MMO, but it shows that Amazon is trying to get into the digitally interactive space.

Of course, to really disrupt web3, you need to be able to get into the space and be accepted by people and Amazon doesn’t really have an understanding of people, nor does Zuckerberg.

What about the NFTs?

You know, a little while ago we could stay that bitcoin was definitely the winner of web3. But Bitcoin is going the way of the dodo. Even if it’s the de facto standard still for trading and bartering in crypto, it’s not going to be for long. Because it’s being surpassed by other contenders.

NFTs are going to stay but they are going to be very different.

Right now, there’s a battle for the soul of web3. It could be Facebook, Amazon, Google, or any other large company. But it could also become a decentralized service that everyone can take advantage of and enjoy.

There’s something to the dark net. It’s not just a place to buy drugs and hitmen. The dark net has remained entirely uncontrolled and collaborative for years. It’s a space where anyone can throw up a site and everyone has to essentially collaborate for people to get there. Read into the dark net and you’ll find that more things are being traded in the dark net than on the Robinhood app.

So if you want to find out more about the future of web3, why not make it? And if you want to know what people hate about web3, just ask Reddit.

Geotargeting & Geofence Marketing: How a small company can disrupt a big market
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Geotargeting & Geofence Marketing: How a small company can disrupt a big market

If you feel like social media and online marketing is shouting into the void, you’re really not alone. Many small, local businesses are told to invest in online advertising and mobile marketing only to discover that it’s really not effective for them.

Imagine if you advertised your company to every 10,000th person on earth. How many of those people would actually be able to use your products or services? Probably none of them. There are a lot of people on earth and there are a lot of people online.

Geotargeting and geofence marketing focus on hyper-local leads — so you can stop shouting and start earning.

Connect to the Customers Closest to You

It’s the customers that are closest to you that you want to connect with. It’s better to connect with 50 people in your neighborhood than 5,000 people across the world. And it’s cheaper, too. When you connect with customers close to you, you greatly enhance the viability and effectiveness of your advertising campaigns. 

How Does Geotargeting/Geofencing Work?

Geotargeting/geo fencing works by identifying where customers are inside of a broader, third-party advertising network. For instance, Google Ads shows throughout the world but can show your ads only to those who are in your vicinity. Geotargeting is broad; it just means that you’re sending your ads to those who are in your country, state, city, or even zip code.

Geo-fencing is a little different. Geo-fencing specifically defines an area, such as an area that is located in a highly-trafficked region around your business. Once individuals are inside this area, they are targeted. Geo-fencing can be used to deliver ads through PoS systems within your neighborhood, for instance, or to send ads to phones and other devices detected in your region.

The Advantages of Geotargeting

Really, the advantages of geotargeting are clear. You can spend $100 to connect with 5,000 people in the world or $10 to connect with 50 people in your area. It’s cost-effective and far more useful.

But it also enhances public perception of your brand, as you’re no longer trying to reach out to individuals who wouldn’t be interested in your advertising to begin with. Geofence marketing creates more relevant, useful advertising, as well as more profitable strategies.

Implementing a Geotargeting Campaign Strategy

To implement a geotargeting campaign strategy, you (obviously) need to know where your customers are. There are third-party ad platforms like Google and Bing, but their usefulness will actually be vanishing shortly; action is being taken to reduce third-party tracking cookies.

There are two better options: social media marketing and third-party behavioral targeting databases. Social media marketing works because individuals already provide where they live to the social media platform. Even better, they provide information such as whether they’re married, whether they have children, and even where they work and where they went to school.

Third-party databases seek to identify consumers based on their behavior and contextual information without the help of cookies or files stored on the user’s device. These third-party geotargeted databases are likely to grow dramatically once cookies become ineffective for geofence marketing.

Summary

With the right geofence marketing, your company can focus all its efforts on advertising directly to the people who are closest to you. When they look at their phone or check their email in your location, they’ll get information that relates to your business. If they’re halfway across the world, they won’t.

But this type of advertising and mobile marketing really does require that you use the right technology. Social media marketing provides some of this targeting, but mobile marketing is about to get a lot more challenging.

Republishing content extends audience reach
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Republishing content extends audience reach

Social media is arguably the most crucial outlet to market any product or service. Publishing content on the internet is only the first step to market penetration. The re-publishing or re-marketing of that original content allows for a more specific, finite placement in front of the target audience.

When a company publishes a post it might not initially receive the anticipated web traffic. The next step is to re-post that content onto another social media platform to provide exposure to a new audience. When an idea is marketed multiple times, on multiple platforms, that idea will begin to ‘grow legs’. The danger with reposting is that you do not want to earn the title of ‘spammer’ by an email system. If your reposting is qualified as spam, it will go straight into the trash. All of your republishing efforts will be lost.

Twitter, Facebook, and Linkedin are all necessary platforms for a company to reach its audience. When you have successfully connected with your audience, you can begin marketing your company with a specific audience penetration. Pcdigitalmarketing.com had a few interesting words on how to republish across various social media platforms.

When republishing your content you need to keep all facets of the process in mind:

  • Understand the correlation between the frequency of your posting and platforms you are using. If you republish a post every hour on two different platforms, the audiences will probably react in different ways. A Twitter audience may not mind the hourly update. A LinkedIn audience may find that tactic annoying.
  • Develop a tactical move to advance your content. What is the specific reason for republishing? Are you going after a unique demographic which the original platform doesn’t engage? Answer the following questions in regards to your next media move – WHO, WHAT, WHERE, WHY, WHEN and HOW?
  • When a company decides to republish, it should not repeat the same exact caption. The content title is used to draw in a reader. It should be written differently to keep the audience alive and excited.
  • If a company decides to repost content, they should know their audience and know how many times a day or week they should republish their post. It is important to republish to increase the audience, but also very important to be considerate of the audience.
  • Republishing is the perfect approach to spreading a message, as long as the person reposting knows when and how to proceed.
  • Most importantly, be sure that you are tracking the progress of your republishing with some format of web analytics. If you are not counting the specific hits – where and when they are falling, you are just shooting into a dark room with no idea as to any progress toward your goal.

Communication is an interactive process. Take the time to map the process of moving your message from you to your audience. To help you move your company’s message, contact Colure’s Project Managers.

To many, video is the king of content.
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To many, video is the king of content.

Chris Trimble, writer for The Guardian asked, “If it were five years in the future, would you be reading this article or would you be watching it?” Good question. Today, video is being selected by users as the preferable format of content on social media. “In 2015, video is predicted to dominate as the social media content format of choice.” In August 2014, Facebook surpassed YouTube in the number of video views via desktop according to ComScore. It’s important to note that YouTube still has more views on mobile apps and across all devices. As of September 2014, Facebook attracted a billion video views per day, a roughly 30-fold increase since July.

Video content is critical to anyone building a business or brand, big or small. Video has the ability to entertain and inform in a short amount of time. Currently video usage, “more than half of companies are already making use of video”. According to a Neilsen Neilson study, not only will 70% of brand marketers increase their usage of social media, but 64% of individuals indicated that video content will dominate mobile advertising strategies in the future.

As the information overload continues to pile on, the use of video will continue to play a vital role in relaying more information in a short amount of time. On many platforms, video is already a necessary format of content. Today we have the likes of Youtube, SnapChat, and Vine. All of these platforms depend upon video to deliver their services to their customers.

Most individuals use the internet to interact, consume or create information. How we choose to use the tools available to us will be critical to our success as storytellers.