Marketing News- What’s New In February 1st Week, 2022
Marketing is a field with constant & exciting innovations. It changes every week — bit by bit.
Last week, we saw Uber Eats launched an advertisement with alternate endings. The week before, we covered Samsung hosting a virtual event in blockchain-enabled Decentraland. This week though, the first campaign is in the physical world with a genius out-of-home campaign.
Liquid billboard by Adidas & Havas
(Disclaimer: This campaign took place in 2021)
Adidas & Havas Middle East came together with a brilliant idea to promote Adidas’ swimwear for women.
The sportswear giant created a swimming pool in the Dubai beach to inspire women to swim more. One side of the pool was transparent with only the tagline of the campaign written on it.
The 5-meter high pool/billboard attention of people at the beach, numerous media outlets, and people in Dubai. Adidas & Havas further showed every swim live on the country’s biggest digital screen and turned them into personalized ad posters.
Dubbed as “Beyond the surface”, the campaign went on to win a number of awards last year.
Marketing News of the week: A third of brands hit by data and analytics skills gap
According to the Marketing Career & Salary Survey 2022, 33.4% of businesses identified data and analytics as a skill gap in marketing departments.
In different markets, we have seen companies increasing their market research spending. The reasons for both these changes are simple — companies want to get closer to their consumers.
While that need always prevailed, COVID has changed consumer behavior in unanticipated ways. The consumer market hardly goes through such fast change at any given time.
All of these changing behavior may also lead to new consumer touchpoints and new ways of interacting with them. A robust data and analytics team can help any company bridge any gap between the business and consumers.
This might be a great time for data specialists to look for great places and industries to work in.
Jumping on the Metaverse bandwagon — a funny ad by First Choice
Metaverse is a hot topic since last year.
First Choice created an ad to take advantage of the hype and by showing some of the flexibility (and problems) a digital world provides. They are targeting a younger audience for their new credit card and this ad speaks a young & relatable message.
The idea is simple yet smart — complete with some network issues and glitches that come with any online platform.
Viacom India announces first of its kind NFT marketplace
Speaking of hype, on 14th February 2022, the first NFT marketplace in India will go live.
The marketplace will allow fans to claim ownership of a diverse range of digital collectibles. As the marketplace is created under the umbrella of a successful franchise, artwork inspired by the franchises’ creations will also be circulated in the marketplace.
Anshul Ailawadi, Head of Youth, Music & English Entertainment of Viacom18 said,
“The idea is also to educate consumers about non-fungible tokens and digital collectibles, while attracting viewers to bid on the platform,”
To summarize marketing news
While NFTs and Metaverse are still making appearances, the school charm of an innovative out-of-home advertisement takes the cake this week.
Interestingly, this edition of marketing news also gives an idea about the jobs of tomorrow — i) Data analytics and ii) Blockchain marketing.
This was first published on Medium
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