The Marketing Funnel & Virtual Marketing

Thanks to all our new subscribers over the last few days - we launched on LinkedIn and had close to 200 new subs. This week we’re back to basics with a blog on the content marketing funnel. And we look at virtual influencers. It’s as though nothing is capable of surprising me anymore. I’m waiting for virtual CEOs. Happy Thursday, Simon

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The Marketing Funnel

All marketing strategies are guided by the marketing funnel, which itself follows the customer journey when making a purchase - awareness, evaluation, conversion, and delight. When it comes to content marketing each stage of the funnel requires specific types of content that resonate with that stage of the customer journey. We break down the journey and offer up some content ideas.

Virtual Influencing Deals

In a sign real human influencers are becoming too hard to deal with, retail clothing brand, PacSun, recently partnered with virtual influencer, and “queen of the metaverse”, Miquela. While real influencers shouldn’t worry about being pushed out of the market, the virtual alternative does have some advantages, especially for clothing brands. Miquela will never age, will fit perfectly into everything and won’t cause a scene outside the metaverse.?

The Appeal of Virtual Influencers

According to a recent survey in China, just under 75% of respondents favoured the creative freedom and flexibility that comes with virtual characters. 65% liked the timeless quality while just under 50% liked the zero risk of public scandals. Whether these traits give virtual influencers any credibility with consumers is another story.

Brand Mascots as Vtubers

Using virtual influencers doesn’t require creating something from scratch. Many brands already have characters or mascots that can fill the virtual role. Kellogg’s is transforming Tony the Tiger into an interactive Vtuber. Similar to a virtual influencer a Vtuber is an online entertainer who streams behind their avatar. Tony’s streaming debut will be some online gaming with big name Twitch streamers.

What we’re looking at?

• We made cute animated critters for Prudential's Ethics video. Remember, don’t trust Short Cut the Crab.
• Oldy but a goody, an airline safety message takes on a new meaning at a soccer pitch in front of 65,000 fans.
• We always suspected presentations were pure evil.

Happy Thursday

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This week’s newsletter was written by Tim Colman and edited by Michelle Cheong . Gifs produced by Ma'arif Renggo Djamil .