The Secret Sauce To Reach More People With Your Promotions

When Sandra called, I reluctantly picked up my phone. Sandra heads the marketing of a retail group and usually calls when their in-house team runs into issues.

I am not a big fan of advising in-house agencies, but as Sandra is an old friend I had to take a look at what was going wrong.

Overall, their advertising CPM on social media had gone up by 40% and their conversions had declined by 32%.

The decline in conversions was directly related to the iOs 14 update and they still hadn't discovered a way to track conversions from their native social media platforms.

In isolation, the 40% increase in advertising cost and 32% decline in conversions look harmless. But when put together, it mercilessly wiped away all margins that they were getting from online sales.

The in-house team assumed it was partly due to changing consumer behavior. Millennials were spending more on experiences than products.

Gen Z consumers were spending twice as much time socially interacting in the metaverse than they do in real life.

In fact, many Gen Z ?consumers feel they are freer to express themselves in multiplayer games like Fortnite and Roblox, more than what they can do in real life.

The digitally-savvy Millennials and Gen Z often feel that gaming is good for mental health and many play to relieve stress and anxiety.?

All of this has created the perfect storm for marketers and they were entering a very foggy area that appears to be confusing and intimidating.

Marketing in times of the Metaverse is not something that they were trained to do, so I spent some time helping them with their challenges.

In fact, I gave them a blueprint that they could use to bring more clarity to their situation and a strategic process to reach more people with their promotions.

If you would like to see that process, come to Astrolabs Academy in Al Quoz on May 12 at 7 pm and you can have a look at the secret process. By the way, its a Free Event!