The evolution of Google Analytics 4
SEO and PPC; ecommerce strategy
SEO today
As of 2018, the game in SEO, (search engine positioning or Search Engine Optimization), has changed a lot; Google leads as the number one search engine on the web since more than 90% of the queries are made there, not to mention that YouTube is usually the next on the list, and practically, the other relevant search engines are highly dependent on technology. from Google to work.
As a result of the popularization of Inbound Marketing or Content Marketing, millions of sites arose that sought to position themselves by offering content that does not really add value to the user, nor does it enrich the information on the web; the sites may well meet all the Technical SEO guidelines, but the quality of the information is questionable. According to Gary Illyes, Webmaster Trends Analyst at Google, the search engine is very focused on removing duplicate content since 60% of the content on the internet is copy.
This not only has implications for user experience and data quality, there is real concern about the environmental impact of tracking this many sites. Added to this, in 1998, with PageRank it was confirmed that the number of links pointing to a site influences its positioning, causing the proliferation of portals whose sole purpose is to generate links to catapult others that really do not deserve the place they hold in the SERPs (Search Engine Results Pages); nowadays the quality of backlinks matters more than the quantity.
Why is it so important to include SEO in your strategy?
SEO goes far beyond keywords and metadata. With the incorporation of natural language processing technologies (BERT/MUM), the search engine has the ability to interpret the content, literally, just as we humans do. Additionally, there is a particular focus on the need to guarantee the web as a space for everyone; accessibility is something that is not up for discussion and with the popularization of smart speakers and other technologies, the Internet has more ways to experience and universalize its access.
PPC meets SEO
Here is a very important clarification; It’s not that one is better than the other. The most valuable thing about the two strategies is when they come together and complement each other. Leaving out one of the two in your digital campaigns leaves very large gaps in the strategy that in the long term is reflected in the positioning results of your brand.
Many times we consider the measurement of our campaigns with an incorrect KPI or that is not appropriate to the objective of the brand or the optimal one to make a strategic decision.
The main one that we always take into account is the CTR, which without a doubt in many reports is better in PPC than in SEO, however very rarely do we consider a key indicator, the CAC (customer acquisition cost).
This is when our entire strategic vision changes.
“On average, the CAC of organic search for brands is 87.4% lower than PPC”.
Those who, on the other hand, offer quick solutions, immediate results and offers that sound too good to be true, are, in effect, falsehoods or, they would be based on corrupt practices that can circumvent the ranking factors, giving “results” for a while and in The negative consequences will be seen in the short-medium term, compromising the investment, having missed the opportunity to establish a solid base of organic traffic that is in line with the values and vision of the brand and the company.
At LDM we have worked with large-scale brands, we have the knowledge and the appropriate methodology to offer tailored SEO solutions that respond to the real needs of the user and that seek, on the one hand, to guarantee sustainable results over time, maximizing the return on investment, and on the other, establishing long-term alliances with our clients, forming a bond of trust, based on results.
Contact us and take your customer journey to the next level!
NIVEA Game Changers, the gamer initiative
- More than 13 thousand female gamers registered to join the movement.
- Reaching more than 16 million gamers (+487% vs. target) representing 25.27% of the gamer universe.
- Top of mind positioning of 2nd place.
- Purchase Intention of 84%.
In a country where women suffer from harassment and discrimination, even in the gamer community, NIVEA used various digital platforms to connect crowds and change the rules of the game, creating a more inclusive and comfortable community in their own skin.
NIVEA GAME CHANGERS, an unprecedented initiative that united efforts to break social paradigms in a community of more than 64 million gamers in Mexico alone.
It demonstrated the competitive strength of women in the industry.
Women gamers, the reality behind the insight
Mexico, a regional leader in the gaming industry with a community of 64 million gamers, where according to a study conducted by Nivea, 77% of women have received some kind of harassment while gaming and more than 60% admit to having hidden their gender behind a nickname.
In addition to the constant pressure to fit into the deeply rooted stereotypes of a female gamer; resulting in hindering the development of skills in a sector that today is dominated by men. Proof of this is that practically 50% of amateur gamers are women and only 1 in 10 pro-gamers are women.
The need was clear, to reconfigure women as beings who never give up.
Very clear objectives
For such a challenging project, it was necessary to achieve ambitious results, objectives that would strengthen NIVEA’s relationship with new generations, new audiences and the social commitment that the company has been building for some time. Care beyond skin.
Encourage women interested in developing in the gaming industry without discrimination and at the same time position NIVEA with a proactive and social approach to a younger audience using the same virtual channels where they interact.
A campaign that focuses on highlighting the problem of harassment and inequality for women in gaming. To achieve this, it would be necessary to generate legitimacy, to make a strong statement that would unite gamers with NIVEA as the main ally.
The BIG idea
We created Nivea Game Changers in partnership with Riot Games. A NIVEA initiative to give new opportunities and greater visibility to women and other genders within esports, but above all to create a more inclusive gaming community.
We created spaces and provided tools so that women could feel comfortable in their own skin while developing in the gaming environment, maintaining a structure that would stimulate individual and group activity of female gamers in a competitive environment and above all respect through the support of personalities who have broken paradigms of society and have faced challenges in the industry, figures with whom the participants can identify.
The strategy
The insights from the study conducted by Nivea gave life to powerful content that would live in a digital environment. The launch of our manifesto took place during the League of Legends Latam final, taking over the stream chat. The next day, on World Gamer Day, we projected our manifesto on the WTC in CDMX to make our position and action known.
With a documentary series we showed stories of representative women; with tournaments and masterclasses we supported their professionalization, and with the Women talks we created a community.
Gamers influencers joined us to amplify the message and promote the call for all activities.
With this, we made the target aware that Nivea was part of their ecosystem, as well as our contribution to a change of mindset in the industry through clear actions.
The impact on the gamer community
In just 4 months we surpassed the most important of our KPIs, spreading the brand’s powerful message regarding the issue. We reached more than 3,800,000 views of our manifesto and reached more than 16 million gamers (+487% vs. target). This represents more than 25% of the gaming universe.
Building a community of more than 13,000 gamers activists.
We managed to connect with the target by showing genuine interest in generating a positive impact.
95% agree that NIVEA seeks to give women equality and a voice.
As if that weren’t enough, we went from having zero presence to occupying 2nd place in the Top of Mind category in the gamer territory. With a recall level of 92%, the gamer community considers that NIVEA is a brand for them and that they would recommend it, complementing this great result with a purchase intention of 80%.
The campaign had a significant national and international media impact, achieving an earned media with an advertising equivalence of more than $3.2 MDP, giving an additional reach of more than 41 MILLION people.
Partnership with growth
We all know that the industry is growing rapidly and growing with these disadvantages is not healthy. It is also our responsibility as partners to detect these insights in order to understand them and bring them closer to the brands that are really committed.
NIVEA, being a major brand with resources to make any kind of commercial campaign, decides not to go the safest way, but to invest in an initiative that really impacts society. Changing the game within a reality that affects millions of women in our country.
And the commitment was clear, it was not only to give visibility to the problem, but to act in a manner consistent with the message of the initiative. Create Masterclasses, womentalks, women’s tournaments, union of efforts with other partners and other important voices in the community.
A great initiative that had a positive impact, generated conversations and dialogues with the aim of creating an inclusive community so that any woman feels welcome, confident that she can find a way, grow in the industry or simply enjoy being part of it.
Contact us and take your brand to the next level!
What is Corporate SEO?
- Increases credibility at the corporate level.
- It complements PPC campaigns with Corporate SEO.
- It helps to better position all sites or brands in local searches with a defined cluster.
- ROI is up to 12 times better with organic traffic.
SEO is becoming increasingly relevant among digital marketing strategies, contributing to the responsibilities and objectives of positioning, traffic, conversions and engagement through content on each of your brand’s sites.
The challenge rises in complexity when it’s not just about a few sites or, in your case, a single brand. Aligning the expectations, messages and conversation topics of an entire company that manages different sites is a structure that must be defined as a priority.
Here are the basics of large-scale SEO.
What is the definition of Corporate SEO?
Or it can be called Enterprise SEO, Corporate SEO is just the mix of these two approaches, brands that have digital channels (sites and landings) of high volume, as well as businesses that have in their credentials a large number of brands but all are part of a corporate or holding company. It all depends on the situation and the business model.
Why is it important to integrate Corporate SEO?
The big difference is scale. The challenges faced by SMBs are not the same as they might be with large volume and reach brands. The simple fact of generating a content article as part of your content marketing strategy can impact legal aspects, branding, policies and corporate communication, among many other areas.
That is why it is essential to maintain an alignment throughout the company structure despite the independent campaigns of your brands. Efforts should be directed to the construction of a whole group or holding and not only see the positioning objectives for each brand separately and totally isolated, even competing directly with each other without having planned it.
As a consequence, this helps to align priorities, efforts of specialized SEO teams, programming to integrate the strategy into the code and other legal issues of privacy and permissions. So you can keep processes and workflows simpler.
And speaking of code, Corporate SEO helps to integrate this process between lots of sites and content that are developed every day, this is reflected at the end in a better performance in your PPC campaigns to be more optimized and integrated with your keywords.
What are the benefits of Corporate SEO?
The most important point is the collaboration achieved between areas and brands of the same business group. Seamless integration with other teams in a corporate environment. That means making sure everyone is on the same page and working towards the same goal. The key is to have the full picture of the company’s vision considered in the content developed by each team.
SEO, how do you get started?
LDM Digital Marketing and Business Intelligence Agency
The initial point to keep in mind is that an SEO strategy by its nature is something that has long term results, it is not something immediate. The efforts are mostly organic and are complemented and integrated very well with performance actions as well as branded content with a publisher.
With this very clear, the next step is to develop together with a partner specialized in digital marketing, a solid SEO strategy; based on the structure and business model of the entire corporation, including all its brands.
With this in mind, the next step is to develop, together with a partner specialized in digital marketing, a solid SEO strategy based on the structure and business model of the entire corporation, including all its brands.
With our mindset, top talent (SEO Business Unit), advanced technology and Business Intelligence platforms you will be able to obtain an optimal positioning in your audiences by covering all digital channels where your brands interact.
Learn more about SEO & PPC strategies for your brand.
Contact us and take your brand to the next level!
El Economista interview with Alberto Alvarez
Sports Streaming in Latin America
When we talk about sports we can’t limit ourselves to only certain times of the year; the beauty of it all is that there are dozens of seasons for each category and it is reflected in content that is generated, broadcast and consumed every day of the year. And sports streaming is the solution so that the audience doesn’t miss a single second of it.
The key factor?
The passion of the audience; the fans are the center and the reason for everything.
And when we talk about sports we have to be aware of the dialogue and connectivity that is fostered in all the available channels, the emotions they provoke by living it and the social environment that is generated by sharing and consuming it.
And something that is very enjoyable, the humorous content that is integrated in certain spaces.
After the last 3 years, the form of such consumption has changed. We all know that.
Digital channels have marked a journey of evolution where we are all waiting for new experiences that complement the face-to-face ones with the aim of adding and enhancing our emotions.
To start with these new trends, let’s talk about the great game changer that changed the rules of sports marketing: soccer. Although the innovations are coming from other countries, the huge Latin audience is the one that rules.
Qatar will be no exception, whether from home or office, streaming platforms, betting apps, Fantasy, social media and even ecommerce, from different devices, will be the order of the day regardless of time or place.
And let’s not leave aside everything else going on simultaneously; Liga MX, the NFL season that is about to kick off, NBA, MLB, US Open, NHL, Volleyball, Gaming, Premier League and the list goes on and on and on. In this entertainment industry, there are many options for every taste and profile.
This growth in digital consumption and diversity of coverage has generated the launch of new products from players already positioned in the industry but who needed to capitalize on their exclusive content and stay one step ahead of the market.
Streaming platforms as a proposal of a great news concentrator that complements all the native experiences that are lived in tournaments and in-person events; (taking advantage of the fact that they are already back in their entirety) all this live and with the VoD option for its subscribers.
In Latam are they willing to pay monthly for this access to content? Yes, they are.
The challenge of the offer is to remain in the select choice of each user to fit into their budget.
Sports to grow your 1st party data
The opportunity for brands is not only in reinventing themselves through the immersive experiences they can implement in this industry for their audiences (we know they are very diverse in demographic and cultural components).
The real trophy is in building 1sr party data in a very near cookieless but multi-connected world with GA4.
Result: Brands with predictive user strategies.
But we are not talking about just any audience, there is nothing more complex than targeting the fans of this industry. They will always know more than you, me and many marketing teams. No matter what technological resources you have, if you don’t have the perfect understanding and drivers to connect with them, you won’t get the expected results.
An omnichannel strategy is the most assertive option you can integrate into your marketing plan. Connect the offline environment with online, face-to-face activations that nurture your digital positioning. Strengthen your data collection with a high level of engagement, since it will be useless to have a third party base if your brand is not able to interact with a representative percentage of it.
Something very similar happened with one of our partners, OXXO, during the last World Cup with the innovative Cuponiela.
A loyalty program that encouraged the expert knowledge of Mexican fans, offering discounts or exclusive promotions that complemented the experience and the way in which they lived the World Cup from their homes.
In conclusion, the role of Sports Streaming platforms, as well as the rest of OTTs, is to complement the user experience. It is not a unique or distant solution, but an interesting and effective medium that adds to your omnichannel strategy to evolve every touchpoint that exists between your brands and your audience.
Contact us and take your brand to the next level!
ESPN interview with Israel Santiago
Mediotiempo interview with Israel Santiago
Web accessibility for your ecommerce
We are about to kick off the busiest weeks in transactions and sales for many brands. In a last quarter with a better outlook and mood than in the last two years, the priority to have all the checklists ready on the key factors of your operation, logistics and inventories is what keeps us focused on these vital days. The web accessibility of your ecommerce.
Although there is a very important point that most companies have not audited in their sites and for users can be in many cases, the decisive factor to convert their interest in buying when browsing your site or e-commerce platform.
Accessibility
And we are not only talking about how compatible your site is with today’s search engines, the issue of accessibility goes beyond, it is a mindset that you must integrate from your UX, SEO, web design and content strategy. A trend that you should already be integrating to get better results and more interaction in your digital channels.
If you still do not have these processes and analysis in your operation, in this space we explain in detail what it consists of and how you can integrate it in time before starting this strong season.
In a region with different limitations than others, in Latin America there is still a long way to go with 5G internet access, without leaving behind the conditions that many users have in relation to their expertise with mobile devices, knowledge of online payments and understanding of every word in this digital world.
Sound like something that has been present in many digital campaigns?
Inclusion, here also influences and may be the element you were missing to reach an optimal performance of your conversions. And yes, the environment is also included.
What is website accessibility?
Website accessibility is the act of ensuring that websites are accessible and usable for everyone.
It ensures that all users can perceive, understand, navigate and interact with a website and encompasses all permanent or temporary disabilities that can affect the way a user experiences your website. This includes auditory, cognitive, physical, neurological, visual and also aspects such as equipment quality, internet and digital literacy.
The solution already exists, (although more and more developed) you can start now with a diagnostic audit to review what points, technologies and tools you can integrate or change from the present of your brand and its platforms.
Some of these best practices:
- “Dark Mode” option or other high-contrast elements can make images and text easier to distinguish.
- Text magnification makes text easier to read for people with vision disorders.
- Careful color choices can avoid problems for colorblind viewers.
- Descriptive alt-text labels provide detailed verbal descriptions for people with visual impairments.
- Closed captions make video content useful for people with hearing disabilities.
- Audio descriptions of video content allow people who are blind to follow the action.
- Multiple input device options help people with limited use of their hands.
- Simple, easy-to-follow content can help people who struggle with cognitive or learning disabilities.
- Consistent page layout options can make links, icons and control elements easier to find and use.
- Headings and subheadings labeled with appropriate HTML code allow visually impaired users to follow the site structure more easily.
The environmental impact of your website
It is already known that the new generations (Gen Z) have very specific drivers in relation to the impact of companies and brands with the environment. And not only in advertising campaigns, now you can have this extra bonus in your communication with new audiences by incorporating good reduction and monitoring practices in your website and its CO2 footprint.
There are badges and tools that certify you in this environmental impact. This is more relevant when a corporation manages hundreds of sites and landing pages.
Why is accessibility important in your website?
In conclusion, these elements are more and more relevant for users. Besides giving a real check to all the elements to ensure that your platform can be used in a practical, simple, safe and fast way for all your potential customers. In other words, to increase the volume of your online sales and strengthen engagement and loyalty with your users.
Interview with Jorge Batista:
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Integrate SEO and PPC for an effective marketing campaign
Previously we have analyzed the benefits of SEO and PPC. Not that one is better than the other if we separate them, the question now really is:
How to integrate SEO and PPC properly for your brand?
The two integrate very well to drive search success. It’s not always just SEO versus PPC/SEM; each channel can complement the other when used correctly. And when your budget allows you to use both, do it!
It’s a strategy that helps balance short- and long-term benefits.
In this space we share with you some recommendations to be able to leverage the efforts of both and get the best results from your campaigns:
- Allocate SEM budget using SEO information: analyze keyword research to understand where it underperforms and optimize your investment. Gain a deeper understanding of your target audience’s searches.
- Strengthen content strategy with SEM performance data: identify the most valuable paid terms and collaborate with the content team to incorporate high-value keywords.
- Build competitive research using a PPC and SEO strategy: get to know your direct competitors better and segment them by clusters. Detect their keyword strengths and weaknesses to leverage your strategy.
- Incorporate SEO best practices and insights when creating PPC campaigns: avoid self-cannibalization and sabotage with other brands in the company, and improve the technical health of your website.
- Connect communication and collaboration between internal teams, this helps to have the full picture and performance monitoring of both strategies: Performance and SEO.
In summary, integrating SEO and PPC is a powerful strategy that can help you maximize the reach, effectiveness and ROI of your marketing campaign. By utilizing the information and tactics from both strategies, you can improve your understanding of your target audience, optimize your conversions and increase your brand visibility.
It is also important to remember that, while integrating SEO and PPC is a powerful strategy, it requires time, effort and resources to implement correctly. It is necessary to coordinate keyword strategy, create relevant content and ads, and optimize the technical structure of the website for both channels.
Therefore, it is important to have a solid plan and working with an experienced team like LDM can make a big difference in the success of your business’s SEO strategy. By choosing a trusted partner that has the expertise and is committed to long-term results, you can be confident that your SEO investment will produce the results you’re looking for.
Contact us and take your brand to the next level!
Learn more about our SEO success stories.
Digital experiences for your customer journey
Digital experiences have become a key factor in the customer journey of generation Z and millennials. We know that technology is part of their daily lives, and has become indispensable in their consumption habits, so understanding their needs and expectations in their shopping moments is essential.
Offering digital experiences through immersive strategies can connect more with audiences and improve CX in the “Big Data” era. It’s not just about adopting trendy tools, we have to consider our audience in order to successfully engage with them.
From creating apps, to implementing chatbots and personalizing content, meeting customers’ digital expectations can increase loyalty and sales. And this can be applied at every touchpoint with brands.
Thinking about experiences before, during and after consumption is key.
- Before: This moment is crucial for the purchase decision, among thousands of options in the market, the experience we give customers can define whether they choose to buy or not. From an intuitive and easy to navigate website we can impact that decision.
- During: In the buying process, new generations are excited by experiences that make them believe that they are designed by and for them. They value ease of use, security and speed in the checkout process.
- After: The post-purchase digital experience can be critical to fostering consumer loyalty and engagement. Discounts, loyalty programs or unique experiences when receiving your products are some examples of how we can make consumers feel motivated to buy again in the future.
We can benefit from tools such as Artificial Intelligence and Virtual Reality to create unique customer experiences. With AI, data analytics can provide valuable insights into customer behavior patterns and preferences, so we can personalize communication and content, enabling greater interaction and satisfaction.
In addition, VR allows us to offer more immersive experiences, either through a virtual fitting room or the simulation of a product in a specific space such as a bedroom.
We can also take advantage of having allies such as Snapchat and TikTok to connect with the audience, these platforms offer various tools, such as filters and personalized ads, which makes them an ideal communication channel to connect with markets according to their interests.
Key points to consider for different channels:
- Personalization: With AI and machine learning we can analyze customer behavior and offer personalized product and service recommendations.
- Interaction: With AR we can allow customers to interact with a product virtually before buying it.
- Omnichannel: We can improve CX by integrating different sales channels; allowing to browse online, buy in the physical store and make returns and exchanges online.
“Investing in digital experiences is a great opportunity to merge and connect the different points the user journey with brand storytelling and use the resources previously created to amplify and continue the discourse that the brand has generated, but applied to the moment of consumption; a space that is generally considered too ‘hardsell’ or cold to the marketing eye. It’s an intimate opportunity to sell or close a sale.”
Nelos Cisneros | Design Experience Leader
Some tools/platforms for DX:
- Synthesia: AI video creation platform.
- Runway: multimodal AI platform that can generate videos with text, images or video clips.
- Midjourney: text to image image generator.
- BLACKBOX: AI-powered coding assistant.
- ChatGPT4: the new version of this popular chatbot.
- Snap AR Lens Studio: app to create AR experiences for millions of Snapchat users.
Digital experiences can be a key factor to differentiate us from the competition and increase CLV. We have the opportunity to create emotions at the moment of purchase that impact our audience’s decisions and foster their loyalty. Remember that there are tools accessible to each company according to its strategic plan and resources.
In an increasingly competitive market, evolve your customer journey with digital experiences!
Ready to evolve every touch point with your audiences?
Contact us and take your customer journey to the next level!
Transmedia Storytelling: How to use it for greater brand reach and engagement
Are you looking for new creative communication alternatives that promote higher levels of audience participation, loyalty, engagement and enthusiasm?
The answer could be Transmedia Storytelling, yes! Maybe the term sounds a bit strange to you but you have probably already been part of it because it is already positioned in the cultural, journalistic and communication industry and, undoubtedly, in digital marketing.
What is transmedia storytelling and how does it help to gain more visibility?
Well, without further context, transmedia storytelling or also known as transmedia storytelling is a concept introduced by American researcher Henry Jenkins, who described it as a way of telling stories across multiple media, platforms and formats.
“(…) each media must give its best so that the story can be incorporated into a film, expanded through television, novels and comics, and so that its plot can be explored and experienced through play. Each of these media franchises must possess sufficient autonomy to allow for autonomous consumption”.
(Jenkins, 2003)
Jenkins, the communication and media scholar, highlights this type of narrative with two peculiarities:
1. It can be told through a variety of media and platforms. For example, the narrative can start in a comic book, continue in a television series, extend to a feature film and expand to a video game by adding new interactive adventures.
2. It refers to the consumer, whose role is not only to receive the story, but to expand the narrative world with new textual pieces. In short, transmedia narratives suggest an experience that encompasses various media and devices linked by a narrative thread (Scolari, 2013).
Thus, by implementing transmedia narratives in marketing, you can innovate by mixing different media to disseminate your messages and thus, take advantage of all new technologies, having a peculiar and current style to tell stories.
Let’s not lose sight of the active participation of users, as well as the expansion of the story from one medium to another.
Why use transmedia storytelling?
Transmedia storytelling offers an excellent way to strengthen your brand’s reach and create a sense of community among followers. It is an effective tool for driving engagement and loyalty.
As part of the strategy, social media plays an important role as an excellent platform for storytelling and also encourages customers to create content in interaction with your brand and each other. This empowers them to make their own stories.
For example, an Instagram campaign can be effective in creating a sense of brand loyalty and trust from new users. Engaging the community in the brand makes them increase trust.
Importantly, the narrative created should be unique, creative and appropriate for the medium. Different platforms have their own individual characteristics that should be taken into account when crafting a story or message. Understanding how your content will work on each is vital.
Because for a platform to keep users engaged, it must introduce new aspects of storytelling and provide updates that enhance the action or bring in new characters.
6 formats for transmedia storytelling:
- Audios: allows you to talk to people about the product.
- Infographics: Communicates ideas and data in an easy way, a great tool to go viral.
- Events: Leverage experiences as a means of dissemination.
- Videos: Can build a lasting bond with consumers that appeals to their emotions.
- Social media: Encourages user participation.
- Blogs: Can allow extending the narrative, telling the story.
1. Audios
In this tenor you can use radio programs, a podcast, or an audio. Remember that this format allows you to talk to people about the product. However, not only in digital media with the use of podcasts, for example; but it can also be done on the radio as a traditional means of communication, in which we would be addressing a wider audience.
2. Infographics
Infographics are designed to represent information in a visually attractive way by combining images with related concepts of a particular topic. They are an effective tool for communicating complex ideas and data in an easy-to-understand way, which makes them a great tool for going viral.
At the same time, interactive infographics are also a good resource for transmedia storytelling because it is a type of infographic that has some element of interaction so that the audience can engage with the content in a unique way, being part of the construction of the material.
3. Events
The creation of events that include the main story you want to tell is a form of transmedia storytelling because not only are you playing with the concept of reality, but you are also taking advantage of experiences as a means of spreading your brand, thus reinforcing the authenticity if your story if based on a real fact.
4. Videos
Transmedia strategies are not only designed to drive sales, but also to build a lasting bond with consumers that appeals to their emotions; and videos are a good tool to achieve this.
Current trends indicate that adopting a multichannel presence, which includes both video and audio formats, is the most optimal strategy. This is largely due to increasing market penetration.
5. Social Media
Currently there are several resources to extend digital content. In social networks, the goal is to encourage user participation, so you can offer stickers for Facebook chat, emojis, frames for the profile picture, a challenge, among others.
6. Blogs
This digital format was one of the first with which this great communication movement began, when consumers continued the original story through personal blogs.
An example is the Harry Potter saga, in which fans took over the main axis of this narrative world and began to propose many alternatives to the story. It is said that there are about 720,000 new stories told by consumers of this movie and its book.
Transmedia storytelling examples to inspire you
A very clear example are the sagas that have used cinema and other media and platforms to continue their discourse and create transmedia content. However, discover these examples that, although they have made good use of the way they tell their stories, when you see them you may be surprised at how familiar you are with some of them.
1. The Matrix
Let’s remember the movies that this franchise has made. Mainly the first one, the Matrix universe also involves books, video games, a series of animated shorts and other products that use different media and formats.
An important and peculiar point is that this transmedia narrative is not based on the adaptation of a text, but enriches and gives continuity to the story through multiple media, platforms and formats.
2. The Master Swindle
Created by the Mexican media outlet Animal Político, this transmedia narrative was based on a corruption case known as “La Estafa Maestra” (The Master Swindle). The journalistic work was not only a report that spun the story based on chronicles, digital timelines and testimonies, but also expanded the story through different formats such as videos and comics.
It is important to mention that this transmedia narrative was disseminated through social networks generating a conversation and extending the collaborative universe with other media that, in turn, fed the story.
3. LDM and consumer brands
At LDM we generate transmedia narrative based on the objectives of each brand with the appropriate specialists. To make it clearer, we tell you how we developed it for one of our clients dedicated to baby care: The objective was to generate more traffic on their websites, we started from Google’s EAT guidelines that require that websites must generate trust, have authority and experience in the information.
With this, we created an innovative SEO content strategy where we highlighted creative and collaborative writing. In addition, under Google’s guidelines, we sought to generate user trust through the creation of various formats that expand the content, thus becoming a reference source on the subject. Transmedia content was the option.
What were the results?
We created 68 new contents with transmedia narrative for five regions covered by our client, with these transmedia contents, we achieved:
More than 13 million users consulting the transmedia content.
More than 36% of organic traffic, versus the previous period.
More than 3 minutes of time spent on the page.
What did we learn?
The lessons are that: with content created/optimized under a transmedia storytelling strategy, it is possible to build solid stories capable of living independently in each medium and, at the same time, be relevant and attractive enough to capture the user’s interest.
Gamification in transmedia storytelling
Gamification is present not only in marketing strategies, but also in various fields such as human resources, education or health.
At least in our subject, in digital marketing, gamification helps companies to increase user participation, loyalty and brand recognition (Estanyol, Montaña and Lalueza, 2013).
Taking into account these four aspects of gamification:
- A good story
- Aesthetics
- Platforms
- Users
We can create a memorable story, so these points also relate to transmedia storytelling: driving a more active role of users through storytelling.
In Summary
Technology has enabled transmedia storytelling to emerge and grow, so it is essential for us to explore and understand it.
In today’s era, we have numerous media sources that can be leveraged simultaneously to develop transmedia storytelling. This was not possible in the past due to lack of technology and access.
Remember that transmedia storytelling fits the new generations as a powerful tool that can help maintain audience interest because it creates excitement around any new story release, regardless of the format or platform on which it is published.
Innovate in your content creation strategy, take a risk and create transmedia narratives!
Thanks to Samara García for the collaboration of this article.
LDM Digital Marketing
Additional link: Expansión interview with Israel Santiago, president of LDM.
Sources:
Estanyol, Elisenda. Montaña Mireia y Lalueza, Ferran. (2013). Comunicar jugando. Gamification en publicidad y relaciones públicas. VII International Conference on Communication and Reality Blanquerna School of Communication. Ramon Llull University. Barcelona. Junio 13-14, 2013 · ISBN 978-84.936959-9-6
Fernández Castrillo, Carolina. (2013). Prácticas transmedia en la era del prosumidor:Hacia una definición del Contenido Generado por el Usuario (CGU). Cuadernos de Información y Comunicación 2014, vol. 19 5367
Scolari, C. A. (2013).
Narrativas transmedia. Cuando todos los medios cuentan. Barcelona: Deusto.
Creativity challenges in the digital environment
In the digital era, creativity has become a key factor for the success of companies, as they increasingly require creativity to face the challenges that arise and take advantage of the opportunities offered by the digital world. It is essential to convey messages according to the audiences and their needs, at a specific time, because we know new trends and tools emerge everyday.
Brands must bet on reaching their audiences in a creative way, leaving aside the traditional, because among so many options in the market, if they do not solve a real need and fail to connect with their audience, they will hardly be considered. This is why narrative, personalization and immediacy have become necessary elements for the success of companies.
The digital environment presents a series of challenges that require creative approaches.
- Content saturation: Today, the amount of content available in the digital environment is overwhelming. Users are exposed to a constant saturation of information, which sometimes makes it difficult for brands to stand out from the crowd. To overcome this, it is necessary to focus on quality over quantity. Relying on originality, storytelling and personalization are key elements to capture the audience’s attention in the midst of digital noise.
- Low user attention: In this digital and technological era, users’ attention is fragmented and fleeting. Creativity must adapt to this, creating short, impactful and easy-to-consume content. Mixing images, short videos and messages with very little text captures and holds the audience’s attention.
- Audience interaction: Creating a brand-user relationship and providing the possibility to interact and actively participate is very valuable for the new generations. However, it is not always easy and there must be a creative strategy behind it. This should be leveraged to engage the audience in a meaningful way through immersive and unique experiences. Encouraging active participation promotes loyalty and generates a sense of belonging.
- Artificial intelligence and other tools: The exponential growth of AI and the emergence of new tools have opened the dialogue about their impact on creativity. The challenge lies in understanding and effectively using these technologies, while maintaining a balance between automation and human intervention, as we must remember that creativity and originality are unique attributes of humans. These tools can be leveraged for a variety of purposes, such as data analysis, personalization, content generation, etc.
- Change and trends: Keeping up to date with the latest trends and tools is crucial to make the most of the opportunities offered by the digital environment. It is important to be aware of technological advances, new platforms and changes in the algorithms of social networks; this allows you to anticipate changes and adapt quickly. However, these trends must be carefully evaluated and decide which ones are relevant and aligned with the values and objectives of each brand.
These are just some of the challenges of creativity in the digital environment. We must remember that with the right strategies, it is possible to overcome them and make the most of the opportunities they provide. Each of these challenges requires focus, adaptability and strategy.
Today, finding creative solutions is critical to stand out from the crowd, connect with the audience and make a real impact. Understanding and capitalizing on these challenges allows you to explore innovation and take your ideas to the next level to make your mark in the digital environment.
Data Management: the new journey of demand generation
Each point on the route that marks the path of our consumers’ decisions evolves as new elements and digital channels are integrated. This determines the new journey of demand generation.
The options are endless and the competition to be present before our buyer personas is the real challenge faced by small and large brands. If you consider the construction of your audiences as one of your main objectives to achieve, this article will interest you.
Building audiences is only the beginning of this great journey.
The desired destination?
Keep them captive through a constant generation of demand.
We all know the basic cycle of the customer journey: Awareness, Consideration, Conversion, but what’s the next step once you’ve gotten a customer to complete it? Are we prepared to adapt our digital strategies and personalize them once we have relevant data from each of them?
The reality is that the journey has not yet ended in the conversion. Our buyers are just starting a relationship with our brand and it’s up to us to keep it active.
It is here that a new, more complex and elevated cycle opens, but highly effective in all aspects. Where you will probably need strategic allies to help you optimize each unlocked part of this long but advanced process.
Start – You are here
To be able to turn around this constant change, it is necessary to be one step ahead of the same evolution. Activate and be assertive before the consumer decides. This is really complex when your channels depend on other sales agents or distributors.
For this stage, Customer Data Platform (CDP) will be your basic tool to develop a robust, sustained and effectively segmented strategy to achieve those objectives. It is not only capturing the information generated from each user; the essence and key lies in knowing how to interpret, analyze and understand it.
Is this consumer the same as the other? Would they be classified in different segments? Would I talk to them the same? Which should I prioritize?
We can call all these questions clustering and it is time to include it in the planning of your digital strategy.
There are a series of important insights that must be detected for an ideal architecture of your database. Deeply understand the deciding factors that would lead that consumer to make a transaction. Your impulses, specific moments and channels of preference.
Knowing exhaustively from the origin of the first approach to the conversion to give way to loyalty and repurchase are the objectives of this new journey. Once you have control of this part of the process, you can continue with the generation of specialized content for each cluster and thus begin the constant construction of your target audiences.
B2C content strategies for demand generation
B2C communication becomes pure oxygen when your sales closing is done through third parties. The result is much more difficult to achieve when at the points of sale of the distributors of your products, consumers are faced with a wide range of brands that directly compete with yours.
To do? Act on your own and earn their loyalty.
It is time to integrate all the analysis and understanding that you managed to obtain through the Customer Data Platform.
For each lead generated, you must have personalized content in mind in order to get to know that user even better and gradually enrich your knowledge of their preferences and consumer decisions.
The importance of SEO
Undoubtedly an infallible tool that contributes to the positioning and consideration of your brand. Staying in the top of mind of your potential customers is not an easy task and through SEO content strategies you can achieve it with a fairly affordable budget compared to other digital media.
One of the advantages of having in-depth knowledge of each profile of your consumers is that you know exactly what to tell them, how and where to communicate. A native content strategically developed to appear within your main searches of your needs, has much greater impact than several paid advertising budgets.
In addition to the fact that it is a long-term construction that will help retain your already captive consumers and position you as an authoritative voice within your market.
There is a wide diversity of formats that you can generate for a much more organic, direct and reliable brand communication.
Strategic partner
In conclusion, the way we capture and manage large amounts of data is the key to powering the next generation of e-commerce, tracking, real-time advertising and predictive consumption.
Real-time analytics provide insights into the entire customer journey of each user to place them at different stages and locate similar profiles to generate new customers.
These complex architectures are difficult to execute as there are many different levels within this automated process.
Together with the ideal strategic partner for your brand, they will be able to make quick decisions throughout the journey of their users and thus efficiency within their business environment will be optimized and will be reflected in an increase in their audiences and more loyalty. solid.
It is the new digital journey of demand generation.
Contact us and take your customer journey to the next level!
DIGITAL BOOST UNITS, the business model that your brand needs
Optimize resources, increase results and ensure accelerated growth for your brand. These three goals became the mantra for every CMO at a global company. Digital Boost Units (DBUs) are here to do just that.
And it is that after talking so much about digitization in internal and external processes, it is necessary to pause to analyze the following question:
Do we know if we are implementing the correct formula for your business model?
The decision of all the distribution of your ABP is the fundamental pillar that will mark the success of your strategy and operation.
In this economic and social context, the strategy that you establish with your key partners will be an essential factor in reaching your goals.
During 2020, up to 30% of the organizations in Mexico and Brazil turned to an ally to support them in special projects, the most in demand being: data management, implementation of new technologies and optimization/monitoring of digital campaigns.
This transformation of the internal ecosystem that many companies are undergoing can become highly expensive and with a projection of results that is far removed from their current needs.
You don’t need to hyper automate absolutely every process. It is there where a consulting partner can guide you in those points where you can obtain a growth boost with the integration of a business model that came to revolutionize the operation of digital marketing.
What is needed is to be able to have direct and constant access to a high level of expertise, advanced technology and operational control at all times within your team for the benefit of your brands.
DBUs for the accelerated growth of your brand
Digital Boos Units (DBUs) are operating models that allow large brands to strategically allocate economic, technological and human resources in a more intelligent way and at the same time generate savings in operating and administrative costs.
The pandemic came with a strong need to accelerate digitization. The application of Business Intelligence in digital marketing is already one of the most important tools to address the current context.
The creation of this operational strategy is focused on a hybrid business model that brings together all the knowledge and experiences of a multidisciplinary team.
The goal is to accelerate and exceed the expected results. Bring brands closer to new technologies, processes, operation and innovation that on their own can be difficult to implement and very expensive to acquire.
A team that is in constant direct collaboration with the brand but with all the analysis in real time, know-how, trends and perspectives that an advanced digital marketing partner has. (Forward Thinking Marketing).
In a traditional marketing model, a team learned and knew everything that was happening with the client, but lost perspective of what was happening in the digital world: their progress.
This makes you a more reactive team than a proactive one.
The same goes for an agency. From outside the company, they may have the know-how of everything that’s going on in the environment, but they miss out on clear insight into customer depth.
In a DBU powered model, being a hybrid, you get the best of both sides.
The results that support the model
As a specialized and interdisciplinary team that works in synergy (Account Manager, Digital experience design, Business Intelligence & Reporting, SEO technical, SEO content, Social Media Strategist, Technical Managers, etc.), the Digital Boost Units provide big brands with the acquisition of new technologies, new practices and solutions to execute digital marketing strategies.
This allows reducing the client’s learning curve and increasing productivity by up to 20%, proven by our own success stories with clients.
“Digital Boost Units allow creating synergy between areas where the expected result can be doubled VS what could be generated in normal operation”
Ivonne de la Guardia, Business Leader DBUs
Another latent benefit that decision makers are interested in is that with this model implemented, the annual budget has been optimized by up to 18%.
An amount that is reflected in millions of pesos at the end of the year and that can lead to investing in new processes and digital marketing strategies for the future of their brands.
Contact us and take your customer journey to the next level!
CTV Advertising in the new OTT era
Last year in the US, brands across industries spent approximately $10.3 billion on specialized programmatic strategies with distribution on CTV platforms.
This represented a growth of 82% vs. 2020. (eMarketer)
This new way of watching TV has unleashed an entire innovative ecosystem in digital marketing. The same innovation that, being so disruptive, becomes resistant for some CMOs of global brands.
That is the main role of a strategic partner, helping you connect with new trends and audiences in a structured way adapted to your business model.
Why consider OTT / CTV platforms?
And it is not just mentioning innovation and “must be” for the sake of it. There are such attractive benefits for your campaigns that other channels may not be solving 100%.
One of the main ones is the ability to reach younger audiences. We know that streaming content and these platforms are mostly consumed by the new generations.
Linear TV went into the background and that is why numerous publishers have launched with this new digital format; Just seeing the offer that is on the market gives us a very clear idea.
Hypersegmentation
Apart from considering different audiences segmented by age, we can integrate a personalized strategy through digital attributes such as cities, gender, content interests, hours and consumption channel.
The highly personalized proposal that these platforms offer you allows you to develop such direct strategies for each consumer profile that you have considered in your target audiences.
Effectiveness and better ROI measurement
The above triggers a series of relevant data for a better analysis of the performance of your campaigns. Results monitored in real time achieving continuous optimization based on KPIs.
With proven success stories with our clients, we have obtained results of up to 88% VCR and a CTR of 5% in just one month of campaign implementation.
And it doesn’t just stop there, these platforms are an excellent way to build 1std party data through tags and interactive formats. The sum of all these actions contributes to a better result and ROI measurement to be able to allocate your budget to more advanced digital marketing strategies.
Inventories TV 2.0 vs. Linear TV
Yes, there is also a benefit in this. We know that, in traditional TV, in order to be present in the times of greatest content consumption, large investments are needed to include your spot, also considering that you are not the only brand that wants to be in the same moments.
The very diverse offer in CTV that currently exists in the market allows achieving a good performance of campaigns with more intelligent investments, linking this with the previous point of having greater certainty of reaching the correct audience.
Don’t skip CTV
With the benefits of these new digital channels crystal clear, let’s talk about the creative innovations that make CTV ads interactive, engaging, and memorable. As digital experience strategists we share the latest trends to develop relevant formats for the audience.
1.-QR Codes: this is where we take advantage of the use of a second device while watching CTV. QR codes are that link between the second screen and make it even easier for viewers to take quick action when they’re most interested. The code can take them to a landing page or even place the product directly in their shopping cart for a complete experience.
2.-Interactive ads: Be relevant among so much content that they consume every day. Allow users to interact with your brand using the CTV remote control. Give them the freedom to discover your product attributes within the ad. Actions such as zooming or moving the article generate greater interest from the viewer and your brand stands out from the rest.
3.-Custom animations: advertisers can capture the user’s attention through creative animations that integrate their key messages. The use of animation technology can show an article scrolling across the screen. For consumer brands, they can integrate an animated carousel of products to attract the attention of the viewer.
Have we convinced you yet?
Through dynamic technology in digital marketing you can offer different CTV experiences for your viewers. This applies at the regional level to as local as possible.
This is how hyper-targeted your campaign can be. Develop innovation in the way you communicate, leveraging these new platforms and with the advice of allies who deeply understand these new trends.
Contact us and take your customer journey to the next level!