Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
Just as a reminder, everything that isblueand underlined is a link that will take you directly to the source. Viewing any FREE research requires you to be logged into your RightMetric account. 🙂
This week we're breaking down:
The Highlights:
Diving into what Gen Z wants from the metaverse
Trending Research:
Understanding how Adidas leverages in-app AR to double purchase intent
The Watercooler:
Unpacking 'informed intuition' to apply to your overall strategy
#MarketingTwitter:
Diving into threads to learn from a CRO masterclass, see five top DTC tips with applications & examples and check out the top ten Shopify apps you're missing out on
GIVE GEN Z WHAT THEY WANT
Razorfish and VICE Mediaconducted a surveyto understand what Gen Z's relationship is with gaming and the metaverse.
A longer version of the report can be downloaded fromthis sitebut here are some of my key takeaways:
1 in 2 participants stated that gaming improves their mental health
The metaverse is a space for introverts, 6x of participants described themselves as the former over being an extrovert.
65% of participants believe online relationships are just as meaningful as offline relationships.
One participant is stated to have said: "I just want to do something I haven’t done in the regular world and may not be able to do in the regular world". From a brand perspective, this is an opportunity to tap into your creative team's wildest visions and build a place to grow a community from there.
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HOW ADIDAS LEVERAGES
IN-APP AR TO DOUBLE PURCHASE INTENT
APPAREL
In recent years many brands tried experimenting with AR technology. These experiments range from interactive games (Pokemon Go), kids’ games (Kinder), virtual try-ons for clothing (Adidas), beauty (L’Oreal), and furniture brands (Ikea).
Key Takeaways
Consumer adoption
More than 90% of Americans already have or consider using AR.
98% of those who tried either AR or interacted with 3D content say it helped them make a purchase decision.
Results for retailers
AR and 3D content reportedly increase conversion rates by 94%.
Brands that leverage AR are perceived as “innovative” by shoppers.
Adidas execution
Adidas added AR technology to its app in 2019.
As of April 2022, 30% of their shoe product line has AR tech added.
The brand noted a 2x increase in purchase intent for shoe models that have virtual try-ons.
WTF is "informed intuition" and why does it matter? 🤔
When it comes to marketing, there are definitely two separate camps – brand (art/creative) and performance (analytics/science).
This may be surprising given what we do at RightMetric but my POV is that it’s critical to strike a balance between the two. Informed intuition is the phrase that we use to describe the concept.
You need both sides but there are some challenges…
🧑🎨 Some content marketers are more creative in nature and less interested in using data-backed insights to inform their approach. This is risky because you miss pieces of critical information that help guide/shape strategy.
🧑🔬 On the flip side, only looking at performance data doesn’t make sense either as there are qualitative aspects that you simply cannot see when only looking at a dashboard.
⚖️ You need both the qualitative (art/creative) and the quantitative (science) sides of things but it’s previously been a struggle as the availability of useful data wasn’t really available to marketers and pulling it all together takes a bunch of time.
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