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Ecrubox Digital

Zoomed Out? I don’t think so.

Unhurried marketing and audio secrets. All in today’s Ecrubox Take.

Let’s keep the intro short. 

Here’s what you need to know today in the world of digital marketing.

The Story:

You may be zoomed out but, the video hangout has no plans to slow down. Instead, it seems as though the popular platform will be taking advantage of our new virtual habits of content consumption and partnering with brands to create new experiences when it comes to virtual gatherings.

The company recently teamed up with Formula 1 to deliver the first-ever virtual Paddock Club hospitality experience which included live updates and insights from F1 legends. Elsewhere, brands such as John Lewis and Madewell have been promoting their wares through Zoom, recognizing the ability to engage with interested potential customers in real-time.

The Trend:

From a business perspective, it seems as though Zoom is continuing to evolve and keep their eyes on the prize when it comes to partnerships and collaborations which will help the company to continue to scale. To continue to satisy our needs as consumers it looks as though Zoom could be taking over your Alexa, Google Assistant and Portal displays next.

It’s more apparent than ever that people are looking for easy-to-use displays for their video communications needs, both professionally and personally. One of the most popular ways people use Google Assistant-enabled smart displays is for video calling. Integrating Zoom directly into the displays could make it easier for people to use the service. Helping to solidify “zooming” into our everyday language.

Our Take:

Analysing consumer behavior and observing current trends is a crucial part of any brand’s marketing strategy. Two key elements of this story are “comms” and “collaboration.” 

As video messaging continues to evolve and advance, the way that you offer services and solutions must be aligned with the same way that your consumers absorb content. In addition, taking your brand’s “solution” to a big player and ideating ways in which you can help them to create new experiences is a great way to scale and advance. 

The Story:

Ian Macleod Distillers have created a global art installation to celebrate launching a new look for Glengoyne Highland Single Malt Scotch Whisky and other brands in its portfolio. The difference is that this rebrand takes over 50 years to truly reveal itself; An unhurried approach to marketing. The poems will appear on the artwork through a printing technique that shows the text appearing at a slow pace and fading away once exposed to ultraviolet (UV) light. The works of art will be displayed at the Glengoyne Distillery and in the home countries of each poet from October. 

Even though this story falls in the marketing spectrum as opposed to digital, here’s why it’s still worth paying attention to…

The Trend:

The project is inspired by Glengoyne’s “unhurried approach” to whiskey-making and is a celebration of “slow culture”. We are starting to see more and more brands create initiatives that take place over a long time. This highlights the idea of gradual change. As everything becomes instantaneous, delivered the next day, our appreciation of craft and time is definitely diminishing. This rebrand helps to reinforce the importance of timing and the gifts that come with patience. 

Our Take:

Sustainability is at the forefront of most brand’s strategy. It has to be. Consumers are now demanding it however there is a contradiction between how we currently shop, order, and consumer goods. We are used to on-demand delivery which goes against the very concept of what craftmanship and artisan works really stand for. Crafting a marketing message that compliments the process and values of your brand helps to not only educate consumers but also manage expectations. 

The Story:

There are currently more than 850,000 active podcasts available to listen to, and 6.5 million or 12% of adults in the UK listen to podcasts every week (Podnews). 

Now that’s a stat we need to pay attention to as marketers. Creative audio content needs to be on every brand’s radar.

The Trend:

The intense connection that audio creates between the listener and the content is extremely impactful. Especially because consumers are continuing to crave authentic relationships and deep conversations…but here’s the ironic part- they are more than happy to do the listening without the need for participation. Audio storytelling could be a beautifully organic way to educate and entertain your community whilst also strengthening brand loyalty. 

Our Take:

Your marketing shouldn’t sound like marketing. And that’s why audio content could be a great addition to your marketing strategy: As an industry, it’s our job to predict, adapt to, and create new trends in consumer habits and demands. The increased interest in audio content during lockdown presents marketers and our clients with the opportunity to explore new ways of communicating. Overall creating audio content involves shorter production times, lower costs generally than video, with the upside of telling compelling stories in bite-sized formats. Take it from us, keep your ears to the ground when it comes to the latest insight in the world of audio footage.

And that’s it from us. Don’t forget to download our exclusive report around the future of commerce and watch the full series.

Have a great weekend and we will see you here next week. Same time. Same Place.

In- house Content Strategist, Fashion and Food Enthusiast.