The world of marketing has undergone a dramatic transformation over the past few years, thanks to the rise of metaverses, artificial intelligence, and a shifting social media landscape. It has left some struggling to keep up or disconnected from other markets and global trends. With everything, including challenging economic conditions, bearing down at once, what can businesses do? Let’s take a look.
Social Media: A Constantly Changing Game
Social media is a critical part of a marketing mix and the landscape is constantly evolving. Some platforms rise while others decline. The same happens with formats, brand ambassadors and more, so brands must stay on top of the latest trends and need to be willing to experiment with new platforms and formats to reach their audience effectively. In Asia, brands are used to sudden changes and can switch tactics at the drop of a hat. “Speed is a huge advantage,” says Ashley Dudarenok, “Cultivate that kind of agility to advance yourself domestically and in other markets.”
Few understand the challenges and opportunities better than author, speaker and digital marketing expert Ashley Dudarenok. Currently based in Hong Kong, she’s lived in Asia, Oceania and Europe. After she established her social media agency Alarice and digital consulting firm ChoZan, she was able to put her global perspective to good use as she worked with clients from all over the world as they learn about, and from, China’s unique, fast-paced, highly digital marketing world.
Speed is an advantage for firms that are undergoing digital transformation at all levels of the company. Ashley has done in-depth consulting projects with large tech firms doing just that. “So many valuable lessons can be learned from studying companies, regions and countries that have already gone through a huge digital transformation – how to use livestreaming, especially for sales, social commerce, community group buying, how to work with bloggers not only for exposure but to sell as well. All this and more can be learned and applied to your market or sector as part of the digital transformation process.”
AI: Don’t Let It Overwhelm You
Artificial intelligence (AI) is another technology that’s transforming marketing but there’s no need to be intimidated or let it overwhelm you. “It’s a tool like any other. Companies can learn how to use it to analyze data, generate written content more quickly, create bespoke images, list campaign ideas and plan and schedule things. Use it as a consultant to bounce ideas off of, use it as an assistant and researcher. All of these help businesses so they’re faster and more productive. Don’t worry. AI isn’t going to take over the world. Don’t be afraid to experiment in ways that save your time.” she advises.
Alignment is crucial. In her tailored corporate workshops, Dudarenok guides brands through the alignment process. “We go through the process of bringing together e-commerce and marketing teams, global teams and local teams, showing them how to use AI tools alongside human creativity, how to research and use industry case studies to make sure they have the best strategy for marketing and sales in the digital space.” She added, “Great ideas come from people within your organization who know the market well, know their company and understand their customers.”
Metaverses and Web3: Deeply Interactive Experiences
Metaverses, or virtual worlds, are becoming an increasingly important part of the marketing landscape. At this stage brands can’t create full metaverses. Even huge tech companies have a hard time doing it.
However, creating customized, digital experiences and using Web3 technology like NFTs to create digital collectibles is within reach. As she explains, “This involves creating captivating immersive encounters, gamifying the customer journey, merging online and offline channels, creating interactive activations and providing online places to hang out and interact such as digital concerts and exhibitions. It can also mean building a digital customer service space, creating digital collections and more. There are so many possibilities.”
“I just published a book about metaverses for business and what’s clear is that interactive experiences allow consumers to take part in product creation or customize products themselves. This is a powerful tool for building brand loyalty,” says Dudarenok.
Expert Advice for Marketers in Different Countries
So, if she was giving a keynote speech in the US or Europe, what advice would Dudarenok have for local businesses and digital players?
Stay on top of social and digital trends: The social media landscape, conversations and tools are constantly changing. Look at other markets where there are examples of advanced digital transformation and be inspired by their approaches. Stay up-to-date with the latest platforms and use AI and other tools to analyze consumer data and generate ideas, content, images and plans.
Embrace new technologies and be creative: Metaverses, AI, and other emerging technologies offer exciting opportunities for marketers but let your personality shine through and brainstorm with your team often. Be bold and unexpected. Execute with speed and clarity. These are exciting times for marketers and other professionals alike.
Download your free copy of Ashley Dudarenok latest book Metaverses For Business: How Companies In China And The Rest Of The World Are Exploring Web3 for more insights.
