WHAT DOES "VIRTUAL" REALLY MEAN?

Will Doing Things Virtually Become The New Norm?

You see it in almost any ebook, article, or interview that talks about digital technology: “prepare for doing things virtually to become the new norm.”

But how much truth is there in this statement? And what does it mean for your digital marketing strategy and business overall?

What Does Doing Things "Virtually" Mean?

In marketing, most of the efforts businesses put out take place online, meaning in the digital sphere. Sure, you may still order a few posters or flyers here and there, but there’s no denying that the better bulk of marketing efforts are unfolded online, through websites, Google ads, social media strategies, and more.

Given where we are in this moment in time, could the next step be more than digital, and go into the virtual? You’ve probably heard of the term virtual reality from movies or even other marketing resources. It’s a replica of reality plastered in the digital world, giving the viewer a more realistic experience of what they’re consuming. Audiences don’t just sit on their couch to watch - they put on some goggles and become part of the content.

Virtual Reality in Digital Marketing

Virtual reality poses some exciting new opportunities for digital marketers. These days, consumers are looking for content that can engage them and that they can interact with and control to some degree. And considering how much information is online, you really can’t blame the user for always looking for new forms of entertainment.

Enter virtual reality, the element that can allow digital marketing to meet these demands.

If you think this is something for the future, think again. Around 75% of top brands worldwide have integrated VR into their strategy, with even the New York Times jumping on the bandwagon.

VR technology can take your digital marketing efforts to the next level, and allow you to:

• Engage users in different ways;

• Establish yourself as a leader in your industry, especially since VR technology isn’t that widespread yet. Jumping on this trend soon can give you a competitive edge;

• Improve your storytelling;

• Showcase your products better, which can help increase sales;

• Attract a new audience, especially those most excited about new technologies.

But Will It Be the Norm?

It could, since it definitely has the potential, but it still has a long way to go. The technology isn’t that warmly embraced yet. You still have some issues in terms of accessibility - not everyone in the world has the necessary tools to view or take part in VR content. So, if brands would focus solely on it, it would effectively single out a big chunk of their audiences as a result.

It is a smart idea to adopt this technology now because it’s not yet the norm, and now more than ever consumers are making purchasing decisions online. Brands who jump on the trend today have time to perfect their digital marketing strategy so that by the time it does become the norm, they can become industry leaders.

The QR Code Comeback: Is it worth your time?

Remember QR codes? Those black and white squares that can be scanned through a mobile device and take users to a webpage. While they were never a revolutionary tactic in digital marketing, they never did any harm either. They were more of a gimmick, if you will, that in some contexts made a lot of sense. But most businesses and brands ignored it.

So why does it look like it’s making a comeback now? And is it worth your time?

The New Rise of QR Codes

You can argue that the QR code never stood a chance until recently. Think about it - in its early days, users had to install an app specifically designed to scan these codes, and only then were they able to visit the webpage that marketers intended.

That’s too much effort to expect from your consumers. So, when looking at the stats, QR codes never generated a lot of traffic, so a lot of marketers just let them go.

In 2020, however, it’s a different story. Smartphones offer native QR scanners, and they don’t do it through an extra app. You can simply open your camera, and the app will take it from there. The fact that internet speeds also greatly improved only added fuel to the QR code fire. So, it makes sense that a lot of brands are looking back at this code and embracing it.

Should You Pay Attention to the QR Code?

The QR code can be quite beneficial in a digital marketing campaign because, at least in some cases, it can help audiences members quickly access your site.

For example, think if you go to a fair with a stand to promote your products. Participants can then quickly scan a QR code on location and visit your site to find out more, after of course directly interacting with you. This can be incredibly valuable, as the process can take place immediately. Without a QR code, the user would have to look you up later, maybe even once they get home, and you can lose a lot of potential clients this way.

Here are other benefits of a QR code:

• High-impact campaigns, where instead of promoting complex messages you push a QR code to spike people’s interest;

• App downloads, if the QR code directs users directly to the App Store;

• View business location, highly useful for restaurants, cafes, or physical stores;

• Shopping and e-commerce, where you can easily send out personalized deals and coupons to users.

Final Thoughts: Embrace the QR Code

They may have laughed at it back in 2011, but the QR code is finally getting a place in the spotlight. And, considering how easy it is to generate them, businesses big and small really have nothing to lose by embracing these codes too in their digital marketing campaigns. Are you ready to do it?

Free Speech vs Responsible Speech: Why Social Media Channels Should Be Programmed To Disallow Negative Comments

Social media revolutionized digital marketing, and those who think otherwise are ignoring the stats. Over 40% of the world’s population is on social media, and 71% of them would recommend a business they’ve had a good interaction with on these platforms.

Users can interact with brands directly on social media. They can like, share, and comment, giving you real-time insights into what they think about you. But, there’s also a downside: the negative comments.

This article will take a rather unexpected approach, and argue why they should be removed.

Negative Comments Can Be Good, But They Are Mostly Damaging

First, it’s important to understand what type of negative comments should be disallowed. The negative comments that shouldn't ever be allowed on social media are the ones that bring nothing to the table, for anyone. Not the business, nor the users.

Some examples include:

• Revenge comments made by users who’ve had a bad experience with your brand, and try to trash your reputation;

• Anything from the hate speech category, which usually appears once a brand takes a clear stand on a social issue;

• Negative comments that are only marginally related to you, but disrupt the overall flow of the conversation.

In other words: if you deserve the negative comments and said comments are created in a fair way, with adequate language, then they’re fair game. But when the user turns to hate speech, insane allegations, or trolls the comments section, who does that help, other than the user posting the comment?

Free Speech versus Responsible Speech

Social media pages are seen as a public forum, and deleting or hiding all negative comments can be seen as a form of censorship, which can frustrate users.

But, at the same time, you as a business also have the responsibility to make sure this public forum, which you set up and manage, is a safe space for your followers. When a user tries to create chaos here, this can affect the rest of your audience negatively, maybe even hurt them, so why should you leave them be?

In the end, it’s the free speech versus responsible speech issue. Free speech gives everyone the right to express their thoughts about something without fear of retribution. But free speech will always include responsible speech too, meaning you cannot hurt others just because you want to express yourself.

Over to You

Telling a brand their product is bad and they should change it is free speech. It’s the user’s opinion of you, and though you might not agree, it is what it is. But beyond that, negative comments have no place on a social feed.