Insights from Islam Eltayeb, Digital Marketing Manager at NFINITY8
The digital marketing world is changing fast, fueled by AI, evolving user habits, and new platforms. Staying ahead is essential. Islam Eltayeb, Digital Marketing Manager at NFINITY8, highlights five key trends shaping marketing strategies in 2025.
1. AI-Powered Content and Personalization
Artificial Intelligence is the backbone of modern marketing strategies. Tools like generative AI and large language models are enabling marketers to deliver hyper-personalized content at scale.
“AI empowers brands to create faster, smarter campaigns that feel human and relevant,” says Islam.
Key benefits:
Real-time content optimization
Precision targeting
Scalable, high-quality creative output
SEO Tip: Use AI tools to align your content with user search intent and behavior patterns.
2. Gaming as a Strategic Marketing Channel
Gaming is no longer a niche; it’s a mainstream marketing powerhouse. Islam notes that platforms like Roblox, Fortnite, and mobile games offer brands high engagement and competitive CPMs.
Why it matters:
Access to highly engaged, younger audiences
High dwell time and user interactivity
Great ROI on branded content and sponsorships
Pro Tip: Collaborate with gaming influencers or sponsor esports events to maximize impact.
3. Social Media is the New Search Engine
With TikTok and Instagram becoming primary search tools for younger generations, Islam emphasizes the need to rethink traditional SEO strategies.
How to adapt:
Optimize short-form videos for platform-specific search
Use strategic hashtags and keyword-rich captions
Create snackable, high-value content that answers real questions
SEO Insight: Think of your TikTok and Instagram accounts as search engines—then optimize accordingly.
4. Personalized, Conversational Retail
The future of e-commerce lies in personalization and human-like interaction. Islam explains how AI tools are replicating the in-store experience through chatbots, predictive search, and voice-activated shopping. “Generic ads are out. Consumers expect tailored, seamless experiences across devices,” she says.
What to implement:
AI-powered product recommendations
Conversational commerce tools
Personalized email and SMS flows
Actionable Tip: Bridge the online-offline gap by using customer data to inform every interaction.
5. Content That Sells
Islam highlights a major shift: content isn’t just for engagement anymore—it’s a direct path to purchase. With shoppable videos, livestream commerce, and influencer storefronts, social media is transforming into a digital marketplace.
Emerging tactics:
Livestream shopping events
Clickable, interactive video content
Influencer-led product demonstrations
Bottom Line: Your next sale could come from a reel, not a landing page.
Ready to Elevate Your Brand?
At NFINITY8, we don’t just follow trends—we help you lead them. Whether you’re exploring AI tools, building immersive gaming activations, or crafting content that converts, we’re here to guide your digital journey.
Let’s connect—and build a future-proof marketing strategy that sets your brand apart.
In today’s fast-moving digital world, first impressions matter. Animated content offers brands the ability to grab attention within seconds. Through dynamic visuals, businesses can deliver their core message quickly and effectively, making it stand out in the crowded online space and leaving a memorable impression on their target audience.
Simplifying the Complex
When it comes to explaining intricate ideas, animation shines. Its strength is transforming complicated concepts into easy-to-understand visuals, allowing viewers to absorb information effortlessly. Whether it’s a how-to guide or product demonstration, animation provides clarity that resonates, making even the most complex topics accessible to everyone.
From Static to Dynamic: The Shift is On
The digital world is evolving, and non-static content is leading the charge. Social media platforms are increasingly dominated by moving visuals—whether animated GIFs, short videos, or interactive elements. These animations don’t just catch the eye; they hold attention longer, giving brands more time to engage with potential customers and create meaningful interactions.
Numbers Don’t Lie: Animation Drives Results
The impact of animated content isn’t just a matter of aesthetics—it’s backed by data. Studies show that animation content consistently outperforms static images regarding likes, shares, and engagement. Incorporating animation into your digital strategy can significantly boost your audience’s interaction, translating into tangible, measurable results for your brand.
The Future is Animated
As technology advances, animation is poised to play an even more significant role in the future of digital content. The demand for interactive and engaging visuals is growing, and animation offers the flexibility to meet these evolving needs. From virtual experiences to immersive storytelling, animation will remain a cornerstone of digital marketing strategies for years.
Ready to create something extraordinary? Get in touch with NFINITY8 today and let’s make your next event an unforgettable experience!
At NFINITY8, we believe every event should be an experience to remember—crafted with precision, creativity, and excellence from ideation to execution. As a leading digital marketing agency, we don’t just plan events; we create immersive experiences that captivate audiences and leave lasting impressions. Let’s dive into how we bring your event vision to life step by step.
1. Event Planning: Laying the Foundation for Success
The cornerstone of any successful event is strategic planning. At NFINITY8, we understand that event planning is more than just logistics. We begin by understanding your goals, audience, and message. From there, our expert team crafts a comprehensive plan that covers every detail—from setting the event’s tone to ensuring smooth execution.
We take care of:
– Timeline management: Crafting a seamless schedule to ensure the event unfolds without a hitch. – Budgeting: Aligning every element of the event with your financial plans. – Coordination: From vendors to guest speakers, we manage all third-party collaborations.
What sets us apart? Our meticulous approach ensures no detail is overlooked, and every aspect of your event is cohesive, memorable, and effective.
No event is complete without the right tools. We equip our events with the latest technologies to ensure flawless execution. At NFINITY8, we provide a wide range of event equipment, including:
– Audio-visual systems: High-definition screens, projectors, and crystal-clear sound systems to engage and captivate your audience. – Stage setups: Custom-designed stages that reflect the event’s theme and create a focal point for key moments. – Lighting solutions: From dramatic spotlights to ambient mood lighting, we set the tone with precision. – Interactive installations: We integrate elements like touchscreens, live social media walls, and branded photo booths to keep guests engaged.
With our state-of-the-art equipment, your event will not only meet expectations—it will exceed them.
3. Event Design: Where Creativity Meets Purpose
At NFINITY8, we don’t just plan events; we design experiences. The visual and sensory elements of your event are crucial to ensuring it resonates with your audience. Our event design process includes:
– Theme and concept: Whether it’s a corporate gala or a product launch, we create a unique theme that aligns with your brand’s identity. – Color palette: Colors play a huge role in setting the mood. We carefully curate colors that evoke the desired emotions and match the event’s tone. – Décor and ambiance: From elegant centerpieces to large-scale installations, we design décor that transforms the space into an unforgettable environment. – Lighting and sound: The right combination of lighting and sound can elevate any event. We create dynamic lighting schemes and soundscapes that bring your event to life.
4. Event Venue: Finding the Perfect Space
Selecting the right venue is crucial to the success of your event. At NFINITY8, we help you find a venue that aligns with your vision and meets all your logistical needs. Our venue selection process takes into account several factors:
– Capacity: Ensuring that the venue can comfortably accommodate your guests while maintaining a sense of intimacy. – Location: A venue that’s easily accessible and convenient for attendees ensures maximum participation. – Amenities: We assess all the available amenities, such as parking, catering, Wi-Fi, and technical support to ensure a seamless experience. – Atmosphere: The venue should reflect the event’s theme. Whether it’s a sleek modern space for a tech event or a luxurious hall for a formal gala, we match the space with the event’s vibe.
5. Event Highlight: A Case Study
One of our proudest achievements was the launch of a corporate event for a high-profile client. We transformed a large industrial venue into a sleek, futuristic space to showcase the brand’s latest innovations. Through a blend of interactive technology, high-impact visuals, and immersive design, we created an unforgettable experience for our attendees.
Conclusion
At NFINITY8, we transform ideas into reality. From concept to execution, we handle every aspect of your event to ensure it leaves a lasting impact. Whether it’s planning, design, or equipment, we provide the expertise and creativity to make your event a resounding success.
Ready to create something extraordinary? Get in touch with NFINITY8 today and let’s make your next event an unforgettable experience!
Hey everyone! I’m Roy, your go-to Creative Director, and today, I’m diving into the seven steps I swear by when developing a killer creative concept, especially when it comes to video production. Whether you’re working on a campaign, an art project, or a new brand identity, these steps will help you nail down a concept that’s both original and impactful.
1. Find Your Inspiration
The first step is all about gathering inspiration. I usually start with a mood board, collecting images, colors, music, and even film clips that resonate with the vibe I’m aiming for. It helps me visualize the concept and get into the right creative headspace. For video projects, I’ll often look at different cinematic styles, lighting techniques, and editing formats that could inspire the look and feel of the final piece.
2. Identify Your Audience
Understanding who you’re talking to is crucial. I always ask myself: Who is this for? What do they like? What will grab their attention? Knowing your audience’s preferences and pain points helps in crafting a concept that truly connects. For video production, this means considering the platforms they’ll be watching on, their viewing habits, and the kind of stories that resonate with them.
3. Define the Core Message
What’s the one thing you want to communicate? Boil it down to a single sentence or phrase. This core message will be the anchor of your concept, keeping everything cohesive and on point. In video production, this core message will guide the script, visuals, and overall narrative arc.
4. Brainstorm Ideas
Now, it’s time to let your imagination run wild. I usually grab a whiteboard or a big sheet of paper and jot down every idea that comes to mind. No filtering—just pure creative flow. For videos, I’ll consider different formats, such as storytelling, interviews, animation, or even documentary-style footage. After that, I sift through the ideas and pick the strongest ones.
5. Create a Concept Statement
Once you’ve narrowed down your ideas, it’s time to craft a concept statement. This is a short paragraph that encapsulates your idea, the tone, the audience, and the core message. It’s like your creative North Star, guiding the project as it evolves. For video projects, this statement will also include visual elements, tone of voice, and pacing.
6. Sketch It Out
Visual representation is key. Even if you’re not a great artist, sketching out your ideas can help clarify the concept. For videos, this might mean creating storyboards or mood boards to visualize scenes, camera angles, and transitions. It doesn’t have to be perfect; it’s just a way to visualize the elements and how they interact.
7. Refine and Polish
The final step is refining your concept. This involves tweaking the details, making sure everything aligns with the core message, and getting feedback from others. In video production, this could mean refining the script, choosing the right actors, finalizing the shot list, and planning the shoot. Don’t be afraid to make changes—it’s all part of the process!
And there you have it! Seven steps to develop a creative concept that stands out, especially when working on video projects. Remember, creativity is all about experimenting and having fun, so don’t stress too much about getting it “perfect.” Just go with the flow and see where your creativity takes you.
In the rapidly evolving digital landscape, generative AI is emerging as a revolutionary force, transforming how we access and share knowledge. Its potential is vast, offering groundbreaking solutions that democratize information, enhance education, break down language barriers, and automate everyday tasks. Let’s explore how generative AI shapes a more inclusive and efficient world.
Democratizing Knowledge with Generative AI
One of the most profound impacts of generative AI is its ability to democratize knowledge. Traditionally, access to high-quality information has been limited by geographical, financial, and educational barriers. However, generative AI is bridging these gaps by creating and distributing content that is accessible to all. From generating comprehensive articles on niche topics to creating detailed visual content, AI ensures that knowledge is no longer a privilege but a universal right. This democratization empowers individuals globally, fostering a more informed and connected society.
Leveraging AI for Accessible Education
Education is the cornerstone of societal progress, and generative AI is making it more accessible than ever before. AI-powered educational tools and platforms personalize learning experiences, adapt to individual needs, and make high-quality education available to students regardless of location or socio-economic status. From creating interactive lessons to providing instant feedback, generative AI revolutionizes learning and teaching. By making education more engaging and tailored, AI is enhancing learning outcomes and inspiring a lifelong love for learning.
Breaking Language Barriers with AI
Language has long been a barrier to global communication and understanding. Generative AI is dismantling these barriers through advanced language processing and translation capabilities. AI-driven translation tools can now provide accurate, real-time translations, making communicating and collaborating more accessible for people from different linguistic backgrounds. This technology opens new avenues for international business, cultural exchange, and global cooperation. Generative AI promotes inclusivity and understanding across diverse populations by fostering a more connected world.
The Role of Generative AI in Automating Tasks
In our fast-paced world, efficiency is critical. Generative AI is crucial in automating mundane and repetitive tasks, freeing valuable time for more creative and strategic endeavours. From drafting emails to generating reports and managing schedules, AI streamlines workflows and increases productivity. Businesses leverage AI to enhance operations, reduce costs, and improve customer experiences. This automation boosts efficiency and allows individuals to focus on what they do best – thinking creatively, solving complex problems, and driving innovation.
Conclusion
Generative AI is not just a technological advancement but a transformative force reshaping our world. By democratizing knowledge, making education more accessible, breaking down language barriers, and automating tasks, AI is creating a more inclusive, efficient, and connected global community. As we continue to explore and harness the potential of generative AI, we are paving the way for a future where knowledge and opportunities are within everyone’s reach. The possibilities are endless, and the journey has just begun.
In the last decade, social media has grown beyond its original purpose as a platform for personal interactions and is now a robust marketing tool. Artificial Intelligence (AI) is in charge of transforming social media, helping companies enhance their strategies, engage audiences, and optimize their campaigns.
Tailored Content Curation
A standout impact of AI on social media is personalized content curation. Sophisticated AI algorithms analyze user behaviours, likes, and interactions to build detailed user profiles. This personalization ensures that audiences receive content, recommendations, and advertisements aligned with their unique preferences, which deepens brand loyalty.
Smart Analytics and Actionable Insights
AI tools offer businesses advanced analytics and insights highlighting how users engage with their content. Companies can fine-tune their social media strategies and make data-driven decisions in real-time by evaluating trending topics, engagement metrics, and sentiment.
Automated Customer Service
AI chatbots are transforming customer service on social media by providing prompt, consistent responses to common questions around the clock. These bots can seamlessly connect customers to human agents for more complex inquiries, offering continuous support and building brand trust.
Optimized Influencer Marketing and Sentiment Analysis
Influencer marketing is more efficient with AI, which identifies the ideal influencers by evaluating engagement, demographics, and sentiment analysis. This approach reduces the uncertainty in selecting influencers and ensures brands work with individuals whose followers are likely to become customers.
Ad Campaign Optimization
Targeted advertising is crucial in the digital marketplace. AI analyzes large data sets to refine ad campaigns, helping marketers find the right times to post, audience segments, and creatives that work best. This level of optimization leads to higher returns on advertising investments.
Effective Content Moderation
Maintaining a safe and positive user environment on social media is essential. AI facilitates content moderation by quickly filtering out harmful, offensive, or inappropriate posts. This rapid detection helps maintain community guidelines and ensures a positive user experience.
Conclusion
AI redefines how we market, engage, and interact on social media. It allows brands to deliver relevant, efficient, high-impact marketing while ensuring users receive curated, personalized content. By leveraging AI technologies, companies can tap into social media’s full potential and stay ahead in the evolving digital landscape.
In recent years, virtual influencers have emerged as a groundbreaking social media marketing trend, revolutionising how brands engage with their audiences. In this blog post, we’ll explore the rise of virtual influencers, their impact on social media marketing strategies, and how brands can leverage this innovative trend to drive success in the digital landscape.
Understanding Virtual Influencers: What Are They?
Virtual influencers are computer-generated characters designed to emulate real-life influencers on social media platforms. Leveraging advanced CGI technology, these digital avatars possess distinct personalities, lifestyles, and aesthetics, making them highly relatable and engaging to their followers.
The Impact of Virtual Influencers on Social Media Marketing
The rise of virtual influencers has reshaped the landscape of social media marketing in several key ways:
1. Authentic Engagement: Despite their virtual nature, these influencers offer authentic engagement with their followers. Their carefully crafted personas and captivating content foster meaningful connections, driving increased brand awareness and loyalty.
2. Creative Opportunities: Virtual influencers provide brands with unparalleled creative freedom. From imaginative storytelling to innovative brand collaborations, these characters offer endless possibilities for creative expression, helping brands stand out in a crowded digital space.
3. Targeted Reach: Virtual influencers enable brands to reach highly targeted audiences precisely. By tailoring their content and messaging to specific demographics, brands can effectively engage niche markets and drive conversions with greater efficiency.
4. Cost-Effectiveness: Compared to traditional influencer marketing campaigns, collaborating with virtual influencers offers a cost-effective solution for brands. Once created, these digital personalities require minimal maintenance and can be leveraged for multiple campaigns, maximising ROI.
Unlocking the Potential of Virtual Influencers for Your Brand
To capitalise on the potential of virtual influencers, brands can implement the following strategies:
1. Strategic Partnerships: Collaborate with virtual influencers whose personas align with your brand values and target audience demographics. By forging authentic partnerships, brands can amplify their message and drive engagement among followers.
2. Immersive Experiences: Create immersive storytelling experiences that resonate with your audience’s interests and aspirations. Whether through interactive campaigns or virtual events, leverage the unique capabilities of virtual influencers to captivate and inspire your audience.
3. Data-Driven Optimisation: Utilise data analytics tools to track engagement metrics, sentiment analysis, and audience demographics. By analysing these insights, brands can refine their virtual influencer strategies, optimise campaign performance, and achieve tangible results.
In conclusion, the rise of virtual influencers represents a paradigm shift in social media marketing, offering brands unprecedented opportunities for creativity, engagement, and targeted reach. By embracing this innovative trend and incorporating virtual influencers into their marketing strategies, brands can elevate their presence in the digital landscape and drive meaningful connections with their audiences.
Ready to harness the power of virtual influencers for your brand? Contact us today to learn more about our cutting-edge social media marketing solutions tailored to your unique needs and objectives. Let’s unlock the potential of virtual influencers together and take your brand to new heights in the digital realm!
Crafting an effective content strategy is crucial for online success. Here’s a refined nine-step process to guide you:
1. Set Clear Goals: Define specific objectives for your content strategy, such as increasing brand visibility, attracting potential customers, or boosting sales. Clear goals will shape your content direction.
2. Know Your Audience: Conduct thorough research to understand your audience’s needs, preferences, and pain points. This ensures your content resonates with them effectively.
3. Conduct a Content Audit: Evaluate your existing content to identify strengths and areas for improvement. This assessment helps reveal content gaps and opportunities for enhancement.
4. Establish Content Pillars: Choose overarching topics or themes aligned with audience interests and business objectives. These pillars form the foundation of your content strategy.
5. Develop a Content Calendar: Organize your content creation schedule to maintain consistency and manage deadlines effectively.
6. Create Compelling Content: Produce high-quality, engaging content in various formats such as blogs, videos, infographics, and social media posts. This caters to diverse audience preferences.
7. Optimize for SEO: Integrate relevant keywords and optimize your content for search engines to enhance organic visibility and drive website traffic.
8. Implement a Promotion Strategy: Reach your target audience through strategic use of social media, email marketing, influencer partnerships, and guest contributions.
9. Analyze and Adapt: Regularly monitor the performance of your content strategy using analytics tools. This data-driven approach allows you to refine your strategy based on audience feedback and market trends.
Remember, developing a content strategy is an iterative process requiring ongoing evaluation and adjustment. Ready to elevate your brand’s online presence? Contact us today!
After we shared a journey around the core concepts of value-added marketing, we now invite you to embark on a free journey of liberal marketing train of thought, which will definitely change the way you think about marketing your business.
Choose Your Value Approach
When it comes to your product/service/membership, or whatever type of services you offer to your target audience, there are two certain facts:
Other companies that offer the same product as yours do exist in the market.
The differences between your product and theirs are subtle and narrow.
Now that we can acknowledge these two simple facts, we can understand that positioning is probably the most important aspect of marketing.
When similar products/services exist in the same market, the target audience tends to choose between them based mainly on the following metrics:
Brand
Price
Quality
Ease
Availability
Surely, we can not claim that this generalization encompasses all markets and all sectors worldwide, or that all customers would order them the same. However, these are the main focus points you need to use as a reference if you want to initiate your value-added marketing strategy.
Let’s quickly visit them one by one:
Brand This is the easiest to grasp, as it is exactly the goal of value-added marketing, is to build a trustworthy, well-positioned brand name in the market sector that your services belong to. But the question is how, and this is the question that we are trying to contribute to answering in this article. Let’s go ahead.
Price We understand that pricing depends on various defining factors to reach, but it is definitely one of the top factors that can make your brand, product, or service stand out from the competing crowd.
However, great attention needs to be paid to balance it with an acceptable quality, as the clients would expect a good deal without the quality being undermined.
So, if you find any possibility to lower your prices/fees to a level that beats your competitors, or provide your clients with discounts, offers, bundles, or even freebies, do not miss the chance.
Quality Here comes the core aspect, because quality here represents roughly 75% of value. You need to highlight those features of quality that your product guarantees, if not surpass your competitors with.
Value-marketing your product/service through this lens can’t be just an overall display, it needs to be dissected into a feature-oriented marketing campaign that gives the utmost focus on the best features of the service you offer to the target audience.
A good example would be if your company offers a Software As A Service (SAAS) online application, instead of just showcasing the features that might be shared with other SAAS providers in the same niche, direct your focus and budget towards those features that your competitors do not possess, or offer more users ‘s access in one subscription, etc.
Sometimes the value lies in uniqueness, and that in itself is a quality, hence, a VALUE.
Ease All customers, with no exception, are looking for ease that is attached to the process of attaining the service you provide and purchasing the product you offer them from the very first steps of applying for, purchasing or hiring your services to the end of the business transaction.
This aspect needs to be handled carefully by your company before the marketing strategy is even born. Because in order for your business to find the ease features to highlight, you need to make them real first. Once you do that, direct your focus and budget towards these very aspects that assure your potential clients that they will attain “EASE” in every step of their clientele with your business.
A good example would be what Amazon is focusing on lately aside from the seasonal sales offers and the usual advertising, they have an ad that has been running in the last couple of months where the model in the Ad says clearly: “Free, Easy Returns”. An ease factor that the clients might complain takes a lot of time with e-commerce brands.
Availability Why do you think some supermarkets and pharmacies offer 24/7 services? Why would a health e-commerce app and website like iHerb, provide a “Notify me” option under the “Out of stock” announcement for a product? Why do e-commerce websites clearly announce that they deliver to all Emirates in the UAE? Why would Emirates Health Services avail multiple channels to book medical appointments or any other services?
We have chosen to simplify the previously mentioned aspects to the maximum but feel free to explore other approaches, such as the 4 P’s or the 4 A’s approaches, to see what works best for your business.
They are simply taking care of the availability factor. But this aspect extends to more than working hours, stock availability, delivery destinations, or booking methods.
What does “Value” really stand for?
But the value realm within the marketing empire expands further, and now let’s figure out what is hidden behind the term value. Basically, we have 4 types of value:
Functional Value: Directly represents the value the customer would get when using the product or service you provide. This aspect exceeds the world of marketing to the actual quality of your services or products, and also the function your business performs to serve the needs of the client’s business.
Emotional Value: Refers to those good vibes and the feel-good experience your client will have when/after acquiring what you offer. Remember that this aspect applies to what your brand represents, the convenience of the purchasing process, all the way to how easy it makes your client’s life to acquire your product/service.
Economic Value: This value indicates the cost/benefit balance any customer would calculate by weighing the cost/price to purchase your product or service, the gains it would give him or his business, and the cost it would save him when he acquires them.
Social Value: This covers the social effect your product/service would have on the quality and ease of interactions between people and businesses. Sometimes, it also expands to how much your product would boost the social status of the client.
Positioning Through Shared Values
Have you noticed already that in the traditional product-focused marketing approach, all businesses would highlight their product/service features. But the nuanced difference is that in value-based marketing, you will expand your methods and enhance your brand positioning by aligning your values with the customers’ values, to get closer to the clients’ needs on multiple levels.
So, try your best to intertwine your company values with not only the needs but the values of the clients. Once you create this healthy kernel of shared values and connectivity between both brand and customers values, just sit back and watch the huge difference this would make for your business.
Following global marketing trends is a stringent task all by itself, not to mention choosing which marketing wave to ride, which often proves even more baffling.
This is where the role of marketing and advertising expertise comes in to assist a brand in finding its path through this complex web of intricacies that comprises the competitive marketing world we live in today.
In this piece, we will accompany you on a unique trip towards an aspect of marketing that might initially sound singular and unvisited. Still, once we dive into it, we’ll discover that it might cover a vast area on the world marketing map.
Why changing the term “Organic” helps?
Switching the terminology might seem superficial and basic, until you figure out it isn’t!
Everybody in the marketing realm knows the meaning of Organic marketing and Paid Marketing. But the experts in this field might advise you to change our understanding of what the term “Organic” means. Starting by changing the term into “Value-Added Marketing”.
If you look deeper into this valuable advice, you will understand that it is actually an advice that wants to shift our thinking from “Linear” to “Circular”, which is proving to be a global megatrend that exceeds the boundaries of the marketing world, into the world of sales, economy and even environmental worlds.
Beyond Cost Efficiency
The first benefit that comes to mind when the term “Organic” is mentioned is certainly cost efficiency. However, the benefits of value-added marketing reach beyond this financial gain.
As we discuss this critical concept further, you’ll understand the virtuous cycle it creates, as a circular organic visibility generator, which means the more organic (AKA: Value-Based/Value-Added) traffic your brand will achieve, the more potential that this traffic itself will create even more traffic on its own.
Visitors/followers that get attracted to your brand based on value instead of targeting will surely enhance the level of Audience engagement, retention, social media presence and conversion rates. This approach turns your visitors into leads that feed your sales/reach cycles.
Most importantly, value-added marketing, which relies on the quality of services and content that relays your services to audiences and highlights the unique features of your services/products or brand name, is the key to building better brand authority, positioning and trust. A combination that represents the elixir of life for any brand across all sectors.
The Anti-Funnel Theory
This shift can be made very lucid once we remind all marketers, salespersons and advertisers that the shift from the “Funnel” to the “Flywheel” falls under the antithesis approach we are highlighting today.
We believe it’s about time Russell Brunson rethinks even the name of his “Click Funnels” website. We suggest that he changes the domain to “Click Flywheels” to be ready for a funnel-free future.
The marketing world has been gradually abandoning the one-direction funnel where the customers lie at the BOFU, AKA: the bottom of the funnel, to make the target action/decision. Towards a flywheel where the customer moves from the bottom to the center, becoming a part of the sales, marketing and services cycle.
In the funnel approach, the customer opens the door, makes a purchase, and then leaves from the exit door. On the other hand, the flywheel takes the customer in a continuous Ferris wheel, into a virtuous cycle of repeat sales, retention, and word-of-mouth, and recurrent visits and actions.
In this modern business model, a conversion turns into engagement, lead generation turns into recurring client magnets, and the customer turns into an unpaid marketer for your business or, more correctly, a marketer who pays you!
This is why we advise our clients to switch to the flywheel mentality by activating and leveraging tools such as newsletters, referral programs, freebies & samples, easier checkouts and payment methods and elevating inbound marketing slightly above outbound marketing.
Aside from this shift from the paid to the organic, from the linear to the circular, from the funnel to the flywheel, and from non-value advertising to value-based activities, you ought to turn your customer service into customer engagement, turn a purchase into an experience.
After adopting this fresh business model while devising your marketing strategy, you can sit back and reap the profits of this necessary shit.
The Anti-Targeting Appeal
Would you like being targeted?
The irritant of being targeted is real, and ignoring it does not benefit any business. Online advertisers need to understand that the existence of advertisements on its own, which interrupt a video play, or a homepage loading or even intersects an article in the form of a banner or a popup, is in fact, a nuisance for the online browsers.
This is why any business looking to advertise its products/services online needs to be extra careful about the concept of targeting. Accurate audience targeting is vital, as the interested audiences will be less irritated by the appearance of ads that are in the circle of their interests
You need to define your target audience rigorously and understand the difference between different marketing goals. Are you looking for reach, branding, positioning, traffic, leads or conversions?
Which would lead you to dividing and allocating your advertising budget in an accurate cost-effective manner.
Searching for Clients vs The Searching Client
Every business has the right to look for clients, but if you asked any business owner what makes you happier, a client who found your business online, maybe through word-of-mouth, or a client you have been targeting? The answer will mostly be the first option.
Receiving online footfall – or should we call it clickfall – tells the business owner that they must have been doing something right and more satisfactory, that they don’t need to allocate more advertising expenses.
Through SEO techniques and meticulous keyword planning, complemented by Google PPC campaigns, you can reach those clients who are already interested and searching for the products/services your company avails, which increases the conversion rate significantly.
All-in-all, keep this golden rule alive in your temporal lobe: A searching client beats a targeted client any day of the advertising week.
The Instinctive Side of Marketing
A slight dip into the psychological side of marketing would tell you important information about those innate human instincts of seeking pleasure, desire, navigation, or curiosity.
None of the positive human instincts mentioned above would relate to being targeted, are they?
The instincts related to the human being targeted are all reflexive and negative, such as fear, avoidance, self-defence, self-preservation or territoriality.
The instinctive side to which you ought to link your ads is definitely the positive one. When you strategize, design and write your advertisements, always keep in mind to satisfy the navigational seeking instinct, alluring and quenching curiosity, and pleasuring the desires and needs of the clients.
On the targeting side, you might inadvertently provoke negative reflexive instincts in the client’s mind, such as fear of spending, avoiding being targeted for more spending, or getting territorial against the invasive nature of your ads, etc.
This side of marketing is largely avoided by most advertisers and businesses. Sometimes, the only things on the marketer’s mind are FOMO or fear of missing out, designing a visually pleasing ad or using attractive words to get the attention or entice action from the client, which are also essential. However, be advised that they don’t stand alone.
Remember, dealing with a client online is a world apart from handling a client or a prospect face-to-face. Unless animals develop online browsing traits or aliens begin to seek earthly products and services, the client is and will always be a human being. Disregarding the basic instincts of this human being remains a grave mistake of many businesses around the world.!
See you in part 2 of the Value-Added Marketing series.
