The Other Side of the Token: NFT Technology and Healthcare Data on the Blockchain
The pace of digital marketing trends can be overwhelming, and it’s sometimes difficult to know which ones are worth your time and energy. Luckily, we have marketing experts here at TrendyMinds who keep an eye on the evolving trends so you don’t have to. Here are five trends our Senior Vice President, Spencer Dell, suggests to look out for in 2022.
“As brands become more digitally native, the world of NFTs opens the door to brand extensions and community building. Though NFTs are getting the most press now as a novelty for hobbyists, future opportunities could center more around providing a new way for consumers to display their connection to a brand or community.
“Brands that leverage NFTs to build deeper connections with consumers, and create exclusive experiences for only those NFT holders, can turn this trendy technology into tangible brand advocacy. Take a look at Gary Vee with VeeFriends (creating an exclusive network through NFTs) and Joe Pullizzi of The Tilt (former founder and CEO of the Content Marketing Institute). Both are excellent examples of building unique depth within their communities via NFTs.”
“Ryan Reynolds has shaken up the ad agency space with his team at Maximum Effort and their ability to make creative campaigns in record-breaking time by capitalizing on social and cultural moments. Though 24-48 hour turnarounds from concept to produced ad spot may be interpreted as the new standard (setting a difficult precedent), the mindset to ideate quickly and not overthink has definite value in challenging the status quo process of our industry.
“I foresee more agencies reshaping approaches with dedicated teams laser-focused on being able to capitalize on cultural moments in relative real-time. This will also inspire creatives to reimagine their approach to content and campaign development for platforms that reward this approach.”
“With the end of Google’s 3rd-party cookie in sight for 2023, marketers will need to reposition efforts back to building their own data. I see a refocus back to the basics of building internal communities and stronger connections from a 1st-party data perspective. A phrase I strongly believe in applies here: ‘Don't build on borrowed land.’ Yes, social followings have their place but utter dependence on them is hedging all bets on something you merely ‘rent.’ Don't chase shortcuts here.
“I see a refocus back to the basics of building internal communities and stronger connections from a 1st-party data perspective. CRM activation (email/SMS) has always been an obvious focus here but the smart marketers will say ‘yes, and…’ to exploring additional efforts such as interactive content hubs, loyalty marketing, and publisher partnerships. Those that see the long-term gains of intentionally building a brand and not just getting caught in the obsession with bottom-of-funnel efforts and CRO will come out on top.”
“It is no secret that the pandemic has changed the healthcare landscape across the board, and marketing within the industry has been transformed right along with it. From the telehealth boom to the digitization of brands to HCP communications, digital transformation is no longer a ‘nice to pursue’ venture but a necessity for doing business. Healthcare marketing now has the opportunity to reimagine how to deliver value to providers, payers, and patients alike.
“I see more agencies and brands embracing the creative freedom to deliver messaging that steps beyond simply playing it safe. I also see the continued drive towards data connectedness as a mission for all healthcare organizations. New solutions must be adopted, integrated, and embraced to build a better and more complete picture.
“In addition, just connecting data won't be the end-all-be-all. Strategists must guide marketers so that meaningful decisions can be extracted from interconnected data. Having a sports car means nothing if you don't know how to drive a stick!”
“Anyone who has spent time in the ecommerce space knows that it has always been a challenge to have mobile match desktop when it comes to conversion rates. Data shows that we're browsing more via mobile but still choose to purchase more often on our laptops (~40% higher CVR on desktop). Much of this is due to the actual checkout process still lagging on mobile with clunky forms to fill out to register an account or complete payment information.
“With the increase in social platforms prioritizing shoppable features, I see the trend towards more mobile-first ecommerce coming to life for many brands. Incorporating the mindset of Amazon's one-click ordering, Uber's simple one-click booking, and payment simplification platforms like ShopPay and ApplePay, brands can reduce the barrier that mobile purchasing has traditionally brought forth.”
We’re called TrendyMinds for a reason. Our team of digital marketing experts is always on top of the latest trends. If your brand could use an edge, we can help.
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