Augmented reality (augmented reality) is a technology that integrates digital elements into the physical environment in real time, integrating virtual information into everyday perception through various devices (tablets, smartphones, etc.), enriching human perception of the real world.
The devices used superimpose images, text or video on the user’s surroundings to create an integrated and interactive visual experience, enabling a level of interactivity and personalization previously impossible.
This fusion of digital information with the physical environment opens up new possibilities in e-commerce marketing, enabling consumers to view and test products in real-world settings, improving purchase decision,engagement and conversion rates.

Advantages and limitations of augmented reality in digital marketing

In the e-commerce industry, augmented reality is becoming a revolutionary tool for improving the online shopping experience.
AR allows consumers to visualize products in real-world contexts prior to purchase, helping to reduce uncertainty and improve customer satisfaction.
The integration of virtual elements into the real environment opens new frontiers for brand-consumer interaction, transforming the way we explore and purchase products online.
Indeed, thanks to AR, it is possible to experience makeup, clothing, or furniture without moving from the home environment and without the need for physical interaction.
This integration offers the possibility to solve the problem of physical inventory and, in addition, to personalize the shopping experience in a revolutionary way.
The e-commerce marketing industry derives numerous benefits from the use of augmented reality, including increased consumer engagement, reduced return rates, and an improvement in the shopping experience.
In any case, it is also good to highlight the limitations involved in this implementation that you should consider if you want to use augmented reality in your digital marketing efforts.
The main factors to consider are:

• Implementation costs: introducing AR into one’s business requires a considerable investment in hardware, software and content development.
  This economic commitment can be a significant barrier for small and medium-sized businesses, limiting access to these technologies to organizations with greater availability.
• Technological barriers: the effective use of augmented reality requires specific devices, such as AR-compatible smartphones and tablets.
  This requirement is a barrier to entry for part of the market, making these technologies less accessible and attractive to some consumer segments.
• Data privacy and security: the collection of a large volume of data on users, including behaviors and interactions, raises privacy and data security issues.
  It is necessary for companies to take data protection measures to build and maintain consumer trust by ensuring the security of personal and sensitive information.

Marketing strategies: how to use AR in digital marketing

To maximize the effectiveness of digital marketing campaigns using augmented reality, it is critical to take a strategic approach that focuses on three key pillars:

• Enhancing the customer experience: it is essential to focus on how AR implementation technologies can enhance customer interaction and highlight the unique benefits of your offering to be successful in your online campaigns.

• Intuitive usability: it is important to ensure that immersive experiences are accessible and easy to use to ensure their effectiveness, for example, by designing experiences that are intuitive and usable by as many people as possible.
• Tailored personalization: personalizing the experience is key to increasing engagement and conversion rates, as well as creating an emotional connection and lasting memory in your customers.

In addition, it is worth mentioning some examples of innovative and successful uses of augmented reality in digital marketing:

• QR code: the QR code is a very versatile tool that allows a customer to instantly link to and interact with a website.
  The QR code can be placed on a business card, on a restaurant menu, on a billboard, and many other things that one could interact with.
• Virtual Trials: with augmented reality, scaling functions on a smartphone can be used to accurately project what a live garment looks like.
  Users can shop on the phone, use the front camera and virtually try on items in an e-commerce store.
  This AR experience is an effective shopping tool for consumers and businesses.
• Experiential marketing: augmented reality allows apps to be created to promote a product or service.
  This is a digital marketing tool with great engagement, offering a unique augmented reality experience to all who interact with it.

Perspectives of augmented reality in digital marketing

According to some data from Fortune Business Insights, AR marketing was born as a concept in 2019 and by 2021 recorded investments of $9.45 billion; the following year it rose to $13.72 billion.
This rapid increase authorizes predictions regarding the future expansion that this market will continue to have.
In addition, the same Fortune Business Insights report saw 12 different industries invest considerably in AR marketing. Media had the largest market share at 12.4 percent, which would show that a wide range of industries are investing in this implementation and doing so at a similar pace.
Some of the major investment sectors include gaming, auto, retail, healthcare, education and manufacturing.
In light of the data presented and the considerations made, we can say that augmented reality has universal potential in marketing and sales strategies. Article written in partnership with JECatt – Junior Enterprise of Catholic University.

The post The impact of augmented reality in marketing first appeared on Square Marketing.

TikTok Hub: Innovation and Trending

This result, is largely attributable to the implementation of TikTok Hub: a sophisticated digital marketing service to support SMEs.
TikTok Hub stands out for its ability to analyze and manage advertising campaigns totally autonomously, reducing costs while maximizing profits.
This cost-efficient service thus offers the advantage of attracting new consumers and users while building loyalty with existing customers.
In addition, the companies involved can benefit from a wide range of products, guides and tools to quickly and optimally develop business on the platform.
The TikTok platform dedicated to small and medium-sized businesses is organized to offer a menu full of services, including:

• Solution
• Measurement
• Inspiration
• Resources
• Events
• News

TikTok Hub is further distinguished by offering two main services: TikTok Ads Manager and TikTok Pixel.

TikTok Ads Manager

Through the service promoted by TikTok Hub, any enterprise, regardless of its size or business sector, can benefit from comprehensive and detailed support to develop its business quickly and efficiently by managing and creating advertising campaigns.
This distinctive approach is committed to providing comprehensive, detailed and personalized support to every small and medium-sized business.
Each company will thus be carefully guided through strategic steps, initially defining the advertising budget, taking into account available resources and marketing objectives; and then studying the bidding methods best suited to the company’s specific context.
During the process of setting up its Ad Group, a wide range of useful tools and resources are provided to guide the enterprise’s decisions, maximizing the impact of its advertising campaigns on TikTok.
Such assistance thus ensures efficient resource management, practical suggestions and best practices for developing a suitable advertising strategy that adheres to the specific goals and needs of each enterprise.

TikTok Pixel

TikTok Hub offers an additional service called TikTok Pixel, an arithmetic and analytical solution aimed at calculating and measuring the results of one’s advertising campaigns.
Through the precise evaluation of the impact of advertisements on TikTok, one can develop one’s digital marketing strategy.
So, through the collection and analysis of data provided by TikTok Pixel, businesses can understand in detail the trends and behavioral patterns of users, along with the interactions that connect them.
TikTok Pixel, moreover, is a key tool in being able to better monitor sales and user activity by accurately tracking listings on TikTok and the purchases that are subsequently made.
Finally, TikTok Pixel is a valuable ally in identifying the optimal target audience for one’s advertising campaigns.
This is made possible by the analytical service it offers, based on the precise identification of user audiences inclined to interact with its content and make such purchases.

Italian launch of “Follow Me”

“Follow Me” represents an innovative multichannel educational experience designed to provide support and help SMEs in achieving real results by leveraging the potential offered by TikTok Hub.
In this way, therefore, SMEs, which are a key component in the TikTok community, will be able to expand their business.
“Follow Me,” in fact, aims to offer differentiated training paths to SMEs, based on the specific goals of the participants.
During the course of the program, small and medium-sized businesses will be encouraged to sign up for a six-week mailing, illustrating best practices for managing their advertising campaigns on TikTok.
The guides provided within “Follow Me” will allow businesses to discover several benefits, such as the ability to create their own free Business Account, access a Creative Center to find inspiration for their content, and learn the best strategies, to better manage Ads Manager and Promotion.

Increasing the propensity to purchase

In addition, the engagement of TikTok and its services appears to be correlated with a significant increase in consumers’ propensity to purchase; in fact, according to statistical data, 87 percent of users said that viewing content from small and medium-sized businesses on TikTok, positively influenced their purchasing decisions. Article written in partnership with JECatt – Junior Enterprise of Catholic University.

The post How to implement a marketing campaign: TikTok Hub for SMEs first appeared on Square Marketing.

1. Rising Trend of Social Commerce
2. Increased sales
3. Improved brand visibility

Understanding how to sell on TikTok, then, is important to make a significant improvement for businesses that decide to land on the social.

How to sell on Tik Tok

One of the great advantages of social commerce is that all businesses can advertise on TikTok.
E-commerce businesses that land on TikTok have several strategies at their disposal to manage their online advertising campaigns, and they can choose the one that best conforms to the sales strategy they want to undertake, so they can also follow (or create) the e-commerce trends of the moment.
However, there are some assessments that should not be overlooked; in fact, certain requirements or conditions may need to be met in order to start an online advertising campaign on TikTok.
First, you should read the TikTok Ads guidelines to make sure you meet the specific requirements.
Also, advertising on TikTok requires a dedicated budget.
Finally, TikTok is a platform focused on video content, so the ads must be creative, engaging, and of high quality to capture users’ attention.

Types of ads on Tik Tok

Among the different types of ads available for e-commerce services we can find:

• In-Feed Ads: This type of online advertising campaign appears in users’ main feed, the “For You” section.
  In-Feed ads are designed to integrate with other users’ videos in the feed and are accompanied by a “Learn More” caption that users can select for more information or to interact with the ad.
  The advantage of these types of ads is that they can include a CTA button that prompts users to take a specific action, such as visiting a website, downloading an app, or making a purchase.
  The duration of In-Feed ads usually ranges from 9 to 15 seconds.

• Top View: highly visible and high-impact form of advertising, as it appears when a user opens the app and is placed at the top of the feed, taking up the entire screen.
  Top View ads are therefore the first thing that users see when they open the app, ensuring wide visibility and immediate attention.
  The duration of the ad is usually between 5 and 60 seconds.

• Spark Ads: this type of advertising promotes organic content that has already been published and has gained good interaction.
  These ads are displayed like regular videos in the users’ feed, but with a “Sponsored” label.
  Spark Ads are a great way to reach a high-quality target audience that is already interested in a specific creator’s content and is, therefore, more likely to be interested in the ad.
  This content will not disappear the moment the campaign ends, but will always remain visible.

• Branded Hashtag Challenge: a form of interactive advertising that engages users in creating video content related to a specific hashtag associated with a brand or product.
  Advertisers partner with TikTok to create a branded hashtag challenge, which can include a hashtag customized with the product name, brand message, or theme of the online advertising campaign.
  Users are invited to participate in the challenge by creating their own videos using the hashtag in different ways.
  Sometimes, advertisers offer prizes to the most creative participants or the most popular videos, stimulating engagement.

• Branded Effect: a type of advertising that allows advertisers to create custom special effects or filters that users can use in their videos.
  These effects allow the brand to integrate into users’ content creation experience, promoting brand awareness and engaging users.
  Once the brand effect is created, it is integrated into the TikTok app so that users can access it when recording or editing their videos.
  Engagement can create affinity toward the brand and encourage users to share their content.
• Promote: a very quick advertising option that allows advertisers to promote existing videos directly from the app.
  This type of ad is particularly useful for those who want to increase the visibility of a specific video or reach a wider audience on the platform.

How does Tik Tok Advertising work for ecommerce?

Before you can start creating ads on TikTok, you must open an advertising account by logging into TikTok Ads Manager, TikTok’s ad management platform.
To upgrade to the business version of your TikTok account you must:

1. From your profile click on the menu in the upper right corner;
2. Click on Settings and privacy and then Account;

Click on Switch to Business Account.
Once you have selected the business version you need to choose a category to define your profile, add a photo, email address and a bio to describe your business.
At this point the business profile will be completed.
This type of account allows access to much more information and functionality than the personal account.

How can you create TikTok Ads campaigns for ecommerce?

Let’s look at it in 8 steps:

1. 1. Create an account on TikTok Ads Manager: this is accessed from the TikTok Business portal seen earlier.
   2. Create one or more TikTok Pixel(s): the Pixel is a tracking tag generated by the platform, useful for letting TikTok understand user behavior in front of a campaign.
      (Link with Pixel sub-article)
   3. Select Ads Manager mode: two modes can be selected, a simplified mode and a custom mode.
      The former will create campaigns that are simpler to implement, the latter allows for more control over the entire campaign.
   4. Choose the goal of your campaign
   5. Select audience
   6. Establishing a budget
   7. Upload media: here you can upload images and videos up to 60 seconds, links and the call to action button.
   8. Add a payment method: payment that can be made by credit card, debit card (Visa, Mastercard, American Express or JCB) and PayPal.

Conclusion

In conclusion, TikTok has become one of the most effective and profitable marketing channels for performance marketers.
Due to its high visibility, user engagement, and personalization capabilities, campaigns on TikTok can provide significant ROI and broad visibility for businesses. Article written in partnership with JECatt – Junior Enterprise of Catholic University.

The post E-commerce and TikTok: how to sell on TikTok first appeared on Square Marketing.

How can the target audience be differentiated?

Before starting any kind of marketing-related activity, it is necessary to know your company’s target audience perfectly.
Since not all companies target the same type of clientele, it is good to be able to recognize the problems, desires, behavior and needs of those who could be your potential customers in order to make a difference.

The type of clientele

The market is very complex, as are the people in it, so each company should identify its own target market, that is, a group of people who share common characteristics, which may be demographics, an interest or a desire for a product.
By grouping these people, a more accurate picture of potential customers can be obtained.
To group people we need to consider three main factors:

• The type of customer: consists of defining the limits of the target audience
• Demographic approach: relevant to selecting the right media to use
• Psychographic factor: useful for understanding whether they are the right customer for your business.

Once you have analyzed your target market, it will be easier to segment your target audience and target your business to the group best suited for your company.
This will make it possible to create a appropriate communication strategy that can engage and interest potential customers, creating an effective message that can promote your company.

TikTok target: how TikTok works and its target

Companies that have decided to implement TikTok as a communication channel are growing, data in fact show that TikTok in 2022 was the sixth most popular platform for corporate marketing.
Indeed, companies are realizing the potential of this social that on the surface seems to deviate from the corporate environment.
In fact, the application is designed to be part of users’ daily lives so that they can create and share funny videos in seconds.

What to publish on TikTok?

Among the features that appeal most to TikTok users is definitely the so-called User Generated Content, through artificial intelligence users can view content they like based on their interests.
The question “what to publish on TikTok” is always very frequent, following trends is always a good start, but thinking about the most popular content could also help, among them we definitely find challenges, reaction videos, cringe videos and dubbing videos, content purely intended for entertainment.
Among the most striking cases of companies that have decided to launch on this platform we can mention Guess, a well-known brand in the fashion world.
Guess decided to use the hashtag #LoveGUESS by launching several challenges, one of the first was #InMyDenim, a challenge that consisted in making a stylish outfit simply using denim, the videos of this challenge totaled millions of views and involved a target audience probably new to Guess.

How a message should be structured to reach the target audience

The TikTok target audience in fact is a very important aspect to consider.
The users of TikTok are mainly young people between 16 and 24 years old, the so-called Generation Z, a very important target if we think about the future since they will be the generation that will have the greatest purchasing power in a few years from now.
Each company should therefore think about its ideal target clientele and check how much it coincides with that of TikTok, then it should figure out how a message should be structured to reach the chosen target, considering that being able to win over the current audience could be an investment with almost certain long-term results!

How to Use TikTok Business

If TikTok’s target audience is right for you or you would like it to be, TikTok Business is the solution.
TikTok for Business is designed to help businesses introduce their product or service to the TikTok audience so that they can take full advantage of the application’s full potential.
The various businesses, through their profiles, can run advertising campaigns, place links in biographies in fact; by placing a particular link in the biography, web traffic is driven in a certain direction, for example to the company’s own web.
In this way, the probability of a user becoming a customer of the company increases exponentially.
Another way to use TikTok Business is through TikTok Ads, which allows users to place advertisements that promote the products or services offered.
Even with this strategy, the conversion rate could increase significantly, but it is good to consider the advertising costs.
There are several sections in this version: “Analytics,” dedicated to insights and profile analitycs; “Business Content,” where you can manage collaborations; “Creative Hub,” where you can be inspired to create your own content; and many others. Do you have a business and don’t know where to start?
No problem, just follow these steps and start using TikTok Business to reap many benefits:

1. Analyze the company’s target audience and compare it with that of the platform;
2. Create a TikTok account of the company;
3. Perfecting the company profile: taking care of the homepage structure, profile image and biography;
4. Devise a corporate marketing strategy by organizing and planning the content to be published;
5. Introducing TikTok Ads;
6. Measuring engagement, also in order to evaluate the performance of the strategy used.

If you are still unconvinced remember that TikTok is a constantly growing social media, as time goes by it will have an increasingly diverse audience so starting now to learn about this social network could be beneficial to the market not only of the present but also of the future, because whatever product you sell or service you offer, “on TikTok there is an audience for you.” Article written in partnership with JECatt – Junior Enterprise of Catholic University.

The post TikTok business: target audience analysis first appeared on Square Marketing.

Let’s start by debunking the common lie: “Ads must work immediately!”

In the fast-paced world of business, understanding the dynamics of consumer behavior is critical to success.

A staggering 95 percent of potential buyers are not actively searching for products or services at any given time. This revelation forms the basis of Rule 95-5, which has profound implications for advertising strategies in today’s competitive scenario.

If you thought that advertising was the magic tool to allow your strategy to make immediate conversions, this article is perhaps not for you.

The hard truth is that 95 percent of your B2B customers are not “in-market” ones. Any self-respecting strategy starts with an in-depth analysis of the target audience and, of course, focuses all its efforts on reaching them.

But have we ever thought about the 95 percent of potential customers who are not interested in our product/service?

This apparently simple reasoning actually has a huge impact on advertising. In fact, our ads mainly reach B2B buyers who won’t be buying any time soon: so what could be the trick to reach the audience furthest from our ad?

We are going to tell you the precious answer: building relevant and memorable links for our brand.

If our brand is able to build valuable messages over time that allow users to remember us, our product / service will certainly become more competitive: the chances that our adverts will come back to the consumer’s mind over time are very high and, hopefully, profitable.

Rule 95-5 defies conventional wisdom by suggesting that most advertising efforts are aimed at business-to-business (B2B) buyers who are not currently in the market. However, behind this counterintuitive concept lies a principle crucial to brand success: the power of memorized bonds.

Advertising serves as a tool to establish and strengthen memorized bonds with potential buyers. These bonds are dormant until buyers enter the market, at which time they stimulate consideration of the brands they have been exposed to over time. Picture a scenario where a company invests heavily in advertising, ensuring that its brand remains prominent in the minds of consumers. When these consumers finally decide to make a purchase, the memorized bonds cultivated through effective advertising come to life, directing their attention towards the advertised brand.

However, it is definitely not a simple activity, we are talking about the insidious B2B market after all: how do we break the very long purchasing cycle?

Let’s take an example: have you recently purchased something significant for your company? Perhaps a new phone system, payroll software, Salesforce IT support, or simply new office carpet?

If the answer is yes, you’ll know that you won’t be searching for these same items again for a while.

The purchasing time in the B2B market is long (very long): as a rule, we change our service providers, as happens to major banks or law firms, on average every five years.

But unfortunately only 20 percent of buyers are “in-market” over the course of a year: 95 percent are not in the market. Our ad must therefore be able to build messages that are relevant to the brand in the long term.

To capitalize on the 95-5 rule, businesses must therefore create advertising campaigns that effectively create and reinforce relevant brand memories.

Here are some key strategies to improve advertising results:

1. Consistency and repetition. Sharing a consistent brand message across various advertising channels to ensure repeat exposure is key. Consistency fosters familiarity and trust, making the brand more attractive when buyers are ready to make a purchase.
2. Emotional appeal. Emotional connections serve as powerful memory triggers, increasing the likelihood of remembering the brand when the need arises.
3. Differentiation. Highlight unique selling points and competitive advantages to differentiate the brand from competitors: highlighting distinctive features or benefits helps create stronger memorized bonds and increases consideration of the brand during the purchase decision.
4. Multi-channel approach. Using a variety of advertising platforms, including social media, print, television and digital marketing, to reach potential buyers across various touchpoints allows for consistent exposure across multiple channels, improving memory formation and recall.

By embracing these strategies, businesses can navigate the complexities of Rule 95-5, positioning themselves as prime choices when buyers are ready to make a purchase. Understanding the importance of memorized connections in shaping consumer behavior allows brands to design advertising campaigns that leave a lasting impression, ultimately driving growth and success in the marketplace.

So is the 95-5 rule a rule or a deception?

Neither of them. The truth is that most companies, for many of the products/services offered, are simply not present on the market (in certain periods, more or less long).

Our ads therefore should not push immediate purchases, but build valuable bonds over time, linked to our brand.

The aim of the ad must therefore be to attract the consumer’s mind (gradually, step by step), so that the message can be remembered permanently.

Let’s remember: advertising must be seen and, above all, remembered, in the long term. Companies that manage to build “mental availability” enjoy a lasting advantage that is difficult for competitors to overcome.

The invitation is therefore to break the mold: to grow our B2B brand on LinkedIn, we break the mold of traditional thinking, investing for the future and building a history relevant for users and the brand.

Let’s imagine driving an Aston Martin purchased thanks to an advert seen at the age of 13. Amazing, right? But… Aston Martin hasn’t advertised for at least 10 years!

So what is the trick? Memorability.

The ads that last the longest are the ones that have the power to influence our purchasing decisions… years and years later.

The post The magic formula of 95-5: how to promote your brand in the B2B market? first appeared on Square Marketing.

With her mastery of the art of information design, Giorgia has transformed what is often considered cold and inscrutable into something warm, tangible and, above all, human. Where does this ability come from?

Where does this ability come from?

Perhaps from her background in architecture, she taught her to appreciate the balance between forms, spaces and functions. Or perhaps it is her PhD in Design, which led her to explore the depths of the visual representation of information.

Or perhaps, it is simply her natural inclination to see beyond numbers and statistics, to seek the history and humanity that hide behind them.

What is certain is that Giorgia Lupi is not content to accept data as it is: she embraces it with an artistic fervor, transforming it into visual narratives that touch the heart and mind. And in this process, she manages to make us see the data not as mere points on a graph, but as pieces of a larger story, made up of people, ideas and relationships.

In addition to having founded Accurat, one of the most important design agencies in the world, Giorgia currently holds the role of information designer and partner at Pentagram (the most important design studio in the world).

Her work isn’t just about making data more accessible or understandable; she goes further, transforming them into mirrors that reflect our own reality.

What emerges from these visualizations are not just figures and diagrams, but emotions, nuances and contradictions that make man unique.

With her works, Giorgia Lupi not only illuminates what is already visible in the data, but she also searches for what is hidden, what escapes the surface but which can reveal so much about our society and ourselves.

During covid, the New York Times decided to publish one of her most brilliant works, relating to the story of her convalescence: “1374 Days”.

Vibrant and bold colors to represent the days, traced with extreme precision and a firm delicacy.

How to relief pain through data: in this mission, Giorgia teaches us a fundamental lesson; data is not just a tool to analyze the past, mark the present or predict the future. They are a window through which we can look at the world with new eyes, discovering connections and meanings that would otherwise remain hidden.

In an era where data seems to dominate every aspect of our lives, it is important to remember the power we have to shape and interpret it according to our human vision. And in this sense, Giorgia Lupi is more than an “information” designer.

She is a guide who helps us navigate the labyrinth of data, showing us that, even behind the most abstract figures, there is always a human story to tell.

The post The power of data: the genius of Giorgia Lupi. first appeared on Square Marketing.

After the incredible twist of Twitter’s rebranding, now “X”, the world of social media seems to have become more exciting than ever. New horizons open up before us, and we can’t help but tell you about them.

Diving into marketers’ predictions for 2024, social experts seem to have revealed some very interesting insights. We’d like to share with you some key tips that could improve our social strategies.

1. Build lasting relationships.

In 2024, it’s not the speed of content that dictates the rules, but the depth of relationships. Building meaningful and lasting connections with your audience will be the secret to success.

2. “Thought leadership”.

In a society full of uncertainties, thought leadership will be our landmark. Sharing authentic content, based on one’s own experiences and points of view, will be fundamental to stimulate new ways of thinking, encouraging discussions that can generate trust and improve engagement.

3. AI and social insights.

In 2024, AI will be considered as the golden rule for analyzing data. Less time to operate, more time to plan.

4. Shorts.

Mastering video content will be the key to success in 2024. To keep up with trends you need to create compelling and concise content.

5. Customization and blockchain.

Virtual reality and blockchain are now our present. Integrating these realities with customized and user-generated content will allow you to create winning social strategies.

6. Leave microblogging to focus on videos.

Let’s forget about X and focus on platforms like Facebook, YouTube and Instagram. Investing in video storytelling is the key to creating emotional connections that last over time.

7. Build the audience.

Building our audience before creating content is essential: we analyze, engage and understand our audience. We look beyond likes and focus on clicks and conversions.

8. Create meaningful connections.

We focus on brand: forging meaningful connections with micro-influencers, sustainability and community building. In 2024, brands’ authenticity and responsibility will define their success.

9. Data Analytics e AI.

We prioritize video content, adapting strategies to emerging trends and building authentic connections. However, let’s not forget about the power of analytics and tools such as AI to optimize campaigns and measure ROI.

10. AI Future in Meta.

Let’s get ready for Meta’s AI revolution! Generative AI will change the game in content creation and planning. Important: We use AI as a support, not as a replacement.

The key to success will be maintaining authenticity in communications established with our audience.

The post What to expect from social media in 2024? first appeared on Square Marketing.

Forget about minimalism.

2024 is the year of visual abundance, with rich graphical structures and complex details.

Let’s dive into them:

1. Maximalism. One of the predominant trends is the abandonment of minimalism in favor of “abundant” compositions. These densely populated graphic structures are gaining ground, bringing along an explosion of color and intricate detail that monopolizes space on the page. This evolution, linked to maximalism, presents itself as a rich and engaging visual narrative. Surprisingly, this abundance does not appear chaotic, as it respects the fundamental principles of graphic composition, such as organization and visual hierarchy, always maintaining a focal point to attract attention.

2. WOW typography. At the same time, we are witnessing a renaissance of bold and complex typefaces. The extreme use of display fonts, while it can present readability challenges, is transforming into an unprecedented creative opportunity. Often protagonists of rebranding projects, these fonts are integrated into the visual concept, helping to create a unique and memorable aesthetic.

1. Long live Mascots. Corporate mascots are emerging as an important element within the communication strategy. Not limited to food or the children’s sector, these figures represent and communicate company values in a vibrant way, transforming the brand identity into a recognizable and engaging icon for the public.

2. 3D Surrealism. Finally, the surrealist approach to 3D is attracting great interest. The use of 3D is no longer limited to specific areas such as video games or animation, but is being experimented with as a tool for creating surprising atmospheres and effects. This trend distances itself from the imitation of reality, aiming to create surreal environments and forms that capture the imagination.

The post Design trends 2024 are all about abundance first appeared on Square Marketing.

But what makes this transformation process so fascinating and engaging? Gamification is the answer: a playful approach that has reached a prominent place inside innovative marketing strategies.

Gamification is not just a passing trend, but rather an exciting journey towards involving the public, making them protagonists, increasing brand loyalty and broadening their awareness.

In the digital era, marketing has transformed into a sophisticated art that goes beyond traditional advertising. One of the most fascinating and engaging tactics that is revolutionizing the world of marketing is gamification. This innovative strategy uses playful elements and game dynamics to engage audiences in a deeper and more exciting way.

Gamification is not just about entertainment, it is a powerful lever for involving the audience, making it an integral part of the brand’s history. By incorporating elements such as goals, rewards and playful interactions, companies are transforming the consumer experience into an immersive adventure.

Gamification has transformed users from simple spectators to real protagonists, immersed in a world of challenges, rewards and competitions that motivate them to actively interact with the brand. This approach not only creates a deeper connection between the audience and the brand, but also allows you to achieve specific marketing objectives, such as loyalty and increased brand awareness.

Gamification strategies use different tactics to engage the audience. From the use of QR codes to virtual reality to quiz-style questions, each strategy is designed to add fun and interactivity to marketing campaigns. The ultimate goal, however, is not just engaging, but rather increasing sales, brand loyalty and creating stronger relationships with customers.

Many companies have successfully embraced gamification. Some examples:

• Sainsbury’s: the supermarket chain has launched a challenge focused on fruit and vegetables to raise consumer awareness on the importance of a healthy diet. Result? Over 580 thousand customers engaged and a significant increase in sales.
• Tinder: using dynamics similar to video games, it has made online meetings more engaging and fun, with advantages for those wishing to invest in the service.
• PS5: Sony has created an immersive treasure hunt experience for the launch of its latest console, engaging fans with puzzles and online challenges.

Gamification is therefore here to stay: it is an evolution in the marketing approach that has proven to be effective in engaging the audience in new and creative ways. Companies that make the most out of this strategy are able to create stronger connections with their audiences, achieving tangible and lasting results.

Can we therefore consider gamification as a driver of the future?

The post Gamification: the art of engaging. first appeared on Square Marketing.

This name change is much more than a simple modification: it is a metamorphosis that encompasses a universe of brands, values and identities.

It was a process guided by the will and voice of the employees themselves, who actively participated in choosing the new name. The transition from Calzedonia to Oniverse is a tangible sign of continuous evolution. A giant that is not limited to clothing, but expands into different sectors such as nautical, food & wine and other brands such as Intimissimi, Tezenis, and Falconeri.

It is a new chapter that opens in a success story, with the company having established itself both nationally and internationally. The change is a tribute to its original identity and, at the same time, a bold leap towards the future. The choice of Oniverse as the new name reflects the vastness of a universe of distinct brands, as well as a tribute to the founder Sandro Veronesi and to a broad, free and autonomous vision.

“Growth has characterized our recent years, also driven by various acquisitions. Today, the group is home to a wide range of brands, each with its own unique identity. It is for this reason that we chose a name that could shine independently from our brands,” explains Sandro Veronesi, founder of the group.

Oniverse, as the entrepreneur points out, not only is the anagram of his surname, but also welcomes recognized brands such as Intimissimi, Tezenis, Falconeri, Atelier Emé and the prestigious Italian wine chain Signorvino. Among the most recent additions are the renowned fashion house Antonio Marras and the renowned luxury yacht manufacturer, Cantiere del Pardo.

Founded in 1986 in Verona, the company achieved a turnover of 3 billion euros in 2022, with over 5,300 single-brand stores in 56 countries. Current president and majority shareholder, Veronesi has brought the group to first place in the fashion industry among the companies listed in the prestigious 2023 Pambianco ranking, even surpassing Armani and Golden Goose.

This change is therefore not just about the naming: it is a declaration of intent, an evolution that embraces the past, present and future of a huge fashion industry that continues to redefine itself.

The post Oniverse: a momentous (and strategic) rebranding. first appeared on Square Marketing.