Articles by: Admin

link building

Link Building, explained properly

Positioning a website on Google requires an appropriate link building strategy, but sometimes this activity tends to be neglected or not done properly.

10 minutes -read

Positioning a website on Google requires an appropriate link building strategy, but sometimes this activity tends to be neglected or not done properly. 

Forcing the positioning by link building with unsuitable practices may produce the opposite effect, causing the website to fall in the SERP and, in the worst cases, to disappear completely from the search engine. 

In this article we’ll address the topic with the knowledge that, especially for the iGaming and Betting sector, there are few ways to boost organic positioning and to increase visits to a website, being severely limited by current regulations and content sponsorship.

link building
How to navigate the link building jungle – 1Stop Blog

What is link building?

Link building is the construction of a network of links among websites. If you think about the web itself, it’s made up of these links among web pages, and all search engines do is browse this huge network, evaluating which pages are most suitable based on search criteria and rewarding, among other factors, those pages that receive more spontaneous references from other pages. 

Google not only appreciates links but also needs them for its own proper functioning, in order to give users the answers they’re looking for when they perform a web search. Google itself is keen to let users know that links are awards given by choice, which reward the quality and usefulness of the content. Therefore, the more valid and interesting the content, the greater the chances that another user will offer it to their readers and include the link in their content.

By means of complex and sophisticated algorithms, search engines can understand how pages are connected to each other, evaluating links with their own internal parameters.

link building
Do you think that’s the right way to look for connections?

How Google evaluates backlinks

At this point there’s little scope for quantity—it’s quality that reigns supreme in Google’s evaluation criteria. Before Penguin (the latest update of Big G’s algorithm), it was possible to increase popularity and positioning based on the number of inbound links to a given page. Quantity was the only yardstick. No checks, no attention paid to individual pages, not even a basic analysis of the site hosting the backlinks. This jungle in which SEO analysts wallowed lasted until 2012, when Google’s algorithm saw a drastic overhaul. 

The main goal of Penguin was to break down all kinds of spam activities, identify unfair link purchases and exchanges between networks that had no other goal than to distribute backlinks here and there without any logical criteria. In short, Google started a battle against “adulterated” pages, as was said at the time. Wild link-swapping practices were considered by Big G to be an outright violation of Google’s webmaster instructions. From that moment on, things changed dramatically.

The evolution of Google and SEO

In recent years, Google has further perfected its algorithm, its key goal being the evaluation of link quality, which looks at a variety of factors. However, the evaluation of a webpage continues to be based on backlinks, and this parameter remains one of the key evaluation criteria, even though today the algorithm is much more precise in detecting evil webpages.

So, how is link building actually done?

After having clarified the theory, let’s look at the practical aspects. Link building remains the most effective technique for optimising off-page positioning—pushing an ill-conceived page with mediocre content won’t serve any benefit overall. In practice, increasing the number of inbound links to a webpage pushes the search engine to assign it greater authority, placing it towards the top of the SERP. Of course, as we have seen, Google is currently also able to evaluate indicators such as quality, nature, origin, relevance, etc., of which the incoming link will leave a trace. 

link building
the enormous importance of analysis – 1ST Blog

The importance of backlink analysis

As mentioned above, the determining factor in setting up an effective link building strategy is the credibility of the site the backlink originates from. If the latter comes from an authentic website, with a history and a high reputation in terms of SEO, the quality index of your site gets a boost. 

Conversely, if the site the backlink originates from is designed to host “guest posts” and generate links only on paper, the backlink has a high probability of receiving a negative score and being penalised in terms of its quality index.  

The main strategies to link build effectively

A tried and tested strategy involves the creation of optimised content with specific target keywords, which deepen the topics covered by the host site. Remember that Google’s algorithms have become very accurate in capturing the relevance of backlinks. In this regard it might be useful to study the current ones and track them as No-follow or Follow links

Another effective way, especially in the iGaming and Betting sector, is to be included in themed websites or blogs with topics and reviews related to online gaming platforms: this increases the access points to the site of highly targeted users and offers a significant boost in terms of SEO.

How to get natural backlinks

The best way to obtain natural backlinks is through “link earning” – the free and unmanipulated increase of links and citations of your page. The natural earning of backlinks occurs when the content (news, information, insights, etc.) is deemed useful by the host site. Google is keen to ensure that links are spontaneous and free from manipulative interventions. As it is easy to imagine, link building experts set up strategies to disguise the planning of campaigns that at first glance are classified by Google as natural links. 

The risks of link building

It is practically impossible for Google to recognise paid backlinks from spontaneous ones; however, some steps to this end have indeed been taken by Big G. It’s possible for the search engine to detect the so-called “link schemes”. This includes, for example, a practice called “link neighbourhood”, or the bidirectional exchange of backlinks without any added value and in non-linear contexts. And it’s certainly possible that Google will be able to identify content full of links, anchor texts and keywords with the sole purpose of increasing a page’s ranking. If this is exaggerated, the page ranking system collapses to the point of jeopardising the visibility of the entire website

For this reason, link building is now considered an art, and the SEO analysts who master this discipline are few and far between. A strong strategic ability is required to plan a link building campaign, as well as also creativity, intuition, overview and, of course, an adequate budget.

How are backlinks evaluated?

Now that the big picture is a little clearer, let’s take a look at the practical aspects of link building. 

First of all, we need to understand the value of the link that we have received and whether it could offer a real-world advantage in terms of positioning. It is practically impossible to fully define all the factors that contribute to the progress in the ranking (or to the loss of positions in cases of malpractice). The detailed functioning of the Google algorithm is only known by Google, but we certainly have access to clues and signals to help us understand it a little more.

Quality links

The quality of a backlink is evaluated by analysing and combining a series of parameters.

The most important parameter is popularity, or how relevant and authoritative the website is. Then the geographic and content relevance is assessed:a completely off-topic site coming from a foreign domain will be looked down upon by search engine crawlers, whereas a vertical, on-topic site with high domain authority will most likely offer excellent benefits in terms of SEO.

Another relevant variable is the site’s trust. We can define the trust parameter as a kind of “criminal record” of the website. If in the past the site was subject to link exchange activities aimed at deceiving the search engine, it will have a dirty criminal record, or a lower trust score than the sites that have always played by the rules. Obtaining links from websites with high trust scores guarantees 100% SEO improvement.

The main SEO monitoring apps define trust as a value ranging from 1 to 100, 100 being the maximum score.

The age of the link is also considered. Search engines favour younger links as they consider them fresher and more current.

Lastly, there’s the social spread. It’s still not abundantly clear how search engines interpret links from social media, but it seems that these have some influence on page ranking.

link building
always looking for the right key – 1ST Blog

The key elements of a link

Along with the characteristics that define the quality of the backlink, which we can consider more “generalist”, there are more specific parameters related to the content the link points to. 

An increasing number of experts argue that the position of the link within the page is significant. Links positioned at the top and easily visible seem to provide greater quality to the backlink, but to date this remains a hypothesis, supported by non-exhaustive data and evidence. On the Google side, all is quiet, so we have to figure this all out for ourselves.

A point of consensus among the vast majority of SEO analysts is the anchor text factor. Anchor text is that portion of text that links to another site, which we usually find underlined in a different colour. This practice is almost unanimously considered one of the strongest signals for the ranking even if, in the past it’s been used with a certain flippancy, leading to huge penalties in the most serious cases. 

We should avoid forced cases, for example if our site includes too many anchor texts which, coincidentally, are all identical and match the keyword of the page the link originates from, we’re giving Google the impression of wanting to play fast and loose with the rules. 

Conclusions

Our journey through the Link Building Universe ends here, but let’s end with a consideration.

We know that there are few opportunities to promote the iGaming and Betting sector online and we know how difficult it is to create a complete 360º strategy to “turn on” a sales funnel. The restrictions in terms of advertising are well known, and SEO outreach/link building remains one of the most important practices to increase online visibility and receive new traffic, which we can then use to implement lead generation strategies.

If you decide to invest in this practice, rely on genuine professionals and be wary of those offering low-cost strategies: link building shouldn’t be a “low budget” practice but a complex tool which responds to precise strategies. As well as complex, it’s also delicate, and there’s a non-trivial risk of spending money and obtaining the opposite effect to the desired one.

Did you like the article? Contact us to let us know what you thought.


Do you need help to get started or to further your existing link building strategy? Contact us for a free advice or request a video call with our experts.


Need a quote? Click here

Metaverse

5 things you should know about the Metaverse

Will Virtual Reality really become part of our Real Life? As we start to familiarise ourselves with the Metaverse, here are the main fun facts we would like to share with you.

3 minutes -read

Metaverse
5 things you should know about the Metaverse

1. Why the Metaverse is not new

A Metaverse is defined as any form of digital reality populated by avatars capable of interacting with each other. Video game fans are well aware that this type of reality has already been established for years: just think of Roblox and Second Life, just to name a couple.

The idea itself is not new either: the term was coined in 1992 by science fiction author Neal Stephenson in his cyberpunk novel ‘Snow Crash’.

2. What the Metaverse really is

The Metaverse is a virtual world we choose to visit to distance ourselves from the real world. It is and will be an escape from the world inhabited by our bodies, which will allow us to have completely new experiences and which we can enter through a PC, a game console, a mobile device or a wearable device. Our experience will be 100% 3D. The link with reality comes through the type of experience we are going to have: often we will find ourselves in front of an exact copy of the real thing we experience every day, for example a café where we go in to have a coffee but as our avatar. Escape from Reality, but also a new Reality.

3. What you can buy in the Metaverse

Compared to familiar experiences such as Second Life, in the new Metaverse, thanks to NFTs, virtual coins can be purchased with real money: a real, certified digital asset. The revolution lies in the fact that images, and virtual objects in general, become exclusive objects that can be purchased through the use of the blockchain, with a non-replicable code that makes their possession unique.

4. What is the difference between the Internet and the Metaverse

If you think the Internet and the Metaverse are the same, you are wrong. The first one is a network of computers, servers and other electronic devices: users, once online, communicate with each other, interact, visit sites, make purchases, and so on. The Metaverse, on the other hand, is a true Virtual Reality where users, through their avatars, interact, perform activities, make purchases and participate in events in a world that mimics the physical one and which they access using technologies such as virtual reality (VR), augmented reality (AR), artificial intelligence (AI), social media, and digital currency. On the Internet you simply surf, in the Metaverse you live.

5. How to enter the Metaverse

Meta is accessible via the Oculus Quest 2 VR. However, there are also other devices that can open the virtual doors of this reality: VR headsets, AR glasses, computers, tablets, and smart phones. This aspect is not yet fully outlined and definitive, but we know that the more immersive the device, the more engaging our experience in the Metaverse will be.

Are you looking for an influencer for the Metaverse? Get in touch!

influencer marketing

Influencer Marketing: advantages, types, and best practices

The success of Influencer Marketing lies in its ability to increase the awareness and profits of companies.

The term Influencer Marketing refers to the action of ‘influencing’ people, with the aim of generating strategic word-of-mouth to positively influence brand awareness. Influencer marketing must, however, be part of a broader and more precise marketing strategy that establishes testimonials, channels, and targets, while respecting the rules of advertising.

Some facts on Influencer Marketing

According to statistics, the influencer market is constantly growing. While total sales reached $15 billion in 2021, it is estimated to reach $20 billion in 2022 and it is not expected to slow down until 2025. It’s no surprise then that 63% of marketers plan to run social campaigns with influencers as part of their marketing strategies.

What is Influencer Marketing?

Is nothing more than a marketing branch interested in pursuing activities involving one or more influencers, that is, people who have an influence on the purchasing power of others.

The influencer can be a testimonial, a blogger, or a social reviewer, to name but a few examples, but also a more or less famous personality from the world of sport or entertainment.

According to a recent study, 77% of users use social media to search for products and services; the presence of influencers is therefore crucial as it mainly concerns the younger age group between 18 and 34.

Brian Christopher – global influencer. 1ST Blog

Key factors of Influencer Marketing

For digital content creators, the key factors that determine the Influencer Marketing strategy are reputation and authenticity; then they analyse the influencer’s followers and their loyalty. The factors to consider when choosing the right influencer include the number of followers, their perceived authenticity, narrative, compassion, originality and some kind of “normality” about their story.

With this basis, you can build a brand reputation and a strong Influencer Marketing campaign.

influencer marketing
Lady Luck HQ – YouTube Influencer

Defining influencers

There are four types of influencers:

  • Micro influencers: with a following of between 10,000 and 100,000 followers
  • Mid-range influencers: with a following of between 100,000 and 500,000 followers
  • Mega influencers: require a high investment because they have a following of between 500,000 and 2 million followers
  • Star influencers: here the number of followers surpasses 2 million, they are considered real stars, exactly like Chiara Ferragni, the queen of influencers

Conclusion

Influencer Marketing is a world that requires specific knowledge and skills related to general marketing, social media marketing, and digital PR. Since this is a very complicated field, working with an agency specialised in this sector is essential for companies looking to invest in this type of advertising, regardless of the type of influencer.

For more information, ask for a free consultation here.

advergames

Advergames are not gamification

We live in a time characterised by huge competition, a lot of strategy, persuasive technology but also… boredom.

In fact, in the digital marketing sector, it’s increasingly difficult to find useful content and tools to secure the attention of the target audience. Buyer personas increasingly tend to distance themselves from the brand if it fails to constantly fulfil their need for stimulation.

Advergaming fits into such a scenario. It’s the emerging promotional tool with the highest potential for effectiveness, capable of generating fascinating results.

Advergames are not gamification – 1ST Blog

What are advergames?

Advergames, also known as advertising games, are among the most powerful tools that a company can use to bring customers closer to its brand. With this technique, the product is advertised while the consumer has fun.

In the UI/UX creation of the video game, each element is key to achieving the goal: music, graphics, names, colours, and so on. The creation of an advergame requires strong commitment, similar to the one needed when creating a video game, in terms of efficiency and effectiveness of the game itself. Even though it will certainly be less complex in terms of structure, levels and plot.

What is the difference between gamification and advergames?

Advergames should not be confused with the current trend to apply game mechanics and techniques to non-game activities, i.e. gamification. The difference between the two concepts is clear.

Gamification uses videogame mechanics to build customer loyalty among the various contexts in which the game is not initially expected. Advergames are games created around a brand seeking to engage the public and convey its values to consumers.

M&M’s Flip the Mix

It’s a new way to achieve brand awareness, aimed directly at users to make them feel an integral part of the entire process.

We also need to differentiate advergames from another industry concept: in-game advertising. This technique consists of including advertising for a product or brand within the game. The best-known example of this is the collaboration between the producers of The Avengers and Epic Games when the character of Thanos was included in the hit video game Fortnite to promote the film.

Advergames virality

A feature that distinguishes successful advergames is virality. If designed correctly, some features can help the game reach virality. Here are three ideas: 

Ease of sharing. Advergames playable in web browsers are much more shareable than apps to download or software to install. To share the game with a friend, simply share the link. Fast connections and the latest smartphones allow you to create increasingly complex games that can be played on browsers.

Social Currency. Will players be proud to tell friends about their gaming experience? The answer depends on how the advergame is structured. We like to share our status, achievements, useful information and victories with other people. An advergame with game mechanics capable of stimulating these feelings will be more likely to be shared.

Two examples of advergames

Nike React Land

Nike React Land

The traditional experience of trying on shoes in stores has remained unchanged for decades. Nike tried to rethink this phase of the customer experience for the launch of React.

How it works

To try on running shoes, you run inside a video game similar to Super Mario. The game is simple: you have to keep running in the real world to move your avatar forward and press a button to jump over obstacle. When you fall, it’s game over.

Game mechanics

Avatar. When you enter the store, a photo of you is taken to create your own personalised avatar.

Ranking and Points. Your score increases as you explore React Land. Game over marks the end of the experience inside the store. When you lose, you are shown the position you reached on the leader board.

Shareable element. Upon exiting the store, you are given a 10-second video to share on social media. The video is personalised and shows your experience inside the store.

Limited number of participants. The experience is exclusive: there can’t be hundreds of people entering the store at the same time.

Rescue Matilda

Rescue Matilda – Advergame of Chiara Ferragni

This is Chiara Ferragni’s advergame in which you have to save her little dog Matilda. The game is a platformer in which the user plays as Chiara Ferragni. The advergame encourages users to subscribe to the newsletter and visit the brand’s e-commerce site. The first step in order to play is to create a profile with a username and password. The advantage of creating a profile is the ability to save the game and resuming it at a later time.

The advergame has achieved interesting results: 350,000 games played by 120,000 users in 140 countries around the world. As many as 40,000 people have given their consent to subscribe to the newsletter.

Positive aspects of advergames

If you’re interested in advergames for your business, you’ll need to know the main advantages for promoting your product or service:

  • if the video game goes viral and the brand’s goals are exceeded, the impact can be astonishing
  • it’s a form of advertising that adapts to any medium
  • it allows you to outperform the competition
  • it’s a new and attractive experience for the user
  • the product or brand remains engraved in the consumer’s mind
  • high ROI can be achieved if the advergame campaign is successful
  • it can be easily integrated into your existing marketing plans, accelerating goal achievement

… If you want to know more, contact us for a free quote here

NFTs Marketing - 1Stop Translations

The blockchain & NFTs: game-changing technologies

In recent years we have witnessed impressive technological acceleration, bringing to light two pioneering development tools, not only from the point of view of innovation, but also from a marketing and communication perspective. Let’s talk about the blockchain and the logical next step in its evolution: NFTs.

What’s the blockchain?

The blockchain can be defined as a shared and immutable data structure, a sort of digital register whose entries are grouped into “blocks” secured by cryptographic keys. The benefit of using this structure is strong security and immutability: nothing and no one can modify or delete the content of the data, unless they decide to break down the entire system completely (which is highly unlikely).

Therefore, the blockchain is considered a valid alternative – in terms of security, reliability, transparency and costs – to databases managed centrally by recognised authorities (public administrations, banks, insurance companies, payment intermediaries).

Any operation requiring official and verifiable validation can exploit the blockchain as a means of attestation (it could, for instance, completely replace the work performed by notaries).

The blockchain & NFTs – Ethereum

What are NFTs?

Interest in Non-Fungible Tokens, or NFTs, has greatly increased in recent years. We previously addressed NFTs in one of our earlier articles (click here to refresh your knowledge).

The NFT “bubble”

The data provided by the various exchange platforms such as OpenSea, or by eWallet sites such as Coinbase, is eloquent: the fever for NFTs for their own sake is officially over, and the bubble seems to have burst.

In fact, the NFT boom, fashion or trend seem to have started fading in February 2022, when the flow of investments in the sector decreased suddenly and dramatically, up to ten times less than in previous months.

The blockchain & NFTs - Bored Ape
The blockchain & NFTs – Bored Ape

Bored Ape and its peers — digital images with no ulterior motive and valued as works of art — seem to no longer interest the public as before, when a single item could cost around €60-70,000.

Now that the market has stabilised, the time has come to ask ourselves the fateful questions: what markets will leverage NFT technology beyond those closely related to the blockchain? What aspects of the blockchain are applied to existing, consolidated businesses?

Applications for NFTs and the blockchain in various markets

Currently, the industry most interested in these tools is iGaming. We’re witnessing the birth of entire gaming platforms based on the blockchain, where each bet is validated through the response of the network nodes, where it’s possible to deposit and withdraw various cryptocurrencies, and even convert NFTs to gaming credits.

If you have an online business and are looking for a new marketing tool to increase the size of your customer base, you may want to consider blockchain and NFTs. Contact us for a free quote today.

eSports and iGaming - 1Stop Translations

eSports & iGaming: entertainment meets gambling

In this article we’ll talk about how eSports have developed over the last 40 years and why the world of iGaming has decided to invest in this discipline.

What are eSports?

Electronic sports can be defined as tournaments and competitions between multiple players who compete for victory on a previously decided video game and console on which to play. In some cases, however, the challenges are taken up by a single player who attempts to break the current record or to achieve the best score among the players.

eSports & iGaming: entertainment meets gambling – 1St Blog

About their history

Historical archives show us that the very first electronic sports tournament was organised at Stanford University in 1972, with about twenty participants challenging one another in a game called Spacewar! The prize was an annual subscription to Rolling Stone magazine, the promoter of the event.

Since then, the constant improvement of technology has caused the eSports phenomenon to develop and expand like wildfire, across different markets and target demographics, thanks also to the wide range of video games igniting competition such as FIFA, World of Warcraft and Fortnite.

Today, the eSports industry is worth a staggering $1.5 billion, thanks above all to the presence of multiple world tournaments (World Cyber Games, Electronic Sports World Cup and Dreamhack) national associations (Italy’s e-Sports Association, for example) and professional teams (from Italian Serie A teams with their respective eSports teams to Machete Gaming, founded by Hell Raton, member of Salmo’s Machete crew).

In 2017, an application was submitted for eSports to be admitted to the Olympic Games. The International Olympic Committee is considering this possibility, given the size of the market, the television revenues (matches are broadcast on Twitch and Sky) and the unique opportunity to bring the Olympics closer to millennials and Gen Z.

Fusion of iGaming and eSports

The growing interest in matches related to eSports tournaments has inevitably sparked the attention of iGaming’s big players, who have begun to appraise the most important competitions based on specific parameters such as the player’s skills, the video game, and the overall difficulty of the tournament.

To date, most international betting sites include a section dedicated to eSports, where gamblers can place their bets and enjoy the match streamed or on TV.

Fusion of iGaming and eSports – 1St Blog

Considerations for the future

If on the one hand the pandemic has exponentially increased the number of players and bets, on the other there is still relatively low investment in the world of iGaming and eSports compared to the current value of the electronic sports market around the world.

Investments in marketing are still low, often due to lack of interest, but the opportunity is very attractive, and all betting platforms should be considering jumping on the eSports bandwagon.

Are you a betting platform? Contact us for more information or to request a quote: we have the right strategy for you!

1Stop Translations at ICE London 2022

Our exciting experience at ICE London 2022

ICE London was the perfect opportunity to return to in-person meetings for the first time in two years, and it felt great seeing the stands packed with people. Not to mention the city of London, the setting for this extraordinary event.

We had a lot to share and we’re really happy we managed to do so with all our visitors, who came in large numbers. We met over 130 potential customers from 21 countries and 5 continents. It was very interesting to talk with them, to analyse the prospects and discuss future projects, to share the value that 1Stop Translations can offer by accompanying iGaming companies towards new goals and objectives.

1Stop Translations @ ICE LONDON 2022

It was exciting to meet our customers, to have a toast and a friendly chat with them. Some of the visitors became our customers during the pandemic, so we hadn’t yet had the chance to get to know them in person. Warm handshakes accompanied the satisfaction of finally being able to see each other in real life.

But there was much more at ICE: rediscovering the pleasure of being near other people, of associating human, three-dimensional faces to e-mails, video calls and Skype or Slack messages. OK, we’re getting a bit too personal now, but we really wanted to share it!

ICE London 2022

Here’s how it went at ICE 2022

First of all, our small but engaging stand. We received many compliments also thanks to the contribution of Sign It, our installation partner, who made sure we found upon arrival a stand perfectly in line with our expectations, with excellent visual impact and great attention to details. Really good work.

Right from the start, visitors showed a great deal of interest in our services. The slogan “Light Up Web3”, in combination with the series of services offered listed on the left wall of the stand, immediately communicated that we offer so much more than linguistic localisation.

In these years of hard work and fruitful relationships, many things have changed. We have grown and evolved from being a leading iGaming translation provider to a provider of over 30 integrated services oriented towards Digital Marketing, including emerging services such as NFT Marketing, Advergaming applied to the world of iGaming and Betting, SEO OUTREACH, for global on-line presence, and Influencer Marketing to initiate or consolidate the digital public relations structure.

Nearly two decades of experience in the sector allow us to nurture meaningful relationships and to provide advise on how to enter the Asian market or penetrate emerging African, Asian, and South American markets.

We created an internal department that meets all these needs, and we couldn’t wait to announce it at ICE. The result was a success!

Translations are and will always remain our key activity. We have been the leading company in the sector for 17 years, offering multilingual content marketing and high-quality language services.

Having said that, our minds and our creativity lead us towards the frontiers of the Metaverse, towards a new world full of opportunities.

Our name has become our mission: Now more than ever, 1Stop Translations is all you need—you needn’t go anywhere else!

NFT

Let’s talk about NFT Marketing

In this article, as we’re dealing with a highly innovative product, we’ll need to start with the basics. Let’s talk about NFT Marketing

The acronym NFT stands for “non-fungible token”, where “non-fungible” means “non-replicable”. An NFT, therefore, is a certificate of digital ownership of a digital “object” or item, non-physical but existing and unique, authenticated and registered via the blockchain process, which makes it non-modifiable and non-reproducible.

This technology is increasingly popular today, with applications in the world of online gaming for the production of unique and collectible digital objects, sometimes inside virtual worlds such as Decentraland.

More and more people are showing an interest in NFTs, digital artifacts to show off in your own Metaverse “land”, and NFT art is much loved by celebrities. One thing is certain: the whole process is safe, accessible and transparent on dedicated platforms. So, no Deep Web or Christie’s-style luxury auctions.

But how can companies integrate these innovations into their promotional planning?

Let’s talk about NFT Marketing.

NFT and value creation for brands

The success of these innovations comes not only from their fresh and disruptive character, but also from the fact that they perfectly meet the desires of potential customers: owning something unique that they can “show off” within a community that recognizes its value.

For example, a high fashion or luxury brand might decide to create NFTs of its new collection, at a more accessible price in the digital version than the physical one. This way, it will be significantly expanding its audience of potential buyers, who will now have access to a brand that has always been inaccessible to them in real life.

NFT Marketing
NFT Marketing

A strategy based on exclusivity, on that uniqueness factor which is the essential feature of the concept of NFTs.

These rules don’t just apply to B2C though. Even in B2B it’s possible to fully exploit the potential of such a flexible and dematerialized tool – just think of the digital companies that, in return for the purchase of an NFT, offer premium consulting packages or invitations to exclusive events.

How to structure an effective strategy

NFTs, therefore, can be deployed and promoted in brands’ digital marketing activities.

Transparency is key. It’s crucial to keep your potential customers clearly informed. Not everyone knows what NFTs are and what benefits they offer. Brands must indicate precisely how many “units” will be created, on which platform they will be available, and which additional benefits or services come with their possession.

The objectives of an NFT marketing campaign are different from a traditional campaign and must be studied and defined immediately, as they can directly influence the type, quantity and value of the tokens to be created.

A company, among its many possible goals, may wish to:

• Raise awareness of its brand and improve its reputation, creating a perception of itself as innovative and tech-savvy
• Generate new revenue streams, even on non-”canonical” personas
• Expand its product range and conduct research on new digital products
• Reach new audiences
• Offer services and event invitations
• Create a completely new user experience and channel for customer interaction
• Raise money for charity

The promotion

The campaign promotion can be done on traditional channels: SEO positioning, communication on social media, e-mail marketing and influencer marketing initiatives. In particular, Reddit and Discord seem to be the most heavily used social channels at the moment.

Special mention goes to an activity all too often neglected: co-marketing, which is achieving great results in the NFT world.

When a company producing “pop” goods collaborates with an online gaming and tech giant, success is usually guaranteed.

Brands need to provide clear terms and conditions proving what the customer bought, what rights they own and what rights they don’t.

An unsatisfactory user experience and difficulties or losses resulting from poorly designed software can damage the brand.

Brands with a strong environmental purpose should be aware of the environmental impact of NFTs, due to the excessive resource consumption of blockchains (such as Ethereum) that use the so-called proof-of-work mechanism, one of the most effective network security protocols that can consume a large amount of energy and that works as an entry gate that discourages attacks or abuse of users towards a client server.

community marketing

Community marketing: hugging makes the difference

What is a community?

For years we have been talking about community base marketing, i.e. the companies’ propensity to get closer to potential customers, becoming part of the group and approaching them as if they were real people.

This need comes from the end user’s tendency to drift away from the traditional marketing strategies and levers, such as “classical” advertising or influencer marketing, which are considered to be partially inflated.

As a consequence, the brand and, of course, the company behind it must “humanise”, get closer and actively participate as members of a community.

Before dealing with the specific way of approaching marketing more in detail, we need to clarify the concept of community, how it is born, and what its potentialities are.

A community is defined as a space, virtual or real, in which people share similar values and interests, and feel a connection or a belonging to something.

There are 3 essential values that reveal the belonging to a bran community:

awareness (acknowledgement of connections between people and distinctions from other groups)
rituals and traditions
sense of active commitment towards the community

Although such indicators apply to communities in general, in the case of a brand community they adjust to what a brand wants to communicate in its own identity.

Why do community marketing and what changes compared to the past?

Simply, community marketing leverages the human being’s natural propensity to aggregate, to feel part of something, providing values, messages, and meanings to share with the members of a group, online and offline.

Creating a community from scratches is a complex activity, therefore big brands often decide to directly enter a community which is already consolidated, choosing it precisely according to the values shared by the brand.

Pros and cons of community marketing

Pros:

better customer experience
high fidelity rate
word-of-mouth growth (the good old buzz marketing)
humanisation of the brand towards the customer

Cons:

– high competence specialisation
– medium/long-term strategy
– high effort

Community marketing: example of case study

Certainly, one of the most beautiful and interesting examples to follow and to talk about is the community marketing chosen and applied by Lego. A few years ago, the Danish company created a new category of brick products, called Lego Ideas.
The strategy is entirely directed to regular Lego users, and to creative people in general. Substantially, all that Lego does is challenging its customers to invent a new product from scratches by using their own pieces.
The strategy is structured so as to pass from offline (model building) to online; on the Lego website, anyone can vote for the best idea.

Guess what happens next? Yes, exactly: the idea that gets the most votes is SENT TO PRODUCTION, thus allowing everyone to buy it.

Examples of necessary tools

To implement a correct community marketing strategy, you need to use basic tools, without which it may become impossible to “engage” a community.

Of course, we are talking about the classical social media showcases like Facebook and Instagram, passing through messaging tools like Discord and Telegram, which allow to get in close contact with possible target customers and to interact like a real person.

Among the other methods, in connection with offline marketing, we would like to mention espousing a social cause, made of values shared with all the people belonging to the “pack”; organising live events (which are back at last), where it is possible to humanise the brand even more, to meet customers in person and to make them feel part of a big family.

Last but not least, let’s introduce the concept of GAMIFICATION

By now, gamification has been a must of marketing for years, taking advantage of some psychological levers to make people act in a certain way, promising gratification.

Moreover, implementing a gamification strategy contributes, in the world of social gaming, to create and consolidate the community. We will deepen this topic in the next content dedicated to the explosion of advergaming in the world.

Conclusions

For sure, community marketing will continue to be used over the years to come to transmit empathy towards the customers, constantly creating connections which go beyond the purchase, building customer loyalty and consolidating relationships between people.

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