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Welcome to this week’s edition of Quick Cuts, where we unpack the latest shifts in the marketing world. From the transformative power of AI driving efficiency gains to the tightening grip of privacy regulations reshaping data strategies, we explore the trends you need to stay ahead. We'll also explore the innovations in ecommerce that are improving user experience and why genuine, value-based influencer partnerships take centre stage. Let’s cut through the noise with insights that will keep your marketing agile and competitive!

<br><br>
## Cut 1/5: Privacy Regulations Continue to Shape Data Strategies
_Source: marketingweek_

![Privacy regulations](https://images.unsplash.com/photo-1520697830682-bbb6e85e2b0b?q=80&w=2370&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 As privacy regulations like GDPR and CCPA become more stringent, brands are re-evaluating their data collection and usage strategies. This shift is compelling marketers to prioritise transparency and consumer trust while adapting to new compliance requirements. The focus on ethical data practices is reshaping how brands approach customer engagement and loyalty programs, making it essential for marketers to stay informed about legislative changes that could impact their strategies.

**Action items for You:**

- **Prioritise Transparent Data Practices:** Implement clear, consumer-friendly privacy policies to build trust and avoid legal complications.
<br>*Tools:* Use OneTrust or TrustArc for GDPR and CCPA compliance.
- **Optimise Data Collection with Consent Management:** Ensure all data is collected with explicit user consent to stay compliant and maintain ethical standards.
<br>*Tools:* CookiePro or Usercentrics for consent management solutions.
- **Adapt Loyalty Programs:** Rebuild loyalty strategies around first-party data to enhance personalisation without compromising privacy.
- **Track Legislative Changes:** Keep up with [privacy law updates](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) and adapt your data strategies accordingly to remain ahead of regulatory demands.
- **Emphasise Customer Trust:** Communicate your commitment to ethical data use in marketing materials to enhance consumer confidence.

<br><br>
## Cut 2/5: AI's Role in Driving Marketing Efficiency Gains
_Source: marketinghub_

![AI role in efficiency gains](https://images.unsplash.com/photo-1518186285589-2f7649de83e0?q=80&w=2574&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Artificial intelligence is increasingly being adopted by brands to enhance marketing efficiency and personalisation. Recent reports indicate that 88% of marketers plan to invest in [AI tools](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) for [content creation](https://www.rhapsodymedia.com/production) and customer insights this year. This trend highlights the growing reliance on AI-driven analytics and automation, which enable brands to deliver more tailored experiences while optimising resource allocation. The integration of AI is seen as a crucial factor in maintaining competitive advantage in a rapidly evolving market.

**Action items for You:**

- **Leverage AI for Personalisation:** Use AI to tailor content and offers for individualised [customer experiences](https://www.rhapsodymedia.com/design/user-experience-design-ux) at scale.
<br>*Tools:* Platforms like Persado or Dynamic Yield for AI-driven content personalisation.
- **Automate Customer Insights:** Adopt AI analytics to gather deep insights into customer behavior and optimise targeting.
<br>*Tools:* Google Analytics 4, Salesforce Einstein.
- **Integrate AI in Content Creation:** Automate repetitive tasks like email content generation or social media posts to increase efficiency.
<br>*Tools:* Jasper or [Engine 2.0](https://www.rhapsodymedia.com/technology/engine) for AI-assisted content creation.
- **Optimise Ad Spend with AI:** Use AI algorithms to adjust bidding strategies in real-time for cost-effective ad campaigns.
<br>*Tools:* Google's Smart Bidding or Facebook's AI ad tools.
- **Test AI-Driven Campaigns:** Experiment with AI tools for marketing automation to stay competitive.

<br><br>
## Cut 3/5: E-commerce Platforms Innovate to Enhance User Experience
_Source: medium_

![VTEX e-commerce UX](https://images.unsplash.com/photo-1585144499819-651e1c1c97ec?q=80&w=2412&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 E-commerce platforms are innovating rapidly to improve user experiences, with features like [augmented reality (AR)](https://www.rhapsodymedia.com/blog/ecommerce-digital-marketing-strategy-best-tactics) product try-ons and personalised shopping recommendations becoming standard. Brands are investing heavily in technology that facilitates seamless online interactions, reflecting a broader trend towards enhancing [digital customer journeys](https://www.rhapsodymedia.com/blog/e-commerce-customer-journey-optimisation). This evolution in e-commerce not only caters to changing consumer preferences but also helps brands differentiate themselves in a crowded marketplace

**Action items for You:**

- **Invest in AR and VR Shopping Experiences:** Implement AR product try-ons to offer interactive, [immersive shopping experiences.](https://www.rhapsodymedia.com/blog/vr-stadium-experiences-deep-dive-into-vr-stadium-tours)
<br>*Examples:* AR VTEX inttegrations, Snapchat’s AR tools.
- **Personalise User Journeys:** Enhance your site’s recommendation engine to provide tailored product suggestions based on user behavior.
<br>*Tools:* [Connectif App](https://apps.vtex.com/connectif-connectif/p) for personalisation for VTEX 
- **Simplify Checkout Processes:** Streamline checkout and [payment gateways](https://developers.vtex.com/docs/guides/payments-integration-payment-methods) to reduce friction and boost conversion rates.
<br>*Examples:* PayPal One Touch, Stripe or Apple Pay.
- **Integrate Chatbots for Real-Time Support:** Deploy AI chatbots to assist customers during their shopping experience.
<br>*Tools:* [Chattigo for VTEX](https://apps.vtex.com/chattigopartnercl-chattigo-webchat-widget/p)
- **Optimise for Mobile:** Prioritise [mobile-first design](https://www.rhapsodymedia.com/development/web-development) to cater to the growing number of consumers shopping on their smartphones.

<br><br>
## Cut 4/5: Influencer Marketing Shifts Towards Authentic Engagement
_Source: researchgate_

![Influencer Marketing Authenticity](https://images.unsplash.com/photo-1522860747050-bb0c1af38ae9?q=80&w=2371&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 The landscape of influencer marketing is undergoing a significant transformation, with brands increasingly focusing on partnerships with micro-influencers who offer [authentic engagement](https://www.rhapsodymedia.com/blog/be-real-or-be-gone) with niche audiences. This shift is driven by consumer demand for genuine connections and relatable endorsements rather than celebrity endorsements. Brands are prioritising long-term relationships with influencers who align closely with their [values](https://www.rhapsodymedia.com/strategy/branding), enhancing trust and credibility within target markets.

**Action items for You:**

- **Partner with Micro-Influencers:** Focus on micro-influencers who have stronger, more authentic engagement with niche audiences.
<br>*Tools:* Use Aspire or Upfluence for finding and managing micro-influencer campaigns.
- **Build Long-Term Relationships:** Foster longer-term partnerships with influencers who align with your brand values for sustained credibility.
- **Track Authentic Engagement Metrics:** Move beyond follower counts to assess the genuine interaction rates of influencers.
<br>*Tools:* HypeAuditor or Traackr.
- **Co-Create Content:** Collaborate with influencers to create authentic, branded content that resonates with their audiences.
- **Focus on Value Alignment:** Ensure influencer partnerships reflect your [brand’s values](https://www.rhapsodymedia.com/strategy/branding) to build deeper trust with consumers.

<br><br>
## Cut 5/5: Social Media Advertising Spend Surges
_Source: statista_

![Social Media budget](https://images.unsplash.com/photo-1553285991-4c74211f5097?q=80&w=2370&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Social media advertising continues to see significant growth, projected to exceed $300 billion in 2024. This surge reflects the increasing importance of social platforms in marketing strategies as brands seek to engage consumers where they spend the most time online. The rise of video content and interactive ads on platforms like TikTok and Instagram is driving this trend, compelling marketers to adapt their strategies to leverage these dynamic formats effectively.

**Action items for You:**

- **Increase Investment in Video Ads:** Allocate more of your social media budget to video ads to capitalise on growing engagement with dynamic formats.
<br>*Tools:* TikTok Ads Manager, Instagram Video Ads.
- **Adopt Interactive Ad Formats:** Experiment with interactive and shoppable ads to drive engagement and conversions.
<br>*Tools:* Facebook Collection Ads, TikTok Shoppable Ads.
- **Utilise Platform-Specific Insights:** Leverage advanced targeting options on platforms like TikTok and Instagram to reach the right audience with tailored content.
<br>*Tools:* Meta Business Suite, TikTok Ads Manager.
- **Maximise ROI with Real-Time Bidding:** Use real-time bidding to optimise ad placements and get the most out of your social media spend.
<br>*Tools:* Google Ads, Facebook’s Dynamic Ads.
- **Monitor Ad Performance:** Continuously track the performance of your social media ads to refine your targeting and improve results.
<br>*Tools:* Sprout Social, Hootsuite Analytics.

<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
<br>
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<br>

Rhapsody's Quick Cuts #11: AI, Privacy, and E-commerce: Key Trends Shaping Marketing

It is clear that staying ahead requires some pretty sharp moves. From AI taking over customer service to celebs helping fintech brands make a splash, this quick guide will keep you from falling behind. And yes, even your cross-border e-commerce headaches might finally have a solution – no more currency conundrums or delivery dramas. Let’s dive in, shall we?

<br><br>
## Cut 1/3: Boost your cross-border e-commerce profits with these proven strategies
_Source: eCommerce Times_

![e-commerce cross boarder](https://plus.unsplash.com/premium_photo-1661774910035-05257f7d73a6?q=80&w=2000&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Retail is moving beyond traditional search to AI-powered conversations, with tools like chatbots and virtual assistants offering more intuitive and engaging ways for consumers to interact with brands. AI is enhancing customer experiences by providing faster, more personalised service. This shift is especially impactful in e-commerce, where brands can better meet customer needs through intelligent, real-time interactions.

**Action items for You:**

- **Localise Payment Systems:** Offer localised payment options to reduce cart abandonment and improve conversion rates in different regions.
- **Optimise Shipping Solutions:** Partner with regional carriers and implement AI-driven logistics to reduce shipping costs and delivery times.
- **Manage Currency Risk:** Use hedging strategies and multi-currency pricing models to minimise the impact of exchange rate fluctuations on profits.
- **Simplify Customs and Tax Compliance:** Use automated tools to navigate complex customs regulations and tax laws, reducing delays and extra costs for cross-border transactions.
- **Leverage Local Marketplaces:** Partner with established local marketplaces to gain faster access to new markets, improve trust with customers, and reduce entry costs.

## Cut 2/3: Shein and Zara revolutionise fast fashion with Livestream Shopping
_Source: eMarketer_

![Shein Zara Fashion live streamingrtyu](https://images.unsplash.com/photo-1641077818079-bddd919402bf?q=80&w=1925&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Fast fashion giants Shein and Zara are leveraging the growing trend of [livestream](https://www.rhapsodymedia.com/blog/live-video-streaming-services-rhapsody) shopping to engage customers and drive sales. [Livestream](https://www.rhapsodymedia.com/production/live-streaming) shopping combines real-time interaction and entertainment, creating a more [immersive](https://www.rhapsodymedia.com/blog/vr-stadium-experiences-deep-dive-into-vr-stadium-tours) shopping experience. These brands are using this tactic to deepen customer engagement, promote limited-time offers, and showcase new collections directly to a global audience.

**Action items for You:**

- **Adopt Livestream Platforms:** Integrate livestream shopping into your marketing strategy to create a real-time, interactive shopping experience.
- **Showcase Limited-Time Offers:** Use livestream events to highlight exclusive deals and products, encouraging impulse purchases.
- **Involve Influencers:** Collaborate with influencers to host livestreams and attract a wider audience with their trusted voices.
- **Engage Viewers with Real-Time Q&A:** Enhance the customer experience by answering questions and showcasing products based on audience requests during the livestream.
- **Track Performance Metrics:** Analyse engagement rates, conversion metrics, and audience feedback after each livestream to refine future events and maximise ROI.

Get a behind-the-scenes look at live broadcast production in our [Lakeland Case Study](https://www.rhapsodymedia.com/our-work/lakeland)

## Cut 3/3: PayPal, Klarna, and Chime use celebrities to boost fintech brand loyalty
_Source: Digiday_ 

![PayPal Klarna Chime celebrities fintech](https://images.unsplash.com/photo-1509017174183-0b7e0278f1ec?q=80&w=2071&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)

🚀 Fintech companies PayPal, Klarna, and Chime are using celebrity endorsements to enhance brand recognition and attract younger audiences. These brands are betting on the influence of A-list stars to differentiate themselves in a crowded marketplace. By tapping into pop culture, fintech companies hope to build emotional connections with consumers and stand out from competitors.

**Action items for You:**

- **Leverage Celebrity Endorsements:** Partner with A-list celebrities who resonate with your target demographic to increase brand appeal and trust.
- **Create Culturally Relevant Campaigns:** Align marketing efforts with cultural trends and pop culture to stay top of mind with younger audiences.
- **Focus on Emotional Connections:** Use storytelling in campaigns to build stronger emotional connections between consumers and your brand.
- **Utilise Social Media for Maximum Reach:** Amplify the impact of celebrity endorsements through strategic use of social media platforms and influencer posts.
- **Track Campaign ROI:** Monitor the performance of celebrity-led campaigns using metrics like engagement rates and conversion tracking to ensure effective use of marketing budgets.

<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
<br>
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<br>

Quick Cuts #13: Master retail AI, cross-border profits, and fintech celebrity power

This week’s Quick Cuts takes you on a whirlwind tour of the latest marketing moves and [tech](https://www.rhapsodymedia.com/technology) updates you can't afford to miss. From B2B marketers going all-in on video to Instagram doubling down on carousel content, we’ve got the insights to help you stay sharp. We’re also decoding Google’s latest shake-ups—from algorithm tweaks to the end of Smart Campaigns—and how you can turn these changes into opportunities. Let’s cut through the noise and get straight to the strategies that will keep you on top in the marketing landscape.

<br><br>
## Cut 1/5: B2B Marketers Shifting Focus to Video Content:
_Source: ignitevisibility.com_

![Video content b2b](https://images.unsplash.com/photo-1599240211563-17590b1af857?q=80&w=2940&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3DD)
_Photo: Unsplash_

🚀 A recent report indicates that 46% of B2B marketers are planning to increase their social media content, particularly through [video](https://www.rhapsodymedia.com/production/video-production). This shift underscores the growing recognition of video as a vital tool for engaging audiences, enhancing [brand awareness](https://www.rhapsodymedia.com/strategy/branding), and nurturing leads. Marketers are expanding their video distribution strategies across various platforms, including social media and dedicated video hosting sites, to maximize reach and impact.

**Action items for You:**

- **Prioritize Video in Content Strategy:** Elevate your brand’s visibility by integrating video as a core component of your social media strategy, leveraging its power to engage and convert.
- **Diversify Video Distribution:** Expand your video reach by utilizing multiple platforms like LinkedIn, YouTube, and industry-specific hosting sites to target different audience segments.
- **Invest in Quality Video Production:** Ensure that your videos are not just frequent but also of high quality, as this directly influences audience retention and brand perception.
- **Use Video to Nurture Leads:** Incorporate video in your lead nurturing process, from explainer videos to case studies, to guide prospects through the buyer journey.
- **Analyze Video Performance:** Continuously monitor and analyze video performance metrics to optimize content and maximize ROI.


<br><br>
## Cut 2/5: Google's August 2024 Core Update:
_Source: ignitevisibility.com_

![SEO update analytics](https://images.unsplash.com/photo-1686061594225-3e92c0cd51b0?q=80&w=2942&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀  Google has initiated its August 2024 Core Update, which is causing significant fluctuations in website rankings across multiple industries. Early indications suggest that some lower-ranking sites are improving, while previously high-ranking sites may experience declines. This update emphasizes the importance of [high-quality, user-centered content](https://www.rhapsodymedia.com/production), prompting marketers to reassess their strategies to maintain visibility and traffic

**Action items for You:**

- **Audit and Update Content:** Conduct a thorough content audit to identify and improve underperforming pages, ensuring alignment with Google's quality standards.
- **Focus on User-Centered Content:** Prioritize the creation of user-centered, high-quality content that answers your audience's needs and queries.
- **Monitor Ranking Changes:** Keep a close eye on your site’s ranking fluctuations post-update to quickly adapt your SEO strategy.
- **Enhance Technical SEO:** Strengthen your website’s technical SEO, ensuring fast load times, mobile responsiveness, and proper indexing to maintain ranking.
- **Engage in Continuous Learning:** Stay updated with Google’s algorithm changes to proactively adjust your content strategy and retain search visibility.

<br><br>
## Cut 3/5: Google Phasing Out Smart Campaigns:
_Source: ignitevisibility.com_

![Google Ads](https://images.unsplash.com/photo-1662947203459-64edab687c3d?q=80&w=3028&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 In a major shift, Google announced it will phase out Smart Campaigns in favor of its newer Performance Max platform. This transition aims to leverage AI for optimizing ad performance across all Google inventory, including Search, Display, and YouTube. Advertisers, particularly small and medium-sized businesses, will need to adapt to this AI-driven approach, which promises improved campaign management but requires familiarity with new tools

**Action items for You:**

- **Transition to Performance Max:** Begin transitioning your ad campaigns to Google’s Performance Max platform to stay ahead of the curve.
- **Leverage AI Optimization:** Utilize AI-driven insights from Performance Max to enhance ad targeting and performance across Google’s vast inventory.
- **Educate Your Team:** Ensure your marketing team is trained on the new tools and features within Performance Max for a seamless transition.
- **Monitor Campaign Performance:** Closely track the performance of campaigns on Performance Max to understand its impact and optimize accordingly.
- **Adapt Budget Allocations:** Reassess your ad spend to align with the new capabilities of Performance Max, ensuring efficient use of your marketing budget.
<br><br>

## Cut 4/5: Growth of In-Feed Shopping:
_Source: multiple_

![Shocial shopping, in-feed shopping](https://images.unsplash.com/photo-1524508762098-fd966ffb6ef9?q=80&w=2940&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 [Social media](https://www.rhapsodymedia.com/our-work/huawei) platforms are enhancing their shopping features, allowing users to purchase products directly through in-feed posts. This trend is particularly beneficial for e-commerce brands, as it streamlines the shopping experience and drives conversions directly from social media content.

**Action items for You:**

- **Integrate In-Feed Shopping into Social Strategy:** Begin incorporating shoppable posts on platforms like Instagram and Facebook to reduce the steps between discovery and purchase, making it easier for users to buy directly. Use Instagram Shopping and Facebook Shops to tag products in your posts and stories.
- **Leverage High-Quality Visual Content:** Invest in high-quality, visually appealing content that showcases your products in real-life scenarios to entice users to purchase directly from the feed. Use tools like Canva or Adobe Spark to create eye-catching visuals, or collaborate with influencers who excel in lifestyle content.
- **Optimize Product Tags and Descriptions:** Ensure product tags and descriptions are clear, engaging, and optimized for search within social platforms to make your products easily discoverable. Utilize Later or Hootsuite for planning and optimizing your in-feed posts with the right tags and descriptions.
- **Monitor and Analyze Shopping Insights:** Regularly track the performance of your shoppable posts to understand what resonates with your audience and optimize your strategy accordingly. Use platform-specific analytics (e.g., Instagram Insights, Facebook Analytics) to monitor engagement and conversion rates of your shoppable content.
- **Test and Iterate on Shopping Features:** Experiment with different formats (e.g., carousels, videos, stories) and shopping features to see what drives the most engagement and sales. Try Instagram Reels with product tags or Facebook Live Shopping to create interactive, real-time shopping experiences that encourage immediate purchases.
<br><br>

## Cut 5/5:  Instagram Expands Carousel Feature:
_Source: Meta_

![Instagram ads](https://images.unsplash.com/photo-1595039838779-f3780873afdd?q=80&w=2940&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 [Instagram](https://www.rhapsodymedia.com/blog/be-real-or-be-gone) has increased the maximum number of frames allowed in carousel posts from 10 to 20. This update offers brands greater flexibility in content creation, enabling them to deliver more comprehensive [storytelling](https://www.rhapsodymedia.com/blog/the-art-of-product-storytelling-in-a-digital-world) and engaging campaigns within a single post. This change could significantly enhance audience interaction and [effectiveness](https://www.rhapsodymedia.com/strategy/marketing) of marketing efforts on the platform.

**Action items for You:**

- **Expand Content in Carousel Posts:** Take advantage of the increased frame limit to create more detailed and engaging carousel posts that tell a comprehensive story.
- **Enhance Storytelling:** Use the additional frames to build richer narratives or showcase multiple aspects of a product or campaign in a single post.
- **Increase Engagement with Interactive Content:** Incorporate interactive elements such as polls, quizzes, or user-generated content within your carousel to boost engagement.
- **Test Different Formats:** Experiment with various content formats in the extended carousel, such as tutorials, step-by-step guides, or before-and-after showcases.
- **Track Carousel Performance:** Monitor the performance of carousel posts to understand how the expanded format impacts user engagement and adjust your strategy accordingly.


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
<br>
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<br>

Rhapsody's Quick Cuts #10: Google’s Algorithm Bombshell and Why Video is the New King in B2B

Buckle up, marketers! This edition of Quick Cuts is your express ticket to the future of [brand building](https://www.rhapsodymedia.com/strategy/branding). We're diving headfirst into the [trends](https://www.rhapsodymedia.com/blog/rhapsody-s-quick-cuts-4-display-ads-ai-scepticism-top-marketing-trends-2024) that are reshaping the marketing landscape – from the ethical dilemmas of AI to the unwavering power of purpose. Get ready to rethink, restrategise, and reignite your brand's connection with the ever-evolving consumer.

<br><br>
## Cut 1/5: The Evolving Role of Brand Purpose in Marketing
_Source: MarketingProfs_

![Rhapsody's Quick Cuts #9](https://images.unsplash.com/photo-1455849318743-b2233052fcff?q=80&w=3269&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Brand purpose has become a central theme in marketing as consumers increasingly seek [authenticity](https://www.rhapsodymedia.com/blog/be-real-or-be-gone) and social responsibility from brands. Companies are re-evaluating their missions to resonate with customer values. This shift is not just about profit but about creating lasting connections with consumers who prioritize ethics and sustainability. Brands that successfully align their messaging with genuine purpose can enhance [loyalty](https://www.rhapsodymedia.com/strategy/creative) and drive [engagement](https://www.rhapsodymedia.com/our-work/semrush).

**Key takeaways:**
- Brand purpose enhances customer loyalty and engagement.
- Authenticity in messaging is crucial for modern consumers.
- Companies need to align their missions with societal values.
- Purpose-driven brands can differentiate themselves in crowded markets.
- Successful implementation requires genuine commitment, not just marketing tactics.

**Action items for You:**

- **Align Product Innovations with Purpose:** Integrate your brand's purpose into product development. [Launch new products or services](https://www.rhapsodymedia.com/blog/Pre-launch-marketing-strategy-saas) that directly address societal challenges, demonstrating your commitment beyond messaging and fostering [deeper consumer connections](https://www.rhapsodymedia.com/strategy/creative).
- **Measure Impact, Not Just Engagement:** Develop metrics that track the social or environmental impact of your brand purpose initiatives. Use these insights to enhance campaigns and authentically communicate your brand's contributions to societal goals.
- **Storytelling with Purpose:** Craft [compelling narratives](https://www.rhapsodymedia.com/production/copywriting) around real-life stories of how your brand purpose has positively impacted individuals or communities. Use these stories to create content that resonates emotionally, reinforcing brand loyalty.
- **Collaborate for Greater Good:** Partner with non-profits, NGOs, or other brands that share your purpose. Co-create campaigns or initiatives that amplify your impact, enhancing your brand's credibility and reach in the process.
- **Purpose-Driven Customer Engagement:** Build loyalty programs or exclusive customer communities around your brand purpose. Reward customers for their contributions to your shared mission, turning them into passionate advocates.


<br><br>
## Cut 2/5: Navigating the New Landscape of Digital Advertising
_Source: AdWeek_

![Rhapsody's Quick Cuts #9](https://plus.unsplash.com/premium_photo-1676618539992-21c7d3b6df0f?q=80&w=3264&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀  Digital advertising is undergoing significant changes due to evolving consumer privacy laws and platform regulations. Marketers must adapt their strategies to maintain effectiveness while respecting user privacy. Transparency and trust in advertising, as well as the use of proprietary data in targeted campaigns, are extremely important. Brands that prioritise ethical advertising practices are likely to strengthen relationships with their audiences.

**Key takeaways:**
- Consumer privacy laws are reshaping digital advertising strategies.
- Transparency and trust are essential for effective marketing.
- First-party data is becoming increasingly valuable for targeting.
- Ethical advertising practices can enhance brand reputation.
- Marketers need to stay informed about regulatory changes.

**Action items for You:**

- **Innovate with Privacy-Centric Ad Experiences:** Develop creative ad formats that prioritise user privacy. Explore [non-intrusive, value-added content](https://www.rhapsodymedia.com/blog/the-power-of-content-repurposing) like interactive quizzes or educational tools that engage users while respecting their data preferences.
- **Turn Transparency into a Competitive Advantage:** Make transparency a cornerstone of your [advertising strategy.](https://www.rhapsodymedia.com/strategy/marketing) Clearly communicate how you handle user data, and offer users control over their ad experiences. Use this as a differentiator to build trust and brand preference.
- **Leverage Ethical Data Partnerships:** Form strategic alliances with ethical data providers to access high-quality first-party data. Use this data to create hyper-targeted campaigns that respect user privacy while driving better conversion rates.
- **Create a Brand Data Pledge:** Publicly commit to ethical data practices through a "brand data pledge." Promote this pledge across your marketing channels, reassuring customers of your commitment to their privacy and using it as a brand loyalty driver.
- **Experiment with Contextual Targeting:** As third-party cookies phase out, focus on contextual targeting that aligns your ads with relevant content rather than personal data. This approach respects privacy while maintaining relevance and engagement.

<br><br>
## Cut 3/5: AI for Brand Marketing Success (Again)
_Source: HubSpot Blog_

![Rhapsody's Quick Cuts #9](https://plus.unsplash.com/premium_photo-1700482758020-6332a298ad09?q=80&w=3348&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 [Artificial intelligence (AI) ](https://www.rhapsodymedia.com/blog/rqc-new-platforms-ai-innovations-iconic-brand-strategies)is transforming brand marketing by enabling personalised customer experiences and data-driven decision-making. Let's highlight various AI tools that can enhance content creation, customer service, and analytics. Brands that effectively [integrate AI](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) into their marketing strategies can improve efficiency and gain deeper insights into consumer behavior, ultimately driving better engagement and conversions.

**Key takeaways:**
- AI tools can personalise customer experiences significantly.
- Data-driven decision-making enhances marketing effectiveness.
- AI improves efficiency in content creation and customer service.
- Brands can gain deeper insights into consumer behavior through AI.
- Integration of AI is crucial for staying competitive in marketing.

**Action items for You:**

- **Humanise AI-Powered Interactions:** Use AI to create personalized, yet human-feeling, customer interactions. Train AI tools to reflect your brand voice and values, ensuring they enhance rather than replace the human touch.
- **AI-Driven Creative Insights:** Implement AI tools to analyse creative performance across campaigns. Use these insights to continuously refine your messaging, design, and content strategies based on real-time consumer behavior.
- **Automate for Agility:** Utilise AI to automate routine marketing tasks like A/B testing, customer segmentation, and content distribution. Free up your team to focus on strategic, creative work that AI cannot replicate.
- **Personalised AI Content Journeys:** Create AI-driven customer journeys that adapt in real-time based on user interactions. Tailor content, offers, and communications dynamically to increase relevance and engagement at each touchpoint.
- **AI-Ethics as a Marketing Message:** Promote your brand’s ethical use of AI. Highlight how your AI practices respect privacy, enhance [customer experiences](https://www.rhapsodymedia.com/design/user-experience-design-ux), and avoid bias, positioning your brand as a responsible tech adopter.
<br><br>

## Cut 4/5: The Importance of Brand Storytelling in 2025
_Source: Forbes Marketing_

![Rhapsody's Quick Cuts #9](https://images.unsplash.com/photo-1567598110120-04e7c2390863?q=80&w=3270&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 As consumer attention spans shorten, [effective brand storytelling](https://www.rhapsodymedia.com/strategy/branding) has become vital for capturing interest and fostering [emotional connections](https://www.rhapsodymedia.com/blog/bias-in-design-thinking-and-ai). Develop techniques to create compelling narratives that resonate with your target audience. Brands that master storytelling can differentiate themselves and create memorable experiences, leading to increased brand loyalty and advocacy.

**Key takeaways:**
- Compelling storytelling captures consumer interest and attention.
- Emotional connections through narratives enhance brand loyalty.
- Differentiation in a crowded market is achieved through unique stories.
- Techniques for effective storytelling are essential for marketers.
- Memorable experiences can drive customer advocacy.

**Action items for You:**

- **Interactive Storytelling Experiences:** Develop interactive storytelling formats, such as [immersive videos](https://www.rhapsodymedia.com/blog/vr-stadium-experiences-deep-dive-into-vr-stadium-tours) or [gamified narratives](https://www.rhapsodymedia.com/blog/rqc-6-brands-revolutionising-marketing-olympics-pop-culture-gamification), that allow consumers to participate in the brand story. This approach can increase engagement and create memorable experiences.
- **Micro-Story Campaigns:** Break down your brand story into micro-stories tailored to specific audience segments. Use these short, impactful [narratives](https://www.rhapsodymedia.com/blog/the-art-of-product-storytelling-in-a-digital-world) across different platforms to build a cohesive yet diverse brand narrative.
- **User-Generated Storytelling:** Encourage your customers to share their stories related to your brand on social media. Feature the most compelling ones in your campaigns, turning authentic customer experiences into powerful brand endorsements.
- **Data-Driven Narrative Optimization:** Use data analytics to identify which elements of your stories resonate most with audiences. Continuously refine your storytelling approach based on this feedback to increase relevance and emotional impact.
- **Storytelling as a Service:** Offer your storytelling expertise to partners or clients as a service. Help them craft their brand narratives in a way that aligns with your values, creating symbiotic relationships and additional revenue streams.
<br><br>

## Cut 5/5: The Latest Trends Shaping Brand Marketing
_Source: Marketing Dive_

![Rhapsody's Quick Cuts #9](https://images.unsplash.com/photo-1657310216811-fa2fb45372e1?q=80&w=3270&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 The marketing landscape is rapidly evolving, with several key trends emerging for 2025. These include a focus on [sustainability](https://www.rhapsodymedia.com/our-work/burger-king), the rise of experiential marketing, and the integration of technology in brand interactions. Marketers must be agile and innovative to adapt to these trends, ensuring their strategies align with changing consumer expectations and behaviors.

**Key takeaways:**
- Sustainability is becoming a core focus for [brand marketing.](https://www.rhapsodymedia.com/strategy/marketing)
- Experiential marketing is on the rise, enhancing customer engagement.
- Technology integration is crucial for modern brand interactions.
- Marketers need to be agile and innovative in their [strategies.](https://www.rhapsodymedia.com/strategy)
- Understanding consumer expectations is key to successful branding.

**Action items for You:**

- **Sustainability as a Core Business Strategy:** Go beyond marketing sustainability—embed it into your business model. Launch initiatives that not only reduce your environmental footprint but also actively contribute to sustainability, setting new industry standards.
- **Hybrid Experiential Campaigns:** Combine digital and physical experiences to create hybrid campaigns that engage customers across multiple touchpoints. This approach can elevate traditional experiential marketing with the scale and precision of digital channels.
- **Tech-Enabled Brand Loyalty Programs:** Develop loyalty programs that leverage emerging technologies like blockchain for transparency, AI for personalization, and gamification for engagement. Use these programs to build deeper, longer-lasting customer relationships.
- **Agile Campaign Planning:** Shift from long-term campaign planning to an agile model where you can rapidly respond to market changes and trends. This flexibility will allow you to capitalize on emerging opportunities and consumer behaviors more effectively.
- **Predictive Consumer Insights:** Invest in predictive analytics tools to anticipate consumer trends and behaviors. Use these insights to stay ahead of the curve, tailoring your marketing strategies to meet evolving [consumer expectations before your competitors.](https://www.rhapsodymedia.com/our-work/moke)


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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<br>

Rhapsody's Quick Cuts #9: The Future of Brand Marketing - 5 Essential Strategies for Success

<br><br>
Here are the latest insights on leveraging AI in marketing, boosting your online presence, and enhancing marketing strategies. Actionable tips and key takeaways tailored for modern marketers. See what tickled our fancy this week.

<br><br>
## Cut 1/3: AI Integration in Marketing
![AI in marketing](https://images.pexels.com/photos/18069365/pexels-photo-18069365.png)

🚀 As [AI](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) becomes increasingly integrated into [marketing strategies](https://www.rhapsodymedia.com/strategy/marketing), its role spans from [content creation](https://www.rhapsodymedia.com/production) to ad delivery. Marketers must balance the use of AI with authenticity and [creativity](https://www.rhapsodymedia.com/strategy/creative), ensuring that their campaigns resonate with audiences while leveraging [new technologies](https://www.rhapsodymedia.com/technology). This shift necessitates a reevaluation of traditional marketing principles to adapt to evolving consumer behaviors.

**Key takeaways:**
- AI is reshaping content creation and ad strategies.
- Authenticity remains crucial in marketing efforts.
- Streaming ad spend is on the rise, shifting focus from traditional media.
- Building trust with audiences is essential amid technological changes.
- Marketers should embrace innovation while maintaining core marketing principles.

**Action items for You:**
- Explore AI tools to enhance [content creation](https://www.rhapsodymedia.com/production) and targeting.
- Assess current marketing strategies for authenticity and engagement.
- Invest in [streaming](https://www.rhapsodymedia.com/blog/live-video-streaming-services-rhapsody) ad placements to reach modern audiences.
- Develop transparent communication strategies to build trust.
- Regularly review and adapt marketing principles to align with technological advancements.


<br><br>
## Cut 2/3:  Maximize Online Presence Now
![Online presence](https://images.pexels.com/photos/3769021/pexels-photo-3769021.jpeg?auto=compress&cs=tinysrgb&w=1260&h=750&dpr=1)

🚀 Enhancing online visibility is crucial for business success, requiring accurate local listings and consistent [branding](https://www.rhapsodymedia.com/strategy/branding). Leveraging [seasonal trends](https://www.rhapsodymedia.com/our-work/lidl-gb) and engaging with the community can [boost customer engagement ](https://www.rhapsodymedia.com/our-work/semrush)and strengthen local presence.

**Key takeaways:**
- Consistent online listings boost visibility and search rankings.
- [Seasonal campaigns](https://www.rhapsodymedia.com/our-work/lidl-gb) can enhance [customer engagement](https://www.rhapsodymedia.com/our-work/semrush).
- Community engagement can strengthen local presence and trust.
- Local marketing strategies are vital for [brand awareness](https://www.rhapsodymedia.com/strategy/branding).
- [Creativity](https://www.rhapsodymedia.com/blog/be-real-or-be-gone) in promotions can differentiate brands in competitive markets.

**Action items for You:**
- Audit and update your business's local listings for accuracy.
- Plan a [seasonal](https://www.rhapsodymedia.com/blog/power-of-colour-emotional-design) marketing campaign to boost engagement.
- Organize or participate in community events to strengthen local ties.
- Utilize social media to promote festive offers and events.
- Explore partnerships to enhance local marketing efforts.

<br><br>
## Cut 3/3: AI Boosts Hotel Marketing
[Source](https://www.hoteldive.com/news/how-hotels-can-leverage-ai-to-boost-brand-awareness/721961/)
![AI hotel marketing](https://images.pexels.com/photos/3144580/pexels-photo-3144580.jpeg?auto=compress&cs=tinysrgb&w=1260&h=750&dpr=1)

🚀 Hotels can use [AI ](https://www.rhapsodymedia.com/blog/rqc-new-platforms-ai-innovations-iconic-brand-strategies)to enhance brand awareness and marketing effectiveness by analyzing data and tailoring strategies to meet customer preferences. Innovative approaches like [storytelling](https://www.rhapsodymedia.com/blog/the-art-of-product-storytelling-in-a-digital-world) and [immersive](https://www.rhapsodymedia.com/blog/compelling-content-how-to-leverage-the-potential-of-digital-experiences) experiences engage guests and drive repeat business, all while maintaining ethical standards.

**Key takeaways:**
- AI can analyze data to refine marketing strategies.
- Ethical considerations are crucial when using AI in marketing.
- Tailored experiences can enhance guest engagement.
- Storytelling and [immersive](https://www.rhapsodymedia.com/development/mobile-apps) experiences are effective marketing tools.
- Understanding customer preferences is key to driving [loyalty](https://www.rhapsodymedia.com/blog/e-commerce-customer-journey-optimisation).

**Action items for You:**
- Implement [AI tools](https://www.rhapsodymedia.com/technology/engine) for data analysis in marketing strategies.
- Ensure ethical practices in your AI applications.
- Develop personalized marketing campaigns based on [customer insights](https://www.rhapsodymedia.com/insights).
- Utilize storytelling in your brand messaging to connect with guests.
- Regularly gather and analyze customer feedback to refine offerings.


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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<br>

Rhapsody's Quick Cuts #5: Be online, be local, be AI-friendly

<br><br>
Welcome to this week's Quick Cuts, where we dive into the most impactful developments in marketing and technology. From the resilience of display ads to consumer scepticism toward AI, and the latest trends driving the industry forward, we provide actionable insights to help you stay ahead.

<br><br>
## Cut 1/3: Rise of Display Ads Despite Challenges
[Source](https://digiday.com/marketing/cmo-strategies-a-guide-to-display-ads-benefits-obstacles-and-trends/)
![First.png](https://digiday.com/wp-content/uploads/sites/3/2024/05/positive-strategy-digiday.gif)

🚀 [Display advertising](https://www.rhapsodymedia.com/our-work/amazon) remains a cornerstone of digital marketing, with significant investments continuing despite challenges such as the deprecation of third-party cookies and brand safety concerns. Programmatic advertising and email newsletter sponsorships are particularly popular.

**Action items for You:**
- Optimise [Digital](https://www.rhapsodymedia.com/strategy/digitization) Advertising Spend
- Industry: E-commerce, Retail, [Technology](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=technology)
- Strategy: Invest in programmatic advertising and email newsletter sponsorships to maximise reach and engagement. Address brand safety concerns by using AI to monitor and optimise ad placements.
- Implementation: Partner with digital ad platforms that offer advanced targeting and reporting capabilities. Regularly review campaign performance and adjust strategies based on data insights.

<br><br>
## Cut 2/3:  Consumer Scepticism Towards AI in Marketing
[Source](https://www.forbes.com/sites/cmo/2024/05/22/why-marketers-seem-slow-to-adopt-new-technology/)
![Zrzut ekranu 2024-07-22 o 18.57.15.png](https://rhapsody.ams3.digitaloceanspaces.com/d66f32c03662d3252dcff85185fada66.png)

🚀 Despite the hype around [AI](https://www.rhapsodymedia.com/blog/bias-in-design-thinking-and-ai), a significant portion of consumers remains skeptical about its benefits in enhancing customer experience. Marketers need to balance AI integration with human interactions to maintain consumer trust and engagement.

**Action items for You:**
- Balance AI with Human Interaction
- Industry: [Luxury Goods](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=consumer-goods), Pharma, Sport
- Strategy: Integrate AI technologies to enhance customer experience but ensure that human interactions remain a key component. Use AI for data analysis and routine tasks while reserving human touchpoints for personalised customer service.
- Implementation: Implement AI chatbots for initial customer queries but provide easy access to human representatives for more complex issues. Train customer service teams to handle escalations effectively.

<br><br>
## Cut 3/3:  Top Marketing Trends and Technologies for 2024
[Source](https://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-Top-Marketing-Trends-and-Technologies-for-2024-Marketers-Adjust-to-Dramatic-Market-Shifts-164815.aspx)
![First.png](https://dzceab466r34n.cloudfront.net/Images/ArticleImages/165251-feature-Top100-marketing-JulAug24-ORG.jpg)

🚀 Marketers are increasingly focusing on unifying customer data, embracing AI, and enhancing personalisation. However, challenges remain, such as the complexity of integrating new technologies and the shift of marketing functions to IT roles. The [martech](https://www.rhapsodymedia.com/technology) landscape continues to expand, with a notable emphasis on returning to marketing fundamentals.

**Action items for You:**
- Return to Marketing Fundamentals
- Industry: [All](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=all)
- Strategy: Focus on building a strong brand, telling compelling stories, and delivering clear messages. Utilise established digital tools like web and email, which have proven longevity and effectiveness.
- Implementation: Invest in content creation that emphasises[ brand values](https://www.rhapsodymedia.com/strategy/branding) and storytelling. Use email marketing to maintain direct communication with customers and leverage web analytics to optimise online presence.


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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<br>

Rhapsody's Quick Cuts #4: Display Ads, AI Scepticism, and 2024's Top Marketing Trends

Welcome to Quick Cuts #16. This edition dives into the fascinating psychology behind viral content, explores the rising popularity of "edutainment" content, and sheds light on the controversial  "kindness content" phenomenon on TikTok. Buckle up and get ready to unlock the secrets behind the internet's latest buzz!

<br><br>
## Cut 1/3: The Psychology of Viral Content
_Source: Contently_

![The Psychology of Viral Content](https://rhapsody.ams3.digitaloceanspaces.com/15615ea47c81742793f8abd4d4f19b3e.jpg)
_Photo: Pixabay_

🚀 Ever wonder why certain content explodes online while others fizzle out? The answer lies in human psychology.

**Emotional Rollercoaster:** Content that evokes strong emotions like joy, outrage, or awe is more likely to be shared.

**Nostalgia Trip:** People love a walk down memory lane! Content that evokes nostalgia can be a powerful tool.

**Practical Value:** Sharing content that makes someone look smart or helpful is a win-win. Users want to be seen as valuable resources.

**Action items for You:**

<u>Identify Your Audience's Deep-Seated Emotions:</u> 

- **Understand their pain points:** What challenges do they face? What are their fears and aspirations?
- **Tap into their values:** What do they care about? What causes do they support?
- **Create content that resonates:** Develop content that addresses their emotions and aligns with their values.

<u>Leverage the Power of Storytelling:</u>

- **Craft compelling narratives:** Tell stories that engage your audience on an emotional level.
- **Use vivid imagery:** Paint a picture in the reader's mind with descriptive language.
- **Create relatable characters:** Make your audience feel connected to the characters in your stories.

## Cut 2/3: “Edutainment” Content
_Source: NetInfluencer_

![“Edutainment” Content](https://rhapsody.ams3.digitaloceanspaces.com/26c1f6cd1acd46404666a3b6d3bd3421.jpg)
_Photo: Pixabay_

🚀 Consumers today want their brand content to be both informative and entertaining.

A new report by Sprout Social reveals a surprising trend: 66% of social media users prefer "edutainment" content from brands. This means they want content that educates them about a product or service while also being engaging and enjoyable.

**Action items for You:**

- Audit your [content](https://www.rhapsodymedia.com/services/strategy/copywriting) strategy: Does it incorporate edutainment? Can you add humor, storytelling, or interactive elements to your content?
- Diversify your content: Experiment with different formats like videos, images, and text posts to see what resonates best with your audience on specific platforms.
- Invest in content creation: High-quality visuals and engaging storytelling can capture attention and boost engagement.

## Cut 3/3: The Dark Side of Kindness Content on TikTok
_Source: FastCompany_

![The Dark Side of Kindness Content on TikTok](https://rhapsody.ams3.digitaloceanspaces.com/4ad02b4f541bf2a879fa8f28fbe5b119.jpg)
_Photo: Pixabay_

🚀 While seemingly heartwarming, a growing trend of "kindness content" on TikTok is facing criticism. Content creators like Jimmy Darts film themselves giving away large sums of money to strangers. These videos often go viral, attracting millions of views and potentially boosting the creator's income.

This trend raises questions about the ethics of online "charity" and the line between genuine kindness and self-promotion.

**Action items for You:**

- Think critically about kindness content: Consider the motivations behind such videos and the potential impact on those involved.
- Support ethical giving: Research charities that align with your values and donate directly, not through online influencers.


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us)
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<br>

Quick Cuts #16: The Psychology of Viral, Kindness on TikTok, and “Edutainment” Content

Marketers today have access to more tools and channels than ever before, but it’s easy to get lost in the noise. The real challenge? Standing out in a sea of competing content. Whether you’re fine-tuning your messaging strategy, building a brand for the long haul, or leveraging YouTube’s reach, mastering these essential marketing tactics can make all the difference. Let’s dive into three proven strategies that will give your brand the edge it needs in 2025.

<br><br>
## Cut 1/3: How person-first messaging will transform your brand’s owned channels
_Source: AdWeek_

![Person First Messaging](https://images.unsplash.com/photo-1573496267526-08a69e46a409?q=80&w=2938&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Person-first messaging is becoming essential for brands to build trust and loyalty. Brands need to use [data-driven strategies to](https://www.rhapsodymedia.com/strategy/marketing) deliver personalised, relevant content on channels like email, SMS, and [mobile apps](https://www.rhapsodymedia.com/development/mobile-apps), meeting customer expectations for [tailored experiences](https://www.rhapsodymedia.com/blog/how-fintech-ux-design-can-fix-broken-user-experiences). With increased competition across digital platforms, delivering personalised content directly to consumers helps brands stand out.

**Action items for You:**

- **Leverage Data for Personalisation:** Use customer data to deliver personalised messaging across all owned channels, ensuring relevance and engagement.
- **Optimise for Mobile:** Ensure all owned channel messages are mobile-friendly, especially email and SMS, as these are key touchpoints for consumers.
- **Focus on Timing:** Send messages at optimal times based on individual customer behaviors and preferences to maximise engagement rates.
- **Test and Iterate:** Continuously test different content formats and messaging approaches to identify what resonates best with your audience.

## Cut 2/3: The surprising power of brand building: why ignoring it will cost you
_Source: Marketing Week_

![Brand Building](https://images.unsplash.com/photo-1544027993-37dbfe43562a?q=80&w=2940&auto=format&fit=crop&ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D)
_Photo: Unsplash_

🚀 Grace Kite emphasises the importance of [long-term brand-building](https://www.rhapsodymedia.com/strategy/branding) over short-term performance marketing. Companies that focus solely on immediate sales risk losing profitability and market share. Investment in [emotional brand connections](https://www.rhapsodymedia.com/blog/power-of-colour-emotional-design) and long-term growth yields significant returns and solidifies brand equity over time.

**Action items for You:**

- **Balance Your Marketing Mix:** Allocate 60% of your marketing budget to brand building and 40% to performance marketing for sustainable growth.
- **Invest in Emotional Connections:** Create campaigns that build emotional connections with consumers to foster long-term brand loyalty.
- **Measure Long-Term Impact:** Use metrics like brand recall, market share, and customer lifetime value to track the impact of brand-building initiatives.
- **Focus on Consistency:** Ensure consistent brand messaging across all channels to reinforce brand identity over time.

## Cut 3/3: Unlock YouTube’s full potential: boost brand awareness with video
_Source:_ [eMarketer](https://www.emarketer.com/content/marketers-youtube-awareness-driver)

![eMarketerYT.png](https://rhapsody.ams3.digitaloceanspaces.com/3a974c30d76afbb90aa6dab3c28f61b0.png)
_Stats: eMarketer_

🚀 YouTube is a powerful platform for driving brand awareness, offering a combination of extensive reach and precise audience targeting. With new features like interactive ads and personalised content, brands can engage viewers and scale their awareness campaigns globally. Consistently optimised [video content](https://www.rhapsodymedia.com/blog/end-to-end-video-production-for-a-live-commerce-start-up) boosts discoverability and audience retention.

**Action items for You:**

- **Utilise Interactive Ads:** Leverage YouTube’s interactive ad formats like shoppable ads to engage viewers and drive immediate actions.
- **Segment Your Audience:** Use YouTube’s advanced targeting tools to reach specific demographics and interests, maximising the impact of your campaigns.
- **Consistency in Content:** Regularly upload high-quality content that aligns with your brand message to increase visibility and audience retention.
- **Optimise for Search:** Ensure video titles, descriptions, and tags are SEO-optimised to improve discoverability on YouTube and search engines.


<br><br>
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<br>
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<br>

Rhapsody's Quick Cuts #12: Proven marketing tactics to master: person-first messaging, brand building, and YouTube awareness hacks

Major brands like Coca-Cola, Heinz, and [Burger King](https://www.rhapsodymedia.com/our-work/burger-king?utm_source=organic&utm_medium=blog-post-rqc6) are setting new benchmarks by leveraging unique [marketing strategies ](https://www.rhapsodymedia.com/strategy?utm_source=organic&utm_medium=blog-post-rqc6)that captivate audiences and drive [engagement](https://www.rhapsodymedia.com/development/mobile-apps?utm_source=organic&utm_medium=blog-post-rqc6). From harnessing the global stage of the Olympics to embedding their products in popular films and revolutionising customer interaction through [gamification](https://www.rhapsodymedia.com/our-work/awsm-bank?utm_source=organic&utm_medium=blog-post-rqc6), these brands are redefining the [marketing playbook](https://www.rhapsodymedia.com/strategy/marketing?utm_source=organic&utm_medium=blog-post-rqc6). Find out how these industry giants are transforming their campaigns and explore our lessons for marketers aiming to increase brand presence and impact.

<br><br>
## Cut 1/5: How Coca-Cola, Delta are 'Olympicising' campaigns with NBCUniversal
![Olympics Paris 2024](https://rhapsody.ams3.digitaloceanspaces.com/0cc7e0b4b0b94b62941a397911d47053.png)

🚀 As total ad sales for the 2024 Olympics surpass $1.2 billion, six major marketers including Coca-Cola and Delta sponsored a commercial-free hour during the opening ceremony.

**Key takeaways:**
- Brands are leveraging the Olympics to amplify their [marketing campaigns](https://www.rhapsodymedia.com/design/campaign-design?utm_source=organic&utm_medium=blog-post-rqc6)
- NBCUniversal is offering unique sponsorship opportunities like commercial-free hours
- Total ad sales for the 2024 Olympics have already exceeded $1.2 billion
- Coca-Cola and Delta are among the six major brands sponsoring the opening ceremony
- The Olympics provide a global platform for brands to [engage with audiences](https://www.rhapsodymedia.com/strategy/marketing?utm_source=organic&utm_medium=blog-post-rqc6)

**Action items for You:**
- Leverage Major Events for Brand Visibility: Sponsor high-profile events like the Olympics to create significant brand visibility and connect with a global audience.
- Innovate with Commercial-Free Sponsorships: Explore unique sponsorship opportunities such as commercial-free hours to captivate viewers and enhance brand association with premium content.
- Collaborate with Media Giants: Partner with leading media companies to amplify your marketing efforts and reach a wider audience through established and trusted platforms.
- Capitalise on Global Platforms: Use international events as a stage to showcase your brand’s global appeal and engage with diverse demographics.
- Drive Early Ad Sales: Secure ad sales early for major events to ensure prime placement and maximise exposure as the event date approaches.

<br><br>
## Cut 2/5:  How Heinz, Heineken and other brands got their claws into 'Deadpool & Wolverine'
![Deadpool Wolverine](https://rhapsody.ams3.digitaloceanspaces.com/2cb887bbc0be9118180203a54d7cbbda.jpg)

🚀  How brands should approach partnerships and why the film series is not "ashamed" of advertising.

**Key takeaways:**
- Brands are increasingly partnering with popular entertainment properties like films
- The Deadpool and Wolverine film series embraces brand partnerships
- It is crucial to work with [agencies that have a unique approach](https://www.rhapsodymedia.com?utm_source=organic&utm_medium=blog-post-rqc6)
- Brand partnerships can help films and shows generate [additional revenue](https://www.rhapsodymedia.com/strategy/digitisation?utm_source=organic&utm_medium=blog-post-rqc6)
- Successful brand partnerships require a [strategic and creative approach](https://www.rhapsodymedia.com?utm_source=organic&utm_medium=blog-post-rqc6)

**Action items for You:**
- Embrace Pop Culture Partnerships: Integrate your brand with popular film franchises to align with the entertainment preferences of your target audience.
- Strategic Product Placement: Use [creative product placements in movies](https://www.rhapsodymedia.com/production?utm_source=organic&utm_medium=blog-post-rqc6) to subtly introduce your brand to viewers in an engaging way.
- Collaborate with Agencies: Work with [innovative agencies ](https://clutch.co/profile/rhapsody#highlights)to develop unique and effective brand partnerships that stand out.
- Generate Additional Revenue Streams: Utilise brand partnerships in entertainment to create additional revenue opportunities and [enhance brand visibility](https://www.rhapsodymedia.com/strategy/branding?utm_source=organic&utm_medium=blog-post-rqc6)

<br><br>
## Cut 3/5: Boost Mobile challenges telecom's big 3 with brand repositioning campaign
![Boost Mobile](https://rhapsody.ams3.digitaloceanspaces.com/4f19d2b08900cadc7aa73a4db7887667.png)

🚀 The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a [new look](https://www.rhapsodymedia.com/strategy/branding?utm_source=organic&utm_medium=blog-post-rqc6) and comedic ads.

**Key takeaways:**
- Boost Mobile is repositioning its [brand](https://www.rhapsodymedia.com/strategy/branding?utm_source=organic&utm_medium=blog-post-rqc6) to challenge the major telecom players
- The brand is unifying its prepaid and postpaid services under one name
- The [rebranding](https://www.rhapsodymedia.com/strategy/branding?utm_source=organic&utm_medium=blog-post-rqc6) effort includes a new visual identity and comedic advertising campaign
- Repositioning can help smaller brands stand out in a crowded market
- Consistent branding across [all touchpoints](https://www.rhapsodymedia.com/blog/multi-channel-marketing-campaigns-examples?utm_source=organic&utm_medium=blog-post-rqc6) is key for successful repositioning

**Action items for You:**
- Unify Branding Across Services: Consolidate your service offerings under a single, cohesive brand name to streamline your marketing efforts and strengthen brand identity.
- Revamp Visual Identity: Refresh your brand’s visual identity to signal change and attract attention in a competitive market.
- Incorporate Humor in Campaigns: Use comedic advertising to differentiate your brand and create a memorable impression on potential customers.
- Focus on Brand Repositioning: Strategically reposition your brand to challenge industry leaders and highlight your unique selling points.
- Consistent Branding: Ensure all customer touchpoints reflect the new brand identity to maintain consistency and reinforce brand recognition.

<br><br>
## Cut 4/5: Why Burger King is all-in on gamification
![Gamification Burger King](https://rhapsody.ams3.digitaloceanspaces.com/f951004bb876c549d84d441d3a84e25d.png)

🚀 A full pipeline of new and unique in-app games drives engagement for the brand, according to Preston Nix, director of loyalty and CRM.

**Key takeaways:**
- [Burger King](https://www.rhapsodymedia.com/our-work/burger-king?utm_source=organic&utm_medium=blog-post-rqc6) is heavily investing in gamification to engage customers
- The brand is developing a pipeline of new and unique in-app games
- Gamification can drive app usage and customer loyalty
- Burger King's director of loyalty and CRM believes gamification is a key strategy
- Brands should consider incorporating gamification elements to enhance customer experiences

**Action items for You:**
- Invest in [Gamification](https://www.rhapsodymedia.com/our-work/awsm-bank?utm_source=organic&utm_medium=blog-post-rqc6): Develop a variety of in-app games to increase user engagement and retain customers within your brand’s ecosystem.
- Pipeline of Unique Games: Continuously innovate and introduce new games to keep the content fresh and exciting for users.
- Enhance Customer Loyalty: Use [gamification](https://www.rhapsodymedia.com/our-work/awsm-bank?utm_source=organic&utm_medium=blog-post-rqc6)) to drive [app usage](https://www.rhapsodymedia.com/development/mobile-apps?utm_source=organic&utm_medium=blog-post-rqc6) and foster a sense of loyalty among customers.
- Strategic CRM Integration: Integrate gamification with loyalty and CRM strategies to provide a comprehensive and [engaging customer experience.](https://www.rhapsodymedia.com/blog/e-commerce-customer-journey-optimisation?utm_source=organic&utm_medium=blog-post-rqc6)
- Elevate Customer Experiences: Consider gamification elements in your [marketing strategies ](https://www.rhapsodymedia.com/strategy/marketing?utm_source=organic&utm_medium=blog-post-rqc6)to create interactive and immersive customer experiences.

<br><br>
## Cut 5/5: Champs Sports launches brand platform as it works to reposition itself
![AI hotel marketing](https://www.retaildive.com/imgproxy/nyhdABDbI5Ay8gG4brVqs4kFtTvB5DvRB0YR-b9mr8w/g:ce/rs:fill:1200:675:1/bG9jYWw6Ly8vZGl2ZWltYWdlL1BhcnNvbnNfUzRMXzMuanBn.webp)
_Courtesy of Champs Sports_

🚀 As part of the effort, the retailer partnered with the Dallas Cowboys' Micah Parsons, New York Mets' Francisco Lindor and Miami Dolphins' Jaylen Waddle.

**Key takeaways:**
- Champs Sports is launching a new [brand platform](https://www.rhapsodymedia.com/strategy/branding?utm_source=organic&utm_medium=blog-post-rqc6) to reposition itself
- The retailer has partnered with popular athletes like Micah Parsons, Francisco Lindor, and Jaylen Waddle
- Athlete partnerships can help brands connect with sports fans and build credibility
- Repositioning requires a comprehensive approach including [branding, marketing, and partnerships](https://www.rhapsodymedia.com/strategy/marketing?utm_source=organic&utm_medium=blog-post-rqc6)
- Champs Sports aims to differentiate itself in the competitive [sports retail market](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=sports?utm_source=organic&utm_medium=blog-post-rqc6)

**Action items for You:**
- Partner with Influential Athletes: Collaborate with popular sports figures to boost brand credibility and connect with sports enthusiasts.
- Launch Comprehensive Brand Platforms: Develop new brand platforms to reposition your brand and highlight its unique value propositions.
- Differentiate in Competitive Markets: Use strategic repositioning and high-profile partnerships to stand out in the [crowded sports retail market.](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=sports?utm_source=organic&utm_medium=blog-post-rqc6)
- Holistic Repositioning Approach: Incorporate branding, marketing, and partnerships in your repositioning strategy to ensure a well-rounded and effective [brand transformation](https://www.rhapsodymedia.com/strategy?utm_source=organic&utm_medium=blog-post-rqc6).
- Engage with Sports Fans: Utilise athlete endorsements to engage directly with sports fans and leverage their influence to build brand loyalty.

<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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<br>

Rhapsody's Quick Cuts #6: How Coca-Cola, Heinz, and Burger King Are Revolutionising Marketing with Olympics and Pop Culture

<br><br>
Explore how Meta's Threads is revolutionizing social media engagement, discover why social media remains a powerhouse for ROI and ecommerce, understand the balance L'Oréal strikes between AI and human judgment in hiring, learn about Formula E's strategy of continuous evolution, and see how Mattel is steering Barbie towards new market opportunities. Each trend offers actionable insights to help you stay ahead in the competitive marketing arena.

<br><br>
## Cut 1/5: Threads App Surpasses 100 Million Users in Record Time
[Source](https://economictimes.indiatimes.com/news/international/us/metas-threads-surpasses-100-million-users-in-5-days-of-launch-breaks-chatgpt-record-of-fastest-sign-ups/articleshow/101646437.cms?from=mdr)
![First.png](https://images.pexels.com/photos/17614479/pexels-photo-17614479/free-photo-of-threads-by-meta-on-smartphone-in-hand.jpeg)

📱 Meta's new text-based platform, Threads, has rapidly gained popularity, offering brands a new channel to engage with audiences.

**Action items for You:**
1. Claim your brand's username on Threads.
2. Develop a content strategy tailored to Threads' text-based format.
3. Monitor conversations and [engage with your audience authentically](https://www.rhapsodymedia.com/blog/be-real-or-be-gone).
4. Experiment with [cross-promotion](https://www.rhapsodymedia.com/blog/multi-channel-marketing-campaigns-examples) between Threads and your other social channels.
5. Stay informed about new features and best practices for Threads.

<br><br>
## Cut 2/5: Social Media's Dominance in ROI and Evolving Ecommerce
[Source](https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report)
![First.png](https://images.pexels.com/photos/1542252/pexels-photo-1542252.jpeg)

📈 Social media continues to provide the highest [ROI](https://www.rhapsodymedia.com/blog/ux-audit-the-roi-positive-investment-for-a-website) for marketers, with platforms like Instagram and Facebook leading the way. 43% of marketers use social media for product discovery and purchasing, with a significant number of transactions occurring directly on these platforms.

**Action items for You:**
1. Leverage influencer marketing to boost product recommendations.
2. Set up virtual stores on social media platforms to enable in-app purchases.
3. Utilize social media DMs for customer service.
4. Regularly analyze which platforms yield the highest ROI.
5. Create engaging, [high-quality content](https://www.rhapsodymedia.com/production) tailored for social media.

<br><br>
## Cut 3/5:  L'Oréal's Approach to AI in Recruitment
[Source](https://www.marketingweek.com/loreal-ai-recruitment/)
![First.png](https://marketingweek.imgix.net/content/uploads/2022/05/01162852/LOREAL-intern.jpg)

💇‍♀️  L'Oréal's global VP of talent acquisition emphasizes that while AI can manage high applicant volumes, it can't replace human judgment in recruitment. This highlights the balance between AI and human skills in hiring processes.

**Action items for You:**
1. Use AI to streamline initial application screenings.
2. Maintain human oversight for final recruitment decisions.
3. Train HR teams on [AI tools](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) to improve efficiency.
4. Ensure AI systems are free from biases.
5. Regularly review AI processes to align with company values.

<br><br>
## Cut 4/5: Formula E's Continuous Evolution Strategy
[Source](https://www.marketingweek.com/formula-e-ceo-evolving-backwards/)
![First.png](https://marketingweek.imgix.net/content/uploads/2024/07/04152707/Formula-E.png?auto=compress,format&q=60&w=768&h=448)

🏎️ [Formula E's CEO](https://www.rhapsodymedia.com/our-work?service=all&subService=all&sector=automotive) discusses the need for continuous evolution within the company, highlighted by the appointment of [Manchester United’s](https://www.rhapsodymedia.com/our-work/the-changing-room) former marketer as CMO. The focus is on constant restructuring to stay ahead.

**Action items for You:**
1. Use AI to streamline initial application screenings.
2. Maintain human oversight for final recruitment decisions.
3. Train HR teams on [AI tools](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) to improve efficiency.
4. Ensure AI systems are free from biases.
5. Regularly review AI processes to align with company values.

<br><br>
## Last Cut: Mattel's Strategic Direction for Barbie
[Source](https://www.marketingweek.com/barbie-brand-big-thing/)
![First.png](https://marketingweek.imgix.net/content/uploads/2018/10/03142207/BARBIE.jpg)

👱‍♀️ As Barbie celebrates its 65th anniversary, Mattel plans to leverage the [brand's power](https://www.rhapsodymedia.com/strategy/branding) to explore new market opportunities and reinforce its iconic status.

**Action items for You:**
1. Identify and leverage brand strengths.
2. Explore new market opportunities while maintaining brand identity.
3. Use anniversaries and milestones for brand promotions.
4. Engage in storytelling that resonates with current trends.
5. Collaborate with influencers to keep the brand relevant.


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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<br>

Rhapsody's Quick Cuts #2: New Platforms, AI Innovations, and Iconic Brand Strategies

<br><br>
**Revolution or Evolution? The machinery industry is in a whirlwind of change, and it's not just about gears and sprockets anymore. It's a digital, AI-powered uprising that's knocking on the doors of marketing departments everywhere. As marketing maestros in the manufacturing and tech arenas, it's time to tune into the rhythm of this industry's transformation and discover how these technological crescendos can amplify your marketing strategies.**
<br>
<br>
### Give your eyes a break without missing out. <br>Enjoy the **audio version**:
<iframe class="murf-embed" width="560" height="102"  src="https://murf.ai/embeds/index.html?embedId=lrs0xvwt"  allowfullscreen title="Murf Embed Player" style="border: none;"></iframe>
  <script src="https://murf.ai/embeds/widget.js" ></script>

  
<br><br>
## The Dawn of a New Era in Machinery
Welcome to the future, where the international machinery industry isn't just evolving; it's boldly leaping into a new era powered by some of the most exhilarating technological advancements we've seen. Imagine a world where Artificial Intelligence (AI) doesn't just crunch numbers but predicts market trends; where the Internet of Things (IIoT) connects not just devices, but entire production lines across continents; and where 3D Printing is not just for prototypes but for producing parts on demand. These aren't scenes from a sci-fi movie; they're the realities transforming the machinery industry today. But here's the twist: these innovations aren't confined to factory floors. They are carving out exciting new playgrounds for marketers, offering a canvas to paint their strategies in more vivid and effective hues.

 <br><br>
## Marketing Meets Modern Machinery - A Symbiotic Relationship
In this tech-enriched terrain, marketing and machinery are dancing to a new beat. AI, once a mere buzzword, is now a marketer's ally, segmenting audiences with precision and predicting customer behaviors with an accuracy that was once a marketer's dream. Picture using AI not just to target, but to anticipate the needs of your market, crafting campaigns that resonate on a deeply personal level. Meanwhile, Digital Twin technology is revolutionizing product demonstrations, turning them into immersive experiences that captivate and convince. These technologies aren't just tools; they're the new language of creative marketing in the machinery world, allowing us to communicate value, innovation, and efficiency in ways that were previously unimaginable.
<br><br>

![Machinery trend](https://rhapsody.ams3.digitaloceanspaces.com/d9216f8db21813a3bb22ce0a5630b1cc.png)

## Eager to learn more? Download 2024 trends in machinery industry
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<br><br>
## Strategic Marketing in the International Machinery Sector
As we delve deeper into this technologically-charged epoch, it's clear that marketing in the international machinery sector demands a strategy as dynamic as the technologies themselves. Imagine leveraging IIoT data not just for operational efficiency but as a goldmine for targeted content marketing. It’s about crafting narratives that resonate with real-time insights, connecting with customers on a level that’s both data-driven and deeply human. Then there's the realm of 3D printing, ripe for influencer partnerships, showcasing not just a product but a revolution in manufacturing capability. These aren't just tactics; they're strategic masterstrokes that position brands at the forefront of innovation, making them not just participants but leaders in the machinery symphony.

 <br><br>
## Embracing Change for Competitive Advantage in 2024
The real question for marketing mavens is not if, but how swiftly they can embrace these changes. This isn’t just about keeping up; it’s about being a step ahead, wielding these technological marvels to carve a niche in a crowded market. For Marketing Managers, Digital Marketing Strategists, CMOs, and [digital marketing companies London](https://www.rhapsodymedia.com/) tapping into these trends is more than a strategy—it's a lifeline to ensure their brands not only survive but thrive in the competitive arena of the machinery industry. It's a call to arms, an invitation to join the vanguard of those who don’t just follow trends but set them.

So, where does this leave us? At the threshold of an era where understanding and leveraging these machinery industry trends is not just beneficial, it's imperative for cutting-edge marketing. But fear not, the journey through this new terrain doesn't have to be a solo venture. Embark on this adventure with Rhapsody's comprehensive Trend Sheet – your map to navigating and mastering these changes. It's packed with insights, detailed analysis, and actionable strategies. 

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Marketing in the age of innovation: how emerging machinery trends are reshaping marketing strategies in 2024

Can anyone – regardless of their age and possible disability – easily read the information or make a purchase on your company website? 

When you designed the site, did you think about using a readable font and colour contrast? 

Does the site’s design allow users to navigate it without the overall experience being impacted by their network bandwidth or a disability? 

If you want a wide variety of users to connect with your brand, you need to think about **making your platforms accessible**. In this article, we explore how to go about **web accessibility** and which aspects to pay particular attention to.

## Why digital accessibility is crucial for brands and how Rhapsody can help to enhance a site’s web accessibility

In a world where information and products are just a click away, brands need to make [web accessibility](https://www.rhapsodymedia.com/services/technology/accessi-be) the norm in order to reach as many people as possible. A well-designed and attractive digital platform increases a company’s credibility, helps create brand awareness, generates more leads and **increases sales**. Website accessibility features are a must for any brand that wishes to grow.

But what does a “**well-designed website**” really mean? Simply put, it is a website that is user-friendly and that provides easy access to information while being adapted to the character, skills and goals of a user. 

This means that, when designing a site, we need to think about different kinds of internet users.

## What is digital accessibility and why do leading brands care about making their websites accessible? 

Web accessibility means that people with physical or mental disabilities, limited technological capabilities or who are from different cultural backgrounds can use websites and digital tools to their full extent. 

In other words: 

```
anyone with access to the internet needs to be able to understand, navigate and interact with the website or application and also benefit from the information and functionalities of the platform.
```

Websites are the digital face of many businesses and organisations, providing essential information and useful tools for their users. It is therefore vital that brands take [web accessibility](https://www.rhapsodymedia.com/services/technology/accessi-be) into consideration so that all users may experience the full potential of a website and other digital tools.

According to new the [European Accessibility Act](https://ec.europa.eu/social/main.jsp?catId=1202&intPageId=5581&langId=en), an **accessibility law** which will take effect on 28 June 2025, the user’s age, physical limitations or technological knowledge cannot be factors which exclude them from using a service. 

From this date onwards, many companies in the EU will have to ensure that any newly marketed products and services from the list below are fully accessible, without any **accessibility issues**.

**Example products:**
* Computers and operating systems
* Smartphones and other communication devices
* TV equipment related to digital television services
* ATMs and payment terminals (e.g. card payment machines in supermarkets)
* E-readers
* Ticketing and check-in machines

**Example services:**
* Phone services
* Banking services
* E-commerce
* Websites, mobile services, electronic tickets and all sources of information for air, bus, rail and waterborne transport services
* E-books
* Access to audio-visual media services (AVMS)
* Calls to the European emergency number 112

### Millions of people around the world need full access to digital platforms

Even though accessibility has been widely discussed, many websites and e-commerce platforms are still failing to comply with accessibility standards. This can result in complaints or other negative consequences for the brand or publisher.

It’s important to bear in mind that digital exclusion does not only affect people with physical disabilities but also those with situational disabilities and socio-economic restrictions (which might impact their bandwidth and internet speed, for example). When [developing websites](https://www.rhapsodymedia.com/services/development/web-development), we need to be mindful of this fact and design digital platforms that work equally effectively for all users.

More and more people are using the internet in their later years and the proportion of older internet users will continue to grow as today’s users age. Giving these users the option to select larger fonts, boost the contrast or simplify navigation is crucial to ensure they enjoy the content to its fullest.

The number of people with disabilities is also expected to increase significantly in the coming decades, which will invariably result in more guidelines, regulations and enforcements relating to **website accessibility**. When weighing up whether to invest in web accessibility or not, it is worth considering these figures:

- 15% of the world’s population, i.e. about a billion people, have a disability certificate (source: [WHO](https://www.who.int/teams/noncommunicable-diseases/sensory-functions-disability-and-rehabilitation/world-report-on-disability)). 
- Around 87 million people in the European Union are affected by disability (source: [European Commission](https://ec.europa.eu/social/main.jsp?catId=1137)).
- In the USA, 59.6% of the population with a disability status live in a household with internet access (source: [statista.com](https://www.statista.com/statistics/368609/us-online-access-householder-disability-status/)).
- In 2016, almost 1/5 of the EU population (19,2%) was over 65 years old – and this number is still growing (source: [Eurostat](https://ec.europa.eu/eurostat/cache/infographs/elderly/index.html)).


![Accessibility in Web Design_ Images.png](https://rhapsody.ams3.digitaloceanspaces.com/52fc76ce0f8274e096402bd21f2b2773.png)

### Learn about the essential components of web accessibility and the most common mistakes
Ensuring that your website is fully accessible can be hugely beneficial to your brand. Benefits include the following:

- It means brands meet national, regional and international legal requirements.
- It can strengthen a brand’s image as a company that is genuinely committed to corporate social responsibility (CSR).
- It can help position a company as a pacesetter with a vast market reach.
- It allows brands to be well-prepared for success in today’s and tomorrow’s world.

## Where should you begin if you want to create digital products and platforms that are accessible to every internet user?
The Web Content Accessibility Guidelines (WCAG) are a good place to start. This act lays out a set of standards for testing accessibility and explains the main principles, which are known as POUR:
- **Perceivable** – the information on a webpage and the interface elements must be presented in such a way that the user can perceive them with their senses. Everything should be visible and detectable.
- **Operable** – interactive interface elements such as controls, buttons and other navigation components should be operable.
- **Understandable** – the technology and the way content is presented should be consistent with design and usage patterns.
- **Robust** – the site should provide a seamless experience throughout, regardless of the technology used to access it (including assistive devices).

WCAG discusses in detail the types of disabilities that web accessibility should address, including but not limited to:

- visual impairments,
- mobility difficulties,
- hearing impairments,
- photosensitive epilepsy,
- cognitive and intellectual disabilities.

### Assessing digital accessibility requires knowledge and the appropriate tools
According to the WCAG, the most common mistakes that make a site less accessible are:

- low contrast elements,
- missing alternative text,
- empty links,
- missing form labels,
- empty buttons,
- missing document language.

However, these are just some of the issues that can make a site less accessible to people with disabilities and limitations. Therefore, a thorough accessibility assessment requires knowledge (for example **mobile accessibility** or **video accessibility** knowledge), relevant digital tools and time. 

## Examples of accessibility: Check out our tips for optimising the accessibility of your website

You will find detailed instructions on how to adapt websites for disabled users in the WCAG guide. Below we have listed the six elements that we think are the most important. These elements are, among others, part of Rhapsody’s Accessibility Checklist Template.

**1. Colour and contrast are important for page readability**
Having good contrast levels is an accessibility prerequisite: this ensures that everybody can read the content easily. The higher the contrast, the easier it is to distinguish the objects, images or text in the foreground from those in the background. The proper use of colours can also help and it is preferable to use contrasting colours that are at opposite ends of the saturation scale, e.g. black text on a white background, or yellow letters on a black background. Fo that you might also use a **pdf accessibility checker**.

**2. Each element on a page can have a significant impact on accessibility**
To meet the right accessibility settings and standards, it’s important to pay attention to nuances such as line height and letter spacing. The line height should be at least 1.5 times the font size and the letter spacing should be at least 0.12 times the font size. Avoid including text (other than a logo) in images. Check if the text is still readable when enlarged, e.g. to 200%.

**3. Disability-friendly hyperlinks**
Use concise, descriptive link text rather than using a URL so that users can scan the text to then quickly determine whether they want to click on the link in question. 

**4. Pop-ups limit access for people with vision impairment**
Popular pop-ups, such as a survey window, can disorient low-vision users. New windows distract users from what they are currently reading or doing.

**5. Short and descriptive: alternative text is an essential component of an image**
Remember to add alternative text (alt text) to images and aria labels to buttons, charts, hotspots, clickable navigation, graphs, illustrations and other important visual elements. Alternative text is useful to people with visual impairments: screen readers and other assistive technologies read the alt text aloud as a means to summarise the visual information seen in an image.

**6. An intuitive navigation system allows users to navigate the site with efficiency**
When designing navigation, consider how users interact with a site’s structure including its hierarchical menus, search fields and site maps. 

## Accessibility testing – reach customers with disabilities, starting with a free accessibility audits

What is accessibility testing? 

```
Accessibility testing it's the process of evaluating a website or application to determine how usable it is for people with disabilities.
```

If you’re unsure whether your website is accessible to customers with different types of disabilities, and if you're meeting the right accessibility policy, we’re here to help. Take advantage of our free **web accessibility audit** with **accessibility consultant** and start changing your online platform now.

Using our Accessibility Checklist Template, we will analyse your website and provide you with a report of your accessibility results. In this way, we help brands like yours identify the barriers that may be limiting their reach. We also run an **automated accessibility testing** for our clients. 

The website accessibility audit report is the first step in improving accessibility. This crucial foundation will enable you to then adapt the content and technology of your website, so that it is accessible to all users.

## Free, no-obligation accessibility audit
Rhapsody, a [digital, accessibility agency](https://www.rhapsodymedia.com/), is adopting to ensure digital accessibility for customers. Do you need to assess the **accessibility in UX design** of your website or app? Contact our digital team and schedule a free **website accessibility audit**.

_[Get in touch](https://www.rhapsodymedia.com/contact-us) with our experts and make your brand more accessible._

Bobbie Smith