Sound as a Brand, Voice as a Channel

We know sound plays a pivotal role in brand marketing. Sound helps your brand tell a story and feel like something real and memorable.  But the power of Sound exceeds bolstering brand identity; it also introduces a world of more inclusive opportunities and easier ways for users to communicate, search, consume, and transact via Voice as a channel. 

Voice marketing has been booming the past couple of years and for good reason. What exactly is voice marketing? It’s a channel of marketing that utilizes voice technology to reach customers. Think the Alexas, Siris, and Google Assistant’s of the world that seem to have taken over our homes, cars, office settings, and more. 

Voice enables increased information accessibility, and effective task automation, and populates quick results in a hands-free, interactive way. Voice is intuitive, fast, more efficient, and easier for our brains to process compared to reading/typing text. NPR and Edison Research state 57% of “voice command users used voice commands daily in 2022.” From Siri to Google Assistant, to Alexa – AI (Artificial Intelligence) and voice search has been infiltrating our lives, and there’s no sign of it slowing. It’s expected that by 2024, voice marketing will reach 8.4 billion people. With this explosion of voice as a channel, let’s take a minute to voice our thoughts on the benefits of this rapidly growing channel. 

Why might Voice trump Keyboard?  

 

• Accessibility 

Nearly everyone in the modern world has a voice assistant in their hand or pocket, and likely a smart speaker not too far away. But aside from easy access, voice as a channel helps more people with disabilities (both physical and language based) to use technology. For example, dictation software enables people without vision or the function of their hands to operate a computer by using their voice. (Of course, voice marketing can create challenges for people who are hard of hearing or Deaf. Provide a transcript with your audio content to be more inclusive). All markers should aim to be as accessible as possible, and Voice can be a huge aid in the quest for accessibility. 

 

• Improved CX  = Increased Engagement

With text-to-speech and AI tools, the process of content creation becomes more manageable and allows companies to reach consumers in a new, engaging way. Voice marketing content captivates, converts, and retains customers, especially customers that don’t like to consume long-form written content. It’s not just more engagement in personal audio books or articles, consumers are using voice as a means of education and communication for business-related research and transactions. It allows users to multitask; it’s efficient and more productive for the user, and more manageable for the content creator, making for a digital marketing strategy that is results-driven and prioritizes the customer.

 

• Lead Qualification

Voice can be used to ask prospective customers questions like “what’s your name and email” and then populate the responses on the form. It can also help answer customers’ questions. Customers now don’t have to sift through lengthy FAQs and knowledge bases to get the exact information they’re looking for quickly – they can connect with a voice assistant to get their questions answered. This approach of course can’t answer every question, but it is a great starting point to help guide users to the content they’re looking for quickly and easily. 

Sounds great right? Voice as a channel is still constantly evolving and as we’ve seen has huge benefits for both companies and consumers, but we know our old friend Mr. Keyboard isn’t going anywhere any time soon, either. So how can marketers optimize their more traditional marketing strategies to better accommodate voice as a channel? Contact Bluetext today for help on improving your digital marketing strategies, and check out our tips for optimizing a website for voice. 

Marketing moves fast. And while brand identities are created in the safe, static space of a style board, they must survive in a high-stakes environment of attention. They need to keep up. They need to animate. We experience brands across so many channels – as an interactive app, a 6-second bumper video, a tradeshow booth, a virtual reality space, a hover state button, or even the way a webpage loads. Without even realizing it, however, the biggest impression brands make on us is often in the way they sound.

Yes, you heard that correctly – we’re asking what your brand sounds like. 

Enter sonic branding, the acoustic brand identity that is subliminally making a massive impact in today’s cluttered ad landscape. In particular, the audio logo, a brief melody or branded sound design that often plays at the beginning or end of a video or audio spot. For audio-only mediums, like radio or podcasts, sonic branding is especially crucial for awareness in the absence of any visuals. 

Even as you read them here, the melodies of sonic branding champions like Aflac, Duracell, This is Sportcenter, Tacobell, Old Spice, Intel, Playstation, or T-Mobile are echoing in your head. 

Every Friday night, the hallways of apartment buildings around the world turn into a cacophony of audio logos, as streaming apps like Netflix, HBO, Prime, and Hulu boot up for a night in. 

In one of the most competitive marketing arenas, insurance brands battle through sound. Can you picture the visual logo of Nationwide, State Farm, Farmers, or Liberty Mutual right now? Probably not. But can you sing each of their brand tunes? Most definitely. 

These audio brand dynasties are evidence of audio’s effectiveness within the brand zeitgeist. There are even brands that have infiltrated your attention in subliminal ways without you even seeing their logo. Take for example the boot-up of a Macbook, the thump of a Volkswagon door closing, the scritch-scratch of a Sharpie moving on paper, the pop of a Snapple lid, an idle Harley Davidson, or even the lack of sound when spraying a Method household cleaner. This is all very intentional (and industrially expensive) sonic branding. 

As digital habits evolve, we can’t rely on eyeballs on screens in order to communicate our message. For a brand to be remembered, it can’t just be seen, it must be heard. It must be felt. 

Harvard Business Review’s What Does Your Brand Sound Like? states “With our increasingly audio-enabled media environment, the strategic use of sound can play an important role in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales. Cognitive studies show that relevant sounds and musical cues can truly influence people in ways marketers want.” 

Now, you may have some jingles coming to mind as well. Examples like Mcdonalds’ “I’m Lovin’ It”, Kit Kat’s “Give Me a Break!”, Folgers Coffee, Chili’s, Kay Jewelers, or Lucky Charms. People can recall the Meow Mix brand whether or not they have a cat. Even Jim Gaffigan pokes fun at the Hot Pocket marketing team when he jokes “I do love that jingle. Do you think they worked hard on that song?”. 

Brand jingles are the epitome of sonic branding. Some of those brand earworms we just mentioned are decades old but still stuck in your head right this very instant. Yet these are all established brands, with existing brand awareness, and deep pockets to design (Mcdonald’s had over 3,700 final mixes of “I’m Lovin’ It”), test, and translate their jingle before pushing it out to market with a massive media spend. For brands that are just trying to gain momentum organically or with short-form video, a sonic logo can still do wonders. 

The reason is that hearing is innate. We internalize sound quickly. An audio logo stays with you after you experience it. You may not be able to remember what a logo looks like, but you’ll remember what it sounds like and the longevity of the recall is powerful. 

Further, sonic branding adds another level of brand storytelling into the mix, connecting with the viewer audibly and visually. In the case of an audio logo, this emotional connection happens in a few short seconds. The audience doesn’t have to follow a story or listen to an explanation – they just absorb the brand. Since this subliminal brand narrative is experienced with two senses simultaneously, the brain stores that experience twice as much as it would if it was only seen. 

One of the most cunning tactics is incorporating an iconic sound into the audio logo that isn’t even unique to that business. Take Southwest Airlines’ “You Are Now Free to Move About the Country” example, with a seatbelt fastening click and overhead ping used in every airline are now tied directly to a specific brand. People who recall the Southwest brand would do so even when using Southwest’s competitor airlines. What about Verizon’s “Can You Hear Me Now?” that makes you think of them when you have a bad signal, and therefore remind you to switch to their service for a more reliable connection? Sneaky, sneaky. If you can capture the distinct sound of your industry and distill it into a mnemonic within your sonic branding strategy, not only will you be memorable – you’ll be unforgettable.    

Whether B2C, B2B, or B2G it’s all about attracting and connecting with your audience through as many senses as possible. Maybe that’s through a blockbuster TV ad, a podcast, the tangible sound of your product in use, or even a quick, organic social snackable. There are countless ways to embed sonic branding across your landscape, so listen up! It’s time to make sure your brand feels like something. Let our animators, audio designers, and creative minds help you tell your sonic brand story in a way that is rewarding for your business in years to come.  Get in touch with Bluetext, and give our soundtrack of super sonic brands a listen!

Ah, Super Bowl Sunday. One of the most highly anticipated events of the year celebrated for being a uniquely American tradition drawing together viewers of all demographics from across the country. An impressive 113 million viewers, in fact, the third largest television program and highest digital viewership (7 million, talk about super-sized streaming) in history. For sports enthusiasts, it was a day to watch the Chiefs and Eagles play their hearts out for the Lombardi trophy. For Rihanna fans, it was an opportunity to enjoy a long-awaited concert from the couch. For marketing geeks, it was the night we got to see just what advertisers had paid the big bucks for — and this year, we mean big.

No matter the reason for tuning in on Sunday, the days that follow the Super Bowl are always full of discussion. Now, we’re not here to debate that holding call or relive that big half-time performance announcement. Instead, we’re taking a look at some of the main themes and most memorable moments of the Super Bowl 2023 commercials.

Lighthearted Tones & Humor

In contrast to previous years, a fun and amusing tone seemed to be the overwhelmingly popular choice for the commercials of Super Bowl 2023. This isn’t entirely surprising, given some of the current challenges facing the country and the heavy news cycle society has been stuck in lately. It seems that advertisers this year wanted to give people an escape, aiming to keep things light and get viewers laughing. As with any year, some spots tried- but failed- to nail the bit while others were clear, feel-good standouts. Our favorites? Miles Teller in Bud Light’s ‘Hold’ commercial, Ben Affleck working the Dunkin’ Drive Thru, NFL’s Run With It, and Bradley Cooper and his mom trying to make a T-Mobile commercial.

Nostalgia

Nostalgia has been a popular marketing tactic in recent years and if Super Bowl 2023’s ads are any indication, that doesn’t show signs of stopping. Several brands were willing to bet millions that nostalgia would continue to land with consumers, as tributes to classic movies, iconic TV shows, and music legends from throughout the decades made their way onto our TV screens. Alicia Silverstone returned to her role as Cher Horowitz from the movie ’Clueless’ for a Rakuten cashback promo, Serena Williams and Brian Cox starred in a ’Caddyshack’ spoof for Michelob Ultra, and John Travolta sang a rendition of “Summer Nights” for T-Mobile’s 5G Internet service over 40 years after ‘Grease’ first hit theaters. A Workday commercial featured rockstars like Ozzy Osbourne, Gary Clark Jr., Joan Jett, Billy Idol, and Paul Stanley, an Uber commercial with P. Diddy took us down one-hit-wonder memory lane, and a throwback to more recent history, PopCorners put out a spot incorporating the cult classic show ‘Breaking Bad’. 

Brand Partnerships

One of the more unexpected moves we saw on Super Bowl Sunday was big-name brands teaming up for joint commercials. Will Ferrell walked through (literally) several of Netflix’s most popular original movies and shows in a commercial promoting both the entertainment giant and GM’s EVs. Beer brands also got in on the mix, with Bud Light doing a crossover with HBO’s ‘Game of Thrones’ and Molson Coors promoting not one, not two, but three of their beers all in one entertaining spot that kept viewers on their toes.

Puppies > Celebs

We’d be remiss not to include this one. Much like many years passed, a large majority of Super Bowl commercials this year were jam-packed with celebrities, with advertisers like DraftKings and the others already listed above opting for a star-studded approach. However, not even female rap legend Missy Elliot or Gen Z heartthrob Jack Harlow could capture America’s attention quite like dogs could. According to the Wall Street Journal, two of the clear fan-favorite ads of the night were Amazon’s funny and all too relatable story about a family dog adjusting to post-pandemic life, and The Farmer’s Dog commercial that had pet lovers across America melting (if not crying). The lesson here? A cute dog will trump celebrities every time. 

While we can’t promise to steal the hearts of potential customers with an adorable puppy, Bluetext is no stranger to incorporating animals into brand activations that make people stop in their tracks (see our BigBear.ai work here), creating bold campaigns that grab the attention of consumers (see our Varonis work here), or producing playful ads that strike a chord with your target audience (see our Thing Tamer work here). 

As a full-service digital marketing agency based in Washington, D.C., and specializing in everything from video creative direction and production to paid media planning and go-to-market campaigns, Bluetext is here for your every advertising need. Added bonus: there’s no $7 million price tag attached.

It’s here! While it may seem like just yesterday that Drupal 9 arrived, the Drupal community has obviously been hard at work releasing Drupal 10 this past December. 

Drupal, an open-source Content Management System (CMS), is increasing in popularity as new versions tout continued innovation and improvements. Coupled with relatively low cost to implement and scalable architecture, its vast features and flexibility meet the demands of today’s modern website requirements for businesses and organizations globally. Let’s take a review of what’s new with the latest version.

In general, most seem to agree that Drupal 10 does not come with major upgrade headaches or a learning curve for content administrators. The upgrade path and UI should feel seamless for current users. But what are the benefits? Here’s what Bluetext website developers are excited about:

• New themes!
  • The administration theme Claro, replacing Seven, provides a modern look while remaining familiar to content editors for ease of transition.

• The new front-end theme Olivero, replacing Bartik, works with the popular Layout Builder and will be WCAG AA compliant.

• The Starterkit Theme, according to Drupal, will provide a theme to be copied for front-end developers to easily start from, while also allowing Drupal to provide more frequent updates to the default markup and CSS shipped as part of Drupal core. Sub-theming will still be possible. 

• Automatic Updates, which will reduce the maintenance burden for core updates as they are automatically integrated as they are released
• Project Browser, though still in its infancy stages, is intended to provide a one-stop shop for exploring and installing contributed modules.
• Enhanced content editing as the WYSIWYG is replaced with CK Editor 5, including cleaner and easier copy and paste functionality from external documents.
• Better decoupled development experience, in particular for menus and URLs, as Drupal lays the groundwork for future headless capabilities. 

This may be enough to sell you on the upgrade now, but if not, keep in mind that Drupal 9 support will end in November 2023. It’s better to begin the upgrade process sooner rather than later to mitigate any risk. At a high level, you’ll need to do the following:

• Upgrade in order. Meaning, if you are on Drupal 8, you’ll need to upgrade to Drupal 9 before 10.
• Test your site for readiness using Drupal’s Upgrade Status tool. The tool will validate your compatibility requirements and provide helpful planning. 
• The Drupal Rector tool can help fix deprecated code and ensure all of your modules are ready.
  • As with most upgrades, a number of core modules and deprecated code with be removed.
  • Some use cases of jQuery will also be replaced with modern JavaScript components in an effort to move away from browser-dependent functionality. 
• Ensure you have also upgraded to PHP 8.1 and Symfony 5 or 6.

Whether you’re looking to upgrade or are considering Drupal for the first time, an experienced digital marketing agency, like Bluetext, can ensure your project benefits from everything Drupal 10 has to offer.  Get in touch to learn more about our website development services!

A company website is an opportunity for a user to interact with the company’s brand, and the first impression that the site creates can make the difference between a user being an explorer or a deserter. An explorer is an intrigued, curious customer, digging through the site searching for relevant information, taking note of all the content they pass along the way. A deserter, on the other hand, is a bored user that is either underwhelmed with their user experience or overwhelmed by the copy and content to sort through, leading them to leave the page and making them less likely to return. 

The ideal user experience on a website should keep users engaged and interacting with the site, begging even the most uninterested users to become avid explorers. Immersive scrolling is a recent trend in UX design that can stimulate this interactiveness by drawing users in and keeping them engrossed in the site content while directing them through information in a narrative format. Immersive scroll experiences use imagery, videos, graphics, or even sound design to pull users into the content and weave them through the information in a more dynamic way. 

A site built with immersive scroll functionality should have unique elements that the user can click, drag, or zoom into. For example, read our blog on Designing Truly Immersive Websites. 

In it, we explore the 2℃ Earth page example, which has an impressive number of unique immersive scroll elements, highlighted below: 

1. Click to Enter – After landing on the site, the page initially loads a plain black screen, with a scrolling message encouraging the user to click anywhere on the page in order to unlock further content. This functionality creates a sense of intrigue and discovery, like unwrapping a present. Rather than overwhelming the user with content upon landing, the sleek, simple screen engages users with the invitation to search for more and gives them simple, clear directions on how to find it. 

2. Click & Drag Imagery Filters – Upon entering the site, the interactivity continues. In the hero image, the site has a click & drag functionality where users can apply a thermal imagery filter overtop of the image they’re seeing. This interactivity is novel, so it insights a feeling of awe in users, but it also is relevant to the messaging the site is trying to portray. Explained by the directions on the page, the imagery represents the past and future of a natural landscape – a before and after of the effects of global warming. This is a prime example of how the functionality on the site can be informative and impactful, in addition to being entertaining.

3. Imagery Takes a Front Seat – On traditional sites imagery typically acts as supporting content for the copy. On a site with an immersive experience, however, the visual elements of the site are in the front seat; for example, you can see how the 2℃ Earth page displays large imagery (often expanding outside of a single viewport), and adds interesting micro animations or text overlays to keep the users focused on the images, front, and center. Where a traditional site would keep images static, 2℃ Earth instead has imagery expanding on scroll. This is a good alternative to video content, adding a splash of movement to the otherwise static image.

4. Variation in Content Layout – Throughout the page, the content alternates from full-width imagery to 50-50 imagery with text, to right-aligned imagery, to full-screen stylized text, etc. When viewing the page for the first time, the user cannot anticipate where to look next, so each new viewport is an exciting, surprising layout. Alternating the content and imagery placement, keeps the user on the edge of their seat, forcing them to reconsider and analyze the content on each new viewport, looking for nuggets of information or ways to interact with the page. 

Here at Bluetext, we work to create website designs that are visually appealing, interactive, and intuitive. For example, see below for a breakdown of some of the immersive design elements we brought to the homepage of the Asimily website: 

1. The logo moves into the navigation bar on scroll. 

When first landing on the page, the Asimily logo appears full-width, almost filling the entire screen. This emphasis on the logo aids in brand awareness for users who have never visited the site before. However, as a user scrolls down, the logo shifts up to its spot in the navigation bar, where it remains on the page as a more of a background element, but still within sight. 

2. Scroll function allows shifting through tabs.

Rather than using a typical tabbed module (where a user must click different tab headings to navigate information), instead, we designed this unique component to shift to the next tab when the user scrolls down the page. This ensures that the user sees all of the information added to the page. A typical tabbed module, without this unique scroll immersion, would leave much information hidden, and unlikely to be explored by the user. 

3. Highlighting snackable video content. 

You’ll notice as you scroll through the page that there are many short snippets of videos included throughout the design. These shorter videos add visual intrigue and informational insights to the page content, while not expecting the user to sit through a full minute-long video all in one go. 

 

Other examples of immersive scroll interactiveness from the creative minds at Bluetext can be seen in these elements of this campaign landing page we designed for Sectigo. 

1. Circular scroll transition

To really capture the feeling of openness for this campaign, we designed a circular transition on this page, where the viewport is taken over by a white circle that envelops the background as the user scrolls down. The novelty of this action takes users by surprise and adds excitement to the meaning behind the openness theme. 

2. Horizontal line animation

As the user continues to scroll down the page, the green lines from the Sectigo brand cut across the screen horizontally. These lines then break open to reveal the next content, which leads perfectly into the message of how Sectigo’s platform interoperability breaks down barriers. 

3. Small text animation

Animation was applied to the “That Breaks” text on this page to visually convey the meaning behind the words on the screen, rather than just feeding static copy to the users. These sorts of targeted animations/movements keep user attention trained to very specific areas on the page, which helps hold their attention while they scroll through the content.

 

 

 

 

 

 

Immersive scroll elements can be incorporated into an otherwise traditional site layout, but for the most impactful experience, the immersive experience should be considered from the beginning to the end of the user journey on the page. The following questions are especially relevant when deciding whether or not site content would be well-suited to an immersive experience: 

• Is there a single key theme that this page can take users through, in a linear fashion? The immersive experience is bringing the user along throughout a story, which requires a clear direction and a logical, ordered approach to how information is presented. 
• Are there exciting, high-quality visuals to accompany this story? Whether it’s imagery, illustrations, graphics, or video content, the immersive site more heavily relies on keeping the user visually engaged, so that they don’t lose interest or direction when navigating through numerous components of the page. 
• What unique interactions could be designed for the user to play with the content in front of them? In the immersive scroll experience, users are not just viewers of the site, but participants in it. This type of UX design can have a largely gamified feeling, designed to have users navigate from point A to point B of their own accord, with a feeling of delight and wonder as they discover content in ways they didn’t expect it. 

If you’re considering implementing an immersive scroll experience for your website, or you simply want to improve your website design and interactivity, contact Bluetext to learn about our UX design & development services.

B2B marketing has gone through numerous shifts in the past few years, but perhaps one of the most significant is the emergence of demand generation. While lead generation used to be the name of the game and dominated sales and marketing strategies, companies have come to realize higher ROI can be found with alternative methods. Enter the wave of demand generation. The name alone sounds strong, confident, and a surefire way to efficiently move customers through the sales funnel. So let’s break down the core differences in both strategies, and perhaps why you should consider a pivot to a demand gen mindset. 

Lead generation is the well-known start of the traditional marketing funnel, which typically transverses the customer through the attract, nurture, convert, close and delight stages. The first stage is Attract, where an anonymous customer first engages with your brand through your website, content marketing, or ad. If relevant and of interest, they may engage and share contact information in exchange for more information. If they continue to engage, they become a qualified lead in the eyes of the sales team, who begin outreach with the goal of converting to a customer and hopefully an eventual advocate for your business. 

Sounds simple enough right? It’s a tried and true traditional strategy for a reason, but it’s far from perfect. For one, it’s not entirely efficient. It takes considerable time and resources to sort the potentially high-quality leads from prospects who aren’t interested in your product. It often casts too wide of a net to include people who are not interested in your product and therefore will never convert. Secondly, it’s a very impersonal approach. With recent waves of personalization, many businesses are beginning to phase this approach out so that customers feel more attended too and therefore more loyal. 

Introducing a new marketing mindset: demand generation. This prioritizes direct intent to avoid moving uninterested audiences into your sales funnel. So while prior lead generation focused on gating content to capture as much information about any engaged user, new demand generation takes the opposite course. But this does not mean giving away all your valuable content, but rather recategorizing based on the buyer stage. So some content, like basic product information testimonials or video snippets, may be tagged as bottom-of-the-funnel materials and used as ungated or paid social promotion that allows friction-free engagement. The users that interact with this content the most are then retargeted with specific information based on their interests, pain points and desires. As they continue to engage your team builds insights into what and where prospects consume and share information. This entails some close attention to optimizing content, which has multiple benefits. Consider A/B testing your ads and landing pages, and optimizing around the messages and keywords that get the most traction. This will effectively flip the funnel to put the customer at the top of the funnel, driving a more data-driven marketing approach that will be laser-focused on the customer and their needs. Demand generation marketing means sometimes planning your content calendar on the fly based on trending topics or new data findings, but this in turn creates more relevant and desired content you can be more confident your ICP (ideal customer persona) would be interested in. The more helpful and relevant your business presents itself, the more customers will come to you with the direct intent to contact sales teams and request demos or trials themselves. These inbound leads are much more valuable for short-term sales and long-term customer growth. 

In order to implement this approach your business does need to shift prior practices and adopt a more agile mindset. This involves a considerable appetite for experimentation on both topics and channels that your high-intent customers are using. So for example starting from the broadest bottom of the funnel, you could create a webinar series on a larger topic, then create more specific video snippets on specific topics to use as ungated, organic promotional material on different social channels. Assess what topics and placements work best and continue to optimize around those insights. Perhaps retargeting engaged users with case studies or free tools related to the topics they interacted with. Be sure to include contact forms on all landing pages for an effortless way to express demand, but don’t require this information to be shared just yet. These direct intent leads are much more valuable because they want to have conversations with your business, and the sales cycles tend to be much shorter.

Overall, the marketing landscape is in constant flux. Customers may be swarmed by a sea of sameness, have ever-diminishing patience and attention spans, and always looking for new ways to bring value to their own company. With that said, to keep up with these shifts and get the most out of your marketing efforts it pays to be attentive and adaptable. The one size fits all lead generation model may not be the most efficient method for meeting your conversion and revenue goals. A more personalized demand generation approach that puts a little more effort upfront may result in simpler sales cycles and much higher conversion rates. 

Considering a shift in your marketing strategy? Get in touch with Bluetext, an experienced content marketing agency that can prescribe the right approach and implementation strategy unique to your business. 

Transitioning or just learning to use Google Analytics 4 (GA4) can be a daunting task, especially amongst all the other work and priorities for a business. That said, with the July changeover date quickly approaching, getting comfortable with these tools will be essential for any marketer or website owner to avoid a nasty surprise when Universal Analytics stops collecting data later this year. There’s a lot changing, and even more to come as the platform evolves. Check out Bluetext’s guide to the differences, similarities and how best to implement. 

Thankfully in 2023, there are now several ways to learn more about Google Analytics 4 (GA4). Here are several resources the Bluetext team has found helpful in gaining knowledge & certifications:

Google Analytics Help Center: Being the authoritative voice in GA4 documentation, the Google Analytics Help Center is an unsurprisingly great place to start. It provides detailed information on how to set up and use GA4, as well as best practices for tracking user behavior and interpreting your data. While at times the language may be dense and often lacking examples, the Help Center should nonetheless be the first destination for any GA4-related inquiry. However, treating it like a cover-to-cover read would be ill-advised, the documentation is simply too dense for that kind of approach.

Skillshop Google Analytics Courses: Google has partnered with the online learning platform Skillshop to offer free courses on a wide range of analytics and measurement topics, including GA4. The best part of the Skillshop courses is they offer a wide variety of courses suitable for any engagement and knowledge level, from the absolute beginner to the seasoned analytics expert. The GA4 Fundamentals course (“Discover the Next Generation of Google Analytics”) is a great place to start if you’re new to the platform, while certification is a great goal for marketers who deal with analytics daily. Being an official Google partner will give you confidence that the knowledge you attain will be relevant for years to come.

Google Blogs and articles: There are many blogs and articles that cover GA4 and provide tips and best practices for using the platform. Unlike the official documentation in the Help Center, many of these blogs leverage real-world case studies to offer a more handheld, realistic experience of implementing and troubleshooting GA4. Some good places to start include the official Google Analytics blog, Analytics Mania (which offer some of the most in-depth tutorials), and Simo Ahava’s blog, which offers a great high-level overlook of the newest features within GA4.

Official GA4 Community: Joining Google Analytics community is another great way to learn about GA4. Here you can find many experienced users and experts, who are happy to help and share their knowledge. The massive size of this forum means that it is quite likely some other individual has run into similar (if not the same) roadblocks and needed a workaround. Topics are also helpfully gathered into relevant topic tags, like “Implementation” and “Reporting”.

It’s worth mentioning that GA4 is relatively new, so many resources and best practices are still evolving and being developed, so it’s important to stay up to date with the latest developments in the GA4 space. While these resources are among the best as of January 2023, the speed at which GA4 develops may also bring about newer communities and information sources that can and will supersede the resources listed today.

If you need help or consulting regarding GA4 and you couldn’t find a solution through these resources alone, contact Bluetext about our GA4 consultation and implementation services. Bluetext’s project management team takes pride in staying up to date on the latest certifications, including GA4, to support their client’s needs.

A Leading Google Analytics Agency

Bluetext is a leading Google Analytics agency with clients across the US and worldwide. We help companies of all sizes understand what their users are doing so they can be where their customers are. Whether you need help migrating to GA4 or tracking keywords on organic search, our team of strategists can help you optimize your digital presence to help you achieve your marketing goals.

There are constant conversations online about which industries are going to be impacted the most by new technology like Open AI and ChatGPT. Marketers are worried about how their jobs will change with the expansion of artificial intelligence, but they should be looking at it as an opportunity to have more of an impact rather than a threat to their job. Here are three ways AI is changing search engine optimization and the marketing landscape.

Automated Keyword Research

Knowing what keywords your target market is using to find solutions to their problems is a crucial step into setting up a successful organic search strategy. Without understanding the customer needs, it becomes a bling uphill battle to convincing your company can be the solution. This requires a little research and machine learning can help accelerate this process with a wide variety of SEO AI tools on the market. These tools go a step beyond your initial keyword list, to give you semantic keywords and ideas for what people might be searching for.

Content Creation and Optimization

Once you have your keyword list, you need to create content for those keywords. Tools like Copy.ai can create blog content around your keywords and can also write meta descriptions and meta titles for you. Though you can create a high volume of content with these tools, this should be your content creation starting point. Though use with caution, and be aware the content will require a round of copywriting and tweaking to optimize it for your website.

Insights from Analytics

There are a number of SEO analytics tools that utilize AI to help with optimization. SEMrush has AI features that help with competitive research and content optimization. MOZ Pro has an AI tool to help with link building, as well as providing insights on how to improve website performance. Learning to leverage these tools will help improve your organic search rankings.

 

Marketers should keep in mind that AI can’t replace human creativity, strategy and analysis, but it can be a powerful tool to help with optimization and decision-making. As technology evolves Bluetext is ready and eager to test out the top technologies within our toolset. If your company needs assistance putting together a foolproof SEO strategy, an agency partner is the best first step in creating a realistic action plan and analytics tracking. Contact us to learn more about our search engine optimization and content marketing services.

If you spent any time on social media over the recent holidays, your Instagram Stories and Tik Tik feed may have been filled with ‘In and Out’ lists. Originating from The Washington Post‘s inaugural ‘In and Out’ list, these highly opinionated posts have become the epitome of user-generated content. Celebrities, influencers, and everyday people are taking the opportunity to voice their opinions on everything from political events to pop culture phenomena.

Our digital marketing, website & UX design, and messaging strategist thought we’d tag along with this trend and create our list of things we’re excited to see grow in 2023, and not afraid to leave behind in 2022.

Fading OUT >	Trending IN
Tedious Copywriting  While the majority of marketers are confident in their creatives, many admit they struggle to scale their creative approach.	AI Assistance New innovations in AI tools are empowering advertisers to activate powerful copywriting and creative abilities at a higher pace. AI writing tools like ChatGPT, Copy.ai,Jasper, and more are lending a hand at the least initial drafts and brainstorming stage of landing page copy, social posts, and calls to action. But beyond words, designers are also experimenting with tools such as Automater, Alpaca, and Colorminder to scale photo editing, generate color palettes, and scale prototyping.
Aspirations for Accessibility  Accessibility has been a trending conversation for years now but has historically stagnated as a goal or back-burner initiative.	Accessibility in Action In 2023 we will see a surge in action to fully implement accessibility practices and follow through on promises. It is predicted the Web Accessibility Initiative (WAI) of the World Wide Web Consortium (W3C) will finally publish the official Web Content Accessibility Guidelines (WCAG) in early 2023. While official legal enforcement will come at a later date, this publication will be a powerful nudge for many companies to take action and implement ADA compliance on their websites. As a web design agency, Bluetext supports the web accessibility movement to make individuals with disabilities feel included in our ever-growing digital world. Check out some accessibility best practices and how we enable Level A, AA, and AAA compliance in our website designs.
Twitter Trail Off We all watched the drama of Elon Musk’s Twitter takeover in 2022. In this new year,  users are left uncertain about management practices and technical issues. Experts expect the platform’s user  base will decline over the next two years, most dramatically in the US market. The  platform isn’t expected to flat-line suddenly but may experience a trail of popularity as users begin to prefer more visual or video-based social  sites.	Short Form Videos  In recent years we have seen the escalation of short-form video popularity, as they are easy to consume and share. People increasingly desire bite-size, short-form content that they can rapidly consume in an information-saturated world. This format is not only easier on the viewer, but most importantly on the content creator. Social platforms like TikTok, Instagram, and YouTube have enabled brands to reach a wide audience and are designed to be most compatible with short and sweet video clips. The growing popularity of Instagram Reels and new developments in YouTube Shorts will only expedite this trend.
Modern Minimalism For many years ‘less is more’ took over design trends, as many brands began simplifying graphics and logos.	Retrofuturism  While clean lines and simplified styles won’t fade forever, we will see a rise in new design trends that blend nostalgic appreciation with new-age energy. The emerging style ‘retro-futurism’ refers to predictions of the future depicted in an earlier era. It is a highly nostalgic ‘Back to the Future’ aesthetic that leverages many popular emblems of the 60s, 70s, and Y2K. In 2023 many designers will revisit cyberpunk, Space Age, Jetson-esque memories to draw inspiration from the colorful utopias full of happy people and cool gadgets.
Sneaky Cookie Collection Data privacy has been a hot topic for years leading up to and following the passing of GDPR guidelines, but never been fully enforced in the US.	Privacy & Transparent Tracking  While many international companies have already implemented data privacy and cookie collection to meet GDPR mandates, US-based companies have been slow to catch up. But beginning January 2023 state-based regulations will be enforced. While these laws do vary by state and no federal data privacy law currently exists, the legislative wave is expected to spread to additional states. Companies will need to become proactive to clean up their data collection practices and provide transparency and opt-out options to users nationwide. Curious about what and where regulations have or will be implemented? Check out Bluetext’s breakdown of what every marketer needs to know about 2023 privacy laws.
One Size Fits All Previous top-of-the-funnel marketing strategies cast a wide net in hopes of catching a few customers. But many companies have come to realize that audience refinement and quality over quantity are vital in terms of leads.	Personalization & Curated Content The blanket method of marketing that prioritizes views and clicks over engagement and action has been replaced with a preference for personalization.  Alongside transparency in data collection, there has also been a push to be more intentional with user data. Getting smarter about what data to collect and analyze has allowed marketers to assess previous actions and communications from marketing and sales teams to track what content a lead has seen. Historical data enables marketers to make informed decisions about new content that would be most valuable for the lead at their individual stage of the funnel. Personalization, or serving up curated content, will become a more popular lead-generation tactic to attract and nurture qualified leads.

We have high hopes that in the year ahead new trends will gain traction and timeless tactics will only become more refined. If you’re curious how any of these tactics could help your busienss stay ahead of the competition curve, contact Bluetext.  

CES, aka the Consumer Electronic Show, is the world’s largest and most influential consumer technology trade show known to set the agenda for the year to come. Like any in-person show or event, the COVID pandemic impacted the attendance and logistics of recent years. But this year the event was back in full swing,  ready to connect the biggest brands and sharpest innovators once again. The event certainly made a splash, with a 70% larger footprint than 2022, hosting more than 3,200 exhibitors and over 115,000 attendees between January 5th and January 8th. Attendees, speakers, brands, and observers all felt the anticipation of discovering what new innovations may be unveiled. As the tech industry continues to evolve, we see some trends sticking around and some emerging with each new year. Here are five of the most notable trends from CES 2023: 

 

1. Sustainability: One of the key trends at CES the past few years has been sustainability in tech. As global brands continue to make sustainability a priority, many expected to see sustainable elements within this year’s exhibitions. But in 2023 the sustainability theme came stronger than ever.  From a John Deere robot planter that is designed to reduce chemical use and Bosch’s next generation of MEMS sensors that are more power-efficient than their predecessors and will reduce the environmental footprint of smart technology, to electric speedboats and avocado scanners that can assess ripeness, the list goes on. While sustainability has been a touchpoint at CES for years, the prevalence at this year’s conference indicates that companies are taking the issue more seriously and that consumers are starting to take more interest.
2. Growth in Streaming: 2022 was a transformative year for streaming services, between Netflix and Disney+ launching ad-supported tiers and Thursday Night Football’s move to Prime Video. As consumers continue to shift their attention to streaming, CES attendees are following suit. Leading the charge, Roku is planning to bulk up its streaming service that originally launched in 2017 (yes, Roku has a streaming service), as well as introduce two new lines on Smart TVs: Roku Select and Roku Plus. But while traditional streaming will continue to innovate to maintain viewership, we’re starting to see streaming enter the conversation in some unexpected ways. From streaming inside autonomous vehicles to Delta’s plans to launch free streaming on flights, the possibilities are endless.
3. Cars and Tech… Tech and Cars: Speaking of cars, with each year, CES has increasingly turned into an auto show. Now more than ever top automakers are vying to prove that they are innovating as quickly as any other tech company. This year, we also saw a number of consumer electronics companies trying their hand in the auto space. Samsung pitched their new ICX technology, which prioritizes driver safety with Ready Care by responding to changes in the driver’s condition, such as drowsiness and distraction. Meanwhile, competitor LG showcased their Cockpit Computer, also focusing on improvements to the driving experience, stressing that cars should be both a living and a working space. In another notable partnership, Sony and Honda teamed up on the Afeela electric vehicle, which is a prototype focusing on the 3 A’s: autonomy, augmentation, and affinity. With each year, we will see the lines between tech and auto companies continue to blur.
4. A Practical Metaverse: This year, the metaverse took a bit of a back seat compared to previous years. Although there were fewer metaverse-focused booths, overall, those focusing their efforts on VR seemed to take a step back to the more practical. After all, you have to walk before you can run. OVR Technology introduced another iteration of their scent-focused VR experience, which can be used for anything from marketing a fragrance to immersing yourself in a virtual spa experience. Boston-based Xander brings another practical use to the table: smart glasses that show real-time captions of what other people are saying for those who are hearing-impaired. As the interest in the metaverse continues to decline, it will be interesting to see if more practical applications will bring renewed interest.
5. Inclusivity in Beauty: While beauty products and technology may not seem to go together, beauty and skin care brands joined the ranks at CES again this year alongside autonomous vehicles and avocado scanners. Companies like L’Oréal have specifically been focusing on inclusivity, unveiling a motorized lipstick applicator called HAPTA that will allow users with limited fine motor skills to apply lipstick with confidence. Korean-based Amorepacific was the CES Innovation Award winner for the fourth year in a row for two products which focus on hyper-personalization. Their Authentic Color Master by TONEWORK uses an algorithm that analyzes 3,448 areas of the face and recommends an ideal makeup color. Slightly more approachable, the COSMECHIP can be used from the comfort of your home, and allows you to create skincare products on the spot to fit your needs. Both of Amorepacific’s products indicate that the beauty industry is moving away from a one-size-fits-all mentality and instead prioritizing individuality and inclusivity. 

So what can we take away from CES 2023? Well, technology is certainly trending and shows no sign of slowing down. New industries are constantly joining the tech sphere by enhancing existing products with new features. Hot topics from previous years will continue to command attention, only with active efforts to shift from promises to practice in the coming year. In 2023 the world will continue to be wowed by manufacturers, developers, content, technology delivery systems, and more. Here at Bluetext we are excited to watch emerging technologies yet to come this year, and how the world’s business leaders and pioneering thinkers continue to address the industry’s most relevant issues.