Voice commerce and in-game advertising: Students in Digital Marketing show you the way!
Are you a digital marketing professional? Or do you want to be? Then you don’t want to miss this: meet Anna-Maria Ostermann and Tiziano Filippini, both newly graduated students from the International Marketing and Brand Management Master Programme. In this article, they'll share their key insights concerning the future of voice commerce and in-game advertising!
Anna-Mara and Tiziano have – as a part of one of their courses in digital marketing – created pedagogical and fact-filled blog posts on the future of digital marketing. The blog, Lund Digital Insights, is initiated and managed by their teacher, Burak Tunca, Senior Lecturer in Digital Marketing.
The blog posts were published earlier this year, and then put on hold due to the situation with the coronavirus. However, Burak Tunca promises even more current digital analyses by students in the future. Keep an eye out for this!
But no matter the situation; talking to future marketing professionals can give current marketers and other people on the field useful insights in what’s new. So, we did take the opportunity to ask Anna-Maria, Tiziano and Burak, a bit more about what it normally is like to study marketing at Lund University School of Economics and Management.
Three voices on Digital Marketing
1. Anna-Maria Ostermann: The Future of Voice Commerce
How come you chose to delve deeper into the topic of voice commerce for your student blog post?
“It started with a conversation I had with a friend, who owns an Alexa [the Amazon voice assistant]. It puzzled me, since my friend usually is so private and doesn’t even have Facebook. I told her, ‘you do realise that this thing is listening to everything you say?’ But then she talked about all the benefits with it and it got me thinking about what else you can do with voice assistants such as Alexa and Echo, but from a retail perspective.”
What advice would you give people who work with marketing or retail today, but haven’t heard that much about what and how voice commerce might impact their field in a couple of years?
“Voice commerce is still in its infant shoes, but within the next five years, things could definitely happen. It will become increasingly important to keep up and be open for this. Perhaps it will be more common for younger people to use and adapt to – ordering groceries while multitasking other duties at home – but as marketing professionals, we will all have to try to integrate it in our overall marketing strategy in order for it to reach its full potential. And at the same time, keep in mind that for example, privacy concerns aren’t at all solved yet.”
What has the course in Digital Marketing (or the Master's programme as a whole) given you?
“Working with the blog posts was very hands-on. It gave us the opportunity to reflect on what topics and trends there are right now. The course itself had a very updated book and we talked a lot about social media strategies, user experiences concerning websites and how to make it user friendly. Many businesses today are just beginning to start up their digital marketing and it might still seem a bit alien to the organisation, I think. The ‘digital’ in marketing is treated as something separate, but I believe it really should be integrated in the daily life of the business.”
“My generation basically grew up with social media and some of us thought it rather funny, or obvious, when the textbook started explaining the differences between Facebook and Instagram … We do have an intuitive understanding of how things work, but we still need the right tools. Just thinking about what the future of retail and business might look like, have given me ideas in a whole new way. That is what I like about this programme, it is a good mix of the academic aspects, while at the same time it is really hands-on and you get to test what you have learned.”
Do you yourself use voice assistants?
“I’ve tried Siri on my iPhone. But … Well, it didn’t work that good.” (laughs)
Key takeaways concerning what you should keep in mind when talking about voice-commerce:
- Voice commerce is on the rise and will become an important sales channel within 5 years.
- Voice commerce can become a customer’s all-in-one local storekeeper and personal assistant, so user experience and data security will be the key.
- You [businesses] should create own voice-enabled apps in order to secure a market position.
- You need to redefine your strategy because your relationships with customers will change.
2. Tiziano Filippini: In-game advertising – a growing market
What did it give you to think about and write about in-game advertising on the student blog?
“I have been passionate about videogames since I was a kid, especially those that let you dive in incredible worlds and exciting stories. Even though I now have too little time to spend gaming, I still enjoy to play sometimes and to follow the industry growth. In this particular case, some time ago I was watching a gameplay of the videogame cited in the blog post, Death Stranding, and I noticed the blatant product placement of the Monster Energy drink. So, I started to think about some cases of in-game advertising and the possibilities that it offers.”
What do you think is the most common misperception/misunderstanding or “unknown useful fact” about in-game advertising, among “mainstream” marketers?
“A lot of people still perceive the videogames industry as very narrow and only targeted to young males, whereas in reality, data show that the consumer base is increasingly large and differentiated. For this reason, I think that many marketers are a bit unsure about investing in this media because they do not know if it is going to be profitable. However, I am quite confident that in the next few years we will see more and more companies implementing in-game advertising campaigns.”
Why did you apply to the International Marketing and Brand Management Master’s Programme?
“One of the main reasons I chose this programme is that it is very focused on the field I would like to work in, in comparison with other programmes – especially in Italy where I come from – where you have to attend courses that are not completely in line with what you are interested in. Of course, the fact that the tuition is free for EU citizens – and in a highly ranked university – also contributed to the choice.”
What has the course in Digital Marketing (or the Master's programme as a whole) given you?
“I had some previous knowledge about digital marketing from work experience and personal interest, so the theory presented was not completely new to me. However, I liked the guest lectures and I enjoyed the possibility to write about a topic that interests me.”
Key managerial takeaways concerning In-Game Advertising:
- Learn about the potential of in-game advertising. How can you implement it in your strategy?
- Gain insights about the growth of the video game industry and the diversification of its public.
- Understand how in-game advertising can be integrated with new technologies such as programmatic buying and cloud gaming.
3. Burak Tunca, Senior Lecturer in Digital Marketing
What can you tell us about the advanced course in Digital Marketing (which is part of the Master degree in International Marketing and Brand Management)? Why did you wish your students to delve deeper into trends in digital marketing and create their own content about it?
“The course was actually given in the autumn semester, so it ended before Christmas 2019. The plan was to continue posting blog posts during the spring semester 2020, but then corona came and both I and the students felt in uneasy about publishing the posts ‘as is’. They wanted to edit them to suit the current crisis situation, but did not have the time due to their on-going thesis work.
For the next semester, I’m planning to have a newsletter and a podcast published by students on digital news. This previous year, the medium was the blog. Blog writing was an individual assignment, as an exercise of content creation. Another objective was to share the digital marketing competencies we have at the university with our external stakeholders – industry, consumers, other academics etc.”
What else do the students learn in the course Digital Marketing?
“It is a holistic course, starting from digital marketing strategies to content creation and measuring campaign performance, thereby covering everything about digital marketing.”
Are you satisfied with what the students have achieved in the course?
“Yes, certainly. These students are going to be leaders in a digital world, and their motivation for digital marketing coupled with their competences and experiences resulted in a fun and rewarding course for everyone involved.”
Digital marketing is evolving quickly. What do you think the students and other marketing professionals out there should do to keep up with the times?
“Digital marketing – or, everything that is being digitalised for that matter – is a moving target. I tell students that traditional academic research is too slow to keep up with that pace, so they need to read widely. And I do not mean widely just about digital marketing – they should also read about design, architecture, art, computer science etc. Maybe, more importantly, they need to make connections between these areas to create original marketing content.”