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Adello Magazine:
Top 50 Business & Marketing Visionaries

EDITOR'S NOTE

“For decades marketing has been gaining in importance in business, becoming an essential part of any organization. But in the time of increased buzz around marketing “trends” and widely popping TikTok teens calling themselves “marketing experts,” it is crucial to go back to the fundamentals of marketing: metrics. 

Remember, unlike other company departments, marketing ties into other business areas. Marketing for HR for internal communication and team development, for sales for client relationship and revenue growth, for product/tech for client-centric product development, and for finance for fundraising. 

This year Adello Magazine celebrates the 50 noteworthy marketing professionals who helped build strong and influential brands in the digital world.”

ANNA PAK

Head of Marketing at Adello
Anna Pak, Head of Marketing @Adello

Endless Opportunities behind VR

VR and AR used to be in the past “the technology of the future”. Today we witness how virtual and augmented reality transformed into the “ordinary presence”: AR apps on the phone, VR glasses at home for playing games, and scientists in Virtual reality headsets making important research.  Now we, as users, are in the stage of exploring all the potentials of this technology and bringing them to life.  This week we had an interview with Gabriele Romagnoli, Head of Business at ShapesXR, Senior Advisor at iconomy. In our conversation, we discussed the hidden potential of VR/AR, their limitations, and the future.

When you look at the development aspect, there was a huge leap in the recent year, and a lot was improved. The VR/AR options that are available for people now are much better than 3 years ago, for instance. Thus, there is continuous improvement, not the explanation, but still, the industry has made a big difference.
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Next Trends in Crypto

In fact, the crypto industry opens many new opportunities and broadens horizons. It can be inspiring, fascinating, and empowering. Yet for many, it is still a step into the unknown. Government regulation would help a lot to “tame” the wild crypto industry. When it is going to happen and how?

Switzerland is one of the leading countries in the crypto industry. In the new Adello Magazine edition, Delphine Forma, Senior Compliance Manager at BitMEX a Board Member of the OpenVasp Association and crypto and blockchain advisor, shares her view on the future crypto trends and opportunities in Switzerland.

The industry is not only about crypto but it is about the technology which is changing our society by enabling direct interactions and disintermediation. We can see it with the rise of decentralized autonomous organizations (“DAOs”) and different crypto communities and cultures being built around specific projects.
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4 Ways To Get Your Marketing from Good to Great

The geopolitical situation in the world, recession, and shrinking budgets in the companies are leading to the tectonic shift in the marketing field. And that is how we need to adapt again to the new changes that today’s agenda dictates to us. Generally, adapting is not a bad thing. Nevertheless, while deconstructing and building again your marketing strategy to correspond to the current situation, do not forget about the core. In this edition, Alexa Duarte D'Agostino, entrepreneur and business strategist based in New York, shares her opinion on marketing fundamentals. She highlights that brands should move on from hard selling and focus on connecting consumer values with brand identity.

There is a new paradox within the world of marketing. It seems that there is a divide between people that think marketing is the easiest and least important aspect of business, and the hardest and most challenging aspect of business to tackle.
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Digital Marketing Trends in 2023

From black-and-white newspaper ads to AI-driven chatbots, the trends in marketing come and go, pushing marketers to apply and leverage new technologies. Next year, however, many businesses will continue growing primarily by leaning on the three strong pillars - relevancy, inclusion, and sustainability - but new technologies will make it more exciting.

In this issue, Simon Kingsnorth, entrepreneur and accomplished marketer, shares his opinion on the top digital marketing trends to expect in 2023. In addition, we follow Apple's second attempt to enter the mobile advertising game, which this time may prove victorious as they think more about long-term strategy. Finally, we tried one of the most successful VR games that made me shiver, Half-Life: Alyx. Highly recommended!

During a recession, it’s likely that your business might fall prey to the old adage, “out of sight, out of mind”. Therefore, focus on innovative ways to advertise your products – there will be less competition for advertising during this period, which means your ads will have more visibility at a lower cost.
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Simply Efficient Digital Marketing

The simplest things are often the truest, and marketing is not an exception. In fact, in the pursuit of perfection in our work, we sometimes forget the simple essentials. This week we are releasing a special Adello Magazine edition "Simply Efficient Digital Marketing". In this issue, Joel Hansen, Head of Marketing & Partnerships, LOI Venture, Founder of JJ Ventures, TEDx Speaker, and Marketing Advisor, shares with us the simple secrets of successful digital marketing.

Also, we have collected for you a selection of incredibly creative and unusual advertising in recent times and a review of the popular game this summer Stray.

When you tune into the right people - podcasts, tweets, books - you can tap into an unparalleled curiosity that can drive forward any idea you have.
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Tapping the Power of Customer Marketing to Create Brand Advocates

Advocacy marketing aims to get employees, customers, contractors, and other stakeholders to share your products and services with people they know. On top of that, customer advocacy can help turn loyal customers into advocates for your brand. However, advocacy marketing is too often overlooked by companies, despite its accessibility and effectiveness. B2B marketers can miss out on many opportunities if they do not turn their marketing efforts into customer advocacy. In this edition, Marissa Pick will share with you how to use the whole potential of customer advocacy for your business and how to benefit from it.

The term ‘customer advocacy’ is frequently confused with ‘customer loyalty,’ but while the two are naturally intertwined, they are not always the same thing. Achieving customer loyalty ensures there is a strong likelihood of repeat business while that customer remains satisfied with your range of products or services. Customer advocacy, on the other hand, can help to transform loyal customers into advocates for your brand. Yet, sadly, they are too often overlooked in marketing strategies, despite their accessibility and effectiveness.
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The Secrets of Luxury Marketing

When a marketer works with a luxury brand, they can suddenly discover an absolutely new world. This week, together with Sarra Dadoul, the General Manager Brand & Business Unit, Member of the Swiss Women Board Members Club, we dive into the luxury marketing segment. What channels do consumers of luxury goods prefer? How can they be influenced by marketing? And how are new technologies such as metaverse or NFT changing this segment? 

Beyond that, in this edition, we will tell you how the usage of avatars in everyday life has changed, and share a review of the first VR film, "We Met in Virtual Reality".

Innovations like metaverse, NFTs and Crypto are probably the future of marketing, redesigning digital marketing in a Web 3.0 version. [...] Luxury is all about exclusivity. Thanks to NFTs, it is possible to live this exclusivity. In fact, owning items in the virtual world and metaverse makes owning cool again.
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Business Strategy in an Era of Unintended Consequences

There is a theory of "Black Swans," which describes hard-to-predict and rare events with significant catastrophic consequences. In fact, for the past two years and to this day, we have been experiencing global shifts that are transforming various aspects of our lives. And we still struggle to readjust and realize that the world has changed.  In today's issue, Mark Schaefer, marketing strategist, speaker, and author of several marketing bestsellers, discusses how to create a business strategy in an era of unintended consequences.

This strikes at the heart of marketing discipline. We want to predict the future based on some trendline that started in the past. But the future has been re-written in the last two years, and our trendlines will be interrupted with unintended consequences. We might have to reimagine marketing strategy for the time being.
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Sport Marketing in Formula 1

Crowds of team fans, overcrowded stadiums, and grandiose sports marketing campaigns - all this would not be possible without sports marketing. Today's guest is Ryan McCallum. Ryan McCallum is President at Canada Sport Marketing, Formula 1 Paddock Club Authorized Distributor. In this edition, he shares the features of working with major sports clients such as F1. Also, Dr. Sebastiano Mereu tells in his article about dimensions of perceived value that influence sport fans’ adoption of the metaverse.

With 18 years of motorsport business experience, we have seen almost everything, but new challenges always seem to find us – They keep us on our toes! Something that we always take into consideration is the human side of the business. There are so many sponsorship and hospitality options out there – When we work with our clients, we want to build a true relationship with them so they think of us the next time they consider sponsoring or hosting an event.
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Metaverse, Smart Cities and NFTs: An Incredible Storytelling of a Digital Saturday Night

While the metaverse is getting more and more close to us, for some people, the emergence of the immersive internet still seems unthinkable. We are so used to the screen format of the internet that we cannot imagine any other alternative. However, the immersive internet and the metaverse are not just futurist fantasies, they are an inevitable stage of internet development that will have to happen sooner or later. In this edition, Professor Dr. Enrico Molinari shares a futuristic story and his vision of the metaverse. He describes in clear words how the presence of Web 3.0 technologies will transform our lives.

The metaverse has many meanings today for me. As a daily user, it is a fun experience in an original landscape or a way to take GovTech services, as a university professor in economics and digital transformation, it is a new way of creating work, and as a global influencer, it is the definitive certification of the convergence between social media and smart society.
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Blockchain Lost Its Inclusivity, Here’s How We Get It Back on Track

Blockchain, by design, is supposed to be inclusive. In fact, this technology offers a freer, safer and fairer environment for financial transactions for all. Today, however, inclusiveness in this field is in crisis. For example, women constitute only one-third of the workforce in this industry. 

Lavinia D. Osbourne is the Founder of Women in Blockchain Talks. Her goal is to engage people of marginalized or underrepresented groups and show the life-changing and world-changing potential of blockchain. In her article, she shares how to get blockchain's inclusivity back on track.

Unfortunately, somewhere along the way that ideal of inclusivity has been lost, or at least deprioritized. At a time when the wider technology industry rightfully faces criticism for having workforces composed of about 33% women, a study showed that number slips to just 14.5%within blockchain. For an industry designed to open up global financial and social services to a more diverse range of people, this lack of diversity is disappointing. So what can we do to fix it?
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Surviving the Post Pandemic Consumer Spending Pullback

We are living in a post-pandemic time. And, as some of you have already noticed, post-pandemic is not equal to pre-pandemic time. In fact, the crisis is not over, and some businesses still face post-pandemic effects, and consumer spending pullback is one of the most common. How to recover and adapt to those times? In this edition, Megan Conahan, Executive Vice President at Direct Agents, shares her experience and offers 6 tips on how to survive the post-pandemic consumer spending pullback.

The landscape has changed, and brands will need to adopt new strategies to weather the storm. While every brand will approach its challenges uniquely, six major topics can not be ignored when living with our new reality.
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High-Tech Marketing

It is always breathtaking to read the news from the high-tech world. The last week was especially saturated with different events: from the news about the development of LaMDA by Google, and to the Apple Worldwide Developer Conference. Devoting this edition to High-Tech Marketing, we have invited Barry Rabkin as an honored Adello author. Barry has shared his insights on the marketing strategy and tactics in autonomous vehicles, drones, and industrial robotics and his vision for the future of robotics in our lives.

Effective marketing strategy requires tight alignment between the customer, channel, problem, offering, and message. Sales are the inevitable result when you are reaching your target audience and educating them about an effective, efficient solution to an unaddressed problem that they passionately want to solve. Just as products need to be differentiated to win in their competitive marketplace, your marketing strategies also need to play to your strengths, customers’ needs, and competition’s weaknesses.
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"Content as A Service" Business

Content marketing plays several various roles in business. When we speak about B2B, thanks to the unique, useful, and expert content, the brands are able to acquire an audience and create a network of professionals. In the new Adello edition, we will get you acquainted with Benjamin Shapiro, the founder & CEO of I Hear Everything, host of the MarTech & Voices of Search podcasts. In his story, he tells about his challenging path to becoming a successful podcast host and shares the tips for quality B2B content creation.

This is the story of I Hear Everything. It started off with an abject failure as a marketer. And turned into focusing on what we inherently do well as an organization. We listen, we hear, we understand our customers’ pain points, and we build products and services to help them solve them. Our realization is that marketers today are struggling with finding channels that both help them build awareness and drive demand. We offer everything from our podcast network to our content as a service, and creator cultivation platform. All of our products and services are geared towards helping our clients, customers, friends, and partners succeed.
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Succeeding In The Metaverse

More and more major corporations have embraced the metaverse concept, seeing the potential of the virtual marketplace for their business. Why? Because everything related to the metaverse opens investment opportunities, and the metaverse itself has the potential to become an extension of the Internet.

If you decided to take the red pill and see how deep the rabbit hole goes, then this edition is for you. Tony Moroney, Founder & Managing Partner of Beta Digital, Co-Founder of The Digital Transformation Lab, and Lecturer at IMI & MTU, shared his experience and advice on how organizations can succeed in the metaverse.

In addition, we will look at the future of social media in the metaverse and review another video game that can keep you entertained.

To succeed, companies must recognize that the metaverse is characterized by virtual communities, gamification, and value creation. Critically, it creates an opportunity to bring consumers inside your brand to both consume and shape their experience and, in turn, enables organizations to experiment and learn in real-time based on consumer behavior and preferences.
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Stepping into Web 3.0 & How to Protect NFT Market

On the NFT popularity peak, some who want to enter this field are wondering: where should I start? Meanwhile, others begin to doubt the NFT and its safety.

Web 3.0 was supposed to become an absolutely new and safe space for Internet users. However, according to Tim Moore, it's important to know a number of rules before one steps into the Web 3.0 and NFT market.

We need to be aware of anti-fraud and anti-money laundering because a common user is not very much known to such concepts when it comes to the buying of NFTs and their rights and responsibilities.
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VR and AR is Changing the Marketing Landscape

Virtual and Augmented reality devices are no longer just entertainment for geeks. In fact, immersive technologies are being used in various fields from production to medicine. Marketing is not an exception. In this edition together with James Watson, we were talking about how VR and AR are changing the landscape of marketing and why immersive technologies stand for the future.

VR/AR experiences that allow customers to try out products and activities before purchasing are forms of experiential marketing, an essential strategy for today’s customers who are increasingly seeking out experiences over possessions. VR and AR are powerful marketing tools that answer this shift in priorities by creating meaningful shopping experiences for consumers. The following examples illustrate exactly why companies across multiple sectors are incorporating VR and AR into their marketing strategies.
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Metaverse: Opportunities of the Future

The rapid development of technology and its significance continue to accelerate. This contributes to interest in the next generation of the Internet - the metaverse. The metaverse of the future will be similar to our “ordinary” world where we work, study, and interact with each other. Simply put, metaverse will be a digital copy of our everyday life. Thomas Hutter, the CEO of Hutter Consult explains what are the opportunities of the metaverse we can see in the near future and how soon will the adoption of Web 3.0 take place. 

Wise to suggest, that blockchain gaming is another concept, that is intersecting with the metaverse. Adello has interviewed Augustin Romaneschi, member of Crypto Valley Association, founder of Plug to Potential, and blockchain enthusiast, and asked him about the concept of NFT games, its trends, and its future.

In order to adopt the concepts of the Metaverse, businesses would have to analyze opportunities and establish the direction they want to move to. It’s not sustainable to try to pursue multiple paths simultaneously unless there are enough financial resources and talents available. Later, they would have to constitute the strategy of their further actions. It is important to start now and work plan for a long-term perspective.
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The 3 Actions to Get Traction in the Metaverse

Remember how 25 years ago when the Internet just started its expansion the leading tech companies were claiming that the Internet stands for the future? Back then many companies were trying to get into it without exact knowledge about Web 1.0.  The Web 3.0 and the new Internet, where the metaverse is part of it, are already here. Today we see the same picture: everyone wants their business to be a part of the metaverse, but only a few are ready for that. Bertrand Blancheton in his article together with Adello Magazine described what steps the company must undertake in order to smoothly integrate the metaverse in their business. 

“There is a “phygital” solution promised by the metaverse. Its goal is to revolutionize the way we perceive the world by fusing the physical and virtual worlds. Not everything must be done differently when making the transition to the metaverse. It’s a smart idea to start by offering a virtual version of what you do in the real world. A natural way to enter the metaverse but also an authentic way for your business to be recognized by customers”
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Goodbye to Third-Party Cookies As Your First-Party Data Comes Into Focus

Today it is clear that third-party cookies are not welcomed in the marketing world anymore. While some are still trying to harness the last bites of questionably collected data, Jessie Lizak kindly reminds marketers that first-party data collection can contribute to business growth.

For those who feel that the zero- and first-party data is not enough, we introduce the most innovative privacy-friendly cookieless alternatives to continue offering relevant and personalized marketing services!

"Panicked marketers should take a deep breath, says Lizak. Google is not shutting off all cookies, just third-party cookies. This means your powerful first-party data can still be used to track basic data from visitors to your own website. Also, since Firefox and Safari had banned third-party cookies some time ago, this marketing strategy was already weakening."
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Why Fashion's Future is Digital And How to Get It Right

Digitalization has become an integral part of how fashion brands interact with their consumers. In addition, digital marketing tools are changing the entire fashion industry.

In this edition, we discussed why digitalization in the fashion industry is important with Frida Ekholm. She gave advice on how to adapt digitalization for fashion brands and what to pay attention to while implementing digital. 

Moreover, in this edition, we disclosed the popularisation of NFT in the fashion industry and how it expanded the apparel market. Discover the presence and the future of fashion in our new edition!

In today’s digital world, every brand stands the same chance. High streets are no longer exclusive to city centers and you don’t have to be able to afford the most expensive flagship store location to be seen. Instead, the most attractive streets are located in the palms’ of consumers’ hands: on their smartphones. So, while the pandemic certainly widened the gap between digital leaders and digital laggards, there is still time to even the playing field. With a bit of courage and a willingness to change, even the most analog brands still have a chance to accelerate their digital transformation in time.
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The Power within the Video Customer Journey

This edition we devoted to two widely discussed trends that took over the digital marketing world in 2022: video and metaverse.

Customer journey is essential while planning the video marketing strategy. Adrian Sandmeier, the author of the bestseller book on Amazon “Video marketing For Marketers" and the founder of youstream, shares the same opinion. In this edition, he discloses the secrets of successful video marketing, good production and proves the importance of the audience while building the strategy.

From the Adello side, we are keeping to share the ideas from our latest panel discussion about metaverse. We explained in detail the mechanisms behind the metaverse by explaining its ecosystem.

And in the end, we described how metaverse and video can cooperate together and how marketers will benefit from it. Enjoy reading! 😉

The principle of the customer journey matches 1:1 with the principle of cold, warm and hot traffic, which some marketers might be familiar with. People at the beginning of the journey are considered cold traffic, in the middle they become warm, and just before they hit the buy button, they are hot traffic. It’s very important to distinguish the different forms of traffic since you have to address them differently. This makes your video marketing efforts much more efficient, saving you the cost of targeting the wrong audience with the wrong video.
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Influencer Marketing and the Affiliate Industry

Thinking about affiliate marketing, one most probably imagines different discounts offers and promo codes. However, affiliate marketing took a different direction in tandem with influencer marketing. Chris Tradgett, the co-Founder at Publisher Discovery, ensures that this marketing model is used for the best benefits for a business, especially in the era of rapid digitalization.

Traditionally, many marketers’ views of affiliates were dominated by a fixation on Coupons and Cashback. This, in part, was supported by the slow rollout of proper attribution models among the networks. However, the pandemic brought a tipping point; technologies becoming more favourable ... and influencers are adopting a blended approach with fees and commissions.
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The Importance of Strategy in Global Brand Building

Creating a branding strategy is a long process that requires patience, time, and hard work. Even if you succeed in building a brand, maintaining long-term success might be the challenge. A verified and communicated brand positioning strategy not only stimulates sales but also forms long-term brand loyalty. It helps effectively increase customer trust in the brand and creates a strong competitive edge. In our new Adello Magazine edition, together with An Driessens, we discuss the importance of the strategy of global brand building.

The world is truly digital. We have never been so inundated with data, the pandemic has upended our habits and behaviours, soon we might all be living in a metaverse….and yet, have the basics of good brand building and best-in-class marketing really changed?
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