Remember Google and Snapchat’s attempts at making smart glasses a thing? It may not have worked 10 years ago, but the augmented reality tech is now making a valiant attempt at a comeback.
Meta recently partnered with Ray-Ban to release smart glasses and Apple’s about to drop the Vision Pro headset — signs we’re heading toward a world with both AI and augmented reality integrated into daily life. Once products like these become widely accessible (if ever — Apple’s Vision Pro headset currently retails for over $3,000), an entirely new avenue of marketing could open up.
Despite its struggles with Spectacles, Snap remains the frontrunner in AR experimentation overall (both for users and in marketing partnerships) and sets the tone for other developers to match. In 2015, Snap pioneered location-based messaging, where alerts pop up on mobile devices upon reaching a certain location. Now that wearables are back in style, the same system could work for AR eyewear. Think along the lines of the digital overlays we see in Snapchat filters — users could simply look at specific locations or stores and see messages or promotions come up in their field of vision.
As developments that once felt like science fiction become reality, keep AR in mind for its spec-tacular potential in marketing.
TL;DR: The revival of smart glasses signals an incoming AR integration into daily life and creates opportunities for marketers to think up creative tactics for wearables.
AMA: I'm a Social Media Platform Going Public
2024 could be the year a new social platform finally takes on X, and Reddit is throwing all of its hats in the ring. Reddit was already cozying up to brands with upgraded marketing tools and safeguards against some of the more questionable sides of the platform. Now, the internet’s front page is targeting another new audience: investors.
Reddit will launch its long-rumored IPO in 2024 at a valuation of $15 billion. Some analysts see that figure as a little overambitious. (For context: X, despite losing value recently post-acquisition, still sits at $19 billion and has over 3x the user base of Reddit.) But Reddit knows it has growing appeal — social media users are flocking toward niche platforms and community-driven forums, and both are areas where Reddit excels. As the company prepares to go public, expect to see more updates and brand-friendly features that make marketing on the platform safer and easier. (After all, more brand investment = more investor value.) If you aren’t already considering Reddit among your platforms that could replace X in 2024, now’s the time to add it to the list.
TL;DR: Reddit will launch an IPO in 2024, valuing itself at $15 billion. Expect more marketing-focused features as Reddit seeks to appeal to brands and investors in the lead-up.
AI Alert
In an unusual turn of events, The New York Times has been making nearly as many headlines as it’s writing. The media company filed a lawsuit against ChatGPT creator OpenAI over its use of copyrighted material to train the AI tech. This isn’t the first time OpenAI has faced copyright infringement claims — a group of 17 authors, including George R.R. Martin, also sued the company last fall. While both suits are still in early days, an outcome in favor of NYT could mean major restrictions on how AI is trained, forcing AI developers (and the tools us marketers have come to know) back to square one.
Inbox Cleaning 🧹
Attention email marketers! Google and Yahoo are implementing new email authentication requirements for bulk senders starting in February. With these new rules, both email providers are hoping to set better standards for email security and safety. So, what does this email authentication actually entail? There are three main requirements:
Email domain authentication: By verifying your email source, there’s more trust in the mail coming from you and a smaller chance it gets flagged as spam.
One-click unsubscribe options: You must make it an option to unsubscribe from your emails with just one click and process unsubscribe requests within two days.
Make sure you aren’t sending unwanted emails: Both providers encourage bulk senders to stay under a 0.3% spam rate. Email marketing tools like HubSpot can help you keep an eye on your email health.
Extra authentication steps can be tedious, we know that. But it’s worth it to make sure your marketing emails avoid the spam folder and end up in the right inbox.
TL;DR: Google and Yahoo will require bulk email senders to authenticate their emails to reduce spam rates in user inboxes starting February 2024.
WHAT LIT US UP
Source: AllEvents
Boulevard of Album Streams
Green Day lovers are about to have the time of their life.
The veteran punk band has chosen local record stores worldwide to host free listening parties for its newest album, “Saviors.” This will be an opportunity for fans to come together and hear the album a week before its release, along with the chance to win special prizes and giveaways.
These pop-up events are the band’s latest move in a marketing strategy tailored skinny-jeans snug to Green Day's core values. The promotions focus on paying respects to the band's rough-edged roots, curating innovative experiences, and prioritizing the fans who took the trio from playing basements to sold-out arenas.
The all-out promo plan balances digital strategy with vintage marketing tricks, throwing it back to the band’s 90s debut. On the digital side, the band launched a cryptic website that teased the album’s first single. TheAmericanDreamisKillingMe.com featured a video of Billie Joe Armstrong hitting the snooze button and let users sign up for a single release "Wake Up Call.” Green Day’s Instagram and TikTok accounts are also filled with candid, behind-the-scenes footage so followers can see a more personal side of the musicians.
The group is also paying homage to its low-tech genesis by hosting its listening parties at indie record shops, releasing a line of limited-edition vinyl records, and playing a surprise show in a London pub for a small group of devotees.
This album launch shows that even when your b(r)and hits platinum status, marketing strategies that stay true to your roots and invest in your audience will keep fans coming back. (We've got fans of nearly 20 years at Tier One, so we’ll see you at the listening parties!)
TL;DR:Green Day's marketing for its newest album pays tribute to the band's roots and prioritizes giving back to fans — a strategy brands can use to demonstrate core values and strengthen audience relationships.