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Rimsha Haque

What’s In the Metaverse for Brands?

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Metaverse marketing allows brands to maximise their creativity and reach their target audience most attractively. That’s why brands are turning their faces to the metaverse for digital marketing one by one.

Even though it seems to be a sudden hot topic, the concept has been around for a long time. Years ago, when my friend told me about Second Life, I didn’t take it much seriously. However, he was fascinated by how real it felt to socialise with other users in a virtual realm. 

Well, now, it’s getting serious. So naturally, brands have solid reasons to participate in this revolutionary act.

Is Metaverse the New Platform for Digital Marketing?

Digital marketing needs attractive interaction, and metaverse provides this to the full extent. So, we can say metaverse is the new platform for digital marketing. 

Many virtual conventions, events, and gatherings occur in the digital universe. Especially in COVID-19 conditions, it is attractive for all the people. They can still be together, even if it’s virtually. The changing consumer behavior and past experiences show that metaverse will stay with us for a long time. It’s just starting and metaverse for digital marketing will be quite interesting.

Why Brands Are Marketing In The Metaverse?

While technology is making up with its own universe, brands are inevitable habitants. This is the ultimate chance of globalization for the brands with a target to reach out to their audience worldwide. 

There is no doubt; it will grow fast. You need to appear in the Metaverse before it’s late to create a big jump towards your targets. We all had seen this first when brands started their websites and then when eCommerce became popular.

To sum up, there are many reasons for brands to join Metaverse marketing: The exponentially increasing number of users, limitless opportunities for brands, easily applicable ideas (that are not possible in the physical world), and many more. 

If you have creative ideas to advertise your brand, Metaverse marketing will let you be bold. With limitless possibilities in this universe, you’re beyond the limits of the physical world. So it’s a great time for brainstorming and coming out with great campaigns.

Advertising on Facebook vs Instagram: Why Advertise on Facebook and Instagram?

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Facebook and Instagram are two of the world’s biggest social media platforms, with 3.7 billion users across both platforms. Millions of marketers are now using the platforms to reach new audiences and achieve their business objectives.

Both channels provide a great opportunity to use a variety of ad formats, ad objectives, and targeting options to reach your target audience and drive traffic and sales for your business. Whilst these channels allow you to achieve the same thing, they’re not both exactly the same so it’s important to understand the differences between the two channels so you can choose the most effective channel for your business.

Benefits of Instagram Advertising:

  • Instagram audiences purchase from the app – one third of Instagram users have made a purchase directly from an Instagram ad. These users are in a purchasing mindset which allows for more conversions on the app.
  • Great organic functionality – Instagram provides you with the perfect opportunity to build your brand organically. You can build a following and awareness of your brand on the platform without spending anything. If you get it right, you can grow your followers, fans and word of mouth referrals which can help to increase ad conversions.
  • Better at engaging ad audiences- Instagram is a visual platform so helps to drive more engagements. If you have a lot of visual content to share, Instagram is the best platform for you.

Running ads on both platforms can be beneficial for your brand but, if you’re low on resources and need to pick one, we always advise choosing the platform that is most used by your target audience.

Here are some of the key factors to consider when choosing the right platform for your business.

Ad Management

Both channels can be managed through the Facebook Ads manager which makes it easy to place your ads on both channels and to choose the right placements for your ads.


Goals help you to determine the success of your campaigns based on the results or ROI you’re looking to achieve. Facebook’s Ad Manager makes choosing a goal for your campaign easy. It allows you to choose the right objective from the beginning and options include everything from generating brand awareness to driving website traffic or conversions.

Facebook’s Ad Manager manages ads on Facebook and Instagram but not all of the options are available on Instagram so you’ll have to consider what you want to achieve before launching your campaign to make sure Instagram can help you meet your goals.

If you advertise on Instagram through the mobile app you’re not able to choose an objective so you will need to keep this in mind when planning your campaigns.


The industry your business operates in can have a huge impact on whether Facebook or Instagram is suitable for your business. For example, businesses that sell food, fashion, and consumer products tend to perform better on Instagram.

Your industry can also affect how much you pay for your ads. If you sell more expensive products or services, you will need to run ad campaigns across the customer journey from generating awareness to consideration and purchase. In addition, if you have a lot of competition, it will cost more for you to break through the noise. However, if your industry does not already have a strong presence, you’re likely to have less competition so your advertising on Facebook and Instagram will cost less.


One of the biggest differences between Facebook and Instagram is the available audience to you. Men and women from all age groups are active on Facebook and the most active users are 25-34-year-old men. So, if you want to reach a wide range of people or people within a specific age group, Facebook provides you with access to a wide range of people.

On the other hand, Instagram has a much smaller audience. Statistics show that men and women use Instagram but neither both sexes nor all age groups are equally active. The most active age groups on Instagram are 18-24-year-olds and 25-35-year-olds.

If you’re trying to reach a younger audience (Generation Z and Millennials), Instagram is the perfect platform for your business. For other age groups, Facebook is the best channel.

Type of Ads

Facebook allows you to create a wide range of ads to target your ideal customers. These are different ways of engaging people on the channel and allowing them to interact with your brand.

The types of ads you can run on Facebook include:

  • Video ads
  • Image ads
  • Collection ads
  • Carousel ads
  • Slideshow ads
  • Facebook instant experiences/canvas ads
  • Lead generation ads
  • Offer ads
  • Post engagement ads
  • Event response ads
  • Page likes

Instagram is a much more visual channel so the adoptions are more limited. The types of ads you can run on Instagram are:

  • Photo ads
  • Video ads
  • Carousel ads
  • Stories ads

As you can see, whether you use Facebook or Instagram to advertise your business depends on a wide range of factors including your industry, your target audience, budget, and the goals you want to achieve. Understanding each channel, as well as where your audience goes, will help you to make sure you choose the right platform for your business.

Determining The Most Profitable Customer Segment In An Online Brand Introduction

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With the e-commerce industry growing at an unprecedented rate, brands are further put to test on the understanding their customers outside the typical retail environment. Businesses are always striving for the piece of the market that drives the largest profit. However, each segment that brings in higher levels of profit may also have excess work required to acquire that customer to spend their money in such ways.

I had a conversation with a friend who has developed a successful online store in the female-niched fast-fashion industry. In our conversation, he told me his store was having trouble meeting typical sales targets and he was identifying new strategies for customer acquisition and profitability. At this point I saw a research opportunity to identify the highest- profitability segment in this online brand. I believed conducting research on the value of the most cash-flow driven customer segment would allow my friend to focus on this target segment that would deem most beneficial to his brand.

This granted me the opportunity to conduct primary research based on real customer data to test which customers were the most profitable and which customer segment they ended up being in. The timeframe selected was 1 month between the date of September 1 – September 30th. All primary research conducted in this report will relate to data coming from this time period, Stats about this period are available in Appendix A. Consumer Segmentation

In order to assess the profitability of each customer segment, customer segments were created to allow for a better understanding of how each customer group makes their purchases within this online store. Thus, to test the profitability, Loyal, Discount, Impulse, Need-based and Wandering customer segments were created to determine the profitability relation between each of the 5 customer segments (Hunter, M., 2019). Each customer was specified to how they will be identified within the pool of the 488 purchase sales for the month of September as presented below:

Loyal Customer – A customer from the data set who purchases from the online store multiple times in the given time-period. Rationale: According to the Department of Information Science at the University of Malaya, E-loyalty refers to desirable customer attitudes in EComm, which lead to repeat purchases (Sohrabi, N., 2013)

Discount Customer – A customer from the data set that has purchased based on a discount code in the given time-period.

Impulse Customer – A customer from the data set that has purchased based on an App/ store incentive that gives them an opportunity to purchase an item they didn’t intend to buy.

Rationale – According to the Association for consumer research, an impulsive buyer is one “who makes a purchase that is unplanned, only after being prompted by seeing the product or some other relevant cue” (Piron, 1991, p. 512).

Need-based Customer – A customer from the data set that has purchased an item based on a search query. Rationale: They have searched exactly this and purchase exactly this.

Wandering Customer – A customer from the data set who has abandoned their cart. Attempted to checkout but did not complete the purchase. Rationale: A regular online visitor would not be an appropriate number because as there have been over 113,000 site views, but not all may showcase interest towards the product. Abandoned checkout shows customer interest but lack of initiation.


Based on the associations and rationale of each customer segment above, data was stripped of all 488 customer orders in the month of September and each customer was individually identified under each category under a specific colour code; As shown in Appendix B.

After categorizing each customer segment, number figures were summed up for each customer segment in the month and put in an excel table as shown in Appendix C.

Further Understanding and limitations with Research

The research conducted was limited to several assumptions as it did not take into the long-term effects of the value of a customer, which are most essential to sustaining business. An article by the Harvard Business Review, goes in-depth about the value of a loyal customer and attributes the profitability puzzle of how much profit a loyal customer generates overtime to 5 strong attributes. A loyal customer: generates Longer-cash flows, has a reduced acquisition fee, allows business to be efficient with how it serves the customer due to understanding of customer preferences, can be charged a premium of company services, and is involved in spreading word-of-mouth(Reichheld & Sasser, 2014). A look at Appendix D shows a visual representation of customers being more profitable in the long run, as time increases each bar graph gets added more profitability components. Just like this bar graph shows, our primary data shows loyal customers in the online brand generating a higher Revenue per customer than any other target segment at $54.13/customer (Appendix C). This is simply due to loyal customers having more than 1 order/ longer purchase history, resulting in more revenue earned.

Further research was done on the loyalty and profitability correlation, and according to the Journal of Marketing Management, increased customer loyalty has a positive “effect” on customer profitability, but at a decreasing rate; As shown visually in Appendix F. (Øyvind Helgesen (2006).

These two sources bring forth a strong conclusion in customer loyalty holding a great deal of profits, however, these sources do not consider tests of online customer behaviour.

Online purchase behaviour may bring about out varying purchasing characteristics that can influence the customer segment of which has the highest profitability.


The results section in Appendix C, show a high number of customers and cash-flow arriving from one target segment, impulse buyers. These buyers were categorized by seeing which apps in the online store triggered them to purchase something they did not intend to. Paid website plug-ins like ‘Upsell’, and ‘Frequently bought together’ are examples of apps that bring out impulsive behaviour, their use is shown in Appendix E.

Further research conducted by the JAIS (Journal of Association for Information Systems) uses theoretical framework of Latent state trait theory to identify the impulsive behaviour of buyers and website quality (Wells., Parboteeah. & Valacich., 2011). The latent state theory states buying decisions are based on an individual’s traits (core values), the environment (the online store), and their interaction with both characteristic sets (Steyer et al., 1999). The conclusions based on the JAIS study show that buyers are more impulsive when introduced to a higher-website quality (Wells., Parboteeah. & Valacich., 2011). Apps used in this Shopify store are paid, tested plugins which are popular within a variety of ecommerce sites, possibly attributing to higher website quality.

The study also showed buyers are more impulsive when they are not being watched, which is a determinant of the buyer’s external environment (Wells., Parboteeah. & Valacich., 2011), as the consumer believes they are not being watched in making a purchase online. Both these conclusions have an impact on how online consumers make purchasing decisions and can be attributed to the higher sales of impulsive buyers that has been calculated.

On average, each Loyal customer are shown to spend more, have smaller acquisition cost, but make up for a smaller amount of the online stores cashflows. On average, each Impulsive customer are shown to spend less, have a higher acquisition cost, but make up for most of the online stores cashflows. Although results from the study show higher regions of cash-flow from the ‘impulsive’ consumer segment, further research should be conducted over- time to evaluate the side-by-side comparison of the Impulsive and Loyal customer segment in terms of overall profitability.

How To Leverage Celebrity Clients

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How Waves Agency Worked With Celebrity Jeweller Johnny Dang to Revolutionize How Grillz Are Sold Online

From cutting-edge diamond teeth “Grillz” to flashy pendants, Johnny Dang’s jewelry catches the eye. Celebrities and Hip Hop royalty cannot get enough. His customers include Kevin Hart, Justin Beiber, Kylie Jenner, Drake, Snoop Dogg, Travis Scott, Floyd Mayweather Jr.& many more celebrities. He has even appeared in The Migos, Nelly, Moneybaggyo & More music videos. 

But despite his overall success, Johnny was unhappy with the performance of his website and digital marketing. Celebrity sales are good but one of their additional benefits is the brand awareness they create for online sales. But up to that point, Johnny’s online sales and website traffic were very disappointing. 

Not enough consumers were finding the website. And those that did were getting lost before the point of purchase. The website was un-optimized, for example, purchasing had many manual steps. The celebrity energy was going to waste.

From humble beginnings in Vietnam, Johnny had built his Houston based business up and had attracted the attention of hip hop royalty. But he knows long-term success requires continual improvement; building on your advantages at each stage.

Johnny knew that he needed to take his website and digital marketing to the next level to realize the potential of online sales. That’s when he brought in Waves Agency who built Johnny a from scratch a new state of the art website within 90 days, and formulated an overall marketing strategy. 

Within ten days of launching his new website, shopjohnnydang.com, online sales had increased to over $130,000. And within four months it had reached over $1.2 million. 

The new website was making waves. The avideo and celebrity snaps had captured the energy of Johnny’s brand. 

But more importantly the customer experience was much better. Customers are now taken on a journey from brand awareness, information, purchase, to brand loyalty. Practical elements like streamlining the purchase process has also made a big difference.

The website was also now part of a broader marketing strategy which included paid media, customer targeting and retention, and content marketing.

With paid media Waves selected the best social media platforms that took into consideration of Johnny’s audience through the incorporation of invigorating content and visual platforms such as snapchat, instagram, and google. Celebrity endorsements of the website link was a key weapon here. Endorsements from Trippie Redd, Dababy, KayyKilo, FunnyMike and more made posts stand out from the crowd.  Waves also monitored the campaigns weekly and made adjustments as needed.

The new website also benefited from new email and SMS flows to target potential customers and to retain loyal ones. This included abandoned cart flows, post-purchase upsell flows, and promotions for loyal customers. 

Johnny is ecstatic with the results of the new website and marketing. He finally feels like his business is starting to realize the potential of online sales. The energy from his celebrity clients is finally being leveraged. Johnny and his grillz are going to the next level!