Resurgence of Canned Fish, Spawned by Digital Transformation
Patagonia Provisions catches up the social media trend of canned fish among Gen Z by leveraging innovative digital marketing tactics.
Patagonia Provisions on Instagram
Patagonia Provisions, selling canned fish, is a subsidiary business of Patagonia, an outdoor clothing company. Loving the outdoors, the planet and creatures, the brand intents on delivering food and love to advocate sustainability on agriculture and caring of people.
Although majority of canned fish brands do not invest heavily on marketing, Patagonia Provisions stepped out and created interactive content on Instagram. Marketers initiated an Instagram poll on “What’s your favorite way To eat anchovies?” and linked the poll to a same-day post of canned anchovies with shopping link. Most of consumers voted for “out of the can” and some commented after the post.
Consumers who viewed the Instagram poll were more likely to participate passively and vote through one click. Some of consumers might navigate to the early Instagram post of canned anchovies and end up with purchasing more canned fish after clicking in the e-shopping page.
Instagram poll, as interactive content the brand generates, works to improve reach, bounce, and conversion rates of Instagram page by encouraging consumer participation with minimum costs, and ultimately, enhance brand engagement. From another perspectives, interactive content provides a gold mine of consumer data that you can leverage into actionable insights regarding your target audience. The Instagram poll helps Patagonia Provisions to obtain consumers’ preferences. Consequently, market segmentations can be further optimized and additionally, products can be developed accordingly to cater taste preferences of the majority.
The Future of Digital Marketing
Undoubtedly, digital marketing will continue to grow in the future.
According to Statistia research, digital advertising spendings worldwide have been continuing to increase from 2021 to 2026 in, and per latest projections, global digital advertising revenue will surpass one trillion billion U.S. dollars by 2027.
The growth of digital marketing comes with the declination of traditional marketing as people tend to spend less time on traditional media such as television and newspaper for the past decade as per eMarketer’s reserch.
From another perspectives, the increasing revenues of US digital advertising agencies as well as the increasing share of digital in advertising agency revenue also reveals the rising trend of digital marketing. Revenues of $29.5 billion U.S. dollars was generated in 2021, which seized 64.2% of entire advertising agency revenue in the U.S.
Hence, it is the era of digital marketing and the trend will continue to grow and develop. So far, paid search is leading format among diverse ways of digital marketing. However, I believe, in the near future, more emphasis will be shifted to artificial intelligence, Augmented/Virtual Reality, and Metaverse. Businesses should step out of the box and attain consumers by implementing the latest technologies in marketing.
