Blog
Data and strategy: How customer insights drive technology
Enterprise: Data-Driven Marketing, Market Your Business, Marketer's Alchemy
2 Minutes
2 Minutes
Introducing a new product to market always comes with unknowns, and in the case of Meta’s latest invention, marketing has proven to be complex, requiring more creative and innovative strategies. In this episode of Marketer’s Alchemy, host Kathryn Turnoff is joined by the Global Director of Marketing for wearables at Meta to discuss the unique strategies used to generate awareness and loyalty for this exciting innovation.
About the guest: Chris Villarreal from Wearables at Meta
With a history of helping Fortune 100 companies successfully launch and grow consumer brands, Chris Villarreal works at Meta as their Global Director of Marketing for wearables. He and his team build and scale programs to drive consumer education, desire and adoption of immersive devices. Villarreal previously acted as Head of Brand for Meta Financial Technologies, leading brand management, integrated marketing and the Creative Studio.
Before his time at Meta, Villarreal was the VP of Integrated Marketing at Marcus by Goldman Sachs, where he was responsible for brand strategy, advertising, consumer public relations and social media. He has also held roles at American Express, Equinox, Ogilvy and The Ad Council.
What’s inside this episode
In this enlightening discussion, Villarreal lifts the veil on what it takes to generate interest and brand loyalty around Meta’s newest product, Smart Glasses. Functioning as a “computer for your face,” Villarreal shares how Ray-Ban Meta Smart Glasses are shaping the future of wearable technology, offering features such as spatial audio recording and speakers and AI-powered tools like captions, suggestions and translation. Villarreal reveals how and why Meta’s messaging focuses on positioning the product as a compliment – not a replacement – to the smartphone, how Meta is building a new market and creating awareness and differentiation in an emerging category with low competition, and how data plays a pivotal role before and after purchase.
I really encourage everyone to take more risks… it’s important to stay energized and build a plan that everyone agrees to – but then be willing to take risks. That's what drives creativity... that's what makes people energized to stay and work for you. Be bold.
-
Chris Villarreal
Global Director of Marketing for Wearables , Meta
Other topics explored in this episode include:
- How Meta drives customer engagement using educational strategies both in person and digitally, plus personalized marketing approaches based on use case (i.e., prescription lenses or lifestyle needs) and audience passion points
- Tracking metrics, including those of post-purchase engagement such as user behavior and app usage, and application of those metrics for better content and marketing strategies
- Turning customers into advocates by encouraging sharing of experiences through social media channels, driving organic interest
- Meta’s influencer content strategy, leaning into public figures and creators to drive cultural relevance and organic engagement – plus tool and methods for measuring attribution of these campaigns
Check out Marketer’s Alchemy on your favorite podcast platform (including Apple Podcasts, Spotify and Audible), and watch the entire discussion on YouTube. We encourage you to subscribe so you don’t miss out on the next exciting discussion.
DATA-DRIVEN MARKETING
Explore how Deluxe data can help you reach your audience when it matters most.
RECOMMENDED RESOURCES
