Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
More startup agencies are emerging that offer competitive prices and good quality creative work for clients. Online gamers are earning significant money through playing games. While metaverse and virtual characters remained hyped, the trend was not as significant as the prior year. Consumers expect real actions from brands rather than just motivational messages. Affiliate marketing is booming to build trust and sales. Doctors are increasingly providing consultations over social media. Some Indonesian brand campaigns went viral internationally.
The document discusses how the post-pandemic period has brought more chaos than expected due to issues like inflation, supply chain problems, and geopolitical conflicts. It then summarizes four frameworks that were presented at previous world summits by Jeremy Gutsche, the CEO of Trend Hunter, that all predicted this incremental period of chaos from 2022-2028. The document encourages focusing on consumer trends, which can provide opportunities during chaotic times. It promotes Trend Hunter's services for researching trends and hosting events like Future Festival to inspire innovation.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
More startup agencies are emerging that offer competitive prices and good quality creative work for clients. Online gamers are earning significant money through playing games. While metaverse and virtual characters remained hyped, the trend was not as significant as the prior year. Consumers expect real actions from brands rather than just motivational messages. Affiliate marketing is booming to build trust and sales. Doctors are increasingly providing consultations over social media. Some Indonesian brand campaigns went viral internationally.
The document discusses how the post-pandemic period has brought more chaos than expected due to issues like inflation, supply chain problems, and geopolitical conflicts. It then summarizes four frameworks that were presented at previous world summits by Jeremy Gutsche, the CEO of Trend Hunter, that all predicted this incremental period of chaos from 2022-2028. The document encourages focusing on consumer trends, which can provide opportunities during chaotic times. It promotes Trend Hunter's services for researching trends and hosting events like Future Festival to inspire innovation.
As marketing budgets recover from the pandemic, social media spending is increasing. However, social media faces greater scrutiny as it receives larger portions of budgets. Marketers are more confident in social media's ROI, but senior leadership demands clear proof of social's value. In 2023, social media practitioners will need to closely align their goals and metrics with business objectives to satisfy increased scrutiny from executives seeking to cut costs in an uncertain economy. Practitioners also need to educate leadership on the importance of both short-term and long-term brand building strategies. Those who can't clearly justify social media's impact risk losing budget support.
The document discusses social media trends for 2023. It notes that TikTok has cemented itself as the dominant platform and is rewriting industry rules by prioritizing organic content and participation. Organic and earned efforts are making a comeback as platforms like Facebook and YouTube see declining revenues and engagement. Brands are taking a more channel-agnostic approach and focusing on engagement and community building rather than uniform strategies across platforms.
For 2018, we’ve selected cultural shifts in our 2018 Trends Brief that will emerge or continue to shape our behaviors, capture our aspirations and impact industries across culture.
These trends represent some of the most important influences in the coming year ahead. Our research took us on a roller-coaster journey where polarization, accelerating technological advancement, and evolving social norms constantly intersect to play an outsized role in the year ahead.
In a world where our perceptions of reality are challenged with the blurring of truth and fake, trends such as Truth Labs have far-reaching impact across culture. The walls that withhold biases and discrimination are more visible than ever, intensifying polarization, filter bubbles and creating tensions as we adjust to evolving social norms, such as with the trends of Detoxing Masculinity and the 67% Movement.
A polarized world is also fueling a desire to better understand ourselves, as we seek to quantify the very essence of humanity. This is seen in trends such as Stunt Math, Mind Rights and Armour Therapy.
Read the full report for the 69 trends you need to know in 2018.
86 pp.
METHODOLOGY
For this report, we applied a trend scoring methodology combining machine intelligence from our active learning system, Q™ with human intelligence. Q™ helps us identify signals, structure data, score trends, and add bias into the system at great speed and much more accurately than humans alone.
Our data science team scored and identified the emerging trends of 2018, using methods that measured the trend energy, recent rates of change and forecast the future of these trends.
Out of a working list of 108 trends, 69 trends made the final cut. These represent a balance of cultural change across our five categories of analysis — Aesthetics, Humanity, Ideology, Media and Technology — as well as a range of potential impact in our lives and collective imaginations.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
The document discusses the art and science of gaining insights. It outlines a 4-step process for insighting: 1) observe, 2) reframe, 3) validate, and 4) refine. The process involves looking at things from different perspectives, asking why, making new connections, and embracing creative chaos. It provides examples of insights that led to successful branding, advertising, and innovations. It emphasizes that insights are most powerful when they touch people emotionally and are simply and clearly expressed.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
DENTSU - 2023 Global Ad Spend Forecasts.pdfdigitalinasia
The world is entering a period of
economic downturn.
3 Advertising is a
bellwether industry, which means that it
is at the forefront of the economy, and
we are already seeing a slowdown in the
market.
During the pandemic, governments
provided fiscal stimulus to keep their
economies going, for example, through
furlough payments to keep workers at
home, and loans and grants to keep
viable businesses ticking over while
they could not trade. This expansion of
the money supply has led to inflation -
also helped by supply chain disruption
caused by further lockdowns in China
and the situation in Ukraine - which
governments are trying to address by
raising interest rates and taxes.
This in turn has led to a slowdown in
demand for products and services from
consumers who are less able to spend
or feel less confident about future
prospects, so are less willing to invest
in big ticket items like new cars and
homes. Consumers will be looking for
ways to save money, and for this reason
many subscription-only businesses
like streaming platforms are looking
for alternative ways to monetise, for
example, through advertising.
This document provides an overview and introduction to digital strategy from Bud Caddell, SVP and Director of Digital Strategy at Deutsch LA. It defines key terms like digital strategy, digital strategist, and core concepts. It explores what a digital strategy and strategist are, essential concepts like insights, cultural tensions and category conventions, and what deliverables a digital strategist produces. The document is intended to educate young practitioners entering the field of digital strategy.
This document discusses strategy prototyping as an approach for developing strategy in uncertain times. It notes that traditional strategy development is slow and done behind closed doors, but that organizations now realize agile principles can be applied to strategy as well. Strategy prototyping involves taking small, iterative steps through hypothesis testing, prototyping concepts, and getting user validation rather than spending a long time planning. It advocates acting into the desired future rather than thinking one's way into it. The document provides an example exercise where participants take on roles to reframe a client's brief and identify concepts and metrics to measure learning for an online dating site client.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
If you are like many people, even the thought of delivering a speech in front of an audience will get your palms sweating. The fear of public speaking ranks high among the most common phobias, and for good reason: most of us approach the situation with the wrong mindset, which in turn makes us live out our worst fears in a public forum.
As Michael Parker notes in IT’S NOT WHAT YOU SAY: How to Sell Your Message When It Matters Most (A TarcherPerigee paperback; on sale January 2016), our fixation on the content of our words – and not the presentation of ourselves – is what brings us down. Once the Vice-Chairman of London’s Saatchi & Saatchi, and one of the world’s most experienced advertising pitch men, having made more than 1,000 pitches in his successful career, Parker has learned first-hand that an effective presentation, a job interview, or even a speech at a wedding hinges on our ability to portray ourselves as passionate, relatable, and collected. But, if we are focused on what we say, and not how we act, we will fail to persuade our audience.
Applied in the boardroom, at the pulpit, or even in conversation, these tenets will help you present better in any situation.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Our world’s digital landscape is evolving faster than ever before, the only constant is change and most enterprises are struggling to adapt. In this webinar, we deep dive into Digital Transformation – the business strategy that can unlock new, better and bigger growth opportunities for your company.
The document provides predictions for trends in 2020, beginning with an overview of trends predicted in 2019. It then outlines 5 trends predicted for 2020: 1) Millennials will continue to disappoint marketers' expectations as stereotypes of them are shown to be inaccurate. 2) Amazon's dominance in e-commerce may decline as more brands focus on direct-to-consumer models. 3) Issues around data use, like privacy and security breaches, will become more important as data production increases exponentially. 4) Trust and transparency around data use will be key for brands to establish themselves. 5) The decade will focus on optimizing customer experiences.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
As marketing budgets recover from the pandemic, social media spending is increasing. However, social media faces greater scrutiny as it receives larger portions of budgets. Marketers are more confident in social media's ROI, but senior leadership demands clear proof of social's value. In 2023, social media practitioners will need to closely align their goals and metrics with business objectives to satisfy increased scrutiny from executives seeking to cut costs in an uncertain economy. Practitioners also need to educate leadership on the importance of both short-term and long-term brand building strategies. Those who can't clearly justify social media's impact risk losing budget support.
The document discusses social media trends for 2023. It notes that TikTok has cemented itself as the dominant platform and is rewriting industry rules by prioritizing organic content and participation. Organic and earned efforts are making a comeback as platforms like Facebook and YouTube see declining revenues and engagement. Brands are taking a more channel-agnostic approach and focusing on engagement and community building rather than uniform strategies across platforms.
For 2018, we’ve selected cultural shifts in our 2018 Trends Brief that will emerge or continue to shape our behaviors, capture our aspirations and impact industries across culture.
These trends represent some of the most important influences in the coming year ahead. Our research took us on a roller-coaster journey where polarization, accelerating technological advancement, and evolving social norms constantly intersect to play an outsized role in the year ahead.
In a world where our perceptions of reality are challenged with the blurring of truth and fake, trends such as Truth Labs have far-reaching impact across culture. The walls that withhold biases and discrimination are more visible than ever, intensifying polarization, filter bubbles and creating tensions as we adjust to evolving social norms, such as with the trends of Detoxing Masculinity and the 67% Movement.
A polarized world is also fueling a desire to better understand ourselves, as we seek to quantify the very essence of humanity. This is seen in trends such as Stunt Math, Mind Rights and Armour Therapy.
Read the full report for the 69 trends you need to know in 2018.
86 pp.
METHODOLOGY
For this report, we applied a trend scoring methodology combining machine intelligence from our active learning system, Q™ with human intelligence. Q™ helps us identify signals, structure data, score trends, and add bias into the system at great speed and much more accurately than humans alone.
Our data science team scored and identified the emerging trends of 2018, using methods that measured the trend energy, recent rates of change and forecast the future of these trends.
Out of a working list of 108 trends, 69 trends made the final cut. These represent a balance of cultural change across our five categories of analysis — Aesthetics, Humanity, Ideology, Media and Technology — as well as a range of potential impact in our lives and collective imaginations.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
The document discusses the art and science of gaining insights. It outlines a 4-step process for insighting: 1) observe, 2) reframe, 3) validate, and 4) refine. The process involves looking at things from different perspectives, asking why, making new connections, and embracing creative chaos. It provides examples of insights that led to successful branding, advertising, and innovations. It emphasizes that insights are most powerful when they touch people emotionally and are simply and clearly expressed.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
DENTSU - 2023 Global Ad Spend Forecasts.pdfdigitalinasia
The world is entering a period of
economic downturn.
3 Advertising is a
bellwether industry, which means that it
is at the forefront of the economy, and
we are already seeing a slowdown in the
market.
During the pandemic, governments
provided fiscal stimulus to keep their
economies going, for example, through
furlough payments to keep workers at
home, and loans and grants to keep
viable businesses ticking over while
they could not trade. This expansion of
the money supply has led to inflation -
also helped by supply chain disruption
caused by further lockdowns in China
and the situation in Ukraine - which
governments are trying to address by
raising interest rates and taxes.
This in turn has led to a slowdown in
demand for products and services from
consumers who are less able to spend
or feel less confident about future
prospects, so are less willing to invest
in big ticket items like new cars and
homes. Consumers will be looking for
ways to save money, and for this reason
many subscription-only businesses
like streaming platforms are looking
for alternative ways to monetise, for
example, through advertising.
This document provides an overview and introduction to digital strategy from Bud Caddell, SVP and Director of Digital Strategy at Deutsch LA. It defines key terms like digital strategy, digital strategist, and core concepts. It explores what a digital strategy and strategist are, essential concepts like insights, cultural tensions and category conventions, and what deliverables a digital strategist produces. The document is intended to educate young practitioners entering the field of digital strategy.
This document discusses strategy prototyping as an approach for developing strategy in uncertain times. It notes that traditional strategy development is slow and done behind closed doors, but that organizations now realize agile principles can be applied to strategy as well. Strategy prototyping involves taking small, iterative steps through hypothesis testing, prototyping concepts, and getting user validation rather than spending a long time planning. It advocates acting into the desired future rather than thinking one's way into it. The document provides an example exercise where participants take on roles to reframe a client's brief and identify concepts and metrics to measure learning for an online dating site client.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
If you are like many people, even the thought of delivering a speech in front of an audience will get your palms sweating. The fear of public speaking ranks high among the most common phobias, and for good reason: most of us approach the situation with the wrong mindset, which in turn makes us live out our worst fears in a public forum.
As Michael Parker notes in IT’S NOT WHAT YOU SAY: How to Sell Your Message When It Matters Most (A TarcherPerigee paperback; on sale January 2016), our fixation on the content of our words – and not the presentation of ourselves – is what brings us down. Once the Vice-Chairman of London’s Saatchi & Saatchi, and one of the world’s most experienced advertising pitch men, having made more than 1,000 pitches in his successful career, Parker has learned first-hand that an effective presentation, a job interview, or even a speech at a wedding hinges on our ability to portray ourselves as passionate, relatable, and collected. But, if we are focused on what we say, and not how we act, we will fail to persuade our audience.
Applied in the boardroom, at the pulpit, or even in conversation, these tenets will help you present better in any situation.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Our world’s digital landscape is evolving faster than ever before, the only constant is change and most enterprises are struggling to adapt. In this webinar, we deep dive into Digital Transformation – the business strategy that can unlock new, better and bigger growth opportunities for your company.
The document provides predictions for trends in 2020, beginning with an overview of trends predicted in 2019. It then outlines 5 trends predicted for 2020: 1) Millennials will continue to disappoint marketers' expectations as stereotypes of them are shown to be inaccurate. 2) Amazon's dominance in e-commerce may decline as more brands focus on direct-to-consumer models. 3) Issues around data use, like privacy and security breaches, will become more important as data production increases exponentially. 4) Trust and transparency around data use will be key for brands to establish themselves. 5) The decade will focus on optimizing customer experiences.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
This report marks the 20th year of identifying
the 250 largest retailers around the world and
analyzing their performance across geographies,
sectors, and channels.
Over the last 20 years we have seen a seismic shift
in retail and the customers that retailers serve.
Consider that in 1997, the inaugural year of this report,
today’s average Amazon Prime customer was just
16 years old, AOL was pioneering social media, and
handheld virtual pets were the hottest-selling toys.
Today, handheld (or wearable) digital devices are
ubiquitous and a younger, social customer has come of
age. We are living in an era where customers are in the
driver’s seat more than ever before and they are craving
authenticity, newness, convenience, and creativity. We
are living in the customer-driven economy.
1) IKEA is cutting office jobs but opening more stores, creating net new jobs. Retail must adapt to changing consumer preferences and technology.
2) Successful retailers like Amazon and Alibaba put consumers first and move quickly, forcing others to focus on value, selection, and convenience.
3) Retail will be more integrated across digital and physical channels to provide seamless shopping experiences, but physical stores will still be important. The divide between large and small retailers will also increase.
Upshot has released its fifth annual trends report spotlighting technological, demographic and cultural shifts that will shape the landscape for marketers and brands in 2014.
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The document discusses how the foundations of the ultimate customer experience were created in medieval marketplaces over 1,000 years ago, with highly personal interactions, immediate feedback loops, and success depending on word-of-mouth reputation. It argues that while mass media disrupted this for a century, digital technologies are reconnecting businesses to these core marketplace values of personal connections and word of mouth. For companies to succeed with digital customer experience requires adopting a "Medieval Mindset" and overcoming cultural impediments within organizations.
PSFK's Future of Retail 2020 Report - Summary PresentationPSFK
The document discusses emerging trends in retail that are shifting the industry towards a model of "personal utility", where retailers use advanced technology and data to provide highly personalized shopping experiences for customers by anticipating their needs, offering customized recommendations and product access, and building long-term loyalty through rewards programs. It outlines several strategies for delivering personal utility, including inspiring customers, meeting them wherever is convenient, providing optimal service, creating value through rewards, and gaining a deep understanding of customers through data. The future of retail is envisioned as focusing on fulfillment infrastructure and emotional fulfillment for customers through reimagined store formats like fulfillment campuses and connected grocery stores.
The document outlines 10 branding and marketing trends for 2010 based on predictive loyalty metrics analyzed by Brand Keys. The trends include: 1) Value being emphasized over excessive spending; 2) Brands increasingly representing value through their meaning and identity; 3) Differentiation through unique brand meaning becoming critical for success; 4) Brands needing to authentically embody their values from the consumer perspective; 5) Growing consumer expectations that brands must keep up with through innovation; 6) Old marketing tricks like disingenuous celebrity endorsements no longer being effective; 7) Front-end brand awareness becoming less important as conversations drive viral growth; 8) Trust in the consumer community and word-of-mouth replacing buzz; 9) Consumers
The document discusses 10 trends to watch for in 2015, including the growth of new online businesses (.coms), aggregation of apps, retailers integrating physical and digital experiences, locally-sourced foods, video commerce, wearable technology, location-based marketing using beacons, and trends being driven by changing customer wants rather than brands selling to customers. It emphasizes that customers expect honesty, integrity, entertainment and products that make their lives more magical from brands.
The document discusses 10 trends to watch for in 2015, including the growth of new online businesses (.coms), aggregation of apps, retailers integrating physical and digital experiences, locally-sourced foods, video commerce, wearable technology, location-based marketing using beacons, and trends being driven by changing customer wants rather than brands selling to customers. It emphasizes that customers expect honesty, integrity, entertainment and products that make their lives more magical from brands.
Future of Retail - Raconteur give you an eye on the futuremichelecappelli1
Retailers are struggling to encourage impulse purchases during the holiday season as COVID-19 restrictions have closed many stores. While online shopping has increased, browsing physical stores allows consumers to discover new products and make unplanned purchases. Some retailers are trying digital solutions like virtual store tours to replicate the physical browsing experience. Experts predict the importance of physical stores will increase again in 2021 as consumers desire human interaction, but stores will need to focus on new experiences while remaining frictionless through technologies like contactless payments.
007. 7 Trends Ensuring eCommerce Growth in the Fashion Industry.pdfIT Delight
The document discusses several trends in ecommerce fashion retail, including the growth of online sales, emerging technologies like the metaverse and NFTs, the importance of social media marketing, sustainable fashion, and the adoption of chatbots and other technologies to enhance the customer experience. It predicts that ecommerce sales could reach $8 trillion by 2025 and that technologies like livestreaming, digital payments, and AI-powered customer service will continue to shape the industry.
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
The Retail Rebels - Who Will Conquer the Connected ConsumerPaula Levy
Just like last year’s fashions and the latest iPhone, Millennials are
being replaced by the latest and greatest batch of consumers, Generation
Z (also known as The Founders). They are Gen Y’s younger
siblings who were born between 1995 and 2009. While Millennials
continue to be an important market for many retailers and brands,
a new purchasing powerhouse should demand your attention. The
oldest members of Gen Z are still teenagers, but they already wield a
buying power of $44 billion and command the highest influence on
family purchases in history. In fact, 93% of Gen Z parents surveyed
said their children influence family spending and household purchases,
according to the Deep Focus’ 2015 Cassandra Report Gen Z
and this continues through 2016. They also make up nearly 26% of
the population giving us more than enough reasons to start paying
attention.
Just like with Millennials, retailers need to discover how to genuinely
connect with GenZ to build trust and loyalty. But beware - it’s been
said that GenZ can’t stand living in the Millennial shadow. To secure
the favor of the up-and-coming generation of consumers, you
have to know what makes them tick. Of course, figuring this step out
requires an understanding of what Generation Z values and where
they spend their time.
What has emerged to date? Retail rentals or sharing - these new
consumers are becoming increasingly used to the idea of a “sharing
economy” – tapping into Uber for rides, Airbnb for places to stay or
Rent the Runway for outfits. Retailers need this type of disruptive
thinking, a digital business transformation to execute, and change
management to adopt behaviors for this new breed of consumers.
Even if GenZ isn’t your current target audience today, they will be
tomorrow and now is the time to grab their attention, so get ready!
Similar to Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50 (20)
The Roaring Twenties: How Global Retail Brands Will Stay Relevant in 2020FITCH
The ‘Roaring Twenties’ refers to the decade of the 1920s - a time of economic prosperity. Social, artistic and cultural excellence reigned, jazz blossomed, fashion changed and women got the vote. We’re hopeful for a similarly transformative decade, but with many retailers closing in 2019, how can we ensure we stay relevant? The 15 global FITCH studios collaborated to unpack best-in-class retailers and what it could all mean for retailers in 2020. We’re pleased to present this summary of our findings.
How are changing consumer behaviours shaping the future of grocery retail? What does tomorrow’s shopper care about? How do they shop? Why is the shopping experience changing? Nathan Watts, Creative Director at FITCH presented this deck to attendees at the annual World Food Moscow event in Sept 2019.
Fitch is a branding and retail consultancy that has developed 12 "Experience Themes" to help brands design experiences that connect with consumer needs and lives. The themes are based on analyzing data from 650,000 consumers on their perceptions of over 21,000 brands. The themes address the core needs of comfort, belonging, independence, and progress. Fitch works with clients like Lynk & Co and Adidas to apply the appropriate themes to shape distinctive brand experiences that differentiate in their industries.
This deck was presented at Cosmoprof North America in Las Vegas on July 29, 2018. By 2020, today's teens will be the largest group of shoppers worldwide, accounting for 40% of the U.S., Europe and BRIC shopper base. The needs, behaviors and expectations of this group will influence the future of mainstream retail. Global design consultancy FITCH will share proprietary insights about Gen Z - the most culturally diverse, digitally connected generation to date and retail's biggest challenge yet. Learn what shopping attitudes, motivations and behaviors of Gen Z make them so different from other generational cohorts. Discover how retailers and brands engage with this new kind of shopper who pays less attention but has a sharper and hyper-informed eye. Explore the distinct strategies and tactics retailers can employ to attract Gen Z with seamless and highly commercial experiences.
Future of retail isn't shopping...it's serviceFITCH
With the rise and rise of Amazon, how do brands respond when the rules of retail are being re-written every day? Tim Greenhalgh, Chairman and Chief Creative Officer of FITCH, believes that, to win, service experience must become part of the core essence of every brand.
In association with WPP partners and specifically Brand Z, FITCH has spent the last 12-18 months interviewing key retail leaders and researching consumer attitudes to service across the world. Tim will share the essential ingredients for creating experience that is meaningful, memorable and stirs emotions. He will also exclusively reveal the findings of FITCH’s Future of Shopping research, demonstrating that we can only truly identify the next generation of successful creative strategies by looking at shopping through a consumer lens.
First presented at Retail Leaders' Circle Dubai by Tim Greenhalgh.
Your Pack on the Rack: The five rules of packaging designFITCH
"Packaging is the most overlooked and under-utilised marketing channel." Dominic Twyford on how to encourage a distinct, empathetic and consumer-centric approach through great packaging design.
AR: Augmenting the Retail Customer ExperienceFITCH
Technical Director Marc Lamothe and Technical Lead Kam Liu explored the fundamental concepts of AR, real-world use-cases, and what the future holds for this exciting new platform.
How to create a future of work where we place people at the heart.
Stephen Pill, digital strategy director, shares his strategic insights into the generation spanning behavioural changes that are impacting all aspects of society, he explores with us how the world is becoming more experiential, and how applying retail design principles to the workplace can help people achieve their goals in this new world.
The Joy of Work was presented at Worktech 2017 in Singapore.
Stirring Emotions - Making the Human ConnectionFITCH
Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. When tapped in to, our emotions allow brands to connect in a more relevant way. It is a known fact that consumers are more likely to purchase when they connect emotionally to a brand. Brands and retailers need to translate this understanding of people into an enhanced brand experience which stirs emotions. Alasdair Lennox will discuss how to connect with consumers through distinctive experiences, and how these memorable moments build value for brands. He will also share a preview of Group XP’s 2017 Experience Index, which measures the value of brand experience.
It seems you can't buy anything these days without a carefully nurtured story reflecting the provenance, purity or purpose of the brand, replete with a hand-crafted booklet on the blood, sweat and tears it took to bring this product to you. And all you wanted was a coffee. On the surface, all this authenticity and effort is not a bad thing. Indeed, as the mass brands flail in the face of this hipster hurricane, it may be time to ask why we find ourselves drawn to this phenomenon that has created a bigger issue of parity in all corners of retail. Where did the trend of artisanal, bespoke brands come from, and why do they seem to be taking over every category of retail? FITCH unpacks this new direction of retail and share how brands can differentiate themselves in a world of hipster take-over.
This document outlines key milestones in the evolution of music consumption, from local village squares where people would buy bread, to the introduction of the first iPod in 2001 and streaming services like Spotify launching in 2014, culminating with Amazon's 'one touch' Prime music app.
FITCH Fuel - The Future of Malls in SingaporeFITCH
The document discusses the future of malls in Singapore. It notes that retail only makes up 2.1% of Singapore's total spending and questions the role of malls. Singapore has a very high population density but most people live in high-rise public housing. The document suggests that malls need to become places people want to spend time at by getting to know their target customers, creating flagship stores for devoted fans, and encouraging exploration within the malls. It argues for prioritizing return on time invested over purely financial returns.
Is it in our nature to be generous? FITCH has been studying brands and generosity for the last 6 years and uncovered ways in which creatives and brands need to use different parts of the brain to unlock empathy in an increasingly disjointed and disrupted world.
FITCH Chairman and Chief Creative Officer Tim Greenhalgh will examine the spectrum of generosity, from mean and cynical behavior, to give and take, to those brands that give freely. He’ll outline the dynamics of a great and generous experience and answer the $1,000,000 question: does being generous and offering great experiences for customers make brands money? The good news is, yes.
Making a first good impression is a must. From friendship to love – not to mention professional relationships – that first projection of the self can be critical. These make or break moments can of course be engineered, thank goodness. From the age old use of fashion and beauty to the plethora of social media platforms and apps that make us look our best today, the options are becoming endless, both physically and digitally.
With the advent of virtual reality, it’s become so much easier to project something that may not really be there, whether it's a killer whale splashing through a gymnasium, a holographic human rights march, or even exploring your new IKEA kitchen from a child’s perspective. Technology isn’t just enabling virtual realities; in some cases it's making us question it entirely.
Senior Strategist Dominique Bonnafoux presented Trompe l'Oeil and The Art of The Lasting Impression at Eurobest 2016 in Rome.
The Store recently held a webinar with FITCH London covering “A Very British Black Friday”. Black Friday is perceived as a frantic one-day sale, when shoppers lose control in the fight for bargains and retailers move mountains of stock to get a good chunk of holiday sales in the bag.
This session was based on FITCH’s report that the Black Friday shopping phenomenon in Britain, shows the reality is somewhat different. EMEA ECD Alasdair Lennox and EMEA Strategy Director Aaron Shields showed the real losers in this game are retailers.
Black Friday discounts have driven shoppers to open their wallets earlier, but not necessarily deeper, so the idea that they are just a major boost to UK holiday spending is flawed. While a small proportion of shoppers will always be willing to fight for a bargain, the majority are sensible shoppers happily buying online, at home.
Lennox and Shields demonstrated that the long-term winners will be brands that shift their mind set from the hard sell to helping consumers to buy, offering a continuous experience online and in-store.
Don't be a Designosaur: How to avoid creative extinctionFITCH
Over the last 20 years, the creative industries have evolved from analogue to digital to social and then mobile. And now here we are, running headlong into an omni-channel world. Exciting stuff. But how does an agency ECD avoid extinction in a world increasingly ruled by Generation Z, Generation Y, Millennials and Centennials? What’s the future for creative leadership in an ever-shifting landscape?
Alasdair Lennox, ECD EMEA presented this at Eurobest 2015 and Goafest 2016. Watch it here: https://www.youtube.com/watch?v=NEKnRLuxqiI
The Peaks of Shopping - Creating a rollercoaster of emotionsFITCH
Is your customer journey flat? FITCH partnered with global payments leader Worldpay to unpick the complexities of modern retail. We surveyed 2500 UK consumers and looked at how retailers can use "peak-end rule" to generate greater experiences in-store
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Influencer Marketing Master Class - Alexis Andreasik
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50
1.
2. Generous Brands
Serious Business of Play
Joy of Shopping
GenZ
Retail’s New Reality
Experience Signatures
Must Sees
Quarterly trend reports
Kantar Retail/PWC Retail 2020
Where we got our thinking:
24. Both millenials and GenZ believe
strongly in the importance of
good citizenship.
78%
would
recommend
a
company
seen
as
such
74%
would
be
proud
to
be
associated
with
it
71%
say
they
would
be
loyal
to
such
a
business.
Source:
MSL
Future
of
Business
Citizenship
Report,
2014
25. On a Macro level this trend will
influence the products and services
retail brands choose to provide.
Example:
CVS
26. It will drive the way we present
those products in our stores.
Example:
Original
Unverpackt
27. And will even lead to decisions
around the types of stores
we decide to build.
Example:
Walgreens
28. It will push us to continue to
explore how the act of buying
can be a force for good.
Example:
Toms
29. And to explore the part that retail
can play to truly make a difference
30.
31. On a Micro level stores won’t just
be located in communities they
will be woven into their fabric.
Example:
CityTarget
32. ”On average, CityTargets generate
double the sales per square foot of
larger Target stores.” Source:
USA
Today,
2015
33. This is indeed the new Seattle, the
post-WaMu Seattle. Here, on Second
and Union, you have the feeling that
downtown is beginning to rise.
The Seattle Stranger, August 2012
Example:
CityTarget
34. “Our stores are integral parts of
the neighborhoods we
are joining”
N e i l
B l u m e nt h a l ,
C o -‐ C h i e f
E xe c u t i v e ,
Wa r b y
Pa r ke r
38. Generous Brands
Wearing your heart on your sleeve…
In a world where consumers are becoming increasingly aware of
‘mean’ brands it was time to begin researching the concept of
generosity.
Generous brands are those who show more of a heartbeat, take
the first step and display a genuine understanding of their
customer needs.
This is a long way from 2 for 1 deals and bonus points, but rather a
tone of voice and general personality that encourages consumers
to warm to their offer and become advocates.
39. By 2020…
We believe shoppers will
absolutely want to know what
retailers care about.
How will acting as a “generous
brand” define the future
for stores?
40. Stores in 2020 will take
many forms.
And ideas like “one size fits
all” will seem archaic.2
41. “Retailers will have to rethink their
scalable ―one size fits all approach.
Any retail strategy must include a plan
to fit the ever-diverging needs of the
US shopper.”
Source:
Kantar
Retail/PWC
Retailing
2020
Report,
2014
42. We predict far fewer retail brands
by 2020. But far more variety.
58. By 2020…
We believe the concept of
“engineered diversity” won’t just
be the norm, it will be mandatory.
The only question will be: what
formats, forms and expressions
make the most sense?
59. 3The ways in which we
speak to shoppers will
shift dramatically.
61. Only 5% of consumers in the
US & UK currently believe big
businesses are being
transparent enough.
Source:
Cohn
&
Wolfe
Oct,
2013
62. “By 2020, apps will proactively inform a shopper
regarding specific issues with products or retailers upon
entering brick-and-mortar stores or websites.
Managing and manipulating information (rumor control),
will be more of an issue than ever as flash truth reports
are distributed more frequently.
Brand management by 2020 will need to develop a host
of new skills, tools, and communication modes, both
nimble and innovative, than are typical today.”
Source:
Kantar
Retail/PWC
Retailing
2020
Report,
2014
65. everything’s coming up
spring
$50 everyday
liz claiborne handbag
$12 february
women’s gold toe sock 6-pack
$18-$20 everyday
misses’ bisou bisou swimwear
$75 everyday
men’s nike shoes
$17 everyday
juniors’ arizona shirt
$12 february
men’s st. john’s bay polo
$15 february
misses’ made for life jacket
$30 february
twin comforter set
$20 everyday
juniors’ olsenboye blouse
$130 everyday
rachael ray 10-pc. cookware set
$14-$20 everyday
floppy hat or thong sandal
$14 everyday
mixit bracelet
$20-$25 everyday
men’s j. ferrar shirt or tie
$4 everyday
home expressions bath towel
$
everything’s coming up
spring
$50 everyday
liz claiborne handbag
$12 february
women’s gold toe sock 6-pack
$18-$20 everyday
misses’ bisou bisou swimwear
$75 everyday
men’s nike shoes
$17 everyday
juniors’ arizona shirt
$12 february
men’s st. john’s bay polo
$15 february
misses’ made for life jacket
$30 february
twin comforter set
$20 everyday
juniors’ olsenboye blouse
$130 everyday
rachael ray 10-pc. cookware set
$14-$20 everyday
floppy hat or thong sandal
$14 everyday
mixit bracelet
$20-$25 everyday
men’s j. ferrar shirt or tie
$4 everyday
home expressions bath towel
everything’s coming up
spring
$50 everyday
liz claiborne handbag
$12 february
women’s gold toe sock 6-pack
$18-$20 everyday
misses’ bisou bisou swimwear
$75 everyday
men’s nike shoes
$17 everyday
juniors’ arizona shirt
$12 february
men’s st. john’s bay polo
$15 february
misses’ made for life jacket
$30 february
twin comforter set
$20 everyday
juniors’ olsenboye blouse
$130 everyday
rachael ray 10-pc. cookware set
$14-$20 everyday
floppy hat or thong sandal
$14 everyday
mixit bracelet
$20-$25 everyday
men’s j. ferrar shirt or tie
$4 everyday
home expressions bath towel
The good news?
Ours won’t be the loudest, or
most important voice at all.
.
67. And 2020 will be all about
dialogue not broadcast
25%
A d v e r t i s i n g
70%
S t r a n g e r s
w i t h
p ro d u c t
e x p e r i e n c e
90%
F r i e n d s w i t h
p ro d u c t
e x p e r i e n c e
Source:
Edelman
Trust
Barometer,
2014
80. “Leading retailers will be classified by
those that are the best
conversationalists, along with
communicating a secure and self-
confident image to their consumers.”
Source:
Kantar
Retail/PWC
Retailing
2020
Report,
2014
81. By 2020…
How will this manifest itself in
store?
We see a co-authored narrative
delivered with the impact of a tweet,
the interest of a pin, and the emotional
pull of a post.
91. Dominant platforms and
conventions around retail out of
store will have evolved and will
be widely embraced and adopted.
Retail brands en-masse will be
adept at managing and
supporting these channels.
But one problem will still exist
96. These concepts had the logistics,
infrastructure and tools in place
and the support of backers with
deep pockets.
We believe they lacked continuity
in their in store experience and
that will need to be our biggest
focus in the future.
97. By 2020…
What percentage of our in-store
media will be dedicated to
driving “continuity”?
How can we finally make the
physical store enhance our OOS
activities?
98. 5By 2020 the entire concept
of convenience and value
will shift.
99. Convenience for the new guest
will not be defined in traditional
terms of time and ease.
101. We believe the highest currency
for these new consumers will be
RELEVANCE.
102. 89% of millenials want
personalization when they
visit stores, but only 18% see
it from retailers today.
Source:
Vibes
Marketing
Personalization
Report,
2013
103. The customer is free interact
with the retailer on their own
terms.
Face to face
Direct/Email
Print
Television
Online
MobileCall Centre
Loyalty
E-commerce
Review
Advice and Support
Search
Social
Bricks and Mortar
Consumer
4
3
1
2
5
1 2
3
Shopper centric path to purchase.
How they want to buy, not how
we want to sell.
104. A shift from locating products to
locating the best products for me.
Example:
Forever21
-‐
ClosetSOS,
2014
105. And using technology to bring a
relevant experience in-store.
Example:
Klepierre
-‐
Inspiration
Corridor
106. A new service paradigm – where
the guest is the focus, not the sale
Example:
Bonobos
–
Guideshops
107. In 2013, the overwhelming reason
shoppers changed brands was
poor customer service (66%). In
almost every case (88%) the
situation could have been saved,
but wasn’t.
Source:
Accenture
Global
Consumer
Pulse
Survey,
Nov
2013
114. Foot traffic is down.
N o v / D e c F o o t Tr a ff i c
40 Billion Visits
30
20
10
2010 2011 2012 2013
1 7 . 6 B i l l i o n
Source:
The
Wall
Street
Journal,
2014
115. The sky is fricking falling.
N o v / D e c F o o t Tr a ff i c
40 Billion Visits
30
20
10
2010 2011 2012 2013
1 7 . 6 B i l l i o n
Source:
The
Wall
Street
Journal,
2015
2014
116. There are now less than 50% of
the warm bodies in US retail
stores during the biggest
shopping season of the year than
were there 5 years ago.
How many will there be in our
stores 5 years from now?
117. Only in stores delivering truly
unique experiences do we see
increased visits and footfalls.
119. The 19-year commercial Web
experiment has shown; you can't hold
attention for very long, can't offer a
point of view, can't control the
experience, and, in a sense, never
own your audience — at best, it's a
fleeting, utility-like relationship.
Source:
Michael
Wolff,
USA
Today,
2013
120. Stores re-imagined around unique,
defensible branded experiences may
well be the biggest change over the
next 5 years.
And tomorrow’s shopper craves these
experiences.
125. An Experience Signature is a distinct
collection of brand led moments,
totally unique in combination from
one brand to the next.
126. A retailer’s Experience Signature lies
at the heart of why we choose one
store over another.
They are the things retailers become
known for.
They are the reasons we come back
for more.
141. By 2020…
We believe the brands who are
thriving will be the ones who have
crafted the strongest Experience
Signatures.
And are well on the road to redefining
a bright future for physical stores.
142. If you’d like to know more…
www.fitch.com
www.slideshare.net/FITCH_design
153. FITCH thinks of Seamless as a
palette of touchpoints
Physical: The tangible – from objects that can be touched to
settings that can be experienced
Human: Dynamic interactions – with individuals,
employees and social groups
Digital: Electronic Tools – technologies that talk to
everyone, or just talk to me
P
H
D
154. Exploring
Purchase intent
in the category
Locating
Specific product
or service
Dreaming
No specific
purchase intent
Being inspired
Learning
Having fun
Browse easily
More information
Narrow choices
Easy to find
Useful reminders
Reassurance
159. The Holy Grail of Seamless is true
omnichannel retail
multichannel
crosschannel
omnichannel
Shopping using different channels
Several channels, same purchase
Simultaneous use of channels and seamless
delivery between them
160. To achieve that a Holy Grail we
have to know what it is…
Crosschannel done well or with more finesseOmnichannel is not:
Omnichannel is:
Continuous Retail:
Interconnectedness between touchpoints everywhere
and anywhere
Perceiving all things and creating a true
CONTINUITY of experience