A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. In this chapter, I highlight a few brands that have taken content marketing to the next level. Companies like Virgin Mobile, American Express, Marriott, L’Oréal and Vanguard have delivered game changing content marketing strategies that are providing customers with new and improved brand experiences.
And while these brands are “killing it” in the content marketing space, many other brands are going through several challenges. Subject matter experts like Jascha Kaykas-Wolff (Chief Marketing Officer of Mindjet), Sean McGinnis (Marketing GM, SearsPartsDirect.com), Joe Chernov (Vice President of Marketing at Kinvey), Sandra Zoratti (Vice President of Marketing at Ricoh) and Danny Brown (Chief Technology Officer of ArCompany) give their expert opinions about why brands struggle with content.
Marketing has changed and the number of channels and touch points deployed to reach customers is evolving and expanding at a fast pace. This paper showcases how with Digital Asset Management at the heart of the content marketing process,
organizations can keep up with the demand for “real-time” blockbuster content.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
What's Next: Using Data to Create Impactful ExperiencesOgilvy Consulting
Do you understand data brings value to your business? Many marketers still struggle to prove its point in the customer experience journey. But worry not, in this webinar we will dive deeper into the world of experience design, highlight how to put data to work and how to drive tangible outcomes in the design process.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
57% of marketers state measuring ROI as their top challenge. Tighter integration is becoming an investment priority because it creates a better consumer experience and leads to a higher ROI overall. Ciceron is a full service digital marketing agency that specializes in all things digital, including digital strategy, consumer insights and brand advocacy.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Business culture is changing, and so will technology, design and communicationHelge Tennø
Today there are three different core principles for running a business. Communication is a strategic tool for all of these models, but in completely different ways. What businesses need to do is accept that these different models exist, understand or decide which type of business they are, and then make sure to use the right type of communications portfolio to reach their goals.
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. In this chapter, I highlight a few brands that have taken content marketing to the next level. Companies like Virgin Mobile, American Express, Marriott, L’Oréal and Vanguard have delivered game changing content marketing strategies that are providing customers with new and improved brand experiences.
And while these brands are “killing it” in the content marketing space, many other brands are going through several challenges. Subject matter experts like Jascha Kaykas-Wolff (Chief Marketing Officer of Mindjet), Sean McGinnis (Marketing GM, SearsPartsDirect.com), Joe Chernov (Vice President of Marketing at Kinvey), Sandra Zoratti (Vice President of Marketing at Ricoh) and Danny Brown (Chief Technology Officer of ArCompany) give their expert opinions about why brands struggle with content.
Marketing has changed and the number of channels and touch points deployed to reach customers is evolving and expanding at a fast pace. This paper showcases how with Digital Asset Management at the heart of the content marketing process,
organizations can keep up with the demand for “real-time” blockbuster content.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
What's Next: Using Data to Create Impactful ExperiencesOgilvy Consulting
Do you understand data brings value to your business? Many marketers still struggle to prove its point in the customer experience journey. But worry not, in this webinar we will dive deeper into the world of experience design, highlight how to put data to work and how to drive tangible outcomes in the design process.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
57% of marketers state measuring ROI as their top challenge. Tighter integration is becoming an investment priority because it creates a better consumer experience and leads to a higher ROI overall. Ciceron is a full service digital marketing agency that specializes in all things digital, including digital strategy, consumer insights and brand advocacy.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Business culture is changing, and so will technology, design and communicationHelge Tennø
Today there are three different core principles for running a business. Communication is a strategic tool for all of these models, but in completely different ways. What businesses need to do is accept that these different models exist, understand or decide which type of business they are, and then make sure to use the right type of communications portfolio to reach their goals.
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
Are your marketing efforts keeping up with the trends? Do you have any idea what's the best new thing in the digital sphere? Wonder no more as this compelling resource will help you trace the new digital footprints taking waves this 2015. Keep yourself in the loop of the latest frontier that makes marketers go gaga over.
The 2015 Digital Trends report, created in partnership with Econsultancy, discusses the trends and tools you need to provide exceptional customer experiences and to gain a competitive edge. Take a look at what the marketing thought leaders across the globe are talking about. Be on the lookout for the latest buzzwords and trends directly from the pioneers.
Courtesy of Econsultancy and Adobe
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
Social Media is one of the key channels to reach consumers and the possibilities of tracking and analyzing certain actions throughout such media is simply infinite. Marketers should use and incorporate Social Media Analytics more into their overall market plan. Media monitoring platforms such as Newspoint accurately gather and present data from all the different media sources into one interface.
Andrew Challier, Director, Client Relations at Ebiquity spoke at Ad:Tech in October 2014. With the evolution in digital marketing very much on the Ad:Tech agenda, here Andrew looks at the current digital landscape and argues that there's still some growing up to do.
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
Building a cross-device audience picture in the travel industry is tougher than it seems. Currently, the ability to create a comprehensive user picture is an uphill technical battle.
Growth Channel is a SaaS for personalised marketing planning. We work with marketers, startups,CMOs and agencies. With Growth Channel, a user fills in a short form about their campaign, based on which, Growth Channel identifies their micro-segment and instantly shares a complete personalised marketing plan. It covers everything from strategy considerations and campaign activation ideas, to distribution channels, best practices, KPIs and content templates. The more precise user information - the more accurate and detailed the recommendations will be.
Creating a marketing plan takes days and weeks to conduct. And if you’re not a marketer, you’re either guessing or spending $1k-50k outsourcing.
By applying AI and machine learning, we reduced the cost of a marketing plan from $1k-$50k down to just $99, and from days and weeks to just minutes.
Get your free set of marketing ideas today with Growth Channel!
Anyone who has walked a trade show floor has seen it: the booth with faded and worn graphics; a table covered with brochures; outdated technology, or no technology at all; a bowl of candy; neatly arrayed freebies that don’t relate to the
product or speak to potential customers.
NRF is the world’s largest retail conference with over 38,000 attendees. It’s also a show where some of the largest players in the B2B space come together and show the world what is on the horizon for retail tech.
This year, Jay Menashe, Director of Business Development, looked for the exhibit elements and experiences that stood out most to him. Check out what he thought!
Jack Morton's very own, Jay Menashe (Gold level Certified Trade Show Marketer), shares his favorite moments from CES 2019.
Read more: http://www.jackmorton.com/blog/my-10-favorite-moments-from-ces/
What’s missing from your experience tech strategy?
The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences.
But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own.
For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.
Brands are made for and by humans. Their greatest wish is to connect with humans. So why do they find it so difficult? From jarringly chirpy digital, social & mobile experiences to misguided content marketing efforts, brands’ (and, let’s face it, agencies’) attempts to ‘be more human' often make us cringe.
And now, algorithms and big data means brands know more about us than ever before, and with this their opportunities to ‘act human’ have multiplied exponentially. But in many cases, their brand building efforts are failing: either to be convincing or in adopting the right aspects of humanity. And in so doing they become clingy, nosey or just plain creepy.
So brands face a paradox: the more they try to be human, the more they risk alienating the humans they so want to connect with. So can brands be ‘more human’? Or more importantly…should brands be more human?
How pharma and healthcare brands can engage consumers in order to drive growthJack Morton Worldwide
At Cannes Lions Health this year, Ryan Quigley of AbbVie and Jack’s Chief Creative Officer, Bruce Henderson, presented our vision for the future of healthcare brands. It’s not enough for pharmaceutical companies, health insurance companies, and other organizations dedicated to healthcare to merely provide medical or financial solutions. Rather--through content marketing, digital, social & mobile engagement and more--brands must re-connect with people’s needs and revolutionize their healthcare experience. It’s a level of empowerment that could only come from a superhero.
Big data has given marketers an unprecedented view into the attitudes and behaviors of larger audiences than ever before. But as we become increasingly reliant on big-data analytics, we’re also basing our insights on the same data pool—and arriving at very similar ideas. It’s a race to the middle that can dilute brand perceptions and value.
For brands to stand out, big data isn’t enough. That’s where small data comes in.
In our latest white paper, we show how using small data—the tiny clues that can uncover consumers’ drivers and desires—can uncover consumer insights that can't be found through big data alone.
Read the white paper, and find out how small data can lead to breakthrough ideas that transform brands and brand experience.
Employee engagement meetings are powerful experiences.
Done well, corporate meetings can have a transformative effect on an organization, unifying employees and elevating the company’s goals and objectives.
However, meetings that don’t live up to their potential can be damaging, with a negative effect on morale, a failure to deliver key messages, and provide little in the way of ROI.
At Jack Morton, we’ve been elevating corporate meetings and engagements for over 75 years, and we’re sharing our thoughts on four principles that are proven to deliver extraordinary results for our clients.
Read our POV, and make your meetings extraordinary.
Jack Morton's Tim Leighton presented with Cecilia Dahlstrom from Ericsson at the eurobest Festival of Creativity 2015.
How do you challenge and break the way something has always been done?
As an industry, we have to evolve our methods of engagement to survive. A little more conversation and a lot less one-way show and tell.
Yet much of our creative still isn’t focused in this way. In fact, some of our brand engagements are strangely inhuman, inhospitable experiences whereby brands compete not to understand people and offer value, but to simply shout the loudest. One of the worst offenders has to be the trade show. It’s a rare opportunity to waste – it’s where game-changing conversations can happen and multi-million dollar deals can be sealed.
Join our session to find out how Ericsson embraced the trade show, tore up the rule book and created a thoroughly modern brand experience that sits at the centre of its marketing strategy. Hear how its innovative creative approach radically changed the way people connect in this environment and learn what we can take away from this when we approach engaging with people through any channel.
Dr. Paul Frost, a Digital Strategist in our London office, presented at Event Tech Live this year. His presentation is titled "Creating effective digital ecosystems: Amplifying audience footprints through end to end digital enablement."
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
From the moment we’re born, our senses make up the fabric of our experiences. They’re entwined with our emotions, anchored in our memories, and according to new research that’s challenging the tenets of Western philosophy, our experience in the physical world has an unconscious effect on how we think, feel and behave.
It’s no surprise then our senses have the power to shape our perception of brands, affecting how intuitively we connect with them, and how credible we perceive their messages to be, whether it’s at a single touchpoint or across the entire customer journey. What is surprising is that many brands quite literally take leave of their senses – and the resulting disconnect between what a brand says and how it feels can leave a bad taste in our mouths.
This eclectic, illuminating and interactive talk weaves together key strands of scientific research, from synesthesia to sensory metaphors, to reveal the three critical drivers of multisensory brand experience – and how you can harness them to create a more impactful, holistic experience that will ultimately change the way people feel – and behave – in relation to brands.
How pharma and healthcare brands can improve their customer experienceJack Morton Worldwide
The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.
So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.
This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.
Don’t get us wrong—we're not saying that editorial calendars are all bad.
But using one poorly can lead to obscure social media posts, videos and white papers that do nothing to achieve your business goals, and other time- and budget-wasters that have little to no real ROI.
89% of content marketers are focused on creating more engaging, higher quality content now or within the next 12 months. If you’re one of them, maybe it’s time to ditch the calendar (or at least use it better).
Our latest Jack POV, Why editorial calendars make your content suck, was presented by our VP, Strategy Director, Ben Grossman at this year’s SXSW Interactive, and we’re making the insights from Austin available to you.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Your colleagues and employees are already armed with smartphones and tablets—but how can these devices be transformed into productivity powerhouses tailored specifically to your business and sales needs?
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Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
1. No Gadgets: A CES 2015 Report for Brands and Marketers 1
No gadgets:
A CES 2015 Report
–
For brands and marketers
2. No Gadgets: A CES 2015 Report for Brands and Marketers 2
Table of
contents
Overiew:
2015 International CES.................................3
Really? No gadgets?.....................................4
Key trends for
brands and marketers..................................6
#1 The future of people based marketing.......................8
#2 Modern Marketing:
Emerging technologies and capabilities..................12
#3 New business models................................................17
#4 Regulation tightens, intelectual property loosens...21
#5 The consumerization of content creation.................25
Let’s do something
extraordinary..................................................28
3. No Gadgets: A CES 2015 Report for Brands and Marketers 3
Overview
–
With a multi-year recalibration from a
consumer electronics focus to a broader
digital technology story behind it, the
2015 International CES made it clear
that the event has hit a new stride and
level of maturity.
After making bets on new audiences
and exhibitors for the show (including
marketers, start- ups and content
producers), a record- breaking
year makes it clear those bets
have paid off in a way that is all
too uncommon in Las Vegas.
4. No Gadgets: A CES 2015 Report for Brands and Marketers 4
We know, we
know. But there’s
a good reason.
It’s the opposite of what you’d expect to hear about the 2015
International CES: a report with no run-down of the hottest
gadgetry being promised to revolutionize your life this year.
But with the show’s increasing focus on a broader array
of content – including digital’s effect on consumers, policy
and technology services – there are some major
developments marketers should be thinking about
beyond the gadgets. Further, we (and likely you, the
reader), are well aware that the hottest products have been well
documented across the web. In case you’d still like a recap, you
can catch these linked posts from Mashable, engadget and us.
Instead, we’ve focused this year’s report on a number of
actionable takeaways that we are leaving CES with and taking
directly back to our clients to factor into forward planning. If
you’re still itching for some mention of gadgets, don’t worry.
We have mentioned gadgets, generally in an effort to illustrate
a broader ecosystem and movement that exists in consumer
behavior and the industry at large.
Enjoy the report and do let us know what you think! Now, let’s
get to work. Before we know it, CES will be back again – it’s
scheduled for January 6-9, 2016.
Really?
No gadgets?
Ben Grossman
VP, Strategy Director
ben_grossman@jackmorton.com
Office: +1.617.585.7017
Mobile: +1.617.752.1171
5. No Gadgets: A CES 2015 Report for Brands and Marketers 5
Highlights from the
2015 international CES
–
2015 marked the largest CES in history,
with over 170,000 industry professionals in
attendance and more than 2.2 million net
square feet of exhibit space occupied by
exhibitors. Today, the show sits at, as the
Consumer Electronics Association (CEA) has
dubbed it, “the center of convergence among
content, services and products.”
The event’s new positioning is reflected by the
fact that exhibitors and conference tracks have
shifted in new directions. This year boasted
a 70% increase in the number of start-up
companies exhibiting at the show. CES also
launched a new sector of the show campus
called C Space, which is dedicated to exploring
how content, creativity, technology, brand
marketing, influencers and the consumer come
together.
The result for brands is an opportunity unlike
any other to showcase how they fit into the
digital ecosystem that increasingly dominates
consumers’ lives. The result for brands’ marketers
is a conference that, according to AdAge, is
rising in notoriety and popularity within the
industry to rival events like the Cannes Lions
International Festival of Creativity and South By
Southwest Interactive.
CES launched a
new sector of the
show campus called
C Space, which is
dedicated to exploring
how content,
creativity, technology,
brand marketing,
influencers and the
consumer come
together.
6. No Gadgets: A CES 2015 Report for Brands and Marketers 6
Key trends for brands
and marketers
7. No Gadgets: A CES 2015 Report for Brands and Marketers 7
Several key
trends emerged
for brands and
marketers to
consider in 2015,
each of which is
covered in more
detail in this
report:
In 2015, many brands turned their
attention away from hunting for
emerging gadgets, to instead examine
emerging technologies that can drive
their businesses forward.
The American Association of National
Advertisers (ANA) partnered with CES
to host a Digital Disruption conference
at the show’s newly minted C Space
(the official CES destination for creative
communicators, brand professionals and
digital advertisers).
Marketing executives from brands
including Subway Restaurants,
MillerCoors, MasterCard and Mondelez
International presented their approaches
to innovation.
The Interpublic Group of Companies
(IPG), Jack Morton’s parent company,
sponsored a private suite where media
companies gave private briefings to
lead agency-side marketers. Innovators
like Google, Facebook, Amazon and
Yahoo presented their research, points
of view and agendas for the future of
how brands will use digital to reach
consumers.
Key
trends
–
For brands and marketers
The future of People-Based Marketing
Modern Marketing:
Emerging Technology & Capabilities
New Business Models
& Value Propositions
Regulation Tightens,
Intellectual Property Loosens
The Consumerization of Content Creation
8. No Gadgets: A CES 2015 Report for Brands and Marketers 8
1The future of
people-based
marketing. Privacy
vs. personalization,
a cookie-free future
and beyond.
9. No Gadgets: A CES 2015 Report for Brands and Marketers 9
After six
weeks, just
53% of people
corresponded to
a single cookie.
In a private briefing of top marketing
executives at CES, Carolyn Everson,
the VP of Global Marketing Solutions
at Facebook, heralded which she has
called her team’s biggest achievement
over the last 12 months: “People-Based
Marketing.”
Broadly, this term refers to a movement
towards a “cookie-free” world, driven
by the realization that, in a cross-device
landscape, cookies are a poorer
identifier of individuals than ever.
Facebook’s Atlas Insights team
conducted a study in late 2014 and
found that, for roughly half of the
population measured (500 million
cookies), the one-to- one relationship
between cookie and person was broken
after only a few weeks’ time, distorting
measures of reach and frequency
significantly.
But that cookie inconsistency also points
towards a major gap in advertisers’
understanding of which users they’re
targeting and their ability to target them
with personalized messaging.
The prospect of
a cookie-free
world
– Facebook Atlas Study
March 2014
10. No Gadgets: A CES 2015 Report for Brands and Marketers 10
If achieved, true personalization in digital
marketing stands to yield significant benefits to
brands in 2015. Yahoo’s recent research on the
impact of personalization was also revealed
at this year’s CES. While its research exposed
a general hesitancy to accept an increasingly
personalized web when consumers were asked
directly, it also found that consumers responded
extremely well to those very personalized
messages.
This tension between personalization attitudes
and actions points towards the importance
of use of explicit and implicit feedback from
users in order to personalize messages. Users
want to feel in control, but also to benefit
from information publishers have. Facebook’s
new Atlas Ad Server offering will provide a
significant amount of explicit information to
advertisers, allowing them to target unique
users based on their Facebook identity, rather
than cookies. Implicit feedback will continue to
be an ongoing focus of marketers. Legendary,
an American film production company, shared
during its CES presentation that it often leaves
25% of its marketing budgets unallocated in
order to respond directly to the feedback it
receives implicitly from consumers.
While ad technology companies and publishers
are sure to continue establishing a footing in
the new people-based marketing world, brands
that move decisively will begin to see significant
benefits in 2015. Both Facebook and Google
made direct promises to advertisers at CES
that their organizations wanted to be held
responsible for ultimate business value, not soft
media metrics like impressions and clicks.
The tension between
personalization and
privacy
–
11. No Gadgets: A CES 2015 Report for Brands and Marketers 11
78
%
of consumers
expressed a
desire for some
kind of content
personalization,
with 62%
interested in
viewing a mix of
algorithmic and
currated content.
12. No Gadgets: A CES 2015 Report for Brands and Marketers 12
2
Modern
marketing
techniques.
Start-ups
collaboration
and a new
go-to-market
strategy for
brands.
13. No Gadgets: A CES 2015 Report for Brands and Marketers 13
Beyond the buzz about ad technology, CES
also acted as a showcase for new, disruptive
marketing techniques and methodologies that
are catapulting some brands forward.
MillerCoors, coming from an industry that
generally relies heavily on broadcast TV to
market its beverages, presented its recent
innovation in how it goes to market to a youth
audience with Miller Lite. The organization
sustains the MillerCoors Incubator, a technology
incubator that maintains relationships with start-
ups that can aid the brand it overcoming some
of its key business challenges.
Currently, MillerCoors is focusing on branded
content and lower- funnel marketing by testing
campaigns with 26 different technology
companies, ranging from iBeacon to content
marketing.
Side by side with its incubator, MillerCoors also
launched a Tap The Future program, dedicated
to taking young entrepreneurs’ businesses to
the next level. The competition includes $300K
in prize money, business seminars, live pitch
opportunities, and access to mentors and
business moguls like Daymond John from ABC’s
“Shark Tank.”
Rocking
the beer
marketing boat
–
MillerCoors is
focusing on
branded content
and lower-funnel
marketing by
testing campaigns
with 26 different
technology
companies.
14. No Gadgets: A CES 2015 Report for Brands and Marketers 14
The way we’re thinking
about technology is one
foot in today and one foot
in tomorrow. We’re taking
some risks.
Stevie Benjamin
Senior Director of Digital & Media
Miller Coors
15. No Gadgets: A CES 2015 Report for Brands and Marketers 15
Some of the top products
at CES had already been
seen long before the
January event.
But beer isn’t the
only industry with
a shifting go-to-
market strategy.
Ironically, consumer
electronics, once the
central product-launch
focus of CES, have also
experienced a changing
landscape in terms of
going-to-market.
Modern
methods used
to go-to-market Singtrix, a voice-defying karaoke system
launched at CES by VOXX International
Corporation, had been seen my millions of
TV watchers on the show “Shark Tank.”
AirDog, a GoPro camera wielding auto-
follow drone created by a team of 20
engineers, had already been backed (and
thusly pre-ordered) by over 1,300 investors
on Kickstarter and seen by many more
through the product’s publicity engine
during its crowdfunding campaign prior
to CES.
Ring, a smartphone-controlled video
doorbell, had already flopped on“Shark
Tank” in its pre-investment days (then known
as DoorBot), butturned around to sell over
10,000 units after its airdate and generate
$1 million in venture capital investment, all
before it showed on the stage of The Last
Gadget Standing at CES.
16. No Gadgets: A CES 2015 Report for Brands and Marketers 16
Brands in and outside the
technology sector are changing
the way they launch products
and get noticed. Despite the claim
that 20,000 products are launched
at CES (made by CEA, its hosting
body), it is clear that brands are taking
alternate routes to reach their audiences
– and that the definition of what a true
‘launch’ at CES means may need to
be re-examined.
The
lesson?
–
17. No Gadgets: A CES 2015 Report for Brands and Marketers 17
3
New
business
models.
Traditional
industries
disrupted
by Dr. Phil,
Sling TV and
Amazon.
18. No Gadgets: A CES 2015 Report for Brands and Marketers 18
Several industries
showed signs of active
reinvention, from the
medical industry to
traditional television.
Aside from marketing evolutions,
CES also showcased technologies
that are disrupting the way
businesses are structured. Several
industries showed signs of active
reinvention, from the medical industry
to traditional television. Meanwhile,
Amazon reinforced its end-of-2014
introduction of the Echo and growing
ecosystem based on Prime subscribers
(including Prime Photos, Prime Music,
Prime Instant Video and Kindle Owners’
Lending Library).
Doctor on demand
Dr. Phil and his son spoke on the CEA’s show floor stage about the company they
co-founded: Doctor On Demand. The company offers insurance-free appointments
with doctors, psychologists and other healthcare providers on-demand for a flat fee.
Patients can have Video Visits with these providers on their smartphone or computers
for services ranging from acute sniffles to lactation consulting. While the service
currently is not meant to replace primary care physicians, it can greatly shorten the
path to service.
The doctor is in
(the mix at CES)
19. No Gadgets: A CES 2015 Report for Brands and Marketers 19
Amazon has
morphed into a much
broader ecosystem
of content libraries
and content delivery,
device invention and
device proliferation,
and point of sale and
publisher.
Amazon Echo
While Amazon didn’t launch any new products
at CES, it was still one of the most exciting
presences at the show. In a private briefing
to top marketers, Amazon’s executives gave
demonstrations with the brand’s new Echo
product (launched at the end of 2014) and
talked about the direction of its business.
Though initially a bookseller turned eCommerce
company, today Amazon has morphed into a
much broader ecosystem of content libraries and
content delivery, device invention and device
proliferation, and point of sale and publisher.
With the introduction of Prime subscriptions,
proprietary devices and original content,
Amazon has also developed a dedicated
media team that is nascent, but ready to bloom.
Marketing opportunities across eCommerce,
video and its proprietary devices will continue
to proliferate.
The most threatening dynamic for marketers
looking to establish brand preference is that,
to some degree, the ecosystem Amazon is
developing is self-funding, so it will not be
beholden to advertiser dollars. It can make
bold choices, like providing commercial-free
audio and video streaming services, because it
can monetize them through Prime subscriptions
and incremental eCommerce sales gained from
keeping users in Amazon’s walled garden.
Did you
hear an Echo?
20. No Gadgets: A CES 2015 Report for Brands and Marketers 20
Positioned as a
way to “take back
TV,” the service will
cost $20 a month
with no contract or
commitment.
Sling TV
In the midst of a time of television turbulence,
filled with Netflix, Hulu, Amazon Prime and
iTunes, Slingbox broke through at CES with the
promise of a simple, affordable solution: Sling
TV. Positioned as a way to “take back TV,” the
service will cost $20 a month with no contract or
commitment.
While the service offering received plenty of
buzz at CES, skeptics argue that the 11-channel
streaming package doesn’t provide nearly
enough channels or coverage of programming
that is of interest to its young millennial target
audience.
While these companies showed up as especially
prominent and innovative at CES, they are
emblematic of a business landscape ripe for
revolution. Radical moves by progressively-
minded companies like Uber, Warby Parker and
Bonobos, all founded on new technology and
consumer behavior, will continue to force new
business models upon traditional industries.
Simplifying
live television
streaming
21. No Gadgets: A CES 2015 Report for Brands and Marketers 21
4
Regulation
tightens, IP
loosens. The
FTC and FCC
shut down
threats, while
corporations
open up.
22. No Gadgets: A CES 2015 Report for Brands and Marketers 22
Over the past few years, CES has
become an opportunity for government
officials to collaborate with and take
the stage next to technology leaders.
This year, the FCC Chairman and
Federal Trade Commission (FTC)
Chairwoman both made splashy
appearances at the show, giving a
preview of tightened regulations and
policies that are coming down the pike.
Meanwhile, corporate giants showed a
willingness to loosen the reigns on some
of their intellectual property for the
betterment of the industry.
Regulation tightens,
IP loosens
–
23. No Gadgets: A CES 2015 Report for Brands and Marketers 23
In 2015, the
number of smart
home devices will
reach nearly 25
million.
2015 will also
be the year we
start hearing
about smart-home
hacking.
Edith Ramirez, chair of the FTC,
warned about the perils of, and
presumable pending commission
action regarding, the Internet of Things
(IoT) devices that are proliferating
rapidly. She warned of the devices’
ability to capture a “deeply personal
and startlingly complete picture” of
consumers that they may not want
public or vulnerable. Compounding
the threat of the deluge of captured
personal data, Ramirez also cited start-
ups’ general lack of sophistication in
and attention to privacy practices that
consumers take for granted from more
established companies.
Tom Wheeler, chair of the FCC,
received significant press attention
for his interview with CEA chairman
Gary Shapiro, during which he tipped
attendees off to FCC action on net
neutrality. He disclosed a timeline and
general premise of the commission’s
forthcoming final rules to enforce net
neutrality under Title II. This action
would constitute a coupe for many
consumer electronics manufacturers and
innovators whose interests are often
at odds with traditional, established
telecommunications companies.
Threat of loT and
promise of net
neutrality
–
Edith Ramirez
Chairwoman
Federal Trade Commission
24. No Gadgets: A CES 2015 Report for Brands and Marketers 24
Two of the biggest non-gadgetry
announcements at CES came from two
of the largest brands there: Samsung
and Toyota. Each organization
demonstrated a willingness to play in
the sandbox amongst the start-ups that
have tended to steal the show in the last
few years.
Samsung opened the show with its
Keynote that, among other things,
focused on the company’s commitment
to making its IoT components completely
open source. This new approach to
building a more compatible series
of IoT products is fueled by open
source standards that came as part of
Samsung’s acquisition of SmartThings.
Toyota made a landmark
announcement that it would invite
royalty- free use of over 5,600 fuel
cell related patents, including critical
technologies developed for the Toyota
Mirai. This openness to sharing its
intellectual property stands as a noted
change in tone for auto giants like
Toyota, many of which will likely feel
increasing pressure from similar moves
from challengers like Tesla, which
released its patents in June 2014.
Widely celebrated by analysts, this
move is reflective of what is believed to
be the key to emerging energy sources:
broad-based collaboration, shared
technologies and established standards.
Large corporations
begin to open up
–
90%
of Samsung
products, from
smartphones to
refrigerators, will
be able to connect
to the Web by
2017.
Boo-Keun Yoon
Co-CEO
Samsung Electronics
25. No Gadgets: A CES 2015 Report for Brands and Marketers 25
5Consumer
-ized content
creation. A new
generation of
user-produced,
premium
content.
26. No Gadgets: A CES 2015 Report for Brands and Marketers 26
The final key trend we noted at CES didn’t
actually occur at the event itself. Instead, it’s a
prediction in the way we see the most popular
technologies moving. Several of the year’s most
notable product presences: AirDog (GoPro
filming drone), Selfie Sticks (not at all innovative,
but extremely popular) and 3D Printers (with
more viable outputs than ever before).
All three of these categories of products are
centered on the increasing consumerization of
quality content creation – a trend that will live on
far beyond the 2015 CES.
Consumer
creation like
never before
–
New Makerbot
filaments containing
limestone, iron, maple
wood and bronze.
27. No Gadgets: A CES 2015 Report for Brands and Marketers 27
3D Printed dinosaur
cookies rocked the
CES show floor.
The concept?
Amazing. The taste?
So-so.
Call to brands:
build on emerging
technology
The way content is published and distributed
has changed radically over the past decades,
starting with simple weblogs and standing
today in an environment where 18,000 days of
video are uploaded to YouTube every day.
What’s coming next is increased accessibility to
professionalized content creation capabilities.
Amateur music artists will be including stunning
sky shots in their music videos. Lone explorers
are photographing breathtaking landscapes...
with themselves in the picture. 3D printers’ new
lower cost and increased material options give
average people the ability to custom print their
own products.
That means that the pace of content will
continue to accelerate – and consumer
expectations from brands may continue to
rise. Brands that can leverage new
content production technologies
themselves and give consumers an
elevated platform to create may be
able to achieve an advantage over
competitors. Moreover, being first to
market with unique ways to leverage these
technologies offers a breakthrough potential
for brands.
28. No Gadgets: A CES 2015 Report for Brands and Marketers 28
Let’s do
something
extraordinary.
We’re living in a time when human imagination coupled with
technology makes anything possible. Where amazing has
become the new normal.
Brands must be sure that the experiences they deliver live up
to the messages they send. Those who achieve it, we call
Experience Brands.
If you’re interested in chatting more regarding our insights on
CES or are ready to do something extraordinary, let’s connect.
Ben Grossman
VP, Strategy Director
ben_grossman@jackmorton.com
Office: +1.617.585.7017
Mobile: +1.617.752.1171