This document discusses insights from a survey about consumer attitudes toward innovation. It finds that:
1) While consumers are inspired by the promise of innovation, they first need reassurance from brands.
2) Consumer acceptance of brand innovation cannot be bought, it must be earned through addressing privacy, security, and environmental concerns.
3) Consumers rely on peer recommendations more than brand marketing to feel reassured about new products and services.
Innovation and the Earned Brand is Edelman's global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Creatives in Japan: Turning Technology In the Face of ChangeAdobe
We surveyed over 300 Japanese creative professionals to find out how they're navigating the pace of change and new technology shifts. This report shares key findings and dives in for a deeper look.
Engaging with Millennials in the Right WayXPotential
The millennial lifestyle is mostly about multitasking, accelerated communication, constant connection, and immediate gratification. It is a lifestyle that typically contradicts traditional marketing and research methods. And so brands and marketers have a tough task in finding the right way to engage with this group of consumers who have a combined purchasing power of $2.45 trillion worldwide.
Innovation and the Earned Brand is Edelman's global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Creatives in Japan: Turning Technology In the Face of ChangeAdobe
We surveyed over 300 Japanese creative professionals to find out how they're navigating the pace of change and new technology shifts. This report shares key findings and dives in for a deeper look.
Engaging with Millennials in the Right WayXPotential
The millennial lifestyle is mostly about multitasking, accelerated communication, constant connection, and immediate gratification. It is a lifestyle that typically contradicts traditional marketing and research methods. And so brands and marketers have a tough task in finding the right way to engage with this group of consumers who have a combined purchasing power of $2.45 trillion worldwide.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
A half day event hosted by Smoking Gun MD Rick Guttridge to celebrate the launch of its Marketing To Millennials guide. Three leading experts shared the stage to dissect the millennials label, understand the pressures affecting them at work & what makes them happy and finally a look at how to brands can be relevant and reach this audience. To view speaker videos or download the report, visit https://www.smokinggunpr.co.uk/the-millennial-mindset-event/
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Challenges
The digital revolution changes everything. It's the force driving shifts in markets, customers and organisations. To survive and thrive, businesses face a dual challenge: staying ahead of the competition while transforming their own organisation.
Our belief
You need to be customer-focused to compete. We develop strategies around the customer, their needs, their world, their experience.
Our approach
We take a strategic approach in four key areas (brand, experience, content and culture).
Everything we do contributes to building a brand from its purpose to the customer experience. We aim beyond the sale, to gain their advocacy.
We develop resilient brands:
- Build a resilient brand: aligns belief, strategy and experience.
- A shared purpose and values with customers.
- Authentic communications with an engaged audience.
Purpose of the workshop
We would like you to experience the way we build brands at Brilliant Noise. Test some of our tools and exercises so you can take-away something useful you can act on, take a first step forward creating a resilient brand.
Storytelling and TV Advertising (No Story, No Glory)Futurelab
This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising.
Even though Alain is not a big fan of TV advertising, the main message of the speech was "if you want to do TV adverts, at least do them well".
Note: Youtube Video Content is embedded
Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.
A Chance for Change: The Tipping Point for Sustainable BusinessMSL
In 'A Chance for Change: The Tipping Point for Sustainable Business', we feature the voices of inspiring millennials, sustainability leaders and industry experts, and highlight the diverse initiatives already in play.
We hope this report reassures you that change is coming, and inspires you to be a part of the journey. If you are looking for a partner in developing your sustainability story, start a conversation with us today.
We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
This is a warning speech to wake up advertisers who do not believe that things are really changing. It is also offers a roadmap to start changing their day-to-day operations
Earned Brand Brasil: Como Inovação Constrói MarcaEdelman
O estudo global Earned Brand revela o comportamento do consumidor em relação à inovação das marcas. Foi promovido pela Edelman, entre abril e maio de 2015, em 10 países: Alemanha, Austrália, Brasil, China, EUA, França, Índia, Japão, México e Reino Unido. Considerou pesquisas quantitativas on-line com 10.000 entrevistados, na proporção nacional de faixa etária, gênero e região, de acordo com o censo mais recente do país. Grupos focais comportamentais com 16 millennials de Nova York e Londres, e Mobile Diaries (acompanhamento pelo celular) com 25 millennials, com seus próprios celulares, por 2 semanas, no Brasil, Reino Unido, Índia, China e EUA, também compuseram o campo.
Saiba mais em www.edelmansignifica.com
Edelman's 15th annual exploration of trust surveyed 33,000 people in 27 countries around the world on their trust in government, media, business and NGOs.
For more information, visit http://www.edelman.com/trust2015
Estudo realizado nos Estados Unidos com o objetivo de descobrir como as pessoas definem “bem-estar”, o que precisam para alcançá-lo, quais as barreiras que enfrentam e de que forma as marcas estão ajudando seus públicos neste objetivo. As entrevistas foram realizadas com 1.053 norte-americanos, entre 11 e 26 de novembro de 2015. Os principais achados da pesquisa foram a base para identificar tendências de comportamento e aprofundamento nas questões mais presentes da realidade brasileira. Por meio de desk research, foram monitoradas matérias, artigos e publicações por 6 meses (dez/15 maio/16) a respeito dos eixos correlacionados a definição e obtenção do “bem-estar”.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
A half day event hosted by Smoking Gun MD Rick Guttridge to celebrate the launch of its Marketing To Millennials guide. Three leading experts shared the stage to dissect the millennials label, understand the pressures affecting them at work & what makes them happy and finally a look at how to brands can be relevant and reach this audience. To view speaker videos or download the report, visit https://www.smokinggunpr.co.uk/the-millennial-mindset-event/
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Challenges
The digital revolution changes everything. It's the force driving shifts in markets, customers and organisations. To survive and thrive, businesses face a dual challenge: staying ahead of the competition while transforming their own organisation.
Our belief
You need to be customer-focused to compete. We develop strategies around the customer, their needs, their world, their experience.
Our approach
We take a strategic approach in four key areas (brand, experience, content and culture).
Everything we do contributes to building a brand from its purpose to the customer experience. We aim beyond the sale, to gain their advocacy.
We develop resilient brands:
- Build a resilient brand: aligns belief, strategy and experience.
- A shared purpose and values with customers.
- Authentic communications with an engaged audience.
Purpose of the workshop
We would like you to experience the way we build brands at Brilliant Noise. Test some of our tools and exercises so you can take-away something useful you can act on, take a first step forward creating a resilient brand.
Storytelling and TV Advertising (No Story, No Glory)Futurelab
This is a presentation which Alain Thys gave at the VTM TV Day in April 2011 to an audience of marketing and advertising professionals specialised in TV advertising.
Even though Alain is not a big fan of TV advertising, the main message of the speech was "if you want to do TV adverts, at least do them well".
Note: Youtube Video Content is embedded
Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.
A Chance for Change: The Tipping Point for Sustainable BusinessMSL
In 'A Chance for Change: The Tipping Point for Sustainable Business', we feature the voices of inspiring millennials, sustainability leaders and industry experts, and highlight the diverse initiatives already in play.
We hope this report reassures you that change is coming, and inspires you to be a part of the journey. If you are looking for a partner in developing your sustainability story, start a conversation with us today.
We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
This is a warning speech to wake up advertisers who do not believe that things are really changing. It is also offers a roadmap to start changing their day-to-day operations
Earned Brand Brasil: Como Inovação Constrói MarcaEdelman
O estudo global Earned Brand revela o comportamento do consumidor em relação à inovação das marcas. Foi promovido pela Edelman, entre abril e maio de 2015, em 10 países: Alemanha, Austrália, Brasil, China, EUA, França, Índia, Japão, México e Reino Unido. Considerou pesquisas quantitativas on-line com 10.000 entrevistados, na proporção nacional de faixa etária, gênero e região, de acordo com o censo mais recente do país. Grupos focais comportamentais com 16 millennials de Nova York e Londres, e Mobile Diaries (acompanhamento pelo celular) com 25 millennials, com seus próprios celulares, por 2 semanas, no Brasil, Reino Unido, Índia, China e EUA, também compuseram o campo.
Saiba mais em www.edelmansignifica.com
Edelman's 15th annual exploration of trust surveyed 33,000 people in 27 countries around the world on their trust in government, media, business and NGOs.
For more information, visit http://www.edelman.com/trust2015
Estudo realizado nos Estados Unidos com o objetivo de descobrir como as pessoas definem “bem-estar”, o que precisam para alcançá-lo, quais as barreiras que enfrentam e de que forma as marcas estão ajudando seus públicos neste objetivo. As entrevistas foram realizadas com 1.053 norte-americanos, entre 11 e 26 de novembro de 2015. Os principais achados da pesquisa foram a base para identificar tendências de comportamento e aprofundamento nas questões mais presentes da realidade brasileira. Por meio de desk research, foram monitoradas matérias, artigos e publicações por 6 meses (dez/15 maio/16) a respeito dos eixos correlacionados a definição e obtenção do “bem-estar”.
This presentation is grounded in primary research conducted throughout 2016. This includes in-depth discussions with the major technology platforms as well as Edelman and industry experts.
The goal is to provide an overview of how the total ecosystem is changing and offer guidance on how communications and marketing programs can succeed in 2017.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
Business today is starting to understand the value of data, and some organisations are outperforming their competition by putting data at the heart of their thinking. Leveraging data to change business models, understand their customers and employees better and deliver new revenue streams is the driving force in this new data centric era.
Jon Woodward - MSFT
Dave Coplin - MSFT
Mike Bugembe - JustGiving
Gary Richardson - KPMG
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
Edelman Canada shares highlights from British Columbia Finance Minister Mike de Jong’s 2017 Budget. To learn more about Edelman Canada, please visit www.edelman.ca.
Collecting Uncertain Data the Reactive WayJeff Smith
Related Resources
----------------------
Video (starts at 25 minutes): https://skillsmatter.com/skillscasts/7038-lightning-talks-2
From Scala Exchange 2015: https://skillsmatter.com/conferences/1948-scala-exchange-2014
Reactive Machine Learning: http://www.reactivemachinelearning.com/
Data Engineering blogging: https://medium.com/data-engineering
Talk Summary
-----------------
Before you can ever get started building large-scale data analytic systems, you need to start with one crucial element: data. Collecting data, especially collecting lots of data, is harder than it seems. Data ingested with the wrong data model can be worse than no data at all. A data collection system that is too slow can bring an entire platform grinding to a halt.
Don't panic! Scalable, non-destructive data collection is possible. This talk will focus on strategies for data collection based on real world experience building large scale machine learning systems. It will introduce ideas from the emerging paradigm of reactive machine learning that are based on older ideas about immutable facts and pervasive, intrinsic uncertainty.
2017 Edelman Trust Barometer - California ResultsEdelman
For 17 years, the Edelman Trust Barometer has measured trust in institutions including business, media, NGOs and government. View the California Trust survey results.
Read the full global results at www.edelman.com/trust2017
A partir de 13 mil entrevistas em 13 países, o mais novo estudo da Edelman mede a força da relação entre marcas e pessoas por meio da métrica Edelman Brand Relationship Index.
2017 Edelman Trust Barometer - Canadian ResultsEdelman
The Canadian data this year Edelman Trust Barometer uncovers some very worrying trends that we ignore at our peril. And this is true whether you hail from a business, the government or the media.
Take a look at the results of this year’s Trust Barometer in Canada.
Visual Data Representation Techniques Combining Art and DesignLogo Design Guru
Visually representing data is becoming increasingly popular. Companies are investing thousands of dollars in getting their data created using design elements. From large enterprises to small businesses, everyone is hunting for techniques to help them make dull and monotonous data into something attractive.
Designers thoroughly study data and then invest all these imagination into making it simpler for everyone to understand it. Minimizing information and making it universal is the key to data visualization.
From infographics to presentations and software to tools, there are many techniques one can use to enhance the look of spreadsheets, Big Data and analytics.
Here are visual techniques to help you display your data in an aesthetically pleasing way. You can use some of these or all of them. These tips are not limited to the web or print, but can also be used for television. In fact, weather forecasting channels use visuals like maps, icons and GIFs to represent information.
Want your data to stand out? Use these techniques to uplift your data.
The Net Promoter Score process involves a number of parameters which when worked together can provide the best outcome and can be very tricky to execute. This infographic highlights some pitfalls to avoid when running your next NPS campaign to churn out the best results out of it.
Booz Allen Hamilton created the Field Guide to Data Science to help organizations and missions understand how to make use of data as a resource. The Second Edition of the Field Guide, updated with new features and content, delivers our latest insights in a fast-changing field. http://bit.ly/1O78U42
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Innovation and the earned brand study dutch resultsEdelman Amsterdam
Innovation and the EARNED BRAND is a global Edelman survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Our research shows that 87 percent of consumers will not buy a product or service because of their concerns about the risks that come with innovation. The study takes a deep dive into these consumer concerns, reveals four Earned Brand behaviors to address their needs around innovation and proposes a new model of marketing based on action, not messaging.
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015Edelman.ergo GmbH
Innovation and the Earned Brand ist eine Markenstudie von der führeden globalen Communications Marketing Agentur Edelman und untersucht die Haltung von Konsumenten gegenüber Markeninnovationen. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von Online-Interviews im Zeitraum April und Mai 2015. Für die Markenstudie wurden jeweils 1.000 Personen in zehn Ländern (USA, Mexiko, Frankreich, Deutschland, Großbritannien, Brasilien, China, Japan, Indien und Australien) befragt. In New York und London wurden zudem Fokusgruppen mit 16 Millenials durchgefürt. 25 Millenials aus Brasilien, Großbritannien, Indien, China und USA führten zudem zwei Wochen lang ein mobiles Tagebuch.
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
UE Startups -- 9 Factors in Raising Funding in Silicon ValleyPeter Szymanski
9 Factors Silicon Valley investors consider for European startups, how to choose an angel or venture capital investor, and market trends that support growing a startup outside the USA.
Nielsen Global New Product Innovation Report- June 2015Aidelisa Gutierrez
Innovation matters. It can drive profitability and growth, helping
companies succeed even during tough economic times. Nielsen’s
Breakthrough Innovation research found that the top innovations
launched in the U.S. generate more than $50 million revenue their first
year; in fact, the 2015 winners generated, on average, more than twice
this amount, $119 million. In Europe, the top innovations produce
upwards of £/€10 million in their launch year. Innovation also helps
companies stay relevant to shoppers, and it can build long-term loyalty
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Sustainability as a differentiating factor for brands and companiesInterbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in the World Textile Summit. Paula Oliveira from Interbrand London explored how companies can differentiate themselves from their competitors through their commitment to sustainability and build a unique identity that will attract customers.
Over the years we’ve noticed that even amazingly creative and unique companies can struggle with getting ideas off the ground.
Whether it’s a simple fix to an organisational chart, or a bit of nudging in the right direction to help a company to launch a product idea with an impactful return on investment (ROI). Making improvements can turn a new product dream into a reality, and we know the value in having an extra set of eyes (and hands) to help with a company’s innovation efforts.
That’s why we put together this informational guide - to share some of our experiences and help even more teams and companies to leverage their inner talents and unlock their
innovation potential.
In this guide, we’ll share some of our best tips and tricks, including how to:
> Recognise trends and how customer preferences change;
> Focus on your company strengths in order to get the most out of innovation;
> Identify and remove common obstacles to innovation;
> Build levels of innovation that come naturally and are sustained - through the innovation value pyramid; and,
> Use practical exercises to future-proof your innovation efforts.
Who this book is for
Every business needs innovation. It’s commonly associated with it’s long-term success.1 It helps a business to solve problems, save precious time and money, and set it apart from the competition so it can grow faster.
Every employee within a company can contribute to innovation, too. Whether you’re the boss of an energetic startup company, an aspiring leader or an employee at an organisation, you’ll be able to use this guide to help build innovation in your professional scenario.
We’ll use examples of all sorts of different types of businesses: from software companies, construction firms, tech businesses to self-employed consultants. Even if your unique business model is not specifically discussed, you’ll be able to apply the methods without issue.
Innovolo is an active supporter of the idea that innovation is important (dare we say - essential) for any business to thrive.
If you’re interested in knowing why (and how to do it yourself), then read on!
Bradley Pallister
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
2. The Earned Brand | Edelman 2015 | pg 2
Four insights:
People believe in
the promise of
innovation.
Consumer
acceptance of
brand innovation
cannot be bought.
It must be earned.
While the promise
of innovation
inspires, people
first need to
be reassured.
“I rely on my
peers to reassure
me. Because their
experience is my
evidence.”
1 2 3 4
3. The Earned Brand | Edelman 2015 | pg 3
What is innovation?
A re-imagination of categories, products, services, operations,
models, design, etc. that create more value, for the brand and for
consumers.
4. And yet the Chinese consumers feel the pace
of business innovation is too fast
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and
industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, China.
(2015 Edelman Trust Barometer)
19%
TOO
FAST
The Earned Brand | Edelman 2015 | pg 4
JUST
RIGHT
21% 59%
TOO
SLOW
28% 19% 51%
5. The Earned Brand | Edelman 2015 | pg 5
And what can the
rest of us learn
from this?
How do consumers see innovation?
What are the
factors that stop
consumers
accepting and
embracing
innovations?
What are
consumers’
real feelings
about innovation?
6. The Earned Brand Methodology
Timing
April – May 2015
Quantitative Online Survey
10 countries: U.S., Mexico, Brazil,
France, Germany, U.K., China, Japan,
India and Australia
10,000 respondents, nationally
representative of age, gender, and region
based on most recent country status data
Mobile Diaries
25 millennials, with them on their
mobiles, for 2 weeks, in Brazil, U.K.,
India, China and the U.S.
The Earned Brand | Edelman 2015 | pg 6
7. The Earned Brand | Edelman 2015 | pg 7
People believe in the
promise of innovation.
Insight 1
8. Q5P1: Please select the statement from each group that best represents how you feel.
(Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is
essential for us today and it’s helping us to progress). Q5P4: Please select the statement
from each group that best represents how you feel. (Innovation is making us more and
more like robots) vs. (Innovation is opening the human spirit) 10-country global total and
in China.
The Earned Brand | Edelman 2015 8
Innovation inspires people
“When you look at
anything innovative,
it will inspire you
and make you feel
more energetic.”
Zhu X, 22, China
92%
innovation opens
the human spirit
innovation is essential
and it’s helping us
to progress
77%
94%
90%
9. In China, consumers believe that business has
the biggest role in finding the next big thing
Q15. Where do you think the next big thing will come from?
In China. The Earned Brand | Edelman 2015 | pg 9
BUSINESS INDIVIDUALS/
PEOPLE LIKE ME
ACADEMICS/
UNIVERSITIES
15%
87% 45% 30%
79% 36%
10. They believe that brand innovation should have
big goals with societal impact
Q14. What do you think the role of innovation is for brands today and in the future? (in the future)10-country
global total and in China.
to
improve
society
to push our
thinking as
a society
69% 66%63%
The Earned Brand | Edelman 2015 | pg 10
agree that brand innovation
needs to impact societyin9 10
73% 65% 71%
to let us be one
step ahead of
other countries
11. 57% 54%
37%
24%
14% 14%
47%
40%
47%
43%
20%
35%
Technology Mobile Energy Healthcare Food and beverage Education
They want more innovation to come from traditional
industries
Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in
TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In China.
Percentage of China’s consumers who say they see innovation coming from each
industry sector today, and who want to see it from each sector tomorrow:
INNOVATION GAP
10
19
The Earned Brand | Edelman 2015 | pg 11
21
6
INNOVATION TODAY INNOVATION TOMORROW
WANT LESS TOMORROW WANT MORE TOMORROW
12. And they question your motives
66%
70%
65%
69%
67%
61%
65% 65%
67%
62%
65%
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexico
Q14. What do you think the role of innovation is for brands today and in the future? (today) 10-country
global total and in China.
The Earned Brand | Edelman 2015 | pg 12
consumers believe brands
are innovating to make more
money for the company
in2 3
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexican
13. The Earned Brand | Edelman 2015 | pg 13
Insight 2
Consumer acceptance
of brand innovation
cannot be bought.
It must be earned.
14. The stakes:
Because of their concerns, they’re not buying
Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON
PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In China.
say they will not buy
because of their concerns
The Earned Brand | Edelman 2015 | pg 14
90%
Privacy
issues
Being
always
on
Security Environment
15. 3 in 5 have privacy concerns
Privacy concerns are especially strong in
Germany, the U.K., the U.S. and Australia.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 15
Privacy
issues
58%
16. 1 in 3 are concerned about
having to be always on
Germany and Brazil are most concerned;
Japan and China are less so.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 16
Being
always on
36%
17. 1 in 3 have security
concerns
Security concerns are highest in Japan
and the U.S., and less of an issue in
China.
The Earned Brand | Edelman 2015 | pg 17
Security
33%
“Some back door issues may
leak personal information,
including personal banking
details.”
Yao, China
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
18. And the majority have
concerns about the
impact on the environment
Environmental concerns are global,
but strongest in Europe and Latin America.
The Earned Brand | Edelman 2015 | pg 18
Impact on
environment
52%
“Technology and innovation bring
convenience, but it brings
problems, too. Cars change my life,
but too many cars result in air
pollution, traffic jams and parking
problems.”
Yao, China
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
19. The Earned Brand | Edelman 2015 | pg 19
Insight 3
While the promise of
innovation inspires,
people first need
to be reassured.
20. Consumers are twice as likely to want to be
reassured than inspired by a brand
Q35: When a brand tells me about something, I want it to…
“Reassure me of quality,” “Inspire me” 10-country global total
The Earned Brand | Edelman 2015 | pg 20
people want to be
REASSURED
in2 3
people want to be
INSPIRED
in1 3
21. We may be innovating,
but we are failing them as marketers
The Earned Brand | Edelman 2015 | pg 21
say brands are not moving
in the right direction in how
they communicate
in2 3
Q20: Thinking about change in the past 5 years, how do you feel the [ … ] industry has evolved in
relation to the following factors: How brands in this sector…(communicate with me) / (listen to
me) // (moving in wrong direction) 10-country global total.
22. They feel like brands are shouting at them.
In most markets, what brands say doesn’t feel real
Q21: Please indicate how much you agree or disagree with the following statements. (I’m getting bored/frustrated by
constantly being told I need to upgrade/update the products I already have.) (Top 2 box) 10-country global total and in
China.
The Earned Brand | Edelman 2015 | pg 22
57%
are bored/frustrated
by constantly being told
they need to upgrade/update
52%
23. The Earned Brand | Edelman 2015 | pg 23
Insight 4
“I rely on my peers to
reassure me. Because
their experience is
my evidence.”
24. We’ve always known that peers provide
recommendations, but today peers also help
convert purchasers
Q41: Thinking about the conversations you have online and offline with friends and other people like
you about brands, products and services you purchase, what impact do they have on you?
Build inspiration
Push
consideration
The Earned Brand | Edelman 2015 | pg 24
8%
18%
18%
36%
41%
31%
30%
37%
They get me
They give me a sense community
They suggest products/services
They push me to try new things
They make me trust the brand more
They help me make decisions
They help me overcome my concerns
about the product / service
They warn me about the risks
The impact of online/offline conversations about
brands with friends and other people like me:
Moment
of truth
25. The channels consumers rely on to be reassured are
peer-to-peer, rather than brand-to-consumer
When millennials want to learn about
brand innovation, their go-to channels
are peer-to-peer.
The Earned Brand | Edelman 2015 | pg 25
26. Brands win if they power the peer conversation
“Our unique
asset is our host
community.”
Nathan
Blecharczyk,
founder of AirBnB
Q36. How much do you agree or disagree with the following statements? in China.
The Earned Brand | Edelman 2015 | pg 26
67%
I trust a brand more if it
encourages me and and other
customers to review its
products and services
I trust a brand more if I find
it easy to review its
products and services
64%
82%
81%
30. The Earned Brand | Edelman 2015 | pg 30
Recommendation of
four brand behaviors
31. Two-thirds of consumers are undecided about
innovation. What do they need from brands?
Last mover First mover
8% 15%
Percent of respondents who fall into
each consumer innovation typology:
The Earned Brand | Edelman 2015 | pg 31
Methodology: Statistical analysis of consumer groupings based on their attitudes to brand innovation showed that 66% of
consumers are open to innovation—but have concerns that need to be addressed before they will buy. They also have specific
expectations for how brands must behave to address those concerns. Other consumers were either “first movers” (15%), “last
movers” (8%), or resistant to innovation (11%).
66%
Undecided Consumers
32. What undecided consumers need
from brands when it comes to innovation
The Earned Brand | Edelman 2015 | pg 32
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Source: mobile diaries, qualitative groups
and quantitative segmentation
Reassure me about
my personal
concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about
my societal
concerns
33. The 4 brand behaviors
that address consumer needs around innovation:
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
Reassure me about
my personal
concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about
my societal
concerns
The Earned Brand | Edelman 2015 | pg 33
Brand
Behaviors
Source: mobile diaries, qualitative groups
and quantitative segmentation
34. Inform
and Educate inform transparently so that
you can educate consumers
and help them make choices
The Earned Brand | Edelman 2015 | pg 34
Brand behaviors:
• Explain your motive for innovating.
• Address concerns about the social and
environmental impacts.
• Engage and educate consumers across
different channels and platforms.
Consumer need:
I am empowered by
information. Give
me all the details
and let me go as
deep as I want.
To reassure me
about my personal
concerns
Source: mobile diaries, qualitative groups
and quantitative segmentation
35. Have a
Purpose
operate with purpose
to show how you fit into
the bigger picture and
are an active participant
in society
The Earned Brand | Edelman 2015 | pg 35
Consumer need:
I believe in progress—
but not at the cost of
hurting my community
or compromising my
values.
Brand behavior:
• Be authentic.
• Show that you value human interaction and
have respect for tradition and heritage.
• Add value beyond your product and service.
To reassure me
about my societal
concerns
Source: mobile diaries, qualitative groups
and quantitative segmentation
36. Make
your Mark
make your mark by
doing something unique
or differentiating that is
worthy of attention
The Earned Brand | Edelman 2015 | pg 36
Consumer need:
I like to be inspired by
new ideas—as long
as they really are new
and different. Let’s
solve a problem in a
cool, creative way!
Brand behaviors:
• Show how you stand out from the crowd.
• Offer engaging content that is timely, has
resonance, and is entertaining.
• Spark peer conversations and debate on
many channels with a clear and
consistent brand voice.
To inspire me by
doing something
new and different
Source: mobile diaries, qualitative groups
and quantitative segmentation
37. Live your
Character
live with character that is
true to your brand and has
a personality that consumers
can buy into
The Earned Brand | Edelman 2015 | pg 37
Consumer need:
Brands can help me
express my identity.
I want to look smart,
creative and
connected.
Brand behaviors:
• Be transparent when it comes to
consumer privacy and sharing of data.
• Offer inspirational, exciting brand
experiences in which consumers can
participate.
And show me how I
can participate in
your brand
Source: mobile diaries, qualitative groups
and quantitative segmentation
38. The Earned Brand | Edelman 2015 38
Case Study:
The Freshest Orange Juice
39. The Earned Brand | Edelman 2015 39
Case Study:
Samsung Safety Truck
41. The Earned Brand | Edelman 2015 41
Case Study:
Dove #Choosebeautiful
42. Recommendation: Four brand behaviors
The Earned Brand | Edelman 2015 | pg 42
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Brand
Behaviors
Source: mobile diaries, qualitative groups
and quantitative segmentation
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
43. The Earned Brand | Edelman 2015 | pg 43
Thank you.
Innovation and the
Earned Brand
44. The Earned Brand | Edelman 2015 | pg 44
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