My talk from the 2010 Cannes Lions.
For you startup geeks out there I guess you can say I’m giving advertising the “lean startup” treatment. For those of you with real jobs, I’ll be talking about how we can reduce risk, eliminate waste and increase the impact in campaigns where media fragmentization and hyper competition are significant factors.
Content Marketing ROI: What's Your Content Formula?Michael Brenner
Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing
Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014Peter van Sabben
Pirate Marketing for Startups! For Pirate Summit 2014 in Cologne.
How to do marketing for your startup! The common mistakes, how to test channels, focus on distribution, do proper content marketing and be controversy with unconventional marketing.
By Peter van Sabben - http://twitter.com/sabben
How to Raise a Unicorn (And Take a Great Idea to The Next Level)Ruperta Daher
Airtasker's VP Marketing and UKDU's Strategic Partner & Co-Founder presented on How to Raise a Unicorn (And Take a Great Idea to The Next Level) at Mumbrella360.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
The presentation outlines the top marketing trends that marketers should not ignore before 2016 sets in. This also highlights the current changing digital marketing scenario along with technological transformation of the digital media. These insights will help marketers plan their approach and budget their 2016 marketing campaign by tweaking their marketing practices as per the changing digital marketing trends.
What it takes to be a high performing marketing organization in the banking world. Research from the Salesforce on modern marketing tactics and leading marketing solutions.
Content Marketing ROI: What's Your Content Formula?Michael Brenner
Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing
Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014Peter van Sabben
Pirate Marketing for Startups! For Pirate Summit 2014 in Cologne.
How to do marketing for your startup! The common mistakes, how to test channels, focus on distribution, do proper content marketing and be controversy with unconventional marketing.
By Peter van Sabben - http://twitter.com/sabben
How to Raise a Unicorn (And Take a Great Idea to The Next Level)Ruperta Daher
Airtasker's VP Marketing and UKDU's Strategic Partner & Co-Founder presented on How to Raise a Unicorn (And Take a Great Idea to The Next Level) at Mumbrella360.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
The presentation outlines the top marketing trends that marketers should not ignore before 2016 sets in. This also highlights the current changing digital marketing scenario along with technological transformation of the digital media. These insights will help marketers plan their approach and budget their 2016 marketing campaign by tweaking their marketing practices as per the changing digital marketing trends.
What it takes to be a high performing marketing organization in the banking world. Research from the Salesforce on modern marketing tactics and leading marketing solutions.
Marketing playbook - A guideline every marketers needs to knowGilang Gibranthama
What if your team is working remotely?
What actually things every marketer needs to highlight?
How to communicate your brand knowledge?
Marketing playbook answers all of the anxiety and problems. Keep in touch & work collaboratively with your team by sharing the same value.
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.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Visually partnered with Tint to bring you this webinar on the power of storytelling and how you can use storytelling to take your marketing to the next level.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
Writing good job adverts is imperative if you want to achieve your Recruitment outcomes. The job advert is the first point of contact between yourself and your prospective candidates - you want to leave a positive first impression.
In these slides, we teach you what you should be doing to write the best job ads.
In the advertising and marketing industries, the debate has raged for decades. Do high levels of creativity make advertising more effective? Or is creativity just irresponsible folly practiced by creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, DribbbleTraction Conf
TractionConf.io 2017. From the performance of your ad creative, the conversion rate of your landing page, optimizing revenue in your checkout flow, to building a product that people love, tell their friends about and come back to over and over again – design thinking is needed at every step of the funnel. Zack will teach you how thinking about the design of your product through the lens of your user is the most impactful tool in your growth toolbox.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
A sample Digital Strategy Presentation for a hospital. Message me if you want a copy.
The presentation includes:
The Process
The Brief: Recap the discovery
Insights: Cultural, Product and Consumer Truth
The Strategy
Key Idea
Executions
Campaign Architecture
Campaign Elements
KPIs
Budget
Timing / Next Steps
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
If you are starting a new or established company, it is important to build up your reputation. A strong reputation can help you connect with customers and increase sales. So, how do you go about building a great reputation? By knowing what marketing trends are worth following. To help you keep up with the latest industry developments. Many starting businesses try to hire IT Services to promote their business through the latest trending technology.
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowDr. William J. Ward
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
Great resource from Spredfast. https://www.spredfast.com/
You can download the PDF from Spredfast here: What Are 8 Steps To A Successful Social Campaign Plan And Checklist? https://www.spredfast.com/social-media-strategies/social-campaign-planning-checklist
5 Essential Strategies for Using Paid Media in Your Next Inbound CampaignHubSpot
Can Ads be Inbound? We recently started to examine how HubSpot customers are successfully using ads and how Ads can amplify the positive effects of inbound marketing. These 5 tips along with the new HubSpot Ads Add-On can help you finally master ads!
My keynote from the UX South Africa 2014 conference in Cape Town, South Africa
It's a look at the state of play including:
- It's still easy to find poor website UX in South Africa
- Informing digital strategy by making and launching things
- Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile...
- Some of the skills and talents that unicorn UX designers need to have
How will marketing evolve in 2015? It breaks down into 4 questions:
- Which marketing trends should I watch out for in 2015?
- How can I keep up evolving digital technology?
- How can I compete on a limited budget?
- What should I do differently in 2015?
Marketing playbook - A guideline every marketers needs to knowGilang Gibranthama
What if your team is working remotely?
What actually things every marketer needs to highlight?
How to communicate your brand knowledge?
Marketing playbook answers all of the anxiety and problems. Keep in touch & work collaboratively with your team by sharing the same value.
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.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Visually partnered with Tint to bring you this webinar on the power of storytelling and how you can use storytelling to take your marketing to the next level.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
Writing good job adverts is imperative if you want to achieve your Recruitment outcomes. The job advert is the first point of contact between yourself and your prospective candidates - you want to leave a positive first impression.
In these slides, we teach you what you should be doing to write the best job ads.
In the advertising and marketing industries, the debate has raged for decades. Do high levels of creativity make advertising more effective? Or is creativity just irresponsible folly practiced by creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, DribbbleTraction Conf
TractionConf.io 2017. From the performance of your ad creative, the conversion rate of your landing page, optimizing revenue in your checkout flow, to building a product that people love, tell their friends about and come back to over and over again – design thinking is needed at every step of the funnel. Zack will teach you how thinking about the design of your product through the lens of your user is the most impactful tool in your growth toolbox.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
A sample Digital Strategy Presentation for a hospital. Message me if you want a copy.
The presentation includes:
The Process
The Brief: Recap the discovery
Insights: Cultural, Product and Consumer Truth
The Strategy
Key Idea
Executions
Campaign Architecture
Campaign Elements
KPIs
Budget
Timing / Next Steps
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
If you are starting a new or established company, it is important to build up your reputation. A strong reputation can help you connect with customers and increase sales. So, how do you go about building a great reputation? By knowing what marketing trends are worth following. To help you keep up with the latest industry developments. Many starting businesses try to hire IT Services to promote their business through the latest trending technology.
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowDr. William J. Ward
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
Great resource from Spredfast. https://www.spredfast.com/
You can download the PDF from Spredfast here: What Are 8 Steps To A Successful Social Campaign Plan And Checklist? https://www.spredfast.com/social-media-strategies/social-campaign-planning-checklist
5 Essential Strategies for Using Paid Media in Your Next Inbound CampaignHubSpot
Can Ads be Inbound? We recently started to examine how HubSpot customers are successfully using ads and how Ads can amplify the positive effects of inbound marketing. These 5 tips along with the new HubSpot Ads Add-On can help you finally master ads!
My keynote from the UX South Africa 2014 conference in Cape Town, South Africa
It's a look at the state of play including:
- It's still easy to find poor website UX in South Africa
- Informing digital strategy by making and launching things
- Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile...
- Some of the skills and talents that unicorn UX designers need to have
How will marketing evolve in 2015? It breaks down into 4 questions:
- Which marketing trends should I watch out for in 2015?
- How can I keep up evolving digital technology?
- How can I compete on a limited budget?
- What should I do differently in 2015?
Innovation is one of the ultimate buzzwords of our era but what is it really? What is its meaning? How can we see it? Replicate it? Scale it? In his talk, I propose that innovation really is the “removal of friction” from a system; and that through this lens we can understand the rise of design, lean startup, Silicon Valley and possibly many other innovative happenings across time.
The talk covers the following topics:
1. The Real Lesson Steve Jobs Taught Us
2. The Rise of Design
3. Innovation = The Removal Of Friction?
4. Co-opting Innovation
WTF is a 'product-led' transformation anywayTim Malbon
A summary of what we at Made by Many mean by 'Change by making' and 'Product-led transformation', and the presentation I made on the subject at Google Firestarters
Our CEO Arthur Policarpio's talk at the CMO Mobile Summit as he welcomes the delegates. The CMO Mobile Summit is the only conference for mobile marketing in the country. It was held at The Tent at Enderun Manila last November 19.
Discussing the End of Advertising and Transformation of Agencies:
+ The Future of Advertising (already here!)
+ New Generation Marketing and Advertising
+ The Evolution of Media, Consumer, Advertising & Agencies
+ Featuring New Agency Model
...
The Innovation Trap (and Antidote) from Lean StartupEnabled
The mantra nowadays: Move fast & break things. Is fast always good? To avoid the innovation trap, Lean Startup & Jobs To Be Done should go together.
Full blog post at: http://blog.enabled.com.au/innovation-trap-lean-startup
The Startup Code: Applying Startup Thinking to Mobile MarketingSelf-employed
Our CEO Arthur Policarpio's talk for Spikes Asia 2014. In this presentation, he talks about why brands are investing in startups and what agencies can learn from them
UX SA Conference 2015: Innovation Toolkit Phil Barrett
Uber, AirBnB, Wayz, SnapScan, WhatsApp, SnapChat… Those are some of the early winners in the wave digital change that’s sweeping the world. Those companies have innovated further, quicker than competitors and they’ve done it so well that the services they deliver seem “obvious” in hindsight. But to compete with them, and whatever comes next, your organisation is going to have to do something even more awesome.
It might not be very pretty.
Leading an organisation through the realities of innovation is hard. Organisations are typically well adapted to doing what they do, they way they’ve always done it. Real, transformative innovation asks them to leave that behind. It feels equal parts crazy and terrifying. It needs focus, nerve, and yet also heaps of humility.
It helps if you know where you are, secure the time and support you need to succeed, use good ideation methods and conduct proper experiments.
In this 90 minute session we’ll draw on techniques from the world of lean startup and design thinking and look at:
- Some words you can use to get managers to tackle innovation
- How to structure and negotiate the right space for innovation to succeed in your organisation
- Techniques to maximise the chances of generating amazing ideas
- How to deal with differences of opinion and prioritise the right choices
- How to think and talk about experiments and failure
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
Eurobest keynote, featuring Gustav von Sydow and Gustav Martner, on harnessing the idea of remix to increase impact and lower the risk for creating great advertising.
Internet är oöverträffat på att se till att reklamen når rätt personer, i rätt ögonblick.
Men hur ser vi till att reklamen får uppmärksamhet och effekt, och hur vet vi om den fungerar? Lär dig av kampanjer från ex. SAS, Burger King och Telia, och se hur ny teknik och sociala medier kan skapa smartare, roligare och mer kreativ reklam.
Remixed advertising and the next creative revolutionGustav von Sydow
Gustav von Sydow talks on Infusion Amsterdam '08 about the concept of remix to create novel ideas, how this extends to advertising and how remixed data will power the next generation of ads.
Gustav Martner and Gustav von Sydow's presentation on "Reactive advertising" from Web 2.0 Europe in Berlin, 2008.
It introduces the concept of "reactive advertising" and describes how the use of data can be extended beyond targeting.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
3. I used to be one of you... my last gig was as a
Planner at Daddy and for a short time at CP+B,
after they acquired Daddy last year.
4. But I decided to give up what was essentially my
dream job to go work on another dream.
5. I’m now the CEO and founder of Burt, a software
company helping marketers to do amazing work.
6. Gustav Martner
Gustav von Sydow
I founded to Burt with Gustav Martner (currently
Exec. Creative Director at CP+B Europe) to adress
challenges we faced together on a daily basis.
7. Mid nineties. Fifteen years later.
Big bang launch Iterative improvements
Static content Rich applications
Archived Real-time
One size Personalized
One way Social
The founding idea was that we had seen the web
change drastically in the last 15 years...
8. Mid nineties. Fifteen years later.
Big bang launch Same, same.
Static content
Archived
One size
One way
But online advertising - at least on a large scale -
remained pretty much the same.
9. Sure there were promising technologies, but they
were complex to use so the tools and processes
that were used on large scale were antiquated.
10. Copybox Meme Machine Rich
The writing tool for Dead simple Campaign metrics
digital marketers. ad personalization. that matters.
www.copyboxapp.com www.mememachine.com www.richmetrics.com
So we set out to create a set of tools that would
make it easy for marketers to update how they
made and measured their marketing activities.
15. BANNERS &
VIDEO MOBILE
RICH MEDIA
Or more specifically, ”online display advertising”.
16. TODAY IS
NOT A
CASE STUDY.
Case studies are often outliers. What makes them
gripping often also makes them irrelevant.
17. ”YES. BUT DOES IT SCALE?”
Evaluating new opportunities in advertising, one
should always ask - ”does it scale?”
18. SCALE ACROSS AGENCIES.
You should be able to apply new technology/
methods across all types of agencies.
19. TECHNOLOGY IS RAW
MATERIAL, NOT AN IDEA.
And beware of when technology in itself is the
idea... great advertising technologies that scale
include ”color”, ”movement” etc.
25. We love talking about the future. Everyone’s a
”FRAMTIDEN”
futurist/expert these days.
26. It’s very much a don’t-miss-the-train kind of
mentality. All the time. Everywhere.
27. ”FIRST MOVER
ADVANTAGE”
WHO CREATED THE FIRST BANNER?
The concept of first mover advantage has been
largely discredited in general business, why are we
still believing it in advertising.
28. AT&T, 1994
Besides the amazing viral effect ;) of being part of
this deck, what have AT&T gotten in return for
pioneering the banner format?
29. TODAY IS
ABOUT...
WELL. TODAY.
Advertising is about getting massive reach today.
Not about predicting the future.
30. In this talk, we’re going to focus on improving
what we have and tweak how already do things in
already big channels. Solve existing problems.
31. NOT LIKE THE
OTHERS.
To sum up: this is not the average advertising
festival speech. When I arrived I got to looking into
the conference magazine...
38. HOW TO MARKET
A MARKETER:
1. WIN A BUNCH OF AWARDS.
AND/OR
2. ANNOUNCE THE END OF THE WORLD.
39. Cannes Lions combines both, which might explain
why it’s the premier event to land new business ;)
40. What I’m saying is that you can take it easy. Don’t
worry too much about the future.
41. OPTIMIZE
FOR NOW.
Great advertising connects with ”the now”.
Advertising is tactics - don’t be fooled even if the
word ”strategy” gets thrown around a lot ;)
42. THAT’S WHAT WE
GET PAID TO DO.
We get paid to get results now. Or at least in the
next quarter. Very few good advertising activities
don’t achieve tangible result within 90 days.
43. YOU CAN
DO IT.
What I’m talking about applies to everyone.
Creatives, planners, account, devs, clients etc.
And you can start using the ideas on monday.
46. THE CREATIVE PROCESS:
IDEA PRODUCE
Though the name implies something super
dynamic and exciting, the creative process is a
very linear process.
47. ME = BIG FAN BTW.
”FINAL DELIVERY”
Even the best practices (I recommend checking
them out btw) emphasize the ”final delivery”.
48. Traditional Product Development
Unit of Progress: Advance to Next Stage
Waterfall
Requirements
Specification
Design
Problem: known
Solution: known
Implementation
Verification
Maintenance
Though every agency use different words to
descibe their unique, amazing process, they’re all
based on the same classic manufacturing model.
50. ”LEAN PRODUCTION”
Doing more with less.
But manufacturing has actually moved on to a
model for creating more value using less work,
and so should we.
51. ”Lean production” originated from Toyota,
emphasizing to eliminate waste by removing all
activities that does not create value.
58. 1. $150B IS WASTED EVERY YEAR.
2. 19% OF ALL ADVERTISING FAILS OUTRIGHT.
3. 67% COULD GET SIGNIFICANT IMPROVEMENT
WITHOUT ADDITIONAL SPEND.
And there’s a lot of waste, risk and potential for
improvement in online advertising.
Source: What Sticks
59. ”LEAN ADVERTISING”?
The ideas have been successful in everything from
cars to software startups (respect to Eric Ries and
Steve Blank!!!). How do they apply to advertising?
60. IDEA PRODUCE MEASURE
Well, the first step is to add a measurement
component to the creative process.
61. IDEA PRODUCE MEASURE
CAMPAIGN 1
LEARN
IDEA PRODUCE ME
CAMPAIGN 2
And then use this to learn for use in your next
campaign.
63. Which is not a new idea of course. In advertising,
it was pioneered by David Ogilvy in the 50s.
64. ”I never skate to where the puck is,
I always skate to where to puck is going to be.”
65. The problem is that the Ogilvy way of doing things
assumes a rather static media landscape, but it’s
now changing faster and faster.
BLABLABLABLA... COMPETITION, CHANGE ETC.
66. 30 sec. 0 sec? 2 sec? 13 sec?
From start to nish, full screen. And no idea when it starts...
The level of predictability makes it exponentially
more complex to predict what will work.
67. Most ads aren’t visible long
enough to make an impact
+10 ads share the
same page
30% of all ads are placed
where users can’t see
There’s just no such thing as average anymore.
68. WHO’S RESPONSIBLE?
MEDIA? CREATIVE? DIGITAL?
PRODUCTION? RESEARCH?
PUBLISHER? AD NETWORK?
THE AD NETWORK’S AD
NETWORK’S AD NETWORK?
AND WHICH PERSON?
69. BLABLABLABLA...
ROI.... MEGA DEEP
INSIGHTS OF INTRINSIC
HABITS... SPECULATION...
GUESSWORK...
BLABLABLA....
”EXPERT”
The way we usually solve challenges in advertising
is to appoint experts. But experts doesn’t scale.
72. ”AGILE ADVERTISING”
The process of being quick
learn, adapt and improve.
So ”Lean advertising” doesn’t quite describe the
high velocity dimension of what I’m getting at. So
”agile advertising” seems like a better phrase.
74. IDEA PRODUCE MEASURE
IDEA 2 LEARN
IDEA 3
IDEA 4
IDEA 5
But instead of waiting to measure and apply the
IDEA 6
learnings on the next campaigns, we change and
IDEA 7 campaigns.
optimize the existing
IDEA 8
77. WHAT?
IDEA PRODUCE MEASURE
IDEA 2 LEARN
IDEA 3
IDEA 4
IDEA 5
The first question is naturally:
IDEA 6
What do we7
IDEA measure?
IDEA 8
78. Metrics is the number one pain for
display advertisers.
Lack of proper metrics Ad quality is too low Other
Source: Forrester
79. IS ”ROI” THE PROBLEM?
There is usually a big focus on ”ROI” when metrics
comes up. But is that really what hands-on
marketers should focus on?
80. INVESTMENT PROFIT
$ $$$
{ ”KPIs”
Our job is to understand the underlying metrics
driving profit, rather than auditing the ROI.
81. INVESTMENT RETURN
FOCUS ON KPIs, $$$
$
NOT ROI.
{ ”KPIs”
82. EXAMPLES OF GOOD KPIs:
AUDIENCE REACH AND RELEVANCE - PEOPLE
”SOFT METRICS” - BRANDING
DIRECT USER BEHAVIOR - CLICK STREAM
SALES - NOT THE SAME AS PROFIT
83. THE THREE A’S OF
METRICS:
1. ACCESSIBLE - THINK ”YOU TUBE VIEWS”
2. ACTIONABLE - OTHERWISE SKIP IT
3. AUDITABLE - METRICS ARE PEOPLE TOO
84. BENCHMARK.
The first step is to benchmark what you’re up to,
to get a decent idea of where you stand.
85. Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008
Figure 4 Click-through Rate by Industry Vertical
Auto 0.12%
B2B 0.08%
CPG 0.09%
Financial Services 0.06%
Media/Entertainment 0.11%
Retail 0.10%
Tech 0.10%
Telecom 0.08%
Travel 0.09%
Wellness 0.09%
0.05% 0.10% 0.15% 0.20% 0.25% 0.30%
Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008
But benchmarks are a bit tricky. They vary greatly
by advertiser category.
3
86. Overall Click-through Rate (CTR)
Figure 3 Click-through Rate by Creative Sizes
Half Page Ad (300x600) 0.22%
Wide Skyscraper (160x600) 0.10%
Vertical Rectangle (240x400) 0.33%
Large Rectangle (336x280) 0.12%
Medium Rectangle (300x250) 0.12%
Skyscraper (120x600) 0.06%
Leaderboard (728x90) 0.08%
Square Pop-Up (250x250) 0.18%
3:1 Rectangle (300x100) 0.07%
Vertical Banner (120x240) 0.05%
Full Banner (468x60) 0.05%
Rectangle (180x150) 0.10%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008
Or creative sizes for that matter.
87. INDUSTRY, FORMAT,
CONTENT, TIMING,
COUNTRY, DEVICE ETC.
And a bunch of other stuff.
88. INDUSTRY, FORMAT,
AVERAGES ARE (ALMOST)
CONTENT, TIMING,
MEANINGLESS.
COUNTRY, DEVICE ETC.
Besides using them as a sanity check, averages
are pretty hopeless.
90. SELF DIAGNOSE.
Instead of just comparing yourself with others, you
should become good at helping yourself out.
91. A
VS.
B
Small tweaks can have an enormous impact.
Source: What Sticks
92. Intends to buy Colgate
25 %
20 %
15 %
10 % +10x
5 %
0 %
Creative A Creative B
Creative execution is by far the biggest lever for
creating effective online advertising.
93. BANNER BEST PRACTICES:
1. MEDIA/CREATIVE INTEGRATION BIGGEST DRIVER.
2. SHOW THE LOGO. ALL THE TIME.
3. SHOW THE PRODUCT. IF APPLICABLE.
4. STATIC OUTPERFORMS RICH. THINK PRINT, NOT TV.
5. DIRECT. SIMPLE. OBVIOUS.
94. ”SPLIT TESTING.”
Once you have the fundamentals right, it’s time to
start learning from a live campaign. And the best
way is to compare, not with others, but yourself.
95. ZYNGA AND THE USE OF
DISCOUNT PRE-TESTING.
Social gaming and other viral products have
pioneered rapid testing and optimization.
96. Intends to buy Colgate
25 %
20 %
15 %
10 % +10x
5 %
0 %
Creative A Creative B
Split testing allows you to spot differences early.
97. Creative A, performance by site Creative B, performance by site
25 % 25 %
20 % 20 %
15 % 15 %
10 % 10 %
But the problem is that - as we touched on earlier
5 % 5 %
+10x
- different executions work different under different
0 % 0 %
Site A
circumstances. Site A
Site B Site B
98. A + Site A, performance by Geography Creative A + Site B, performance by Geography
75 %
60 %
45 %
30 %
+10x
And goes deeper...
15 %
0 %
Site A Site B Site A Site B
99. You end up with a tree structure with all these
different variations and outcomes.
100. 1%
0,75%
0,5%
+10x
0,25%
0%
“Worst” Average “Best” “Bestest”
By using the best combination for each exposure
you can create enormous ”lifts”.
101. Which has been well known, and talked about
forever. But for different reasons, ”one-to-one”
marketing is not deployed on a very large scale.
103. HOW?
IDEA PRODUCE MEASURE
IDEA 2 LEARN
IDEA 3
IDEA 4
IDEA 5
And then there’s that little detail of applying the
IDEA 6
ideas and lessons learned in practice...
IDEA 7
IDEA 8
105. SIMPLICITY = FASTER TIME TO MARKET
EASIER TO TEST
BONUS FEATURE: LESS TO UNDERSTAND FOR CONSUMERS
106. Start off with one simple execution of an idea. In a
banner for instance. One format is enough.
107. WHERE’S THE LOGO? PACK SHOT EARLIER?
ANIMATION TOO MUCH
NECESSARY? MESSAGING?
Self diagnose and make that if you’re breaking any
rules and best practices, you should be aware of
what rules you’re breaking, and why.
108. A
B
Create variations for split testing. At this stage I
recommend doing widely different variations. In
some cases completely different ideas.
109. A B
C D
Buy (or convince the publisher to give you) some
media and run a quick and dirty split test, to see
how consumers respond to your variations.
110. Click-thrus
1,5 %
1,2 %
0,9 %
0,6 %
0,3 %
0 %
Creative A Creative B Creative C Creative D
Choose a proper metric (which is a separate
workshop, I’m afraid) and eliminate the waste.
Focus your efforts in the stuff that seems to work.
111. START SPENDING
ON MORE MEDIA,
FORMATS ETC.
Once you’ve condensed your basic idea, you can
start expanding on the with more variations,
formats and progressivly increase media spend.
112. OPTIMIZE.
Monitor and switch on automatic optimization
where it makes sense to personalize the
messages. With the right tool you can optimize
against any kind of effect.
113. BENCHMARK.
Once you’re over and done with, do a quick
followup and benchmark your efforts. Call in the
audit people if that’s your thing. Wait until the next
campaign to make deep analysis.
114. IDEA PRODUCE
IDEA n
MEASURE
LEARN
x4
For those of you paying attention, ”agile
advertising” puts four feedback loops into play.
115. THE FOUR FEEDBACK LOOPS:
LOOP 1:
SELF-DIAGNOSE
LOOP 4:
LOOP 2:
CROSS-
SPLIT TEST
CAMPAIGN
LOOP 3:
OPTIMIZATION
116. WRAPPING
THINGS UP:
1. THE TRADITIONAL CREATIVE PROCESS IS RISKY.
2. ”AGILE ADVERTISING” LOWERS RISK AND
INCREASES OUTPUT BY TESTING IDEAS EARLY.
3. THE KEY TO SUCCESS IS IMPLEMENTING THE
FOUR FEEDBACK LOOPS.
117. SPEED.
The faster you learn the sooner people will pay
attention to you, and not your competitors.
118. Usability testing
PM software Funnel analysis
Scrum Cohort analysis
JIT scalability Real-time alerting
MVP Predicitive monitoring
IDEA PRODUCE MEASURE
Flow optimization
Working conditions IDEA n LEARN
Time management
5 whys
Creative leadership
Customer archetypes
Smoke tests
Ways to increase your velocity thru the loop.
Thanks: Eric Ries and Steve Blank
119. LEARN.
It’s really a simple idea. Spend time testing and
learning, not speculating.
120. YOU CAN
DO IT.
And as I said, anyone can do this. It works better
the more people are involved, but ”agile
advertising” allows even just one person to get a
big influence on the end result.