This document discusses contextual and omnichannel marketing. It defines omnichannel marketing as putting the customer at the center and extending beyond a single brand. It emphasizes listening to customers to understand their context and improve relationships. It provides examples of how companies like Best Buy and Walmart implement omnichannel strategies and gives tactics for easy data analytics and organizing customers. It raises questions about collaborating with customers, sustaining omnichannel efforts, and ensuring marketing does not creep people out.
This document discusses the opportunities and challenges of digital business transformation. It outlines 3 fundamentals: the opportunity which is delivering superior customer experiences; the challenges such as vague ownership of customer experience and complexity; and the solutions such as articulating a vision, assessing gaps, and establishing a unified process. It emphasizes building a "wise crowd" through collaboration and establishing an internal and external talent network to support transformation.
#Winning at Instagram, or How to Learn to Stop Worrying and Love the AlgorithmKate O'Neill
This document outlines a presentation on digital marketing strategies for fashion brands on Instagram. It discusses how Instagram's algorithm prioritizes user experience and recommends focusing content on conveying brand meaning and relating to audiences. It also covers segmenting audiences based on motivations, developing content strategies, and using analytics to measure performance through key metrics like engagement, traffic sources, and conversions. The overall message is that brands should focus on understanding their audiences and providing inspiring, shareable content to thrive on Instagram.
John Stauffer - Closing the Empathy Gap: Six Ways to Develop Better Consumer ...Julia Grosman
This document discusses identifying and addressing empathy gaps within businesses. It suggests that an empathy gap exists when:
- Clever segmentation is valued over customer insight
- Companies focus too much on quantitative data rather than understanding customer experiences
- Quantitative metrics take priority over qualitative feedback
The document emphasizes the importance of moving from strategic plans and quantitative analysis to testable hypotheses based on understanding the real experiences and needs of customers.
This document discusses how iBeacon technology can be used to close the loop between online and offline retail experiences. It provides examples of how iBeacon notifications can increase app usage by 16.5x and purchase intent by 20x. Retailers are able to push coupons and messages to customers within a specific proximity of their store locations. The document also suggests retailers consider how they can leverage iBeacon signals to connect their online and physical stores.
PitchSkills Business Presentation Template - MarketingPitchSkills
The document outlines key factors that differentiate great content marketers, including embracing storytelling, having a deep understanding of technology's role, willingness to challenge best practices, and commitment to unlocking distribution channels. It also shows growth in social media consumption over time and closes by emphasizing the importance of storytelling.
PitchSkills Business Presentation Template - SharpPitchSkills
This document provides tips for creating an effective sales pitch presentation for venture capitalists. It emphasizes making the presentation relevant to each prospect by customizing it to their specific needs and interests. It also stresses the importance of creating a connection between the product/service and the prospect by discussing benefits rather than just features. The document notes that attention spans are short, with most of an audience's attention lost within the first few minutes, so the pitch must be persuasive early on. It aims to provide guidance for structuring a sales pitch that will engage and persuade the intended audience.
Afonso Rebelo de Sousa, LinkedIn - DMX Dublin 2016DMX Dublin
Get your handshake ready: unlocking the opportunity to market your brand to a professional audience on LinkedIn. Afonso Rebelo de Sousa, Content Marketing Evangelist at LinkedIn.
This document discusses the opportunities and challenges of digital business transformation. It outlines 3 fundamentals: the opportunity which is delivering superior customer experiences; the challenges such as vague ownership of customer experience and complexity; and the solutions such as articulating a vision, assessing gaps, and establishing a unified process. It emphasizes building a "wise crowd" through collaboration and establishing an internal and external talent network to support transformation.
#Winning at Instagram, or How to Learn to Stop Worrying and Love the AlgorithmKate O'Neill
This document outlines a presentation on digital marketing strategies for fashion brands on Instagram. It discusses how Instagram's algorithm prioritizes user experience and recommends focusing content on conveying brand meaning and relating to audiences. It also covers segmenting audiences based on motivations, developing content strategies, and using analytics to measure performance through key metrics like engagement, traffic sources, and conversions. The overall message is that brands should focus on understanding their audiences and providing inspiring, shareable content to thrive on Instagram.
John Stauffer - Closing the Empathy Gap: Six Ways to Develop Better Consumer ...Julia Grosman
This document discusses identifying and addressing empathy gaps within businesses. It suggests that an empathy gap exists when:
- Clever segmentation is valued over customer insight
- Companies focus too much on quantitative data rather than understanding customer experiences
- Quantitative metrics take priority over qualitative feedback
The document emphasizes the importance of moving from strategic plans and quantitative analysis to testable hypotheses based on understanding the real experiences and needs of customers.
This document discusses how iBeacon technology can be used to close the loop between online and offline retail experiences. It provides examples of how iBeacon notifications can increase app usage by 16.5x and purchase intent by 20x. Retailers are able to push coupons and messages to customers within a specific proximity of their store locations. The document also suggests retailers consider how they can leverage iBeacon signals to connect their online and physical stores.
PitchSkills Business Presentation Template - MarketingPitchSkills
The document outlines key factors that differentiate great content marketers, including embracing storytelling, having a deep understanding of technology's role, willingness to challenge best practices, and commitment to unlocking distribution channels. It also shows growth in social media consumption over time and closes by emphasizing the importance of storytelling.
PitchSkills Business Presentation Template - SharpPitchSkills
This document provides tips for creating an effective sales pitch presentation for venture capitalists. It emphasizes making the presentation relevant to each prospect by customizing it to their specific needs and interests. It also stresses the importance of creating a connection between the product/service and the prospect by discussing benefits rather than just features. The document notes that attention spans are short, with most of an audience's attention lost within the first few minutes, so the pitch must be persuasive early on. It aims to provide guidance for structuring a sales pitch that will engage and persuade the intended audience.
Afonso Rebelo de Sousa, LinkedIn - DMX Dublin 2016DMX Dublin
Get your handshake ready: unlocking the opportunity to market your brand to a professional audience on LinkedIn. Afonso Rebelo de Sousa, Content Marketing Evangelist at LinkedIn.
This document discusses interactive and transmedia storytelling. It begins with an overview of the traditional media/digital media continuum and how different technologies fit within that. It then discusses concepts like interactivity, human-computer interaction, and the importance of experience in digital storytelling. The document outlines some of the key components of digital stories like visual design, structured content, integrated media, and engagement opportunities. It also discusses concepts like worldbuilding, seriality, subjectivity and performance in transmedia storytelling. Finally, it presents Henry Jenkins' 7 principles of transmedia.
#TweetSmarter Webinar 2.0: Learn from the Experts How to Drive More Conversi...HubSpot
HubSpot and Twitter joined forces on June 24th, 2015 for a webinar on How to Drive Conversions on Twitter.
What was covered?
-- 10 Best practices for Twitter optimization to drive website visits and app installs
-- Tried and true tests and tips to help you #TestSmarter
-- Three creative elements in Website Cards and App Install Cards to help boost conversions
-- Much, much more!
The Top 13 Hacks about Remote Working article of Ryan Holmes in Forbes made into posters. Feel free to comment and share.
Source: https://bit.ly/2Bdcm44
Gabe Tartaglia - Engaging in a Connected World With the Power of AudioJulia Grosman
This document discusses the power of audio and voice-enabled devices. It notes that voice is becoming the new touch interface as screenless devices grow popular. Music is highlighted as a conduit that drives engagement through streaming services. Studies show that personalized music experiences on platforms like Pandora can boost ad performance by making them more memorable than other media. The document advocates leveraging the passion point of music and personalized audio to meaningfully connect with audiences beyond the moment.
5 Reasons A Cloud-Based Phone Saves You MoneyTresta
This document outlines 5 reasons why a cloud-based phone system can save businesses money compared to a traditional phone system. It explains that cloud-based phone systems 1) require no hardware investment or major upfront costs, 2) are easy for anyone to manage without IT staff, and 3) can boost productivity by keeping remote teams connected and accessible. It also notes that cloud systems 4) scale easily as businesses grow and 5) eliminate the need and costs associated with a receptionist. The document encourages small businesses to consider switching to a cloud-based phone system to save on these costs.
The document discusses the relationship between social media use and depression. It provides evidence from multiple studies that prolonged social media use is linked to depressive symptoms in teenagers and young adults. Specifically, the constant comparison to idealized versions of others' lives presented on social media can increase feelings of exclusion and anxiety. Additionally, social media encourages shallow interactions and narcissistic behavior over meaningful face-to-face connections, which has been tied to greater isolation and loneliness. While social media allows for global connectivity, unmanaged overuse may contribute to mental health issues like depression by disrupting real-world social skills and relationships.
Chris Johnson, General Manager of Provoke Solutions in Seattle, gave a presentation on Yammer. He discussed Yammer 101 including how it is like Facebook for the enterprise. He reviewed Microsoft's vision for social which includes integrating Yammer and Office 365. He also covered how to decide between social options in the cloud or on-premises and how to develop with the Yammer APIs.
Evolution from Digital Marketer to a Growth Hacker - An Entrepreneur GuideGokul Alex
My Session on #DigitalMarketing #GrowthHacking #BrandLoyalty #ContentHacking #StartUpMetrics #AARRR #MarketingAutomation at Kerala Entrepreneurship Summit 2018 #KEYSummit2018 in Trivandrum.
Edita Lukošiūtė - Galvoji, kad esi geras pėdsekys? Gilesnis požiūris į kelią ...Vladas Sapranavicius
Dažnai vartotojas, prieš apsispręsdamas pirkti, svetainėje apsilanko kelis kartus, per skirtingus kanalus. Tuo tarpu Google Analytics pardavimų ataskaitose matome tik paskutinio apsilankymo statistiką. Remiantis tokiomis ataskaitomis rinkodarininkai dažnai ne tik neišnaudoja rinkos potencialo, bet ir klaidingai paskirsto reklamos biudžetus. Sužinosite, kaip gilesnis žvilgsnis į vartotojo pirkimo kelią, padeda identifikuoti problemas bei pardavimų didinimo galimybes.
Presentación Juan Martitegui - eCommerce Day Buenos Aires 2015 eCommerce Institute
Diapositivas presentadas por Juan Martitegui, Co-Founder & CEO Mindvalley Hispano, en el eCommerce Day Buenos Aires 2015 en la plenaria "TRENDS PITCH ECOMMERCE II – LO QUE VIENE EN ECOMMERCE CENTRADO DE RESULTADOS Y CONVERSIÓN".
This document provides an overview of different analytics tools and metrics that can be used to measure website and marketing performance. It discusses Google Analytics for measuring website traffic sources and user behavior. It also covers marketing automation analytics for measuring email marketing and list growth. The document notes that while these tools provide useful insights, they often only capture on-platform actions and may miss other customer interactions. It recommends integrating different analytics code for more precise measurements.
Elements of User Experience for Mobile AppsPek Pongpaet
Pek Pongpaet presented on elements of user experience for mobile consumers. The presentation covered key principles for UX design including simplicity, usability, engagement, flow, virality, gamification, and delight. Examples were provided for each principle using apps and games like Apple Maps, Instagram, Duolingo, Angry Birds, Candy Crush, and others. The goal of the presentation was to provide best practices for designing optimal mobile experiences based on these user-centered design elements.
Attracting New Customers with Inbound Marketing Techniques.Funsho Peters
The document discusses how digital and inbound marketing can be used to attract customers. It notes that there has been a fundamental shift where the customer now controls the relationship as they tune out interruptive advertising. It recommends using inbound tactics like blogs, SEO and social media rather than outbound tactics like cold calls. The key is to attract new prospects, convert them to customers and grow their lifetime value through the customer journey. Different generations of customers prefer different channels so a multi-channel approach is needed.
SharePoint Saturday Redmond - Building solutions with the future in mindChris Johnson
Chris Johnson, General Manager of Provoke Solutions in Seattle, gave a presentation on designing and building solutions with the future in mind. He discussed the changes in the SharePoint app model between farm solutions and sandbox solutions. He explained the new SharePoint app architecture using app types, scopes, and catalogs. He provided advice on transitioning existing customizations to the new approaches and emphasized designing solutions with flexibility and the future in mind.
Growth marketing focuses on rapidly and sustainably growing a user base through tactics that improve the customer experience rather than just acquiring users. It involves collecting user data from online sources to understand customer wants and how to effectively engage them. Growth marketing automation tools analyze this data to find the best customer segments to target, build custom lists, test different marketing messages, and scale outreach while continuously optimizing based on results. The goal is acquiring the right users and engaging in a way that makes their lives better to fuel loyal, long-term growth.
your resource for home buying, selling, financing and real estate listings in Orlando, Waterford Lakes, Winter Springs, Winter Park, Oviedo, Lake Mary, Lake Nona, Sanford, Mount Dora, Altamonte Springs, Casselberry, Maitland, Clermont, Deltona, Orange City, Debary, Deland, Enterprise, Osteen, Cocoa Beach and all of Orange, Seminole, Lake, Osceola and Brevard County.
This document discusses working like a network. It suggests that working like a network means working faster than one is comfortable with and embracing failure as a learning opportunity. Networks enable bridging media, gaining feedback, iterating messages, and building relationships. The document advocates being action-oriented, defaulting to openness, focusing on users, cultivating curiosity, having autonomous aligned teams, and distributed decision making. Diversity in networks opens perspectives and creates opportunities.
Comic Books - The Superhero of Multimodal LiteracyErin Labrie
Who will be the greatest superhero when it comes to fighting one of today's greatest villians? Comic books take a stand against declining literacy rates.
A Flipbook for FILM 240 at Queen's University.
Matter Of Form: Content Driven Commerce - Creating a Strategy that Works to Sell.
MOF's Suzie Ryan talks to 30 leading retailers on eCommerce content strategy in Soho; the first installment in Matter Of Form's 'Retail Therapy' Event Series.
Today's smart publishers sit at the intersection of content and commerce, possessing large and motivated audiences and deep consumer data. True innovation, however, is needed to harness this powerful access and drive sales. What technologies resonate with consumers and brands, particularly regarding mobile shopping? What are best practices when appealing to millennials? POPSUGAR’s EVP of Product Marketing and Sales Strategy will share market insights and reveal some of their breakthrough products and tools designed to drive the all-important purchase click.
This document discusses interactive and transmedia storytelling. It begins with an overview of the traditional media/digital media continuum and how different technologies fit within that. It then discusses concepts like interactivity, human-computer interaction, and the importance of experience in digital storytelling. The document outlines some of the key components of digital stories like visual design, structured content, integrated media, and engagement opportunities. It also discusses concepts like worldbuilding, seriality, subjectivity and performance in transmedia storytelling. Finally, it presents Henry Jenkins' 7 principles of transmedia.
#TweetSmarter Webinar 2.0: Learn from the Experts How to Drive More Conversi...HubSpot
HubSpot and Twitter joined forces on June 24th, 2015 for a webinar on How to Drive Conversions on Twitter.
What was covered?
-- 10 Best practices for Twitter optimization to drive website visits and app installs
-- Tried and true tests and tips to help you #TestSmarter
-- Three creative elements in Website Cards and App Install Cards to help boost conversions
-- Much, much more!
The Top 13 Hacks about Remote Working article of Ryan Holmes in Forbes made into posters. Feel free to comment and share.
Source: https://bit.ly/2Bdcm44
Gabe Tartaglia - Engaging in a Connected World With the Power of AudioJulia Grosman
This document discusses the power of audio and voice-enabled devices. It notes that voice is becoming the new touch interface as screenless devices grow popular. Music is highlighted as a conduit that drives engagement through streaming services. Studies show that personalized music experiences on platforms like Pandora can boost ad performance by making them more memorable than other media. The document advocates leveraging the passion point of music and personalized audio to meaningfully connect with audiences beyond the moment.
5 Reasons A Cloud-Based Phone Saves You MoneyTresta
This document outlines 5 reasons why a cloud-based phone system can save businesses money compared to a traditional phone system. It explains that cloud-based phone systems 1) require no hardware investment or major upfront costs, 2) are easy for anyone to manage without IT staff, and 3) can boost productivity by keeping remote teams connected and accessible. It also notes that cloud systems 4) scale easily as businesses grow and 5) eliminate the need and costs associated with a receptionist. The document encourages small businesses to consider switching to a cloud-based phone system to save on these costs.
The document discusses the relationship between social media use and depression. It provides evidence from multiple studies that prolonged social media use is linked to depressive symptoms in teenagers and young adults. Specifically, the constant comparison to idealized versions of others' lives presented on social media can increase feelings of exclusion and anxiety. Additionally, social media encourages shallow interactions and narcissistic behavior over meaningful face-to-face connections, which has been tied to greater isolation and loneliness. While social media allows for global connectivity, unmanaged overuse may contribute to mental health issues like depression by disrupting real-world social skills and relationships.
Chris Johnson, General Manager of Provoke Solutions in Seattle, gave a presentation on Yammer. He discussed Yammer 101 including how it is like Facebook for the enterprise. He reviewed Microsoft's vision for social which includes integrating Yammer and Office 365. He also covered how to decide between social options in the cloud or on-premises and how to develop with the Yammer APIs.
Evolution from Digital Marketer to a Growth Hacker - An Entrepreneur GuideGokul Alex
My Session on #DigitalMarketing #GrowthHacking #BrandLoyalty #ContentHacking #StartUpMetrics #AARRR #MarketingAutomation at Kerala Entrepreneurship Summit 2018 #KEYSummit2018 in Trivandrum.
Edita Lukošiūtė - Galvoji, kad esi geras pėdsekys? Gilesnis požiūris į kelią ...Vladas Sapranavicius
Dažnai vartotojas, prieš apsispręsdamas pirkti, svetainėje apsilanko kelis kartus, per skirtingus kanalus. Tuo tarpu Google Analytics pardavimų ataskaitose matome tik paskutinio apsilankymo statistiką. Remiantis tokiomis ataskaitomis rinkodarininkai dažnai ne tik neišnaudoja rinkos potencialo, bet ir klaidingai paskirsto reklamos biudžetus. Sužinosite, kaip gilesnis žvilgsnis į vartotojo pirkimo kelią, padeda identifikuoti problemas bei pardavimų didinimo galimybes.
Presentación Juan Martitegui - eCommerce Day Buenos Aires 2015 eCommerce Institute
Diapositivas presentadas por Juan Martitegui, Co-Founder & CEO Mindvalley Hispano, en el eCommerce Day Buenos Aires 2015 en la plenaria "TRENDS PITCH ECOMMERCE II – LO QUE VIENE EN ECOMMERCE CENTRADO DE RESULTADOS Y CONVERSIÓN".
This document provides an overview of different analytics tools and metrics that can be used to measure website and marketing performance. It discusses Google Analytics for measuring website traffic sources and user behavior. It also covers marketing automation analytics for measuring email marketing and list growth. The document notes that while these tools provide useful insights, they often only capture on-platform actions and may miss other customer interactions. It recommends integrating different analytics code for more precise measurements.
Elements of User Experience for Mobile AppsPek Pongpaet
Pek Pongpaet presented on elements of user experience for mobile consumers. The presentation covered key principles for UX design including simplicity, usability, engagement, flow, virality, gamification, and delight. Examples were provided for each principle using apps and games like Apple Maps, Instagram, Duolingo, Angry Birds, Candy Crush, and others. The goal of the presentation was to provide best practices for designing optimal mobile experiences based on these user-centered design elements.
Attracting New Customers with Inbound Marketing Techniques.Funsho Peters
The document discusses how digital and inbound marketing can be used to attract customers. It notes that there has been a fundamental shift where the customer now controls the relationship as they tune out interruptive advertising. It recommends using inbound tactics like blogs, SEO and social media rather than outbound tactics like cold calls. The key is to attract new prospects, convert them to customers and grow their lifetime value through the customer journey. Different generations of customers prefer different channels so a multi-channel approach is needed.
SharePoint Saturday Redmond - Building solutions with the future in mindChris Johnson
Chris Johnson, General Manager of Provoke Solutions in Seattle, gave a presentation on designing and building solutions with the future in mind. He discussed the changes in the SharePoint app model between farm solutions and sandbox solutions. He explained the new SharePoint app architecture using app types, scopes, and catalogs. He provided advice on transitioning existing customizations to the new approaches and emphasized designing solutions with flexibility and the future in mind.
Growth marketing focuses on rapidly and sustainably growing a user base through tactics that improve the customer experience rather than just acquiring users. It involves collecting user data from online sources to understand customer wants and how to effectively engage them. Growth marketing automation tools analyze this data to find the best customer segments to target, build custom lists, test different marketing messages, and scale outreach while continuously optimizing based on results. The goal is acquiring the right users and engaging in a way that makes their lives better to fuel loyal, long-term growth.
your resource for home buying, selling, financing and real estate listings in Orlando, Waterford Lakes, Winter Springs, Winter Park, Oviedo, Lake Mary, Lake Nona, Sanford, Mount Dora, Altamonte Springs, Casselberry, Maitland, Clermont, Deltona, Orange City, Debary, Deland, Enterprise, Osteen, Cocoa Beach and all of Orange, Seminole, Lake, Osceola and Brevard County.
This document discusses working like a network. It suggests that working like a network means working faster than one is comfortable with and embracing failure as a learning opportunity. Networks enable bridging media, gaining feedback, iterating messages, and building relationships. The document advocates being action-oriented, defaulting to openness, focusing on users, cultivating curiosity, having autonomous aligned teams, and distributed decision making. Diversity in networks opens perspectives and creates opportunities.
Comic Books - The Superhero of Multimodal LiteracyErin Labrie
Who will be the greatest superhero when it comes to fighting one of today's greatest villians? Comic books take a stand against declining literacy rates.
A Flipbook for FILM 240 at Queen's University.
Matter Of Form: Content Driven Commerce - Creating a Strategy that Works to Sell.
MOF's Suzie Ryan talks to 30 leading retailers on eCommerce content strategy in Soho; the first installment in Matter Of Form's 'Retail Therapy' Event Series.
Today's smart publishers sit at the intersection of content and commerce, possessing large and motivated audiences and deep consumer data. True innovation, however, is needed to harness this powerful access and drive sales. What technologies resonate with consumers and brands, particularly regarding mobile shopping? What are best practices when appealing to millennials? POPSUGAR’s EVP of Product Marketing and Sales Strategy will share market insights and reveal some of their breakthrough products and tools designed to drive the all-important purchase click.
Content Marketing tactics, ideas, tools to grow your business with Toni NavarroToni Navarro Consulting
Are you struggling to create consistent content to connect with your ideal client?
Due to the current situation, people are consuming even more content than ever on social media, blogging, and other platforms too.
Also, nowadays people are searching for more specific information and solutions on google, so you have to optimise content to be visible to your audience.
But the reality is that many business owners and marketers are finding it hard to get the inspiration and time to put together the content that actually connects with your audience, and more importantly, the one that brings them leads and sales.
Do you feel the same way?
As Christmas is around the corner, Toni Navarro will be sharing with you some great ideas and tips for content creation, not only to promote your business on Christmas, but all year around.
In this webinar you’ll learn:
1- How and where to find Content Marketing ideas
2- Great content ideas for Christmas.
3- Content tactics to use all year around.
4- Tactics to promote and distribute your content
5- Content Marketing tools
6- Q&A’s time: to ask questions to Toni Navarro
The document discusses 6 thoughts that will change how you market: 1) People are open to new things as long as they are like the old ones. 2) The traveler's path to purchase is no longer linear. 3) Advertising is the baseline but look for opportunities to spark brand conversations. 4) If you don't talk to your consumers, someone else will. 5) Experiential marketing helps consumers understand products and services better than advertising alone. 6) Destination marketing is about more than just driving visitor numbers.
6 Tips to Acquire Customers with Your About PageReferralCandy
We’ve been changing things up around here at ReferralCandy – updating our site, improving our SEO, things like that. While reading up on what to do, we stumbled upon Jennifer Havice’s post “How To Use Your ‘About Us’ Page To Acquire Customers”. You can’t imagine how scandalised we were to realize how terribly under-optimized our own About page is! (We’re working on fixing that now =/)
In the meantime, here’s how you can use your About page to acquire more customers.
Apparel marketing faces unique challenges as consumers in this industry are moody, choosy and addicted to new products but not truly loyal to any brand. Successful apparel marketing requires understanding the consumer psychology around self-representation and status. It also means providing accessible, usable products and building a brand narrative around exclusivity, experiences and rituals rather than just logos and symbols. Data-driven targeting and social media are key to reaching consumers across multiple devices and platforms.
This document outlines HubSpot's "Customer Code", which is their guiding principles for putting customers first. It consists of 10 tenets for treating customers well, such as earning their attention through valuable interactions, treating them like people rather than personas, solving for their success over internal systems, using but not abusing their data, owning up to mistakes, and making the customer experience easy. HubSpot grades itself each year against these tenets and encourages other businesses to do the same. The goal is to define a culture where customers come before short-term results and relationships are valued over the long run.
WORKBOOK - The Ultimate Indestructible Blueprint For Maximizing Sales in 2017Meredith Oliver
Presented at the 2017 International Builders Show by Meredith Oliver, Evan Carroll, and Stan Phelps. Three hour master session. This session helped attendees recognize and understand the role customer experience plans in the customer buying journey.
Data Driven Marketing is focused on using data and analytics to improve marketing strategies and objectives. It involves tracking performance metrics and testing hypotheses to learn what drives customer behavior and improves conversions. The key is to have a strategy framework that sets goals and tests assets to learn what works best and continue improving marketing approaches through repeated testing.
Data driven marketing - Inspiration & Steps to move forwardGus Murray
How digital insights and personalisation are changing the way organisations use their corporate website.
Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy.
Covered in this session:
> How personalisation is changing the way B2B communicate with their customers
> Content as your customers first purchase
> Using social to better inform your audience understanding
> Social as a service opportunity, and
> The Attention web.
It's time to buckle up for what is sure to be an epic flight as we prepare for a safe landing at Content Marketing World in Cleveland, Ohio, USA this September 5-8. The Content Marketing Institute and TopRank Marketing teams once again will bring you a series of three #CMWorld conference ebooks showcasing some of our amazing speakers with their thoughtful advice on content marketing. Hang on for a fun ride - and we'll see you in September! (And be sure to listen to Joe Pulizzi's "message from your captain!" We had fun with this one.)
This document provides guidance on developing a digital marketing strategy in 3 sentences or less:
The document discusses the importance of having a clear digital marketing strategy and assessing your capabilities before developing your strategy. It also emphasizes that a digital strategy can improve any business by lowering costs and increasing profits. The document provides a checklist to help businesses evaluate their current digital marketing approach across key areas like strategic planning, data integration, and customer experience.
Social Media Optimization for Business 2013Jay Feitlinger
This document provides tips for social media optimization for businesses. It discusses common myths about social media, such as that it is free and does not generate revenue. The document then provides best practices for social media, including developing a strategic plan, creating interesting and relevant content, and focusing efforts on the networks where customers are active. It also includes tips for specific networks like Facebook, Twitter, and LinkedIn. The overall message is that businesses should listen to customers and engage with them on social media to build their brand and drive results.
How to get real estate deals from social media Chris Johnstone
A one hour keynote showing 3 proven ways we have helped generate deals from social media.
During the event we cover:
- Getting more deals from your existing clients and center of influence.
- Leveraging your business page into referrals from industry partners.
- How to set up a successful lead generation and follow up machine using Facebook ads.
For more details about Chris Johnstone visit http://www.cwjstone.com
Breakthroughs In Increasing Retention And LTV By Engaging Customers At 7 Crit...G3 Communications
Learn how global human capital powerhouse Mercer strategically engages at every step of the customer lifecycle, sharing critical insights, data and services to enable 24,000 clients worldwide to create a workforce for the future. Mercer’s Global Chief Marketing Officer, Jeanniey Mullen, will be joined by DMA Hall of Famer, Ernan Roman, President, ERDM Corp.
Roman will share findings from VoC research his firm conducted for brands such as IBM, MassMutual and Microsoft, which identified seven essential points in the customer lifecycle where B2B decision makers expect personalized value and support from trusted service providers.
This document discusses the challenges that public relations faces in the age of real-time social media. It outlines four key trends: 1) microblogging and status updates like Twitter, 2) real-time search capabilities, 3) location-based services, and 4) augmented reality. It also identifies seven "deadly sins" that PR must avoid, such as pride in controlling the message, lust for social media without commitment, and greed focused on ROI over quality engagement. The overall message is that PR must adapt to the fast pace and open nature of real-time communication to remain relevant.
12 RULES FOR CONTENT MARKETING CARNIVORESMike Houle
Let Big Rex walk you though his Twelve Rules for Content Marketing. No matter what your species, you're bound to pick up an idea or two that will boost your social media presence.
MONEY TALKS _ sales and pricing techniques for freelancers by ZuangoEmese Király
This document contains an agenda for a freelancers' lab with three sessions on value proposition design, sales techniques and pricing, and time and project management best practices. The #2 session from 11:00-12:00 covers sales techniques and pricing, including discussions on elevator pitches, message mapping, online marketing, and pricing approaches. Key tips include keeping online profiles up to date, tracking expenses, understanding client objectives, and avoiding common pricing mistakes made by freelancers. A case study looks at negotiating rates with a client.
Behind every successful marketing and sales organization is a well-tuned revenue funnel.
A revenue funnel is designed to save businesses from random acts of marketing or fly by the seat of their pant sales. This workshop will help attendees define and create a revenue blueprint that drives prospects from the top of the funnel all the way to customers.
Even if you already have a defined revenue funnel, this session helped you further optimize the buyer’s journey through using data to create marketing and sales touches to drive success. Revenue funnels ensure that marketing and sales are talking to the right person, with the right message at the right time.
As a marketer, you are more than aware that the stories of the individuals directly impacted by the organizations/companies you represent and their goods/services, are what allow our message to connect with the emotions of the intended audiences.
Jim Tagye, Director of Marketing Communications at the Mercy College of Health Sciences presented at AMA Iowa's June special interest group. The nurturing of authentic relationships within the College has placed Tagye in a position to tell compelling stories. Tagye will share his experience working with Applied Art & Technology to create a powerful video story that has allowed the internal marketing team a way to leverage conversations with leadership related to the importance of developing future projects that can have similar impact.
Mercy College of Health Sciences took a series of strategic steps before teaming up with Applied Art & Technology (AAT) who pulled the necessary elements together in such a manner that truly connected the college message with emotions. Creative license was given to AAT so they would not limit their focus on only the best video examples in higher education, rather deliver “the best” in the video industry as an aspirant.
The result is a powerful video story to share that has been and will continue to be shared with key influencers and constituents. Results and metrics from a focused digital campaign serving up the videos, using attributes associated with online behavior in conjunction with Blue Compass was shared.
In 2017, at our April luncheon, Jeff Julian presented on understanding what goes into producing valuable video assets. In September 2017, we invited Jeff back to host a video focused workshop where he dove even deeper into the topic of video marketing.
Named a “Woman of Influence” by the Austin Business Journal, Stacy Armijo provides her perspective about how to increase your personal influence and, in turn, elevate the role of the marketing function in your organization. Presented at the March 24th AMA Iowa Special Interest Group.
The document discusses the importance of face-to-face marketing through trade shows and events. It notes that 84% of trade show attendees have buying power and 91% get their most useful buying information from shows and events. However, only 15% of companies send out information to prospects before the show. It emphasizes that the people sent to the exhibit booth are key, as 85% of exhibiting results are in the hands of the exhibit staff. It recommends having one staff member for every 50 square feet of booth space.
This document discusses leadership and how it is defined by actions and behaviors rather than job titles. It emphasizes that 70% of leadership qualities can be developed, including trust, credibility, accountability, decision-making under pressure, and bringing a team together. True leadership requires leading oneself first through self-awareness, having a growth mindset, and challenging norms. Leaders must understand their own behaviors and develop qualities like character, service, consistency, and confidence to effectively lead and inspire others.
Slides from the AMA Iowa July 13, 2016 luncheon on Insights that Transform Businesses. Presented by Rob Malcolm, Executive in Residence, Center for Consumer Insight and Marketing Strategy, McCombs School of Business
The session describes how trusted peers get results as other tactics are in decline, especially with millennials. Learn how to success with similar efforts.
This session will provide innovating brainstorming techniques and include an interactive breakout session to take ideas and convert them to action within 15 minutes.
The document provides tips for avoiding common pitfalls in survey design. It discusses 11 types of mistakes to avoid such as using double-barreled or leading questions, not providing all answer options, asking ambiguous or open-ended questions without parameters, and not pre-planning how the data will be analyzed. The document encourages survey designers to consider the respondent's point of view, use clear and concise language, avoid biases, and test the survey design.
Panelists from a large company, a small company and a software consulting firm will share insights on how their companies are tackling the arena of Big Data and how to leverage a variety of data sources for strategic decision-making.
This document is a slide deck summary from a talk about how startups don't follow best practices and instead focus on experimentation. It discusses how the speaker's company Higher Learning Technologies was able to scale Facebook communities into the multi-million range by fully understanding their audience's interests and consistently testing content. The deck advocates using lean methodology to run experiments, measure results, and learn as a team through retrospectives in order to succeed with new platforms, content types, hashtags and influencers.
The marketing industry is an evolving and ever-changing function within an organization. Tasked with engaging consumers in their brands, the way in which they are doing it now is unlike ever before. Tools and strategies used to reach consumers can change rapidly, with new approaches appearing every day. Yet, in many organizations, the structure of the marketing department is stuck in the past. What is a marketing department to do? How can they stay true to their brand values and still be effective and successful?
More from AMA Iowa (American Marketing Association Iowa Chapter) (20)
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
2. DEALING WITH AN
OMNICHANNEL WORLD
B I G P R O B L E M # 5 :
1) Omnichannel / Contextual Marketing
2) The Omnichannel Imperative — Listen
3) Real Life Examples
4) 5 Tactics
5) 3 Questions
6) Your Turn!
15. “… takes the interruption out of
advertising and integrates it into a
contextually relevant experience for the
user. The result? A better experience for
consumers… and a better Internet.”
16. Every Day (2016 data) - Networked Society Intro Film by Ericsson https://www.youtube.com/watch?v=iGaMvM0xDyA
45. KELLY MOORE
@ K e l l y M o o r e P R
@ K e l l y M o o r e P R
/ K e l l y M o o r e P R
k e l l y @ k m p r c o l l e c t i v e . c o m
Editor's Notes
In this session, we’re talking about what AMA calls Big Problem #5: Dealing with an omnichannel world. Over the next 30 minutes we’ll do our best to cover six things:
Definition of omnichannel, a bit about its roots & how it’s helping evolve the discipline of contextual marketing
How the explosion of digital channels has wiped out virtually any excuse we have not to listen to customers
I’ll share a few real-life examples of how brands are executing omnichannel listening strategies
5 things we can do yet this year to become better listeners
3 questions for us to consider as we evolve our omnichannel and contextual marketing plans
If there’s time, I thought it would be fun to hear from some of you as to how you are currently listening your customers or how you plan to in the near future.
So, obviously omnichannel is nothing new. In fact, marketers have been talking about the concepts of omnichannel for more than a decade. I dug into this a bit and found omnichannel was first known as Customer Centricity, and it’s something at least one historian credits to Best Buy.
In 2003, Best Buy was getting beat badly by Walmart. They knew they would never be able to compete on costs. So, their leadership said, instead of focusing on price, we need to be where Walmart will never go.
And that “where” was online. But it was also in-store. Their concept was to put the customer at the center of everything, to allow them to dictate their own path to purchase. Sounds pretty contemporary, right? But this almost 15 years ago.
And yet, omnichannel continues to be a relatively new problem for us as marketers. One of the way we can tell… we’re still not square on how to punctate it.
Remember we had the same issues with email, ecommerce and WiFi. Because I work in PR, the Associated Press Stylebook is my grammar and punctuation bible. So I checked with them, but even they have not decided. I’m kind of a less-is-more gal, so personally, I like one word, no punctuation, no cute capitalization.
So, now that we’ve got the punctuation issue out of the way, let’s work on the definition. Here again, everyone has their own special take on exactly what omnichannel means. As I researched all the different perspectives, I found quite a few I liked. But not one that really did it for me.
So here’s a mashup of a couple definitions that I think does a good job…
“An omnichannel approach puts the customer, not marketing channels, at the center of its strategy and extends beyond a single brand’s universe”
What I like about this mash-up is a couple things:
Multichannel vs. Omnichannel
First, it acknowledges a difference between omnichannel and multichannel. That’s important if we want to have any good chance of convincing our bosses and clients (and ourselves) that omnichannel indeed is a different way of thinking. Of course we know there are multiple channels for promoting our message and connecting with customers, but omnichannel goes way beyond multichannel. It puts the customer’s needs, not the channel, at the forefront of the strategy.
Considers the Context
The second thing I like about this mashed-up definition is it recognizes that our customers are also the customers of hundreds of other businesses, service providers and non-profits. The experience we give them does not live in a bubble. Think about lunch today. As you were eating, you were also perhaps meeting someone new at your table, or listening to the presentation… maybe getting a text from your spouse telling you your in-laws are making a surprise stop into town, so now you’ve got to think about dinner plans. So Prairie Meadows hospitality folks, when they’re thinking about providing you with a great lunch experience, they have to think through all the other messages and distractions you’ll be confronting with while eating. When we understand and acknowledge that our brand is just one of manhy, we can start to think about how our marketing messages coincide with the other messages, the other experiences, our customers and prospects are having. In other words, we are considering “context.”
[pause]
While omnichannel as a concept may not be new, so many of the channels available to us are. In the past 5 years alone, we’ve seen an explosion in the number of communication channels,
…most of which are digital. Think chat bots and messaging apps, voice search, beacons, sensors.
And the cool thing about channels powered by digital technology is they typically allow for two-way communication. Even cooler is the fact users don’t really even have to talk for us to listen. Data on their behavior alone speaks volumes.
So while we have been focused on how to push messages out through multiple channels, now we can shift our mindset to how we can pull insights in through those digital channels to better understand our customers. Think of it as omnichannel listening.
A couple of Columbia business school professors actually studied listening. Their research was focused on interpersonal relationships, but I think it absolutely applies to marketing. They found…
…“…people disclose information more readily and effectively to those who listen well.”
Not terribly surprising right, but they studied the why behind this, and what they found was two-fold…
…First, people (and I would submit brands) that listen well have a leg up on those who don’t because they understand the context of their message. That makes it easier to tailor their attempts at persuasion to what will help the listener understand or get excited about their idea.
[CLICK]
Second, the researchers found listening improves relationships. They said when people feel ‘‘listened to’’ by what they call “agents of influence,” their liking, commitment and trust increases. The result is an expansion of that great listener’s influence.
And yet, 7 in 10 B2B buyers report never being asked for feedback on the sales experience. Isn’t that interesting?
So what these researchers are saying is that if we listen, we come away with…
…
1. a better grip on context,
2. a deeper relationship with customers
3. stronger influence
Isn’t this exactly what we are all after as marketers? Omnichannel listening through digital channels can get us there.
And when we listen through data collection and analysis, often, that listening is completely invisible to the customer and asks almost nothing of them.
And that’s awesome if you adhere to the Iceberg Theory. Is anyone familiar with the iceberg theory as it relates to customer experience? So it says…
…If you’re doing customer experience right, the bulk of your effort is invisible to customers.
Besides expanding our influence, stealthily listening to customer through data gives us the opportunity to change how people perceive marketing communication. When we deliver exactly what someone needs at exactly the right time and in exactly the right context, marketing ceases to be intrusive. It becomes something people actually look forward to, something that surprises and delights them…
Those little micro-moments of joy often come from “contextual marketing.” Now I know for a lot of people that terminology brings to mind pushing online ads to someone based on their keyword search. But thanks to the omnichannel world in which we live, contextual marketing is going way beyond that.
Let me show you sort of what I mean…
[VIDEO PLAYS]
Incredible? I love it. If someone offered to transport me into that apartment right now, I’d be down. But then again, I’m kind of a weirdo about technology. Back when I had more disposable income, I always had to be the first one to have the latest gadget. I still have my first mp3 player and my first digital camera, which weighed about 20 lbs. I should have brought it. That would have been fun show and tell.
Anyway, that video was put together by a company called Glassview. If you have time, check them out. They’re doing some really cool stuff with digital advertising and video, but it’s their philosophy that I think is so cool. They believe it’s entirely possible to transform marketing into something of real value. In their words…
“Our technology… takes the interruption out of advertising and integrates it into a contextually relevant experience for the user. The result? A better experience for consumers… and a better Internet.”
Don’t you like that?
So we have all these startups out there, like Glassview, that are deploying Internet of Things technology to help marketers achieve omnichannel listening. The end game is to help brands give their customers these outstanding and memorable micro-moments. And they’re able to do it because we are all just giving away massive quantities of data at a a ridiculous rate of speed.
Check this out for some of the numbers…
[VIDEO PLAYS]
Crazy isn’t it? And that video was produced almost a year ago, so you can bet those numbers have soared even higher since. It’s sort of mind blowing to think how many times a day we are virtually handing over the keys to what makes us tick.
How many of you have one of these in your house?
[GIVE AWAY]
Anyway, let me tell you about my Amazon Echo experience. So you all know how these things work, right? You engage it by saying, “Alexa,” (or whatever else you want to set as your “Wake Word”). She then starts listening and then sets about turning on your lights, playing your music or adding something to your shopping list.
Okay, so my husband and I are having a conversation with our middle son, Quincy…
This is him.
We’re attempting to talk some sense into this kid, specific to socks. He’s under the impression they all need to be $18 Nike Elites.
[CLICK]
So after a bit of convincing, he says, “Ok, they don’t have to be Elites, but they have to be Nike.” My husband goes, “Great, I can go to Walmart right now and get you a pack of 10 Nike socks for 5 bucks.”
Just then, Alexa’s little blue ring starts to glow…
and she pipes up, “I did not see Nike socks on your shopping list, so I have added them.” And we’re all like, “What the heck?”
Remember, she is not supposed to be listening until you say her name, and no one said Alexa. So although it was a bit spooky, it was the most stunningly awesome moment of my life. Ok, maybe that’s a little dramatic, but I could see a life of luxurious convenience powered by my sister wife robot Alexa.
And you know what else?
It totally solidified for me that the future of marketing is incredible.
Now I definitely can’t prove it (believe me, I’ve done my research to try and find out why this happened that day). But my theory is that we were accidentally enrolled in some sort of beta test. I’m picturing a trial of of brand or product names as “Wake Words” for Amazon’s partners.
As some of these household brands look to improve their omnichannel and contextual marketing strategies, they are seeking the most intimate access to their customers, and Amazon I’ll betcha, is working to get them there.
So that’s a bit about what’s coming down the road. What’s happening right now. I want to show you a few real-life, right-now examples of brands that are executing omnichannel listening strategies.
Alien Vault is a B2B security company that provides week-long live training online to its customers each time it sells them a product. To measure the training experience, they had been relying on surveys, asking things like how satisfied customers were and if they were likely to recommend them to a colleague. Although the responses were good, everyone had really nice, positive things to say in their surveys, they wanted to be sure… so they dug into the data to see what else they could learn.
One thing they did was to look at log-in times and IP addresses, which gave them location, right? They then compared that data with customer profiles and discovered something pretty icky.
Their overseas customers were having to wake at 3 a.m. and take their 7-hour live course! And if that wasn’t bad enough, they were chasing that training with a full day of work. And it wasn’t just their international clients who had to work after the exhausting day of training. What they discovered by listening to the data was that most people who attended their 5-day online training course were the sole security practitioner in their organizations, so they couldn’t miss a week of work. Obviously, this was not a great experience – and yet it wasn’t a problem the customer was readily reporting.
So today, AlienVault is allowing customers to take their lives courses over two weeks (first two days in the first week, last three days the next).
They’re listening to attendees of its festival through the use of beacons and smartphones. At the 2016 show, they wanted to use these channels to improve festival goers access to water. When they passed by a free hydration station, they got a message asking if they needed to fill up their water bottles. I’m sure one day not too far off, this strategy will be enhanced by sensors embedded in free water bottles handed out at the door. Then the content of the message changes, right? Now that they have a stronger grip on the context because of that real-time sensor data, their message moves from “Is your water bottle empty?” to “We noticed you’re getting low on water. Here’s the closest station.”
Interestingly, that’s just a small example of how this music festival, which is something like 15 years old, has listened to its community. Based on data they gathered from Napster (remember Napster) and early iPod users, they learned the way people were listening to music was changing. They weren’t necessarily just country, just pop or just rock fans. Increasingly, more consumers liked music from all kinds of genres, so they changed the whole direction of the festival to where it’s now less format-driven, bringing together all kinds of different artists and entertainers.
Chris Rock opened for Metallica one year. William Hung was there the same year as Bob Dylan.
Actually the music industry’s application of listening through data is really pretty cool – it’s an entire presentation on its own. The way they are using artificial intelligence like IBM’s Watson to actually produce music is incredible…
…They’re called “cognitive songs.” Have you all heard this one?
[let song play for a few seconds]
That was written by Alex Da Kid, but in partnership with Watson. The robot analyzed five years of cultural and linguistic data from social posts and blogs. It also analyzed the lyrics of the top 100 songs from each of those five years.
How many of you have a FitBit or fitness band? (I’m not giving those out, sorry). Listening to customers through wearables channel is really becoming an increasingly popular way to understand the context of a customer’s moment. And we’re not just talking about fitness bands. I mean there are smart shoes, smart socks. There’s even a smart bra. The gal in the Glassview video probably has four of them.
The cool part about Under Armour’s listening strategies is that they’re pulling data from all kinds of apps on all kinds of devices – and not just for its own benefit. They use it to create a dashboard report for the user via their own branded app UA Record. Anyway, it pulls data from all kinds of places to show you how things are looking with your activity, sleep, nutrition and fitness all in one place.
And it’s going to get even cooler because they, too, are working with good old Watson. By applying artificial intelligence to the data they collect, they are soon going to be offering “cognitive coaching.” So if the app noticed you aren’t sleeping all that well and that your nutrition has changed, it will be able to make real-time suggestions on what to eat for a better night’s rest. It’s not difficult to imagine a day when Whole Foods is going to want a piece of that action.
By listening to customers through data, they are bringing a super cool experience to the customer without asking a thing of them. (Unless you have an issue with privacy – and there again, that’s a whole other presentation).
[PAUSE]
With each of these examples you can see pretty clearly the opportunities for brands to collaborate with one another for truly effective contextual marketing – marketing that makes improves people’s lives through awesome micro-moment experiences. Going back to our definition of the omnichannel approach, you can see Under Amour has realized its brand is just one of hundreds inside its customers’ universe. And to create the ultimate experience, they have no choice but to integrate them.
So I think we’re going to see a lot more collaboration as brands begin to value the context of their customer’s experience, not to mention the data other brands can bring to the party.
Think back to the first video. How many different brands working together might it take to give that runner an opportunity to buy a new shoe right there in that moment. You’ve got the sensor maker, the smartwatch company, the shoe company, probably a retailer or distributor, and likely a biometrics firm authenticating her as the buyer… and then the payment networks working with her bank to authorize the funds needed to buy that new shoe.
Talk about an #epiccollab.
[PAUSE]
So far we’ve talked about some pretty far-reaching strategies from some pretty big brands…
…But, there are ways those of us with fewer resources can look there for inspiration to start evolving our own strategies, albeit in a much smaller way…
So here are just five ideas for things we might try yet this year.
First, sit down with our teams and explore what are called the five pillars of contextual marketing. They are geolocation, time, device, language, performance.
Now, of course there are literally thousands of different data points that fall inside each of these pillars but these are the core five.
What you’re looking for here as you explore these are what real-time or near real-time data is going to be most informative to your omnichannel listening strategies.
Let’s say you’re a marketer with the North American Blueberry Council, for instance…
…and you’re looking to drive more traffic to your members’ picking fields.
Geolocation will be a hugely important factor, especially when combined with date and time data that will allow you to market to nearby people during peak picking season.
What about during the off-season?
Let’s say you want to drive them to the Blueberry Council’s food blog.
Studying the time and performance data of your existing blog traffic is going to be hugely important to attracting others like them. Let’s say, for instance, the same person comes back to the same recipe five times in 24 hours. Chances are, they’re getting ready to make that dish. Keep listening – maybe you have to stimulate the influx of data in order to do that. Maybe perform test a follow-up communication that asks them how the recipe worked.
Maybe a well-timed email asks them to add a picture of the dish to their SnapChat story. Maybe doing so gets them a discount code to a local grocer’s online delivery service (collaboration!).
Second, find the low-hanging fruit in your data trees.
Really sophisticated data analytics and artificial intelligence is still pretty new to be affordable for most of us. One day that’s going to change. But for now, look for the customer intelligence you already have or can get from inexpensive sources. Think email campaigns, Google search trends, customer surveys, social media advertising.
For instance, there’s a free tool called BananaTag that works right within your email client, like Gmail or Outlook. It reports on opens and clicks, but also gives you device and location details.
There are plenty of others. On your handout, there’s a pointer to a list of 9 of the best email tracking software tools, if you’re interested.
But don’t forget about the internal data that may already be there. What customer intelligence already exists within your customer service or product development areas. What about your partners, dealers or brokers? Getting back to our Blueberry Council example, just imagine the treasure trove of data an association like that must have, especially when you consider they may be able to tap the data warehouses of each of their growers.
So number three, prepare your contacts list to become “smart.”
A great contacts list is the foundation of successful contextual marketing campaign. It segments customers and prospects by where they are at in their lifecycle, which should coincide to your sales cycle. A “smart” contacts list goes one step farther whereby the “smart” represents the use of technology that automatically moves contacts from one lifecycle stage to the next based on rules that you set.
Essentially, you are setting yourself up to push the right content to the right people at the right time and in the right context.
Hubspot sort of “owns” the smart contacts list concept. But if you aren’t a Hubspot user, there’s still potential to work with this concept. MailChimp, for instance, let’s customers tell you where they are at in their lifecycle, opting in for only the content that’s relevant to them.
And so why is that important? Because…
Personalized communication delivers 6X higher transaction rates.
I ordered 12 sticks of Natural Ice lip balm for my husband for Christmas. He’s a big fan, as are the rest of us (the kids and I are always stealing it from him), so I thought he deserved his very own stock pile. Well, based on the pop up I got immediately after the purchase, I imagine Natural Ice is working off a ‘smart’ contact list strategy. It actually asked me if I wanted to set up an automatic delivery of Natural Ice to my house once a month. So cool. So, I imagine I moved out of the “warm prospects” segment into their “psychotic super fan” segment. The data told them a story about me, they listened, and they responded in real-time with something a psychotic super fan might like.
Okay, so number four… go back to your customer personas and see how you might evolve them for a better contextual marketing strategy.
Many of us have been through the exercise of developing customer personas. AMA Iowa did it several years ago to better understand each of you and your motivations. But in this “Age of Context,” we may have to dig deeper into those personas.
Ask, Do our customers have split persona-alities?
People often assume different personas based on the context of their moment. For example, when a woman is travelling to Florida with her husband and kids, she’s in Family Mode. When she’s travelling there for the World of Concrete show, for example, (It’s a real thing, folks. I have the t-shirt), she’s in Professional Mode. She’s the same person, but her needs are different. There’s a great article by Beaconstac that talks about this idea more detail. It’s on the handout.
It becomes even more complicated for B2B marketers. When you’re selling to a firm, there really isn’t one customer with one persona. Quite often in B2B scenarios, there are groups of people inside a business all working together to decide whether they want to buy from us. So we have to understand the split-persona-alities of multiple people – those will use the product, those who have to budget for the product, and then the chief decision maker.
One of the clients of my PR business is constantly telling her people to fail forward. She’s a big proponent of the idea that failing is better than not trying at all, and in fact, it’s really the only way to learn. So try out a few campaigns. Measure them. Try again soon after.
This is really the only way to truly uncover data limitations, too. Things like people who open your email through a VPN, for example. You may not truly be able to rely on true geolocation data in those circumstances.
So just give it a go. It doesn’t have to be perfect.
[PAUSE]
So as we are beginning to evolve our omnichannel and contextual marketing plans , keep a few things in mind…
How will I work with Henry Ford?
There are some really smart people in business who don’t believe in listening to the customer. And that’s because they truly believe customers don’t really know what they want until they see it. These are the people we lovingly refer to as Henry Fords.
Henry Ford famously said “If I had asked people what they wanted, they would have said faster horses.” And he was probably right. But that thinking didn’t get him beyond invention to innovation. It’s probably why GM ultimately came along and stole so much of Ford’s market share. While Ford was busy pushing out what he “knew” his customer wanted, GM was pulling in feedback and making the kind of car people actually wanted.
The same thing happened to Blackberry.
They had it made. And then they didn’t. Apple, Samsung, Google, they along came along with strong apps, better operating systems, a sleeker look. And when they did, here’s what a Blackberry insider told the media:
“We believed we knew better what customers needed than they did.”
Rumor has it they Blackberry may making something of a come back, though, with businesspeople, especially. And I believe that is a direct result of them listening to what’s important – and for that business segment today, what’s important is security. Blackberry appears to be touting security and encryption as a real feather in their cap.
You may have a Henry Ford or two in your organization, and that’s certainly okay. It will just make it more fun to be right.
If you’re looking for tips on how to work with these types of individuals, there’s a blog post written by the Senior Customer Loyalty Manager at GE Healthcare. It’s on your handout.
How will I keep this thing going?
Customers are fickle. Technology is fast. Trends are here one day, gone the next. Look at Pokemon Go.
Consider you’re in this for the long haul…
So, how can we set ourselves up for long-term success? What are the components to your organization’s DNA that need to come forward to make sure your strategy sticks around?
Consider how you will make your listening strategy continuous? Set a plan for consistently monitoring feedback, evolving your data sources, and adjusting to it as you can?
Maybe not possible yet to do adjust in real-time, but that should be the goal.
Lastly, am I creeping people out?
We definitely have to have our ear to the ground on the creep factor. I was super spooked by Alexa jumping into my conversation, but was I turned off enough to turn her off? Nope. In fact, I bought another one for my bathroom. (It’s where I do my best thinking)
Was I turned off by Walmart or Nike enough to stop buying from them. I wasn’t. And I’m probably not alone. Pew Research says many Americans are willing to share personal information… or permit surveillance…in return for getting something of perceived value.
That’s not to say another individual would not be too creeped out to continue loving the brands they “catch” spying on them.
[CLICK]
Nearly half (47%) of people surveyed by Pew said having their purchases tracked in exchange for discounts was perfectly acceptable. But a third said it wasn’t.
The key is understanding where that line is for your customer.
That woman in our first video… her biometrics-enabled mirror told her it looked like she needs to drink more water?
That would not be for me. My mirror already tells me plenty of things I don’t want to hear.
[PAUSE]
If we’re honest about what the real problem is in dealing with an omnichannel world, we’ll admit our customer is way ahead of us…
Both consumers and biz decision makers expect contextual marketing. We are all increasingly demanding in-the-moment, personalized, relevant experiences… to the point it’s kind of a turn off when you don’t get them.
In fact, just the other day, I got this email…
It’s from my bank encouraging me to try Apple Pay and they’ll give me $15. I don’t have an iPhone. I probably won’t ever have one. I’m Android through and through. And of all the brands I chose to do business with, US Bank has no excuse for not know that. I’m on their app like 9 times a week. Now to me, that is low-hanging data fruit, and a brand with its resources and what I’m sure are enormous data stores, should not be making this kind of mistake.
Here again, though, someone else may have just deleted this email and moved on. I screenshot it and put it in a presentation. So the expectations for personalized communication, it’s going to be different for different people. But overtime, I expect, more consumers and business leaders will share more data with the brands who demonstrate they know how to listen to it.
And that’s how we’ll begin to solve Big Problem #5: Dealing with an the omnichannel world.
Ok, do we have time to hear from these guys?
[AUDIENCE SHARE]
Okay, well, thanks for including me in your Experience experience…
Here’s where you can find me… reach out, would love to connect with you, hear what you have going on at your organization…
BTW, today is sort of the debut for the new name and brand for my company, so it was really cool to be able to be here and show it off a bit… so thanks for being the first official audience for it!