Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers
This presentation shows 5 examples of storytelling. Lemon Scented Tea has compiled a top 5 story mining campaigns. We use story mining to find the fantastic stories within your organisation that define the brand and create a campaign to tell them.
Let me take you through a discovery of emotional marketing. Emotions are the most important part of your marketing campaign. Tug on the heart strings so to speak = leads = sales conversions. I can help your build more sales.
The Old Spice campaign endorses two important brand management principles: understand the values that make your brand unique and integrate the media channels you use.
This presentation shows 5 examples of storytelling. Lemon Scented Tea has compiled a top 5 story mining campaigns. We use story mining to find the fantastic stories within your organisation that define the brand and create a campaign to tell them.
Let me take you through a discovery of emotional marketing. Emotions are the most important part of your marketing campaign. Tug on the heart strings so to speak = leads = sales conversions. I can help your build more sales.
The Old Spice campaign endorses two important brand management principles: understand the values that make your brand unique and integrate the media channels you use.
3Apples Think Different AdThe think different vintage campai.docxgilbertkpeters11344
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Apples Think Different Ad
The think different vintage campaign used by Apple was the turning point to the reputation and economic situation of the company in the market. The campaigns great back ground, context and visual presentation worked for apple making it successful and outstanding in the market which saved it from a state of impending bankruptcy. Its success was highly enhanced by the effective use of pathos, ethos and logos which make it appear ancient though a modern brand advertisement. These three convince the audience or customers how the company thinks differently. The great turn around could have not been in place were it not for Steve Jobs who after being fired in 1985 was recalled in 1997 and found the company only four months to bankruptcy. His strategy to returning the company to glory was through improving the companies advertising after they had been spending a lot of money without returns.
In a campaign which ran from 1997 to 2002, Jobs used two strategies namely the TV commercial and a print campaign. In this paper, we shall look at the effectiveness of the ethical appeals or credibility used to convince the audience, the impact of emotional appeals used and finally the logic or clarity of the claims used which are the strengths in the campaign that led to the revival of Apple.
The commercial starts with a 60 seconds black screen with the announcer Richard Dreyfuss, an American actor narrating several quotes from notable revolutionists starting with the manifesto “Here’s to the crazy ones by Albert Einstein” followed by the words; “The misfits. The rebels. The trouble makers. The round pegs in the square holes. The ones who see things differently. They are not fond ofrules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do”. As the voice speaks, the images of several revolutionists flash over the screen beginning with Albert Einstein, Martin Luther King, Mahatma Gandhi, Mohammed Ali, Bob Dylan, Yoko Ono and Ted Turner just to mention a few. The list of inspiring images ends with the image of an anonymous girl which is followed by the disappearance of the think different into white, Apples Logo and the commercial ends. The print ad comprised of billboards, posters and magazines which had one of the inspiring characters, the words think different and the multicolored Apples logo. The posters and billboards were placed on famous cities like San Francisco while the magazine ad was available in Newsweek and other mainstream magazines.
The campaign uses logos or reasoning effectively by honoring great revolutionists while using the ration that positive change is brought about by creative thinkin.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. Ambush marketing or ambush advertising is
a marketing strategy in which an advertiser
"ambushes" an event to compete for
exposure against competing advertisers. The
term "ambush marketing" was coined by
marketing strategist Jerry Welsh, while he
was working as the manager of global
marketing efforts for American Express in the
1980s.
3.
4. In the end, the use of ethos, logos, and pathos in the advertisements by both
Coke AND Pepsi made them speak to the public. Although they are vastly
different in design, and use of the rhetorical situation, both ads
were successful at getting people to share, talk, and think about them and
the brands they represent. This leads to brand recognition and the
development of a connection between consumers and brands.
Use of famous celebrities to
endorse the product
Coca-Cola are known to be not
energetic enough compared to
Pepsi.
They tend to focus on deeper
emotions catering to emotions
like happiness, giving and real
celebration. For example:
khushiyo ki diwali.
The main appeal is to pathos, or
emotions, but through that
appeal we see logos and ethotic
connections as well, Coke does a
great job of reminding consumers
of who they are, what they stand
for, and why we SHOULD drink
Coke in this ad, even though they
aren't explicitly saying it.
Use of famous celebrities to
endorse the product
Appeals to emotions like humor,
adrenaline rush and ‘carefree’
attitude of youth, by using
slogans like, “oh yes abhi” and
portraying “youngistan”.
Their appeal to humor worked
well, and got consumers talking
and sharing. However, there is
less detectable appeal to
emotions of consumers. Their
appeal to brand character is
there, but maybe not desirable
for all potential consumers. Some
may see that stunt as rude or too
aggressive, and make them
associate Pepsi as too over the
top.
Ethos
Pathos
logos
5. Carefree Youth
Everyone ages in his teens or early 20s wants to
experience adrenaline rush (aaj kuch toofani
karte h) (gives you wings to fly)
Muscle men are the best kind of males.
Adventure is the best way of leading life.
Everyone wants to be a hero.
Why is this whole sector working?
10. Ethos
Pathos
logos
Establishing credibility by using pictures
of families travelling.
Enforcing safe travel with our highly
talented staff.
Pictures of families travelling enforce
sense of family like atmosphere.
Advertisements showing families
reuniting, son going to meet his mom by
flying through their airline etc.
By promising high class service, great
airplanes, all the thumbs up of a good flight.
11.
12.
13. Use of famous celebrities to
endorse the product.
Appeal to emotions like
unity in female gender by
having a picture of a group
of models saying stronger
together.
Use of statistics, by saying
80% of women say it is the
best shampoo.
By highlighting the perks of
using the shampoo gives you
silky straight hair, long hair
etc.
Use of testimonials of
women who are not models.
Appeal to emotions by
saying winning is all about
winning hearts and beauty
of Indian women
They also talked about real
beauty.
By using statistics saying it
is the number one shampoo,
but adding pathos to the
same.
Using testimonials of “real
women” depicting it is a
common man’s product.
Ethos
Pathos
logos
14. Cultural conditioning of colour.
The idea of a perfect woman.
Beauty is all about the outside.
Skinny bodies, use of “perfect
models”.
Why is this whole sector working?