How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
A presentation for an international group covers core concepts in digital marketing strategy for those new to the tactic as well as those who want to learn to succeed in digital marketing.
Walmart’s Omni-Channel Opportunities: Creating an Insights-based Ad StrategyTinuiti
In this session, we partnered with DataHawk, an eCommerce analytics platform, to discuss new updates coming to Walmart Connect, how to structure your strategy using Share of Voice tools, and the ways to create an insights-based strategy with Walmart Advanced Insights.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
A presentation for an international group covers core concepts in digital marketing strategy for those new to the tactic as well as those who want to learn to succeed in digital marketing.
Walmart’s Omni-Channel Opportunities: Creating an Insights-based Ad StrategyTinuiti
In this session, we partnered with DataHawk, an eCommerce analytics platform, to discuss new updates coming to Walmart Connect, how to structure your strategy using Share of Voice tools, and the ways to create an insights-based strategy with Walmart Advanced Insights.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
A brief intro to discover where travellers are on the net and how to keep them informed about the travel agents activities in the new tech age. http://www.kornfeind.us
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
This is a modified version of the keynote presentation I gave at the ATCA travel conference in Aruba, 4/2011. Includes more bullet points on visual slides and I removed case studies which need explanation.
Branding, Trust and the Empowered Consumer: Mumbai EditionEric Weaver
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest.
Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust.
This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
Marketing in 2014: What You Need to KnowDave Rubin
Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience?
Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference).
This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities."
Pulling from such business and marketing luminaries as:
Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
That shocking turtle and straw video got people sharing and bars banning a particular manifestation of single use plastic. But our oceans are still filling up. The mind is willing but commitment can be weak when the problem is far away and, for a surprising number of people, never even in sight. How could you bring the problem home and see it in a different context? Warning: may contain Hypervoxels.
Combining AI and human creativity tends to be the fashionable preserve of tech or big cultural brands. But what about smaller historic, heritage brands? Aga is a classic British brand – hand cast and each one is unique. They've also got a shop in Spittlefields that I walk past on the way to the station, which got me thinking. The sagas created by the prototype were a little scary…but molten iron cast typography would be fun.
Brands with the biggest market share can grow when you grow the category. Just Eat is the biggest player in the exploding food delivery market but despite the fleets of bikes delivering takeaways every night only 23% have had one in the past 3 months and saved themselves the pain of washing up. So I started thinking of how Just Eat could challenge behaviour in the category and encourage more people to take the night off by hijacking the Internet of Recipes.
The new 5 forces for digital brands & businessDavid Carr
Whether you’re a traditional or “born digital/mobile” brand or business these forces are already effecting you. The answer is not a magic bullet “Digital Transformation” or a new silo. It’s business models, people, culture, leadership and change.
From the eCommerce decade to the multichannel present: looking at the growth of online retail and social commerce plus some examples of who is innovating
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
2010 Digital Trends, Ideas and Technologies (Part 1)David Carr
Digital Trends for 2010 based around 4 themes including: Real-time, Won't believe the hype, Good cause/Cause Good and Developing a Playful Side. David J Carr, Digital Strategy Director, Chemistry Communications
Augmented Reality, RFID and the Internet of ThingsDavid Carr
Workshop about breaking digital creativity away from screens and the opportunities that Augmented Reality, RFID, mobile and multitouch technologies present.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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
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.
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.
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
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
4. Droga, who is the most awarded creative at Cannes Lions to date, noted that when he
started his career, distribution was built into the idea. You put out an ad
on TV and you didn't have to worry about eyeballs. Now, however, the
media landscape is fragmented and there are ‘whole industries making
technology to avoid the outputs of our industry’. Rather than that being
something to lament, however, it’s actually good for advertising – forcing us to think of
ways that will genuinely engage communities of people.
Facebook: Creativity at Scale (Cannes 2013)
5. 'I don't think anybody in the
marketing business owns 360-
degree communications planning.
I don't think media agencies own
it yet. I don't think anybody else
owns it either. It'll be different
client by client, need by need, and
skill-set by skill-set. The 360-
degree strategic role could be
played by any number of people.'
Media agencies
Especially when influenced by
“what’s in the warehouse.”
don’t completely own these ways, yet.
“Media is the
connective tissue
of society.”
Clay Shirky ‘Cognitive Surplus’
Now MEC
6. CONTEXT COMMUNICATES.
SOMETIMES CHANNELS ARE THE IDEA.
A great idea can take an ordinary channel
& make it extraordinary.
They can tell the story...
embody the story...
...become the story.
7. “It is simply not possible to take any
advertising idea to a practical stage
without making some hypothesis about
a suitable medium.”
“Inter-media selection is an integral
part of the process.”
Stephen King, 1974
CHANNEL PLANNING WAS BAKED
INTO THE HEART OF THE ORIGINAL
PLANNING PROCESSES.
BUT IT CAN HAPPEN BEFORE
OR AFTER THE BIG IDEA.
8. BASED ON UNDERSTANDING PEOPLE
& THEIR (LACK OF A) RELATIONSHIP WITH BRANDS.
MOST PEOPLE
AREN’T
DEVOTED TO
BRANDS.
FANS MATTER
LESS THAN
WE’D LIKE
TO THINK.
BRANDS
DON’T GET
DISPROPORTIONATE
LOYALTY.
BE INTERESTING.
BE MEMORABLE.
SCALE IT.
SUSTAIN IT.
“INDIFFERENCE DEMANDS THE EXTRAORDINARY”.
Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel
How Brands Grow. Byron Sharp
Past
World
View
New
World
View
Attitudes
drives
behaviour
Behaviour
drives
attitude
Brand
loyals
Loyal
switchers
Brand
switchers
Loyal
switchers
Deeply
committed
buyers
Uncaring
cognitive
misers
Involvement
Heuristics
Rational,
involved
viewers
Emotional,
distracted
viewers
9. Martin Weigel
paraphasing Ehrenberg, Sharp et al.
Jim Carroll, BBH
CREATIVITY’S ROLE IS TO CREATE INTERESTING BIG EFFECTS.
CHANNEL PLANNING MUST ENSURE ITS IMPACT.
“We can talk all we want about the personal, psychological,
social and cultural role of brands, but what the data teaches us
is that the real audience for our efforts consists of people
who don't know our brand very well (or at all), aren't devoted
to our brand, or don't purchase it at all. They will have few
memories and associations for us to build upon, they aren't
very likely to notice our advertising, nor are they likely to
think of our brand in buying and consumption situations.”
“Surely we can turn apathy, ennui and boredom into a
positive force, a force for good. Would not an honest
acceptance of the diminished role a brand or category plays
in consumers' lives encourage us to think harder about
utility, experience and reward?”
Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel
12. APPROACHES.ULTIMATELY ABOUT ASKING QUESTIONS:
How does our audience engage with
media as well as where?
Are there behaviours we can be
part of positively?
Which audience is most available
and most effective for our brand?
14. APPROACHES.THEN SELECT CHANNELS, DEFINE ROLES & PRINCIPLES:
“What can digital do for the brand & consumers that nothing
else can? A connection enabled by technology but underpinned
by earning the right to engage people in their space.”
Accepts that it begins
at a position of disadvantage
Is mindful of the human
disposition to disregard it
Maps to actual, not potential,
human behaviours
Reaches the majority who
make or break a brand
Rewards and entertains
people to the nth degree
Asks and expects as little
back from people as possible
e.g.DEFINE THE ROLE OF DIGITAL.
REALISM SCALE GENEROSITY
15. PUTTING IT INTO PRACTICE:
See Consumer Journey & Experience Mapping Session
CONSUMER
JOURNEY“on ramps” & “off ramps”
USAGE/
CONDITION
CONSUMER
DECISION
JOURNEY
PATH TO
PURCHASE
TIME OF
DAY/WEEK/
SEASON
17. SOME TRADITIONAL WAYS TO SELECT
POSSIBLE CHANNELS:
CHANNEL PROFILING.
RECEPTIVITY.
CHANNEL NEEDS.
18. CHANNEL PROFILING.
EVALUATE THE UTILITY
OF CHANNELS IN THE
CONTEXT OF THE TASKS.
Use experience, secondary
sources & heuristics to map
channels to tasks based on
their capabilities & limitations.
PAID.
OWNED.
EARNED.
NAKED
& OTHERPROPRIETARY METHODS.
19. PAID
A catalyst of
original content and
audience exposure.
OWNED
Brand domain
platforms for longer and
deeper relationships.
EARNED
A transparent space for
conversation, advocacy
and word of mouth.
20. Owned, Paid & EarnedOwned, Paid & Earned
Media
Type
Definition Examples Benefits Challenges
Owned
Channel a brand
controls
Customer
magazine, website,
mobile site, blog
Control, cost-efficiency,
longevity, versatility, niche
audiences
No guarantees, company
communication less
trusted, takes time to scale
Paid
Brand pays to
use a channel
Display ads, paid
search, sponsorship
In-demand, immediacy,
scale, control
Clutter, declining response
rates, challenges to
credibility
Earned
Customers
become the
channel
Word of mouth
(however carried)
Most credible, plays a role in
most sales, transparent and
enduring
No control, can be
negative, scale, hard to
measure
CHANNEL PROFILING
21. CO-OPTED
Engagement platforms
adopted by brands for
their utility & audience.
PAID
A catalyst of
original content and
audience exposure.
OWNED
Brand domain
platforms for longer and
deeper relationships.
EARNED
A transparent space for
conversation, advocacy
and word of mouth.
EMBASSIES
Facebook, Twitter,
YouTube etc.
OUTPOSTS
Forums, Blogs,
comments etc.
Channel distinctions are not as clear
as some agendas suggest.
22. Payment models
are less important
than peoples’
BEHAVIOUR
& knowing the appropriate
behaviour in each channel.
GOOGLE
is what you’re looking for when
no one is looking; how to’s and
entertainment related searches
trend quickly. It is about the
language of intent or need.
FACEBOOK
is a public space; it’s what you
want your friends to know about
(politics, humor, social causes, cool
stuff, charity). It is about sharing
and showing who you are.
TWITTER
is content that you’re proud of;
more top-down, since its
influences include a culturally
savvy audience, celebrities,
techies, or perhaps people trying
to be funny. It is about showing off
and shouting out.
25. Downloaded audio/CDs
(Computer)Radio (TV set)
Recorded – not PVR (TV set)
Social networking (Mobile)
Games online
(Computer)
Games offline (Computer)
Video clips (Computer)
Calls
(Landline)
Games (TV set)
DVDs (TV set)
Radio
(Radio set)
Recorded – PVR (TV set)
IM
(Computer)
Text/video
messaging (Mobile)
Calls (Mobile)
Email (Computer)
Music/audio (Music centre)
Email
(Mobile)
Scheduled TV (TV set)
Print media
AttentionPaid(averagescore)
Perceived importance (average score)
High attention, low importance
Low attention, low importance
High attention, high importance
Low attention, high importance
Source: OFCOM August 2011, All 15+, n=7,966
Attention and Importance
APPLICATION <<< LOWEST <<<< POTENTIAL >>>> HIGHEST >>>
Authority Outdoor Radio TV Newspapers Magazines
Beauty Radio Newspapers Outdoor TV Magazines
Entertainment Outdoor Magazines Newspapers Radio TV
Humour Outdoor Magazines Newspapers Radio TV
Information Outdoor Radio TV Magazines Newspapers
Intimacy Newspapers Outdoor TV Magazines Radio
Leadership Newspapers Outdoor Radio Magazines TV
News Outdoor Magazines Radio TV Newspapers
Prestige Outdoor Radio TV Newspapers Magazines
Quality Newspapers Radio Outdoor TV Magazines
Tradition Outdoor Newspapers TV Radio Magazines
Example matrix of the fit between the big 5 traditional media and various applications
Source: DDB Needham Worldwide
26.
27. RECEPTIVITY.
Temporal
The right time
Physical
The right place
Emotional
The right mood
In what places, occasions or times would they be more open to finding out more
about your product category? Where and when might people seek the benefit that
your product offers?
28. CAN’T SLEEP DUE TO
COUGHING DISRUPTION;
FRUSTRATION; READING
BOOK OR THE INTERNET
Consumer
Needstate
COMMUTING,
EXHAUSTED &
MISSING LOST
SLEEP; REACHING
FOR A PICK ME UP
COMMUTING;
THINKING
ABOUT BED
TRYING TO
GET TO SLEEP;
KEEPING
PARTNER AWAKE;
DISTURBING TV
AT WORK OR CARRYING OUT
NORMAL ACTIVITIES;
TIRED & DISRUPTED
PRODUCT USAGE IF
PURCHASED; STIMULATE
DESIRE TO TRIAL NEXT DAY;
VIRTUAL PRODUCT/EMPATHY
Benylin
Opportunity
PROMPT
PURCHASE;
INTEGRATE INTO
JOURNEY
OFFER RESTFUL
SLEEP TONIGHT
REMIND TO
PURCHASE;
VIRTUAL
PRODUCT/
EMPATHY
DRIVE TO PHARMACY
Ensure saliency that lasts until
the cough sufferer has the
potential to purchase
Strategy
“Own” the
commute to work
in the cough
category
“Own” the
commute home
in the cough
category
Ensure saliency
that lasts until the
cough sufferer
has the potential
to purchase
Drive to purchase and increase
saliency in sufferers with the
promise of a restful night tonight
Only Benylin
Mucus Cough aids
a restful sleep
Messaging
Cough kept you
awake? Get a
restful night’s sleep
with Benylin Mucus
Night Liquid
Get a restful
night’s sleep
tonight with
Benylin Mucus
Night Liquid –
pick some up at
xxxxx
Relief at night by
Benylin Mucus
Night Liquid /
Disruption
removed by
Benylin Mucus
Night Liquid
Not feeling your best?
Get a restful night’s sleep with
Benylin Mucus Night Liquid
- Interactivity ads that can
aid restful sleep
- Contextual placements
content that cough sufferers
turn to when they can’t sleep
- Reserve a bottle to pick-up
(Boots/DR/Dotter)?
Tactics
- Mobile ads
- Digital Outdoor
- Coffee Receipts,
Cups & Sleeves
- PR task force
- First daily use
desktop sites
- Mobile ads
- Digital Outdoor
- WEVE
- TfL/Nat rail
disruption sites
- VOD/Skippables
- “Own” skip ad
buttons or remove
all pre-rolls
- Soothing relief
interactive ads
- WEVE: Proximity SMS & MMS
- Contextual targeted desktop
media in news & weather
- Retarget desktop LATE NIGHT &
PRIME visitors & VOD on mobile
29. CHANNEL NEEDS.
Profiling each channel by the needs of its audience
to ensure that your brand behaviour fits the context.
Tap into my
emotions
Help me relax
Don’t make me
work too hardEntertain me
TV
Help me make the
most of myself
Always to hand
Keep me on top
of my life
Help me fit in
Bored in Queue
Must know me
perfectly
Smartphone
32. AVAILABLE MEDIA HAS BECOME FRAGMENTED:
MORE PLACES, MORE MESSAGES.
The Communications Market 2016 – Ofcom
33.
34. and the majority of our daily media interactions were screen based
BY 2014 THE JOKE HAD BECOME A REALITY
First screen, second screen, multi-screen....everything’s changed?
of all media interactions are
screen based
Laptop/PC Tablet TelevisionSmartphone
90%
On average we spend
4.4 hours
of our leisure time in
front of screens each day
of all media
interactions
are non-screen
based
Newspaper MagazineRadio
Base: Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same
time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.
10%
35. MORE CHANNELS,
MORE EFFECTIVENESS?
0
1
2
3
4
5
6
1980s 1990s 2000s
Effectiveness success rate
Accountability success rate
Average SOM gain per 10% excess SOV
58%
81%
1.2%
65%
71%
2.4%
Single-channel
campaigns
Multi-channel
campaigns
Average number of media used per campaign
Source: Marketing in the Era of Accountability, IPA dataMINE
36. EFFECTS CAN VARY.
ANTERGY
1+1=1.5
SUMMATIVE
1+1=2
SYNERGY
1+1=3
CHANNEL PLANNING FOR SYNERGY:
BUILD CUMULATIVE REACH MORE EFFECTIVELY
BROADEN TIMING & CONTEXT OF TOUCHPOINTS
ENHANCED REPETITION NOT JUST ADDING FREQUENCY
BUILD SALIENCY INTO THE CAMPAIGN
Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute
37. Bran
d
Audience
Total A
udience
Online
TV
Social
Outdoor
Bran
d
Audience
Total A
udience
Online
TV
Social
Outdoor
GREATEST SALES EFFECT IS BETWEEN ZERO & ONE EXPOSURE.
LOWER THE CHANNEL OVERLAP, GREATER THE POTENTIAL FOR SYNERGY.
More effective multi-platform mix of
achieving reach: Covers most of the brand
audience with some overlap between media
Less effective multi-platform mix of
achieving reach: Large gaps in the brand
audience and lots of overlap between media
Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute
BUILD CUMULATIVE REACH MORE EFFECTIVELY:
38. BROADEN TIMING & CONTEXT OF TOUCHPOINTS:
Advertising has a higher impact the closer the exposure is to purchase.
People gravitate to the best available screen.
Channels should enhance receptivity around varied purchase consideration points.
0%
5%
10%
15%
20%
25%
30%
More than a
year before
7-12 months
before
4-6 months
before
2-3 months
before
A month
before
3 weeks
before
2 weeks
before
A week
before
4-6 days
before
2-3 days
before
One day
before
9-12 hours
before
5-8 hours
before
3-4 hours
before
1-2 hours
before
Within the
hour of my
purchase
A few
moments
before I
purchased
Restaurant Voters Travel Automotive
OTC Health Tech CPG Personal Care CPG Grocery
Investment Banking Credit Card Insurance
Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011
N = 5,000
www.google.com/think/insights
Decision making importance by time & category
39. ENHANCED REPETITION NOT JUST ADDING FREQUENCY:
Advertising is a weak force, nudging buyers to purchase as part of a repertoire.
Continuous need for brand maintence not occasional “Damascene conversions”.
But close repetition of similar stimuli in the same media is often excess frequency.
VARY MEDIA
& CONTEXT.
STIMULATE FORWARD ENCODING:
An ad in first medium improves
performance of ad in second medium
by being seen as two novel, separate
rather than repetitive exposures.
“INVEST IN CREATIVITY OVER THE LONG TERM.”
SPACE OUT
EXPOSURES.
SPACING EFFECT:
Longer intervals between exposures
result in better learning and up to 20%
improvement in memory.
Multi-platform enables spreading out.
Sources: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute
The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel
Voorveld et al 2010. Long-term memory encoding 30-40% higher with online exposure post TV (Brennan 2011)
40. BUILD SALIENCY INTO THE CAMPAIGN:
Salience is the quantity & quality (how fresh & relevant) of brand information in memory.
Salience is the “size” of a brand in people’s minds, more influenctial than difference.
The bigger the brand, the more likely it will be recalled early & purchased.
REFLECT HOW PEOPLE
(DON’T) THINK ABOUT BRANDS.
WIDER SCOPE FOR MULTIPLE MESSAGES, ASSOCIATIONS & SENSORY IMPACT.
COMBINE EMOTIONAL PRIMING FOR LONGER-TERM BRAND BUILDING &
RATIONAL MESSAGING FOR SHORT-TERM ACTIVATION.
>
SYSTEM 1:
Quick, Emotional & Instinctive.
Longer-term effects.
External paced media.
TV, VOD, OUTDOOR.
SYSTEM 2:
Slow, Rational & Effortful.
Immediate behaviour effects.
Self-paced media.
DIGITAL, DIRECT, PRINT.
41. REACH OR ENGAGEMENT?
Typical buying concentration in market (NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Light Medium Heavy
Source: Ehrenberg-Bass Institute
20% of Customers hold
40% of brand image associations.
42. REACH OR ENGAGEMENT?
Typical buying concentration among people engaging with brands
e.g. on FB Page or CRM Prog (reverse NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Light Medium Heavy
Source: Ehrenberg-Bass Institute
43. REACH OR ENGAGEMENT? BOTH.
BUTTO GROW BRANDS OUR CHANNEL PLAN
MUST REACH THESE PEOPLE FIRST.
Source: Ehrenberg-Bass Institute
Typical buying concentration in market (NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Light Medium Heavy
44. THIS IS WHY DESPITE MORE CHANNELS & MORE TECHNOLOGIES
TV HAS BECOME CHEAPER & MORE EFFECTIVE.
HIGHER REACH & PURCHASE DECISION MAKING ROOTED
IN SYSTEM 1, EMOTIONAL THINKING.
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
0
2
4
6
8
10
Average SOM gain (%) per 10% points
excess SOV
Average increase in market share by value
(points gained)
Campaigns
using TV
Campaigns not
using TV
1980s 1990s 2000s
Source: Marketing in the Era of Accountability, IPA dataMINE
46. COVERAGE & COMPOSITION.
COVERAGE. COMPOSITION.
Uses basic data on media habits to provide
an understanding of the overlap between
your target and each channel.
Can I reach my target in
sufficient numbers?
The % of an advertiser’s
target that is within the
medium’s audience.
Can I reach my target
efficiently with this channel?
The % of a medium’s
audience that is within the
advertiser’s target.
47. The Lonely Planet website might offer a
high composition but a low coverage for
an advertiser of holidays for independent
travellers.
Perhaps 70% of the Lonely Planet website
audience will be interested in what the
advertiser offers but only 5% of
Independent Travellers are regular visitors
of the Lonely Planet website.
By contrast The Guardian may be able to
offer high coverage but with high wastage
due to low composition.
COVERAGE & COMPOSITION.
HighLow
Composition
A hypothetical example for an advertiser of holidays for
independent travellers.
The
Guardian
Coverage
LowHigh
Lonely
Planet
50. BUT COVERAGE & COMPOSITION
ISN’T THE ONLY CURRENCY.
BUT ENOUGH ATL TV MEDIA BUYING....
+1
EFFECTIVE
FREQUENCY
BUILD
AD
MEMORY
DECAY
RECENCY PERIOD
SALES
REPEAT USAGE
DECAY
LONG TERM
CONVERSION
EFFECTIVE FREQUENCY.
The number of messages that
need to be delivered to
generate a consumer response
The number of messages
required within a specific time
span before purchase decision
RECENCY FREQUENCY.
The time-span in days that
the recency frequency is
required within
RECENCY PERIOD.
A measure of the monthly
percentage rate at which the
target audience forgets
commercial impacts
MEMORY DECAY.
85% 1+ @ 6 OTS; 61% 3+
51. ENGAGEMENT & PARTICIPATION ARE STILL IMPORTANT.
WE NEED TO BE SMARTER WITH AN EYE TO SCALE.
Irrit ation
Brands can make
things easier
Hay Fever
Benadryl Social
Pollen Count
Fun
Brands ma ke
things mo re fun
Drinks
Smirnoff Nightlife Exchange
negative motivation positi ve motivation
lowinvolvementhighinvolvement
Frustration
Brand can make
things simpler
Diarrhoea!
Aspiration
Brands can inspi re
Sports
Nike+
My Rhythm
Source: ingmar de lange / mountview
UTILITY &
SERVICE DESIGN
TO CHANGE THE
BEHAVIOUR OF A TIGHTLY
TARGETED GROUP.
52. PLAN TO ENSURE ENGAGEMENT
OR PARTICIPATION IMPACTS
THE LESS INTERESTED MAINSTREAM
VIA THE CREATIVE CONTENT OR CHANNEL PLAN THAT FEEDS & SURROUNDS IT.
MASS? MASS
EXPOSURE?
Easy, relevant & brand related. A
significant number of people will get
involved & complete the process/action.
Every interaction has a direct business
effect on the person interacting.
Fewer participants but what they
produce or achieve is of greater public
interest & spreads. Their participation &
interactions have a direct business effect
on people exposed to their outputs.
Source: Nick Emmel
54. SHARE OF VOICE &
LEVEL OF A RESPONSE?
When Share of Voice exceeds Share of Market a brand tends to grow
The smaller the brand, the greater the “excess” SOV needs to be to succeed
Paul Feldwick: “When VW changed its policy from spending below market
share to spending above market share it doubled its share of the market in a
few years.”
Will our channels achieve Equilibrium SOV?
Source: Marketing in the Era of Accountability
55. SOV alone is not enough. Using the right creative
content as well as SOV is critical to drive returns.
ESOV matters. Excess SOV delivers growth. On
average, 0.5% share points for 10 point ESOV – but the
rule works in reverse also, so beware of disinvestment.
Brand size matters. Market leaders drive greater
returns from SOV than challengers.
Newness delivers higher gains. Launches/younger
categories respond at a higher level.
Short-termism is dangerous. Correct level of SOV +
quality campaign = stronger brand.
FIVE POINTS TO REMEMBER:
Source: Why Share of Voice Matters
1.
2.
3.
4.
5.
56. ESOV THEORY ≠ NEED TO SPEND MORE.
Where do your competitors focus their
activity? Is there an opportunity to influence
the consumer at a different stage?
57. BUT YOU DO NEED TO SPEND ENOUGH
TO ACHIEVE THE RIGHT LEVEL OF RESPONSE (& KPIs*).
*are they realistic?
HARD
METRICS.
SOFT
METRICS.
Market Share.
BHM Relevance & Consideration.
BHM Performance Advantage.
BHM Emotional Connection.
Increased Purchase Frequency.
Increased Spend per Trip.
Increased Repeat Purchase.
Unique visits.
Downloads.
Registrations.
Product/WTB Pages viewed.
Leads generated.
Video Views.
Content Shares.
58. Views
Digital GRP
Uniques/audience comp
Awareness Lift
Ad recall Lift
View-through time
Watch time
Favourability Lift
Consideration Lift
Brand Interest Lift
X-device conversion
Search interest
Sign-ups
Calls
Purchase Intent Lift
Spend per Buyer
Volume per Buyer
Spend per Visit
Volume per Trip
Average Price
Net Promoter Score
Repeat Rate
Loyalty Value
Loyalty Volume
Temkin Score
Did we reach the
right people in the
right numbers?
Did we improve
image & change
attitudes?
Did we
cause an
action?
Did we convert
easily &
delightfully?
Did we
deliver a
great
experience?
Reach Resonance React
Post-
SaleSale
THE DIGITAL CHALLENGE.Or “What gets easily measured gets too much attention”. Brand building
in a digital world is about more than measures like “Engagement” or CTR.
59. Website Conversion Funnel
0000 | 0.00%
XX%
TOTAL WEBSITE TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Unresolved clicks
0000 | 0.00%Bounce
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
DISPLAY
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
MET OFFICE
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
SOCIAL PR
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
SEARCH
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
TRAFFIC SOURCE NAME
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
TRAFFIC SOURCE NAME
0000 | 0.00%
XX%
TOTAL DESKTOP TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Rest of Benadry.co.uk
0000 | 0.00%Desktop Bounce
0000 | 0.00%
XX%
TOTAL MOBILE TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Rest of m.Benadry.co.uk
0000 | 0.00%Mobile Bounce
Device detection: Desktop Device detection: Mobile
0000 | 0.00%
XX%
SOCIAL POLLEN COUNT Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Rest of Benadry.co.uk
0000 | 0.00%Exit site
0000 | 0.00%
XX%
SOCIAL POLLEN COUNT LANDING PAGE Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
App Store
0000 | 0.00%Google Play
0000 | 0.00%Exit site
0000 | 0.00%Rest of m.Benadry.co.uk
0000 | 0.00%
WHERE TO BUY Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Retailer website
Exit site 0000 | 0.00%
0000 | 0.00%Rest of Benadry.co.uk
0000 | 0.00%
WHERE TO BUY MOBILE Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Retailer website
Exit site 0000 | 0.00%
0000 | 0.00%Rest of m.Benadry.co.uk
1.0
2.0
3.0
4.0
5.0
6.0
7.0
App Store 0000 | 0.00%
0000 | 0.00%Google Play
MODEL THE JOURNEY & FUNNELS...
60. CTR
0.00%
Native App Conversion Funnel
XX%
CLICK TO ADD HOTSPOT Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
0000 | 0.00%Close App
Abandon process 0000 | 0.00%
XX%
SELECT LOCATION Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
XX%
SELECT SEVERITY Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
XX%
SELECT CAUSE Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
XX%
CLICK SUBMIT Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
0000 | 0.00%
WHERE TO BUY Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Rest of App
0000 | 0.00%Close App
2.0
0000 | 0.00%Retailer website
0000 | 0.00%Close App
0000 | 0.00%Close App
0000 | 0.00%Close App
0000 | 0.00%Close App
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
CPC/CPD DISPLAY
RANK CTR
1 0.00%
CLICKS/TRAFFIC
0000000
APP STORE LISTING
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
WEBSITE REFERRAL
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
PR/SOCIAL REFERRAL
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
SEARCH
REACH/IMP/OTS
0000000
CLICKS/TRAFFIC
0000000
TRAFFIC SOURCE NAME
0000 | 0.00%
XX%
DOWNLOAD Exit to:
TOTAL DOWNLOADS
0000000
Do not download
Unknown
APP STORE (CANNOT BE MEASURED) Exit to:
TOTAL VISTORS
Unknown
UNIQUE VISITORS
Unknown
Unresolved clicks
Bounce
XX%
OPEN APP Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
0000 | 0.00%Never open
0000 | 0.00%Retailer website
0000 | 0.00%
XX%
TOTAL TRAFFIC FROM MOBILE MEDIA Exit to:
TOTAL CLICKS
0000000
UNIQUE CLICKS
0000000
Unresolved clicks
0000 | 0.00%Bounce
3.0
4.0
5.0
1.0
CTR
0.00%
2.0
Native App Measures & KPIs
% Conversion from traffic to downloads
# Downloads
3.0 # Activations
% downloads to activation
# Users who open 1, 2, 3, 4, 5+ times overall/monthly/weekly
Most popular areas
Dwell Time
App retention
Shares to Facebook
Shares to Twitter
# Alarms set
4.0 % Successfully added hotspots
# Hotspots added
Total users who add hotspot
Unique users who add a hotspot
Repeat users who add a hotspot
Total Visits to Where to Buy
Unique Visits to Where to buy
Exit by retailer type
5.0
1.0 # Number of ratings and reviews
Star rating
...MEANS A BIG
NUMBER HERE.
CAN OUR CHANNEL PLAN
DELIVER THE RIGHT
QUANTITY & QUALITY?
A BIG NUMBER
HERE...
61. Channel Strategy is
THE ART OF SACRIFICE.
What can we do well?
What can we afford to do well?
THINK: FEWER, BIGGER, BETTER, LONGER.
63. REAL-TIME PLANNING & BUYING.
INSTINCT &
AUTOMATION.
Responding to culture & consumers
looking for “super-fast opportunities
to create super-current, super-topical
content that millions of people can
immediately share”.
Real-time bidding (RTB) emerged at
the intersection of data liquidity and
inventory liquidity. Real-time bidding
helps media buyers find audiences at
scale. This drives performance
ensuring an ad is seen by the
audience most likely to respond.
FAST PLANNING. DATA PLANNING.
64. Publisher
Sponsorship
Private
Marketplace
Exchange
Publisher Inventory
Waterfall
OrderofPriority
Advertiser A
100% of all Imps
Guaranteed - Flat
Rate for Fixed Time
Advertiser A
Advertiser B
Advertiser C
Guaranteed Impressions &
Spend within a specified
time window. Pub ad server
determines which
Advertiser to call
Ad NetworkAd NetworkAdvertiser A
SSP Waterfall
AdEx
Rubicon
OpenX
Pubmatic
Auction
DBM
Turn
MediaMath
DSPs Real Time
Bidding (RTB)
DSP Internal
Auction
Advertiser A
Advertiser B
Advertiser C
Advertiser AMax Bid $10
Advertiser B
Advertiser A
Max Bid $5
Max Bid $10
DSP Internal
Auction
DSP Internal
Auction
Preferred
AccessDeal
ID
Deal
ID
Guaranteed
Programmatic
GuaranteedDSPAdvertiser A
First Look
DSPAdvertiser C Deal
ID
Deal
ID
PMP Tiers
SSP
Invite Only
DSP
DSP
Advertiser A
Advertiser B Deal
ID
Deal
ID
Deal
ID
Deal
ID
Planning Tool DMP
PROGRAMMATIC BUYING.
See Programmatic Sessions
65. REAL DATA DRIVEN SEGMENTATION & IDIOM.
Browser
Job
function
Value
segment
Travel
in market
Video
usage
Content
usage
Marital
status Age
Credit card
holding
CPG Food
& Beverage
Products
in market
Time on site
Location
Individual & their
Job to be Done
See Session
66. BRANDED ENTERTAINMENT
& NATIVE ADVERTISING.
Branded Entertainment essentially
piggybacks on an entertainment property
or story to marry the audience to it’s own
mythology
Four Forms:
Product Placement
Brand Integration
Brand Sponsorship
Branded Content Creation
68. PROPAGATION PLANNING.
“Plan not for the people you reach,
but the people that they reach.”
MAP THE NETWORKS WITH DATA & IDIOM.
(still valid - and still inspired by the late Griffin Farley)
69. Does
i
t stimulate a physical resp
onse?*
Will sharing it let people...
Does it seem new and does it seem to be becoming popular?
THE IDEA
or
THE ASSET
GOOSE-
BUMPS
Express
Themselves
Fuel
A
Passion
Get
People to
Respond
Help
Other
People
It stands
a chance.
It stands
a chance.
Make
Life
Easier
Strengthen
Bonds
Define
Group
Identity
Gain
Status
BLUSHES
TEARS
A-HA!
AROUSAL
FROWN
SHOUT
RAISED
EYEBROWS
SMILE
LAUGHTER
Good Enough to Share? Fighting it out from the marketing web to the real internet.
*Not an exhaustive list. Rate the
level of response on a scale of 1-10,
anything less than 7 is a “meh” and
the idea needs to be much stronger.Sources: Henry Jenkins, Convergence Culture Consortium MIT,
Daren C. Brabham, Unruly, and Facebook
70. MOBILE = PEOPLE.
MOBILE ≠ DEVICES.
PERSONAL.
CONTEXTUAL.
IMMEDIATE.
“People don’t want less of an experience on mobile.
They just don’t want a brand picture of a woman
smiling at salad.”
73. SOURCES & READING LIST:
How Brands Grow
Byron Sharp
Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second
Jenni Romaniuk, Virginia Beal, and Mark Uncles
Channel planning: Effectiveness lies in channel integration
Tim Broadbent
Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI
Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal and Nina Lerner
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt
Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad
The New Multi-screen World: Understanding Cross-platform Consumer Behavior
Google
Planning for synergy: Harnessing the power of multi-platform media
Ehrenberg-Bass Institute, 2012
The Multi-Screen Marketer
conducted on behalf of the Interactive Advertising Bureau (IAB)
Why share of voice matters
Robert Whiteford, Nikki Clarke and Peter Field
Unravelling the Gordian knot of brand contact
Frank Harrison
Media Strategy in the Era of Accountability (Plus the rest of the Era of Accountability study)
Les Binet and Peter Field
Short Term sales, Long term profit: How to get the balance right
Les Binet and Peter Field
The liberation of magic: How marketing science opens up creative opportunity
Martin Weigel
Plus others all in our Box Folder