The document discusses the importance of fusing marketing communication and PR to avoid confusion and increase effectiveness. It argues that a unified approach allows for consistent branding, more efficient use of budgets and staff, faster decision making, and easier collaboration. However, there are also risks like overloading employees and lack of specialization. The document also examines changes in consumer behavior like personalized offers and ethical concerns that require new strategies focused more on stories, emotion and people rather than just products or transactions. Case studies are presented of UniCredit campaigns that targeted human truths to promote home and personal loans.
Country Bank's marketing objectives are to maximize profits, build relationships in the region, and increase their market share of Generation Y customers. Their strengths include their foundation in the community, while weaknesses include the increasing popularity of online banking and perceptions that larger banks offer more services. The opportunities include reaching underbanked/unbanked customers and leveraging advances in technology, while threats include the reputations of larger corporate banks and decreasing trust in companies. The target market is Generation Y aged 9-29 who are influenced by trends and spend spontaneously.
Biblioteca Digitală Star Team este un proiect intern al companiei Class IT, dedicat echipei. În cadrul bibliotecii, se regăsesc peste 200 de cărți în format digital din domeniul tehnic, IT, business, dezvoltare personală și multe altele.
www.starteam.ro
Tehnologiile anului 2014 pentru utilizatoriClass IT
Cinci tehnologii cu un impact major pentru utilizatori in 2014
- proiectarea de informatii pe lentina ochelarilor (Google Glasses)
- aplicatii de monitorizare a starii de sanatate
- primele obiecte printate 3D
- aparatele de mixat si produs bauturi
- ceasuri inteligente si tot mai multe lucruri comandate de pe telefon
Country Bank's marketing objectives are to maximize profits, build relationships in the region, and increase their market share of Generation Y customers. Their strengths include their foundation in the community, while weaknesses include the increasing popularity of online banking and perceptions that larger banks offer more services. The opportunities include reaching underbanked/unbanked customers and leveraging advances in technology, while threats include the reputations of larger corporate banks and decreasing trust in companies. The target market is Generation Y aged 9-29 who are influenced by trends and spend spontaneously.
Biblioteca Digitală Star Team este un proiect intern al companiei Class IT, dedicat echipei. În cadrul bibliotecii, se regăsesc peste 200 de cărți în format digital din domeniul tehnic, IT, business, dezvoltare personală și multe altele.
www.starteam.ro
Tehnologiile anului 2014 pentru utilizatoriClass IT
Cinci tehnologii cu un impact major pentru utilizatori in 2014
- proiectarea de informatii pe lentina ochelarilor (Google Glasses)
- aplicatii de monitorizare a starii de sanatate
- primele obiecte printate 3D
- aparatele de mixat si produs bauturi
- ceasuri inteligente si tot mai multe lucruri comandate de pe telefon
- Felix Bellinger is with Axel Springer SE in new business development
- Axel Springer SE is a large German media company with over 14,400 employees that owns 230 newspapers and 160 online offerings
- The company is proposing a partnership with Plug and Play Tech Center, an accelerator program that has worked with over 1,500 startups since 2006 and facilitated $1.5 billion in funding
- As part of the proposed partnership, Axel Springer SE would provide synergies and mentors to startups in Plug and Play's 3 month accelerator program in exchange for a 5% equity stake in participating startups
Mic manual de management pentru a "supravietui" in aceasta activitate. Zece sfaturi punctuale care sa ii ajute pe cei care si-au asumat aceasta ingrata functie, in special in companiile antreprenoriale.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
1) The media world is changing from static to dynamic targeting based on factors like age, location, interests and gender, allowing for more personalized advertising.
2) User journey modeling and attribution can help optimize budgets across channels rather than just optimizing individual channels.
3) Technical capabilities now exist for real-time, data-driven advertising across digital and traditional channels, but only some companies will survive these changes.
This document introduces an X-ray system created by the company inovolt.com for monitoring energy production and consumption. The company was founded in 2010 and is now worth $15.2 billion according to marketsandmarkets.com. It is led by Paul Olteanu, Liviu Olteanu, Ciprian Coman, and Andrei Năstase. The company aims to leave future generations with clean water, clean air, and four seasons through their monitoring system.
This document discusses the opportunity for a mobile app called Shoppy to connect businesses with potential customers. It notes that over 680 million Facebook users worldwide use their smartphones and over 70% could potentially use Shoppy. The problem is that there are no existing solutions that allow companies to directly engage with customers' friends. Shoppy aims to solve this by allowing customers to recommend products and services to friends through photos and earn rewards, thereby creating a mutually beneficial relationship between customers and businesses.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses Deloitte's 2021 Global Marketing Trends report which analyzes how businesses and consumers responded to the COVID-19 pandemic. It conducted surveys of over 2,400 consumers and 400 business executives. The surveys found that executives prioritized efficiency over human-centric goals like customer engagement in response to the pandemic's uncertainty. However, consumers expected brands to help meet their needs and those that did so saw increased loyalty and business. The report identifies seven marketing trends for businesses to focus on purpose, agility, human experience, trust, participation, fusion and talent to better respond to evolving customer needs during turbulent times.
The document discusses how the web is affecting businesses. It covers major trends like participation and user-generated innovation. It discusses how social media is changing how customers behave and how businesses create value. Companies need to think about becoming media companies that provide constant content to users. The customer decision journey is now more complex, as customers research companies online at every moment. Everything a company does now contributes to its marketing and brand.
- Felix Bellinger is with Axel Springer SE in new business development
- Axel Springer SE is a large German media company with over 14,400 employees that owns 230 newspapers and 160 online offerings
- The company is proposing a partnership with Plug and Play Tech Center, an accelerator program that has worked with over 1,500 startups since 2006 and facilitated $1.5 billion in funding
- As part of the proposed partnership, Axel Springer SE would provide synergies and mentors to startups in Plug and Play's 3 month accelerator program in exchange for a 5% equity stake in participating startups
Mic manual de management pentru a "supravietui" in aceasta activitate. Zece sfaturi punctuale care sa ii ajute pe cei care si-au asumat aceasta ingrata functie, in special in companiile antreprenoriale.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
1) The media world is changing from static to dynamic targeting based on factors like age, location, interests and gender, allowing for more personalized advertising.
2) User journey modeling and attribution can help optimize budgets across channels rather than just optimizing individual channels.
3) Technical capabilities now exist for real-time, data-driven advertising across digital and traditional channels, but only some companies will survive these changes.
This document introduces an X-ray system created by the company inovolt.com for monitoring energy production and consumption. The company was founded in 2010 and is now worth $15.2 billion according to marketsandmarkets.com. It is led by Paul Olteanu, Liviu Olteanu, Ciprian Coman, and Andrei Năstase. The company aims to leave future generations with clean water, clean air, and four seasons through their monitoring system.
This document discusses the opportunity for a mobile app called Shoppy to connect businesses with potential customers. It notes that over 680 million Facebook users worldwide use their smartphones and over 70% could potentially use Shoppy. The problem is that there are no existing solutions that allow companies to directly engage with customers' friends. Shoppy aims to solve this by allowing customers to recommend products and services to friends through photos and earn rewards, thereby creating a mutually beneficial relationship between customers and businesses.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses Deloitte's 2021 Global Marketing Trends report which analyzes how businesses and consumers responded to the COVID-19 pandemic. It conducted surveys of over 2,400 consumers and 400 business executives. The surveys found that executives prioritized efficiency over human-centric goals like customer engagement in response to the pandemic's uncertainty. However, consumers expected brands to help meet their needs and those that did so saw increased loyalty and business. The report identifies seven marketing trends for businesses to focus on purpose, agility, human experience, trust, participation, fusion and talent to better respond to evolving customer needs during turbulent times.
The document discusses how the web is affecting businesses. It covers major trends like participation and user-generated innovation. It discusses how social media is changing how customers behave and how businesses create value. Companies need to think about becoming media companies that provide constant content to users. The customer decision journey is now more complex, as customers research companies online at every moment. Everything a company does now contributes to its marketing and brand.
While Uncle Sam props up the markets and maintains record low interest rates, brands’ greater engagement with consumers, along with a readiness to respond to emergencies, forms a central role. In a new era of cash-flow constraints, brand rationalization and no-risk methods to regain trust, what are the best methods for protecting it?
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Marketing One Day workshop for Healthcare Providers Social Change UK
This one day marketing workshop for beginners has been designed for healthcare organisations in the UK looking to be more marketing and business focused. This workshop was commissioned by Kent NHS and recieved excellent feedback. For more information on this workshop contact the Social Change team by email: hello@social-change.co.uk or call the office on 01522 837250
The document summarizes 7 trends reshaping the financial services industry according to Geraldine Leder in June 2009. These trends include: 1) A populist backlash against the wealthy eroding trust in large financial institutions. 2) Broken trust and compromised values in the industry as customer satisfaction declines. 3) More cost-conscious clients reconsidering traditional financial advice models and taking matters into their own hands. 4) An impending heavy tax burden that will reshape wealth management habits. 5) Emerging winners and losers in different distribution models within the industry. 6) The growing influence of digital technologies and social media. 7) Opportunities for firms that use the economic crisis to reinvent their business models and become more client-centric.
The document summarizes 7 trends reshaping the financial services industry according to Geraldine D. Leder in June 2009. These trends include: 1) A populist backlash against the wealthy eroding trust in large financial institutions. 2) Broken trust and compromised values in the industry as customer satisfaction declines. 3) More cost-conscious clients reconsidering traditional financial advisors and exploring lower-cost alternatives like online investing. 4) An oppressive tax burden that will reshape wealth management and consumption habits. 5) Winners and losers emerging in different distribution models within the industry. 6) Digital technology becoming a primary operating force for engaging customers. 7) Industry winners using the economic crisis to reinvent their business models and become more client-
An Introduction to Social Marketing presented by Kelly Evans at Social Change...Social Change UK
The document provides an overview of social marketing, which involves applying commercial marketing concepts and techniques to achieve specific behavioral goals for social good. It discusses key principles like understanding the target audience, defining behavioral goals, and developing marketing mixes to address behaviors. The presentation also covers topics like segmentation, exchange theory, and using insights about audiences to design effective social marketing campaigns.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
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
This document discusses the concept of "Deep Social" as the next phase of social media. Deep Social involves three key shifts for brands: 1) Moving from a marketing to a publisher mindset by becoming culturally relevant content creators, 2) Transforming superficial content into great stories and experiences to excite customers, and 3) Shifting from aimless connections to meaningful conversations and advocacy through precision targeting and bonding with customers. Examples are provided of brands implementing Deep Social strategies through insights, inspiration, innovation, precision targeting, and meaningful conversations to achieve business goals like increased revenue, engagement, and customer loyalty.
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
The document discusses 20 marketing trends for 2022. Some of the key trends include:
1. Consumer values and expectations have shifted drastically due to the COVID pandemic, requiring brands to strategize and create new strategies to meet these changes.
2. Marketers must focus on building their first-party data strategies and personalizing experiences as third-party cookies are being phased out.
3. Research is becoming more democratized, with insights being generated through collaboration across organizations rather than isolated reports.
4. Testing and optimization are becoming ingrained in marketing organizations through increased investment in testing technology and dedicated teams.
In partnership with Weber Shandwick, KRC Research conducted 23 in-depth, guided, qualitative interviews among C-level and other top executives to understand the challenges and opportunities of doing business in disruptive times.
Product Centricity vs Customer Centricity 15 December 2015Mary Ritz, PhD
This document outlines a presentation on moving from a product-centric to a customer-centric business model. It begins with an introduction and outline of topics to be covered. It then defines what it means to be product-centric versus customer-centric and compares benefits of each approach. The document discusses cracks that are emerging in traditional product-centric models and the opportunity to shift to a customer-centric paradigm where the customer is at the center of all business decisions. It provides tips on making this transition, including gaining leadership buy-in, understanding customers, empowering frontline staff, and ensuring consistency across all customer touchpoints.
7 Ways Covid-19 is Shaping the Future of Brands: Building Brand Resilience in...TapestryWorks
This is the presentation from a TMRS webinar 24 July 2020 on the long-term impact of the global pandemic on brand planning. Craig Griffin and I share seven cultural trends that have been triggered or accelerated by events in the first half of 2020.
World-class sales professionals are adapting to shifting buyer behaviors by improving how they connect, collaborate, and calculate value for customers. As decision makers increase in number, buying processes become more formalized, and customers demand ROI calculations, salespeople must broaden their knowledge, navigate buying stages, and ensure customer success to influence sales. The document examines trends showing these changes, such as longer sales cycles and improved retention, and how top performers distinguish themselves through behaviors like understanding each customer's buying reasons and context.
The document discusses how business buyers are evolving, requiring salespeople to adapt their strategies. It notes that the number of decision makers is increasing, and salespeople must understand each individual's influences and motivations. Additionally, buyers now have access to more information, expecting salespeople to demonstrate deep knowledge of how products meet customer needs. The document advocates decoding the decision dynamics within a buying team in order to effectively influence the purchasing process.
World-class sales professionals are adapting to shifting buyer behaviors by improving how they connect, collaborate, and calculate value for customers. As decision makers increase in number, buying processes become more formalized, and customers demand quantitative ROI, salespeople must broaden their knowledge, navigate evolving buyer journeys, and ensure customer success. The document examines trends that world-class performers are addressing, such as longer sales cycles and improving customer retention, in order to maintain high performance.
The Future of the Brand and Marketing FunctionThe Team
We’ve all experienced the significant technological and societal changes over the past decade, and none more so than those working in the function of a brand or marketing. At the sharp end of staying ahead of the curve, brands and how they market themselves have evolved; redefining experiences to connect better with audiences, embracing the benefits (and challenges) of technology and rising to meet increasing demands and competitive noise. And that has never been more true than right now.
So, what’s been the impact of this continuous change and challenge on the people and structure of the brand and marketing function within organisations? Has there been a natural evolution in response to the changing world around us? Or is there still too much adherence to traditional structures, skills and ways of working?
In partnership with The Introduction we hosted a roundtable session with senior leaders to discuss the role of the functions; the role of agencies; the impact of agile working on the brand and marketing functions and the likely skills we will all need to adopt in the future.
We’ve all experienced the significant technological and societal changes over the past decade. That’s being fast tracked now – the question is, how do we learn from this.
Download the white paper for free here: http://campaign.theteam.co.uk/the-future-of-brand-marketing-functions-white-paper
Thank you to our contributors:
- Wendel Hofman, Brand Manager at Aegon
- Jill Murray, CMO at Arcadis
- Katharina Manns, Head of Marketing & Communications at Arvato Supply Chain Solutions
- Mark Evans, Managing Director Marketing & Digital at Direct Line
- Eugenie Biddle, Head of Brand & Customer Communications, NS&I
- Joslin Myrthong, SVP & Head of Marketing at Telenor
- Jan Broers, Senior Marketing Manager at Uniper
Biz Social Media Summer Camp 2019 - Brîndușa Bîrsanbirsan x biz sms camp RevistaBiz
This document provides tips and tricks for creating better Instagram content, including taking recesses, advance planning using tools like the Unfold app, focusing on context and content as well as the user, and making posts personal. It also recommends several Instagram accounts to follow for ideas and examples.
Biz Social Media Summer Camp 2019 - Valentin Pintilescu, LooLoo KidsRevistaBiz
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already have a condition.
Biz Social Media Summer Camp 2019 - Alexandra Caciur, PublicisRevistaBiz
1) Social media platforms are constantly changing their algorithms and features to prioritize personal connections over branded content, making it harder for brands to reach audiences organically.
2) Video content is becoming increasingly important across social platforms, though different formats and lengths work best depending on the platform. Short, 6-8 second videos work well for Facebook ads and Instagram stories while longer, 30 second or less videos are better for YouTube and IGTV.
3) To be successful on social media, brands need to track metrics, understand their target audiences, test various channels, formats and content, and adapt their strategies based on performance rather than relying on any single platform. Dynamic testing and optimization is important.
Biz Social Media Snow Camp 2018 - Cristian Manafu, Manafu.roRevistaBiz
This document provides an overview of Instagram analytics and best practices for businesses. It notes that Instagram has over 1 billion accounts worldwide and 400 million daily active users on Stories. Several industries and themes are highlighted as performing well. Key aspects of the Instagram algorithm are outlined, and advantages of business vs personal accounts are compared. Best practices for bios, posts, hashtags, content formats, and posting times are recommended. Useful apps for photo editing, scheduling, analytics and more are also listed.
Biz Social Media Snow Camp 2018 - George Man, Creative MarketRevistaBiz
Gen Z is the most connected, educated, and technologically savvy generation. Numbering over 2 billion worldwide, they are digital natives who are shaping the future. To engage Gen Z, brands must create fun, innovative, and socially focused products. They value individuality, creativity, and social connection. Communications need to be visual, fast-paced, and told through graphics, video and imagery on social media. To catch their attention, brands must be present across all channels with frequent, creative messages and explain how they are changing the world.
Biz Social Media Snow Camp 2018 - Anamaria Bajan, CaroliRevistaBiz
Anamaria Bajan, Marketing Director of Caroli Foods Group Romania, discusses future marketing campaigns and strategies. She encourages employees to innovate, work smartly, and have courage. Consumers will help judge ideas to determine the best way to promote Maestro Range, a line of 100% natural ingredient products. Employees are asked to submit one minute video or five slide PDF pitches for consideration. The best idea will be chosen to promote the natural product line. Bajan provides contact information for questions.
Biz Social Media Snow Camp 2018 - Flavian Cristea, GrapefruitRevistaBiz
The document discusses how humans form social connections and communities both offline and online. It notes that humans have the unique ability to cooperate in large numbers, which has allowed them to dominate other species. On the internet, people naturally cluster based on shared interests and relationships. However, personalized algorithms mean online communities are fragmenting into smaller clusters or "clusters of one." This limits people's chances of interacting with strangers and forming new connections. The document argues for new approaches and tools that can help people explore interests, participate in discussions, and build communities to satisfy needs and solve problems together.
Biz Social Media Snow Camp 2018 - Alex Cotet, Sector 7RevistaBiz
The document discusses the need for brands to think like publishers and communicate honestly with their audience. It advocates turning threats into opportunities, being humble, and involving the audience as stakeholders rather than just prizes. Examples are provided of campaigns that turned their audience into a creative partner, such as "Straight Outta Ipotesti" and winning campaigns for Esky and Biscuiti 4x4 that engaged the public. The overall message is that brands should empower their audience and address them directly rather than talking at them.
Biz Social Media Snow Camp 2018 - Andreea Lupu, StarcomRevistaBiz
Influencer marketing involves identifying individuals with influence over target audiences and building relationships with them. Influencers are trusted authorities with credibility in their areas of expertise. Originally an alternative to traditional media, influencer marketing can now be a valid approach for brands to reach audiences through trusted voices. However, influencer marketing is a means to an end, not the goal itself. Some lessons learned are to get basics right before new tactics, ensure clear objectives and metrics, consider loyalty over quantity, and measure relevant instead of easily tracked metrics. Brands also need to tell stories across all consumer touchpoints instead of relying on single channels.
The document discusses branding and building strong brands. It highlights the importance of understanding the relationship between people and the brands they work for. It provides examples of branding tools and techniques used to define a brand's differentiators and signals, craft customer relationships, and motivate purchases. These include brand books, labs, training sessions, and workshops focused on the brand DNA. The purpose is to create brands that are intelligent, have fun, and make customers and competitors happy by achieving their goals of being appealing, desired, lovable, and vendable.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
2. A change of
paradigm
A revolution doesn’t
happen when society
adopts new tools.
It happens when society
adopts new behaviors.
3. Less pushing products, more telling STORIES
Less about transactions, more aboutEMOTION
Less about business, more about the PEOPLE
4. Anthropological changes
Social changes
Technology
Sheconomy
MODERN FAMILIES
UniCredit internal study on consumer trends: Group Stakeholder and Service Intelligence 2014
5. CONSUMER’S NEW BEHAVIOURS
Personalized offer
Everywhere commerce
Multi-point decision journey
Segmentation fluidity
Increased ethical sensitivity
UniCredit internal study on consumer trends: Group Stakeholder and Service Intelligence 2014
6.
7. The 2008 crisis crippled the system.
Banks were forced to learn to walk again.
This time, in the customers’ shoes.
15. Advantages:
SAME TONE OF VOICE, ONE BRAND
Internal External
Budget efficiency
position consolidation
staff reduction
less space and computers in use
Communication efficiency
consistent and coherent
messages sent internally and
to the consumers
prevents conflicts of interest
between parties
harmonizes the interests
Time efficiency
direct communication with a
single person in charge of both
departments, without third
parties
faster feedback
efficient flow of the decision
making
Easier collaboration
a single person in charge
higher degree of understanding
external agencies and their needs
16. Internal External
Risk to overload the
employees
more tasks and extra efforts
risk to aggravate the proper
performance of the activities
Know-how limits
dealing with new situations
out of the employees’ area of
knowledge and expertise
Laying people off
Specialization in one field
• might cause difficulties in
understanding external
agencies proposals
• might need extra time for
clarifications
Disadvantages
22. 2 of our campaigns from this year
Mortgage loans & Personal need loan
Based on
fundamental
truths about
human nature
23. MORTGAGE LOANS
We are all heroes. Not mythical, fairy tale of
cartoon heroes.
Real life heroes.
And every day of our lives is an odyssey.
To lead, fight and win these daily adventures, first
we need to make sure we
have a place to come back to:
HOME
27. Competing now in new economies is more
like a journey.
How we are able to repeat the success of
past generations? This comes from continuous
innovation and change.
People get bored easily nowadays so they
can be kept present and engaged with the
right content, delivered in the right context,
through a great story, told by creative and
energetic people.
Let’s keep the fusion going!
Editor's Notes
It is well known that communication is a lot different than it was 10 years ago, or even 2 years ago.
“A revolution doesn’t happen when society adopts new tools. It happens when society adopts new behaviors”.
The fact that we spend more and more time online has created new habits, new expectations and new thinking patterns.
This paradigm shift has completely redefined the relationship between consumer and brands.
To best understand the new social realities that set the tone for future communication, and influence in a certain way the banking industry, we conducted a study that has revealed several large consumer trends influenced by some major changes:
Anthropological: new age brackets imply new needs to satisfy. We all live in a “you only live once” culture, when the brain is permanently stimulated through the development of technology.
2. Social changes: we have an ideological vacuum and lack of leadership. People are in search of leaders who can help offer a meaning and an interpretation of the context and of what is happening on line community. There is also a notable increase in uncertainty, a sense of ANGST that leads to incapacity to plan the future, to decrease of consumption and to reduction of liquidity.
3. Technology: Nowadays the new devices that are improving almost over night accelerate relationships, rise expectations of speed of service, multiply accessibility for everyone.
4. In 2012, in U.S., 83% purchasing decisions were taken by women and 51% of personal wealth was controlled by women.
Women represent the majority of the online market and nowadays older women are more likely to be single.
Modern families are replacing the traditional families: enlarged families, single parents, widows, same-sex families or even transgender families.
The changes are affecting consumption behaviors in multiple ways:
- We are surrounded of commercial messages that have nothing to do with real life, that are presenting a happy, pinky life and shows how the product can amplify this happiness. This is so yesterday! Nobody has a perfect life as we see on TV. Some down to earth moist communication is key for being different.
EVERYWHERE COMMERCE - mobility is no more a barrier to shopping and services. Smartphone's are like volcanoes: accelerate shopping-on-the- run. Everything can be bought everywhere!
Traditional segmentation such as: men, women, teenagers, mass, affluent, private, families, individuals, all are so outdated and replaced by other segments such as the consumer of 2015:
Data believers are the ones of whose behaviors are influenced by the latest technologies and gadgets.
Fable seekers are the ones that value emotions through storytelling, react to emotional stimuli and are more interested in the end use of the product rather than the immediate benefit.
New age artisans are the ones entrepreneurial and inventive, who are not afraid to explore new ideas.
Everyone wants a deeper connection with the consumer, and this has forced brands to take their communication approach to the next level.
Banks were no exception! Once reputed for their dry, strict and rigorous corporate communication, banks lost their most valuable asset: reputation!
They needed to try even harder than most brands. 2008 financial depression that highly affected the US and Europe, with dramatic effects on the global economy even today. The entire financial system found itself in a territory of doubt, mistrust, uncertainty and negative associations. It was not a few big names that collapsed, it was the whole category!
As a crisis consequence, a new era in banking communication began. We could not afford to lose time anymore! Putting together all our resources and capabilities is crucial. As brand keepers, we were forced to find the way towards people, while the new technologies offered the necessary instruments when we most needed them.
However, 3 major problems still stand, in the banking industry and I am pretty sure they are valid also for other industries:
1. SAMENESS. In terms of products everything is immediately copied by the competition.
Not only products were similar, but most of them had the same approach in communication.
If you are watching TV and hide the logo and final headlines, you could have easily say that the communication was belonging to only one bank, not differentiating at all the peers of the industry.
2. DISCONNECTION FROM CUSTOMER REALITY: All local peers in banking industry were talking about “real life”-like situations. However, the idealized life in their ads and the over optimistic tone shows that this world had nothing to do with reality at all.
3. STRICT FINANCIAL REGULATION: Banking industry, at least in Romania is very REGULATED by the NBR, so innovation and product time to market is very slow
Also internally problems were big: Marketing Communication and PR communication budgets are lower than ever.
They are the first ones to suffer cuts in case of cost optimization within the company.
Now, more than ever, structures inside the organization need truly to support each other instead of fighting over supremacy within the organizational structure.
I always thought their separation caused companies to bleed money, time and energy that could otherwise be put to much better use.
In the end the only one to suffer would be the brand.
It may be simple and natural, and that’s because it is. Still it wasn’t like this, and it isn’t in most companies:.
Harnessing the storytelling power of PR in the service of Marketing, which now relies on good content. The two disciplines working together to deliver human content that is meaningful for the consumer and instrumental to the sales and revenues objectives.
If well implemented, the fusion of PR Communication and Marketing Communication disciplines can optimize financial, human, time and creative resources:
Because two teams working as one are faster, as opposed to developing separate proposals and later trying to harmonize them.
Because this would reduce decision making time, from developing briefs to deciding on communication directions and evaluating materials.
Because there would be less time spent in meetings and briefings to find the common ground between marketing and PR, and more time spent on the actual development of campaigns.
Because there is someone that has a global view of the communication activities and can stop the possible overlaps or anticipate miscommunication
In order to accomplish this fusion, my research was developed based on the Qualitative methodology for insights exploration, meaning In-Depth interviews. I chose this method for its many advantages:
It was very useful for B2B discussions, where the target was high positioned and hard to reach
It assured deep understanding and induced a good mood for the respondent
The information obtained during the interviews has a greater degree of honesty because respondents are encouraged to express themselves freely and talk about their personal point of view and experiences.
The discussion guide was created both for internal stakeholders (CEO, CFO, PR Manager, Marketing Manager, HR Manager), and external representatives of PR, Marketing and Advertising Agencies (PR Account Manager, Advertising Account Manager, Communication Manager, Creative Director and Brand Expert). Different industries were approached cause my aim was to demonstrate that this new organizational structuring of the Communication as a hole is feasible no matter the industry: telekom, oil and gass, banking, insurance, media, etc..
The discussions concentrated on:
- The changes that have occurred in the past few years within the organizations, due to economic crisis and market changes.
- How our approach to communication has changed in this period.
How important it is to find ways to optimize the flows, costs, human and time resources in order to accomplish companies' common goal: revenues and profit.
And then we talked specifics:
- How important are the roles of PR Department and Marketing Communication Department within a company?
- How much do these departments generally contribute to the company’s strategic objectives?
Finally moving on the solution I proposed:
The benefits of merging the PR and Marketing Communication Departments within the company.
And final recommendations: Why should companies unite these two distinctive departments (PR and Marketing) by joining forces? Why shouldn’t they?
If I were to compress my research to one single question it would be: is it worth it? I would say Hell YEAH!
-this change would increase the budget efficiency by consolidating the positions, reducing the staff and requiring less space and computers.
-Communication would also become more efficient: the messages sent internally and externally would always be consistent and coherent, conflicts of interest would be avoided and the interests would be harmonized.
-time efficiency and easier collaboration with agencies. By establishing direct communication with a single person in charge of both departments, feedbacks would be quicker, decision making would follow a more efficient flow and a single person would keep contact with external agencies.
Because if an idea doesn’t have any setbacks it means you haven’t looked hard enough I found also some disadvantages:
- overloading the employees by assigning them extra tasks.
Limits of the current teams’ know-how, since this fusion would challenge them with new situations out of their area of knowledge and expertise.
optimization of workflow means less people needed to make things works, which basically translates into laying off some people
specialization for one domain, can cause difficulties in understanding external agencies proposals and might require some extra time for clarifications
After this analysis, it was clear that the advantages, on all levels, outweigh the setbacks and I decided to go through with my vision, take advantages of the disadvantages
My vision was coming into a right brand positioning context: UniCredit brand is built on a fundamental insight of the human nature: EMPATHY that should be always proven by EVIDENCE
We believe in establishing a long term partnership for real life with our customers, by showing EMPATHY for the ups and downs of life, in understanding the challenges and opportunities our customers face in their everyday life. All these supported it with concrete solutions, answers and benefits.
In an industry characterized by sameness, disconnection from the customer reality and rigid financial regulations, our prime objective was stand out from the competition as an empathic, real life banking partner focused on real customer’s needs.
My team and I had one big goal: changing the tone of voice in banking communication.
As Sir John Hegarty said once, when drawing our creative concept in 2009: “Great communication always touches a human truth. Ours is a very simple one. Life isn’t always a bed of Roses. We all hit bumps in the road. So whatever happens, we’ll be there to offer help and advice.”
“Lifes is full of ups and downs, we’re here for both” was our positioning. A truly amazing statement that differentiates us from the competition.
But I was aiming even higher…
Taking advantage of the anthropological, social, technological and economic changes that I’ve mentioned in the previous slides such as:
the fact that we are surrounded of commercial messages that have nothing to do with real life, that are presenting a happy, pinky life and shows how the product can amplify this fake happiness
traditional segmentation such as: men, women, teenagers, mass, affluent, private, families, individuals is outdated and replaced by other segments such as the consumer of 2015,
I believed that by infusing the very core of our company with Creativity and Innovation we can stand out from the crowd.
No one in the Romanian banking industry had undertaken to play the CREATIVITY and INNOVATION positioning and no other Romanian bank in the top 5 (UniCredit is number 4 in terms of assets) approached this new organizational structure.
Who is the best in exploiting the CONTEXT in the right moments through the right channels like MOBILE for example? Marketing Communication of course!
Who is best to create the right CONTENT and tell it through the right STORY? PR Communication of course!
Who can make all these 4 major trends: storytelling, context, channel and content happen in a consistent and coherent way respecting the brand promise?
The new team of Identity & Communication.
So we made the change. The structure of the new department was very simple: 2 teams each headed by its own team leaders: Marketing and Communication. Each team consisted of 4 people including their managers.
On top of it a Brand Manager reporting only to me and insuring that the tone of voice and brand consistency was insured and respected.
And how did it work out? Well…
To illustrate how we changed the bank’s tone of voice as a new single-minded team, I will present 2 of our most recent campaigns.
Their common denominator is that they are based on fundamental truths about human nature. For each and every one, we tried to go beyond dry demographics and look deep into the consumers’ lives, minds and souls. Only after finding such a truth can we deliver a message that is deeply relevant and empathetic to the ups and downs in their lives.
We needed to go beyond the product’s financial advantages and talk about what a home truly means to our audience, on a deeply emotional level.
So we looked at our own lives and we detected a pattern:
Each and every day, we wake up with a purpose and we do our best to accomplish it. Maybe it’s providing for our loved ones, maybe it’s becoming a better version of ourselves, maybe it’s simply surviving.
And on our daily quest, we face challenges that sometimes wear us down. At the end of the day, a home is where we retreat, sometimes in glory, other times in defeat, but always ready to start again the next day. The home is more than a roof over our heads, it is a space where we can recharge and replenish the strength we need to carry on with our journey.
And no one comfort us for dealing with everyday problems. Because it’s not such a big deal, right? Wrong. It is a big deal. We are heroes, not fairy tale or cartoon heroes, but real life heroes.
Our campaign was based on this insight and aimed to acknowledge the “real life hero” status of ordinary people. Validate their daily struggle, appreciate their daily victories and reassure them through their small defeats.
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Since we had enough fuel in our carburetor we did not stop here. For the past years, we have noticed a venereal side effect of the access to crediting lines and loans: people used them, but not in the best ways. They contacted loans for perishable things, indebting themselves for things like wide screen TVs or vacuum cleaners, and then worked for months to pay off things they sometimes didn’t even want anymore.
Especially in the last 5 years, in the context of the crisis, most Romanians have focused their efforts on dealing with their pressing daily needs and kept putting off their desires, personal projects and other investments that could have brought them joy in the future.
So we decided to redefine loans and, at the same time, educate people on how to use them for the future, for bettering themselves, for experimenting more, rather than simply filling gaps.
Since the term NEED had negative associations, we decided to reframe the product altogether, as the LOAN FOR PERSONAL ACCOMPLISHMENTS.
And we told the story in a way that inspired people to think more about the future and invest rather than simply spend. We wanted to restart their mindset. And why not RESTART ROMANIA.
We wanted to use a modern, emotional and engaging way to tell a story that the audience can relate to. So the TV spot showed people in real life situations, with a twist: the voice over described their actions as heroic. And so did all the other tools and materials we used in the campaign: print, outdoor, online, social media.
Competing now in new economies is more like a journey.
How we are able to repeat the success of past generations?
Repeating the success comes from continuous innovation and change.
People get bored easily nowadays so they can be kept present and engaged with the right content delivered, in the right context, through a great story told by creative and energetic people.
Let’s keep the fusion going!
Thank you for joining me on my journey and thank you for listening today.