The document discusses how brands can focus on their purpose or "why" in order to be more successful in reaching Generation Z audiences. It suggests that Gen Z cares more about diversity, social issues, and brands that put people and communities first, rather than brands solely focused on sales, numbers or targeting audiences. The document provides tips for brands to understand their audiences better by focusing on culture rather than just data, and to lead with their why and purpose in order to build trust and relevance with Gen Z.
5 keys for brands to win the hearts of Generation Z in VietnamCarl Content
Generation Z in Vietnam will reach 14.7 million people in 2019, accounting for 21% of the national labor force. To appeal to Generation Z, brands should provide new online experiences, empower them to be micro-influencers, and grab their attention within the first 3 seconds with action-driving messages. Case studies show how Zalo launched a digital payments campaign, Biti's created user-generated content, and responses to issues on social media can impact brand equity. Being digitally responsive is important to address issues early.
Posting it here. Please don't steal my slides. I tend to find out.
For speaking enquiries visit tomfgoodwin.com
To find me on Linkined, I'm at https://www.linkedin.com/in/tomfgoodwin
The document discusses how common myths about digital transformation may be wrong and how we can rethink possibilities with new technologies. It argues that digital transformation should involve rethinking products and services based on new technologies and behaviors, rather than just modernizing existing approaches. The document encourages focusing on helping people, not just personalization or new technologies. It suggests this is a great time to rebuild foundations and think of new business models and ways of making, placing, and buying advertising suited for this new era.
Does Analytics really hinder creativity? What is the relationship between the two? I strongly believe that creativity needs, at least in the context of business, some pressure to be able to be fruitful. Analytics brings that pressure.
This document discusses whether new technologies are crowding out big thinking in planning. It presents three hypotheses: 1) commercial effectiveness has decreased and 2) creative inventiveness has decreased. However, the evidence shows that commercial impact and efficiency have actually increased for TV, digital, and combined campaigns over time. While digital works in different ways than traditional channels, creative work does not appear to be less ambitious. The document argues that thinking has not gotten smaller, but rather different, as technologies sustain ideas in new ways. It encourages embracing an entrepreneurial spirit and doing the work of getting people to take action.
Learning from Footlocker's Success: Transitioning from Bricks to ClicksCommerceNext
Understanding the difference between “Need” versus “Want” based retail is the key to Footlocker’s digital strategy. Lend an ear while Vijay Talwar, President - Digital, Footlocker.com, explores this concept by explaining the differences between Millennial and Gen-Z spending habits; how new payment and image recognition technology drives revenue; why elevating convenience to the level of experience matters; and - perhaps most curiously - why it should matter to you that he keeps a pair of his son’s sneakers under lock and key.
Digital transformation is about cultural change and process improvement rather than technology alone. It requires removing outdated digital practices and becoming more focused on the human experience. As technology advances, experiences will become more personalized through ambient interfaces, implants, and an Internet of things ecosystem. This will change consumer behaviors and expectations around how they interact with companies. Successful digital transformation requires having the right strategy, resources, and expertise embedded at all levels to execute on technology trends, content, data, and understanding consumer psychology.
Why Digital Media is Killing Traditional AdvertisingMing Chan
Global ad spend is $489 billion annually and growing. Digital media is disrupting traditional advertising as consumers spend more time online. By 2016, digital ad spending in China will surpass the U.S. and brands must integrate digital and traditional advertising to engage consumers, measure results, and drive sales.
5 keys for brands to win the hearts of Generation Z in VietnamCarl Content
Generation Z in Vietnam will reach 14.7 million people in 2019, accounting for 21% of the national labor force. To appeal to Generation Z, brands should provide new online experiences, empower them to be micro-influencers, and grab their attention within the first 3 seconds with action-driving messages. Case studies show how Zalo launched a digital payments campaign, Biti's created user-generated content, and responses to issues on social media can impact brand equity. Being digitally responsive is important to address issues early.
Posting it here. Please don't steal my slides. I tend to find out.
For speaking enquiries visit tomfgoodwin.com
To find me on Linkined, I'm at https://www.linkedin.com/in/tomfgoodwin
The document discusses how common myths about digital transformation may be wrong and how we can rethink possibilities with new technologies. It argues that digital transformation should involve rethinking products and services based on new technologies and behaviors, rather than just modernizing existing approaches. The document encourages focusing on helping people, not just personalization or new technologies. It suggests this is a great time to rebuild foundations and think of new business models and ways of making, placing, and buying advertising suited for this new era.
Does Analytics really hinder creativity? What is the relationship between the two? I strongly believe that creativity needs, at least in the context of business, some pressure to be able to be fruitful. Analytics brings that pressure.
This document discusses whether new technologies are crowding out big thinking in planning. It presents three hypotheses: 1) commercial effectiveness has decreased and 2) creative inventiveness has decreased. However, the evidence shows that commercial impact and efficiency have actually increased for TV, digital, and combined campaigns over time. While digital works in different ways than traditional channels, creative work does not appear to be less ambitious. The document argues that thinking has not gotten smaller, but rather different, as technologies sustain ideas in new ways. It encourages embracing an entrepreneurial spirit and doing the work of getting people to take action.
Learning from Footlocker's Success: Transitioning from Bricks to ClicksCommerceNext
Understanding the difference between “Need” versus “Want” based retail is the key to Footlocker’s digital strategy. Lend an ear while Vijay Talwar, President - Digital, Footlocker.com, explores this concept by explaining the differences between Millennial and Gen-Z spending habits; how new payment and image recognition technology drives revenue; why elevating convenience to the level of experience matters; and - perhaps most curiously - why it should matter to you that he keeps a pair of his son’s sneakers under lock and key.
Digital transformation is about cultural change and process improvement rather than technology alone. It requires removing outdated digital practices and becoming more focused on the human experience. As technology advances, experiences will become more personalized through ambient interfaces, implants, and an Internet of things ecosystem. This will change consumer behaviors and expectations around how they interact with companies. Successful digital transformation requires having the right strategy, resources, and expertise embedded at all levels to execute on technology trends, content, data, and understanding consumer psychology.
Why Digital Media is Killing Traditional AdvertisingMing Chan
Global ad spend is $489 billion annually and growing. Digital media is disrupting traditional advertising as consumers spend more time online. By 2016, digital ad spending in China will surpass the U.S. and brands must integrate digital and traditional advertising to engage consumers, measure results, and drive sales.
The year’s end brings a time of reflection. What better way to be reflective than with poetry? Callahan Creek subject matter experts in various departments across the agency – from research, analytics, strategic planning, traditional and social media to content creation, creative and technical development – boil down their wisdom about 2015 trends into haiku and share with you here.
Digital marketing is important for community developers to help local communities harness its power. It allows communities to help new people learn about opportunities and activities, build customer loyalty among changing generations, and adapt to population changes. Digital marketing is especially relevant now as 87% of US adults are online and 78% of small town America is online, with 67% of rural users on Facebook. Community developers should consider a variety of marketing mindsets and strategies to support local businesses, including educational and collaborative approaches, and tactics like Facebook, Google search, email, and video.
The document discusses how the internet has negatively impacted various aspects of society and culture. It argues that the internet prioritizes fast profits over quality, atomizes attention, is not truly democratic, and promotes groupthink over dialogue. However, it suggests that brands could play a positive role by focusing on purpose rather than just sales, and that new creative processes are needed to build a better digital future.
The document discusses insights from Hans Rosling's TED talk about using data and technology to better understand reality and make decisions. It notes that while technology has advanced, common sense is still needed. Looking at multidimensional data is important to avoid false illusions because data is often better than assumed and can help managers make better decisions that increase business growth.
11 November 2015 - Thinktank, Birmingham.
#hntechsurvey
AGENDA
SURVEY FINDINGS
Rob Grimsey, Harvey Nash
PRESENTATIONS
Simon Livings
Director, Data Insight Services
KPMG LLP
Dr Nick Hawes
Reader in Intelligent Robotics
University of Birmingham
Rick Robinson
IT Director
Smarter Cities, Amey
Q&A
Hosted by Natalie Whittlesey
Harvey Nash
The document provides information about ICEEfest, an annual festival celebrating creativity in advertising. Some key details include:
- ICEEfest 2016 saw over 3,350 attendees from 17 countries, with over 30 speakers and guests.
- Attendees included representatives from brands, agencies, media owners, startups, and more. Nearly 70% were in owner, top, or middle management roles.
- Surveys found over 99% of attendees were interested in returning in 2017 and over 85% were happy with their experience.
- Speakers and sponsors praised ICEEfest for its energy, inspiration, and networking opportunities.
- Media coverage of ICEEfest 2016 included over
Businesses are constantly making predictions through decisions like choosing advertisements, hiring candidates, or sales forecasts. However, the processes businesses use to make these decisions are not always reliable. An experiment testing a marketing team's ability to choose the best advertisement found they only had a 13% chance of being correct, whereas larger groups were much more accurate. Similarly, recruitment decisions are often made by just one or two people and influenced by emotions rather than ability. The document argues crowd-sourced prediction protocols that incorporate more data and viewpoints could improve business decision making over relying on small groups or individuals.
Khảo sát hành vi người tiêu dùng Tết 2021Duy, Vo Hoang
Facebook, YouTube, and Zalo saw significant changes in usage during Tết compared to before Tết. Facebook usage decreased from 60% to 43%, YouTube decreased from 44% to 36%, and Zalo increased from 10% to 15%. This suggests consumers shifted their social media habits during the Tết holiday period.
TrendsSpotting's 2010 Consumer Trends Influencers: Predictions in 140 CharactersTaly Weiss
"2010 Consumer Trends Influencers" is the second report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
This document provides an overview of Generation Z and their behaviors, preferences, and mindsets based on various reports and surveys. Some key findings include:
- Gen Z spends over two-thirds of their day connected online and consume an average of 68 videos per day, preferring Instagram, YouTube, and Snapchat as platforms.
- They are conscious consumers who care about a brand's values, environmental and social impact. Their identities are fluid and they want freedom to explore and define themselves.
- As digital natives, they have high expectations for personalized and innovative experiences from brands. Social media and influencers strongly impact their purchasing decisions.
- To engage Gen Z, brands need to create high-quality
Dutch media landscape 2017 Q3 update by Starcom starcomNL
The document summarizes recent developments in the Dutch media landscape in Q3 2017. Key points include:
- Talpa now owns all SBS channels after John de Mol's purchase from Sanoma.
- Special interest channels seem to be gaining popularity while branddeli's market share rises.
- New streaming services like Facebook Watch and Disney+ will provide competition for Netflix.
- Cinemas are experimenting with alternative live content like boxing and Game of Thrones.
- NOS.nl has surpassed Nu.nl to become the main Dutch online news site.
Digital Audiences: Asking the questions you might not like the answer to!MAD//Fest London
Digital Audiences: Asking the questions you might not like the answer to! - Gareth George, Head of Media + Planning, Confused.com & Martyn Bentley, Commercial Director - UK, AudienceProject
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
The Future of Storytelling [ThinkContent New York 2018]Heather Eng
The word “storytelling” takes on a whole new meaning with the counterculture media brand, Vice. Hear from Dominique Delport, a veteran agency leader and newly appointed President International and Chief Revenue Officer at Vice, as he shares his thoughts on the powerful combination of strong narratives and innovative technology.
Dutch media landscape 2017 Q4 update by StarcomstarcomNL
The document summarizes recent developments in the Dutch media landscape in 2017. It notes that digital ad spending is shifting more to video from banners, and competition is growing in the video-on-demand market. It also discusses new experiences like 4DX cinema and the growth of platforms like Amazon Music. Overall media spending continues to increase, especially for television, while digital advertising such as search and social media are underreported in traditional measures.
Le meilleur des études Ipsos à travers le monde – Août 2017Ipsos France
This document provides a summary of the latest research and thinking from Ipsos teams around the world. It includes summaries of reports on topics like Latin American socio-political trends, the impact of declining trust in brands, Canadian attitudes on cultural issues, using social intelligence to understand markets, the rise of robo-advisors in financial services, and improving healthcare systems in Southeast Asia. The document aims to share insightful research from Ipsos in an easily digestible format.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Dutch Media Landscape 2017 Q1 update by StarcomstarcomNL
Instagram and Netflix continue growing rapidly and are now among the top 10 apps based on reach in the Netherlands. Traditional TV players like NPO and new entrants like VICELAND are mentioned. Millennials watch 3 hours more online video daily than those aged 55+. Cinema visits increased in Q1 2017 while radio stations 3FM and BNR lost market share. Instagram saw the largest increase in active users while WhatsApp and Facebook also grew.
The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
The year’s end brings a time of reflection. What better way to be reflective than with poetry? Callahan Creek subject matter experts in various departments across the agency – from research, analytics, strategic planning, traditional and social media to content creation, creative and technical development – boil down their wisdom about 2015 trends into haiku and share with you here.
Digital marketing is important for community developers to help local communities harness its power. It allows communities to help new people learn about opportunities and activities, build customer loyalty among changing generations, and adapt to population changes. Digital marketing is especially relevant now as 87% of US adults are online and 78% of small town America is online, with 67% of rural users on Facebook. Community developers should consider a variety of marketing mindsets and strategies to support local businesses, including educational and collaborative approaches, and tactics like Facebook, Google search, email, and video.
The document discusses how the internet has negatively impacted various aspects of society and culture. It argues that the internet prioritizes fast profits over quality, atomizes attention, is not truly democratic, and promotes groupthink over dialogue. However, it suggests that brands could play a positive role by focusing on purpose rather than just sales, and that new creative processes are needed to build a better digital future.
The document discusses insights from Hans Rosling's TED talk about using data and technology to better understand reality and make decisions. It notes that while technology has advanced, common sense is still needed. Looking at multidimensional data is important to avoid false illusions because data is often better than assumed and can help managers make better decisions that increase business growth.
11 November 2015 - Thinktank, Birmingham.
#hntechsurvey
AGENDA
SURVEY FINDINGS
Rob Grimsey, Harvey Nash
PRESENTATIONS
Simon Livings
Director, Data Insight Services
KPMG LLP
Dr Nick Hawes
Reader in Intelligent Robotics
University of Birmingham
Rick Robinson
IT Director
Smarter Cities, Amey
Q&A
Hosted by Natalie Whittlesey
Harvey Nash
The document provides information about ICEEfest, an annual festival celebrating creativity in advertising. Some key details include:
- ICEEfest 2016 saw over 3,350 attendees from 17 countries, with over 30 speakers and guests.
- Attendees included representatives from brands, agencies, media owners, startups, and more. Nearly 70% were in owner, top, or middle management roles.
- Surveys found over 99% of attendees were interested in returning in 2017 and over 85% were happy with their experience.
- Speakers and sponsors praised ICEEfest for its energy, inspiration, and networking opportunities.
- Media coverage of ICEEfest 2016 included over
Businesses are constantly making predictions through decisions like choosing advertisements, hiring candidates, or sales forecasts. However, the processes businesses use to make these decisions are not always reliable. An experiment testing a marketing team's ability to choose the best advertisement found they only had a 13% chance of being correct, whereas larger groups were much more accurate. Similarly, recruitment decisions are often made by just one or two people and influenced by emotions rather than ability. The document argues crowd-sourced prediction protocols that incorporate more data and viewpoints could improve business decision making over relying on small groups or individuals.
Khảo sát hành vi người tiêu dùng Tết 2021Duy, Vo Hoang
Facebook, YouTube, and Zalo saw significant changes in usage during Tết compared to before Tết. Facebook usage decreased from 60% to 43%, YouTube decreased from 44% to 36%, and Zalo increased from 10% to 15%. This suggests consumers shifted their social media habits during the Tết holiday period.
TrendsSpotting's 2010 Consumer Trends Influencers: Predictions in 140 CharactersTaly Weiss
"2010 Consumer Trends Influencers" is the second report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
This document provides an overview of Generation Z and their behaviors, preferences, and mindsets based on various reports and surveys. Some key findings include:
- Gen Z spends over two-thirds of their day connected online and consume an average of 68 videos per day, preferring Instagram, YouTube, and Snapchat as platforms.
- They are conscious consumers who care about a brand's values, environmental and social impact. Their identities are fluid and they want freedom to explore and define themselves.
- As digital natives, they have high expectations for personalized and innovative experiences from brands. Social media and influencers strongly impact their purchasing decisions.
- To engage Gen Z, brands need to create high-quality
Dutch media landscape 2017 Q3 update by Starcom starcomNL
The document summarizes recent developments in the Dutch media landscape in Q3 2017. Key points include:
- Talpa now owns all SBS channels after John de Mol's purchase from Sanoma.
- Special interest channels seem to be gaining popularity while branddeli's market share rises.
- New streaming services like Facebook Watch and Disney+ will provide competition for Netflix.
- Cinemas are experimenting with alternative live content like boxing and Game of Thrones.
- NOS.nl has surpassed Nu.nl to become the main Dutch online news site.
Digital Audiences: Asking the questions you might not like the answer to!MAD//Fest London
Digital Audiences: Asking the questions you might not like the answer to! - Gareth George, Head of Media + Planning, Confused.com & Martyn Bentley, Commercial Director - UK, AudienceProject
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
The Future of Storytelling [ThinkContent New York 2018]Heather Eng
The word “storytelling” takes on a whole new meaning with the counterculture media brand, Vice. Hear from Dominique Delport, a veteran agency leader and newly appointed President International and Chief Revenue Officer at Vice, as he shares his thoughts on the powerful combination of strong narratives and innovative technology.
Dutch media landscape 2017 Q4 update by StarcomstarcomNL
The document summarizes recent developments in the Dutch media landscape in 2017. It notes that digital ad spending is shifting more to video from banners, and competition is growing in the video-on-demand market. It also discusses new experiences like 4DX cinema and the growth of platforms like Amazon Music. Overall media spending continues to increase, especially for television, while digital advertising such as search and social media are underreported in traditional measures.
Le meilleur des études Ipsos à travers le monde – Août 2017Ipsos France
This document provides a summary of the latest research and thinking from Ipsos teams around the world. It includes summaries of reports on topics like Latin American socio-political trends, the impact of declining trust in brands, Canadian attitudes on cultural issues, using social intelligence to understand markets, the rise of robo-advisors in financial services, and improving healthcare systems in Southeast Asia. The document aims to share insightful research from Ipsos in an easily digestible format.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Dutch Media Landscape 2017 Q1 update by StarcomstarcomNL
Instagram and Netflix continue growing rapidly and are now among the top 10 apps based on reach in the Netherlands. Traditional TV players like NPO and new entrants like VICELAND are mentioned. Millennials watch 3 hours more online video daily than those aged 55+. Cinema visits increased in Q1 2017 while radio stations 3FM and BNR lost market share. Instagram saw the largest increase in active users while WhatsApp and Facebook also grew.
The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
Unity is a PR agency that differentiates itself through its use of social psychology, strategic thinking, design and communications skills. It works with a range of clients and has won numerous awards for its work. Unity believes that engaging people emotionally as well as rationally is key to building real brand relationships. It provides media relations, consumer research, web services and experiential marketing to help clients achieve their goals.
Social Media Marketing Presentation at the
- Brighton Social Media Meetup: http://lanyrd.com/2012/brighton-social-media-december-meet-up/
My presentation includes; How ‘Traditional Demographics’ for social media campaigns are no longer relevant.
How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
Where we can look for demographics of the future.
What metrics we can integrate into social media marketing campaigns today, to better target the behaviour of purchasers of the future.
UX Cambridge 2017- Three Steps WorkshopAlan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
1. Assessing the state of UX in your organisation
2. Learning how to improve the research that you do
3. Seeing new ‘agile’ ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
The first step is always the hardest: creating leads. Managing traffic and lead generation is a constant struggle for modern marketers, yet one of the most important KPIs for all companies, especially during this fast-changing digital age.
At #SPEAKEASYASIA Edition 5, our respected speakers from Microsoft, LinkedIn and 2Stallions shared their insights and best practices on how they solved the challenge of generating more leads and traffic, in order to seamlessly turn these leads into sales, from the perspectives of both large corporation to rising start-ups.
Are You Listening To Your Customers? Engage Customers Like Never Before.SAP Asia Pacific
Social Media channels offer marketers a rich opportunity to really engage their customers like never before.
Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.
This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.
Similar to Brand Marketing Summit - Learning to Drop the Filthy Curveball (20)
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
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Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Brand Marketing Summit - Learning to Drop the Filthy Curveball
1. Learning To Drop The
Filthy Curveball
KEITH HERNANDEZ
@KEITHRHERNANDEZ
FROM REAL ESTATE TO POINT OF VIEW
2. PUBLISHER + BRAND RECIPE FOR SUCCESS
2012 EDITION
YOUR AD HERE
Impressive Scale
Cool Audience Fact
Ample Space
(next to good statistically relevant content)
3. PUBLISHER + BRAND RECIPE FOR SUCCESS
2018 EDITION
Duopoly?
Subscription Paywall?
E-commerce?
Audio?
Programmatic?
Print is cool again?
Pivot to video?
Experiential AR/VR?
OTT Platforms?
4. +1.3
-1.9
-10.9
-24.7
-33.1
-37.9
-22.2
A65+
2 – 1 1
Weekly time spent with live TV + DVR / time-shifted TV; Source: Nielsen Total Audience Reports Q22017, Q22016, Q22015 | via Axios : GenX vs. Y vs. Z: Shopping Habits Survey | via Retail Assist Q42016 ;
Impatient, Distracted Consumers Upend Media Landscape; Source: eMarketer 2016, Nielsen 2018 | via Axios
OF THE TOTAL U.S. POPULATION
70USE ANOTHER DIGITAL
DEVICE WHILE WATCHING
TV OR VIDEO PROGRAMMING
%
58BR OWSE TH E
IN TER N ET WH ILE
WATC H IN G
%
OF GENERATION Z
CONSUMERS
73
SAY THEY’D MAKE A
PURCHASE BASED ON
A SOCIAL MEDIA
RECOMMENDATION
%
D ON ’T H AVE TH EIR
FAVOR ITE R ETAILER ’S
APP ON TH EIR PH ON E
74%
Change in Minutes
Spent Watching TV
2 0 1 4 – 2017
5 0 – 6 4
3 5 – 4 9
2 5 – 3 4
1 8 – 2 4
1 2 – 1 7
5. 48 Nielson Insights Report 2017Q3
OVERALL U.S. COMPOSITION MADE UP
OF GENERATION Z & MILLENNIALS
%
6. HOT TAKE
Consumers don’t want to know what
products or services your brand offers,
they want to know why you created
your brand in the first place.
10. TL;DR
Gen Z & Millennials could care less
about saving 15% or more on car
insurance.
They care about saving the world.
11. THE GRAND AMBITION
Whether you’re a brand or a publisher,
the reality is you need to reframe your
approach in order to be successful.
12. HOW
Some know
how they do
what they do
WHAT
Everyone
knows what
they do
WHY
Few know
why they do
what they do
13. WHY AREN’T MORE BRANDS
STARTING WITH WHY?
Margins suck!
Requires way more time
and energy
Current way isn’t horrible,
right? I mean… sales
aren’t down that much
16. Quality doesn’t
have to cost a lot
Put people first
Give back to the
community
Career Minds Report Insights Report 2017Q3
Youth Movement: Gen Z Boasts The Largest, Most Diverse Media Users Yet | Nielsen Insights 2017Q3
U.S. POPULATION COMPOSITION
BY RACE & ETHNICITY
Non-Hispanic White
Non-Hispanic Black
Hispanic
Asian-American
Other
GEN Z
70%
“How important are diversity & forward-thinking
issues to you when thinking about an employer?”
17. Quality doesn’t
have to cost a lot
Put people first
Give back to the
community
Getting to Know Gen Z: Beliefs, Preferences, & Behaviors; Source: Marketing to Generation Z… Jeff Fromm, Angie Read | via Marketing Profs 2018Q1
SOCIAL ISSUE IMPORTANCE
BY GENERATION
Affordable
Education
Racial
Equality
Poverty Gender
Equality
Labor
Laws
Immigration
Reform
Sexual
Orientation
Equality
Generation Z
Millennials
Generation X
Boomers
%Agree
20. They don’t trust
the old approach.
WHY DOES THIS MATTER?
Your target makes important
decisions influenced by the
belief that there are important
changes happening in the
world right now.
23. DATA DRIVEN BRAND
“There’s a growing trend!”
D ATA IN FOR MED BR AN D
“What can we learn from this
format’s success to fuel our
POV?”
Builds content strategy
around recent gender
reveal trend
Builds ad spot that
incorporates gender
reveal theme
People love a payoff
People love seeing
athletes & celebrities
humanized
People enjoy a strong
story in a short time frame
24. Shift from audience targeting
to audience understanding.
HOW CAN BRANDS APPLY THE WHY
TO DISTRIBUTION & REACH?
25.
26.
27. Shift from Audience Targeting
to Audience Understanding
Be Data
Informed, Not
Data Driven
THANK YOU!
KEITH HERNANDEZ
@KEITHRHERNANDEZ
Focus on Culture,
not Numbers
START WITH WHY
Put People First
Commit
Editor's Notes
Changing Landscape - Publishing has never been easy, but only a half decade ago, the advertising side had a pretty simple formula to go to market and find client partners
Look at our scale!
Check out this interesting fact about our audience!
Put your cool ad next to our cool content!
In essence, digital advertising was real estate. And this made the advertising sales team real estate agents. They were looking to find willing partners to gobble up the open inventory.
In 2012, if you built a strong enough brand, played the scale game you could walk into an ad agency and get the money.
Fast forward to 2018 and do you know the #1 reason why a Gen Z’er will delete an app from his/her phone? Because they didn’t like how the logo looks mixed in with the others. Brand building is harder than it’s ever been because of choice, fragmentation and because the rules of brand loyalty have changed.
This generation is using the same creative tools the professionals are. They have flattened the barrier to entry, so they can sniff bullshit a mile away.
It’s beautiful, yet it’s terrifying.
Let’s stop and think about that for a second. They get more likes and comments on Instagram than the people we pay good money to run our handles. They know the changes before we do. In actuality, we are learning from them!
This generation is using the same creative tools the professionals are. They have flattened the barrier to entry, so they can sniff bullshit a mile away.
It’s beautiful, yet it’s terrifying.
Let’s stop and think about that for a second. They get more likes and comments on Instagram than the people we pay good money to run our handles. They know the changes before we do. In actuality, we are learning from them!
Progress - With the growth of companies like BuzzFeed, Vice and Vox, branded content has become a popular source of revenue for upstart publishers but many think it’s a fad. It is not. The reality is branded content is fucking hard. It’s hard!
Consumer behavior
Millennials care less about saving 15% or more on car insurance and care more about saving the world. This is a good thing!!!
They want to know what your brand stands for, why they exist. And they will pay a premium for it.
There is the potential for a deeper emotional connection if you are approaching the relationship the right way.
The Brandless POV - (Will pull from their About Us page - https://brandless.com/about)
Quality doesn’t have to cost alot
Put People First - safety, non-toxic, non-GMO
Give back to the community
Every single company should think and act like a publishing company
What these successful publishers and brands are getting right is that they’re not selling what they do or how they do it––they’re selling their point of view and world perspective. They’re starting with the why.
So what are we up against? What are the barriers––why haven’t more people jumped in? Aside from the fact that margins suck, this is a pretty radical leap in how much mental engagement is needed. It requires time, patience, commitment to your brand, and reassessing how you’ve approached finding success until now.
Ultimately what it boils down to is shifting from being data driven to data informed.
So what are we up against? What are the barriers––why haven’t more people jumped in? Aside from the fact that margins suck, this is a pretty radical leap in how much mental engagement is needed. It requires time, patience, commitment to your brand, and reassessing how you’ve approached finding success until now.
Ultimately what it boils down to is shifting from being data driven to data informed.
Let’s first go back to some of the differentiators in the groundbreaking brands that are finding success with Gen Z and Millennials. If we’re really looking at the people we’re trying to reach, research tells us that their makeup—and priorities—DO fully align with the core mission of the brands we looked to earlier.
Let’s first go back to some of the differentiators in the groundbreaking brands that are finding success with Gen Z and Millennials. If we’re really looking at the people we’re trying to reach, research tells us that their makeup—and priorities––align to the core mission of the brands who are dominating the space right now
Let’s first go back to some of the differentiators in the groundbreaking brands that are finding success with Gen Z and Millennials. If we’re really looking at the people we’re trying to reach, research tells us that their makeup—and priorities––align to the core mission of the brands who are dominating the space right now
Let’s look to the entertainment world for a bit of recent inspiration:
Lin-Manuel Miranda
Beyonce
Ryan Coogler
Ava Duverney
Chance the Rapper
Shonda Rimes
Ways to make diversity part of your overall strategy, from Tanzina Vega on Twitter:
1. Stop reacting to your lack of diversity in fits and starts and make it a part of your core mission as an organization.
2. Diversity is not a trend, it's an imperative to make sure your creative is better, more nuanced and more entertaining.
3. Develop the people you already have by investing in them, giving them high profile projects and supporting them.
4. Stop thinking there is a certain number of people of color or women you need to hire and thinking you have "enough."
5. Stop telling people you are on a mission to be more diverse so that's why you are reaching out to them
6. Groom diverse talent to be able to grow into senior management and other leadership roles.
7. Creative diversity should be intersectional.
8. Don't forget about class diversity.
9. Stop focusing so much on hiring "stars," the one coveted voice. Develop your own stars.
10. Pay attention to how you treat different staff members and confront your own internal biases.
These brands are successful because instead of being driven by data points and internal structural politics, they’re INFORMED by audience data—integrating the values and culture that their target leans on to make decisions into the core of their business.
So how do you win over this new generation? You have to hit them with the filthy curveball. That knee-buckling, gravity-defying hook that helps them see the world from a different perspective. On average, a person under 25 sees over a thousand ads a day. If you are throwing them straight cheese, they will see right through it and smack it right out of the park. We have to go back to core storytelling and surprise them with something new.
To see this in practice, let’s look back to last summer when Gender Reveal videos were widely popular.
Being data informed instead of driven means examining the key drivers behind a conversation trend and drilling down to WHY the needle is moving, not just how much.
A standard data driven publisher would look at the success of this video, 2MM+ views, and say there is a growing trend for Gender Reveal videos, which they may be, but they end there. They direct their editorial team to uncover more and start upon a gender reveal strategy. IF the marketing team is looped in, they might come up with a gender reveal package for clients to buy into. All positive activity, but on surface level.
The data informed company looks at the success of those videos and asks why they worked on a human level and how we could learn from it’s success to fuel their POV. As you dig in, you find common themes for the more succesful videos in this genre:
There is a pay off - whether it;s pink or blue, there is an answer near the end of every video, usually met with celebration. The viewer is trained to wait for this pay off and is rewarded.
Humanizes athletes - the videos, like this one, usually are shot in the backyard of the athletes house, with their significant other, friends and family. It takes these massive celebrities and brings them back to earth. It shows their emotional side and the event is pure joy.
They are short - most last 20-30 seconds, providing a strong narrative arc in a short time frame.
With that knowledge, the data informed publisher can create short original content with a strong pay off, that humanizes athletes and brings joy to the audience. They can then talk to their advertising partners about why and how this approach works and help them create original work that resonates with the intended audience.
Right time, right place, right ad Fallacy - even if you nail all three of these via the best tech stack, you are still missing the emotional connection, the why.
Being data informed works in tandem with understanding your audience vs. simply targeting demographics––dig into your target’s behavior. Why are some content and formats are resonating with your target over others? How can your content communicate WITH your target instead of to?
Adidas Originals at large is on fire with this approach
Commit
Branded content and content marketing are not a fad, they are here to stay. Too often, companies are merely dipping their toes into the water and not fully committing. Make content your core and it will help drive insights in other parts of the business, you will be a company that values the humanities along with the science. It won't be easy to spot the successes in year one, but don't give up. The companies that success in the next twenty five years will be the ones with empathy, curiosity and commitment to creativity.
Moving forward, the companies who become exceptional at this do so not because they think they are exceptional. They become amazing because they are obsessed with improvement. That obsession comes from a belief they are not that great at all. It's anti-entitlement.
People who become great at something become great because they understand they are not already great - they are mediocre they are average - and they could be so much better.
They are always learning, always growing, never entitled.