The document discusses building brand image in the post-COVID 19 era. It identifies the key motivations as determining needs, challenges, and opportunities for brands. It discusses problems brands may face like erosion of brand image. The needs identified include effective communication and connecting with audiences. Challenges include maintaining supply chains and demand. Opportunities discussed are immunity marketing, social media marketing, and digital marketing. It provides recommendations like changing brand campaigns, supporting charitable activities, and not encouraging fear.
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
Nutricosmetics: Designing effective marketing strategies to exit the niche an...Target Research
Negli scorsi cinque anni, il lancio di nuovi prodotti e il cambiamento nello stile di vita dei consumatori hanno fatto emergere un crescente interesse nei confronti del concetto di “beauty from within” (“bellezza dall’interno”). Il fenomeno, a cui le aziende hanno risposto con la creazione della “nutricosmetica” (integratori e cibi per la bellezza di pelle, capelli e unghie), è basato sull’idea che il consumo di specifici nutrienti possa agire sul nostro aspetto esteriore.
L’obiettivo di questa ricerca è di indagare come il rapporto dei consumatori con il mondo della bellezza sta evolvendo e rispondere quindi alla seguente domanda:
“Quali sono le strategie di marketing che le aziende dovrebbero adottare per introdurre nuovi segmenti di mercato all’uso di nutricosmetici?”
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe it’s becoming less effective
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
Overview of Toilet Cleaner products in Vietnam market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 27thFeb 2015–1stMar2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Male & Female
Sample Size: 850 samples
Survey Content:
Toilet cleaner brand awareness
Expansive of Toilet cleaner Brand
Toilet cleaner brand ever used
Toilet cleaner brand used in the past 3 months
Toilet cleaner brand most often used in the past 3 months
Toilet cleaner brand use in the future
Toilet cleaner brand recommendation
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
Nutricosmetics: Designing effective marketing strategies to exit the niche an...Target Research
Negli scorsi cinque anni, il lancio di nuovi prodotti e il cambiamento nello stile di vita dei consumatori hanno fatto emergere un crescente interesse nei confronti del concetto di “beauty from within” (“bellezza dall’interno”). Il fenomeno, a cui le aziende hanno risposto con la creazione della “nutricosmetica” (integratori e cibi per la bellezza di pelle, capelli e unghie), è basato sull’idea che il consumo di specifici nutrienti possa agire sul nostro aspetto esteriore.
L’obiettivo di questa ricerca è di indagare come il rapporto dei consumatori con il mondo della bellezza sta evolvendo e rispondere quindi alla seguente domanda:
“Quali sono le strategie di marketing che le aziende dovrebbero adottare per introdurre nuovi segmenti di mercato all’uso di nutricosmetici?”
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe it’s becoming less effective
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
Overview of Toilet Cleaner products in Vietnam market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 27thFeb 2015–1stMar2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Male & Female
Sample Size: 850 samples
Survey Content:
Toilet cleaner brand awareness
Expansive of Toilet cleaner Brand
Toilet cleaner brand ever used
Toilet cleaner brand used in the past 3 months
Toilet cleaner brand most often used in the past 3 months
Toilet cleaner brand use in the future
Toilet cleaner brand recommendation
Society has saluted corporate social responsibility of firms blindly without paying keen interest to the
long-term survival of humanity. This has made firms pay insufficient consideration to the need to produce
ecologically friendly products
We analyse the interaction of price, quality, health and brand as drivers of item choice. We examine how the importance of these factors varies depending on the channel. This report outlines what “best price” actually means to shoppers and we look at what shoppers look for when looking for quality. We also look at what shoppers look to when deciding if a product is healthy or not. We used nine proxy categories to help understand how and what shoppers’ trade-off depending on what category they are considering.
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
Did you know? 59 percent of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days.
MSLGROUP's food and beverage specialty, in association with Hartman Group, brings you the latest research report on the impact of social media on the food industry. This time, we focus on connected mothers, a critical market segment for brands looking to adopt new strategies for social and digital media.
Moms are some of the most engaged users of social media. On average, moms – not just active users – spend an average of 18.4 hours per month social networking online, according to the study. Please connect with Steve Bryant for more information: steve.bryant@mslgroup.com
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Social media is a huge part of the lives of consumers today, and many businesses have taken to sites like Twitter and Facebook for digital marketing purposes.
View this presentation here: https://www.bigmarker.com/illinois_business_community/room55
But it's important to remember that one of the most vital aspects to any successful business is customer service. In this presentation, we'll look at some easy ways to use social media networks to your advantage, and how to use them to create a positive, personal relationship with your customers.
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.
Society has saluted corporate social responsibility of firms blindly without paying keen interest to the
long-term survival of humanity. This has made firms pay insufficient consideration to the need to produce
ecologically friendly products
We analyse the interaction of price, quality, health and brand as drivers of item choice. We examine how the importance of these factors varies depending on the channel. This report outlines what “best price” actually means to shoppers and we look at what shoppers look for when looking for quality. We also look at what shoppers look to when deciding if a product is healthy or not. We used nine proxy categories to help understand how and what shoppers’ trade-off depending on what category they are considering.
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
Did you know? 59 percent of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days.
MSLGROUP's food and beverage specialty, in association with Hartman Group, brings you the latest research report on the impact of social media on the food industry. This time, we focus on connected mothers, a critical market segment for brands looking to adopt new strategies for social and digital media.
Moms are some of the most engaged users of social media. On average, moms – not just active users – spend an average of 18.4 hours per month social networking online, according to the study. Please connect with Steve Bryant for more information: steve.bryant@mslgroup.com
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Social media is a huge part of the lives of consumers today, and many businesses have taken to sites like Twitter and Facebook for digital marketing purposes.
View this presentation here: https://www.bigmarker.com/illinois_business_community/room55
But it's important to remember that one of the most vital aspects to any successful business is customer service. In this presentation, we'll look at some easy ways to use social media networks to your advantage, and how to use them to create a positive, personal relationship with your customers.
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.
Insights from 2,000 American consumers explain - How retail stores could safe...imogenkw
A survey of 2,000 American consumers suggests how retail stores can safely reopen for business as the Coronavirus lockdown eases. Three key insights demonstrate how Covid-19 will change retail for now and in the future.
Report by retail technology Qudini: Provider of appointment booking and virtual queuing software.
(Apologies for the low resolution, the file is high res until uploaded. Feel free to get in touch for the high res file: info@qudini.com)
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
Insights from 2,000 UK consumers explain - How retail stores could safely reo...imogenkw
A survey of 2,000 British consumers suggests how stores can safely stay open for business as the Coronavirus lockdown eases. Three key insights demonstrate how Covid-19 will change retail for now and in the future.
Report by retail technology company Qudini: Provider of appointment booking and virtual queuing software.
(Apologies for the low resolution, the file is high res until uploaded. Feel free to get in touch for the high res file: info@qudini.com)
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Influential social media trends to follow in 2021CatherineTeves1
Staying updated on the latest social media trends helps you stand out among the masses. Here are the most important Social media marketing trends in 2021 that Social media marketing agencies are keenly observing and that you can also use to fuel your strategy.
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
Finding Balance in Adversity: COVID-19 Playbook for BrandsMaggie Malek
In this environment, talking about marketing can feel like we are taking advantage of the current crisis. Selfish and VERY strange. But it is exactly during these times of crisis that we must step-up and examine the role we play as marketers and brands to drive the economy.
The consumers who buy our products on the shelf at the store (or online, with this new normal) are made up of people, just like you and me. If you work in advertising, the same goes for the brands that you serve. These are all people; they have fears and dreams. Mortgages and stock options. Friends, neighbors, siblings and grandparents. There are so many things to worry about. Our brand partners are also worrying about their people – the staff that work in fulfillment centers, the customers they serve and the communities they volunteer in. The lives that we touch as marketers are in the millions, and even in the face of uncertainty, we must continue on.
But we must do it with empathy, keeping all of those people in the center of the choices we make.
At MMI, we are here to serve you, both the brands we work with and all of our sister agencies and small businesses who are looking for help. We are undaunted by the task ahead of us. To help you manage your business through this time, we have created a brand playbook you can use. It’s compiled of actionable next steps based on our long experience with consumer understanding and our path-to-purchase obsession, as well as our deep understanding of integrated communication crisis strategy for global brands. We have also leveraged global learnings from our sister agencies, ForwardPMX and HarrisPoll.
The Power of Insight A Comprehensive Brand Awareness Survey Report_Researcher...Researchers3
The business landscape has become highly competitive today and brand awareness plays a pivotal role in shaping successful firms. As a brand owner, you need a comprehensive understanding of consumer perceptions and preferences. This helps to establish and maintain a strong brand presence.
Similar to Building brand image in post COVID-19 era: need, challenges and opportunities (20)
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Building brand image in post COVID-19 era: need, challenges and opportunities
1. Presented By:
ROBIN GHOSH (120097)
SIP PROJECT ON
BUILDING BRAND IMAGE
IN POST COVID-19
ERA:NEED,CHALLENGES
AND OPPORTUNITIES
2. CHIEF MOTIVATIONS
• To identify the problem statement
• To know the need’s of building brand image in post COVID-19 era.
• To determine the challenges faced by the brands in post COVID 19 era.
• To identify the opportunities for building brand image in post COVID-19 era.
• To interpret the consumers view on brand's response to the COVID-19 era.
• To recommend the possible ways which could help in building brand image.
3. PROBLEM
STATEMENTS
Do brands matter in times of human crisis?
Is there anything we can do to slow the erosion of
brand image?
How do we best respond to change? What should
we be doing today to be in a position of strength
when the crisis inevitably passes?
Is there something our brand can do to help right
now?
4.
5. NEEDS
With most activities shut down and people now practicing social distancing in order to prevent the spread
of coronavirus (COVID-19), this is probably the most testing time for most brands to connect with their audience.
Building a Brand image with new customers and maintaining the pre-existing ones will be now more difficult, than it
has been in the recent past.
With most organizations already dealing with a slowdown, if not a complete shutdown, marketing during this period
will need a lot of creativity and tact to ensure that the message of the brand is effectively communicated.
It is that time when we identify the difference between our NEEDS and WANTS.As it will have a Major impact on how
consumers interact with brands in upcoming days.
Brands provide social and collective advantages to their consumers, In the current COVID-19 era, the social
responsibilities of brands have become even more important.
In the post COVID- 19 era, there is a urgent need of meaningful brand communications that can be channelized
through Meaningful Media platform
As General and modern trade channels are shut down and working with limited capacity, it has resulted in consumers
switching to online shopping
Because of the availability of contactless and door-to-door deliveries system, E-commerce platforms have also
observed an upward movement.
6. CHALLENGES
• Brands are facing challenges like maintaining supply chain and meeting the demand of selected product
categories due to excessive and bulk ordering of those products. The reason behind this is the uncertainty and
limited availability of goods in the upcoming future.
• Brands are facing demand-supply deficit in the market which is resulting in penetration by counterfeiters at a
rapid rate.
• Products such as sanitizers and personal protective equipment (PPEs) are supplied by counterfeiters during the
pandemic is also a major challenges for the brands to tackle.
• Huge amount of stocks is stuck in plants, warehouses and in-transit, due to which companies are not able to
push stocks in the downstream supply chain. Expired or near expiry is pushed in the market as a result price.
• An erosion of brand equity and customer loyalty is observed .
7. OPPORTUNITIES
Immunity Marketing-
• Brands have to focus on adaptive immunity, addressing specific areas that have changed since the crisis and scanning for new
threats -- these can come from changes in customer expectations
• Through immunity marketing marketers can build systems to meet unforeseen challenges, blocking out invaders and
mounting a defence that helps them not just survive, but thrive in the new normal
Social Media Marketing-
• As we approach your social media marketing during these more sensitive times, brands can try telling a story with messaging.
A story can be conveyed about the brand’s impact in a few different ways.
• As everyone takes to social media for their entertainment, brands will be competing against every other company to grab the
attention of the consumers. . Now is the time to invest in the work brands are putting out.
Digital Marketing -This provides the perfect opportunity for brands to reach a wide network, and there is also decreased activity
by competitors which could further improve digital outreach.
8. LITERATURE REVIEW
• Brands need to make it less about themselves and more about the people. They need to build trust by setting brand
objective aside and helping people recover.
• Brands that falls in the categories of physiological and safety needs will recover quicker versus those in the self-esteem
and self-actualization needs.
• Brands will need to plan for an agile channel strategy which means they must able to adapt to changing market
conditions in order to stay ahead of the competition.
• There would be increased attention to the origin of products, much more in India than in Europe and the US
• Brand switches in India would be common and easier especially when brands are not easily available
• The purchase behavior will have a new concept by corporates and retailers as touch-and-feel, impulse and social
interactions will reduce
• There will be trust issues between brands and consumers but if there is more transparency in the operations it will help
in solving the trust issues.
• Only 59 per cent of Indian consumers said they would be happy with the same brands, depicting a shift in brand loyalty.
• Consumer will be switching from expensi.ve brands to cheaper alternatives. They are likely to spend less now
9.
10. CASE STUDY ON BUILDING BRAND IMAGE DURING
COVID -19
Swiggy
Challenge:
• Phobia regarding ordering food online
• Curb fake news towards food delivery as one of the foremost carriers of the virus
Approach:
• Rather than talking about brand’s preventive measures – They educated the users on precautions to be taken while
ordering food online
• Partnered with top online publishers, & published over 25 articles across languages
Result:
• 3x return to the app (post-campaign)
• Orders increased by approximately 5%+
• Overall reach - 10 Mn+
11. Tata Trucks
Challenge:
• In the COVID-19 outbreak in India, the trucking industry has never been busier.
• Truckers are trying to navigate growing challenges on highways and at loading docks, as they seek to keep the supply
chains running to meet surging coronavirus-driven demand for consumer staples and medical equipment.
Approach:
• Tata Motors decided to salute the spirit of unsung heroes – the unstoppable Indian truck drivers with the campaign
#ThankYouIndianTruckers – video released in eight languages (including vernacular).
Result:
• Impressions - 58 Mn
• Reach - 20 Mn
• Views - 16 Mn
• Click - 7.78 Lakhs
12.
13.
14.
15. RESEARCH METHODOLOGY CONSIDERATIONS
Objectives of the Study:
• To analyze the Needs Challenges & Opportunities in building Brand image
• To know the consumers, view towards Building brand image in post COVID-19 era.
Research Methodology:
• The Research is Exploratory Research. The data is collected through 128 consumers
Sample Design
• The method used for sample technique is random sampling method.
Sample Size
• 128 Consumers
Tools of Analysis
• By using Questionnaire Method.
Data Collection
• Source of data for this project are both primary and secondary.
Limitations
• The respondents were limited and cannot be treated as the whole population.
• The respondents may be biased.
• Time was the major constraint.
• The accuracy of indications given by the respondents may not be consider adequate
16. INTERPRETATION
80% of respondents believes that there will be a long-lasting impact of COVID-19 on brand image and rest 20% believes that it will
not last long.
43% of respondents said that the impact of COVID-19 on brands will be stronger one. Another 43% said that it will have a moderate
impact. Also, there was 13% of respondents who said that it will have a minor or no impact on brand image.
There was 27% of respondent who said brands are not prepared,63 % said that they are somewhat prepared and only 11% believed
that they were very prepared by the challenges brought by the COVID-19.
9% of respondents said that brands were not concerned about their brand image,40% felt that brands were very concerned about
their brand image and remaining 52% felt that brands were somewhat concerned about their brand image.
109 out of 128 respondents said that COVID-19 had a social impact on brand image and rest of them said it had a cultural impact on
brand image.
78% of respondent said the COVID 19 impact on brand image will be temporary and the rest 23% said that there will be a permanent
impact of COVID-19 on brand image.
61% of respondents believes that there will be long term impact of COVID-19 on brands while 39% of them said that the impact will
be a short term one.
67% of respondents said that COVID-19 will force the brands to change their marketing strategy. Also, there was 5% of respondents
who said it won’t force the brands to bring change in marketing strategy, while rest were unsure.
17. There was only 44% of respondents who have heard about new brands while other 56% did not heard about any new brands during
pandemic.
48% said that brand actions have impact on their trust at this time of crisis,19% denied that actions taken by the brands affecting their
trust in them.
59% of respondents said that brand will serve the customers in the same way as they were serving before COVID 19 while 41% said
they can’t serve them as they were served before.
46% said that they will buy more of branded products and 13% denied of buying any branded products post COVID-19. Remaining
respondents were neutral.
53% said that they will keep buying the same brand product post COVID-19 which they were buying before pandemic.12% said that
they won’t buy the same brand.
Only 28% of respondents agreed to the fact that brands will stop advertising post COVID-19 while 24% disagreed and rest were
neutral.
62% of respondents said that there is an opportunity for brands to rebuilt their strategy and there was 36% of respondents who
believe there is no such opportunity of rebuilding.
54% respondents agree that consumer may not remember what brand said but remember what they made them feel.
65% of respondents have observed support/help from brands during pandemic and 35% have seen no support from brands during
pandemic.
68% of respondents said the brands will keep on supporting even when the pandemic gets over while remaining 32% believes the
brand will stop its support/help after pandemic gets over.
34% of respondents of total respondents agreed to the fact that brands are offering a positive perspective during pandemic.
18. 61 respondents have found new brands on social media,18 found out on post in blogs and 9 found out through celebrity
endorsements.
48% said that brands were using the name of coronavirus to promote their brand image while 17% did not agreed to this. Rest of
them were neutral.
65% of respondents expects brands to come with some new goods and services post COVID 19, while 9% doesn’t expects any
new product or services post COVID 19. Rest 26% were not sure.
Only 40% of respondents agreed that the brands will be able to relate with the consumer post COVID 19.
60% of the respondents expects more communication from the brands post COVID 19 while 9% do not expect any
communication from them.
60 respondents said that hygiene & safety was most prior followed by brand name, packaging, price and brand visibility &
communication.
There were 38% of respondents who believe that investment in technology by the brands will increase by 50%, 10% believes that
it won’t make a difference and the rest 52% believes that it will increase but not by 50%.
48% of respondents believed that brands that has both online and offline channels will sell more post pandemic and 31% said that
it will depend upon other factors
38% of respondent feels that online shopping preference during COVID 19 is just a temporary phase.29% of respondent feels no
it’s not a temporary phase, shoppers will not come back to stores for most purchases.
43% of respondents believe that e commerce will soon overtake physical retail stores and brands that do not sell online will lose
while 31% of the respondents disagrees to this concept.
19. RECOMMENDATIONS
• Changing Brand Campaigns
• Drawing attention to the Strengths of the Brand
• Getting a powerful CRM Tool
• Bringing the Workforce and Employees forward
• Adapt to new Product Offerings
• Support and encourage Charitable Activities
• Extra attention on making a brand essential in long term
• Not Encouraging Fear and Panic