This document provides an overview of building brands that last through effective brand management. It discusses how delivering a consistent brand experience has become more complex in today's omnichannel marketplace. The key is communicating consistently with customers across all channels in the way they want to be reached. This requires streamlining work processes from content intake to creation to measurement. A digital asset management solution is a critical tool to support brand strategies by simplifying and automating content distribution. It provides a central hub for brand guidelines, assets, and experiences to ensure consistency across touchpoints and over time.
What's the secret to an award-winning marketing technology stack?
In this presentation, you'll learn:
- What martech investments and integrations are trending most among Widen customers
- Examine some Stackie award-winning martech stacks
- How Widen can help you with your martech stack integrations
Companies are facing increasing pressure to provide their employees with the highly connected tools and information that match today’s consumer social networking experiences. By empowering employees to work in an environment that is more connected, companies have an opportunity to improve the value of customer relationships, respond to opportunities with speed and intelligence, and gain an advantage over competitors. With familiar social tools that are seamlessly integrated into your existing applications, employees can easily share ideas and collaborate with colleagues, regardless of their location and better understand and address customer perceptions and market trends more quickly.
Microsoft is uniquely positioned to help its customers take advantage of the opportunities that social computing presents by offering a connected experience to end users and a connected platform for IT.
Acquia webinar: Leveraging Drupal to Bury Your Sales Team In B2B LeadsAcquia
CloudHealth’s story of ramping up their B2B digital experience through an upgrade to Drupal 8 is impressive - and they’re not alone. Organizations of all kinds are discovering how Drupal 8 can boost lead generation, and ensure those leads get to the sales team faster than ever before. We’d love to answer any questions you might have, and explore how Drupal can empower your own sales team.
What's the secret to an award-winning marketing technology stack?
In this presentation, you'll learn:
- What martech investments and integrations are trending most among Widen customers
- Examine some Stackie award-winning martech stacks
- How Widen can help you with your martech stack integrations
Companies are facing increasing pressure to provide their employees with the highly connected tools and information that match today’s consumer social networking experiences. By empowering employees to work in an environment that is more connected, companies have an opportunity to improve the value of customer relationships, respond to opportunities with speed and intelligence, and gain an advantage over competitors. With familiar social tools that are seamlessly integrated into your existing applications, employees can easily share ideas and collaborate with colleagues, regardless of their location and better understand and address customer perceptions and market trends more quickly.
Microsoft is uniquely positioned to help its customers take advantage of the opportunities that social computing presents by offering a connected experience to end users and a connected platform for IT.
Acquia webinar: Leveraging Drupal to Bury Your Sales Team In B2B LeadsAcquia
CloudHealth’s story of ramping up their B2B digital experience through an upgrade to Drupal 8 is impressive - and they’re not alone. Organizations of all kinds are discovering how Drupal 8 can boost lead generation, and ensure those leads get to the sales team faster than ever before. We’d love to answer any questions you might have, and explore how Drupal can empower your own sales team.
Digital Marketing Automation with Salesforce Marketing CloudThinqloud
This presentation explains how Salesforce Marketing cloud enables your organization to build and manage powerful 1-to-1 customer journeys.Discover the strategy to target more customers in today's competitive world.
IBM Collaboration Solutions Use Case HandbookAlan Hamilton
Useful examples for different parts of any organization and how they can develop more engaged employees and better business outcomes from using IBM solutions.
5 Critical Keys to Success with Sitecore DMSNavigationArts
Are you putting your analytics to work with your data management system? Collecting data is the easy part, but using it to create real value takes skills, planning, and the proper tools. Sitecore’s integrated analytics platform provides the tools, but what else do you need to reap the benefits?
This webinar is presented by Sitecore and Navigationarts. We highlight what you need to get started and what you need to get the most out of DMS. Case study examples ranging from B to B, B to C, and somewhere in between highlight best practices in custom reporting, audience segmentation, real time personalization, and more.
The webinar covers:
How to plan for DMS including audience analysis and content tagging strategies
The ideal project approach
Best practices in B to B and B to C marketing tactics
Using real time personalization
Understanding engagement tiers; out-of-the-box vs customized
Enterprises often invest millions in building out a platform to streamline the process for building, deploying and managing multiple digital properties. But the broader enterprise, including business users, doesn’t know what they have OR how to use it. In other words, they’ve bought the ferrari but it’s sitting in the garage.
For this webinar, Acquia and their partner, Genuine along with their client, Baxter, will share strategies and lessons learned in helping brands leverage their digital platforms to support enablement and governance across tens, hundreds or thousands of sites.
We will explore approaches that maximize your technology investments to bolster technical and brand governance while empowering marketers to build the digital experiences they need to support their business objectives. We’ll also look at how Acquia’s low-code site builder, Cohesion, can provide another tool to give marketers freedom while ensuring a consistent brand experience.
Leveraging social media to capture, organize, edit and distribute narrative content within an extended community. Enterprise 2.0 concept for community-based collection and editing of critical content (success stories, product scenarios, customer quotes, competitive intelligence).
We focused on the practical side. We described how to implement the method, where you can (and should) use marketing automation, what kind of tools should be used and what are the good and bad points of each method.
Ghostery Enterprise - Defining The Marketing CloudGhostery, Inc.
You no longer have a website, you have a marketing cloud.
In 2004 you had a website. In 2014, you have a marketing cloud. You interact with your customers across various channels and device types, and rely on hundreds of vendor partners to do so. If you are like most enterprises, your marketing cloud is sub-optimally controlled. A poorly controlled cloud can cause you to send customers to competitors, dilute your customer data value, open security breaches, and slow down your site. Good cloud management ensures that you keep and grow your customer base, secure data, and improve site performance.
In this research series, we will be defining the marketing cloud and providing benchmark data and best practices for marketing cloud management. This is part one of the three part series.
Defining the Marketing Cloud
Benchmarking Your Marketing Cloud
Marketing Cloud Management: Best Practices
In our ever-increasingly digital society, whether you ‘exist’ depends upon whether you have a digital presence. And if you have a digital presence, the next question is, “How effective is your brand experience online, in attracting customers and creating tangible leads?”
It’s not just about making things look good, it’s about solving your business problem. How to use Purpose, Strategy and Design in meaningful ways, that differentiate your business with intent, vision, relevance and clarity.
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
Digital Marketing Automation with Salesforce Marketing CloudThinqloud
This presentation explains how Salesforce Marketing cloud enables your organization to build and manage powerful 1-to-1 customer journeys.Discover the strategy to target more customers in today's competitive world.
IBM Collaboration Solutions Use Case HandbookAlan Hamilton
Useful examples for different parts of any organization and how they can develop more engaged employees and better business outcomes from using IBM solutions.
5 Critical Keys to Success with Sitecore DMSNavigationArts
Are you putting your analytics to work with your data management system? Collecting data is the easy part, but using it to create real value takes skills, planning, and the proper tools. Sitecore’s integrated analytics platform provides the tools, but what else do you need to reap the benefits?
This webinar is presented by Sitecore and Navigationarts. We highlight what you need to get started and what you need to get the most out of DMS. Case study examples ranging from B to B, B to C, and somewhere in between highlight best practices in custom reporting, audience segmentation, real time personalization, and more.
The webinar covers:
How to plan for DMS including audience analysis and content tagging strategies
The ideal project approach
Best practices in B to B and B to C marketing tactics
Using real time personalization
Understanding engagement tiers; out-of-the-box vs customized
Enterprises often invest millions in building out a platform to streamline the process for building, deploying and managing multiple digital properties. But the broader enterprise, including business users, doesn’t know what they have OR how to use it. In other words, they’ve bought the ferrari but it’s sitting in the garage.
For this webinar, Acquia and their partner, Genuine along with their client, Baxter, will share strategies and lessons learned in helping brands leverage their digital platforms to support enablement and governance across tens, hundreds or thousands of sites.
We will explore approaches that maximize your technology investments to bolster technical and brand governance while empowering marketers to build the digital experiences they need to support their business objectives. We’ll also look at how Acquia’s low-code site builder, Cohesion, can provide another tool to give marketers freedom while ensuring a consistent brand experience.
Leveraging social media to capture, organize, edit and distribute narrative content within an extended community. Enterprise 2.0 concept for community-based collection and editing of critical content (success stories, product scenarios, customer quotes, competitive intelligence).
We focused on the practical side. We described how to implement the method, where you can (and should) use marketing automation, what kind of tools should be used and what are the good and bad points of each method.
Ghostery Enterprise - Defining The Marketing CloudGhostery, Inc.
You no longer have a website, you have a marketing cloud.
In 2004 you had a website. In 2014, you have a marketing cloud. You interact with your customers across various channels and device types, and rely on hundreds of vendor partners to do so. If you are like most enterprises, your marketing cloud is sub-optimally controlled. A poorly controlled cloud can cause you to send customers to competitors, dilute your customer data value, open security breaches, and slow down your site. Good cloud management ensures that you keep and grow your customer base, secure data, and improve site performance.
In this research series, we will be defining the marketing cloud and providing benchmark data and best practices for marketing cloud management. This is part one of the three part series.
Defining the Marketing Cloud
Benchmarking Your Marketing Cloud
Marketing Cloud Management: Best Practices
In our ever-increasingly digital society, whether you ‘exist’ depends upon whether you have a digital presence. And if you have a digital presence, the next question is, “How effective is your brand experience online, in attracting customers and creating tangible leads?”
It’s not just about making things look good, it’s about solving your business problem. How to use Purpose, Strategy and Design in meaningful ways, that differentiate your business with intent, vision, relevance and clarity.
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
2021 digital marketing playbook fitnessJeremy Mays
Whether you’re a solo personal trainer or a huge, all inclusive gym brand, digital marketing and content creation has become a pinnacle component of your marketing and brand awareness efforts. From buying ads across social channels to lure new members into the gym with sweaty, sexy interactive videos that target people based on location and other demographics, to wildly popular (during the height of the pandemic) live group workout streaming that people were (and still are) able to tap into through their instagram accounts to maintain their fitness.
There seem to be endless strategies at your disposal when thinking about your digital marketing efforts in 2021.
We’ve built a digital marketing strategy playbook for the fitness industry to give you the tools and techniques to grow your brand.
It is imperative to have a great marketing strategy, but it is not the same as a marketing plan. In our seminar we discuss the difference and how to create a brand strategy, marketing strategy and inbound marketing plan.
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
Digiapolis is an interactive web development and marketing company focused on delivering opportunities to your business bringing bold marketing ideas, an effective use of technology, and a passion for execution.
Business Focus Group (BFG) pioneers in Offshore Sales & Marketing Support, Professional Education and Emerging Promotional Services (to B2B & B2C) by way of Thought Leadership Industry Interface, ITES Marketing and Digital Marketing with enhanced ROI at Right Budgets.
The exciting journey began in 2005 as a group of Business Practitioners offering partial Industry Interface and insights to the Professional Education Sector while later took the position of MPO specialists in 2007-09; helping High Tech SME clients in US.
See how an integrated approach to digital asset management and product information management helps to solve retail content chaos. Organize product specs, marketing copy, and digital assets in one centralized content hub to streamline e-commerce and omnichannel marketing activities and deliver more compelling customer experiences. Learn more at https://www.widen.com.
Using digital asset management (DAM) to optimize customer experiences with trending capabilities for automated workflow, artificial intelligence (AI) auto tagging, analytics and insights, and systems integration. Learn more at https://www.widen.com.
Active brand management is critical to driving trust in the marketplace. The brand management maturity model will help you optimize the essential assets of your brand.
The brand management maturity model helps Widen CollectiveⓇ customers optimize investments in their brand management practice by examining the five dimensions of strategy, people, process, technology, and impact.
Use this tool as a guide to developing your brand strategy to get more out of your marketing investments. Learn more at https://www.widen.com/blog/the-widen-brand-management-maturity-model-your-path-to-greater-roi.
The digital asset management space continues to evolve. How can you stay ahead of the top DAM trends? This presentation is here to show you how to stay ahead of the curve on such mission-critical aspects as omni-channel customer experiences, personalization at scale, data management and analytics.
This presentation will share highlights from Widen's 2019 Digital Asset Management (DAM) Data Report and learnings from this year’s DAM NY industry conference. In this session, you'll:
- Explore the role of DAM in macro content trends for omni-channel distribution, personalization, and measurement.
- Get best practices and expansion tips from leading Widen customers
- Learn about DAM software usage benchmarks and how you can stay ahead of the curve
Designing a Data Strategy A Look Inside Sargento’s Stackie Award-Winning Mart...Widen, an Acquia company
There are more than 7,000 marketing technologies out there. How can you select what you need - and manage integrations - to make sense of all of it all?
Highlights from Widen’s 2019 Martech Survey: Widen your perspective of your ...Widen, an Acquia company
In this presentation, we’ll share exclusive highlights from Widen’s 2019 martech survey. You'll learn what martech investments and integrations are trending most among Widen customers and stay on top of the hottest martech trends.
To be successful, your business depends on having quick, easy access to accurate and dependable information. Yet most organizations don't prioritize the governance of their information, leaving it unstructured, unsearchable, and ultimately, unusable.
When making a big change in your life, you plan, right? Of course! Without a plan you can’t see where you need to go and how you’ll get there. So why would you approach your martech investments differently?
Highlights from Widen's 2018 Connectivity Report: Decoding connectivity for today’s marketers and creatives. Get the full report at https://www.widen.com/the-2018-connectivity-report.
Marketing professionals have more tools and technologies at their disposal than ever before, and digital has paved the way for constant connectivity.
But the idea of connectivity goes beyond the mechanics of wifi, mobile phones, shared servers, and network protocols. It satisfies fundamental human desires and fulfills both professional and emotional needs. So what does that mean to the creative and marketing world? People want experiences that feel human, relatable, and validating.
What you’ll learn in this report:
- How marketers and creatives define “being connected"
- What marketers and creatives want from a connected community
- What challenges marketers and creatives face when connecting marketing content
- Unique ways marketing and creative leaders are connecting content and people (spotlight interviews)
- How digital asset management helps connect visual content
In this infographic, we introduce you to ways that you can successfully infuse visual storytelling into your marketing efforts. Learn about what visual storytelling can do for marketers and how you can use it to get more love, more fans and more conversations without overloading your staff and resources. See more at: http://www.widen.com.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. A Brand is not a product or a
promise or a feeling. It’s the sum of
all the experiences you have with
a company.”
Amir Kassaei, former CCO at DDB Worldwide
“
3. 1
2
3
How to build a comprehensive brand
strategy
How consistent brand asset management
positively impacts your organization
Tools for building your brand strategy
What we’ll talk about today
5. Impact
Communicating with your
customers consistently across all
channels, the way they want to be
reached
Brand marketers have no choice
other than to increase efficiency
and effectiveness, just to keep up
7. Resolution
Simplifying and streamlining the
never-ending cycle of work, from
intake to creating and supplying
new content, then measuring how
the work helps drive bottom-line
improvements
It’s not just for big brands.
8.
9. Small creative team implemented digital asset
management (DAM) to achieve consistent
branding across 116 locations
11. Consistency doesn’t mean your brand
always looks the same. It means your
brand always feels familiar.”
Joanna Lord, former VP of Growth Marketing at MOZ
“
14. Key components of
brand strategy
Brand
Strategy
Research
Business objectives
Stakeholder analysis
Market analysis
Competitive analysis
Message
Brand promise
Positioning
Naming
Tone
Design
Logo + tagline
Color
Typography
Graphics
Guidelines
Touchpoints
Digital
Print
Environment
Signage
Ads
Assets
Manage brand assets
Launch brand identity
Share brand identity
An easy way to make sure
your brand looks like it’s
coming from the same
place - is to make sure
your brand assets come
from the same place
A DAM solution is a
must-have tool to support
your brand strategy
Defining your brand
Delivering your brand
15. An engine to automate brand
segmentation and execution
Branded house House of brands
Branded house
vs. house of brands -
most organizations
follow one of these
structures
16. An engine to automate brand
segmentation and execution
Segment once,
execute everywhere
Use metadata,
categories,
collections, portals,
and more to execute
tailored brand
communications
everywhere, easier
and faster
DAM
17. What other ways does DAM power
brand strategy and brand consistency?
18. A central gateway to
on-brand assets
Top Portals
A look at Widen’s
own DAM site
19. A central gateway to
on-brand assets
Top Portals
Spotlight searches -
or linked shortcuts -
deliver assets that
people search for
most, like logos and
proprietary photos
20. A central gateway to
on-brand assets
Top Portals
Also highlight brand
guidelines and
templates to drive
consistency
21. Top Portals
A central gateway to
on-brand assets
Brand assets can be
organized into
Collections ...
22. Top Portals
A central gateway to
on-brand assets
… or Categories,
depending on how people
like to search
Personalize the
experience for users to
make it easier for them to
maintain brand consistency
23. A rallying point for teams
to understand your brand
Create alignment
around your mission
as central to your
brand strategy
25. A mechanism to digitize
and share brand guidelines
Brand portals can
share value
messaging, logos,
colors, fonts, photos,
icons, grids, swag,
and more
26. A mechanism to digitize
and share brand guidelines
Logos
It functions like a
mini-website and
personalizes the
experience for
different audiences -
employees, partners,
freelancers, media,
and agencies
27. A mechanism to digitize
and share brand guidelines
Make guidelines
accessible in an
easy-to-use digital
format, so people
can instantly
download approved
assets for consistent
branding
28. The business value of your brand
Strong, consistent brands increase sales by 40%
Weak brands lower sales by 33%
30. ❏ Spotlight search or
collection
❏ Branded collection
share page
❏ Site name ❏ Vanity URL ❏ Logo and
favicon
❏ Brand Portals❏ Login page image ❏ HTML
system message
❏ Brand guidelines
system message
❏ Workflow for
brand approval
❏ Templates to
localize your brand
12 ways to attain brand consistency
with the Widen Collective
❏ Insights dashboard
of top brand assets
Housing brand strategy components in a
centralized DAM make it easier for people to
execute and maintain your brand
32. What events are triggers
for the magic duo of brand
strategy and DAM?
33. Events that are triggers for brand and DAM
Rebrand or brand refresh
Website redesign
Merger or acquisition
34. Rebrand or
brand refresh
Website redesign Merger
or acquisition
Designing a new identity and
pushing assets to people who
need them to create
Launching a new identity to
the market
Updating the look and feel of
your brand across channels
Getting assets without
leaving your CMS platform
Using embed codes to
automatically update assets
wherever they live online
Centralizing assets and
communications during the
change process
Segmenting assets by brand
for easy access by teams
who need them
Events that are triggers for brand and DAM
35. Guiding your brand upstream from DAM
Brand strategy workshops
3. Brand and DAM2. Brand Architecture1. Brand Positioning
36. 3. Brand management + DAM
Elevate the purpose of your digital
asset management investment
by aligning it with your systems,
processes, and people.
GOAL:
Explore ways to extend your
brand through DAM and begin to
stage your DAM rollout with other
branding initiatives.
2. Brand Architecture
Understand the value difference and
brand characteristics for your sub-
brands and corporate brand.
GOAL:
Map your brand architecture – how
your sub-brands relate to each other
and ladder up to your corporate
brand – and agree upon being a
house of brands or a branded house.
1. Brand Positioning
Focuses on your brand messaging,
visuals, and positioning to uncover
gaps and hone your unique value.
GOAL:
Get everyone on the same page
about your key differentiators, how
and why you stand out from the
competition, and evaluate if your
brand is being communicated
clearly and consistently.
Widen brand strategy workshops
37. Guiding your brand while using DAM
Design Services for tools
that have the most brand
impact on your users
3. Templates2. Login page/Dashboard1. Brand Portals
38. 3. Templates
Update the images in your existing
Template, design a new Template
with new images based on your
current brand, or create your visual
brand expression from scratch plus
a new Template and images in the
new look and feel.
2. Login page/Dashboard
Update the layout and graphics for
your existing Login page and
Dashboard, design a new Login page
and Dashboard based on your current
brand, or create your visual brand
expression from scratch plus a Login
page and Dashboard in the new look
and feel.
1. Brand Portals
Update your existing Brand
Portal, design a new Brand Portal
based on your current brand, or
create your visual brand
expression from scratch plus a
new Brand Portal.
Widen design services
GOAL: Get the design help you need to localize your
brand, share it consistently, and drive user adoption
39. How do you know if you need
help defining, delivering,
and/or managing your brand?
40. Brand health quiz
Rate the following statements
on a scale of 1 to 5, with 1
being the lowest and 5 being
the highest
You know who your brand targets
Your brand messaging resonates
with your target audience
Your brand shows what you offer
and why that’s important
Your brand reflects the values that
your organization holds dear
Your present your brand consistently
across all touchpoints
Total:
41. 20-25 points
Your brand is in
great health
(Keep up the good work)
15-20 points
You brand is in
pretty good health
(Work on the areas where
you rank the lowest)
< 15 points
You may need to
rescussistate your brand
(There’s hope. We can help!)
)
Brand health quiz
What your total score means
42. A brand is the emotional aftertaste from
an interaction with your organization.”
Ann Handley, Head of content at Marketing Profs
“
43. New products and services
Focus on what you do best, leave
the branding automation to us
Strategic Consulting
Brand Strategy
Brand Management
Software Consulting
Managed Services
Design Services
Content Production
Workflow Automation