Mark Ritson's presentation at Mumbrella360JordanDervish
Mark Ritson, Adjunct Professor, Melbourne Business School presented 'Exclusive Research: Lessons on Effective Advertising from Half a Century of Effie Awards'.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics.
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics. IZEA fielded the study on April 9, 2020, as many U.S. consumers were entering their 2nd or 3rd week of home confinement. All of those who participated in the study indicated that they were “confined to their home,” however only 21.3% said that they had not left their homes at all. The majority of those who participated in the study (76%) said they left their house for those items that they deemed ‘essential.’ Results are based on the responses from 1,061 U.S. Internet users ages 16-99 who self-identify as confined to their home.
Key Statistics for Coronavirus Impacts on Consumption Trends Include:
• 1 in 4 consumers indicate that a 50% discount would be required in order for them to purchase an item they “really want,” but consider non-essential right now.
• 26% of all respondents say that they are researching new products online more than they did before Coronavirus.
• 27% of those ages 18-29 say they have purchased or might purchase an air fryer.
• 34% say they may buy a T-shirt, and 27% may buy athletic wear.
Key Statistics for Coronavirus Impacts on Delivery Services Include:
• 36% of all respondents indicate they plan to use grocery delivery or curbside pickup services while confined to their home.
• Those ages 30-44 are 4x more likely to use coffee delivery or curbside pickup.
• 34% say they are likely to use restaurant delivery or curbside pickup.
• 23% say that they have subscribed to, or plan to subscribe to, a meal kit delivery service such as Blue Apron or Hello Fresh.
Key Statistics for Coronavirus Impacts on Home Improvement Industry Include:
• 33% of male respondents say that they have traveled to a home improvement store since being impacted by Coronavirus.
• 11% of those between the ages of 30-44 expect to use Home Improvement delivery services or curbside pickup.
• 28% of males that own their own home say that they are considering installing new flooring while impacted by Coronavirus.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
Mark Ritson's presentation at Mumbrella360JordanDervish
Mark Ritson, Adjunct Professor, Melbourne Business School presented 'Exclusive Research: Lessons on Effective Advertising from Half a Century of Effie Awards'.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics.
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics. IZEA fielded the study on April 9, 2020, as many U.S. consumers were entering their 2nd or 3rd week of home confinement. All of those who participated in the study indicated that they were “confined to their home,” however only 21.3% said that they had not left their homes at all. The majority of those who participated in the study (76%) said they left their house for those items that they deemed ‘essential.’ Results are based on the responses from 1,061 U.S. Internet users ages 16-99 who self-identify as confined to their home.
Key Statistics for Coronavirus Impacts on Consumption Trends Include:
• 1 in 4 consumers indicate that a 50% discount would be required in order for them to purchase an item they “really want,” but consider non-essential right now.
• 26% of all respondents say that they are researching new products online more than they did before Coronavirus.
• 27% of those ages 18-29 say they have purchased or might purchase an air fryer.
• 34% say they may buy a T-shirt, and 27% may buy athletic wear.
Key Statistics for Coronavirus Impacts on Delivery Services Include:
• 36% of all respondents indicate they plan to use grocery delivery or curbside pickup services while confined to their home.
• Those ages 30-44 are 4x more likely to use coffee delivery or curbside pickup.
• 34% say they are likely to use restaurant delivery or curbside pickup.
• 23% say that they have subscribed to, or plan to subscribe to, a meal kit delivery service such as Blue Apron or Hello Fresh.
Key Statistics for Coronavirus Impacts on Home Improvement Industry Include:
• 33% of male respondents say that they have traveled to a home improvement store since being impacted by Coronavirus.
• 11% of those between the ages of 30-44 expect to use Home Improvement delivery services or curbside pickup.
• 28% of males that own their own home say that they are considering installing new flooring while impacted by Coronavirus.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
8 Tips for Beating Your Sales Goals in 2016RAIN Group
To learn how you can beat your sales goals in 2016 and unlock your sales force effectiveness, download our free white paper, Increase Win Rates and Beat Your Sales Goals in 2016, at www.raingroup.com/win.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications.
10 Marketing & PR Statistics for Thriving in a Post-COVID WorldTara Coomans
As businesses around the globe consider their post-COVID marketing & PR strategies, review statistics about how brands have thrived in recessions. Here we've combined this with 3 marketing & PR strategies that will secure your brand's future.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
It's a new era for sales. The modern sales process is now driven by revolutionary levels of connectivity to customers and prospects. Through social media, wireless data, SMS messaging, and unified communications, the traditional sales force is ever evolving to become smarter, faster and more connected than ever before.
Check out these statistics about the new era sales, and learn how important social media, CRM, collaboration and content can be to making your sales process more efficient and successful.
Learn more about the social sales revolution here: bit.ly/social-sales-revolution
Mark Ritson's (Adjunct Professor, Melbourne Business School) presentation at ...Ruperta Daher
Professor Mark Ritson from the Melbourne Business School presented on Make Marketing Great Again: Seven Ways to Improve Marketing Performance at Mumbrella360.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
8 Tips for Beating Your Sales Goals in 2016RAIN Group
To learn how you can beat your sales goals in 2016 and unlock your sales force effectiveness, download our free white paper, Increase Win Rates and Beat Your Sales Goals in 2016, at www.raingroup.com/win.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications.
10 Marketing & PR Statistics for Thriving in a Post-COVID WorldTara Coomans
As businesses around the globe consider their post-COVID marketing & PR strategies, review statistics about how brands have thrived in recessions. Here we've combined this with 3 marketing & PR strategies that will secure your brand's future.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
It's a new era for sales. The modern sales process is now driven by revolutionary levels of connectivity to customers and prospects. Through social media, wireless data, SMS messaging, and unified communications, the traditional sales force is ever evolving to become smarter, faster and more connected than ever before.
Check out these statistics about the new era sales, and learn how important social media, CRM, collaboration and content can be to making your sales process more efficient and successful.
Learn more about the social sales revolution here: bit.ly/social-sales-revolution
Mark Ritson's (Adjunct Professor, Melbourne Business School) presentation at ...Ruperta Daher
Professor Mark Ritson from the Melbourne Business School presented on Make Marketing Great Again: Seven Ways to Improve Marketing Performance at Mumbrella360.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Integrated PR campaigns | PR Network | 3 July 2017CharityComms
Andrew Webster, senior communications manager, Jenny Mitchell, research communications officer and Sara Ashraf, media manager (retail), British Heart Foundation
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
our health and finance are under attack. Join Usana home base business for your future security and take charge of your health with nutrition you can trust
Making the case. Making the case for comms, workshop, 22 October 2014.CharityComms
Seamus O’Farrell, director, Forward Thinking
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Australian communities report infographic 2017Mark McCrindle
The sector that most directly and deliberately improves and supports Australian communities is the not-for profit sector. Charities are in many ways the heart of Australia and their value to this nation is demonstrated by the almost $135 billion given in the last year, most of it by the community rather than government. The esteem of this sector is demonstrated by the size of the charity workforce, which employs 1 in every 10 Australian workers, and is second in size only to retail. In addition to the 1.2 million Australians employed by not-for-profits are the 3.6 million volunteers, all of which makes charities by far Australia’s largest labour force.
While 1 in 5 Australian adults has volunteered for a community organisation in the last year, 4 in 5 adults have given financially to such organisations, with 1 in 4 giving at least monthly.
With generation change, demographic shifts and technological transformation, the landscape for charities is rapidly changing. For the average charity, half of their supporters have joined them since this decade began- and over the same period of time, the nation has grown by almost 3 million people.
The purpose of this annual Australian Communities Report is to equip leaders in the sector to respond with relevance to the changing external environment and the emerging trends. This 2017 study builds on the results from the 2016 and 2015 research and offers insights to help Australia’s not-for-profit leaders continue to create ripples of change that over time will build the capacity of communities locally, nationally and indeed globally.
These slides are from a presentation, titled "Why I Do What I Do" that I gave to a group of teenagers from throughout the country who attended Philanthropy Camp. The camp is operated by a nonprofit group called Grab the Torch.
Project Dental America is a preventive dental initiative intended to motivate and monitor patients in regards to periodontal disease and oral cancer. It features a state of the art antioxidant scanner proven more reliable than blood serum measurements... The Scanner is simple to use, painless, and only takes 30 seconds to produce a numerical value, i.e., 'score'.
StartUp Health - Private Market Perspectives - Digital Healthcare Innovation ...Healthegy
Presentation by StartUp Health at Digital Healthcare Innovation Summit 2016.
Participant:
Katya Hancock, Director of Strategic Partnerships – StartUp Health
Introduced By:
Tom Salemi, Content Director – Healthegy
Powered by:
Healthegy
For more healthcare innovation
Visit us at Healthegy.com
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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4. • A Careful Diagnosis of the Current Situation
EffectivenessScore
Level of Research
None Low High
0.6
0.4
0.2
0
0.28
0.39 0.38
n=5,894
AN UNUSUALLY EFFECTIVE CAMPAIGN
5. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
EffectivenessScore
campaign duration
<3M <6M <12M 12M+
0.6
0.4
0.2
0
0.31 0.28
0.48
n=5,645
0.36
AN UNUSUALLY EFFECTIVE CAMPAIGN
6. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
AN UNUSUALLY EFFECTIVE CAMPAIGN
EffectivenessScore
0.6
0.4
0.2
0
n=5,645
Mass
Marketing
0.45
0.35
Target
Marketing
AN UNUSUALLY EFFECTIVE CAMPAIGN
7. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
AN UNUSUALLY EFFECTIVE CAMPAIGN
8. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
EffectivenessScore
# of partner agencies
1 2 3 4+
0.6
0.4
0.2
0
0.28
0.41
n=5,645
0.400.37
AN UNUSUALLY EFFECTIVE CAMPAIGN
9. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
• A campaigned centred on News Media
11,000,000
AN UNUSUALLY EFFECTIVE CAMPAIGN
10. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
• A campaigned centred on News Media
• ..but integrated across Social, TV, Facebook, Google
EffectivenessScore
# of channels used
1 2 3 4 5 6 7 8 9 10
0.6
0.4
0.2
0
0.21
n=4,855
0.22
0.33
0.39 0.39 0.37
0.34
0.42
0.38
0.42
AN UNUSUALLY EFFECTIVE CAMPAIGN
11. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
• A campaigned centred on News Media
• ..but integrated across Social, TV, Facebook, Google
• Ultimately an incredibly Brave Move
awardscore
degree of bravery
1.2
1.0
0.8
0.6
0.4
0.2
0
0.54
0.38
0.53
0.32
1.26
1 2 3 4 5
n=4,645
AN UNUSUALLY EFFECTIVE CAMPAIGN
14. AUSTRALIA’S
NO.1 KILLER
51 LIVES
LOST EVERY DAY
HEART DISEASE COSTS THE ECONOMY MORE THAN $7.3 BILLION PER YEAR
AN AUSTRALIAN
HAS A HEART
ATTACK EVERY
10 MINUTES
ONLY 50%
OF AUSTRALIANS
SAY HEART DISEASE
IS RELEVANT TO
THEM EVEN THOUGH
70%HAVE AT LEAST
THREE RISK FACTORS
ONLY 3%
WOULD LOWER THEIR
BLOOD PRESSURE
OR CHOLESTEROL
TO REDUCE THEIR RISK
HEART DISEASE IN AUSTRALIA - OUR CHALLENGE
Source: AIHW National Mortality Database referenced in AIHW’s ‘Australia’s Health 2016’ Report
15. Men
Women
50%
Heart Disease as the Leading Cause of Death
Despite these alarming stats, we’ve seen a steady
decline in awareness that heart disease is the
leading cause of death.
Q: Are you aware of the leading cause of death for
men/women? Heart Watch Survey 2017
35%
45%
30%
40%
25%
20%
Jun
12
Dec
12
Jun
13
Dec
13
Jun
14
Dec
14
Jun
15
Dec
15
Jun
16
Dec
16
Jun
17
Dec
17
Jun
18
Dec
18
A DECLINE IN AWARENESS
AS THE LEADING CAUSE
OF DEATH
16. Falling media investment has contributed to steady
decline in brand awareness, particularly amongst younger
age groups in sharp decline
100%
85%
95%
80%
90%
75%
70%
Jun 13 Dec 13 Jun 14 Dec 14 Jun 15 Dec 15 Jun 16 Dec 16 Jun 17 Dec 17 Jun 18 Dec 18
50-65
40-49
30-39
Prompted Awareness of the Heart Foundation – by age group
A DECLINE IN
BRAND AWARENESS
18. Less than 15% of Australians recall any promotion or
advertising from the Heart Foundation
Q: In the past three months or so, have you seen or heard any
advertising and/or promotional activity about heart disease or
heart attack? Heart Watch Survey 2017
Recall of Advertising/Promotion on Heart Disease
REDUCED BRAND RECALL
0%
5%
10%
15%
20%
25%
30%
35%
40%
Dec-13 Jun-14 Dec-14 Jun-15 Dec-15 Jun-16 Dec-16 Jun-17 Dec-17 Jun-18 Dec-18
19. OUR STRATEGY
BRING BACK THE FEAR Put Heart Disease back on the agenda, remind Australians it’s the no.1 killer
Identify the positive steps Australians can take to look after their heartsEDUCATE AUSTRALIANS
ON WHAT THEY CAN DO Re-establish the role of the Heart Foundation
People are unlikely to donate if they don’t believe our
cause is important and we are seen as making a difference
Revenue raising will be successful if we establish heart disease as the
No. 1 killer and educate Australians on our work, creating empathy for the cause
CREATE A PLATFORM
TO RAISE FUNDS
23. FROM AN APPROVED CAMPAIGN
TO LAUNCH IN 7 WEEKS
FROM AN APPROVED CAMPAIGN TO LAUNCH IN 9 WEEKS
Pacesetters
NewsAmp
Campaign
Development
Christmas
Break
Campaign Launch
Feb 17
Campaign
Development
29. Serial Killer
‘Australian adults’
18-65yo, M & F
Heart Health
Checks
‘At risk age’
30-65yo, M & F
Warning Signs
‘The exposed’
45+ yo, M & F
Living With
Heart Disease
‘The exposed’
45+yo, M & F
Women &
Heart Disease
‘At risk age’
30-65yo, M & F
NEWS CORP – DELIVERING ACROSS ALL PRIORITY AUDIENCES
Reaching the at risk target audience
35. EVIDENCE – FIRST 7 DAYS
In the first seven days, “Serial Killer”s immediate and profound effect, resulted in:
• Public tri-partisan support for action on heart disease
• Medicare Benefits Schedule funded Heart Health Checks by 1 April 2019
• Estimated 9,100 lives saved from heart attack and stroke and 76,000 heart attacks avoided
• $1.5b in health costs saved over the next five years
• Estimated $170 million in additional funding over five years
• More than 170,000 Australians completes in the Heart Age Calculator in first two days!
36. +60%
+217%
235k
Facebook followers
Instagram followers
Total Video views
Growth on period pre-launch
3.0 mill
+89%
Website visits
DIGITAL & SOCIAL
5,400
$13.4mill
MEDIA RELATIONS / PR
News stories generated
ASR value or Earned media value
CAMPAIGN ROI OF $12.18 RETURNED FOR EVERY $1 INVESTED (PAID + EARNED MEDIA)
BY MID MAY
HEART AGE CALCULATOR
257k
400k
Up to submission, late March
By mid-May
More than 76.6mill exposures to Serial Killer campaign
39. FACEBOOK BRAND UPLIFT STUDY
70%
60%
50%
40%
30%
20%
10%
0%
Control Exposed
13.4 pts
7.8%
21.2%
Ad Recall
13 pts
47.0%
60.0%
Brand Awareness
13.2 pts
30.9%
44.1%
Message Association
Ad Recall
5.9 Pts
6.7 Pts
Brand Awareness
2.2 Pts
3.3 Pts
Message Association
1.2 Pts
1.6 Pts
Norms
Marketing
Asia Pacific
Statistically significant uplift across all metrics
40. LEARNINGS
• Serial Killer was a risky but carefully considered campaign that planned for any negative outcomes
• Timing is everything, a conscious decision to run the campaign early in 2019,when political parties would be in election mode
• This campaign has taught us about the power of editorial advocacy and the benefits of capturing the public's attention
• The persuasive, relentless, upfront editorial from the nation's top health writers transformed 'Serial Killer' into a movement for change #showsometicker
• Breaking away from the trodden path within a safe playing category provided necessary cut through
• Nothing compels like real stories about real people, to capture authentic moments and reactions
41. BEST ESTIMATES SUGGEST
ABOUT 9000 AUSTRALIANS WILL
BE SAVED OVER THE NEXT FIVE
YEARS AS A RESULT OF THE
SERIAL KILLER CAMPAIGN…
HOW ABOUT THAT FOR A RETURN
ON INVESTMENT?
Mark Ritson, Columnist
The Australian Business Review
February 25, 2019
“