The document discusses the rise of Generation C, which refers to connected customers across all generations who live digital lifestyles. It argues that context is now the most important factor for meaningful customer engagement and marketing. Context provides an understanding of customers within specific situations. The document provides examples of how companies can use contextual marketing strategies that are informed by customer data and tailored to different points in the customer journey. It highlights how real estate company Redfin improved engagement metrics by 20-30% by personalizing messages based on customers' contexts and stages in the home buying process.
The traditional brick-and-mortar business model is no longer the only option for the aspiring entrepreneur. Many of today’s greatest successes belong to those who have captured the power of the viral loop by designing products and services that spread themselves through the channels of the Internet, propelled by word-of-mouth recommendations.
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Brian Solis
Demand more from mobile
When was the last time you checked your smartphone? Was it a few minutes ago? Or maybe it was a few seconds ago. In fact, you might even be reading this article on your phone, on your daily commute to work or in the comfort of your couch at home on a tablet.
The point is, mobile is big. It’s so big that in May last year, Google has revealed that mobile search has overtaken desktop search. Effectively what this means is that we are searching more information with our mobile devices than on laptops or desktops.
For brands this is huge – it redefines the way they become discoverable. However, this also means that the competition to catch a consumer’s attention is fiercer than ever as smartphones and smart devices continue to evolve and take over the market.
This mobile consumer looks at their phone about 1500 times a day on average and they spend 177 minutes interacting with it daily. Their gestures, the way they act, their process to finding information – business are expected to understand that and act upon it.
This new generation is defined by digital, mobile, real-time and an always-on lifestyle. They’re nothing like your traditional customers.
So, in order to understand them and how they think, you need to redefine and rethink your mobile-first approach to customer experiences. Here are 4 ways you can do just that.
Technology and behavior megatrends are reshaping business globally. To advance and grow, organizations need new ways to connect to both employees and customers, because old paradigms are costly.
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. "The Rise of Digital Influence," the new report by Altimeter Group Principal Analyst Brian Solis, is a 'how-to' guide for businesses to spark desirable effects and outcomes through social media influence. The report helps companies understand how influence spreads, and includes case studies in which brands partnered with vendors to recruit connected consumers for digital influence campaigns. Brian evaluates the offerings of 14 Influence vendors, organizing them by Reach, Resonance, and Relevance: the Three Pillars that make up the foundation for Digital Influence as defined in the report. Also included are an Influence Framework and an Influence Action Plan to help brands identify connected consumers and to define and measure strategic digital influence initiatives.
“The Vision Thing”: Developing a Transformative Digital VisionCapgemini
Digital vision: the cornerstone of successful digital transformation
Digital technologies are having a pervasive influence on business, transforming the customer experience, enhancing productivity in operations and improving the way employees collaborate.
Yet, many organizations fail to capture the full potential of digital technologies because their leaders lack a transformative vision. Executives with an incremental vision get what they aim for – incremental improvement. Those who realize the transformative power of digital can achieve much more.
Build a Modern Social Enterprise to Win in the 21st CenturyCognizant
To prepare for the future of work, businesses need to apply social, mobile, cloud and analytic technologies to reform and realign work processes with emerging digital value chains.
The traditional brick-and-mortar business model is no longer the only option for the aspiring entrepreneur. Many of today’s greatest successes belong to those who have captured the power of the viral loop by designing products and services that spread themselves through the channels of the Internet, propelled by word-of-mouth recommendations.
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Brian Solis
Demand more from mobile
When was the last time you checked your smartphone? Was it a few minutes ago? Or maybe it was a few seconds ago. In fact, you might even be reading this article on your phone, on your daily commute to work or in the comfort of your couch at home on a tablet.
The point is, mobile is big. It’s so big that in May last year, Google has revealed that mobile search has overtaken desktop search. Effectively what this means is that we are searching more information with our mobile devices than on laptops or desktops.
For brands this is huge – it redefines the way they become discoverable. However, this also means that the competition to catch a consumer’s attention is fiercer than ever as smartphones and smart devices continue to evolve and take over the market.
This mobile consumer looks at their phone about 1500 times a day on average and they spend 177 minutes interacting with it daily. Their gestures, the way they act, their process to finding information – business are expected to understand that and act upon it.
This new generation is defined by digital, mobile, real-time and an always-on lifestyle. They’re nothing like your traditional customers.
So, in order to understand them and how they think, you need to redefine and rethink your mobile-first approach to customer experiences. Here are 4 ways you can do just that.
Technology and behavior megatrends are reshaping business globally. To advance and grow, organizations need new ways to connect to both employees and customers, because old paradigms are costly.
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. "The Rise of Digital Influence," the new report by Altimeter Group Principal Analyst Brian Solis, is a 'how-to' guide for businesses to spark desirable effects and outcomes through social media influence. The report helps companies understand how influence spreads, and includes case studies in which brands partnered with vendors to recruit connected consumers for digital influence campaigns. Brian evaluates the offerings of 14 Influence vendors, organizing them by Reach, Resonance, and Relevance: the Three Pillars that make up the foundation for Digital Influence as defined in the report. Also included are an Influence Framework and an Influence Action Plan to help brands identify connected consumers and to define and measure strategic digital influence initiatives.
“The Vision Thing”: Developing a Transformative Digital VisionCapgemini
Digital vision: the cornerstone of successful digital transformation
Digital technologies are having a pervasive influence on business, transforming the customer experience, enhancing productivity in operations and improving the way employees collaborate.
Yet, many organizations fail to capture the full potential of digital technologies because their leaders lack a transformative vision. Executives with an incremental vision get what they aim for – incremental improvement. Those who realize the transformative power of digital can achieve much more.
Build a Modern Social Enterprise to Win in the 21st CenturyCognizant
To prepare for the future of work, businesses need to apply social, mobile, cloud and analytic technologies to reform and realign work processes with emerging digital value chains.
This research by Altimeter reflects the challenges related to transforming businesses in the era of digital. It is more about people and culture than technology.
Developing a culture of innovation, especially of radical innovation, is extremely challenging - perhaps nothing could be more challenging for an organisation, particularly those entrenched in conventional, risk-averse and hierarchical management practices. What is more, the usual costs associated with such a wholesale change management process are prohibitively high in this economy and risk alienating staff. But there is another way...
Creators, innovators, futurists and blockchain enthusiasts all descended on Austin for the annual SXSW Interactive Conference. The mash-up of industries, technologies and eyeopening presentations makes for an event that is ripe with insights and inspiration.
This year, we were joined by team members from New York, Austin, Singapore and San Juan to learn about what’s on the horizon, what’s here already and why it matters to brands and marketers. Read on for our 2018 takeaways from SXSW.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
WTF - What's The Future Impact of Disruptive Technology on Communications?Stephenie Rodriguez
Presented at the IABC World Conference in San Francisco this presentation reviews the four trends that are causing disruption, articulates the Axis of Relevance and how we can use available data to create contextual intelligence. We review the growth in the internet of things, and how sensors Ibeacons, wearable technology and social media are disruptive and review dynamic data models to help business gain real time insights and solve complex business problems. #bigdata #Communication
Disrupting in the digital era: key traits of an evolution of disruptive innov...Andrea Paraboschi
The goal of this presentation is to investigate how the digital revolution is impacting the way in which disruptive innovation unfolds. The main theoretical traits of disruptive innovation are presented; then, the key dynamics ignited by the pervasive effects of digitalization are introduced and described. Furthermore, a case-study on the Transportation Network Company UBER as the taxicab industry disruptor is presented, highlighting the key elements that are characterizing the company as a digital-enabled disruptor.
20 Trends for 2020: MTM looks to the futureNatalia Kumar
As we ring in a new decade, our team of cultural enthusiasts and industry experts has identified 20 trends that span across a diverse range of categories, including culture, tech, communications and media.
Economic and Creative Disruption - Linda Yueh and Brian SolisBrian Solis
In Madrid, Spain, Salesforce and Accenture hosted economist Linda Yueh and digital anthropologist Brian Solis to share their respective outlooks regarding the impact of the global pandemic on the economy, businesses, and human behavior.
During her presentation, Linda Yueh focused on our approach to the current economic climate, offering an outlook of what the years ahead may bring, and reflected not just on how to live with the virus, but how to prosper alongside it where possible.
At the beginning of his presentation, Salesforce Global Innovation Evangelist Brian Solis emphasized that he can already see the light at the end of the tunnel. Even though his work is focused on innovation, digital transformation and the future of markets, Solis has dedicated the last two years to studying how digital transformation affects us as individuals, as human beings, and its impact on the role we play in society. “There came a time when I personally felt anxious about the daily influence of digital on my life and I wanted to explore why I felt so affected by technology and also what to do about it.”
Following is a report that summarizes the presentation of Yueh and Solis along with the conversation that ensued. The attached report includes 11 key takeaways to prosper in a post-pandemic economy.
Isobar predicts that 2018 will be the year of Augmented Humanity, a year where technology enhances and scales our most human attributes. In 2018, technological interfaces will become more natural and instinctive, technology will automate repetitive tasks to free up time for creativity and compassion, and artificial intelligence will meet emotional intelligence.
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013TrendWatching
2013 will be the perfect storm of necessity and opportunity: some economies will do OK(-ish), others will be shaky, but in whatever market or industry you're in, those who understand & cater to changing consumer needs, desires and expectations will forever have plenty of opportunity to profit. A remapped global economy, new technologies (or 'old' technologies applied in new ways), new business models... hey, what's not to like?
Hence this overview of 10 crucial consumer trends (in random order) for you to run with in the next 12 months. Onwards and upwards:
Having participated in both SXSW and Cannes Lions Innovation festival this year, we've uncovered lots of insights on the current communications climate and have put together 9 trends which should serve as guidance for the areas to focus on in 2016.
Examines the impact of technology, generational shift, and apathy as key driving forces of change. Puts forward a POV on the real problems facing agencies and brands operating in this "age of embarrassment" powered by the misuse of technology.
This research by Altimeter reflects the challenges related to transforming businesses in the era of digital. It is more about people and culture than technology.
Developing a culture of innovation, especially of radical innovation, is extremely challenging - perhaps nothing could be more challenging for an organisation, particularly those entrenched in conventional, risk-averse and hierarchical management practices. What is more, the usual costs associated with such a wholesale change management process are prohibitively high in this economy and risk alienating staff. But there is another way...
Creators, innovators, futurists and blockchain enthusiasts all descended on Austin for the annual SXSW Interactive Conference. The mash-up of industries, technologies and eyeopening presentations makes for an event that is ripe with insights and inspiration.
This year, we were joined by team members from New York, Austin, Singapore and San Juan to learn about what’s on the horizon, what’s here already and why it matters to brands and marketers. Read on for our 2018 takeaways from SXSW.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
WTF - What's The Future Impact of Disruptive Technology on Communications?Stephenie Rodriguez
Presented at the IABC World Conference in San Francisco this presentation reviews the four trends that are causing disruption, articulates the Axis of Relevance and how we can use available data to create contextual intelligence. We review the growth in the internet of things, and how sensors Ibeacons, wearable technology and social media are disruptive and review dynamic data models to help business gain real time insights and solve complex business problems. #bigdata #Communication
Disrupting in the digital era: key traits of an evolution of disruptive innov...Andrea Paraboschi
The goal of this presentation is to investigate how the digital revolution is impacting the way in which disruptive innovation unfolds. The main theoretical traits of disruptive innovation are presented; then, the key dynamics ignited by the pervasive effects of digitalization are introduced and described. Furthermore, a case-study on the Transportation Network Company UBER as the taxicab industry disruptor is presented, highlighting the key elements that are characterizing the company as a digital-enabled disruptor.
20 Trends for 2020: MTM looks to the futureNatalia Kumar
As we ring in a new decade, our team of cultural enthusiasts and industry experts has identified 20 trends that span across a diverse range of categories, including culture, tech, communications and media.
Economic and Creative Disruption - Linda Yueh and Brian SolisBrian Solis
In Madrid, Spain, Salesforce and Accenture hosted economist Linda Yueh and digital anthropologist Brian Solis to share their respective outlooks regarding the impact of the global pandemic on the economy, businesses, and human behavior.
During her presentation, Linda Yueh focused on our approach to the current economic climate, offering an outlook of what the years ahead may bring, and reflected not just on how to live with the virus, but how to prosper alongside it where possible.
At the beginning of his presentation, Salesforce Global Innovation Evangelist Brian Solis emphasized that he can already see the light at the end of the tunnel. Even though his work is focused on innovation, digital transformation and the future of markets, Solis has dedicated the last two years to studying how digital transformation affects us as individuals, as human beings, and its impact on the role we play in society. “There came a time when I personally felt anxious about the daily influence of digital on my life and I wanted to explore why I felt so affected by technology and also what to do about it.”
Following is a report that summarizes the presentation of Yueh and Solis along with the conversation that ensued. The attached report includes 11 key takeaways to prosper in a post-pandemic economy.
Isobar predicts that 2018 will be the year of Augmented Humanity, a year where technology enhances and scales our most human attributes. In 2018, technological interfaces will become more natural and instinctive, technology will automate repetitive tasks to free up time for creativity and compassion, and artificial intelligence will meet emotional intelligence.
trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013TrendWatching
2013 will be the perfect storm of necessity and opportunity: some economies will do OK(-ish), others will be shaky, but in whatever market or industry you're in, those who understand & cater to changing consumer needs, desires and expectations will forever have plenty of opportunity to profit. A remapped global economy, new technologies (or 'old' technologies applied in new ways), new business models... hey, what's not to like?
Hence this overview of 10 crucial consumer trends (in random order) for you to run with in the next 12 months. Onwards and upwards:
Having participated in both SXSW and Cannes Lions Innovation festival this year, we've uncovered lots of insights on the current communications climate and have put together 9 trends which should serve as guidance for the areas to focus on in 2016.
Examines the impact of technology, generational shift, and apathy as key driving forces of change. Puts forward a POV on the real problems facing agencies and brands operating in this "age of embarrassment" powered by the misuse of technology.
Juicy Juice Starts was a project created for a More Than Promote sustainable mashup.
We combined Juicy Juice boxes with plant starters "starts" ti create a educational and sustainable mashup for kids!
Caixa de Sabonete criada para a Condor, com o direito de uso de marca Hotwheels, para a linha de produtos infantis da marca. Uma simples caixa que virou um brinquedo inesperado :-)
Bạn có nhầm không vậy, phải là Ý tưởng lớn - Big Idea chứ?
Không hề, bởi tôi đang nhắc tới Lý tưởng lớn - Big IdeaL - một triết lý được Ogilvy & Mather - cái tên gạo cội trong làng quảng cáo của thế giới, nghiên cứu và phát triển trong nhiều năm để giúp các thương hiệu trở nên thành công rực rỡ hơn. Trên thực tế, những thương hiệu có lý tưởng lớn thường có sự tăng trưởng thị phần mạnh mẽ gấp 1,5 lần so với những thương hiệu khác.
Câu chuyện về Lý tưởng lớn được bắt đầu như sau:
I made this presentation on the creative decision making tree for NIVEA for its IMC. It should help one in knowing the basics of NIVEA and how we incorporated that information to come up with an IMC plan.
The latest radar report by Colliers Research titled "Coworking space: The New Kid on the Block" is out and ready for download. India offers a great opportunity for coworking space operators to profit from rising demand for flexible, innovative and collaborative workspace designs. We estimate that more than 1.2 million sq ft was leased by major coworking operators in India in 2016, which accounted for 3% of the overall leasing volume. Although it represents only a small share of the total leasing demand, coworking operators are planning to lease 8 to 9 million sq ft by 2020.
My name is Nghia, I’m a third-year student at UFM but have one-year experience in digital marketing field, from the beginning of writing blog’s content, managing website to digital planning. I have passion in marketing & finding my true-wow moment of creating ideas and making it real. Digital is just my package, the target is advertising and living a creative life
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Chiến Lược IMC (Integrated Marketing Communications) cho TrisoyHuy VietNam Group
“Truyền thông marketing tổng hợp (IMC) là khái niệm về sự hoạch định truyền thông marketing nhằm xác định giá gia tăng của một kế hoạch tổng hợp, đánh giá vai trò chiến lược của các thành phần khác nhau trong truyền thông như quảng cáo, khuyến mại, tuyên truyền và sự kết hợp các thành phần này để tạo ra một sự truyền thông rõ ràng, đều đặn, hiệu quả tối đa.”
(Hiệp hội các đại lý quảng cáo Mỹ 4As)
Traction - A Start-Up Guide to Getting Customers | Book SummarySliDesigner
A visual book summary of Traction - A Start-Up Guide to Getting Customers from authors Justin Mares and Gabriel Weinberg. This book review reveals insights of the traction channels that will help your start-up go ahead of the crowd.
FMCG: Industry, Backgound and Interesting FactsGreg Thain
An introduction to the Fast-Moving Consumer Goods industry, giving you its background and key facts and figures.
This research is to support the latest book by Greg Thain with co-author John Bradley, FMCG: The Power of Fast Moving Consumer Goods now available on Amazon.com and other major retailers.
FMCG: http://bit.ly/FMCGBook
Greg Thain's LinkedIn: https://www.linkedin.com/in/gregthain
M3 Website: http://m3media.co/home/#home
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
Success in the "Pull Economy" means understanding that a number of significant business principles have changed. In a hyper connected world information flows much faster and more freely. Organisations as a result are subjected to a growing level of collective intelligence and value creation from outside the company's walls brought on by the increased collaboration of customer/consumers, consumers, employees and suppliers in what is now a much larger ecosystem of data, conversation, innovation and participation. There needs to be a knowledge framework to help companies manage this transformational change and maximise as much value from it in a way that benefits the business and the customer/consumer.
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
In the second article of the series, sponsored by Avanade, we look at how many business leaders don't view digital as central to their organisations and are avoiding partaking in a business makeover that would empower employees to utilise data analysis. What does it take to compete with those who have made the organisational change?
These factors — and the challenges they present — are fairly new or not fully understood yet, which seems to explain why they aren’t currently top-of-mind. They also garner less attention from the C-Suite because they are not easily quantifiable. Nearly all factors discussed here have deeply human and emotional traits to them, making them somewhat unique and harder to grasp. Nonetheless, we believe they are of great importance in the future of marketing and should be addressed accordingly.
Trustful and Trustworthy: Manufacturing trust in the digital era.ESADE
At the beginning of the so-called Fourth Industrial Revolution,
speaking about social innovation means looking at the Digital
Economy. This is a new economic paradigm, which not only
makes the Internet an infrastructure and a communication
channel but also a way of creating value. The disruption this
causes places us in a digital world that is ever more connected,
flexible and swifter, changing the social relationships we have
known hitherto out of all recognition. We are shifting from
Business-to-Consumer (B2C)1 models to bilateral or Peer-to-
Peer (P2P) models, where we can both buy and sell and link to
other users through platforms that set the economic heartbeat
of our societies.
Vietnam internet user’s behaviour 2016 is collect and report base on the reliable source of information in which I would like to summary some useful data providing for my marketing planning.
This is a Report about Us Digital Future in Focus (especially in Mobile, Social, Video,..) from Comscore that I appreciate a lots.
In this report, they examine some of the most important sectors of the digital media ecosystem to show how the landscape has changed, who is leading the way, and what it all means for the year ahead – and beyond. It is an exciting time in digital and we hope this exploration of today’s key issues helps put the Digital Future in Focus.
Customer Decision/buying Journey cũng là một nội dung trong workshop Approaching customer on Digital Channel của Moore Corp, nhấn mạnh rằng hành vi người dùng đã thay đổi rất nhiều dưới tác động của công nghệ.
New Media 2015 là một nội dung trong workshop Approaching Customer on Media Channel do Moore tổ chức, giới thiệu cho người tham gia các media mới như: Local Based Marketing - wifi ads, Remarketing và Local Business Ads của Facebook
Approaching Customer on Digital Media ChannelXuân Lan Nguyễn
Approaching Customer on Digital Media Channel là chủ đề cũng như là nội dung chính của buổi workshop do Moore tổ chức, giới thiệu cách thức tiếp cận người dùng trên các kênh như Display, Social, Search, Email,...
ONLINE TRAVEL - Người dùng và hoạt động Online Marketing Xuân Lan Nguyễn
ONLINE TRAVEL - Người dùng và hoạt động Online Marketing.
Phần 1: Online Tour Booking
Báo cáo được xây dựng bởi Moore Corporation, với sự cộng tác dữ liệu với iTracker và Datasection cùng sự hỗ trợ truyền thông của Digitalk và Brandsvietnam.
Đây là báo cáo thứ 8 trong chuỗi Digital Activities Report theo ngành của Moore Corp kể từ ngày đầu tiên công bố vào tháng 08 năm 2014.
Chúng tôi rất hoan nghênh mọi sự đóng góp của độc giả về Digital Activities Report để chúng tôi có thể hoàn thiện hơn nữa.
Xin chân thành cảm ơn.
Nhóm thực hiện.
Vietnam Digital Landscape 2015 nhằm cung cấp cho độc giả bức tranh toàn cảnh về Digital Marketing 2015 tại Việt Nam.
Vietnam Digital Landscape 2015 được thực hiện dựa trên tổng hợp những nguồn thông tin tin cậy đã được công bố, cũng như những ước tính của Moore Corp, nhằm cung cấp cho độc giả bức tranh toàn cảnh về Digital Marketing tại Việt Nam.
Bức tranh tổng thể của Digital Marketing sẽ được phác thảo với 7 nội dung chính về thị trường, người dùng, hành vi, xu hướng về mobile, social, e-commerce,.. và phụ lục về Vietnam Advertising Landscape 2015.
Nhóm thực hiện rất hoan nghênh mọi sự góp ý của bạn để báo cáo Vietnam Digital Landscape được hoàn thiện hơn ở những lần sau.
Xin cảm ơn.
E-learning: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp. Xuân Lan Nguyễn
E-learning: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
B2C Ecommerce: Người tiêu dùng và hoạt động quảng cáo trực tuyếnXuân Lan Nguyễn
B2C Ecommerce: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Báo cáo: Ngành thực phẩm chức năng và hoạt động quảng cáo trực tuyếnXuân Lan Nguyễn
Báo cáo: Ngành thực phẩm chức năng và hoạt động quảng cáo trực tuyến của doanh nghiệp
Báo cáo được thực hiện bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Báo cáo ngành Sữa và hoạt động quảng cáo trực tuyến của doanh nghiệp. Xuân Lan Nguyễn
Ngành Sữa: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Báo cáo ngành bia và hoạt động quảng cáo trực tuyếnXuân Lan Nguyễn
Ngành bia: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
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
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Contextual Marketing And The New Marketing Contract
1. Thought Leadership Study by Altimeter Group on behalf of StrongView
By Brian Solis
CONTEXTUAL
MARKETING AND
THE NEW
MARKETING
CONTRACT
2. MEET GENERATION C:
YOUR CONNECTED CUSTOMER
We live in a time of great technology evolution and
revolution. Innovation is not only upon us; it affects, even
disrupts, us as marketers and as consumers of other
businesses.
Things are a lot different now. Marketing is no longer
what it used to be. With all of the distractions facing
consumers, it’s time for businesses to establish a new
marketing contract with customers.
Customers are more connected than ever before.
The number of touchpoints between businesses and
customers has exploded.
Technology is pervasive and something new is always on
the horizon. Wearables. Smart watches. The Internet of
Things. What’s next?
Everything is changing.
We live in a world where phones are no longer
“phones” in the way we once used them. Now, they’re
electronic windows into new worlds connecting
people, information, and things, and ushering in a new
generation of expectations and behaviors along the way.
At the same time, media is no longer static, owned, or
controlled; it’s social, democratized, and real-time.
While we may understand customers are more connected
than ever before, marketers often struggle to truly
appreciate how and why this increased connectedness
changes the customer journey and their expectations and
behaviors.
When considering the connected consumer, you may
immediately think of Millennials, those twenty- and early
thirty-somethings who grew up digital. They’re different
2
We live in a world
where phones are no
longer “phones” in
the way we once used
them. Now, they’re
electronic windows into
new worlds connecting
people, information,
and things, and ushering
in a new generation
of expectations and
behaviors along the way.
3. than analog-born customers. Everything they
do and why they do it almost seems counter-
intuitive to what everyone else thinks and does.
The idea of sharing everything online boggles
the mind of previous generations. Companies
must begin by understanding and appreciating
the differences.
It’s not just Millennials and the even more
connected younger generation (Generation Z, as
they’re called) behind them. The future customer
is here already, and it’s comprised of Millennials
and more. I refer to this growing generation of
connected customers as Generation C, an even
larger group of likeminded consumers who “act”
like Millennials but consist of every generation
including X, Boomers, and Seniors. They live a
digital lifestyle where all things related to life,
work, and consumerism are digital and mobile
first.
In my research over the years, I learned that
once someone, whether they’re 16 or 60, lives
an increasingly digital lifestyle, including the use
of smart phones, social networks, apps, mobile
payment systems, et al., they begin to share
many similar attributes that add up to a different
type of customer than those we built systems
and processes around all those years ago. The
impact and effect of connectivity transcends any
age group. The differences are realized in …
• How they learn, discover, and share.
• How they want to work or go about finding
answers and solving problems.
• How they’re influenced and, in turn, how
they influence others.
• What and why they hate, like and love.
• What they value and how they want to be
valued.
Technology is now part of life among those who
live and participate in an active digital lifestyle.
Generation C represents a growing subset of
consumers as a whole — they’re simply more
connected than everyone else. As a result,
they’re more informed and empowered. And,
their expectations, at the same time, are soaring.
They demand attention, personalization, and
efficiency … their way. And, they require that
your values match their own. This goes beyond
expectations. This is about entitlement; a
mandate for “how things should be given my
relationship with your brand.”
How Generation C does business and how you
do business are progressively dividing. These
differences in behaviors and expectations
are something that companies need to
better understand and, in turn, invest in new
marketing philosophies, processes, systems, and
technologies accordingly.
A new marketing contract is needed to capture
the attention of Generation C. You must earn
it. And, once you have their attention, you
must promise to do something meaningful and
personal with it. Context is at the center of new
engagement. It is the new minimum required for
them to, in turn, engage with you.
3
I refer to this growing
generation of connected
customers as Generation
C, an even larger group of
likeminded consumers who
“act” like Millennials but
consist of every generation
including X, Boomers,
and Seniors.
4. TABLE OF CONTENTS
Meet Generation C: Your Connected Customer .......................................
Generation C Broadcasts a Blinding Fury of Data .....................................
Context Is King: The Future of Engagement in a Connected Economy
Starts With Empathy ....................................................................................
TechnologyFacilitatesContext;EmpathyDrivesEngagement..................
Customer Experience Starts With Context: Redfin Helps Customers
Find the Right Home ...................................................................................
Context Is the Key to Meaningful Relationships ........................................
2
5
6
8
9
13
4
5. More importantly, the
study and understanding
of relevant big data will
shift organizations from
simply reacting to trends,
to predicting the next
disruption and adapting
ahead of competition.
5
GENERATION C BROADCASTS A
BLINDING FURY OF DATA
Everything we share, everywhere we go, everything we say,
and everyone we follow or connect with generates volumes
of data. In that data lies valuable information that can be used
to improve marketing, consumer experiences, and, ultimately,
improve products and services. The onslaught of real-time
social, local, mobile (SoLoMo) technology is nothing short of
overwhelming. Besides the gadgets, apps, social networks, and
appliances that continue to emerge, the pace of innovation is
only outdone by the volumes of data that each produce.
While the amount of personal and ambient information
churned out by SoLoMo is often inundating or even perplexing,
it is this “big” data that will help marketers evolve and adapt
in a new era of connected consumerism. More importantly,
the study and understanding of relevant big data will shift
organizations from simply reacting to trends, to predicting
the next disruption and adapting ahead of competition.
Without studying how the undercurrent of behavior is evolving,
organizations cannot effectively adapt to new present-tense
trends and opportunities.
Relevance, though, isn’t guaranteed simply because you start
to mine this pervasive data. Without interpretation, insight,
and the ability to put empathy to work, any investment in
technology and resources is premature. But, by investing
in human capital to make sense of would-be “big” data,
organizations can modernize the role of business intelligence
to introduce a human touch. SoLoMo analysis becomes the
sustenance that feeds the insights for more informed and
inspired innovation.
6. CONTEXT IS KING:
THE FUTURE OF
ENGAGEMENT IN A
CONNECTED ECONOMY
STARTS WITH EMPATHY
Content is king! Or, at least content was once king,
according to marketing experts everywhere. By
now, you’ve more than likely heard variations of this
where everything is now king.
Mobile is king! Social media is king!
There can be only one king in the future of
marketing, and it represents the crux of meaningful
customer engagement that evolves into mutually
beneficial relationships.
Now, context is king.
What is context, and why does it matter?
Context portrays the circumstances that form
the setting for an event or state that can be fully
understood and considered to optimize any moment.
The team at StrongView, a company that develops
a cross-channel marketing platform designed to
understand and leverage contextual data, defines
customer context this way …1
6
The unique
combination of the
consumer’s disposition
and situation, coupled
with the business’s
disposition and
situation. The relevance
of a firm’s interactions
are related directly to
its understanding of
customer context.
Figure 1
1
Context Changes Everything: A New Foundation for Delivering Value, StrongView (http://www.strongview.com/resources/success-guides/context-changes-everything)
7. Customer context helps a business understand,
engage, and deliver value to consumers within a
specific situation. As such, context provides a distinct
understanding of a customer that informs the most
relevant action that the firm should take.
In this paper, StrongView and Altimeter Group
examine the rise of the connected customer and
how contextual marketing is key to engagement and
relevance in a digital economy.
7
Figure 2
8. 8
TECHNOLOGY FACILITATES
CONTEXT; EMPATHY DRIVES
ENGAGEMENT
Technology, however, is not the only solution; it’s a
means to an end. It’s how and why you use it that
matters. Context makes things relevant. Empathy
makes engagement personal. The combination is
appreciated by customers and valued by businesses.
Here are a few examples of engagement that miss
the potency of context and empathy and instead rely
on technology to make connections.
Mass email doesn’t work just because technology
helps you reach more people with flashier, more
targeted messages with the click of the
“send” button.
Social media isn’t social just because you show up
and talk at people through real-time updates in the
form of the latest character-limited, time-capped,
square-shaped images, videos, pinboard,
and infographics.
Digital advertising isn’t effective just because you
can retarget someone based on previous clicks or
post ads in new places where people flock to
avoid them.
Creative content that plays to the strengths of
the medium or follows the trends of everyone else
doesn’t compel customers to remember you.
No. Each illustration represents something that I call
mediumism: the inordinate investment marketers
make in tools, platforms, and content over context
and personal (customer) value. Technology now can
help you understand a customer’s context and then
respond with even greater context. The result
is relevance.
Automation is also made possible by technology.
But as a marketing tool, it should only be used to
scale activities that facilitate meaningful customer
engagements that lead to mutually
rewarding relationships.
True engagement starts with intention, and intention
is inspired by customer empathy. Technology
delivers to you the ability to gain insights into the
contextual state or goal of customers in order to
engage them with the right message, with the right
content, in the right channel, and at the right time.
Indeed, effective engagement is inspired by the
empathy that develops simply by being human.
Succeeding in the future of marketing starts with
understanding that the delta between what you’re
doing today and what you could be doing comes
down to an alignment between how you define
success and how your customers want to engage
with you to fulfill their aspirations.
If you place everything on technology and little on
empathy, the promise of context is thwarted. The
magic of technology is that context is there for any
inspired marketer to find and wield. It lies between
the 1s and 0s of what …
• Customers do.
• How they feel.
• What they say.
• Where they say it and how.
• Who they talk and listen to.
• And what it is they value now and in the long term.
Again, technology isn’t the only answer. It is the
means to find the answer and deliver the solution
that will help your customer take the next step
toward you. Context is now king because it trumps
everything else in making people feel valued
through your marketing, sales, service, and loyalty
program. Context informs everything.
9. 9
CUSTOMER EXPERIENCE
STARTS WITH CONTEXT:
REDFIN HELPS CUSTOMERS
FIND THE RIGHT HOME
As an online-based real estate brokerage, Redfin
has the difficult but important task of convincing
consumers why they should go with its unique
business model versus traditional firms. Their goal
is to demonstrate how their technical advantages
provide real-world consumer benefits and
improved support.
The traditional real-estate customer lifecycle is
incredibly complicated because sometimes it can
take years. Redfin aims to deliver excellent service
by getting customers in the right home, but they
can only do that if customers stay engaged with
their brand during the process. Therefore, Redfin
has to focus on keeping customers engaged
through awareness and engagement strategies
that provide relevant messaging, at the right time,
in the right context, in the right channels all while
understanding where customers are in the process
as they research online.
To help customers find their home, Redfin’s
marketing goals are threefold:
• Convert customers by getting them to go
beyond simply searching on their website to
contacting Redfin for service for the first-time.
• Reactivate customers who have contacted them
for service but have gone silent and those who
have stopped coming to the website.
• Drive repeat business and referrals by staying in
contact throughout the customer lifecycle.
In order to engender brand loyalty throughout the
customer lifecycle, Redfin determined that it needed
all of its messages to be contextually relevant based
on where customers are in the process of buying
or selling a home. As you can imagine, doing so
required a completely different approach than
traditional batch-and-blast campaigns.
Redfin invested in a program with the help of
StrongView to create a series of lifecycle marketing
programs based on contextually relevant information
that was directly informed by customer-driven events
and current state engagement.
First, Redfin revamped its New Registrant welcome
series. The campaign then personalized content
based on the specific reason the consumer actually
registered. The series then branches off based on
how the consumer engaged with the initial email.
For example, if a consumer identified that they
were looking for new listings, subsequent emails
will feature complementary services, such as the
company’s mobile app. The second email in the
series is designed to drill down further on their core
interests. For example, Redfin looks to discern if they
are mainly interested in buying, selling, or both?
Once that data is captured via a click, all future
messages are tailored accordingly.
If you place everything on
technology and little on
empathy, the promise of
context is thwarted. The
magic of technology is that
context is there for any
inspired marketer to find
and wield.
10. 10
In addition, Redfin looks for ways to engage
customers based on their last action. For instance,
if a user clicks on a “Schedule My Tour” link, but
doesn’t follow through with the form, the company
follows up with an email that showcases the
properties they were interested in touring. Redfin
also focuses on increasing the volume of tours by
sending out an email showcasing homes that were
“Favorited” but not toured.
While Redfin employs multiple lifecycle marketing
programs, it is also conscious of over-messaging
customers. Redfin uses StrongView’s frequency
limiting capabilities to suppress users from certain
programs based on how long it’s been since they last
engaged with a message. In that way, they reduce
the risk of less engaged consumers unsubscribing
or hitting the “this is spam” button, which can
negatively affect deliverability to all of its customers.
Figure 3
11. 11
Finally, to complement high-level brand messages,
Redfin is also automating personalized engagement
from reps to improve responses and deliver better
service and overall experiences. In one example
of contextual marketing, the company helps reps
also find other interesting and approachable ways
to talk to consumers, such as basing automated
engagement on weather to promote loyalty
and increase engagement. For instance, after a
snowstorm hits a certain area, Redfin automates an
email to recent homebuyers in the affected area,
asking to share feedback regarding how their home
looks in the snow and inquiring whether it would be
helpful to recommend any home service providers
for weather-related issues.
Email, of course, is only one part of a contextual
marketing campaign. Every aspect of engagement
must be considered, from web to social to mobile
and also everything in between. The results in just
this one area of contextual marketing have been very
successful for Redfin. The company realized significant
engagement across key metrics, including opens,
clicks, unsubscribes, etc. But, the most important
metric that Redfin tracks is the rate at which customers
contact, reengage, or refer Redfin over time. By
increasing the personalization of its messages with
contextually relevant content, Redfin has seen a 20 to
30% lift in contact and reactivation rates for customers
who received these programs versus a control group
that didn’t receive the programs.
Figure 4
12. 12
It’s time for a new marketing contract, one rooted in
context and meaningful intentions.
By crafting experiences through a contextual lens,
brands are able to employ a personal and informed
approach that’s genuine and authentic. Now,
marketers and executives can see things from a
digital AND people-first perspective.
Imagine a world where ROI doesn’t just increase
returns on investments, but equally increases
engagement, drives conversions, provokes desired
action, and, ultimately, boosts customer loyalty.
Context creates a return on all things that add value
to you and your customers. It’s mutually beneficial at
every step. Context sets in motion an entirely new
value cycle that with investment only expands in
reach and relevance.
But abstracting context is just the beginning. When
paired with empathy, marketers will hold the key
to meaningful customer experiences and more
rewarding relationships. And, earning and cultivating
relationships takes us away from touchpoint or
campaign-focused strategies to something that
builds and improves customer journeys over time.
That’s the foundation of true contextual marketing
and the new marketing contract. Context is not a
buzzword; it’s a way of business. It takes an everyday
series of mass marketing methodologies and
evolves your message and value proposition into
something that’s truly personalized. It enhances a
point-and-click customer journey into the “ultimate”
customer journey — understanding and solving
for the evolving digital customer journey as needs,
expectations, and demands of customers develop.
It’s about time things got personal.
CONTEXT IS THE KEY
TO MEANINGFUL RELATIONSHIPS
Context creates a return on all things that add
value to you and your customers. It’s mutually
beneficial at every step. Context sets in motion an
entirely new value cycle that with investment only
expands in reach and relevance.
13. Brian Solis, Principal Analyst
Brian Solis (@briansolis) is an award-winning author, prominent blogger, and
keynote speaker. Solis works with enterprise organizations and technology
vendors to research the state and direction of markets, competitors, and
customer behavior. Through the use of proven frameworks and best practices,
Solis analyzes trends, opportunities, capabilities, and areas for improvement to
align new media initiatives with business priorities.
AUTHOR
13
About StrongView
StrongView helps brands understand, engage, and
deliver value to consumers. Recognized as a leading
provider of email and cross-channel marketing solutions,
StrongView is reinventing customer relationship
marketing through customer context. Our contextual
marketing solutions enable brands to recognize and
act on consumers’ fast-changing circumstances before,
during, and after each moment of engagement.
Contact info:
StrongView
1300 Island Drive, Suite 200
Redwood City, CA 94065
info@strongview.com
www.strongview.com
@strongview
650.421.4200
About Altimeter Group
Altimeter is a research and consulting firm that helps
companies understand and act on technology disruption.
We give business leaders the insight and confidence to
help their companies thrive in the face of disruption. In
addition to publishing research, Altimeter Group analysts
speak and provide strategy consulting on trends in
leadership, digital transformation, social business, data
disruption, and content marketing strategy.
Contact info:
Altimeter Group
425 California Street, Suite 980
San Francisco, CA 94104
info@altimetergroup.com
www.altimetergroup.com
@altimetergroup
415.489.7689