COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
Digital marketing in the time Pandemic (Covid-19)Heri Ardin
How marketer act and do marketing in the time pandemic, especially on covid-19.
Digital Marketing in the time pandemic is a thinking based on observation that current situation, especially in the covid-19 outbreak
<<Marketing In a COVID-19 World>>
ReOpening Webinar - Marketing, 2020 and Beyond @ Sat 27 Jun 2020
Key Takeaways
1. How Marketers Can Deal With New Consumer Behaviours
2. Trends forecast till the end of the year and implications to marketers
3. The power of mindset: Positivity Vs Optimism
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
3 in 30: Marketing Resources During the COVID-19 PandemicBlakeStrozyk1
3 marketing resources are covered in 30 seconds for marketers to use during the COVID-19 Pandemic. These include 25 ideas, social media post templates from Canva, and 7 steps that companies need to take for effective communication during times of crisis.
Digital marketing in the time Pandemic (Covid-19)Heri Ardin
How marketer act and do marketing in the time pandemic, especially on covid-19.
Digital Marketing in the time pandemic is a thinking based on observation that current situation, especially in the covid-19 outbreak
<<Marketing In a COVID-19 World>>
ReOpening Webinar - Marketing, 2020 and Beyond @ Sat 27 Jun 2020
Key Takeaways
1. How Marketers Can Deal With New Consumer Behaviours
2. Trends forecast till the end of the year and implications to marketers
3. The power of mindset: Positivity Vs Optimism
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
3 in 30: Marketing Resources During the COVID-19 PandemicBlakeStrozyk1
3 marketing resources are covered in 30 seconds for marketers to use during the COVID-19 Pandemic. These include 25 ideas, social media post templates from Canva, and 7 steps that companies need to take for effective communication during times of crisis.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
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.
Digitak Marketing Tools presentation, designed for people who want to realllllllly moving forward! #socialselling ADVIKA.id
Socialselling.id #actionplan #digitalmarketing
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What will be the biggest trends to drive CMOs and Marketing Departments in 2016? Learn about the shifting forces of customer experience, big data and mobility and how they are going to forever change marketing in the new year.
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
130 stats about the 7 social media trends dominating 2015Emarsys
The digital landscape has been dispersing rapidly over the last 12-24 months and with ever more scattered audiences and fragmented social platforms, brands face a bucketful of challenges. To thrive in this highly competitive environment, digital marketers need to constantly be on their toes and stay up-to-date with the latest trends. In this deck we share 130 stats around the 7 social media trends that we see dominating 2015. To read the full blog and to understand the full scope of these developments visit http://www.emarsys.com/en/resources/blog/the-7-social-media-trends-dominating-2015/
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
Review your Social Media Marketing during COVID-19 Sujoy Mukherji
COVID-19 has proven the importance of a strong social media presence. Learn the 5 important steps for Entrepreneurs and Small Businesses to Boost their Social Media Marketing Strategy during the pandemic.
Smithmarketing com-covid-19-marketing-tips-how-to-market-effectively-and-resp...Smith Marketing, Inc.
The pandemic that we’re experiencing right now has drastically affected a lot of businesses whether big or small. In order for your business to survive, you need to adapt to the changes that are happening. Well, that’s why we’ve come up with these COVID-19 marketing tips to help you out.
Finding Balance in Adversity: COVID-19 Playbook for BrandsMaggie Malek
In this environment, talking about marketing can feel like we are taking advantage of the current crisis. Selfish and VERY strange. But it is exactly during these times of crisis that we must step-up and examine the role we play as marketers and brands to drive the economy.
The consumers who buy our products on the shelf at the store (or online, with this new normal) are made up of people, just like you and me. If you work in advertising, the same goes for the brands that you serve. These are all people; they have fears and dreams. Mortgages and stock options. Friends, neighbors, siblings and grandparents. There are so many things to worry about. Our brand partners are also worrying about their people – the staff that work in fulfillment centers, the customers they serve and the communities they volunteer in. The lives that we touch as marketers are in the millions, and even in the face of uncertainty, we must continue on.
But we must do it with empathy, keeping all of those people in the center of the choices we make.
At MMI, we are here to serve you, both the brands we work with and all of our sister agencies and small businesses who are looking for help. We are undaunted by the task ahead of us. To help you manage your business through this time, we have created a brand playbook you can use. It’s compiled of actionable next steps based on our long experience with consumer understanding and our path-to-purchase obsession, as well as our deep understanding of integrated communication crisis strategy for global brands. We have also leveraged global learnings from our sister agencies, ForwardPMX and HarrisPoll.
It doesn’t need us to tell you that we are living in unprecedented times. But although the coronavirus pandemic is a new challenge, as marketers we can learn lessons from previous global crises and try to apply them to our current approach. We’ve collated our thoughts on how B2B marketing strategy should change (or not) in the Covid-19 era along with guidance on tone, tactics and more.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
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.
Digitak Marketing Tools presentation, designed for people who want to realllllllly moving forward! #socialselling ADVIKA.id
Socialselling.id #actionplan #digitalmarketing
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What will be the biggest trends to drive CMOs and Marketing Departments in 2016? Learn about the shifting forces of customer experience, big data and mobility and how they are going to forever change marketing in the new year.
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
130 stats about the 7 social media trends dominating 2015Emarsys
The digital landscape has been dispersing rapidly over the last 12-24 months and with ever more scattered audiences and fragmented social platforms, brands face a bucketful of challenges. To thrive in this highly competitive environment, digital marketers need to constantly be on their toes and stay up-to-date with the latest trends. In this deck we share 130 stats around the 7 social media trends that we see dominating 2015. To read the full blog and to understand the full scope of these developments visit http://www.emarsys.com/en/resources/blog/the-7-social-media-trends-dominating-2015/
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
Review your Social Media Marketing during COVID-19 Sujoy Mukherji
COVID-19 has proven the importance of a strong social media presence. Learn the 5 important steps for Entrepreneurs and Small Businesses to Boost their Social Media Marketing Strategy during the pandemic.
Smithmarketing com-covid-19-marketing-tips-how-to-market-effectively-and-resp...Smith Marketing, Inc.
The pandemic that we’re experiencing right now has drastically affected a lot of businesses whether big or small. In order for your business to survive, you need to adapt to the changes that are happening. Well, that’s why we’ve come up with these COVID-19 marketing tips to help you out.
Finding Balance in Adversity: COVID-19 Playbook for BrandsMaggie Malek
In this environment, talking about marketing can feel like we are taking advantage of the current crisis. Selfish and VERY strange. But it is exactly during these times of crisis that we must step-up and examine the role we play as marketers and brands to drive the economy.
The consumers who buy our products on the shelf at the store (or online, with this new normal) are made up of people, just like you and me. If you work in advertising, the same goes for the brands that you serve. These are all people; they have fears and dreams. Mortgages and stock options. Friends, neighbors, siblings and grandparents. There are so many things to worry about. Our brand partners are also worrying about their people – the staff that work in fulfillment centers, the customers they serve and the communities they volunteer in. The lives that we touch as marketers are in the millions, and even in the face of uncertainty, we must continue on.
But we must do it with empathy, keeping all of those people in the center of the choices we make.
At MMI, we are here to serve you, both the brands we work with and all of our sister agencies and small businesses who are looking for help. We are undaunted by the task ahead of us. To help you manage your business through this time, we have created a brand playbook you can use. It’s compiled of actionable next steps based on our long experience with consumer understanding and our path-to-purchase obsession, as well as our deep understanding of integrated communication crisis strategy for global brands. We have also leveraged global learnings from our sister agencies, ForwardPMX and HarrisPoll.
It doesn’t need us to tell you that we are living in unprecedented times. But although the coronavirus pandemic is a new challenge, as marketers we can learn lessons from previous global crises and try to apply them to our current approach. We’ve collated our thoughts on how B2B marketing strategy should change (or not) in the Covid-19 era along with guidance on tone, tactics and more.
This has been a difficult time for many people across the world, in all industries and businesses; big, small and independently owned.
So, How do you Protect your Brand during COVID-19?
Read the latest White Paper by The Stitch Effect to find out.
Please feel free to share your thoughts and if you have comments or need Brand Guidance, feel free to message us.
Marketing is a business necessity, but should marketing be done during times of crisis? And if so, how?
This blog will provide you with a few ideas and Do’s and Don’ts to consider.
The Digital Treatment - Digital Marketing Strategies - Ireland - Healthcare I...Promozoo Limited
In 2011, Promozoo published our first edition of the ‘PMI Digital Masterclass – A Guide to starting a Pharma Digital Marketing Campaign’. It proved very popular with professionals working in these specialised and heavily regulated industries.
Digital technology has changed a lot since then, and continues to change at such a fast pace, we decided it was time to update our initial edition with a new version for 2014. This new edition introduces new digital communication methods and strategies which have emerged over the past 2 years, and it is entitled ‘THE DIGITAL TREATMENT – HOW TO START A DIGITAL CAMPAIGN IN THE HEALTHCARE AND PHARMACEUTICAL INDUSTRIES’.
This new guide gives a starting structure to a digital marketing framework and is specifically created for Healthcare marketers, sales teams and senior management.
As the world is slowly reopening, we have decided it is time to say goodbye to our weekly newsletters. But not before we put out a last issue, in which we attempt to make a kind of guide that businesses, and marketing professionals could use to be more effective in their marketing communications while navigating the looming recession. Because the aftermath of Covid-19 will probably be a long-term global crisis. And very few people are able to assess, based on the learnings of past recessions, the fundaments of managing a brand successfully through an economic crisis as well as Les Binet, Group Head of Effectiveness at adam&eveDDB and globally acclaimed advertising effectiveness expert. We hope you find his thoughts as useful as we did.
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
An Emerging Trend is a topic area that is growing in interest and utility over time.
This presentation will cover the Basic Meaning of Marketing & will also be showing the latest 21st century trends involve in the process so as to explore the company in every aspect.
Peacekeeper, Navigator, Student: The Marketer to 2015Nick Johnson
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
This in-depth white paper focuses on the evolving role of the marketer within large organizations, and is based on feedback from over 1,000 marketing executives worldwide.
There are two parts - investigating the new brand/customer relationship, and then looking at how to get closer to your customers.
Topics covered throughout the white paper include internal collaboration, multi-channel campaigns, measurement to build a 360-degree view of the customer, and the increasing power of customers to define your brand.
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
Similar to Covid 19 & Marketing - A Briefing to Marketing Leaders (20)
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
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/
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.\
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- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
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Core Web Vitals to improve your website performance for better SEO results with CWV.
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
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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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
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How to use the Video Matrix
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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
Covid 19 & Marketing - A Briefing to Marketing Leaders
1. HOW TO PROTECT YOUR BRAND: A BRIEFING FOR MARKETING LEADERS FROM BBH
2. COVID-19 represents a humanitarian challenge that is unprecedented
in recent times. Nations, economies, supply chains, workforces,
relationships, sanity and spirits are being tested. Brands have the power
to help - both the public and themselves - through this crisis. This
briefing is intended to share instructive examples and data to guide
marketing discussions; specifically in how marketing can help, the ways
it can’t, what your teams can be mobilised to do in the coming months,
how to overcome production challenges and how to vaccinate your
brand to emerge well on the other side.
HOW
MARKETING
CAN HELP
3. The situation now,
what is being affected
and the implication
for brands
WHERE
WE ARE
How the situation
might develop and
the scenarios for
brands
WHERE WE
COULD BE
What brands can do
now and in the coming
weeks to stay trading
and help people
IMMEDIATE
ACTION
How to plan for
resilience and recovery
based on previous
economic shocks
THE OTHER
SIDE
Some alternatives
ways to produce your
marketing assets
without shoots.
HOW TO
PRODUCE
5. As different countries are at different stages of the curve and
governments execute different strategies, each territory has its unique
features. However, as of 23rd March the global spread appears to be
accelerating 354k cases and 15k deaths. Many countries are now
closing borders, self-isolating, closing schools and seeking domestic
military support. This situation is expected to last many months.
A RAPIDLY
CHANGING
SITUATION
6. Most immediately, this is a matter of tone and behaviour for brands.
You will lose if you appear opportunistic and crass. Of course brands will
want to continue trading but marketing leaders may like to ask themselves
these questions:
1. Is any marketing live right now no longer appropriate? Are automated marketing
systems wasting media and annoying consumers?
2. Is any marketing about to go out no longer appropriate? Or are you making
opportunistic decisions now (e.g. price increases) that you will later be judged on?
3. Are you listening to your customers explicitly in social and through larger trends in the
data to make sure any communications and actions are not tone deaf?
4. Are any immediate actions you are taking couched in the benefit of people and their
new needs? Not because you want to shift product.
5. Have you turned off outdoor media and pivoted to in home media?
6. Do you have a ‘Brains Trust’ to double check your marketing is appropriate as your
team may be too close to matters? Assemble an unrelated team to put all major
decisions by for a second opinion.
WHAT THIS
MEANS FOR
BRANDS
8. Epidemiological modelling currently suggests two broad outcomes.
1. Delayed Recovery. In this situation the US and Europe
experience rapidly rising cases through April and recovery takes
until late 2020 or early 2021. China and East Asian countries
continue their current recovery by estimated Q2 2020. As of 19th
March, China is reporting no new cases.
2. Prolonged Contraction, where China and East Asian countries
experience a second surge of the virus as they attempt to restart
economic activity. The virus may not be seasonal and mutate in
late 2020. It is likely all countries will severely limit travel, social
contact, whole categories of business will be muted and much of
the population will operate from their homes.
Economically, quarantines, travel restrictions and lower consumer
spending radically reduce demand, creating recessions throughout 2020
and potentially into 2021 with profound impacts on brands.
Source: WHO Situational Reports and McKinsey analysis, 2020
GLOBAL,
MASS
ISOLATION &
RECESSION
9. The most immediate tasks for businesses are clearly the more important
tasks of caring for staff and ensuring critical supply chains remain
unimpaired. McKinsey’s Covid-19 Briefing document suggests actions
for business leaders here. The scope of this briefing is to look at the
marketing tasks that can be executed in the following months to ensure
maximum trading possibilities. We see the following questions being
useful:
1. What are you hearing? Rapidly develop a new view of your customer, their
new needs and new attitudes.
2. What are the implications on your product and service offering likely to be in
the coming months?
3. What reassurance can you offer customers immediately through marketing
that these will remain unaffected or improved?
4. Is your marketing on the side of the people, playing into their new needs or
assuaging their anxieties? Or are you flogging something?
5. Have you updated your media plan to reflect people’s new media
consumption?
WHAT THIS
MEANS FOR
BRANDS
11. In this section we post a series of recommendations for immediate
action, crowdsourced from BBH’s global staff, including case
studies from brands in the past days. As with all good marketing a
bridge should be built between the needs of the customer and your
brand’s offering. We strongly advise against ‘cashing in’ on a crisis
but instead wrap your services and products in ways that help.
Therefore, we share stimulus to help make better COVID-19
marketing including 1) a ‘Needs Framework’ and principles for 2)
Communications and 3) Acts.
WHAT CAN
BE DONE
RIGHT NOW?
12. IN THE PAST, WE'VE SEEN LOTS OF COMPANIES
THAT HAVE HAD THE BEST, BRILLIANT INTENTIONS
BUT THE INTENTIONS WERE POORLY EXECUTED. THIS
IS NOT THE TIME TO BE BEATING YOUR OWN CHEST.
THIS IS THE TIME TO BE A GOOD CORPORATE CITIZEN
TO CONTRIBUTE TO THE PUBLIC GOOD, AND NOT TO
BE 'SEEN' AS 'A SUPER GOOD COMPANY'
“
Jay Milliken, Prophet senior partner and Asia regional lead
”
14. PEOPLE’S
NEEDS - A
GENERAL
MODEL
PHYSIOLOGICAL
Food, basic amenities
and utilities, sleep
SAFETY
Body, employment, resources,
property, family, morality
LOVE & BELONGING
Friendships, family and
intimacy
ESTEEM
Community, self-esteem,
confidence, achievement, respect,
SELF
Productivity, creativity, spontaneity,
acceptance, experiences
Marketing that is emotionally resonant
and speaks to needs is more effective. We
recommend starting your marketing
planning process for COVID-19 by
thinking about your customers’ new
needs, perhaps mapped against a
hierarchy (right). Brands that can address
the bottom and middle of the pyramid
should go first and boldly, brands towards
the top may like to enter more carefully.
15. THEN
ORGANISE
YOUR
MARKETING
AROUND
NEW NEEDS
Step 1. Establish new needs
Connection Productivity Learning
Exercise &
Wellbeing
Entertainment
Step 2. How your products or services could address those
E.g. Phones &
Tablets
E.g. Monitors,
Earbuds, Chargers
E.g. Phones,
Tablets,
Monitors, VR
E.g. Watch,
Tablet, TV
E.g. TV, VR,
board games
Step 3. The value you can add through highlighting certain benefits, introducing deals, utility or reassurance
E.g. Getting the
elderly set up with
tech support
E.g. Working
from home kit
E.g. Downtime
being learning
time, partnership
with Masterclass
E.g. Connecting
to personal trainer
and yoga teachers
E.g Bundling
Netflix free
Food and food
ideas
E.g. new cooking
equipment
E.g. 10 minute
recipes
Step 4. Create the marketing assets to shine a light on these
Content
Adverts
Acts
Home
maintenance/
improvement
E.g. furniture and
interior design
E.g. VR room
planners or
curated ‘cleaning
influencers’
16. THOUGHT
STARTERS
ON COVID-19
NEEDS AND
MINDSETS
Survival Anxiety Autonomy Tech as saviour Cabin fever Direct to my door Virtual adventures
Treating the
planet better
Sustainability Isolation Loneliness Small mercies Time well spent Slow living
Communities Giving back Family time Local Digital activism Burn out Boredom
Personal growth
Home
office/home
balance
Finances Mental health Digital activism Fitness
Home
improvement
COVID-19 customer needs and mindsets
18. Brands can play a role in general,
but not all your comms have to
relate to the crisis itself. Avoid the
pitfalls of piling into the
conversation without value.
KNOW
YOUR ROLE
19. You need to be radically in tune
with what people are saying about
your brand - stay in touch with
public opinion. Consumers have
changed massively.
LISTEN
UP
20. Your website, your lines,
your social media. Make
sure customers feel you’re
ready and available to help
them.
ALWAYS BE
REACHABLE
6,472 complaints on Twitter only
since beginning of March
21. How can you reassure
and diffuse the panic -
either in your own
offer or generally in
your tone.
BE
CALM
Our online shopping service will be available again in the shortest possible
time!
Our technicians are providing an extraordinary maintenance of the systems,
with the aim of making our site perform as well as possible to manage the
exceptional demand of recent days.
Currently, we expect this intervention to end by 01:00 on Saturday March 14
at the latest.
Carrefour looks after you!
Our stores are always open.
With us, your shopping is safe!
We have followed all precautions to
minimize the risks to your health
At least one metre away
We recommend staying a distance
of one metre away from other people
We are always open
We are close to you and open in
some Carrefours even 24 hours a day
Providing an exact
time for when the
site will be available
again
Reassuring, but
not apologetic
Reassuring RTBs and advice that position Carrefour as a public service
22. There are more than enough
megaphone-style proclamations
from brands. In moments like
these, personal messages can work
when public announcements fail.
Admit vulnerability and ask for
understanding.
KEEP
IT REAL
23. Stand with your competitors to
show you’re tackling this
together. (At the same time: keep
an eye on the category to see if
you can learn from others.)
SET ASIDE YOUR
DIFFERENCES
24. The worst thing we can
do now is look like we are
cashing in on the crisis.
DON’T BE
OPPORTUNISTIC
25. Ambiguity and unpredictability in a
rapidly changing situation are huge
sources of anxiety and “plague dread.”
ONLY if relevant (e.g. financial,
medical, or news publisher brands),
consider clarifying comms that help
explain what’s happening and what’s
likely to happen in the near future.
Partner with experts to create, and
make it open access.
ADD
CLARITY
Source: New York Times
26. ONLY if your brand has credibility to
be lighthearted should you explore this.
But people will be looking for smile
amid the sadness. In fact, ‘COVID-19
related Tweets only represent 1% of
total Tweets now.
LIGHTEN
THE MOOD
27. Knowing parents are stuck inside with their
kids, Disney gifted them with the early release
of Frozen 2. But in their announcement of it
on social, they did not acknowledge the
motivation behind it (COVID-19 quarantine),
just the benefit.
BENEFITS,
NOT FLEXES
28. Remove Out of Home from your plan and
focus on personal at home media instead.
Think online, mobile, streaming. Negotiate
shorter contracts as Cost Per Mille (CPM)
and available inventory will fluctuate quickly.
Be ready to adjust to new habits.
SHIFT YOUR
MEDIA
30. LVMH, the French holding company
of brands such as Louis Vuitton, have
repurposed all of their perfume
factories into sanitizer production
lines. This beats pure talk.
ACTIONS
SPEAK LOUDER
31. If you have products
or services that can
actually help people,
then actually help
people.
BE
HELPFUL
32. Give away your margins
and be supportive to keep
up morale up.
BE
GENEROUS
"Delivery in the UK is currently free. We have also improved options for gifting,
personalised messaging and international shipment, to allow you to send gifts to those you
may not be able to visit at this time” Department store Liberty’s adds a lovely touch
33. This goes back to your brand, to your
core competence, to your cultural
authority. Step up and use the power
you have for good or consumers are
not going to forgive you.
STAY IN
YOUR LANE
34. It probably already exists. Avoid
the need to build new utility if
your value can be gathering it
together for people.
CURATE
UTILITY
35. Stop the spread of
misinformation by
making verified facts
easily accessible.
EMPOWER
THE EXPERTS
TikTok videos with
Covid-19-related keywords...
Link to WHO-sanctioned
advice & information.
36. HELP PEOPLE
HELP OTHERS
Contribute with your loyalty points to support
those on the frontline of the COVID-19
emergency. Because united, even when apart,
we can make a difference.
WITH YOUR POINTS
YOU CAN HELP TOO.
We all want to help at
this time of crisis - but
it’s hard to know how.
Let’s make it easy for
customers to help.
37. Looking after your own
people is as important
and PR-able as looking
after your consumers.
Especially if you’re a
large entity.
INSIDE
OUT
VS.
38. Work collectively with
your suppliers to help
channel and communicate
support where it is most
needed.
GO
LOCAL
39. Can you help the ‘war effort’ and
contribute to the people on the
ground. Do you have outlets that
can be repurposed? (But be
careful to be clear: people
thought Brewdog were selling it)
RE
PURPOSE
40. The majority of us are holed up
inside whilst for a brave minority it’s
business as usual, risking their health
every day. A little appreciation can go
a long way.
BE
THANKFUL
41. Home life is going to be painful,
boring, lonely, unproductive, no
exercise, etc. How do your
products or services help?
FIND THE
PAIN POINTS
42. When life gives you self-isolation, what’s
the upside? Downtime can be growth
time. Education, entertainment,
productivity, connectivity - a new normal
will develop and people may look for
more positive outlets.
MAKE
LEMONADE
43. What does a dinner look like
with Hangouts? What does a
new house exercise routine look
like? Invent new traditions. Build
community. Make it easy.
INVENT NEW
TRADITIONS
45. Brands may worry without the ability to shoot in the real world,
they will be unable to produce marketing assets. This is not true.
We are ready to go with alternative ways of executing marketing
assets through animation, illustration, CGI, VFX, motion graphics,
compositing, stock footage, user generated footage and more -
with no loss of quality. We share some recent examples from 1)
Film and 2) Stills.
HOW TO
MAKE YOUR
MARKETING
47. ANIMATIONAnimation can be extremely
creative and great for brands that
want to create multiple social edits
with a running theme.
Skittles, Pride 2018
48. Western Union, ‘3 Ways To Send Your Money’
ANIMATIONIt can also be great for longer
length edits, like we did here for
Western Union.
49. The New York Times, ‘Rigor’
TITLES/
SOUND
DESIGN
Using stock doesn’t have to
feel small. Brilliant editing, use
of titles and sound design can
make a campaign feel
powerful, relevant and urgent.
50. TITLES/
SOUND
DESIGN
Sometimes all you need is a
brilliant (timely) script,
effective use of titles and
excellent sound design to be
really effective. Nike, ‘Mamba Forever’
52. STOCK
STALKR has emerged as the
industry’s premier digital partner for
sourcing and licensing custom
content for commercials and films.
STALKR sources material from
independent filmmakers and rights
holders of all kinds. User-generated
platforms, film studios, footage
archives, sports leagues, home
movies, influencers, celebrities –
whatever it takes.
http://stalkr.com/work/
53. CGI
Samsung Galaxy S10, Space Launch
BBH’s Space Selfie Campaign for
Samsung’s 50th year anniversary
launched with an epic film created
entirely in CGI with stock imagery
61. ILLUSTRATION,
TYPOGRAPHY,
DESIGN
All imagery was a combination of
licenced stock images and
commissioned illustration, set in a
unique design template to mirror
the architecture of the Coal Drops
Yard buildings.
Coal Drops Yard, Kings Cross
66. Right now, marketing activity will be being paused, budgets raided
and business leaders may be de-prioritizing its importance in the
coming months. Of course, attention must turn to critical business
operations; however, our role as brand experts is to remind marketing
leaders of the lessons from history. Brands that keep going - and keep
going in specific ways - emerge from economic shocks ahead of their
competitors. Here are some of those lessons.
HOW TO
PREPARE FOR
POST-COVID
67. Brands that reduce their spends during
times of recession often come out the
other end weaker. Every business will
have its own unique features but
history tells us on average marketing
budgets should be protected, not
raided for recovery.
PROTECT
BUDGETS Reductions in marketing spend create
short-term returns but significant long-term loss
Brands that go dark during recessions
suffer significant brand metrics declines
Brands that cut advertising budgets most
aggressively took 5 years to recover
ROCE = return on capital employed
Sources: MillwardBrown, Data2Decisions, Butterfield
68. Strong brands recovered 9x
faster than weaker brands
following the financial crash of
2008. Don’t forget about your
brand! Protect it. Fuel it. It’s
going to help you come back.
PROTECT
BRAND
Strong brands recovered nine times faster following the financial crash of 2008
Source: Kantar, BrandZ
69. The dual impacts of short-termism in
marketing and lower investment behind
creativity have halved the success of
creativity over a period of just four years.
By reducing investment in the long-term
now brands face the very real risk of
reducing their commercial power down
the line. Hold the line as much as is
possible.
GO
LONG
Sources: Binet and Field, Selling Creativity Short
70. Brands that focus on increasing
relative share of voice, perceived share
of voice and product quality
perceptions are more successful. It
happened in the 90s. In the 2000s.
And 2008. It should happen again.
SPEND ON
THE RIGHT
PARTS
Sources: Butterfield, BBH Engage Panel
71. In post COVID-19 world there will be lots of small
moments that gain a new emotional resonance: the first
pint back at the pub, the first cup of tea with your gran
in two months, getting back to your yoga/pottery
class/5-aside league or Eastenders back to 4 nights a
week. Brands can make them feel even more special and
elevate these moments.
CELEBRATE
EMOTIONAL
MILESTONES
72. As we are seeing a massive expansion of
the state and the role of large brands in
delivering key services, big will be back
and trusted more. Who will you want to
bank with after this is all done? A startup
or an established critical player?
BIG AND
TRUSTED
73. Things are unlikely to return to just the way they were
before the pandemic - so make sure you’re listening to
your customers so you are prepared for the new normal.
What could the pandemic mean for customers long-term?
A re-evaluation of work/life priorities? A stronger
commitment to family? Increased anxieties? Tightening
budgets? Don’t presume that things will revert back to
the status quo once this appears to be coming to a close.
Prepare to check in with the market.
PREPARE FOR A
NEW-NORMAL
74. Is going to the store still the optimum for
people? Will people go back to the purchase
behaviours of pre-Covid or will it have
massively accelerated the direct-to-consumer
trend. As highstreet players may unfortunately
fall as a result of this, strengthening your DTC
proposition will help adapt to new behaviours
and the new reality.
RETHINK
DIRECT
Source: McKinsey China
Early indicators suggest needs will change
75. Resist developing an exact plan.
Give yourself and your team a
chance to adapt as weeks go by.
Section quarters up, map things out.
Move to iterative delivery cycles.
Be agile in your management.
LEAVE
ROOM FOR
MANEUVERING Source: WARC
76. What are the seeds that you can plant
now and will have impact in the future?
Think of it as a hibernation phase: now
is the time to focus on the side of your
business that helps people grow, learn,
improve, without the pressure of
reaching instant gratification. The next
big thing could be conceived WFH.
EMBRACE
DEEP
WORK
“SHALLOW WORK
STOPS YOU FROM
GETTING FIRED —
BUT DEEP WORK IS
WHAT GETS YOU
PROMOTED.”
Source: Cal Newport
77. A rapidly unfolding
situation that means
brands needs to be
listening and responding
carefully.
Isolated in our houses for
months and facing severe
hits to bottom lines,
economies and spirits.
Find the bridge between
your products and services
and people’s new needs
and mindsets. Sell to help,
not to move product.
Many options remain open
that do not require
physical shoots. You can
keep making powerful
marketing happen.
Learn from history.
Brands that keep
marketing come out
stronger. Prepare for
the other side now.
WHERE
WE ARE
WHERE WE
COULD BE
IMMEDIATE
ACTIONS
PRODUCING
MARKETING
THE OTHER
SIDE
78. BBH is a global marketing agency with clients including
Samsung, Nike, Tesco, Audi, Google, Absolut, American
Express, Burger King and many more. This briefing is intended
to share instructive examples and data to guide marketing
discussions. For more specific strategic consulting on
COVID-19 please do get in touch with your local office.
www.bartleboglehegarty.com