This document discusses the changing relationship between data, creativity, and marketing in today's digital world. It notes that with the rise of digital, marketing has become more metrics-driven and accountable to ROI. However, it cautions that data cannot provide all the answers and emotions still drive human behavior. The document provides tips for marketers to balance data and creativity, including understanding data's limitations, using multiple data sets, distinguishing where data ends and strategy begins, and allowing for creative leaps beyond just the numbers. It advocates for custom cross-functional teams to develop ideas and applying creativity processes to fully leverage an organization's talent against increasingly complex challenges.
Data vs Hunch - Beyond Lecture at Hyper Island 2015Beyond
How do you strike a balance between data and creative hunch in a digital marketing world obsessed with metrics and ROI? Slides from a session with the Hyper Island Digital Data Strategy class of 2015, at the school's Stockholm campus.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Taking friction out of banking white paper - UKNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Data vs Hunch - Beyond Lecture at Hyper Island 2015Beyond
How do you strike a balance between data and creative hunch in a digital marketing world obsessed with metrics and ROI? Slides from a session with the Hyper Island Digital Data Strategy class of 2015, at the school's Stockholm campus.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Taking friction out of banking white paper - UKNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Me Data - The Rising Opportunity for Self Optimization Apps Beyond
A new research study from creative digital agency Beyond, shows that the lack of concern over the privacy of Me Data - open, freely available, personal data - and the popularity of personal tracking apps is leading to a demand in self-optimization services like Google Now. These products and services will break out of the niches created by personal tracking apps, instead offering overall lifestyle self-optimization services based on several different strands of Me Data.
Taking friction out of banking white paper - USNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
To remain competitive in today's real-time world, retailers need to more effectively read and respond to consumers' digital fingerprints, or Code Halos, to anticipate their preferences and needs and delivery contextually-relevant, timely and inspiring shopping experiences.
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.
10 trends reshaping digital - updated Q1 2016Beyond
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction in Q1, and which will reshape how we digitally interact with the world around us.
As brands get even deeper into content marketing, further improvements and challenges emerge. Here were some of the more interesting themes around content at this year's SXSW: Timing, Design, Commerce, and Privacy.
Conversational Commerce: Why Consumers Are Embracing Voice AssistantsCapgemini
The Digital Transformation Institute has launched its latest research report titled “Conversational Commerce: Why Consumers Are Embracing Voice Assistants in Their Lives”. The report helps answer why voice assistants provide a significant platform to brands and retailers to engage with their consumers through new and innovative mediums like Google Assistant, Amazon’s Alexa, and Apple’s Siri.
eMarketer Webinar: Social Marketing Trends for 2016eMarketer
Despite industry concerns over ad blocking and viewability, 2015 saw strong growth in ad spending on social properties and a major shift toward video. Topics in this webinar include: eMarketer’s latest forecasts for social media marketing and social network ad revenues; Why TV ad dollars will start to flow more steadily toward social in 2016; How livestreaming will be pushed into the mainstream; The importance of influencer marketing and how marketers will address issues of ad blocking and viewability
New Report by Jessica Groopman
The digitalization of our physical world—what many are now calling the ‘Internet of
Things’—is challenging our expectations of privacy.
Adding sensors to ourselves, and to the objects and places around us, renders our
physical world communicable, contextual, and trackable. The full implications of
ubiquitous connectivity remain blurry, but Altimeter Group’s survey of 2,062 American
consumers makes one point crystal clear: Consumers are decidedly anxious about
how companies use and share data from their connected devices. Our research finds
a massive gulf between consumer awareness and industry practices when it comes
to privacy. But this data reveals more than a concerned citizenry, it reveals tremendous
opportunities for companies to foster more trusted customer relationships.
DOWNLOAD THE COMPLETE REPORT:
http://pages.altimetergroup.com/1506-Consumer-Perceptions-of-Privacy-in-the-IOT-Report.html
Top 10 Digital Transformation Trends for 2017Daniel Newman
Digital transformation reshapes every aspect of a business. As digital technology continues to evolve, I believe that successful digital transformation will require careful collaboration, thoughtful planning, and the inclusion of every department.
During recent years, we’ve seen shifts in how traditional leadership roles operate, as silos break down and the scopes of various roles widen and change. Digital transformation has morphed from a trend to a central component of modern business strategy.
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
Covering the top mobile trends and forecasts for 2014, the presentation includes information and recommendations on the top 12 trends for this year: including mobile payments, enterprise apps, beacons for in-store customer engagement and the issues surrounding privacy amongst others.
Presentación realizada en la semana de Ciencia y Tecnología, organizada por el Concyt, Guatemala 2012. presenta las características que deben de tener los hospitales informatizados, denominados Líquidos, para poder acercar más al paciente y enviar y recibir información de manera más directa
Me Data - The Rising Opportunity for Self Optimization Apps Beyond
A new research study from creative digital agency Beyond, shows that the lack of concern over the privacy of Me Data - open, freely available, personal data - and the popularity of personal tracking apps is leading to a demand in self-optimization services like Google Now. These products and services will break out of the niches created by personal tracking apps, instead offering overall lifestyle self-optimization services based on several different strands of Me Data.
Taking friction out of banking white paper - USNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
To remain competitive in today's real-time world, retailers need to more effectively read and respond to consumers' digital fingerprints, or Code Halos, to anticipate their preferences and needs and delivery contextually-relevant, timely and inspiring shopping experiences.
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.
10 trends reshaping digital - updated Q1 2016Beyond
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction in Q1, and which will reshape how we digitally interact with the world around us.
As brands get even deeper into content marketing, further improvements and challenges emerge. Here were some of the more interesting themes around content at this year's SXSW: Timing, Design, Commerce, and Privacy.
Conversational Commerce: Why Consumers Are Embracing Voice AssistantsCapgemini
The Digital Transformation Institute has launched its latest research report titled “Conversational Commerce: Why Consumers Are Embracing Voice Assistants in Their Lives”. The report helps answer why voice assistants provide a significant platform to brands and retailers to engage with their consumers through new and innovative mediums like Google Assistant, Amazon’s Alexa, and Apple’s Siri.
eMarketer Webinar: Social Marketing Trends for 2016eMarketer
Despite industry concerns over ad blocking and viewability, 2015 saw strong growth in ad spending on social properties and a major shift toward video. Topics in this webinar include: eMarketer’s latest forecasts for social media marketing and social network ad revenues; Why TV ad dollars will start to flow more steadily toward social in 2016; How livestreaming will be pushed into the mainstream; The importance of influencer marketing and how marketers will address issues of ad blocking and viewability
New Report by Jessica Groopman
The digitalization of our physical world—what many are now calling the ‘Internet of
Things’—is challenging our expectations of privacy.
Adding sensors to ourselves, and to the objects and places around us, renders our
physical world communicable, contextual, and trackable. The full implications of
ubiquitous connectivity remain blurry, but Altimeter Group’s survey of 2,062 American
consumers makes one point crystal clear: Consumers are decidedly anxious about
how companies use and share data from their connected devices. Our research finds
a massive gulf between consumer awareness and industry practices when it comes
to privacy. But this data reveals more than a concerned citizenry, it reveals tremendous
opportunities for companies to foster more trusted customer relationships.
DOWNLOAD THE COMPLETE REPORT:
http://pages.altimetergroup.com/1506-Consumer-Perceptions-of-Privacy-in-the-IOT-Report.html
Top 10 Digital Transformation Trends for 2017Daniel Newman
Digital transformation reshapes every aspect of a business. As digital technology continues to evolve, I believe that successful digital transformation will require careful collaboration, thoughtful planning, and the inclusion of every department.
During recent years, we’ve seen shifts in how traditional leadership roles operate, as silos break down and the scopes of various roles widen and change. Digital transformation has morphed from a trend to a central component of modern business strategy.
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
Covering the top mobile trends and forecasts for 2014, the presentation includes information and recommendations on the top 12 trends for this year: including mobile payments, enterprise apps, beacons for in-store customer engagement and the issues surrounding privacy amongst others.
Presentación realizada en la semana de Ciencia y Tecnología, organizada por el Concyt, Guatemala 2012. presenta las características que deben de tener los hospitales informatizados, denominados Líquidos, para poder acercar más al paciente y enviar y recibir información de manera más directa
A presentation for BCNLAB meeting about the role of crowdsourcing in understanding the urban metabolism and so, helping to improve environmental quality
Change your story - "We have a unique opportunity to build on the shoulders of the giants we stand on and create a better place for the next generation.'
The fabulous vintage collection of Louis de poortere features some really stunning rugs in patchwork pattern called Multi Rugs. You will get every possible colour combination in this range from orange, red, purple, green, yellow, blue, black and white. Using the finest yarn of wool and cotton, this spectacular range is woven on Jacquard Wilton loom to create the intricate detailing. Its backing is treated with an anti-slip back to prevent movement on the floor. The usage of modern and contemporary colour tones gives life to its intricate designs. Rugs from this range features flat weave pile that makes it thinner than other tufted rugs. They are highly durable and easy to maintain. You will get rugs from this range in eight standard sizes that are 60x90, 80X150, 140X200, 170x240, 200X280, 230x230x 280X360 and a runner size.
http://www.therugshopuk.co.uk/rug-supplier/louis-de-poortere-rugs/multi.html
Una conversación sobre la necesidad de preguntarnos cómo podemos transitar hacia nuevos modelos de participación ciudadana en la Era de la Colaboración, cómo serán los nuevos modelos de creación de valor social en la nueva era y cual será su impacto en nuestros modelos de gobierno y organizaciones políticas
Big data has given marketers an unprecedented view into the attitudes and behaviors of larger audiences than ever before. But as we become increasingly reliant on big-data analytics, we’re also basing our insights on the same data pool—and arriving at very similar ideas. It’s a race to the middle that can dilute brand perceptions and value.
For brands to stand out, big data isn’t enough. That’s where small data comes in.
In our latest white paper, we show how using small data—the tiny clues that can uncover consumers’ drivers and desires—can uncover consumer insights that can't be found through big data alone.
Read the white paper, and find out how small data can lead to breakthrough ideas that transform brands and brand experience.
Digitas Health LifeBrands took a trip to The Lone Star state and immersed ourselves in all things South by Southwest (SxSW).
The days went by fast and furious as we were pulled into speed sessions, meet-ups, brainstorms, demonstrations, hack-a-thons, pitches, accelerators, and a myriad of other Austin-style opportunities.
The next few slides are our attempt to bring some of these learnings home with an emphasis on why the message is relevant to healthcare marketers. Enjoy!
My key tips and tricks for using AI in Discovery phase in the Double Diamond process.
This was presented in a casual after-work session for Turku Design community in May 2023.
Handout for "Proven Presentation Techniques", an InfoComm approved workshop b...Thomas Zangerle
This workshop will show you how you can transform your ideas into convincing interactive presentations. The most important elements of successful presentations, training sessions and meetings are straightforward to name, but not always quite so easy to implement. It's essential for the presenter to capture and maintain the attention of the audience, to present effectively, create interest, encourage excitement and to captivate the participants. In this training session we will explore how you can increase understanding and retention in a presentation. You will receive background information based on scientific research, about improving communication techniques and about the workings of the brain. You will also see examples of best practices, effective communication, and presentation designs, all of which contribute to the creation of long-lasting impressions.
AICM 2016 National Conference - Problem Solving with Ledlin LawyersNatalie Ledlin
Proven methods and processes specifically designed to help you solve your most challenging problems. Fundamental steps, mind shifts and a new and different approach which will build a platform for critical thinking, creativity and, ultimately, innovation.
How to start generating leads with infographicsInfogram
Infographics are a powerful way of communicating information since they combine data and visual images - left brain and right brain - thereby making it easier to digest, remember and share information.
They get shared more frequently on social media than a simple text-only post with the same information.
Creating infographics for your website can get you more traffic.
So how do we go about creating effective infographics that tell our brand story through data visualisation? And how do we promote those infographics to drive real, qualified leads for our sales team?
In this presentation we show you:
- What infographics are and why you should care
- The "dos and dont's" of Infographic creation
- How to optimise your infographic for lead generation
- How to promote your infographic
- Measure and optimise your infographic campaign
- Make your storytelling more effective through infographics
infogr.am
Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.
Science or Creativity- Which is Qualitative Research’s Best Friend - PepsicoMerlien Institute
at Qualitative360 Asia Pacific 2014
1-2 October 2014, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
In the Experience Economy, capturing the real customer experience is more important than ever. But the proliferation of digital technology has both multiplied and changed the nature of customer touchpoints, making this task more complex.
In addition, recent thinking from behavioural economics tells us it is not always straightforward to get to a true understanding of our customers' experiences. The reasons people do things may be a mystery to themselves, let alone market researchers.
In the talk I look at the shift in the customer landscape and our understanding of ourselves, before looking at practical ways to capture the real customer experience with examples from the nativeye insight platform.
Big businesses have started to realise the value of their data, and are building AI to make use of it. How does a startup with no customers and no data do the same? In this talk, Josh shares stories from ground-zero: figuring out how to go from zero-to-something, fundraising, and turning dreams into reality.
Similar to Data vs Hunch - Lecture at Hyper Island 2015 (20)
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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 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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
11. Because with digital
came the rise of ever-
increasing trackability
Accountability through ROI became a
critical component in justifying and
making digital marketing spend as
efficient as possible….
CTRs, conversion rates, UVs, shares, followers,
downloads, A/B testing, attribution modelling,
etc. etc...
14. You’re more likely to survive
a plane crash than click on
a banner advert...
Source: Solve Media
15. ..and there’s only a
1 in 1,000,000 chance of
someone viewing your
YouTube video...
Source: wistia.com
16. 89% of TV ads not even
noticed or remembered while
7% are remembered
negatively...
Source: Dave Trott, regarding UK market
17. Is there anyone out there?
• 60 - 70% of marketing content goes
completely unused (Sirius Decisions)
• 30% of Microsoft’s 10MM pieces of
content has never been visited
(company audit)
• We are exposed to ~5,000 marketing
messages a day and a social link has
a half-life of 3 hours (various & Bitly)
18. Does anyone care? • Average human attention
span in 2000 was 12 seconds.
• Average human attention
span in 2013 was 8 seconds.
• Average attention span of a
goldfish is 9 seconds
19. So can data solve this, eliminating the waste
by teaching us what works?
20. 0 Exabytes
500 Exabytes
1000 Exabytes
1500 Exabytes
2017Dawn of Civilisation - 2003
We have gone from data scarcity to data abundance
Amount of data created
From Dawn of
Civilisation to 2003
2017
21. And the ‘Internet Of Things’ means we’ve just started, leading us
down the path to ‘perfect real-time knowledge’
200 million connected
devices in 2000
By 2020 there will be 50 Billion things
exchanging 40,000,000,000 terabytes
of data
30. Too often people look for data to
provide the “silver bullet” insight,
and end up frustrated by lack of
answers.
We’re taught that math equals fact,
and that to measure something is to
understand it.
But the reality is data is a lot more
subjective than we think.
There are no silver bullets
31. With more data, we actually get
more uncertainty
“With more data, you get more spurious
correlations, more false positives, and
erroneous answers. If the quantity of
information is increasing by 2.5
quintillion bytes per day, the amount of
useful information almost certainly isn't.
Most of it is just noise, and the noise is
increasing faster than the signal.”
Nate Silver, The Noise & the Signal
32. Use data to define the problem, not give you the answer
"If I had one hour to save the world I would spend fifty-five minutes defining the
problem and only five minutes finding the solution"
33. 2. Use different data sets to look at the problem through as many
lenses as possible
473683173
34. In a famous Indian fable, a group of
blind men touch an elephant to
learn what it is like. Each one feels a
different part, but only one part,
such as the leg or the tusk. They then
compare notes and learn that they
are in complete disagreement.
Relying only on the data your
organisation is accustomed to
collect blinds you to truths outside of
your experience.
Don’t just rely on the data
you can easily get
35. Brand insights
Market/category
Insight
Consumer insights
Digital/Tech insights
Toolbox:
Social listening
Web analytics
Focus groups
Behavioural & attitudinal surveys
User observation
Ethnographic research
Toolbox:
Competitor analysis
Financial analysis
Market sizing & fundamentals
Trends & forecasts
Toolbox:
Digital value creation analysis
Channel and touchpoint diagnostics/
optimisation - search, social, content, UX
Technology strategy and forecasts
Data strategy
Toolbox:
Positioning analysis
Brand architecture analysis
Brand perception analysis
Get a good tool box
37. 3. Be very clear about where data ends and strategy begins
38. Data shows us the world as it is, not how it could be
39. Idea
Management
Strategy
Research &
Analytics
Information &
Product Design
Strategy works from a basis of
objective data but in order to achieve
previously unmet goals it must
speculate into the subjective.
What we will createWhat it is
What can be
Objective
Subjective
40. “The essence of strategy is choosing what not to do”
Michael Porter
Focus Questions
Most of the time there will be
multiple insights that can be
drawn from the data. Strategy is
all about choosing the path that
is most likely to fulfil your goal,
with the resources you have
available. That’s different from
choosing the most interesting
insight.
41. 4. Don’t feel guilty for taking a creative leap
beyond the data
42. “The origins of an insight are usually to be found in
numbers. That's how we know an insight to be more
than airy whim…
But, except to the supernaturally numerate, numbers
seldom sing spontaneously…
[The] strategist who comes up with an immaculate and
scrupulously accurate relief map of the brand and its
market - and absolutely nothing else - will not be
greatly loved by the creative group…
By definition, a good creative brief contains a bold
hypothesis. To generate hypotheses you need to
speculate: you need to progress from the known to the
unknown. But you cannot paint the future in the colours
of the past. Other people's imaginations need to be
engaged…” Jeremy Bullmore
Speculate with hypotheses
Insights
43. FACT / DATA: Statistics show that 90% of
people feed their pets twice a day
OBSERVATION: They tend to feed them at
breakfast and dinner
INSIGHT: People feel guilty eating in front
of their pets
FOCUS QUESTION: How might we show
moments where owners “give in” to their
pets?
How are they different
Insights
44. Understand what drives behaviour
An insight seeks to understand
'the why' rather than 'the what'.
Why do people think the way they
think or do the things they do......
as opposed to what they actually
end up doing.
Insights
45. Focus Questions
Focus questions join together
the insights and the brief. They
summarise the strategy in the
form of a question that the
creative team can answer
through ideation.
Feeding the creative team with
the synthesis of the problem
46. Focus Questions
Why is a Good Focus Question Like a
Refrigerator?
Because the moment you look into it, a
light comes on.
Focus questions lead
to inspiration and
interaction. Your mind
should start filling with
possibilities as soon as
you read them.
47. Focus Questions
How can a focus question say so much
with so little?
Through the understanding of the feelings your
audience associate to certain words. Words
carry strong implicit meaning and, as such, play
a major role in how we perceive a problem.
Through the use of metaphors, analogies and
similes that can re-phrase the core tension you
have found in your insight.
Through using unexpected associations
between contrasting or disparate words or
ideas.
By avoiding the direct or explicit and using
creativity to phrase the problem in an inspiring
way.
48. Focus Questions
• The brief phrased as a
question.
• A collection of stats and data
from your analytics
A Focus Question is NOT
49. Strategy
Giving creative a framework
“Creativity loves constraints. It’s
why pictures have frames and
sonnets have fourteen lines. It’s
why Henry Ford set pricing for
his cars so low, because he
knew that ‘We make more
discoveries concerning
manufacturing and selling
under this forced method than
by any other leisurely
investigation’.”
Eric Schmidt
50. Strategy
Giving creative a framework
“When forced to work
within a strict framework,
the imagination is taxed
to its upmost and will
produce its richest ideas.
Given total freedom the
work is likely to sprawl”
T.S. Eliot
51. Now you have a strategic framework and some potent focus
questions, what’s the best way to harness a lot of ideas?
52. Clients are grappling with the pace at which technology changes and we need
to adapt our creative process to meet the new challenges clients throw at us
60. Idea Management
Make sure the team follows these
creative principles:
Think big & encourage wild ideas
Get all your ideas out
Quantity is a condition for quality
Postpone critical thinking and judgement
One conversation at a time
Build on each other ideas by saying yes
and…
61. At Beyond we use a process called Applied Creativity
62. We define Applied Creativity as a data driven process that
enables cross-discipline collaboration resulting in more
informed creative output.