The document discusses the importance of digital leadership for businesses. It provides an overview of digital trends like increasing internet, social media, and mobile phone penetration. Consumers now expect personalized, seamless experiences across online and offline channels. The document then outlines several of globeone's tools to help companies evaluate their digital performance and consumer journeys. It emphasizes the need to define digital objectives and understand a brand's digital ecosystem to develop successful strategies.
The real battle for global market leadership will and must be fought in the world’s growth markets. To win it, smart market-driven positioning is key. At globeone we help our clients to find their ideal market-driven positioning, to become and stay highly relevant in their target markets.
Our discussion paper gives food for thought and interesting insights into branding and marketing success in key growth markets. It is meant to inspire leaders to see the world in all its differences and address these differences right.
The 2014 Global Traveler Study offers hotel and restaurant executives detailed insight into the mind of the modern traveler. Global consumer surveys across a wide range of demographics has uncovered traveler preferences for the use of mobile devices, social media, and loyalty programs in their interactions with hotels and restaurants. Findings reveal that consumer purchasing patterns are shifting towards increasingly mobile transactions. Meanwhile, loyalty is evolving to value personalized offers and rewards, and social media has potential to become a valuable channel for ecommerce. The valuable insight contained in this 2014 Global Traveler Study can help operators shape their digital engagement strategies on an ongoing basis.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
Intro to Digital Marketing - ClickZ Live Hong Kong 2014MWI Hong Kong
Slides from Joshua Steimle's presentation at ClickZ Live Hong Kong on digital marketing fundamentals. A high level view of SEO, social media, and online PR. Includes case studies and actionable tips based on Steimle's experience as a writer for Forbes and other publications.
In spring 2013, we conducted a workshop for a large newspaper. They had needed an outside perspective on the state of publishing, social media, digital etc. So we used that opportunity to put all our favorite cases and insights from the media industry into this one deck. It has been fascinating to observe how publishers all over the world have started to implement a lot of the ideas, we’ve mentioned here.
More then one year later, we’re still coming back to this presentation constantly. This is why we have decided to release it to the public.
A global study into 16 to 25 year olds and everyday banking looking at how banks can stay relevant for young people in the face of disruption in the financial services industry.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
The real battle for global market leadership will and must be fought in the world’s growth markets. To win it, smart market-driven positioning is key. At globeone we help our clients to find their ideal market-driven positioning, to become and stay highly relevant in their target markets.
Our discussion paper gives food for thought and interesting insights into branding and marketing success in key growth markets. It is meant to inspire leaders to see the world in all its differences and address these differences right.
The 2014 Global Traveler Study offers hotel and restaurant executives detailed insight into the mind of the modern traveler. Global consumer surveys across a wide range of demographics has uncovered traveler preferences for the use of mobile devices, social media, and loyalty programs in their interactions with hotels and restaurants. Findings reveal that consumer purchasing patterns are shifting towards increasingly mobile transactions. Meanwhile, loyalty is evolving to value personalized offers and rewards, and social media has potential to become a valuable channel for ecommerce. The valuable insight contained in this 2014 Global Traveler Study can help operators shape their digital engagement strategies on an ongoing basis.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
Intro to Digital Marketing - ClickZ Live Hong Kong 2014MWI Hong Kong
Slides from Joshua Steimle's presentation at ClickZ Live Hong Kong on digital marketing fundamentals. A high level view of SEO, social media, and online PR. Includes case studies and actionable tips based on Steimle's experience as a writer for Forbes and other publications.
In spring 2013, we conducted a workshop for a large newspaper. They had needed an outside perspective on the state of publishing, social media, digital etc. So we used that opportunity to put all our favorite cases and insights from the media industry into this one deck. It has been fascinating to observe how publishers all over the world have started to implement a lot of the ideas, we’ve mentioned here.
More then one year later, we’re still coming back to this presentation constantly. This is why we have decided to release it to the public.
A global study into 16 to 25 year olds and everyday banking looking at how banks can stay relevant for young people in the face of disruption in the financial services industry.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Silicon Valley is recognized globally as the birthplace of some of today’s most popular and iconic technologies. Many of its startups have a particular dynamic to thank for their success: the formation of clusters, or groups of companies and organizations that congregate in a region around a particular field.
Brett Gilbert, an associate professor in Rutgers Business School’s department of management and global business (and @ProfGilbert on Twitter), studies the formation and influence of these clusters. When a prominent university or a powerhouse company draws other, smaller organizations to its region, a tech cluster forms, supporting entrepreneurs as they develop their own breakthroughs. This model has been observed for decades in the United States. Now, emerging markets such as South Africa are seeing nascent cluster formation. And the success of these nations in the global economy may depend, at least in part, on their ability to make clusters work.
Gilbert, who has a Ph.D. in entrepreneurship from Indiana University and served a gubernatorial appointment as an advisory committee member for the Texas Emerging Technology Fund from 2008 to 2010, recently spoke with strategy+business about her research in the U.S. and abroad.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Financial Marketing Trends Report (2019)Goodbuzz Inc.
Financial marketers are moving beyond brand-building to focus on acquiring new customers and members, increasing engagement and enhancing lifetime value while reducing churn. By connecting data, advanced analytics and marketing automation tools, marketers are focused on the customer journey and improving the customer experience.
CMOs: Time for digital transformation or risk being left on the sidelinesruttens.com
CMOs: Time for digital transformation or risk being left on the sidelines. Digital Transformation checklist for marketeers.
Based on the Accenture Interactive 2014 CMO Insights Survey, CMOs are selling themselves short. The question isn't whether CMOs can effectively take advantage of digital channels – they are proving they can – but whether they can be more visible change agents for digital transformation across the organization.
As every business becomes a digital business, C-suite executives will need to collaborate to drive successful digital transformation. No CMO wants to be left on the sidelines.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium
Digital Marketing And Case Study Of Banking.Ullekh Niraula
What is digital marketing and why is it such a trending term in all big and small Financial Sector. Lets look at a short study of digital marketing in the Banking sector
The PurPle Index ranks companies on how well they have engaged people around their purpose and initiatives online. Here, we look at four opportunity areas -environment, education, health and human potential. Find out how the Fortune Global 100 companies fare and connect with us to help your brand define its purpose. Visit purple.mslgroup.com
Interbrand Breakthrough Brands Report 2021 Social Samosa
Interbrand Breakthrough Brands Report for 2021 outlines the 30 brands that are challenging their respective categories and breaking through in the US market and the key trends that are shaping the future and more.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
The Digital Leadership Forum is a boutique conference for marketing, communications and digital managers from Europe taking place in Vienna, 15th and 16th May 2017.
IIC Partners examines the role of the Chief Digital Officer (CDO) and the skills, requirements and leadership qualities companies looking for when hiring a CDO.
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Silicon Valley is recognized globally as the birthplace of some of today’s most popular and iconic technologies. Many of its startups have a particular dynamic to thank for their success: the formation of clusters, or groups of companies and organizations that congregate in a region around a particular field.
Brett Gilbert, an associate professor in Rutgers Business School’s department of management and global business (and @ProfGilbert on Twitter), studies the formation and influence of these clusters. When a prominent university or a powerhouse company draws other, smaller organizations to its region, a tech cluster forms, supporting entrepreneurs as they develop their own breakthroughs. This model has been observed for decades in the United States. Now, emerging markets such as South Africa are seeing nascent cluster formation. And the success of these nations in the global economy may depend, at least in part, on their ability to make clusters work.
Gilbert, who has a Ph.D. in entrepreneurship from Indiana University and served a gubernatorial appointment as an advisory committee member for the Texas Emerging Technology Fund from 2008 to 2010, recently spoke with strategy+business about her research in the U.S. and abroad.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Financial Marketing Trends Report (2019)Goodbuzz Inc.
Financial marketers are moving beyond brand-building to focus on acquiring new customers and members, increasing engagement and enhancing lifetime value while reducing churn. By connecting data, advanced analytics and marketing automation tools, marketers are focused on the customer journey and improving the customer experience.
CMOs: Time for digital transformation or risk being left on the sidelinesruttens.com
CMOs: Time for digital transformation or risk being left on the sidelines. Digital Transformation checklist for marketeers.
Based on the Accenture Interactive 2014 CMO Insights Survey, CMOs are selling themselves short. The question isn't whether CMOs can effectively take advantage of digital channels – they are proving they can – but whether they can be more visible change agents for digital transformation across the organization.
As every business becomes a digital business, C-suite executives will need to collaborate to drive successful digital transformation. No CMO wants to be left on the sidelines.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium
Digital Marketing And Case Study Of Banking.Ullekh Niraula
What is digital marketing and why is it such a trending term in all big and small Financial Sector. Lets look at a short study of digital marketing in the Banking sector
The PurPle Index ranks companies on how well they have engaged people around their purpose and initiatives online. Here, we look at four opportunity areas -environment, education, health and human potential. Find out how the Fortune Global 100 companies fare and connect with us to help your brand define its purpose. Visit purple.mslgroup.com
Interbrand Breakthrough Brands Report 2021 Social Samosa
Interbrand Breakthrough Brands Report for 2021 outlines the 30 brands that are challenging their respective categories and breaking through in the US market and the key trends that are shaping the future and more.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
The Digital Leadership Forum is a boutique conference for marketing, communications and digital managers from Europe taking place in Vienna, 15th and 16th May 2017.
IIC Partners examines the role of the Chief Digital Officer (CDO) and the skills, requirements and leadership qualities companies looking for when hiring a CDO.
The disruption currently being caused by new technologies and digital communication is huge. Whole sectors such as publishing, financial services and retail are experiencing seismic change with many long established brands falling by the wayside as they struggle to adapt to the new market context.
The challenge facing the not-for-profit sector is no less real and pressing, and it is the responsibility of leaders within the sector to fully embrace the need for change and transformation that digital engenders. ‘Digital transformation’ is not an operational process. It is a cultural shift in the human behaviours, relationships and capabilities that already exist within an organisation.
Nick Torday, MD of Sift Digital and Adam Fisher, Head of IT of Sue Ryder spoke at an event in February 2016, talking about the perfect storm that faces the sector, the key areas of focus for leaders and the cultural change that is fundamental to building a sustainable future for your organisation.
Digital Strategy and Online Marketing - How To Become The Ultimate Brand Auth...Doyle Buehler
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets with a remarkable digital strategy? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pieces together, to work FOR you.
The Digital Prescription for Pharmacy Event - Digital Leadership for Pharmaci...Doyle Buehler
The Prescription For Pharmacy is a live webcast event for the launch of the book and training program.
The presentation is about defining your digital leadership online for Chemist, and what they can do to actually make online work for their pharmacy.
There is no quick fix - it is not as easy as taking a pill to get your online platform ready and working for your pharmacy.
We will deep dive into what it takes to connect social media, your website, your digital strategy, your content plan, how to put in a working sales funnel, how to advertise, how to create branding with visuals and videos. It's going to take some work, but you need to start somewhere.
Most pharmacists do not have a clear strategy for making online work, and work well. It is more about creating a conversation with your audience which will then create the conversions that every business needs.
Pharmacy is no different than other business - Pharmacists need to recognise how to easily put together a solid digital strategy, to ensure that their store survives the digital disruption.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
HOW CONSUMERS USE DIGITAL TECHNOLOGY AND ITS IMPACT ON THEIR LIVESCeriseUpham
HOW CONSUMERS USE DIGITAL TECHNOLOGY AND ITS IMPACT ON THEIR LIVES
Access to the internet
Digital devices used by audiences?
How consumers search for information?
What consumers buy online?
Online video consumption
Consumer trends
Informe Total Retail 2015 sobre el futuro de las compañías del sector #retail y #consumo. Descubre con qué frecuencia y a través de qué canales compran los #consumidores actuales.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
Why Your Business Needs a Mobile Websitee-point SA
Is it necessary for businesses to have a website for smartphones and tablets? Find out who are prosumers and what are their expectations. Check how to boost your business's reach and entice potential customers to contact it. Learn why a mobile website is important for a business.
Los consumidores mundiales empujan los límites de la compra tradicional. 2016 es decisivo para muchas de las tendencias de los últimos años: usan más el móvil para comprar, y exigen un mejor servicio y mayor conocimiento de los empleados en tienda.
Mobile Goes Mainstreet: Consumers Lead the Way — Key Trends and Investment Op...Linda Gridley
The number of smartphone users in the U.S. is consistently growing and the connected user is turning to mobile more and more frequently for everyday consumption. Global mobile data traffic is predicted to increase 26-fold between 2010 and 2015. Smartphone and tablet revenues overtook traditional desktop and laptop revenues in 2013. At the same time, the amount of time users are spending on mobile daily is increasing. Mobile commerce sales are reaching all-time highs, and now represent 12% of total digital commerce, while mobile traffic represent about 40% for major eCommerce retailers such as Amazon, eBay, Apple, and Walmart.
The mobile industry was unquestionably the most important growth channel across digital media. Some of the most important trends we’ve seen in the sector include:
Average mobile (plus tablet) time spend now equal to desktop
Mobile is no longer just for gaming. Growing number
of use cases and apps hitting mass adoption— utilities, productivity,shopping, media & entertainment
Total mobile ad revenue grew twofold in 2013, and still only represents 2% of total ad spend but 12% of total media time spend
Strong M&A and funding environment – First $1bn M&A deal in mobile. Q3’13 was record quarter for mobile
Digital media leaders such as Facebook and Twitter realigned their organizations to mobile over the past two years and now see 40% plus of their revenue from the mobile channel
The evolution of mobile as the next computing platform is just beginning to take shape, bringing new billion market opportunities to the digital media ecosystem. We believe it is still early in this evolution and expect to see new technologies and innovative applications to fuel continued growth over the next five years.
Unit 1 Evolution of Digital Marketing. Assignment 2 Task 1 Presentation.pdfGiuseppeTarantino7
Digital technology has impacted the lives of consumers and businesses around the world. With access to the internet and the lowering cost of smart devices, audiences use the internet to improve their daily lives. In this connected world, access to information is seen as a necessity rather than a convenience. You will learn how audiences use technology to find information, to be entertained/informed and to live their lives.
Brands from South Korea, Brazil, Russia, India, and China are still often hidden giants in Europe
German consumers are still relatively unfamiliar with champion brands from emerging markets. Only one-third of German consumers can spontaneously name a brand from South Korea, Brazil, Russia, India, or China. Brands from the emerging markets surveyed generally show major weaknesses in the traditional values like quality, reliability, and sustainability. However, German consumers see potential for brands from emerging markets and expect even stronger brands to emerge especially from South Korea and China. Also brands from Brazil can build on untapped positioning potential.
Those are the results of globeone’s representative study on the perception of emerging market brands by German consumers. In total, 1,000 German consumers were interviewed in June 2013.
“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.
globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.
There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.
“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.
globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.
There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.
“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.
globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.
There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.
“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.
globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.
There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.
“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.
globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.
There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.
globeone Emerging Markets Brand Survey - English Versionglobe-one
Brands from South Korea, Brazil, Russia, India, and China are still often hidden giants in Europe
German consumers are still relatively unfamiliar with champion brands from emerging markets. Only one-third of German consumers can spontaneously name a brand from South Korea, Brazil, Russia, India, or China. Brands from the emerging markets surveyed generally show major weaknesses in the traditional values like quality, reliability, and sustainability. However, German consumers see potential for brands from emerging markets and expect even stronger brands to emerge especially from South Korea and China. Also brands from Brazil can build on untapped positioning potential.
Those are the results of globeone’s representative study on the perception of emerging market brands by German consumers. In total, 1,000 German consumers were interviewed in June 2013.
The majority of urban consumers in Brazil, Russia, India and China is highly aware of a multitude of German brands. However, there is great potential to further exploit the strengths of German brand origin in these growth markets. This is a key finding of globeone’s first BRIC Branding® Survey.
In total, more than 4,000 consumers in the 20 most important cities in BRIC were interviewed throughout the first half of 2011 about their awareness, preference and purchase frequency of German brands.
globeone BRIC Branding Survey - China Editionglobe-one
The majority of urban consumers in China is highly aware of a multitude of German brands and holds a strong preference. Most interesting: The higher the income, the stronger the perceived appeal of German brands. However, some weaknesses also appear: In general, the recognition of the origin of German brands still holds improvement potential.
In total, over 1,000 Chinese consumers from Beijing, Shanghai, Canton, Wuhan and Chengdu have been interviewed. The China results are part of globeone’s comprehensive BRIC Branding Survey with 4,000 consumers-interviews in the 20 most important cities in China, India, Brazil and Russia.
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.
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
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The 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.
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.
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.
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
1. Cologne Shanghai Beijing Mumbai São Paulo Singapore Seoul
Title
Author
Event, Location
Month Year
discussion paper #1/2015
LAYING THE FOUNDATION FOR
SUCCESSFUL DIGITAL GROWTH
DIGITAL
LEADERSHIP
2. Intro
2globeone | Digital Leadership
At globeone, we are your sparring partner for developing digital
leadership.
We believe in good process, thorough research, and a hands-on spirit
from strategy to implementation.
With this discussion paper we want to show the importance of
digitalization for businesses and how globeone’s tools – ‘Digital
Performance Leadership Measurement’, ‘Digital Consumer Journey’ &
our ‘Corporate Website Evaluation Model’ – can help you exploit it.
This means embarking on a journey to discover the untapped digital
potential and customer segments.
At globeone, we believe that this journey will be a fruitful one.
3. 3globeone | Digital Leadership
Digital Future – now only the tip
of the iceberg
People tweet, like, upload, download,
create and share millions of
information in the digital sphere. At
any time around the world people not
only talk about their personal life, but
also about products, brands and
companies. As of 2014, global social
media penetration reaches 26%,
internet penetration 35% and mobile
phone penetration 93% .1
The digitization trend is fundamentally
affecting companies ’ environment, in
particular the way in which they
interact with their customers.
Consumers are much more
demanding, more empowered and
require personalized interaction.
For the past decade, companies have
started to adjust their business
models to the new era of digitalization,
recognizing the importance of this
trend. Nevertheless, few of them have
been able to keep up with the ever
changing demands for an excellent
digital experience. Technology
continuously evolves, and with that
consumers’ expectations. Winning over
and keeping the new ‘always-on’
consumer has become the business
imperative at the digital frontier.
every single second …
2,000,000
searches
570
new websites
690,000
shared items
275,000
$ spent online
100,000
tweets
47,000
app downloads
3,600
pics
93
hours video posted
Source: globeone research, 2014
4. China – the land of digital
opportunity:
While the rest of the world
is still rather reluctant
towards intensive online
exchanges with brands,
Chinese are at the forefront
of doing so.
66% of Chinese social media
users follow a brand.
8 brands on average.
80% care about commercial
information spread on
social networks.
Source: China Internet Network Information Centre, 2013
Global mobile payment
transaction value
US$ in bn
Source: Statista, 2014
globeone | Digital Leadership
Impact on society – the ‘always-
on’ consumer
Digital has had and continues to have a
huge impact on how customers behave,
communicate and ultimately make
purchase decisions. US consumers
spend an average of about 10 hours a
day with all kind s of media. Nearly 60%
of that time is dedicated to digital
media, thus surpassing TV viewing
time.2 In fact, users do not just watch
TV anymore – they are online on a
number of devices simultaneously. The
number of the world´s internet users is
constantly growing, with China
representing more than 42% of the
total – with over 550 million users.3
For marketers, and especially for
advertising and media buying agencies
this creates new challenges. To reach
the multitasking, screen agnostic
customers, multiscreen campaigns have
grown to become a vital strategy.
The e-commerce market has been
experiencing a spectacular growth in
recent years. The B2C market grew by
17% in 2013, reaching a value of US$
1.2 trillion.6
Global ad spending 2013 reached US$
503 billion, with digital accounting for
20%.4 Analysts see a steady growth of
digital ad spending of 8-10% on a global
average, with mobile growing even
faster.5
Digital trends have a large impact also
on the way customers purchase.
Integration between in-store, online
and mobile channels is highly valued by
consumers, as they can maximize their
shopping convenience.
4
5. Chinas ‘Single Day’ in 2013
recorded US$ 5.75 billion
sales. Bigger than sales on
Cyber Monday.
China’s e-commerce is
expected to double within
the next two years to more
than US$ 400 billion.
Source: Forbes, 2013; BrandChannel, 2013
With total sales of US$ 420 billion,
North America was the largest
e-commerce region– however, it is
expected that Asia will become the
biggest contributor in 2014, with a total
spending of US$ 502 billion.7
While for B2B businesses corporate
websites and product websites are still
most relevant to engage with
customers and to inform them about
the latest product developments, B2C
companies need to broaden their
online presence and exploit other tools
and channels to engage with
customers. B2C companies that view e-
commerce only as a desktop driven
channel might struggle to compete in
the future.
Mobile web browsing, in fact,
surpassed desktop web browsing mid
of 2014. Roughly half of e-commerce
transactions already come from mobile
phones and tablets. With 93% global
cell phone penetration,
globeone | Digital Leadership 5
The digital evolution continues as it
redefines business models and enables
new ones to thrive – nothing is sacred
#1 Digital fitness
70% of the US population is
monitoring their fitness and health
via clever digital wearables and apps.
#2 Google glass
The next big revolution to access and
share information and interact with
the environment is forecast to be a
US$11 billion market by 2018.
#3 Sign language translator
First concepts of digitally powered
rings on fingers detect motion and
gestures and translate them into
spoken language.
#4 Crowd brain power
Digital think tanks like ‘Idea bounty’
allow companies to post creative
briefs and marketers receive a bounty
if they submit the winning idea.
it is clear that mobile has evolved to
one of the most important digital
channels.8 In 2002, it took Apple over a
year to sell 1 million iPods. In 2012, the
iPhone 5 sold over 2 million units in less
than 24 hours. The world’s mobile e-
commerce volume in 2012 was US$
172 billion and US$ 235 billion in 2013.
An increase of almost 40% with no
signs of slowing down in the next
years.9
6. Customer’s purchase journey through online and offline channels
Digital permanently affects
customers’ purchase journey –
B2B and B2C
Marketers need to offer the right
information through the right channels
at the right time. Understanding the
purchase journey of consumers has
never been more important. It can be
extremely complex as they often move
across channels during their journey.
Indeed, today´s customers do not
follow a straight path to purchase
anymore. Along the customers´
purchase journey, the line between
online and offline has become
globeone | Digital Leadership
of them research online before
purchasing a product, and roughly 50%
make one-fourth of their purchases
online.11 The so-called ROPO effect
(Research-Online-Purchase-Offline) is
also becoming a dominant trend, with a
percentage of 51% users already doing
it.12 With new payment opportunities,
faster and simpler transactions,
consumers expect brands to interact
with them at all touch points of a
purchase experience, online and offline
alike.
6
Source: Google/ Ipsos, 2013
Online and offline channels in research and buying processes
#1
#2
#3
#4
research
research
research
research
ONLINE
ONLINE
ONLINE +
OFFLINE
OFFLINE
buy product
buy product
buy product
buy product
OFFLINE
ONLINE
ONLINE
ONLINE
51%
44%
32%
17%
increasingly blurred. Consumers
alternate the two channels for both
researching product information and
final purchase.10 On average some 60%
AWARENESS CONSIDERATION PURCHASE LOYALTY
X
X
X
X
X
X
ONLINEOFFLINE
X
X Examples of consumers‘ actions within each phase
Customer sees a
product online
Asks friends’
opinions
Seeks opinions in
online forums
Customer goes to a real store
to inspect the product
Follows
brand online
Checks
prices
online
Purchases
product online
7. globeone | Digital Leadership 7
over 75% of Chinese smartphone users
have bought something from their
mobile (global percentage: 20%).13
Purchase intent across categories
varies widely. While electronics, books
and clothing are the common
categories to be purchased online,
growth can still be expected from
emergent ones such as groceries,
luxury goods or pet supplies.14
Challenges to overcome
People around the globe love to spend
their time online and love to share
millions of information every day. Albeit
this offers tremendous opportunities
for marketers there are a few key risks
to overcome. Besides security and
privacy issues, generating trust is one of
the greatest challenges. There is a
strong lack of trust in information
spread by brands. 90% of EU consumers
ranked ‘posts by brands in social
networks’ as least trusted, only ahead
of straight advertisement.
Recommendations from friends and
families, consumer and expert reviews
remain the most trusted sources.15
To overcome the lack of trust towards
online information from brands,
marketers need to understand when
and why consumers want to engage
with brands. Consumers may actively
engage to learn more about a brand,
yet content must be managed
meticulously to ensure it is trusted.
Most consumers are also willing to
engage if it is about better deals and
discounts. In China, almost 60% of
consumers are willing to trade personal
data online in exchange for deals,
coupons, or other items of value.16
Incentive management has become a
crucial part of a digital marketing
strategy. Here the same stands true.
Too complex or enigmatic promotion
schemes may evoke mistrust and
eventually scare off customers.
Product categories purchased
online 2013 in the US
69%
Consumer Electronics
67%
Books
63%
Clothing and apparel
20%
Pet supplies
20%
Food and groceries
6 %
Luxury goods
Source: Walker Sands, 2013
This is especially true for developing
markets with Asia being the most
digitally savvy. In China, 73% of
consumers declared that they have
used in-store multimedia shopping aids
(global percentage: 42%) and
8. 8globeone | Digital Leadership
Drive customer awareness
Inform journalists and investors
Create brand experience and build
relationship
Generate sales
Digital / viral
campaign
#1 #1 #2#2 #3#3
Social media
(Twitter, Weibo)
Search engine
marketing
Corporate/
product websites
Digital brand
world / club
Digital malls
(e.g. Tmall)
Corporate
video channel
Digital PR
Online
supported events
Digital brand
community
Digital B2B
campaign
Search engine
marketing
Corporate /
product websites
Digital PR
Digital PR
Social media
(esp. Twitter)
Digital CRM
Digital client
center
Corporate /
product websites
Online tech
center
Corporate /
product websites
Corporate
video channel
Digital PR
Prioritization of digital tools for B2B and B2C businesses
B2C B2B
Secondly, marketers need to
understand the natural digital
propensity of their brand. Categories as
raw materials or chemicals for example
are likely to show a naturally lower
inclination to require a strong digital
presence. Marketers also need to
understand how sophisticated or
advanced their digital competitive
landscape is. Businesses in travel, retail
or consumer electronics are more likely
to show a high level of digital maturity
while pharmaceuticals or automotive
to assess is what they want to achieve
with their brand in the digital space.
Do they want to sell things, create a
brand experience, build customer
relations or drive up brand awareness?
Often companies fail to have clarity as of
what their digital purpose is in the first
place. Every company - B2C and B2B -
need to set clear digital objectives,
define channel roles and tools to
achieve them. The mixture of channels
and adequate tools differs substantially
between B2C and B2B businesses.
Social media and
blogs
Basic steps for digital leadership
Not every brand needs to fight for
digital leadership equally, there is no
one-size-fits-all approach nor goal. But
whatever digital leadership means for
the respective business, there are some
basic steps that every marketing or
communication manager should
consider when building or reshaping a
brand’s digital presence.
1. Define the role and purpose of
digital for the brand
One of the first things marketers need
Four key digital objectives (selection)
9. parts suppliers tend to be less
mature.17 Clarity in purpose is the first
step to a successful digital strategy,
maybe the easiest to be overlooked.
2. Understand your digital ecosystem
A firm needs to have a clear
understanding of its own digital
ecosystem, which includes not only its
target customers, but also its
competitive environment. A brand
9globeone | Digital Leadership
3. Measure and track digital
performance
Digital performance measurement
and how to efficiently use the
multitude of data produced at every
digital touch point is still one of the
biggest challenges.
Marketers must effectively sort
through this valuable stream of
information to derive brand status
knowledge, consumer insights and
new opportunities for digital
engagement, advocacy and sales.
Tracking and measuring the
performance of integrated marketing
campaigns is important to work out
the returns on marketing investments
and whether or not the campaign
achieved its objectives. Brand
managers must define the most
important metrics to be tracked for
their business and determine clear
KPIs that can be linked to their
strategic digital goals.
needs to understand its target groups’
specific digital behavior. It is critical to
address differences in digital behavior
across target groups. Some may be
heavier on social media, others may
be more centered around websites.
Only by understanding when, where
and how the target groups engage,
can the digital touch points and media
mix be balanced efficiently.
A holistic and consistent online and
offline consumer journey undoubtedly
is key for success. Organizations often
put marketers in positions where they
have to detach digital media planning
from traditional media. In a perfect
world, it should simply be part of one
overall media mix.
In order to fully understand and have a
clear view of a company’s ecosystem,
a similar analysis should be carried
out for competitors. In particular, a
thorough analysis should be done for
those competitors targeting the same
(or a similar) target group.
Source: Instagram, 2013
Instagram’s community
already counts 150 million
users and grows by
around 8 million new ones
per month. The strong
emotional appeal of pictures
made Instagram a high
potential digital channel
for marketers.
10. 10globeone | Digital Leadership
globeone Digital Performance Measurement Approach
#6 eCRM
• Software and Process Tools
• Big Data Warehousing
• Lead Generation /
Prospect Management
• KPI Based Campaigning
• Sales Channel Integration
• Premium CRM Experience
#1 Traffic
• Unique visitors
• Page Views/Hits
• Visit Structure
• Bounce Rate
• Time Spent
#3 Social Media
Performance
• Followers/ Friends
• Active Users
• Content
• Reach
#4 Digital
Spending
• Ad Spending
• Spending per unit (offline / online)
• Real-time Bidding
• ROI Measurement
#5 Innovation
Leadership
• First Mover vs.
Trend Follower
• Communicating Innovation/
Future Orientation
• Key Technologies Applied
#2 Corporate
Website/Mobile
• Layout
• Functionality
• Content
• Interconnectedness
• Key Topic Focus
• Audience engagement
• Topics/Campaigns
• Integrity
Source: globeone
11. 11globeone | Digital Leadership
globeone’s Digital Performance
Measurement Approach provides a
framework including six key
dimensions for benchmarking.
#1 Traffic
Analysis of visitors’ behavior on
company’s digital platforms by
measuring the amount and type of
traffic, including real time traffic, no.
of visitors, page views, visit duration,
bounce rate.
#2 Corporate Website/Mobile
Analysis of the layout, functionalities
and content of the website and
mobile site, as well as their
interconnectedness. This helps to
understand what consumers value the
most and helps to identify
improvement potentials. The same
measurement approach can be
applied to the corporate intranet.
#3 Social Media Performance
Measurement of performance across
social media by checking, among
others, number of users and their
engagement or activeness online. This
is highly relevant in order to keep up
with the pace of always-on consumers
and to provide them with the social
media experience they are looking for.
#4 Digital Spending
In order to ensure the highest return on
digital investments, companies need to
accurately check their spending. In
particular by tracking digital expenses
and monitoring related performance
through measures such as real-time
bidding and ROI.
#5 Innovation Leadership
Ensuring innovative digital channels
that keep up with consumers’
preferences. Up-to-date functions and
design are necessary to meet and
anticipate users’ expectations regarding
online experiences.
#6 eCRM
It is highly relevant to actively manage
relationships and interactions with
customers, in order to improve their
experience and, ultimately, increase
sales. This can be done through CRM
software and tools and by constantly
storing and analyzing data regarding
consumers’ online behaviors.
globeone’s Corporate Website
Evaluation Model is build around five
proven elements:
#1 Layout
#2 Functionality
#3 Content
#4 Interconnectedness
#5 Key topic focus
The analysis of each of these five
elements includes the thorough
assessment of several sub-elements.
Marketers should assess their level in
comparison to their competitors.
Continuously monitoring and adapting
is important to attract and retain
visitors and customers and ultimately
to build strong relationships.
12. 12globeone | Digital Leadership
Evaluation criteria
#1
Layout
#2
Functionality
#3
Content
#4
Inter-
connectedness
#5
Key topic
focus
Sub scores of each
individual criteria
being thoroughly
tested for client
brand #A and
defined competitor
set (competitor #B
and #C)
Landing page Interactivity Up-to-date content Integration of sub-brands Product related
Clear layout Convenient ^navigation No. of non-product topics CRM data generation Brand related
Creative Product experience &
configuration
Attractive specials
and campaigns
Direction to sales channels Services
Structured Loading speed Integration of corp.
storytelling
Link to partner sites Entertainment
Localized Cross-platform Integration of company
origin
Social media integration Innovation & technology
Mobile integration
Integration Service
channels
Final score
competitor #A
Final score
competitor #B
Final score
competitor #C
Source: globeone
globeone Corporate Website Evaluation Model – illustrative example
0% 50% 100%0% 50% 100%0% 50% 100%0% 50% 100% 0% 50% 100%
0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%
0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%
13. 13globeone | Digital Leadership
Who are we?
globeone is a management consultancy with special competence in brand
management, strategy, communications, and research. We are passionate
about positioning brands in their home markets and around the globe.
From our offices in Europe, Asia, and South America we combine global
strategy and local opportunity to help ambitious leaders outsmart the
competition.
14. Want to know more?
Dr. Niklas Schaffmeister
Managing Partner
Carina Hauswald
Managing Director Cologne
Niklas Schaffmeister advises many Western
blue chip corporations as well as ‘Champion
Brands’ from emerging markets on how to
boost their brand and business performance
in key growth markets. He spent seven years
in China, is fluent in Chinese, and has
conducted major consulting projects in India,
Russia, Brazil and South-East-Asia.
We’re looking forward to hearing from you! Or visit us at www.globe-one.com
Carina Hauswald is an expert in brand
management and strategic market
communications. Her profound marketing
expertise has allowed her to create
meaningful impact for DAX and MDAX listed
companies. As an expert in the
internationalization of corporate
communications, she helps companies explore
their untapped story potential and inspires
them to bring the right story to life.
phone: +49 221 788068-11
niklas.schaffmeister@globe-one.com
phone: +49 221 788068-17
carina.hauswald@globe-one.com
15. Hanna Rohloff
Senior Consultant, Cologne
Hanna has extensive experience in brand
management and strategic market
communication with a strong focus on the
US market. Hanna worked on global and
local mandates, creating meaningful
impact for clients from a variety of sectors.
hanna.rohloff@globe-one.com
Digital Leadership Practice
Sebastian Hepp
Senior Consultant, Cologne
Sebastian advises clients from different
industries in developing brand and
communication strategies in Germany,
China, India and Brazil. He has
comprehensive expertise in optimizing
digital strategies and adapting them to local
market requirements.
sebastian.hepp@globe-one.com
Na Tang
Senior Consultant, Shanghai
Na has extensive experience across
countries and industries having worked
with leading brands in China, Italy and the
UK. Na’s unique expertise in marketing,
management and finance makes her a
powerful and versatile consultant.
na.tang@globe-one.com
Philipp Dittes
Consultant, Shanghai
Having a background in Business
Management and Sinology, he supports
clients in the analysis of the Chinese market
and the positioning of their brands in China.
His projects cover a broad range of
industries – from chemicals to sporting
goods.
philipp.dittes@globe-one.com
16. References
1. GlobalWebIndex
2. GlobalWebIndex
3. GlobalWebIndex
4. Emarketer
5. Techcrunch
6. Emarketer
7. Emarketer
8. GlobalWebIndex
9. Statista
10. Google
11. McKinsey iConsumer 2012
12. Google
13. Walker sands’ 2014 future of Retail study
14. Walker sands’ 2014 future of Retail study
15. Forrester Research
16. China Internet Network Information Centre
17. Capgemini Consulting