Collectively, the planet is now spending more than 3 billion hours a week gaming.
Defining traits of a game, reinventing reality to work more like a game.
Gaming Fixes for Reality
Gamification - Extrinsic vs. Intrinsic RewardsJerome Sudan
Effective gamification arises from the understanding of a fundamental distinction between extrinsic and intrinsic motivational triggers.
Main visual: Romain Laurent.
Collectively, the planet is now spending more than 3 billion hours a week gaming.
Defining traits of a game, reinventing reality to work more like a game.
Gaming Fixes for Reality
Gamification - Extrinsic vs. Intrinsic RewardsJerome Sudan
Effective gamification arises from the understanding of a fundamental distinction between extrinsic and intrinsic motivational triggers.
Main visual: Romain Laurent.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
A common mistake from beginner marketers is confusing their businesses brand image with their brand identity.
I get it.
They sound similar and are connected concepts.
But the brand image is distinct from the brand identity.
A brand’s identity is its intent to cultivate a certain image in consumers' minds. How a brand is perceived is the brand image.
Therefore, brands do not control the brand image, they can merely try and influence this perception.
Everything a potential customer associates or identifies with a business or a product from previous experiences or through advertising creates a perception of that brand.
Brand image is the result of a firm’s branding efforts - successful or unsuccessful.
Marketing, experiences and memories associated with that brand are the basis for a brand image, and it comes in the form of a gut opinion or mental flash of recognition.
The brand identity signifies what a firm wants its brand to stand for. They control this with all the elements that make up a brand and its marketing.
All the visible elements of a brand, such as its colours, design features, and logo. It is a marketing strategy to nurture a certain image in consumers' minds that identify and distinguish the brand.
Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.
The Kroese Brand Strategy Development can help to become a stronger brand.
There are many advertising, marketing, and public relations basics - but none more important than understanding the personality of the brand, company, or cause you are representing. Social networking allows brands the opportunity to interact with their consumers, but social media is just that - an opportunity.
Ultimately it's up to the brand itself to decided how they want to represent themselves, and how they're going to do so. So what is the personality of your brand? Serious? Sarcastic? Witty? Informative? Whatever you are, make sure you show it through all of your interactions.
Steve Kozak helps nonprofits learn what are best practices for establishing a brand identity. From the right colors to the right voice, a brand is a promise. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
In this innovative book Jürgen Salenbacher shares his unique personal coaching method designed to develop creative thinking and innovation. The method, which originated as a career management tool, can be used by anyone who wishes to explore what they have to offer the world. In five succinct chapters Salenbacher reveals how to use brand positioning methodology to discover where to go next
How Brands Can Bridge The Gap Of Meaning: Using Semiotics Systemically To Mea...Dr. Martina Olbert
The rapid evolution of our industry and the new complex problems brands and organisations are facing today call for the development of new types of solutions to solve these challenges. Locally applied insights are no longer enough to produce ground-breaking results. Instead, we must apply insights holistically to respect the true nature of brands as ecosystems of cultural meaning. The answer to fixing problems in a lasting way that allows for a real transformation and creation of new value lies in adopting the systemic perspective. This means that we need to combine the detail and the high-level view, the outside-in and the inside-out perspective at once to understand these complex challenges in their real time and real world context.
For this, we need to reframe how semiotics is used in the industry and what problems it serves to fix for clients. What semiotics lacks is a master narrative in business: what it does, what it’s used for and why, with what results and how else can it be applied to maximise value. The absence of a more systemic approach to meaning-making is the reason why semiotics is often relegated to the ad hoc/niche market research box, instead of being viewed as ‘the highway of meaning’ or ‘mental superstructure’ that cuts through all business, brand and organisational decisions – a position semiotics truly deserves as the meta-science of human cognition. To unlock the true power of semiotics, we must apply it systemically. This way, we can help clients bridge the gap of meaning between brands/organisations and culture/society where value gets lost once and for all.
In this talk, I’ll demonstrate the systemic view on semiotics and meaning-making by showcasing several recent examples of brands misstepping their cultural mark, and thus eroding/distorting social relevance of important cultural concepts, such as diversity, masculinity, femininity or unity. I will also explain how a quantified cultural semiotics tool developed by Signoi now makes it possible to apply semiotics in such a systemic way to help clients transform their meaning and make sense of the cultural complexity they operate in daily.
The goal of this talk is to illustrate the deepening divide between corporations and society today and explain how semiotics can fix this disconnect as the method to redefine and reframe meaning, which is – as we already know – what people actually consume in brands and what they value in their lives.
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Paul Marsden
The original 2013 Google Deck that evolved into Google's Digital Wellbeing initiative in 2018 (including Android 9 (Pie)) by Tristan Harris - who went on to lead humanetech.com.
Great technology should improve life, not distract from it
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
A common mistake from beginner marketers is confusing their businesses brand image with their brand identity.
I get it.
They sound similar and are connected concepts.
But the brand image is distinct from the brand identity.
A brand’s identity is its intent to cultivate a certain image in consumers' minds. How a brand is perceived is the brand image.
Therefore, brands do not control the brand image, they can merely try and influence this perception.
Everything a potential customer associates or identifies with a business or a product from previous experiences or through advertising creates a perception of that brand.
Brand image is the result of a firm’s branding efforts - successful or unsuccessful.
Marketing, experiences and memories associated with that brand are the basis for a brand image, and it comes in the form of a gut opinion or mental flash of recognition.
The brand identity signifies what a firm wants its brand to stand for. They control this with all the elements that make up a brand and its marketing.
All the visible elements of a brand, such as its colours, design features, and logo. It is a marketing strategy to nurture a certain image in consumers' minds that identify and distinguish the brand.
Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.
The Kroese Brand Strategy Development can help to become a stronger brand.
There are many advertising, marketing, and public relations basics - but none more important than understanding the personality of the brand, company, or cause you are representing. Social networking allows brands the opportunity to interact with their consumers, but social media is just that - an opportunity.
Ultimately it's up to the brand itself to decided how they want to represent themselves, and how they're going to do so. So what is the personality of your brand? Serious? Sarcastic? Witty? Informative? Whatever you are, make sure you show it through all of your interactions.
Steve Kozak helps nonprofits learn what are best practices for establishing a brand identity. From the right colors to the right voice, a brand is a promise. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
In this innovative book Jürgen Salenbacher shares his unique personal coaching method designed to develop creative thinking and innovation. The method, which originated as a career management tool, can be used by anyone who wishes to explore what they have to offer the world. In five succinct chapters Salenbacher reveals how to use brand positioning methodology to discover where to go next
How Brands Can Bridge The Gap Of Meaning: Using Semiotics Systemically To Mea...Dr. Martina Olbert
The rapid evolution of our industry and the new complex problems brands and organisations are facing today call for the development of new types of solutions to solve these challenges. Locally applied insights are no longer enough to produce ground-breaking results. Instead, we must apply insights holistically to respect the true nature of brands as ecosystems of cultural meaning. The answer to fixing problems in a lasting way that allows for a real transformation and creation of new value lies in adopting the systemic perspective. This means that we need to combine the detail and the high-level view, the outside-in and the inside-out perspective at once to understand these complex challenges in their real time and real world context.
For this, we need to reframe how semiotics is used in the industry and what problems it serves to fix for clients. What semiotics lacks is a master narrative in business: what it does, what it’s used for and why, with what results and how else can it be applied to maximise value. The absence of a more systemic approach to meaning-making is the reason why semiotics is often relegated to the ad hoc/niche market research box, instead of being viewed as ‘the highway of meaning’ or ‘mental superstructure’ that cuts through all business, brand and organisational decisions – a position semiotics truly deserves as the meta-science of human cognition. To unlock the true power of semiotics, we must apply it systemically. This way, we can help clients bridge the gap of meaning between brands/organisations and culture/society where value gets lost once and for all.
In this talk, I’ll demonstrate the systemic view on semiotics and meaning-making by showcasing several recent examples of brands misstepping their cultural mark, and thus eroding/distorting social relevance of important cultural concepts, such as diversity, masculinity, femininity or unity. I will also explain how a quantified cultural semiotics tool developed by Signoi now makes it possible to apply semiotics in such a systemic way to help clients transform their meaning and make sense of the cultural complexity they operate in daily.
The goal of this talk is to illustrate the deepening divide between corporations and society today and explain how semiotics can fix this disconnect as the method to redefine and reframe meaning, which is – as we already know – what people actually consume in brands and what they value in their lives.
Similar to Display Value - The Psychology of Conspicuous Consumption (20)
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Paul Marsden
The original 2013 Google Deck that evolved into Google's Digital Wellbeing initiative in 2018 (including Android 9 (Pie)) by Tristan Harris - who went on to lead humanetech.com.
Great technology should improve life, not distract from it
Uberfy or Die! - This is what the future of insurance looks like...Paul Marsden
A short presentation presenting a disruptive insurance concept built on the on-demand Uber model. Presented at Accenture sponsored Innovation & Disruption 2016 event London
A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.
A short presentation on how the luxury sector is using social commerce - selling with social media - to drive sales for premium brands, but without discounts and deals and whilst retaining and image of exclusivity
Social Commerce: The Case for User ReviewsPaul Marsden
Social Commerce - The Case for user Reviews - The facts on how user ratings and reviews increase traffic, improve conversion, enhance order value and reduce returns
A short presentation on emerging trends in social commerce, the fusion of e-commerce and social media, with a focus on moving beyond transactions and towards relationships.
Brands covered include Starbucks, Levi's Diesel, Apple, P&G, Disney, Kenmore, Domino's
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.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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.
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.
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
2. Looks matter. We choose brands because they look good
- signalling functional, emotional and aesthetic appeal
2
3. A good looking product will sell more, to more people,
for more margin - looking good is good business
3
4. Looks also matter because we often choose brands
because they make us look good
4
5. Choosing brands because they make us look good is
what is meant by ‘conspicuous consumption’
5
6. Traditionally, conspicuous consumption is about the public
display of economic wealth and elevated social status
6
HIERARCHY OF DESIGN NEEDS
UTILITY
SAFETY
COMFORT
DISPLAY
Source: Adapted from Crilly, N., Moultrie, J., & Clarkson, P. J. (2004)
Seeing things: consumer response to the visual domain in product design. Design Studies, 25(6), 547–577
7. A modern variation of conspicuous consumption is
‘conspicuous compassion’ - public displays of charity
7
8. Why do we do it? Why do we need to display our
brands - and causes - publicly?
8
10. Impression management through self-presentation
matters because people judge us by how we look
10
salary
looks
Frieze, Irene Hanson, Josephine E. Olson, and June Russell.
"Attractiveness and Income for Men and Women in Management1." Journal of Applied Social Psychology 21.13 (1991): 1039-1057.
12. Vision is our dominant sense so visual impressions,
especially first impressions, matter
12
13. So like a peacock tail that displays good genetic traits,
we use brands to visually display our own positive traits
13
14. So what can brands do to harness this ‘display value’ of
brands - displaying our positive traits with brands?
14
15. First we need to double-down on brand design, we’ll only
help people look good if our brand looks good
15
16. Then, we need to think beyond the functional value and
emotional value of our brands, and add in ‘display value’
16
FUNCTIONAL EMOTIONAL
DISPLAY
17. The psychology of ‘display behaviour’ can help here - and
yes, it’s all about… sex
17
18. Evolution has hardwired the reward centres of our mind to
reward behaviour that appeals to potential mates
18
19. And that means looking good - by visually enhancing
displays of ‘sexual fitness’ - youth, symmetry, proportions
19
20. So brands that amplify natural displays of sexual
attractiveness will have a natural appeal
20
21. Curiously, we may use premium brands to stop ‘mate
poaching’ - seen as gifts, they imply a committed partner
21
22. But brands not in this ‘extended sex industry’ also have
two BIG display opportunities
22
23. First, there’s the opportunity to understand the changing
status of ‘social status’ - a key part of sexual display
23
24. Our brains reward us for displaying social status because
status signals rank and resource - a social aphrodisiac
24
25. So one smart ‘display value’ strategy is to become a new
status brand - signalling alpha status within a target group
25
26. Secondly, sexual display is also about signalling our core
personality traits - to attract (and retain) compatible mates
26
27. So brands with a clear brand personality based on one of
the five CRESS brand personality dimensions will appeal
27
RUGGEDNESSCOMPETENCE SINCERITY SOPHISTICATIONEXCITEMENT
BRAND
PERSONALITY
Source: J. Josko Brakus, Bernd H. Schmitt, & Lia Zarantonello (2009)
Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty - Journal of Marketing ol. 73 (May), 52–68
28. A more effective way to deliver ‘display value’ may be to
build brand personality around core human personality traits
28
CONSCIENTIOUSNESSOPENNESS AGREEABLENESS NEUROTICISMEXTRAVERSION
HUMAN
PERSONALITY
OCEAN TRAIT TATTOO
i128-O80-C41-E63-A73-N1
Inventive/curious vs.
consistent/cautious
(Mini vs. Buick?)
Careful/dependable
vs. easy-going/
careless (Honda vs.
Jeep?)
Outgoing/energetic
vs. quiet/calm (BMW
vs. Lexus?)
Friendly/cooperative
vs. formal/driven
(Acura vs.
Mercedes?)
Sensitive/nervous vs.
secure/confident
(Volvo vs. Porsche?)
O C E A N
29. Brands built with a human personality will have more appeal
because they help us display our own personality traits
29
30. So to wrap up with a simple take-out - the big opportunity
in branding is not function or emotion - it’s display!
30
31. Thanks - for more practical marketing psychology see
digitalintelligencetoday.com
31
Dr Paul Marsden
Consumer Psychologist
@marsattacks