This document discusses how modern marketing myths that people want deep relationships with brands are not supported by data. Research shows that very few people actively engage with branded social media content or apps. It suggests brands should aim to create emotive content about topics people genuinely care about rather than focusing so much on branded experiences. Successful campaigns that achieve fame through viral sharing tend to have larger business impacts than those only building brand awareness. The document advocates raising the creative bar by prioritizing what interests people rather than expecting them to be interested in brands.
I recently gave his presentation. It dispels some of today's popular, but baseless marketing myths and provides a path forward to brand growth. We should all thank Professor Byron Sharp and his colleagues from the Ehrenberg Institute in Australia for keeping it real.
Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives:
- Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories
- Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series
- Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers
Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us!
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
Social Media Marketing: Success Stories & Case Studies Vanessa CEO
This seminar analyzes examples of how companies and brands have been able to successfully put the power of social media marketing to advance their business success. The plan for this class is to analyze between 4 and 6 difference cases. Social media sites discussed include: Facebook, LinkedIn, Twitter & YouTube. The goal is also to attempt to help attendees convert their own social media business activity into a potential success stories.
I recently gave his presentation. It dispels some of today's popular, but baseless marketing myths and provides a path forward to brand growth. We should all thank Professor Byron Sharp and his colleagues from the Ehrenberg Institute in Australia for keeping it real.
Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives:
- Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories
- Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series
- Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers
Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us!
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
Social Media Marketing: Success Stories & Case Studies Vanessa CEO
This seminar analyzes examples of how companies and brands have been able to successfully put the power of social media marketing to advance their business success. The plan for this class is to analyze between 4 and 6 difference cases. Social media sites discussed include: Facebook, LinkedIn, Twitter & YouTube. The goal is also to attempt to help attendees convert their own social media business activity into a potential success stories.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
The Evolving Role of Brands for the Millennial GenerationEdelman
Edelman 8095®, named for the years in which the generation was born, 1980 to 1995, is an insights group studying the Millennial generation and their relationship with brands. Following a benchmark study in 2010, Edelman now unveils 8095® 2.0, an updated look at Millennials, their new aspirations and the role that brands play in their lives.
Digital marketing can be used for so much more than just promoting products. It can help re-brand religions such as Islam to foster social harmony. Check out our presentation on the intersection of religion and digital!
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsRazorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
The Evolving Role of Brands for the Millennial GenerationEdelman
Edelman 8095®, named for the years in which the generation was born, 1980 to 1995, is an insights group studying the Millennial generation and their relationship with brands. Following a benchmark study in 2010, Edelman now unveils 8095® 2.0, an updated look at Millennials, their new aspirations and the role that brands play in their lives.
Digital marketing can be used for so much more than just promoting products. It can help re-brand religions such as Islam to foster social harmony. Check out our presentation on the intersection of religion and digital!
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsRazorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
One of digital marketing's biggest questions is whether or not social media marketing can translate into revenues. Facebook, Twitter, Instagram, and other social platforms provide brands with opportunities to reach niche target audiences in a non-invasive manner. Find out how to effectively leverage social media marketing to increase brand awareness, increase traffic, capture leads, and subsequently generate revenue.
*Presentation was prepared by CEO & Founder, Yohan Perez.
Red Sky founder and CEO Jess Flynn taps into trend research and communication contacts spanning nearly every industry to forecast the trends, tools and tips you need to know to share stories that matter in a constantly evolving world.
Are You Listening To Your Customers? Engage Customers Like Never Before.SAP Asia Pacific
Social Media channels offer marketers a rich opportunity to really engage their customers like never before.
Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.
This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.
Get Advertising Smart - Realistic Advertising: Aspirational to Honestemmersons1
Brands today are increasingly portraying a more realistic way of life in their advertising. This week's article looks at the reasons for this shift, and who is doing it well.
The New Rules of Marketing: Paid, Owned and EarnedGood Grains
Zack Swire of SWIRE & eGood, and Chelsea Segal of Targetwise share their stories and insights (+ learnings from influential voices that inspire them) on 'The New Rules of Marketing: Paid, Owned and Earned'. Understanding your story, your why and your purpose must come first. Then, you can work to be more effective at amplifying your marketing message with the right media mix, maximizing the success of media dollars, and cutting through the clutter to drive your business.
Social media is a brand building platform. Somewhere to converse with your customers. One click away from a sale. A sale you are in control of. So, why do so many business owners still treat it as a secondary marketing function?
Here Vista PR reveals the latest behaviours and the power of this often untapped sales channel.
How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.
This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
Drawing on the largest ever study of influencer posts on Instagram to identify:
• how influencers have disrupted the media landscape
• the brands using influencers
• the impact of different influencers
• new ways of working to combat growing challenges
Similar to Enagementv2 150126112507-conversion-gate01 (20)
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.
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.
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
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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
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.
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.
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.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
1. BE
AFRAID
OF
THE
MARKETING
GOSPEL
By
Nigel
Rahimpour,
Planning
Director
2. FOREWORD
This
Presenta=on
Dispels
Today's
Popular,
But
Baseless
Marke=ng
Myths
And
Provides
A
Path
Forward
To
Brand
Salience
And
Growth
Supported
By
Marke=ng
Science.
3. MARKETING
GURUS
HAVE
BEEN
SAYING
FOR
YEARS:
“People
want
to
interact
with
brands”
“People
want
to
join
brands”
“People
seek
rela6onships
with
brands”
4. HOWEVER,
A
RECENT
FORRESTER
STUDY
SUGGESTS:
Source:
Forrester
Q1
2014
US
Top
50
Brands
Social
WebTrack
“People
don’t
engage
with
branded
social
content
very
o;en”
5. %
OF
BRAND
FANS
INTERACTING
WITH
BRAND
POSTS:
FACEBOOK
TWITTER
0.7%
0.3%
Source:
Forrester
Q1
2014
US
Top
50
Brands
Social
WebTrack
7. =
%
of
Facebook
fans
who
interact
with
posts
of
the
brand
they
are
fans
of
THE
DISMAL
INTERACTION
RATES
ARE
CONFIRMED
BY
THE
EHRENBERG
INSTITUTE
0.5%
Source:
Facebook
fans:
A
fan
for
life?
Karen
Nelson
–
Field
and
Jennifer
Taylor
8. PASSION
BRANDS
DON’T
FARE
MUCH
BETTER
Source:
Facebook
fans:
A
fan
for
life?
Karen
Nelson
–
Field
and
Jennifer
Taylor
Even
Facebook
fans
don’t
talk
much
about
Facebook
9. PART
OF
THE
PROBLEM
IS
THAT
MARKETING
TREATS
SOCIAL
CHANNELS
LIKE
PAID
MEDIA
10. This
app
shows
you
how
to
turn
a
Corona
Upside
Down
to
make
the
PERFECT
beer.
A
LOT
OF
WHAT
IS
CREATED
DOESN’T
MAP
BACK
TO
REAL
LIFE
11.
“Almost
every
app
built
for
a
brand
on
Facebook
has
NO
usage.
Heavy,
immersive
experiences
are
NOT
how
people
engage
and
interact
with
brands.”
Paul
Adams,
Facebook’s
Ex-‐Global
Head
Of
Brand
Design
12. Source:
Google
PEOPLE
HAVE
BIGGER
INTERESTS
THAN
BRANDS
The
World’s
Top
10
Searches
Do
Not
Include
A
Single
Brand
13. Source:
Meaningful
Brands,
Havas
Media
Group
IN
EUROPE
AND
THE
US,
PEOPLE
WOULD
NOT
CARE
IF
92%
OF
BRANDS
DISAPPEARED
14. 77%
OF
CONSUMERS
ADMIT
THEY
HAVE
NO
RELATIONSHIP
WITH
A
BRAND
Source:
Corporate
Execu=ve
Board
15. 77%
OF
CONSUMERS
ADMIT
THEY
HAVE
NO
RELATIONSHIP
WITH
A
BRAND
“MOST
OF
US
GO
THROUGH
LIFE
FINDING
IT
HARD
ENOUGH
TO
HAVE
GOOD
RELATIONSHIPS
WITH
THE
REAL
PEOPLE
IN
OUR
LIFE,
LET
ALONE
ALL
THE
BRANDS
WE
BUY.”
Bruce
McColl,
chief
marke=ng
officer
of
Mars
16. Source:
Byron
Sharp
“How
Brands
Grow”
BRAND
LOYALTY
TENDS
TO
BE
POLYGAMOUS
“Buyers
typically
have
a
number
of
brands
they
rou6nely
buy”
17. HALF
THE
PEOPLE
WHO
DESCRIBED
THEMSELVES
AS
BRAND
LOYAL
WERE
NOT
LOYAL
A
YEAR
LATER
Source:
NPD
Group
18. Source:
Byron
Sharp
“How
Brands
Grow”
TNS
UK
72%
OF
PEPSI
USERS
ALSO
BUY
COKE
19. Source:
TNS
UK
72%
OF
PEPSI
USERS
ALSO
BUY
COKE
Source:
Byron
Sharp
“How
Brands
Grow”
TNS
UK
37%
OF
HÄAGEN
DAZS
CUSTOMERS
ALSO
BUY
CARTE
D’OR
20. WHAT
WE
LEARN
ARE
THREE
THINGS:
1. Deep
brand
engagement
is
not
a
mass-‐market
occurrence,
but
an
occupa=on
of
the
few.
2. Heavy,
=me-‐intensive
brand
experiences
have
liile
in
common
with
the
way
people
want
to
use
brands.
3. Simply
assuming
that
people
want
to
engage
with
brands
is
a
recipe
for
failure.
25. SINCE
CAMPAIGNS
THAT
TARGET
FAME
ACHIEVE
LARGER
BUSINESS
EFFECTS
%
repor9ng
very
large
effects
on:
Sales
Market
share
Profit
Penetra=on
Loyalty
Price
sensi=vity
Campaigns
aiming
to
build
brand
fame
55%
(+)
40
(++)
28%
35%
16%
(+)
6%
Campaigns
aiming
to
build
brand
awareness
51%
34%
22%
31%
8%
(-‐)
4%
Source:
Marke=ng
in
the
era
of
accountability,
2008
26. THEY
TOOK
INTEREST
IN
WHAT
PEOPLE
ARE
INTERESTED
IN…
(As
opposed
to
the
other
way
around)
27. DEVELOPED
HIGHLY
EMOTIVE
CONTENT,
(As
opposed
to
highly
func=onal)
Source:
Karen
Nelson-‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
28. BECAUSE
CREATIVE
THAT
ELICITS
HIGH
AROUSAL
EMOTIONS
GAINS
TWICE
AS
MUCH
SHARING
Source:
Karen
Nelson-‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
29. THEY
MADE
IT
EASY
TO
INTERACT
WITH…
(As
opposed
to
heavy
&
complicated)
30. AS
MOST
PEOPLE’S
PARTICIPATION
IS
“EASY”
(i.e.
sharing
photos,
checking
news,
watching
video)
Source:
BBC
Online
Spring
Briefing
May
2012
Friends,
family
&
photos
TV,
Entertainment,
Lifestyle
31. THEY
GAVE
IT
STRONG
PAID
MEDIA
SUPPORT
(As
opposed
to
hoping
it
will
be
discovered)
35. 20
16
12
8
4
0
1
2
3
4
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
50
Percentage
of
Coke
buyers
buying
Coke
X
=mes
in
the
U.S.
Number
of
purchases
Source:
Nielsen
USA
from
Karen
Nelson-‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
LIGHT
BUYERS
MATTER
FOR
BRAND
GROWTH
Light
Buyers’
impact
on
sales
36.
50
38
25
13
0
1
2
3
4
5
6
.
.
.
.
.
12
.
.
.
.
.
.
.
.
.
.
.
Percentage
of
Kellogg’s
Special
K
buyers
buying
Kellogg’s
Special
K
X
=mes
in
the
U.K.
Number
of
purchases
THIS
IS
PROVEN
ACROSS
CATEGORIES
Source:
Kantar
WorldPanel
UK
from
Karen
Nelson-‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
Light
Buyers’
impact
on
sales
37. 12.500
9.375
6.250
3.125
0
1
2
3
4
5
6
7
8
9
Number
(millions)
of
Pantene
buyers
buying
Pantene
X
=mes
in
the
U.S.
Number
of
purchases
EVEN
FOR
HAIR
CARE
-‐
-‐
-‐
-‐
-‐
-‐
Source:
John
Dawes
Panel
Data
provided
by
Mar=n
Weigel
Canalside
Light
Buyers’
impact
on
sales
38. Source:
Karen
Nelson-‐Field
“Viral
Marke=ng
–
The
Science
Of
Sharing”
LIGHT
BUYERS
ARE
LESS
LIKELY
TO
BE
FOUND
ON
BRAND
SITES,
WHICH
HEAVY
BUYERS
DOMINATE
39. THIS
IS
WHY
SUCCESSFUL
BRANDS
ADVERTISE
BEYOND
OWNED
CHANNELS
41. WITH
THE
GOAL
OF
BUILDING
NEW
AND
REINFORCING
OLD
MEMORY
STRUCTURES…
42. IT’S
ALL
PART
OF
A
BIGGER
PLAN
TO
DRIVE
MENTAL
AVAILABILITY,
WHICH
IS
KEY
TO
GROWING
MARKET
SHARE
43. THIS
IS
DONE
THROUGH
STRONG
INCREASES
IN
PENETRATION,
NOT
LOYALTY
Source:
Byron
Sharp
“How
Brands
Grow”,
TNS
UK
Detergent
Brands
Market
Share
%
Annual
Market
Penetra9on
%
Purchase
Frequency
(Avg.)
Persil
22
41
3.9
Ariel
14
26
3.9
Bold
10
19
3.8
Daz
9
17
3.7
Surf
8
17
3.4
Average
3.7
Purchase
frequency
does
not
vary
much
between
the
top
and
boiom
brand.
But
penetra=on
does,
which
is
what
drives
market
share!
Purchase
frequency
doesn’t
vary
much
Penetra=on
varies
a
lot
44. Source:
Byron
Sharp
“How
Brands
Grow”,
TNS
UK,
Nielsen
USA
AS
SEEN
ACROSS
CATEGORIES
I.E.
SHAMPOO
U.S.
Purchase
frequency
does
not
vary
much
between
the
top
and
boiom
brand.
But
penetra=on
does,
which
is
what
drives
market
share!
Shampoo
Brands
Market
Share
%
Annual
Market
Penetra9on
%
Purchase
Frequency
(Avg)
Suave
Naturals
12
19
2.0
Pantene
Pro-‐V
10
16
1.9
Alberto
VO5
6
11
1.6
Garnier
Fruc=s
5
9
1.7
Dove
4
8
1.5
Finesse
1
2
1.4
Average
1.7
Purchase
frequency
doesn’t
vary
much
Penetra=on
varies
a
lot
45. Source:
Byron
Sharp
“How
Brands
Grow”,
TNS
UK,
Nielsen
USA
…AND
COUNTRIES
:
I.E.
SHAMPOO
U.K.
Purchase
frequency
does
not
vary
much
between
the
top
and
boiom
brand.
But
penetra=on
does,
which
is
what
drives
market
share!
Shampoo
Brands
Market
Share
%
Annual
Market
Penetra9on
%
Purchase
Frequency
(Avg)
Head
&
Shoulders
11
13
2.3
Pantene
9
11
2.3
Herbal
Essences
5
8
1.8
L’Oreal
Elvive
5
8
1.9
Dove
5
9
1.6
Sunsilk
5
8
1.7
Vosene
2
3
1.7
Average
1.9
Purchase
frequency
doesn’t
vary
much
Penetra=on
varies
a
lot
46. BOTTOM
LINE:
YOUR
BRAND’S
HEALTH
DEPENDS
ON
LOTS
OF
PEOPLE
WHO
DON’T
KNOW
YOU
WELL,
DON’T
THINK
OF
YOU
MUCH
AND
DON’T
BUY
YOU
OFTEN,
IF
AT
ALL.
Mar6n
Weigel
47. REACHING
ALL
BUYERS
IS
VITAL.
TO
INCREASE
AND
MAINTAIN
BRAND
GROWTH,
LIGHT
&
NON-‐BUYERS
MATTER,
NOT
JUST
LOYALS.
SHOOT
FOR
FAME
AND
USE
HIGHLY
EMOTIVE
CONTENT
BASED
ON
PEOPLE’S
INTERESTS,
THAT
IS
EASY
TO
INTERACT
WITH,
BACKED
BY
A
STRONG
MEDIA-‐BUY
AND
DISTRIBUTED
FAR
BEYOND
BRAND
COMMUNITIES.