The document discusses brand identity and marketing campaigns. It defines a marketing campaign as a series of media promotions for a product. It explains that a brand identity synchronizes all marketing to present a consistent message. It analyzes the brand identity of a James Bond film, noting consistent elements across posters. It then summarizes the group's efforts to achieve brand identity for their film "The Unfinished Business" through similar images and color schemes across the poster and magazine cover.
As long as people have been able to fly aircraft, students have longed for a cheat sheet and some sage words of advice from their instructors, who tend to find themselves hearing the same questions and giving the same answers time after time. Whilst the ins and outs of flying an aircraft can change with the times and technology, there are some tips and tricks that never go out of style. Follow these tips and you'll find yourself becoming a better pilot in no time.
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
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
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
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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
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.
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering 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.
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
1. HOW EFFECTIVE IS THE
COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?
Question 2:
2. WHAT IS A MARKETING
CAMPAIGN?
• A marketing campaign is a series of specific things a company will do to promote their business, service or product
using different forms of media. In the film industry, companies can spend millions to advertise their films to audience
around the world. The best example of this was used for the Batman: The Dark Knight movie in 2008. This
marketing campaign quickly became the fastest growing marketing campaign of any movie to date. They sent avid
fans on a hunt to find clues about the movie. They would get to watch an exclusive trailer before it was released to
the rest of the world. The tasks included: finding hidden websites and obtaining hidden emails or phone numbers.
Once they had found these, they would be sent updates including finding phones hidden in cakes. The Joker would
then call the phones and ask them to join his army and dress up like him.
3. WHAT IS BRAND IDENTITY?
• A brand identity is a way of synchronizing all forms of your marketing and promotion so that people can see that
they link together to advertise the same film. If they do not look as though they are advertising the same film, then
some viewers might get confused and think that they are for separate films. Often, some films will make more than
one poster for example. On top of this, big Hollywood films will want to advertise their film in as many magazines as
possible, each individual magazine company will have to have different photos of the cast to make their magazine
different from the other competitors. A good example of this would be the recent James Bond film ‘Spectre’.
•Contains the same
background in each
poster.
•Same tone of colour for
the image, very washed
rather than bright
colours.
•Similar pose for each
character.
•Same titles and
positioning of the titles.
•Similar layout of the 007
logo as well as the billing
block.
•“Coming Soon” written
on each poster in the
same position.
5. HAVE WE ACHIEVED BRAND
IDENTITY?
• I think that as a group we have managed to create a brand identity for ‘The Unfinished Business’. By making the
most of the characters and the photos that we had taken. Between the magazine cover and the poster for our film
we had used the same image for both, however they do not look the same due to the characters being separated
on the actual cover. Originally, the photos of each character were separate photographs. One of me and one of
Kate. We knew that we wanted our characters to be in the same frame for the poster, without giving too much of the
plot away. We started by layering up the photos using a background for the photos and adding the characters in
later creating one image from two. I feel that the blue within the image hints at part of the story as well as linking
with our magazine cover as it is the same background. The differences between the two pieces are the positioning
of the characters and what I am wearing in the magazine cover. The poster is the original image whereas the
magazine cover has the same image but a photo shopped suit over the top of what I'm wearing. Between both the
poster and the magazine cover, the title of the film is kept in white to link the two further. The poster is cropped so
that you can only see half of the characters faces. This is contrasting to the full image that appears on the
magazine front cover showing the characters as a whole. The blue tone is kept throughout and a mention of the
actors in the film.
6. THE IMPORTANCE OF
MARKETING
• Marketing is a very important tool for companies and businesses. Your business
depends on how you market your product or service. For example the recent James
Bond film ‘Spectre’ has a large marketing department to allow for all of the products
they have to get out to the public including posters, trailers, special appearances,
interviews etc. The overall marketing section covers advertising, public relations,
promotions and sales. It is important as it can make or break a films reputation. A
good marketing campaign will interact with people and attract new audiences to a
certain film and will raise interest to entice more people to watch the film. A bad
marketing campaign will deter people from going to see the film and in turn the film
might not be a success.
7. USP’S AND OUR FILMS USP
• USP – A USP is a Unique Selling Point, this is something which will attract
audiences because it is unique and not seen in other films.
• Our specific USP is the following of two young friends who set up a business whilst
drugs effect one of the characters lives and the people around them. This USP
enables us to tell a story which some young people might be able to relate to which
means that they will have a stronger connection to the film. Also the creation of a
business will relate to other people and therefore we are building a bigger audience
giving a more relatable story.
8. ADDITIONAL POINTS
• Fonts – Fonts are an important aspect to consider, if you take a teaser trailer for example, having a font which represents your genre will help to engage with the
audience. It doesn’t work if you have a action genre and you want to use this style of writing. Action Genre. It doesn’t work as it will not suit the genre and give an
accurate representation. For an action film you might use something like this. Action Genre. I feel as though the font for our teaser trailer met the requirements of our
drama genre as it was simplistic and effective for the audience to read. This is our font style for the teaser trailer.
• Style – For marketing you have to keep the same style throughout, this keeps the continuity throughout the campaign. If the style changes, the continuity is lost and
therefore, some viewers might get lost and think it is advertising another film. The style should be kept throughout to ensure the viewers know that it is advertising the
same film.
• Characters – Characters also help advertise the film, having a big Hollywood actor in a film might attract fans of that specific actor just so that they can watch them in
the film. These fans might not necessarily want to watch the film if their favourite actor is in it. It is a large selling point for films as the actors will be doing interviews as
well as appearing on the front cover of magazines and film posters to advertise. The main characters for our film are involved in participating on the magazine front
cover as well as appearing on the film poster. This helps to show the viewers who are the main characters in the film.
• Visual Elements – Visual elements are important within marketing as they will help to catch the attention of the audience and viewers. Using the magazine cover for and
example, they usually have to be eye catching so that people will notice it within the shops. Having a bold and interesting design to both the magazine cover and the
poster will make the audience more inclined to watch the film if they have interesting designs and colour choices.
9. TARGET AUDIENCE
• Our target audience is aimed at the age group of 15-24. This gives us a wide variety of an audience to
entice to come and see the film. This age gap allows us a wide range of ways to advertise our film.
Having a large spectrum for our target audience allows us to aim our marketing campaign at different
people. For example, one marketing campaign could be to do with the friendship and the setting up of
the business, however the other campaign could be to do with the illegal side which comes later into
the story. Often some films have two trailers. One that is appropriate for a family audience, and the
other may have swearing contained in it which is usually shown late in the evening. This is so that the
film can appeal to two different types of audience. The most recent example of a film that did this was
Jurassic World. They creates a trailer which showed the beauty of the setting and the location of the
world, the other trailer shows the scary and terrifying side of the film showing dinosaurs on the loose
and causing destruction.
10. REPRESENTATION AND CHARACTER
REPRESENTATION
• The representation in our film is very vague, this is a benefit as it can become
relatable for a variety of our audiences enticing lots of people into the story and plot
of our film. Character representation plays a large part of this in the film world and
through advertising. We had to keep a consistent theme throughout our products as
well as having to link the actual film. This meant that we had to look as thought
Kate's character “Amanda” had to have more power. For the magazine cover, we
did this by layering the image of her character over the top of mine. This made it
look as though I was standing behind her. The representation shown here is that
Kate's character is more serious and has more power and control in the business,
whereas my character is distracted and disconnected from working at the business
this is also represented in the way that my character is facing, with his head looking
out of shot as though he is dreaming.
11. REAL MEDIA VS OUR MEDIA
• For inspiration, we researched the film “The Social Network” a film about how Mark Zuckerberg set up one of
the most popular applications in the world. The social networking platform “Facebook”. We loosely based our
story around similar aspect, following conventions from the film like the speech included in the poster. We also
studied the way in which the trailer was presented as a montage showing parts where the business was going
well and parts where it had its down sides. We took this and turned it into the friendship between Amanda and
James and then the conflicting arguments they had when things weren’t working out. Below I have included
some screenshots that we looked at as a basis and then our real media product screenshots to show the
similarities and differences between the two. Whilst The Social Network trailer wasn’t specifically a teaser, we
cut ours down to fit the conventions of a teaser.