The role of instinct and intuition in creating stories that travelGavin Taylor
One of the impacts of the evolution of digital has been the increased intelligence around consumer behaviour. But has this reliance on data decreased the requirement for creative excellence? This presentation explores the tension between the use of data to inform the creative and the freedom of intuition.
*This is an image heavy presentation, so I have included notes to provide context*
BeWise loeng: Miks on nii raske teha head sisuturundust ja kuidas neid raskus...JCI Tallinn BeWise
Sisuturundus on muutunud tänapäeva maailmas aina moodsamaks trendiks ja samas tekitab ka väga palju küsimusi, kuidas siis ikkagi seda teha ja mille jaoks see vajalik on?
Et sisuturundusest paremini aru saada, kutsusime 16.12.2015 teemat tutvustama Best Marketing Internationali juhi, Hando Sinisalu. Loengus oli juttu:
- miks iga ettevõte on tänapäeval kirjastaja?
- mis on real-time marketing, näiteid edukatest kampaaniatest?
- mis on native advertising ja mille poolest erineb see sisuturundusest?
- millist sisu sinu kliendid tegelikult vajavad ja miks on seda nii raske toota?
- edukad sisuturunduse näited Eestist ja kogu maailmast.
Hando Sinisalu on Best Marketing Internationali juht alates 2003.a., varem töötanud reklaamiagentuuri Bates juhina ja Eesti Päevalehe peadirektorina. Hando kogub ja analüüsib edukaid digiturunduse case-studysid kogu maailmast ja esitleb neid koolitustel ja konverentsidel rohkem kui 30s maailma riigis. Ta on avaldanud arvukaid turundusteemailis artikleid erinevates maailma turundusportaalides ja -ajakirjades. Eestis olles tegeleb Sinisalu Best Marketingi konverentside programmide koostamise ja turundusteemaliste artiklite kirjutamisega.
Media future 2013 keynote - The Economist: The New WayNick Blunden
Over the last ten years, The Economist has enjoyed unprecedented success due to being in the right place at the right time as the benefits of publishing an international current affairs title in English have increased. However, to maximize this success, The Economist has had to constantly adapt its business to changing reader needs in an increasingly digital world where people value the consumption experience over just the content. Moving forward, the biggest opportunities will come from stopping to think of themselves as just newspapers or magazines and instead focusing on thinking like platform owners to harness new advertising opportunities created by changing media consumption habits in this new digital landscape.
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
The document discusses how baby boomers are embracing digital technology and the internet more than previously assumed. It notes that over 80% of baby boomers over 55 are on Facebook, representing nearly 30 million users. Additionally, baby boomers spend more time online than watching television. The document argues that healthcare marketers need to meet baby boomers online to connect with them as 60% of patient leads are generated through online research. Boomers are taking control of their healthcare by researching treatments and providers digitally.
Highlights from WPP's Stream (Un)Conference 2015Young & Rubicam
The WPP Stream (Un)Conference was a mash-up of discussions on the industry's biggest challenges, demos of new potentially-disruptive technology, a pitch to solve a major world crises - and so much more!
With no agenda, no PowerPoints and no pre-determined content planned, Y&R worked with an on-site illustrator to capture the loose structure of the conversations, the honesty of the questions, and the openness of the participants.
Enjoy the highlights...and Stream On!
Bill Gates discusses the importance of content for making money on the internet. He argues that while industries like TV manufacturing benefited from the television revolution, the long term winners were those who delivered information and entertainment over the new medium. Similarly, while software will remain important for Microsoft, the broad opportunities on the internet will involve supplying various forms of information and entertainment. However, monetizing content online remains a challenge, as advertising and subscription revenues are still minimal, and people are hesitant to pay for online content through traditional payment methods. The development of technologies to easily charge small amounts for individual pieces of content will help address this challenge over time.
The role of instinct and intuition in creating stories that travelGavin Taylor
One of the impacts of the evolution of digital has been the increased intelligence around consumer behaviour. But has this reliance on data decreased the requirement for creative excellence? This presentation explores the tension between the use of data to inform the creative and the freedom of intuition.
*This is an image heavy presentation, so I have included notes to provide context*
BeWise loeng: Miks on nii raske teha head sisuturundust ja kuidas neid raskus...JCI Tallinn BeWise
Sisuturundus on muutunud tänapäeva maailmas aina moodsamaks trendiks ja samas tekitab ka väga palju küsimusi, kuidas siis ikkagi seda teha ja mille jaoks see vajalik on?
Et sisuturundusest paremini aru saada, kutsusime 16.12.2015 teemat tutvustama Best Marketing Internationali juhi, Hando Sinisalu. Loengus oli juttu:
- miks iga ettevõte on tänapäeval kirjastaja?
- mis on real-time marketing, näiteid edukatest kampaaniatest?
- mis on native advertising ja mille poolest erineb see sisuturundusest?
- millist sisu sinu kliendid tegelikult vajavad ja miks on seda nii raske toota?
- edukad sisuturunduse näited Eestist ja kogu maailmast.
Hando Sinisalu on Best Marketing Internationali juht alates 2003.a., varem töötanud reklaamiagentuuri Bates juhina ja Eesti Päevalehe peadirektorina. Hando kogub ja analüüsib edukaid digiturunduse case-studysid kogu maailmast ja esitleb neid koolitustel ja konverentsidel rohkem kui 30s maailma riigis. Ta on avaldanud arvukaid turundusteemailis artikleid erinevates maailma turundusportaalides ja -ajakirjades. Eestis olles tegeleb Sinisalu Best Marketingi konverentside programmide koostamise ja turundusteemaliste artiklite kirjutamisega.
Media future 2013 keynote - The Economist: The New WayNick Blunden
Over the last ten years, The Economist has enjoyed unprecedented success due to being in the right place at the right time as the benefits of publishing an international current affairs title in English have increased. However, to maximize this success, The Economist has had to constantly adapt its business to changing reader needs in an increasingly digital world where people value the consumption experience over just the content. Moving forward, the biggest opportunities will come from stopping to think of themselves as just newspapers or magazines and instead focusing on thinking like platform owners to harness new advertising opportunities created by changing media consumption habits in this new digital landscape.
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
The document discusses how baby boomers are embracing digital technology and the internet more than previously assumed. It notes that over 80% of baby boomers over 55 are on Facebook, representing nearly 30 million users. Additionally, baby boomers spend more time online than watching television. The document argues that healthcare marketers need to meet baby boomers online to connect with them as 60% of patient leads are generated through online research. Boomers are taking control of their healthcare by researching treatments and providers digitally.
Highlights from WPP's Stream (Un)Conference 2015Young & Rubicam
The WPP Stream (Un)Conference was a mash-up of discussions on the industry's biggest challenges, demos of new potentially-disruptive technology, a pitch to solve a major world crises - and so much more!
With no agenda, no PowerPoints and no pre-determined content planned, Y&R worked with an on-site illustrator to capture the loose structure of the conversations, the honesty of the questions, and the openness of the participants.
Enjoy the highlights...and Stream On!
Bill Gates discusses the importance of content for making money on the internet. He argues that while industries like TV manufacturing benefited from the television revolution, the long term winners were those who delivered information and entertainment over the new medium. Similarly, while software will remain important for Microsoft, the broad opportunities on the internet will involve supplying various forms of information and entertainment. However, monetizing content online remains a challenge, as advertising and subscription revenues are still minimal, and people are hesitant to pay for online content through traditional payment methods. The development of technologies to easily charge small amounts for individual pieces of content will help address this challenge over time.
This document summarizes the key arguments for why above-the-line advertising will remain important. It argues that we have become too obsessed with new media and technologies and have overlooked the effectiveness of mass reach advertising. It notes that most people spend far more time with traditional media like TV than online. It also shows that occasional and non-buyers make up a large portion of brand sales and that focusing only on loyal fans will not drive business growth. The document concludes that above-the-line advertising is still necessary to reach mass audiences cost effectively.
Paul Price gave a presentation on how data can drive marketing growth. He discussed how new technologies and modeling are revealing insights about consumer behavior that can predict growth. Price explained how companies can now achieve unprecedented intimacy with customers by analyzing vast amounts of online data. He provided examples of how predictive modeling can be used to increase sales, customer loyalty, and target advertising more effectively down to the neighborhood level. Drew Slaven of Mercedes-Benz then discussed how working with Rapp has improved Mercedes-Benz's direct marketing sales rate by 50% through the use of data, analytics, and modeling.
This document discusses the future of social media and how brands can adapt to changing technologies. In 3 sentences:
Brands are no longer defined by marketers but by online conversations, so they must become part of discussions to grow. As attention becomes scarce, brands need to provide entertaining, engaging content to be recommended rather than just interrupting people. By testing many ideas, embracing failures, and adapting quickly to changes online, brands can remain relevant in the future of social media.
Content Marketing Strategies Conference: Simon Kelly_keynotedlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
1. A study found that media professionals who make advertising spending decisions have significantly different media consumption habits than the general population. They watch less TV and read fewer newspapers.
2. Two UK studies found that those working in advertising overestimate how much time the general public spends consuming media digitally and on multiple devices. For example, they estimated half of TV viewing involves additional screen use, when the actual number is close to 2%.
3. The document suggests that due to having different behaviors and perspectives than most people, those in the advertising industry may misjudge the general public's media consumption and incorrectly base major spending decisions around their own atypical behaviors.
Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.
LHBS Insight & Inspiration Snapshot
This presentation includes some of the most interesting insights about emerging & shifting consumer behavior and inspiration in the area of marketing, product and service innovation.
All signs come straight out of our Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized insights and inspiration to your organization.
LHBS is an unconventional strategy firm that helps clients better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups.
Landsman Greenstein Bar Camp Smc Aug 8 2008 NycDean Landsman
The document discusses various topics related to media convergence and integration, social media, and professionalism in using social media. It provides an overview of the evolution of different media forms from early forms like cave drawings to modern television, radio, and the three screen world of TV, computer, and mobile devices. It also discusses how social media can be used to support other media and highlights the importance of professionalism when using social media.
This document discusses the evolution of content marketing over the past century and how different social media platforms require different content strategies. It provides examples of how brands like Red Bull, Asda, and Topshop are successfully using platforms like YouTube, Facebook, Twitter, and Pinterest to engage audiences. While content marketing has been around for over 100 years, new technologies and the rise of social media have created new opportunities for storytelling and brand advocacy. However, the document cautions that success requires understanding audiences and choosing the right platforms and content for each.
My recent presentation on building magazine audiences in this data-driven era was showcased in the latest edition of The New Single Copy.
I discuss the concept of collaborative industry data, dynamic third party data, predictive modeling and using data to target hyper-niche audience segments.
____________________________________________
Published with John Harrington's permission, co-founder and editor of The New Single Copy.
Since 1996, The New Single Copy has been the publishing industry's leading source of news, data, and information about publications, the retail marketplace, and the changes brought on by digital delivery technology.
Subscribe to The New Single Copy:
http://www.nscopy.com/pages/nsc.asp
Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, healthcare, digital experience, and consumer expectations. In this report, you’ll find the top eight consumer trends, each with clues into new possibilities and examples of brands that got there first.
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
The document discusses trends in augmented reality (AR), virtual reality (VR), and mixed reality (MR) technologies, noting that while 2016 saw increased adoption and awareness of these technologies, most organizations' approaches to developing experiences with them remained siloed and lacked integration. In 2017, the document suggests, organizations will move beyond treating AR, VR and MR as separate and will instead focus on creating singular, integrated experiential platforms that combine different types of reality into "blurred reality" experiences.
The document discusses trends in content marketing and storytelling for 2017. It notes that the days of conventional brand storytelling are over due to everyone having the ability to create and share content. In 2017, brands will need to step back and let audiences shape their own stories through more personal, instant content like short videos and live streams. It also suggests that brands focus on storydoing rather than storytelling by focusing on human interactions and experiences with their brand. Live content is growing in popularity and brands will need to embrace more raw, unedited content styles to engage modern audiences.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document provides an introduction to digital marketing concepts for traditional marketers and agencies. It discusses how consumers have changed and now expect to engage with brands through two-way conversations rather than one-way advertising. It emphasizes that successful digital marketing involves creating conversations with consumers by appealing to them on an emotional level and giving them stories worth sharing with others through word-of-mouth. It also outlines key concepts like user-centered design, microsites, analytics and the importance of a balanced team with the right skills to implement these strategies effectively.
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
Tourism and Distribution - New Paradigm: ATEC, Sydney, 2007Anna Pollock
Anna Pollock gave a keynote presentation about trends, drivers, and paradigms affecting tourism. She discussed how increased connectivity and complexity have led to more uncertainty. While there has been more access to information and media over time, there is also less trust, attention, comfort, peace and time. New generations think differently and value community and customization. Recommendations included rethinking marketing models to engage customers and enable emergence; focusing on quality, service and care; learning to let go and engage residents; and investing in adaptable people and infrastructure.
What Old Media can teach New Media: Media Convergence & Integration, Social M...Howard Greenstein
The document discusses various topics related to media convergence and integration, social media, and professionalism in digital communications. It provides a history of different media forms and how they have converged. It also discusses how various media, like television, computers, and mobile devices, are integrated and how users consume content across multiple screens. The document advocates for professionalism when creating and sharing content online.
The document discusses the rise of smart customers and how digital innovation is empowering customers and leaving many companies behind. Key points include:
- Customers now have access to vast amounts of information through their smartphones and digital devices, allowing them to research products, compare prices, read reviews and be more informed than ever before.
- This has led to radically higher expectations from customers around experience, personalization and convenience. Companies that do not adapt risk falling behind.
- Four major disruptive forces are driving these changes - social influence, pervasive memory, digital sensors and the physical web. Together they are providing customers with more choices and better information.
In 2007, BBDO published a piece of research entitled The Rituals Masters. Twelve years on, the world has changed dramatically, which has had a significant impact on our needs and on our rituals.
This document summarizes the key arguments for why above-the-line advertising will remain important. It argues that we have become too obsessed with new media and technologies and have overlooked the effectiveness of mass reach advertising. It notes that most people spend far more time with traditional media like TV than online. It also shows that occasional and non-buyers make up a large portion of brand sales and that focusing only on loyal fans will not drive business growth. The document concludes that above-the-line advertising is still necessary to reach mass audiences cost effectively.
Paul Price gave a presentation on how data can drive marketing growth. He discussed how new technologies and modeling are revealing insights about consumer behavior that can predict growth. Price explained how companies can now achieve unprecedented intimacy with customers by analyzing vast amounts of online data. He provided examples of how predictive modeling can be used to increase sales, customer loyalty, and target advertising more effectively down to the neighborhood level. Drew Slaven of Mercedes-Benz then discussed how working with Rapp has improved Mercedes-Benz's direct marketing sales rate by 50% through the use of data, analytics, and modeling.
This document discusses the future of social media and how brands can adapt to changing technologies. In 3 sentences:
Brands are no longer defined by marketers but by online conversations, so they must become part of discussions to grow. As attention becomes scarce, brands need to provide entertaining, engaging content to be recommended rather than just interrupting people. By testing many ideas, embracing failures, and adapting quickly to changes online, brands can remain relevant in the future of social media.
Content Marketing Strategies Conference: Simon Kelly_keynotedlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
1. A study found that media professionals who make advertising spending decisions have significantly different media consumption habits than the general population. They watch less TV and read fewer newspapers.
2. Two UK studies found that those working in advertising overestimate how much time the general public spends consuming media digitally and on multiple devices. For example, they estimated half of TV viewing involves additional screen use, when the actual number is close to 2%.
3. The document suggests that due to having different behaviors and perspectives than most people, those in the advertising industry may misjudge the general public's media consumption and incorrectly base major spending decisions around their own atypical behaviors.
Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.
LHBS Insight & Inspiration Snapshot
This presentation includes some of the most interesting insights about emerging & shifting consumer behavior and inspiration in the area of marketing, product and service innovation.
All signs come straight out of our Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized insights and inspiration to your organization.
LHBS is an unconventional strategy firm that helps clients better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups.
Landsman Greenstein Bar Camp Smc Aug 8 2008 NycDean Landsman
The document discusses various topics related to media convergence and integration, social media, and professionalism in using social media. It provides an overview of the evolution of different media forms from early forms like cave drawings to modern television, radio, and the three screen world of TV, computer, and mobile devices. It also discusses how social media can be used to support other media and highlights the importance of professionalism when using social media.
This document discusses the evolution of content marketing over the past century and how different social media platforms require different content strategies. It provides examples of how brands like Red Bull, Asda, and Topshop are successfully using platforms like YouTube, Facebook, Twitter, and Pinterest to engage audiences. While content marketing has been around for over 100 years, new technologies and the rise of social media have created new opportunities for storytelling and brand advocacy. However, the document cautions that success requires understanding audiences and choosing the right platforms and content for each.
My recent presentation on building magazine audiences in this data-driven era was showcased in the latest edition of The New Single Copy.
I discuss the concept of collaborative industry data, dynamic third party data, predictive modeling and using data to target hyper-niche audience segments.
____________________________________________
Published with John Harrington's permission, co-founder and editor of The New Single Copy.
Since 1996, The New Single Copy has been the publishing industry's leading source of news, data, and information about publications, the retail marketplace, and the changes brought on by digital delivery technology.
Subscribe to The New Single Copy:
http://www.nscopy.com/pages/nsc.asp
Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, healthcare, digital experience, and consumer expectations. In this report, you’ll find the top eight consumer trends, each with clues into new possibilities and examples of brands that got there first.
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
The document discusses trends in augmented reality (AR), virtual reality (VR), and mixed reality (MR) technologies, noting that while 2016 saw increased adoption and awareness of these technologies, most organizations' approaches to developing experiences with them remained siloed and lacked integration. In 2017, the document suggests, organizations will move beyond treating AR, VR and MR as separate and will instead focus on creating singular, integrated experiential platforms that combine different types of reality into "blurred reality" experiences.
The document discusses trends in content marketing and storytelling for 2017. It notes that the days of conventional brand storytelling are over due to everyone having the ability to create and share content. In 2017, brands will need to step back and let audiences shape their own stories through more personal, instant content like short videos and live streams. It also suggests that brands focus on storydoing rather than storytelling by focusing on human interactions and experiences with their brand. Live content is growing in popularity and brands will need to embrace more raw, unedited content styles to engage modern audiences.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document provides an introduction to digital marketing concepts for traditional marketers and agencies. It discusses how consumers have changed and now expect to engage with brands through two-way conversations rather than one-way advertising. It emphasizes that successful digital marketing involves creating conversations with consumers by appealing to them on an emotional level and giving them stories worth sharing with others through word-of-mouth. It also outlines key concepts like user-centered design, microsites, analytics and the importance of a balanced team with the right skills to implement these strategies effectively.
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
Tourism and Distribution - New Paradigm: ATEC, Sydney, 2007Anna Pollock
Anna Pollock gave a keynote presentation about trends, drivers, and paradigms affecting tourism. She discussed how increased connectivity and complexity have led to more uncertainty. While there has been more access to information and media over time, there is also less trust, attention, comfort, peace and time. New generations think differently and value community and customization. Recommendations included rethinking marketing models to engage customers and enable emergence; focusing on quality, service and care; learning to let go and engage residents; and investing in adaptable people and infrastructure.
What Old Media can teach New Media: Media Convergence & Integration, Social M...Howard Greenstein
The document discusses various topics related to media convergence and integration, social media, and professionalism in digital communications. It provides a history of different media forms and how they have converged. It also discusses how various media, like television, computers, and mobile devices, are integrated and how users consume content across multiple screens. The document advocates for professionalism when creating and sharing content online.
The document discusses the rise of smart customers and how digital innovation is empowering customers and leaving many companies behind. Key points include:
- Customers now have access to vast amounts of information through their smartphones and digital devices, allowing them to research products, compare prices, read reviews and be more informed than ever before.
- This has led to radically higher expectations from customers around experience, personalization and convenience. Companies that do not adapt risk falling behind.
- Four major disruptive forces are driving these changes - social influence, pervasive memory, digital sensors and the physical web. Together they are providing customers with more choices and better information.
Similar to Get Consumer Smart - The Truth about Attention Spans (20)
In 2007, BBDO published a piece of research entitled The Rituals Masters. Twelve years on, the world has changed dramatically, which has had a significant impact on our needs and on our rituals.
Get Disability Smart - OPEN Disability + Alliesemmersons1
Omnicom's new initiative, OPEN Disability + Allies, launched this week; it will seek to drive disability inclusion, raise awareness of those who have a visible or invisible disability, and build a community at Omnicom.
Get Business Smart - The value of curiosityemmersons1
The document discusses the value of curiosity for businesses. It argues that curiosity is crucial for organizations to thrive in changing times as it drives continuous learning, adaptation and innovation. Curiosity fosters qualities in employees like being collaborative and detail-oriented that are important for high performance. The document advocates for businesses to encourage curiosity in their employees and create an environment where people can ask questions without embarrassment. This benefits businesses by making employees more agile, creative and problem-solving.
Insurance products, savings and investments are crucial elements of financial health that evolve throughout our lifetime. But getting consumers to think long-term is not easy.
The cashless direction in which the world is moving has both its advantages and shortcomings, as was clear at a recent event hosted by UK challenger bank Monzo, where speakers debated the question, ‘Is cash dead?’
The cashless direction in which the world is moving has both its advantages and shortcomings, as was clear at a recent event hosted by UK challenger bank Monzo, where speakers debated the question, ‘Is cash dead?’
The Good Report celebrates creativity that promotes sustainability and social responsibility, and this year BBDO was awarded as the #1 Network for Good.
Get Advertising Smart - Direct response in the digital eraemmersons1
Direct Response advertising has evolved in recent years; and as the media landscape adds new ways to engage and to shop, DR will likely only become more interesting and more important.
Get Advertising Smart - Diverse Minds 2.0emmersons1
On March 13th this year, many brilliant and different minds met to discuss how we can be more inclusive of the truly #diverseminds we have, or should have, within our workplaces.
Get Advertising Smart - Warc Best of the Bestemmersons1
BBDO was named the #1 agency network in the world based on WARC's first Best of the Best global ranking, which aggregates results from the Creative 100, Effective 100, and Media 100 rankings. Four BBDO agencies were in the top 10, led by BBDO New York at #1. BBDO's strong performance contributed to parent company Omnicom being named the top holding company. The Best of the Best award recognizes BBDO's strengths in creativity and effectiveness across its global network.
Get Automotive Smart - Automotive Futuresemmersons1
The automotive industry is ramping up to a period of transformation. But what does the future look like, and what do the predicted changes mean for existing players?
2019 marks the beginning of a new era of mobile connectivity with 5G launches imminent in many markets worldwide. Here are some of the major implications of the arrival of the new technology for the year ahead.
Get Advertising Smart - How do you plan?emmersons1
The first APG event of the year went back to basics, asking three highly successful planners to talk us through their very different approaches to planning.
The document summarizes key highlights from Super Bowl LIII advertising. It discusses how the game itself had lower viewership and scoring than previous years. It outlines how companies created wider marketing campaigns around the event through social media and digital content. It describes how some top ads championed women, celebrated nostalgia, or promoted new products through humor and self-deprecation. Expensify's ad featuring 2 Chainz was found to be the most original, culturally relevant, and memorable by some metrics.
The Super Bowl LIII took place on February 3rd and was won by the New England Patriots over the Los Angeles Rams. Viewership was the lowest since 2009 with 98 million viewers tuning in. Despite this, 30-second advertising spots were sold for $5 million each due to the widespread marketing campaigns surrounding the event. Many advertisers focused on humor, entertainment, championing women, and invoking nostalgia to appeal to viewers. A number of ads addressed contemporary issues like the future of artificial intelligence. Expensify's ad featuring 2 Chainz and Adam Scott that promoted the brand's message was considered the most original and memorable by some analyses.
The "death by Netflix" scenario for the future of pay TV has been greatly exaggerated – this week, we look at the full picture for the year ahead for pay TV, which is much more complex and optimistic than the headlines might lead us to believe.
1) IKEA is cutting office jobs but opening more stores, creating net new jobs. Retail must adapt to changing consumer preferences and technology.
2) Successful retailers like Amazon and Alibaba put consumers first and move quickly, forcing others to focus on value, selection, and convenience.
3) Retail will be more integrated across digital and physical channels to provide seamless shopping experiences, but physical stores will still be important. The divide between large and small retailers will also increase.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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.
2. GET CONSUMER SMART
The truth about attention spans
We’ve all heard the stats – consumers today have shorter attention spans than goldfish,
it’s hard to maintain their attention for more than 8 seconds; in 2000 it was 121
. And it’s
even worse amongst the younger consumers - at the recent Insights Show in London,
Nielsen’s Harvard trained consumer neuroscientist Carl D. Marci explained that when it
comes to switching devices and platforms, “digital natives have an attention span closer
to a 3-year-old than they do an adult."
This is a pretty significant challenge for advertisers; if we want to sell a consumer a
product, we must first get their attention. But can the stats really be true?
Our minds are complex entities; in fact, Dr. Marci explained that there are 80-100 billion
neurons in a brain, making it one of the most complicated entities in the known universe.
At any one minute, our brains are undertaking far more than we currently understand –
perhaps therefore, the statistics around the death of attention spans are oversimplified.
And while it is impossible to deny that there’s more content out there than ever before,
making it harder to gain people’s attention, there is also a lot to suggest that once you
have their attention, consumers today are willing to invest a huge amount of time in the
stories you are telling.
WE INVEST OUR TIME AND ATTENTION IN MEDIA ALL THE TIME
When you look at our relationships with media, the data just doesn’t support this decline
in attention spans.
Movies are as long as they have ever been. While analysis on the 25 most popular movies
each year from 1931 to 2013 has shown fluctuations in their run time – for instance, movies
became longer in the run up to the 1950’s as competition from television pressured movie
studios to produce longer epics that would bring people to theatres; and then shorter
when movies started competing with the rise of home video. However, the length has
rebounded, with films today the same length as they were in the 1960s.2
Popular books are also longer – the New York Times bestsellers reveals their average
length has grown from 320 pages in 1999 to 407 in 2014.3
“People aren’t intimidated by
huge books anymore,” says Melanie Kindrachuk, a librarian. “If someone comes into our
library asking for a book suggestion, I’ll start by asking them what they’re watching on
1
http://www.bbc.co.uk/news/health-38896790
2
http://uk.businessinsider.com/are-movies-getting-longer-2016-6?r=US&IR=T
3
http://www.macleans.ca/culture/books/books-just-keep-getting-longer/
3. GET CONSUMER SMART
The truth about attention spans
TV… If they’ve just finished binge-watching Downton Abbey or Game of Thrones, I know
they’ll have the patience for a bigger book.”
And it’s TV that ultimately proves that our attention spans remain uncompromised, above
all other evidence. Digital media has brought with it the ability to binge-watch TV, and for
many, this is increasingly becoming normal TV-watching behaviour. In October 2017,
Netflix data showed that more than five million people had “binge-raced” (completed an
entire series of a show in 24 hours) so far that year. Compare that to 2013, in which just
200,000 users watched a whole series in 24 hours4
.
When the story is right, we have as much ability to engage in
it as we ever did.
SO WHAT DOES THIS MEAN FOR ADVERTISING?
Using consumers’ lack of attention as an excuse for poor performance is flawed – in a
recent talk at AMV BBDO, Ben Jones, Creative Director at YouTube’s Unskippable Labs,
put it bluntly: “people don’t hate ads, they hate bad ads”. To overcome this, we need to
focus on telling stories that people truly care about, as they have plenty of other things
that could distract them if we don’t.
This isn’t enough, though. In order to optimize the level of attention we can earn from a
spot, we need to understand how to tell stories across different media. Jones argued that
as an industry we are still getting to grips with digital channels – “When it comes to a new
medium, we take the muscle memory of the old medium.” YouTube is experimenting with
uncovering the differences between TV ads and digital ads, and has found that the arch of
storytelling has to adapt to how people engage on different platforms – on digital, it’s not
about using shorter formats than we do with TV advertising, it’s about engaging viewers
quicker. The story needs to draw your attention within the first five seconds.
So while YouTube is increasingly moving towards six-second ads (as of this year,
unskippable 30 second adverts will no longer be available on their platform) longer ads
and content still have their place. We need to focus on quick engagement if we want to
earn people’s attention, especially on digital, and storytelling if we want to keep it.
At BBDO, telling stories that matter is what we do; our focus will always be The Work, The
Work, The Work. Data, research and insight, such as this study by Youtube, help us to tell
4
http://www.radiotimes.com/news/tv/2017-10-18/netflix-binge-watching-24-hours/