A workshop on how to think about integrating marketing measurement to create interactive, single view measurement to drive insights and strategy over just recording results
This document provides an overview of taking a data-driven approach to content marketing. It discusses establishing a content strategy with data at the core, using data to inform content ideation, analyzing distribution channels, optimizing the content experience, and measuring content performance. Specific metrics, tools, and tactics are provided for each stage of content marketing to help understand what is and isn't working and make better decisions based on data. The overall goal is to implement a structured yet agile process informed by analytics at every stage of content creation and distribution.
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
This document discusses how to quantify marketing effectiveness and efficiency using funnel metrics based on the buyer's journey. It describes how funnel metrics map to the awareness, engagement, and outcome stages of the buyer's journey. There are two main types of funnel metrics: effectiveness metrics like impression volume, engagement rates, and outcome volume, and efficiency metrics like cost per impression, engagement, and outcome. The document provides examples and calculations for key funnel metrics to measure marketing performance at each stage of the buyer's funnel.
7 Winning Digital Marketing Strategies for 2018 Medicare AEPScott Levine
The document discusses 7 winning digital marketing strategies for 2018 Medicare Annual Enrollment Period (AEP). It recommends orchestrating digital advertising such as PPC, display, video, and social media to surround direct mail drops, in order to significantly raise response rates across all channels. Other tips include using retargeting, geo-targeting, video advertising, email marketing, and Facebook advertising to effectively reach Medicare audiences online. The overall message is that Medicare marketers must adopt digital strategies to succeed during AEP as baby boomer audiences increasingly consume media digitally.
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
How To Create Visionary Measurement For Social Media Rohit Bhargava
Do you struggle with the "ROI" of social media? This keynote presentation from the PR Measurement Summit introduces a new model of measurement focused on combining data with storytelling, and focusing on the four key elements of business value. NOTE - Since delivering this keynote more than a year ago, Rohit has developed and launched a more intensive training program that includes much more detail on methods, templates, and specifics around creating a measurement program. You can access the full training program at this link - http://www.onlinemarketinginstitute.org/course-certifications/digital-strategy-certification/
How to nurture good sales leads - Lead GenerationStickyeyes
This document summarizes a webinar about nurturing sales leads. It discusses lead management challenges, acquisition management pillars, inbound and account-based marketing strategies, marketing and sales automation solutions, technical automation architecture, implementation processes, life cycle management, and the lead and sales nurturing deployment process. It also provides a case study on Stickyeyes and their 90-day content marketing plan to nurture leads through segmented content and a scoring system to track engagement.
This document provides an overview of taking a data-driven approach to content marketing. It discusses establishing a content strategy with data at the core, using data to inform content ideation, analyzing distribution channels, optimizing the content experience, and measuring content performance. Specific metrics, tools, and tactics are provided for each stage of content marketing to help understand what is and isn't working and make better decisions based on data. The overall goal is to implement a structured yet agile process informed by analytics at every stage of content creation and distribution.
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
This document discusses how to quantify marketing effectiveness and efficiency using funnel metrics based on the buyer's journey. It describes how funnel metrics map to the awareness, engagement, and outcome stages of the buyer's journey. There are two main types of funnel metrics: effectiveness metrics like impression volume, engagement rates, and outcome volume, and efficiency metrics like cost per impression, engagement, and outcome. The document provides examples and calculations for key funnel metrics to measure marketing performance at each stage of the buyer's funnel.
7 Winning Digital Marketing Strategies for 2018 Medicare AEPScott Levine
The document discusses 7 winning digital marketing strategies for 2018 Medicare Annual Enrollment Period (AEP). It recommends orchestrating digital advertising such as PPC, display, video, and social media to surround direct mail drops, in order to significantly raise response rates across all channels. Other tips include using retargeting, geo-targeting, video advertising, email marketing, and Facebook advertising to effectively reach Medicare audiences online. The overall message is that Medicare marketers must adopt digital strategies to succeed during AEP as baby boomer audiences increasingly consume media digitally.
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
How To Create Visionary Measurement For Social Media Rohit Bhargava
Do you struggle with the "ROI" of social media? This keynote presentation from the PR Measurement Summit introduces a new model of measurement focused on combining data with storytelling, and focusing on the four key elements of business value. NOTE - Since delivering this keynote more than a year ago, Rohit has developed and launched a more intensive training program that includes much more detail on methods, templates, and specifics around creating a measurement program. You can access the full training program at this link - http://www.onlinemarketinginstitute.org/course-certifications/digital-strategy-certification/
How to nurture good sales leads - Lead GenerationStickyeyes
This document summarizes a webinar about nurturing sales leads. It discusses lead management challenges, acquisition management pillars, inbound and account-based marketing strategies, marketing and sales automation solutions, technical automation architecture, implementation processes, life cycle management, and the lead and sales nurturing deployment process. It also provides a case study on Stickyeyes and their 90-day content marketing plan to nurture leads through segmented content and a scoring system to track engagement.
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
This document discusses innovative approaches for PR programs to demonstrate value to clients. It recommends that PR agencies help clients set the right goals that are reasonable and attainable, use metrics that measure outcomes rather than just outputs, and build PR programs that support achieving the goals through continuous communications leveraging digital channels. The key is to align with clients on goals focused on outcomes like earned media, social shares, audience acquisition, and leads/sales that can be directly tied to PR using metrics like website traffic and pipeline progress.
Marketing automation software can help PEOs more effectively attract, convert, and nurture leads online. It automates repetitive marketing tasks and uses data to personalize outreach to prospects over time. Key benefits include generating high-quality leads, qualifying and prioritizing leads, and nurturing leads through personalized content. Marketing automation provides data on campaign success to improve strategies. PEOs should consider factors like time investment, content needs, and sufficient lead generation before adopting a marketing automation solution.
1) Most marketers today feel underprepared to manage social media and measure ROI of marketing investments.
2) Mythology offers "Assessimize" services to assess key marketing areas like brand, social media, lead generation, and internal alignment in order to optimize strategies and drive measurable results.
3) Assessimize services include in-depth analysis, optimization plans, tools, and workshops to review insights and recommendations with clients.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
18 Marketing KPIs to Track (And How to Calculate Them)Kayla Perry
Without actually tracking and measuring, how can you be sure that your marketing efforts are making an impact on your target audience and furthering the success of your brand? Read the full post: https://www.brafton.com/blog/strategy/which-marketing-kpis-are-the-most-important/
7 Expert Tips for Success with Digital Marketing PlatformsPerficient, Inc.
94% of marketers say improving content creation and delivery processes are instrumental to providing a great customer experience. Follow these seven expert tips to optimize your digital marketing platforms
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
The document outlines the SOSTAC model for developing a digital marketing strategy. It includes the following key elements:
SITUATION ANALYSIS: Analyzing the current state including KPIs, customer insights, market trends and internal resources.
OBJECTIVES: Defining goals around customer acquisition, retention, satisfaction and efficiency.
STRATEGY: Determining target markets, objectives, positioning, processes, integration, engagement and partnerships.
TACTICS: Developing the marketing mix, communications mix, content strategy and engagement strategy across channels.
ACTIONS: Assigning tasks, responsibilities and processes for execution both internally and with external agencies.
CONTROL: Using analytics and reporting to optimize performance and
Developing a Marketing Communications planAndy Forbes
A successful marketing plan involves integrating all company departments to communicate a consistent message to targeted audiences without them realizing it. This is called an integrated marketing and communications (MarCom) plan. Developing an effective MarCom plan requires defining goals and markets, analyzing strengths/weaknesses and competitors, and determining marketing strategies and tactics. Key steps include situational analysis, SWOT analysis, competitor research, defining the target market and positioning, and outlining advertising, pricing, distribution channels, and the marketing budget and timeline.
1. The document discusses the importance of measuring social media for brands. It notes that brands need to actively listen to online conversations, analyze content, and participate to understand consumer control of conversations.
2. A framework is presented for developing a social media measurement strategy with six pillars: defining goals and metrics, assembling resources and expertise, integrating and visualizing data, analyzing insights, adopting governance, and ongoing optimization.
3. Tools for social media measurement are also discussed, noting the importance of considering factors like cost, coverage, workflow capabilities, integration with other apps, support, metrics and reporting when selecting tools. The overall message is that effective measurement requires understanding objectives, using a framework, and choosing the right tools.
Life is made up of moments. In today’s connected world, moments happen in many different places and spaces. They shape customer impressions and notions of what a brand represents. But if you think marketing is just about creating moments, you're wrong. Successful brands that manage multi-channel experiences need to meet customers in the moment and create avenues out of the moment for them to share their experience. This presentation explores how to create context, conversations, community and captivating experiences that drive customer preference and behavior.
Be sure to click on the Speaker Notes tab for more details on slide content.
The document provides guidance on conducting a marketing communications planning process. It begins by emphasizing the importance of understanding the customer perspective. The planning process involves a strategy audit using a consumer purchase cycle framework to evaluate the current strategy, followed by forward planning to develop new strategic objectives and solutions. Key steps include identifying challenges, setting measurable objectives, focusing resources, and producing a written marketing plan.
In the COVID-19-influenced world, a company’s digital presence is typically the first thing a customer turns to or discovers when they seek information about your products or services. That’s why the use of digital marketing is critical to business success. This article will provide an introduction to what digital marketing is, some items to consider when developing a digital marketing strategy, and some of the different digital marketing channels that are available for you to use.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
The document discusses earned (social) media and how to develop an effective earned media strategy. It begins by defining the different types of media: owned, paid, and earned. It then discusses how to develop an earned media strategy by focusing on objectives, content, audience, and metrics. Key points include rethinking how to measure success beyond just top-of-the-funnel metrics, treating social media strategy as "why, what, who" rather than the reverse, and using multiple types of metrics to get a full picture of performance. The presentation emphasizes that earned media is about any place people can talk about a brand and that an effective strategy requires measuring exposure, social sharing, marketing leads, and revenue.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
This document discusses innovative approaches for PR programs to demonstrate value to clients. It recommends that PR agencies help clients set the right goals that are reasonable and attainable, use metrics that measure outcomes rather than just outputs, and build PR programs that support achieving the goals through continuous communications leveraging digital channels. The key is to align with clients on goals focused on outcomes like earned media, social shares, audience acquisition, and leads/sales that can be directly tied to PR using metrics like website traffic and pipeline progress.
Marketing automation software can help PEOs more effectively attract, convert, and nurture leads online. It automates repetitive marketing tasks and uses data to personalize outreach to prospects over time. Key benefits include generating high-quality leads, qualifying and prioritizing leads, and nurturing leads through personalized content. Marketing automation provides data on campaign success to improve strategies. PEOs should consider factors like time investment, content needs, and sufficient lead generation before adopting a marketing automation solution.
1) Most marketers today feel underprepared to manage social media and measure ROI of marketing investments.
2) Mythology offers "Assessimize" services to assess key marketing areas like brand, social media, lead generation, and internal alignment in order to optimize strategies and drive measurable results.
3) Assessimize services include in-depth analysis, optimization plans, tools, and workshops to review insights and recommendations with clients.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
18 Marketing KPIs to Track (And How to Calculate Them)Kayla Perry
Without actually tracking and measuring, how can you be sure that your marketing efforts are making an impact on your target audience and furthering the success of your brand? Read the full post: https://www.brafton.com/blog/strategy/which-marketing-kpis-are-the-most-important/
7 Expert Tips for Success with Digital Marketing PlatformsPerficient, Inc.
94% of marketers say improving content creation and delivery processes are instrumental to providing a great customer experience. Follow these seven expert tips to optimize your digital marketing platforms
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
The document outlines the SOSTAC model for developing a digital marketing strategy. It includes the following key elements:
SITUATION ANALYSIS: Analyzing the current state including KPIs, customer insights, market trends and internal resources.
OBJECTIVES: Defining goals around customer acquisition, retention, satisfaction and efficiency.
STRATEGY: Determining target markets, objectives, positioning, processes, integration, engagement and partnerships.
TACTICS: Developing the marketing mix, communications mix, content strategy and engagement strategy across channels.
ACTIONS: Assigning tasks, responsibilities and processes for execution both internally and with external agencies.
CONTROL: Using analytics and reporting to optimize performance and
Developing a Marketing Communications planAndy Forbes
A successful marketing plan involves integrating all company departments to communicate a consistent message to targeted audiences without them realizing it. This is called an integrated marketing and communications (MarCom) plan. Developing an effective MarCom plan requires defining goals and markets, analyzing strengths/weaknesses and competitors, and determining marketing strategies and tactics. Key steps include situational analysis, SWOT analysis, competitor research, defining the target market and positioning, and outlining advertising, pricing, distribution channels, and the marketing budget and timeline.
1. The document discusses the importance of measuring social media for brands. It notes that brands need to actively listen to online conversations, analyze content, and participate to understand consumer control of conversations.
2. A framework is presented for developing a social media measurement strategy with six pillars: defining goals and metrics, assembling resources and expertise, integrating and visualizing data, analyzing insights, adopting governance, and ongoing optimization.
3. Tools for social media measurement are also discussed, noting the importance of considering factors like cost, coverage, workflow capabilities, integration with other apps, support, metrics and reporting when selecting tools. The overall message is that effective measurement requires understanding objectives, using a framework, and choosing the right tools.
Life is made up of moments. In today’s connected world, moments happen in many different places and spaces. They shape customer impressions and notions of what a brand represents. But if you think marketing is just about creating moments, you're wrong. Successful brands that manage multi-channel experiences need to meet customers in the moment and create avenues out of the moment for them to share their experience. This presentation explores how to create context, conversations, community and captivating experiences that drive customer preference and behavior.
Be sure to click on the Speaker Notes tab for more details on slide content.
The document provides guidance on conducting a marketing communications planning process. It begins by emphasizing the importance of understanding the customer perspective. The planning process involves a strategy audit using a consumer purchase cycle framework to evaluate the current strategy, followed by forward planning to develop new strategic objectives and solutions. Key steps include identifying challenges, setting measurable objectives, focusing resources, and producing a written marketing plan.
In the COVID-19-influenced world, a company’s digital presence is typically the first thing a customer turns to or discovers when they seek information about your products or services. That’s why the use of digital marketing is critical to business success. This article will provide an introduction to what digital marketing is, some items to consider when developing a digital marketing strategy, and some of the different digital marketing channels that are available for you to use.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
The document discusses earned (social) media and how to develop an effective earned media strategy. It begins by defining the different types of media: owned, paid, and earned. It then discusses how to develop an earned media strategy by focusing on objectives, content, audience, and metrics. Key points include rethinking how to measure success beyond just top-of-the-funnel metrics, treating social media strategy as "why, what, who" rather than the reverse, and using multiple types of metrics to get a full picture of performance. The presentation emphasizes that earned media is about any place people can talk about a brand and that an effective strategy requires measuring exposure, social sharing, marketing leads, and revenue.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Here are 3 potential responses to the questions:
1. Marketing communication involves the exchange of information between individuals through various symbols and behaviors. Some examples of this include non-verbal cues like eye contact, body language, facial expressions, and gestures.
2. An important part of integrated marketing communication is having a single, coordinated message and image presented across different platforms. This could be achieved through targeted weekly ads from supermarkets or online banner ads tailored to individuals based on their online activity.
3. Integrated marketing communication provides synergies where different communication tools, like advertising, public relations, direct marketing and sales promotion, work together to have a greater impact than when used separately. It also allows for better use of funds and a balanced
This document summarizes a presentation on strategic planning and channel planning. It discusses how strategic planning needs to embrace the full customer journey and deliver communications across different channels that work towards overall objectives. It recommends breaking down silos both within agencies and with clients so that expertise across areas like creative, media, and customer service can be better connected. It also provides tips for strategic planning like always questioning client numbers, making sure objectives are clear and measurable, and how to properly measure campaign results across different segments.
The document discusses how marketers now have more power than ever due to digital marketing options. It argues that marketers can use customer experience modeling, integrated analytics, aligned marketing technology, and experience-driven design to better understand customer behaviors and create experiences that drive growth. By asking the right questions and taking a holistic view of the customer experience, marketers can attract more customers, improve conversion rates, and prove the impact of their efforts.
More consumer data - but less insight? How to leverage consumer data and insi...Drthomasbrand Limited
This document summarizes a seminar on leveraging data insights to grow brands in the digital era. It discusses how consumers now generate vast amounts of data but many marketers fail to use this data effectively. While digital technologies create opportunities, they also leave many marketers uncomfortable and unsure how to adapt. The key is aligning marketing efforts with consumer needs, behaviors, and touchpoints across online and offline channels. With the right data framework and analytics, marketers can better understand customers and engage them with relevant messages at the right time. This level of personalized, real-time marketing can improve customer retention and lifetime value, driving greater business results and return on investment.
Watch the full webinar here: https://www.rollworks.com/resources/webinar/advanced-persona-based-marketing/
“If you try to speak to everyone, you speak to no one.”
The days of one-size-fits-all marketing are quickly coming to an end. In this class, we’ll show you how to break away from the cookie-cutter strategies of the past and connect with your customers using persona-based marketing.
You’ll learn:
How to define your top three customer personas
How to personalize your ad messaging for better performance
How to automatically customize your email outreach
The document provides tips for marketing in a recession, including strategies to improve sales and customer relationships. It suggests tapping into existing customer bases by promoting loyalty, adding value beyond transactions, and communicating consistently. Specific strategies recommended are finding creative ways to show appreciation to customers and remind them of your value, using testimonials to showcase why customers should continue doing business with you, and actively promoting customer referrals. The document also discusses using social media, email marketing, search engine optimization, and paid search to help businesses during economic downturns.
iVIaster ClassHow do you w o r k lmith the CEO or CiVIOt.docxpriestmanmable
iVIaster Class
How do you w o r k lmith the CEO or CiVIO
t o identify which metrics matter most?
PANEL
Chad Latz
President, global digital and
social media practice, Cohn & Wolfe
chad.lat2®cohnwolfe.com
Bill Ogle
CMO, Motorola Mobility
[email protected]
Adam Schoenfeld
CEO and cofounder. Simply Measured
[email protected]
Dan Scott
CMO, Scott Kay
[email protected]
Eve Stevens
VP, measurement, Waggener Edstrom Worldwide
[email protected]
Identifying metrics that matter most
requires asking the obvious questions first.
What are the biggest issues facing the
business? What are the most pressing prior-
ities and objectives? Is the main focus repu-
tation, financial, or a combination of the
two? From there, you have a barometer to
help set key performance indicators (KPIs)
and outcomes.
Knowledgeable executives and marketers
are not mired in the confusion between
monitoring and true measurement, which
is actually focused on a quantifiable result.
Unfortunately, the conversation around
measurement is often tool-centric and
not outcome-oriented. The value is in the
analysis and having a business-aligned
measurement strategy in the first place.
We are often asked to create an integrated
measurement strategy for clients that evalu-
ates the relationship and output of earned,
owned, and paid media to drive action and
intent. While fan acquisition is part of
the strategy, it typically isn't the result the
C M O is looking for. Executives want
measurement outcomes that can impress
the audiences that matter most to them,
whether it is the board of directors or
the investor community.
Digital and social media help us evolve
our approach to measurement with tools
and the ability to accumulate and track vast
amounts of data. Social media has allowed
us to introduce new KPIs into the vernacu-
lar, but statistics such as number of likes or
followers are meaningless if they can't be
tracked through to an outcome.
"NUMBER OF LIKES
OR FOLLOWERS
ARE MEANINGLESS
IF THEY C A N T BE
TRACKED THROUGH
TO AN OUTCOME"
- Chad Latz
Paid media has long been held to a standard
that demonstrates conversions. As a result,
I haven't met a CMO who is content to let
their PR or social media agency off the hook
with a measurement strategy simply based on
reach and impressions. Instead, they demand
more value and a measurement approach that
highlights and presents business outcomes.
By establishing business-driven KPIs,
defining process inputs and a baseline, you
have the foundation for an approach that
measures and optimizes your program while
quantifying impact and ROI.
Chad Latz, president, global digital and
social media practice, Cohn & Wolfe
For most companies, the overarching
goal - whether through marketing, sales, or
product development - is to find a direct
link between brand engagement and financial
performance. Yet, despite all the measure-
ment tools at our disposal, identifying
metrics that accurately reflect this relation-
ship is often a challenge for ...
Steven geffen digital marketing strategy quirk textbook 5Steven Geffen
The document provides an introduction to key concepts for understanding digital marketing strategy. It discusses defining business, marketing, and digital strategies and outlines some important building blocks for developing a strategy, including Porter's Five Forces analysis and the Four Ps framework. The key questions to ask when developing a digital strategy are also examined.
Neil Hudspeth discusses HP's marketing strategies in an evolving digital landscape. He outlines HP's approach of building digital ecosystems through mobile and social media. This includes creating a unified HP brand across platforms, enhancing customer experiences through mobile, and establishing a pervasive social media presence. Hudspeth also addresses measuring success through metrics like sales, engagement, and brand value to define ROI within HP's digital ecosystem.
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com
It is imperative to have a great marketing strategy, but it is not the same as a marketing plan. In our seminar we discuss the difference and how to create a brand strategy, marketing strategy and inbound marketing plan.
The document summarizes the services provided by an integrated marketing agency called The Energy Source. They take a full-service approach to marketing and offer strategic planning, branding, creative services, production, digital/mobile marketing, advertising, promotions, and public relations. They aim to develop custom programs that drive results for clients through an understanding of objectives and a customer-centric approach.
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
This document discusses the growing importance and value of marketing automation. It notes that marketing automation software acquisitions totaled over $6 billion from 2010 to 2013 as tools became indispensable. The main challenges for marketing include an expected 20-fold increase in digital data by 2020, empowered customers who complete most of the buyer journey without sales, and pressure to prove marketing ROI. The document advocates for lead nurturing programs to guide customers through personalized, behavior-driven communications. It also emphasizes using automation to improve sales and marketing alignment by delivering better leads and enabling sales to engage opportunities. Analysis of marketing campaigns and attributed revenue is presented as a way to demonstrate accountability through data-driven reporting.
Best digital marketing Services | Brandbay social
If you're a business owner, you understand the importance of having a strong online presence. In today's digital age, the success of your business is largely dependent on your ability to reach and engage with your target audience online. That's where digital marketing comes in.
Digital marketing refers to any marketing efforts that use electronic devices or the internet. It's an umbrella term that includes a range of strategies and tactics, such as search engine optimization (SEO), social media marketing, email marketing, content marketing, wen design, branding and more. When executed effectively, digital marketing can help you reach more potential customers, build brand awareness, and drive conversions.
If you're looking for the best digital marketing services in, look no further than Brandbay social. Here are just a few of the reasons why we're the top choice for businesses in the area.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
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
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
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.
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.
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
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
No Cookies, No Problem - Steve Krull, Be Found Online
Integrated measurement workshop
1. BY TOTEM MEDIA
How to move into modern marketing
Integrated Measurement Workshop
2. ABOUT THIS PRESENTATION
What We’ll Cover in 45 Minutes
The process by which we need to
reorganise our marketing
HOW DO WE DO IT
Breaking down silos to create a
goal driven approach to measuring
your work
WHAT DO WE NEED
A brief history of advertising and
how it created a legacy structure
that no longer works
HOW WE GOT HERE
..AND SOME CASE STUDIES
7. THE LOOK AND FEEL
Knowing and Aligning with your Audience
8. CMO
ADVERTISING PR DIRECT
BRAND POSITIONING
AND AWARENESS
BRAND REPUTATION
AND INSIGHT
DIRECT SALES AND
RELATIONSHIPS
REACH VOLUME RESPONSE
BRAND LOOK, FEEL AND TONE
Consumer
CREATING THE SILOS
Specific Departments Dependent on the Medium
9. THE DIGITAL EXPLOSION
This Changes Everything
THE ARRIVAL OF DIGITAL
BLURRED THE LINES BETWEEN
PRACTICES WHILE CREATING
MEASURABLE PERFORMANCE
10. Too much information leads to a
level of distrust in the results and
overall strategy
TMI
Practices unable to determine the
overall impact of what they do
SILO PRACTICES
Generally composed of monthly
and campaign reports acting as a
judge rather than a guide
DATA AS MEASUREMENT
YET 20 YEARS LATER..
The Structure Remains the Same
11. According to estimates from MediaRadar, a
New York-based advertising intelligence
company, P&G's ad spend dropped 41% year-
over-year, while Unilever's dropped 59%.
TWO OF THE WORLD’S BIGGEST
ADVERTISERS ARE CUTTING BACK
ON THEIR DIGITAL AD SPEND.
Business Insider, 2018
12. THE PROBLEM IS MEASUREMENT
Brands have Lost Trust in what they’re Doing
"The biggest areas of concern for clients were return on investment
measurement across channels, when it comes to informing the whole roster
through data, analytics and insights, as well as clearly understanding the end-
to-end consumer journey.
A total of 84% of clients also believe that agencies are struggling with Martech
– and 71% of agencies agree – underlining the complexities of this area and the
reason why management consultants have spotted an opportunity."
13. Does a PR push
affect search?
Is engagement
driving leads?
Where can we optimize costs to drive
the most efficient results?
Which demographic
is our best advocate?
How do we measure attribution and
better allocate digital spend?
When should
we boost our social posts?
Paid Social
Multi-Channel Marketing
Performance Measurement
Audience Engagement
Customer Targeting
Budget Allocation
THE MIND OF THE MODERN CMO
Cluttered!
15. INSIGHT INSPIRATION IMPACTACTION LEARNING
DATA AS YOUR FRIEND
Ensuring your data is organised in a manner that defines clear goals is the first step in
creating a marketing process and structure that continuously helps to optimise your
results and present clear outcomes to your peers
It’s less about judging your on results and more helping you to succeed
FIX THE PROCESS
Creating a closed loop between measurement and insight
19. FULL STACK OUTCOMES
Brand Health (Buzz Volume, Sentiment)
Attribution & Budget (Traffic vs. ROI)
Audience Engagement (Connection)
Consideration (Brand Favorability)
BLOG
SEO
eDMAPPs
WEB
PPC
ePR
Display
KOLs
Social
Product/Brand Positioning
VISUALIZATION = OUTCOMES
Dissecting marketing efforts, leads to unique insights.
20. SOCIAL MEDIA OUTCOMES
Posting Frequency, Volume, Cadence
Content Optimization (Themes/Topics)
Amplification Tactics (When to boost)
Audience Insights (Segmentation, CRM)
DOWN TO SPECIFICS
Dissecting marketing efforts, leads to unique insights.
21. DID YOU KNOW
%
THE HIGHEST QUALITY
VIDEOS OUTPERFORM
ALL OTHER SOCIAL
FORMATS.
Our analysis of 80,000+ social posts
confirms that video (if done correctly) is
the highest performing format -
outperforming text and images.
INSIGHTS ON SOCIAL TACTICS
%
Reviews of over 80,000 social posts
makes clear that quality drives
engagement more than any other factor.
While video is a powerful format, content
quality trumps format.
THE BEST QUALITY
PICTURES OUTPERFORM
AVERAGE QUALITY
VIDEOS.
22. %
PAID SOCIAL CAN HELP
INCREASE ORGANIC
REACH.
Brands that used paid social first - and
followed up with un-paid posts, were able
increase organic reach by 50% …when
posts were coupled closely together.
GROUP SOCIAL POSTS
INTO CLUSTERS,
SCHEDULE IN BURSTS.
In reviews for three separate brands,
across Asia, we found that clustering
posts in quick succession lead to a two-
fold increase in fan growth/retention.
INSIGHTS ON SOCIAL TACTICSDID YOU KNOW
23. DID YOU KNOW
INSIGHTS ON SOCIAL TACTICS
AVERAGE BRAND
SENTIMENT CAN BE
WILDLY MISLEADING.
A brand’s most popular posts
(with positive sentiment) - can hide
widespread negative sentiment. Detailed
sentiment analysis offers critical insights
about brand health.
LOCALIZED CONTENT
MAKES A DIFFERENCE
WITH AUDIENCES.
Adding local relevance to social content
and to product images can increase
engagement and organic reach by
upwards of 8%.
8+ %
26. 1. Review what you are doing
what you’re doing, how you’re doing it, who you’re doing it with.. to
determine what works and what doesn’t.
2. Talk to your teams
where we talk to you and anyone you feel relevant
3. Build your blueprint
that charts your marketing from awareness through engagement as well as
your retention channels.
4. Visualise to drive insights
so you can see your entire marketing from top to bottom.
Does a PR push affect search?
Is engagement driving leads?
Which demographics are your greatest advocates?
Where can you optimize costs to drive the most efficient results?
THE PROCESS
27. CONTEXT: SETTING GOALS
WHAT DO WE WANT
TO ACHIEVE?
Success criteria
and ambition.
Understand the strategic context and what we want to achieve.
WHERE ARE WE?
Channels, Content,
Messaging.
WHAT AREAS NEED
ATTENTION?
People, Systems,
Processes.
1
2
3
28. BLUEPRINT: DASHBOARD
Assemble information based on organizational imperatives/framework. Test. Refine.
BENCHMARK
Define:
Objectives and KPIs
Evaluate:
Based on Holistic View
Design:
Dashboard Finalized
DEPLOYMENT
Roadmap:
Marketing Approach
Defined
Initiatives:
Launch Measured Initiatives…
Test/Refine
Refine:
Review Designs Based on
Feedback
3
IDENTIFY & MEASURE
Conversations:
Record & Organise
Competition:
Measure Share-of-voice
and Campaigns
Conversions:
Engagement, Click-thru and
Sales
1 2
30. IMPLEMENT: EMBEDDED INTO PROCESS
Put the dashboard into full use across the organization with Ambassador/Owners
ROADMAP
IMPACT
FOCUS ON WHAT WE
WANT TO ACHIEVE?
Brand, revenue, audience
goals.
NOW
EXECUTE
TEST/REFINE
UPDATE PLAN
NEW INITIATIVES
TARGETS
(KPIs)
Q1
ASPIRATIONS
Q2 Q3 Q4
31. LISTENING - INSIGHTS - ACTION
INDUSTRY THEMES/TOPICS
POSITIONING
MESSAGING
CONTENT THEMES
REPUTATION
SENTIMENT
PRODUCT/PRICING
25% 50% 75% 100%
BRAND
C1
C2
C3
COMPETITION
SENTIMENTSHARE OF VOICE
COMPETITORS
25% 50% 75% 100%
BRAND
B
CONTENT THEMES SENTIMENT
SHARE OF VOICE
Content Formats
(Video, Text, Images)
Influencer/KOL
ID, ratings
By Theme/Segment
Merchandising
What, where to sell
Channel Strategy
Social channels
ranking
OUTCOMESLISTENING/DATA
B
Brand Identity
Positioning