People First: The Primacy of the People in the Age of Digital InsuranceAccenture México
John Cusano, Director Global de la Industria de Seguros, dio a conocer cómo la innovación es un habilitador para superar los desafíos que pueden surgir de la adopción de modelos digitales
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This document discusses relational branding, a new paradigm for modeling consumer-brand relationships (CBR). It argues that previous models based on interpersonal relationships are imperfect for CBR and that a psychological model based on relational psychology is more appropriate. Relational psychology views relationships as influencing identity formation rather than innate drives. The document presents a study that identifies five universal brand relationships (reinforcement, identification, role model, self-differentiating, and playful) and finds these relationships influence financial metrics like market capitalization through building relationship equity and a stable customer franchise.
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
The document discusses various theories and models related to understanding consumer behavior, including motivations, personality traits, lifestyles, self-concept, attitudes, and how attitudes can be changed. It covers topics like the consumer value framework, the trait approach to personality, methods of measuring lifestyles like VALS and PRIZM, the different components of self-concept, attitude models like the attitude-toward-the-object model and the behavior intention model, and theories on how to change attitudes through changing beliefs, behaviors, and feelings.
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This document discusses understanding consumer psychology and how people process persuasive communication. It introduces the concept of schemas, which are mental frameworks people use to organize information. Schemas influence how people perceive brands based on the associations and evaluations formed from their experiences. The document outlines several psychological theories to explain how communication can be processed peripherally or require more cognitive involvement. It also discusses how to create cognitive involvement, change schemas through rebranding, and mobilize supporters through various forms of online and offline participation.
Reference groups are social groups that individuals use as a benchmark to evaluate their own attitudes, behaviors, and identity. These groups influence personal values and provide standards for social comparison, playing an important role in developing self-identity. Reference groups can be primary groups consisting of family and close friends or secondary groups like colleagues. They influence consumer purchasing decisions and are leveraged in marketing strategies to shape consumer behavior. While useful, the reference group theory has limitations and may oversimplify social influences.
People First: The Primacy of the People in the Age of Digital InsuranceAccenture México
John Cusano, Director Global de la Industria de Seguros, dio a conocer cómo la innovación es un habilitador para superar los desafíos que pueden surgir de la adopción de modelos digitales
Relational branding – A New Paradigm for Modeling Marketplace Effects of CBRBlackBar Consulting
This document discusses relational branding, a new paradigm for modeling consumer-brand relationships (CBR). It argues that previous models based on interpersonal relationships are imperfect for CBR and that a psychological model based on relational psychology is more appropriate. Relational psychology views relationships as influencing identity formation rather than innate drives. The document presents a study that identifies five universal brand relationships (reinforcement, identification, role model, self-differentiating, and playful) and finds these relationships influence financial metrics like market capitalization through building relationship equity and a stable customer franchise.
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
The document discusses various theories and models related to understanding consumer behavior, including motivations, personality traits, lifestyles, self-concept, attitudes, and how attitudes can be changed. It covers topics like the consumer value framework, the trait approach to personality, methods of measuring lifestyles like VALS and PRIZM, the different components of self-concept, attitude models like the attitude-toward-the-object model and the behavior intention model, and theories on how to change attitudes through changing beliefs, behaviors, and feelings.
Understanding consumer and audience psychologyDarren Lilleker
This document discusses understanding consumer psychology and how people process persuasive communication. It introduces the concept of schemas, which are mental frameworks people use to organize information. Schemas influence how people perceive brands based on the associations and evaluations formed from their experiences. The document outlines several psychological theories to explain how communication can be processed peripherally or require more cognitive involvement. It also discusses how to create cognitive involvement, change schemas through rebranding, and mobilize supporters through various forms of online and offline participation.
Reference groups are social groups that individuals use as a benchmark to evaluate their own attitudes, behaviors, and identity. These groups influence personal values and provide standards for social comparison, playing an important role in developing self-identity. Reference groups can be primary groups consisting of family and close friends or secondary groups like colleagues. They influence consumer purchasing decisions and are leveraged in marketing strategies to shape consumer behavior. While useful, the reference group theory has limitations and may oversimplify social influences.
This chapter discusses factors that influence the effectiveness of marketing communications and attitude change. It covers principles of persuasion like reciprocity, scarcity, authority, consistency, and liking. When crafting messages, marketers must consider the source, message, and medium. Source credibility and attractiveness impact persuasiveness. Celebrities are often used as sources due to their cultural meanings. The message should be tailored based on factors like vividness and repetition. Interactive communications allow for feedback between marketers and consumers.
Dennis Loos Insights About Brand Loyalty.pdfdennis loos
My name is Dennis Loos, and today I’m going to talk about brands and how they have a lot in common with family dynamics. How, from a psychological POV, branding correlates directly to our interpersonal dynamics.
This document summarizes a chapter about understanding interpersonal relationships from a communication textbook. It discusses why people form relationships, including influences like physical attractiveness, similarity, complementarity, and proximity. It also discusses characteristics of relationships like content versus relational messages and metacommunication. A key section summarizes research by John Gottman on what differentiates stable versus unstable couples in how they manage conflict, identifying the "four horsemen of the apocalypse" as criticism, defensiveness, stonewalling, and contempt.
A Brand for All Media - Consumer Brand Relationships and their Influence on ...BlackBar Consulting
The document discusses how consumer brand relationships have fundamentally changed in the digital media landscape. It proposes moving from traditional perspectives of brand perceptions to understanding the two-way relationship between consumers and brands. This involves listening to both the brand and consumer perspectives to understand the nature of their relationship. There are five universal relationship types identified - reinforcement, identification, role model, self-differentiation, and playful. Strong consumer brand relationships can positively impact brand acquisition, retention, pricing power, valuation multiples, and word-of-mouth communication. The study methodology involved surveys of over 1500 consumers evaluating brands across categories and collecting business metrics for 30 brands.
This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.
Self-disclosure is the process of revealing yourself to another pe.docxedgar6wallace88877
Self-disclosure is the process of revealing yourself to another person . Social Pentration Theory argues that we have different layers of disclosure depending up the closeness of the relationship. In the public layers we offer general observable information (e.g., age, gender, employment, major) in our communication with others. In the personal layers we disclose more details that might include your basic attitudes, beliefs, and interests. Finally, in the intimate core we disclose much more personal insights such as values, strongly held beliefs, fears, and your self-concept and self-esteem. Consider a close friendship. In a two well developed paragraphs (14-20 sentences) describe how this friendship moved from a the public layers to the personal and even possibly the intimate levels of self-disclosure. Please provide some specific examples of your communication behaviors that you engaged in at each level of disclosure.
Your initial post is due Wed. at 11:59pm. Once you post you will be able to see others replies. Please read and comment on at least three other students posts.
My friends answers
Jaqueline Vela
I have two friends that I have known since we were in elementary school, Mars and Joci. As kids, we were pretty close but it wasn't until we were in high school that we started to get closer. We talked more, saw each other outside of school, and just got to know each other better than we ever did before. We hadn't known the deeper, more emotional things about each other because we had only gotten to know one another on a basic level.
It took a few years of us being close, drifting apart, and then coming back to each other for us to get to where we are now. Over the years we disclosed our personal layers, still not having gotten to really open up with each other. The time that we finally got to disclosing our more intimate level was when it got to a point were we argued more than we got along. It took the three of us coming together and having a pretty long talk for us to finally move past the drama and get back to being ourselves. When we went through things like this, arguments between the three of us or even situations that involve other people, we disclosed our more personal insights. Though they were drama-filled, it was when we shared the things about us that we were scared to at first. All of our fears, how we felt about ourselves and each other, everything positive and negative. After having gone through the levels of self-disclosure, I now consider these girls more sisters than just best friends.Phoebe Jenkins
My husband and I’s friendship moved from the public layer of self-disclosure to intimate levels of intimate self-disclosure gradually. When we first met, we only disclosed our public layers. We initially talked about my major in college and his career in the Army. We also talked about our ages and my job as a retail merchandiser. However like most people, we didn’t discuss our personal layers until we were more comfo.
The document discusses different levels of analysis in organizations including the individual, group, and organizational system levels. It then focuses on values, attitudes, and perceptions at the individual level. Key points made include that values reflect judgments about conduct or existence, different generations have different dominant work values, attitudes evaluate objects and events, and perception involves interpreting our surroundings to give them meaning. Biases can distort our judgments of others.
😂 Essay In Marathi Language On Trees. Short Essay On ImAndrea Erdman
The document discusses Charles Dickens and his accomplishments as a writer, noting that he was a famous English author known for novels such as A Tale of Two Cities and Great Expectations. It also mentions that the essay will remember Charles Dickens and his work as a writer.
This document provides an overview of key topics from Chapter 3 of Organizational Behavior, including values, attitudes, and job satisfaction. It discusses how values are formed and their importance in influencing attitudes and behavior. Types of values like internal/instrumental and Hofstede's cultural dimensions are covered. The three components of attitudes - cognitive, affective, behavioral - and how they relate to behavior are summarized. Examples of work-related attitudes like job satisfaction, involvement, and commitment are also provided. Theories around cognitive dissonance are mentioned. Learning objectives focus on understanding these concepts and their relationships.
Porter advances in relationship marketing thought and practice the influenc...Digiword Ha Noi
The document discusses how social network theory (SNT) has influenced relationship marketing thought and practice. It outlines three key perspectives of SNT that have been influential: the structural perspective, which focuses on how relationships influence outcomes; the socio-economic perspective, which examines how social ties can enhance utility maximization; and the socio-cognitive perspective, which looks at how cognition mediates the effects of social relations. Research applying these perspectives has provided insights into topics like brand congruence, information diffusion, and the roles of strong and weak ties. The document also discusses future opportunities for applying SNT in areas like social media, cross-cultural research, and leveraging networks to drive marketing relationships.
Advances In Relationship Marketing The Influence Of Social Network Theory (...Tin180 VietNam
The document discusses how social network theory (SNT) has influenced relationship marketing thought and practice. It outlines three key perspectives of SNT that have been influential: 1) the structural perspective, which focuses on how relationships influence marketing outcomes; 2) the socio-economic perspective, which examines how social ties impact transactions; and 3) the socio-cognitive perspective, which looks at how cognition mediates social relationships. Research using these perspectives has found that strong and weak social ties impact marketing in various ways. Looking ahead, the use of social media provides new opportunities to study how SNT applies to relationship marketing across different cultures and platforms.
The document summarizes key points from Chapter 3 of Organizational Behavior by Stephen P. Robbins on values, attitudes, and job satisfaction. It discusses learning objectives, definitions of values and where they come from, importance of values, types of values using Rokeach's and Hofstede's frameworks. It also defines attitudes, their components, and relationship to behavior. Theories of cognitive dissonance and self-perception are explained. Job satisfaction is defined and its relationship to productivity, absenteeism, and turnover. Ways to measure job satisfaction and employee responses to dissatisfaction are also summarized.
This chapter discusses opinion leadership and how some individuals informally influence the product choices and attitudes of others. It defines opinion leadership as one person influencing the actions or attitudes of others regarding a specific product category. Opinion leaders are seen as credible sources of advice who help reduce anxiety for those seeking opinions. The chapter examines how opinion leadership is a dynamic two-way process and explores methods for identifying and measuring opinion leadership, as well as how marketers can strategically utilize opinion leaders in promotional strategies.
South South Social Media Southern Hospitality StyleSocial South
This presentation, given at 2009 Social South, uses the lessons from the culture of "Southern Hospitality" as a foundation to discuss a critical aspect of a social media strategy - Can you be your authentic "self" while staying true to your company's value and culture?
This presentation, given at 2009 Social South, uses the lessons from the culture of "Southern Hospitality" as a foundation to discuss a critical aspect of a social media strategy - Can you be your authentic "self" while staying true to your company's value and culture?
- The document provides an overview of public relations (PR), including definitions, models, challenges, and tools. It discusses managing stakeholder relationships, corporate identity and reputation.
- PR involves managing strategic relationships and communication between organizations and their publics. Key functions include research, image making, counselling, and communicating.
- Grunig's models of PR include press agentry, public information, two-way asymmetric, and two-way symmetric communication. Excellence is achieved through symmetrical communication and inclusion in the dominant coalition.
- The document provides an overview of public relations (PR), including definitions, models, challenges, and tools. It discusses managing stakeholder relationships, corporate identity and reputation.
- PR involves managing strategic relationships and communication between organizations and their publics. Key functions include research, image making, counselling, and communicating.
- Grunig's models of PR include press agentry, public information, two-way asymmetric, and two-way symmetric communication. Excellence is achieved through symmetrical communication and inclusion in the dominant coalition.
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
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This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.
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Self-disclosure is the process of revealing yourself to another person . Social Pentration Theory argues that we have different layers of disclosure depending up the closeness of the relationship. In the public layers we offer general observable information (e.g., age, gender, employment, major) in our communication with others. In the personal layers we disclose more details that might include your basic attitudes, beliefs, and interests. Finally, in the intimate core we disclose much more personal insights such as values, strongly held beliefs, fears, and your self-concept and self-esteem. Consider a close friendship. In a two well developed paragraphs (14-20 sentences) describe how this friendship moved from a the public layers to the personal and even possibly the intimate levels of self-disclosure. Please provide some specific examples of your communication behaviors that you engaged in at each level of disclosure.
Your initial post is due Wed. at 11:59pm. Once you post you will be able to see others replies. Please read and comment on at least three other students posts.
My friends answers
Jaqueline Vela
I have two friends that I have known since we were in elementary school, Mars and Joci. As kids, we were pretty close but it wasn't until we were in high school that we started to get closer. We talked more, saw each other outside of school, and just got to know each other better than we ever did before. We hadn't known the deeper, more emotional things about each other because we had only gotten to know one another on a basic level.
It took a few years of us being close, drifting apart, and then coming back to each other for us to get to where we are now. Over the years we disclosed our personal layers, still not having gotten to really open up with each other. The time that we finally got to disclosing our more intimate level was when it got to a point were we argued more than we got along. It took the three of us coming together and having a pretty long talk for us to finally move past the drama and get back to being ourselves. When we went through things like this, arguments between the three of us or even situations that involve other people, we disclosed our more personal insights. Though they were drama-filled, it was when we shared the things about us that we were scared to at first. All of our fears, how we felt about ourselves and each other, everything positive and negative. After having gone through the levels of self-disclosure, I now consider these girls more sisters than just best friends.Phoebe Jenkins
My husband and I’s friendship moved from the public layer of self-disclosure to intimate levels of intimate self-disclosure gradually. When we first met, we only disclosed our public layers. We initially talked about my major in college and his career in the Army. We also talked about our ages and my job as a retail merchandiser. However like most people, we didn’t discuss our personal layers until we were more comfo.
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- The document provides an overview of public relations (PR), including definitions, models, challenges, and tools. It discusses managing stakeholder relationships, corporate identity and reputation.
- PR involves managing strategic relationships and communication between organizations and their publics. Key functions include research, image making, counselling, and communicating.
- Grunig's models of PR include press agentry, public information, two-way asymmetric, and two-way symmetric communication. Excellence is achieved through symmetrical communication and inclusion in the dominant coalition.
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- PR involves managing strategic relationships and communication between organizations and their publics. Key functions include research, image making, counselling, and communicating.
- Grunig's models of PR include press agentry, public information, two-way asymmetric, and two-way symmetric communication. Excellence is achieved through symmetrical communication and inclusion in the dominant coalition.
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Sreejesh, S. IBS Hyderabad, India
Subhadip Roy, Indian Institute of Management Udaipur, India
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.
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.
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 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.
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
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!
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
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.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO 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)
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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 :
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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
Janani Digital Marketer
Coimbatore,Tamilnadu.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
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Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
3. The scope of relationships we
study
Fiske (1991) 4 types of human relationships
Aggerwal
– Exchange relationships
– Communal relationships
Any ongoing series of interactions is a relationship, and
fair game for us to study
– What are their rules and expectations?
– How do relationship types fit together into a whole
system?
– When will each type be the most relevant?
But . . .
4. Relationships & relationships
What makes what we have to say really
interesting?
– Dog bites man
• buyers have exchange relationships with sellers
– Man bites Dog
• consumers have communal relationships with
brands
5. Ironically, it is the primacy of
interpersonal relationships that
makes CBRs interesting
It is because nothing matters more to people
than other people, that the idea of
consumers having quasi-interpersonal
relationships with brands is powerful
6. AND THAT MAKES BRAND
LOVE SO VERY INTERESTING
A shameless plug for my work
7. Attack of the giant construct
Brand
Love
Passion-driven
Behaviors
Willingness
to Invest
Resources
Passionate Desire
to Use
Things
Done Past
(involvnt.)
Self-Brand
Integration
Life Meaning
Desired Self-
identity
Current Self-
identity
Attit. Strength 1:
Frequent Thoughts
Positive Emotional Connection
Intuitive Fit
Emotional
Attachment
Positive
Affect
Long-term Relationship
Anticipated Negative Affect
Overall Attitude Valence
Attit. Strength 2:
Certainty/Confidence
8. Why so big?
Not just another pretty face
Love has a unique place in western culture
– Love as a theme in music, drama, art, etc.
– People are often willing to die (and kill) for
love
– Love is sacred
• Some people are offended by “brand love”, but
• not offended by love of country, art, freedom or
God
– Not only do people love God, but many
claim that God is love
9. Love is a summational category
For the psychological processes that lead to
attraction and relationship maintenance
– Murstein (1988) found a single factor
underlying love which encompasses all the
good things one can think of another
– Love sumarizes all the most normatively
positive aspects of relationships
Brand love is the ultimate “man
bites dog” story
11. Nothing matters as much to
people, as other people
altruistic concern for other people
having the “right” relationships with
the right people
– close relationships
– the respect of strangers
– and even being feared by competitors
If you trace consumer motivations back
far enough, you will almost always
bump into another person
12. What about materialists . . .
who substitute brands for interpersonal
relationships?
– Those aren’t materialists, those are lonely
people
“Mater” = worldly
Materialists use brands to structure their
social relationships in hierarchical ways
13. Nothing matters as much to
people, as other people
Evolutionary roots
Bourdieu
Ayne Rand
– even a broken clock is right twice a day
Fournier (2009) notes that CBRs are often
the byproduct of attempts to for IPRs, such
as joining consumption communities
15. IPRs are so basic to human psychology,
that they lurk in the background of
CBRs
Mental templates include
– Schemas
– Scripts
– Prototypes
– Cultural models
– Relationship contract
– Etc.
16. Four main responses
– Yes
– No -- CBRs have their own types and their
own rules
– Sometimes -- our job is to find out when and
why
– Sort of -- people start with interpersonal
relationship models and then adjust for
brands
17. Brand Love
A definite case of “sort of”
People decide if they love a brand by using a
prototype matching hypothesis (i.e. the duck
test)
The prototype comes from some situationally
relevant form of interpersonal love
Which is then adjusted to the brand context, e.g.
• lack of responsiveness
• unconditional very conditional love
19. If we look at CBRs as including
communal and exchange
relationships, we’ll always be
relevant
On the other hand
– High involvement relationships are a pretty
big area
– Our models may extend beyond their original
context
20. Brand love predicting
WOM/loyalty/resistance to neg.
Loved brand
R2 = .61
Mundane brand
R2 = .63
Brand
Love
Passion-driven
Behaviors
Willingness
to Invest
Resources
Passionate Desire
to Use
Things
Done Past
(involvnt.)
Self-Brand
Integration
Life Meaning
Desired Self-
identity
Current Self-
identity
Attit. Strength 1:
Frequent Thoughts
Positive Emotional Connection
Intuitive Fit
Emotional
Attachment
Positive
Affect
Long-term Relationship
Anticipated Negative Affect
Overall Attitude Valence
Attit. Strength 2:
Certainty/Confidence
21. Where to from here?
Communal
relationships
Exchange
relationships
Brand
relationships
You are here
Needed to
provide context
Interpersonal
relationships in
marketing
contexts
Low hanging
fruit
Not so
interesting right
now
22. Interpersonal relationships in
marketing contexts
Sales people
– Dyadic interpersonal relationships
– Organization-to-organization relationships
Service providers
– Doctors, matchmakers and social support
Highly involved customer collaboration on
innovation
24. When will templates matter?
Will interpersonal relationship templates
(schemas, scripts, relationship contracts,
prototypes, etc.) be more influential in more
communal CBRs?
25. A rose by any other name . . ..
Does it matter if a consumer uses an
interpersonal metaphor to describe their
relationship with a brand?
– How much?
– When?
– Why?
Sternberg’s commitment includes a
declaration of love
26. Attachment
Attachment styles are based on the default
models people have for relationships
– Is consumer attachment style primarily a
function of their interpersonal attachment
style?
– Or do consumers have a separate model for
CBRs?
• Paulssen and Fournier (2008)
27. Persons and personification
Do brand personification such as mascots,
celebrities, and founders increase
communal(ish) CBRs?
– Theology again
What about relationships with employees?
– Individual sales or service people?
– Typical sales or service people from a
company?
28. Consumer or customer BRs?
Customers includes B2B
– B2B relationships tend to be more long term
and intense then typical consumer-brand
relationships
– There is a large literature on B2B
relationships to build on
How do B2B CBRs compare to B2C CBRs?
29. Managerial outcomes of CBRs
We know in general terms that stronger CBRs
lead to better managerial outcomes
We need a much more theory driven account
of how specific aspects of CBRs lead to
specific managerial outcomes, such as:
– Loyalty/increased volume
– Expanding brand usage to new products
– Advocacy/WOM
– Resistance to negative information
– Willingness to pay a price premium
31. Ethics & relationships
Ethical responsibilities vary with the nature
and closeness of the relationship
Where do customers belong?
Family Friends Community Strangers Competitors Enemies
32. Are (some) marketers the devil
incarnate?
The devil we know
– Charming
– Keeps the letter of agreements
– Deceives while speaking the literal truth
– Leads us into temptation
Sound like anyone you know?
33. Are (some) marketers the devil
incarnate?
“Opportunism – “self-interest seeking with
guile” – is the global norm governing
commercial exchange relations (Williamson
1975); relational norms supersede
opportunism to enhance interdependent
relationships (MacNeil 1980).”
– Fournier 2009
34. CBRs & SWB?
How do CBRs relate to materialism and
SWB?
– The Meaning of Things