The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
Wunderman provides social media services across major platforms like Facebook, Twitter, and emerging platforms. They have experience integrating social and mobile strategies and are currently the lead social agency for Nike, Starbucks, and Microsoft. Their approach involves listening to customers, defining a social strategy and channel mix, engaging audiences through content, platforms, services, and outreach, and measuring success through analytics, social monitoring, and ROI reporting. They provided an example case study of a global test drive campaign they ran for Ford to maintain buzz about a new Focus model between its announcement and launch.
This document provides an overview of digital marketing and content marketing strategies. It discusses the shift from traditional to digital marketing, key digital marketing tactics like SEO, social media marketing, and email marketing. It also covers buyer personas, measuring customer lifetime value, copywriting strategies, and content marketing tactics. The goal of digital and content marketing is to educate potential customers and drive brand awareness, traffic, leads, and revenue through online content and campaigns.
[foresight research] Introduction to Brand Health TrackingDuy, Vo Hoang
The document discusses brand health tracking and provides an overview of Foresight Research's methodology. It includes 3 key points:
1. Foresight Research tracks brand health metrics like awareness, usage, attributes, communication effectiveness, differentiation, and customer relationships to assess brand health over time.
2. Their model measures metrics like awareness, usage rates, attributes, customer profiles to understand brand positioning and health. It also evaluates communication impact.
3. They have expertise conducting brand health tracking for clients in FMCG categories using a monthly sample of 12,500 consumers. Their approach provides actionable insights for improving brand appeal and market share.
The document provides an overview of disruptive forces facing automotive dealerships and scenarios for their survival. It discusses 6 disruptive forces including digitization of the car sales journey, changing customer expectations, rise of mobility services, decreasing need for car ownership among younger generations, advancements in electric and autonomous vehicles, and declining dealership profitability. It then outlines 5 elements of the dealership experience that may not be disrupted like test drives, used car sales, service, human touch, and good customer experience. Finally, it proposes 10 survival scenarios for dealerships with examples including experience centers, digital showrooms, brand flagship stores, and partnerships like Maserati's with Alibaba to create smart stores.
The New Commerce Conference: The Omni-channel ImperativeCatalyst
Presentation:
The Age of Omni-Commerce & What It Means for Marketing Strategies
Welcome to the age of omni-commerce. From Google to Amazon, and from Instagram to Instacart, commerce is happening all around us. It is ubiquitous and omni-present. What does this mean for brands?
It means that omni-channel strategies are more critical than ever. Join this presentation as we size up the omni-channel opportunity and share tips for planning and activating an effective omni-channel program.
You’ll discover how to capitalize on commerce opportunities across search, social, retail media, and emerging programmatic channels like connected TV, audio, digital out-of-home, and more.
Panel:
Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales
Many marketers take separate and siloed approaches to in-store and ecommerce marketing. It’s time to rethink this approach. As the digital ecosystem continues to drive purchase behavior across in-store and ecommerce, brands must identify and capitalize on synergies across online and in-store.
Join our panel discussion to learn how to get started. You’ll hear from commerce experts as they discuss their omni-channel journeys and share how they’ve broken down silos to drive better performance both online and in-store.
APG Romania: 35 Tricky Questions for Effie Case Studies 2009Stefan Stroe
APG Romania paper issued for 2009 Effie Romania Jury.
Authors:
Stefan Stroe, Grey Bucharest (project leader)
Elena Ionita, Leo Burnett
Diana Ceausu, McCann Erickson
Razvan Matasel, Arsenoaiei & Matasel
Bogdana Butnar, MRM Partners
Stefan Chiritescu, Graffiti/BBDO
Costin Radu, IQads/Smark
Wunderman provides social media services across major platforms like Facebook, Twitter, and emerging platforms. They have experience integrating social and mobile strategies and are currently the lead social agency for Nike, Starbucks, and Microsoft. Their approach involves listening to customers, defining a social strategy and channel mix, engaging audiences through content, platforms, services, and outreach, and measuring success through analytics, social monitoring, and ROI reporting. They provided an example case study of a global test drive campaign they ran for Ford to maintain buzz about a new Focus model between its announcement and launch.
This document provides an overview of digital marketing and content marketing strategies. It discusses the shift from traditional to digital marketing, key digital marketing tactics like SEO, social media marketing, and email marketing. It also covers buyer personas, measuring customer lifetime value, copywriting strategies, and content marketing tactics. The goal of digital and content marketing is to educate potential customers and drive brand awareness, traffic, leads, and revenue through online content and campaigns.
[foresight research] Introduction to Brand Health TrackingDuy, Vo Hoang
The document discusses brand health tracking and provides an overview of Foresight Research's methodology. It includes 3 key points:
1. Foresight Research tracks brand health metrics like awareness, usage, attributes, communication effectiveness, differentiation, and customer relationships to assess brand health over time.
2. Their model measures metrics like awareness, usage rates, attributes, customer profiles to understand brand positioning and health. It also evaluates communication impact.
3. They have expertise conducting brand health tracking for clients in FMCG categories using a monthly sample of 12,500 consumers. Their approach provides actionable insights for improving brand appeal and market share.
The document provides an overview of disruptive forces facing automotive dealerships and scenarios for their survival. It discusses 6 disruptive forces including digitization of the car sales journey, changing customer expectations, rise of mobility services, decreasing need for car ownership among younger generations, advancements in electric and autonomous vehicles, and declining dealership profitability. It then outlines 5 elements of the dealership experience that may not be disrupted like test drives, used car sales, service, human touch, and good customer experience. Finally, it proposes 10 survival scenarios for dealerships with examples including experience centers, digital showrooms, brand flagship stores, and partnerships like Maserati's with Alibaba to create smart stores.
The New Commerce Conference: The Omni-channel ImperativeCatalyst
Presentation:
The Age of Omni-Commerce & What It Means for Marketing Strategies
Welcome to the age of omni-commerce. From Google to Amazon, and from Instagram to Instacart, commerce is happening all around us. It is ubiquitous and omni-present. What does this mean for brands?
It means that omni-channel strategies are more critical than ever. Join this presentation as we size up the omni-channel opportunity and share tips for planning and activating an effective omni-channel program.
You’ll discover how to capitalize on commerce opportunities across search, social, retail media, and emerging programmatic channels like connected TV, audio, digital out-of-home, and more.
Panel:
Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales
Many marketers take separate and siloed approaches to in-store and ecommerce marketing. It’s time to rethink this approach. As the digital ecosystem continues to drive purchase behavior across in-store and ecommerce, brands must identify and capitalize on synergies across online and in-store.
Join our panel discussion to learn how to get started. You’ll hear from commerce experts as they discuss their omni-channel journeys and share how they’ve broken down silos to drive better performance both online and in-store.
APG Romania: 35 Tricky Questions for Effie Case Studies 2009Stefan Stroe
APG Romania paper issued for 2009 Effie Romania Jury.
Authors:
Stefan Stroe, Grey Bucharest (project leader)
Elena Ionita, Leo Burnett
Diana Ceausu, McCann Erickson
Razvan Matasel, Arsenoaiei & Matasel
Bogdana Butnar, MRM Partners
Stefan Chiritescu, Graffiti/BBDO
Costin Radu, IQads/Smark
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
New research from Ogilvy & Mather and Communispace reveals extreme new consumer shopping behavior and spending priorities.
This report looks at how consumers will go to market in 2011.
This document provides an overview of recent trends in marketing, including the importance of data analytics, customer relationship marketing, digital marketing, sustainable marketing, rural marketing, and global marketing. It discusses how data analytics is used to make better marketing decisions and analyze customer data. Customer relationship marketing focuses on developing long-term customer relationships through good customer service and communication. Digital and global marketing are growing in popularity due to factors like increased internet access. Sustainable marketing promotes environmentally-friendly products. Rural marketing addresses the specific needs and challenges of marketing to rural communities. The document also introduces incoterms, which are international commercial terms that define responsibilities in transporting goods internationally.
Final presentation for Principles of Marketing (Managment 331) course
Purpose: Present marketing plan, including research, execution and evaluation, for a product (either in existence or imaginary)
Digital Collaboration between Retailers-ManufacturersAnthony Levesanos
1) The document discusses obstacles that hinder effective digital collaboration between retailers and manufacturers, such as divergent agendas, lack of trusted data, information asymmetry, and shallow customer knowledge.
2) It proposes a collaboration framework to overcome these obstacles, including agreeing on strategic objectives and priorities, sharing a common set of data and metrics, using data-driven insights, and establishing time-bound and balanced metrics.
3) The framework emphasizes starting with deep customer understanding, optimizing supply chains, and monitoring execution and results through a shared analytics platform and coordinated processes.
The slides are from the Brand Marketing Bootcamp for Startup founders and leaders at the German Accelerator Silicon Valley.
I guide through the different steps from positioning and messaging to thought leadership and category creation. This is a quick start program for CEOs and their teams at B2B SaaS startups.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Facebook chia sẻ báo cáo mới về tầm quan trọng của tính đa dạng trong quảng cáoMarketingTrips
Bên cạnh việc chia sẻ tầm quan trọng của sự đa dạng trong quảng cáo, Facebook còn đề cập đến những rào cản trong việc tạo ra nhiều tính đại diện hơn trong tất cả các hình thức quảng cáo.
Future of Retail and Consumer by Matt Holt, OgilvyOneOgilvy Consulting
The document discusses how consumer expectations for retail experiences have increased in two major areas: the customer experience and continuous commerce. Consumers now expect seamless experiences between digital and physical retail touchpoints. They also expect easy access to commerce across browsing and buying journeys, including on social media platforms. The document argues that brands must leverage digital tools to provide frictionless customer experiences that meet consumers' heightened expectations for ease, simplicity, and the blurring of lines between offline and online retail.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
Slides from my lecture on digital marketing to first year Bachelor students at the Stockholm School of Economics in May 2011. Many of the slides are based on David Jobber's textbook: http://www.amazon.co.uk/Principles-Practice-Marketing-David-Jobber/dp/0077114159.
This document provides an introduction and overview of a master's thesis that examines the relationship between the development of experiential marketing in retail environments and the rise of e-commerce. The study aims to determine if experiential marketing is a response to competition from e-commerce or an enhancement. Interviews will be conducted with marketing professionals to understand the reasons for the recent focus on experiential marketing in stores and the impact of e-commerce and technology on marketing strategies. The introduction outlines the research questions, objectives, scope, and organization of the thesis.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
Jio created ripples in the market by announcing the launch of their advertising agency. We, at Wolfzhowl, believe that leaving it only as another advertising agency is wrong. Jio Creative Labs can become much more than just that. While they threaten the existence of big & small agencies alike, they can become incubators for brands that are in an aggressive growth phase.
We believe Jio Creative Labs can usher Marketing 3.0 for India. Read and tell us your thoughts!
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
Paper Presentation "Opportunities & Challenges For New Outlook In Global Work...Sonali Srivastava
This research examines the opportunities and challenges of new ideas in global marketing and business brought about by evolving technology. Traditionally, global business required crossing national boundaries, but technology now allows businesses to operate globally from a single computer. While technology has increased opportunities through remote work and expanded markets, it also poses challenges for companies in managing large customer databases and adapting to rapid changes. The future of marketing will rely heavily on technology, data collection, and personalized multi-channel campaigns tailored to individual customers. Marketers must master multiple promotion methods and new media to effectively balance cross-channel interactions and measurements.
The document discusses social commerce and how social media can be leveraged for e-commerce purposes. It outlines 7 forces of social commerce including selling on Facebook, using Facebook deals and connect, group buying sites like Groupon, flash sales/VIP sites, using YouTube, and mobile commerce. The presentation encourages brands to listen to customers, experiment with social commerce strategies, apply learnings, and develop an ongoing approach.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
New research from Ogilvy & Mather and Communispace reveals extreme new consumer shopping behavior and spending priorities.
This report looks at how consumers will go to market in 2011.
This document provides an overview of recent trends in marketing, including the importance of data analytics, customer relationship marketing, digital marketing, sustainable marketing, rural marketing, and global marketing. It discusses how data analytics is used to make better marketing decisions and analyze customer data. Customer relationship marketing focuses on developing long-term customer relationships through good customer service and communication. Digital and global marketing are growing in popularity due to factors like increased internet access. Sustainable marketing promotes environmentally-friendly products. Rural marketing addresses the specific needs and challenges of marketing to rural communities. The document also introduces incoterms, which are international commercial terms that define responsibilities in transporting goods internationally.
Final presentation for Principles of Marketing (Managment 331) course
Purpose: Present marketing plan, including research, execution and evaluation, for a product (either in existence or imaginary)
Digital Collaboration between Retailers-ManufacturersAnthony Levesanos
1) The document discusses obstacles that hinder effective digital collaboration between retailers and manufacturers, such as divergent agendas, lack of trusted data, information asymmetry, and shallow customer knowledge.
2) It proposes a collaboration framework to overcome these obstacles, including agreeing on strategic objectives and priorities, sharing a common set of data and metrics, using data-driven insights, and establishing time-bound and balanced metrics.
3) The framework emphasizes starting with deep customer understanding, optimizing supply chains, and monitoring execution and results through a shared analytics platform and coordinated processes.
The slides are from the Brand Marketing Bootcamp for Startup founders and leaders at the German Accelerator Silicon Valley.
I guide through the different steps from positioning and messaging to thought leadership and category creation. This is a quick start program for CEOs and their teams at B2B SaaS startups.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Facebook chia sẻ báo cáo mới về tầm quan trọng của tính đa dạng trong quảng cáoMarketingTrips
Bên cạnh việc chia sẻ tầm quan trọng của sự đa dạng trong quảng cáo, Facebook còn đề cập đến những rào cản trong việc tạo ra nhiều tính đại diện hơn trong tất cả các hình thức quảng cáo.
Future of Retail and Consumer by Matt Holt, OgilvyOneOgilvy Consulting
The document discusses how consumer expectations for retail experiences have increased in two major areas: the customer experience and continuous commerce. Consumers now expect seamless experiences between digital and physical retail touchpoints. They also expect easy access to commerce across browsing and buying journeys, including on social media platforms. The document argues that brands must leverage digital tools to provide frictionless customer experiences that meet consumers' heightened expectations for ease, simplicity, and the blurring of lines between offline and online retail.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
Slides from my lecture on digital marketing to first year Bachelor students at the Stockholm School of Economics in May 2011. Many of the slides are based on David Jobber's textbook: http://www.amazon.co.uk/Principles-Practice-Marketing-David-Jobber/dp/0077114159.
This document provides an introduction and overview of a master's thesis that examines the relationship between the development of experiential marketing in retail environments and the rise of e-commerce. The study aims to determine if experiential marketing is a response to competition from e-commerce or an enhancement. Interviews will be conducted with marketing professionals to understand the reasons for the recent focus on experiential marketing in stores and the impact of e-commerce and technology on marketing strategies. The introduction outlines the research questions, objectives, scope, and organization of the thesis.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
Jio created ripples in the market by announcing the launch of their advertising agency. We, at Wolfzhowl, believe that leaving it only as another advertising agency is wrong. Jio Creative Labs can become much more than just that. While they threaten the existence of big & small agencies alike, they can become incubators for brands that are in an aggressive growth phase.
We believe Jio Creative Labs can usher Marketing 3.0 for India. Read and tell us your thoughts!
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
Paper Presentation "Opportunities & Challenges For New Outlook In Global Work...Sonali Srivastava
This research examines the opportunities and challenges of new ideas in global marketing and business brought about by evolving technology. Traditionally, global business required crossing national boundaries, but technology now allows businesses to operate globally from a single computer. While technology has increased opportunities through remote work and expanded markets, it also poses challenges for companies in managing large customer databases and adapting to rapid changes. The future of marketing will rely heavily on technology, data collection, and personalized multi-channel campaigns tailored to individual customers. Marketers must master multiple promotion methods and new media to effectively balance cross-channel interactions and measurements.
The document discusses social commerce and how social media can be leveraged for e-commerce purposes. It outlines 7 forces of social commerce including selling on Facebook, using Facebook deals and connect, group buying sites like Groupon, flash sales/VIP sites, using YouTube, and mobile commerce. The presentation encourages brands to listen to customers, experiment with social commerce strategies, apply learnings, and develop an ongoing approach.
MKT 421 EDU Redefined Education--mkt421edu.comkopiko182
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will
MKT 421 EDU Education Counseling -- mkt421edu.comkopiko97
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of
MKT 421 EDU Achievement Education--mkt421edu.comkopiko163
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
MKT 421 EDU Education Planning--mkt421edu.comWindyMiller27
This document contains information about marketing assignments for an online course. It includes scenarios and requirements for two assignments. The first assignment involves reviewing an article on distribution channels and recommending strategies for a sports apparel company. The second assignment involves defining marketing concepts like customer value propositions, comparing marketing and advertising, and applying these concepts to personal branding or a company. Both assignments require 1,000-1,200 word responses.
Measuring customer experience with social media.jan15Michael Wolfe
The everyday experience and touches of customers to your brand constitutes a significant business driver. This study demonstrates how a special metric of this customer-experience, the SEI, can be used in predictive models to measure, monetize and derive significant insights into how your customers define your brand
This document provides a study guide for the MKT 421 Final Exam, including 30 multiple choice questions covering various marketing concepts. The questions address topics such as integrated marketing communications, pay-per-click advertising, cultural influences on consumer behavior, how Amazon uses cookies to provide personalized recommendations, and definitions of terms like SWOT analysis, the product life cycle, and AIDA model.
Retail is changing from focusing on physical store location to understanding customers. Multi-channel retailing increases sales by 44% by merging physical and online shopping into a single customer experience. Building a successful multi-channel strategy requires organizational changes, skills in various areas like online marketing, product photography, customer service, and integrating retail systems and locations. The goal is to use customer data and preferences to communicate consistently across channels.
Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
The document is a study guide for an MKT 421 final exam that contains 30 multiple choice questions covering various marketing topics. Some of the key concepts covered in the questions include integrated marketing communications, pay-per-click advertising, cultural influences on consumer behavior, how Amazon uses cookies to make product recommendations, and the primary purpose of branding to identify a product.
The research brief outlines a need to increase consumption and volume growth for DM Brand by defining key barriers and drivers of consumption among target consumers aged 13-29. Specifically, the objectives are to understand brand perception and the impact of marketing channels on brand image, and explore new execution platforms. Qualitative research including focus groups in Hanoi and Ho Chi Minh City will obtain information on beverage consumption, brand perception, communication evaluation, and channels. Insights will inform a holistic plan to address consumer barriers and leverage drivers to increase consumption.
The document provides an overview of the state of ecommerce and discusses key trends. It notes that integration across social media, logistics, and mobile is important. While search and paid ads remain important, social influence during product research is now also key. The document recommends optimizing images and content, incentivizing customer reviews, and enabling social sharing of products. It also stresses the importance of mobile websites that simplify the user experience across devices. Harnessing social recommendations and interactions can help drive online sales and brand awareness.
This document provides a study guide for the MKT 421 Final Exam, including 30 multiple choice questions covering various marketing concepts. Question 3 asks about cultural differences influencing consumer needs and wants across countries. Question 4 asks about how Amazon uses cookies to remember customer preferences and past purchases. Question 19 asks about how the marketing concept focuses on satisfying customer needs compared to other business approaches.
The document discusses marketing concepts and trends. It introduces the 4 P's of marketing - product, price, place, and promotion. It then outlines several concepts in marketing and analyzes recent trends, including increased focus on customer experience, more effective measurement of marketing outcomes, greater use of video and social media, personalized marketing, and emerging technologies like chatbots and artificial intelligence. The conclusion emphasizes the challenges of influencing customers through creative marketing research and campaigns.
8 B2B Marketing Trends for 2013 from hawkeyeJohn Tedstrom
1) The document summarizes 8 B2B marketing trends for 2013, including getting back to basics in understanding customers, blending digital and physical marketing, focusing on quality over quantity of content, using social CRM effectively, increasing collaboration between marketing and sales, leveraging big data, and others.
2) Key aspects are understanding customer needs and buying journeys, engaging customers across channels with a seamless experience, telling compelling stories through varied visual content, integrating social tools with CRM, and collaborating closely between teams.
3) Many trends involve using customer data to personalize engagement across channels.
This presentation provides an overview of the ways in which we can enhance the impact of your marketing efforts on your customers, your business and the world at large.
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HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
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How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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2. Berlin
Educa.on
&
first
work
experiences
San
Francisco
Dove
into
the
natural
foods
market
&
ad
agency
world.
Boston
Landing
a
job
at
innova.ons
consultancy.
Improving
retail
experience
for
phone
customers
Berlin
2
Back
for
a
year
Global
study
for
LEGO
EDU
“Tell
me
about
you…”
Boston
2
Back
in
the
US
Freelancing
for
Sprint
and
Sapient
5. Sunglasshut.com|
Usability
Tes.ng
Background
Sunglass
Hut
is
the
largest
retailer
for
specialty
sunglasses
in
the
US.
Their
eCommerce
site
accounts
for
less
than
1%
of
Sunglass
Hut’s
overall
sales.
To
increase
conversion
and
repeat
visits,
Sunglass
Hut
wants
to
op.mize
the
site’s
digital
experience.
Challenge:
Purchasing
sunglasses
is
mostly
done
in
person
at
a
store.
Ac8on:
Designed
the
usability
research
protocol.
Planned
and
executed
usability
research.
Analyzed
findings
and
developed
recommenda.ons.
Result:
Uncovered
opportuni.es
to
lower
the
barriers
for
purchasing
sunglasses
online.
Recommended
to
“teach”
customers
how
to
buy
sunglasses
online
by
crea.ng
a
size
and
fit
system
and
addressing
trust
through
easy
return
policies.
Research
implica.ons
are
impac.ng
the
current
site
redesign
process.
6. LEGO
Educa.on
|
Baseline
Research
Background
LEGO
plans
to
grow
its
global
educa.onal
brand
over
the
next
five
years.
To
beZer
understand
a[tudes
&
behaviors
of
teachers
in
the
US,
UK
and
Germany,
LEGO
conducted
a
global
base
line
research
study.
Challenge:
Schools
systems,
curricula
and
policies
in
these
countries
are
vastly
different.
Ac8on:
Conduc.ng
in
context
interviews
with
primary
and
secondary
school
teachers
in
Germany.
Analyzed
findings,
defining
implica.ons
and
preparing
recommenda.ons/next
steps.
Result:
Visualized
the
purchasing
process
through
introducing
journey
maps.
Presented
growth
opportunity
in
German
market:
focus
on
female
elementary
school
teachers
who
have
not
been
using
robo.cs
in
the
past.
LEGO
is
going
to
develop
targeted
communica.on/experiences
to
help
this
group
to
overcome
“technology
shyness”.
7. B2B
Ethnography
Background
Aaer
Sprint
merged
with
Nextel,
the
number
of
small
business
customers
who
visited
Sprint
stores
increased.
Sprint
needed
to
understand
how
to
best
communicate
with
this
segment
at
retail.
Challenge:
Understanding
the
purchase
journey
of
diverse
Nextel
small
business
customers.
Ac8on:
On
site
interviews
with
technology
decision
makers
in
small,
mid-‐sized
and
large
businesses
to
understand
how
purchase
decisions
are
made.
Result:
Developed
an
over-‐arching
journey
for
business
customers.
Surprise
insight:
All
companies
at
one
point
in
their
purchasing
journey
use
retail
to
help
make
a
decision.
8. Benchmark
Study
Background
Bi-‐annual
benchmark
study
to
understand
best-‐in-‐class
customer
experiences
at
retail.
Challenge:
Sprint
sees
itself
as
a
communica.ons
company
–
not
a
retailer.
Yet
the
majority
of
sales
are
closed
at
their
retail
stores.
Ac8on:
Retail
audits
in
three
markets.
Analysis
to
understand
how
changes
in
the
retail
landscape
impact
Sprint’s
strategy
for
retail
communica.on.
Result:
Recommenda.ons
focused
on
the
female
customer
experience,
branding
of
digital
messaging,
and
the
right
communica.on
of
“green”.
Iden.fied
opportuni.es
became
part
of
the
following
year’s
business
plan
5
General Retail Trends: What’s Continued?
More for Less
The trend toward high-end
experiences at low prices is
now carried out at mass retail.
Modern Premium
White and wood are still used
to communicate luxury, and
with increased prevalence.
Segmented Stores
Brands continue to create
segmented brands, with a trend
toward creating less expensive
versions
72
Implications and Opportunities
Audit Insight: Wireless retailers draw from current trends in fashion, style and
media to keep the environment fresh and approachable.
Sprint Goal
Improve Customer Experience: Acknowledge Sprint’s new target, which is 70% female, and create
an environment that supports how women browse, shop and make decisions.
Opportunities
• Try It On: Help our customers to identify their lifestyle and edit phone selection for their
particular needs (have mirrors in the store for a “style-check”).
• Create Style Moments in the Store: Keep the brand feeling fresh and current by finding areas
that can change rapidly and key into trends (ex: create ways to tell customers about color
choices).
• Social shopping: Find ways to support and entertain the “satellite” customer.
• Word-of-Mouth: Support and share customer endorsements in stores (ex: tie-in with social
networks, public customer comment board).
9. Sprint
Winter
Holiday
Promo
2010
Background
First
Winter
Holiday
promo.on
aaer
the
US
recessions
was
officially
over.
Needed
to
understand
how
customer
a[tudes
and
behaviors
had
changed.
Challenge:
All
eyes
were
on
this
campaign
as
sr.
management
hoped
to
con.nue
the
posi.ve
sales
trend
and
turn
the
company
around.
Ac8on:
First:
Review
of
secondary
research
sources
to
understand
consumers
trends.
Friends
&
family
research
to
validate.
Second:
Share
findings
and
implica.ons
with
integrated
Sprint
team
and
present
ini.al
crea.ve.
Result:
Fast
agreement
on
strategy
&
strategic
direc.on.
One
of
the
most
successful
Sprint
Holiday
promo.ons.
10. Background
Sprint
launched
a
new
high-‐speed
internet,
4G,
to
reclaim
a
technology
leadership
posi.on.
Challenge:
Explain
“speed”
in
a
market
where
speed
is
a
commodity.
Ac8on:
Explored
and
recommend
pop-‐up
store
concept.
Sprint
decided
for
monetary
reasons
against
the
pop-‐up
store
idea.
Translated
mul.media
store
experience
to
stand-‐alone
fixture
in
the
store.
Result:
Designed
fixture
to
provide
self-‐guided
browsing/discovering
and
a
consulta.ve
purchase
experience
together
with
a
sales
rep.
4G
Launch
11. Background
Launch
of
the
EVO
handset
(Android
OS)
–
Sprint
wants
to
capture
share
from
i-‐Phone
and
Droid
with
this
product
launch.
Challenge:
Create
an
immersive
experience
that
compels
customers
to
pick
up
the
devices
and
engage/play
with
them.
Ac8on:
Envisioned
in-‐store
experience
where
several
customers
at
the
same
.me
can
experience/play
with
this
new
phone.
Create
a
installa.on
that
is
clearly
HTC
branded,
but
does
not
clash
with
Sprint’s
look
&
feels.
Result:
Created
a
shoulder-‐to-‐shoulder
browsing
experience
that
was
the
focal
point
of
the
store.
The
device
sold
out
within
the
first
week.
EVO
Launch
12. Small
Biz
App
-‐
Experience
Background
To
grow
their
customer
base,
Sprint
was
looking
to
gain
a
larger
foothold
in
the
B2B
space.
Sprint
stores
were
lacking
a
meaningful
in-‐store
experience
for
small
business
customers.
Challenge:
Get
buy
in
from
all
stakeholders
included
in
the
decision
making
process
Ac8on:
Led
a
small
team,
including
an
illustrator
and
service
designer
(digital)
to
draw
out
a
business
customer
experience
that
would
help
Sprint
envision
how
this
app
could
fit
into
the
general
Sprint
store
experience.
Framework
used:
Customized
Business
Customer
Journey
Map
Result:
Project
was
approved
and
was
approved
at
all
levels.
Word
of
Mouth
On-‐line
Arrival
Browse
Check-‐in/Gree8ng
Consulta8on
Decision
Purchase
Post-‐Purchase
13. What
Else?
Emerging
Markets
Research
Group
Alumni
member
of
Con.nuum’s
Emerging
Markets
Team
• Developed
roadmap/plan
for
the
group
• Helped
to
provide
thought-‐leadership
• Source
of
support
for
teams
that
go
into
Emerging
Markets
for
the
first
.me