Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. Chapter Objectives
1. Explain the benefits of value-based pricing.
2. Discuss how marketing objectives, marketing-mix strategy and costs
and other company factors affect pricing decisions.
3. List and discuss factors outside the company that affect pricing
decisions.
4. Explain how price setting depends on consumer perceptions of price
and on the price-demand relationship.
5. Describe the major strategies for pricing new products.
6. Comprehend the way in which companies establish a set of prices that
maximises the profits from the total product mix.
7. Explain how companies adjust their prices to take into account
different types of customers and situations.
3. What is Price?
Price is the amount of money charged for a product or
service, or the sum of values consumers exchange for the
benefits of having or using the product or service.
Price is the only element of the marketing mix that produces
revenue; all other elements represent costs.
A company does not usually set a single price, but rather a
pricing structure that covers different items in its product line.
The company adjusts product prices to reflect changing costs
and demand and to account for variations in buyers and
situations.
4. Pricing For Different Types of
Markets (1)
Pure competition
The market consists of many buyers and
sellers trading in a uniform commodity
No single buyer or seller has much effect
on the going market price.
Monopolistic competition
The market consists of many buyers and
sellers. A range of prices occurs because
sellers can differentiate their offers to the
buyers.
5. Pricing For Different Types of
Markets (2)
Oligopolistic competition
The market consists of a few sellers who
are highly sensitive to each other’s pricing
and marketing strategies. The product
can be uniform or non-uniform. The
sellers are few because it is difficult for
new sellers to enter the market.
A pure monopoly
Consists of one seller. The seller may be a
government monopoly, a private,
regulated monopoly or a private, non-
regulated monopoly.
6. Factors to Consider When
Setting Prices (1)
The price a company charges usually falls
somewhere between one that is too high
to produce any demand and one that is
too low to produce a profit.
The company must consider a number of
internal and external factors including
marketing strategy and mix, the nature of
demand, and competitors’ strategies and
prices.
Pricing decisions start with customer value.
7. Factors to Consider When
Setting Prices (2)
Value-based pricing is setting the price
based on buyers’ perceptions of value rather
than on the seller’s cost.
Good-value pricing is offering just the right
combination of quality and good service that
customers want at a fair price.
Value-added pricing means attaching value
added features and services to differentiate
their offerings and this supports higher
prices.
8. Internal Factors to Consider
When Setting Prices
Marketing objectives
Survival
Current profit maximisation
Market-share leadership
Product-quality leadership
Other objectives
Marketing-mix Strategy
Cost Based Pricing
Fixed costs
Variable costs
Total costs
Costs at different levels of production
Costs as a function of production experience
9. Pricing Decisions
Cost-plus pricing
Adding a standard mark up to the cost of the product.
Breakeven analysis and target profit pricing
Setting the price to break even on the costs of making and
marketing a product, or to make the desired profit.
Organisational considerations
Management must decide who within the organisation should set
prices.
In smaller companies, the top management often set the prices.
In larger companies, pricing is typically handled by divisional or
product-line managers.
10. External Factors Affecting
Pricing Decisions
The Market and Demand
Pricing in different types of markets
Consumer Perceptions of Price and Value
Price and Demand Relationship
Price Elasticity of Demand
Competitor’s Prices and Offers
Other External Factors
11. Analysing the Price-Demand
Relationship
The demand curve shows the
number of units the market will buy
in a given time period at different
prices.
Price elasticity is the measure of the
sensitivity of demand to changes in
price.
12. Competitors’ Strategies and
Prices
The competitors’ prices and possible
reactions to the company’s own
pricing moves must be considered.
The company needs to learn the price
and quality of each competitor’s offer.
This can be done in a number of ways
e.g. comparison shopping, examining
competitors’ products and pricing,
speaking to consumers.
13. Sealed Bids and Tenders
Setting the price based on how the firm thinks
competitors will price, rather than on its own costs or
demand, used when a company bids for jobs.
14. New-Product Pricing Strategies:
Pricing an Innovative Product
Market-skimming pricing: setting a high price
for a new product to skim maximum revenue
from the segments willing to pay the high
price, the company makes fewer but more
profitable sales.
Market-penetration pricing: setting a low
price for a new product in order to attract a
large number of buyers and a large market
share.
15. New-Product Pricing Strategies:
Pricing an Imitative New Product
A company that plans to develop an
imitative product faces a product-
positioning problem.
It must decide where to position on quality
and price.
It must consider the competition.
16. Product-Mix Pricing
Strategies
Product-Line Pricing
Setting the price steps between product line items.
Optional-Product/Service Pricing
Pricing optional products sold with the main product.
Captive-Product Pricing
Pricing products that must be used with the main
product.
Two-part pricing is a strategy for pricing services in which
price is broken into a fixed fee plus a variable usage rate.
By-Product Pricing
Pricing by-products to be more competitive.
Product-Bundle Pricing
Pricing bundles of products sold together.
17. Price-Adjustment Strategies
Discount pricing and allowances: cash
discounts, quantity discounts,
functional discounts, seasonal
discounts and allowances.
Segmented pricing: setting different
prices for different clients, product
forms, places or times.
Psychological pricing: adjusting the
price to communicate the product’s
intended competitive position.
18. Price-Adjustment Strategies
Promotional pricing: loss leader pricing,
special and psychological discounting.
Value pricing: right combination of quality
at fair prices.
Geographic pricing: different pricing for
distant customers, zone pricing, basing
point pricing and freight absorption
pricing.
International pricing: the company adjusts
its price to meet different conditions and
expectation in different world markets.