How is brand purpose defined? What are the different views? What do effective purpose campaigns have in common? This was presented at a #WARCxACA event in Toronto on August 1, 2018.
Brand purpose gives companies the competitive advantage in crafting brand identity & winning an evolving market with new consumer expectations.
For more info visit: https://www.accenture.com/us-en/insights/strategy/brand-purpose
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
Interbrand pioneered the idea that brands have tangible value, making brands a boardroom conversation. Strong brands generate growth and value. They drive superior financial returns for their businesses.
Brand is a platform for communicating the business strategy to audiences. It is the business strategy brought to life. The modern brand is equivalent to how the world experiences your company, reflected through the brand experience at every interaction and touch-point.
But managing your brand seamlessly across the entire customer experience to deliver business growth is a real challenge. There are thousands of things you could change to improve the brand experience. You need a clear roadmap to identify and prioritise actions that will have the most impact on growth.
Interbrand's proprietary Brand Strength framework is a framework for the organisation, an analysis based on research and data from across the business. The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth.
Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities.
Why your branding is key to post-pandemic successKeelLondonltd
Discover why your branding is key to post pandemic success. Check out our latest insights and get in touch at www.keel-london.com/contact-us to discuss how you can create deeper connections.
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Brands at the Speed of Life - Designing a purposeful brand, powerful experien...Interbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in The Marketing Institute of Ireland's CMO Summit. Christian Purser, CEO, Interbrand London, talked about brands at the speed of life.
1. Designing a strong purposeful brand
2. Designing powerful brand experiences
3. (Re) Designing the organisation
Brand purpose gives companies the competitive advantage in crafting brand identity & winning an evolving market with new consumer expectations.
For more info visit: https://www.accenture.com/us-en/insights/strategy/brand-purpose
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
Interbrand pioneered the idea that brands have tangible value, making brands a boardroom conversation. Strong brands generate growth and value. They drive superior financial returns for their businesses.
Brand is a platform for communicating the business strategy to audiences. It is the business strategy brought to life. The modern brand is equivalent to how the world experiences your company, reflected through the brand experience at every interaction and touch-point.
But managing your brand seamlessly across the entire customer experience to deliver business growth is a real challenge. There are thousands of things you could change to improve the brand experience. You need a clear roadmap to identify and prioritise actions that will have the most impact on growth.
Interbrand's proprietary Brand Strength framework is a framework for the organisation, an analysis based on research and data from across the business. The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth.
Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities.
Why your branding is key to post-pandemic successKeelLondonltd
Discover why your branding is key to post pandemic success. Check out our latest insights and get in touch at www.keel-london.com/contact-us to discuss how you can create deeper connections.
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Brands at the Speed of Life - Designing a purposeful brand, powerful experien...Interbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in The Marketing Institute of Ireland's CMO Summit. Christian Purser, CEO, Interbrand London, talked about brands at the speed of life.
1. Designing a strong purposeful brand
2. Designing powerful brand experiences
3. (Re) Designing the organisation
8 Tips for Beating Your Sales Goals in 2016RAIN Group
To learn how you can beat your sales goals in 2016 and unlock your sales force effectiveness, download our free white paper, Increase Win Rates and Beat Your Sales Goals in 2016, at www.raingroup.com/win.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 2wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Deriving measurable content drivers for effective Content MarketingMichael Wolfe
Here is a story about a brand who has become less relevant to its customers and has lost its way. In this example, we will show you a new and game-changing approach which develops sales-driving content metrics from social media. By relying on the actual and unobtrusive words of customers. we can define brands based not upon what marketers say but based on the actual words of customers.
Mark Ritson's presentation at Mumbrella360JordanDervish
Mark Ritson, Adjunct Professor, Melbourne Business School presented 'Exclusive Research: Lessons on Effective Advertising from Half a Century of Effie Awards'.
7 P Analysis, Competitor Analysis, Service Blueprint, Gap Model, Marketing Research and Marketing Plan for ITC Luxury Hotels. The study was a part of academic project.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
Gain insight to the ecommerce challenges faced by retailers including,
The variety of challenges faced.
Top reasons for ecommerce projects failing.
The key project measures being neglected.
The importance of measurement to project success.
We provide solutions to STRATEGIC MARKETING
challenges, rooting our approach in consumer research,
stakeholder understanding and financial analysis. We DEVELOP and EMBED insight-led marketing
strategy, structure and capability
We TIE INSIGHTS TO DOLLARS, the only universally
accepted language of business
Our global team fuses PRACTITIONER AND
CONSULTING experience in marketing, management
consulting, research, investment banking and advertising
Our WHOLE-BRAIN THINKING brings an intrinsically
MULTI-LENS and PRACTICAL approach to all our work
What’s gone wrong with Content Marketing?
Remember when everyone was excited by content marketing? It feels like such a long time ago. We were young. We were naïve. We had better hair.
That’s not to say everyone’s stopped content marketing. In fact, there’s more of it than ever before. The problem is: while lots of people are doing it, not many are doing it well.
Are you?
In this presentation, we will cover topics such as:
• Discovering the seven deadly sins of content marketing
• Learn how to avoid them
This 4 step approach is designed to help an intrapreneur to study a new market, to deep dive into customer’s mind, to build minimum viable product (MVP) concept, to launch pilot test and to measure customer’s feedback
8 Tips for Beating Your Sales Goals in 2016RAIN Group
To learn how you can beat your sales goals in 2016 and unlock your sales force effectiveness, download our free white paper, Increase Win Rates and Beat Your Sales Goals in 2016, at www.raingroup.com/win.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 2wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Deriving measurable content drivers for effective Content MarketingMichael Wolfe
Here is a story about a brand who has become less relevant to its customers and has lost its way. In this example, we will show you a new and game-changing approach which develops sales-driving content metrics from social media. By relying on the actual and unobtrusive words of customers. we can define brands based not upon what marketers say but based on the actual words of customers.
Mark Ritson's presentation at Mumbrella360JordanDervish
Mark Ritson, Adjunct Professor, Melbourne Business School presented 'Exclusive Research: Lessons on Effective Advertising from Half a Century of Effie Awards'.
7 P Analysis, Competitor Analysis, Service Blueprint, Gap Model, Marketing Research and Marketing Plan for ITC Luxury Hotels. The study was a part of academic project.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
Gain insight to the ecommerce challenges faced by retailers including,
The variety of challenges faced.
Top reasons for ecommerce projects failing.
The key project measures being neglected.
The importance of measurement to project success.
We provide solutions to STRATEGIC MARKETING
challenges, rooting our approach in consumer research,
stakeholder understanding and financial analysis. We DEVELOP and EMBED insight-led marketing
strategy, structure and capability
We TIE INSIGHTS TO DOLLARS, the only universally
accepted language of business
Our global team fuses PRACTITIONER AND
CONSULTING experience in marketing, management
consulting, research, investment banking and advertising
Our WHOLE-BRAIN THINKING brings an intrinsically
MULTI-LENS and PRACTICAL approach to all our work
What’s gone wrong with Content Marketing?
Remember when everyone was excited by content marketing? It feels like such a long time ago. We were young. We were naïve. We had better hair.
That’s not to say everyone’s stopped content marketing. In fact, there’s more of it than ever before. The problem is: while lots of people are doing it, not many are doing it well.
Are you?
In this presentation, we will cover topics such as:
• Discovering the seven deadly sins of content marketing
• Learn how to avoid them
This 4 step approach is designed to help an intrapreneur to study a new market, to deep dive into customer’s mind, to build minimum viable product (MVP) concept, to launch pilot test and to measure customer’s feedback
Quantcast webinar which covers how to scale your display advertising campaigns. Includes tips on Programmatic Advertising, Display Ad Creative, Combining Brand and Direct Response and Measuring Success.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Why PR Matters in Branding and Business Valuation.Bolaji Okusaga
Brand Valuation is an emerging subject, what with the IFRS recognition of attributes of the Brand as an intangible asset that can be factored into the value of Corporations.
Trade Show and Event Marketing: Helpful Tips That Will Build A Driven Growth ...Driven Growth
Trade Shows and Events can help you separate your business from your competitors. This presentation will help you understand how creating a winning events strategy play will help you create a Driven Growth business. The presentation will communicate the following ideas:
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Kapost 50 learning from world-class marketersKapost
Back in December we announced the winners of the 2016 Kapost 50, and now we're ringing in the new year by bringing together a few of our favorites to share how they aligned, created, distributed, and analyzed their world-class B2B marketing campaigns through a webinar.
See the deck from it here!
Are you using agile in your financial services marketing? Agile is being heavily adopted by marketers in financial services. Learn how agile marketing can deliver on the promise of speed to market in a way that powers smart decision making and enables marketing teams to anticipate and response to changing customer needs.
'Anatomy of Effectiveness’ is a white paper for brand marketers and advertising agencies alike, highlighting five key priorities for brands seeking greater impact. It will change the way brands and agencies market and will drive better consumer engagement.
Everyone’s talking about Account-Based Marketing – but is it the right approach for your organization? And, if it is, how do you create an end-to-end process for identifying, managing and marketing to target accounts? Part 1 of DemandGen's ABM webinar series details whether or not ABM is right for you.
Business as we know it has changed dramatically in the Engagement Economy. Marketers are now seen as customer-obsessed revenue drivers, laser focused on customer experience throughout the buyer journey. Join speakers Shar VanBoskirk of Forrester and Marketo's Casey Carey to explore how this shift has made an impact on the role of the Chief Marketing Officer (CMO), and how this role will continue to evolve in the future.
On this webinar you'll learn:
- How Digital Transformation has changed marketing and the role of the CMO
- What makes a successful CMO: personal habits that make them a good leader and core competencies they need to develop
- Typical roles and responsibilities that CMOs have and own
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
6. In an uncertain world where we
know that consumers are
increasingly values-driven, but
also cynical about the claims
brands make, purposeful
brands can and will win.
TOM KNOX
FORMER IPA PRESIDENT & CHAIRMAN, MULLENLOWE