At the Advertising Research Foundation’s 2011 Annual re:think convention, Stan Sthanunathan VP, Marketing Strategy & Insights for The Coca-Cola Company gives a presentation on how research must change to promote growth. The presentation shows how CEOs and companies can embody creative leadership, build operating dexterity, and reinvent customer relationships. The presentation discusses the implications of doing the above mentioned.
At the Advertising Research Foundation’s 2011 Annual re:think convention, Stan Sthanunathan VP, Marketing Strategy & Insights for The Coca-Cola Company gives a presentation on how research must change to promote growth. The presentation shows how CEOs and companies can embody creative leadership, build operating dexterity, and reinvent customer relationships. The presentation discusses the implications of doing the above mentioned.
IIF2017 - Morten Blumensaadt - 360 degrees of digital marketingInternet i fokus
A narrow narrow focus brings narrow results. And to ensure that we cover 360 degrees of marketing we need to have a practical digital marketing framework that enables us to get a full overview, keep focus, prioritize activities and execute for success. That is what Morten Blumensaadt from FFW Agency in Denmark will give you in this session. Often businesses see a 1-2 percent conversion rate on their digital solutions. That means that more than 98 % of the users either didn’t convert because of content or usability issues, or because they were not visiting the website with the intention to convert. The key to success is to understand why the visitors are using our solution, and to assist them in every step of the way from initial meet & greet and all the way to becoming a long-term loyal customer. Every step of the user journey needs attention – and every missed step directly translates into missed opportunities. The session focusses on three main areas: • A framework for structuring the activities around the customer journey • Tools to identify and understand user intentions and opportunities • A prioritization framework that identifies the short, medium and long-term opportunities, and enables us to initiate the most valuable activities first! It is 10 % tools and 90 % skills and mindset. Morten promises to cover both!
In celebration of International Women's Day, we dug into some of our most interesting interviews with women in marketing and have put together the following slideshow highlighting some words of wisdom. Happy Women's Day!
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.
Humanizing data in een data-gedreven wereld: behavioural science x data scien...BBPMedia1
Kunnen data en insights teams dezelfde taal spreken? Natuurlijk. Daarvoor moeten ze echter allebei het ‘waarom’ achter gedragsdata begrijpen. Ipsos richt zich speciaal op het terugdringen van churn bij VodafoneZiggo en heeft haar database van klanten en voorspelmodel voor churn gehumaniseerd. Dankzij een emotionele dimensie van motivatie en gedragswetenschappen is het nu mogelijk gepersonaliseerde interventies te bieden aan mensen waarbij een risico op churn bestaat.
Digital strategy - An Overview on how to start winning onlinePatrick Herbert
Presented in 2017 at a public speaking event held by Expertise Events; The Gift and Lifestyle Fair, I was asked to give retailers at the event an overview on how they can be competitive in the digital environment, how to set a digital strategy and what the online marketing funnel looks like.
Social media is becoming the new way to reach out to potential customers. With the advent of predictive social analytics, it becomes simple to target customers interested in making a purchase.
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Doyle Buehler
Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler
We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.
Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Ryan Thompson and Jordan Wollman, the partners of agency Aria, present the best practices to produce results on digital platforms and websites for 2014
Discover how authentic, ongoing customer insight helps DEWALT and Chico’s create and sell better products.
Watch the on-demand webinar: http://ow.ly/ebmw30055J9
Building a Roadmap for Digital TransformationTom Zorde
Executives know their organisations must learn, adapt and evolve to keep up with the accelerating pace of change. As the digital age brings changing consumer behaviours and an explosion of disruptive technologies, the challenge is to continually stay relevant while operating faster, smarter and cheaper.
To help leaders get on the front foot during digital disruption, Tom Zorde, Executive Advisor will take you through some of the avoidable mistakes, and often overlooked measures of a digital transformation roadmap.
Five Business Trends To Watch In 2016 -- No Matter How Or Where You WorkFaisal Hoque
From big data to the gig economy, 2016 may be the year that familiar buzzwords start having real, mainstream impact.
1. The Gig Economy Creates More Opportunities
2. Big Data Gets Even Bigger
3. Social Selling Goes Mainstream
4. Lean Businesses Will Win
5. Generation Z Comes Into Focus
Depending on the sort of entrepreneur, employee, freelancer, or company leader you might be, the year ahead holds varying degrees of promise and pitfalls. Some of the changes afoot are already affecting some more than others.
But optimism is itself a strategic asset—as long as it's backed up by a strong grasp of the facts. With that in mind, here's a look at some of the business trends that seem most likely to impact professionals of all stripes in the year ahead.
IIF2017 - Morten Blumensaadt - 360 degrees of digital marketingInternet i fokus
A narrow narrow focus brings narrow results. And to ensure that we cover 360 degrees of marketing we need to have a practical digital marketing framework that enables us to get a full overview, keep focus, prioritize activities and execute for success. That is what Morten Blumensaadt from FFW Agency in Denmark will give you in this session. Often businesses see a 1-2 percent conversion rate on their digital solutions. That means that more than 98 % of the users either didn’t convert because of content or usability issues, or because they were not visiting the website with the intention to convert. The key to success is to understand why the visitors are using our solution, and to assist them in every step of the way from initial meet & greet and all the way to becoming a long-term loyal customer. Every step of the user journey needs attention – and every missed step directly translates into missed opportunities. The session focusses on three main areas: • A framework for structuring the activities around the customer journey • Tools to identify and understand user intentions and opportunities • A prioritization framework that identifies the short, medium and long-term opportunities, and enables us to initiate the most valuable activities first! It is 10 % tools and 90 % skills and mindset. Morten promises to cover both!
In celebration of International Women's Day, we dug into some of our most interesting interviews with women in marketing and have put together the following slideshow highlighting some words of wisdom. Happy Women's Day!
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.
Humanizing data in een data-gedreven wereld: behavioural science x data scien...BBPMedia1
Kunnen data en insights teams dezelfde taal spreken? Natuurlijk. Daarvoor moeten ze echter allebei het ‘waarom’ achter gedragsdata begrijpen. Ipsos richt zich speciaal op het terugdringen van churn bij VodafoneZiggo en heeft haar database van klanten en voorspelmodel voor churn gehumaniseerd. Dankzij een emotionele dimensie van motivatie en gedragswetenschappen is het nu mogelijk gepersonaliseerde interventies te bieden aan mensen waarbij een risico op churn bestaat.
Digital strategy - An Overview on how to start winning onlinePatrick Herbert
Presented in 2017 at a public speaking event held by Expertise Events; The Gift and Lifestyle Fair, I was asked to give retailers at the event an overview on how they can be competitive in the digital environment, how to set a digital strategy and what the online marketing funnel looks like.
Social media is becoming the new way to reach out to potential customers. With the advent of predictive social analytics, it becomes simple to target customers interested in making a purchase.
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Doyle Buehler
Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler
We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.
Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Ryan Thompson and Jordan Wollman, the partners of agency Aria, present the best practices to produce results on digital platforms and websites for 2014
Discover how authentic, ongoing customer insight helps DEWALT and Chico’s create and sell better products.
Watch the on-demand webinar: http://ow.ly/ebmw30055J9
Building a Roadmap for Digital TransformationTom Zorde
Executives know their organisations must learn, adapt and evolve to keep up with the accelerating pace of change. As the digital age brings changing consumer behaviours and an explosion of disruptive technologies, the challenge is to continually stay relevant while operating faster, smarter and cheaper.
To help leaders get on the front foot during digital disruption, Tom Zorde, Executive Advisor will take you through some of the avoidable mistakes, and often overlooked measures of a digital transformation roadmap.
Five Business Trends To Watch In 2016 -- No Matter How Or Where You WorkFaisal Hoque
From big data to the gig economy, 2016 may be the year that familiar buzzwords start having real, mainstream impact.
1. The Gig Economy Creates More Opportunities
2. Big Data Gets Even Bigger
3. Social Selling Goes Mainstream
4. Lean Businesses Will Win
5. Generation Z Comes Into Focus
Depending on the sort of entrepreneur, employee, freelancer, or company leader you might be, the year ahead holds varying degrees of promise and pitfalls. Some of the changes afoot are already affecting some more than others.
But optimism is itself a strategic asset—as long as it's backed up by a strong grasp of the facts. With that in mind, here's a look at some of the business trends that seem most likely to impact professionals of all stripes in the year ahead.
Recently in the U.S. there's been a push to legalize marijuana. The pot smoking weed toking stereotype is changing. Business moguls enjoy it, celebrities are doing it, even the president has tried it.
My Goal is to Erase the word “Digital” from Advertising Titles.
This presentation is a primer for traditional creatives that want to be more “digital”.
If you consider yourself a traditional creative in advertising, you need to know this stuff because the younger generation isn’t going to distinguish between digital and traditional, to them it will all just be “creative”.
Let’s get you up to speed…
Marketing industry leader and author Jon Wuebben reveals the future of the marketing practice in his new book, Future Marketing: Winning in the Prosumer Age. Jon is the Founder & CEO of Content Launch, a content marketing platform.
Teradata connect is conference on the power of data-driven digital marketing. The conference had a number of inspiring keynotes from Google, Facebook, Wired and Virgin Galactic to name a few. This is an unofficial summary perspective on the conference...that from an Australian technology startup - www.localz.co.
Key takeaways:
1. Customer data is like a currency - access is earned through demonstrated value
2. Technology is re-enabling the era of personalised, contextually relevant interactions…but at mass scale
3. Data savvy businesses will win
Managing The Future Expectations Of The Hyper-Connected ConsumerMiel Van Opstal
This was a keynote I gave for Colruyt Group, about the future of retail POS interaction opportunities and behavioral consumer trends. The talk focuses on contextually relevant content delivery, defined by Google as micro-moments.
Silicon Valley Executive Network CMO Futures Series - The Power of Story 10...FortuneCMO, LLC
www.SVEN.org Silicon Valley Executive Network 1st CMO Futures Series event in San Jose, CA on 10/27 with Ed Saxon, 8 time Academy Award winning producer keynoting on 'The Power of Story'.
The speed with which the digital revolution rocked our worlds has been shocking. 76 percent of marketers surveyed by Adobe agreed that marketing has changed more in the last two years than in the past 50. As brand marketers, we were just figuring out social and e-commerce and then mobile hit and we had to start all over again.
We scrambled, letting the dizzying array of devices, jargon, and acronyms intimidate the hell out of us. We were on edge. With digital budgets nearly doubling each year in China, we felt like we were riding the tiger. We hit the panic button. We set up “digital divisions”, hired “digital people”, and charged our chief talent officers to write jargon-filled employment ads for outsider “digital pirates”. We hoped an influx of “digital people” would save us and our campaigns.
In 2014, however, the avalanche of digital change is beginning to abate a bit, making this the year to turn the corner on digital paranoia and begin to do really great work with a significant digital component. First, digital growth rates are coming back to earth. eMarketer forecasts digital growth rates in China will drop another 50% in 2014 and even drop into the single digits by 2017.
These rapidly dropping growth rates give brand marketers breathing room in 2014 to better align their budgets to match the shift of eyeballs to digital.
Second, smartphones and tablets are no longer “future” devices, but instead they have become a familiar and ordinary part of our everyday lives. Like our target demographics, we use smartphones and tablets on a daily basis, and better understand how to harness these platforms for effective brand communication.
Finally, as the digital dust settles, brand marketers are coming to realize that the core of advertising – great content delivered to audiences at scale – has not changed. The few so-called digital specialists we brought onboard are helping us to migrate great content and campaigns onto new platforms and measure results. We have learned, however, that great campaigns cannot be outsourced to “digital pirates”.
2014 is a year for brand marketers to realize the value of their work at the heart of advertising, and put themselves into the digital driver seat.
With the stage set to make 2014 the “catch up” year for digital in China, the aim of this “playbook” is to help brand marketers raise their digital IQs over the course of 2014 in sensible and measured ways. We have created a checklist of 8 “must-dos in digital for 2014” to be spaced out over the course of the year. The playbook can help brand marketers prioritize and become familiar with new tools and opportunities presented by digital, and to inspire and guide, rather than to overwhelm.
In June 2014, the Tallie Team attended the Women in Technology International (WITI) Conference in Santa Clara, CA. As a company strong in female leadership, we put together an infographic highlighting our Top 10 Takeaways from the 2014 WITI Conference. Enjoy!
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
2015 EMERGING TOP TEN TRENDS
Please see a recent Zenith Report covering 2015 emerging top trends. The report is designed to help brands apply the learnings from these trends in order to enhance consumer experience and ultimately drive ROI.
The top 10 trends include video explosion, proximity marketing, retails scents, social personalisation, custom-fit, photo shop, swipe right to shop, smart sensor, brand storytelling and geotainment.
ZenithOptimedia's 2015 Emerging Top Ten TrendsZenithOptimedia
ZenithOptimedia's selection of the most important changes in technology, communications and consumer behaviour. The report is designed to help brands apply the learnings from our trends in order to enhance consumer experience and drive ROI.
Similar to Marketing and Insights - are we ready for tomorrow? ARF 2015 (20)
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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 digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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.
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.
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.
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.
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
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
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
Marketing and Insights - are we ready for tomorrow? ARF 2015
1. Keith Weed
Chief Marketing & Communications Officer
Unilever plc
Marketing and Insights
Are we ready for tomorrow?
@keithweed /KeithWeedUnilever
2.
3.
4. The internet of things Social visual
Convergence of
digital / ecommerce
Robotics
Data Content curationProgrammatic buyingMobile everywhere
THE PACE OF CHANGE
will only get faster
13. “The people who shoot it have
to be young. The people who
cut it have to be young. The
hosts have to be young.
If something is created in a
boardroom, it will not work.”
Shane Smith, VICE
BE AUTHENTIC
to penetrate the culture
40. SO WHAT DO WE NEED
TO DO DIFFERENTLY
TOMORROW?
41. Risk Mitigation
Imagining the
Possibilities
Tried and Tested Tools Innovative Approaches
Studying Consumers
Building relationships
with People
Generating Insights Driving Outcomes
Predicting the future Shaping the future
From To
[Amanda getting speaking points from Gayle, short bios for Keith and Stan sent.]
Thanks Gail and hello everybody. I hope you enjoyed your food. Now let me add some food for your mind!
Today Stan and I will be talking to you about our vision for the world of marketing and insights, and set the challenge as to whether our industry is ready for it.
And we’ll then offer ourselves up for some Q&A at the end.
But firstly, who is Unilever? We are a mass market consumer goods company serving 2bn people a day, from soap to soup, in 190 countries. We are the largest tea, ice cream, soap and deodorant company in the world. So whether you are washing your hair with Tresemme, your face with Dove or eating Ben & Jerry’s we are searching how to best serve your needs.
And like all good businesses, at Unilever we have a point of view on the future that is shaping the context in which we are doing business. But we are not just about predicting the future based on past trends. Instead we are focused on shaping that future, being pioneers, and ensuring that we get to the future first.
In short, we are transforming our business model to ensure that as marketers we deliver brand-led sustainable growth.
2014 rankings:
13 brands globally with turnover over 1 billion euro
15 brands globally with turnover over 1 billion USD
Only 1 brand (Dove) in the USA with turnover over 1 billion USD
The world has changed significantly in just five years. You can see some of the things on the screen that are revolutionising marketing.
The combination of mobile, social, data means we are now constantly connected.
During 2008 the number of ‘things’ connected to the internet exceeded the number of people on earth, but by 2020 there will be 50 billion.
US programmatic ad spend topped $10 billion in 2014 and will double by 2016.* Two years ago if you had said the programmatic to a marketer most of them would have looked at you blankly.
The pace of change will never be this slow again.
A recurring discussion between Stan and myself is whether market research, consumer understanding and consumer insights has changed enough to give us what we need in this new world.
*http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312
Let me be clear. I am not suggesting that succeeding in this new world is about jumping on each and every new trend that comes along. In this changing world, consistency is a valuable commodity.
And so today I am going to talk to you about the future of marketing through the things are always – or should – consistently at the heart of any marketer.
The ABC of marketing if you will.
First in that list is A for audience. Always the most important, the centre of a marketers universe.
But do we really understand today’s audience with true insight?
And how, in preparing for the future, as an industry can you move us from insight to FORESIGHT, to help us see what is coming in this fast changing and complicated world?
Our audience has never been so bombarded with messages. The combination of mobile, social and data has meant that marketing is no longer confined to the living room but is any time, any place, any where.
Estimates are that by 2016 around a quarter of Africa’s billion-strong population will have a smartphone – an increase of more than 70 per cent.
Here in New York, 80% of the population on food stamps have a smart phone. Mobile is going to change connectivity more than the internet.
74% of consumers use a smartphone to watch online videos, up 13% from two years ago.
This is 24/7 content. But because of that, people have become experts in filtering out the noise. Particularly millenials who have been marketed to in this way their whole lives and have an expert bullshit detector! They have literally never know a world that was not fully interactive.
To break through we need two things. Insights into how to engage people at the right time, in the right space, with the right message. And to be able to appraise the impact of that snackable content that does break through – on mobile, through Vines and so on. TV centric measurement just doesn’t cut it anymore. We need always-on insights and measurement for always-on people.
Take for example, the path to purchase for the new always-on consumers. This a very different journey to the linear journey in the past. Instead our audiences navigate the spiders web of the new world which you can see here on the right. This may or may not involve a trip to a store, but almost certainly involves a complex research process using multiple devices, which leaves a digital trail littered with multiple relevant moments where a brand could engage.
This requires a far more nuanced understanding of our consumers than in the past. Do we have a sufficiently developed understanding of how our audience are navigating the new world today? Do we understand when are the most important moments to be present to add the most value?
This is about multi-touch purchase for consumers who lean forward, rather than back. Consumers who crave constant interactions with their favourite content, and their favourite brands. They are no longer interested in simply watching, but interacting at the highest level . An understanding of this audience and process this cannot be delivered using out dated models, old thinking and a reliance on averages.
We can no longer to afford to think in aggregates rather than individuals. The tools that helped optimise the spray-and-pray power of yesterday no longer work.
Instead, we need to move from simply talking to people, to building relationships with them. More than simply targeting a segment like mums or millenials or Muslims, its about hearing and responding to each and every voice.
As hyper targeting is becoming increasingly possible, and we need to think about how to optimise content communication for individuals to build these relationships. Do we have the right tools to respond to this individualisation of ‘audience.’ Not yet.
Are we moving at the same speed as the revolution? We fine-tuned our tools for yesterday’s world, but we are not keeping up with a world that is increasingly characterised by being 24// content, multi touch and hyper targeted.
My challenge to you as an industry here: what tools are you as an industry innovating to capture the brand equity building power of a lean forward generation versus a lean back?
[Soundbite]: ‘we need the insights for a lean forward generation‘.
Moving on to the B, which is for brands. They will always be the growth engine for companies wanting to differentiate and add value.
Brands can, and are, bouncing off this new audience. With the explosion in connections we’ve seen, our brands have opportunities to reach our audience in ways we could never have dreamed of before.
But to truly benefit from this opportunity brand builders need the insights of the research industry to better understanding the ‘stickability’ of their brands and their communications in order to build brand love.
The first is consistency, and Dove is a good example to use here. Dove started its journey of improving the self esteem of women over ten years ago. And it has proven its ‘stickability’ because it has become a brand that matters to people.
We have to start being more thoughtful about the importance of consistency and clarity of proposition in the cluttered always-on world I just talked about. Always-on content should not mean always-new content.
Multiple messages in a year for a brand can serve to fragment it, rather than build it. Consistency and clarity has to be a priority for brand builders today and in the future, and the positioning tools we have need to reflect this priority.
Brands with clarity on positioning and consistency are the brands that become routed in culture. And this means they can become an authentic and relevant part of the cultural conversation.
As Shane Smith, CEO of Vice said to me when I met him recently, authenticity is not created in the boardroom. Your brand must have earned the right to be part of that conversation by penetrating the culture of its audience. Today’s brands are not built in boardrooms. They are crafted on teenagers mobiles in skate parks, in bedrooms and in school yards all around the world.
A brand that is not an authentic part of our culture, a brand that does not have meaning, whether that be global or local, is not a brand that will be relevant for long.
Consistency and authenticity are key ingredients to building a brand with purpose. What do I mean by that? In today’s social media worlds brands need to give more than just functional benefits. People don’t want a brand to buy, but an idea to buy into. “Responsible consumption” sales, to borrow a phrase from the Boston Consulting Group, are growing at 9% per year, and account for 15% of sales in US retail chains.
This is what I call marketing FOR people. It’s Dove raising the self esteem of woman all around to world with our recent #speakbeautiful campaign or Ben & Jerry’s marching alongside thousands of others against Climate Change here in New York last September.
Building brands with purpose is about moving from marketing to consumers to mattering to people.
Consistency, authenticity and purpose. Those are the traits of brands that have cultural meaning, and brands that will last.
My ask for you here is how to do you as an industry help us move beyond cultural insights to a deeper understanding of cultural tensions? And more importantly, how we can leverage those cultural tensions to build stronger brands?
Soundbite: ‘insights into cultural tensions will build stronger brands.’
Audiences are connected and engaged like never before. Brands with consistency, authenticity and purpose are the ones that will win in the future. What is the C that follows these? Of course – its content.
In retrospect, wasn’t the 30second TV ad world easy? To test, to model, to air. Today inside we face multiple medias all with different formats, different devices being viewed in different places and on demand.
For brands to connect with their audience in this world they need content that doesn’t just cut through the clutter, but that inspires people to talk about it, share it, interact with it, and help build it.
An example I want to share in this section is All Things Hair. Every year over 11 billions searches are made about hair on Google. But it isn’t branded products that people are looking for, its inspiration and solutions. Working with Google, we can identify hair trends up to three months in advance with up to 90% accuracy. We then developed a YouTube channel that would answer these hair needs, working with vloggers to create video content that provides credible voice which works across many brands to give people the content that they are actually physically searching for.
Within ten weeks we were in the top 10 most engaged brands on YouTube.
All Things Hair works we thought differently about content. We moved from optimising our broadcast content to inspiring content creation with true utility and talkability. We already have the expertise in generating insights, developing TVC, testing them and making tweaks on spend based on MMM’s. We can optimise away. But what we need to build the future are insights that will inspire great omni- channel communication that has the potential to go viral. We are looking for the next All Things Hair.
The second point to make when thinking about content for tomorrow’s world is about moving from metrics that are simply numerical to ones that are attitudinal.
We all know the time tested techniques which measure the recall of communication and its ability to persuade people. This is fine for brands that are focused on simply selling more of their product. But what we are trying to do through our brands with purpose is create movements. Brands such as Dove, Ben & Jerrys, and Unilever Project Sunlight which you see on the screen here are about something bigger than selling more units. They are about marketing for people, and creating a better world.
What these brands needs is the ability to assess the engagement and talkability potential of the content we create and put out there. Metrics that assess how much we can make a difference.
The final point I want to make around content is about the changing agency model. This is a shot I took in the Command Centre of the launch of Unilever Project Sunlight. 12 companies working together through the night to launch this incredible movement about creating a bright future for our children in five countries. 12 companies and us, all working together towards the same objective, seeding the film, creating bespoke content for influencers, engaging with bloggers and reacting to sentiment.
To build the best content and to get it to our audiences requires true partnership. We need to break down the walls which exist between agencies and partners and encourage a holistic approach, with the clients best interests at the forefront.
We should be working together to deliver more than a whole. No more siloed deliverables for mobile, for social, for strategy, for execution. But an integrated and orchestrated approach where 1+1 can equal 3.
Being ready for tomorrow means thinking about three things differently – the content we create, the way we measure it, and the people we create it with.
There are big asks for your industry. But getting to the future first was never going to be easy!
The world around us is going to change very rapidly..machines are becoming very intelligent. Think Watson and beyond!! Talking about that let me introduce you to someone…
Being ready for tomorrow means thinking about three things differently – the content we create, the way we measure it, and the people we create it with.
There are big asks for your industry. But getting to the future first was never going to be easy!
Not saying Robots will replace us. If Watson can do what humans were doing 3 years ago, the day robots do what we do is not very far off! The challenge is how do we stay ahead?
There are big asks for your industry. But getting to the future first was never going to be easy!
As you have heard Keith tell you, the world of marketing is changing. The pace of change will never be this slow ever again!!
Can we, as insights specialists, afford not to change? No. and more importantly…..
More importantly, how can we lead the change? We are closer to consumers than anyone else. We almost have the responsibility to lead the change. We have an unique, once in a lifetime opportunity ahead of us….what is going to drive that? How do we stay on top of that….
Keith talked about the holy trinity of audience brands and content are just as relevant to succeeding in todays always-on and connected digital world as they were when the Mad Men ruled.
But there is a little something extra for marketers to think about today, and that’s a D…its data.
So of course we couldn’t talk about being ready for tomorrow without talking about data, the ‘D’ of marketing.
Audiences are connected and engaged like never before.
In the process, huge amount of data is being spitted out these days..like never before.
We cannot escape this tsunami!
3 trends in the world of data which are transforming the insights industry. Let me briefly talk about each of these.
The need is to understand how data is changing the way companies need to respond in this nimble and agile world. Sometimes, big is not beautiful…big not necessarily better
Access to data is reducing the reliance on people who are collecting data. Value chains are getting squeezed. Everyone starts complaining about margin squeeze…all that I would say is Welcome to the new world order!
Cost of collecting data is crashing dramatically. Today you can pay for your research with a credit card and it could cost as little as 500$ and is accessible to a pizza shop owner in a strip mall. Data has become commodity. What happens to commodities – prices fall. This is inevitable and is going to accelerate going forward. The good news is that market for data has expanded significantly
There is so much data out there. It is very often overwhelming. It is at a stage where it is humanly impossible to harness the power of all this data. Machines are taking over. You know that is going mainstream when you see TV ads for Watson analytics. Welcome to the world of smart-machine driven analytics world. So, what is the role of human beings in this situation?
We can keep saying this. But this is not going to make us great. Creating better mouse traps to mine the data is table stakes. There is a different breed of talent that is today outside the core insights industry as we knew it. How can we make sure these two tracks meet soon before it becomes too late?
My POV is that humans are important and will always be so. But this will happen if and only if we internalise that it is NOT about data
It is not impossible for us to get to a stage where we say ‘I have the answer, what is your question’
It is definitely within our realm of possibilities. This is where humans can play an important role going forward.
All this is easier said than done.
We as a community need a big change of mind set. To me this is as important if not more than just learning new skills and creating new tech enabled platforms. I am saying this because in the past 5 years I have seen an accelerated change in development of the MR industry. The industry has sprung back into action and has generated tools and techniques like never before. I have never seen as many new entrants getting scale in the last 5 years as I have in the 25 years before that!!
This is our vision for the function within Unilever. Note the absence of the word insights…that is deliberate. For us in the function it is all about creating impact based on transformational actions we inspire and provoke. It’s a different role today than a few years ago. Welcome to revolution!
To bring about revolution we all need new set of skills and capabilities. It is not about saying “All the old people are obsolete and let me get new ones” It is about taking what you have and inspire them to be the best that they are capable of and it is about inspiring them to see the world of possibilities and enable them to chart a course of action to get to the new world
These are some of the new capabilities we are trying to create within
The change of mind set is not just about WHAT you do but HOW you do it? WHAT you think is your mandate is?
From and to. This is not a comfortable journey. Path is full of obstacles. Some times your own partners don’t want you to do that. The bigger question is “How do we want to be seen and remembered by our organisation?” Keith always tells me “Give me you No Holds Barred action recommendations. You are not here to drive the business and not please people”
To do all this, we had to go through a big change and shift of focus. Fortunately, leading change is in Unilever’s DNA.
Research international – 1962 etc
Over the past 2 years, we are reinventing the function again…because we owe it to the business
Throw out numbers of pilots etc
4 breakthrough technologies mainstreamed
15 new technologies are in various stages of pilot across 45 different locations
Frankly, some of the technologies that I saw blew me away. Neither the owner of the tech nor us even for a moment thought it had insights application. Creative leadership and collaboration resulted in creation of new to the world approaches We are very excited with quite a few of them. These are becoming mainstream within Unilever and you will probably hear about them sooner than later!
‘if only Unilever knows what it knows’ We want to liberate our people from grunt work. That is the only way they will be able to deliver above and beyond just process
Agency Reward Scheme. This is revolutionary. Everyone talks about partnership. We are putting money where the mouth is. We treat people who work on our account as part of our team and reward them similar to the way we reward our employees. People matter.
CMI Academy, ILP, Business Partnering, Creative Leadership (Add Logos for programmes)
Change logo to creative leadership.
Training and developing your people is mission critical. You lose the right to complain about quality of people you have if you do not invest in their development. Ask not what your employees can do for you. Ask, what have you done to enable what you want them to do for the company?
Finally, it is good to have vision, mission, training program, incentive structures etc. But all this will yield not as much if you don’t inspire your people. That is usually relegated to a sheet of paper or a ppt deck that is circulated or a town hall that delivers vision. That in my view does not go far enough at all. Making people feel, live and breathe the vision is mission critical. Bringing vision to life in an experiential way is mission critical.
Talk about Fusebox and the grand finale
How cool was that? Recording a CMI single in the same place where Beatles, Pink Floyd etc have recorded singles was an absolutely breathtaking and life defining experience. It created memories that will be shared with future generations as well!
We are now accelerating our journey very rapidly. We have a lot to do
IF IT IS TO BE, IT IS UP TO US
Exciting days are ahead. Data is an enabler but we are the ones who will make a big difference. Never underestimate the power of this collective genius in this room.
If we apply our mind and motivate everyone around us, we will be a powerful force.
May the force be with you.