1) The document summarizes research on consumer and advertising trends during the COVID-19 crisis. It finds that consumers are increasingly concerned with the economy but are hopeful about summer.
2) It recommends that brands continue advertising if possible, as cutting spending can hurt long term sales. Creative messaging should show empathy but also avoid being overly sentimental.
3) Established brand characters and nostalgic ads set in the past can provide comfort during uncertain times, while aggressive ads should be avoided. The focus is shifting from the pandemic to envisioning a return to normalcy.
DIMENSION 2018 - Momentum towards IntegrationKantar
Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.
Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
The following slide deck was created for an IMC cause marketing course. I evaluated CVS Health's Be The First campaign which is aimed to decrease the number of smokers and educate the dangers about smoking.
DIMENSION 2018 - Momentum towards IntegrationKantar
Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.
Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
The following slide deck was created for an IMC cause marketing course. I evaluated CVS Health's Be The First campaign which is aimed to decrease the number of smokers and educate the dangers about smoking.
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
In the advertising and marketing industries, the debate has raged for decades. Do high levels of creativity make advertising more effective? Or is creativity just irresponsible folly practiced by creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
Este estudio analiza el perfil como compradores de la llamada "The Millennial Generation", considerando como tal al grupo de edad entre los 18 y los 31 años. (En inglés)
Continued over-reliance on traditional printed flyers to do the heavy marketing lifting is misplaced. This white paper explains how the effectiveness of printed media can now be vastly improved by supplementing flyer campaigns with digital media that exploits mobile ID tracking to hyper-target individual, ideal customers with actionable offers.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Influencer Marketing: Cashing In on Pop Cultureclickrain
Not getting through to Millennials? PPC ads not working? Over thirty percent of internet users will block ads this year. Sometimes you have to come at selling from an angle. Influencer marketing is popular, not only because younger generations tend to trust people over brands, but also because those who hold clout already have an established platform for sharing your ideas. Discover ways to tap major influencers in your industry and market (take that, ad blockers)!
Presentation by Sarah Kurtenbach
Sarah is a social media and digital expert who has worked for a top Facebook Preferred Marketing Developer for over five years. She has worked with clients such as: Samsung, Revlon, Capital One, CVS, Domino's, J.Crew and many others. Currently, she is the Principal & Founder of The Kurtenbach Group, LLC, a social media and growth consulting company with clients in NYC, LA, San Francisco, Seattle and (of course), South Dakota.
"Transparency, Purpose, and the Empowered Consumer: A New Paradigm for Advert...yann le gigan
Transparency, Purpose, and the Empowered Consumer: A New Paradigm for Advertising
[bsr.org 23.03.15]
In the past several years, the advertising industry has undergone dramatic changes that have created an array of challenges and opportunities:
-The use of “big data” to target consumers has raised government and consumer concerns about the collection and use of personal information.
-The rise of “native advertising,” in which ads appear as content, has triggered questions about whether consumers are being misled.
-Digital advances have given brands direct connections to their consumers, with the power to gain insights and build loyalty.
-New advertising approaches appealing to consumers’ core values have given brands an opportunity to engage consumers on a deeper level.
-Advertisers using their creative power to share messages related to social, environmental, and cultural issues have built strong brands and are having a positive influence on the world around us.
In context of these developments BSR and Participant Media embarked on research to explore how the major trends in advertising intersect with ideas related to corporate social responsibility.
http://www.bsr.org/reports/BSR_Participant_Responsibility_Transparency_in_Advertising_March_2015.pdf
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
The Millennial Consumer (Boston Consulting Group) - AB12Inspiring Benefits
En este estudio, Boston Consulting Group pretende desmontar mitos sobre la generación conocida como millenials, habitualmente calificada de "vaga" y "poco comprometida" y realizar un acercamiento que ayude a conocer más a este grupo como consumidores. (En inglés)
When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.
5 Quick Ways to Respond to Facebook & Instagram Trends
Over the past several weeks, people have been spending 44% more time on social media. That means Facebook and Instagram represent a powerful opportunity to reach your audiences where they are present and active.
Join us online to learn:
• How to respond to recent trends on Facebook & Instagram
• How to adjust paid campaigns to reach new audiences.
• How to engage your customers & prospects on social.
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
In the advertising and marketing industries, the debate has raged for decades. Do high levels of creativity make advertising more effective? Or is creativity just irresponsible folly practiced by creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
Este estudio analiza el perfil como compradores de la llamada "The Millennial Generation", considerando como tal al grupo de edad entre los 18 y los 31 años. (En inglés)
Continued over-reliance on traditional printed flyers to do the heavy marketing lifting is misplaced. This white paper explains how the effectiveness of printed media can now be vastly improved by supplementing flyer campaigns with digital media that exploits mobile ID tracking to hyper-target individual, ideal customers with actionable offers.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Influencer Marketing: Cashing In on Pop Cultureclickrain
Not getting through to Millennials? PPC ads not working? Over thirty percent of internet users will block ads this year. Sometimes you have to come at selling from an angle. Influencer marketing is popular, not only because younger generations tend to trust people over brands, but also because those who hold clout already have an established platform for sharing your ideas. Discover ways to tap major influencers in your industry and market (take that, ad blockers)!
Presentation by Sarah Kurtenbach
Sarah is a social media and digital expert who has worked for a top Facebook Preferred Marketing Developer for over five years. She has worked with clients such as: Samsung, Revlon, Capital One, CVS, Domino's, J.Crew and many others. Currently, she is the Principal & Founder of The Kurtenbach Group, LLC, a social media and growth consulting company with clients in NYC, LA, San Francisco, Seattle and (of course), South Dakota.
"Transparency, Purpose, and the Empowered Consumer: A New Paradigm for Advert...yann le gigan
Transparency, Purpose, and the Empowered Consumer: A New Paradigm for Advertising
[bsr.org 23.03.15]
In the past several years, the advertising industry has undergone dramatic changes that have created an array of challenges and opportunities:
-The use of “big data” to target consumers has raised government and consumer concerns about the collection and use of personal information.
-The rise of “native advertising,” in which ads appear as content, has triggered questions about whether consumers are being misled.
-Digital advances have given brands direct connections to their consumers, with the power to gain insights and build loyalty.
-New advertising approaches appealing to consumers’ core values have given brands an opportunity to engage consumers on a deeper level.
-Advertisers using their creative power to share messages related to social, environmental, and cultural issues have built strong brands and are having a positive influence on the world around us.
In context of these developments BSR and Participant Media embarked on research to explore how the major trends in advertising intersect with ideas related to corporate social responsibility.
http://www.bsr.org/reports/BSR_Participant_Responsibility_Transparency_in_Advertising_March_2015.pdf
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
The Millennial Consumer (Boston Consulting Group) - AB12Inspiring Benefits
En este estudio, Boston Consulting Group pretende desmontar mitos sobre la generación conocida como millenials, habitualmente calificada de "vaga" y "poco comprometida" y realizar un acercamiento que ayude a conocer más a este grupo como consumidores. (En inglés)
When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.
5 Quick Ways to Respond to Facebook & Instagram Trends
Over the past several weeks, people have been spending 44% more time on social media. That means Facebook and Instagram represent a powerful opportunity to reach your audiences where they are present and active.
Join us online to learn:
• How to respond to recent trends on Facebook & Instagram
• How to adjust paid campaigns to reach new audiences.
• How to engage your customers & prospects on social.
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Content Solutions for Global Brands in Times of CrisisFreedman
In our recent global marketing poll, we discovered that 52% of global brands are focusing on brand awareness as a priority in the coming year.
But how can brands keep creating great content when everything’s on hold? Our tips on producing content in a crisis are here to help.
Finding Balance in Adversity: COVID-19 Playbook for BrandsMaggie Malek
In this environment, talking about marketing can feel like we are taking advantage of the current crisis. Selfish and VERY strange. But it is exactly during these times of crisis that we must step-up and examine the role we play as marketers and brands to drive the economy.
The consumers who buy our products on the shelf at the store (or online, with this new normal) are made up of people, just like you and me. If you work in advertising, the same goes for the brands that you serve. These are all people; they have fears and dreams. Mortgages and stock options. Friends, neighbors, siblings and grandparents. There are so many things to worry about. Our brand partners are also worrying about their people – the staff that work in fulfillment centers, the customers they serve and the communities they volunteer in. The lives that we touch as marketers are in the millions, and even in the face of uncertainty, we must continue on.
But we must do it with empathy, keeping all of those people in the center of the choices we make.
At MMI, we are here to serve you, both the brands we work with and all of our sister agencies and small businesses who are looking for help. We are undaunted by the task ahead of us. To help you manage your business through this time, we have created a brand playbook you can use. It’s compiled of actionable next steps based on our long experience with consumer understanding and our path-to-purchase obsession, as well as our deep understanding of integrated communication crisis strategy for global brands. We have also leveraged global learnings from our sister agencies, ForwardPMX and HarrisPoll.
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
While change has always been a constant, the pace of change seems to have increased exponentially. This change permeates through all aspects of business as well; competition, marketing, social media, health care, even your employees. As a business owner or leader, you are challenged with keeping up with that change - perhaps even embracing it. The 2013 7x7x7 panel examines where change is happening, what it's impact will be on you and how you might take full advantage of that.
Sabiha Shakil — Getting Your Digital Content Strategy Right in Times of CrisisSemrush
These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Getting Your Digital Content Strategy Right in Times of Crisis". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-getting-your-digital-content-strategy-right-in-times-of-crisis/
Changes in consumer behavior, fueled by technology, require new marketing capabilities. Each year, $112 billion in advertising is wasted1. A new capability model, to optimize customer value at every interaction, is required. Progressive marketers that embrace this capability model have already realized hundreds of millions annually
for their firms.
This paper explores the fundamental changes in the business of marketing, then introduces a capability model for driving customer engagement in a connected world. This capability model enables robust optimization at “the moment
of truth,” when customers engage directly with brands.
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.
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 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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
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
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.
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
2. 2
Consumer Update:
Where we are in the crisis &
factors to consider
Advertising update:
Why now?
And how?
We’d like to thank these organizations who have published the valuable research shown in this report:
Acupoll, Bain, BCG, Comscore, emarketer, Financial Times, IAB, Ipsos, IRI, Journal of Advertising Research Kantar, LEK
research, Luth Research, McKinsey, MAGNA, Mindshare, Nielsen, NCS, NY Times, Persado, Peter Field, Real Eyes PWC,
System-1, Unacast, Vidmob.
Marketing and the present moment
3. 3
Consumer Update:
Where we are in the crisis &
factors to consider
Advertising update:
Why now?
And how?
Consumer and the present moment
8. Reopening: A polarizing issue and a moving target
8
Source: IpsosSource: PWC
CFOs expectations on time of recovery continue to extend
Opening the economy is not worth it
for most Americans
9. New normal: It’s complicated
9
“Did we go ‘back to normal’ after
9/11? No. We created a whole new
normal.
We securitized the United States.
We turned into an antiterror state.
And it affected everything. We
couldn’t go into a building without
showing ID and walking through a
metal detector and couldn’t get on
airplanes the same way ever again.
That’s what’s going to happen with
this.”
Laurie Garrett
Source: Bain & Company
11. Consumption: Acceleration of long-term trends
(and some reversal)
11
Source: BCG analysis on credit card and IRI data
12. “This has changed me for the better”
“I stop to thank people at the grocery”
“Helping my kids process their feelings”
“I am proud of myself for not breaking
down”
“Taking time to reflect, exercise, spend
more time with my family”
“Engaging my family in activities they
never participated before like cooking”
Psychology: It hasn’t been all bad
12Source: Acupoll, April 16
Staying home has been an opportunity to find meaning
Majority of Americans feel Better
about:
Relationship with their family: +19%
Their priorities in life: +18%
The development of their children: +12%
13. Current Mindset:
Summer or the apocalypse (or both)?
13
Rising Retail Categories in Google Search
Source: https://gweb-dat-demand-seeker-
prod.appspot.com/feature/category-trends/us/month
VS a year Ago (up to 900% or more)
Surgical Gowns, Household disinfectants
Sneeze Guards, Hand sanitizers & wipes,
Disposable Gloves,
Neck Gaiters, Protective Masks, Hazardous
Material Suits, Liquid Hand Soap, Bleach,
Antiseptics & Cleaning Supplies, Bidet Faucets &
Sprayers, Infrared Thermometers, Gas Mask &
Respirator Accessories, Webcams, Paper Towels
Yeast, Breadmakers, Bread Pans & Molds
Free Weights, Bicycle Brake Parts
VS a month ago (up to 200% )
Home outside:
Swimming Pools, Outdoor Umbrellas & Sunshades, Sprinkler
Accessories, Outdoor Umbrella & Sunshade”
Outdoor Activities:
Water Parks & Slides, Vehicle Boat Racks, Golf Bag accessories,
Roller Skates, Paddleboards, Wakeboarding, Kayaks, Motor-
Boats, Bicycles, Trampolines
Food prep:
Ice Crushers & Shavers, Tortilla & Flatbread Makers, Outdoor
Tables, Frozen Drink Makers, Food Mixers & Blenders,
Personal care:
Skin Care Masks & Peels, Necklaces, Spas, Sunscreen,
14. In Summary:
Our state of mind after weeks of lockdown…
• Everything is now different. Will it ever be the same?
• COVID-19: We are tired of it all
• Economy: An increasing concern
• Reopening: Polarizing (and a moving target)
• New normal: It’s complicated…
• Media: MORE!
• Consumption: Acceleration of long-term trends (and some reversal)
• Psychology: It hasn’t been all bad
• Current Mindset: Summer, or the apocalypse (or both)?
14
15. 15
Consumer Update:
Where we are in the crisis &
factors to consider
Advertising update:
Why now?
And how?
Advertising and the present moment
16. The advertising decision tree in times of crisis
Should we stay on air or not?
Yes
What should be our goal?
Long/
Brand
Short/
performance
Both
What creative should
we use?
New
Same as
before
No
16
17. Ad Spend and the economy:
We all move in the same direction
• 75% of the change in ad spend
is explained by change in GDP
• Basically, advertisers adjust
their spend based on the
economy and follow a herd
mentality
17
18. Recession: We hit the brakes HARD on ad spend
• On average 1% drop in
GDP causes 4.4% drop
in advertising
• Advertising is still not
seen as a source of
competitive advantage
although it could be.
According to a study by (AAAA) advertising during difficult times results in increase in a 1.5-point gain in incremental
market share, much greater market share gains than in periods of economic prosperity. 18
19. State of advertising: Spend is already down
• Digital ad spend is down 29%, slightly improving
• Traditional media is down 44%, continues downturn
• Advertisers who leverage news more likely to pause/cancel ads
• 43% of originally planned Sports budgets are off the table
• Yet, nearly 26% more brands are advertising on TV today vs. a year ago
• Audience targeting is up (+38%)
Sources:
1. IAB buy side survey, April 2020
2. iSpot analysis of national advertising from
March 14 through April 12. (March 14 was
selected as the starting point because it
marked the first Saturday at the start of
pandemic lockdown without live sports
broadcasts.
19
20. What the research says: keep spending (if you can)
Strategy Expected outcome based on
research
Cutting
Spend
Cutting back on advertising during a recession
can hurt sales during and after the recession,
without generating any substantial increase in
profits.
Maintaining
Spend
Not cutting back on advertising during a
recession could increase sales during and after
the recession
Increasing
Spend
Increasing advertising during a recession may
boost sales, market share, or earnings during or
after the recession because most firms tend to
cut back on advertising during a recession.
Source: Journal of Advertising research
http://www.journalofadvertisingresearch.com/content/49/3/304
20
Source: Ipsos
21. 21
“Do not hit the panic button and withdraw
brand advertising, unless short-term survival
depends on it.
Resist the pressure to switch advertising
spend from brand solely to activation.
Maintaining SOV is likely to be cheaper than
in normal times.”
22. Creative (1/2): Initially, we all got the same brief
Decided to:
1. adjust tone of voice
2. show empathy
3. Communicate that we
are in this together
22
73%
of advertisers are adjusting
their messaging*
58%
Mentions Crisis in
new creative
Source: IAB
23. Creative (2/2): we all got to the same placeA tinkling piano.
Monochrome deserted streets.
An old newspaper blows past.
Empty chairs. Gloomy skies.
Concerned faces.
“We’ve been there for you since 19-
something something,” says a comforting,
homespun voice.
The tempo of the piano increases. The sun
rises.
“But in these unprecedented times,” the
voice continues, “we can still be there for
each other and our families.”
Product shot.
Slow motion video of employees interacting
in a friendly yet socially isolated manner.
Children play at home on the sofa. An old
person waves through a web cam.
“Together with you.”
Logo. 23
Source: Youtuber Microsoft Sam - https://www.youtube.com/watch?v=vM3J9jDoaTA
24. Or did we?
Source: Realeyes / Using computer vision and machine learning, the company measures how people feel and their
attentiveness as they view your content online through their camera’s device
1. People are less receptive to sentimental messaging interwoven with technical product
aspects and more transactional sales messaging.
2. Pick one, as they may not work well together.
24
25. Evolving narratives: From pandemic to (new) normalcy
Source: Persado/ an AI-powered message machine that understands language and breaks down marketing creative
into its critical elements: narrative, emotion, descriptions, calls-to-action, formatting, and word positioning 25
26. Comfort “food”
• Established Brand Characters. Established characters provide
consistency in a time of crisis. They also have the benefit of operating
in a slightly parallel brand world that remains unaffected by world
events, allowing brands to play with humor.
• Familiar Scenarios. Ads with a repeatedly used scenario or with a
familiar tagline which play out in a slightly parallel make-believe world.
They often depict a scene unfolding — a drama not a lecture — with
characters or actors playing parts.
• Ads set in the past. Ads that are set in the past enable you to show
groups, human connection and humor, while avoiding any sensitivities
associated with a modern-day context.
Source: What Should Ads Look Like in the Time of Recession? System 1, https://business.linkedin.com/marketing-
solutions/blog/content-marketing-thought-leaders/2020/what-should-ads-look-like-in-the-time-of-recession-
“According to our
analysis of video ad
viewing experiences
in the U.S., people
are showing 32%
fewer happy
emotions, and a
2.9% drop in
attention.”
RealEyes
26
27. What about your old ad?
System1 re-tested 100 ads — mostly B2C — in the UK (50 ads) and the US (50 ads) from January and February 2020 (the period
before the pandemic hit these countries) to investigate whether these ads are connecting any differently today. The ads were chosen
at random from across the sectors covered and the re-test was conducted over the weekend of 21-22 March. 27
28. What to avoid: aggressive, high energy, rhythmic pace
• Aggressive, competitive or performance-focused ads. It is
high energy, loud and aggressive in the current context.
• Ads reliant on words and rhythm. Although tempting,
over-reliance on the use of on-screen words and rhythmic
soundtracks are common features of ads that are
performing worse today.
• The direct ‘hard sell’ ad, focused on price or
promotion. Ads that stress price and offers — at least at
this stage in the crisis.
• Ads that pander to vanity or self-image. Ads that are
highly self-conscious and encourage you to project an
image to the world.
Source: What Should Ads Look Like in the Time of Recession? System 1, https://business.linkedin.com/marketing-solutions/blog/content-marketing-
thought-leaders/2020/what-should-ads-look-like-in-the-time-of-recession- 28
30. State of consumer and advertising
1. Consumer attention: Shift from Covid to the economy (for now)
2. Mindset: People are stressed, but the summer is approaching
3. Advertising: brands should not go dark / they should maintain spending if possible
4. Creative: we need to evolve the creative formula or use existing assets.
30
Last updated:
May 12th
Editor's Notes
From IRI: Advertisers adjusting media budgets down due to the lack of live TV programming, primarily sports.
Consumers are watching broadcast and cable news more than any other types of programming (38 of the highest rated programs relating to news).
TV, media prices are set mostly ahead of time with less than 1/3 of the media bought ad hoc (spot), so pricing won’t adjust immediately.
The coming upfront TV/video market season presents both opportunity and uncertainty for advertisers and media sellers. The season, which typically kicks off in May and continues into the summer months, is a time when advertisers lock in access to premium inventory at guaranteed prices in exchange for annual commitments. In today’s unsettled market the very format and timing of the upfront market are in question.