Making the Best Marketing Campaigns Even Better- UK- 2014

•

2 likes•4,614 views

The document discusses how Nielsen's Books & Consumers Survey can help book marketers better target specific audiences. It analyzes the typical consumers of books by Gillian Flynn, John Green, and The Fast Diet non-fiction book to determine their demographics, purchasing habits, media usage, and preferred discovery methods. The goal is to help marketers direct their budgets more effectively by understanding these key buyer profiles.

Marketing

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
3
• Survey of 3,000 book buyers per month, selected from a
nationally representative sample by age, gender, location
• Online questionnaire of c.50 questions
• Representing c.90,000 book purchases per year and 36,000
buyers
• Comprehensive database with details of book buyers – and
the books that they buy
NIELSEN’S BOOKS & CONSUMERS US SURVEY

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
4
METHODOLOGY
Book consumersBook consumers
What?What?
Where?Where?
When?When?
DemographicsDemographics
Media usageMedia usage
Leisure habitsLeisure habits
Why?Why?
Who for?Who for?
Book spendBook spend
Publisher, format, genre,
author, price, discounting
Channel, retailer
Month, quarter, YTD
Discovery, influences, use
Sex & age, relationship,
occasion
Books bought
AttitudesAttitudes
Sex, age, region, socio‐economic, family
Papers, magazines, radio, devices, social media
Online, offline, cultural, commuting
Reasons for reading; value of reading

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
5
SO….
WHAT IS A MARKETING HEALTH CHECK?

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
6
May 28, 2012
“MARKETERS ARE GETTING WORSE AT
DIRECTING THEIR BUDGETS WISELY”

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
7
AND WHAT ARE WE GOING TO CHECK?

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
8
GILLIAN FLYNN (ADULT FICTION)

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
9
THE TYPICAL GONE GIRL BUYER IS….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
10

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
11
SO…
HOW DO YOU REACH WELL EDUCATED, ABC1
WOMEN IN THEIR 20S AND 30S, LIVING IN LONDON
AND THE SOUTH EAST IN FULL TIME
EMPLOYMENT?

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
12
THE BOOKS THEY BUY ARE FROM…..
BUT NOT…
AND

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
13
OVER HALF HAVE…
AND NEARLY 3 IN 4 HAVE

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
14
THEY READ…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
15
THEY GO TO….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
16
BUT….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
17
1 Read author/series/book before
2 Physical shop
3 Friend/relative/colleague/request
4 Bookseller website/email
5 Author website/interview/event
6 Bestseller list
7 Place of study/work
8 Film/TV/radio adaptation
9 Reading group
THEY LIKE PERSONAL METHODS OF DISCOVERY…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
18
1 Read author/series/book before
2 Physical shop x
3 Friend/relative/colleague/request
4 Bookseller website/email
5 Author website/interview/event x
6 Bestseller list
7 Place of study/work
8 Film/TV/radio adaptation
9 Reading group
THEY LIKE PERSONAL METHODS OF DISCOVERY…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
19
1 Read author/series/book before
2 Physical shop x
3 Friend/relative/colleague/request
4 Bookseller website/email
5 Author website/interview/event x
6 Bestseller list
7 Place of study/work
8 Film/TV/radio adaptation
9 Reading group
THEY LIKE PERSONAL METHODS OF DISCOVERY…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
20
JOHN GREEN (YA/CROSS OVER FICTION)

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
21
THE TYPICAL JOHN GREEN CONSUMER IS…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
22

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
23
SO….
HOW DO YOU REACH YOUNG UNMARRIED
WOMEN, LIVING IN THE SUBURBS, WHO DON’T
BUY MUCH FICTION?

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
24
THE BOOKS THEY BUY ARE FROM…..
AND PARTICULARLY

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
25
THEY BUY…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
26
AND OWN….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
27
THEY ARE VERY WELL CONNECTED…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
28
THEY READ…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
29
BUT NOT…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
30
OR INDEED

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
31
1 Read author/series/book before
2 Physical shop
3 Friend/relative/colleague/request
4 Place of study/work
5 Author website/interview/event
6 Bookseller website/email
7 Film/TV/radio adaptation
8 Bestseller list
9 Social network site
THEY DISCOVER THEIR BOOKS….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
32
1 Read author/series/book before ×
2 Physical shop
3 Friend/relative/colleague/request
4 Place of study/work
5 Author website/interview/event
6 Bookseller website/email ×
7 Film/TV/radio adaptation
8 Bestseller list
9 Social network site
THEY DISCOVER THEIR BOOKS….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
33
1 Read author/series/book before ×
2 Physical shop
3 Friend/relative/colleague/request
4 Place of study/work
5 Author website/interview/event
6 Bookseller website/email ×
7 Film/TV/radio adaptation
8 Bestseller list
9 Social network site
THEY DISCOVER THEIR BOOKS….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
34
THE FAST DIET (ADULT NON‐FICTION)

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
35
THE TYPICAL FAST DIETER IS….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
36

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
37
SO…
HOW DO YOU REACH UPMARKET OLDER WOMEN
LIVING IN THE COUNTRY WHO ARE LIGHT BUYERS
OF NON‐FICTION?

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
38
THE BOOKS THEY BUY ARE FROM…..
BUT NOT
AND THEY OVER‐INDEX
ON…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
39
THEY BUY…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
40
THEY ARE VERY LIKELY TO OWN…
47% (vs 33% on average)
AND (SADLY!)

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
41
THEY ARE NOT SOCIAL MEDIA USERS….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
42
BUT THEY ARE AVID READERS OF…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
43
THOUGH NOT…..

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
44
THEY ARE LIKELY TO….

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
45
1 Read author/series/book before
2 Bookseller website/email
3 Physical shop
4 Friend/relative/colleague/request
5 Author website/interview/event
6 Bestseller list
7 Film/TV/radio adaptation
8 Printed newspaper
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
46
1 Read author/series/book before
2 Bookseller website/email
3 Physical shop
4 Friend/relative/colleague/request
5 Author website/interview/event x
6 Bestseller list x
7 Film/TV/radio adaptation x
8 Printed newspaper
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
47
1 Read author/series/book before
2 Bookseller website/email
3 Physical shop
4 Friend/relative/colleague/request
5 Author website/interview/event x
6 Bestseller list x
7 Film/TV/radio adaptation x
8 Printed newspaper
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
48
SO….
LEARN HOW TO HIT THE BULL’S EYE

THANK YOU!
FOR MORE INFORMATION CONTACT
JO.HENRY@NIELSEN.COM
HAZEL.KENYON@NIELSEN.COM

The document discusses using Nielsen survey data to analyze the typical consumers of books by various authors in order to better target marketing campaigns. It provides details on the consumers who buy books by James Patterson, John Green, and Todd Burpo based on demographics, media usage, purchasing behaviors, and discovery methods. The goal is to help marketers understand these audiences and how to effectively promote books to them.

Gallagher ELS presentation

ECPA Events

The document discusses how the Christian publishing industry has changed dramatically over the past 20 years as consumer choices and behaviors have fragmented. It highlights the need for publishers to develop micro-market sales and marketing strategies tailored to different consumer segments based on insights into who buys products, where they shop, why they purchase, how much they spend and how frequently they shop. The document analyzes consumer panel data on Christian book buyers to provide examples of insights around generational differences, gender gaps, income levels, retail preferences and purchase motivations that could inform targeted strategies.

AAP Consumer Data Presentation, April 7, 2011

Nielsen Market Research

This document outlines a presentation about new ways to understand shifting book sales channels using consumer data. It discusses how consumer data can be used at different stages of the publishing process from development to marketing. The presenters provide examples of essential consumer facts, key trends, and ways to dive deeper into the data to solve specific business problems for marketing and sales professionals. They demonstrate how to analyze consumer data for genres, formats, demographics, purchase behaviors and more.

Snapple Plans Book

Claire Mirsky

The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include: - Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships. - Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market. - Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics. - Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."

Holiday planning-playbook-web-final

David Ginn

1) Consumers conduct research on potential holiday purchases across all price points, starting research as early as October. They consider product reviews and recommendations from retailers during their research. 2) Many shoppers take inspiration and gift ideas from family and friends as well as browsing physical stores. Younger consumers are also inspired by social media. 3) Retailers can influence purchases by offering limited-time sales and promotions, especially those including free shipping. Having optimized websites and product information ready by October is important to engage with early holiday researchers.

The Book Industry Makes Good

Ashley Gordon

Socializing Your Brand: Why social media should inform branding - and vice-versa

Off Madison Ave

Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers. Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace. Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.

Final Presentation-Museum

Rui Cui

Getty Consulting analyzed marketing strategies for a museum to target different audience segments. They identified 3 key segments through clustering and logit modeling: Forever Young (65-74 years old with medium income), Modern Family (35-44 years old with high income and children), and How I Met Your Mother (35-44 years old with medium-high income and few children). Recommendations included focusing on Forever Young as they have the highest propensity and ability to contribute, and exploring the younger 18-24 segment as they have potential for growth.

All the large global brands started small once upon a time in their home markets. But today, they’re earning half or more of their multi-billion-dollar revenues internationally. If you’ve already expanded into new global markets, you might be encountering some common early-stage frustrations in global growth. Sales or satisfaction aren’t as high as expected, your site traffic bounce rates are too high, your translation review process is messy, or maybe you’ve noticed the same content keeps getting translated again and again. So how do you double, triple or quadruple your revenues internationally? What best practices can you implement now? What costly missteps can you bypass on the road to globalization?

Automating your AWS Security Operations

Evident.io

This document discusses automating security operations on AWS. It begins by noting the large costs of data breaches and intellectual property theft for businesses. It then discusses how AWS can provide more security than an on-premises environment through features like automated logging and monitoring, simplified access controls, and encryption. The document emphasizes that security is a shared responsibility between AWS and the customer, with AWS securing the underlying cloud infrastructure and customers securing their applications and data. It provides examples of AWS security certifications and programs. Finally, it discusses how security automation is key to keeping up with the scale of cloud infrastructure and software delivery.

mHealth Apps: Supporting a Healthier Future

Research Now

Questions to Ask Before Selecting a Global Payroll Provider

SafeGuard World International

The Correlation between Patient Reported Outcomes and Clinician Reported Outc...

TransPerfect Trial Interactive

The document explores the correlation between patient reported outcomes (PROs) and clinician reported outcomes (ClinROs) across different disease areas. It finds that while PROs and ClinROs are often correlated, there is also significant variability in their agreement depending on the disease, symptom, and measure assessed. For example, dry eye studies found clinicians tended to under-report patient-reported severity, while Parkinson's disease studies showed strong correlation between patient and clinician depression ratings. Cancer studies showed high variability with pain and fatigue ratings showing moderate agreement but other symptoms like vomiting showing low agreement. Overall, PROs and ClinROs provide generally correlated but not identical information.

Ramco Global Payroll on a Single Unified Platform

Ramco Systems

Metrix lab wat kan en moet je weten

MetrixLab - Global Online Consumer Research

Making the Best Marketing Campaigns Even Better- US- 2014

Nielsen Market Research

Question 4

Charlie O'Sullivan

The target audience for the indie music magazine is primarily students and young adults aged 16-24. Specifically, the audience would be students in sixth form and college who listen to indie music frequently and attend gigs and music festivals. This demographic has disposable income and sees music as a way to relax, socialize with friends, and explore new artists. They are interested in interviews with bands and aspire to learn more about music and culture. Both male and female students would likely be interested in content that profiles indie artists and the music scene.

Content analysis of mixmag magazine

maddisonallin

The document analyzes MixMag magazine to understand its target audience. From the types of advertisements, which mainly promote products, events, albums, concerts and festivals, the target audience can be assumed to be younger adults aged 18-30 who are very social and interested in going out. The magazine targets a wide audience without focusing on race or religion. It seems to target people who do not necessarily have full-time jobs and can afford to spend money on the events and products advertised.

Target audiences

Naamah Hill

Media audiences are important because without them, media products would not sell or make money. Music producers and record labels are interested in the demographics of the audiences that bands attract. They gather information on audiences' gender, age, spending power, and media engagement to help package and market bands to the right target audiences. Companies like Nielsen conduct surveys to create detailed demographic and psychographic profiles of audience groups based on lifestyle, attitudes, and media consumption.

How do you attract/address your audience?

saerBonito

The document describes how the author conducted research to design a magazine that would appeal to their target audience. They surveyed people of different ages to determine what content and design elements would be most popular. The survey provided information on the ideal age range, color schemes, and name for the magazine. Additional research identified popular magazine features like giveaways and posters that could make the magazine successful. Peer reviews were also used to get honest feedback from fans of the genre.

Question 4

callum hemmings

The document discusses research conducted to determine the target audience for a rap music magazine. A survey found that the audience prefers more article content over freebies and photos. The research discovered that the target audience was more diverse than initially thought, including middle class young adults and suburban youth, not just urban youth. Key learnings included focusing the magazine on article content over images and keeping the price around £2 since many in the audience are not working.

Audience research

Naamah Hill

This document discusses conducting audience research for media products. It provides information on measuring audiences through demographic profiles that include factors like gender, age, income level. It also discusses psychographic profiles that examine lifestyle, attitudes and media consumption. The document outlines different audience segments classified by their values, aspirations, and responses to advertising appeals. These include mainstreamers, aspirers, succeeders, reformers, and individuals. It also discusses using a target audience grouping system to categorize audiences based on surveys of attitudes and behaviors. The goal is to help media producers better understand their target audiences.

Question 4

callum hemmings

The document discusses research conducted to determine the target audience for a rap magazine. An initial survey found that the audience preferred more article content over freebies. Further research discovered that the target audience was more diverse than expected, including middle class young adults and suburban youth, not just urban youth. The results showed a need to move beyond stereotypes to a more individualized understanding of the audience.

07. audience research

JenniferAnnTrimnell

This document discusses audience research and how it can be conducted. It explains that audience research aims to understand who the target audience is for a media product and how they were addressed. Primary research methods like surveys and questionnaires can be used to gather information about audiences such as demographics (age, gender, income), psychographics (lifestyle and attitudes), and values. Audience segmentation systems help classify audiences into groups. The document provides an example segmentation system and describes its various audience groups. It also discusses how understanding audience values and aspirations can help effectively target different types of consumers.

Marketing of library and information services

ghazalasalman7

This document discusses marketing of library and information services. It begins by noting that libraries have traditionally enjoyed a supplier's market but now must work to satisfy customers. It then provides several definitions of marketing, emphasizing creating value for customers. The document outlines the concept of marketing as a set of techniques, philosophy, and approach. It discusses what can be marketed by libraries and provides historical background on the development of marketing of library services over time. Finally, it lists reasons why marketing is required for library and information services, including management, customer satisfaction, understanding customers, and improving image.

Moving the Needle on Engagement: How to Transition from a Promotion Strategy ...

Cordelia Anderson

Target audiences

Naamah Hill

1) Media audiences can be divided into different segments based on demographics like age, gender, income and lifestyle/attitudes. 2) Music producers and record labels are interested in the demographics of an artist's audience because it helps them market and package the artist appropriately. 3) Companies like AC Nielsen conduct extensive surveys to develop detailed demographic and psychographic profiles of audiences that classify them into different groups based on factors like interests, media consumption habits, and attitudes. These profiles help with targeted marketing.

Defining an audience

livvygriffiths

This document discusses defining and researching audiences. It explains that quantitative research uses statistical analysis of closed questions to understand things like readership rates. Qualitative research takes a more personal approach through open-ended interviews, focus groups, and questionnaires to understand what audiences like and dislike. Audience profiles categorize demographics like age, gender, income level, education, and location to effectively target advertising. Understanding psychographics, socioeconomic status, and geodemographics provides insight into lifestyles and spending habits for narrowing the target market. The document provides examples of audience data and outlines how mainstream and niche audiences differ in size and specificity of interests.

Measuring The Magazine Audiences

Gail Abbitt

Magazine producers measure their audience in several ways: 1. Circulation figures are collected through sales data and audits by the New Zealand Audit Bureau of Circulations twice yearly. 2. Demographic information about readers such as age, gender, income is obtained through AC Nielsen's National Readership Survey which interviews 12,000 people annually. 3. Focus groups, online surveys, competition entries, letters to the editor, and website analytics provide additional qualitative data about readers' preferences, engagement, and characteristics.

Will advertisers continue to support consumer magazines online?

Rachel Zhong

This document discusses magazines moving to digital platforms and the opportunities and challenges they face. It notes that while print advertising has seen modest growth, online advertisements are driving more growth due to the interactive capabilities online. However, magazines need quality content and large readerships to attract advertisers. Readers are spending more time with digital magazines but many still expect free content. Overall, advertisers will continue supporting magazines online if they can reach targeted audiences through engaging multimedia content and measurable ads.

Viewers also liked

How localization can double your revenues

RWS Moravia

Automating your AWS Security Operations

Evident.io

mHealth Apps: Supporting a Healthier Future

Research Now

Questions to Ask Before Selecting a Global Payroll Provider

SafeGuard World International

The Correlation between Patient Reported Outcomes and Clinician Reported Outc...

TransPerfect Trial Interactive

Ramco Global Payroll on a Single Unified Platform

Ramco Systems

Metrix lab wat kan en moet je weten

MetrixLab - Global Online Consumer Research

Viewers also liked (7)

How localization can double your revenues

Automating your AWS Security Operations

mHealth Apps: Supporting a Healthier Future

Questions to Ask Before Selecting a Global Payroll Provider

The Correlation between Patient Reported Outcomes and Clinician Reported Outc...

Ramco Global Payroll on a Single Unified Platform

Metrix lab wat kan en moet je weten

Similar to Making the Best Marketing Campaigns Even Better- UK- 2014

Making the Best Marketing Campaigns Even Better- US- 2014

Nielsen Market Research

Question 4

Charlie O'Sullivan

Content analysis of mixmag magazine

maddisonallin

Target audiences

Naamah Hill

How do you attract/address your audience?

Question 4

Audience research

Question 4

07. audience research

JenniferAnnTrimnell

Marketing of library and information services

ghazalasalman7

Moving the Needle on Engagement: How to Transition from a Promotion Strategy ...

Cordelia Anderson

Target audiences

Naamah Hill

Defining an audience

livvygriffiths

Measuring The Magazine Audiences

Gail Abbitt

Will advertisers continue to support consumer magazines online?

Rachel Zhong

Social Marketing

Socmarket

The document discusses how social marketing techniques used in public health campaigns can be applied to promote libraries. It outlines the history of social marketing and explains why it is relevant for libraries. The document then provides a step-by-step process for developing a social marketing campaign, including choosing an action, target audience, rewards, message, messenger, channels, timing, and partners. Readers are guided through each step and prompted to apply the techniques to develop an initial marketing plan for their own library.

Evaluation question 4

Joe Hird

The target audience for the media product is young males aged 20-26 from middle-class backgrounds. A survey found they prefer streaming services for music, attend 1-3 live music events per year, and listen to over 4 hours of music per week. The magazine will focus on music reviews and live event coverage over fashion or culture. It will be priced affordably at £2.30 to appeal to middle and working class readers without being too cheap to put off upper-class readers. Popular artists mentioned in the survey include Arctic Monkeys, Catfish and the Bottlemen, and Kings of Leon.

Book Marketing: Changes in Publishing and Marketing Basics

Tara Lynne Groth

Target audience

Naamah Hill

1. Music producers are interested in the demographics of the audience that a band attracts in order to package and market bands to fit with potential target audiences. 2. Record labels gather information about audiences such as lifestyle, attitudes, and media consumption called "psychographics" to develop marketing plans. 3. Companies like Nielsen conduct surveys to categorize audiences into groups based on psychographics to help media producers and advertisers target specific audience segments.

University Presentation

Andrew Lawson

The document discusses market segmentation and how retailers can target different consumer groups. It focuses on segmentation of the adult female Generation Y market. Five distinct segments were identified: recreational discount seekers, recreational quality seekers, trend setting loyal, shopping and fashion uninterested, and confused time/money conserving. The segments differ in how they approach shopping based on factors like price sensitivity, brand loyalty, enjoyment of shopping, and confusion over product choices. Retailers can use this segmentation information to better target each group through tailored marketing, products, pricing, and in-store experiences.

Similar to Making the Best Marketing Campaigns Even Better- UK- 2014 (20)

Making the Best Marketing Campaigns Even Better- US- 2014

Question 4

Content analysis of mixmag magazine

Target audiences

How do you attract/address your audience?

Question 4

Audience research

Question 4

07. audience research

Marketing of library and information services

Moving the Needle on Engagement: How to Transition from a Promotion Strategy ...

Target audiences

Defining an audience

Measuring The Magazine Audiences

Will advertisers continue to support consumer magazines online?

Social Marketing

Evaluation question 4

Book Marketing: Changes in Publishing and Marketing Basics

Target audience

University Presentation

Recently uploaded

Influencer Marketing Master Class - Alexis Andreasik

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Empowering Influencers: The New Center of Brand-Consumer Dynamics In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.

Mastering Your Online Visibility - Fernando Angulo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement. Key Takeaways: 1. Effective techniques to increase your brand's visibility across various online platforms. 2. Strategies for optimizing social media profiles and content to maximize reach and engagement. 3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.

No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...

Amsive

Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions. Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections. Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale. Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.

Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx

elizabethella096

In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.

WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...

Veronika Höller

The Good the Bad and The Ugly of Marketing Measurement

NapierPR

We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired. We cover: -Meaningless marketing metrics -The difference between attribution and incrementality -The importance of the customer journey -Why you should care about prospects that are in market -Measuring the unmeasurable

SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

How To Navigate AI - The Future is Yours to Define - Tim Hayden

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth. Key Takeaways: Primary Learning Objective 1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective 2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective 3: Grow revenue at lower costs with more efficient marketing and business operations.

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Demandbase

Mastering Dynamic Web Designing A Comprehensive Guide.pdf

Ibrandizer

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

KiranRai75

Capstone Project: Luxury Handloom Saree Brand As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included: - *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities. - *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively. - *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal. - *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values. - *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes. - *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints. This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.

PickUp_conversational AI_Capex, Inc._20240611

Shuntaro Kogame

Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry. Key Takeaways: Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Growth Marketing in 2024 - Randy Rayess, Outgrow

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from. Key Takeaways: - How NOT to shoot your digital program in the foot by using flashy but ineffective resources - The best ways to think about AI in connection with digital marketing - How to cut through self-serving marketing advice and engage in channels that truly grow your business

Recently uploaded (20)

Influencer Marketing Master Class - Alexis Andreasik

Mastering Your Online Visibility - Fernando Angulo

No Cookies, No Problem - Steve Krull, Be Found Online

Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...

Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...

Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx

WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...

The Good the Bad and The Ugly of Marketing Measurement

SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

How To Navigate AI - The Future is Yours to Define - Tim Hayden

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Mastering Dynamic Web Designing A Comprehensive Guide.pdf

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

PickUp_conversational AI_Capex, Inc._20240611

Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

Growth Marketing in 2024 - Randy Rayess, Outgrow

Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...

Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...