Revolution or Evolution... It's Your Choice?Jonathan Bean
Marketing & Communications is changing rapidly. This presentation will take your through the changes you need to make in brand storytelling, communications, PR and reputation building to survive and thrive.
PR is Dead ... or is it?
Presentation delivered at Mynewsday Oslo which examines the claims of Robert Phillips in his new book - Trust me, PR is Dead. It offers a framework for evolution of the PR industry and some concreate cases where owned and earned media is ensuring the PR and Communications industry is alive, kicking and set to thrive.
Innovate Fast or Die Slowly - The same choice for Media & MarketersJonathan Bean
Learn how to meet the challenges of monetisation for todays media and marketing exec. Learn the business models and innovation ingredients that will help you survive and thrive. Find out what 2 000 journalists told us about the future of media and marketing organisations
Marketing & Communication Re-invented (Mynewsday Sweden 2014)Jonathan Bean
Presentiaon for 1,000 + customers, partners and friends of Mynewsdesk. Reflects on the ongoing changes in marketing and communications and gives an insight in what the modern marketer and communicator needs to do the stay relevant.
Optimizing Your Product Launch Through EmailNathan Matuska
A quick deck that covers data points around why product launches are so important, how email can be a major marketing lever, and becnhmark data that will guide time of day and day of week by industry
Changes in Facebook’s algorithm and content filtering have made it extremely difficult for publishers to get their content into audiences’ newsfeed. As a result, many are losing ad revenue and audience share. This session will address how alternative channels give publishers new monetization opportunities to recoup revenue lost due to Facebook’s crack down, and how publishers who control the channel gain a strategic advantage over those who rely on social platforms to engage audiences.
Revolution or Evolution... It's Your Choice?Jonathan Bean
Marketing & Communications is changing rapidly. This presentation will take your through the changes you need to make in brand storytelling, communications, PR and reputation building to survive and thrive.
PR is Dead ... or is it?
Presentation delivered at Mynewsday Oslo which examines the claims of Robert Phillips in his new book - Trust me, PR is Dead. It offers a framework for evolution of the PR industry and some concreate cases where owned and earned media is ensuring the PR and Communications industry is alive, kicking and set to thrive.
Innovate Fast or Die Slowly - The same choice for Media & MarketersJonathan Bean
Learn how to meet the challenges of monetisation for todays media and marketing exec. Learn the business models and innovation ingredients that will help you survive and thrive. Find out what 2 000 journalists told us about the future of media and marketing organisations
Marketing & Communication Re-invented (Mynewsday Sweden 2014)Jonathan Bean
Presentiaon for 1,000 + customers, partners and friends of Mynewsdesk. Reflects on the ongoing changes in marketing and communications and gives an insight in what the modern marketer and communicator needs to do the stay relevant.
Optimizing Your Product Launch Through EmailNathan Matuska
A quick deck that covers data points around why product launches are so important, how email can be a major marketing lever, and becnhmark data that will guide time of day and day of week by industry
Changes in Facebook’s algorithm and content filtering have made it extremely difficult for publishers to get their content into audiences’ newsfeed. As a result, many are losing ad revenue and audience share. This session will address how alternative channels give publishers new monetization opportunities to recoup revenue lost due to Facebook’s crack down, and how publishers who control the channel gain a strategic advantage over those who rely on social platforms to engage audiences.
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Phil Harrell of HubSpot spoke at the Westchester Digital Summit on the shift towards Inbound Marketing and how it is replacing traditional forms of marketing. In order to be successful in today's world, a business must utilize the Internet and combine Sales + Marketing to create ads and marketing that people will love.
Drawing on the largest ever study of influencer posts on Instagram to identify:
• how influencers have disrupted the media landscape
• the brands using influencers
• the impact of different influencers
• new ways of working to combat growing challenges
What's it about?
2013 marked a sea change in what is required for B2B lead and sales generation. Search Engine Marketing along with Social Engagement is now the pivotal combination to creating sales results. Get streetwise on how to use content marketing to serve up leads and convert opportunity, in conjunction with Search and Social.
Who's it for?
This seminar is designed for B2B marketers seeking to deliver best in class lead generation programmes. Particularly if you provide technology solutions or are a professional service firm, this workshop is not to be missed.
What's in it for me?
We'll serve you a fabulous breakfast and great coffee, while you get to:
Understand how getting results from SEO, Adwords and remarketing has dramatically changed in 2013.
Find out why engaging content is absolutely key to building your sales pipeline, and to convert opportunity into purchase.
Learn how to implement measurable search and social demand generation, that will get results irrespective of your type
B2B Social Media Marketing - Really! (2013 edition)Paul Gillin
Conventional wisdom says that social media isn't appropriate for B2B marketing. Conventional wisdom is wrong.
B2B companies were actually some of the first to adopt social media tools broadly and to discover the benefits of rich, ongoing customer conversations. B2B social media doesn't have the glamour and sex-appeal of big consumer campaigns like the Old Spice man, but Web 2.0 technologies are already firmly entrenched in firms ranging from commodities exchanges to high-tech vendors to sellers of construction supplies.
Success with B2B social media marketing requires understanding what motivates your customers and personalizing the experience. Companies that simply use social media as another way to push a message are missing the point.
This session covers:
--What the innovators are doing and how the unique characteristics of B2B interactions demand a unique approach to social marketing
--Which social tools have shown the greatest payoff for B2B companies (they're different from the ones that work for B2C firms)
--How social media fits into a broader content marketing strategy
This presentation was delivered at the Godfrey FWD:B2B conference in Lancaster, Pa. 11/7/13.
Conventional wisdom says that social media isn't appropriate for B2B marketing. Conventional wisdom is wrong.
B2B companies were actually some of the first to adopt social media tools broadly and to discover the benefits of rich, ongoing customer conversations. B2B social media doesn't have the glamour and sex-appeal of big consumer campaigns like the Old Spice man, but Web 2.0 technologies are already firmly entrenched in firms ranging from commodities exchanges to high-tech vendors to sellers of construction supplies.
This presentation was delivered to the attendees of Godfrey's FWD:B2B conference on November 7th, 2013
How to crowdsource content for integrated marketing and public relations: tools and tactics for participation marketing with influencers. Presentation by Lee Odden of TopRank Marketing at the PRSA International Conference, Atlanta, GA 2015.
Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.
Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon...Marketing Land
Social Media Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski of http://searchengineland.com and http://marketingland.com given at Pubcon Las Vegas 2013.
Connect with us:
http://marketingland.com/connect
http://searchengineland.com/connect
Zeynel El Glaoui, Digital Strategist chez Mindshare, Tuni' SEO
Facebook Ads : un levier marketing à maîtriser
L'intervention en quelques mots :
Nous aborderons les différentes règles et bonnes pratiques pour une campagne réussie sur Facebook Ads.
Storytelling That Inspired Positive Change & What a CMO wants from PRJonathan Bean
Presentation at World PR Forum 2018 in Olso by Mynewsdesk CMO Jonathan Bean. This presentation details the globally award winning campaign 100 million / Give a Beep
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Phil Harrell of HubSpot spoke at the Westchester Digital Summit on the shift towards Inbound Marketing and how it is replacing traditional forms of marketing. In order to be successful in today's world, a business must utilize the Internet and combine Sales + Marketing to create ads and marketing that people will love.
Drawing on the largest ever study of influencer posts on Instagram to identify:
• how influencers have disrupted the media landscape
• the brands using influencers
• the impact of different influencers
• new ways of working to combat growing challenges
What's it about?
2013 marked a sea change in what is required for B2B lead and sales generation. Search Engine Marketing along with Social Engagement is now the pivotal combination to creating sales results. Get streetwise on how to use content marketing to serve up leads and convert opportunity, in conjunction with Search and Social.
Who's it for?
This seminar is designed for B2B marketers seeking to deliver best in class lead generation programmes. Particularly if you provide technology solutions or are a professional service firm, this workshop is not to be missed.
What's in it for me?
We'll serve you a fabulous breakfast and great coffee, while you get to:
Understand how getting results from SEO, Adwords and remarketing has dramatically changed in 2013.
Find out why engaging content is absolutely key to building your sales pipeline, and to convert opportunity into purchase.
Learn how to implement measurable search and social demand generation, that will get results irrespective of your type
B2B Social Media Marketing - Really! (2013 edition)Paul Gillin
Conventional wisdom says that social media isn't appropriate for B2B marketing. Conventional wisdom is wrong.
B2B companies were actually some of the first to adopt social media tools broadly and to discover the benefits of rich, ongoing customer conversations. B2B social media doesn't have the glamour and sex-appeal of big consumer campaigns like the Old Spice man, but Web 2.0 technologies are already firmly entrenched in firms ranging from commodities exchanges to high-tech vendors to sellers of construction supplies.
Success with B2B social media marketing requires understanding what motivates your customers and personalizing the experience. Companies that simply use social media as another way to push a message are missing the point.
This session covers:
--What the innovators are doing and how the unique characteristics of B2B interactions demand a unique approach to social marketing
--Which social tools have shown the greatest payoff for B2B companies (they're different from the ones that work for B2C firms)
--How social media fits into a broader content marketing strategy
This presentation was delivered at the Godfrey FWD:B2B conference in Lancaster, Pa. 11/7/13.
Conventional wisdom says that social media isn't appropriate for B2B marketing. Conventional wisdom is wrong.
B2B companies were actually some of the first to adopt social media tools broadly and to discover the benefits of rich, ongoing customer conversations. B2B social media doesn't have the glamour and sex-appeal of big consumer campaigns like the Old Spice man, but Web 2.0 technologies are already firmly entrenched in firms ranging from commodities exchanges to high-tech vendors to sellers of construction supplies.
This presentation was delivered to the attendees of Godfrey's FWD:B2B conference on November 7th, 2013
How to crowdsource content for integrated marketing and public relations: tools and tactics for participation marketing with influencers. Presentation by Lee Odden of TopRank Marketing at the PRSA International Conference, Atlanta, GA 2015.
Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.
Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon...Marketing Land
Social Media Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski of http://searchengineland.com and http://marketingland.com given at Pubcon Las Vegas 2013.
Connect with us:
http://marketingland.com/connect
http://searchengineland.com/connect
Zeynel El Glaoui, Digital Strategist chez Mindshare, Tuni' SEO
Facebook Ads : un levier marketing à maîtriser
L'intervention en quelques mots :
Nous aborderons les différentes règles et bonnes pratiques pour une campagne réussie sur Facebook Ads.
Storytelling That Inspired Positive Change & What a CMO wants from PRJonathan Bean
Presentation at World PR Forum 2018 in Olso by Mynewsdesk CMO Jonathan Bean. This presentation details the globally award winning campaign 100 million / Give a Beep
Data Driven Communications - the Mynewsdesk Playbook - takes you through trends and data from over 5,000 customers who use the Mynewsdesk platform to make their PR workflow easy. First presented at Mynewsday, in Copenhagen & Aarhus in Denmark in November 2017
Data Driven Communications - the Mynewsdesk Playbook - takes you through trends and data from over 5,000 customers who use the Mynewsdesk platform to make their PR workflow easy. First presented at Mynewsday, across 4 cities in Sweden in October 2017
3 Key Ingredients to PR Success - PR RevolutionJonathan Bean
This presentation explains the findings of a survey of 2,500 communications and PR professionals and talks about the challenges of strategy, technology and talent.
Change is the only constant in marketing, communications and technology today. This presentation details some of the changes that have happened and a new approach to marketing and communications that will ensure future success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
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.
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.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
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.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
2. @jonobean
”Right now, marketing as a function is at
an inflection point between what we’re
comfortable with, what we have
permission to do, and what’s possible.”
Eduardo Conrado
SVP and Chief Innovation Officer Motorola
Solutions.
3. @jonobean
We are in the trust business
… but trusted sources are changing
Online Search Engines 72%
Traditional Media 64%
Hybrid Media 63%
Social Media 59%
Owned Media 57%
4. @jonobean
And so are the people we trust online
53%
72%
70%
60%
My friends and family
An academic expert
Companies I use
Trusted
52%
A journalist
Employees of a company
Neutral
46%
45%
40%
34%
32%
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don’t use
Distrusted
17. @jonobean
88%
of companies report undergoing a digital transformation
25%
have mapped their digital customer journey and have a clear
understanding of new or underperforming digital touchpoints.
however, only
18. @jonobean
80%
of strategists surveyed report their companies are investing in improving
processes that expedite change to digital properties, such as websites,
mobile and social platforms.
46%
aim to overhaul customer service to meet the expectations
of digital customers
however, only
26. @jonobean
”I asked myself why I should spend money externally
in the magnitude I do now when I have all these
customers so close to me. Should I pay somebody
else to expose my messages, or should they pay me
to communicate on one of my platforms?”
Stefan Hedelius
VP Marketing & Brand SAS
44. @jonobean
“Success is the ability
to go from one failure
to another without the
loss of enthusiasm”
Winston Churchill
@jonobean
45. @jonobean
We can’t stay married to
yesterday and we can’t be afraid
of tomorrow.
Eduardo Conrado
SVP and Chief Innovation Officer Motorola
Solutions.
From the Experiences – The 7th Era of Marketing by Robert Rose & Carla Johnson
PR for me has always been developing and maintaining trust – more effective than our marketing brothers and sisters
Edelman Trust Barometer - First time this year – Search Engines overcame Tradition media – but what are search finding made up of
Owned media still at the bottom – even though the content marketing push is on – that will change me thinks as brands up the game with branded content
Others still tell your story best
Friends & family – People like me
Academics
Companies I use – huge customer service opportunity
But many still think that a CEO, celebrity, personality tell the story best
And brands I don’t use are still the ones doing a lot of the content marketing – high trust barrier
Anyway with Content Marketing I think we need to be very clear what it the goal
Importance of using data in our decision making
Much has been talked about big data – I say start with small data like traffic, time on page, social shares, CRM/Influencer segmentation and email opening rates
If you don’t like data – and lets face many people don’t get someone on your team that does
This is where outcomes over outputs comes in – knowing the business impact of your actions
This is about using the science and data
This is about as a communicator having an input on what a company does – not just what it says
We know this this is our core are of comptence
We need to take the lead in corporate story telling in a digital age
One key important thing around this – is do you really know why your company exists
And
What Business are you really in – Marketing Myopia – Theodore Levitt 1960
The key to survival in a digital age
As the PR profession has evolved we have made things more complicated
From strategies, to tactics, to business models - simplify
Speed is the only currency in business today
Are you faster and smarter than you competitor
Using realtime communication you can differentiate and win against the competition
Marketing 2020 – Largest survet of marketing leaders identified purpose as a key success factor
Companies with a purposeful positioning outpefformed their competitors in terms of total shareholder returns
Unilever Sustainable Living – Double size of the business whilstincreasing sustainability, reducing environmental impact and improving social impact
One of the things I am most proud about at MND is our social innovation Project giving over €1m of our product and people time to over 100 non-profits as we believe changing the world through the power of communication is possible
Lynda.com $1.5b acquisition of Linkedin
The Brand experience will become key going forwward – You are in one now. You are and have all day been experiencing Mynewsdesk.
This includes everything from commununication / your organisation / your offering / and your purpose – with you the user at the centre
It’s digital and its Physical – Digital is a mindset Not a technology
From the Experiences – The 7th Era of Marketing by Robert Rose & Carla Johnson
Altimeter report on the state of Digital transition
88% of respondents had admitted to going through a digital transformation – only 25% had actually mapped the digital customer journey
All started with digital platform development but hadn’t thought about customer service
80% of respondents had admitted to implementing digital change projects – Processes or websites, mobile, social apps – only 46% aim to overhaul customer service to meet the needs of the digital customer
The Converged Media Imperative - Altimeter (Rebecca Lieb and Jeremiah Owyang)
Paid, Earned, Owned Media - 2012
Decades of Traditional media companies and business models have lead all marketers to concentrate on Paid Media
Now with the advent of the internet disrupting all traditional media models and the developments in search, mobile and social media - Owned & Earned are more important than ever before
Marketing budgets will not change - in fact my prediction is that they will increase as technology enters the marketers toolbox but the the focus of spend will shift
Those with the skillets in owned and earned media will be well positioned
BERLIN – 70 European CMOs 95% paid to 3% owned 2% Earned / 75% Paid, 20% Owned / 5% Earned
AS COMMUNICATORS IF YOU CAN TAKE ADVANTAGE OF THE EARNED MEDIA AT YOU COMPANY YOU WILL HAVE A PAYRISE AND A NEW BUDGET
Thats where you are about to get 25% of marketings budget from or what you should be fighting for.
DO THE EXERCISE INTERNALLY
PRs big opportunity
Content Marketing is for both the Disrupters and the Disrupted
Pineapple by Air bnb – Print Magazine – 25m + guests and 1m listings
Two films by Marriots Content Studio
French Kiss – Launched next month – 47 million loyalty member (across channel)
Two Bellman – launched late last year – already 5 million views on youtube
1: Start off with reddit tweet
2: Video
3: Newsroom + LP
4: statistics (SCREEN GRABS)
leads
Reach (200m)
Advertising equiv. 5m dollars
learning
Purpose driven story telling
Agencies = creativity + resources
Dare to try new things – reddit page
People like you – Communications Managers – CMO Microsoft Sweden / Seniornet Sweden Anita
Academic – Anders
Communications Thought leaders – Jerry & Maria with large audiences
1: Start off with reddit tweet
2: Video
3: Newsroom + LP
4: statistics (SCREEN GRABS)
leads
Reach (200m)
Advertising equiv. 5m dollars
learning
Purpose driven story telling
Realtime content doesnt need to be difficult
Owned and Earned Content is key
Agencies = creativity + resources
Dare to try new things – reddit page
A campaign is not enough
1: Start off with reddit tweet
2: Video
3: Newsroom + LP
4: statistics (SCREEN GRABS)
leads
Reach (200m)
Advertising equiv. 5m dollars
learning
Purpose driven story telling
Realtime content doesnt need to be difficult
Owned and Earned Content is key
Agencies = creativity + resources
Dare to try new things – reddit page
A campaign is not enough
Owned and Earned Content is key
Having a destinatoon – driving traffic and engagement
Doing media and influencer relations both the traditional – PR agency sell in and new way influencer networks and community platforms
Pay tribute to Edelman Deportivo
Clearly they are attracting the right creative talent
But they need to be managed well
Camera strapped to kerstin
Twitter and Instagram account
Location and heart rate data
Dare to try new things – reddit page
Why had we not taken into consideration this community site 174m monthu uniques and over 6 billion page views
Tip for international coverage – use Reddit – its the headline which catches attention ”as ever”
A campaign is not enough
Long term asset
Now we have destination to build on
Purpose driven story telling will be a the centre of our strategy to go forward
Sometimes it takes a cmpaign to prove initial success and give you something to build on
I WILL leave you with two quotes