The Myths and Realities of Martech in 2018Samuel Scott
Samuel Scott's talk at the Synergy Digital Forum in Moscow in May 2018. He address the fallacies that consumers want personalized ads, mediums do not matter, short-term results are the most important, targeting solves the problem of waste, ad tech saves money by cutting out the middlemen, and brand building can be ignored.
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
Are you up to date? Are you in the know?
In this presentation we get into the thick of it. We cover:
- The 9 biggest problems that modern marketers face
- 26 online advertising stats
- 26 email marketing stats
- Audience segmentation best practices
- The effectiveness of 11 different marketing channels
- And tons more!
Check out the 2014 State of Digital Marketing.
And don't forget to watch out for the five steps you need to take to find success in today's complicated world of digital marketing!
86% of marketers assess that marketing has changed more in the last 5 years than in the 50 years preceding. There’s no question that marketing is in the midst of a chasm as we haven’t seen in our lifetimes. So why invest in influencer marketing? Because until you take the jump, you will still be in the business of solving obsolete problems… - See more at: http://visual.ly/why-invest-influencer-marketing#sthash.P4Nnqcju.dpuf
The Myths and Realities of Martech in 2018Samuel Scott
Samuel Scott's talk at the Synergy Digital Forum in Moscow in May 2018. He address the fallacies that consumers want personalized ads, mediums do not matter, short-term results are the most important, targeting solves the problem of waste, ad tech saves money by cutting out the middlemen, and brand building can be ignored.
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
Are you up to date? Are you in the know?
In this presentation we get into the thick of it. We cover:
- The 9 biggest problems that modern marketers face
- 26 online advertising stats
- 26 email marketing stats
- Audience segmentation best practices
- The effectiveness of 11 different marketing channels
- And tons more!
Check out the 2014 State of Digital Marketing.
And don't forget to watch out for the five steps you need to take to find success in today's complicated world of digital marketing!
86% of marketers assess that marketing has changed more in the last 5 years than in the 50 years preceding. There’s no question that marketing is in the midst of a chasm as we haven’t seen in our lifetimes. So why invest in influencer marketing? Because until you take the jump, you will still be in the business of solving obsolete problems… - See more at: http://visual.ly/why-invest-influencer-marketing#sthash.P4Nnqcju.dpuf
"- why are CEOs using social media?
- Who are the top CEOs on social media and why?
- What should CEOs be focusing on in social media?
- What we expect to happen with CEOs on social media next?"
Aquent/AMA Webcast: 2010 Trends in Marketing: Salaries, Strategies, and BeyondAquent
Salaries are rising, but so are challenges for the majority of marketing professionals, according to a recent study conducted by Aquent and the American Marketing Association (AMA).
Shifting the Conversation: From Digital to Interactiveconvoagency
Conversation explains the shift in the digital marketing landscape from it's new traditional agency experience - includes research, statistics, and case studies.
In his keynote address at D-Summit 2017 in Tel Aviv, Samuel Scott argues that we should look beyond content marketing, inbound marketing, and social media marketing to integrate traditional and digital marketing in a real way.
Many marketers mistakenly silo their mobile efforts as they would with email, direct mail and broadcast advertising. Mobile efforts rarely work well on their own.
Unlike other tools in the marketing mix, mobile easily and effectively meshes with any communications efforts. This utility provides marketers with greater opportunities to engage prospects, track efficacy and increase ROI of both traditional and interactive marketing initiatives.
This presentation will provide attendees with insights on mobile marketing integration, real-life examples and tips on use mobile to bind your marketing mix together.
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer
For a hard-working marketer, what would the new year be without predictions about trends in ad transparency, generational targeting and voice search? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014Aquent
Understanding technology and consumer behavior is important to the success of any content marketing strategy. The landscape is changing dramatically because of an increase in consumer mobility, localization, personalization, and wearable technology. These changes matter to the future of your business!
In these slides, Kyle Lacy will uncover five influential trends, and how to enhance your business in the next year.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
"- why are CEOs using social media?
- Who are the top CEOs on social media and why?
- What should CEOs be focusing on in social media?
- What we expect to happen with CEOs on social media next?"
Aquent/AMA Webcast: 2010 Trends in Marketing: Salaries, Strategies, and BeyondAquent
Salaries are rising, but so are challenges for the majority of marketing professionals, according to a recent study conducted by Aquent and the American Marketing Association (AMA).
Shifting the Conversation: From Digital to Interactiveconvoagency
Conversation explains the shift in the digital marketing landscape from it's new traditional agency experience - includes research, statistics, and case studies.
In his keynote address at D-Summit 2017 in Tel Aviv, Samuel Scott argues that we should look beyond content marketing, inbound marketing, and social media marketing to integrate traditional and digital marketing in a real way.
Many marketers mistakenly silo their mobile efforts as they would with email, direct mail and broadcast advertising. Mobile efforts rarely work well on their own.
Unlike other tools in the marketing mix, mobile easily and effectively meshes with any communications efforts. This utility provides marketers with greater opportunities to engage prospects, track efficacy and increase ROI of both traditional and interactive marketing initiatives.
This presentation will provide attendees with insights on mobile marketing integration, real-life examples and tips on use mobile to bind your marketing mix together.
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer
For a hard-working marketer, what would the new year be without predictions about trends in ad transparency, generational targeting and voice search? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014Aquent
Understanding technology and consumer behavior is important to the success of any content marketing strategy. The landscape is changing dramatically because of an increase in consumer mobility, localization, personalization, and wearable technology. These changes matter to the future of your business!
In these slides, Kyle Lacy will uncover five influential trends, and how to enhance your business in the next year.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
Your Brand, The Next Media Company: Edelman- Michael Brito, SVP Digital Strategy, @britopian
How organizations can evolve into a fully collaborative social business. A step by step playbook to achieve organizational change, process efficiencies and technology acumen.
I predict that many CMOs will diminish their support for social media, content and earned media marketing in the next year or two, and when they do, some people's careers will be adversely impacted. If your career relies on Marketing Department support for content or social media marketing, now is the time to take stock of the trends and consider some alternatives to protect your career. You may work at the right sort of company for which social media is well aligned for Marketing Department expectations---that's the "Unless" part of the title--but I believe this is the exception and not the rule.
We entered the social media era suggesting that brands with something to say could use social media to say it; instead, we today have brands with little to say that nonetheless post 4.3 times per day because some consultant told them this was a best practice. Desperate for attention and relevance, these companies continue to invest in content that is neither delivering the scale marketers need nor the content consumers want.
Ironically, even for the best companies, earned media may whither and die in the coming years. In just six months, organic reach on Facebook was halved, and many expect that zero organic reach will soon be the rule on the social network that collects 57% of all social visits. The organic reach game has gotten so tough that Coca-Cola, one of the strongest brands in the world, only earns engagement with 1 in 100,000 of its fans with its Facebook posts. The situation on Twitter is no better; recent Forrester report notes that the average engagement rate with brand posts on Twitter is just 0.03% (that is 75% less than banner ad clickthough rates today!)
Earned media could soon be a thing of the past. What happens to your social media marketing investment if the content you post reaches absolutely no one?
If the prospect of organic reach crumbling to nothing isn't enough to worry about, social media marketing has a variety of other problems marketers must stop ignoring:
- Trust: Forrester's 2014 data reveals that people trust brand social media posts 40% less than they do information on brand websites. Adobe's 2013 research found the same--just 2% of US consumers found company social media page best for credibility compared to 17% for company web sites.
- Acquisition of prospects: Studying data from 86 retailers and 72 million customers, Custora found that Facebook and Twitter deliver essentially zero acquisition. Facebook and Twitter account for just 0.2% and 0.01% respectively.
- Purchase: An IBM study of the online sales generated by 800 retailer websites on Black Friday 2013 and the week prior found that a mere 1% was generated from social media traffic. And Monetate recently published its Q2 Ecommerce Quarterly based on 7 billion online shopping experiences--it found that social delivers an add-to-cart rate of just 0.6% (70% less than search) and a minuscule conversion rate of 0.12% (70% lower than search).
Customers aren't for Christmas: a whitepaper from Cherry LondonPhemmie Wilkinson
This Christmas, brands will spend millions trying to entice customers to action – to choose their particular product or service over another, to get their message across, to get their Facebook post liked and shared...
Each will be trying to carve a unique space in people’s hearts “guaranteeing” their share of the Christmas buzz and spend. This year it has started earlier than ever – the blockbuster ads have been out for what feels like weeks, the mince pies are on the shelves and your Christmas ‘essentials’ could be found as early as August on some retailers’ shelves.
But just how important is marketing activity in getting customers to act? Is it even worth it or are people’s minds already made up? What can brands do to really connect? Does investment in a long term loyalty programme help?
And how can Brand Partnerships be used to help cut through in this increasingly over-whelming cluttered world?
10 Inconvenient Truths About Creating Branded Content with InfluencersErica Ehm
Useful presentation for brands and agencies to understand with the realities involved in creating influencer social media campaigns. This will be especially helpful in managing client expectations in terms of control over content. It also address the importance of engagement vs impressions. For more info: http://www.yummymummyclub.ca/advertise
Sheffield DM #9: Proving the value of links - Thierry NgutegureGiorgio Cassella
Slides from Thierry Ngutegure, Data & Insights Manager at Rise at Seven, presented at his talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Proving the value of links - why you should give a f**k about brand!"
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
Each year we embark on a trip to VidCon, where we get a pulse of what's happening in the zeitgeist and connect with talented creators, and impressive brands alike. Here are five tangible takeaways from TikTok to LinkedIn and what it means for you.
Presentations from AdvoFest 2019 from Birds Eye, Interflora, the NHS, Warwick Business School, Electric House, and many more. Presentations covered, customer experience, marketing, brand advocacy, customer advocacy, innovation, and customer insight.
A curated bunch of content from the most inspiring 2 days of my life in 2013. www.content2013.co.za was a revelatory experience and I sat the feet of many a master and learned.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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.
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
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5. Mean man
on dating app
“the dress in the last photo
isn’t doing you any favors…”
Mean man
on dating app
GROW UP! And shop
somewhere decent! Thanks.
Hope this helps.”
6. Men are trash. (Included
the pic he’s on about )
@theachippendale
Thea Lauryn Chippendale
7. Men are trash. (Included
the pic he’s on about )
@theachippendale
Thea Lauryn Chippendale
Lish Xx
You’re gorgeous and so
is that dress on you
@Alishiarobertss
You look amazing! Really love
the fabric pattern and the
color of the dress. Good eye!
Dude is off his rocker.
@ruedesrose
em_roseMONSERRA
T
I love the dress!
You look amazing
@Monsse_Herrera
She looks soo beautiful
though in that dress. He must
be blind for sure
@dihaa11
Barefoot Max
You look fabulous
Ignore this muppet xx
@MaxMgbrv
10. Alice Prowse
@Alicejpx
Replying to
…I wouldn’t have bought
the dress based on the
original pictures but
seeing Thea’s picture I
want it.
Christopher Hayter
@MrChrisHayter
Replying to
She is beautiful and it just
goes to show girls out that
that one tiny little boys
opinion is NOT a matter of
fact! she’s a Queen
zc
@zuzca79
Replying to
I’m definitely buying stuff
from you now. brilliant
gesture and brilliant PR.
Please promote person
who came up with this
idea. Well done @ASOS
13. people say the Twitter
users is the first person
they look to for advice
when they want to learn
more about a topic
People go to Twitter users first for advice
Source — Tapestry UK, 2017
14.
15. increase in memory
encoding when
discovering content on
Twitter (vs online norms)
Messages on Twitter are better stored
in our long-term memories
Source — Kantar News, Discovery & Influence on Twitter ; December 2017 ; UK ; 829
Monthly Twitter UK users & 1501 Online UK population Source : Kantar MilwardBrown, 2017
22. 50%
Half of marketers indicate that the
window for success is shortening
The window of
success for launches
has shortened
Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
23. Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
Increase in
Launches
2018 vs 2017
+27%
And the number keeps rising
By the time we finish
this meeting multiple
brands will have
launched something
new around the world
24. 9:59
Wednesday, April 4th
TWITTER now
Apple
#AppleEvent is about to start.
Tap to watch live…
Shell
@Shell
A cleaner energy system is emerging, so
we're reshaping our portfolio ⚡️ See how
we're positioning Shell for the future of
energy and as a world-class investment
case 🌍 go.shell.com/2XrdlUx
Facebook
@facebook
Today we're excited to introduce
@PortalFacebook to everyone.
Come say hi and check out
portal.facebook.com to learn more.
Qatar Airways
@qatarairways
Join us at FIFA Women’s World Cup
France 2019™, an incredible celebration
held in some of the world’s most iconic
cities and stadiums.
Nasir Abdullahi🕊
@ProfAbdinasir
Best airline have ever I traveled. Keep it up
the good work.
Discover the wonders of our newest destination
www.qatarairways.com
25. Brands that land
launches grow market
share
Market Share
More likely to gain
market share vs peers
1.8x
and annual
revenue
Annual Revenue
More likely to have an
increase in annual
revenue
1.5x
Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
26. Launch
Leaders
Others
Missed KPI
Bain interviewed
over 650
marketers
15%
Only
of marketers met
their Launch KPIs
Only 15% met
their Launch
KPIs
Let’s call them “Launch Leaders”
Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
28. Learn before you Launch
Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650
more likely to use social listening
to guide their launch strategy
Launch leaders are
30. Own your voice
more likely
Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650
Launch leaders are
significantly more likely
to have “something
to say”
33. Influence > Reach
Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650
Launch leaders are nearly
twice as likely to target
an audience that drives
engagement, FIRST,
before targeting a
broader population
more likely
36. Go BIG on the reveal
Source: TBS
0%
5%
10%
15%
20%
25%
30%
Pre-launch Launch day Week 1 Week 2 Week 3 Week 4 Week 5+
Launch Leaders
Others
%oftotallaunchspend
of full launch budget
leading up to and on
launch day
~40%
Launch Leaders
spend
39. Prepare to pivot
Source: Bain & Company, 2019 Launch Marketer Survey , US, n=650
as likely to use real-time data
to adjust collateral and strategy
Launch leaders are nearly
40. Prepare to Pivot
Go BIG on the Reveal
Influence > Reach
Own Your Voice
Learn Before You Launch
44. Design —can we show the three
trends along with their related
hashtags
Ethical living,
Cosmic fascination,
Being Well Together?
Also build them in on click
Ethical
living
Cosmic
fascination
Being well
together
#Vegan
#CrueltyFree
#ChemicalFree
#Organic
#EthicalBuying
#Universe
#SpaceWeather
#MarsExploration
#SpaceTravel
#SciFiIRL
#MentalHealth
#PersonalDevelopment
#MondayMotivation
#WednesdayWisdom
#ActsOfKindness
Source | Twitter Internal, 2016-2018
45. Now, more than ever,
your brand needs to
connect with what’s
happening.
46.
47.
48.
49. Source | MAGNA & Twitter "The Impact of Culture" research, 2019, US/CA/BR/UK
Price
& quality
48%
Cultural relevance
is a key driver in a
consumer’s
purchase decision
Brand
reputation
& ratings
29%
Cultural
relevance
23%
50. Brand scores for overall brand metrics vs. perceptions of cultural relevance
Cultural relevance is correlated with better brand
metrics
PositiveBrandDrivers
Cultural relevance
Source | Protein + Opinium Q1 2018
51. +18% +8% +7% +3%
Purchase IntentBrand PreferenceBrand AwarenessMessage Association
Source | Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Connect campaigns,
Percentages refer to % uplifts (not deltas or percentage point difference)
When brands connect with what’s happening on
Twitter, they see lifts across the funnel
52. 28%
-5%
19% 20%
3%
% Difference of Monthly Users Passionate
vs. Not-Passionate about culture
Twitter Other Other OtherOther
28%
Twitter is where you’re most likely to find
people that care about what’s happening
Source | MAGNA & Twitter “The Impact of Culture”, US, 2019
53. 01 02 03 04 05
Build relevance
to drive purchase
23% of a consumer’s
purchase decision is
driven by a brand’s
cultural relevance
Start with the
right audience
Brands that connect
with what’s happening
on Twitter see lifts
across the funnel
Reinforce your
message
Extend your flighting
beyond the peak
moment
Choose products
for your goals
Use the right products
at the right time to get
maximum impact
Use strong
creative
Build creative that is
short & focused,
visually strong, and
has branding upfront
Connect with What’s Happening
if you are using Twitter, you know that Twitter is answering the simple question “What’s happening?”
… if you want to know what’s happening, what’s new, what’s trending, what people are talking about right now, you go to Twitter.
Twitter has become THE news platform…and when i say news, I mean news across any interest or passions you have.
*Choosing Asos Story as an example*
I want to start by telling you about a powerful moment that happened on Twitter last month.
Thea Lauryn Chippendale, a 20-year-old university student from Lincoln, England, went on a dating app. And like so many today, she was looking to make a meaningful connection.
She presented her best self on her profile with photos that capture who she is. In one picture, Thea was dressed in a lace dress from ASOS.
She matched with George, a man who on the surface seemed like an average guy on a dating app. Then, George started sending Thea his opinions of her appearance and fashion sense.
“The dress in the last photo isn’t doing you any favors,” he wrote. He followed up with other nasty comments. “Hope this helps,” he wrote.
Surprisingly enough, this exchange did help, just not in the way he could have ever imagined.
Instead of engaging with George, Thea turned to Twitter to share her story.
And what she got back was an overwhelming outpouring of support with memes, one-liners and in plain English — the obvious: she’s beautiful, she’s brave for sharing her story, and she looks gorgeous in her dress.
“You look fabulous,” gushed one Tweep. “Ignore this muppet!” The conversation elevated Thea’s Tweet into a cultural moment as her post racked up over 100,000 Likes and 8,000 Retweets from men and women alike.
Thea’s tweet served as a rallying cry to a community of fashion- and beauty-loving supporters, and sparked a conversation that ASOS wanted to be a part of. Within a few days, the brand reached out to Thea to make a request: can we use this beautiful picture of you on the dress’s official product page.
By engaging authentically, in the moment, and supporting her in the same way the people on Twitter were supporting her, Asos was able to show, not tell, what they value as a brand.
The people on Twitter took notice…
Because people on Twitter are switched on and interested. They’re not passive, they’re active.
Twitter attracts people who want to know what’s happening in the world and who are driving the conversations that shape culture.
Now of course some of this audience use other platforms too but they’re in different mindsets on different platforms.
On Twitter you’re reaching them at their most active, most engaged and most receptive.
Either of these things alone would be compelling but it’s this combination that’s so powerful.
Your most valuable audience when they’re most receptive to your message.
Why valuable?
Because they’re leaders, not followers.
They’re well-informed, trustworthy, generous and intelligent and people look to them for advice on where to go, who to listen to, and what to buy.
Why receptive?
this intense, active experience that the brain has on Twitter means that people remember more.
Transition to jobs modules
Transition to jobs modules
Talk Track:
We talk about launches a lot at Twitter, because we’ve learned that launching something new on Twitter is one of the most successful ways brands can leverage our influential, receptive audience.
And when we say launch we mean building awareness and interest for something new
How many launches do you have coming up?
New product, a new feature? A new message about your product to a new audience? Or even a new promotion?
We as marketers in this room know that the way you enter the market has ALWAYS mattered. This launch window is critical to get right.…yet the stakes have changed. [CLICK]
Talk Track:
And now we live in a world where if you launch and no one talks about it….did you really launch? [CLICK]
Talk Track:
It used to be as marketers, we could rely on buying a TV ad or a billboard, ensure we had eyeballs, and we’d deem the launch a success.
But we know the world has changed. (According to eMarketers average time spent per day with TV and Mobile devices by US adults will hit an inflection point this year [CLICK]
Talk Track:
We’ve all seen a similar slide or talk track to this - that consumer’s attention is more fragmented and distracted than ever across multiple platforms, channels and screens - sometimes at the same time.
But we’re still talking about this consumer shift because it still matters, even more so for the success of your launch.
You have a short window within the launch period to build awareness and interest for something new….and consumers are giving you very little time.
We’ve been very interested at this idea of what launching means in this new world. We did some desktop research to look at what’s been recently published to understand HOW brands should launch in this new consumer world and we were surprised we found very little information on the topic
So we put out an RFP to a few consulting firms.
We specifically wanted to engage w. Consulting firms, and not a pure media company such as Forrester, etc. because we know that a success of a launch goes beyond marketing [CLICK]
ADDITIONAL BACKUP PROOF POINT:
Time on Mobile now HIGHER than TV: (As of June 2019 - USA)
From Recode: We’re now officially glued to our phones more than our TVs. For the first time, US consumers spend more time using on average using their mobile devices than they do watching their TVs. According to a new report from eMarketer, the average US adult will spend 3 hours, 43 minutes a day on mobile devices in 2019, about 10 minutes more than they spend watching TV. While the numbers may not be too surprising to some, it’s startling how quickly mobile has overtaken TV. Just five years ago, the average US adult watched nearly 2 hours more TV than they spent on their phones.
https://www.emarketer.com/content/average-us-time-spent-with-mobile-in-2019-has-increased
JP
so we decided it’s time to do some comprehensive research on the topic to identify how the best marketers launch something new in 2019 and we asked Bain Consulting, the pre-eminent strategy consulting firm to partner with us.
So I am thrilled to introduce Laura Beaudin, Partner at Bain Consulting in charge of the Marketing Practice.
Please join me in welcoming Laura on stage!
Talk Track:
Firstly, all these distractions and screens have shortened consumers attention spans and tightened their expectations from brands [CLICK]
And we’ve been talking about this for years, but it still matters…
They’re mobile-first, inundated with messaging, from both established brands and challenger brands, and it just takes more now to get them engaged.
Because of this, half of marketers indicate that this has in turn shortened the window for successful launches
Additional Stat:
75% of these marketers also indicate that their short-term launch results are strongly correlated with the products long-term success. As these windows for success are shortening, it is directly impacting advertisers ability to be successful in the long term.
Talk Track:
Second important finding is that in today’s world the bar for success is getting higher and higher - By the time we finish this meeting multiple brands will have launched something new around the world” [CLICK]
There are hundreds of launches every day...actually twenty-seven percent more than there were just two years ago. And the number keeps increasing.
(IF YOUR CLIENT IS IN FOOD OR BEVERAGE)…..
In Food & Beverage alone, there are more than 55 product launches every day
ADDITIONAL STAT SALES CAN REFERENCE:
Havas “Meaningful Brands” Study - "No one would care if 77% of brands died overnight” (https://www.campaignlive.com/article/no-one-care-77-brands-died-overnight-study-claims/1526400)
Talk Track:
We see these launches unfold on Twitter across all verticals everyday …..from the large expected brands who make headlines in our industry when they have something new to say….
to the less obvious launches …. Whether your our friendly competitor or a smaller brand who wants to raise awareness of your new promotion - the best brands instinctively understand that Twitter is critical to maximize the success of your launch to break through awareness and get the world talking. [CLICK]
Talk Track:
When marketers do get launch right, they see more success in the future.
They are 1.8x more likely to gain market share versus their peers. [CLICK]
and 1.5x more likely to have an increase in annual revenue
And when they miss the mark, they see loss of distribution and brand affinity as a consequence.
And there’s long-term risk for marketers missing the mark: over a third of marketers cite loss of distribution and loss of brand affinity as consequences of poor launch performance
Talk Track:
But having a successful launch is not easy
Bain talked to 650 marketers, and even though the launch period is so critical [CLICK]
Only 15% of marketers are getting it right and hitting their KPIs….only 15%.
They wanted to go deeper on this 15% of successful brands - let’s call them the Launch Leaders - and understand what strategies did they use that led to their success?
LB
Let’s start with one of the most important elements: Learn before you launch
LB
Launch Leaders are 2.4x more likely to use social listening to guide their launch strategy
This social listening can be used at different times in the campaign and for different purposes—we saw leaders who used listening to help develop their winning product and others who used it to craft a message that they knew would resonate with their target consumers
Launch leaders know that to stay ahead of the competition, they need to mine the reams available data to get as close to the mark as possible with their target customers.
LB
The second thing Launch Leaders are doing is truly owning their voice
And we don’t just mean “tone”…
LB
We learned that Launch Leaders are significantly more likely to have a point of view or “something to say”
In a year where “purpose”-driven campaigns are getting a lot of attention, we found this insight extremely interesting
Our research showed that, yes, having a “social good” purpose can be impactful….
But what really matters is not that a brand is “sustainable” or explicitly “giving back”…
But rather that a brand is really leaning into and owning attributes BEYOND the basic functional benefits of it’s product—that could include aesthetic appeal, embodying a certain lifestyle or attitude, or providing joy and amusement to consumers in a way that elevates the brand’s presence and identity
Talk Track:
We see these launches unfold on Twitter across all verticals everyday …..from the large expected brands who make headlines in our industry when they have something new to say…. [CLICK]
LB
We learned that audience connection is key, and our research found that leading brands are actually handpicking the audiences that are most likely to engage with their content and starting with them to help drive interest in content
In sum, Influence is greater than reach
LB
Launch leaders are nearly twice as likely to target an audience that drives engagement FIRST before targeting a broader population
Digital content creator Shareability actually makes a business of this approach
When deploying campaigns, Shareability will typically define 10 or more audience segments that are most likely to share the content.
Within hours of any launch, their team watches outcomes to identify which segments are most connected with the content and invests more heavily in those audiences, driving up total shares and impressions in the first 48 hours of a launch and—meaningfully—driving conversation and engagement on SHARES of the content, which is much more meaningful to consumers than talking directly to a brand that targeted them
LB
So audience is critical, but you also have to make sure you capture their attention, by going big on the reveal
LB
One of the most interesting insights we found in our research is how marketers are deploying their budget
Launch leaders spend a much higher percentage of their budget by (and on) Launch Day than others
In fact, leaders report spending up to 40% of their budget on or before the launch date
Other brands hold back that spend
This really crystallized something that might feel intuitive to you all—to break through the noise, you have to have the confidence to invest and lean in across channels at the moment of launch
The media industry is no stranger to the “go big” tactic but we thought that cult favorite Game of Thrones was a fun and relevant example here
According to Fast Company, HBO made a concerted effort to “blitz” the launch of the last season
The list of partners and projects, which included significant media investment, included Bud Light medieval commercials, Mountain Dew’s “A Can Has No Name,” special edition Twitter emojis, Adidas kicks for White Walkers, a tie-in with Major League Baseball, special edition Johnnie Walker whisky, limited edition Oreo cookies, OKCupid dating badges, a John Varvatos collection, 250,000 New York City transit GoT-themed MetroCards, and a superstar-filled soundtrack with Columbia Records
Whew.
Not every brand can mimic all those partnerships or the success of game of thrones, but the success of “going big” held true across industries and should be something every marketer considers in their own relative scale.
LB
Launch day is critical. But it really is only the beginning.
Launch leaders know that they need to be prepared to pivot
LB
Launch Leaders are nearly 3x as likely to use real-time data to adjust collateral and launch strategy
We know that “org structure” isn’t a buzz word – but having a strong, cross-functional, nimble team that is ready and able to make changes is what truly enables performance of the four key pillars that preceded this one
LB
In a fast-paced, digitally-enabled world, marketers need to update their playbook to succeed.
Breaking through in 2020 requires:
Learning before you launch
Owning your voice
Prioritizing influence over reach
Going big on the reveal
And always being prepared to pivot
pause
And now, to further reflect on winning launch strategies, we have the pleasure of hearing from a storied brand, Kellogg, and a marketer, Gail, who, is already doing many of the things we discussed today in their efforts to bring new products to market
Transition to jobs modules
Talk Track:
When we say connect with what’s happening, we mean building relevance by being a part of the conversation.
You can connect with the conversation around tent pole events, holidays, movements, national days, trends and more.
Connecting with what’s happening has always mattered yet the stakes have changed.
It used to be that brands and mass-media were the gatekeepers of conversation. 20 years ago, five conglomerates controlled the one way flow of information (what was in magazines, books, music, news feeds, newspapers, movies, radio and television): Time Warner, Disney, Murdoch's News Corporation, Bertelsmann of Germany and Viacom.
But today, there are no gatekeepers to the conversation, and millions of people are participating in the 2-way live, public, open conversation happening on Twitter everyday.
And this shift in control is changing what’s happening, what begins in fringe groups, flourishes into the mainstream with a pace that’s never been seen before.
We analyzed billions of tweets over the past three years to understand what people are talking about and what people were pushing into the mainstream. (NOTE FOR SALES: This research will be released in September. This is a teaser we are providing now. Full report to come.)
~~~~~~~~~~~~~~~~~~~~~~~~~
Data to defend the shift in control: 20 years ago, five conglomerates controlled what was in magazines, books, music, news feeds, newspapers, movies, radio and television: Time Warner, Disney, Murdoch's News Corporation, Bertelsmann of Germany and Viacom. Today, anyone with a wifi connected phone can create, disseminate, and consume information — that’s 5 billion people. So in 20 years, the participants of the conversation increased by 1 billion times. (5 institutions were having a 1-way conversation with the world. Today, 5 billion people have the ability to have a public two-way conversation with each other.)
Here’s a few growing interests that we’ve identified:
Ethical Living - What we buy and eat are now as much about saving the planet as taking care of our health. #Vegan, #CrueltyFree, ChemicalFree, organic, ethical buying.
Cosmic Fascination - We’re almost a multi-planet species, sparking a new era of fascination with astronomy and the universe. Space weather, Mars exploration, space travel, #SciFiIRL as real life.
Being Well Together - A culture of emotional openness and acceptance is spurring support through community. Mental health, personal development, MondayMotivation, WednesdayWisdom, acts of kindness.
In the past, media and brands have shaped what’s happening, but today, the people shape what’s happening. Today, the people decide what moves from niche to normal.
So that means that brands can no longer create marketing messages in isolation or only show up when it’s convenient for them.
Now, more than ever, your brand needs to connect with what’s happening.
You can connect with:
The release of a show, the way Coke connected to Stranger Things (click)
An event, the way J&J connected to #GlobalCitizenFestival (click)
Or even unpredictable topics, the way Dunkin’ connected to the black hole
You can connect with:
The release of a show, the way Coke connected to Stranger Things (click)
An event, the way J&J connected to #GlobalCitizenFestival (click)
Or even unpredictable topics, the way Dunkin’ connected to the black hole
You can connect with:
The release of a show, the way Coke connected to Stranger Things (click)
An event, the way J&J connected to #GlobalCitizenFestival (click)
Or even unpredictable topics, the way Dunkin’ connected to the black hole
We did some research to understand just how important it is to connect with what’s happening. We partnered with IPG and media agency MagnaGlobal to understand what factors influence a consumer’s purchase decision.
Unsurprisingly, #1 was price, but that’s driven by market forces -- supply and demand.
#2 was brand perception, but that can take years to shift
The third factor was cultural relevance and that is something you can influence in one campaign.
¼ of a consumer’s purchase decision is driven by how culturally relevant the brand is -- that is not insignificant.
*Note for sales team: See doc here for more notes on methodology*
It’s not easy to measure cultural relevance, but we actually see is that there is a correlation between how culturally relevant a brand is and it’s brand metrics.
In other words, brands that run campaigns to connect with what’s happening see higher lifts in brand metrics.
*Note for sales team: See doc here for more notes on methodology*
And these types of campaigns on Twitter see strong lifts across the funnel.
The best part is that we even see strong significant lifts at the bottom of the funnel -- even though they are the hardest attributes to move.
Twitter is the best place to connect with what’s happening because it IS what’s happening.
*Note for sales team: See doc here for more notes on methodology*
…And because the people on Twitter care about what’s happening more than those on other channels.
Which makes them more receptive to your ads that connect with what’s happening.
Today we want to talk about why and how you should connect with what’s happening.
Why Connect with What’s Happening?
1) It’s important to connect with what’s happening because 25% of a consumer’s purchase decision is driven by a brand’s cultural relevance.
2) Brands that connect with what’s happening on Twitter see lifts across the funnel. Twitter is the best place to connect with what’s happening because it is what’s happening.
How to Connect with What’s Happening?
3) Extend your flighting beyond the peak moment.
4) Use the right products at the right time to get maximum impact.
5) Build creative that is short & focused, visually strong, and has branding upfront.
This didn’t happen overnight.
We have been working with publishers for over 5 years and have developed fantastic, long-term relationships with them.
We are now up to 950+ premium publishers globally. Many of these publishers are the same ones you are buying today. These publishers are sharing their best video content on Twitter in order to reach larger audiences.
Because people on Twitter are switched on and interested. They’re not passive, they’re active.
Twitter attracts people who want to know what’s happening in the world and who are driving the conversations that shape culture.
Now of course some of this audience use other platforms too but they’re in different mindsets on different platforms.
On Twitter you’re reaching them at their most active, most engaged and most receptive.
Either of these things alone would be compelling but it’s this combination that’s so powerful.
Your most valuable audience when they’re most receptive to your message.