An introduction into Integrated Marketing Communications. How IMC serves the advertising function for promoting organizations, their products, and services.
An overview introduction to the world of Integrated Marketing Communications, how IMC fits into an organization's overall business planning and goal-setting.
An overview introduction to the world of Integrated Marketing Communications, how IMC fits into an organization's overall business planning and goal-setting.
Met de hulp van feeds en inspiratie (die had ik gisteren mij mijn collega gekregen) had een de presentatie voor FD Carrier Challenge aangepast. De essentie van deze presentatie is nier meer de bepaalde methode as ik eerder dacht. Het is over je en hoe kan je een verschil maken in je dagelijkse activiteiten en bereiken je persoonlijke doelen met behulp van nieuwe netwerking, leiding en ondernemen technieken. Je gebruikt “denken triggers” in deze presentatie om maximaal toegevoerde warden en kennis ook van jou eigen ervaring uit te halen.
With help feedbacks and inspiration from my colleagues yesterday I have updated the presentation for FD Carrier Challenge. The essence of this presentation is not even a set of particular methods as I thought. It is about the change, which can be done by you. How can you make a difference in your daily work to achieve your personal goals with the help of techniques of new networking, leading and entrepreneurship? You use “thought treiggers” in this presentation to get the maximum added value and knowledge of your own experience.
Stand Out from the Crowd - Defining Your Company’s Value Proposition The Marx Group
Determine your company’s value proposition and bring consistency to your communications and clarity for customers, prospects, suppliers, employees, and others. Tom demonstrated the value proposition process to help your company understand why it has more value than the competition. Invest the time to learn how to consistently convey your company’s value proposition
This is the first presentation that introduces the Lean Team Canvas. It is a startup focused methodology to build teams that simply rock. Powered by leanteam.org
How to build a thought leadership platformGood2bSocial
✓ How does one become a thought leader?
✓ What is a thought leadership platform?
✓ 10 step process to build your thought leadership
platform
✓ The type of content should you use for thought
leadership marketing
✓ The channels needed to build a thought
leadership platform?
✓ Allen & Overy Case Study: Block Chain
Appreciate to receive your valuable insights in the comments. You may also consider sharing related Quotes known to you in the comments.
Thanks & Regards,
Segmentation and the Employer Brand - Graeme Wright, Havas PeopleHavas People
Graeme Wright, Strategy Director at Havas People, presents the three forces that challenge recruitment and how the employer brand enables organisations to manage these forces.
One of the most important and often overlooked marketing strategies is identifying and communicating your organization's unique value proposition. By understanding what characteristics distinguish your organization from others in your industry, you will be able to craft messages that are better targeted to your audiences and more effective in getting your audience to purchase from you.
Ken Esthus, account director, Marketing General Inc.
Tracy Taylor, executive director, Natural Products Foundation
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
[Whitepaper] Talent Decisions that can Make or Break your Business - Lessons ...Appcast
Read this whitepaper to learn why recruiting is an important function that serves to improve overall business results.
Written by David Forman | Industry Thought Leader & Author, Fearless HR
Natalie Mellin, Global Employer Brand, King
Robert Käck, Global Employer Brand, King
Claudia Tattanelli, Chairman Strategic Board, Universum
Companies achieve a solid talent brand message by first laying the foundation with a strong employee value proposition (EVP). A smart and structured EVP empowers the culture, community and workplace transformation that your employees love to post, tweet and talk about with their friends. Without an EVP, talent brand messaging risks being diluted or scattered.
Presented by DeSantis Breindel and the authors of Woo, Wow, and Win, the award-winning book on service design.
A great B2B brand can woo clients, but only a great experience can wow them. And experience doesn’t happen by accident. Using service design, you can deliver experiences that maximize the value of your brand, accelerate growth, and win both repeat business and new clients. Watch this webinar to learn how to build the wow into every interaction with your clients.
Copy of presentation delivered at the CHASS 2015 National Forum in Melbourne (October 2015), The Council for Humanities, Arts and Social Sciences in Australia is the peak body supporting more than 75 member organisations in their relationships with Federal and State Government policy makers, Academia and the broader community within Australia.
Navigating the risks in implementing Hybrid Cloud, Agile and Project Manageme...Livingstone Advisory
Ensuring the alignment between the various ‘best practice’ technology implementation methodologies supported by appropriate ongoing IT management and business engagement frameworks is key to the delivery of a robust, truly agile and cost effective IT environment. Achieving this without compromising security or exposing the organisation to greater risks is a given in the eyes of the business.
In this presentation, Rob Livingstone explores the key systemic and technical risks associated with the concurrent adoption and management of agile application development methodologies, project management, hybrid cloud, on-premise IT and mobile devices within the enterprise. He also suggests some practical approaches that CIOs, CTOs, CSOs and CFOs should be taking to successfully orchestrate this transition.
Met de hulp van feeds en inspiratie (die had ik gisteren mij mijn collega gekregen) had een de presentatie voor FD Carrier Challenge aangepast. De essentie van deze presentatie is nier meer de bepaalde methode as ik eerder dacht. Het is over je en hoe kan je een verschil maken in je dagelijkse activiteiten en bereiken je persoonlijke doelen met behulp van nieuwe netwerking, leiding en ondernemen technieken. Je gebruikt “denken triggers” in deze presentatie om maximaal toegevoerde warden en kennis ook van jou eigen ervaring uit te halen.
With help feedbacks and inspiration from my colleagues yesterday I have updated the presentation for FD Carrier Challenge. The essence of this presentation is not even a set of particular methods as I thought. It is about the change, which can be done by you. How can you make a difference in your daily work to achieve your personal goals with the help of techniques of new networking, leading and entrepreneurship? You use “thought treiggers” in this presentation to get the maximum added value and knowledge of your own experience.
Stand Out from the Crowd - Defining Your Company’s Value Proposition The Marx Group
Determine your company’s value proposition and bring consistency to your communications and clarity for customers, prospects, suppliers, employees, and others. Tom demonstrated the value proposition process to help your company understand why it has more value than the competition. Invest the time to learn how to consistently convey your company’s value proposition
This is the first presentation that introduces the Lean Team Canvas. It is a startup focused methodology to build teams that simply rock. Powered by leanteam.org
How to build a thought leadership platformGood2bSocial
✓ How does one become a thought leader?
✓ What is a thought leadership platform?
✓ 10 step process to build your thought leadership
platform
✓ The type of content should you use for thought
leadership marketing
✓ The channels needed to build a thought
leadership platform?
✓ Allen & Overy Case Study: Block Chain
Appreciate to receive your valuable insights in the comments. You may also consider sharing related Quotes known to you in the comments.
Thanks & Regards,
Segmentation and the Employer Brand - Graeme Wright, Havas PeopleHavas People
Graeme Wright, Strategy Director at Havas People, presents the three forces that challenge recruitment and how the employer brand enables organisations to manage these forces.
One of the most important and often overlooked marketing strategies is identifying and communicating your organization's unique value proposition. By understanding what characteristics distinguish your organization from others in your industry, you will be able to craft messages that are better targeted to your audiences and more effective in getting your audience to purchase from you.
Ken Esthus, account director, Marketing General Inc.
Tracy Taylor, executive director, Natural Products Foundation
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
[Whitepaper] Talent Decisions that can Make or Break your Business - Lessons ...Appcast
Read this whitepaper to learn why recruiting is an important function that serves to improve overall business results.
Written by David Forman | Industry Thought Leader & Author, Fearless HR
Natalie Mellin, Global Employer Brand, King
Robert Käck, Global Employer Brand, King
Claudia Tattanelli, Chairman Strategic Board, Universum
Companies achieve a solid talent brand message by first laying the foundation with a strong employee value proposition (EVP). A smart and structured EVP empowers the culture, community and workplace transformation that your employees love to post, tweet and talk about with their friends. Without an EVP, talent brand messaging risks being diluted or scattered.
Presented by DeSantis Breindel and the authors of Woo, Wow, and Win, the award-winning book on service design.
A great B2B brand can woo clients, but only a great experience can wow them. And experience doesn’t happen by accident. Using service design, you can deliver experiences that maximize the value of your brand, accelerate growth, and win both repeat business and new clients. Watch this webinar to learn how to build the wow into every interaction with your clients.
Copy of presentation delivered at the CHASS 2015 National Forum in Melbourne (October 2015), The Council for Humanities, Arts and Social Sciences in Australia is the peak body supporting more than 75 member organisations in their relationships with Federal and State Government policy makers, Academia and the broader community within Australia.
Navigating the risks in implementing Hybrid Cloud, Agile and Project Manageme...Livingstone Advisory
Ensuring the alignment between the various ‘best practice’ technology implementation methodologies supported by appropriate ongoing IT management and business engagement frameworks is key to the delivery of a robust, truly agile and cost effective IT environment. Achieving this without compromising security or exposing the organisation to greater risks is a given in the eyes of the business.
In this presentation, Rob Livingstone explores the key systemic and technical risks associated with the concurrent adoption and management of agile application development methodologies, project management, hybrid cloud, on-premise IT and mobile devices within the enterprise. He also suggests some practical approaches that CIOs, CTOs, CSOs and CFOs should be taking to successfully orchestrate this transition.
Your Leadership Brand - The CIO as Business Strategist driving innovation. CI...Livingstone Advisory
Your Leadership Brand - The CIO as Business Strategist driving innovation
When CIOs think like business strategists, they shift from primarily managing technology projects to become highly business relevant. The ability of CIOs to successfully make this shift is key to underpinning the transformation of IT within the organisation. This transformation is critical to organisations that are looking for ways of driving innovation and entrepreneurship within the IT group, which in turn drives sustainable business value. The role of the CIO is at the core of this transformation.
In this engaging and practical session, Rob Livingstone provides valuable insights on how organisations and CIOs alike can ensure this transition is made successfully, and rapidly.
Agenda included
Surveying the broader landscape
Is enterprise innovation the Job of IT?
The Future-State CIO Model
Getting past ‘Business – IT Alignment’
Creating Influence
Your leadership brand.
Your personal Brand – as you!.
Maximising the opportunities offered by emerging technologies within the chan...Livingstone Advisory
The Australian University sector is heading down the path of seemingly inevitable and fundamental change in both its operating model and role within society. The forces at play are numerous and diverse, fueled in part by the capabilities of modern technologies. These include factors such as increasing global competition for tertiary students, the shift towards a self-funded corporate operating model whilst having to retain academic independence and rigor – all in an environment of the increasing commoditisation of knowledge and intellectual property through emerging vehicles such as MOOCs (Massive Online Open Courses).
In the midst of these structural changes, how well Australian Universities navigate through the current swathe of emerging and potentially disruptive technologies whilst mitigating the longer term systemic risks associated with their adoption is not necessarily a trivial exercise.
In this session, Rob Livingstone offered some practical insights into how CIOs of ‘the University of the future’ can play an active part in helping their institutions thrive in the new environment by maximising the upside potential of new and emerging technologies with known cost and risk, whilst simultaneously managing the multiple versions of reality that exist in the new IT environment.
Presentation at the ACS Youth in IT Conference (Asia-Pacific).
Career resilience is the name of the game. Why career resilience is key to surviving profound technology change in our globalized world.
Rob also launched his book Direction through Disruption - A guide to career resilience during rapid technology and workplace change .
Map of the Cloud minefield - Banktech Sydney Summit 17 july 2012 Livingstone Advisory
This presentation was delivered at the 2012 BankTech summit in Sydney, Australia by Rob Livingstone (www.rob-livingstone.com ). Topics included:
Exploring the real definition of Cloud
Interpreting the conflicting messages
Systemic vs. Technical risks in the Cloud
Availability
Hybrid Cloud is the reality
Importance of Cloud Computing Reference Architecture
Managing multiple parties in the Cloud ecosystem (Hybrid Cloud)
The challenge for Regulators
Standards? Which standards?
Some risk mitigation approaches
Will the Cloud be your disaster, or will Cloud be your disaster recovery?Livingstone Advisory
Making real sense of enterprise Cloud computing in the context of your business is not always a trivial task. The volume, diversity and intensity of opinions on what cloud can do for your organization are relentless, as are the pressures to lower IT costs, speed up implementations, simplify enterprise IT and deliver more value in your own organizations.
Shifting your mission critical systems to the cloud presents a formidable range of challenges for many organizations, least of which the potential loss of control over your disaster recovery capability. Conversely, keeping your enterprise IT systems where you can see them, and using the cloud to manage your backups and disaster recovery may appear to run counter to the prevailing perception that the cloud is the ultimate destination for all IT systems.
In this presentation, Rob Livingstone will be covering off some of the key considerations of disaster recovery planning in the hybrid cloud environment and how, paradoxically, cloud could either be the cause of your disaster or has the potential to save you from one. He will be offering practical insights and tips on how you should approach the cloud when it comes to planning for the worst so that you come out looking your best.
UTSpeaks Public Lecture: Clearing up the Cloud -19th July 2011 - Rob Living...Livingstone Advisory
How should we navigate the pitfalls of IT’s newest ‘big opportunity’?
For individuals and small business, Cloud computing via the Internet offers unprecedented access to systems, software and technologies, previously restricted to the corporate world, at little or no cost.
But for mid-sized and large organisations, the reality of adopting Cloud computing presents a whole new set of costs, risks and governance implications, quite different to those in traditional in-house IT systems.
This public lecture provides a concise, plain English overview of Cloud computing and what it means for businesses in Australia. It explores the privacy, security, commercial, regulatory, cost, risk and internal governance challenges that organisations, as well as the wider community, should be aware of.
Where worlds collide: Agile, Project Management, Risk and Cloud?Livingstone Advisory
The new CIO is expected to be truly agile, deliver transformational value using new technology based services and have a deep understanding of, and engagement with the business – all whilst managing and mitigating risks. In addition to this, the CIO is also expected to be a ‘business partner’ in the real sense of the word. On top of these factors, Cloud is often seen in the eyes of business as a metaphor for timely change, and a convenient ‘get out of jail’ card in their push to lower IT cost, and collapse IT project lead times.
In this context, ensuring the effective orchestration if the various ‘best practice’ methodologies and frameworks in the areas of agile application development, project management and risk management, all whilst managing the whole ‘Cloud’ discussion is not a trivial task.
In this presentation, Rob Livingstone explores the key systemic and technical risks associated with the concurrent adoption and management of agile application development methodologies, project management, hybrid cloud and mobile devices within the enterprise in today’s volatile environment.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
Successful companies always formulate effective marketing strategies by adopting approaches like;
Having a strategic focus based on developing and sustaining a profitable customer base
Increasing sales and market shares
Targeting committed and profitable customers
Bench-marking and targeting competitors
Focusing on a greater commitment to innovation
Learn from Ethan Chazin business coach and growth strategist how to implement a new customer on-boarding program that creates maximum happiness and lifetime value.
Learn how to conduct a successful, results-driven career transition at ANY age, with any amount of experience, in any industry during any economy and job market. Time unconventional strategies.
International Consumer Behavior - the many differences that exist between cultures and how you adapt your media, advertising, and communications accordingly.
Leverage true grit, overcome your fears and embrace leadership. All of these are in you, so unleash them for your lasting career, professional, and business success.
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
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The 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
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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.
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.
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.
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.
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.
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/
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.
10. • Rapidly changing media environment.
• Difficult to reach target audiences and
communicate with them.
• Role of advertising changed (PUSH vs PULL.)
• Mass media losing out to “fractional” media
(micromarketing.)
• Consumers control the communication process.
They determine when they want information, and
how it’s delivered.
• Hard to gain/keep the attention, trust,
confidence, loyalty esp. Millennials & Gen Z.
• People spend 4 hours per day online.
Today’s Mktg Challenges
15. • The coordination of all marketing
communications efforts.
• Blends online and offline (traditional)
advertising messages.
• A “conversation” with consumers built on
interactivity and individualization.
• Social media, your website, videos
(YouTube) podcasts, webinars, case
studies, white papers, e-books.
What’s IMC
16. “a concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluate the
strategic roles of a variety of communication
disciplines-for example general advertising,
direct response, sales promotion, and public
relations-and combines these disciplines to
provide clarity, consistency, and maximum
communications impact.”
4As
A (IMC) Definition
18. • Total U.S. advertising & marketing
communications spend increase from $100B in
1980 to $589B in 2013.
• $35B in Internet advertising.
• Shift in ad spend from traditional to Internet.
• $4B in Mobile advertising.
• America is the “MARKETING” center of the
universe, accounts for 1/3 of global ad spend.
• Significant growth in global ad spending
expected.
Today’s Global Ad Spend
19. • Important promotional tool esp. for products
and services targeted to mass consumer
audiences (cars, packaged goods, drugs.)
• Cost effective way to reach large #’s of
consumers.
• Avg. TV program on 4 major networks between
8-11pm reaches @ 5M households.
• Can be used to create favorable and unique
images and associations for a brand.
Why Advtsg Matters
21. “The process of planning and executing the
conception, pricing, promotion and
distribution of ideas, goods and services to
create exchanges that satisfy individual
and organizational objectives.”
AMA
Role of Marketing
22. “Marketing is the activity, set of institutions
and processes for creating ,communicating,
delivering and exchanging offerings that
have value for customers, clients, partners,
and society at large.”
AMA
Role of Marketing
Revised 2007
23. • A view of marketing that brings
online & offline marketing together.
• A method for determining best
strategies to communicate and build
relationships with customers.
• Ongoing strategic business process
So…what “is” IMC
24. “IMC is a strategic business process used to
plan, develop, execute and evaluate
coordinated, measurable, persuasive, brand
communications programs over time with
consumers, customers, prospects, employees,
associates, and other targeted relevant
external and internal audiences. The goal is to
generate both short term financial returns and
build long term brand and shareholder value.”
Don Schultz
Northwestern U.
A Final IMC Definition
37. ● Classic brand management dates back to
the early 1900s-Neil McElry (1931)
famous P&G memo on the importance of
a brand-focused management system.
● As “American” as baseball, hot
dogs, apple pie, and Chevrolet.
From CLASSIC brand management
to “brand leadership”
Branding’s LOOONG History
39. ● Reduces the cost associated with searching for
products internally (how much to think about
them) and externally (how much to look for
them.)
● Define product/service qualities.
● Present product/service characteristics.
● Chance to “connect” with product maker.
● Sign of “perceived” quality…PRESTIGE.
● Help consumers organize their knowledge
about a product to clarify their decision-making
and thus adds value to firms.
Brands Matter to Consumers
40. ● Signal characteristics to consumers.
● Reduce the risks for consumers in their
purchase decisions:
● Functional risk: product doesn’t perform up to
expectations.
● Financial risk: Product’s not worth the price paid.
● Physical risk: product poses a physical threat.
● Social risk: Product results in embarrassment from
others.
● Psychological risk: Product affects mental well-
being of the user.
● Time risk: A product’s failure costs the consumer a
chance of finding another acceptable product.
Brands Matter to Organizations
41. ● Serves an identification purpose.
● Legal protection such as intellectual
property rights for certain brand
attributes.
● Investing in a brand helps endow a
product with unique associations and
meanings that help to differentiate it.
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Brands Matter to Organizations
46. • Serve an identification purpose.
• Legal protection such as intellectual
property rights for certain brand
attributes.
• Investing in a brand helps endow a
product with unique associations and
meanings that help to differentiate it.
Brands Matter to Orgs
47.
48. ● Helps to organize a firm’s inventory and
accounting procedures…
Brands Matter to Orgs
49. ● Powerful means of securing a competitive
advantage by LIVING with consumers their
whole lives…
Brands Matter to Orgs
50. ● Enables firms an opportunity to charge a
PREMIUM for their products.
● Brands represent enormously valuable pieces of
legal property.
Brands Matter to Orgs
51. ● What is your firm’s UVP?
● What is your target market?
● Your position in the supply chain, for delivering
superior value?
● How does your brand fit in the buying process?
● Highlight your corporate brand!
● Build your brand around intangibles like
expertise, trustworthiness, credibility.
B2B Branding Requirements
52. ● Brand Category / Business Unit
management.
● A brand’s ‘market scope’ stretches
ACROSS markets.
● Today’s brand leader is a communications
specialist due to media & market
fragmentation.
● Branding has become strategic &
visionary.
● Brand leadership role at the highest
levels of today’s organizations.
Today’s Brand Leadership
57. • Organizations communicate directly with
target consumers to generate a response
and/or transaction.
• Entails database mgt, direct selling,
telemarketing, and direct response ads
through direct mail, the internet,
broadcast and print media.
Direct Marketing
58.
59. • Marketing activities that provide extra
incentives to your salesforce, distributors
or consumers to stimulate immediate
sales.
• Consumer-oriented examples:
coupons, sweepstakes, rebates,
contests.
Sales Promotions
60.
61. • Non-personal communication regarding an
organization, product, service, or idea not
directly paid for or under under identified
sponsorship.
• Typically a news story, editorial, or
announcement about an organization and its
products/services.
• Non-personal communication to a mass
audience, and not directly paid for by the
organization.
• Not under your control; not always positive.
Publicity/PR
62. • Person-to-person communication.
• Seller attempts to assist/persuade
prospective buyers to purchase the
organization’s products/services.
• Involves direct contact between buyer
and seller.
• The direct nature of communication
gives the marketer control.
Personal Selling