CASE STUDY ON THE FACTORS THAT LEAD TO THE GLORY OF COLGATE BRANDVARUN KESAVAN
Colgate is an umbrella brand principally used to sell oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by American consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, William Colgate.
According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only brand in the world purchased by more than half of households globally.[1] Colgate has a global market penetration of 67.7% and a global market share of 45%[2] - despite this, it maintained the highest growth rate of all brands in the survey, with 40 million new households purchasing Colgate-branded products in 2014.[3] Its global market penetration is nearly 50% higher than the second-placed brand in the study, Coca-Cola (43.3% penetration).
[Article] How is Experiential Marketing shaping Customer Interaction and the ...Biswadeep Ghosh Hazra
The article describes the impact of experiential marketing on product usage and branding. Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
“Marketing is no longer about the stuff you make; but about the stories you tell.” -Seth Godin
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
CASE STUDY ON THE FACTORS THAT LEAD TO THE GLORY OF COLGATE BRANDVARUN KESAVAN
Colgate is an umbrella brand principally used to sell oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by American consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, William Colgate.
According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only brand in the world purchased by more than half of households globally.[1] Colgate has a global market penetration of 67.7% and a global market share of 45%[2] - despite this, it maintained the highest growth rate of all brands in the survey, with 40 million new households purchasing Colgate-branded products in 2014.[3] Its global market penetration is nearly 50% higher than the second-placed brand in the study, Coca-Cola (43.3% penetration).
[Article] How is Experiential Marketing shaping Customer Interaction and the ...Biswadeep Ghosh Hazra
The article describes the impact of experiential marketing on product usage and branding. Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
“Marketing is no longer about the stuff you make; but about the stories you tell.” -Seth Godin
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
Integrated Marketing: What It Is and Why You Should Embrace It (part 1 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
Unlock the secrets to crafting a winning Integrated Marketing Communications (IMC) strategy with our comprehensive guide. Learn the importance of brand consistency, how to define your target audience, choose the right communication channels, and develop a compelling content strategy. Dive into real-world IMC success stories and discover key metrics for evaluating performance. IM4U Digital Marketing Agency is here to help you navigate the complexities and ensure your brand leaves a lasting impact. Elevate your marketing game and achieve lasting success with our expert insights. #IMC #MarketingStrategy #BrandConsistency #DigitalMarketing
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
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.
[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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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.
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Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
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 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
15 ideas and frameworks on the art of storytelling
Content Marketing Strategies for FMCG
1. 1
Content Marketing Strategies for
FMCG
The rise of brand-controlled communication, and how to successfully connect
with consumers
Reference Code: CM00234-034
Publication Date: April 2014
2. 8
Executive summary
Content marketing is on everyone's lips, and everyone claims to be doing it. It takes up at least a quarter of
most marketing budgets, but more often than not, it is carried out without a proper plan. This report looks at a
range of different case studies, both recent and with a longer heritage, to pick out key lessons and insights.
Our scope is broad, as content marketing comes in many different forms. There is branded content, such as
online video, which can trigger a strong emotional response and capture people's imagination, as those from
Red Bull and Old Spice have done. Other forms get their strength from the context in which they are found.
This is true of updates that sit within the flow of our news feeds, or are seamlessly integrated within the
publication we enjoy, as happens with native advertising.
In all cases, content marketing needs to prioritize engaging the target audience to build conversations
between brand and consumer. This is unlike traditional advertising, which is often about big ideas,
campaigns, and selling. Understanding the differences as well as the similarities between these different
approaches to marketing communication is helpful to ensure that practitioners get the most from each.
Content marketing has not appeared from nowhere. Analysis of the current marketing landscape reveals a
number of push and pull factors that make content marketing appealing to both consumers and businesses.
Content marketing is an appropriate response when people have become increasingly skeptical about
advertising claims and it is no longer possible to assume that everyone watches TV commercials with great
absorption.
Content marketing also aligns with a changing media landscape, as it generates brand messages that do not
interrupt to get attention but fit with where that attention already is. Content marketing makes the most of
opportunities for brand-consumer interaction online, whether it is just liking, commenting, and sharing, or
something more involved. There are many different tactics and technique with which to experiment.
Whatever the format, no one approach to content marketing fits all, but there are common features and
processes. Content marketing is not a one-act show. It involves more than simply delivering the goods; it
requires forethought upfront, and assessment and ongoing optimization afterwards.
3. 9
Likewise, content marketing is not the sole prerogative of any particular stakeholder. With content marketing
so appealing and alluring, many are keen to get involved, not just the brands themselves, but also those
advertising and media agencies traditionally responsible for providing marketing services. New breeds of
agencies and partners can also be found in the content ecosystem. We consider what each might have to
offer.
Content marketing keeps us on our toes: it is a dynamic space with new opportunities and emerging issues
to discuss. Trust and transparency are likely to come up the agenda as regulators become concerned about
deceptive content. In general, the risks in going ahead lie within the control of the executor of content
marketing. Skimping and switching about will not do. This type of marketing requires a commitment to
produce quality compelling content on an ongoing basis so as to build up and not disappoint an audience.
Ultimately, we must not forget that content marketing is about offering value to consumers; for businesses to
get value, they need to recognize that it is an investment and not a cost, and thus align resources and
expectations accordingly
4. 10
Chapter 1 Introduction
About this report
"2014 set to be a blowout year for content marketing." – Vertical Measures, 2014
"Assuming that big data is so 2013, among this year's contenders are native advertising and content
marketing." – Rob Norman, chief digital officer, GroupM, 2014
"Content marketing is critical for business growth." – Huffington Post, 2013
"39% of digital marketing professionals nominated content marketing as one of their top priorities in
2013." – The Branded Content Marketing Association, 2013
For anyone who works in the world of marketing, it can seem as though it is hard to avoid content marketing.
The above are but a small selection of the typical headlines that are bouncing around at the moment. They
are testament to the heat and excitement that this form of marketing is currently generating. While it may be
all too easy to get swept up in the buzz of new opportunities, as with all new big marketing ideas, it is
important to take a step back and consider whether this is something that is truly appropriate for the
business. No one would deny that content marketing does have value, but there are potential risks and costs
that could outweigh possible gains. This means that pausing before jumping on the bandwagon has merit.
This report will provide an overview of the content marketing landscape. It aims to:
Give a sense of what is meant by content marketing and its history.
Analyze the driving forces behind the recent rise of content marketing.
Describe examples of where content marketing has been used to good effect and where its value is
more questionable.
Provide a review of the processes and players that are involved in content marketing.
Discuss emerging issues and future developments.
5. 11
Offer conclusions, exploring risks and opportunities for FMCG businesses that wish to make the most
of content marketing.
Definitions
Not only is content marketing buzzy, it is also fuzzy. As a dynamic area, what it covers and consists of often
changes as agencies and individuals develop new ideas and opportunities. Although content marketing in
some forms has existed for many decades, as the below section describes, the modern incarnations of
content marketing are linked to the rise of the Internet, and social media in particular. Because of this, it is
easy to conflate digital marketing, social marketing, and content marketing.
A simple and engaging definition, which differentiates content marketing from other established forms of
marketing, has been devised by David Meerman Scott, author of The New Rules of Marketing and PR:
"You can buy attention (advertising). You can beg for attention from the media (PR). You can bug
people one at a time to get attention (sales). Or you can own attention by creating something
interesting and valuable and then publishing it online for free."
The Content Marketing Institute (CMI), interviewed for this report, provides what it describes as a "formal
definition":
"Content marketing is the marketing and business process for creating and distributing relevant and
valuable content to attract, acquire, and engage a clearly defined and understood target audience –
with the objective of driving profitable customer action. A content marketing strategy can leverage all
story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the
buying process, from attention-oriented strategies to retention and loyalty strategies, and include
multiple buying groups."
As the industry matures, different aspects of content marketing become distinct. Already, there is a bright
bubble of terms that are being bandied around in the content marketing space. These are captured in the
below figure.