"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".
NextMiami is a weekly digital communications channel created by ProMiami that reaches over 100,000 business professionals and executives across industries to promote products, services, and events through banner ads, advertorial packages, and event announcements at low costs starting from $95 per issue. The document provides information on NextMiami's target audience demographics, advertising specifications and rates, submission deadlines, and production services.
DearMedia is a digital consulting company founded in 2009 that helps clients balance their traditional and digital media businesses. The document discusses how various media industries are being disrupted by digital and mobile trends, such as the rise of social media and time-shifting of TV viewing. It argues that relevance and experiences, not content itself, will drive people's willingness to pay for media. Traditional media are not dead but must adapt to remain valuable to audiences.
Today I did a webinar for Bulldog Reporter/PR University titled "Google+ for PR: Mastering Google+ Pages and Hangouts—Best Bets for Brands in 2013" and while I was indeed sharing the stage with the amazing Stephanie Scott, Katie Morse, Danielle Brigida, and Brian Pittman, this is just my part of the presentation without any edits or changes or cuts -- so you're welcome to enjoy just my part of it, wherein I talk about the three types of Google+ for Brands adopters: Hot & Heavies, Afterthoughts, and Zombie Ghost Towns. I hope you enjoy this, learn loads, and ask me tons of questions.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
InfoPeriscope will create a new advertising model where consumers actively control and exchange their permission to receive ads ("Digital Rights") and get paid for doing so. This will connect interested consumers directly with merchants in a way that benefits both parties. Consumers will be able to selectively communicate with merchants and receive ads only for the products and services they want. Merchants will gain a highly targeted audience and see better response rates than the current wasted $175 billion spent on direct marketing.
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Interaction and Engagement: The Evolution of Advertising in Social Gamesauexpo Conference
This document discusses the evolution of advertising in social games. It notes that social games now have large audiences that are comparable to prime time television. Approximately 25-50% of Europeans use social games, which are balanced between males and females. Social games allow advertisers to access the 25% of internet users who are interacting socially online through reward and earned economies within the games. Advertisers can implement branded icons and banners within games to engage users while using a pay for performance advertising model.
NextMiami is a weekly digital communications channel created by ProMiami that reaches over 100,000 business professionals and executives across industries to promote products, services, and events through banner ads, advertorial packages, and event announcements at low costs starting from $95 per issue. The document provides information on NextMiami's target audience demographics, advertising specifications and rates, submission deadlines, and production services.
DearMedia is a digital consulting company founded in 2009 that helps clients balance their traditional and digital media businesses. The document discusses how various media industries are being disrupted by digital and mobile trends, such as the rise of social media and time-shifting of TV viewing. It argues that relevance and experiences, not content itself, will drive people's willingness to pay for media. Traditional media are not dead but must adapt to remain valuable to audiences.
Today I did a webinar for Bulldog Reporter/PR University titled "Google+ for PR: Mastering Google+ Pages and Hangouts—Best Bets for Brands in 2013" and while I was indeed sharing the stage with the amazing Stephanie Scott, Katie Morse, Danielle Brigida, and Brian Pittman, this is just my part of the presentation without any edits or changes or cuts -- so you're welcome to enjoy just my part of it, wherein I talk about the three types of Google+ for Brands adopters: Hot & Heavies, Afterthoughts, and Zombie Ghost Towns. I hope you enjoy this, learn loads, and ask me tons of questions.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
InfoPeriscope will create a new advertising model where consumers actively control and exchange their permission to receive ads ("Digital Rights") and get paid for doing so. This will connect interested consumers directly with merchants in a way that benefits both parties. Consumers will be able to selectively communicate with merchants and receive ads only for the products and services they want. Merchants will gain a highly targeted audience and see better response rates than the current wasted $175 billion spent on direct marketing.
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Interaction and Engagement: The Evolution of Advertising in Social Gamesauexpo Conference
This document discusses the evolution of advertising in social games. It notes that social games now have large audiences that are comparable to prime time television. Approximately 25-50% of Europeans use social games, which are balanced between males and females. Social games allow advertisers to access the 25% of internet users who are interacting socially online through reward and earned economies within the games. Advertisers can implement branded icons and banners within games to engage users while using a pay for performance advertising model.
This document discusses how brands can build engagement and trust through social media. It notes that 90% of consumers trust peer recommendations, compared to just 14% who trust advertisements. The document provides examples of social media usage in Australia and how businesses can integrate social media into their marketing strategies. It outlines how social media allows brands to build awareness, identify influencers, gain customer insights, and generate sales.
This document presents a direct marketing launch plan for a new online life insurance marketplace. It discusses the competitive landscape, key target audiences, and proposed multi-channel approach using television, radio, print, online and mobile advertising. The goal is to drive new customer acquisition through direct response advertising across multiple media.
The document provides a launch plan for direct marketing of a new life insurance product. It outlines objectives to drive direct sales and create brand awareness. It analyzes the competitive landscape and identifies key target audiences. The plan recommends testing a cross-channel media approach over multiple phases, starting with search, digital and direct response TV campaigns to optimize performance. It includes proposed budgets, tactics, creative services, and pilot testing approaches for search and digital channels.
The biggest obstacles companies face in unlocking digital opportunities are:
1) Treating digital platforms as one-way communication instead of engaging with consumers.
2) Not using customer data to personalize offers and build loyalty.
3) Fragmentation across different digital channels and lack of collaboration.
4) The complexity of emerging technologies and need for holistic measurement across campaigns.
Doing The Deal in Branded Entertainment | Patrick Collings 2010Patrick Collings
This is one of two presentations I gave at the branded entertainment conference in Johannesburg on 24 March 2010. This particular presentation focuses on structuring branded entertainment deals, primarily the insertion of brands into film or television scripts. Many of the points are applicable to other forms of branded entertainment and branded content. I have gone with more text in this presentation than I normally do so it should be fairly easy to follow. A good deal of the content within the presentation is taken from Jean-Marc Lehu’s book Branded Entertainment which I believe is the best book on branded entertainment to date.
Habitat, a furniture maker, used Twitter inappropriately by spamming and hijacking trending topics and current events to self-promote. This was exposed and other Twitter users retaliated by reporting Habitat's account for spam. Pantene launched a cause marketing campaign in the Philippines that misled women into joining a Facebook group for social change that was actually a front for promoting Pantene's products, angering the women who felt duped. Kenneth Cole tweeted a promotion for its spring line that hijacked the sensitive #cairo hashtag during the Egyptian revolution, receiving backlash on social media until it apologized.
The document describes how eBridge technology was used in integrated marketing campaigns for several automotive brands:
1) Audi used personalized eBridge discs mailed to prospects which greeted recipients by name when inserted into their PC. The discs provided 360-degree tours of vehicles and linked to websites.
2) BMW's campaign included eBridge discs that greeted recipients and offered a virtual test drive experience linked to a microsite.
3) Land Rover's campaign allowed recipients to configure their ideal vehicle on the disc then share it online. The disc also provided video content and linked to the brand's website.
The document discusses direct mail (DM) as an effective marketing medium. It provides statistics showing DM has high recall and response rates compared to other media. DM is shown to increase ROI when integrated with other channels. Personalized DM that addresses customer benefits has greater impact. The summary emphasizes DM's effectiveness while being cost-efficient when using targeted segmentation and interactive elements.
This document discusses the transformation of bpost, the leading postal operator in Belgium, from a private to a public company. It describes bpost's operations and key financial figures. It then outlines bpost's transformation over time, including projects to optimize mail delivery and sorting. This led to improved financial and operating performance. The finance function prepared for an IPO starting in 2006 by upgrading reporting, planning, and management. After going public, communication to analysts and investors became important new activities for the finance team. The document concludes that people and change management are essential to a company's successful transformation.
In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012
The document summarizes the key results of a media preference survey conducted in Belgium. It found that:
1) Direct mail remains an important communication channel for Belgian consumers, with 90% checking their mail at least 5 times a week and 58% receiving mail every day.
2) Direct mail is still considered the preferred advertising medium overall, especially among digital natives, and is seen as more credible and useful than other media like social media or email.
3) Even digital natives regularly open and engage with direct mail at levels similar to older generations. Direct mail is particularly effective at inciting consumers to take action.
This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.
Make your digital strategies also a sales generatorbpost
This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
BDMA 25/10/2012- Rocking on... non consumersBernard Cools
This document contains excerpts from various sources discussing marketing strategies. It summarizes key points about acquiring new customers and maintaining brand loyalty. Specifically, it notes that reaching all potential buyers, including occasional customers, is vital for long-term growth. While focusing solely on loyalty can undermine results, penetration marketing appears more effective. The document also outlines a process for mapping customer touchpoints to help optimize marketing communications across different channels.
WinWeb is an SME that sells cloud-based small business software. It developed a social media strategy focused on building community and creating relevant content for small businesses. The strategy included creating "how-to" video programs, hosting conversations through blogs, publishing "tips-based" articles, and engaging through Twitter and other blogs. The content was distributed through a landing page and social media channels like Facebook, Twitter, and Foursquare. The strategy also aimed to drive offline activations through seminars and encourage online conversation and co-creation by inviting followers to contribute ideas.
This document discusses word-of-mouth marketing (WOMM) techniques and how they can be used to drive growth through positive buzz. Traditional marketing is becoming less effective due to issues like ad blocking, consumer distrust of ads, and higher costs for lower returns. WOMM is more trusted and influential, with two-thirds of the US economy influenced by word-of-mouth. Brand advocates have a large impact on purchasing decisions and are more important than brand image. The document outlines techniques to create buzz through social media and influencers, as well as characteristics that make ideas spread more contagiously through networks.
This document discusses how traditional marketing is becoming less effective and discusses strategies for word-of-mouth marketing (WOMM) and creating positive buzz around products and services. It notes that only 18% of TV ads generate positive ROI while word-of-mouth recommendations influence over 90% of purchasing decisions. The document outlines how WOMM spreads through social networks and identifies network "hubs" as important influencers. It provides examples of buzz marketing techniques like viral marketing and discusses how brands can identify ideal products to generate positive word-of-mouth.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
This document discusses various aspects of advertising including:
1. Advertising must evolve to reach fragmented audiences, such as moving from mass media to more targeted channels.
2. The coding and decoding process is important - the message must be conveyed and perceived in the intended way.
3. Multiple formats and channels can be used for advertising, each with pros and cons, such as print, TV, outdoor, internet, direct marketing and more.
4. New trends include more personalized and engaging content, as well as gathering information about audiences.
This document discusses how brands can build engagement and trust through social media. It notes that 90% of consumers trust peer recommendations, compared to just 14% who trust advertisements. The document provides examples of social media usage in Australia and how businesses can integrate social media into their marketing strategies. It outlines how social media allows brands to build awareness, identify influencers, gain customer insights, and generate sales.
This document presents a direct marketing launch plan for a new online life insurance marketplace. It discusses the competitive landscape, key target audiences, and proposed multi-channel approach using television, radio, print, online and mobile advertising. The goal is to drive new customer acquisition through direct response advertising across multiple media.
The document provides a launch plan for direct marketing of a new life insurance product. It outlines objectives to drive direct sales and create brand awareness. It analyzes the competitive landscape and identifies key target audiences. The plan recommends testing a cross-channel media approach over multiple phases, starting with search, digital and direct response TV campaigns to optimize performance. It includes proposed budgets, tactics, creative services, and pilot testing approaches for search and digital channels.
The biggest obstacles companies face in unlocking digital opportunities are:
1) Treating digital platforms as one-way communication instead of engaging with consumers.
2) Not using customer data to personalize offers and build loyalty.
3) Fragmentation across different digital channels and lack of collaboration.
4) The complexity of emerging technologies and need for holistic measurement across campaigns.
Doing The Deal in Branded Entertainment | Patrick Collings 2010Patrick Collings
This is one of two presentations I gave at the branded entertainment conference in Johannesburg on 24 March 2010. This particular presentation focuses on structuring branded entertainment deals, primarily the insertion of brands into film or television scripts. Many of the points are applicable to other forms of branded entertainment and branded content. I have gone with more text in this presentation than I normally do so it should be fairly easy to follow. A good deal of the content within the presentation is taken from Jean-Marc Lehu’s book Branded Entertainment which I believe is the best book on branded entertainment to date.
Habitat, a furniture maker, used Twitter inappropriately by spamming and hijacking trending topics and current events to self-promote. This was exposed and other Twitter users retaliated by reporting Habitat's account for spam. Pantene launched a cause marketing campaign in the Philippines that misled women into joining a Facebook group for social change that was actually a front for promoting Pantene's products, angering the women who felt duped. Kenneth Cole tweeted a promotion for its spring line that hijacked the sensitive #cairo hashtag during the Egyptian revolution, receiving backlash on social media until it apologized.
The document describes how eBridge technology was used in integrated marketing campaigns for several automotive brands:
1) Audi used personalized eBridge discs mailed to prospects which greeted recipients by name when inserted into their PC. The discs provided 360-degree tours of vehicles and linked to websites.
2) BMW's campaign included eBridge discs that greeted recipients and offered a virtual test drive experience linked to a microsite.
3) Land Rover's campaign allowed recipients to configure their ideal vehicle on the disc then share it online. The disc also provided video content and linked to the brand's website.
The document discusses direct mail (DM) as an effective marketing medium. It provides statistics showing DM has high recall and response rates compared to other media. DM is shown to increase ROI when integrated with other channels. Personalized DM that addresses customer benefits has greater impact. The summary emphasizes DM's effectiveness while being cost-efficient when using targeted segmentation and interactive elements.
This document discusses the transformation of bpost, the leading postal operator in Belgium, from a private to a public company. It describes bpost's operations and key financial figures. It then outlines bpost's transformation over time, including projects to optimize mail delivery and sorting. This led to improved financial and operating performance. The finance function prepared for an IPO starting in 2006 by upgrading reporting, planning, and management. After going public, communication to analysts and investors became important new activities for the finance team. The document concludes that people and change management are essential to a company's successful transformation.
In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012
The document summarizes the key results of a media preference survey conducted in Belgium. It found that:
1) Direct mail remains an important communication channel for Belgian consumers, with 90% checking their mail at least 5 times a week and 58% receiving mail every day.
2) Direct mail is still considered the preferred advertising medium overall, especially among digital natives, and is seen as more credible and useful than other media like social media or email.
3) Even digital natives regularly open and engage with direct mail at levels similar to older generations. Direct mail is particularly effective at inciting consumers to take action.
This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.
Make your digital strategies also a sales generatorbpost
This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
BDMA 25/10/2012- Rocking on... non consumersBernard Cools
This document contains excerpts from various sources discussing marketing strategies. It summarizes key points about acquiring new customers and maintaining brand loyalty. Specifically, it notes that reaching all potential buyers, including occasional customers, is vital for long-term growth. While focusing solely on loyalty can undermine results, penetration marketing appears more effective. The document also outlines a process for mapping customer touchpoints to help optimize marketing communications across different channels.
WinWeb is an SME that sells cloud-based small business software. It developed a social media strategy focused on building community and creating relevant content for small businesses. The strategy included creating "how-to" video programs, hosting conversations through blogs, publishing "tips-based" articles, and engaging through Twitter and other blogs. The content was distributed through a landing page and social media channels like Facebook, Twitter, and Foursquare. The strategy also aimed to drive offline activations through seminars and encourage online conversation and co-creation by inviting followers to contribute ideas.
This document discusses word-of-mouth marketing (WOMM) techniques and how they can be used to drive growth through positive buzz. Traditional marketing is becoming less effective due to issues like ad blocking, consumer distrust of ads, and higher costs for lower returns. WOMM is more trusted and influential, with two-thirds of the US economy influenced by word-of-mouth. Brand advocates have a large impact on purchasing decisions and are more important than brand image. The document outlines techniques to create buzz through social media and influencers, as well as characteristics that make ideas spread more contagiously through networks.
This document discusses how traditional marketing is becoming less effective and discusses strategies for word-of-mouth marketing (WOMM) and creating positive buzz around products and services. It notes that only 18% of TV ads generate positive ROI while word-of-mouth recommendations influence over 90% of purchasing decisions. The document outlines how WOMM spreads through social networks and identifies network "hubs" as important influencers. It provides examples of buzz marketing techniques like viral marketing and discusses how brands can identify ideal products to generate positive word-of-mouth.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
This document discusses various aspects of advertising including:
1. Advertising must evolve to reach fragmented audiences, such as moving from mass media to more targeted channels.
2. The coding and decoding process is important - the message must be conveyed and perceived in the intended way.
3. Multiple formats and channels can be used for advertising, each with pros and cons, such as print, TV, outdoor, internet, direct marketing and more.
4. New trends include more personalized and engaging content, as well as gathering information about audiences.
The document discusses strategies for maximizing the effectiveness of marketing budgets. It recommends defining a clear growth priority based on data, identifying specific consumer behaviors to influence, and attaching a monetary value. It also suggests building on existing consumer behaviors, thinking in terms of touchpoints rather than media, timing messages to circumstances, choosing partners carefully, briefing creatively with passion, recycling creative assets, and continuously measuring and adjusting campaigns. The overall message is that focusing marketing efforts on a specific priority, understanding consumer behavior, and adapting campaigns iteratively can help optimize a marketing budget.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
The document discusses media planning and the role of media in the consumer purchase process. It outlines the typical stages in a purchase process from awareness to acquisition. It then explains how media plays a role at each stage by driving awareness, facilitating information gathering, reducing cognitive dissonance, and helping with acquisition. Finally, it discusses the relationships between advertisers, agencies, and consumers, and how media planning involves determining the most effective media to use within an advertising budget to reach consumers at different stages of the purchase process.
DMA 2009 iDirect presentation Stan Rapp & Tim SutherTim Suther
This document summarizes a presentation about iDirect marketing. It discusses four fundamentals of iDirect marketing: 1) data is the new black and knowing customer value, 2) optimization requires a 360 degree customer view, 3) the confluence of insight and media, and 4) accountability and execution. Examples are given of how iDirect marketing has increased revenue and reduced costs for companies. The presentation concludes by outlining 10 ideas for an iDirect mindset to increase business results.
Keynote: Joseph Jaffe—Author, Join the Conversation
Are You Still Just Communicating?
All movements have a guru and Jaffe is leading the charge of conversational marketing by urging marketers to cease the monologue and join the dialogue. Case studies, cautionary tales and a thorough how-to approach help marketers make the most of the social web.
An introduction to social media for business owners that shows how a comprehensive strategy involves four separate types of online communication. Includes the concept that social media advertising is like "dad in the basement"--still struggling to find its place in the conversation.
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
The document summarizes key strategies for companies to thrive in a digital age by leveraging customer networks. It discusses moving from mass marketing directly to companies to customer network marketing, where customers connect and influence each other. It outlines five key strategies - access, engage, customize, connect, and collaborate - for inspiring customer advocacy. It also provides a five-step process for developing a strategic customer network plan, including setting objectives, segmentation, strategy selection, execution, and measurement.
Presentacion sobre los Nuevos Medios y el Marketing.
Realizada en la Universidad Di Tella en Abril 08.
Recopilacion de ideas, informacion y arte para ayudar pensar mejor a los estudiantes sobre los nuevos desafios.
Basado en la fragmentacion de los medios y la nueva economia de la atencion.
Word Of Mouth Marketing Techniques Womm4195aman_ranhotra
Word-of-mouth marketing (WOMM) and social media can be leveraged to drive growth by creating a positive buzz around products and services. Traditional marketing methods like TV ads are becoming less effective and trusted by consumers. WOMM has a strong influence on purchasing decisions, with 91% of consumers likely to buy based on personal recommendations from friends and family. Successful WOMM strategies identify influential community members to spread positive messages through their social networks.
DSP - General insights of digital medium - Version 1AiiM
General insight of digital medium.
1. Nature of digital environment.
2. THINK digital.
3. Principles of digital marketing.
4. "Traditiona;" digital mediuml
5. "New" digital medium
The document discusses data sources available from Post, including Select Post which contains recent lifestyle data on approximately 711,000 addresses, and Do My Move which contains information on people who have moved including their old and new addresses. It also notes that direct mail investments decreased by 2.4% in the first half of 2009 compared to the first half of 2008. The company DM Pige registers and maintains direct mail figures.
This document discusses strategies for public relations to help brands emerge from the crowded communication landscape. It provides the following key points:
1. PR can develop brand conversations for free by engaging product users, potential buyers, complainers, brand evangelists, and employees.
2. PR has more credibility than advertising and can educate customers directly through developing key messages and engineering media content.
3. PR helps brands educate consumers about their products, defend against issues and competitor attacks, develop stakeholder loyalty, and build brand communities.
4. The document outlines various PR tools and infrastructure needed for effective brand communication, such as cyber PR, media management, and message management.
5. The new strategic communication model
Similar to Paper [r]evolution in a world of friends, fans & followers (20)
This document provides information about an Executive Master in Digital Marketing and Communication program offered in collaboration between several organizations. The 17-day program, held over 7 months, provides 7 modules on digital marketing and communication topics like data, marketing basics, social media, pricing, and developing solutions rather than just products. It is aimed at managers interested in digital marketing and will provide a qualification in digital marketing and communication upon completion.
Présentation 9 : Guy Huyberechts : Big Data and Big Analytics – new reality and/or new tools for marketers?
Notes de cours distribuées le 24 novembre dans le cadre de la Formation Digitale de la BMMA
Presentation 7 : Erik Portier ; Automated media trading & Real-time-bidding ; new sales model for multiple screen digital video advertising du 3 novembre 2014
The document provides an overview of search engine advertising on Google:
- Google controls 97% of search engine traffic in Belgium and advertisers can purchase keywords to display ads on Google Search and other Google properties.
- Advertisers bid in an auction for keyword placements, with the highest bidder receiving top placement; advertisers only pay if a user clicks their ad.
- There are various ad formats beyond basic text ads, including extensions that can include callouts, phone numbers, app links, locations, and reviews.
- Campaigns should be structured with ad groups to tightly target keywords to stages of the customer journey or products. Advanced settings allow for location, device, and automation targeting.
- Special ad types include Remark
This document discusses performance marketing and data marketing in the digital advertising ecosystem. It provides definitions and explanations of key concepts like real-time bidding, retargeting, ad exchanges, and how data is collected and used for targeting advertisements. The document also describes how the digital display advertising system has evolved from Google transforming the market into an automated exchange to the complex real-time auction processes that occur between demand-side platforms, supply-side platforms, ad exchanges, and other players.
Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
This document discusses the changing consumer landscape in the digital age. It notes that consumers now have access to too many choices and information sources, leading to feelings of overstimulation. Marketers can no longer rely solely on traditional advertising approaches and must develop more collaborative, dialogue-based relationships with consumers. The digital world has created a situation where consumers are actively seeking information from a variety of sources and brands must adapt to this new dynamic where consumers have more control over their media consumption and information sources.
This document outlines a 10-week course on digital marketing. It discusses key digital marketing concepts and challenges including big data, social media, mobile and cross-channel shopping. Metrics for measuring digital campaigns like clicks, leads, and cost per thousand impressions are presented. Retargeting and real-time bidding for digital ads are covered. The importance of owned, earned, and paid media is explained.
The document discusses how social media and new technologies are changing business and marketing. It notes that who companies target is shifting to focus more on individuals. It also warns that companies who do not adapt to these changes by embracing social media and new technologies risk falling behind or even failing. The future involves experimenting with new approaches and building ecosystems across multiple touchpoints while still focusing on social aspects.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Income Tax exemption for Start up : Section 80 IAC
Paper [r]evolution in a world of friends, fans & followers
1. Media Evolution or Media
Revolution?
Paper [r]evolution in a world
full of friends, fans & followers
2012/11/15 – Christophe Mottint
2. Agenda
• The world is changing… or the place of the customer
within this media (r)evolution
• Media dynamic and conversation: 2 cases brought by
bpost
• Paper evolution in this world full of friends, fans &
followers … or the letterbox media as a key actor to
bring relevancy to consumers
• Paper revolution or how to build a new technology-
driven communication tool
• Conclusions
2
5. More and more, consumer is
looking for a conversation…
Consumer is looking for a
partner who can help him
Customer needs to
establish a “dialogue”
with a brand, to discover
how they can help each
other
Sources: Culture of future (US), Meerwaarde-marketing – choco (B) 5
6. ... that creates a new media
„dynamic‟
« You are exposed to a brand through the following » :
Paid Media Owned Media Earned Media
What the Brand Says What the Brand Does What is being said about
the Brand
Advertising in media Web Site, facebook page of Opinions of friends and family,
(TV, Internet, Radio, the brand word of mouth
outdoor, print) Point of sale Opinions of surfers
(e-)mailings (blogs, forums, community
Catalogue or magazine
Promotional gifts, trade fairs of the brand networks, etc ...)
Sponsored events Press coverage
Brand attention impact Brand engagement Conversations
platform
6
8. Our recent TV spot has generated
some conversation…
COMM.
VALUE
• Attention & The ad can be described as ideal advertising. The ad had a lot of
bonding grid attention and succeeded in creating a bond with the viewer.
Case 1 2
ONLY IDEAL
ENTERTAINING ADVERTISING
Ask visual Benchmark
Attention
Min Attention = 16
Nele
Max Attention = 22
Min Bonding = 21
Max Bonding = 35
FAILED MISSED
ADVERTISING OPPORTUNITY
Bonding
8
9. ... quite “clasical”, from our social
media…
Case 1 2
Positive (63.3%) Negative (21.3%)
Neutral: 15.4%
Quantitative Post test results: The ad has a high likeability, 85% of the 9
Belgians like the ad, of which almost 60% really like the ad.
10. … but also in a more unexpected
way with a parody…
Case 1 2
10
11. … and with letters straight from
the heart!
Case 1 2
11
12. Social media: a clear strategy
and ambition…
Case 1 2
Become trend-setter in Belgium as conversation company by:
• Implementing a strategy based on 5 pillars
• Defining and respecting SLA
MONITORING
100%
PUBLISHING
CUSTOMER CARE
“Light”
UPSTREAM eREPUTATION
INFORMATION MANAGEMENT
12
13. … to become best in class
Case 1 2
• 15 Belgian companies tested with 3
types of interactions :
• Mention of the brand
• Direct question on official channel
• Complaint on official channel
• We monitored: reaction speed, type
and quality of answer
• bpost is « best in class » with 100%
of questions answered and is often
the fastest
• Next step will be to implement
personalised support
13
14. One example
Case 1 2
• Process:
• Mention is made by consumer
• In a few minutes bpost
publishes a structured answer
with a next step
• Reaction from consumer is often
very positive and results in a
tweet – seen by all contacts
• Learnings:
• Mentions – implicit support
demands – are the best
opportunities for long-term
ambassadorship
• Public answers create positive
visibility for our reactiveness
• Such a process is only possible
with 100% real-time
monitoring
15. Paper evolution in this
world full of friends,
fans & followers…
… or the letterbox media
as a key actor to bring
relevancy to consumers
16.
17. While most media are overloaded,
DM still gets a lot of attention
Weekly number of advertising messages per capita
350+ out-
door ads
400 press
ads/inserts
3+ DM pieces
3 cinema ads
3,000 20 e-mail ads
messages/week
52 get your 1000‟s
of ambient
attention ads ...
4 kept in mind 150 radio ads
positively 200 TV ads
17
SOURCE: Mindshare - Henley Centre (and TNS Media & Post survey)
18. Two thirds of Belgian consumers
look forward to the mail moment
69%
61% 61%
Enjoy Always Hurry to
looking curious empty
through what‟s in the letter
their mail their mail box
Sources: Market Probe, 2011 18
19. Addressed DM remains the
preferred advertising medium
“Overall, which media do you like the most for advertising messages?”
Addressed DM 31%
Unaddressed DM 23%
TV 13%
Press 7%
Email 5%
Internet 4%
Radio 3%
In het algemeen, via welk medium ontvangt u het liefst reclame?
De manière générale, sur quel média préférez-vous la publicité ?
Sources: Market Probe, 2011 19
20. Even young people prefer DM as
instrument of interaction
Percentage of digital natives
(<25 year old) who prefer to get
advertisement through …
Addressed DM 29
TV 21
Internet 10
Email 7
Radio 7
“People don‟t click through on advertising on social
networks. A good analogy is to imagine sitting at a
Press 4 table with friends when a stranger pulls up a chair,
sits down and tries to sell you something when you
are talking to your friends. You won‟t get far with a
strategy like this.”
Understanding Users of Social Networks,
Sean Silverstone
Sources: Market Probe, 2011 Harvard Business School
20
20
21. Consumers like direct mail because
they find the information more useful
and trustworthy than other channels
Advertising
through this
medium provides
me with
information
which is … Credible Useful Trustworthy
Addressed DM 35 40 34
Unaddressed
DM 21 27 20
TV 16 17 12
Email
11 18 11
Press
12 13 10
Radio
Social
Networks
Sources: Market Probe, 2011 21
22. Recherch
Submit
Recherch
Submit
E loves p in the media revolution landscape
Fondée en 2009 à New York par deux anciens d’Harvard, Paperless Post a bâti
sa success story sur le digital. En décidant de revenir au papier pour compléter
ses services de cartes d’invitation ultra personnalisées, la startup répond à une
demande " palpable " du consommateur. Intéressant non ?
« Depuis que nous avons lancé le site, 60% de nos utilisateurs nous ont demandé
s’il était possible d’imprimer leurs cartes et si oui, comment le faire. Ils nous ont
clairement fait comprendre qu’ils aimeraient disposer des deux possibilités. Cette
requête de complémentarité, nous ne pouvions pas ne pas la prendre en
22
compte »
23. 3 illustrations brought by bpost
Travel Credit company An FMCG brand
(Club Med) improves (BuyWay) improves closes the gap between
loyalty by combining digital
technology with paper mail the way its consumer research insights and
moment can manage their credits media targeting
23
25. … with an innovative tool allying
technology and paper
Case 1 2 3
• Granting Customers
• Surprise customer or prospects
• Create reward through a
„valuable‟ incentive
• Recruiting addresses
• Build prospection database
based on recipients addresses
(likely to be similar profile as
senders)
• Creating conversations
• Share this moment on an viral
and unexpected way
• Will generate „likes‟ among
friends and relatives …
25
29. …but who are FMCG consumers?…
Case 1 2 3
Bob McDonald, CEO P&G Paul Polman, CEO Unilever Kasper Rorsted, CEO, Henkel
FMCG Retail Consumer
?
Critical challenge for FMCG brands:
Who are my consumers ?
How to reach them ?
29
30. … and how to reach them in a
relevant way
Case 1 2 3
Consumer panel
(N=5.000)
registrating their
purchases daily Lifestyle database
with attitudes,
behaviour &
preferences of over
750.000 households
Extrapolation based on advanced statistical
modeling (e.g. multinomial logistic regression)
Detects buying behavior in consumer panel,
derive profiles and match them with bpost
SelectPost lifestyle database to determine
new prospects
30
35. Conclusions
• True Relevancy is at the heart of brand challenges
• It is not about “E or P” but about both
• Technology is not an objective, it‟s only a medium
• Direct Mail is certainly well positioned to meet needs of
consumers for more relevance but as every medium it
deserves creativity
• bpost is much more than letters and is investing in
future proof solutions
35