The document discusses how the advertising industry needs to rethink how it approaches clients' business problems and consumers in the current media landscape. It argues that advertisers should focus less on persuasion and more on understanding consumer behavior, crafting ideas that create desire through creativity rather than just awareness, and solving clients' true underlying issues rather than surface symptoms. The presentation provides guidance on identifying insights, developing ideas, and structuring strategic planning processes in new ways.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officerfrog
"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Social Commerce: Secrets for Turning Social Media into Social SalesMike Lewis
Editors of Social Commerce Today, Paul Marsden and Paul Chaney share top insights from their forthcoming book The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales. Learn how big brands and smart businesses are making social media pay.
This presentation covers a variety of topics:
- Information on how social outlets can be used as an e-commerce tool.
- Tips and tricks on how to do social commerce right.
- Practical principles to help you unlock the sales potential of social media.
Presentation created by Paul Marsden and Paul Chaney.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Marketing Day 2012 : Les seniors et les médias – Christophe Urvoy-Isaac & Cyr...Bisnode Belgium
86 % des seniors ne se sentent pas concernés par les messages publicitaires... alors qu’ils représentent 50% du pouvoir d’achat! Comment toucher les baby boomers? Tel est le challenge des marques.
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
Consumers today are overloaded with information, and they’ve gotten savvy at tuning out advertising. Instead, they crave meaningful, relevant content that educates and inspires them and makes them feel part of a brand experience. You have a unique story to tell them and plenty of places to tell it — but without an integrated content strategy, your brand story can quickly become fragmented and fall flat.
In this session, Stacey King Gordon from Suite Seven, a content strategy and brand communications consultancy, talks about how you can develop your unique point of view and a framework for what content you publish on your social media and other marketing channels. Learn why content is so important to building your brand, and how to develop a sustainable content plan even when you have limited resources.
A lecture I did at Temple University that explored advertising's role in the academic world of developmental psychology, and also psychology's role in the creative world of advertising.
Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officerfrog
"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Social Commerce: Secrets for Turning Social Media into Social SalesMike Lewis
Editors of Social Commerce Today, Paul Marsden and Paul Chaney share top insights from their forthcoming book The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales. Learn how big brands and smart businesses are making social media pay.
This presentation covers a variety of topics:
- Information on how social outlets can be used as an e-commerce tool.
- Tips and tricks on how to do social commerce right.
- Practical principles to help you unlock the sales potential of social media.
Presentation created by Paul Marsden and Paul Chaney.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Marketing Day 2012 : Les seniors et les médias – Christophe Urvoy-Isaac & Cyr...Bisnode Belgium
86 % des seniors ne se sentent pas concernés par les messages publicitaires... alors qu’ils représentent 50% du pouvoir d’achat! Comment toucher les baby boomers? Tel est le challenge des marques.
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
Consumers today are overloaded with information, and they’ve gotten savvy at tuning out advertising. Instead, they crave meaningful, relevant content that educates and inspires them and makes them feel part of a brand experience. You have a unique story to tell them and plenty of places to tell it — but without an integrated content strategy, your brand story can quickly become fragmented and fall flat.
In this session, Stacey King Gordon from Suite Seven, a content strategy and brand communications consultancy, talks about how you can develop your unique point of view and a framework for what content you publish on your social media and other marketing channels. Learn why content is so important to building your brand, and how to develop a sustainable content plan even when you have limited resources.
A lecture I did at Temple University that explored advertising's role in the academic world of developmental psychology, and also psychology's role in the creative world of advertising.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
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.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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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).
4. The Ad Agency
was founded during a time
when advertising sold product.
When sharing a creative idea
was powerful enough to get
people to buy.
When consumers had limited
media choices and were
impressionable.
4
11. By 2020 tablets will replace PCs as the
primary source of web use
Source: 2020workplace.com
11
12. In one day an average individual will
See 2,904 media messages
Pay attention to 52
Read, listen or watch 24
Dislike 14
Positively remember only 4
12
34. So how do we get to
ideas worth advertising?
34
35. We need to solve the issues with a
clear point of view
What is the business problem?
What do people currently think about our
brand?
What is our idea?
How are our communications going to
help?
Who are we going to have a
conversation with?
What do we know about them?
Where are the best places to have a
conversation? 35
47. A client will approach an
agency with a problem
that often is a symptom
rather than the issue.
Market share declines
Sales declines
Brand awareness
Etc.
47
48. The TRUE ISSUE is deeper than a symptom
Who is buying from us? Who isn t? How do people buy us? Are we making it
easy for people to find us?
Who is are direct and indirect competition?
Who is stealing our market share? Who
What do our audiences currently think of are we taking from?
us?
Are we starting a conversation with the
What s our competition doing? How are right audience?
they gaining or losing share?
Where is the low hanging fruit? Who are
What does our brand stand for? Is it our aspirational buyers?
known by our audiences or is there a
disconnect? What’s broken in the purchase process?
What marketing/advertising is working and What and how are the macro-issues
what is not? (economy, changes in tastes/needs,
trends, etc.) affecting our problem?
Are we part of the consideration set?
Where do we rank?
48
49. WHY THE ISSUE
MATTERS MOST
If we don t define the
RIGHT issue, we end up
trying to solve the
wrong problem
49
50. Deploy a fresh, overarching brand platform to
fuel the next 10 years
1. Continuously improve value perceptions and drive loyalty beyond
reason
2. Insulate JetBlue from the competition
3. Attract new travelers and continuously reactivate current customers
50
53. The ISSUES:
1. JetBlue is the favorite airline of the non-traveling public.
We needed to attract a more profitable passenger to
ensure growth for an airline that is facing far greater
competition beyond price & schedules.
2. JetBlue is an airline constrained by its network
We must tailor our marketing efforts by region due to
flight/schedule differences in each market.
53
55. Insights are observations
about life. They are a little like
stolen moments, fleeting
forays into real life, revelations
of the way people think or
behave.
-Jean Marie Dru, Disruption, TBWA
56. CULTURE
Insight CULTURAL
MACRO ANTHROPOLOGY
TRENDS SELF
ATTITUDES
LIFESTYLE VALUES
MIND
TRIBES SYMBOLS
EMOTION
COGNITION
BEHAVIOR BELIEFS
LIFESTAGES
SOCIAL DEMOGRAPHICS
PSYCHOLOGY
56
57. + =
The sparky 6th creative tension
observation sense interestingness
research intuition
57
58. There are passengers and
there are drivers
Without milk, you’re stuck
Masculine Progress
58
65. But for the 3-10x traveler, flying gets you nowhere.
65
66. So many elements of air travel are out of the consumer’s
control – especially those that fly less frequently
The airlines have the power; they have the control.
But control is exactly what the coach passengers wanted.
And what they needed.
66
67. While the industry We are the airline that
caters to the stands up for the
Business Class Human Class
67
68. The Human Class
Broaden the appeal of the
JetBlue experience by
giving more to those that
don’t “get” on other
airlines.
Progressive
Self-Reliant
Book their own travel
Look for a better way
68
69. For them, JetBlue is different
Most legroom
Free TV and radio
Unlimited snacks and
beverages
First checked bag is free
69
70. Our insight and positioning became clear
JetBlue makes the world’s best travel experience
attainable for all.
70
77. Driving Belief
Bringing humanity back to air travel
How we challenge the norm
We take on the category of legacy airline
complacency and fight for the passenger
How we motivate our brand champion
Our people-first travel philosophy built from the flying
experience we create
The conversation we want to intersect
Flying coach doesn’t have to suck, yet that’s just
what travelers complain the most about
77
79. Redefine the expectations of air travel
not recreate a new definition of one
Disrupt & demonstrate how JetBlue makes the
world’s best travel experience
Attainable for All
79
84. Design an idea for a people first media landscape
Blank.com PR
Content tile & landing Support YAA launch
page leveraging site traffic via press activities,
campaign coverage
Paid media support Search
Video OLA & YouTube CONTENT Optimize search
takeover directing to terms/SEM
YouTube Channel
Social Platforms Content Seeding
Facebook landing tab Unbranded content
creation
Tweet/FB content to brand
followers Leverage influential
bloggers and social
media participants
Stimulate social sharing
84
91. The world’s best travel experience, attainable for all.
Bringing humanity back to…
Insight: Insight: Insight:
So many elements of air travel Human Class fliers expect a Getting a good deal on a
are out of the consumer’s rewards program that is vacation package doesn’t
control, yet control is exactly uniquely different from other guarantee the worry-free
what they want. And exactly travel rewards programs. vacation you deserve.
what JetBlue provides.
Positioning: Positioning: Positioning:
The world’s best travel The Honest and Equitable A more complete vacation
experience, attainable for all. Rewards Program experience.
The Human Class
91
102. 1. Identify the ISSUE
2. Find TRUE INSIGHT
3. Craft the BRIEF
4. Architect an IDEA
10
3
103. Now go and
SOLVE THE ISSUES
and get out of advertising
Thank You.
Steve Chamberlain
Group Strategy Director, Mullen
schamberlain@mullen.com
Twitter: Chamberlain_s
10
4