Why is this Session important?
Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
This presentation gives insight into the marketing strategy of P&G.
It deals with various marketing capabilities which the P&G is exploring to continue to be the world leader in consumer goods market.
Why is this Session important?
Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
This presentation gives insight into the marketing strategy of P&G.
It deals with various marketing capabilities which the P&G is exploring to continue to be the world leader in consumer goods market.
Case Study : Procter and Gamble (P&G) Marketing CapabilitiesSarthak Rahate
Case Analysis of the Business case provided by Harvard business school; on the well-known consumer goods brand named Procter and Gamble (P&G).This case study shows how P&G excelled in reaching out to customers by various methods and advanced techniques. Further, the presentation tells about the journey of marketing progress made by P&G.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
3. Procter & Gamble Co. , also known
as P&G , is an American multinational
consumer goods company
headquartered in downtown
Cincinnati , Ohio , the U.S. , founded
by William Procter and James
Gamble.
It holds one of the most powerful
portfolios of trusted brands.
12. 1. Know about the design , implementation
& interpretation of product development &
marketing strategies
2. Evaluate primary and unique
communication strategies and money
spending
3. Innovation , R&D and acquisition
OBJECTIVES
14. Has good company
background
Enters new market
with a mission and
decisions
Takes scientific
approach to connect
with people
Brings in a design
unit as a part of
marketing strategy
Shift from product
based marketing to
consumer-centric
marketing
Communication
through direct &
digital marketing &
sales promotion
Multibranding
Tries to move
forward with an aim
to reach 5 billion
new consumers
Connect
&
Develop
17. • In 1887 – nephew of one of the P&G’s founders – who had
chemistry degree – set up analytical lab - establishing one of
the first corporate lab.
• Replaced the trial and error method and took a scientific
approach – connected with company’s sales and marketing.
• First time products included Crest toothpaste (1995), Head
and shoulders dandruff shampoo, Pampers disposable
diapers (1961).
19. • P&G pursued international expansion as early as the 1930s,
and from 1945 to 1980 it began to enter markets in Latin
America, Western Europe, and Japan.
• P&G’s approach to entering new markets was via
“acquisition or joint venture on a small scale, and through
trial and error, learn the formula for success before making a
major commitment.”
• In 2010, P&G’s stated corporate mission was to build on its
company purpose to improve the lives of its customers
through continued innovation to reach “More Consumers, In
More Parts of the World, More Completely.”
• Connect and Develop : A step towards innovation ,
research and development of products
26. • Historically, P&G had pursued a multibrand strategy, and it
managed brands across a category carefully, with each getting
individual support and satisfying a segment of the market.
• A new design unit was created for design innovation &
strategy. A culture of design was introduced in P&G which
complemented function-driven process.
• A consumer-centric marketing approach was followed
which allowed customization on the basis of needs of people.
• The firm leveraged its products through multibranding ,
focused on “Return On Marketing Investment” and shopper
marketing experience.
28. • A lot of innovative approaches were introduced in
product and market research that gained qualitative and
quantitative information from the consumers , in-turn
resulting in better products and positive buying behaviour.
• Word-of-mouth advertising was followed , especially in
relation with females through campaigns like “Thank you
Mom” & “Loads of Hope” which acted as a means of
emotional branding.
• The pre and post purchase behavior towards products
were measured by online grocer sites & Neuromarketing
which helped in building one-to-one relationship with
customers.
30. • It was the first company to sell its products directly
to consumers through dramas , T.V commercials and
operas instead of including wholesalers and retailers
in the chain.
• To compete in less familiar markets , it developed
“Media neutral” idea that could be advertised in
different and relevant local languages.
• Lafley , Stengel and Kotchka aimed towards design
and emotion driven-advertising along with benefits
and function driven one.
32. •It sponsored the U.S. Olympic team in 2010 and
raised its visibility as a worldwide sponsor for 2012
winter games in Russia and 2016 summer games
summer games in Brazil.
• It engaged its consumers in fitness campaign
through NFL sponsorship whereas the major
campaign “Thank you Mom” still remained the best
in touching everyone’s heart.
35. • P&G endorsed many celebrities and spokesmodels
for its acquired beauty companies and products like
CoverGirl cosmetics and Pantene shampoo.
• Gillette and Head & Shoulders ads featuring
sportspersons were advertised through YouTube, T.V.
, online and print media.
• P&G also pursued a host of promotion, sponsorship,
and endorsement relationships as well as other
nontraditional outlets, such as product placement in
television and film.
37. • During recession in 2009 , P&G shifted to coupons
and in-store promotional activities to maintain its
media presence while shifting ad costs.
• In 2010, P&G increased ad spending by $1 billion,
with a 20% increase in media impressions; higher
revenues led to an increase in dollars spent.
McDonald, who became CEO in 2010, stated that
P&G would maintain the same level of spending,
while shifting dollars to digital advertising and
other new media to broaden the audience.
40. • Digital media enabled niche experimentation targeted to specific
customers, including online serials , video games, and YouTube
channels for specific products.
• P&G launched its first mobile marketing ad campaign in 2006 . The
campaign also released TV commercials and print advertisements, and
had an online presence.
• P&G’s line of “My Black is Beautiful” products, introduced two web
series in 2010 to showcase its products. This attracted a lot of views
online . Collection sales and market share increased.
• P&G’s Old Spice television commercial and YouTube sensation, “The
Man Your Man Could Smell Like,” gave P&G its greatest exposure in the
online community and bridged the power of digital and social media.
• From mass marketer , P&G became one-to-one digitized marketer.
42. • In 2007, P&G launched two social media sites: Capessa for
women on Yahoo! Health and the People’s Choice
Community, associated with the People’s Choice awards.
• P&G used Facebook as a marketing supplement, not a
replacement. It identified 2010 as the year to acquire
Facebook friends, but the years beyond that were for figuring
out how to use them.
• In 2011, when research showed that men were interested in
work generally done by women in houses , P&G rounded out
its earlier social media efforts with Manofthehouse.com,
which featured household advice for men .
• Social media was a way to speak to its audience virtually.
44. • P&G used T-shirts having slogans and endorsed
celebrities like Katrina Kaif to promote sale of products
like Tide. The T-shirts were worn by celebrities and were
sold online and proceeds went to hurricane affected
families.
• A similar mass promotional activity was held in Times
Square in 2006 , targeting holiday shoppers. It generated
YouTube ads and attracted a lot of viewers , mainly youth.
• A large blue neon sign in the middle of a Broadway block
read “Restrooms” and led people up an escalator into a
lounge with flat-screen TVs, leather couches, a fireplace,
and 20 shiny, spotless toilets. The ad was used to promote
Charmin toilet paper, and tourists loved it.
45.
46. DISCLAIMER
CREATED BY Paras Gupta, IIT ROORKEE DURING
MARKETING INTERNSHIP UNDER PROFESSOR
SAMEER MATHUR, IIM LUCKNOW