Executive Summary
The proliferation of digital channels and options for customers heightens the importance of an undersung
variable: message timing.
Bain’s global survey of marketers finds that marketing leaders understand the value of making timely
connections with customers, and how technology can help.
Timing comes into play through signals, sequence and speed. And the technology now exists for marketers
to test each with high confidence.
Mastering timing raises the odds of seizing attention for the immediate purchase and building brand
equity in the longer run.
Finding Your Ideal Customer Prospect [Whitepaper]Avention
Are you having trouble targeting your ideal customer prospect? This whitepaper from B2B Magazine and Avention gives you tips and stats on locating your ideal customers.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Finding Your Ideal Customer Prospect [Whitepaper]Avention
Are you having trouble targeting your ideal customer prospect? This whitepaper from B2B Magazine and Avention gives you tips and stats on locating your ideal customers.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
What are the most significant challenges you face in relation to B2B digital marketing?
There were four particular areas into which the vocally expressed challenges fell overall - money, time, ideas that work and organisational structures.
As has been mentioned earlier – a consistent theme among B2B marketers is the challenge to increase and manage resources behind delivery, but a second significant area coalesced around the need to create cut-through, produce quality content or engage with the audience more effectively.
Marketers, it would seem place high importance not just on reaching people but on engaging them effectively when they do. The third area of consistency was around organisational structures – whether the challenge of scaling projects globally or breaking through the internal silo mentality.
Marketing Assignment Help | Marketing Assignment Help with Onlineassignemnt.net Online
Marketing Homework Help | Marketing Assignment Help
Are you a K-12 , College , University or P.H.D level student having difficulty with your Accounting Assignments?
We have expert tutors in Marketing who will help you with detailed solutions containing step-by-step explanation to your Basic Marketing Assignment Help Assignment help. For all your Marketing homework help requirements, consider Online Assignment as your best bet.
Just upload your homework file in the submit panel or email your assignment to homework@onlineassignment.net .
Our highly qualified, professional and skilled team members can provide you help with complex marketing case study, report writing, essay writing, research paper, term paper, dissertation involving multiple disciplines and concepts, research proposal writing, presentation in areas like brand equity, marketing mix, etc.
The OnlineAssignment Team has highly qualified tutors with many years of industry experience. The team has helped a number of students pursuing education through regular and Online Universities, institutes or online MBA, MA, or BA Programs.
Online Assignment provides timely help at affordable charges with detailed step by step explanation to your assignments, homework, research paper writing, research critique, case studies or term papers so that you get to understand your assignments better. We wish to surpass all the geographical barriers and help students around the globe with our 24*7 expert assistance on various subjects across all standards, guaranteeing them better grades. We are reachable round the clock via phone, e-mail, and live chat.
www.onlineassignment.net
homework@onlineassignment.net
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
What are the most significant challenges you face in relation to B2B digital marketing?
There were four particular areas into which the vocally expressed challenges fell overall - money, time, ideas that work and organisational structures.
As has been mentioned earlier – a consistent theme among B2B marketers is the challenge to increase and manage resources behind delivery, but a second significant area coalesced around the need to create cut-through, produce quality content or engage with the audience more effectively.
Marketers, it would seem place high importance not just on reaching people but on engaging them effectively when they do. The third area of consistency was around organisational structures – whether the challenge of scaling projects globally or breaking through the internal silo mentality.
Marketing Assignment Help | Marketing Assignment Help with Onlineassignemnt.net Online
Marketing Homework Help | Marketing Assignment Help
Are you a K-12 , College , University or P.H.D level student having difficulty with your Accounting Assignments?
We have expert tutors in Marketing who will help you with detailed solutions containing step-by-step explanation to your Basic Marketing Assignment Help Assignment help. For all your Marketing homework help requirements, consider Online Assignment as your best bet.
Just upload your homework file in the submit panel or email your assignment to homework@onlineassignment.net .
Our highly qualified, professional and skilled team members can provide you help with complex marketing case study, report writing, essay writing, research paper, term paper, dissertation involving multiple disciplines and concepts, research proposal writing, presentation in areas like brand equity, marketing mix, etc.
The OnlineAssignment Team has highly qualified tutors with many years of industry experience. The team has helped a number of students pursuing education through regular and Online Universities, institutes or online MBA, MA, or BA Programs.
Online Assignment provides timely help at affordable charges with detailed step by step explanation to your assignments, homework, research paper writing, research critique, case studies or term papers so that you get to understand your assignments better. We wish to surpass all the geographical barriers and help students around the globe with our 24*7 expert assistance on various subjects across all standards, guaranteeing them better grades. We are reachable round the clock via phone, e-mail, and live chat.
www.onlineassignment.net
homework@onlineassignment.net
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Digital media’s rise and constant evolution has reshaped the way we plan,
execute and manage marketing activities. Regardless of industry, product or
target audience, today’s B2B marketing mixes call for more ingredient diversity.
This white paper provides an outline of best practices and key ingredients that facilitate your ability to create a strategic marketing mix that satisfies your desire
for growth.
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Tips for landscape photography
More tips on
https://groetenuittienen.blog/category/fotografie-cursussen-gegeven-door-theo-herbots-fotografie-in-tienen/
Introduction
Photoshop is one of the premier graphic software packages used by
many photographers. Here you will find an introduction on what the
Adobe graphic software is about and how you can use it for your projects.
You will be able to learn the secrets that can help you master this
software so that your projects will appeal to others
Photoshop is not one of those software programs where you can easily
start on your own. You may want to take your time while using it because
you don’t want to go too fast while learning the ropes. You will
learn how to add images, and other tips that you need to know in order
to become a professional in graphics.
There are so many things to do with this graphic software, but it’s important
to know the basics first before you start diving into more advanced
features and functions. When you learn to do one thing, you
can move on to other tasks.
In order to get started, you must open the Photoshop software. You
will see the Photoshop desktop. Within the desktop, you will find the
following categories: title bar, menu bar, options bar, status bar, toolbox,
see more https://www.viewbug.com/member/theoherbots and
https://groetenuittienen.blog/
Have a nice Day
Theo-Herbots-Fotografie
View the winners and the descriptions of the beautiful photos of the winners of this competition, find more about photography at https://groetenuittienen.blog/
Sincerely
Theo-Herbots-Photography
Geïnspireerd door de prachtige #Natuurfoto's van andere Bloggers Wereldwijd, heb ik me laten bekoren om deze Blog om te vormen tot een #Blog-#Natuurfotografie. Ik zal hier vele prachtige foto's verspreiden die ik dagelijks ontvang (natuurlijk ga ik blijven publiceren in mijn andere categorieën, maar veel minder) Ik ga ook tips en adviezen geven hoe te Bloggen, maar ook vooral tips en adviezen rond #Natuurfotografie. Ook heb ik een manier gevonden om volledig op automatische piloot wereldwijd de beste artikels van die dag te verzamelen, in 10 verschillende Magazines die niemand mag missen, #Theo-Herbots uit #Tienen dankt U voor Uw bezoek, Uw vertrouwen en het verpreiden van deze Blog. YOU CAN TRANSLATE THIS BLOG HERE BELOW IN 110 LANGUAGES !!!!!
https://groetenuittienen.blog/
Vriendelijke Groet
#Theo-Herbots-Fotografie
de wereldberoemde professionele fotograaf Ian Plant Wis levert regelmatig bijdragen aan veel toonaangevende foto'stijdschriften waaronder Outdoor Photographer, PopularFotografie en Landschapsfotografie Magazine; ManagingRedacteur van Outdoor Photography Guide; en een Tamron-afbeeldingMeester. Ian is ook de auteur van talloze boeken en educatieve artikelenvideos. Ian reist de wereld rond in zijn nooit eindigende zoektocht om deverborgen kant van de realiteit.
Vindt meer op mijn Blog https://groetenuittienen.blog/
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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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.🤯
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
3. 1
It’s About Time: Why Your Marketing May Be Falling Short
Executive Summary
The proliferation of digital channels and options for customers heightens the importance of an under-
sung variable: message timing.
Bain’s global survey of marketers finds that marketing leaders understand the value of making timely
connections with customers, and how technology can help.
Timing comes into play through signals, sequence and speed. And the technology now exists for mar-
keters to test each with high confidence.
Mastering timing raises the odds of seizing attention for the immediate purchase and building brand
equity in the longer run.
Time is running out on personalized marketing as a means of continually raising the return on investment of
campaigns. For the past few years, many marketers have used advanced data analytics to identify the right customers
and increase their ROI, but now these practices, while still valuable, are reaching a plateau.
The rise of so many digital channels and options for customers heightens the importance of another, underappreciated
variable: message timing, as detailed in new research by Bain & Company in partnership with Google. To strengthen
customer relationships, marketers need to know not only which current or prospective customers to reach, but also
in which moments (see Figure 1). By communicating at the most opportune times based on people’s behavior and
signals, companies can generate more business with fewer or more efficient ads, or expand the audience to find
unexpected wins.
Our research focused on nearly 1,700 marketers globally, at large firms in both consumer and business-to-
business industries, to understand the value they have gained from data and technology investments.
While there are differences across regions in technology adoption, integration preferences and priorities
(see the sidebar, “What the survey shows about marketing around the world”), the research revealed clear
characteristics of marketing leaders worldwide. Leaders, defined as the top 20% based on a composite
score of revenue and market share growth, don’t just understand which customers to reach and what to
say; they also know the importance of connecting with customers at the right moments, and how technology
can help in that effort.
Keurig, for example, has learned the value of timing for its coffee pod business. Some people buy months’ worth of
coffee pods at a time, while others purchase smaller amounts every week or two. Engaging with consumers at just
the right moment makes a huge difference in revenues and customer convenience, by ensuring that people won’t
run out of pods.
Previously, Keurig would send daily emails with price-based “buy now” promotions, assuming that consumers
who wanted to buy would open the email. But the company decided to look at two years of buying history, including
purchase frequency and the digital route taken, so that it could discern clear buying patterns. From that analysis,
Keurig identified four distinct customer segments for which it could run tests of more timely and targeted mes-
sages. New coffee machine owners, for instance, get messages educating them on the range of flavors available
rather than promotional messages. Because this email cadence is more appropriate to the individual consumer,
spam tags have decreased, and Keurig reaps data on the effects of branding, education and promotions for
each segment.
4. 2
It’s About Time: Why Your Marketing May Be Falling Short
Signals, sequence and speed
Timing comes into play through signals, sequence and speed. And the technology now exists for marketers to test
with high confidence when to communicate and in what order—and to do so in near real time.
In the market for over-the-counter medicines, for example, a leading brand mapped its customers’ past search and
purchase behavior, determining that people who take the medication in the first two days of symptoms are more
likely to get relief and become greater brand advocates. Knowing this, the company worked with Google and WebMD
to reach consumers whose search terms suggested they had the symptoms in that narrow time frame. As a result,
the brand substantially increased conversion of searches to sales of its medication, building greater brand loyalty
at the same time.
When marketers gain a deep understanding of the key moments in the customer life cycle, they can spot crucial
signals when they appear and then release a sequence of messages tailored to each customer.
A major sporting goods company used to mix brand-oriented, aspirational messages and price-focused promo-
tional messages during the same time frame, in part because its e-commerce and brand teams did not coordinate
with each other. Yet leading with a promotional message, while it might generate a short-term sales boost, sacrific-
es long-term brand value. By contrast, leading with brand messages early in a campaign can have a halo effect on
the subsequent promotional messages.
This company now runs campaigns jointly between the two teams, sending and testing messages in a carefully cali-
brated sequence. As the senior director of digital media told us, “We can sequence our ads to start with a brand mes-
sage for our most inspirational product, then start promoting a different product with an offer attached if the customer
Source: Bain & Company
Conquering timing requires a sophisticated marketing organization
Figure 1
“How do I make my data
usable and structured?”
“How do I better reach and
engage my customer?”
“How do I react to customer
signals and connect with them
in a timely manner?”
“How can I scale, optimize,
personalize and automate
these processes?”
Conceptual marketer maturity curve
5. 3
It’s About Time: Why Your Marketing May Be Falling Short
doesn’t bite. This saves money [on promotions] and ensures our positioning remains premium with those for
whom our brand really resonates.”
Timing also figures into how quickly a company is able to react to the customer’s behavior. Faster reaction times
go a long way toward more effective marketing. And when companies get more proficient in timing their marketing
activities, they often realize an unanticipated benefit: They free up more time for brand building, creative develop-
ment, data mining and honing their capabilities. The digital director of cosmetics retailer Rituals noted that im-
proving its customer prospecting gives the firm more time to “develop creative and ad messaging that is most true
to our brand.”
What marketing leaders do differently
How are the most advanced marketers realizing further gains in ROI? The single greatest investment area
over the next three years cited by the North American executives surveyed—roughly 1.3 times more than the
next area—is improved understanding and selecting of customers (see Figure 2). While all marketers share
this goal, the leaders have advanced furthest in three ways, each of which influences their use of time.
First, they own their digital destiny by taking control of their consumer data and by integrating their market-
ing and advertising technologies. Marketing leaders in North America are 1.6 times more likely than laggards
to prioritize integrating their platforms, and they have a stronger understanding of how to deploy their tech-
nology (see Figure 3).
Telecommunications provider Sprint, for instance, consolidated its owned customer data in an open-source
environment, then invested in tools and infrastructure to better connect the data to its technology stack. It
Source: Bain Marketers Survey, November 2017 (n=516 for North America)
Marketers single out customer insights for future investment
Figure 2
Percentage of respondents
Improved understanding and targeting of customers
Top areas for investment in the next three years
Improved attribution of online and offline sales
Implementing new technology platforms
Clear metrics and goals to guide strategy
Integration between technology platforms
33%
26%
24%
24%
26%
6. 4
It’s About Time: Why Your Marketing May Be Falling Short
also combined its analytics and advertising technology group and the media buying team, under the chief
digital officer. This allows Sprint to better predict customer preferences and identify activity that indicates
potential churn. Some activities that once took days now take minutes, because the employee writing the algo-
rithm sits near a colleague buying paid search. “We’ve found ways to increase conversion rates in new customer
acquisition by up to 30%,” said the chief digital officer, “by figuring out the type of phone or features they’d
be most interested in, and segmenting them accordingly.”
Second, marketing leaders have built a test-for-results culture, using timely insights derived from experimentation
to inform their decisions. They encourage the use of metrics with common definitions, and share the lessons
among the marketing and commercial groups.
Plenty of customer data is available, and the leaders already have put it to work. Using timely data is critical for valid
tests. Among North American survey respondents, the leaders are 1.7 times more likely than laggards to refresh data
at least weekly and 1.4 times more likely to use data to directly inform decisions, often in near real time (see Figure 4).
Sprint sets aside a portion of its marketing budget for experimentation or open-ended testing. “We’ll conduct about
30 tests per month, and one to two will show something promising,” said the chief digital officer. “In those cases,
we’ll allocate budget from something low performing to capitalize on the new insight.”
NBCUniversal has been systematic about sifting through raw data feeds to uncover insights that can be tested in
order to make smarter investments in digital and traditional media channels. For the police series Shades of Blue, the
company found midway through the season that audience segments outside the original chosen segment were the
most enthusiastic respondents to digital campaigns. Given that insight, NBCU quickly shifted many elements of its
marketing campaign to reach the new segments, buying radio ads to reach them as part of a broader, offline campaign.
Notes: Leaders are defined as the top 20% of respondents using a composite score of revenue and market share growth; laggards are the bottom 20%
Source: Bain Marketers Survey, November 2017 (n=516 for North America)
Leaders are more advanced users of marketing technologies
Figure 3
Integration between technology platforms
28%
18%
Percentageofrespondents
Percentageofrespondents
Leaders
Laggards
Among the top three priorities in the next
three years
User aptitude with marketing and advertising
technology
1.6x
Leaders
Intermediate
25%
Advanced
57%
27%
48%
Understand the basics
Laggards
Just learning
7. 5
It’s About Time: Why Your Marketing May Be Falling Short
What the survey shows about marketing around the world
Even in a connected world, marketing practices vary significantly by region. Bain surveyed marketers in the
UK, Germany, Spain, France, Italy, the Netherlands, Japan and Australia about their preferences. While
a desire for integrated technology was largely consistent everywhere, we found some surprising differences.
Europe:
• As in North America, a majority (65%) of European marketers value advertising and marketing
technology integration, and are making investments to improve customer data to use with ad-
vertising and marketing technology.
• But marketers in Europe use about 20% fewer technologies, such as demand-side platform ad
buying, customer relationship management, optimization and data management. They are 1.4
times less likely to refresh metrics weekly and two times less likely to make budget decisions
based on metrics.
• They are three to four times more likely to say they face no barriers holding back marketing,
suggesting they have yet to realize the same data challenges as their North American peers or
are taking a different approach.
Notes: Leaders are defined as the top 20% of respondents using a composite score of revenue and market share growth; laggards are the bottom 20%
Source: Bain Marketers Survey, November 2017 (n=516 for North America)
Leaders already have ample data and refresh it regularly in order to
inform decisions
Figure 4
Refresh metrics at least weekly Always make budget decisions informed by metrics
31%
23%
33%
54%
Percentageofrespondents
Leaders
Leaders
Laggards
Laggards
1.7x
1.4x
Use of metrics
8. 6
It’s About Time: Why Your Marketing May Be Falling Short
By integrating its technologies and automated data reports before launching the digital campaigns, the company
was able to shorten the time required to gain insights and then adjust spending to the high-return audiences.
The third distinguishing feature of how marketing leaders treat time is their faster decision making. They achieve this
by having the in-house team responsible for customer acquisition and retention take more accountability for budgets,
technology, data and analytics. Many also empower the chief marketing officer to own marketing technology decisions
(see Figure 5).
What the survey shows about marketing around the world (continued)
Australia:
• In Australia, 85% of marketers are looking to adopt and integrate ad and marketing technology.
Data integration is also critical for Australian marketers. Improved understanding and selection
of customers is their top priority for investment, closely followed by an interest in integrating and
activating data sources.
• Unlike other parts of the world, Australian marketers are more likely to feel that a lack of budget
is holding them back. This barrier will need to be addressed before data and technology can
be unleashed.
Source: Bain Marketers Survey, November 2017 and February 2018 (n=1,683)
Marketers in different regions face different challenges
AustraliaNorth America Europe
0
5
10
15
20
25
30
35%
Ineffective technology stack Poor data quality/
lack of integration
Percentage of respondents
0
10
20
30
40%
Improved understanding
and selection of customers
Integration between
technology platforms
Percentage of respondents
Marketer investment priorities for the next
three years
Barriers holding back marketing
9. 7
It’s About Time: Why Your Marketing May Be Falling Short
CMO CFO CTO/CIO
35%
21%
Leaders
19%
Leaders
25%
Leaders
Percentageofrespondents
Laggards
34%
Laggards
35%
Laggards
Final decision maker for advertising or marketing technology vendor selection
Notes: Leaders are defined as the top 20% of respondents using a composite score of revenue and market share growth; laggards are the bottom 20%
Source: Bain Marketers Survey, November 2017 (n=516 for North America)
Leaders give their marketers more control over the relevant
technology choices
Figure 5
For example, in North America, leaders are almost two times more likely than laggards to manage technology
within marketing and were less likely to face organizational hurdles in those decisions (see Figure 6). Some are
bringing in-house the social, search and demand-side platform for managing ad and data exchange accounts,
so they can monitor and adjust activities more quickly than through systems managed by outside agencies.
At Bayer, for example, the head of the global consumer health practice pushed the organization to adopt data
aggregation and direct partnerships with key vendors. That executive’s advocacy “was the catalyst that made
my mission a lot easier,” said Bayer’s director of US digital strategy.
Tick-tock: No time to waste in moving up the curve
For companies that want to get time on their side, the experiences of current leaders point to two proven paths.
Many marketing leaders, including Bayer and Sprint, started down the path when one or more influential senior
executives led the charge. After setting the vision, the executives enlist others in the organization to turn that
vision into real marketing practices, such as:
• Audit the technology infrastructure to determine which pieces of an integrated platform are missing
or unaligned.
• Build the business case to win over the heads of other functions, especially finance and technology.
• Integrate disparate data sources into a single hub, eventually organizing data by brand, category and com-
pany division.
10. 8
It’s About Time: Why Your Marketing May Be Falling Short
• Start marketing, using the chosen audience plus message timing, frequency and sequencing to improve results.
• Capture and share success stories to bring the broader organization on board, leading to collaboration and
access to additional data that will further refine customer segmentation and timing.
Companies that lack a clear sponsor, by contrast, will need to rely on small-scale experiments that produce a
series of positive results, building momentum for an executive to take notice. To make the case for larger invest-
ments in marketing technology, staff at Rituals started small and then scaled up the successful tests. Once
conversion started to increase, others became comfortable directing resources to those activities. As the digital
director said, “If we had built business cases, we would have lost time in convincing stakeholders. Because
we just started testing, we had the results already to prove we should keep going.” Likewise, at Sprint, a
small team’s experiments first demonstrated the power of data to others in the company. “We won them over
in a natural way,” noted the chief digital officer.
With customers bombarded by marketing and advertising messages, it’s essential to bend time to serve a more
efficient and effective approach. Companies that take more control of their marketing and advertising data and
technology will be able to respond quickly to a customer’s zigs and zags and send a tailored message at precisely
the right moment. That raises the odds of seizing attention for the immediate purchase and building brand equity
in the longer run.
Risk-averse leadership Slow decision making
24%
34%
Leaders 20%
Leaders
Percentageofrespondents
Laggards
34%
Laggards
Key barriers impeding marketing
Notes: Leaders are defined as the top 20% of respondents using a composite score of revenue and market share growth; laggards are the bottom 20%
Source: Bain Marketers Survey, November 2017 (n=516 for North America)
Organizational issues don’t hold back leaders
1.4x
1.7x
Figure 6
11. Shared Ambition,True Results
Bain & Company is the management consulting firm that the world’s business leaders come
to when they want results.
Bain advises clients on strategy, operations, technology, organization, private equity and mergers and acquisitions.
We develop practical, customized insights that clients act on and transfer skills that make change stick. Founded
in 1973, Bain has 55 offices in 36 countries, and our deep expertise and client roster cross every industry and
economic sector. Our clients have outperformed the stock market 4 to 1.
What sets us apart
We believe a consulting firm should be more than an adviser. So we put ourselves in our clients’ shoes, selling
outcomes, not projects. We align our incentives with our clients’ by linking our fees to their results and collaborate
to unlock the full potential of their business. Our Results Delivery®
process builds our clients’ capabilities, and
our True North values mean we do the right thing for our clients, people and communities—always.
12. For more information, visit www.bain.com
Key contributors to this global research in Bain’s Customer Strategy & Marketing
practice and at digital agency FRWD
Americas Laura Beaudin in San Francisco (laura.beaudin@bain.com)
Cesar Brea in Boston (cesar.brea@bain.com)
Brian Dennehy in San Francisco (brian.dennehy@bain.com)
Francine Gierak in San Francisco (francine.gierak@bain.com)
Richard Lichtenstein in New York (richard.lichtenstein@bain.com)
Asia-Pacific Katrina Bradley in Sydney (katrina.bradley@bain.com)
Florian Hoppe in Singapore (florian.hoppe@bain.com)
Europe, Andreas Dullweber in Munich (andreas.dullweber@bain.com)
Middle East Richard Webster in London (richard.webster@bain.com)
and Africa
FRWD John Grudnowski in Minneapolis-St. Paul (john.grudnowski@frwd.com)